marketing proposal by christine chan. excited to share: overview consumer insights recommendations...
TRANSCRIPT
Marketing ProposalBy Christine Chan
Excited to share:
• Overview• Consumer Insights• Recommendations
Excited to share:
Overview
Overview
objectives
• Marketing Objectives• Drive sales
• Desire more lunch and weekday traffic• Weekends are good already
• Build reputation within local areas– Increase brand awareness
• Communication Objectives• Create stronger brand image for Wokcano. As a small chain with 6
locations all over Los Angeles, they lack a cohesive brand image.• Leverage the restaurant’s ambiance, menu, and locations to
communicate Wokcano’s quality, coolness, and overall “new” image.• Recently they underwent a rebrand, but Wokcano has not
communicated this well.
Objectives
Target audience
• Profile• Locals within 5-10 miles of Wokcano locations
• Key Insights• Customers like the experience of Wokcano as an “easy and
accessible” Asian/Asian fusion place• Customers are generally 18+• For the people who don’t normally eat Asian food, focusing
on Caucasian, and other non-Asian population
Target Audience
locations
• Burbank• Downtown LA• Long Beach• Santa Monica• Valencia• West Hollywood
Locations
Consumer insights
Consumer Insights
Insights
• From Yelp• The service is usually a hit or miss• Bad take-out service• Price does not match with the quality of food
and service• Not all locations have the same menu
Insights
resources
• Social Media• Mail Ad• Local print ad• OOH
Resources
Consumer concerns
• Is the price reasonable?• Do they provide fast service?• How is the quality of the food?• How is the atmosphere of the restaurant?• What are the food options?
Consumer Concerns
recommendations
Recommendations
strategy
• Raise awareness, consideration, highlight rebranding of Wokcano
• Create seasonal menu to attract local communities
• Re-evaluate quality of service and food• Social media campaign
Strategy
tactics
• Rebranding• Menu rebrand• Food & service• Advertising• Digital advertising• Local events• Delivery system
Tactics
Menu rebrand
• Quarterly meeting with manager to come up with a cohesive and consistent menu for all locations.
• Redesign the look of the menu to match with the ideal of Wokcano
Menu Rebrand
Food & Service
• Food & service quality is the key element of keeping a restaurant’s reputation. Wokcano needs to re-evaluate and provide faster and better service to their target audience.
Food & Service
advertising• Print: local magazine, especially the ones that could reach the
professionals in the area.• OOH: freeway billboards, decal on buses, posters at metro
stations• TV: rebrand commercials • PR: reach out to gourmet and food magazine to feature• Digital:
• Yelp review monitor, make sure all locations’ Yelp account has the same brand image
• Local Bloggers: invite local bloggers to locations• Newsletters: includes special deals for day of, and send out right before lunch
• (Daily Double: special lunch, first lunch at regular price, second for $1 only)
Advertising
Phone App
Local events
• Craft beer/wine tasting• Pair drinks with Asian food• Collaborate with local breweries and wineries
Local Events
Delivery system
• Be on point with their delivery system. People on Yelp been saying their service and food are not reliable.
Delivery System
• Boost ranking• Upload professional pictures• Encourage positive comments– “Free dessert for check in”
Yelp Campaign
THANK YOU!