Pres With Pics

PLAYERS ATHLETIC LAGER GROUP #2

THE AGENDA •Jane(Sau Chun) Cheuk -Company history and milestones •Kulveer Grewal - Current Marketing Strategy: target market, product, and place •Vivek Viswanathan -Current Marketing Strategy: price and promotion •Marty (Mao Di) Li -Marketing Problem and Objectives •Michael Zupanic -Competitive advantages and disadvantages •Dustin Drury -Competitive Environment

COM PANY HI ST OR Y • Used to be called “Crabby Joes” • Has been called Players Athletic Lager for 5 years • Assumed new ownership in Spring 2005 -Owner: Ryan -Manager: Ageesan -Still a part time student at McMaster

• On average, most afternoons they have: – 2 cooks – 4 servers – 1 bartender

BUS INE SS & MARKET ING MILE ST ONES • Paid down Debt of $80,000 since new ownership was assumed • Added as a location for the “Red Hot Poker Tour” in 2005

CURRENT MAR KE TI NG ST RATE GY TARGET MARKET

• Demographic – McMaster students • Specifically, they are looking to increase the number of first year students

– Looking to target more females – Larger summer crowd – Target market: 19 – 29 age segment • As it stands, most of their customers are older males

TARGET MARKET • Geographic – Hamilton • Population (2001): 662,401 • Population increased by 6.1 percentage from 1996 to 2001 – McMaster University • Players is approximately 1.6km away from McMaster • Population: 30,458 (total population 20052006) • First year students: 5,672 (2005-2006) • Population has been increasing steadily over last seven years

MCMASTER STUDENT POPULATION

http://www.mcmaster.ca/ipa/stats/statistics.html#enrolment

MCM ASTER STU DEN T PO PULATI ON CONTINUED

http://www.mcmaster.ca/ipa/stats/statistics.html#enrolment

HA MILT ON’ S POP ULA TION

http://www12.statcan.ca/english/census01/products/standard/popdwell/ Table-UA-N.cfm?T=1&SR=301&S=1&O=A

Product • Food • Value added services:  Entertainment: - Pay Per View Events (UFC, Boxing– no WWE) - Live band every Wednesday night - Satellite offers additional sporting events - Poker Nights every Monday, Tuesday, Thursday, and Sunday Place/ Distribution:

• 1705 Main Street West Hamilton, Ontario -high volume area -easy to access • Within walking distance of McMaster •Accessible by public transit

Price :

• They offer a range of appetizers and entrées with an average price between $6.99- $11.99 • Price of wings on wing night is $0.45 -higher than Quarters but lower than Boston Pizza. Special daily pricing: -$2.75 Domestic Beer on Wednesday and Fridays -$3.00 Corona’s on Fridays - Half price fajitas night on Tuesday -Monday cheap wing night – coincides with Monday Night Football

Promotion: •

Daily specials Monday to Sunday -NFL jersey giveaway every Monday night (during NFL season)

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Different events from Monday to Sunday • Added as location on Red Hot Poker Tour - the winner of their poker tournament gets to meet WPT poker champion Daniel Negraneau - For every $5 spent, Poker players earn a “white chip” which is equal in value to the small blind

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Promotional Flyers (access to print shop)

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One bus side advertisement: $1500 for 3 months

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Radio Advertising: Y108 5 times a week at random times for a cost of $300/month

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2 bench advertisements – 1 on the mountain, 1 in front of McMaster University

MARKET ING PROB LE M

• Sales per week do not meet expectations, especially in the summer months. • Struggling to attract a significant portion of the McMaster crowd. – Losing a lot of customers to Boston Pizza

MAR KE TING OBJECTIV ES

• Player’s would like to increase sales from $15000-$17000 a week to $20000 a week • Want to sustain sales levels during summer months • Attract more McMaster students - Specifically, first year students and more female customers.

• Convert customers from Boston Pizza to Player’s

Estimated Monthly Sales $90 $80 $70 $60 Sales $50 (thousands) $40 $30 $20 $10 $0

Jan

March

May

July Month

Sept

Nov

COM PET ITIVE ADV ANTAGES •Pay Per View - Holds events such as boxing and UFC •Poker Nights - Popularity of poker is on the rise - Hold it 4 nights a week •Alliance with Skyline Billiards - Recommend customers to each other’s businesses •Group Discounts - Parties of 20+ are offered specials (i.e. $10 dollar pitchers)

COMP ETITI VE DISADV ANTAGES •Distance from McMaster University -Students seem unwilling to go extra distance down Main Street •Higher prices than Quarter’s -Cannot compete on pricing because of discounts given to MSU •McMaster meal plan cards are accepted at both primary competitor locations

COMPE TI TIVE ENV IRON MENT Primary Competitors

- Closer to McMaster students (target market) - Higher prices - Main competition - Lower prices (both food and alcohol) - Location: directly on campus

Secondary Competitors

COMP ETI TIVE ENVIR ON MENT • East Side Mario’s – Similar Pricing – More established menu

• Snooty Fox – Much higher prices

• Hess Village – Draws the majority of market share during the summer months

K

• Kelsey’s – Recognizable franchise

QUESTIO NS/ CO MMEN TS?