Sophisticated, Chic. Enhancing D’lush.

Hit The Spot! ConsultingAustin Brown. Paige Fulfer. Alex Gaggioli. Chaz Major. Sergio Lopez.

Order of Presentation: • Recap • Discoveries since last presentation • Our Recommendation • Product & Menu • Atmosphere • Brand Community Involvement Plan • Social Media • Marketing Model

• Questions

Recap of Last Presentation Who we think we are:

• Hip new take on the beverage and food industry • Fresh, quirky, and unique• Quick service • Youthful

Who are our consumers? • College students, professors, busy & fast-paced

individuals• Our customers study in the cafeteria and the majority

of them are not going to stay around and socialize

What Makes D’lush Great:

• Distinguishable brand • New, fresh & not easily confused with competitors • Fun, delicious products • Charitable • Youthful • Inspirational • Relatively fast service • Cool lounge seating

Recap Continued:

Brand Architecture

high quality wide variety

fun/creative presentation charity donations

Trendy, carefree, fungreater cause, one-of-a-

kind

Young, hipcreative

unique

On-the-go, convenient location, refreshing

trendyone of a kind refreshments

Attributes

Functional Attributes

Emotional Benefits

BrandPersonality

Brand Essence

Recap Continued:

Discoveries Since Last Presentation:

• We saw the addition of fruit to the counters• Large mason jars at the registers • Quicker service • Loyalty Card• New Menu• Clean environment• Less Noise

Recommendation

D’lush Pain Points:

• While the brand is distinguishable, it is confusing

• Youthful seems juvenile • Charity and Philanthropy goals are not clear • Too much noise and hard to distinguish

what is important (i.e. the menu) • Non permanent decorations look cheap• Employee appearance

Recommendation

Product: names

Recommendation

• Simplification and Clarity is Key• Differentiate names that are similar to one another• Consumers need to know what the drink is just by

the name

Product: Examples1. “Sassy B”: Strawberry Banana Indulge

2. “Red Bull Rush”: Kiwi Red Bull Mix

3. “Cherry Sun God”: Cherry Red Bull Mix

4. “Classic and Classic” (Tea and Coffee)

5. “Lavender Lemonade”: Lavender Blueberry Lemonade

                               Recommendation:Aim for more names like “Caramel Kiss!” •Imagery lets consumer know the main taste to expect in the beverage•Makes them crave it

Recommendation

Handout Menu & Cup: Menu•Still too scattered •Should be easy and enjoyable to read, not stressful•Handout menu needs to be more organized

Goal of Cup: Consumers should want to be seen holding a D’lush cup• Get rid of the dome top • Cup represents status • Brand recognition enough with logo

Recommendation

Atmosphere: the good

Recommendation

• Distinguishable• Visually appealing• Fun and playful• Open and bright• Lots of seating

“the overall look is nice, trendy, and ALMOST chic, but it is still in Price Center. I was drawn to the awesome

shapes and nice colors all around.”

Atmosphere: problem areas

Recommendation

• Borderline millenial• Menu board • Perceived value

• cups along counter• fruit in boxes

• Attention to detail

Atmosphere: Ideas• Increase perceived value

• baskets to display fruit• decor along counter

• Food Display• Menu board• Employee Nametag

VS.

Logo

Brand Community Involvement Plan:

Recommendation

• Social Media Comparison• Charity and Philanthropy

Recommendations • Outreach Suggestions • Yelp Strategy

Social Media: building consistency Recommendation

Instagram: • Love your presence and consistent posting • We think a less busy, more simple approach is necessary • Competitor Comparison

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Social Media: building consistency Recommendation

Instagram: • Love your presence and consistent posting • We think a less busy, more simple approach is necessary • Competitor Comparison

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Hashtags:•#DlushLife•#DrinkUp •#GetQuenched

Recommendation: Social Media: Building Consistency

Twitter: • The header name is Jeffery Alder, should be D’lush & edit description• Should be creating tweets that are beyond your Facebook posts• Create conversations with customers with hashtags

#Dlushlife #DrinkUp #GetQuenched • Push Instagram photos to twitter to create visual content

Recommendation: Social Media: Building Consistency

• We like that you have a custom header that is fun and SoCal • Regular posts and consistency is key • We suggest youthful language that is not juvenile

Facebook:

More Social Network Channels:

Recommendation: Social Media: Building Consistency

Snapchat: •Use Snapchat to connect to customers •Consumers are on target •Use to talk about flash deals, charity events, and free stuff!

Text Messages: •Ancient but effective •Jamba Juice does this well by sending out daily/weekly/monthly deals

Charity and Philanthropy:

Recommendation

We love D’lush’s commitment to giving back and think there are creative ways to integrate your goals with university clubs and organizations.

•Fundraiser for Autism of Society San Diego was not well published (hidden on bottom of menu) and only applied to one drink •Try donating a dollar to a given charity for any drink to show commitment •Let clubs and organizations pick a drink to receive a dollar from with purchase, makes it more personal •Create handouts or better placement on handout menu

Potential Fundraisers• UCSD Drink Design Competition

• Student organization rep. registers at Dlush to enter competition in which each organization creates a drink and name relevant to the charity they support

• Students go to D’lush to cast votes for best sounding drink• Top three most popular get to come into D’lush to create their drink and

present it to a panel of D’lush judges (D’lush staff and potentially faculty members)

• Winner gets drink on menu for a month and $1 of proceeds to their charity campaign

Recommendation

Yelp: Customer Management

Recommendation

Sophisticated, Chic. Enhancing D’lush.

Questions?

Marketing Model

Recommendation