1. Rabbit Food
Marketing Plan
Kalene Gongos

2. Executive Summary
• Catering Company
• San Francisco, California
• Opens the Beginning of 2013
• Vegan, True Vegetarians, & Vegetarians

3. Company Analysis
• Located in San Francisco, California
• Open to travel
• Employees

4. Primary Market
• Vegans, about 0.09% of United States
Population.
• True Vegetarians, about 2.5% of United
States Population.
• Vegetarians, about 5%-9% of United
States Population

5. Why are People Vegetarian?
70%
60% 58%
54%
50% 47%
40% 38%
30% 28%
25% 26%
20%
10%
0%
Improve Environmental "Natural" Food Safety Animal Welfare Weight Loss Weight
Overall Health Concerns Approach to Concerns Maintenance
Wellness

6. Which Genders are Vegetarians
& Vegans?
70%
65%
59%
60%
50%
41%
40%
35%
Male
30% Female
20%
10%
0%
Vegans Vegetarians

7. How Old are Vegans?
2%
6%
14%
35%
16-24
25-34
35-44
45-54
55+
43%

8. How Old are Vegetarians?
17%
42%
18-34
35-54
55+
41%

9. Secondary Market
• Vegetarian Inclined Individuals, which
are about 20%-25% of United States
Population.

10. Tertiary Market
• Health Conscious Individuals, about 35%-50%
of United States Population.

11. Competition
• Back to Earth Organic Catering
• Are You Served Catering
• Local Love Catering

12. S.W.O.T. Analysis
Strengths Strong relationships with a diverse group Ex) There’s such a diverse market for Vegetarians, Vegans, Health
of customers Conscious Americans, and some religious groups
Excellent staff who are highly trained and Ex)Staff is trained monthly and are Vegans/Vegetarians themselves so
care about customers they give the customers the best quality food
High customer loyalty Ex) The customer is always right and Rabbit Food will offer continuing
customers the first slots for the Holiday seasons
Weaknesses The struggle to build brand equity Ex) It will be hard to break stereotypes on Vegans/Vegetarian cuisine; like not
Limited marketing budget to develop brand getting enough protein, fiber, or nutrients in meals
awareness Ex) Rabbit Food is a small family owned catering company, there is not a lot of
Difficult time finding chefs with culinary skills for money to spend on advertising and marketing
Vegan/Vegetarian cuisine Ex) A lot of chefs love food, and that includes meat
Opportunities This is a growing market with a large target Ex) The target market can range from Vegans, Vegetarians, Health-Conscious
market that is still unaware of Rabbit Food Americans, Body Builders, Religious Groups, and many average Americans
The learning curve that Vegan/Vegetarian food Ex) A lot of people are still under the assumption that this group only eats a
can be creative and use a variety of ingredients small amount of vegetables and ingredients
Develop long-term customers Ex) Rabbit Food will please the consumer and they will invite us back to cater all
of their functions
Threats Competition from similar catering businesses in Ex) San Francisco has a trend for Vegans/Vegetarians, Rabbit Food is certainly
San Francisco, CA. not the first or last catering company with this idea
Organic food will be expensive to purchase Ex) Depending on the season and the success of the crop organic ingredients
The economy can get pricey
Ex) The economy is still up and down right now, clients might not have the
extra money to spend on catering

13. Catering Package Number 1
• 2 appetizers, 1 soup
or salad, 3 different
main courses, 2
desserts.
• Roughly $70 per
person.

14. Catering Package Number 2
• 3 appetizers, 2 soups
or salads, 5 main
courses, 3 desserts.
• $150 per person.

15. Catering Package Number 3
• 5 appetizers, 2
soups & 2
salads, 8 main
courses, 5
desserts.
• $225 per person.

16. Social Media Promotion
• Facebook
• Twitter
• Tumblr

17. Picnic Promotion
• Educate the Public
• Influential Speakers
– David Wolfe, Sacred
Steve, Denley
Fowlke, Bearded Brothers
• Free Lunch

18. Timing of Activities
• December: Recipe Book & Website Designer
• January: First Social Network Promotions, Ads
for Part-Time Chefs, Business Cards
• March: Order Shirts & Natural Product Expo

19. Timing of Activities
• June: Email Survey
• July: Picnic Event & IFT Expo
• September: Expo East
• November: Email Blast & Email Survey

20. Budget
Month Activity Total Expense
December Hire Website Designer $1,920
January Ad for part time chefs, pay website designer, business cards $2,845
February Pay web designer & part time chefs $2,645
March Shirts, pay part tie chef & web designer, & Natural Product Expo $8,228
April Pay part time chefs & web designer $2,845
May Pay part time chefs & web designer $2,845
June Pay part time chefs & web designer $2,845
July Park event, IFT Expo, pay par time chefs & web designer $5,678
August Pay part time chefs & web designer $2,845
September Expo East, pay part time chefs & web designer $3,678
October Pay part time chefs & web designer $2,845
November Pay part time chefs & web designer $2,845

21. Appendices
• Email survey
• Press Release