Arby’s Save the Art’s Campaign

Arby’s plans to extend it’s philanthropic efforts through a guerilla marketing strategy

Launching in Fall 2012, Arby’s will travel on a renovated bus and cater to adolescents and young adults in cities all over the US in hopes of encouraging higher education and creating increased overall brand awareness

Our focus is to rebrand our roast beef packaging by exclusively allowing college students to submit their design online. The chosen designs will be used on all future packaging of sandwiches and the winners will receive $10,000 art school scholarships

EXECUTIVE SUMMARY

ARBY’S BUS

To recreate the fast food environment by traveling via bus to reach out to adolescents and young adults, encouraging higher education

To earn 80% market share and become the number one traveling fast food company throughout the US

To receive 50% profi t margin within the fi rst yearTo have a customer base of 5,000 by the end of the fi rst

operating yearTo achieve a net profi t of $75,000 by year two and

$100,000 by year threeTo attend 50 events throughout the year, including art

festivalsTo be an active member in the arts community by

supporting local events and festivals in participating cities

OBJECTIVES

In order to succeed in the fast food industry Arby’s must:Carry an assortment of foodProvide customers with top-notch customer service in

a unique settingAdvertising and promote in areas, such as school

campuses, that our target customer base will learn about our brand

Continuously review our inventory and sales and adjust our inventory levels accordingly to each event.

Obtain monthly maintenance services for the retail bus to operate at maximum potential.

MISSION STATEMENT

Arby’s goal is to provide food to the attendees of art and music festivals. Arby’s is unique in that it travels to diff erent events around the US and off ers food with wrappers designed exclusively for the event by creative students

Our intention is to gain 80% of this market share by focusing on our niche positioning, traveling locations, sold brand, and creative image

BUSINESS STRATEGY SUMMARY

Arby’s will allow design participants to have a 10% discount on all meals

Our participation in such events will off er access to our target base

We will off er a multiple selection of food Our marketing strategy will focus heavily on social

media advertising and word-of-mouth advertising by customers with loyalty to our brand

The marketing budget will not exceed 5% of our gross annual sales

Our promotions will always stay in tune with mission statement

COMPETITIVE EDGE/MARKETING STRATEGY

We expect sales to increase and hope to start a new trend amongst adolescents and young adults. Our aff ordable pricing will attract our target and our student made design concept will provide brand loyalty. We will attract more customers by traveling to college towns that hare holding events targeted towards our target market

Our segmented market will be individuals ranging in age from 13-28. Arby’s intends to provide an aff ordable fast food experience in a unique setting to young customers, which include working class citizens with incomes under $25,000 and college students on strict budgets. We expect our market to grow at a rate of 15% per year. This market includes the general public who are consumers that seek aff ordable food and support the arts

Our consumers expect great customer service and a unique experience every time they visit Arby’s on Wheels. Our students also expect packaging exclusively designed by students with a passion in art and design

MARKETING SEGMENTATION

SWOT ANALYSIS

RELATIVE

STRENGTH

STRATEGIC

IMPORTANCE

SUPERIOR

DEFICIENT

CRITICALLYNOT

MOBILE LOCATION

FOOD Quality

PUBLIC RELATIONS

EVENTS

ECONOMIES OF SCALE

LICENSING COSTSFLUCTUATING FUEL COSTS

APPRAISAL MATRIX OF KEY ATTRIBUTES

FLUCTUATING FUEL COSTS

PROJECTED START UP

Mobile Retai l Unit (Bus)/Frequency: Purchase +Annual Maint. Start up=$50,000

Insurance (Bus)/Frequency: Bi-annual ly/Start up= $800 Init ial Inventory/1 s t event/$7,650 Advertis ing/Social Media/monthly/$4,167 Royalt ies/1 s t year ($500/School) , start up= $6,000 Website (server hosting)/monthly/ start up= $50 Website E-commerce/1 s t year/ start up= $100 POS System, $500 Payrol l /1 s t month/ start up= $12,000 Transportation/1 s t month/start up= $1,500 Product Liabi l i ty Insurance/Annual ly/ start up= $7,500 Fair Labor Association Membership Dues/Annual ly/ start up= $100 Investment mgmt fees= need basis Scholarship= $10,000 Total Expenses: $100, 367 Year 1: $487150 Year 1: 25 events X (800- 1,0000 sandwiches) @ $3 ea.= $500,000-

$625,0000