Cozmos Souvlaki

OPPORTUNITY

Cozmos Souvlaki is a local well-known food retailer, with their only location on Greenbank road. They are a thriving business with friendly staff, and delicious food. They aim to serve the best Greek food in Ottawa, at the best possible price. They are very convenient considering their fast service and affordable prices. As well they were the #1 restaurant on Trip Advisor in Summer of 2016. With over hundred reviews, a certificate of excellence and rated 4.5 stars.

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This is an independently owned business, ran by the owner Tony for over 7 years. In March 2016, I sat with the owner and we had a chat about his marketing efforts. Cozmos Souvlaki does not have a social media presence, although they have a Facebook account they are not active on it. They haven't invested in any form of advertising. As well their website has not been updated since they started their business. They gain their customers from word of mouth advertising.

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Tony was not familiar what his target audience was. He explained that there was no need to spend money on advertising, since they are such a successful business already. He went on to explain that the restaurant is busy 24/7, and there's always a customer walking in the door. I told him how I would do research and determine is target audience as well as choose 3 media platforms that would suite his target, if he were to advertise. 

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INSIGHT

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To convince busy middle aged adults that Cozmos Souvlaki is the go-to spot in Ottawa for delicious Greek food. 

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Their target audience is interested in cultural foods and trying new things. 

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Cozmo's Souvlaki needs to accept that they get their business from word of mouth advertising, but potentially think of ways to implement media strategies to advertise as well. 

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SOLUTION

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Target Audience:

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Demographics:

Cozmo's Souvlaki primary target audience are busy middle aged male and females, who have a disposable income and are interested in cultural food and trying new things. More specifically they are 35-45 year old male or females, that own their own house, have graduated university and they are employed full time. They are married and living together and have a HHI of $50,000+.

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Their secondary target audience is 18-24 male and females, that rent their own apartment, have graduated post secondary and they are employed part time. They are single, and they have a personal income of under $30,000.

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Psychographics: 

Both our primary and secondary target audiences are interested in buying Cozmos Souvlaki because they are always busy and can pick up food items on their break at lunch or on their way home from work. They have a disposable income, and can afford to purchase quality food items. In addition to being interested in cultural foods, and trying new things. 

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Consumer Insights:

Our target audience can relate to one another, they are a specific type of individual who enjoy cultural foods, and trying new things. They know there is a craft that goes into making a great meal, and the success of a company. These consumers are different then grocery store shoppers, they believe in the quality of their food purchases. 

3 Media Platforms: 

This campaign is taking place across 3 different media platforms; The Ottawa Citizen Newspaper, the Ottawa Citizen Online Website and their own Style Magazine which is available in their Saturday Edition of the paper quarterly. This is a 6 week campaign period, with the campaign running from November 1st until December 13th, 2015.

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We have a 25,000 budget for this campaign. In total there will be 5 different creatives for each vehicle in this campaign, and 8 different placements. There are 6 ads in the Ottawa Citizen Newspaper, 1 ad running each week in the Monday to Friday Edition, 1 digital ad running online on the Ottawa Citizen Website during the whole campaign period, and 1 full page ad in the Style Magazine which will be placed as an insert in their Saturday November 28th issue of the Ottawa Citizen Newspaper. Our total campaign cost is $24,825 which we save $175 considering our budget. 

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Our goals for this campaign are to create awareness among 50% of our target market. In addition to creating brand awareness, and recognition about this company. We hope to increase sales by at least 20% by the end of the 6 week campaign period. 

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*Google images