marketing final report

8/6/2019 Marketing Final Report

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CHAPTER 4MARKETING PLAN

4.1. Market Segmentation

Pick N Eat segments:

1. PU students living in dormitory2. PU students outside the dormitory

4.2. Marketing Strategy

Pick N Eat uses the Pre-order systems to receive the order from the consumers until 4 pm

every work days. All of the marketing agents are launched to the strategic place including the

Dormitory Residence, President University Campus, Rumah Kost Kita, and City Walk Food Plaza.

While searching for the consumers at dormitory, some of the members from different

departments around 2-3 people were also looking for the consumers at President University

Campus during the 12 pm, when most of the students finished their classes.

Beside using the Pre-order systems, Pick N Eat also implemented the mass production

system which provide the food in enough ammount to be offered for the consumer in the

dinner time (most on 6 -8 pm).

4.3. Competitor Analysis

y Group 1, Car Back CompanyThis group offer mostly the western main course and pasta. We expect that this company

was having not much competition with us, since we are serving the more varieties and

cheaper price of the product.

y Group 2, DTorreThe group offer many traditional foods with international package, we are expecting a

modest competition with them, since they are publish a very low price.

y Group 3, Just TryThey are selling mostly the western-Asian fusion main course. We are expecting high

competition with them since they are have a better market approach (in the manner of

time) since they are another major student, not like us, engineer.


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y Group 4, Cenat Cenut They are selling mostly the snacks and drinks. We are not expecting much competition with

them since they are lack in market approach.y Group 5, SMASH

They are selling food and dessert and drinks. We are not expecting much competition with

them since their market are really small and we are already take the majority market of

them.y Group 6, Back Cafetaria

They are operating in the cafeteria of the campus. We are not expecting much competition

with them since they have a different operation area and time. y Group 7, Box of feast

We are doesnt hear much from them, but they are selling in the lobby of PU at the

afternoon, so we are not expecting much competition with them since they have a differe nt

operation area and time. y Group 8, Doraemon

They are selling many kind of Asian food, including the Vietnamese product. We are not

expecting much competition from them since they are very bad in market approach. 4.4. Service Business Analysis

In order to be the number one company which concentrate at food producing. We need to

create a product which delight the consumers appetite and sattisfaction. The products need to be

delicious, cheap, yet also in a good portion.

4.5. Segmenting and Targeting

y SegmentingThe segment we target are men and women from the age 18 22 years old.

Our primary targets are students who live in the dormitories. Our secondary targets are the

students who live outside the dormitory residence .

y PositioningOur positioning is the most valuable company which provide the qualified foods. We believe

that from the satisfactory of the consumer, more of tem will be attracted by word of mouth


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from person to person. Therefore, we focus on the quality of our food to be compared with

the other companies.

4.6. Logo Analysis

Logo philosophy: a circle and a pair of chopsticks, that symbolize a condition of pick the

right one, in eastern culture, circle has meaning to be complete or fulfilled, which in this case the

right one, when cross means wrong. The black color that we used, show us the maturity of our

company, that be our hope to be a mature company that can be a model for the other

entrepreneur company.

4.7 Marketing Expenses

In order to conduct the marketing and promotion for the Pick N Eat company whereabout,

we plan to purchase some of the equipments below for preparation.

Marketing Expenses

Week 1 (March 1st, 2011)

Banner 2 x 1 meter = 1 unit x Rp 48.000,00 = Rp 48.000,00

Sticker A3 size = 12 pcs x Rp 10.000,00=Rp 120.000,00

Sticker Company = 30 pcs x Rp = Rp 10.000,00

Photocopy menu = 200 pcs x Rp 50,00 = Rp 10.000,00

Photocopy invitation = 500 pcs x Rp 50,00 = Rp 25.000,00

Print Discount Vouc. = 1 unit x Rp 1.000,00 = Rp 1.000,00

Photocopy Disc. Vouc. = 5 units x Rp 500,00 = Rp 2.500,00

Plastic Spoon = 6 units x Rp 500,00 = Rp 3.000,00

Duct Tape = 1 unit x Rp 6.000,00 = Rp 6.000,00

Raffia = 1 unit x Rp 2.000,00 = Rp 2.000,00


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Rope = 1 unit x Rp 5.000,00 = Rp 5.000,00

Platic Cups = 1 unit x Rp 5.000,00 = Rp 5.000,00

Total = Rp 235.500,00

Week 2 (March 8th, 2011)


Print menu = 1 piece x Rp 1.000,00 = Rp 1.000,00

Print data form = 7 pcs x Rp 500,00 = Rp 3.500,00

Total = Rp 34.500,00

Week 3 (March 15th, 2011)


Photocopy = 50 pcs x Rp 100,00 = Rp 5.000,00

Thanks Greeting

Photocopy data form = 10 pcs x Rp 100,00 = Rp 1.000,00

Print data form = 1 piece x Rp 500,00 = Rp 500,00

Print menu = 1 piece x Rp 1.000,00 = Rp 1.000,00

Print thanks greeting = 1 piece x Rp1.000,00 = Rp 1.000,00

Cutting Service = = Rp 3.000,00

Total = Rp 41.500,00

Week 4 (March 21st, 2011)


Photocopy TG = 15 pcs x Rp 100,00 = Rp 1.500,00

Print menu & TG = 1 pcs x Rp 500,00 = Rp 500,00

SMS = Rp 5.000,00 = Rp 5.000,00

Total = Rp 32.000,00

marketing final report

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