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Bobs Bento Box - Example

Bob's Bento Box is a fast food Asian lunch service on NAF Atsugi that sells approximately 100 boxed lunches per day. It aims to provide a quick, healthy, and affordable lunch option. While currently most customers are American, the marketing plan seeks to increase Japanese customers by running a promotional campaign targeting those affected by renovations to the Japanese Air Terminal food court. The plan also aims to boost sales and brand awareness through community event participation and a new Korean BBQ bento box option. Threats include increased competition from the NEX food court and rising fish prices.

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leylian
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440 views3 pages

Bobs Bento Box - Example

Bob's Bento Box is a fast food Asian lunch service on NAF Atsugi that sells approximately 100 boxed lunches per day. It aims to provide a quick, healthy, and affordable lunch option. While currently most customers are American, the marketing plan seeks to increase Japanese customers by running a promotional campaign targeting those affected by renovations to the Japanese Air Terminal food court. The plan also aims to boost sales and brand awareness through community event participation and a new Korean BBQ bento box option. Threats include increased competition from the NEX food court and rising fish prices.

Uploaded by

leylian
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Bobs Bento Box

NAF Atsugi Morale, Welfare & Recreation


Marketing Plan FY15
Mission
At Bobs Bento Box we want to provide each and every guest with a quick, quality in-and-out
experience to satisfy their lunch appetite. Customers can choose from a simple yet healthy and
affordable meal.

Activity Profile
Bobs Bento Box is a fast-food Asian boxed lunch service located across from Cinema 77.
Launched in Oct 2014, Bobs offers (4) boxed lunch choices all priced at $5 each. Currently, Bobs
sells an average of 100 boxed lunches per day. Breakdown average: Beef (30%), Chicken (30%),
Fish (20%), (Hamburger Steak (meatloaf) (20%)

Business Products
Bento Boxes (4) different choices of oriental style lunch box; includes rice with meat and choice of
salad or fruits. (Rice included) Bento boxes are all priced the same.

Current Market Research


Current Customers: 25% Japanese, 75% U.S.
40% of NAFA employees each lunch on the base
Customers average 25 minutes available for lunch
15% of customers surveyed looking to eat on location
Japanese Air Terminal will undergo renovations Oct-Dec 2014 and Food court
will be closed

Target (Audience) Markets


CAG Enlisted Sailors during lunch-time
JMSDF Enlisted during lunch-time

Competitor Profile (Competitors & Their Advantages):


(1) Beef Bowl (Sukiya) off-base Sagami-Otsuka. National chain, cheaper
350 yen for a Bento, 5 minutes from the Main Gate.
(2) JMSDF Air Terminal. 500 yen, set menu, M-F.
(3) NEX Food Court
(4) Off-Base vendors deliver boxed lunches to NAF Atsugi offices.
Positive Business Aspects (the Pros)
Great location, across from the NEX Food Court
Predictable, standard selection of menu items
Parcheezis pre-cooks meats, delivers to site.
Average wait-time: 5 minutes.

Bobs Bento Box SWOT Analysis


(Strength Weaknesses Opportunities Threats)

Strengths
-Cheap: $5 lunches
-No cash handling: customers purchase bento box coupons from stand-alone machine.
-Piggyback on Parcheezis labor.

Weaknesses
-High staff turnover
-Fish out-of-stock on occasion
-Building hard to see from road
-Low Japanese attendance, Bobs accepts only U.S. dollars in machine
-Only 100 Bento Boxes made daily; when they run out, store closes
-No place on site for customers to sit and eat

Opportunities
-Home/office delivery
-Extend hours for dinner take-outs
-During the Oct-Dec Air terminal food court closing, run a promotional campaign targeted to Air
Terminal food court customers.
-Commercial sponsorship tie-in with Beer vendors at outdoor events

Threats
-NEX will have Asian cuisine Fast food at Food Court in FY 16
-Price of Fish expected to rise 25%
-Bandy Field demolition slated for FY16

Customer Motivation
-Price: cheap $5 lunches
-Centrally located for easy customer access
-Short lunch break for Bento leaves time for errands and shopping
Current Promotion Channels
Through MWR Marketing Services Facebook, Newsletters, MWR magazine, BIC slides, Fliers, and
electronic marquee (Cinema).

FY 15 Marketing Goals and Objectives


Goal #1: Refocus brand advertising for Japanese audience
Aggressively market Bobs Bento box to JMSDF and civilians
Create a Japanese worded promotional campaign
Run a targeted promotion for Japanese Air Terminal Food court customers during Nov

Goal #2: Seek Bobs Bento Outreach at Community Events


Spring Fest and Bon Odori participation
Seek commercial sponsorship tie-in with Budweiser or Miller for these events

Key Programs and Events


May: Spring Fest Bento Booth
Aug: Bon Odori Bento Booth

New Programs
Introduce Korean BBQ Bento Box option in Mar 2015
Meet with Marketing and create a Promotional Plan by Oct 2014
Captains Call advertising
Budget (new product banners vinyl banners for opening)

Hours of Operation
M-F 1000 1400

Key Personnel Grade and Title


(Parcheezis Employees)
US NAFI Flex (2)
-NF-2: $10 per hour
-NF-2: $8 per hour

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