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Published byViolet Webb Modified over 9 years ago
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Meat Pies & Pasties The Marketing Plan Presented by: Anna Nassinovskaia, Beckee Waterworth, Monica Rivera, and Lissa Art
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Company Description Who or What is Tiddy Oggies? Successful family owned British meat pie business since 1869 Original founder s: Nigel and Gertrude Cooke Location: Plymouth, Devonshire Consumers: Miners and Factory Workers
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Mission Statement “At Tiddy Oggies we take pride in meeting the highest standards of quality and freshness by taking a modern and entertaining twist from the traditional English cooking styles. We consistently offer our customers impeccable service by demonstrating warmth, graciousness, and efficiency at a fair price. While simultaneously providing educational service and rich cultural experiences, we hope to create lasting bonds within the community.”
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Corporate Goals Non-Financial Goals: To increase employee retention rates To expand current product goals Financial Goals: To increase profitability To increase market share
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Core Competencies and Sustainable Competitive Advantage Communication (facts of the day) Flexibility and Adaptability (restaurants, pubs, catering) Results Orientation Teamwork
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SWOT Analysis Strengths Employee expertise Educational and entertaining service Unique and diverse brand Filling and affordable Easy on-the-go Weaknesses Market to new audience Competitive Small team Limited resources
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SWOT Analysis Opportunities Gastown/Waterfront location Distinctive name Social media promotion Expansion High traffic Threats Well known brand names Vancouver weather Competitors
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Situational Analysis Industry: Highly competitive Rapidly expanding 24 new food carts by 2014 Company: Gladys Cooke current owner Came to Canada in 2008 (Toronto) Follow original recipes Imported drinks Local ingredients Meat and Vegetarian options Competitors: English Pubs and Restaurants English Butcher Shops Customers: Tourists British Immigrants Ages 25-55 Income ranges from $40,000+ Vancouver and North Vancouver Residents
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Marketing and Product Objectives Objectives: Culture-building company Educating on British history Easy to eat Convenient Target Markets: Tourists British Immigrants Points of difference: Savoury Pies Theme/Entertainment Facts of the day Educational Promotions/Expansion objectives Fast Service, fair price Culturally enriching Experience Positioning: Low cost, high quality
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Product Strategy Product Line: Homemade British food Pies, pasties and sausage rolls Different sizes options Diverse drink selection Pie/Pastie Prices: Small $2-$5/unit Medium $4-$8/unit Large $6-$8/unit Sausage Roll Prices: One size $2 Packaging: Clear Packaging Reusable & recyclable Showcases freshness and quality Tag includes logo, flavour of pie, nutritional information, and facts Branding: Theatricality Traditional British clothing Take out, delivery, and catering options
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Pricing Strategy Pricing Factors: Cost of production Other explicit costs Factors to consider: Business costs Profits Industry standards Skill level and experience Business Strategy Pricing Objectives: Maximizing profit Increasing sales volume Increasing market share Company growth and expansion Special Adjustments: Combo options Stamp cards Pick-up/delivery discounts
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Distribution Strategy Identify Channels: Pick-up discounts Delivery (long term) Specific location and rationale: Water Street and West Cordova High traffic area
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Tiddy Cart
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Promotional Strategy www.getyertiddys.com Trans link Car wrapping
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Tiddy Oggies Promotional Budget year One$50,000 BudgetQT 1QT2QT3QT 4 Totals Public Relations Totals Markting Consultant $ 2,000.00 $ 100.00 $ 2,300.00 Press Release EventOpening Weekend Event $ 300.00 Jan 1st 2012Giveaways and apparel $ 250.00 Web Marketting Web Developer $ 1,700.00 Search Engine Optimisation100 $ 400.00 AdvertisingPrint Media Creative developer1500 $ 1,500.00 Classified Ads799 1150 $ 1,949.00 24 hr Newspaper Advertising2000 2500 $ 4,500.00 Transit Ads $ 3,000.00 $ 2,500.00 $ 1,500.00 $ 7,000.00 Brand DevelopmentEmployee car wrap$2,500 Stamp Cards $ 500.00 $ 250.00 $ 500.00 $ 1,250.00 Business Cards $ 300.00 Phamplets /Brochures $ 660.00 Brand AccesoriesPens $ 50.00 $ 100.00 $ 150.00 Buttons $ 70.00 $ 30.00 $ 100.00 Aprons With Logo $ 250.00 Total$25,109.00
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Meat Pies & Pasties Thank You!
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