8.

(15) List some of the key customer insights you have gotten, tell me how you got
them (survey, observation, interviews, focus group, etc), AND what you did about it.
One insight that I had a major impact on was creating a survey that helped us
determine a location for a new stand and to find our improvement as far as
awareness. I created a survey on qualtric that was able to save us money by not
needing paper and having the software combine all the results for us which saved
us time. I was also able to contact the school and get a group of 300 students to
email it to. As a company we also were able to have students complete them on
campus. Here are the results.
What building do you spend the most time in?

Have you heard of Athens Grill?

We were able to see our awareness on campus through this survey.

We were also able to see which buildings students spent the most time in to
determine the location where we would open another stand. Because of restraints
we have on campus we were not able to open in the top locations but we were able
to open in the Austin.

10. (20) Create a graph that shows customer awareness of your company over
time. Add commentary that explains any significant changes in the numbers. What
did you do to influence this key metric?
Awareness
Times
%
Measured
0
0
13%
1
24%
2
39%
3
45%
4
65%
5

We can see a gradual increase in awareness until the last time we had measured it.
There is a definite decrease in the growth rate between the 3 rd and 4th time it was
measured this was due to the change in marketing team. Once the new marketing
team came in there was a greater increase. This was because of the increase of
reach in our marketing efforts. I created the survey which at the end transferred
everyone to our web site which informed them about who we were and what we
did. This helped along with the large sign between the Ricks and the Kimball and
the marketing booth that was set up 2 times a week in the MC.
Awarness
0.7
0.6
0.5
0.4

Percent Awarness 0.3

0.2
0.1
0

0.5

1.5

2.5

Times Measured

3.5

4.5

3. (20) Create a collage of images that describe your ideal customer. This should
include details about their typical interests, hobbies, spending habits, media
consumption, where they spend their free time, etc... How does this compare to
your original thoughts about who your customer was? How has IBC influenced
your view on understanding customers?
I chose a student studying listening to the music for the head to show that our
customers are students who are well studied and who enjoy music. I used money
for the arms to represent that our customers have money to spend but are also
looking deals good ways to save it. I used a group of fruits for the heart because
our customers are interested in healthy food along with a good place to get full.
For the body I used a regular joe poster this was because our customer base is a lot
of regular joes they arent high class expecting a nice sit down place to eat but they
are looking for a fast casual restaurant like the middle class Americans enjoy. I
used the Greek columns for the legs for the cultured aspect of our customers or
their desire to try new cultural things. The feet are faculty which make up a part of
our customer base because of our location.

2. (20) Tell me about a marketing decision you made. What thought/analysis went
into the decision? What positioning were you trying to achieve? In what ways was
the decision consistent or inconsistent with your desired positioning?
I was involved in the decision to improve the look of the stand. The though behind
this decision was that a lot of our awareness and interest in our product came from
just walking by the stand. This was found through surveys and interviews. With the
stand the way it was plain and had been something else before we thought it was
raise interest and make it stick out. The improvements that were made were
consistent with our other marketing material and related the two to our customers.
They were able to see our stand and then see our signs around campus to relate the
two. We were able to see an increase in customers from the improvements that
were made at the stand.
-Columns
-Signs
-Order here, Pick up here signs
-New vinyl banner with our name and logo always on display

5. (20) How did you determine your current price? If applicable, show any
calculations you used to determine your current prices. Show how you calculated
the price to achieve a specific gross margin % if applicable.
Our current price is now $5 this was changed to bring back repeat customers and to
bring in new customers that thought our prices were high. We used our cost of
goods sold that had become more accurate over the semester to determine that we
could make a little less money per item but bring in more customers. Jared did an
analysis on this but I also did my own digging on the price change. This is what I
found on our Income statements.
With the higher price
Gross Margin:

Chicken Gyro
Lamb Gyro

52%
60%

With the lower price

Unit Cost
Sale Price
Net of Sales
Tax
Cont.
Margin

Chicken
Gyro
$2.51
$5.00

Lamb
Gyro
2.41
5

$4.72

$5.00

$2.21

$2.59

Gross Margin:

Chicken Gyro
Lamb Gyro

47%
52%

From this we can see that lowering our price would bring our Gross Margin down by
an average of 6.5% taking this hit in our gross margin effected profits but not our
overall profit. We are on our way to our largest week of profit yet!

6. (25) What were the objectives for your last marketing campaign? Create a
graphic that highlights answers to the following: What were the results? How did
you measure the results? How did they compare to what you expected? Explain
any differences.