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Juice Truck Marketing Plan

Juice Truck Marketing Plan

Semester long project developing a potential marketing plan for a local food truck in Vancouver (The Juice Truck). Worked through analysis, objectives, strategies, marketing mix, recommendations and implementation plan.

Main concept was to integrate a digital storytelling campaign to emphasize main points of differentiation alongside a user-generated video contest to determine a new juice and story.

Scott Horsfall

April 03, 2013
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Transcript

  1. THE JUICE TRUCK
    PULSE CONSULTING
    DOAN + HENSCHKE + HORSFALL + WARD

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  2. ORGANIC

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  3. LOCAL

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  4. STORYTELLING

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  5. MISSION STATEMENT
    To encourage, through our products and our brand, the
    health of our community, our people, and our land.

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  6. WHO IS THE JUICE TRUCK
    http://www.youtube.com/watch?v=zUvC2XtECQY
    Zach Berman
    Ryan Slater
    200 Abbott Street
    Vancouver, BC
    Travelled
    for inspiration

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  7. PRODUCTS & SERVICES
    JUICE TRUCK
    6 Juices
    7 Smoothies
    JUICE CLEANSE
    3/5/7 Days
    Delivery Service
    CATERING
    Mobile Party
    Full Service Truck

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  8. THE JUICE TRUCK
    ANALYSIS
    OBJECTIVES + STRATEGIES
    MARKETING MIX
    RECOMMENDATIONS
    IMPLEMENTATION
    AGENDA

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  9. ANALYSIS
    SITUATIONAL ANALYSIS
    SWOT
    2

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  10. SITUATIONAL ANALYSIS
    COMPANY COLLABORATORS CUSTOMERS COMPETITORS CLIMATE
    Product Line
    Cold-pressed juices, smoothies, bars, salads, and soups
    Image
    Healthy, hip, trendy, accessible, and convenient
    Location
    Gastown, variable on weekends
    Experience & Technology
    Travelled world, research, development, testing, cold-pressed process
    Culture
    Gained through travelling, nutrients re ect and enhance society
    Goals
    Local produce, organic growing, supports community, promoting a “healthy internal state”
    ANALYSIS

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  11. WHO IS THE JUICE TRUCK
    http://www.youtube.com/watch?v=zUvC2XtECQY
    Zach Berman
    Ryan Slater
    200 Abbott Street
    Vancouver, BC
    Travelled
    for inspiration
    SITUATIONAL ANALYSIS
    COMPANY COLLABORATORS CUSTOMERS COMPETITORS CLIMATE
    Suppliers
    Locally grown organic agriculture
    Alliances
    Local businesses, Gastown-area, YYoga, and lululemon
    Media
    Eat St., Street Food City Fair, and other food truck events
    ANALYSIS

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  12. SITUATIONAL ANALYSIS
    COMPANY COLLABORATORS CUSTOMERS COMPETITORS CLIMATE
    Market Size and Growth
    48 foodcarts + 55 hot dog stands, Vancouver adding 30 more carts in next 2 years
    Bene ts and Motivations
    Healthy juice blends that taste good, juice cleanse, lifestyle
    Purchasing Location
    Corner of Abbott St and Water St in Gastown, mobile on weekends
    Social Media
    3800+ Twitter Followers, 2300+ Facebook Fans, Blog
    ANALYSIS

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  13. SITUATIONAL ANALYSIS
    COMPANY COLLABORATORS CUSTOMERS COMPETITORS CLIMATE
    Actual/Direct
    Other food trucks, Total Cleanse, The Juice Box, Be Nourished, Booster Juice, Jugo Juice
    Potential/Indirect
    Future trucks (especially beverage), other beverage places (Starbucks), other juices (Happy
    Planet), and organic health food stores
    Products/Services
    Protein shakes, meal replacements, other cleanses
    Positioning
    Healthy fast food, breakfast replacement
    ANALYSIS

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  14. SITUATIONAL ANALYSIS
    COMPANY COLLABORATORS CUSTOMERS COMPETITORS CLIMATE
    Political
    Government policies, regulations and street vending permits
    Economical
    Organic premiums and seasonal prices
    Social
    Society trends: health conscious, food trucks, social media
    Technological
    Knowledge of new ways of satisfying needs, juicing and research experience
    ANALYSIS

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  15. ANALYSIS
    W
    O
    T
    S

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  16. SWOT ANALYSIS
    STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
    Research, Knowledge and Experience
    E ective cold-pressed process, knowledge based on travel experiences
    Accessible
    Ability to move truck, available for catering
    Social Media Presence
    3800+ Twitter Followers, 2300+ Facebook Fans, Blog
    Local Business
    Ties to surrounding Gastown business district
    Existing Connections
    Partnered with lululemon and YYoga for events
    Customer Loyalty
    Upwards of 70% returning customers
    ANALYSIS

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  17. SWOT ANALYSIS
    STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
    Lack of Distribution
    Expansion requires signi cant investment
    Small Product Line
    Highly specialized, niche o ering: juices, smoothies, few snacks/salads
    Pricing Strategy
    Justifying price to customers is hard, doesn’t have mass market appeal
    ANALYSIS

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  18. SWOT ANALYSIS
    STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
    Only Juice Truck in Vancouver
    Registered, received permits
    Growing Market
    Health conscious trend, food trucks becoming increasingly popular
    Media Exposure
    Featured on numerous TV shows, events, and internet buzz
    First-to-Market
    Beat out other competition in Vancouver, only juice truck available
    ANALYSIS

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  19. SWOT ANALYSIS
    STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
    Other Competitors
    Other beverage trucks, food trucks, organic food stores, specialty beverage stores
    Over-Concentration of Food Trucks
    30 more cars over next 2 years
    Reliant on Health Trend
    Risk that healthy trend may change, new research, changing perceptions
    Organic Costs
    Local and organic agriculture is expensive, price o en varies
    ANALYSIS

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  20. OBJECTIVES + STRATEGY
    MARKETING PLAN OBJECTIVES
    2
    3
    4
    5
    DEFINE MARKET
    SEGMENTATION
    TARGETING
    POSITIONING

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  21. OBJECTIVES + STRATEGY
    OBJECTIVE + STRATEGY
    OBJECTIVES MARKET SEGMENTATION TARGETING POSITIONING
    Generate greater awareness in Vancouver
    Key Performance Indicator: Increase in social media touchpoints (analytics)
    1
    Target: 30% increase in Facebook Likes and Twitter Follows
    Customer acquisition for juice products
    Key Performance Indicator: Increase in new customers
    2
    Target: At least 15% increase in annual sales

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  22. OBJECTIVES + STRATEGY
    OBJECTIVE + STRATEGY
    OBJECTIVES MARKET SEGMENTATION TARGETING POSITIONING
    nourishment
    food
    hydration
    fast service
    2
    self-concept
    health conscience
    high quality
    juice
    hydration
    healthly
    feel good
    convenience
    Bene ts Need Want

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  23. OBJECTIVES + STRATEGY
    OBJECTIVE + STRATEGY
    OBJECTIVES MARKET SEGMENTATION TARGETING POSITIONING
    Behaviour Pyschographics Demographics
    Bene t Segmenation
    Usage Occasion
    Health Tend
    Achievement
    Motivation
    Generation Y
    +
    +
    +
    Mid-high income

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  24. OBJECTIVES + STRATEGY
    OBJECTIVE + STRATEGY
    OBJECTIVES MARKET SEGMENTATION TARGETING POSITIONING
    Trendseeker
    age 16-25
    self-concept
    status/image oriented
    on top of “What’s Next”
    big on social media
    Yogi/Granola
    age 25-38
    health longevity
    sustainable living
    spiritual balance
    environmentally conscience
    Health Nut/Gym Rat
    age 19-35
    tness/exercise based
    image oriented
    mostly male
    meal replacements
    Urban Young Professionals
    age 22-30
    fast service
    status oriented
    healthy lifestyle awareness
    seek convenience

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  25. OBJECTIVES + STRATEGY
    OBJECTIVE + STRATEGY
    OBJECTIVES MARKET SEGMENTATION TARGETING POSITIONING
    Trendseeker
    age 16-25
    self-concept
    status/image oriented
    on top of “What’s Next”
    big on social media
    Yogi/Granola
    age 25-38
    health longevity
    sustainable living
    spiritual balance
    environmentally conscience
    Health Nut/Gym Rat
    age 19-35
    tness/exercise based
    image oriented
    mostly male
    meal replacements
    Urban Young Professionals
    age 22-30
    fast service
    status oriented
    healthy lifestyle awareness
    seek convenience
    PRIMARY
    SECONDARY

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  26. OBJECTIVE + STRATEGY
    TARGETING STRATEGY
    concentrated & niche-marketing strategy

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  27. OBJECTIVE + STRATEGY
    POSITIONING STRATEGY
    customer intimacy

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  28. OBJECTIVES + STRATEGY
    OBJECTIVE + STRATEGY
    OBJECTIVES MARKET SEGMENTATION TARGETING POSITIONING
    JUICE TRUCK
    total juice cleanse
    jugo juice
    happy planet
    orange julius
    booster juice
    UPSCALE
    DOWNSCALE
    MEAL
    REPLACEMENT
    ORGANIC
    LIFESTYLE

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  29. OBJECTIVES + STRATEGY
    OBJECTIVE + STRATEGY
    OBJECTIVES MARKET SEGMENTATION TARGETING POSITIONING
    How will you be able to compete?
    mobility
    knowledge / research
    customer contact / relationship
    How will you be able to create value?
    specialized
    organic / local
    How will you be able to maintain or enhance your di erentiation?
    fresh ingredients, made to order
    product units

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  30. OBJECTIVES + STRATEGY
    OBJECTIVE + STRATEGY
    OBJECTIVES MARKET SEGMENTATION TARGETING POSITIONING
    PASSIONATE
    HEALTH CONSCIENCE
    WELCOMING ENERGETIC
    IN YOUR FACE
    EARTH LIVING
    CHILL
    PERSONABLE
    HIP

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  31. MARKETING MIX
    PRODUCT
    PRICE
    2
    PLACE
    3
    PROMOTION
    4

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  32. POSSIBLE DIRECTIONS
    MARKETING MIX
    Product
    Add new juice, food, focus on juice cleanse, expand line to be less seasonal
    Price
    Pre-established as a premium product, o er coupons, “introduce a friend” strategy
    Place
    Take advantage of trucks mobility by going to events: music festivals and local city events
    Promotion
    Storytelling campaign, juice truck di erentiation, supply chain transparency

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  33. PRODUCT
    PRICE
    PLACE
    PROMOTION
    LOW COST ENGAGEMENT FIT AWARENESS VALUES ACQUIRE
    DECISION MATRIX

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  34. PRODUCT
    PRICE
    PLACE
    PROMOTION
    LOW COST ENGAGEMENT FIT AWARENESS VALUES ACQUIRE
    DECISION MATRIX

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  35. MARKETING MIX
    PRODUCT PRICE PLACE PROMOTION
    Objective
    Introduce a new juice to our product line that is submitted through our consumer base so
    that they can be engaged with the company
    Layers
    MARKETING MIX
    ACTUAL
    CORE AUGMENTED
    FAST. TRUC
    K. CUSTOMIZED.
    EXPERIENCE.
    NOURIS
    H
    M
    ENT. VITAMIN
    S. DRINK.
    OR
    G
    ANIC. JUICE. F
    RESH. COLD PRE
    SSED, PLASTIC
    C
    UP.

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  36. MARKETING MIX
    PRODUCT PRICE PLACE PROMOTION
    MARKETING MIX
    Product Line: Limited-Line Strategy
    Specialized juice, concentrated market, image-based, local, not mass produced
    Service Factors
    Operational: wait times (decreased through interactions with employees)
    Location: Gastown (with truck), varies
    Envrionmental: Center for dialogue, Gastown business
    Branding Strategy
    Self-concept attachment, customized storytelling through digital experience
    Packaging
    Transparent, honest, sticker with QR code that ties to online website

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  37. MARKETING MIX
    PRODUCT PRICE PLACE PROMOTION
    MARKETING MIX
    Pricing Strategy: Premium
    Higher than competitors to portray a premium or quality positioning
    Objective
    Recognize that consumers use price to judge the quality of the product and their image

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  38. MARKETING MIX
    PRODUCT PRICE PLACE PROMOTION
    MARKETING MIX
    Distribution: Horionztal Marketing System
    Buying locally to work together with rms that share a common purpose
    Raw Materials
    Collaboration with local markets, promote healthy lifestyle and organic produce
    Channel Strategy: Exclusive Distribution
    Oriented to concentrated market with a high value + high price product
    Objective
    Leverage existing location, utilizing existing Gastown community

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  39. MARKETING MIX
    PRODUCT PRICE PLACE PROMOTION
    MARKETING MIX
    Viral Marketing
    Spreading the campaign at an exponential rate through communication channels
    Buzz-Building
    Enabled through large follower base of social media accounts
    Relationship Marketing
    Direct response campaign places emphasis on custumer retention and satisfaction
    Objective
    Create awareness and inform the market of the Juice Truck and their product, as well as
    creating desire, encouraging trial, and building loyalty within our target audiences

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  40. RECOMMENDATIONS
    ACTION ITEMS
    CAMPAIGN
    2
    CAMPAIGN PHASES
    3
    BENEFITS
    4

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  41. ACTION ITEMS
    TRANSPARENCY DIFFERENTIATION CAMPAIGN

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  42. TRANSPARENCY
    Leverage the value chain to drive awareness, connecting the business with lifestyles
    Contact partners and suppliers to determine interest
    Create promotional supplies and materials
    Deliver materials to partners and suppliers
    Launch Juice Truck connection program

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  43. DIFFERENTIATION
    To drive company and brand awareness
    Clarify categories of di erentiation
    Create informational pieces to generate process knowledge
    Deliver pieces through social media outlets
    Integrate di erentiation pieces into campaign

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  44. CAMPAIGN
    Create product awareness through emotional appeals and pyschographic connections
    WHAT IS IT?
    Conducted and promoted through social media outlets
    and interactive submission website.
    HOW?
    An interactive campaign connecting the community, customers,
    The Juice Truck, and juices through unique and individual stories.

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  45. #WHATSYOURJUICE

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  46. #WHATSYOURJUICE

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  47. #WHATSYOURJUICE
    CAMPAIGN PHASES CAMPAIGN BENEFITS
    Setup Campaign
    Release short videos about existing juice
    Alert people to prepare submissions
    DISCOVERY PHASE
    RECOMMENDATIONS
    1
    Personal Engagement
    Create webcam video from inside truck featuring Zach and Ryan
    2

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  48. #WHATSYOURJUICE
    CAMPAIGN PHASES CAMPAIGN BENEFITS
    Social Media Launch
    Unveil website allowing video and juice recipe submissions
    Promote across social media channels
    ENGAGE PHASE
    RECOMMENDATIONS
    1
    Voting and Cross-Promotion
    Enable voting on user-submitted content
    Focus users to promote their videos through personal social media accounts
    2

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  49. #WHATSYOURJUICE
    CAMPAIGN PHASES CAMPAIGN BENEFITS
    Selection and Sales
    Select three nalists from top ten most voted submissions
    Sell the three nalists’ drinks from truck
    DELIVERY PHASE
    RECOMMENDATIONS
    1
    Finalize
    Select winner based on sales, prepare packaging for new product
    Award winner with year-long juice prize
    2

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  50. #WHATSYOURJUICE
    CAMPAIGN PHASES CAMPAIGN BENEFITS
    WHY WOULD PEOPLE PARTICIPATE?
    RECOMMENDATIONS
    Leverages Pyschographics
    Ties in with target markets that already make juice and have their own recipes
    Prize Enticement
    Highly valued reward, free juice for a year

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  51. #WHATSYOURJUICE
    CAMPAIGN PHASES CAMPAIGN BENEFITS
    WHY WOULD THIS BENEFIT YOUR COMPANY?
    RECOMMENDATIONS
    Generates Conversation
    Creates discussion through exsiting social networks
    User-Submissions and Engagement
    Broadcast through numerous services and shared to promote voting
    Buzz-Building
    Generated through both corporate and personal social media accounts
    New Product
    Develops new juice through contest

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  52. ACTION PLAN
    2
    3
    4
    5
    CONTINGENCIES
    RISK AND MITIGATION
    COST-BENEFIT ANALYSIS
    SALES ANALYSIS
    6 SOCIAL MEDIA ANALYSIS
    IMPLEMENTATION

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  53. MAY JUNE JULY AUGUST SEPTEMBER
    IMPLEMENTATION
    identify juices + stories
    create videos series
    create campaign website
    update packaging
    launch campaign + contest
    measure engagement
    nalist stage
    judging enage stage
    selecting the winner
    video planning studio creation #WHATSYOURJUICE judging
    IMPLEMENTATION
    IMPLEMENTATION

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  54. IMPLEMENTATION
    IMPLEMENTATION
    Identify Juices + Stories
    Brainstorming individual stories for each juice and The Juice Truck through consultation
    VIDEO PLANNING
    Timeline: May 1 - May 22
    Responsibility: Owners + Agency
    Cost: $1000

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  55. IMPLEMENTATION
    IMPLEMENTATION
    Create Mini Videos
    Development of stories from the “Video Planning” section
    STUDIO CREATION
    Cost: $3500
    Create Website for Campaign
    Creating a new website through reskinning existing Wordpress theme and development
    Cost: $1500
    Updating Packaging
    Adding a QR Code to existing labels to link to the mini videos
    Cost: $1000
    Timeline: May 23 - July 31
    Responsibility: Agency (Glasfurd and Walker)
    Total Cost: $6000 + Consultation Fees

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  56. IMPLEMENTATION
    IMPLEMENTATION
    Launch Campaign and Contest (Discovery + Engage Stage)
    Stories become live and customers are now able to submit their stories
    #WHATSYOURJUICE
    Timeline: August 1 - September 3
    Responsibility: Owners + Competitors
    Cost: $100
    General Context:
    One minute maximum videos will be submitted from competitors
    Top 10 most voted videos (likes) will make it to the judging round

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  57. IMPLEMENTATION
    IMPLEMENTATION
    Judging the Top 10 Videos (Engage Stage)
    The Juice Truck will decide their top 3 picks to compete in the “Delivery Stage”
    JUDGING
    Timeline: September 3 - September 6
    Responsibility: Owners
    Cost: $0
    General Context:
    Decisions will be based o of unique combinations of juice,
    storytelling and selling potential

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  58. IMPLEMENTATION
    IMPLEMENTATION
    Delivery Stage Competition
    The Top 3 juices will be sold at the Juice Truck in order to determine the winner
    #WHATSYOURJUICE
    Timeline: September 9 - September 30
    Responsibility: Owners + Competitors
    Cost: Price of additional ingredient(s)
    General Context:
    The juice in which sells the most within the set period of time wins the competition

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  59. IMPLEMENTATION
    IMPLEMENTATION
    Selecting the Winner
    The top selling juice will be announced as the winner
    Timeline: October 1 - October 3
    Responsibility: Owners
    Cost: $1500 (Cost of Juice x 365 days)
    General Context:
    Winner of competition recieves free juice for a year (one juice per day)
    Winning juice will be added to The Juice Truck Menu
    Agency video will be created telling the competition winner’s juice story
    JUDGING

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  60. IMPLEMENTATION
    IMPLEMENTATION
    Measuring the Online Tra c of Campaign Site + Social Media Sites
    Google Analytics will be used to measure the tra c coming into online touchpoints
    Timeline: August 1 - October 3
    Responsibility: Owners
    Cost: $0
    General Context:
    At least 8 video submissions by August 15
    At least 1000 hits on the campaign website by August 15
    If marks are not hit, contengencies will be put into place
    MEASURE ENGAGEMENT

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  61. IMPLEMENTATION
    IMPLEMENTATION
    IMPLEMENTATION
    CONTINGENCIES
    Print and Distribute Business Cards
    Creating print material to be handed out at the a liations
    Timeline: August 15 - August 28
    Cost: $750
    Contact A liations and Exisiting Partnerships to Promote
    Reaching out to past and previous partnerships
    Timeline: August 15 - August 18
    Cost: $0

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  62. IMPLEMENTATION
    IMPLEMENTATION
    IMPLEMENTATION
    RISK + MITIGATION
    No Videos Being Submitted / Low Tra c
    Existing partnerships (lululemon and YYoga) with physical touchpoints (business cards, posters, etc)
    Lack of Engagement
    Voting for video (between a certain time frame) gives you a coupon code for
    juice that expires at the end of the day
    Low-Quality Juice
    All ingredients have to be organic, from the nal 10 the owners will select the three best avours
    Too Costly
    Juices will be additionally judged on pro tability in order to eliminate high prices

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  63. TIME
    MONETARY
    VALUE
    BENEFITS
    COSTS

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  64. TIME
    MONETARY
    VALUE
    TIME
    MONETARY
    VALUE
    BENEFITS
    COSTS

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  65. TIME
    MONETARY
    VALUE
    TIME
    BENEFITS
    COSTS
    BREAK-EVEN

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  66. SALES ANALYSIS
    current
    10%
    15%
    20%
    25%
    130-160
    143-176
    150-184
    156-192
    163-200
    80-100
    88-110
    92-115
    96-120
    100-125
    SUMMER WINTER

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  67. SALES ANALYSIS
    current
    10%
    15%
    20%
    25%
    130-160
    143-176
    150-184
    156-192
    163-200
    80-100
    88-110
    92-115
    96-120
    100-125
    SUMMER WINTER
    worst case
    expected case
    best case

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  68. SALES ANALYSIS
    current
    expected
    130-160
    156-192 (20% increase)
    80-100
    92-115 (15% increase)
    SUMMER WINTER
    +26 to +32 +12 to +15

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  69. SOCIAL MEDIA ANALYSIS
    CURRENT
    Twitter: 3800+
    Facebook: 2300+
    DURING CAMPAIGN
    30
    VIDEO SUBMISSIONS
    MAY 2014
    worst best
    expected
    50 80
    3000
    CAMPAIGN SITE HITS
    worst best
    expected
    5000 8000
    Twitter: 4900+
    Facebook: 3000+

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  70. SOCIAL MEDIA ANALYSIS
    CURRENT
    Twitter: 3800+
    Facebook: 2300+
    30
    VIDEO SUBMISSIONS
    MAY 2014
    worst best
    expected
    50 80
    3000
    CAMPAIGN SITE HITS
    worst best
    expected
    5000 8000
    Twitter: 4900+
    Facebook: 3000+
    Twitter: 4400+
    Facebook: 2800+
    DURING CAMPAIGN

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  71. CONCLUSION
    Generate greater awareness in Vancouver
    Key Performance Indicator: Increase in social media touchpoints (analytics)
    1
    Target: 30% increase in Facebook Likes and Twitter Follows
    Customer acquisition for juice products
    Key Performance Indicator: Increase in new customers
    2
    Target: At least 15% increase in annual sales

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