Bing bing plan

Marketing Plan
Presented to Elizabeth Ting
By: Tomasito Bobadilla
BFM Movimiento LLC

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EXECUTIVE SUMMARY

Bing Bing will be riding a growth spurt, having discovered a healthy choice for consumers in a up-scale
surrounding. Bolstered by highly acclaimed food critics that have tasted a Bing Bing, we are able to
deliver a very exciting product to the market place.

We believe that by targeting and positioning Bing Bing as an healthy food choice for consumers, we can
successfully occupy an emerging niche that other food restaurants have not been able to target. With the
implementation of the new marketing focus outlined in this plan, we will position Bing Bing as the most
healthiest of choices, high-quality, elegant surroundings, and a great working staff. Our ability to integrate
emerging food choices with elegant design, provide complimentary pieces for a complete mindset,
providing strengths, and establish reputation of unmatched quality. Bing Bing its a tasty thing.

2008 copyright by BFM Movimiento LLC - all rights reserved

SITUATION ANALYSIS

Bing Bing product offering focus on the choice of a healthy choice for consumers. Who has an
appreciation for the quality or organic craftsmanship in the making of a Bing Bing. Our market segments
include high traffic areas, special events, corporate executives, small business owner, high school teens,
and children. We will target these markets through a variety of media including the internet, word of
mouth advertising, large and small events sampling. Bing Bing offers a healthy food choice directly to the
consumer and wishes not to mass market its product.

Rather our strategy is to make a product information readily available to those seeking a healthy food
choice with specific points of purchase for the consumer to enjoy. Therefore, we will add various
production lines dedicated specifically to those consumers and various Restaurant partners. In addition,
because our product assumes an organic feel, the use of advance technology will not be present.
Therefore, the Restaurant location will also act as a distribution point.

Bing Bing occupies a specific niche within the food restaurant. Therefore, our competition does not
provide comparable products, as they lack the combination of human power, healthy food choices, and
the highest standards of health and quality hand made craftsmanship. Our nearest competition includes
Dumpling House, Taco Bell, and Nobu. These companies distribute their products through channels such
as their own retail locations. In contrast, Bing Bing targets its potential customers base on their search
for our type of product.


MARKET SUMMARY

Our product is positioned very carefully: this is a high quality healthy choice for the customer who
understands quality, is a believer of healthy choices, helping the environment, and is willing to spend
money on the best. Unlike the mainstream products, we do not use oil to fry our dough, we do not use
preservatives, everything is done fresh, and by hand.

Our marketing strategy is based mainly on making the right information available to the right target
customer. We make sure that those who have the budget and appreciate the product know that it exists,
and know where to find it.

The marketing convey the sense of quality in every bite, every promotion, and every publication by
branding our Bing Bing with the right high-end events, like the Oscars, The Emmy's, The All Star Games,
The Super Bowl will increase Bing Bing image across all channels.

Our target market is a person who wants to have a healthy food choice with the latest organic materials,
combined with an old fashioned sense of quality craftsmanship. This consumer can be in the corporate
towers, small or medium business, or in a home office, in the high schools. The common bond is the
appreciation of a great healthy choice and the lack of price constraints.


MARKET DEMOGRAPHICS

WE FOCUS OUR MARKETING ON THREE TYPES OF TARGET CONSUMERS:

1. Corporate Executives: The Bureau of Labor Statistics (http://stats.bls.gov) reports there
are 18.1 million executive, administrative, and managerial employees in the United States,
and that number is growing at 1.5% per year. Our target will include 1% of that number
(144,000) as our market, its estimated to grow 1.5% annually.

2. Small Business Owners and Executives: According to the most recent data available from
the Small Business Administration (SBA), there are between 13 and 16 million small business
in the United States. That includes about 5.5 million employers and 11 milllions self-
employed people. We take the top 1% of 15 million, to make our potential market of
150,000. We estimate growth at 2.5%, of small business and executives.

3. College Students: According to a story in the Wall Street Journal, there are 36 million
college students in the United States. Which means 27% of the country are students seeking
alternative healthy choices as our potential market. 10% of those, (440,000) is our potential
market which we estimated 8% per year.


MARKET NEEDS

Bing Bing gives the discriminating consumer, who cares about healthy food choices, a quality
product, and environment, a combination of the highest integration of a healthy product, at a
relatively high price. Bing Bing provides this discriminating customer with variety of healthy
food choices. We provide a quality working environment that includes the integration of
natural ingredients (organic) that generally exist as part of the executive setting. The quality
of manufacturing materials and ingredients found in our product serves to enhance the
appearance and image of our brand.


MARKET TRENDS

Our market has finally grown to recognize the disparity between most food choices standards
and the way consumers are discovering those options. The development of the high-end
organic, healthy consumer, the baby-boomer executive, and the college and high school
student is an important trend for us. We now have consumers who are looking for healthy
choices and appreciate the old-fashioned craftsmanship of a good product.


MARKET GROWTH

The market for healthy choices, green market, or organic market choices is growing
exponentially and is projected to increase. The market for restaurants to provide more
healthy choices for consumers is growing even faster, 30% percent per year, and is projected
to top 1 billion by the year 2012.

As the cost of eating healthy continues to climb, the number of consumers looking for
alternative food choices continues to expand. According to Green Markets, this is about 33
today, growing at 15 percent per year.


SWOT ANALYSIS

We are on the brim of major opportunity. Bing Bing has the strength, marketing strategies,
and combined expertise in consumer product introductions and roll-out to take advantage of
this opportunity. In a growing greener consumer mindset and new channels of distribution.


STRENGHTS

STRATEGIC MARKET SEGMENTATION AND IMPLEMENTATION STRATEGIES:

Combination of skill in ownership: Owner and founder Elizabeth Ting has develop her
business strategy and long-term plans with a well recognize product line in high demand.
With the assistance of experiential marketing agency BFM Movimiento.

Diversified market segments: Corporate executives, small business owners, college and high
school students.

Increased capital from successful growths in sales.
.


WEAKNESESSES

High-end Restaurant fixture and employee cost.

Addition of 24hr in-house staff will add an aspect to Bing Bing functions that has not been
previously experienced.

Marketing through sampling events, creates the need to hire additional staff personnel as
samplers, uniforms, and data gathering.


OPPORTUNITIES

New channels of distribution

Word of mouth marketing and sales

Specific niche: High-end upscale appreciation for quality materials (cherry, oak, bamboo),
ergonomics and technology integration, infomercial on the way a Bing Bing is made.


THREATS

Growth in the consumer looking for healthy options and the Green market exploding. This
competition could emerge from a variety of given sources including:

1. Established fast food restaurant and the development of healthy food items.

2. New start up companies generated by a slew of healthy consumers looking for greener
healthy choices.

3. New marketing strategies for established food providers and fast food companies.


PRODUCT OFFERING
Bing Bing offers a very high healthy product line that fits in with today's consumers looking for healthy alternative
choices. The key to the product line is in the unique offerings by Elizabeth Ting, "Bing Bing". It looks like a donut, could
resemble a taco, could be mistaken for a sesame hamburger. But it is a delicacy discovered by 200 yrs ago by Marco
Polo. Bing Bing is intended to fuse the delicacy of today's healthy alternative choices that consumers are looking for
with a reflection of Chinese culture. Each piece is elegantly place on a branded platter, with its distinguished look and
feel, surrounded in a sea of cherry oak and bamboo ambiance.

1. The Bing Bing is an elegant upscale healthy food choice designed to infuse today's healthy consumers palette, at the
same time, affordable, and ideal for the corporate executive, small business owners, college and high school students.
The two critical elements are the healthy choice and price point. The Bing Bing restaurant and brand attributes are
enhance throughout the restaurant with its high-end branded employee clothing as well as the ambiance reach
atmosphere to relax and de-stress with a Bing Bing.

2. We also make sampling pieces to cater to special events, office suite, including large and small size events
throughout the Metropolitan area.

3. In addition, Bing Bing will make custom designs to merchandise to the consumer for extended word of mouth
excitement and branded attributes outside of the Bing Bing restaurants.

Further supporting our competitive edge is our strategy, which is based on high-end image branding throughout each
area of consumer eyeball appeal. That focus is not only a pleasure for our customers, it is actually a feature that
enhances the sense of quality in the choices of a Bing Bing.

Bing Bing will introduce custom ingredients to our customer, with a line of organic ingredients to connect to the
choices of the up-scale consumer. It will also introduce lounge theme ambiance at each of its restaurant.

Our main product line is the Bing Bing. This unique concoction by Elizabeth Ting. Each restaurant will also serve
uniquely crafted dumplings, with various healthy sauces. Enrich soup line, with various organic herbs, and spices,
along with fruit base Bing Bing. Healthy consumers will dine in an ambiance of clean, Amazon cherry oak and bamboo
tables, couches, and flat screens surround sound. A fuse of bamboo trees and ceilings project a healthy image of clean
lines, and ergonomics furniture. Delivering a unique product and healthy choices, to enjoy a Bing Bing, and de-stress
yourself for the Urban landscape, into a sea of calm serenity allure.

RESTAURANT OFFERING


PRODUCT BRANDING


STAFF BRANDING JACKETS


STAFF BRANDING HATS


MARKETING STRATEGY

Bing Bing is moving toward internal marketing controls through BFM Movimiento by
establishing programs such as an in-house branded sampling team, branded vehicles to
distribute the samples to various events, branded employees, and the overall marketing
strategies and messages. Branded vehicle will allow the Bing Bing to expand throughout the
market place and allow us to track the success of our marketing and sales, and further
integration with established quality branded messages.

Our target markets present great opportunities for company growth, as our niche is not at
all saturated at this point. We will dominate the high-end, upscale, healthy consumer
choices by stressing healthy ingredients at a great price, quality craftsmanship in its design
presentation of its restaurant, and by increasing and stressing healthy product line at a great
price point.

The Corporate Executive, the small business owner, the college and high school student, will
greatly benefit from our quality healthy choices in terms of ingredients, and price with the
appreciation of a greener environment. The key to reaching this market is to make them
aware that our products are available to satisfy a healthy choice. We do not need to
convince them of anything but the assurance of quality price conscious food with the right
ingredients.


MISSION

Bing Bing produces the most healthiest of choices for the conscious healthy consumer and
green advocate that incorporates organic hand made materials in manufacturing its food
line, in which real people can work happily side by side. We are sensitive to the look and
feel of good healthy food choices, as well as to high-powered energy wise food choices. We
always provide the best possible value to our customer who care about quality, green food
choices, green environment, and want every dollar spent with us is to be well spent.

We also create and nurture a healthy, creative, respectful, and fun work environment, in
which our employees are fairly compensated and encouraged to respect the customer and
the quality of our healthy food choices we provide and produce. We seek fair and
responsible profit, enough to keep the company financially healthy for the long term and to
fairly compensate owners and investors for their money and risk.


MARKETING OBJECTIVES

Bing Bing marketing strategy assumes that we need to go into a high traffic area and
specialty channels to address our target customer's needs. High-end upscale Image is
perfect, because we cater to our kind of customers. We position Bing Bing as the delicious
delicacy with the highest quality offering status and prestige levels of purchase.

Our presence on the web will increase the availability of our products to the specific market
segments that we wish to target because Bing Bing's offerings concentrate on delivering a
premium food to its customers.


FINANCIAL OBJECTIVES

1. To grow our sales more than three times over a three-year period, from $250,000 in
2008 to $3.2million in 2011.

2. To increase contribution margin from 20% to 30% over three-years.


TARGET MARKETS

Our segment definition is of itself strategic. We are not intending to satisfy all consumers
with our unique Bing Bing, but rather, only those who are most demanding. We are
definitely out to address the needs of the high-end consumer, who is willing to pay more for
quality.

In our particular market, we also seek the consumer who appreciates two attributes:
quality of the product and the choice of a healthy snack, with an understanding of design
and unique taste built in.


POSITIONING

Our competitive edge is our dominance in creating a healthy portion under $2 dollars.
Although there are many restaurant, and many consumers, Bing Bing Restaurant creates a
warmth feeling of intimacy and beautiful ambiance. We focus on a special kind of customer,
the person who wants a very high quality healthy portion in a beautiful ambiance and
appeal. Our customer might be College & High School students, Executive, Entertainment
Industry Creative, Marketing Executives, and Blue Collar workers.

The product strategy is also based on quality, the Bing Bing delivers a diversified healthy
portion that is not fried but filled with healthy ingredients as fish, vegetables, or meat, and
poultry is not only a taste pleasure, but it is actually the most healthy bite.


STRATEGIES

Bing Bing will open a location in a high traffic area preferably near a Tier 1 College or
University. From this central location, Bing Bing will be sold and sample to various events,
get-together, and social gatherings.


MARKETING MIX

Our marketing mix depends mainly on product, the Image, and brand marketing. The Image
Branding are key to the growth of Bing Bing as an International Global Restaurant brand.


BFM RELATIONSHIP

Our relationship will be a fixed retainer fee @ per month. For the eight months, BFM
Movimiento will waive its commission and production services fee. After the six month, the
agency negotiated rate on behalf of normal media and production services fee will be
17.65% mark-up of the net cost to cover staff working respectively on its client Bing Bing. A
formal letter of Agreement will follow that details our arrangement.


ABOUT BFM PARTNERS

Tomasito sets the pace for BFM Movimiento with expertise in the development and implementation of marketing/promotion opportunities
and business strategy development. Tomasito has been the creative strategist for such award winning programs as Marcos Diaz 2x Around
Manhattan, 1-800 COLLECT En Español Festival Series, and WQHT HOT 97 Seaside Heights Beach Extravaganza.
His big picture perspective and intense insights on the value of promotional programs within the marketing mix has also inspired the
creation and success of innovative programs, such as El Rey Del Corte, Red Bull Batalla De Los Gallos, Sanky Panky Invades America, and
Juegos Patrios. Tomasito’s track record of fresh strategic vision against competing programs is unparallel.
Before founding BFM Movimiento in 2007, Tomasito was the Marketing Manager for Red Bull North America, Where he co-authored the
launch of Red Bull into the Hispanic Market in New York City. Tomasito also introduced all event marketing synergies between North
America, Latin America and the Caribbean. When he’s not zone in on his creative ideas, Tomasito can be seen schmoozing with his two
children Tomas Andres, and Ariannie Shanel and his lovely soul mate Maribel at a baseball or soccer game, or kicking it back at the beach.

Marvin Flores co-founder of BFM Moviento began his insights in the early eighties, when Marvin was a teenager, he was already an
established player on the local street scene, working with Hip Hop pioneers such as DJ Red Alert, DJ Krazy Eddie and The Master OC among
others. At age 15 he hooked up with Peter Pan, a local promoter from his hometown, Paterson NJ. At the time Pete was doing all of the
local parties and hosted the early MC battle crews and DJ battles promoting the “who’s who” of Hip Hop. At the time DR Rock and The
Force MCs, Kool Moe Dee, Treacherous Three, Fat Boys, Boogie Down Productions and other legendary precursors of the genre could only
be heard on WHBI, and DJ Red Alert was the only DJ on the air who played hip hop.

Perrealo.com, one of the most popular Latin-Urban websites in the New York Metropolitan Area and the Perrealo DVD Magazine are the
creations of Marvin and his younger brother, Hector Alvarez. Both the website and the DVD Magazine not only promote the stars but also
afford a promotional outlet for young, up-and-coming Urban Latino artists struggling for recognition. At the same time fans of the music
who go up on the site or purchase the DVD Magazine can get an inside, personal view of the lifestyle and culture of Reggaeton and Latin Hip
Hop.

At present, Marvin continues to enjoy the privilege of working with the “who’s who” in the current Latin market over a wide spectrum of
music business activities; he has produced, remixed, promoted and managed acts. He is also a talented producer of film and video, which is
reflected in the excellence of the Perrealo DVD Magazine.

Years of experience and love of the business make Marvin a veteran music man who knows the industry inside out.


CONTACT

TOMASITO BOBADILLA
MANAGING PARTNER

201.988.0632
tomasitobobadilla@gmail.com
WWW.BFMMOVIMIENTO.COM


Bing bing plan

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