Creating a Brand
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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.
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Creating a Brand
- 1. DEVELOPING A BRAND Quyen Nguyen !7239084 !" !
- 2. Agenda " • Market Analysis • Gap Analysis • Mood-Board • Exploratory Research • Target Market • Positioning Strategy • Product/Store Concept • Branding • Communication Strategy • Final Thoughts
- 4. Fast food Industry" Products and Services
- 5. Fast food Industry" Competitors The fast food market is considered mature with high concentration and competition levels with Yum! Restaurant being the market leader
- 6. Fast food Industry" Demand for healthy fast food is increasing
- 7. Gap Analysis" • 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
- 8. 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
- 9. 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.
- 11. Product Concept"
- 12. Product Concept Asian Herb Healthy Healthy Fast Affordable food Fast Delivery Superior Customer Services
- 13. Menu 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
- 14. Branding"
- 15. Logo and Tagline
- 18. Uniforms
- 19. Mood Board
- 20. Communication Strategy "
- 21. Launch Campaign Mass Social Promotion Media Media Gift Magazine YouTube Vouchers Online Tasting Facebook Review events
- 22. 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
- 23. Editorial Layout ENJOY A TASTE OF VIETNAM IN AUSTRALIA
- 24. Social Media - YouTube • Weekly “How to make it” - Recipe Video • Tips for making rolls
- 26. 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
- 28. Promotion – Gift Voucher 500 Free Gift Vouchers valued $5.00 for the first months Gift Voucher" For every Monday and Wednesday Offer valid until 31/12/2011 Monday-Friday: 9AM-9PM Saturday-Sunday: 9PM-12AM Value $5.00
- 29. Hand out Gift Vouchers • Central locations • Universities • Train Stations • Facebook page
- 30. 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
- 31. Communication Strategy Stage Objective Tactics Awareness Awareness of the products Print Media, Tasting events existence by the consumer. Knowledge Understanding the product and Social Media including its benefits Facebook and YouTube Liking If consumers know the product, Get customers involved to the how do they feel about it? brand’s activities Preference Consumers preference over Sales promotions, loyalty competing products program, superior customer services. Conviction Its suitability to be purchased by Social Media the consumer Purchase Consumers may have conviction Have different special dish about the product but might not every week, stimulate actually get around to buying it, customers by regular posts on Social media and special meal deals
- 32. Budget $15,000 PRE-TAX PROFIT/LOSS ↑$98,000 $10,000 10% of the expected $5,000 revenue will be allocated for $- 1 2 3 4 5 6 7 8 9 10 11 12 marketing related $(5,000) activities $(10,000) PRE-TAX PROFIT/LOSS
- 33. Final Thoughts • 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.
- 34. Thank you! " Q&A "