WINGS DON’T STOP TEAM MEMBER ARMANDO AGUIRRE
TEAM MEMBER MEGAN LEE
TEAM MEMBER LAURA SHEPARD
TEAM MEMBER CHRIS VANDERSALL LET’S BEGIN, SHALL WE? TABLE OF CONTENTS
PROBLEM STATING PAGE 6 EXECUTIVE SUMMARY 7 Target Market 8 Media 8 Strategy 8 RESEARCH DATA AND FINDINGS 9 Primary 10 Secondary 10 TARGET MARKET 11 On the Goer 12 The Entertainer 12 SITUATION ANALYSIS 13 Company History 14 Current Users 14 Financial Health 14 SWOT 15 Competitive Analysis 16 OBJECTIVES 17 Marketing 18 Advertising 18 CREATIVE 19 Outdoor 20 Radio 21 Billboard 22 4 TABLE OF CONTENTS
iPhone Application 23 Social Media 24 MEDIA PLAN 25 Objective 27 Media Vehicles 27 Who 27 When 27 Budget 28 Budget Allocation 29 Media Calendar 30 CAMPAIGN EVALUATION 30 APPENDIX 32 Research 33 Extra information 34
5 PROBLEM: CONCEPT CONFUSION EXECUTIVE SUMMARY
TARGET MARKET
STRATEGY
MEDIA EXECUTIVE SUMMARY
TO BEGIN STRATEGY
The Wings Don’t Stop have set out to Although it may seem that our eliminate any confusion regarding strategy neglects a percentage of the overall concept of WingStop messages the brand is giving in its of the messages in our marketing. current advertising (scenes depicting heavy dine-in business) versus the to consistently represent the brand reality of its business (take-out and convenience-driven business). - TARGET MARKET by a different brand partners. Through the use of both primary MEDIA The media used in our advertising CONVENIENCE AND the opportunity to gain trial and QUALITY build repeat business in the process. - There is no set age-range for either reach these consumers. Our goals only Both segmants share similar have slightly different lifestyles that both demand fresh take-out food. the potential to move into a national space exists. We plan to track our progress by creating a database comparing statistics over time. 8 NOW LET’S GET TO THE MEAT OF IT ALL
9 SECONDARY RESEARCH
RESEARCH
OBJECTIVES
PRIMARY RESEARCH RESEARCH
RESEARCH OBJECTIVES these restaurants is because they are craving the food. Discover the motivating factors behind consumers’ decisions The vast majority of people made the decision to go to Wingstop less than an hour Collect data on the overall before getting the food. THROUGH OUR Wingstop in the Dallas area. The customers that are loyal crave RESEARCH, WE HAVE it and could eat it every day. DETERMINED TWO Gather information relevant to help specify the target markets Our Strategy of promoting conve- THINGS: and their attributes. nience and quality is supported Discover the dining habits of looking for a fast option for a 1. WINGSTOP consumers in our target market. WOULD BE BETTER SECONDARY RESEARCH POSITIONED PRIMARY RESEARCH - AS A TAKE!OUT ducted through the use of various ESTABLISHMENT and an anonymous survey. We 2. THERE IS CONCEPT and surveyed 50 participants. such as FastCasual.com. CONFUSION AMONG In terms of the fast casual This information gave us an CUSTOMERS out rather than to dine-in. Many people are talking about restaurants as competition.
The reason most people choose 11 ENTERTAINERS
TARGET MARKET
ON THE GOERS TARGET MARKET
We based our decision on the not stuck back in the ‘90’s either. target market segments on the MUSIC MUSIC of convenience and quality. Each upbeat music. Anything from Lady don’t have time to be searching for - the next best thing. They also love ences and reasons for turning to radio on. that everyone is a fan of.
SOCIAL SOCIAL ENTERTAINER The Entertainers are the social but- also spend a lot of time taking PERSONALITY people and are extroverts. care of their families. They are They are the motivated by taking care of life of the par- people and also taking care of ty. Whether ON!THE!GOER themselves in a timely manner. it’s planning PERSONALITY they are the busy and family organized oriented. They and on the top of the so- cial ladder. When it comes to pleas- the quality of it for their meals. They if the quality is up to par. They need - venient for their market. to feed themselves and their families.
STYLE STYLE the next big thing. When it comes to 13 SITUATION ANALYSIS
CURRENT USERS COMPANY HISTORY SWOT
FINANCIAL HEALTH
COMPETITION ANALYSIS SITUATION ANALYSIS
COMPANY HISTORY Wingstop opened its doors to the 2011 and their franchising industry - approach to develop his business into a national franchise by 1997. CURRENT USERS Their simplistic menu consists of 10 MALE: 35!54 FEMALE: 30!45 including their famous French fries.
Wingstop provides individual orders - 75% of Wingstop’s business is car- - tional spokesperson is Troy Aikman. Wingstop is positioned as a simple FINANCIAL HEALTH carry-out and catering sports events. The company is adamant that t 75% OF SALES ARE CARRY OUT t 600+ STORES IN OPERATION OR fast casual. Everything is made to DEVELOPMENT order from quality ingredients. t TX & CA HAVE BEST PERFORMANCE They have been recognized several t GROWTH POTENTIAL IN NORTHEAST, times over the years for their quality SOUTHEAST AND MIDWEST service and franchising ventures. SITUATION ANALYSIS
S READY IN 14 CONCEPT CONFUSION W MINUTES NO DELIVERY MADE TO ORDER PURCHASE WITHIN 5 RAPIDLY GROWING MILE RADIUS
FAST CASUAL IS OTHERS OFFER POPULAR DELIVERY
PURCHASE ON A FAST!FOOD WITH WHIM FASTER PREP TIME
CHANCE TO FOCUS ON COMPETITORS FOCUS O CARRY OUT ON DINE IN T COMPETITION ANALYSIS SITUATION ANALYSIS
PIZZA HUT BUFFALO DOMINOES SUBWAY TACO BELL WILD WINGS
PRICE $ $$ $ $ $
MEDIA Heavy Light Heavy Heavy Heavy
FOOD High Mid-Range Mid-Range QUALITY
MENU Many Options Many Options Limited Customizable Many Options Options Options
Pizza rather Offers large Fast to-go than just food selec- Pizza. Fast to- POINT OF option. Feeds tion. Wings not go option. quality. DIFFERENCE many. quality. main dish. ADVERTISING
OBJECTIVES
MARKETING OBJECTIVES
MARKETING OBJECTIVE: TO PROMOTE THE QUALITY AND CONVENIENCE THAT WINGSTOP OFFERS ITS CUSTOMERS
ADVERTISING OBJECTIVE: TO ELIMINATE CONCEPT CONFUSION AND POSITION WINGSTOP AS THE PRIME TO!GO OPTION FOR WINGS AND CRAVINGS. CREATIVE
RADIO
OUTDOOR IPHONE APPLICATION
BILLBOARD
SOCIAL MEDIA CREATIVE
OUTDOOR CREATIVE
BILLBOARD throughout Dallas an reinforce the idea of Wingstop as a prime take -on the billboard itself. CREATIVE
Wingstop “Enjoy Where You Choose” Radio Spot (:30 Seconds) RADIO (Begin with ambient restaurant noises in background.) To the left is a sample radio script - Male V.O. (continuous) cepts of convenience and quality.
(Background noises fade to sounds of a sporting event.)
Male V.O. (cont’d)
(Sounds fade to those of a car parking, footsteps, and door opening, keys being set down.)
Male V.O. (cont’d)