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Johnny Rockets: The “New” Original Burger

Johnny Rockets: The “New” Original Burger. Frank Daniel William DePledge Jacob Myers Jessi Wallace. Johnny Rockets. Current Marketing Situation. Company History Founded in 1986 by Ronn Teitelbaum Opened in Fresno, CA 1999 Competition and regulation caused decline in profit

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Johnny Rockets: The “New” Original Burger

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  1. Johnny Rockets: The “New” Original Burger Frank Daniel William DePledge Jacob Myers Jessi Wallace

  2. Johnny Rockets

  3. Current Marketing Situation • Company History • Founded in 1986 by RonnTeitelbaum • Opened in Fresno, CA 1999 • Competition and regulation caused decline in profit • Closed its doors in 2009

  4. Current Marketing Situation • Product Review • Interior of the restaurant reflects nostalgic era • Old-Fashioned food selection • Family Dining atmosphere

  5. Current Marketing Situation • Market Review • Nostalgic experience • Target Demographic • Diner “Experience”

  6. Current Marketing Situation • Failure and Causation • Limited distribution • Market Competition • Strong substitutes • Market value of experience decreased • Market became “time-conscious”

  7. Vasquez Marketing Mix Model Product Positioning: 4Cs of Marketing Market Positioning: 4Ps of Marketing Product1 Price2 Promotion3 Place4 Customer Solution1 Customer Cost2 Customer Communication3 Customer Convenience4 Exchange

  8. Product: • Nostalgic Environment • Fresh Product • Customer Solution: • Market desires thematic design • Market desires healthier menu options P1 = C1 New Marketing Strategy

  9. Price: • Low-cost menu options • Cost: • Market is “cost-conscious” P2= C2 New Marketing Strategy

  10. Promotion: • Increase online advertising • Effective website design • “Secret Savings” smartphone app • Communication: • Market value of technology • Customer is able to learn about product P3= C3 New Marketing Strategy

  11. Place: • Central valley locations • Pavilion West • Fig Garden Village • Convenience: • Areas with heavy foot-traffic • Growing areas • High visibility • Prevalence of families P4= C4 New Marketing Strategy

  12. Competitive Strategy • Market Image and Demographics • Multiple locations in Fresno: Fig Garden Village and Pavilion West • Demographics support new locations • Overall image remains the same

  13. Competitive Strategy • Align ourselves with target Demographic • Reintroduce Johnny Rockets • Introduce Milkshake Bar • Introduce Oh Happy Days menu

  14. Competitive Strategy • Monday: “Milkshake Monday” • Tuesday: “Tuxedo Tuesday” • Wednesday: “Wild Wednesday” • Thursday: “Throwback Thursday” • Friday: “Fonzy Friday” • Saturday: “Rockin’ and Rollin’ Saturday” • Sunday: “Super-Cool Sunday”

  15. Competitive Strategy Promotional Strategy and Marketing Budget • Website and Smart-Phone App • Update Website • All-new Smart-Phone App • Rewards: “Secret-savings” • Pre-order system • Advertising: The Fresno Bee • Coupons • Reaches older demographics

  16. Competitive Strategy Promotional Strategy and Marketing Budget • Advertising: Television • Family oriented broadcasting • Entertainment links customersto specific locations • Advertising: Mailers • Coupons • Community proximity

  17. Competitive Strategy Promotional Strategy and Marketing Budget • Advertising: Social Media • Facebook: • Instagram • Twitter • Location specific deals • Oh Happy Days deals • Advertising: Groupon • Similar to coupons • Track trends • Offer family deals

  18. Competitive Strategy Promotional Strategy and Marketing Budget

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