Marketing Plan Proposal WHAT
HOW
Mojo Donuts is a food truck business focusing on selling donuts. Doughnut is a perfect choice of food to most of the target audience because it is more affordable and is a convenient and fast-food choice, with a wide variety of choices to choose from. The doughnuts are freshly made daily. It is also something that can be enjoyed every tea time. Moreover, doughnuts can easily adapt to any trends or changes of the society.
The food truck will be operating at 9am to 9pm, from Monday to Friday. The customers line up with 1metre apart for social distancing purposes, and the staff will attend to them and pick the doughnuts that they desire and pack them up for them. The customers can witness how doughnuts are made from the outside, while the staff decorates the doughnuts on the spot. The doughnuts will be packed in doughnut boxes and hand over to the customers.
WHY
As for safety precautions in consideration of Covid-19, the doughnuts are placed in enclosed transparent lids to ensure the cleanliness of the service to customers. Our staff will wear a face mask and a pair of gloves when serving to ensure minimal direct skin contact with the products and the customers.
As for the rationale, food truck businesses have many advantages such as location flexibility and is good for a startup company to gather a group of customers first before expanding into a physical shop. Food trucks have the flexibility to move around and do business at crowded places to increase visibility of the business to the consumers. Fast service of serving food is also a strength of doing a food truck business. The efficiency of food serving attracts more customers as they prefer to grab and go without having to wait for too long while rushing their daily schedules.
OPPORTUNITIES As for the opportunities identified for Mojo Donuts, in the perspective of technology, social media platforms such as instagram and facebook also help boost a brand's recognition, acceptance and popularity among the public. SEO helps to increase the brand's publicity by utilising keywords such as 'donuts', ‘dessert' to gain new customers. As for social perspective, the trend of the consumers that prefer to stay at home instead of going out to eat, food trucks are more convenient than a cafe as it goes around the neighborhood. Moreover, the economic recession caused by the outbreak of Covid-19 weakens the buying power of the consumers, thus products with a more reasonable and cheaper price are preferred by them. Furthermore, food trucks also attract more customers compared to physical shops, as it is stereotyped as selling food and drinks at an inexpensive price, yet being as scrumptious as the foods at restaurants and cafes.
THREATS As for threats faced by the brand, strong competition from well-known brands such as Dunkin Donuts’ and Krispy Kreme. These brands are very well-established brands in the doughnut product market, considered as the icon of doughnut brands. It would be hard for new brands to penetrate into this market to compete with these brands that already have a strong customer base with loyal customers. Also, the current trend is that consumers prefer to bake at home instead of going out and purchasing desserts. This decreases the need of buying desserts outside. Furthermore, depending on weather, food truck businesses rely heavily on weather and bad weather such as heavy rain and thunderstorm would affect the business highly as customers will not wait or queue in the rain to buy the product.
CUSTOMER PROFILE
DEMOGRAPHICS
PSYCHOGRAPHICS
From the demographic point of view, the age of the target audience is between 15 to 25 years-old, which is the range of teens and young adults. The gender is female. For social class, it appeals to the lower to middle class range, this is because this product is considered as low priced products that everyone is able to afford. The educational level is between secondary to tertiary. The occupation would be students and also employees.
As for psychographic, the main interest of the target audience is that they enjoy eating sweets and desserts. They also enjoy posting about food on social media such as Instagram and Facebook. They have an active lifestyle in general. They prioritise convenience and timeliness, as donuts are a convenient food to eat, and food truck would saves their time and energy to buy the donut.
GEOGRAPHICAL From the geographical viewpoint, the targeted audience would mainly be resided in urban areas such as Petaling Jaya. This is because people in urban areas tend to have packed schedules and would love to buy food from food trucks to save time as it is efficient and very convenient.
BRAND RATIONALE The brand named Mojo Donuts is a doughnut selling food truck company that roams mainly around urban areas in order to sell doughnuts to consumers. The logo intended is simple, using typography and lineart. The colour Scheme is doughnut colours such as brown. The Rationale of the brand is that 'Mojo' literally means magic. Mojo Donut implements the elements of myth creatures such as elf and pixie and magic into the flavours of doughnuts, giving them a touch of enchantment and mysteriousness. All doughnuts are designed and named after magical elements such as the elf, pixie dust, spells etc.
The Brand Personality is Mojo Donut has an enchanting, mysterious, fun personality. Unique Selling Proposition is giving customers a unique approach to doughnuts, in a magical theme, instead of a normal range that they can find it everywhere at any doughnut shop. Other than that, Mojo Donut also serves only the freshest doughnuts made daily and with clean non-recycle oil. The 'mojo' of my donut is related to the name and each flavour of each type of donut, as explained in the product mix section below. For example, the icing of the donut resembles pixie's dust.
The logo is based with the shape of a doughnut, which is a rounded circle. The colour scheme used is brown shades which are doughnuts colour scheme. The lineart of an elf to represent the concept or theme of the brand itself.The font used for the brand name is Typo Rounded Regular Demo. It is a rounded font that is very suitable for doughnuts. As for the tagline, ‘Every Bite is Magical’ means that every bite of our doughnuts is magically scrumptious as it is made with the finest and freshest ingredients, and fried with non-recycled oil.
THE MARKETING MIX As for the product mix, the general range includes Pixie's Dust. ( Icing Sugar Doughnut, the regular flavour), The Elf's Favourite. ( Wildberries mix doughnuts, according to research, elves generally eat berries.) The Witch's Breakfast. (Mozzarella cheese, and parmesan cheese doughnut), The Enchanted Forest. (Black Forest doughnut) , The Magic Cookie. (Cookies & Cream doughnut), Peter Pan. (Green matcha doughnut to suit peter pan's colour theme), The Magic Crush. (Almond crush doughnut), The Fire Cast. (Special Spicy doughnut made with chilli), and Will O' Wisp. (Whole blueberries on top with chocolate sauce.). Spell range includes : The Love Spell. (For couples generally, strawberry flavoured.) The Lucky Spell. ( Pomegranate flavoured doughnuts, mediterranean countries eat them for good luck.) The Happy Spell. (Greek yoghurt and grapes, yoghurt is in the list of food that helps fight depression and boost someone's mood) The Wishing Spell. (Chocolate mint flavoured, with chocolate chips sprinkled on top with fresh cream).
PRICE As for the price, Mojo Donuts implements the Market-Penetration pricing strategy. Maket-Penetration Strategy is defined as a pricing strategy that sets low prices for new products to attract a large number of customers to gain large market share. It is suitable for Mojo Donuts as the company is set to enter the market as a new brand, which needs to build its brand recognition, and acceptance. This is also because the product that Mojo Donut sells does not require a high raw ingredient price, which is flour, oil, sugar and salt as the base ingredients. The product selling price is 1 pc for RM2.30, 2pcs for RM4.20 (Originally RM4.60), a box of 6 pcs for RM13.10 (Originally RM13.80), a box of 12 pcs for RM25(Originally RM27.60). Mojo Donuts implements 'the more you buy, the more you save' concept to persuade customers to buy in quantity.
PLACE For place, Mojo Donut implements offline Shop, a food truck, roaming around places such as SS2, SS15 and Uptown as these places are strategic for Mojo Donuts to increase brand visibility and popularity and make people to be aware of the brand and product itself. The food truck will roam at several areas on separate days, Monday to Tuesday at SS2, Wednesday at SS15, and Thursday and Friday at Uptown.
DAY VIEW
NIGHT VIEW
PROMOTIONAL PLAN For the promotional plan, a few social media platforms will be launched, with the help of post boosting, we will advertise our product through posters on Instagram and Facebook to increase the visibility and popularity of the product to the consumers. Two activities will be implemented to make sure the success of launching Mojo Donuts. For activity 1 which is the launching promotion, doughnuts giveaways, cash vouchers and free samples will be given to attract new customers to increase the awareness of the brand to the public. Moreover, 1pc of free giveaway doughnuts upon purchasing of a box of 2pcs of doughnut on the new launch of the business to increase brand recognition. Customers are required to post an instagram / facebook post featuring the picture of our doughnut with #mojodonut and tag 3 friends of theirs, to get a voucher of RM5 to be used on the next purchase. Our food truck will also roam around areas such as SS2, SS15 and Uptown giving samples to the public to bring our brand visibility into the public's awareness. The promotional period is on 31st of August to 31th of October 2020. The Budget includes post boosting (RM3k), free doughnut giveaway plus samples (RM5k), voucher x 1500 pax (RM7.5k).
As for activity 2, which is Christmas Special Offer Promotion, Christmas special doughnut box sets will be introduced (12pcs) such as Candy cane flavour, Christmas Tree-Shaped doughnuts, Snowman doughnut, Santa doughnut, Gingerbread man to be sold for RM29.90. Customers to take a picture of the christmas doughnuts and tag #christmasmojo on Instagram or Facebook & get a free christmas edition mug from Mojo Donuts. Promotional period is on 10th of December to 26th of December 2020. The budget includes the promotional post boosting (RM5k), christmas edition mug giveaways (RM10k).