Professional Documents
Culture Documents
Plan for
EXECUTIVE
SUMMARY
X-Factor Performance Meals is a new, meal-prep food service, located on
Long Island, NY, that specializes in high-in protein, high-in energy meals
specifically designed to help athletes perform at their bests in their
individual sports.
The X-Factor story started when the founders, two college athletes,
found that the meals on their college campuses were lacking something;
the energy and nutrients they need to get through their busy school
days and long practices and games.
They formed X-Factor to fill the gap between healthy and convenient
food for college athletes.
The mission of X-Factor is to create easy, healthy meals for athletes. The
convenience of ordering a week’s worth of meals that are delivered to
you for a reasonable price and designed specifically for athletes is a
competitive advantage that similar services cannot match.
Where the problem lies is that X-Factor is so new that college athletes
do not know about the service. For this reason, the main objective of my
proposed IMC campaign is to increase awareness, which will in turn
increase sales.
This campaign will cost $20,000 and will increase sales by an estimated
10%, which will result in a 25% return on investment.
1
TABLE OF
CONTENTS
• Executive Summary…………………………………...……………………………1
• Table of contents………………………………………..…………………………....2
• Introduction………………………………………………..……………….…….....3-4
• Situation Analysis………………………………………...………………….………6
• Product Analysis……………………………………………...…………….......7-10
• Current Campaigns…………………………………………....…………...……...11
• Financial Situation ……………………………………………....………………..12
• SWOT……………………………………………………………………....………….....13
• Consumer Types……………………………………………………….....…....14-15
• Competition……………………………………………………………….…......…....16
• Competitive Analysis………………………………………………………..18-19
• Research……………………………………………………………………..........20-25
• Strategy………………………………………………………………………….....26-27
• Objectives………………………………………………………………………...........28
• Consumer Profile………………………………………………….......…..……....29
• Perceptual Maps…………………………………………………….………....30-31
• Creative Work Plan………………………………………………........…………32
• Tactics………………………………………………………………..………….............33
• Website Redesign…………………………………………………………............34
• Email Marketing……………………………………………….......……….....35-36
• Social Media………………………...…………………………………………....37-39
• Try it to Believe it! …………………………………………………………………40
• Fuel Run………………………………………...…………………………...........41-42
• Evaluation………………………………..……………………………………....43-45
• Timeline……………………………………......………………………………....46-48
• Budget…………………………………………..…………………………………...49-51
• Conclusion…………………………………….....……………………………....52-53
• Appendix…………………………………….............………………………………...54
2
INTRODUCTION
3
INTRODUCTION
4
INTRODUCTION
How it works
STEP 1: CHOOSE YOUR MEALS
We currently offer two different options to select your Meals.
One option, is to visit our shop and add meals/snacks to your
cart by building up an order. Another option, is by creating a
custom package. We currently offer packages of 10, 15, 21 and
28 meals. These packages offer our products at a discount rate.
STEP 3: ENJOY!
Fresh never frozen meals delivered right to your desired
location. Our meals all come in microwaveable and freezer safe
containers.
5
SITUATION
ANALYSIS
6
PRODUCT
ANALYSIS
Main Offerings
X-Factor Performance Meals offers portioned meals for
breakfast, lunch, dinner and snacks. The meal portions
pack a punch. They are high in protein and nutrients.
The meals are made in in specific portions to help
athletes’ nutrition/eating habits.
7
PRODUCT
ANALYSIS
Meals
Breakfast: protein pancakes, breakfast tacos, egg
breakfast medley, energy muffins, protein bites.
8
PRODUCT
ANALYSIS
Protein by the pound
Packages consists of:
1. Grilled chicken - $8.99
2. Lean beef- $13.99
3. Tilapia - $12.99
4. Meatballs - $12.99
5. Shrimp - $14.99
6. Steak - $14.99
9
PRODUCT
ANALYSIS
10
CURRENT
CAMPAIGNS
X-Factor mainly uses
social media to
promote their
products/service.
X-Factor has a
Facebook, Twitter
and Instagram.
11
FINANCIAL
SITUATION
12
SWOT
Strengths
• Created by athletes with a nutritional background for athletes
just like themselves.
• Located on Stony Brook University’s campus so they have
access to college athletes.
• Convenient
• Transparent
• Made weekly so athletes can plan their meals in advance
Weakness
• High quality food equals high cost. Meals may be more
expensive than college students are willing to pay.
• Lack of brand awareness.
Opportunities
• Working with other colleges on Long Island.
• Working with other athletic college students.
Threats
• Inexpensive, healthy frozen foods are readily available and
offer athletes convenient food at a low cost.
• Prepared foods are a growing trend. More and more
companies are being created doing the same thing as X-
Factor.
• Lack brand awareness
13
CONSUMER
TYPES
X-Factor targets two types of consumers, the healthy-eating
consumer and the athlete.
Healthy-eating consumers
value what they put into their
bodies. They will pay extra
money to fuel their bodies
with nutritious, clean foods in
order to feel good. If they stray
from healthy eating, they can
feel a change in their bodies.
14
CONSUMER
TYPES
15
COMPETITION
Healthy Meals Direct
X-Factor’s main competitor is Healthy Meals Direct. Healthy
Meals Direct is also a highly transparent, healthy food
company. Healthy Meals Direct targets anyone looking to eat
better, get in shape or just wants an overall healthy lifestyle.
Healthy Meals Direct’s concept is the same as X-Factor’s; you
pick a food plan, choose your meals and they are delivered
directly to you. Healthy Meals Direct also offers a pick-up
option for its customers.
16
COMPETITION
Frozen Food
It is obvious that Healthy Meals Direct is the direct competitor of
X-Factor due to the business being very similar, but I believe the
other large competitor of the company is the frozen food aisle of
supermarkets.
Today, you can walk down the frozen food aisle and see perfectly
portioned healthy meals such as healthy choice. No, these aren’t
fresh and delivered to your door, but they are cheaper and still
convenient. X-Factor targets busy college athletes that value
their bodies and convenience. These athletes have busy lives and
need their meals to be fast and easy, but as college students they
also need meals to be inexpensive. It may be a better option for
college athletes to go to the store, by five frozen meals for the
week and eat those.
Frozen meals such as Healthy Choice and Smart Ones are huge
competitors of X-Factor.
17
COMPETITIVE
ANALYSIS
18
COMPETITIVE
ANALYSIS
19
RESEARCH
20
RESEARCH
21
RESEARCH
A self-administered survey was sent via email and social media
to college athletes and athletic people on the St. Bonaventure
campus. Although these athletes aren’t located on Long Island,
the mindset of athletes generally will not change from this
small location change.
22
RESEARCH
When I go grocery shopping, I When I eat well I feel...
buy foods that are...
23
RESEARCH
I feel better when I eat healthy food
24
RESEARCH
Implications:
X-Factor should sell its healthy eating and convenience
features as a selling point to the busy college athletes. X-
Factor should also capitalize on athletes’ feelings that
they believe they perform better when they eat better. X-
Factor shouldn’t try and sell the price of their meals,
focused athletes will tend to pay more for healthy meals
that they believe will help them feel better.
25
STRATEGY
26
STRATEGY
Why?
Although X-Factor is doing well, the company would still like
to grow. They can accomplish this by increasing awareness
outside of Stony Brook athletes and athletes at local
tournaments. This awareness will allow the company to
expand and grow as a viable meal source of athletes.
27
OBJECTIVES
Financial
The overall financial objective if this year-long campaign is
to increase X-Factor revenue by 10%.
Marketing Communications
The main goal of this campaign is to increase awareness of
the X-Factor brand and what the company has to offer its
consumers. If this is accomplished, sales will also most likely
increase.
28
CONSUMER
Jenny PROFILE
Meet Jenny, she’s a 20-year-old college runner at Stony Brook University. Jenny
lives a very hectic lifestyle.
She often wakes up before 6:00 am and doesn’t go to bed until midnight. Her day
is jam packed. She wakes up, jumps out of bed, quickly eats breakfast and goes to
morning practice.
Directly from practice she attends class and then has a meeting with her coach.
She then goes on her later practice run and meets with the athletic trainer. She
squeezes in a 10-minute lunch when she has time.
Often, Jenny just grabs something quickly from the dining hall because she
doesn’t have time to eat elsewhere. This upsets her because she likes to know
exactly what she is eating and doesn’t feel right when she runs if she eats
anything unhealthy or not fresh.
After meeting with the athletic trainer, she attends mandatory study hall and
goes to dinner. She heads home and finishes up her homework. She checks social
media before bed, but falls asleep with her phone in hand from her fast-paced
lifestyle.
Jenny values taking care of her body. As a runner, she is her sport. If she doesn’t
fuel her body correctly, she won’t perform at her highest. Jenny doesn’t trust
many food providers around her school and would rather make her own food.
Unfortunately, she just doesn’t have the time to make her own meals and her
healthy eating habits suffer because of it.
29
PERCEPTUAL
MAP
30
PERCEPTUAL
MAP
31
CREATIVE WORK PLAN
Background: Why are we advertising?
To increase awareness of the X-Factor brand.
32
Tactics
33
WEBSITE
REDESIGN
Millennials trust what they hear and see from their peers both
in person and on social media much more than on
advertisements. X-Factor is lacking on gaging this interest of
their consumers. Although X-Factor has an easy to navigate,
engaging website, it is lacking a testimonial page which will
build trust between the company and the consumers. X-Factor
should add a testimonial page on their website where they
share local athletes X-Factor stories. These stories should be
easily shareable over social media and have comment sections
where X-Factor can interact with customers.
34
Email Marketing
35
EMAIL EXAMPLE
36
Social Media
X-Factor currently utilizes social media, but not in an
overly strategic way. Twitter and Instagram should be the
most heavily used platforms. Instagram because it is highly
visual and X-Factor can show off their meals. And Twitter
because it is the easiest to interact with consumers, answer
questions and promote testimonials.
37
Social Media
Ad Examples
39
TRY IT TO BELIEVE IT!
X-Factor will set-up booths on local college campuses to let
them try X-Factor food. When the college student receives a
sample of an X-Factor meal, they will also receive a coupon
with a 15% off your first order voucher, the website and social
media handles. At these events, people that receive the free
food will also be encouraged to sign-up for X-Factor emails. X-
Factor employees will have an IPad with the X-Factor
website pulled up where consumers can easily type in their
email addresses to be added to the X-Factor list.
College list:
1. Stony Brook University
2. Suffolk Community
College
3. Dowling College
4. SUNY College at Old
Westbury
5. Farmingdale State
College
40
FUEL RUN
In order to further awareness and trust in the X-Factor food,
X-Factor will host a fuel 5k run for up to 500 participants at
Stony Brook University. These participants will pay $15 and
will receive a snack, lunch and X-Factor t-shirt.
Before the run, X-Factor will contact the Stony Brook sports
teams’ coaches to encourage their athletes to participate for
the cause.
41
FUEL RUN
Two days after the event, a survey with questions about the
experience and meals will be sent to participants.
42
EVALUATION
43
EVALUATION
1. Website redesign
-Track how many people view testimonial vides.
-Track how many clicks are on the testimonial page.
-Track how many people join the mailing list
2. Email Marketing
-Track how many people click on the email to take them to
the website
-Track how many people use coupons and deals sent in
emails
-Track how many people purchase after clicking the emails
3. Social Media
-Track how many likes, comments and retweets on Twitter
-Track how many likes and views on Instagram
-Track how many posts drive to the website
-Track how many clicks on each post
-Track how many people view the X-Factor Twitter and
Instagram homepages
44
EVALUATION
4. Try it to believe it
-Track how many people follow us on Twitter and
Instagram after the event
-Track how many people sign up for X-Factor emails after
each event
-Track how many more people purchase X-Factor meals
after the event
-Ask people to take a quick survey asking about the food
they tasted at the event
5. Fuel Run
-Track how many people participate in the event
-Track how many people buy meals after the event
-Track how many people sign up for emails, follow X-Factor
on Twitter and Instagram.
-Distribute survey to participants of the run about the
experience and the meals they tried
45
CAMPAIGN
TIMELINE
46
TIMELINE
The campaign will die down during the holidays and when
college students are on break.
47
TIMELINE
48
BUDGET
49
BREAKDOWN OF COST
50
BUDGET/ROI
51
CONCLUSION
52
CONCLUSION
53
APPENDIX
54
SURVEY
1
SURVEY
2
SURVEY
3
SURVEY
4
SURVEY
5
SURVEY
6
SURVEY
7
SURVEY
8
SURVEY
9
SURVEY
10
SURVEY
11
CITATIONS
Aber, Ryan. “OU Athletics Getting a Food Truck?”
Www- Lexisnexis-Com.sbu.idm.oclc.org,
The Daily Oklahoman, 5 Aug. 2014,
www-lexisnexis-com.sbu.idm.oclc.org/hottopics/lnacademic/.
“Fueling - The Army's Marching on a Leaner, More Fit Stomach.”
The Fayetteville Observer, 5 Dec. 2010.
Lampman, Melissa. “Go for Gold; Fuel Your Body and Your Mind