Download La Madre

La Madre
Delivering the Mediterranean Experience to Bakersfield
Katie Bracker, Jamie DeQuillettes
Kevin Duffy, Jared Grant
Curtis Jensen, Jeff Studtman
Purpose

Venture Theme
 Restaurant
 Entertainment

Target Market
 Rabobank
 College students
 Professionals
 Families
 Downtown
employees
Navigation
Mission:
To enhance the downtown
Bakersfield community
through a Mediterranean
patio dining and
entertainment experience
Transformation
Value Chain
Inbound
Logistics
- Food
- Beverages
- Entertainment
Operations
- Butchering
- Vegetables
- Beverages
- Hot Stones
Outbound
Logistics
- Décor
- Space
- Delivery
Process
Marketing
& Sales
Service
- Quality
Services
- High Customer
- Quality
Satisfaction
Products
- Mediterranean
- Quality
Experience
Entertainment
Value Creation
AM/Breakfast
Product
-Coffee
-Entertainment
Target
Segment
-People who
work
downtown
Need
Feature
Benefit
-Coffee
-Information
-Atmosphere
-Location
-Tasty Coffee
-Gourmet
-Informed on
Coffee
current
-World
events/world
Information
news
-Proximity
Social/Outdoor (Quick access
Area
to many local
-Location
downtown
business)
Value Creation
Day/Lunch
Product
-Lunch
-Entertainment
Target
Segment
-People who
work
downtown
Need
-Food
-Out door
atmosphere
-Location
Feature
Benefit
-Unique
dinning
experience
-Hot Stone
-Variety
-Out door
-Calming/
atmosphere
rejuvenating
-Social/outdoor
-Proximity
area
(Quick access
-Location
to many local
downtown
business)
Strategic Market Value Creation
“Quality & Design”
“Modern functionality and old world atmosphere”

Quality:
 Excellent food quality in regards to purchase
standards (i.e. meat quality)
 Superior customer service

Design:
 Aesthetically pleasing
 Unique atmosphere
 Old world “look”
Strategic Market Value Creation
“Brand Image”

The brand image provides
competitive distinction and
marketing advantage through:


More inelastic consumer response to price
increases
Less vulnerability to competitive
marketing actions
Promotional Strategy: IMC Plan

Target Audience: Downtown workers

“Push” strategy used for initial promotion, “pull”
strategy planned for growth

Word-of-mouth communication

Major Promotional Tools Used
 Advertising
 Sales Promotion
 Public Relations
Katie
Promotional Media Plan

Phone Book Ad & Informational Website

Sales Promotion to local downtown businesses
 Distribute Mediterranean delicacies along with description
of atmosphere and entertainment options at the start of
business and just before lunch

Mediterranean Media Day
 Local city officials and media
Perceived Value
Total Benefits
Total Price

Atmosphere

Food and beverage prices

Convenience

Entertainment

Status

Employee wages

High Quality

Upkeep

High Service

Financing

Mortgage
Pricing
Value-Based Pricing - Accommodate to target
market’s wants and needs.



Add value with upscale, unique atmosphere.
Determine price from perceived value.

Inelastic Price Structure – High value creates
the ability to adjust price without affecting the
sales.

Price Skimming – Use high prices to establish
high quality.

Financial Pricing – Food will be priced relative
to perceived value and profit margin goals.