By: Paulina Famiano, Marvin Mathew, Libby Muret, Dipan Patel, Grace Pereski, and Brady Siegel

BAGEL BITES

Brand Overview

Business Values:

➔Flour today is a bagel tomorrow.

➔Focus on bringing the best bagels to the South.

Overall Business Goals:

➔Be thought of as THE bagel place in Athens.

➔Provide quality products at a fair and low price point.

Business Summary

Products: “Everything on a bagel! We make, boil, and bake fresh bagels in-house daily!”

Locations: Only NY style bagel store in downtown Athens, has a storefront and does catering events

Customers: Has a regular crowd of both student traffic and law professionals

Revenue: Athens Bagel is consistently turning a profit, they are not a business in trouble

Athens Bagel is currently averaging about 6 catering events each month.

However, the business has the capacity to run between 32-40 catering events a month.

WHY?

What’s the problem?

Social Media Position

Brand Positioning

➔ Current Positioning: Value Based

◆ Athens Bagel emphasizes the great value of their bagels through price and quality, this has lead to a brand image that is synonymous with bagels.

➔ Recommended Positioning: Product Use/Application

◆ Athens Bagel needs to revamp their image and display the variety of culinary options they can provide both in store and through catering services.

Marketing Communications

Objectives

Digital media

presence across all platforms

Interview OverviewQuestions1. Who are your competitors?2. Who is your target market?3. What market do you want to hit the most?4. How profitable is catering?5. What have been your past and current efforts?6. How do you hit the student market in Athens?

Competitors

➔ Main competitors: Mama’s boy, Ideal Bagel, Porterhouse

➔ Restaurants that are consistently busy Sundays before 12:30 PM is considered their main competition

➔ Einstein Bagels is NOT a competitor, they are reaching a different market as Einstein is a fast food restaurant

Facebook Instagram Twitter

Athens Bagel 2,175 1,060 1,433

Mama’s Boy 9,928 4,028 6,109

Ideal Bagel Co. 989 113 NA

Porterhouse Grill 1,157 374 39

Social Media Comparison

Target Market

Communications Research

Einstein Bros.

Bagels

Athens Bagel

Communication ResearchPeople view Athen’s Bagel as

MOTHERLY (nurturing)

and as a

WISE-OLD MAN (reliable)

*convey this through most used

platform by consumers, Instagram

Citation 3 and

4

Budgeting Strategy“What we can afford” budget - sets the marketing allotment after all of the company’s other budgets have been established

➔ The owner showed interest in marketing the store effectively but mentioned it as a last resort and does not really want to spend money

➔ Several of the strategies we want to use involves very little monetary costs

IMC

Components

➔Building Brand Awareness➔ Provide Information➔ Integrate Persuasion➔ Integrate Supporting Marketing➔ Offer Media➔ Offer a Tagline

Building Brand Awareness

Brand Awareness:the consumers recognize and

remember a particular brand or company name when they

consider purchasing options

➔ A strong brand often constitutes a keyadvertising goal◆ Goal: an increase in catering events

➔ Advertising needs to be based on theircatering to increase knowledge aboutthat portion of their business

Provide Information

➔ Offer more variety through online ordering

➔ Push online ordering through social media posts

➔ Make button more visible

Integrate

Persuasion➔ Need to show superiority

➔ Use real customer reviews to show this superiority

➔ Potential customers rely heavily on reviews when making purchasing decisions

◆ Use this as an advantage

90% Of Customers Say Buying Decisions Are Influenced By

Online Reviews

Citation 1

Integrate Supporting Marketing

Business Card Competitions

Digital Punchcards

Social Media Contests

Twitter Polls

Flash Sales/Special Offers through Social Media

Offer Media➔Revamp the website

◆ Make it user friendly

◆ Easy online ordering

◆ Keep the website blog current

➔Revamp social media platforms

◆ Have consistency across all platforms (Instagram, Facebook, and Twitter)

◆ Repost what customers are saying/posting about Athens Bagel

◆ Use Social Media to announce special offers, new bagel flavors, new menu items, special events

Tagline“Build your Bagel, Build your

Day”

➔ Consistency

◆ Create a cohesive appearance in posts and content

➔ Positioning

◆ Show people that for a low price you get high quality, New York style bagels in Athens

➔ Campaign Duration

◆ After revamping social media, ran a catering focused campaign for three to six months

Measures of Success

➔ Will monitor if catering jobs increase from the baseline of where they are now.◆ Current: 4-8 catering jobs a month

● Have the capacity to do 4x that ➔ See how many responses/ interactions increase with the revamping of social

media: ◆ More friends on Facebook◆ More followers on Twitter and Instagram◆ More visits to website

Bibliography1. http://marketingland.com/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve-a-

customer-service-issue-than-the-resolution-38756

2. https://login.qualtrics.com/results/#/surveys/SV_eg051pKYzdTBKT3/containers/57e41340db17a91800

32b50d/pages/Page_771604937570?surveyId=SV_eg051pKYzdTBKT3

3. http://yourkamagraguide.com/files4/old-man-portrait-india.html

4. http://quotesgram.com/nurturing-marriage-quotes/

5. http://xlerant.com/wp-content/uploads/2010/12/strategy.png

THE END