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.

1. THE JUICE TRUCK PULSE CONSULTING DOAN + HENSCHKE + HORSFALL + WARD
2. ORGANIC
3. LOCAL
4. STORYTELLING
5. MISSION STATEMENT To encourage, through our products and our brand, the health of our community, our people, and our land.
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
7. PRODUCTS & SERVICES JUICE TRUCK 6 Juices 7 Smoothies JUICE CLEANSE 3/5/7 Days Delivery Service CATERING Mobile Party Full Service Truck
8. THE JUICE TRUCK ANALYSIS OBJECTIVES + STRATEGIES MARKETING MIX RECOMMENDATIONS IMPLEMENTATION AGENDA
9. ANALYSIS SITUATIONAL ANALYSIS SWOT 2
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
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
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
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
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
15. ANALYSIS W O T S
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
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
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
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
20. OBJECTIVES + STRATEGY MARKETING PLAN OBJECTIVES 2 3 4 5 DEFINE MARKET SEGMENTATION TARGETING POSITIONING
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
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
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
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
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
26. OBJECTIVE + STRATEGY TARGETING STRATEGY concentrated & niche-marketing strategy
27. OBJECTIVE + STRATEGY POSITIONING STRATEGY customer intimacy
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
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
30. OBJECTIVES + STRATEGY OBJECTIVE + STRATEGY OBJECTIVES MARKET SEGMENTATION TARGETING POSITIONING PASSIONATE HEALTH CONSCIENCE WELCOMING ENERGETIC IN YOUR FACE EARTH LIVING CHILL PERSONABLE HIP
31. MARKETING MIX PRODUCT PRICE 2 PLACE 3 PROMOTION 4
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
33. PRODUCT PRICE PLACE PROMOTION LOW COST ENGAGEMENT FIT AWARENESS VALUES ACQUIRE DECISION MATRIX
34. PRODUCT PRICE PLACE PROMOTION LOW COST ENGAGEMENT FIT AWARENESS VALUES ACQUIRE DECISION MATRIX
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.
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
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
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
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
40. RECOMMENDATIONS ACTION ITEMS CAMPAIGN 2 CAMPAIGN PHASES 3 BENEFITS 4
41. ACTION ITEMS TRANSPARENCY DIFFERENTIATION CAMPAIGN
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
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
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.
45. #WHATSYOURJUICE
46. #WHATSYOURJUICE
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
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
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
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
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
52. ACTION PLAN 2 3 4 5 CONTINGENCIES RISK AND MITIGATION COST-BENEFIT ANALYSIS SALES ANALYSIS 6 SOCIAL MEDIA ANALYSIS IMPLEMENTATION
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
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
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
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
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
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
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
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
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
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
63. TIME MONETARY VALUE BENEFITS COSTS
64. TIME MONETARY VALUE TIME MONETARY VALUE BENEFITS COSTS
65. TIME MONETARY VALUE TIME BENEFITS COSTS BREAK-EVEN
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
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
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
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+
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
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