Marketing Plan

Company Name: Wabash Movie Grill

Team Number: Team 3
Product Name : Movie Grill
Team Members:

Yueyng Zhang
Xi Wang
Yiding Qin
Yisha Dai
Wei Liu
Andy Enright

Guidelines for marketing plan document:

1. Format: Times New Roman 12, double-spaced, 1 margins minimum, 12
page maximum for the main text (excluding front page, content index page,
grade page, reference, and appendix). You can put tables, figures,
questionnaire, interview transcript, audio/video clips, and other
supplementary information in the appendix. Each group should follow the
template provided by the instructor. For each submission, the grading table
should be included in the document.

2. Revision: To achieve a better grade, students should clearly communicate

with the instructor about their revisions in the document: (1) Write down
brief revision notes in the grading table, better corresponding to each critic
comment. (2) Highlight any changes in the main text in red.
3. Strategic frameworks: The template is structured using 5Cs, STP, and 4Ps. In
evaluating 5Cs and developing STP strategy, you should also try to use one
or some of these strategic frameworks: SWOT, Porters 5 forces Model,
BCG matrix, Ansoffs product/market matrix, Life time customer value, and
so on. These strategic analyses can be put in the appendix.
4. Marketing research: A good marketing plan should start with a thorough
understanding of the marketplace (the so called 5Cs). After that, an
appropriate STP strategy and its implementation (4Ps) should be proposed.
All these steps should be based on information from marketing research
instead of just personal feeling and experience. Both primary data research
and secondary data research will be appreciated, however, you are expected
to conduct some primary data research to understand the marketplace and
propose marketing decisions. For primary data research, you can conduct
survey, interview, observation study, or focus group.

Document Submission and Grade Record

Unit 1
Comments
from
the 1. The survey study is too preliminary. You should describe your study in details:
Instructor
e.g., how many people you surveyed for each age group? The questionnaire is
TOO simple. You should ask more than one questions and describe your
questions carefully. In the survey study, you can try to understand whether
people like the idea of combination of movie and dining, how often they may
want to visit it, what feature they like the most, why not just watch movie online, why not just go to restaurant without movie, what is their willingness to
pay (relative to a regular dining or regular movie only), and so on. So there is a
lot to explore with your marketing research (survey study).
2. You may try to get some cost information, industry average margin/profit, or
industry trend/challenges for theater business from 2 nd marketing research data
(remember library resources). These information can be placed in the either
Company or Collaborator part.
3. positioning statement is good
4. Try to be more specific to your project and avoid some general discussion.
5. Try to think more about segmentation. Maybe you can figure this out from
your survey study: What kind of people are more likely to use this service? (in
addition to age and gender that you have studied, maybe occupation? Income?
And so on)
6. Overall, good work and look forward to seeing your revision.

Grade
80/100
Revision
notes from
students

Unit 2
Grade
Total (90
points)

Table of Contents
1. Introduction
1.1. Overview
1.2. Goal [market share, sales volume, profit level, the number of adopters, and so on]
2. Situation Analysis
2.1. 5C Analysis
2.1.1.

Customer Analysis

2.1.2.

Company Analysis

2.1.3.

Competitors Analysis

2.1.4.

Context Analysis

2.1.5.

Collaborator Analysis

3. Marketing Strategy
3.1. Segmentation and Target Market
3.1.1.

Segmentation Overview

3.1.2.

Target Customer

3.2. Positioning

3.2.1.

Value Proposition

3.2.2.

Positioning Statement (One sentence!)

4. Tactics (4P or Marketing Mix)

4.1. Product [product design, product line, PLC, or product adoption]
4.2. Branding [branding elements (logo, slogan, trademark and so on) and branding
strategy]
4.3. Price [pricing method/rationale for your pricing]
4.4. Place [distribution/physical place choice]
4.5. Promotion [promotion types, medium choice, creative design, measurement]
5. Conclusion
6. Reference
7. Exhibits

1.

Introduction

1.1.Overview
Wabash Movie Grill is a private business organization that works in the Greater
Lafayette. The business is providing customers with a unique dinning experience that puts dining
and entertainment all under one roof. The Wabash Movie Grill is a movie theater combined with
a restaurant.
1.2 Goal
The goal is to facilitate the customers with the food and beverages while watching
movies. The movie cinema industry in the United States has currently witnessed a drop in the
attendance of viewers but there is positive trend seen in the spending behavior of the consumer.
There will be a revival of the attendance in the next five years [how do you know? Any citation
or data support?]. It can also be seen that the trend of food restaurants among the people are very
high. The United States resaurant industry is booming(movie, food industry research). So the
business is introducing the innovation in the cinema industry by combining it with the restaurant
chain. It attracts the target audience of the industries and is profitable.

2.

Situation Analysis
The situation analysis of the Wabash Movie Grill includes the methods that help the

managers to analyze the internal and external environment in the industry of the organization. It
contributes in enhancing the capabilities of the organization, customer base along with the
business environment. The given below is the 5Cs analysis for the Wabash Movie Grill: (Clarke,
2005)

2.1. 5Cs Analysis

5Cs analysis of the Wabash Movie Grill provides the information regarding the macroenvironment, micro environment and internal environment factors in the market. The analysis
provides the extensive information on the business and market environment.

2.1.1.

Customer Analysis

The target audience of the Wabash Movie Grill includes the people of Lafayette who are
ready to spend on the activities of entertainment. We have combined the target market of both the
food industry and the cinema industry in order to enhance the customer base. According to our
market survey, the target audience of our company has the following formation: female and male
in area. We then divide the target audience with respect to age as follows: 5-14 years interested in
this Movie Grill are 30%, 15-24 years are 56%, 25-34 years are 44%, 35-44 years are 29%, 4554 years are 13%, and 55-65% are 16%. And it shows that more females would go to Wabash
Movie Grill than males.
Most of the focus of the business at initial stages is on the target audience that ranges
from 15 35 years because the individuals of these ages are more prone to entertainment and are
movie fans. So the major focus is on this target audience. In addition to it, the individuals of this
age group can spend more on the entertainment purposes then the other age groups. The research
we have done on the market shows that the trend of entertainment and movies are more common
in females then males so we have planned to target the customers accordingly. The company
focuses on the social media advertisement strategy in order to cater the target audience specific
mode of marketing. The target audience of the business in more available on the social media
and it can also help in saving the cost at the initial phases

2.1.2.

Company Analysis

Wabash Movie Grill is offering the services of the entertainment and dines in facility for
the individuals of Lafayette. The goal of the company is to provide the customer with a unique
experience of entertainment for the movie fans in a combination with the food lovers. Wabash
Movie Grill consists of the group of hard working individuals with an entrepreneurial spirit. All
of the group members are enthusiastic and motivated to introduce the innovation in the theatre
industry and especially in the locality in order to provide the people a source of entertainment in
their busy life schedules. The team is focused on the bootstrapping in this startup stage and the
responsibilities have been divided among the team according to their skills and core
competencies (Vogel, 2010).
The strategy that the company is adopting in penetrating the market includes the
maintenance of the greatest and latest projection technology in order to provide the customers
with an experience of crisp, digital brightness and maximum entertainment. The good quality
sounds systems must be installed and the repertory titles can be displayed to attract the maximum
customers. The Movie Grill is supporting the customers with local breweries and dining facility
while watching the movie in order to add value in the services. It offers a number of promotional
activities such as discount vouchers, movie events, movie sing along, movie quote along,
enhanced movie experience, special meal deals, etc. All of the activities are targeted to attract the
target audience towards the business (Clarke, 2005).

2.1.3.

Competition Analysis

Wabash Movie Grill has to face the competition in the industry as there are many other
direct and indirect competitors. The strong competitors of the company are an inline streaming
movie theatres that are directly affecting the target audience of the company. In addition to it,

there are other movie theatres that are offering the dine in movie experience such as Studio
Movie Grill and Indianapolis Grill. Both of the theatres are offering a dine in movie experience
successfully. The edge to the company is that they are not present in the town localities and
people have to travel a long way to visit them. So the company has a competitive edge in the
context that it is the only business with a dine in facility in the localities of the town
The threats for the business are the online streaming theatres such as Hulu and Netflex that
provided the customer with the facility to watch any movie from home. In the years of the
economic recession it is huge contributing factor in the way of the business. People feel more
comfortable not to spend on the ticket and have all the fun at home. It can restrict the target
audience but the company is adding value in the experience through digital screening systems
and sound systems that to some extent that target audience can be attracted to the business. It can
only be done unless the customer is looking for the high quality experience with dine in facility
to watch classical movies (Dunnet, 2010).

2.1.4.

Context Analysis

Wabash Movie Grill has to face a sheer business environment in which various factors
and environmental forces are working together. The political and legal aspect of the Movie Grill
includes the number of issues and intrusions. It includes the online piracy problem in terms of bit
torrent. It has covered the 63.7% of the entertainment media. The problem is very common and is
uncontrollable. The legal legislations are present regarding the nature of the problem but still the
problem cannot be easy to eradicate. In addition to it, the movie theatre industry has a minor
domestic impact on the economic development of the economy. Owing to it, it can be ignored on
the political platforms and cannot be given any special priority in terms of development.
However, the trend of the theatre on the international level are also restricted that restricted the

participation of the political organizations in the industry. So the lack of movie theatres on the
international platform and the release of theatrical windows are affecting it. The circuit dealings
are also difficult to done as there are many anti-trust laws.
The economic condition of the movie theatre industry is very tough as the advancement
in the technology is resulting in the prices of the tickets. But the trend is cheaper for the families
and especially if it contains the sporting events in the theatre. The trend of sale of concession id
driving the industry and is the most profitable strategy so far (Storper, 1989).

2.1.5.

Collaborators Analysis

Wabash Movie Grill to survive the environmental factors and the profitability demands
the access to the popular movies, meal deals, high margin food and beverages. The larger
companies are enjoying the edge of higher scale negotiations with the movie distributors,
purchasers, food courts, etc. So the Wabash Movie Grill has to make links with the local
distributors in order to keep the process cost effective. It can extend the linkages with the
different national and international distributors of movie in order to enhance the economy of
scale and increase the collection of movies in the cinemas. The companies are collaborating with
the local distributors and local food chains in order to save the cost. The long term goals of the
business involve the collaborations with the market giants but with the economies of scale
(Vogel, 2010).

3. Marketing Strategy

3.1. Segmentation and Target Market

3.1.1. Segmentation Overview

The segmentation overview is supposed to give the company direction in who to target to
get the best results. We have found that through our research, a number of ways to go about this
industry, however identifying a focus will improve our overall success.
3.1.2. Target Customer
Based on our research, we believe the best segmentation strategy would be a
demographic segmentation. This would be then divided into two major cateories, Purdue
University Students, Faculty, and Staff aged 15-35 and local greater Lafayette area residents aged
15-35. We feel that by targeting this group, a group with some disposable income and a
willingness to experience new things, we can fill a void in their lives.
We feel that Wabash Movie Grill should target Purdue University Students, Faculty, and
Staff aged 15-35 because it is in this range that a new market can be tapped. This area is a group
of individuals that are starting to come into some disposable income and are willing to try new
things that are offered around the area. With a target on this group, we will tap into a market that
provides nearly 40,000 people in the area.
The second target group will be the greater Lafayette area resident aged 15-35 because it
provides people with an opportunity to experience something new. This group is one that will be
going on date nights or just trying to find something to do. This group will be a huge potential
market because many residents love the idea of combining both food and movies.
3.2. Positioning
3.2.1.

Value Proposition

We feel that we should position ourselves as a moderate to premium priced venue that
will provide the utmost quality and service to enhance the dining and movie watching
experience. Based on a similar venture, Studio Movie Grill, we believe that by positioning

ourselves in this way we can bring a new meaning to the food and entertainment industry that is
so highly competitive. By providing a great menu and new-run movies, we will be an attraction
for people who would like to combine an evening of traveling from location to location into a
single venue. This will ultimately provide a strong market share in the food and entertainment
industry becasue we are providing a combination of two things people like to spend money on.
3.2.2.

Positioning Statement

Wabash Movie Grill provides a the best entertainment and dining experience in the
Greater Lafayette area among all restaurants and movie theaters to young couples, as well as
young men, and women.

References
Clarke, A. (2005). Situational analysis: grounded theory after the postmodern turn. Sage Publications.
Dunnett, P. (2010). The world television industry: an economic analysis. Routledge.
Storper, M., Scott, A. (1990). Work organization and local labor markets in an era of flexible production.
Retrieved on 6 March 2015 from:http://heinonline.org/HOL/LandingPage?
handle=hein.journals/intlr129&div=56&id=&page=
Storper, M. (1989). The transition to flexible specialisation in the US film industry: external economies, the
division of labour, and the crossing of industrial divides. Cambridge journal of economics, 273-305.
Retrieved on 6 March 2015 from: http://www.jstor.org/discover/10.2307/23598213?
sid=21106042277893&uid=2&uid=4&uid=3738832
Vogel, H. L. (2010). Entertainment industry economics: A guide for financial analysis. Cambridge
University Press.

Company SWOT Analysis

Question: Are you interested in Movie rill and want to go there.