Professional Documents
Culture Documents
Mary Celsi
Marketing Planning
Each Year
Is a mini-plan
Not a fully realized plan, but boiled down to the essential
ideas and also without some of the more challenging
items (e.g. financial forecasting and costing) as youre
just starting to learn this process
Should pull together what youve learned in this class
Your Assignment
The Assignment
Consumer/Target Market
Analysis
Differentiation
Environmental Factors
Think of whatever consumer trends out there that are applicable to the
specific benefits and differentiating factors offered by your QSR
Consumer/Social Factors
Economic Factors
Technology
Competitive Factors
Legal/Regulatory
Challenges
Secondary research
QSR trends
College student/younger generation food preferences
Changing food preferences generally
Primary research
Focus groups, surveys, experiments to see what your market
wants
What kind of research would you do to help you make
marketplace decisions?
Research
Pricing
Advertising?
Hmmm, how about indoor advertising?
But seriously, what media and vehicles might be appropriate
to your audience and message?
Media newspapers, magazines, flyers, posters, social media?
Promotion
Hmmm.
Coupons
Samples
Contests
Buy one, get one free
Frequent buyer cards
Anything you can think of..
Sales Promotions
What free coverage can you get for the opening of your
business?
Public Relations
Personal Selling
Place/Distribution
Strategy
This is the $$ just for marketing your product, not for the
entire business start-up (e.g. for sampling, advertising,
promotions.)
Guestimate your possible revenue for the first year
Rule of thumb: Spend 6-15% of your first years revenue
on marketing expenses (some businesses argue for 1.5
times 15% for the first year Im not convinced you
would need to spend this for this particular business, but
its something to think about)
Marketing Budget