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Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

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Page 1: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Village Green FoodsCampaign Strategy Presentation

Strategy Team 1Griselda BeckJoseph ChangAnthony GriffinJulie LemasterAnna Olivier

Page 2: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Agenda

1. Problems, Strengths, Opportunities1. Problems, Strengths, Opportunities

2. Target Market and Audiences 2. Target Market and Audiences

3. Objectives 3. Objectives

4. Strategy Overview 4. Strategy Overview

5. Restaurant Decision Makers5. Restaurant Decision Makers

6. Distribution Sales Representatives6. Distribution Sales Representatives

7. Culinary Consultants7. Culinary Consultants

8. Assessment and Budget8. Assessment and Budget

Page 3: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Problems

1. Low awareness of outsourcing solutions

2. No promotional activity to date

3. Large competitors with heavy promotions

Page 4: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Strengths & Opportunities

• New product line & channel– Baby food in grocery stores

• Strong ties to community– Back Bay Rowing & Running Club Restaurant

• Growth in niche marketing– Relatively new and growing industry

Page 5: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Target Overview

Target Market

PrimaryTarget

Audience

Tertiary Target

Audience

SecondaryTarget

AudienceTEXT

Page 6: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Target Market

• Restaurant segments– Quick Casual– Casual Dining

• Geographic constraints– US Western Region– 1-2 days transport– ≥ 80% business in Southern California

• Value– Freshness, gourmet ingredients, process integrity,

consistency, and TASTE!

Page 7: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Target Audiences

• Primary: Restaurant Decision Makers

• Secondary: Distribution Sales Reps

• Tertiary: Restaurant Culinary Consultants

Page 8: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Objectives

• Increase sales to $5M by 20101. Increase overall awareness of restaurant

outsourcing solutions2. Create and increase recall awareness of

VGF3. Generate 5-10 new sales leads by referrals

• Additional target audience objectives– To develop brand associations between

VGF and innovative culinary solutions– To evoke favorable attitudes towards VGF

Page 9: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Strategy Overview

• Primary Target Audience– Advertising– Sales Promotions– Direct Marketing– Public Relations

• Secondary Target Audience– Event Marketing– Personal Selling

• Tertiary Target Audience– Direct Marketing– Sales Promotions

Page 10: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Restaurant Decision Makers

Page 11: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Advertising

• Direct Mail– Monthly postcards

• Company name, logo, industry facts (reminders)• $3,120 per year

– Quarterly newsletters• Current trends in the industry, VGF’s services• $2,440 per year

– Message:• VGF is an expert in their field• Add to credibility, make VGF seem approachable, knowledgeable• VGF is a valuable resource offering innovative solutions

Page 12: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Sales Promotions

• Advertising Specialties– Whisks, spoons, mugs with VGF logo

• Whisk = $447 (150 pieces)• Plastic Spoon = $299 (150 pieces)• Ceramic Mugs = $140 to $545 (144 pieces)• Thermos Mugs = $1,200 (150 pieces)• One time set up fee $40 - $45 for logo

• Trade Shows– Western Food and Culinary Expo

• August 26th – 28th

• Basic Rate Plan = $3,300

Page 13: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Direct Marketing

• Personal Selling– Employee solely dedicated to customer

relations

• Two options– Part time at $20,000 per year– Jenny

Page 14: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Public Relations

• Interviews– Culinary magazines or Food Network

• Press Releases– Pay decent wages– Good work environment– Donate food to local food banks

Page 15: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Distribution Sales Representative

Page 16: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

• Frontline sales force

• Creditable source

• Objective consultant

Reasons to Target Sales Reps

Page 17: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Promotional Tools

• Personal selling– “Customization” reminder– Nice reward with new accounts

• Event marketing– Build a community– Utilize Back Bay Rowing and Running Club – Banquet, reception, holiday party

Page 18: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Culinary Consultants

Page 19: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

• Creating authentic food • Increasing cost effectiveness• Serve as a middleman

• Advantages:– Current & past clients – Medium– Credibility

Features and Advantages

Page 20: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Sales Promotion and Personal Selling

• Event marketing– A niche market – Customization & immediate feedback– Rented space or Back Bay Rowing and

Running Club– Invitation sent out within one month

• Presentation- Introduction of services - Incentive plan (commission based)- Marketing continuity

Page 21: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Direct Marketing and Sales Promotion

• Follow up• Reminder• A direct response• Postcard • Newsletter

• Trade Show– The Western Foodservice &

Hospitality Expo

Page 22: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Assessment Measures and Budget

Page 23: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Testing

ConceptConcept CopyCopy ConcurrentConcurrent PostPost

•Positioning•Products•Objectives•Interviews

•Rough previews•Accurate sample

•Tracking•Direct mail•PR exposure•Interviews•Attitudes•Message

•Behavioral tests•Sales•Inquiries•Direct mail tallies•PR tallies•Interviews

Page 24: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Conservative Campaign

• Bare minimum recommendations• Creative materials are created in-house• Circulation quantity and frequency is minimal

Conservative Campaign (2.2% of Annual Sales)

Promotional Tool Details Estimated Cost

Advertising In-house creative content  

Direct Mail $3,120.00

Newsletter   $2,440.00

Sales Promotion    

Advertising Specialties Branded whisks, spoons, and mugs $1,036.00

Conventions Western Food and Culinary Expo $3,300.00

Event Marketing Quarterly VGF events $4,000.00

Direct Marketing    

Personal Selling Dedicated sales person $20,000.00

Consultant Incentives Maximum amount of 1% of annual new sales target $6,400.00

  Total Cost: $40,296.00

Page 25: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Moderate Campaign • Better quality advertising specialties (mugs, whisks, etc.)• Increased frequency of promotional materials and events• More promotional tools to be given away at trade shows and events• Creative responsibilities handled by graphic design firm

– RF | D Graphic Design, Riverside CAModerate Campaign (2.8% of Annual Sales)

Promotional Tool Details Estimated Cost

Advertising Creative content handled by design firm  

Direct Mail $3,000.00

Newsletter   $2,440.00

Graphic Design Fee Logo and identity $3,000.00

Sales Promotion    

Advertising Specialties Branded whisks, spoons, and mugs (high quality and quantity) $2,282.00

Conventions Western Food and Culinary Expo (larger booth) $6,600.00

Event Marketing VGF event every other month $6,000.00

Direct Marketing    

Personal Selling Dedicated sales person (part-time) $20,000.00

Consultant Incentives Maximum amount of 1% of annual new sales target $6,400.00

  Total Cost: $49,722.00

Page 26: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier

Premium Campaign• This package allows for either:

– Two part-time sales people

– One fulltime sales person

• Commission is held at 1% to avoid profit margin erosion

$40,296.00

$49,722.00

$69,722.00

Conservative

Moderate

Premium

Page 27: Village Green Foods Campaign Strategy Presentation Strategy Team 1 Griselda Beck Joseph Chang Anthony Griffin Julie Lemaster Anna Olivier