fresh milwaukee
DESCRIPTION
Marketing project for school...creating a new business.TRANSCRIPT
![Page 1: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/1.jpg)
Bruna CretellaLisa Erickson
Hannah KleinhansCourtney Long
Fresh- MilwaukeeA Locally Minded Café/Deli
![Page 2: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/2.jpg)
Fresh-Milwaukee is the first of a future national chain of green cafes focused on working with local farmers and local seasonal produce.Green Sustainability buildingSolar PanelsInside DécorEating UtensilsProduce
Company Purpose
![Page 3: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/3.jpg)
Urban farming in MilwaukeeGreen Sustainability Building
Industry Background
![Page 4: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/4.jpg)
Competitors:ALTERRA
Deli/Café…best and most widely known for their exceptional coffee.
Beans and BarleyDeli, Market and Café…products are fresh, organic, and healthy from body care items to the food servicedin the deli at lunch time.Value propositions: Quality, Value, Being Global, and Niche specialist.
Competitive Analysis…
![Page 5: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/5.jpg)
Competitors:Roots
A fresh and all natural restaurant with fresh local grown vegetables, and naturally raised meats and fish.
Wisconsin’s only farmer-chef owned restaurant, that supports as many local farmers as possible. A unique farm-to-table approach supplies varying seasonal ingredients that chef John Raymond uses to create foods with the changing flavors and textures of the seasons.
Competitive Analysis Continued…
![Page 6: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/6.jpg)
Unmet Consumer needs in the marketAppealing design Superior customer relationship Niche specialistQualityStrong attribute or benefit Corporate social programs
Why Fresh: Milwaukee
![Page 7: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/7.jpg)
Consumer ResearchBeans and BarleyAlterraOrganic diningGreen building trend
Research Results
![Page 8: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/8.jpg)
Stage of IndustryIntroduction/Growth
Stage of ServiceIntroduction stage: building awareness and
develop a market for our business.
The impact on the marketing mix is:
ServicePricingDistributionPromotion
Life Cycle
![Page 9: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/9.jpg)
Marketing EnvironmentEconomic:
Economic growth is achievableGreater longevity and “win-win” for both business and
communityRisk is moderate within consumer spendingChallenge is to keep local, fresh, ingredients & affordable
price point
Cultural:Trend of going ‘local’Lifestyle of being environmentally conscious & community
groundedThere is very little risk
Political:Healthy local economy needs local business for tax
revenueLittle opposition in the political realm- low risk
![Page 10: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/10.jpg)
Marketing Environment Continued..Legal and regulatory:
Strict regulations in WI in regards to content & labeling
Moderate risk in being able to trust vendors
Technical: High startup costs Upkeep & maintenance of newer ‘green’
technologies
![Page 11: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/11.jpg)
Product CharacteristicsRelaxed atmosphere Consistent colors earth tonesFurniture & accessories-eclectic mix
of recycled & revamped items from the local community
Décor will showcase local artists
![Page 12: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/12.jpg)
Product Position… Perceptual Map
![Page 13: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/13.jpg)
Our Competitive advantage:Everything is local!!!!
We create delicious soups, salads and sandwiches with fresh produce from local farmers.
We serve local brewed coffee from ALTERRA.
Farmers Market
Eco-Friendly
Product Position …
![Page 14: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/14.jpg)
Size: $781,697 for accommodation and
foodservices sales.Demographic segmentation:
Income- Consumers who have a little room financiallyAge- ranges from 20’s thru 60’s Gender- Male and female consumersOut-of-towners and local consumers
Target Market
![Page 15: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/15.jpg)
Psychographic segmentation:AuthenticFamily and friendsLaid-back; relaxedTrendyCommunity and creating relationshipsHealth and well-being Eco-Friendly
Target Market Continued…
![Page 16: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/16.jpg)
Behavior Segmentation:Usage rate: MediumLoyalty: HighOccasion: Any and AllBenefits sought: Taste,
Selection/Variety, Economic, and Atmosphere/socializeAdded benefits Fresh-Milwaukee
provides: Sense of Belonging and Community,Fulfillment, Happiness, and Health
Target Market Continued…
![Page 17: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/17.jpg)
Pricing StrategySandwiches ranging
from $8-$13Soups $5-$8Salads $6-$12Drinks $2-$6
Coupons to bring in new customers and to reward loyal customers
Offering punch card/rewards card.Option 1: Receive free
soup, salad or sandwich when food card is full
Option 2: Receive free café beverage when coffee card is full
![Page 18: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/18.jpg)
One Investor at least $100,000
IBM Smarter Cities Challenge
Small business loan of at least $150,00010 year loan 6% interest $1,665.31
Profit Goal: to see a profit after the first 3 years.
Pricing Strategy
![Page 19: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/19.jpg)
Main channelThe café/deli
Other channelsHaving booths at festivals and other
public events
Channels of Distribution
![Page 20: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/20.jpg)
Advertisement:ALTERRASocial Networks like Facebook and TwitterNewspapers The Journal Sentinel, The PostRadioWeb advertisementsOther locations
PromotionsCouponsPunch/Rewards Card
Public RelationsLocal FarmersEco-FriendlySupporting another local businessNewsletter
Communication Strategies
![Page 21: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/21.jpg)
$781,697 –Total of Milwaukee sales.
Market Share Goal:1/3 of local/organic industry
10% of market share=$26,056
Revenue and Market Share Goals
![Page 22: Fresh Milwaukee](https://reader036.vdocument.in/reader036/viewer/2022062513/55536571b4c905031f8b516e/html5/thumbnails/22.jpg)
http://www.alterracoffee.com/Home.aspxhttp://www.beansandbarley.com/http://www.rootsmilwaukee.com/http://www.thefieldtofork.com/http://magazine.angieslist.com/0_imported_do
cs/milwaukee-green-building.aspxhttp://www.greenbuildermag.com/News/Gree
n-Trends/City-MovesRoots café manager
References…