Focaccio\'s Marketing Presentation

My final presentation for a simulated marketing project at BYU-Idaho

1. By Aaron Blanch Fall Festival Three Product Line Market Test Results

2. Executive Summary Launch the Ciabatta line internationally Ciabatta ranked the highest in the test market survey Ciabatta had a steady average return of 3.69 %

3. Fall Festival Survey Results Ciabatta had the best overall survey results (about 67%) Café Classic only did best on Value $ - with 68% vs. 58%

4. Ciabatta had the fewest strong negative responses (6%) Café Classic had the most strong negative responses (17 %)

5. Café Classic and Ciabatta showed positive pre/post net control results from the test

6. Café Classic Pre/Post Net Control & Breakeven Comparison Café Classic showed a 5.54% increase in traffic above the break even

7. Ciabatta Ciabatta showed a 3.69% traffic increase above the break even

8. Conclusion The Café Classic line shows great traffic increases but had very poor test market survey results The survey data showed that Ciabatta was ranked the highest in the test market survey and Ciabatta had a 3.69% return

9. Recommendation Launch the Ciabatta line nationally to avoid gambling with the Café Classic line Reasoning: The Café Classic line seems to involve somewhat of a gamble according to the test market survey data, while the Ciabatta line seems to be a more sure long term gain

10. Appendix How company average CM was derived How the average product line CM was derived Pre/Post Net Control Methodology

11. How The Company Average CM Was Derived

12. How the Average Product Line Contribution Margin Was Derived Took the weighted averages of the sandwiches in each product line Took the weighted averages of the three DMA’s for the product line

13. Pre/Post Net Control Methodology Took the average change from pre/post periods, subtracted the average pre period change from the post period to get the Pre/Post numbers. Then I net the pre/post with the average pre/post change of the control which was derived using the same method.

14. Ciabatta Collection: Miami DMA

15. Ciabatta Collection: Denver DMA

16. Ciabatta Collection: Indianapolis DMA

17. Holiday Classic: Sacramento DMA

18. Holiday Classic: Hartford DMA

19. Holiday Classic: Portland DMA

20. Café Classic: Seattle DMA

21. Café Classic: Sand Diego DMA

22. Café Classic: Las Vegas DMA

23. Control