1. College of Business Proposed Food Service

2. Marketing Research Project Marketing Research Conducted By: –Chris Worrick –Bryan Gray –Michael Oglesby –Michael Stawarski –Andrew Fry –Chris Roberts –Bekki Casto –Nick Marzano With the supervision of Marketing Research Professor: –Dr. Cox

3. Background Information COB was interested in pursuing a food service within the new building for various reasons –Provide a service for faculty, staff, and students –Enhance collegiality & networking of faculty and students An area has been designed into the building to allow for the implementation of a food service, however the area is somewhat limited. Customer groups identified by the COB included: –Undergraduate students (2500) –Faculty/Staff (120) –MBA Students (240)

4. Research Methodology Primary form of data collection was done by surveying students –Surveys were created by our group to answer the main objectives of our research project An example of the survey distributed will be given in the Final Report –500 surveys were distributed to faculty mailboxes, and selected classes All participation to fill out the survey was voluntary

5. Distribution of Survey College of Business Staff assisted with the distribution of surveys by distributing and collecting all surveys submitted by faculty/staff College of Business also assisted us by selecting classes for our group to distribute our surveys –This helped with the cooperation of professors as well as students –Also was helpful in ensuring that our sample population was a close resemblance to the real population of the College of Business

6. Survey Breakdown 439 Total Survey Collected 379 surveys were collected from students –342 were undergraduate students 56 Freshman 55 Sophomores 108 Juniors 129 Seniors –37 were graduate students –Of all student surveys, 324 indicated that they belonged to the College of Business 45 Surveys were collected from faculty/staff –All were faculty/staff of the College of Business *15 people were unable to correctly identify what their status at the university was

7. Survey Sample VS Real Distribution Real Distribution –Undergraduate Students 2500, 87.5% of total population –Graduate Students 240, 8.5% of total population –Faculty/Staff 120, 4% of total population Sample Distribution –Undergraduate Students 342, 78% of population sampled –Graduate Students 37, 8.5% of population sampled –Faculty/Staff 45 10.5% of population sampled Specific breakdown of the sampled Undergraduate Class does contain more variance than what was originally planned, however, is still comparable to the real distribution

8. Research Objectives Will a Food Service located in the College of Business draw interest from students, faculty, and staff? What factors should the service focus on to increase traffic and consumer consumption? What should the primary hours of operation for this proposed service be? What should the proposed service product offerings entail. Would Students be very sensitive to the prices of the Service? What would be the most effective advertising for the service’s target market?

9. Success of the Service Objective –Will a Food Service located in the College of Business draw interest from students, faculty, and staff? What factors should the service focus on to increase traffic and consumer consumption? Group Hypothesis –The proposed service will be very successful because of the minimal competition in the area and the high demand for such a service –Students who frequently visit competitors such as Brewster’s and the Airport Lounge will be most interested in service Points to explore –Is there a general interest for a food service? –What would make this proposed service more attractive for students? –What are the identified competitors of this service doing best/worst?

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12. *Other main listings – quality food & enough available seating 1.3

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14. Success of Service Data Evaluation & Summary –The data revealed close to what we thought There is a definite interest in the service However we did not find any correlation in people interested in service and people who frequently visit the Brewster’s in the Bone –We have concluded this is more positive than negative when analyzing the current attitudes have about Brewster’s features Key points derived from data Benchmarking with a current on-campus provider such as Brewster’s will help us improve on features to attract more people Increased features of the service area are of definite interest to the target market There have been some quality issues presented thus far that we will further explore later in the presentation

15. Hours of Operation Objective –What hours would the business be most successful? What should the primary hours of operation for this proposed service be? Group Hypothesis –Generally the business should operate at peak times when traffic is highest in the building Points to explore –When do people generally purchase food from on-campus services currently? –What will the peak hours of traffic for the new building be?

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17. *The RED line, representing undergraduate students represents almost 80% of the College of Business identified market 2.2

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19. Hours of Operation Data Evaluation-Summary –There were no surprises in the data for this section Peak hours of current on-campus food services could be determined to be from 11am-2pm for lunch hours and from 5pm- 7pm for dinner hours Predicted traffic the new College of Business building will experience peak from late morning to early afternoon Key points derived from data –There is little variance in hours that faculty/staff are predicted to be in the new College of Business, and the graduate population is less than 10% of the total population. Therefore it is most important to pay attention to the undergraduate student traffic patterns. –Although graduate student traffic is easily predicted, a cost/benefit analysis would have to be ran to determine if late hours of operation would be beneficial

20. Product Offerings & Prices Objective –What should the proposed service product offerings entail? Would Students be very sensitive to the prices of the Service? Group Hypothesis –The product offering of the business should stay somewhat limited to enable lower prices of what is offered. This Hypothesis also stems off of the groups belief that the target market will be very sensitive to prices and that this should be a priority of the service\ Points to explore –What products do consumers want to see offered the most? –What are the actual main concerns of the population in choosing an on- campus food service? –Will product offerings being limited significantly reduce the traffic the proposed service will encounter?

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25. Undergrad sample VS total sample population 3.5

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27. Product Offerings & Prices Data Evaluation-Summary –Data collected for this objective was the most surprising out of all objectives Sandwiches are by far the top food selected. Chips & snacks still hold a relatively high rank though No drinks were identified as being extremely better than any other drink Price, predicted to be most important variable, was picked forth by overall population AND undergraduate student population Data shows concern for the variety of products offered and the quality of products offered Key points derived from data –Again, quality has been identified as the top variable of importance in choosing an on-campus food service –Although a few items have been identified as top priorities for service to have, product limitations are a concern of the target market –Because of the low variance between drink ranks, and the probably low cost of carrying lots of different kinds of drinks, it would be in the best interest of the service to attempt to carry as many different kind of drinks as they could. With though, we believe that the best determination of what foods to carry would again be a cost/benefit analysis of the different foods they could offer.

28. Advertising Methods Objective –What would be the most effective form or medium of advertising for the service’s target market? Group Hypothesis –We feel that signs, both permanent and temporary, throughout the building and word-of-mouth advertising will be most effective –Also we predict that the Daily Vidette will be a possibility for advertising, thus the idea of newspaper advertising will be explored thoroughly also Points to explore –With the idea of newspaper advertising, what newspapers are most popular among those in the College of Business? –How often do people read their newspaper of choice? –What form of advertising most appeals to the identified target market? –How well does current on-campus food services advertise?

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34. Advertising Methods Data Evaluation – Summary –Data collected for objective quite interesting Faculty/Staff mainly read the Pantagraph while students mainly read the Vidette We underestimated the effectiveness of newspaper ads, as it was the highest rank in ad effectiveness. We were however on the right track in proposing signs, as flyers/posters were also highly ranked, and would most likely be cheaper also Almost 80% of people feel that current on-campus food services either advertise too little or don’t advertise at all Key points derived from data –The most effective form of advertising is through the newspaper and the second most effective is flyers/posters –Because we have identified faculty/staff as being in the building most of the day, there is less of a need to advertise toward them, for this reason the newspaper of choice should be the Daily Vidette –Combining the importance of quality and variety of the food choice along with what we have identified as effective advertising methods would work the best. An example of this would be to advertise different weekly specials that the service might provide.

35. THE END A final report will be written up and given to you by May 7 th –This report will contain everything in the presentation, additional recommendations, appendixes with the information we used (both primary and secondary) and everything else you would expect from a professional research study. QUESTIONS??? –We will be happy to field any Questions that you Might have now