marketing proposal by christine chan. excited to share: overview consumer insights recommendations...
TRANSCRIPT
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Marketing ProposalBy Christine Chan
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Excited to share:
• Overview• Consumer Insights• Recommendations
Excited to share:
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Overview
Overview
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objectives
• Marketing Objectives• Drive sales
• Desire more lunch and weekday traffic• Weekends are good already
• Build reputation within local areas– Increase brand awareness
• Communication Objectives• Create stronger brand image for Wokcano. As a small chain with 6
locations all over Los Angeles, they lack a cohesive brand image.• Leverage the restaurant’s ambiance, menu, and locations to
communicate Wokcano’s quality, coolness, and overall “new” image.• Recently they underwent a rebrand, but Wokcano has not
communicated this well.
Objectives
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Target audience
• Profile• Locals within 5-10 miles of Wokcano locations
• Key Insights• Customers like the experience of Wokcano as an “easy and
accessible” Asian/Asian fusion place• Customers are generally 18+• For the people who don’t normally eat Asian food, focusing
on Caucasian, and other non-Asian population
Target Audience
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locations
• Burbank• Downtown LA• Long Beach• Santa Monica• Valencia• West Hollywood
Locations
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Consumer insights
Consumer Insights
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Insights
• From Yelp• The service is usually a hit or miss• Bad take-out service• Price does not match with the quality of food
and service• Not all locations have the same menu
Insights
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resources
• Social Media• Mail Ad• Local print ad• OOH
Resources
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Consumer concerns
• Is the price reasonable?• Do they provide fast service?• How is the quality of the food?• How is the atmosphere of the restaurant?• What are the food options?
Consumer Concerns
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recommendations
Recommendations
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strategy
• Raise awareness, consideration, highlight rebranding of Wokcano
• Create seasonal menu to attract local communities
• Re-evaluate quality of service and food• Social media campaign
Strategy
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tactics
• Rebranding• Menu rebrand• Food & service• Advertising• Digital advertising• Local events• Delivery system
Tactics
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Menu rebrand
• Quarterly meeting with manager to come up with a cohesive and consistent menu for all locations.
• Redesign the look of the menu to match with the ideal of Wokcano
Menu Rebrand
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Food & Service
• Food & service quality is the key element of keeping a restaurant’s reputation. Wokcano needs to re-evaluate and provide faster and better service to their target audience.
Food & Service
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advertising• Print: local magazine, especially the ones that could reach the
professionals in the area.• OOH: freeway billboards, decal on buses, posters at metro
stations• TV: rebrand commercials • PR: reach out to gourmet and food magazine to feature• Digital:
• Yelp review monitor, make sure all locations’ Yelp account has the same brand image
• Local Bloggers: invite local bloggers to locations• Newsletters: includes special deals for day of, and send out right before lunch
• (Daily Double: special lunch, first lunch at regular price, second for $1 only)
Advertising
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Phone App
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Local events
• Craft beer/wine tasting• Pair drinks with Asian food• Collaborate with local breweries and wineries
Local Events
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Delivery system
• Be on point with their delivery system. People on Yelp been saying their service and food are not reliable.
Delivery System
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• Boost ranking• Upload professional pictures• Encourage positive comments– “Free dessert for check in”
Yelp Campaign
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THANK YOU!