Chicks N Bikinis, The Rock Bass, and The Marina

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Chicks N Bikinis, The Rock Bass, and The Marina

• Courtney Bain, Scott Snook,
• Michael Fullan, Kayla Rosenbaum

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The Rock Bass

• The Rock Bass is our upscale steakhouse for both
  tourists and locals looking for a nice steak or
  seafood dinner.
• Faces both the main business sector and windows
  in the back oversee the water.

• Offers high quality food and a casual atmosphere
  for every budget.
• Menu for every appetite steak, seafood, chicken,
  appetizers, and a unique assortment of non and
  alcoholic beverages.

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Chicks N Bikinis

• An atmosphere that is inviting and fun filled.
• Great for boaters, jet skiers, and water goers
  looking to socialize and grab a bite to eat.

• Tiki-hut theme throughout the bar and grill.
• Attached is a party deck and outside eating area
  to oversee the water.

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The Marina

• Convenience of refueling on the water
• Easy access to restock fishing supplies
• Wide variety of drinks and snack type food

• Boats, pontoons, and Jet skis can dock and eat
  lunch or dinner then return to the water
• Gas station like pricing

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Business Mission

• Our mission statement
• Our company will successfully offer a diverse
  atmosphere to serve a dynamic group of people on
  any given day.

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Business Objectives

• Provide the most efficient and convenient
  re-fueling without leaving the water
• Offer a casual and fun atmosphere for boaters to
  come and enjoy food, music, and entertainment

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Business Objectives cont.

• Offer a high-class option of dining with the
  highest quality steakhouse menu for those seeking
  a luxurious night out
• Become a premier source of convenience on the
  water by catering to the needs of both leisure
  boaters and lake visitors

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S.W.O.T.

• Strengths
• Location
• Two-way access
• Water side gas
• Three in one
• Service

• Weaknesses
• One fails, they all fail
• Employ large amount of people
• Large finances to start
• Changing locals regular spots

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S.W.O.T. Cont.

• Opportunities
• Little competition
• Opportunity to open elsewhere
• Trend of luxury items
• Baby boomers starting to make big purchases

• Threats
• Economy
• Ability to purchase luxury items
• Weather
• Local support

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Promotional Mix

• Advertising
• Public Relations
• Personal Selling
• Sales Promotion

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AIDA and the Promotional Mix

• Advertising
• Most useful in gaining attention for our business
• Public Relations
• Greatest impact in gaining attention and building
  interest
• Hope to project a positive image of our business
  in the minds of consumers and potential consumers

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AIDA and the Promotional Mix

• Sales Promotion
• Greatest strength will be in creating a strong
  desire and purchase intent
• Personal Selling
• Most effective at creating customer interest for
  our business and at creating desire
• Workers will be able to encourage and convince
  customers to make purchases

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Promotional Goals

• Informative Promotion
• Increasing the awareness of our business
• Explaining the type of service we represent
• Building a company image
• Persuasive Promotion
• Encourage consumers to come to our business
  rather then the competitions
• Convert consumers into loyal customers

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Factors Affecting the Promotional Mix

• Nature of the Product
• Consumer and leisure services
• Low costs and risks associated with our service
• Low-involvement purchases

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Factors Affecting the Promotional Mix

• Target Market Characteristics
• Promote our business to tourists and people
  outside our geographic region
• Develop highly informed repeat customers within
  each of our target markets

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Factors Affecting the Promotional Mix

• Type of Buying Decision
• Neither routine or complex decisions
• Establish awareness for the good or service by
  using advertising and public relations
• Provide as much information as possible about our
  business

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Product Mix

• Our company offers both services and products.
  Our gas station marina will offer a variety of
  convenience goods
• Two product lines one exclusively for fisherman
  the other for boaters looking to purchase drinks
  or snacks while on the water

• Line 1- bait, lures, line, tackle, hooks,
  spinners, rods and reels
• Line2- ice, beer, pop,, candy, crackers, chips,
  water, and other nonperishable snack food items

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Innovation Adoption

• Early adopters
• Community oriented
• Word-of-mouth
• Factors that speed adoption
• Compatibility
• Relative advantage
• Observability
• Trialability

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Product Life Cycle
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Positioning

• The Rock Bass
• Chicks N Bikinis
• The marina
• Honest, caring, and friendly environment

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Distribution

• Supply Chain system
• Direct customer channel
• Customer drawn to us
• Suits everyones age and lifestyle
• Lakeside and next to a major highway

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6 Ps

• Product
• Unique
• Width and depth will be kept to a minimum
• Main goal keeping accurate inventory
• We have made negotiations with our beverage,
  food, and gasoline suppliers

• Promotion
• Use all four promotional techniques
• Focusing on advertising and sales promotion
• Must positively position ourselves in the minds
  of the locals

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6 Ps Cont.

• Place
• Popular lake in Northern Michigan
• Off the interstate
• Near well-known campsite
• Standing alone
• Sought out and purposely visited

• Price
• Different income levels
• Typically low price
• Average dinner meals 12 - 16
• 2 beers and 3 mixed drinks

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6 Ps Cont.

• Presentation
• Strength is our atmosphere
• Variety
• Something for everyone
• Knowledgeable, customer-oriented employees

• Personnel
• Employees will go through training on a regular
  basis
• The Rock Bass employees will be the best of the
  best
• Undoubtedly biggest goal

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Target Market Strategy

• Multisegment Targeting Strategy
• Able to develop a distinct marketing mix for each
  of our different segments

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Market Segmentation

• Demographic Segmentation
• Age Segmentation
• Generation Y
• Generation X
• Baby Boomer Generation

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Market Segmentation

• Gender Segmentation
• Males
• Psychographic Segmentation
• Personality
• Lifestyles
• Usage-Rate Segmentation
• Heavy Users
• Potential/1st Time

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Price

• Status quo and sales orientation
• Basic strategy to match competitors of Chicks N
  Bikinis and the Marina in the area
• Price our gasoline based on its quality and the
  going rate
• Rock Bass will remain a higher quality and price

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Conclusion

• Each of the three business are designed to
  provide great customer satisfaction and a unique
  atmosphere to serve every potential customer.