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Confidentiality Agreement
The undersigned reader acknowledges that the information provided by _______________ in this
marketing plan is confidential; therefore, reader agrees not to disclose it without the express
written permission of _______________.
___________________
Signature
___________________
Name (typed or printed)
___________________
Date
5.0 Controls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
5.1 Implementation Milestones . . . . . . . . . . . . . . . . . . . . . . 12
5.2 Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . 13
5.3 Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 13
Fressen Catering
Fressen Catering is a kosher catering company that serves the Philadelphia market. Fressen
offers creative, colorful, and unusual food options for kosher, as well as the traditional kosher
standbys. The service offerings are quite a change relative to the existing kosher catering market
which is quite stagnant. Most people make the incorrect assumption that kosher means ordinary,
boring food. This assumption prevails throughout the Jewish community so there is not much
demand for new offerings.
Fressen catering will inject new life into the kosher catering market, leveraging Chef Susan
Cheflly's culinary skills to develop creative new catering options. Susan's advanced skills,
industry insight, and a great market opportunity will allow Fressen Catering to reach profitability
by month 11.
Fressen Catering is a start-up company. Marketing is critical to its success and future
profitability. Fressen offers creative, gourmet kosher catering for a wide range of events.
The basic market need is a high quality, creative kosher catering company servicing the
Philadelphia Jewish population. Fressen will meet this demand with an ever expanding innovative
repertoire of kosher meals.
Fressen possesses good information about the market and knows a great deal about the common
attributes of our most prized and loyal customers. Fressen will leverage this information to better
understand who is served, their specific needs, and how Fressen can better communicate with
them.
Target Markets
Page 1
Fressen Catering
Geographics
• The immediate geographic target is the city of Philadelphia with a population of 3.5
million.
• A 60 mile geographic area is in need of Fressen's services.
• The total targeted population is estimated at 201,000.
Demographics
• Families.
• A household income over $55,000.
• Jewish.
Behavior Factors
Fressen is providing its customers with a progressive menu offering of kosher catering. Typically
kosher foods are bland, traditional, and far from innovative. Fressen is meeting the market need
of a wider menu offering for events that require kosher catering. Fressen seeks to fulfill the
following benefits that are important to their customers.
Page 2
Fressen Catering
The market trend for kosher catering is headed toward a more discriminating customer. The
catering patron today is more sophisticated in a number of different ways:
The reason for this trend is that within the last few years there have been progressive caterers
and restauranteurs in larger cities that have begun to apply their culinary skill to kosher
offerings, recognizing that market demand could be developed. Now that people are trying this
fare, they are recognizing there is no need to be complacent with the status quo.
Market Forecast
300,000
250,000
200,000
50,000
0
2001 2002 2003 2004 2005
In 1999, the kosher catering industry reached $16 million in sales nationally. As more options
begin to be offered, market growth is forecasted to increase. This is because people are
demanding more choices now that they recognize choice is a feasible option. For years, people
that practiced kosher were duped into the belief that kosher food was stagnant, boring, and
unflavorful.
Page 3
Fressen Catering
9.00%
8.00%
9.00%
7.00%
8.00%
6.00%
7.00%
5.00%
6.00%
4.00%
5.00%
3.00%
4.00%
2.00%
3.00%
1.00%
2.00%
0.00%
1.00%
0.00%
Middle class kosher customers Upper class kosher customers
The following SWOT analysis captures key strengths and weaknesses within the company and
describes the threats facing Fressen.
2.2.1 Strengths
2.2.2 Weaknesses
Page 4
Fressen Catering
2.2.3 Opportunities
• Growing market with a significant percentage of the target market still not aware that
Fressen exists.
• The steep learning curve that kosher food can be creative.
• The ability to develop many long-term customers because of a close-knit Jewish
community.
2.2.4 Threats
2.3 Competition
There are four other kosher caterers that serve the low to middle end of the market. These
caterers compete to some degree on price (due to budget constraints of some clients), more so
on service. The quality of the food and the serving of the food are the main areas of service that
the caterers compete on.
There is one high-end caterer who will compete with Fressen. This caterer, while serving the
upper-end market, often does not offer an upper-end service. Their business has been declining
over the last few years. People with knowledge of the industry recognize that this company is not
a strong competitor because of their overpriced service offerings relative to the service provided.
Lastly, one competitor for the high-end market is kosher caterers from New York City. When cost
is no object, there are many people that are willing to pay the additional cost of bringing in the
caterer from NYC.
2.4 Services
Fressen Catering will provide Philadelphia with high-quality kosher catering. The catering service
will be for weddings, Bar/Bat Mitzvahs, and other assorted parties.
Kosher or kashruth is a specific, ritual/set of rules that applies to certain sects of Judaism in
regards to food/drink preparation and consumption. A kitchen or catering service must be
specially set up to provide kosher meals. The explanation below regarding the prohibition of
dairy and meat served together, or made in the same kitchen by the same pots and utensils, is
the reason that Fressen Catering will require two sets of everything, including two stove top
ranges and ovens.
The Hebrew word kosher means fit or proper as it relates to dietary (kosher) laws. It means that
a given product is permitted and acceptable. The sources for the laws of kashruth are of Biblical
origin and expounded in Rabbinic legislation. These laws are codified in the Shulchan Aruch
(Code of Jewish Law). Though a hygienic benefit has been attributed to the observance of
kashruth, the ultimate purpose and rationale is simply to conform to the Divine Will as expressed
in the Torah.
Page 5
Fressen Catering
• The Torah (Leviticus Chapter 11) lists the characteristics of permitted mammals and fish,
and indicates the forbidden fowl. The only mammals permitted are those which chew their
cud and are cloven hoofed.
• The Torah does not list specific characteristics to distinguish permitted from forbidden
birds. Instead, it details 24 forbidden species of fowl.
• The Torah establishes two criteria in determining kosher fish. They must have fins and
scales. All shellfish are prohibited. One, however, should not eat fish with meat.
Another element of kosher meat consumption applies to the way in which the meat is
slaughtered. There are several different methods:
One of the main tenants is the prohibition of meat and dairy in the kitchen together. The Torah
forbids cooking meat and milk together in any form, eating such cooked products, or deriving
benefit from them. As a safeguard, the Rabbis extended this prohibition to disallow the eating of
meat and dairy products at the same meal or preparing them on the same utensils. One must
wait up to six hours after eating meat products before any dairy products may be eaten.
Fressen Catering will serve a wide variety of dishes. This is offered for two reasons.
Some of the menu offerings will be traditional Kosher/Jewish meals such as beef brisket with
potatoes and vegetables and a roasted chicken with rice and spinach. More inventive meals will
also be offered to appeal to the higher end, more discriminating customers such as chicken pesto
dishes or a red pepper couli sauce, or maybe salmon with curry couli and plum chutney.
Kosher catering is not cheap. The ingredients cost more, as well as the additional equipment that
is needed to eliminate the mixing of dairy and meat products. Per person costs range from $45-
110.
Page 6
Fressen Catering
Fressen Catering is still in the speculative stage as a caterer. The critical issues will be handled
by:
• Taking a modest fiscal approach; expand at a reasonable rate, not for the sake of
expansion, but because it is fiscally wise to.
• Continue to build brand awareness which will drive customers to increase their usage of
Fressen as well as be vocal to their friends about the positive experience they had.
Fressen's marketing strategy will be based on developing visibility among Philadelphia's kosher
community. This will be accomplished through two ways. The first method is a targeted
advertising campaign. Advertisements will be placed in various Jewish newsletters. There are a
couple of Philadelphia-wide newsletters. Additionally, Fressen will advertise in a few Synagogue's
specific newsletters. These advertisements should yield a decent amount of service inquiries since
they are fairly targeted toward the target population that utilizes kosher catering.
The other marketing strategy which is less formal is a networking campaign among the
Philadelphia Jewish population. Susan has been an active member of the Philadelphia Jewish
community for five years. While the Jewish population is of decent size, numbering around
350,000, it is a close-knit community where people tend to know each other. Susan will leverage
her contacts within the Jewish community to raise awareness for her catering activities. While the
networking might not cast as large of a net as advertisements will, it costs far less and the
relationships that it builds will be far stronger because of the trust relationship that has already
been established.
3.1 Mission
Fressen Catering's mission is to provide the customer with the finest kosher catering. We exist to
attract and maintain customers. When we adhere to this maxim, everything else will fall into
place. Our services will exceed the expectations of our customers.
Page 7
Fressen Catering
The target market segment strategy will not be significantly different to address the two groups.
Both groups, regardless of income, typically belong to the same group of religious congregations.
Therefore, to reach the different groups does not require a distinctly different strategy. What
differentiation it will require is different menu offerings are needed to satisfy the different groups.
The upper end menu items are simply cost prohibitive for the middle class target segment.
1. Middle-class kosher clients: This group of people does not have huge amounts of
disposable income, recognizes that it is costly to sponsor a kosher dinner party, and is
willing to incur the expenses, but will try to minimize them.
2. Upper-class kosher clients: This group has intertwined kosher values throughout their
lives and is willing to spend whatever it takes to throw a high-end kosher dinner function.
Typically, this group is characterized by a wealthy one income family where the male
works and the female does not. The female of the household typically enjoys the planning
of these events.
3.5 Positioning
Fressen will position itself as an innovative, high-quality kosher caterer. Philadelphia Jews who
keep kosher will recognize the unique, high-quality service offerings of Fressen.
• Fressen Catering's competitive edge is based in their customer attention and inventive
approach to kosher cuisine.
• Fressen's customer attention differentiates them in the world of kosher catering which is
dominated by several companies that have plenty of demand. The consequence of having
a lot of demand is a decreased pressure to accommodate customers. When you have a lot
of customers, you have to modify your business plans less to deal with them.
• Fressen is approaching the market as if there was significant competition between the
different service providers. By making customer satisfaction a priority, over time, local
customers will come to appreciate the attention that their needs are given and form a
long-lasting relationship with Fressen Catering.
Page 8
Fressen Catering
• Fressen's other competitive edge is their nouveau cuisine approach to kosher food.
Traditionally, kosher food has remained stable and unimaginative for a long time. Most
people believe that there are large compromises that must be made when serving kosher.
These compromises need not be made however, and Fressen is changing these
misperceptions. Just because there are strict rules regarding the types of foods that may
be used and the way it must be prepared does not eliminate creativity. Fressen is taking
their knowledge of nouveau cuisine and creating inventive, colorful, and delicious kosher
alternatives.
The single objective is to position Fressen as the premier kosher caterer in the Philadelphia area,
commanding a majority of the market share in five years. The marketing strategy will seek to
first create customer awareness regarding their service offerings, develop a customer base, and
work toward building customer loyalty and referrals.
The message that Fressen will seek to communicate is that Fressen offers the highest quality,
most innovative catering offerings for people who observe kosher. This message will be
communicated through two methods. The first method is by way of advertisements placed in
various Jewish newsletters. Additionally, Fressen will advertise in several synagogue specific
newsletters. The second method is by developing a networking campaign among the Philadelphia
Jewish community. The networking activities will leverage Susan's five years of active
participation in the community.
• Pricing: Fressen's pricing scheme is based on a per plate, or per person charge.
• Distribution: Fressen serves the greater Philadelphia area in any type of facility.
• Advertising and Promotion: This will be done through ads in various newsletters as
well as a networking campaign.
• Customer Service: Obsessive customer service is the mantra. Fressen's philosophy is
whatever needs to be done to make the customer happy must occur, even at the expense
of short-term profits. In the long term, this investment will pay off with a fiercly loyal
customer base who is extremely vocal to their friends with referrals.
During the initial phase of the marketing plan development, several focus groups were held to
gain insight into a variety of people that observe kosher. These focus groups provided helpful
insight into the decision making processes of potential customers.
Page 9
Fressen Catering
This section will offer a financial overview of Fressen as it relates to the marketing activities.
Fressen will address break-even analysis, sales forecasts, expenses forecasts, and how those link
to the marketing strategy.
The Break-even Analysis indicates $23,566 will be need in monthly revenue to reach the break-
even point.
Target Markets
The first month will be used to set up the kitchen and office. There will be no sales activity during
the first month. The second month will see a few catering jobs, but still will not be a significant
source of income. Months three and four will see a steady increase in sales. Word will have
gotten out from the advertising as well as networking that Fressen is the new kosher caterer in
town and offers a high-quality service.
Throughout the year it is forecasted that sales will incrementally grow in size until profitability is
reached toward the end of year one.
Page 10
Fressen Catering
Target Markets
Marketing expenses are to be budgeted so they peak several months before a busy period,
providing visibility at a time that people are scheduling future parties.
$1,400
$1,200
$1,000
$800
Advertising
$600 Networking
$400
$200
$0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Page 11
Fressen Catering
5.0 Controls
The purpose of Fressen's marketing plan is to serve as a guide for the organization.
The following milestones identify the key marketing programs. It is important to accomplish each
one on time and on budget.
Evaluation Programs
Networking activities
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Page 12
Fressen Catering
Susan Chefly is responsible for the marketing activities. This is in addition to her other
responsibilities. Susan will rely on outside help for graphic design and general creativity.
Page 13
Appendix: Fressen Catering
Table 4.3 Budget
Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Advertising $400 $1,200 $800 $400 $400 $1,200 $1,200 $800 $800 $800 $800 $800
Networking $50 $150 $100 $50 $50 $150 $150 $100 $100 $100 $100 $100
------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------
Total Budget $450 $1,350 $900 $450 $450 $1,350 $1,350 $900 $900 $900 $900 $900
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