MARK 1115 Team Project

Project Milestones Outline

As explained in the outline handed out previously in class, this project is to produce a marketing
strategy for a new product that you create for this project. It’s suggested that you choose a food
product, but if your team already has a product in mind, please speak with me. Your goal is to
introduce it here, in the Lower Mainland region of British Columbia.

We will start this project on Monday, October 15 with a library session to learn how to do
market research. You will produce your marketing strategy in a series of two assignments.
Finally, you will present your work to the class in our final two class sessions.

The assignments are all due to your team assignment folders on Brightspace (one submission
per team). Deadlines are as follows:

PART 1: DUE October 30TH 11:59 pm in Brightspace

AND in hard copy in class October 31, for discussion with the instructor

THE BUSINESS CONCEPT

Customer Benefit Package

Describe the general business idea that you plan to pursue.

We are building a service which can deliver both Western and Eastern restaurant foods
into your houses, schools and workplaces within anywhere in Lower Mainland.

What is the core offering?

We mainly focus on delivering better price and convenient service, provide many eating
varieties, and can serve the whole Lower Mainland.

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What are the additional offerings that enhance the core offering? Explain why you have
included them.
We will offer the same delivery service but with slightly lower fee charges to provide
affordability and win market. We will deliver the service even the destination is outside the
restaurant’s city radius.

RESEARCH

List 6 key questions you will need to answer through your research and where you plan to go to
find the answers to these questions. What will you need to learn about your company and
products or services, your customers, your competitors, and your industry?

INTERNAL AND EXTERNAL ANALYSIS (This section will require some research- be sure to state
your sources using Chicago style.)

What is your market size? How did you determine this?

The market size for our company would be enormous due to the large population of
international students in lower mainland areas of BC, with approximating 30,000 international
student.

Describe the current market situation for your good/service.

There are a few companies that are dominating the market. Overall satisfaction from
consumers who use other services may not be fulfilled.

Perform a SWOT Analysis (strengths, weaknesses, opportunities, threats) for your company
(note, this will largely be opportunities and threats since you are a new company). Be sure to
explain each point. What does this analysis raise that you have to consider in your strategy?

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Strength: Variety of optional restaurants; we provide both Western and Eastern restaurants, so
customers have enough choices to satisfy their demand. In addition, we will occupy niches that
competitors overlook, such as, delivering to far away cities within Lower Mainland is achievable
which will solve the geography problem.

Weaknesses:
We are lacking high quality labor. Next, as a new company we do not have as much capital as
our competitors nor do we have the reputation of these brands do.

Opportunity:
The market in B.C. is not yet saturated. Then, the number of international people will be
increasing in B.C. Lastly, we offer niches that other companies overlooked, such as, delivering
outside cities, and variety of choices in restaurants. Lastly, all the delivery service are priced the
same with same restriction, we can easily undercut the fees.

Threats:

Perform a “PEST Analysis” (external environment: Political, Economic, Social, Technological

factors) for your company. Be sure to explain each point. What does this analysis raise that you
have to consider in your strategy?
Political- The Canadian government has strict immigration requirement which limits the number
of international students.

Economic:
Gas prices are often high.
The high price of housing and rent results in smaller living spaces and fewer resources to cook
food for students.

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Social:
Immigrants living for a long period in Canada can sponsor people from their home country.
Due to the increasing popularity of overseas studying, the number of international students also
rises. Isolated
families are not there to cook for students.

Technological factors:
We offer digital payment such as Paypal, Paytm, Wechat pay.
Application development leads us to compete against others.

Describe your direct competition. Highlight the top 3 competitors. What does this mean for
your company?
Skip the dishes: Promotion method, Canada’s leading-food Delivery company
Uber Eat: Nearly ‘unlimited’ capitals.
Fantuan Delivery: Major Chinese market occupier.
These are the top 3 competitors. We must work effectively and efficiently and opt certain
strategies to overcome the competition. We will price better than them. As well as, we will take
over certain niches that these companies have not touched on.

Prepare a Company Mission Statement.

Creating additional values, convenience and satisfaction for the society by establishing a
positive connection between customers and restaurants.

Describe your Marketing Objective.

We stabilize the market share.
We establish public awareness.
We distribute food efficiently.
We enhance customer relation.

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We keep digital application Updated.

SEGMENTING, TARGETING & POSITIONING

Name three different market segments your company could target and why.
Geo-demographic: International student, adults and locals are necessary in the Lower
Mainland because everyone needs to eat, and they all needed a food delivery service that can
satisfy their wants. An important differentiation will be the wide variety of restaurants, because
Lower Mainalnd BC contains many diverse people and restaurants, therefore, they developed
their own taste preference. Another important differentiation will be service geography,
because we will deliver to schools, workplaces and far areas in the Lower Mainland which many
competitors have not satisfied. As a result, customers can order from restaurants that are far
away from where their at.

Psychological: Lifestyle, people who are open-minded and looking for assortments of
restaurants. As well as, affordability is also main goal to provide cheaper deliveries no matter
what quantity it is ordered in. This is great for people who wanted delivery from cultures they
prefer even if they live far away from their eateries.

Behavioral: People who are demanding restaurant delivery from diverse varieties and far
away. For instance, food enthusiasts will want more than generic restaurants nearby for
assorted eateries throughout lower mainland. Better prices will encourage people who are
money savers. In addition, low prices for lower quantity delivery will give people with low
tolerance a better opportunity to order.
For each of the three segments answer the following questions. You should have a richly
detailed profile for each segment.
Where do they live?

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They live in the Lower Mainland.
What are their demographic characteristics?
It contains International students, adults and local Canadians.
What is their personality? Motives? Lifestyle?
Personality: lazy/tired, happy, sad, open-minded outlook. Next, motives: Far from the
restaurant, not willing to be present in the restaurant. Need a better delivery service that fits
their need of variety, price and reach. Lastly, lifestyle: Busy, graveyard shift, studying, mostly
around home, school and work.
Does culture of values play a role in their decision making? Explain.
Yes, most of the population are from different cultures, so they preferably demand foods from
their culture.
Why would this market segment be interested in your company/product? What specific
requirements do they have that your product or service could provide?
We have both international and local people in our group, so we can understand their
problems and work according to them. We can satisfy our consumers’ need for more diverse
choices of restaurant choices. In addition, high delivery fees tend to punish customers who
order small quantities of food. Finally, people living in their own geographical cities are limited
to restaurants in them, therefore, we will reach out.

Given the options, what is the primary segment you will target and why? Your justification
should include how attractive the segment is as being identifiable, substantial, reachable,
responsive and profitable. Your justification should make the target seem like a good, strategic
and appropriate choice.
Our primary segment is international students because they have strong purchasing power
here due to their demand for food, preferably their culture type. Secondly, most of them may
not cook for themselves. Lastly, majority of them do not have vehicles, therefore, they would
more likely to order through delivery services.

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Write a Positioning Statement for your chosen segment. Your statement should include the
company name, target segment, points of parity or difference. The formula from the textbook
is a good reference.
The name of our company is Hungry? Then our points of parity and differences will be night
service, cheaper, more diverse restaurants to choose from and able to deliver outside the
restaurant's city radius. As a result, our target segment will be diverse demographics such as
international student, adults; geographically further areas of Lower Mainland.

How does the customer benefit package you have created meet or exceed your selected target
market’s wants and needs?
The current competitors are either too expensive or take too long to deliver. In addition, they
only deliver within the restaurant's radius. By establishing our company, customers’ demand will
be satisfied by reaching further out. Competitors do not provide additional core benefits to
international people and price wise, are relatively high.

PART 2: DUE November 18 11:59 pm

The Marketing Mix (4 P’s)
Remember, the elements outlined below should make sense together and enhance the full
marketing mix to deliver customer value and be effective in reaching and engaging the
customer.

PRODUCT & BRANDING STRATEGY

Has your original concept changed as a result of your analysis to this point? How? (This is fine-
this is the purpose of doing analysis and research!)

The original concept did not change through analysis.

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(Revised- if applicable) Customer Benefit Package

What is the core offering? Explain the product line and mix decisions you have made.
Our core offering is delivering food to customers’ residents. We do not have an original
product line/mix because our services are intangible. We provide freshly cooked western and
eastern food to customers within minimum time and costs.

What are the peripheral offerings that enhance the core? Explain why you have included them.
We also offer to deliver products from beverage shops like Bubble Tea, and dessert shops
such as cake shop. We included them to create diversity in our service.

How would you classify your product(s) or service(s)? What type of products or services are
they?

We are mainly focusing on food delivery service, plus two additional services which are
taking orders from customers and picking up beverages or desserts from stores. Our services are
inseparability and variable. Inseparability means our service cannot live without the restaurants
and drivers who are the food providers; Variability means our drivers are the providers who
determine our quality of services.

Describe the various product/service attributes with regard to quality, features, style & design.
Our trained crews, both drivers and company employees, will be ensured the quality of our
services that means everyone in the firm will be familiar with the local traffic in order to
guarantee the efficiency. As well as, we show respect to different demographics as diversity is
our main differentiation

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How will you package your products? Can you foresee the need for any special labeling
requirements?

The packaging will be done by the restaurants but for the special labeling will contain a sticker
with the name of our company on the mouth of the box. Therefore, we will prevent the
likelihood of accidental openings at the same time, expose our logo.

How will you differentiate your product/service offering from your competitors?

Mainly our target market is somehow different from our competitors as we are mainly
targeting international students and the price and quality will be appreciative. We are delivering
food as far as three cities away from the restaurant which is something no companies have
touched on. In addition, we provide diverse cultured restaurants on the list to give certain
demographics more choices.

BRANDING STRATEGY
What is the name of your business/ products/ services? Is there any significance to the name
you have selected?
The name of our service company is hungry! That is directly related to our type of service we
are providing. The significance for this name represents ordering whatever, and whenever they
want because they are starving. We provide impressive apps with easy-direct UI (User
Interface).

Describe your branding strategy. What various elements will you use to build your brand?
(Stories, icons, sponsorship, co-branding, etc) How will this strategy support your brand’s unique
positioning in the market and make it stand out from competitors?
We will design an unique icon representing our brand name and promotion showing our
respect towards diversity. Our delivery cars have the icon pain on the doors and back to

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promote our brand, and we also provide small stickers which printed our icon on them to
protect foods that cannot be opened by anyone else except customers themselves.

(Optional) Provide a rough logo design and explain the significance of its elements.

Describe your brand’s personality. Our brand personalities are

A humble and open-minded young person with excellent 3S, Skilled-Speed-Smile.

PRICING STRATEGY

What pricing strategy have you selected for your company and explain why you have chosen it.
Identify any internal or external factors that will affect your pricing.
Our pricing strategy is competition based pricing which means that our pricing is based
upon lowering slightly from competitors' charges. Therefore, focuses on information from the
market and competition rather than using cost based. $3.5 delivery fee for an order under 20$
within the city radius. For orders over $20, the delivery fee is free. Ordering food from another
city will be an extra $1.5 per kilometer outside the restaurant's radius. Lastly, $2 per kilometer
when delivering two or three cities away, starting at the restaurant. We provide a slightly lower
delivery fee for small quantity delivery to satisfy small orders at an affordable fee. In addition,
we will provide delivery to destinations outside the restaurant's radius which none of the other
competitors have done but will be higher cost due to lack of competition.
Provide a sample of the pricing for your company’s products or services.
When someone from Vancouver orders from a restaurant in Richmond, there will be the
standard delivery fee and $1.5 per kilometer after crossing into Vancouver. When someone
orders from a Surrey restaurant to deliver into Vancouver, the cost will be $2 per kilometer.
How is your pricing consistent with your branding & positioning, your target market profile etc.?
We are willing to deliver our food further than our competitors and try to stay as affordable
as possible. We deliver good prices to match other companies to service students.

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DISTRIBUTION STRATEGY

In a flow chart diagram, illustrate how your company will deliver goods and services from
suppliers to your target market. Are you a bricks and mortar retailer, online retailer or
wholesaler? Explain your reasons for this intended channel strategy.
Missing Chart.
We are an online retailer.
The primary service will be providing method is through ordering from Apps or website, as well
as, we will process the orders toward the restaurant by using the internet. Therefore, we will be
considered an online retailer.

What is your company’s distribution strategy? (Intensive, selective, exclusive)

Selective distribution in our early development. When we occupy a certain portion of the
market share, then we will strategically transition into Intensive distribution.

If applicable, explain how you would design the elements of the servicescape (location, ambient
conditions, spatial layout, signs & symbols) and how they support your other strategies. Feel
free to provide sample images of how you would like the retail space to look.

Since we are delivery service, we are not able to establish a real retail store that is open to the
public.

PROMOTIONAL STRATEGY

Given your previous analysis, what is the key message you want to communicate to your
customers?

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 To bring awareness to our customers from our service, our message will be “try us to make us
show our work and trust developed will be forever.”

How will you incorporate the various elements of the marketing communications mix to reach
your customers?
Firstly, our product is a service. Therefore, it is inseparability and variable. Secondly, the
price is the most important thing, so our price will be slightly lower than market fees to gain an
edge. Thirdly, we are creating advertisements to post on Youtube, Facebook, Instagram and
Wechat to promote our brand. Lastly, we will establish an office in Vancouver which provides
customer services, app services and maintenance.
What are your communication objectives?
,
Our communication objectives are creating awareness, imparting knowledge, providing long
lasting relationships and shaping attitudes.

What are your advertising strategy and what execution style(s) might you use? Provide an
example either by explaining or creating a mock-up of a potential advertisement. What media
would you use to advertise?
Our advertising strategy is a message strategy, so our customers must believe in us and our
service, for example, we are advertising through diverse networks like online, mobile and social
media; as well as, television to expand our reach better than others. As a result, this will gain
attention by reaching to every corner of our segment, especially people far away from
restaurant radius limit can receive our delivery, in turn, we give customers a wider variety of
restaurants, which will give us a niche to satisfy customers with. this builds on our mood and
image of service such as happiness.
How will you use the power of public relations? What tools will you use? We will use public
relations to promote our services and our ideas to build reputation within society. Some devices
will be written materials including annual reports of our services, articles, magazines, etc to
reach and influence our target market. organizing events will be part of our PR tools.

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Are there any potential PR risks you will have to plan for and manage? Explain what they might
be and how you might protect your company against such risk.
Nowadays PR practitioners are doing jobs to represent the companies as if firms are busy doing
official works so they may not serve most accurate face of the firm, as a result, our firm should
be paying more attention in public relations to avoid any PR risks and practices.
If you will use personal selling in your promotional mix, why have you chosen it and how will
you manage it? How will you ensure salespeople communicate the intended message?
We will not be using personal selling because it does not make sense since we are a delivery
service.
Most companies use some form of sales promotion from time to time. Explain 3 forms of sales
promotion that you could use to enhance the sale of your products and services and why you
have chosen them.
Firstly, sales promotion form will be consumer promotion to help us in enhancing our sales
and long-term relations with customers, for instance, coupons, rebates, contests, price packs
which will create an image of affordability. Secondly, event marketing promotion can play a
great role in keeping a solid market by letting other firms create brand marketing events or
sponsor events. For example, we can sponsor the event created by the restaurants we are
working with along with showing our sponsorship which is a great complimentary. Thirdly, a
trade promotion will be a significant form in giving our business a good twist, like if we give
some of the online brokers special discounts to promote our delivery company in every aspect,
they can which will be a great pump for our firm.

What forms of online marketing will you use? Explain why, how and what the intended
objectives are.

Our main focus will be online marketing because our service are dependent on that. Firstly, we
will go with social media marketing that is we can create our pages and blogs on different social
apps such as Instagram, Facebook or Wechat, in addition, we will create our own website where
consumers can share their opinions with other people about our service. Moreover, email

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marketing can be a good source to maintain relationship with our consumers with incentives,
such as, coupons, free delivery, loyalty programs and latest news to keep our company relevant.

FORMAT
each stage of the project, please answer the questions provided in your submission. (Report
style writing using full sentences, not bullet point.)
For each submission, include your “Group #” and names of your team.
Subheadings, bold and underlining are encouraged to organize your work.
1.5 spacing 12pt. Arial, Century Gothic, or Calibri font.
Cited in Chicago Style
NOTE: Presentation, spelling and grammar matter! Please be sure to edit your work before
submitting.

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