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Ihop Analysis

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Submitted By whybulla
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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 Dining Marketing Budget Promotional Schedule Controls/Metrics

20 20 21 21 21 22 22 22 22 23 23 23 23 23 24 25 25 26 27 28 29 29

Appendix
Exhibit One: Meal Importance Exhibit 2: Commute Time Exhibit 3: Weekday vs. Weekend Breakfast Item Demand Exhibit 4: Breakfast Market Size and Forecast Exhibit 5: Weekend Breakfast Consumption Locations Exhibit 6: Weekday Breakfast

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