PM Presentation with sarah's

Pure and Simple : 

Pure and Simple By: Sarah Marker, Shan Haq, and Alyssa Montalto

About Pure & Simple : 

About Pure & Simple Organic, hormone & antibiotic free, sustainable, family farmed meat and vegetables. No trans fats-healthier cooking oils Recycled and recycleable food containers and other paper and plastic products Energy efficient appliances, solar energy, other alternative energy sources Pure & Simple is an environmentally friendly restaurant offering organic and sustainable products.

Competitors : 

Competitors Wendy’s Baked Potato: 320 Cal Hamburger: 470 Cal Mandarin Chicken Salad: 540 Cal Pure and Simple Portabella Mushroom Sandwich: 294 Cal Cheeseburgers: 150 Cal Sweet Potato w/ brown sugar: 120 Cal Pure & Simple

Positioning : 

Positioning Unhealthy/ Junk food Healthy/ Nutritious Faster Fast Subway Arby’s Panera McDonald’s Pure & Simple Noodles & Co. Chipotle

Channels of Distribution : 

Channels of Distribution All of our products will most likely be sold through direct interaction with the customer. This provides convenience for the customer and allows the company to adjust to the customer’s needs. Ordering at the counter or drive through Online orders

Slide 6: 

We plan on entering the market selectively. California is a beautiful, sunny state that will allow best use of solar energy. With the highest purchase of organic products nation wide at 34.8%, we can be sure that we have a large market to sell to. With farms like Sun Organic in San Diego, our restaurant can purchase organic and sustainable meats and produce locally.

Plans to Grow : 

Plans to Grow Build our channels through selective distribution Begin opening in other areas where organic sales are highest & products are available There are numerous farms in the Chicago area, such as Cedar Valley sustainable farms, that offer sustainable, hormone free meat. Greenhouses are also plentiful throughout the Chicagoland area

Types of Promotion : 

Types of Promotion Institutional Advertising Product Advertising Pioneering: Commercials and billboards Competitive: Direct: Coupons Indirect: Billboards and websites In addition, we will print our logo and contact information on paper products, like business cards, flyers, coupons, etc. We will use commercials and billboards to inform prospective customers about Pure and Simple and to pioneer a stable and dependable target market.

Pure & Simple Billboard Ad : 

Pure & Simple Billboard Ad Pure & Simple Eat. Drink. Live Healthy

Trends : 

Trends Economic: Recession Consumers looking for low cost meals Fast food Technology: Globalization and technological advancement has lowered prices. Environmentally friendly sources of energy Society/Culture: Healthy eating Political: Advertising Transparency and Accountability Green businesses

Surveys Results : 

Surveys Results Respondent’s additional comments: 1. I can't afford it. 2. When I can afford it. 3. Bad availability, esp. fresh foods

Slide 12: 

Respondent’s additional comments: 1. Depends on the food and where it is from 2. Its usually delicious, but I just can't justify spending the money. 3. The flavor is worth the extra expense 4. If it's truly organic, and not labeled as organic just to inflate the price!! 5. I don’t always buy it because it is so expensive, but it has always proved to be worth it when I do splurge! 6. When I buy organic food, I am also investing in the health of Earth. Therefore, I think it is definitely worth the price. 7. I guess 8. Organic food loses often in blind taste tests, thus "better taste" should not be used when marketing organic food

Slide 13: 

Respondent’s additional comments: 1. Problem is that healthier food is a lot more expensive

Slide 15: 

Conclusion: No one rejects healthy eating Despite higher prices people are willing to eat healthier People do care about the health and the environment.

Pricing : 

Pricing Pricing Objective: Status Quo oriented Introductory price dealing (10% discount) One-price policy Promotional pricing: Cost of billboard ad ranges from $700 to $2,500 Cost of a 12 week radio ad is $200 Cost of a newspaper ad for 1 week is $500 Cost of a local TV ad is anywhere from $30-$900 per 30 second commercial depending on different factors. Depending on finances, all will be used in introduction of our products Depending on which medium of advertising creates the greatest response, we will narrow down our advertising to that medium.

Pricing : 

Pricing Cost of Product: Portabella Mushroom sandwich: sale price = $3.69 cost = $1.41 markup = $2.28 or 62% discount = $3.32 ¼ lb. Cheeseburger: sale price = $3.09 cost = $.91 markup = $2.18 or 71% discount = $2.78 Sweet potato: sale price = $1.49 cost = $.75 markup = $.74 or 50% discount = $1.34 Cheeseburger Bill of materials: Qt. lb. beef $.50 Buns $.28 Cheese $.01 Tomato $.05 Onion $.05 Lettuce $.02 Total cost: $.91

Going Green-Why it works : 

Going Green-Why it works According to the Organic Trade Association, interest in “going green” and buying organic is higher than ever. More than 92% of consumers in Washington and Oregon buy the same or more environmentally products compared to 6 months ago. Going green can save money and it helps protect our environment Green is the new black-it is trendier than ever. President Obama has signed a stimulus bill to help fund renewable energy research. This celebrity & authoritative endorsement is encouraging Americans to “Go Green” (treehugger.com).