This was a paper I had to do for my business class. Let me know what you guys think.
“Leading in great taste!” The slogan of our cheesecake company should conjure up thoughts of quality and luxury because that is what our product is. Using the marketing principle of Differentiation from Michael Porter, we are going to position ourselves as the premiere cheesecake of the Metro Detroit area. Not only will our products be viewed as having a very high quality, but our customer base will walk away with feeling as though they have eaten the best cheesecake in the world, because they have.
How are we going to make ourselves different than the competition? For starters we will have our products available through different outlets. Customers will be able to order a cake online and pick it up in the store, thus relieving them of having to wait in lines. There will also be a catering component to our plan, allowing customers to bring the great taste of our products to their weddings, baby showers and many other life changing events, without the fuss of having to pick the cakes up or having to clean up. Finally our cakes will be available to higher end restaurants like “The Whitney”, allowing their customers to experience a dessert that will leave a smile on their faces for days after their consumption. By making our product readily available through these channels, we will expand brand awareness and lure more of the upper middle class to our ten stores.
When a customer walks through our store they will see that we are serious about our cheesecake. They will be able to choose the flavor of their crust, or perhaps they will want to try one of our newer products. Perhaps they will want to try one of our cupcake cheesecakes or one of the miniature cheesecakes that will be in stock and waiting for the clients to purchase. Broadening our product line will encourage the guests to come back time and again to keep trying our new creations. Also by having more products, those who are taking advantage of our catering services will have the opportunity to enhance their own event by having something so familiar and yet something that is very new.
By holding our price at the level that they are at, we are letting our clientele know that when they sink their teeth into one of products they will be rewarded with a satisfying, rewarding, quality cheesecake. Our competitors may be willing to lower their prices, and sacrifice the quality and enjoyment for their customers, but we are not. Since we will only use the finest ingredients, and the guests will be able to create their own pies, there was a need to hold the prices where they are currently at.
However we will offer promotions to help ease the pain of the costs a bit. For instance we will launch a punch card system that will allow the customers a free slice of cheesecake after they have bought nine slices. This will ensure that they return time after time, and will boost sales of the slices over the long term. Similarly we will attack a 10% off coupon inside of every full cheesecake that is purchased, in order to encourage growth in that segment of our sales.
By providing the discounts to our proposal to increase sales, we are hoping to maintain our customer base and build on it. The fine diners program will reach a demographic that may have been largely ignored by not only us but also by our rivals, and they will embrace having such a fine treat, not only at the restaurant but also when they come into one of our locations. Embracing our price and using only the finest ingredients will entice those customers who are not looking for a health conscience snack but rather one that will leave them with the feeling of luxury, a feeling that they truly got their money's worth from our product. By making our company different from the other cheesecake companies in the area, we are sending a very strong message to the community, to the stock holders and to the stake holders, that we are the premiere cheesecake company around. If we weren't why would our slogan send the message home that this is the place where quality happens, that none of the other companies can claim what we can. That we are “Leading in great taste!”
