creating a brand
DESCRIPTION
The purpose of this presentation is to create a new brand of Vietnamese fastfood restaurant from the beginning till the end including market research, gap identification, positioning and communication strategy.TRANSCRIPT
DEVELOPING A BRAND
Quyen Nguyen! !7239084 !"
Agenda "• Market Analysis • Gap Analysis • Mood-Board • Exploratory Research • Target Market • Positioning Strategy • Product/Store Concept • Branding • Communication Strategy • Final Thoughts
Market Overview"
Fast food Industry"Products and Services
Fast food Industry"Competitors
The fast food market is considered mature with high concentration and competition levels with Yum! Restaurant being the market leader
Fast food Industry"Demand for healthy fast food is increasing
• Potential to introduce a Niche fast food based on one of the ethnic groups that represents healthy food.
• Vietnamese, being the fifth largest immigration group in Australia. Australia has a population of approx. 160,000 Vietnamese with 36.8% living in Victoria (Australia Bureau Statistics)
• Melbourne has a wide range of Vietnamese restaurants, with the majority being in hot-spots such as Richmond, Footscray, Sunshine and St. Albans.
• People are familiar with the Vietnamese cuisine and flavours.
• No dominating Vietnamese fast food chain existing, An opportunity to introduce a Modern uptake of Vietnamese Cuisine in a Fast Food Setting
Gap Analysis"
Findings
Interested in Vietnamese fast food concept
Preferred Price : 6-8$/course
Channel: take away and dine-in
Identify the target market
Branding including: VietRoll – Purify your taste
Communication channels
Target Market • Males and Females around 18-35
years old
• Either working or studying around
CBD area • Professional and Students
• Looking for affordable meals and yet, cool place to ‘hang-out’ with their friends/colleagues. • Used to using internet, especially
Social network: Facebook and YouTube.
Positioning strategy
Product Concept"
Healthy Fast food
Asian Herb
Healthy
Affordable
Superior Customer Services
Product Concept
Fast Delivery
Rolls"Spring rolls $6.00 Rice paper rolls $6.00 Rice cakes $7.00 Pancakes $7.00
Salad Choice"Vietnamese salad $7.00 Modern salad $7.00 Mixed salad $7.00
Rice and noodles"Home-made fried rice $5.50 Stir-fried noodles $5.50 Stir-fried pasta $5.50
Special"Vary every week $10.00
Menu
Branding"
Logo and Tagline
Uniforms
Mood Board
Communication Strategy "
Launch Campaign Mass Media
Magazine
Online Review
Social Media
YouTube
Promotion
Gift Vouchers
Tasting events
Mass Media • Magazine: Gourmet December 2001 issue, Australian Good Food, Inflight Qantas
• Local news and University News
• Advertising will be done in form of Editorial
• Restaurant Review websites
ENJOY A TASTE OF VIETNAM IN AUSTRALIA
Editorial Layout
Social Media - YouTube • Weekly “How to make it” - Recipe Video • Tips for making rolls
Social Media - Facebook
• Update on weekly special dishes • Promotion program • Registration of Gift Voucher • Weekly “How to make it” - Recipe Video • Tips for making rolls • Small quiz • Answer questions about the food and the restaurant
Value $5.00
Gift Voucher"For every Monday and Wednesday
Offer valid until 31/12/2011 Monday-Friday: 9AM-9PM Saturday-Sunday: 9PM-12AM
Promotion – Gift Voucher 500 Free Gift Vouchers valued $5.00 for the first months
• Central locations • Universities • Train Stations • Facebook page
Hand out Gift Vouchers
Promotion - Tasting Days at Universities
• Universities in the location (CBD area)
• Every weekend in the first month
• Get students familiar with the brand
• Hand out Gift Vouchers
Communication Strategy Stage Objective Tactics
Awareness Awareness of the products existence by the consumer.
Print Media, Tasting events
Knowledge Understanding the product and its benefits
Social Media including Facebook and YouTube
Liking If consumers know the product, how do they feel about it?
Get customers involved to the brand’s activities
Preference Consumers preference over competing products
Sales promotions, loyalty program, superior customer services.
Conviction Its suitability to be purchased by the consumer
Social Media
Purchase Consumers may have conviction about the product but might not actually get around to buying it,
Have different special dish every week, stimulate customers by regular posts on Social media and special meal deals
Budget
10% of the expected
revenue will be allocated for marketing
related activities
↑$98,000
$(10,000)
$(5,000)
$-
$5,000
$10,000
$15,000
1 2 3 4 5 6 7 8 9 10 11 12
PRE-TAX PROFIT/LOSS
PRE-TAX PROFIT/LOSS
• Fast food Industry is potential for VietRoll to enter • There’s a gap in the market which is the lack of healthy
and affordable fast food. This is an opportunity for VietRoll
• Making good use of social media will help saving time and money for communication
• VietRoll has an unique personality which is the first fast food restaurant specializing in rolls in Australia, giving the brand an advantage of being easy to remember and recall.
• Marketing communications should be aligned with brand personality of healthy, fresh and Asian authentic
• Further research required.
Final Thoughts
Thank you! "
Q&A "