Marketing Proposal
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
2
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 decided to introduce a new product, which is Potatomade Noodle. Also, this paper will discuss the SWOT analysis performed, and evaluating what are the opportunities and strengths as opposed to our weaknesses and threats. Also, we have come out with an initial plan to market our new product. Through (1) Branding and Positioning; (2) Pricing; (3) Marketing channel; and (4) Promotion, we will bring the product toward success.
3
Introduction: the Company
New York Fries (NYF) is a privately owned, Canadian franchise founded by Jay Gouldand his brother Hal in 1983. It specializes in fresh-cut fries and hot dogs. The firm’s concept is simple but their standards are high. New York Fries start with hand-cut fresh potatoes on site everyday and cook them in non-hydrogenated and Trans-fat free sunflower oil, which makes their fries low in saturated fat and cholesterol free. So their company mission is very simple: to serve customers with “REAL. FRESH. FRIES”. They are customer-centered policy that put customers as the essential consideration criteria to their products. Currently, there are over 201 stores across the world, but only two in Hong Kong. Agreement requires franchisee to open a minimum of 10 locations in Hong Kong and
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
2
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 decided to introduce a new product, which is Potatomade Noodle. Also, this paper will discuss the SWOT analysis performed, and evaluating what are the opportunities and strengths as opposed to our weaknesses and threats. Also, we have come out with an initial plan to market our new product. Through (1) Branding and Positioning; (2) Pricing; (3) Marketing channel; and (4) Promotion, we will bring the product toward success.
3
Introduction: the Company
New York Fries (NYF) is a privately owned, Canadian franchise founded by Jay Gouldand his brother Hal in 1983. It specializes in fresh-cut fries and hot dogs. The firm’s concept is simple but their standards are high. New York Fries start with hand-cut fresh potatoes on site everyday and cook them in non-hydrogenated and Trans-fat free sunflower oil, which makes their fries low in saturated fat and cholesterol free. So their company mission is very simple: to serve customers with “REAL. FRESH. FRIES”. They are customer-centered policy that put customers as the essential consideration criteria to their products. Currently, there are over 201 stores across the world, but only two in Hong Kong. Agreement requires franchisee to open a minimum of 10 locations in Hong Kong and