The InnovatorsZahra Valli

Diana MonacoErika LaMarch

Christine Pedicone

Mission and Vision

Dedicated to excellence, The Castle in the Sky café, professional team of caring wait staff invite you to taste the wonder of Disney with all your favorite characters in a delightful setting.  Family fun and enchantment conveniently located at the second largest mall in America, in King of Prussia, Pennsylvania and coming soon to a city near you! 

Company Analysis

Objective To be an innovative outlet Disney Romance Profitable

Resources $175 Cost, $275 Revenue Seed Capital $500,000

Competitive Market Analysis

Main competitors- Friendly’s- Maggiano’s Little Italy- Cheesecake factory

External Market Analysis Economic Technological Political Cultural

Place

King of Prussia Mall Parameter of mall

E-business portal Inform customers Inform suppliers

Décor In line with the Disney theme Balance between romance and new-age Disney

Customer Analysis

King of Prussia, PA is a growing suburb which has a population of approximately 20,000, with about 5,000 of those residents being families

Median household income is about $80,000. Target Market - families whose income is

between $60,000 and $150,000.

Target Market

Family togetherness Nutritious food Good entertainment

The ambience of a Disney theme park without having to travel far

Place to relax after a day of shopping

The following are the customer needs that the Castle in the Sky Café feels it can meet:

Target Market (cont.) The following market segments could be combined and approached

with a similar marketing strategy: Qualifying dimension: families with young children

Qualifying dimension: household income between $60,000 and $150,000

Qualifying dimension: reside in or around Montgomery County

Determining dimension: families that are searching for an entertaining table-service restaurant that can be enjoyed by all members of the family

Determining dimension: parents who want to provide nutritious food for their children

Determining dimension: customers who do not want to travel far to dine at a Disney restaurant

Target Market (cont.)

The Castle in the Sky Café’s marketing strategy may need to be adapted to these markets: Grandparents Single parents Young parents Older (over age 50) parents Infants/toddlers Teenagers

Product Goods and Services

Table service restaurant that offers several nutritious dining options for families to enjoy.

Nightly shows featuring Disney characters

A play area in the center of the restaurant will keep children entertained while their food is prepared.

A store selling Disney merchandise located inside the restaurant

Brand This restaurant will be affiliated with

the Walt Disney Company. It will follow all marketing regulations imposed by the company and share a percentage of its profits with the corporation.

According to the company’s website, the Walt Disney Company “proudly provides quality entertainment for every member of the family,” which is what this restaurant hopes to accomplish, as well.

Merchandise sold in the store will feature the Disney brand, including characters from movies and television, as well as souvenirs that feature the ‘Castle in the Sky’ logo.

Product (cont.)

Product Classes Food

Brunch, Lunch, and Dinner.

Several dining options to choose from

Each meal will be served as a package

Merchandise Items featuring Disney

characters and the Castle in the Sky Café logo: Clothing, tote bags, key

chains, and magnets

Packaging Customers can either

pay the admission price for table service OR place an order “to go”

Product life cycle Very short because

menu will change about every six months.

Implementation The Castle in the Sky Café will be put into action by:

Getting permission from the Walt Disney Company to be affiliated with its brand name.

Borrowing a loan Developing website Contacting newspapers Hiring a designer and contacting apparel and other

manufacturers to create the merchandise sold in the store. Hiring a highly-trained staff that includes qualified chefs,

waiters/waitresses, hosts/hostesses, and managers. Take the customers’ opinions and suggestions into deep

consideration.

SWOT

Strengths Differentiation Décor& Entertainment Location

Weaknesses No Alcohol Policy Start-Up Money

Opportunities Collaborative

Advertisement Franchise

Threats Competitors Liability

Marketing Plan Objectives

Product: The Castle in the Sky Café wants to communicate the image of a company that offers a valuable family event.

Place: The Castle in the Sky Café wants to enable its interested guests to attend from as far as Washington D.C. and New York City.

Promotion: The Castle in the Sky Café wants to educate its target market on our presence.

Price: The Castle in the Sky Café strives to develop customer value to exceed the reflected price.

Promotion

Direct Lollypops/pamphlets/coupons

Commercials http://www.youtube.com/watch?v=ov4tE7XRTUA

Press Releases Billboards Internet Sponsorship Phonebook

Price

Admission Kiosk

Freedom No substitute High demand

Product Life Cycle Quality assured gourmet food delivered each day. Prepared at our clean location by our professional chef. Promptly served by our professional servers.

Control Employing sales monitoring. Employing customer surveys. Employing secret shoppers. Studying critic’s reviews in the newspaper. Offering the opportunity to report inappropriate activity

and compliance online, hotline, or by fax. The Café pays particular attention to feedback and

prevents an unfavorable experience from happening more than one time.

Customized family hand stamps are acquired at admission and required at exit with family to avoid abduction.