Lingnan University Student Canteen Imc Plan

MKT231 Advertising & IMC LNU scholarly person Canteen discussion Student answers will vary and the following is a suggested framework Targeting Benefits Sought involve States Brand Offer Personal/Brand Purpose The rest step up for Lingnan Ren a global village w here(predicate) we argon all equal and creative thinking rules Historical background Shi Jianru, unity of its former LNU schoolchilds, unsuccessfully tried to massacre the Viceroy of Guangdong and Guangxi. Social/User Imagery A champly, youthful, energetic and well-off setting.A safe haven for the free willed where everyone is equal. There is no dead distinction, no draw ranks nor evaluations. No subjects are banned and only creativity rules. Physiological/ operable attributes Quick, at rest, scotch and hygienic feed and beverage services. A balanced blend of Asian and western food items, authentic cuisines between HKD20-50 per head. Multiple object collections should be identified. Three key target sorts and their segmentation traits are discussed here using demographics, psychographics, relationship intensity and benefits soughtStudent Aged 18-24, hold affordability, prefer to spend money on go steady and experimentation e. g. sizzling items, travel, partying with friends. They are on the move all the time, plenty of hobby and touch on but lack of time, patience and sleep. Food is a necessary use and all they need is a temporary rest stop. Daily users. or so important user group in value and number, about 2000+. breeding faculty and working staff Aged 20+. Higher affordability. Comes in for lunch mainly, 12-2pm.Food is more than feeding hunger. Demand higher quality food and pattern in choice. Daily users. Second largest user group in number, about 300+ and value. As they got more options and means to eat outside, their allegiance is lower. Residents living in the neighborhood/Visitors Occasional users. Lacks loyalty. Not important group during the term but key opportunity during summer chance. Lowest priority. therefrom our discussion will focus on the school-age child target group from now onwards. SWOT AnalysisStrengthConvenient location, Clean and CozyOctopus requital system, smart gildFavorite place to meet your friendsGood value, $12-30 meals WeaknessLimited choicesBad forwarding collect to unfriendly service Opportunity$6000 hand out from HK GovtStudents are acquaintance driven enjoy games promotionsStudents are keen on Mobile Apps. menaceRising labor cost with min. wage Positioning After considering the course of study drivers (low involvement, habitual repeat path driven by doojigger and motley seeking), LNU unique product attributes, competitive landscape and savant AIOs, the following stance and perceptual map is take indLingnan University Student Canteen is catering for Students who seek the quick, convenient, economic and hygienic food and beverage services with a friendly, clean, relaxing and well-to-do setting because LNU mobile canteen offers a balanced mix of Asian and Western food items, cash free Octopus payment and Smart vagabonding system between HKD20-50 per head. It is better in value and more convenient over Fu Tai Chinese restaurant and Red Chamber cafe. supra all, it is a safe haven where everyone is equal. There is no deadline or evaluations.Your friend is here, your favorite music is in the air and your favorite dish is on the add-in. Feel free to have a break Perceptual affair IMC Objectives Application of the SMART criteria and TFD framework against prioritized SWOT issues need to reinforce convenience and value proposition with friendly service wield need for variety with menu rotation driven by student in moves with exciting user imagery and brand purpose of LNU canteen address bad publicity due to unfriendly service with value added promotion by proactive agenda settingInformational Achieve 95% awareness among all students on the unsanded client service offer i) no ti me lag in line pre-order service from 1230-130pm with BBQ pork rice ii) menu rotation terce times per week iii) launch of tea break promotion via LNU student canteen facebook free toast at 315pm for two drinks order within 30 twenty-four hour periods of launch of campaign. Attitudinal Achieve 80% customer satisfaction and My Favorite lunch place among daily student customers 6 months after the launch of campaign.Associate LNU canteen with the following attributes FUN, Creative, Equal and student center on global village Behavioral Achieve growth of i) 15% in number of customers ii) 25% in afternoon tea break customers iii) 25% growth in average daily revenue among all LNU students by May 15, 2012. Strategies and Tactics As everything communicates, students are expected to deploy the quaternity Rs of purposeful dialogue and four customer touch point concepts with the IMC strategies and tactical manoeuvre instead of grading students on creativity.The following discussions are for illustrative purpose than an exhaustive list. INTRINSICS/RECOURSE Create easy access to duty carriage to address performance issues with visible service pledge display at front service area. Proactive anticipation of student needs and wants by addressing variety seeking motive with menu rotation and reduce waiting in-line during lunch break at BBQ stand with pre-order service. COMPANY INITIATED/RESPECT create promotions that add value to students e. g. free finger sandwich for tea break of two and use of mobile media that student prefer.Examination period promotions Buy one get one free coffee offer with meal knock order. Active solicitation of student input to preference in menu items, music and promotion scheme through student suggestion scheme that reward constructive entries with prizes. Invite students to nominate most friendly canteen staff on monthly basis. Invite students to try new dishes of advent menu entries. Enhance meal experience with thematic promotions with sp ecial cause Valentines Day, Birthdays, Anniversary celebration, Student society function and parties etc.Example of promotion minds fund acme and food menu design competition for LNU societies. $10000 for the winning idea based on number of Facebook similars and purchases. Celebrate National days of diametric countries with special menu items and cater for the variety seeking needs. Invite student societies to stage creative or LNU event exhibits. Involve and engage rattling students on what they care and interested in. More research will be required. CUSTOMER INITIATED/RECOGNITION facilitate student preference to give feedback with LNU student canteen FACEBOOK host page on anonymous basis.UNEXPECTED/RESPONSIVENESS address negative publicity with concrete customer service pledge and put complaint into context with CAP. Message creative and Story Telling format As food and beverage items are largely low involvement, experience driven impulsive purchases. Demonstration in store and Emotional pitches are most effective. Media Strategies Out of home and Interactive mobile phone media reflecting the student communication habits and mobile status. Examples of specific initiatives driven by rational and coherent target audience analysis will be rewarded with discretionary credits.Communication jumble Priority should be focused on Customer Service, Personal exchange and Packaging to reflect the service nature of QSR business and Habit/ ring purchase pattern. On the other hand, Advertising, Promotion, Event Marketing, Publicity and Direct merchandising will be critical for creating new consumption occasions with day parts beyond lunch and other special occasions like student party, society functions. Specific examples to illustrate these applications will be rewarded with discretionary credits.