Devin’s Food Delivery Marketing Plan

Food Delivery

Devin Canterbury

12/6/2015

Marketing Plan: Devin’s Food Delivery

Executive Summary

Devin’s Food Delivery Service is set to start a delivery service that will be known as Devin’s Delivery, a promotional image can be seen on the report title page.

Our goal is to achieve 100% customer satisfaction so our focus will be on service quality; food will always be on time. We will be the first company on the Mississippi Gulf Coast to enter this specific industry so to take advantage of our first mover advantage we will do significant promotion to gain an extreme market share before any competitors try to get in our way.

Our demographic is simply any customer within the three coastal counties; Harrison Hancock, and Jackson.

The price to have your food delivered to your desired location is reimbursement for the food that the customer orders, plus our $8.00 delivery charge plus 10% gratuity. The target audience would prefer convenience and customer satisfaction so the customer will not perceive the price as too high.

The capital we require to start the project is $650,000 which covers all initial development expenses, ongoing expenses will be covered by sales. The loan will be paid off within a 3 year period.

Our expected market share will grow most rapidly in the first 3 years then stabilize after 5 to 7 years. Our promotion strategy includes: direct mail, magazine advertisements, website advertisements, sponsorship and affiliation.

Great customer service is our main concern so we will be implementing customer satisfaction surveys, employee training programs and employee satisfaction questionnaires.

Marketing Plan: Devin’s Food Delivery

Table of Contents

Executive Summary……………………………………………………………………………i

1. Introduction …………………………………………………………………………...11.1. Business Description………………………………………………………11.2. Need for Business………………………………………………………….11.3. Description of Target Market……………………………………………11.4. Mission Statement………………………………………………………...1

2. Business Goals & Objectives ………………………………………………………….22.1. Business Goals & Objectives……………………………………………22.2. Non-financial Goals……………………………………………………..22.3. Financial Goals………………………………………………………….2

3. Consumer Value Position Statement ………………………………………………...34. Competitive Analysis ………………………………………………………………….4

4.1. Industry Analysis………………………………………………………..44.2. Competition Analysis…………………………………………………..44.3. Point of Difference……………………………………………………..44.4. Core Competencies/Competitive Advantages……………………...4

5. Target Market ..………………………………………………………………………..55.1. Marketing Services & Objectives……………………………………55.2. Target Market Location………………………………………………55.3. Location Research……………………………………………………5

6. Marketing Mix Strategy ……………………………………………………………….66.1. Product………………………………………………………………...66.2. Place…………………………………………………………………..66.3. Price………………………………………………………………….66.4. Promotion…………………………………………………………..6

7. SWOT Analysis …………………………………………………………………………7References…………………………………………………………………………………….......8Appendices………………………………………………………………………………………..9

Marketing Plan: Devin’s Food Delivery

1. Introduction

1.1. Business DescriptionDevin’s Food Delivery service is well on it’s way to providing a new service to an under-developed market segment for the Gulf Coast. The main type of food that is currently able to be delivered to a person’s door is pizza. An while everyone loves pizza, they want variety! Devin’s Food Delivery is going to provide exactly that. The customer will be able to order their desired food from the comfort of their own home.

1.2. Need for BusinessDevin’s Food Delivery is looking to known throughout the city of Gautier and eventually the Mississippi Gulf Coast. The following marketing plan outlines the projected goals established by Devin’s Food Delivery to be implemented within a year.

1.3. Target Market DescriptionThe primary target markets for our service will be families who want great food but, do not have the time, capabilities and/or means to make it to their desired dining place. These individuals are usually the ones’ that are interested in eating great food while having the feeling of being comfortable at home, and who find value in their time. (Refer to Appendix 4).

1.4. Mission Statement Devin’s Delivery is on a personal mission to bring the food you love right to your door. We will make your hunger our priority, customer satisfaction is of the utmost importance. We deliver the food you know and love at the best price.

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2. Business Goals and Objectives

To attain the organization’s strategic direction, the company’s mission, goals, objectives and competitive advantage have been established to provide a vision and foreground for the company’s success.

2.1. Non- FinancialDevin’s Delivery Service seeks to change how consumers receive the food we all know and love. Seeing as we are a brand new company doing so, will give us an advantage over possible competition should someone come into our area. We hope to receive the highest customer satisfaction across the board. Furthermore the company is committed to maintaining good employment opportunities and working conditions for all employees, to build a reputable company. This concerns promotional and sales staff, management and the like.

2.2. Financial

As previously stated, being a new company, with no competition to go against we believe we can become a household name. Within the next few years or so of operations, Devin’s Delivery would like to get a return on our initial investment and possibly a 3% - 4% each year after that.

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3. Consumer Value Position Statement

For busy families, Devin's Delivery will always provide great service and convenience. Devin's Delivery is committed to providing the fastest, friendliest and most convenient food service to our customers. No competition will out work us at providing the best possible service to our customers. In today’s society a lot of families do not have time to go out or cook food at home that is where our service comes in. We are here to make your life a little easier. Our fully competent employee's promises to always deliver the food you want and know, while providing the service you expect.

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4. Competitive Analysis

4.1. Industry AnalysisFood delivery is pretty much only known in the industry of pizza making, as Domino’s being the first to do so and other pizza chains such as Pizza Hut and Papa John’s to follow suit. Studies have shown a major increase in the want and need for food delivery services such as GrubHub, which delivers in most major cities. GrubHub is the number one food delivery service thus far. Devin’s Food Delivery wants to bring what they bring to their customers, great food. Having the ability to have more food options is very appealing to the desired customers.

4.2. Competitor AnalysisOur obvious competition is GrubHub. Delivery is considered an art at which the above mentioned businesses have just about perfected. Other than the above mentioned businesses there is no other competition, unless some moves in. An being that our company is a small delivery service; we should show great potential in the coming future for our selected region.

4.3. Points of DifferenceOverall convenience, uniqueness and friendly service. Devin’s Food Delivery wants to be known for how quick and easy it will be for customers to receive the delicious food that they desire. Our delivery service will not only deliver one type of food, but many different types of food so we can cater to just about every customer’s needs. (Refer to Appendix B)

4.4. Core Competencies / Competitive Advantage

The company’s competencies include fast and friendly service, great prices, and almost limitless possibilities when placing multiple orders. Making your hunger our priority will always be how we do business no matter what. The customer comes first, and then the food comes. (Refer to Appendix C)

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5. Target Market

Devin’s Delivery Service has identified its target market as mainly families, with the exception of millennials. The primary target markets for our service will be families who want great food but, do not have the time, capabilities and/or means to make it to their desired dining place. We would also like to target millennials, due to the fact that they too are busy. These individuals are usually the ones’ that are interested in eating great food while having the feeling of being comfortable at home, and who find value in their time. The location of our headquarters for the Target Market will be long Highway 90, near the old Singing River Mall location in Gautier, MS. This will not only bring life to the city but it will also be a prime spot seeing as it is in the center of the town. According to, bestplaces.net Gautier’s population is about 18,000 persons with an average age of 34, which 34.34% of is families with children. These families often are busy going non-stop, and by the time they are home do not have the time to prepare a meal. This is why we believe we have chosen the perfect location for our services.

5.1. Positioning The city of Gautier has about 20 or so local area restaurants that do not offer a delivery service nor is there a sole service that does just food deliveries. Our positioning is perfect, because if we partner with the local area restaurants and help them gain more business all while growing our own; we believe that it will set us up for great opportunities in the near future. All while keeping the customer happy and delivering fast and friendly service at an affordable price. In the past the only food that has been delivered to just about anywhere was pizza. Devin’s Food Delivery is out to change that for Gautier and maybe even one day the entire Gulf Coast and beyond, and bring not only pizza to a customer’s door, but just about any food they can imagine.

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6. Marketing Mix Strategy

6.1. Product LineDevin’s Food Delivery will deliver any desired food, which will be a major turning point in today’s food industry. In today’s society customers enjoy having choices and convenience that come with having more than one choice. To see how our services will pan out (Refer to Appendix B ). This will greatly improve Devin’s Food Delivery’s chances of marketing to all of our desired customers, because are offering something that no one else has offered yet. Our delivery service will go above and beyond expectations to provide the best possible service that we can at all times.

6.2. PlaceWe will operate in Gautier, MS, catering to the local community (see section 5). We will team up with local area restaurants, as a third party to make this happen. Our delivery services Expansion to deliver outside of the desired market may be possible if customers enjoy the service.

6.3. Pricing

The company will enable a cost-plus pricing strategy, so no matter how the business goes we should always turn a profit. The price to have your food delivered to your desired location is reimbursement for the food that the customer orders, plus our $8.00 delivery charge plus 10% gratuity for the delivery driver. If the customer orders $50 or more in food then the $8.00 delivery charged will be waived. Every charge may vary depending on gasoline price, and area including traffic and delivery time.

6.4. PromotionOur services will be advertised through the use of television commercials, online ads and newspaper ads. To gain awareness of our delivery service we will run a commercial on the local news station WLOX-CBS during the morning and evening news to successfully reach both of our targets. We will also have a Facebook page, which will allow people are on our Facebook page to comment and share content about our services. Facebook has 1.44 billion monthly active users. Facebook users spend an average of 40 minutes per day on Facebook, compared to other social media websites. (Sprout Social, 2015). So we as a new business will take every step possible to use this to our advantage. We will offer coupons and discounts randomly to the people who connect with us through social media. Patel (2015) states that it is the company’s job to help the customer make decisions, “Notify them of great deals and new items via social media without bombarding them with updates trying to squeeze every possible extra dollar out of their pockets. Allow them to make the choice to purchase from your business, instead of asking for their money in the first place”. Facebook also runs ‘sponsored ads’ which we take full advantage of every chance we get. Having the ability to place online orders will offer excellent convenience. Also signing up for our mailing list will give to customers receiving coupons and/or special offers.

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7. SWOT Analysis

Devin’s Food Delivery is entering an industry as a sole service provider of food delivery. As such, a myriad of opportunities lie in the fact that as a first mover, there are no direct substitutes to compete against. We have identified our strengths as being able to provide excellent customer service, which is one of the best qualities we believe any company can possess, we also have the ability to provide multiple ways to place orders.

Customers can order online at our website, devinsdelivery.com, and with a few simple clicks the customer will be on their way to receiving some of the best service and favorite foods. The customer can also call in and one of our friendly staff members will gladly help them place an order that they want. The customer can also download our app, ‘devinsdeliverly’ and place an order from there. Being a start-up we do have some weakness that will be addressed as quickly as possible, such as getting our name out there to the public. To get our name out to the public as soon as possible we plan to make flyers along with menu’s and place them around at other well-known places throughout the city. We will also have a Facebook page, where people can ‘like’, share and comment on different topics and be up to date. Even though we are a new company we have plenty of opportunities ahead of us also.

A major one is being able to provide a service to families that do not have the time to venture out for food. We are the only business that offers this service in our area. The key threat therefore, is the potential for competitors entering the market. Devin’s Delivery is not concerned with the threat of competition in our chosen area of Gautier, even though it is a possibility. The city is trying to grow but, has since stagnated after Hurricane Katrina. An even though the population dropped, it is growing again. We will always strive to be the best, so our strengths and opportunities outweigh our threats and weaknesses. The following analysis highlights the opportunities and threats faced in the food delivery service industry. The development of strategic measures is the key to manifesting the strength of having the ability of providing a unique service concept. However development will be required in terms of building relationships with restaurants and direct customers through research and communication. To see our strengths, weaknesses, opportunities and threats more (Refer to appendix A).

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Reference Section

17 Powerful Facebook Stats for Marketers | Sprout Social. (2015, June 20). Retrieved December

4, 2015, from http://sproutsocial.com/insights/facebook-stats-for-marketers/

8 ways to build delivery sales. (2015). Retrieved December 4, 2015, from http://www.restaurant.org/Manage-My-Restaurant/Marketing-Sales/Specialty-Promotions/8-ways-to-build-delivery-sales Best Places to Live in Gautier, Mississippi. (2015). Retrieved December 4, 2015, from http://www.bestplaces.net/city/mississippi/gautier How Businesses Should Be Using Social Media in 2015. (2015, June 24). Retrieved December 6,

2015, from http://www.forbes.com/sites/sujanpatel/2015/06/24/how-businesses-should-be-using-

social-media-in-2015/

MyBestSegments. (2015, December 4). Retrieved December 3, 2015, from https://www.claritas.com/MyBestSegments/Default.jsp?ID=20&menuOption=ziplookup&pageName=ZIP+Code+Lookup#

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AppendicesAppendix A

SWOT ANALYSIS

STRENGTHS

Ability to provide excellent customer service.

Provide three user-friendly ways to order: phone, web, and/or app.

WEAKNESSES

Being a start-up company we do not have a known presence in the area.

May take some time to have employee’s properly trained.

People being able to use their time wisely.

Large number of people not able to go out regularly due to other obligations.

OPPORTUNITIES

Competition may enter the area if the service is successful.

Some people may find the service as being lazy.

THREATS

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Appendix B

Perceptual Map

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Appendix C

Competitive advantage

The competitive advantage is intensely linked with the customers growing need to have great customer service and a fast-paced life. Devin’s Delivery Service is committed to being the best food delivery service around.

Devin’s Delivery Service will increase individuals’ ability to have more convenience within their lives a possibility that is greatly needed and appreciated. In today’s fast paced world a lot of people with children or busy careers do not have time to cook or to go out and eat. So, we can bring the food you desire right to your door.

Devin’s Delivery will make life easier for all of its customers, letting them spend time doing what they want, while still having the food that they desire. We believe that customers strive to find exceptional customer service that caters to them; nowadays that just is too hard to find. Well, with are friendly staff and eagerness to please our customers we believe our company is on the fast track to success.

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