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- 1. Collaborative Project: A Public marketplace concept for New Bedford Aino Partinen Ankita Zaveri Danielle Correia Sales Pitch Analyses
- 2. Sales Pitch Analyses • SWOT Analyses • PEST Analysis • FUD Analysis • BAF Analysis • Marketing Mix • AIDA
- 3. SWOT Analyses Strengths •No similar market exists •Community Leaders support the business •Strong supplier market (seafood) Opportunities •Consumers trending towards healthy eating •Growing preference for local products •May attract more tourists Threats •Rising food costs •Increased government regulations in farming/fishing •Fuel costs may impact supply •Weather change Weaknesses •Unknown brand •Weak supplier network •No ready infrastructure yet S W TO
- 4. PEST Analyses Political •Regulations •Changing Laws •Consumer Protection/Liability Social • Changing consumer attitudes • Trends/Buying habits • Changing demographics Technological • Amount of technology required • Changes in distribution • Customer Resource Management Economic • Costs (goods, utilities, transportation, wages) • Unstable local and global economy • Rising cost of inputs • Weather/Catastrophes P E TS
- 5. FUD Analyses
- 6. FUD Analyses FEAR CITY • Marketplace will not attract enough consumers or suppliers • Marketplace will not be successful • Financially • Image CONSUMERS • Poor quality • Not a positive experience SUPPLIERS/ PRODUCERS • Possible negative impact on brand image • Financial uncertainty
- 7. FUD Analyses UNCERTAINTY CITY • Improvement in standard of food consumption among population • Increase in employment • Decrease food deserts CONSUMERS • Solution to the problem of food deserts, increase accessibility • Acceptance of the concept SUPPLIERS/ PRODUCERS • Sale of perishable goods • Potential for expansion of customer base
- 8. FUD Analyses DOUBT CITY • Consumers will not accept marketplace as part of the fabric of the community CONSUMERS • Will not be a positive experience SUPPLIERS/ PRODUCERS • Consumers will not react positively
- 9. BAF Analyses BAF BENEFITS • Increased Revenues • Convenience (location) • Value (fresh, local) ADVANTAGES • Reduced transportation costs • Accessibility (food deserts) • Community connection FEATURES • Clean • Accessible • Safety/Security • Year round (open air and covered retail spaces)
- 11. • Unique selling proposition • Local, “fresh” Marketing Mix - Product
- 12. • Unique selling proposition • Value items (perceived) Marketing Mix - Price
- 13. • Unique selling proposition • Community Oriented Marketing Mix - Place
- 14. • Traditional Media • Web • Marketplace Website • Social Media • Link to agriculture websites • Link to suppliers/producers • Cooking classes/ Events/ Demonstrations • Coupons/ Discounts Marketing Mix - Promotion
- 15. • Reusable bags with Marketplace logo • Green packaging Marketing Mix - Packaging
- 16. • Employees • Knowledgeable, trained • Suppliers • Customers Marketing Mix - People
- 17. AIDA • Local and regional Advertisements • Website creation and promotion Attention • Web content • Newsletters • Social Media/ Blogs • E-mail Interest • Promotion among niche groups • Brochures • Engaging contests/ eventsDesire • Sales promotion • Testimonials • Successful CampaignsAction
- 20. Thank You!