Ralph Matthew A. Ong (M997Z245)Mamunur Rashid (M997z235)Yannick Turkier (O990F021)

•Cost calculation

•STP

•Methods

•Guerilla Marketing

2

Situation analysis Nature of the product Competitor analysis of four main rivals Market analysis

Objectives To influence purchase intent To encourage brand switching

Budgeting Total marketing costs 187’000 NT

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 3

Strategy Segmentation (behavioural segmentation) Targeting (undifferentiated) Promotion (product benefits for customers)

Execution Bookmarks in September Stickers in October (opening of RAMAYA) «Broccoli tree» in March Publish film clip in April

Evaluation Qualitative (e.g. interviews) Quantitative (e.g. questionnaire)

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 4

Vision and nature of the product Leader in providing services to students

during lunch break and recreation time In order to achieve this, we combine food with

the possibility to socialize though also with enough space to study quietly: Trendy, healthy, and nutritional foods with

affordable price Meeting area (where you can eat as well) Working area (where you can eat as well) Wi-Fi – free internet access with plugs on each

table

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 5

Our competitors are in distant areas thereby making our business could proliferate. Surveys and studies are hereby presented to justify our endeavour.

Some of our competitors are: McDonalds Starbucks A Niu Rro Mien Ui Ki Ma Ma Restaurant

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 6

Criterias RAMAYARestaurant

Starbucks

McDonald’s

A Niu Rro Mien

Ui Ki Mama

Price range Low (4) High (1) Medium (3) Low (4) Low (5)Healthy food

Yes (3) Yes (5) No (1) Yes (3) No (2)

Lunch variety

Medium (3)

Small (2) Big (4) Medium (3)

Big (4)

Comfortable to socialize / study

Yes (4) Yes (5) Medium (3) No (1) No (1)

Wi-Fi Free (5) Yes (3) No (1) No (1) No (1)Popularity None (1) Popular

(5)Well-known (4)

Low (3) Low (2)

Total 20 21 16 15 15Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 7

Starbucks and McDonalds are very strong in advertising (large budget for TV commercial, billboards, etc.) Countrywide and global subsidiaries

therefore We cannot compete a different strategy is

required to get customer’s attention

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 8

Advertisement strategy in order to promote RAMAYA restaurant Method Guerilla Marketing because it is

Cheap Humorous Completely unexpected and the only method which

densly targets our key customerswho are on NCKU campus(maximum effectivity to a cost-benefit-ratio)

Guerilla Marketing is a shape-shifting form of marketing that takes a brand’s messaging and presents it to the desired consumers in a way that is personally engaging and wholly unexpected.(Margolis & Garrigan, 2008, p. 16)

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 9

Advertising objectives To influence purchase intent To encourage brand switching

Message objectives Linking key attributes to our brand name (USP

with bookmarks) Promote brand recall (repetition through

placing stickers and catchy slogan «eat read meet»)

Instill brand preference (humor ad with «broccoli tree»)

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 10

Bookmarks Stickers «Broccoli tree»

Film equipment

Execution Others

Print costs for bookmarks:

5000 pieces: 4’000NT

Print costs for stickers:

500 pieces: 2’000NT

Material cost for tree-sized fork:

Wood: 300NTPaint color: 100NTTotal amount of work hours: 1’000NTTotal (25x pieces): 35’000NT

Rent cost for movie clip:

3 cameras: 10’000NT3 microphones: 6’000NT3 lights & others: 3’000NTTotal (3x actions): 57’000NT

Labor costs:

Amount of work hours during execution days (6 people, 8h a day): 24’000NTTotal (3x days): 72’000NT

Unexpect-ed costs:

10 % of total costs: 17’000NT

Total Marketing costs: 187’000 NT

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 11

Segmentation Behavioural segmentation of students

Degree of restaurant users (light – medium – heavy) Targeting

More than 22’000 students studying at NCKU Only one productundifferentiated marketing

strategy Positioning

Associating product benefits with consumer needs USP’s:

Affordable healthy food Free WiFi Place to meet and study

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 12

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 13

Our Guerilla plan: Distribute book marks with tasty recipes

Putted in books in the library At least 10 different recipes to collect

Post stickers on the ground and wall which lead to our restaurant

Broccoli tree Reminder to eat healthy (and in Ramaya)

Create a short film / video clip of the marketing campaign and people’s reactions Publish it online (e.g. on social network sites)

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 14

NCKU campus Bookmarks and

«broccoli trees» are focused on campus only

Stickers are focused on campus and surroundings

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 15

Shape and colour suggerates appetite(e.g. )

Front showswhere and when to find usour USPour contact & further information

Back showsone healthy, tasty and quickly made recipe

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 16

Stickers put on floor and walls on campus and campus area (e.g. on products in nearby 7eleven or sidewalks)

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 17

Last Guerilla ad 25 selected trees

on campus get a trunk-sized fork Suppose to look

like a broccoli on a fork

Forks labelled with«RAMAYAeat read meet»

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 18

Create film of Guerilla marketing action Spread it on

Facebook Youtube NCKU website Ramaya website

Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 19

20Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation

Actual start with RAMAYA introduction and Guerilla Marketing intentions. Clip will not last longer than five Minutes and supposes to be funny and showing students reactions to the marketing and restaurant.Distributing

bookmarks & showing student’s reachtions

Filming people’s reactions towards «broccoli trees»

Placing stickers all over the campus and …

Catching happy people entering RAMAYA for lunch & socialising at opening day… all over

campus area such as on products in 7eleven

Telling to spread our clip and indicating where it can be seen

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Qualitative evaluation Student interviews

Advertisement feedback Reasons for visit or not visit of Ramaya

Observation Film Guerilla action and observe people’s

reactions Quantitative evaluation

Revenue comparison, amount of «like» hits on Facebook and amount of clics on Youtube

Questionnaire Recognition(before and after each marketing

campaign) Change in (lunch) behavior (choice of restaurant)Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation 21