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Johnny Rockets: The “New” Original Burger PowerPoint Presentation
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Johnny Rockets: The “New” Original Burger

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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