Post on 24-Jun-2015
description
1/5/2011
1
Cassidy M.
Jason S.
Lauren K.
Marry A.
Steven Z.
CELERITY LUNCH
CORPORATION
�VP, Public Relations
�Jason Syptak
�VP, Accounting
�Steven Zamarripa
�VP, Sales Promotion
�Lauren Kalafatich
�VP, Brand Development
�Marry Ali
�VP, Marketing
�Cassidy McMullen
CELERITY LUNCH CORPORATION
OFFICERS
1/5/2011
2
�Celerity
�[suh-lerlerlerler-i-tee]
�––––nounnounnounnoun
�swiftness; speed.
�Logo
�Clock
�Celery sticks
CORPORATION
�Market Segment: �Children
�Ages 8 to 10 years old
�Who bring their lunches to school from home in Katy
ISD
�Market Segment Nickname:
�“Lunchbox Littles”
�3,500 Lunchbox Littles
TARGET MARKET
1/5/2011
3
�Timeliness
�Celerity
�Swiftness
�Timeliness relieves
pressures of making
lunch in the morning for
working parents
UNMET NEED FOCUS
�Service
�Provide fresh, hot,
decadent lunches to
students in school
�Order ahead
CELERITY LUNCH SERVICE
1/5/2011
4
CELERITY LUNCH MEALS
�Process:
�Fill out online application
�Lunches will be distributed to
students
�Lunchbox Little satisfaction
CELERITY LUNCH PROCESS
1/5/2011
5
�Last Minute Meal
�Order before 9AM deadline for same-day service
�Friendly Health Options
�Vegetarian
�Gluten-Free
�Dairy-Free
�Peanut-Free
EXTRAS
� Non-price Competition Features:
� Timeliness
� High quality, decadent meals
� Delivery services
� Prestige Pricing Strategy:
� High prices to communicate high quality product
CELERITY LUNCH PRICING
Entrée (Entrée (Entrée (Entrée (beverage included): beverage included): beverage included): beverage included): $8$8$8$8 Sides: $2Sides: $2Sides: $2Sides: $2 Desserts: $2Desserts: $2Desserts: $2Desserts: $2
Spaghetti Fruit Cup Brownie
Grilled Chicken Salad Vegetables Cookie
Croissant Yogurt Cake
Pizza Baked Chips Fruit Salad
� Beverages include: Bott led Water, Bott led Soda, and Bott led Juice
1/5/2011
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�Business to Consumer (B2C)
�Vertical Marketing System
�Wholesaler�Celerity Lunch�Customer
CELERITY LUNCH DISTRIBUTION
�Corporation Growth in Phases�Phase 1
� Prestige pricing strategy emphasizing our high-quality, decadent meals
� Coordinate with school to have children pick up lunch
�Phase 2� Solid customer base
� Offer incentive for school to distribute lunches to children
�3 promotional objectives
�1) Create awareness
�2) Encourage product trial
�3) Retain loyal customers
PROMOTIONAL OBJECTIVES
1/5/2011
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�5 promotional tools
�1) Interactive website
�2) Facebook page
�3) Flyer advertisements
�4) Free lunch sales promotion
�5) Promotional website codes
PROMOTIONAL TOOLS
�Website
�Celerity Lunch Corporation
�Parent, child friendly
�Facebook page
�Ultimately contributes to
buzz, word-of-mouth
marketing
�Flyer Advertisement
�Disseminated via student
take-home folders
CELERITY LUNCH PROMOTION OUTLETS
1/5/2011
8
FLYER ADVERTISEMENT
�Encourage Product Trial
�First Time Customer Deal
� Order 1 week of meals, receive 1 day free
� Order 1 month of meals, receive 1 week free
�Retain Loyal Customers
�Promotional codes distributed through email
�Database to track best customers
�Development of Brand Loyalty
CELERITY LUNCH PROMOTION OUTLETS
1/5/2011
9
TARGETING CHILDREN, YET SELLING TO PARENTS
CELERITY LUNCH WRAP-UP
1/5/2011
10
� www.InsideFacebook .com
� www.thedigerati l i fe.com/blog/gourmet-cof fee -rec ipes-starbucks-cof fee-dr ink/
� www.madelinesrestaurant.com
� www.plastech.biz
� www.thesunblog.com
� www.dwell ingintheword.wordpress.com
� www.alhamrahalalcafe.com
� www.ifood.tv
� www.f l ickr.com
� www.mygreenaustralia.com
� www.viprasys.org
� www.examiner.com
� www.thedailygreen.com
� www.anthonyspizzamcdonough.com
� www.sweetaddit ions.net
� www.gmagazine.com.au
� www.marketplace.veer.com
CREDITS