marketing solutions – secondary school success 93

8/14/2019 Marketing Solutions – Secondary School Success 93

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BY: JILL CONKLIN

SPONSORED BY: WINSTON INDUSTRIES

Marketing Solutions for Success:The Secondary Student Challenge



Overview Marketing Solutions for Success

The Marketplace Today…What’s new today?

Marketing 101…5 steps for success

The Four (4) P’s +1

Gold Standards for Preparation Taking Action

Picture4



The Marketplace… What’s Growing

Growing Foodservice Segments Today Commercial Retail/Restaurants: Fast Casual, Chains,

QSR Portability

Efficiency & Availability Affordability Marketing to the newest trend

Driven Market: Price = Value = Quantity = Quality Economic Scale Both parents working…working longer hours Increase in outside home activities



The Marketplace…Food Trends

Food Trends Increase in ethnic food offerings vs. gourmet Hottest food themes: Mexican

Spanish Middle Eastern Caribbean Thai Asian Healthy & local

Culture experience Restaurant concepts are offering an experience Higher importance on environment & customer service



The Marketplace…Distribution

Distribution:

Fast Casual Restaurants – Full service take out

menus QSR - Packaged Meals/Grab & Go concepts

Chains – Complete meal patterns (the lunch box)

Culinary specialty shops – home meal replacement Personal Chefs



The Marketplace…Marketing News

Key Marketing Campaigns

“Have it your way”

Same food choices, but made healthier

Stay Local, Go Global “Get the experience”…Family but not at home

Discounts, Early Bird Specials, Theme events



The Marketplace…Customer Service

Customer Service Full service at fast casual, quick service operations Provide a service experience, not just delivering the food Increase in the dinners card and service concepts

Service 24/7

Value Expectation =Quality Products

Reliable ServiceOn time Delivery Fair value



The Marketplace…New Design

Facilities & Design

Decrease in full-service kitchens > finishing kitchens

Institutional >Upbeat & colorful service area

Full accessibility to the customer (self service) New technology…increase multimedia

Versatility…rise in kiosks, food courts with themes

The “IN” crowd…Common areas…The place to be Personal seating environment



The School Foodservice Marketplace

Continued emphasis on nutrition & food safety Expanding programs beyond the SBP & NSLP After school & snack programs

Dinner programs

Catering services

Summer feeding programs including state initiatives

Decrease in length of service period

Increase in cost of operationMore sophisticated customer base

Rise of internal and external demands



Marketing 101

Developing Your Strategy… 5 Steps for Success



Marketing 101…5 Steps

Step 1. Answer the following questions –

b) What is your identity?

c) What is the perception of your competition?

d) Who do you want to become?

Difference = Customer Value = Profit

Step 2. Create a Vision Board Assess Visualize Develop phases for implementation




Step 3. Develop a SWOT Matrix: Conduct a situationalanalysis

Define Strengths: attributes of the organization

that are helpful to achieving the objective. Define Weaknesses: attributes of the organization

that are harmful to achieving the objective.

Define Opportunities: external conditions that are

helpful to achieving the objective. Define Threats: external conditions which could do

damage to the business's performance.



Marketing 101…Where Are You Today

A SWOT ExampleStrengths (Internal) Weaknesses (Internal)

•Energetic and excited staff •Local farm food & support•

Advance food safety program•Nutritious foods•Committed community

• Antiquated equipment toprepare or serve food•

Operating in the red•Understaffed•No buy in from teachers orprincipal

Opportunities (External) Threats (External)

•New school construction•Teachers & staff ready tooffer support and time• Wellness policies•Food Safety mandates

Contracts with vendorsNew QSR conceptsManagement companies Accessibility to foodsCost




Step 4. Develop Market Customization Branding Concept = Effective Differentiation Name/Symbol/Logo

Marketing Campaign

Step 5. Customer Centric : CRM CRM = Customer R elationship Management

Define the value of the CUSTOMER to YOUDefine the value of YOU to the CUSTOMER

Cost of defection



Features Benefits

Defined your identity

Develop a plan Create a visual aid

Take assessment &create surveys

Development of phases

Growth becomes transparent& identifiable

Provides a foundation &security, breads commitment Reaches all types of learners Allows all stakeholders to be

participants & createsownership

A financially sound process &Develops positive perception& intrigue




The 4 P’s



The 4 P’s…Product

Composition

Food meets the nutritional guidelines

Foods include new healthy fads

Food is safe Product can be manufactured consistently

Ethnic flavors

Familiar foods with a new construction



The 4 P’s…Product

Appeal Increase offerings of fruits, vegetables, grains Appealing presentation, set standards early on 5 senses Americanized with new flare

Availability Offered food with choice (how vs. what)

Salad bar/Vegetable Bar/Wrap, Sandwich, Panini Bar, Portability Healthy eating all week long



The 4 P’s…Price

Fair market value

Market quality, quantity, and choice

Market against competition price increase

Promotions to leverage a higher price Afterschool events

Staff events

Catering operations



The 4 P’s…Place

Expectations:

Lunch is a place to relax and socialize

Fast

Friendly Anytime

Choice

Eye Appeal is Buy Appeal



The 4 P’s…Place

Facilities & DesignHealthful lineLine allows adequate time

Clean and safe dinning environmentPleasant sensory perceptions Food visually available Colorful environment

Environment is supportive to social relationships

Grab and Go conceptsKiosks & Mini food courts



The 4 P’s…Place

Four Key Aesthetic & Functional Elements:

2.Function & flow – no more assembly lines Limit deep fat fryers Trend toward disposability

3. Aesthetics & Quality – Student as a Consumer Lighting, Graphics, Signage, Color, LED & Fiber optic

technology, Green Design

4.Cyber Café – More than a lunch room Media center or distance learning location

5. Location: Ease of Access Multifunctional space



The 4 P’s…Promotion

Market CustomizationCreate excitementBuild a variety perceptionTake food to the student vs. the student coming to the

cafeteriaExhibition CookingBrandingMobile Messages to Boost School logo & themes in the

cafeteria Décor Newsletters Staff uniforms



The 5th P…People

The Target Audience“Young Adults”The Millennial Generation – Y,Z,I or Net genersCrave Experience & AccomplishmentTrendy & Savvy Discriminatory – buy what they want to buy Relate to sensory appeal

Need relationshipsBalance between Holistic & Accessibility Naturally crave foods high in fat, sodium, sugar,

cholesterol, low in fiber, vitamins and minerals



The 5th P…People

Causes & Effects

Both parents working, Rise in 1 parent household

Accustomed to eating at least 4+ meals per week out

of homeSophisticated palate

Adolescents making adult choices

Demographics



The 5th P…People

Student Challenges Today

Transition from elementary and middle school

Decline in intrinsic interest in academics, increase in

social developmentDecline in perception of teacher support

Focus on policy implementation

Emphasis on standards vs. developing students' vision

Diversity of student body Decrease in family guidance

Time



The 5th P…People

Be Customer Centric

Listen to students

Rate customer service achievements

Take responsibility Provide student committees and advisory councils



Gold Standards

Perception of the School Meal

Top Quality, Best Value - Be “Food Focused”

Customer Service oriented eating environment

Provides a place to connect using a variety of communication vehicles

Customer independence, offer choice

Social atmosphere, center of the universeReflects the school and the community

NEW, NEW, NEW, NEW



Taking Action

Invest in Training Marketer’s toolkit Public speaking classes Project management

Nutrition EducationSurvey Assessment Student survey Employee survey

Colleague survey Community survey Vendor survey



Taking Action

“How one is being fed and how one eats, has a largerimpact on the personality than any other human

experience.”

Bruno Bettelheim, PsychologistFood to Nurture the Mind

marketing solutions – secondary school success 93

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