The power of Brand
Garden Rocket

SWOT

Strengths:

Mobility: Due to the fact that the truck is a mobile food establishment, we are not tied to a single location.

Eco-friendliness: The “eco-friendliness” of the truck will allow us to get the attention and be an incentive for young, eco-friendly minded customers to choose our company.

Special permit to operate on campus: Our exclusive permits to be the only food truck allowed on campus will give us a competitive advantage and makes us unique. Availability: Since we have the permits to be on-campus in each of the selected universities, we can be available and easy to reach for our target audience.

Our App: We have been able to develop and have available for our customers a free App that will allow them to order in advance. This App will also help us create a database of customers, establish our loyalty rewards program and advertise.
Fast service: Thanks to the fact that our customers can order in advance with the Garden Rocket free app, and the training that our staff will receive, we can offer a faster service.

Vertical Integration: Our Company also owns organic farms in California, so we are able to control an important part of our own supply.

Affordable organic meals: Organic food is not always affordable, but thanks to our vertical integration, we are able to offer affordable prices, granting good value to our target audience. Students as employees: Since we will be employing happy, clean cut students from each university, we will be able to relate more to our target audience.

High Liquidity: Our assets are highly liquid and we have a low inventory level.

Weaknesses

Limited menu selection: We consider it key for our fast operation, but it can be consider as a weakness since we could not appeal to every palate.

Numerous permits needed: Even when we already have the exclusive permits granted by the universities, we still need to renew them and also get our business license, health department permits and work permits.

Limited target audience: Our target audience is very specific, so it is important for us to be relevant for them, but it could be considered a weakness in comparison with the reach of other food trucks.

Opportunities

Health conscious movement: People are more conscious about the benefits of organic and healthy food, and it has become a popular trend, that we expect to capitalize on.

Eco-friendly movement: Today is becoming a standard to be a socially responsible company and in all industries we see increasing awareness of the importance of protecting the environment.

Quick service eating: Our target audience (Millenials) expects quick service when eating on campus.

Options to expand: With the success of our company in California, options of expanding to other universities in USA might open up.

Threats

Competitor’s moves: Our competitors may imitate our model of healthy organic meals ordered online by adding to their business the option to order in advance with an App. Change in dietary trends: Even when we don’t see the “Healthy and Organic” trend going away any time soon, consumer preferences could change with new trends. Change in regulations: Regulations to operate food trucks could change and we need to be able to adapt quickly.

Increase in the price of supplies: Even when we own organic farms and have important control of our supply, other suppliers could raise their prices.

Brand Identity

Garden Rocket is an eco-friendly young company on wheels that offers fresh and affordable tasty organic food to health-conscious students and staff on campus.

The Brand Essence is the heart and soul of the brand, so we define ours as “Fresh organic food on wheels”. The following graphic illustrates our Brand Essence, Core Identity Elements and Extended Identity Elements.

Brand Image

Since our brand has not been released yet, we are unable to ask our potential consumers how they perceive us.
However, we may have to overcome consumer skepticism during our first operating months.
This consumer apprehension is related to the fact that we want to be perceived as a fresh, organic and healthy eating option but at the same time we promise that the food is going to be ready fast enough so the students will be able to eat during their breaks.

Once this skepticism is defeated, our customers will perceive us as:

* Green lifestyle * Eco-Friendly * Sense of helping the environment * Green Food Lovers or Foodies

This perception will be consistent throughout time, mainly because all of our marketing efforts will be alienated to our brand identity. We are aware of the consequences of brand dilution and we are 100% compromised to always be faithful to our brand essence.

Positioning

To eco-friendly minded students, whose lifestyle is about being “green”, and want to represent it in every aspect of their lives, Garden Rocket provides them fresh organic food on wheels that is available on campus, and it’s just one click away with your Garden Rocket free app.

Our positioning type is going to be symbolic because we want our customers to feel like they belong in this green movement and that the eating choices that they make have a social meaning.

It is important that, since we are a brand created by students, our potential customers can identify and hopefully create an affective bond with us.

Positioning Ladder:

This is the actual positioning ladder for UCLA students looking for a “healthy and delicious meal”.
All these eating choices can be found at important buildings of UCLA campus, such as Ackerman Union or near Boelter Hall.
However, since we have the special permit to operate on campus, this will give us the advantage to be located near Bruin Plaza, so it will be convenient for the students to choose Garden Rocket.
Our goal is to become the “top of mind” brand in the students’ mind.

Slogan

Create a memorable phrase or Statement that communicates your brand’s positioning, attributes and benefits.

Social Media

Outline a Social Media Strategy for your brand (WHO, WHAT, WHERE, WHEN, WHY). --> Para cada social media identificar el target de usuarios dentro de nuestro target global. Y tiene que ser con detalles Demográficos y Sico gráficos (que fue lo que nos falto en la presentación anterior).

Print/Digital Ads

Create a mock--‐up of a print ad and digital banners for your product. Quality
Of design is secondary to concept. You don’t need high quality design, its just fine to mock--‐up something on PowerPoint.

Radio Spot

Create a written version of a 15 seconds radio spot for your product/service.