athens bagel presentation
TRANSCRIPT
By: Paulina Famiano, Marvin Mathew, Libby Muret, Dipan Patel, Grace Pereski, and Brady Siegel
BAGEL BITES
Brand Overview
Business Values:
➔Flour today is a bagel tomorrow.
➔Focus on bringing the best bagels to the South.
Overall Business Goals:
➔Be thought of as THE bagel place in Athens.
➔Provide quality products at a fair and low price point.
Business Summary
Products: “Everything on a bagel! We make, boil, and bake fresh bagels in-house daily!”
Locations: Only NY style bagel store in downtown Athens, has a storefront and does catering events
Customers: Has a regular crowd of both student traffic and law professionals
Revenue: Athens Bagel is consistently turning a profit, they are not a business in trouble
Athens Bagel is currently averaging about 6 catering events each month.
However, the business has the capacity to run between 32-40 catering events a month.
WHY?
What’s the problem?
Social Media Position
Brand Positioning
➔ Current Positioning: Value Based
◆ Athens Bagel emphasizes the great value of their bagels through price and quality, this has lead to a brand image that is synonymous with bagels.
➔ Recommended Positioning: Product Use/Application
◆ Athens Bagel needs to revamp their image and display the variety of culinary options they can provide both in store and through catering services.
Marketing Communications
Objectives
Digital media
presence across all platforms
Interview OverviewQuestions1. Who are your competitors?2. Who is your target market?3. What market do you want to hit the most?4. How profitable is catering?5. What have been your past and current efforts?6. How do you hit the student market in Athens?
Competitors
➔ Main competitors: Mama’s boy, Ideal Bagel, Porterhouse
➔ Restaurants that are consistently busy Sundays before 12:30 PM is considered their main competition
➔ Einstein Bagels is NOT a competitor, they are reaching a different market as Einstein is a fast food restaurant
Facebook Instagram Twitter
Athens Bagel 2,175 1,060 1,433
Mama’s Boy 9,928 4,028 6,109
Ideal Bagel Co. 989 113 NA
Porterhouse Grill 1,157 374 39
Social Media Comparison
Target Market
Communications Research
Einstein Bros.
Bagels
Athens Bagel
Communication ResearchPeople view Athen’s Bagel as
MOTHERLY (nurturing)
and as a
WISE-OLD MAN (reliable)
*convey this through most used
platform by consumers, Instagram
Citation 3 and
4
Budgeting Strategy“What we can afford” budget - sets the marketing allotment after all of the company’s other budgets have been established
➔ The owner showed interest in marketing the store effectively but mentioned it as a last resort and does not really want to spend money
➔ Several of the strategies we want to use involves very little monetary costs
IMC
Components
➔Building Brand Awareness➔ Provide Information➔ Integrate Persuasion➔ Integrate Supporting Marketing➔ Offer Media➔ Offer a Tagline
Building Brand Awareness
Brand Awareness:the consumers recognize and
remember a particular brand or company name when they
consider purchasing options
➔ A strong brand often constitutes a keyadvertising goal◆ Goal: an increase in catering events
➔ Advertising needs to be based on theircatering to increase knowledge aboutthat portion of their business
Provide Information
➔ Offer more variety through online ordering
➔ Push online ordering through social media posts
➔ Make button more visible
Integrate
Persuasion➔ Need to show superiority
➔ Use real customer reviews to show this superiority
➔ Potential customers rely heavily on reviews when making purchasing decisions
◆ Use this as an advantage
90% Of Customers Say Buying Decisions Are Influenced By
Online Reviews
Citation 1
Integrate Supporting Marketing
Business Card Competitions
Digital Punchcards
Social Media Contests
Twitter Polls
Flash Sales/Special Offers through Social Media
Offer Media➔Revamp the website
◆ Make it user friendly
◆ Easy online ordering
◆ Keep the website blog current
➔Revamp social media platforms
◆ Have consistency across all platforms (Instagram, Facebook, and Twitter)
◆ Repost what customers are saying/posting about Athens Bagel
◆ Use Social Media to announce special offers, new bagel flavors, new menu items, special events
Tagline“Build your Bagel, Build your
Day”
➔ Consistency
◆ Create a cohesive appearance in posts and content
➔ Positioning
◆ Show people that for a low price you get high quality, New York style bagels in Athens
➔ Campaign Duration
◆ After revamping social media, ran a catering focused campaign for three to six months
Measures of Success
➔ Will monitor if catering jobs increase from the baseline of where they are now.◆ Current: 4-8 catering jobs a month
● Have the capacity to do 4x that ➔ See how many responses/ interactions increase with the revamping of social
media: ◆ More friends on Facebook◆ More followers on Twitter and Instagram◆ More visits to website
Bibliography1. http://marketingland.com/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve-a-
customer-service-issue-than-the-resolution-38756
2. https://login.qualtrics.com/results/#/surveys/SV_eg051pKYzdTBKT3/containers/57e41340db17a91800
32b50d/pages/Page_771604937570?surveyId=SV_eg051pKYzdTBKT3
3. http://yourkamagraguide.com/files4/old-man-portrait-india.html
4. http://quotesgram.com/nurturing-marriage-quotes/
5. http://xlerant.com/wp-content/uploads/2010/12/strategy.png
THE END