Sushi House Group 2 Morgan Burns Sarah Derichsweiler Maggie England Mackenzie Griffith Melissa Self

IMC Plan What you will learn today: History of Sushi House SWOT Analysis for Sushi House Competitor Analysis Current and New Target Market Current and New Product Positioning IMC Objectives IMC Strategies IMC Tactics Our ideas for new advertisements

History of Sushi House Founded a few years ago, but they’ve been providing Sushi for the past 4 years (2005). It is owned by David Tchi. Managed by Reggie Jackson for the past 3 years. Currently employ 15 employees

History of Sushi House The thing that sets them above everybody else is how they handle and take care of their food. The thing they could work on is their outside appearance, and have more presentation knowledge. When we asked an employee if he enjoyed is his job he said “Yes, it’s cool.”

SWOT Analysis- Strengths Large Target Market There aren’t a lot of competitors Nice Web site with online ordering Delivery Locally owned and operated Customer Oriented

SWOT Analysis- Strengths No language barrier Guaranteed fresh ingredients Close and Convenient More Diverse selection of Sushi Hibachi and other options Nice and Colorful inside environment

SWOT Analysis- Weaknesses No outside appeal Difficult to locate if you haven’t been there Little to no advertising No promotions or coupons Not well known in the community Inside is small Only one Hibachi table No liquor license

SWOT Analysis- Opportunities Sushi is now trendy Being healthy and body conscious is “in.” Make an Hibachi Kid’s Meal with smaller proportions Kid’s Meal Sushi Roll, Rice and Drink A lot of outlets for Advertising College town

SWOT Analysis- Threats Competitor’s Strong Advertising Competitor’s are perceived to be a nicer place Less Seating Food isn’t Kid Friendly It is harder for older people to try new and different things There are tons of more family-oriented places in the Stillwater Area

Competitive Analysis Kyoto, Nagoya and On-campus Sushi are Sushi House’s main competitors. Kyoto is Sushi House’s direct competitor. Kyoto is more prestigious and it has been around Stillwater longer and built a name for themselves. Kyoto offer tons of Hibachi grills and a Tatamie room where you can have a private party. Sushi House’s indirect competitor would be the bar scene. This is because Sushi House’s scene is a trendy spot where people can sit, relax and have a drink with their friends.

Current Target Market The average Sushi House customer… Is a College Student Is a Woman Goes on Dates Reads People, US Weekly, Vogue and Elle Prefers books over Television Knows Politics Dyes their hair at least four times a year Keeps a planner and sticks to it Enjoys trying new food Body Conscious Works out at least two to four times a week

Future Target Market Families in general Younger families that promote healthy lifestyles Families who believe art and culture are important aspects People who have full time jobs Middle class income Male customers Businessmen

Current Product Positioning Currently Sushi House is not positioned through any kind of medium The only promotion done by Sushi House was found in the Stillwater phone book Sushi House relies on word-of-mouth more than any other form of promotion

New Positioning Have much more advertising Give out more coupons Not rely so much on word-of-mouth as their main form of advertising

IMC Objectives Broaden Sushi House’s Target Market Strengthen Sushi House’s overall marketing plan Make the Stillwater community much more aware of Sushi House

IMC Strategies In order to achieve these objectives Sushi House needs to do one key thing: advertise more. Newspaper advertisements Detailed brochures

IMC Tactics Take out an advertisement in the Stillwater daily newspaper, The Stillwater News Press, that has sales promotions specifically aimed toward families. Print off detailed brochures about Sushi House that includes their menu and other facts about it. Then go to heavily family populated places like Wal-Mart, or send them home with children that are in elementary schools all the way up to high school students.

Advertising Strategies

Advertising Strategies Insert flyer, coupon, and brochure

In Conclusion… Our goals are to: Get Sushi House out in the Stillwater community more. Dramatically increase their advertising Position it more as a family oriented restaurant At Sushi House you will have a Fantastic time, enjoy the Atmosphere, make plenty of Memories, interact with Interesting people, and Love the Yummy food.