Marc and Marta Bianchini The Bianchini Restaurants January 1 – December 31, 2010 Triad Agency Joanne Banaszynski Joanne Banaszynski Marty Pitzer Marty Pitzer Nicole Sarillo Nicole Sarillo COM203 Section B Carroll University Professor Margaret Murphy December 3, 2009

Industry Environment / Background Size of Target Market Milwaukee – includes Milwaukee, Waukesha, Milwaukee – includes Milwaukee, Waukesha, Ozaukee & Washington Counties Ozaukee & Washington Counties 859,500 people – ages 21 to ,500 people – ages 21 to 70 Growth Current Trends in Restaurant Industry Economic, Demographic, Technological & Legislative Factors Population decrease – 3% (2000 to 2006) Population decrease – 3% (2000 to 2006) Buy one get one free Buy one get one free Discount coupons Discount coupons Customer loyalty programs Customer loyalty programs Slow economy Slow economy Population decrease Population decrease Internet Internet No smoking in bars & restaurants effective July 2010 No smoking in bars & restaurants effective July 2010

SWOT Analysis………….. Strengths Coa Coa Authentic Mexican street food Authentic Mexican street food Newly opened at a prime location in Bayshore Town Center Newly opened at a prime location in Bayshore Town Center Freshest meats & produce used in food preparation Freshest meats & produce used in food preparation Private parties & catering Private parties & catering Cubanitas Cubanitas Good location next to the Pfister Hotel Good location next to the Pfister Hotel Best mojitas Best mojitas Private parties & catering Private parties & catering Profitable Profitable Indulge Indulge Great for lunch Great for lunch Tuesday tastings Tuesday tastings Private parties & catering Private parties & catering Osteria del Mondo Osteria del Mondo Regional Italian cuisine Regional Italian cuisine Established (15 years) in Milwaukee Established (15 years) in Milwaukee Zagat rated Zagat rated Core group of patrons Core group of patrons Monday night $10 entrée special Monday night $10 entrée special Private parties & catering Private parties & catering

Weaknesses Coa / Cubanitas / Indulge / Osteria del Mondo Coa / Cubanitas / Indulge / Osteria del Mondo Need a cohesive marketing plan to link all four restaurants Need a cohesive marketing plan to link all four restaurants Web sites should be restructured and linked to promote Bianchini brand recognition Web sites should be restructured and linked to promote Bianchini brand recognition SWOT Analysis Opportunities Coa / Cubanitas / Indulge / Osteria del Mondo Coa / Cubanitas / Indulge / Osteria del Mondo Promote Coa – restaurant for families Promote Coa – restaurant for families Emphasize Coa’s “Authentic Mexican Street Food” Emphasize Coa’s “Authentic Mexican Street Food” Emphasize Cubanitas’ authentic Cuban meals and drinks Emphasize Cubanitas’ authentic Cuban meals and drinks Emphasize Osteria’s regional Italian cuisine Emphasize Osteria’s regional Italian cuisine Promote Indulge’s lunch menu Promote Indulge’s lunch menu Emphasize Indulge’s wine list Emphasize Indulge’s wine list Implement “Passport to The Bianchini Experience” plan Implement “Passport to The Bianchini Experience” plan Revamp Web sites Revamp Web sites Link Web sites for brand recognition Link Web sites for brand recognition Emphasize quality food & service at all locations Emphasize quality food & service at all locations Emphasize overall quality at exceptional price – real value Emphasize overall quality at exceptional price – real value Promote The Bianchini Experience – The World on Your Plate Promote The Bianchini Experience – The World on Your Plate

Threats Coa Coa Other Mexican restaurants Other Mexican restaurants Restaurants in Bayshore Town Center Restaurants in Bayshore Town Center Slow economy Slow economy Cubanitas Cubanitas Restaurants in surrounding area Restaurants in surrounding area Slow economy Slow economy Indulge Indulge Slow economy Slow economy Osteria del Mondo Osteria del Mondo Ristorante Bartolotta Ristorante Bartolotta Mimma’s Café Mimma’s Café Zarletti Zarletti Buca di Beppo Buca di Beppo Neighboring restaurants Neighboring restaurants Slow economy Slow economy SWOT Analysis

Competitive Review Competitor Competitor Marketing mix Marketing mix Assessment Assessment Coa Cubanitas Competitor Competitor Marketing mix Marketing mix Assessment Assessment Indulge Competitor Competitor Marketing mix Marketing mix Assessment Assessment Osteria del Mondo Competitor Competitor Marketing mix Marketing mix Assessment Assessment

Objective & Strategies Objectives Strategies Increase Bianchini brand recognition from 17% to 45% in 12 months Increase Bianchini brand recognition from 17% to 45% in 12 months Increase repeat customer base 20% in 12 months Increase repeat customer base 20% in 12 months Internet key words in searches on Google.com and Yahoo.com Internet key words in searches on Google.com and Yahoo.com Advertise – On Milwaukee.com Advertise – On Milwaukee.com Implement customer loyalty campaign Implement customer loyalty campaign Brochures Brochures Comment cards Comment cards

Target Audience Age – 21 to 70 Age – 21 to 70 Income – $50,000 + Income – $50,000 + Geographic – Milwaukee, Waukesha, Ozaukee & Washington counties Geographic – Milwaukee, Waukesha, Ozaukee & Washington counties Families Families Young adults Young adults Seniors Seniors Milwaukee lunch diners Milwaukee lunch diners Business meetings Business meetings Dinner market Dinner market Weddings Weddings Special occasions Special occasions Coa / Cubanitas / Indulge / Osteria del Mondo

Positioning & Campaign Theme The Bianchini Experience – The World on Your Plate The Bianchini Experience – The World on Your Plate Passport to “The Bianchini Experience” Passport to “The Bianchini Experience” Brochures, customer loyalty program Brochures, customer loyalty program Campaign Theme Positioning Emphasize freshness of ingredients Emphasize freshness of ingredients Build on the variety of cuisines Build on the variety of cuisines Services offered Services offered Quality of service Quality of service Attention to customer satisfaction Attention to customer satisfaction

Recommendations Newspaper Newspaper Online newspaper Online newspaper Use AdSense Use AdSense Brochures Brochures Offer coupons – Incentive program Offer coupons – Incentive program Main website Main website Link main website to individual websites Link main website to individual websites

Web Site

Media Strategy NewspaperInternetWebsite Direct Mail Customer Loyalty Program

Media Timeline Sample Media Plan for Marc & Marta Bianchini 2010 JanFebMarAprMayJunJulAugSepOctNovDecBudget OnMilwaukee.comXXXXXXXXXXXX$9,960 DirectXXXXXXXXXXXX$4,900 NewspaperSun $22,500 InternetXXXXXXXXXXXX$10,000 Web SiteXXXXXXXXXXXX$1,500 Grand Total$48,860

Budget Summary $9,960 $22,500 $4,900 $10,000 $1,500

Supporting Documentation U.S. Census Bureau statistics U.S. Census Bureau statistics Online customer reviews Online customer reviews Quote for brochures – EGX Group Quote for brochures – EGX Group Quotes for coupon, passport, comment card – Office Max Quotes for coupon, passport, comment card – Office Max Competitor analyses – online Competitor analyses – online Bartolotta brochures and customer appreciation plan – Bartolotta’s kiosk, Brookfield Square Bartolotta brochures and customer appreciation plan – Bartolotta’s kiosk, Brookfield Square

Thank you for taking the time to view our presentation Nicole, Marty & Joanne