Marketing Proposal

3230 Words Dec 14th, 2010 13 Pages
New
York
Fries‐
Potato
 Noodle


Table
of
Contents

EXECUTIVE SUMMARY
 INTRODUCTION: THE COMPANY
 NEW PRODUCT IDEA CUSTOMER NEEDS AND WANTS TARGETED
MARKET
SEGMENT
 SWOT
ANALYSIS
 BRANDING
AND
POSITIONING
 PRICING
 PROMOTION
 PLACE
(MARKETING
CHANNEL)
 APPENDIX
 3
 4
 4 5 6
 6
 9
 11
 11
 14
 16


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EXECUTIVE SUMMARY
New York Fries (NYF) is a Canadian franchise that specializes in potato, in particular French fries and hot dogs. There are few issues with the company itself, such as limited choices, limited access to the product. Our report analyzes the issues incorporated in NYF and recommend way to improve the situation. After evaluating the needs and wants of our existing and potential consumers, we
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Also, we believe that potato made noodle is more filling, and will able to satisfy our consumers’ hunger during break time. In contrast to wants, products will only be successfully introduced if consumers are able to afford, thereby converting wants to demands. We believe our targeted customers, who are

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the white-collar working class, have the purchasing power to afford a bowl of potato noodle served by us.

Targeted Market Segment
In Hong Kong, we are targeting Asian who has tradition of eating delicious noodles. Our target customer group is aged from 20 to 45 years old, with a monthly income of $10,000 to $50,000. They are mainly the white-collars, who are in the working or middle class. They are status-oriented achievers and always demand for fashionable way of enjoying traditional foods. We target to serve our noodles as a quick lunch during the customers’ limited break-time. We believe the noodles will be beneficial to those who seek for high quality, healthy and fashionable fast food. Our target segment is relatively small but well defined at this stage in order to achieve greater market share at the introduction of our potato noodle.

SWOT Analysis
Strengths • Since NYF has been specializing in potatoes for more than 20 years, this provides us sufficient resources and abilities to produce potato products. Also, we have a strong and effective supply network in both North America and Hong Kong, which
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