The purpose of this presentation is to create a new brand of Vietnamese fastfood restaurant from the beginning till the end including market research, gap identification, positioning and communication strategy.
5. Fast food Industry"
Competitors
The fast food market is considered mature
with high concentration and competition
levels with Yum! Restaurant being the
market leader
7. Gap Analysis"
• Potential to introduce a Niche fast food based on one of
the ethnic groups that represents healthy food.
• Vietnamese, being the fifth largest immigration group in
Australia. Australia has a population of approx. 160,000
Vietnamese with 36.8% living in Victoria (Australia
Bureau Statistics)
• Melbourne has a wide range of Vietnamese restaurants,
with the majority being in hot-spots such as Richmond,
Footscray, Sunshine and St. Albans.
• People are familiar with the Vietnamese cuisine and
flavours.
• No dominating Vietnamese fast food chain existing, An
opportunity to introduce a Modern uptake of Vietnamese
Cuisine in a Fast Food Setting
8. Findings
Interested in Vietnamese fast food concept
Preferred Price : 6-8$/course
Channel: take away and dine-in
Identify the target market
Branding including: VietRoll – Purify your taste
Communication channels
9. Target Market
• Males and Females around 18-35
years old
• Either working or studying around
CBD area
• Professional and Students
• Looking for affordable meals and yet,
cool place to ‘hang-out’ with their
friends/colleagues.
• Used to using internet, especially
Social network: Facebook and YouTube.
21. Launch Campaign
Mass Social
Promotion
Media
Media
Gift
Magazine
YouTube
Vouchers
Online Tasting
Facebook
Review
events
22. Mass Media
• Magazine: Gourmet December
2001 issue, Australian Good
Food, Inflight Qantas
• Local news and University
News
• Advertising will be done in
form of Editorial
• Restaurant Review websites
24. Social Media - YouTube
• Weekly “How to make
it” - Recipe Video
• Tips for making rolls
25.
26. Social Media - Facebook
• Update on weekly special
dishes
• Promotion program
• Registration of Gift Voucher
• Weekly “How to make it” -
Recipe Video
• Tips for making rolls
• Small quiz
• Answer questions about the
food and the restaurant
27.
28. Promotion – Gift Voucher
500 Free Gift Vouchers valued $5.00 for the first
months
Gift Voucher"
For every Monday and Wednesday
Offer valid until 31/12/2011
Monday-Friday: 9AM-9PM
Saturday-Sunday: 9PM-12AM
Value $5.00
29. Hand out Gift Vouchers
• Central locations
• Universities
• Train Stations
• Facebook page
30. Promotion - Tasting Days
at Universities
• Universities in the
location (CBD area)
• Every weekend in the
first month
• Get students familiar
with the brand
• Hand out Gift Vouchers
31. Communication Strategy
Stage
Objective
Tactics
Awareness
Awareness of the products Print Media, Tasting events
existence by the consumer.
Knowledge
Understanding the product and Social Media including
its benefits
Facebook and YouTube
Liking
If consumers know the product, Get customers involved to the
how do they feel about it?
brand’s activities
Preference
Consumers preference over Sales promotions, loyalty
competing products
program, superior customer
services.
Conviction
Its suitability to be purchased by Social Media
the consumer
Purchase
Consumers may have conviction Have different special dish
about the product but might not every week, stimulate
actually get around to buying it,
customers by regular posts on
Social media and special meal
deals
32. Budget
$15,000
PRE-TAX PROFIT/LOSS
↑$98,000
$10,000
10% of the
expected
$5,000
revenue will be
allocated for
$-
1 2 3 4 5 6 7 8 9 10 11 12 marketing
related
$(5,000)
activities
$(10,000)
PRE-TAX PROFIT/LOSS
33. Final Thoughts
• Fast food Industry is potential for VietRoll to enter
• There’s a gap in the market which is the lack of healthy
and affordable fast food. This is an opportunity for
VietRoll
• Making good use of social media will help saving time and
money for communication
• VietRoll has an unique personality which is the first fast
food restaurant specializing in rolls in Australia, giving
the brand an advantage of being easy to remember and
recall.
• Marketing communications should be aligned with brand
personality of healthy, fresh and Asian authentic
• Further research required.