...IHOP U—Captive Audience Team Rooty, Tooty, Fresh, ‘n’ Fruity® and JM Umberto Poddigue Lior Lewensztain Alex Whitt Ryan Gregston J.M. Shin IHOP—Universities MKTG 615.11 4/14/10 Pepperdine University 2 Table of Contents Executive Summary Team Members Captive Audience Analysis Situation Analysis On the nature of Captivity Static Captivity Dynamic Captivity The Focus Industry Analysis Market Drivers Price Importance of Breakfast Commute Time Market Trends Market Size and Growth Implications Customer Analysis 6 7 8 8 9 9 9 9 10 10 10 10 10 10 11 12 13 IHOP—Universities MKTG 615.11 4/14/10 Pepperdine University 3 The Aramark Survey Demographic Trend The 18-24 Year Old Paradox Alcohol Market Demographics/Geographics Local Market Variants Attitudes and Behaviors Market Behaviors Market Needs Market Segmentation Competitive Analysis Implications SWOT Analysis Financial Objectives Marketing Strategies Target Markets On Campus Locations Mobile Trucks Why Mobile Catering? Positioning Marketing Mix Product 13 13 13 13 14 14 14 15 16 16 17 17 18 19 19 19 19 19 19 20 20 20 IHOP—Universities MKTG 615.11 4/14/10 Pepperdine University 4 Service Strategy Costs Pricing Strategy Promotional Strategy Distribution Financials On Campus Locations Mobile Food Trucks Sales Forecast Implementation Personalization at On Campus Locations 24/7...
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