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(Answered)-Week 6 Assignment 2: Part B: Your Marketing Plan (240 pts) Top of
Week 6 Assignment 2: Part B: Your Marketing Plan (240 pts)
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Assignment 2: Part B: Your Marketing Plan
Due Week 6 and worth 240 points
In Assignment 2, using the same company from Assignment 1, you will focus on the company?s mission, introduction, and branding.
Note: You may create and /or make all necessary assumptions needed for the completion of this assignment.
Write a four to five (4-5) page paper in which you:
Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.
Assemble a marketing strategy for your product, and determine an appropriate time table to implement your plan). Provide a rationale for your response.
Prepare a positioning statement. Include a perceptual map that shows your company's position against its competitors. From this map, create a statement that depicts your position. For example, ?Our product is the fastest in its class for half the price.? Note: See pp. 54 - 55 in the textbook for examples of perceptual maps. You may use Microsoft Word, PowerPoint, or other equivalent software to create your perceptual map.
Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market.
Develop your company's mission statement and company introduction.
Use at least three (3) academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student?s name, the professor?s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
Evaluate the basis for market segmentation and approaches to segmentation.
Evaluate target customer segments and positioning products within these segments.
Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
Develop branding strategies for existing and new products.
Use technology and information resources to research issues in marketing management.
Write clearly and concisely about marketing management using proper writing mechanics.
Running Heading: El?s Hell fire Kitchen Elizabeth Maidment
1
Mark
Plan
eting
Student: Elizabeth Maidment
Professor: Dr. Karen Mountain
Course: Marketing Management (MKT 500)
Date: Saturday, July 19, 2014
Branding Strategy- Name, Logo, Slogan and Product Extension
EL?s Hell Fire Kitchen is a local, family owned restaurant. We are located in
Murfreesboro, TN. We only serve items on our menu that are hot and spicy! We cater to college
students, foodies and chili heads. If you are looking for something different for lunch, dinner or
that after hour?s meal, this is the place to go. We have extended hours on the weekends to cater to
those individuals who have had an evening of fun and frivolity and need to have some food that
will get them focused! We have several different contests to help anyone who isn?t quite sure
El?s Hell fire Kitchen Elizabeth Maidment
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they can handle the spice. We also have a tasting bar for all of our different levels of heat. This
will allow the customer to get a good idea of what they are getting themselves into. There is one
exception; our ?Atomic Bomb? spice is not on the tasting bar. In fact, you have to sign a waiver
to be able to taste this spice! We do not recommend that anyone who has heart problems,
pregnant or has digestive problems to attempt to taste this spice. Even if you are fully capable to
enjoy this spice, know that you do so at your own risk! Remember our slogan is ?Come beat the
heat!? Here is our logo:
EL?s Hell Fire Kitchen is in the franchising business. Our product extension plan is to
expand several different restaurants into different towns and states. We are currently working on
a store in the area of Knoxville, TN near the University of Tennessee campus. We are open to
other franchise locations. Come visit us on the web at www.beattheheat.com. We have
information on how you can be the next franchisee!
Brand Strategy
EL?s Hell Fire Kitchen uses a secret combination of spices to get your palate watering.
We do things a little different from our competition! First, we never freeze anything. Everything
El?s Hell fire Kitchen Elizabeth Maidment
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that you put in your face is fresh. This includes our spices! We roast and dry our spices ourselves.
This gives us the ability to decide how hot we are going to make our vittles. Second, we are
dedicated to only having items on the menu with spice. You may go to a restaurant that has one
or two hot dishes on their menu, but when you come to our kitchen everything on the menu is
spicy! This includes drink items as well. You can have our Mexican hot chocolate or our
habanero chocolate shake. We also have desserts that have a kick. From our jalapeno cheesecake
to our chocolate dipped ghost peppers.
Develop a Marketing Strategy with Execution Timeframes
EL?s Hell Fire Kitchen will develop a marketing strategy around our target market
segment; males and females from 20 ? 24 years old. They are Middle Tennessee State University
students. Their attitude towards our product is a challenge!
Promotion
EL?s Hell Fire Kitchen will start our marketing strategy July 25, 2014. That is
approximately one month before the Fall Semester for Middle Tennessee State University. This
will help us establish our brand to our customers and create brand awareness:
-
We will partner with Middle Tennessee State University to include our marketing
material in the student orientation guides that are sent to the students one month before
the fall semester begins. This material will contain a menu with a ?first time? coupon
attached that will expire on September 25th, our website information and directions to
-
our location.
These same pamphlets will be placed in student centers on the campus starting on August
25th when the semester begins. These areas will include the cafeteria, dorms and at the
student center. We will partner with the student newspaper to print these coupons for the
first edition that will be delivered on August 30th.
El?s Hell fire Kitchen Elizabeth Maidment
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We will use our Social Media: Facebook, YouTube, Pintrest, Twitter and
www.beattheheat.com to promote our location. On our website we will have a calendar
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with upcoming events for August and September that will be published on August 1st.
We will promote our first contest that we will be running for the year. To do this, we will
partner with the campus radio and television stations. We will conduct an interview at our
location and challenge the host or reporter to try our heat levels live on air on August
31st! Once we have sufficiently burned the host/reporter we will initiate a challenge to
the students that are viewing/listening to the ?Come beat the heat contest? on September
5th.
Additional promotions within the next 6 months:
-
After the ?Come beat the heat contest? on September 5th. We will put up our ?Wall of
Flame? for the year. The first winner will get an honorary spot with their picture and
-
name framed. The next contest will be on October 31st.
We will partner with the local television station and newspaper to do a story on the
?Come beat the heat contest? and use this as advertising for our next contest. We will
continue to partner with the university?s television and newspaper to promote the next
-
contest on October 31st.
We will enlarge our market segment by taking our literature to local high schools and
bars in the area. We will theme the contest as the ?Ghost Pepper? contest since this will
-
be on Halloween October 31st. We will also offer a prize for the best ?spicy costume.?
We will be having our third contest right before the winter break on December 12th. By
the time we have this contest, we should have a loyal following of students and bar
crowd.
Positioning Statement
El?s Hell fire Kitchen Elizabeth Maidment
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There are several restaurants in our area (approximately 450). You can have Greek food,
southern soul food, Italian food, Mexican food, French cuisine and even Ethiopian food in
Murfreesboro, TN. But there is only one restaurant where you will find a way to heighten your
palate and ignite your feast; EL?s Hell Fire Kitchen! We are the only restaurant that has a spice in
every item on our menu. Other restaurants can offer you one or two menu items that have some
spice. Even with those selections, they do not offer the volcano of flavor that you will experience
on our menu. We simply ask, ?Can you beat the heat?? We have several contests throughout the
year. Will you be on our ?Wall of Flame? or on our ?Wall of Shame??
Perceptual Map
? Low Quality
? High Spice
? High Quality High
Spice
Hooters,
Buffalo Wild
Wings, Wing
Zone
Els Hell Fire
Chicken
Slick Pig
BBQ,
Kirkenburts
? Low Quality LowBBQ
3 Brothers
Brew house
Spice
? High Quality Low
Spice
El?s Hell fire Kitchen Elizabeth Maidment
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Examine the relevant consumer behavior for your target market. Explain the main reasons
why the brand name, logo, slogan, brand extension, as well as the positioning statement
and marketing strategy are right for the identified target market
?Increasing guest satisfaction can lead to increased guest loyalty, which ultimately leads
to increased revenues and profitability? [Par10] In other words, if your guest enjoys their
experience they will come back to your establishment. Customer can be picky and fickle. What
works for one customer may not work for another customer. Understanding your customer?s
behavior will help you get those customers back in the door. Not everyone wants to eat at
Applebee?s restaurant. We have chosen our brand strategy to fit into those customers that are
looking for something different, something more for dinner.
There are several different things that a customer will rate their experience on. There are
hard targets and soft targets. ?Hard standards can be counted, timed or observed. Soft standards
are opinion based, so we could use the standard of ?was your server friendly and polite??
[PNe14] These hard targets are things like; how long it took to get seated at a table, was the food
cooked properly, was the bill correct and was the restaurant clean. Soft targets are things like was
the server polite, did the manager handle your issue properly and was the menu diversified.
Knowing what your customers want will help get them back in the door. But being able to
pinpoint everything a customer wants is impossible. That?s why the strategy of a restaurant needs
to be to cater to a mass market instead of the individual. This is where soft targets come into play
and are most effective. You may have a menu for the masses, but the server or manager gives you
a unique experience. However there is more to creating a desirable restaurant than just having a
smoothly run operation. An atmosphere that the target market wants to participate in is needed
for repeat business.
El?s Hell fire Kitchen Elizabeth Maidment
Our customers are the fun loving, experience seekers of the college campuses. By
building interactive contests our guests will challenge each other as well as spread the word to
other heat seeking customers. The promotions will make our food affordable, and the late night
atmosphere will fit in with their night life. Our name ?EL?s Hell Fire Kitchen? and our ?Come
Beat the Heat? challenges spark a sense of throwing caution to the wind. It is this type of
participatory experience that college students seek. Expanding to other college campuses will
allow for challenges between colleges, upping the fun ante.
Company?s Mission Statement and Introduction
Mission Statement:
Our mission is to create a unique dining experience for our customers by igniting their
senses with spice in an exciting atmosphere charged with heat.
Company Introduction:
Welcome to EL?s Hell Fire Kitchen! We are a family owned and operated restaurant
located at 536 N Thompson Lane in beautiful Murfreesboro, Tennessee. We specialize in
extremely hot and spicy food to melt your face. All of our menu items are fresh, never frozen
and carry a unique heat. We have bi-monthly contests to test the degree of endurance of our
patrons. If you come ?Beat the Heat,? you can be immortalized on our ?Wall of Flame.? But be
weary, if you do not complete the competition you will end up on our ?Wall of Shame.? Our
hours of operation are 10 am - 2 am Sunday through Thursday and 10 am - 4 am Friday and
Saturday. ?Come Beat the Heat!?
7
El?s Hell fire Kitchen Elizabeth Maidment
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References
Bureau, U. C. (n.d.). American Fact Finder. Retrieved 2013, from United States Census Bureau:
http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?
pid=ACS_12_5YR_DP05
Jurasky, D., Chahuneau, V., Routledge, B. R., & Smith, N. A. (2014). Narrative framing of consumer
sentiment in online restaurant reviews. Chicago: University of Illinois at Chicago .
Murfreesboro, TN - The Official Website-Statistics. (n.d.). Retrieved from Murfreesboro, TN - The Official
Website: http://www.murfreesborotn.gov/index.aspx?nid=515
National Resaurant Association. (2014, June 30). Retrieved from National Resaurant Association website:
http://show.restaurant.org/Connect/Blog/June-2014/Restaurant-Performance-Index-Rises-toHighest-Leve
P.Neil. (2014, February 20). Wordpress.com. Retrieved from Wordpress.com:
http://pneil52.wordpress.com/
Parsa, H., Gregory, A., Self, J. T., & Dutta, K. (2010). CONSUMERS' WILLINGNESS TO PAY and to Patronize
According to Major Restaurant Attributes. THE UNIVERSITY OF CENTRAL FLORIDA
UNDERGRADUATE RESEARCH JOURNAL, 1 - 10.
States, S. A. (n.d.). Statistical Abstract of the United States. Retrieved from census.gov:
http://www.census.gov/prod/2011pubs/12statab/business.pdf
Wings, B. W. (2014). Buffalo Wild Wings Menu. Retrieved from Buffalo Wild Wings Menu:
http://www.buffalowildwings.com/menu/wings/
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