The Marketing Mix

As a part of my business class/Institutional Foodservice, Production, and Management dietetic internship rotation, we are required to develop a breakfast marketing campaign. The reason for this project is to incorporate the marketing mix and to essentially improve breakfast sales at the Taziki’s Mediterranean café in the WVU Mountainlair. We are required to speak with the management for advice on what’s working and what’s not working within their breakfast menu and customer foundation. As an ISPP dietetic intern and graduate student, I am also required to apply this information to my Management Quality and Process/Performance Improvement Project, as well.

So, to manage marketing activities, managers must deal with variables relating to the marketing mix and the marketing environment. The marketing mix is defined as the specific combination of marketing elements used to achieve an organization’s objectives and to satisfy the target market. The marketing mix decision variables are product, price, place, and promotion. The marketing environment variables are political, legal, regulatory, societal, economic, competitive, and technological forces.

Product

A product can be a good, service, or an idea. Even though the manufacturing of products is not a marketing activity, research on customer needs and product design is. Product decisions focus on which products to develop, which current products to promote, and which products to discontinue. The term new product means it is a genuine innovation because it has not been served commercially yet. The term new to the chain, like McDonald’s Chicken McNuggets, are really an imitation of a successful product offered by another chain restaurant, like KFC’s chicken nuggets.

Price

Price is the amount of money charged for a product. Price competition has become very common in foodservice operations. Marketing managers usually are involved in establishing pricing policies for different products because consumers are concerned about the value obtained in the exchange. Price is a critical component of the marketing mix and often is used as a competitive tool. Price also helps establish a product’s image. The goal is to set the price at a point that customers perceive value, yet the company achieves the volume and profit it desires.

Promotion

Promotion is used to facilitate exchanges by informing prospective customers about an organization and its products. Promotion is used to increase public awareness about a new product, or to renew an interest in a product that is declining in popularity. The level of advertising in fast-casual dining, like Taziki’s Mediterranean Café, has become quite large.

Place

In marketing, place refers to the location, the place where food or services are offered. Increasingly, food is prepared somewhere else. Food manufacturers are preparing, packaging, and distributing menu items to restaurants and contract companies. Customers are noticing an increase in mobile carts and food trucks. This is giving the public more options when they are away from home- and at an affordable price as well.

mark mix

Microsoft Word - The Marketing Mix

The Summer of Institutional Food Service, Production, and Management Rotation Begins!

Well this week marked the kick off to my summer of my Institutional Food Service, Production, and Management rotation within WVU’s ISPP dietetic internship. Within this rotation, I am required to have a minimum of 240 hours of experience in a food service production system. Along with these hours, I have a set of objectives to complete as well.

Since Taziki’s Mediterranean Café has partnered with our Didactic Program in Dietetics (DPD), I will be doing my rotation at WVU’s downtown campus’s Mountainlair location. The rotation is also attached to a class affiliated with the College of Business and Economics at WVU as well. So, not only are there other nutrition students working alongside me this summer, but there are business students registered for this class as well.

As a part of my rotation objectives, I will complete 2 major projects:

          The Theme Meal Project

          The Management Quality and Process/Performance Improvement Project

This rotation is broken down into 4 sections:

          Section 1: Storeroom, Safety, and Catering

          Section 2: Retail/Dining Room

          Section 3: Menu and Theme Meal Project

          Section 4: Culminating Experience: The Management Quality and Process/Performance Improvement Project

As outlined in my syllabus for the business class attached to the rotation through Taziki’s Mediterranean Café, Graduate students are required to:

          Hold a cumulative ServSafe review session for the undergraduates enrolled in the class on July 30th.

          Develop a marketing campaign to improve breakfast sales with the undergraduates in my group. (I’m the only Graduate student in my group). This will require me speaking to the General Managers about breakfast sales in the restaurant and apply this information to my Management Quality and Process/Performance Improvement Project.

          Develop a FOG BMP Report. This specific report is focusing on sustainability. The report will identify fats, oils, and grease best management practices for Taziki’s AND Martin’s BBQ Joint.

          Then, our last project will be split into 2 parts: the Food Systems Project: I’ll work to raise consumer awareness on the need to support local farmers and food.

o   Farmers’ Market Theme Meal

§  This will utilize the Morgantown Farmers’ Market

o   Management Quality and Process/Performance Improvement Project

§  This will focus on the proposal to use local animal proteins that can be used at Taziki’s and Martin’s BBQ Joint

Only time will tell how my rotation progresses!

Taziki’s Named Best On-Campus Food at WVU

Here is a picture of someone standing in front of my assigned station for the week!

Here is a picture of someone standing in front of my assigned station for the week!