Village Green Foods Campaign Strategy Presentation

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Village Green FoodsCampaign Strategy
Presentation

• Strategy Team 1
• Griselda Beck
• Joseph Chang
• Anthony Griffin
• Julie Lemaster
• Anna Olivier

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Agenda
1. Problems, Strengths, Opportunities
2. Target Market and Audiences
3. Objectives
4. Strategy Overview
5. Restaurant Decision Makers
6. Distribution Sales Representatives
7. Culinary Consultants
8. Assessment and Budget
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Problems

• Low awareness of outsourcing solutions
• No promotional activity to date
• Large competitors with heavy promotions

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Strengths Opportunities

• New product line channel
• Baby food in grocery stores
• Strong ties to community
• Back Bay Rowing Running Club Restaurant
• Growth in niche marketing
• Relatively new and growing industry

5
Target Overview
Target Market
Primary Target Audience
Tertiary Target Audience
Secondary Target Audience
TEXT
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Target Market

• Restaurant segments
• Quick Casual
• Casual Dining
• Geographic constraints
• US Western Region
• 1-2 days transport
• 80 business in Southern California
• Value
• Freshness, gourmet ingredients, process
  integrity, consistency, and TASTE!

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Target Audiences

• Primary Restaurant Decision Makers
• Secondary Distribution Sales Reps
• Tertiary Restaurant Culinary Consultants

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Objectives

• Increase sales to 5M by 2010
• Increase overall awareness of restaurant
  outsourcing solutions
• Create and increase recall awareness of VGF
• Generate 5-10 new sales leads by referrals
• Additional target audience objectives
• To develop brand associations between VGF and
  innovative culinary solutions
• To evoke favorable attitudes towards VGF

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Strategy Overview

• Primary Target Audience
• Advertising
• Sales Promotions
• Direct Marketing
• Public Relations
• Secondary Target Audience
• Event Marketing
• Personal Selling
• Tertiary Target Audience
• Direct Marketing
• Sales Promotions

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Restaurant Decision Makers
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Advertising

• Direct Mail
• Monthly postcards
• Company name, logo, industry facts (reminders)
• 3,120 per year
• Quarterly newsletters
• Current trends in the industry, VGFs services
• 2,440 per year
• Message
• VGF is an expert in their field
• Add to credibility, make VGF seem approachable,
  knowledgeable
• VGF is a valuable resource offering innovative
  solutions

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Sales Promotions

• Advertising Specialties
• Whisks, spoons, mugs with VGF logo
• Whisk 447 (150 pieces)
• Plastic Spoon 299 (150 pieces)
• Ceramic Mugs 140 to 545 (144 pieces)
• Thermos Mugs 1,200 (150 pieces)
• One time set up fee 40 - 45 for logo
• Trade Shows
• Western Food and Culinary Expo
• August 26th 28th
• Basic Rate Plan 3,300

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Direct Marketing

• Personal Selling
• Employee solely dedicated to customer relations
• Two options
• Part time at 20,000 per year
• Jenny

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Public Relations

• Interviews
• Culinary magazines or Food Network
• Press Releases
• Pay decent wages
• Good work environment
• Donate food to local food banks

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Distribution Sales Representative
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Reasons to Target Sales Reps

• Frontline sales force
• Creditable source
• Objective consultant

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Promotional Tools

• Personal selling
• Customization reminder
• Nice reward with new accounts
• Event marketing
• Build a community
• Utilize Back Bay Rowing and Running Club
• Banquet, reception, holiday party

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Culinary Consultants
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Features and Advantages

• Creating authentic food
• Increasing cost effectiveness
• Serve as a middleman
• Advantages
• Current past clients
• Medium
• Credibility

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Sales Promotion and Personal Selling

• Event marketing
• A niche market
• Customization immediate feedback
• Rented space or Back Bay Rowing and Running Club
• Invitation sent out within one month
• Presentation
• Introduction of services
• Incentive plan (commission based)
• Marketing continuity

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Direct Marketing and Sales Promotion

• Follow up
• Reminder
• A direct response
• Postcard
• Newsletter
• Trade Show
• The Western Foodservice Hospitality Expo

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Assessment Measures and Budget
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Testing
Concept
Copy
Concurrent
Post

• Behavioral tests
• Sales
• Inquiries
• Direct mail tallies
• PR tallies
• Interviews

• Tracking
• Direct mail
• PR exposure
• Interviews
• Attitudes
• Message

• Positioning
• Products
• Objectives
• Interviews

• Rough previews
• Accurate sample

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Conservative Campaign

• Bare minimum recommendations
• Creative materials are created in-house
• Circulation quantity and frequency is minimal

Conservative Campaign (2.2 of Annual Sales) Conservative Campaign (2.2 of Annual Sales) Conservative Campaign (2.2 of Annual Sales)
Promotional Tool Details Estimated Cost
Advertising In-house creative content  
Direct Mail 3,120.00
Newsletter   2,440.00
Sales Promotion    
Advertising Specialties Branded whisks, spoons, and mugs 1,036.00
Conventions Western Food and Culinary Expo 3,300.00
Event Marketing Quarterly VGF events 4,000.00
Direct Marketing    
Personal Selling Dedicated sales person 20,000.00
Consultant Incentives Maximum amount of 1 of annual new sales target 6,400.00
  Total Cost 40,296.00
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Moderate Campaign

• Better quality advertising specialties (mugs,
  whisks, etc.)
• Increased frequency of promotional materials and
  events
• More promotional tools to be given away at trade
  shows and events
• Creative responsibilities handled by graphic
  design firm
• RF D Graphic Design, Riverside CA

Moderate Campaign (2.8 of Annual Sales) Moderate Campaign (2.8 of Annual Sales) Moderate Campaign (2.8 of Annual Sales)
Promotional Tool Details Estimated Cost
Advertising Creative content handled by design firm  
Direct Mail 3,000.00
Newsletter   2,440.00
Graphic Design Fee Logo and identity 3,000.00
Sales Promotion    
Advertising Specialties Branded whisks, spoons, and mugs (high quality and quantity) 2,282.00
Conventions Western Food and Culinary Expo (larger booth) 6,600.00
Event Marketing VGF event every other month 6,000.00
Direct Marketing    
Personal Selling Dedicated sales person (part-time) 20,000.00
Consultant Incentives Maximum amount of 1 of annual new sales target 6,400.00
  Total Cost 49,722.00
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Premium Campaign

• This package allows for either
• Two part-time sales people
• One fulltime sales person
• Commission is held at 1 to avoid profit margin
  erosion

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