Rabbit FoodMarketing Plan

Kalene Gongos

Executive Summary

• Catering Company

• San Francisco, California

• Opens the Beginning of 2013

• Vegan, True Vegetarians, & Vegetarians

Company Analysis

• Located in San Francisco, California

• Open to travel

• Employees

Primary Market

• Vegans, about 0.09% of United States Population.

• True Vegetarians, about 2.5% of United States Population.

• Vegetarians, about 5%-9% of United States Population

Why are People Vegetarian?

Impr

ove

Overa

ll Hea

lth

Envi

ronm

enta

l Con

cern

s

"Nat

ural

" App

roac

h to

Wel

lnes

s

Food

Saf

ety

Conce

rns

Anim

al W

elfa

re

Wei

ght L

oss

Wei

ght M

aint

enan

ce

0%

10%

20%

30%

40%

50%

60%

70%

54%

47%

38%

28%

58%

25% 26%

Which Genders are Vegetarians & Vegans?

Vegans Vegetarians0%

10%

20%

30%

40%

50%

60%

70%

35%

41%

65%

59%

Male Female

How Old are Vegans?

35%

43%

14%

6%

2%

16-24 25-3435-4445-5455+

How Old are Vegetarians?

42%

41%

17%

18-3435-5455+

Secondary Market

• Vegetarian Inclined Individuals, which are about 20%-25% of United States Population.

Tertiary Market• Health Conscious Individuals, about

35%-50% of United States Population.

Competition • Back to Earth Organic Catering

• Are You Served Catering

• Local Love Catering

S.W.O.T. Analysis Strengths Strong relationships with a diverse

group of customers Excellent staff who are highly trained

and care about customers High customer loyalty

Ex) There’s such a diverse market for Vegetarians, Vegans, Health Conscious Americans, and some religious groups

Ex)Staff is trained monthly and are Vegans/Vegetarians themselves so they give the customers the best quality food

Ex) The customer is always right and Rabbit Food will offer continuing customers the first slots for the Holiday seasons

Weaknesses The struggle to build brand equity Limited marketing budget to develop

brand awareness Difficult time finding chefs with culinary

skills for Vegan/Vegetarian cuisine

Ex) It will be hard to break stereotypes on Vegans/Vegetarian cuisine; like not getting enough protein, fiber, or nutrients in meals

Ex) Rabbit Food is a small family owned catering company, there is not a lot of money to spend on advertising and marketing

Ex) A lot of chefs love food, and that includes meat

Opportunities This is a growing market with a large target market that is still unaware of Rabbit Food

The learning curve that Vegan/Vegetarian food can be creative and use a variety of ingredients

Develop long-term customers

Ex) The target market can range from Vegans, Vegetarians, Health-Conscious Americans, Body Builders, Religious Groups, and many average Americans

Ex) A lot of people are still under the assumption that this group only eats a small amount of vegetables and ingredients

Ex) Rabbit Food will please the consumer and they will invite us back to cater all of their functions

Threats Competition from similar catering businesses in San Francisco, CA.

Organic food will be expensive to purchase The economy

Ex) San Francisco has a trend for Vegans/Vegetarians, Rabbit Food is certainly not the first or last catering company with this idea

Ex) Depending on the season and the success of the crop organic ingredients can get pricey

Ex) The economy is still up and down right now, clients might not have the extra money to spend on catering

Catering Package Number 1

• 2 appetizers, 1 soup or salad, 3 different main courses, 2 desserts.

• Roughly $70 per

person.

Catering Package Number 2

• 3 appetizers, 2 soups or salads, 5 main courses, 3 desserts.

• $150 per person.

Catering Package Number 3

• 5 appetizers, 2 soups & 2 salads, 8 main courses, 5 desserts.

• $225 per person.

Social Media Promotion • Facebook

• Twitter

• Tumblr

Picnic Promotion• Educate the Public

• Influential Speakers – David Wolfe, Sacred

Steve, Denley Fowlke, Bearded Brothers

• Free Lunch

Timing of Activities• December: Recipe Book & Website

Designer

• January: First Social Network Promotions, Ads for Part-Time Chefs, Business Cards

• March: Order Shirts & Natural Product Expo

• June: Email Survey

• July: Picnic Event & IFT Expo

• September: Expo East

• November: Email Blast & Email Survey

Timing of Activities

Budget Month Activity Total Expense

December Hire Website Designer $1,920

January Ad for part time chefs, pay website designer, business cards

$2,845

February Pay web designer & part time chefs $2,645

March Shirts, pay part tie chef & web designer, & Natural Product Expo

$8,228

April Pay part time chefs & web designer $2,845

May Pay part time chefs & web designer $2,845

June Pay part time chefs & web designer $2,845

July Park event, IFT Expo, pay par time chefs & web designer $5,678

August Pay part time chefs & web designer $2,845

September Expo East, pay part time chefs & web designer $3,678

October Pay part time chefs & web designer $2,845

November Pay part time chefs & web designer $2,845

Appendices

• Email survey

• Press Release