BINUS INTERNATIONAL MARKETING MANAGEMENT FINAL PROJECT Darilaji Saksomo 1412416453 David Adrian Talaha 1412415394 Ferdy Yanaputra 1412415116 Ricky 1412416352 Yudith Wahyuni 1412416674
I
EXECUTIVE SUMMARY
Bunaken Dreams is a private owned
old who wants a healthy and nutritious
enterprise company, running in the
food. Bunaken Dreams uses local
Central Business District of Jakarta,
ingredients and provides gluten-free,
and operating out of a custom built
contaminant-free products for those
food truck. With food truck nearby the
with special dietary needs.
central business district, employee,
Bunaken Dreams operate 6 days a
ofďŹ ce worker, public worker, and
week, serves lunch and dinner each day,
people nearby did not have to walk
and operate from 10.00 PM to 02.00 AM
too far to take a bite.
specially for Friday and Saturday nights.
Bunaken Dreams provides prepared
All foods are ready to served in less
foods that have a distinctive taste of
than 5 minutes.
the city of Manado for the young and
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II
TABLE OF CONTENTS
1 3 6 7 7 8 8 9 11 12 13 14 15 16 19 20 21
Executive Summary Table of Contents Company Overview Business Mission Business Objectives Marketing Objectives Marketing Strategy
Competitor Analysis SWOT Analysis Strength Weaknesses Opportunities Threats
Product Offering Key to Success Marketing Strategy Segmenting 4
Demographic Geographic Psychographic Behavioural Targeting Positioning
Promotion Channel Marketing Mix Products, Place, Price Promotion, People Process, Physical Environment
Financials Break-Even Analysis Sales Forecast Controls Implementation & Controls
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22 22 22 22 23 24 25 27 28 29 30 31 33 34 37 38
III
COMPANY OVERVIEW
BUsiness Mission
Bunaken Dreams is a single business line which is food truck. The mission is to provide prepared foods that have a distinctive taste of Manado for the young and old who want a healthy and nutritious food. The distinctive taste of our prepared food composed of various nature ingredients based on our uniquely designed recipes.
Business Objectives
The mission leads to a number of objectives including business objectives and marketing objectives. The business objective is to capture new market segments of Manado food buyer that promise higher yields and better prospects to the business in the future. These market segments are located on a number of areas such as nearby ofďŹ ce buildings, schools, campuses, and others where newly experience Manado tasting are. Our food truck going to serve these market segments during lunch time.
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Marketing objectives
The marketing objective of this business is to establish ourselves as a great place to eat, where customers can count on mouth-watering menu without spending their entire lunch hour waiting for food. Customers can experience Manado cuisine in a comfortable place with faster service as well as more affordable price than other places. In addition, we want to establish our kitchen as a trusted contaminant-free space where customers needing gluten free options can dine comfortably. The feeling of comfortable to customers are what we are expecting them to experience when having our prepared foods.
Marketing Strategy
The marketing strategy of Bunaken Dreams is developed to support our marketing objectives. To focus up our new market share, we will implement our segmenting, targeting, and positioning strategy. Our targeted core segments are people whose aged at least 18 years old working as employee or government employee around Sudirman Central Business District. Our promotion channel to promote the business will be magazine, newspaper, ier and social media where social media seen to be the most effective one. 8
IV
COMPETITOR ANALYSIS
Bunaken Dreams competitors are fellow food truck vendors across Jakarta. While there are no food trucks that sell Manadonese cuisine, there are a few brick and mortar competitors selling a common Indonesian food such as: Rumah Makan Sederhana, Warung Tegal, Kantin-kantin, etc. Bunaken Dreams enter the market as Manadonese food cuisine and place itself as a unique competitor to the market. In SCBD itself, the existing food trucks are Taco Trucks, Loco Mama, Jakarta Food Truck, Retro Gourment, Food Stop, and Tobanco Coffe; with most of them are selling a unique and speciďŹ c style of food. The weakness of some food truck operating in SCBD is they are not preparing their food on the truck, placing a limitation on how much they can sell in one shift.
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V
SWOT ANALYSIS
Strength It’s a mobile business that allow us to travel
As well as offering already established
to clients.
products that people know.
Provide business to unlimited boundaries
Opportunity to work nights for example on
and are able to move to where the demand
the weekends delivering to customers.
is and potential market.
An application (iOS, Android, Blackberry,
It is a business that offers a high level of
Windows phone) will be available which
personal customer service as we travel
can be accessed by all, showing all of the
directly to the customer.
areas that we will be going to on that particular day.
An extensive range of events such as sporting events, birthdays, weddings, shows
Our business will have a website and
and concerts can be catered for.
Facebook, Twitter, Path, Pinterest or social media where bookings can be made for us
Our business offers a variety of choice in our
to come to customer events.
product for example selling red rice as an
Offering reasonable and competitive prices.
option for healthier food. 12
Weaknesses Lack of established reputation. Because
Only a small business which means we can
we are a new business it is important to
only target speciďŹ c areas. The areas that
establish a good reputation with the
we target need to be appropriate and
general public.
supply us with enough income area.
Reputation can be the difference between
Can only carry a limited amount of stock.
success and failure. In order to be
We need to make sure that we have
successful, Bunaken Dreams will form our
enough for busy hours.
reputation by the personal experiences.
Sometime have some issued with local ofďŹ cials.
Need to move away from just targeting working people as we are able to be more
No licensed business.
successful targeting other people as well.
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OPPORTUNITIES
first
second
third
There are many opportunities
Although we are starting off
There is opportunity to march
for our business to grow in the
small we are looking at
the broader community with
future like franchise, open
expanding and growing our
healthier options and products
restaurant, and expand to
business when more income is
available instead of just
other city outside Jakarta.
coming in which means we will
targeting on working people
be able to target more areas
we also want to appeal to
(e.g. opportunity to increase
family, youngster and the older
mobile vans or food truck).
target market.
fourth
fifth
Ever changing technology that
High viability of transports and
will allow us to improve our
routes.
product quality and offer more variety. 14
Threats Competition from similar businesses operating either in the same location or surrounding areas we see our main competitors to be other food trucks such as Loco Mama, Jakarta Food truck, Taco Truck, Retro Gourmet and supermarkets, small restaurant in the local areas such as Rumah Makan Padang or warteg. We will make sure that we are constantly observer other competitors in order to improve our business. A threat could be ďŹ nding out where the client is, so we have to make sure we have a calendar for all of the events during the year. Rainy season. Downturns in the economy.
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VI
PRODUCT OFFERING
Bunaken Dreams offers variety of Manadonese food and snack such as:
Not only food, Bunaken Dreams also offers snacks such as:
Tinoransak
Kue Apang
Ikan Woku Belanga
Kue Lampu-lampu
Tuturuga
Kue Balapis
Ikan Tude
For drinks, Bunaken Dreams offers:
Sayur Campur Khas Manado Kangkung Rica-rica
Aqua botol 330 ml
Garo Pepaya
The Kotak 250 ml
Terong Rica Rodo
Bunaken Dreams sells package for: Paket Hemat 1 (1 rice + 1 meat/fish + 1 vegetable) Paket Hemat 2 (1 rice + 1 meat/fish + 2 vegetable) Paket Wah 1 (1 rice + 2 meat/fish + 1 vegetable + Aqua) Paket Wah 2 (1 rice + 2 meat/fish + 2 vegetables + Aqua)
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From top left to right: Tinoransak, Ikan Woku Belanga, Tuturuga, Ikan Tude Rica, Terong Rica Rodo, Garo Pepays
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VII
KEY TO SUCCESS Establishing a good relationship with customers is the key to success. Excellent service combined with good quality, local ingredient, and healthy choice menu are main factors to ensure customer satisfaction. In addition of serving and providing high quality food, Bunaken Dreams also seek to understand our customer to create better understanding of what our customer need.
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VIII
MARKETING STRATEGY
Segmenting DEMOGRAPHIC 1. Sex
Male Female
2. Age
Active youngster: 18 -25 yrs old Adults: 26 – 50 yrs old Senior: >50 yrs old
3. Occupation
Public Servant Employee Entrepreneur
4. Income
< Rp. 1.000.000,00 Rp. 1.000.000,00 – Rp. 2.799.999,00 Rp. 2.800.000,00 – Rp. 4.999.999,00 > Rp. 5.000.000,00
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GEOGRAPHIC 1. Region
Java island
2. Cities
Jakarta
PSYCHOGRAPHIC Resources
Believers: prefer Indonesian brand and product Strivers: prefer stylish product Makers: prefer indonesian product with functional purpose Survivors: prefer they favorite brand or product
BEHAVIOURAL Occasions
Eat every day Accordingly once a week Rarely once a week 22
Targeting We make an assumption our food truck move to 2 different office buildings in a day. For example, one office building contain at least 1.000 employees working there so 80% of them will likely buy food outside while the other 20% bring their own food from home. Out of this 80%, around 75% of them will likely to buy traditional food. And from this 75%, 30% of them prefers Manado food while other 70% prefer on Padang food. Assume, if Manado food are not being sold in this area, then our market share will be this 30% of employees therefore the calculation would be 1.000 x 80% x 75% x 30% which is equal to 180 people in a day in one office building. It means that the estimated size of our customer base if we assumed that Manado food are not being sold in this area would be 180 (people) x 2 (buildings) which is equal to 360 people. However, if we assumed that Manado food are already being sold in this area by other stalls or restaurants, from the 30% of those who prefer Manado food, only 50% of them will likely to buy from our food truck. Therefore the calculation would be 1000 x 80% x 75% x 30% x 50% which is equal to 90 people in a day in one office building. It means that the estimated size of our customer base if we assumed that Manado food are already being sold in this area would be 90 (people) x 2 (buildings) which is equal to 180 people. 23
Positioning Bunaken Dreams is a newly brand of food truck in Indonesia that sells Manado cuisine, cakes, and drinks in an affordable price because nowdays people need more a wide range variety of Indonesian traditional food.
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IX
promotion channel
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CHANNEL
CHANNEL NAME
WHY CHOOSE IT?
TARGET SEGMENT
Magazine
• SWA
• Display higher quality images
• Professionals
• Femina
to allow a clearer picture of
• Urbanite
• Dewi
programs offered
• Middle to high income
• Tempo
• Giving target segment a better idea of the brand
• Kompas
• Allow to reach significantly
• Professionals
• Sindo
more people
• Food variety seeker
Pamphlet /
• Color pamphlet
• Can convey message quickly
• Public
Flier
• Black / White
• Cheaper than any other
• Traditional food lovers
pamphlet
media
• Street food lovers
• Can reach a larger number of
• Public
target segment in a short time
• Professionals
Newspaper
Social media
• Middle to high income
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X
MARKETING MIX
Products Customized dishes
place Buy products from wholesalers or local market.
Create your own lunch.
All the food raw material will be stored at
Menu will be modiďŹ ed on the regular basis.
stockroom or truck.
Bunaken Dreams will specialize in creating
SCBD area, business building complex and
taste of Manado food.
hangout places.
We will also be providing gluten-free, Contaminant â&#x20AC;&#x201C;free options for customers who
Price
have serious dietary needs. The menu will include the classic meal, dessert,
Price will below the average market price for
cakes, and drinks.
Manado cuisine.
Various value food package.
Added value by great services and better offers.
On board cooking.
Using marketing pricing strategy.
Mobile restaurant with integrated kitchen.
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Promotion
people
Discount booking on e-commerce media
Skilled chef that aware of consumer food
(example: Living social, disdus.com,
trends.
lazada.com).
3 employees will be operate the food truck.
Smart phones apps for live events.
Using uniform with brand logo and colors.
All social media (Facebook, Twitter, Path,
Service guideline.
Pinterest and others).
Hygiene standards.
Food sample. Flyers providing menu, package, price, contact, daily deals.
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Physical Environment
Process Team that have good skill
The truck will have an appealing design to
fast process.
attract customer.
Provide WIFI and readings (free magazine) in case of waiting.
Free wiďŹ .
All food prepared and in thermal containers.
Full music such as playing top 40 hits.
Constant cleaning (good hygiene).
Provide plastic bench and table. Provide small tent.
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XI
FINANCIALS The ďŹ nancials will offer Bunaken Dreams ďŹ nancial related overview. Bunaken Dreams will address break-even analysis, sales forecast, and below is the income statement forecast for the following years:
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INCOME STATEMENT FORECAST
YEAR 1
YEAR 2
YEAR 3
3,000,000,000
3,630,000,000
4,392,300,000
Cost of Sales
(926,250,000)
(1,120,762,500)
(1,356,122,625)
GROSS PROFIT
1,830,000,000
2,509,237,500
3,036,177,375
(64,800,000)
(71,280,000)
(78,408,000)
(360,000,000)
(396,000,000)
(435,600,000)
Transport expense
(90,000,000)
(99,000,000)
(108,900,000)
Vehicle maintenance expense
(36,000,000)
(39,600,000)
(43,560,000)
(550,800,000)
(605,880,000)
(666,468,000)
(504,000,000)
(554,400,000)
(609,840,000)
Electricity, water, phone expense
(60,000,000)
(66,000,000)
(72,600,000)
Depreciation expense
(62,500,000)
(62,500,000)
(62,500,000)
Other expense
(24,000,000)
(26,400,000)
(29,040,000)
(650,500,000)
(715,550,000)
(787,105,000)
628,700,000
1,187,807,500
1,582,604,375
(60,000,000)
(66,000,000)
(72,600,000)
568,700,000
1,121,807,500
1,510,004,375
(300,000,000)
(363,000,000)
(439,230,000)
(5,687,000)
(11,218,075)
(15,100,044)
266,013,000
747,589,425
1,055,674,331
Yearly Revenue
Sales Expense: Salary expense Promotion expense
TOTAL SALES EXP General + Adm Expense: Salary expense
TOTAL G&A EXP EARNING BEFORE INTEREST & TAX (EBIT) Interest expense EARNING BEFORE TAX (EBT) Tax expense Income Tax NET INCOME
XII
BREAK-EVEN ANALYSIS The break-even analysis indicates that Rp. 2.000.000,00 will be required in daily sales revenue to reach break-even point.
BREAK EVEN ANALYSIS Daily sales break even
2,000,000
ASSUMPTION Average per day revenue
9,700,000
Average per day variable cost
3,996,000
Average per day ďŹ xed cost
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5,208,333
XIII
SALES FORECAST Bunaken Dreams divided the sales forecast into its own menu. Below is the sales forecast and cost of sales for Bunaken Dreams:
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SALES ASSUMPTION
YEAR 1
YEAR 2
YEAR 3
90,000,000
108,900,000
131,769,000
Nasi kuning Saroja
450,000,000
544,500,000
658,845,000
Paket Hemat 1
750,000,000
907,500,000
1,098,075,000
Paket Hemat 2
900,000,000
1,089,000,000
1,317,690,000
Paket Wah 1
120,000,000
145,200,000
175,692,000
Paket Wah 2
150,000,000
181,500,000
219,615,000
Teh kotak
225,000,000
272,250,000
329,422,500
Aqua
225,000,000
272,250,000
329,422,500
Kue Apang
30,000,000
36,300,000
43,923,000
Kue Lampu
30,000,000
36,300,000
43,923,000
Kue Balapis
30,000,000
36,300,000
43,923,000
3,000,000,000
3,630,000,000
4,392,300,000
Tinutuan
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COST OF SALES ASSUMPTION
YEAR 1
YEAR 2
YEAR 3
27,000,000
32,670,000
39,530,700
Nasi kuning Saroja
135,000,000
163,350,000
197,653,500
Paket Hemat 1
243,000,000
294,030,000
355,776,300
Paket Hemat 2
306,000,000
370,260,000
448,014,600
Paket Wah 1
40,950,000
49,549,500
59,954,895
Paket Wah 2
47,250,000
57,172,500
69,178,725
Teh kotak
66,300,000
80,223,000
97,069,830
Aqua
47,250,000
57,172,500
69,178,725
Kue Apang
4,500,000
5,445,000
6,588,450
Kue Lampu
4,500,000
5,445,000
6,588,450
Kue Balapis
4,500,000
5,445,000
6,588,450
926,250,000
1,120,762,500
1,356,122,625
Tinutuan
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XIV
CONTROLS The purpose of Bunaken Dreamsâ&#x20AC;&#x2122; marketing plan is to serve as a guide for the organization. The following area will be monitored to gauge performance: Revenue: monthly and annual Expense: monthly and annual Customer satisfaction New-product development
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IMPLEMENTATION & CONTROLS It is important to accomplish each one on time and on budget, such as: marketing plan completion, advertising campaign and the development of channel through our vendor and customer. The implementation of marketing plan will also include the social media for Bunaken Dreams to communicate with the customers and helping us monitor our goal achievement in the market.
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