CHAPTER 4

MARKETING PLAN

4.1. Market Segmentation

Pick N’ Eat segments:

1. PU students living in dormitory
2. PU students outside the dormitory

4.2. Marketing Strategy

Pick N’ Eat uses the Pre-order systems to receive the order from the consumers until 4 pm
every work days. All of the marketing agents are launched to the strategic place including the
Dormitory Residence, President University Campus, Rumah Kost Kita, and City Walk Food Plaza.
While searching for the consumers at dormitory, some of the members from different
departments around 2-3 people were also looking for the consumers at President University
Campus during the 12 pm, when most of the students finished their classes.
Beside using the Pre-order systems, Pick N’ Eat also implemented the mass production
system which provide the food in enough ammount to be offered for the consumer in the
dinner time (most on 6-8 pm).

4.3. Competitor Analysis

 Group 1, Car Back Company

This group offer mostly the western main course and pasta. We expect that this company
was having not much competition with us, since we are serving the more varieties and
cheaper price of the product.
 Group 2, D’Torre
The group offer many traditional foods with international package, we are expecting a
modest competition with them, since they are publish a very low price.
 Group 3, Just Try
They are selling mostly the western-Asian fusion main course. We are expecting high
competition with them since they are have a better market approach (in the manner of
time) since they are another major student, not like us, engineer.
  Group 4, Cenat Cenut
They are selling mostly the snacks and drinks. We are not expecting much competition with
them since they are lack in market approach.
 Group 5, SMASH
They are selling food and dessert and drinks. We are not expecting much competition with
them since their market are really small and we are already take the majority market of
them.
 Group 6, Back Cafetaria
They are operating in the cafeteria of the campus. We are not expecting much competition
with them since they have a different operation area and time.
 Group 7, Box of feast
We are doesn’t hear much from them, but they are selling in the lobby of PU at the
afternoon, so we are not expecting much competition with them since they have a different
operation area and time.
 Group 8, Doraemon
They are selling many kind of Asian food, including the Vietnamese product. We are not
expecting much competition from them since they are very bad in market approach.

4.4. Service Business Analysis

In order to be the number one company which concentrate at food producing. We need to
create a product which delight the consumer’s appetite and sattisfaction. The products need to be
delicious, cheap, yet also in a good portion.

4.5. Segmenting and Targeting

 Segmenting

The segment we target are men and women from the age 18 – 22 years old.

Our primary targets are students who live in the dormitories. Our secondary targets are the
students who live outside the dormitory residence.

 Positioning
 Our positioning is the most valuable company which provide the qualified foods. We believe
that from the satisfactory of the consumer, more of tem will be attracted by word of mouth
from person to person. Therefore, we focus on the quality of our food to be compared with
the other companies.

4.6. Logo Analysis

Logo philosophy: a circle and a pair of chopsticks, that symbolize a condition of pick the
‘right’ one, in eastern culture, circle has meaning to be complete or fulfilled, which in this case the
right one, when cross means wrong. The black color that we used, show us the maturity of our
company, that be our hope to be a mature company that can be a model for the other
entrepreneur company.

4.7 Marketing Expenses

In order to conduct the marketing and promotion for the Pick N’ Eat company whereabout,
we plan to purchase some of the equipments below for preparation.

Marketing Expenses

Week 1 (March 1st, 2011)

Banner 2 x 1 meter = 1 unit x Rp 48.000,00 = Rp 48.000,00

Sticker A3 size = 12 pcs x Rp 10.000,00=Rp 120.000,00

Sticker Company = 30 pcs x Rp = Rp 10.000,00

Photocopy menu = 200 pcs x Rp 50,00 = Rp 10.000,00

Photocopy invitation = 500 pcs x Rp 50,00 = Rp 25.000,00

Print Discount Vouc. = 1 unit x Rp 1.000,00 = Rp 1.000,00

Photocopy Disc. Vouc. = 5 units x Rp 500,00 = Rp 2.500,00

Plastic Spoon = 6 units x Rp 500,00 = Rp 3.000,00

Duct Tape = 1 unit x Rp 6.000,00 = Rp 6.000,00

Raffia = 1 unit x Rp 2.000,00 = Rp 2.000,00

Rope = 1 unit x Rp 5.000,00 = Rp 5.000,00

Platic Cups = 1 unit x Rp 5.000,00 = Rp 5.000,00

Total = Rp 235.500,00

Week 2 (March 8th, 2011)

Photocopy menu = 300 pcs x Rp 100,00 = Rp 30.000,00

Print menu = 1 piece x Rp 1.000,00 = Rp 1.000,00

Print data form = 7 pcs x Rp 500,00 = Rp 3.500,00

Total = Rp 34.500,00

Week 3 (March 15th, 2011)

Photocopy menu = 300 pcs x Rp 100,00 = Rp 30.000,00

Photocopy = 50 pcs x Rp 100,00 = Rp 5.000,00

Thanks Greeting

Photocopy data form = 10 pcs x Rp 100,00 = Rp 1.000,00

Print data form = 1 piece x Rp 500,00 = Rp 500,00

Print menu = 1 piece x Rp 1.000,00 = Rp 1.000,00

Print thanks greeting = 1 piece x Rp1.000,00 = Rp 1.000,00

Cutting Service = = Rp 3.000,00

Total = Rp 41.500,00

Week 4 (March 21st, 2011)

Photocopy menu = 250 pcs x Rp 100,00 = Rp 25.000,00

Photocopy TG = 15 pcs x Rp 100,00 = Rp 1.500,00

Print menu & TG = 1 pcs x Rp 500,00 = Rp 500,00

SMS = Rp 5.000,00 = Rp 5.000,00

Total = Rp 32.000,00