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New Product Assignment

Fairooz Nawar MKT3300.001

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Introduction: WISH-A-MEAL Imagine a typical day in your life: You woke up late for your 8:30am class and did not have time to grab breakfast. You have back to back classes till 12pm, and a 10 minute break in between is not enough time to go get lunch. You remember miserably that you have to go to work right after class ends, so you will be starving for the rest of the day. As your stomach starts to violently protest, earning odd looks from people around, you wish there was a way you could get that Raising Canes meal you have been craving all day! Sadly, they do not have delivery options. But now, Wish-A-Meal is here to save you from your predicament! With just a touch of a button or a phone call, you can order your favorite meal from any restaurant of your choice, whether or not they have delivery and take-out options. Most people would agree that in our present fast-paced world, there are not enough hours in a day to do everything that one has to do. Our life has become hectic and demanding, as we try to cram more and more work in one day. Frequently, we do not realize that we are pushing ourselves beyond our physical capabilities, as we sacrifice basic needs such as food and sleep, to make time to do other activities. Especially, high school and college students who work full time, working parents, and employees working long hours tend to skip more than one meal a day. Statistics obtained by The Morning MealScape 2011 study survey shows that among 27,179 Americans; 28% of males and 18% of females between the ages 18-34 years, 18% of males and 13% of females between ages 35-54 years, and 11% of males and 10% of females between the ages 55 and above tend to skip breakfast, the most important meal of the day (Huffingpost Food, 2011). In the long run, these bad habits start to break down the body and weaken immunity system, thus causing diseases.

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So, keeping these facts in mind, we have come up with Wish-A-Meal, a fast-food delivery service that gives customers the option to choose food from any restaurant within 10 miles radius of their zip code, and have it delivered to any location they want. Marketing Plan: The Objective

Wish-A-Meal fast-food delivery service will mainly target Generation X, Generation Y, and Millennials as our primary consumer segment, to whom we will provide speedy and timely delivery of fast-food. We are going to develop an app for android and I-phone, and a website to deliver our service; while also having the option of phone calls. As a start-up, we plan on acquiring $200,000 through funds from venture capitalists and angel investors, which will help us buy delivery-vans and set-up outlets in 10 different locations. We plan on raising consumer awareness through a variety of advertisements using television, radio, internet, direct mail, flyers, newspapers and different on-campus college bulletin boards. During our first year of operation, we hope to generate 80% of awareness among our consumer segment and 60% sales, which would result in approximately $100,000 in profit. The Consumer Segment As aforementioned, our target segment is composed of Generation X, Generation Y, and Millennials; that is, consumers between the ages of 18-48 years. These are the people who are still students, or just entering the workforce, or have been in the workforce for a while. By targeting this segment group, we were able to identify a growing need for the food delivery and take-out services. In 2011, Americans spent $69 billion on take-out, according to Grubhub CEO Matt Maloney (Tyler, 2013). Furthermore, we have different

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sets of marketing campaigns that target Generation X, Generation Y or Millennials only, as they have different characteristics. Generation X, consisting of 15% of the population born between 1965 and 1976, are known to be self-reliant, tech-friendly, better educated than any previous generation, and collaborative decision makers (Kerin, Hartley, & William, 2013). They are also gradually becoming the dominant force in many markets (Kerin, Hartley, & William, 2013). Generation Y includes 72 million Americans born between 1977 and 1994 (Kerin, Hartley, & William, 2013). They exert influence on all forms of communication and networking, are interested in distinctive, memorable and personal experiences and are very adept at managing their lives to create a work-life balance (Kerin, Hartley, & William, 2013). They are strong-willed, passionate about the environment and optimistic (Kerin, Hartley, & William, 2013). Millennials are children born after 1994, most of whom are still in high school or entering college. They also hold a great influence in todays market. Studying these various characteristics of the three different generation helps us focus our marketing strategies to cater to their specific needs. These generations live a fast-faced life where time is of utmost value to them. Their ability to be tech-savvy help them to bring balance between work and personal life. So, our service incorporates these factors and bring our consumers the opportunity to get fast-food of their choice delivered to them conveniently, when they cannot manage the time to go to a restaurant. We will make access to our services easy with the use of different technologies such as website, mobile app, or a simple phone call; and for a reasonable price. Market Research: Consumer Research Method

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We surveyed 10 college students on their gender, age, year in college, monthly income, and frequency of eating fast-food etc. We also asked them general questions about our service and its favorability. The results are posted below:

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We have also found out that when choosing fast-food restaurants, 40% answered price as the determining factor and 50% answered both price and convenience as the deciding factor. Majority of the survey population displayed positive responses towards our service, which helped us decide to go forward with it. Description of our service:

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Wish-A-Meal fast-food delivery service provides convenient and timely fast-food delivery from any restaurant of a customers choice. We deliver orders through our own company on behalf of the customer, instead of transferring it to the restaurants, and thus make delivery possible even if the chosen restaurant does not have delivery options. This gives us a competitive advantage over our competitors such as GrubHub, who only process delivery orders and only have the option of ordering from restaurants who have their own delivery and pick-up. Our prices are comparatively lower than our competitors as well. We are going to charge $2 for gas and tip from the customer, and 5% commission on each order from the restaurants. One of our significant source of revenue will come from running advertisements and promotions of different restaurants. Our main expenses will be purchase of delivery vans, rent, and hiring employees. We are going to launch our own website where customers can locate fast-food joints, restaurants etc. within 10 miles radius of their zip code and place their order. They will also have the option to customize their orders, track the progress of delivery and pay online. A mobile app for android and I-phone will also be set-up for the same purpose. Customers can also order over the phone. Our business operations hours will be 8am-midnight on weekdays and 9am-3am on weekends. Promotion Strategy: Our primary promotion strategy will be to create awareness about our service and its benefits. We will run advertisements on television and radio, also make use of local newspaper such as The Dallas Morning News. Since our main target consumers are college students in the DFW area, we will utilize college bulletin boards at different universities and community colleges as University of North Texas, University of Texas at Dallas, UT at Arlington, Texas Womens University. Collin College and Dallas County Community College. We will also conduct offcampus advertisements to make our presence known.

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Conclusion: Many times cooking home or going out to get food seem impossible due to lack of time or accessibility to vehicles or various other factors. Our mission is to never again let people be hungry because of these reasons. Hungry for food but dont want to get out of your jammies? Let us do the delivery. We promise it will be hot when you eat it and your wallet would not feel the burn.

Works Cited
Huffingpost Food. (2011, October 11). Retrieved from huffingpost.com: http://www.huffingtonpost.com/2011/10/11/31-million-americans-skip_n_1005076.html Kerin, R. A., Hartley, S. W., & William, R. (2013). Scanning The Marketing Environment. In R. A. Kerin, S. W. Hartley, & R. William, Marketing Eleventh Edition (pp. 67-68). McGraw-Hill Irwin. Tyler, J. (2013, May 21). How do delivery services like Grubhub and Seamless make a profit? Retrieved from marketplace.org: http://www.marketplace.org/topics/business/how-do-delivery-servicesgrubhub-and-seamless-make-profit