Fall 2016 NSVMarketing Management

Individual NSV Project Guidelines

Introduction: For this project I want you to create a new service in the category of a lodge, restaurant, athletic club, or theater. It needs to be something that is not currently in your area and not a copy of a business that exists elsewhere. This is your final project so you need to show me how you can fit all of the marketing strategy puzzle pieces together to create a successful service. Guidelines:

1. No franchise businesses or close copies of businesses that exist elsewhere in the south. I will do a search on each of your ideas.

2. It needs to be a small business meaning startup costs in the million-dollar range (KISS). 3. You cannot use “college students” as the definition of your target market. Try branching

out beyond your own perception and needs. 4. You need to target just one well-defined target market.

Writeup:

1. Title (5 points) a. Your name: Ashley Chasseb. Name of your company and one sentence description:

NSV Name: Issho Ni 一緒に (Translation: Together)NSV Category: RestaurantNSV one sentence description: Issho Ni 一緒に is an Atlanta restaurant that allows customers to roll their own sushi, while experiencing 19th century Japanese’s dining culture.

2. Target Market (10 points)

Description of the three potential target markets (geographic, demographic, psychographic, behavioral, see Exhibit 5.3). I should be able to identify these people walking down the street. These segments should not overlap. Target Market 1

Segment Name Foodies

Geographic 21.8% of foodies said they are willing to drive fifty miles to visit a particular restaurant. 10% said they are willing to drive 100 miles (The Foodie Nation).

35% of foodies live in a top 25 metro market. (The Foodie Nation). By definition, “A metropolitan area, sometimes referred to as a metro area, is a region consisting of a densely populated urban core and its

less-populated surrounding territories, sharing industry, infrastructure, and housing” (Webster). Metro Atlanta was named a top 25 metropolitan area.

The official tourism website of the State of Georgia features a "Metro Atlanta" tourism region that includes only nine counties: Fulton, DeKalb, Gwinnett, Cobb, Clayton, Coweta, Douglas, Fayette, and Henry (Tourism Website). All of these counties are in close proximity, perfect for foodies who will drive up to 100 miles.

According to the U.S. Census, Metro Atlanta's population rose to more than 5.7 million residents (Mark Niesse).

By definition metropolitan areas are Urban and Suburban (Webster).

Demographic Age: 22-44 years old.

Gender: 53% Female and 43% Male.

Income: Higher income bracket, adventurous attitude, with emphasis on experimenting food and culture, which explains the tendency toward higher education, and thus a higher income bracket (The Foodie Nation).

Occupation: Foodies occupations are very diverse. In

order to explore ingredients and cuisine, foodies may become chefs, food writers, or even farmers (H. 2011).

Education: Foodies are 41% above the U.S average when it comes to education. 58% have some college education, 12% have graduate degrees (The Foodie Nation).

Family Life Cycle: Single or in a relationship but not married. Research shows a postponement in marriage and childbearing (The Foodie Nation).

Generation: Generation Y (ages 10-22) and Generation X (ages 28-38)

Psychographic Foodies are a distinct hobbyist group. A foodie seeks new food experiences as a hobby rather than simply eating out of convenience or hunger (Webster).

Typical foodie interests and activities is anything related to the food industry including: food science, wineries, wine tasting, breweries, and beer sampling (What is a Foodie).

Foodies follow restaurant openings, closings, and re-openings. They are also interested, in food distribution, food fads, health, nutrition, cooking classes, culinary tourism, and restaurant management (What is a Foodie).

Foodies are people who have a refined interest in food, and alcoholic beverages (What is a Foodie). Foodies are distinct from gourmets in that their interests tend to be more wide ranging. Foodies enjoy high-end gourmet food, “but they also seek out hole-in-the-wall BBQ shacks, taco trucks and Chinatown markets” (Foodies in the U.S).

Foodies enjoy the thrill of the hunt and being the first to catch on to new food trends. Restaurants considered “authentic” carry the most prestige in the foodie world (Foodies in the U.S).

Foodies buy and eat local (The Food Nation). Foodies are price conscious, therefore, coupons, and

daily deals appeal to them (The Foodie Nation). Foodies are avid, tech-savvy consumers who embrace

all sorts of trends, not just those that are food-related, and who introduce these trends to their communities and peers (Foodies in the U.S).

Behavioral Benefit sought: Foodies seek restaurants as a hobby, and form of entertainment. They also use food to build relationships, make friends, and explore the world.Foodies utilize food to define who they are in greater society (Foodies in the U.S).

Foodies are starting to think about food by what benefits they add versus what they take out. People want food with both physical and psychological benefits. For example, people are seeking out foods that are fortified with calcium, are made with real ingredients, have probiotics, or are mood boosting opposed to searching for foods with no fat, low-carbs, or less sugar (Balanced Healthy).

Product usage: Heavy, foodies like to try different

cuisines, and go to restaurants even if they are not hungry.

Occasion or situation: No occasion needed for foodies to go out to eat.

References 1) Webster (n.d.). Retrieved November 07, 2016, from http://www.merriam-webster.com/.

2) The foodie nation - Above the Fold. (n.d.). Retrieved November 7, 2016, from http://abovethefoldmag.com/images/foodie.pdf

3) H. (2011). Top 10 Jobs for Foodies. Retrieved November 07, 2016, from http://money.howstuffworks.com/10-jobs-for-foodies.htm

4) Ransom, D. (2015). The Top 25 Metro Areas for Fast-Growth Companies. Retrieved November 07, 2016, from http://www.inc.com/diana-ransom/2015-inc5000-companies-by-metro.html

5) Mark Niesse The Atlanta Journal-Constitution 9:10 a.m. Tuesday, March 29, 2016 Metro Atlanta / State news. (n.d.). U.S. Census shows population growth across metro Atlanta. Retrieved November 07, 2016, from http://www.ajc.com/news/local-govt--politics/census-metro-atlanta-population-expands-million/lXg26y7C7f7WYymrtcvg0N/

6) Balanced Healthy Retrieved November 16, 2016, from http://www.balancedhealthy.com/2015/08/stressed-out-foodies-seek-comfort-in-probiotics/

7) What is a Foodie? (n.d.). Retrieved November 16, 2016, from http://www.gocalaverasfoodie.com/what-is-a-foodie/ 8) Foodies in the U.S.: Five Cohorts: Foreign/Spicy, Restaurant, Cooks, Gourmet and Organic/Natural. (n.d.). Retrieved November 16, 2016, from http://www.packagedfacts.com/Foodies-Cohorts-Foreign-1653977/

Target Market 2 Segment Name Newlyweds

Geographic 41,199,000 of the household population in Georgia are married. 26.637% of residents in Atlanta Georgia are married, and 46.225% are newly married. (See Figure: 7A)

Married couples tend to move towards the suburbs to start a life together. Some of the top suburban areas in Georgia are right outside the city line, and include: Alpharetta (59,533 residents), Roswell (90,959 residents), Tucker (28,502 resident), Decatur (19,687 residents), and Duluth (27,384 residents) (Infoplease).

Figure 7A:

Demographic Age: The average age that men get married in Georgia is 29.1. The average age women to get married in Georgia is 27.4 (InfoPlease).

Gender: Men and women Income: 20% of married couples in Georgia make >

$200,000 and 15% make between $75,000-$100,000 and 12% make between $100,000-125,000 (Atlanta Ga Income map).

Education: In 2012, 52% of married adults had a Bachelor’s degree or more, and 36.5% had some college experience.

Family life cycle: Most Newlyweds don’t have children until three years after they are married (Cueto, E). In Atlanta Georgia 30.16% of the population is married. 2.53% of married couples are

separated but are still married. 5.46% are widowed, and 10.80% divorced. 32.65% of married couples do not have children, and 27.64% married couples do have children (Atlanta, Georgia People).

Generation: Generation Y (ages 17-29)

Ethnicity: White, Black, Asian, American Indian. 6.3% of all marriages were between spouses of different races.

African Americans and White Americans are less likely to marry someone of a different ethnicity than Asian Americans are (Wang.W).

Religion: 50.83% of the people in Georgia, are religious, meaning they affiliate with a religion.

6.32% are Catholic; 0.81% are LDS; 6.93% are another Christian faith; 0.37% in Georgia are Jewish; 0.46% are an eastern faith; 0.54% affiliates with Islam (Georgia State Religion).

Social class: Middle class and Upper- Middle class. Psychographic Personality: Many newlyweds experience feelings of

elation, an increase in self-esteem, and a more secure attachment style after the start of their marriage (Carol Sigelman). Regardless, newlyweds may face significant stress as they work to integrate their individual lives into a newly combined social, financial, and legal status. This stress can lead to biological alterations, with endocrine changes found in newlyweds who exhibit hostility in laboratory settings (Toni C)

Lifestyle: This group will be outgoing, compulsive, and venturesome. These couples break the traditional mold and go out at any and all opportunities (Fern A).

Motives: The motives for newlyweds eating at this restaurant will be for conversing, and spending time together: One article states that couples are not watching TV, and their head isn’t buried in their phones, instead they are 100 percent focused on their partner and their meal. The article also mentions that couples make memories at restaurants (Fern A).

Behavioral Benefit sought: Spending quality time together, entertainment and nutrition. Research also indicates couples who eat together are happier (The Foodie Nation).

Occasion: For a childless married couple, eating out is usually marked by ceremonial behavior. Except for the very affluent, it is usually regarded as a special event, and people prepare for it in a way that they would not do for the regular home meal. In particular, they will weigh carefully the type of setting as much as the type of food. If eating out were only about food then the setting would not matter (Fox,R).

References 1) InfoPlease. 2015- census Ga. Retrieved from, http://www.infoplease.com/us/census/data/georgia/atlanta/demographic.html)

2) Households and Families: 2010 - Census. (n.d.).

Retrieved November 9, 2016, from https://www.census.gov/prod/cen2010/briefs/c2010br-14.pdf

3) Atlanta, Georgia (GA) income map, earnings map, and wages data. (n.d.). Retrieved November 09, 2016, from http://www.city-data.com/income/income-Atlanta-Georgia.html

4) Wang, W. (2015). Interracial marriage: Who is ‘marrying out’? Retrieved November 09, 2016, from http://www.pewresearch.org/fact-tank/2015/06/12/interracial-marriage-who-is-marrying-out/

5) Cueto, E. (n.d.). How Long After Getting Married Do Couples Have Kids? Apparently The Answer Is Different In Each State. Retrieved November 09, 2016, from https://www.bustle.com/articles/79792-how-long-after-getting-married-do-couples-have-kids-apparently-the-answer-is-different-in-each

6) Carol Sigelman, Elizabeth Rider, Life-Span Human Development, (2014)

7) Toni C. Antonucci, Kira S. Birditt, Kristine J. Ajrouch, "Social Relationships and Aging", from Handbook of Psychology, Irving B. Weiner, ed. in chief, Vol. 6., Developmental Psychology, Richard M. Lerner, M. Ann Easterbrooks, Jayanthi Mistry, eds. (2013) p. 505.

8) Georgia State Religion. (n.d.). Retrieved November 09, 2016, from http://www.bestplaces.net/religion/state/georgia

9) Atlanta, Georgia People. (n.d.). Retrieved November 11, 2016, from http://www.bestplaces.net/people/city/georgia/atlanta

10) Fern, A. (2016). 17 Reasons Why Couples Who Eat Together, Stay Together. Retrieved November 11, 2016, from http://elitedaily.com/dating/couples-eat-stay-together/974785/

11) Fox, R. (n.d.). Food and Eating: An Anthropological Perspective– By Robin Fox. Retrieved November 11, 2016, from http://www.sirc.org/publik/food_and_eating_10.html

Target Market 3 Segment Name Asian Americans

Geographic Between 2000 and 2010, Asian-Americans were the

fastest-growing ethnic group in the South, increasing by 69 percent. The growth in the Asian-American population in the South has outpaced the increases in every other region.

Two states saw their Asian-American populations nearly double between 2000 and 2010: In both Georgia and North Carolina, the increases topped 80 percent (Pewtrust).

Demographic The total population of Asian-Americans in Georgia is 314,467.

There are 151,962 men with an average age of 32. The highest age range for men is 35-39.

There are 162,502 women with an average age of 34. The highest age range of women living in Georgia is 30-34 years old.

Family life cycle: Husband wife households consist of 62,546 people. 15,479 Asian-Americans live alone. There are 45,472 Asian-American households that have one or more people living in the home that is under 18 years old. Asian-Americans stand out for their strong emphasis on family. They are more likely to be intermarried with other racial groups, their children are more likely to live in households with two married parents, and they place a higher priority than the general public on having a successful marriage (Piccorossi, M).

Ethnicity: Asian; 7,699 has a home with three or more generations.

https://suburbanstats.org/race/georgia/how-many-asian-people-live-in-georgia

Generation: Generation X (ages 35-45)

Education: 42% of all Asian-American adults have at least a college degree (c. nd)

Income: Annual household income of $66,000 (Piccorossi, M).

Occupation: The phenomenon of self-employment has been a prominent mode of work for many Asian-Americans, starting with the first Asian immigrants into

the U.S. and continuing through today.

Social class: Asian-Americans make an average of $66,000. U.S. Census Bureau describes middle class as income between $25,000 and $75,000. (Han, Minsoo)

Religion: 27% have no religious affiliation. The second-largest religious group among Asian-Americans are "Eastern Religions" that include Buddhist, Hindu, Taoist, Baha'i, Shintoist, Zoroastrian, and Sikh ("Which Religion Is the Most Popular?").

Psychographic A Pew Research survey finds Asian-Americans are more satisfied than the general public with their lives, finances, the direction of the country, and they place a greater value on marriage, parenthood, hard work and career success. 93% describe their parents and themselves as hardworking.

As a group, they tend to lean democrat, and they maintain strong social ties with others from the same country of origin (Piccorossi, M).

They strongly value religious beliefs ("Which Religion Is the Most Popular?").

Many Asian cultures share the tradition of gathering the family together to socialize or celebrate over a big meal ("Which Religion Is the Most Popular?").

Behavioral Sushi is more of a special occasion food. “It’s similar to steakhouses in American culture”. Americans eat a lot of beef, hamburgers, and sausages, but steakhouses still remain something that people tend to do on their birthdays or for business meetings (Bolois, Justin).

References 1) http://www.movoto.com/guide/atlanta-ga/best-atlanta- suburbs/

2) C. (n.d.). School of Education at Johns Hopkins University-A Closer Look at Asian Americans and Education. Retrieved November 05, 2016, from http://www.education.jhu.edu/PD/newhorizons/strategies/topics/multicultural-education/A closer look at Asian Americans and education

3) Piccorossi, M. (2012). Asian Americans. Retrieved November 05, 2016, from

http://www.pewsocialtrends.org/asianamericans-graphics/\

4) Han, Minsoo. "Census Data on Income Distribution Reveal Evidence of Rising Income Levels for a Rising Share of American Households." SSRN Electronic Journal SSRN Journal (n.d.): n. pag. Web.

5) "Which Religion Is the Most Popular?" Spirituality, Religion, & Faith: Asian-Nation. N.p., n.d. Web. 05 Nov. 2016.

6) Bolois, Justin. "The Great Divide: How Sushi Culture Differs in America Versus Japan." First We Feast. N.p., n.d. Web. 05 Nov. 2016.

7) Pewtrust (2015) N.p Web. 05 Nov 2016. Retrieved from, http://www.pewtrusts.org/en/research-and-analysis/blogs/stateline/2014/10/03/how-asian-americans-are-changing-the-south

8) https://suburbanstats.org/race/georgia/how-many-asian- people-live-in-georgia

Analysis of each target market using “criteria for successful segmentation” (p134) TM 1 Name Foodies

Identifiable and Measurable

The characteristics of Foodies is easily identifiable. They are 22-44 years old, 53% female and 43% male. They are 40% above average when it comes to education, and work in fields that evolve around food. Such as, chefs, and food writers. These consumers will be found at wineries, beer tastings and breweries, and restaurant opening. They also live in metropolitan areas, and in the higher income bracket, allowing them to have strong purchasing power in the restaurant industry (Foodie Nation).

Atlanta made the list of top cities for foodies ranking number 27 (The Foodie Nation).

The Atlanta area remained the ninth-largest metropolitan statistical area in the country. The region grew by about 1.7% between 2014 and 2015.

Substantial The market segment is large with 31 million U.S adults, and 14% of the total population being foodies (Foodie Nation). The foodie population will continue to grow with the rising growth of interest in food amongst young consumers. An article by New York Restaurants recognizes that young people are spending up to 25% of their paychecks on unique foods (Idov M.). The profit potential of foodies definitely outweighs the cost involved in creating a marketing program. This is because foodies go to new restaurants without much marketing needed. One foodie who makes $70,000 a year, spends $1,000 on rent, and all the other "on food". She also has a blog in which she pairs meals (Johnston G).

Accessible Foodies are available to all forms of communication, and easy accessible. According to the 2015 Foodie Study from Sopexa, foodies are social beings ('Leveraging a passion'). Meaning they can be easily reached through social media. Foodies also live in metropolitan areas where there are many forms of communication. The metropolitan area is home to the “top 35 restaurants for foodies to visit” such as, Aria, Restaurant Eugene, and Bacchanalia (Food Dive). Atlanta is also popular to pub crawls and food festivals. All of these attributes bring foodies to this area. The restaurant could partner with some of these events to build brand awareness. Billboards in the perimeter will be a perfect form of communication to reach foodies. The perimeter can bring up to 60,000 cars per day (Less traffic on the Perimeter). This area is highly traveled by foodies because it contains part of Interstates I-75, I-85, and I-285, which are all in the metropolitan area. Print and TV can also be used to reach foodies. “Look at the success of Food Network Magazine who has capitalized on the chefs as celebrities trend” (How To Reach Foodies). There are many ways to market to this group in a matter that makes them attainable, and accessible.

Responsive Foodies are highly responsive and respond differently than any other segments. Foodies go out to eat during leisure time as pleasure rather than for hunger. They are harder to please at restaurants than other segments because foodies know what to expect. They can be thought of as experts when it comes to food, and places

to go out to eat. An August 5, 2013 infographic in Adweek showed just how much foodies have taken over the media space. From social media to traditional, food is on the minds of Americans. The data points featured showed that 57% of Pinterest users interact with food content (How To Reach Foodies). This shows how foodies have learned to adapt to changing marketing efforts, and how responsive they are to these forms of communication.

Viable and Sustainable

Foodies care about education, 58% have some college education, and 12% have graduate degrees. Foodies are also concerned about their career because they live a particular lifestyle, seeking out new experiences, and partaking in culture. This adventuresome attitude, with emphasis on experimenting food and culture, explains the tendency toward higher education, and thus a higher income bracket (The Foodie Nation). Everything they do evolves around food, from work to play. Foodies even use food to make new friends, and enjoy restaurant openings. This shows that they are willing, able, and ready to partake in going out to eat and experiencing new restaurants.

References 1) Idov M. Published Mar 25, 2012. When Did Young People Start Spending 25% of Their Paychecks on Pickled Lamb’s Tongues? Retrieved November 12, 2016, from http://nymag.com/restaurants/features/foodies-2012-4/

2) Johnston G. Foodies Who Hate Being Called Foodies Spend All Their Money On Food. Retrieved November 12, 2016, from http://gothamist.com/2012/03/26/foodies_who_hate_being_called_foodi.php

3) 'Leveraging a passion': How companies can better target foodies. (n.d.). Retrieved November 12, 2016, from http://www.fooddive.com/news/leveraging-a-passion-how-companies-can-better-target-foodies/407635/

4) Food dive. http://www.fooddive.com/news/leveraging-a-passion-how-companies-can-better-target-foodies/407635/

5) How To Reach Foodies - Barkley. Retrieved November 13, 2016, from https://www.barkleyus.com/insights/how-to-reach-

foodies/ 6) The foodie nation - Above the Fold. (n.d.). Retrieved

November 7, 2016, from http://abovethefoldmag.com/images/foodie.pdf

TM 2 Name Newlyweds

Identifiable and Measurable

Newlyweds is a large enough population to identify segment size. 41,199,000 households in Georgia are considered married households. Over 26% of the population in Atlanta Georgia are married, and 46.225% are newly married. The average age that a man gets married in Georgia is 29.1, and women is 27.4. Fifty-eight percent (58%) of American Adults now say they are dining out at least once a week. An article reads that, “Today’s couples are breaking the traditional mold and go out at any and all opportunities “(Fern A). Taking in the segment size, how often newlyweds go out to eat proves a large segment with strong purchasing power.

Finally, on the individual level, taken as a whole, Americans are generally very open to various elements of foreign culture, such as food. Although many observers argue this openness to foreign culture does not automatically translate into equal openness to the actual foreigners themselves. As such, cultural elements like Asian cuisine are generally seen as 'safe' and 'easy' ways for Americans to demonstrate their cultural curiosity and openness.

In 2012, marriage rate in Georgia stood at 6.5 per 1,000 residents (Statista).

Substantial Twenty percent married couples in Georgia make more than $200,000 a year, and fifteen percent make between $75,000-$100,000. The other twelve percent make between $100,000-125,000 (Atlanta Ga Income map). All of these income brackets are well above average, and because Newlyweds are going out to eat at least twice a week. Over 75 million millennials are reaching ages between 18-35. These are the ages where consumers in Georgia get married, showing the newlywed population will be expanding. All of these

aspects prove a growing set of newlyweds who will be going out to eat, and therefore proving profit potential.

Accessible Today’s newlyweds typically do not have children until three years after they are married. That window gives them time to enjoy refined taste of food, and restaurant choices without children weighing on the decision making process. Sushi, as a raw fish has a particular taste that some children do not enjoy. Asian cuisine is the second largest revenue producer in the food industry. These assets make the market accessible.

Eating out is usually marked by ceremonial behavior such as birthdays, Valentine’s Day, and anniversaries. Except for the very affluent, it is usually regarded as a special event, such as date night. Issho Ni is a perfect place for date night because the food is shared and allows customer to be in an intimate setting while teambuilding. Newlyweds prepare for dinner in a way that they would not do for the regular home meal. When deciding what restaurant to go to, the atmosphere and experience will be weighed carefully to the type of place as much as the type of food (Fox, R). Considering that couples weight the experience more than the food, adds another element of why the market is so accessible for a restaurant high on experience. This market also fits the age bracket that is highly involved on social media. Restaurants utilize visually high platforms to show off the art of food such as Pinterest, and Instagram. Newlyweds will definitely take notice to ads on these platforms.

Responsive Many restaurants focus marketing campaigns around special occasions, such as date night and anniversaries. Some restaurants even do special bundle packages that include items such as wine and roses with dinner. Living in the suburbs, leaves many newlyweds sitting in their cars in morning or afternoon traffic. Therefore, traditional advertising such as billboards and radio advertisements will reach them easily. Due to newlyweds typically living in the suburbs, they travel to the city for date night. Midtown is home to many great date night locations such as, the Atlanta Zoo, the Aquarium, Atlantic Station, and The High Museum of Art. All of these are perfect date spots that are paired with a dinner location. Newlyweds also enjoy the home

life, and spend time watching TV, therefore, commercials and celebrity endorsements are a good source to reach this segment. This segment is highly responsive to the ads that mimic their lives, touching them on an emotional level.

Viable and Sustainable

With their combined of income, newlyweds fall in the upper income brackets of around $100,000. They also wait almost three years to have children, so they don’t have the worries of finding a babysitter when they go out. There will also be new consumers getting married, allowing marketers to develop an effective marketing strategy just for this market. Married couples spend 19.5 % of income on entertainment. (Household Spending). All of these aspects from demographic to psychographic to behavioristic show this segment is willing, and able to go out, and therefore a viable and sustainable market for the restaurant industry.

References 1) Household spending by single persons and married couples (n.d.). Retrieved November 13, 2016, from http://www.bls.gov/cex/anthology11/csxanth6.pdf

TM 3 Name Asian-Americans

Identifiable and Measurable

Asian-Americans with no other ancestry comprise 4.8% of the U.S. population, while people who are Asian alone or combined with at least one other race make up 5.6% (Webster). Between 2000 and 2010, Asian-Americans were the fastest-growing ethnic group in the South, increasing by 69 percent. The growth in the Asian-American population in the South has outpaced the increases in every other region. Georgia and North Carolina saw their Asian-American populations nearly double between 2000 and 2010: In both Georgia and North Carolina, the increases topped 80 percent. (Grovum, J).

Substantial Asian-Americans make an average of $66,000 a year. The U.S. Census Bureau describes middle class as income between $25,000 and $75,000. (Han, Minsoo). Since the population is increasing by 69% in Georgia, and on the high end of middle class income; it makes the segment sustainable. Asian-Americans also enjoy taking part in traditional Asian cuisine more than they do American food. Asian-American’s are more likely to eat

at an Asian restaurant, making the odds of this market going to Issho Ni good.

Accessible Asian-Americans are tech-savvy and therefore spend valuable hours on social media browsing the web, and reading reviews. This makes it easy to reach them through internet advertising. Asian-Americans are hardworking, and value their family. One in two of every Asian-American family has someone living in the home under eighteen years old. Having a promotional message that is innovative is the best way reach people of this age bracket, such as catchy campaigns that include videos and competitions.

Responsive The popularity of cooking shows that show Asian cuisine such as "The Iron Chef" is just one example of how popular, and even trendy this cuisine has become ("Which Religion Is the Most Popular?"). Asian- Americans will have the most insight on true Asian culture, therefore, it is extremely important to respond and take suggestions from this segment.

Viable and Sustainable

This segment is willing and able to go to Asian inspired restaurants. The restaurant is full of culture with traditional Japanese chairs, tables, and dress. This concept will intrigue Asian-Americans, especially the Chinese and Japanese, and have them coming to the restaurant to experience their ancestors culture.

References 1) Grovum, J. (n.d.). How Asian-Americans are Changing the South. Retrieved November 13, 2016, from http://www.pewtrusts.org/en/research-and-analysis/blogs/stateline/2014/10/03/how-asian-americans-are-changing-the-south

2) Han, Minsoo. "Census Data on Income Distribution Reveal Evidence of Rising Income Levels for a Rising Share of American Households." SSRN Electronic Journal SSRN Journal (n.d.): n. pag. Web.

3) "Which Religion Is the Most Popular?" Spirituality, Religion, & Faith: Asian-Nation. N.p., n.d. Web. 05 Nov. 2016.

Identify target market you are aiming for (just one) Foodies are a hobbyist group that consist of males and females between the ages 22-44, living in the metropolitan area.

3. Competitor Analysis (10 points)

Identify the 4 most relevant competitors (types: brand, product, and/or generic) Competitor 1

Name Ra Sushi barType Brand competitor Description Ra sushi bar is located in the heart of midtown on Peachtree

street. A snazzy Japanese fusion chain known for its inventive sushi, cocktails & happy-hour deals at the bar.

Strengths Product: Happy hour from Mon-Sat, 3pm-7pm

Mon-Sat, 10pm-Close, and Sun, 3pm-Close Over 100 choices on the menu:

o Hot Rack: Cooked tableside on a Japanese hot rock. prime NY strip or sashimi. Grade salmon, served with yuzuninben and togarashi salt for seasoning.

o Different types of sushi including: Maki, Sashimi, Nigri, hand rolls, specialty rolls. There is around twenty options for each type of sushi

o 10 Entrée items o Red wine, white wine, tea, bottled water, beer on

draft, bottled beer, specially cocktails, Mojitos, Martinis, Sake, Bombers

o Soups and salads o Sharables o Desserts

Price: o Hot Rack: Salmon $15 o Steak $16o Drinks average price $9 o Average sushi Roll is $11.5

Place:o Ra Sushi Bar is already well known because it is a

chain restaurant with nine locations in Arizona, California, Georgia, Illinois, Kansas, Maryland, Nevada, and Texas.

Promotion: o It’s the first sushi restaurant to come up on google

when typing in “sushi places in Midtown Atlanta.” There is also over 500 reviews on Yelp.

o Preferred customer email program. Receive a $20

gift card on Birthday o Strong social media presence on Facebook with

107,143 “likes” in total and a 58.6% increase in “likes” from last week (Facebook).

o 13.7K followers, 4,501 following, 3,278 tweets, 1,218 likes (Twitter)

o Promotion of seasonal Halloween drinks on all social media outlets

o Ra Marketing department that handles media buys. Weaknesses Product:

o Nothing unique about Ra Sushi bar. One customer even says, “I've been here several times, and it has always been just very standard. I've kept coming back because of how close it is to my house. Today was my last time dining here (Yelp).” Over twenty reviews complain about bad service, and bad management. One customer stated that the “rice was not fresh”, and another complained about the “small portions”.

Price: o “On terms of pricing, I'd poke that that's my biggest

peeve. I don't find the food out of this world for the price (Yelp.)”

Place: o Although located in the heart of Midtown. Guest

complain about only finding street parking, and having to walk (Yelp). A franchise should be the same quality of service and food across locations. One consumer rated them with two stars because they didn’t “match up to the Houston location” (Yelp).

Promotion: o Not very active on Instagram. Instagram is great to

show off pictures of food, and drive consumers to the website. The competition has over 5,000 post while Ra Sushi Bar only has 998 post (Instagram).

References 1) Yelp2) http://www.rasushi.com/wp-content/uploads/pdf/menu/dining/

Atlanta_Dining.pdf3) Facebook 4) Instagram

Competitor 2

Name TOMO Japanese Restaurant Type Product competitor Description Tomo is a top Japanese chef who moved to Atlanta with a

desire to run his own kitchen. He opened TOMO with one basic idea, to do contemporary Japanese food with the absolute finest hand-picked ingredients from all over the world. Tomo’s absolute devotion is to perfect quality, and eclectic style makes him one of the most inspiring chefs in the US today.

Strengths Product: o Well trained chef: Born in Osaka, Tomo Naito came

to the US to study theatre direction at Queens college. During his stay in Manhattan Tomo worked at local Japanese, French, and Italian restaurants. After graduation, Tomo took a job working for a Japanese trading company where the sourced the highest quality seafood from the Japanese markets.

o Fresh Ingredientso Recognized in a popular blog and said to have a

“very innovative” menu, and “amazing” food (Yet Another Sushi List).

o CBS named the Chef number two for best chefs (CBS).

o They have partnered with the company OpenTable to make reservations easier.

o Lunch Menu offered with a variety of options including: Appetizers, Bento Box, lunch entrees, Shushi/sashimi, rolls.

o Sampler menu: Avocado, shrimp stick, Black Cod Boston, Tempura, Lamb chop, sushi, and dessert.

o Glutton Free items on menu. o Beautiful food presentation.

Price: Lunch menu is reasonably priced ranging from $4-$16.

Most items cost no more than $10. Place:

Located in the same Plaza as the Ritz Carlton which brings many customers to the restaurant.

Promotion: Named top ten foodie restaurants in Atlanta by USA Today

(USA Today) Has been featured in many magazines and journals such as:

Creative loafing, Bon Appetite, and Atlanta magazine. Have received recognition from CBS (CBS).

Weaknesses Product: The menu asks for “no substituting” Closed on Sundays. Hours opened 11:30AM - 2:00PM, and 5:00PM - 10:30PM They are losing business between 3pm and 4pm.

Price: 18% gratuity added to a party of six or more (menu). The

competitors such as the Melting Pot, and Ra Sushi do not add gratuity to large parties. Under the IRS ruling, Rev. Ruling 2012-18, tips that are automatically added will be calculated through the company’s payroll, and servers will receive tips in their checks instead of being cashed out at the end of the night. The IRS predicts this change will prevent servers from wanting to take large parties (IRS Crackdown).

The sampler menu cost $50, which is more than most consumers are willing to pay.

Place: 3630 Peachtree Road #140

Atlanta, GA 30326. This area has high theft and burglary rates (Tavares Neighborhood Crime Maps).

Promotion: No Instagram: Instagram has 500

million users and is now an end-to-end advertising solution that drives real business results. Instagram also increases awareness, message association, and draws visits to your website and downloads on mobile app (Instagram).

No coupons Lack of activity from customers on Facebook: The restaurant

has been opened since 2005. There has only been one “like” this week making the number of” likes” down by 66.7%, and only 656 “likes” all together. 865 people has checked in and only 4 people are talking about the restaurant on Facebook. These numbers are extremely low for a place that has been opened for almost twelve years.

Lack of social media campaigns: No hashtags, hashtags make it easier for people to follow, find, and contribute to the conversation (Hashtags Explained). No competitions and/or giveaways. Competitions with a prize is a great way to bring awareness, and get people interested.

No videos, statistics show that having a video on the landing page can increase conversation by 80%, and videos with full page ads boost engagement by 22%. When it comes to user interaction 80% of people recall videos they have seen in the past 30 days, 90% of consumers say videos help in the decision making process, 92% of consumers share videos (Video marketing).

Not involved in charity. A 2013 Cone Communications/ Echo Global CSR Study concluded, 91% of global consumers are likely to switch brands to one associated with a good cause, given comparable price and quality (Dynamics, B. C).

References 1) Yet Another Sushi List. (n.d.). Retrieved November 07,

2016, from https://www.yelp.com/list/yet-another-sushi-list-norcross

2) Tavares Neighborhood Crime Maps, Crime Statistics and Real ... (n.d.). Retrieved November 7, 2016, from https://www.spotcrime.com/fl/tavares/neighborhoods

3) IRS Crackdown on Automatic Gratuities Takes Effect January 1. Retrieved November 08, 2016, from http://taxfoundation.org/blog/irs-crackdown-automatic-gratuities-takes-effect-january-1

5) Hashtags Explained: The Complete Guide to Hashtags in Social Media. Retrieved November 08, 2016, from http://www.takeflyte.com/hashtags-explained6) http://blog.hubspot.com/marketing/video-marketing-statistics#sm.000rn4u5tbunfq211ea23kc7afx4p7) Dynamics, B. C. (n.d.). Statistics Every Cause Marketer Should Know. Retrieved October 28, 2016, from http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6448131/k.262B/Statistics_Every_Cause_Marketer_Should_Know.htm

Competitor 3 Name Melting Pot Type Generic CompetitorDescription The Melting Pot is an interactive dining experience. A

fondue restaurant, that offers an extraordinary dining experience that you won't find anywhere else. Here you will discover all the ingredients to a perfect evening: relaxed atmosphere, private tables, and attentive service. No matter what the occasion, a romantic date, a get-together with friends, meetings or large groups, The Melting Pot always hits the spot. The Melting Pot offers the highest quality fresh ingredients, a variety of cooking styles, unique sauces & delectable chocolate fondue desserts. To enhance your dining experience, we offer over 300 wines and have a sommelier on premise.

Strengths Product: Award winning wine list & fabulous four-course fondue

dinners. (The Melting Pot – Kennesaw) People get to prepare their own meals allowing for

interaction that differentiates themselves from other restaurants.

Price: Prices are per person.

Four course pairing includes wine and fondue for $56.95; Four course fondue is $36.95; Wine flight only is $19.95 (The Melting Pot – Kennesaw).

Place: The Melting Pot is a chain of franchised fondue restaurants

in the United States, Canada and Mexico. The Tampa, Florida based company had 142 locations as of August 2009, with 28 more locations under development (The Melting Pot – Kennesaw). The Kennesaw location has a 4.4 star rating out of 5, and 90% of people would recommend this location to a friend.

Locations in Georgia: Atlanta, Duluth, Kennesaw, Roswell, Savannah.

Promotion: Balloon Package - $19.99

o One Melting Pot Mylar balloon surrounded with three balloons attached to our signature chocolate fondue wafers. Includes a souvenir photo and a Melting Pot plush bear.

Flower Package - $34.99o Our signature chocolate fondue wafers, half-dozen

roses with assorted flowers in a vase. Includes a souvenir photo and a Melting pot plush bear.

Ultimate Romance Package - $199.99o Roll out the red carpet for your love with this, all-

inclusive VIP package (The Melting Pot – Kennesaw).

Gift cards Club Fondue: offers fantastic fondue features, including

beer and wine dinners, food tastings, special events and advanced holiday reservation privileges. When you sign up for Club Fondue, you'll also receive a complimentary box of six of our Signature Chocolate-Covered Strawberries with the purchase of $60 or more.

Melting Pot press room: Newsletter with competition and news.

Competition allowing consumers to vote for their favorite cocktail. The consumer gets a chance to win $250 gift card and the drink will be placed on Melting Pot’s menu (The Melting Pot Holding Cocktail Competition).

Donate and dine card: A gift card that gives proceeds to the

St. Jude Children Research Hospital. Merchandise: Fondue wafers

Weaknesses Product: Not having everything on the menu: One customer said, “I

tried to order 2 different beers and both were out of stock” Service: “We were at the restaurant for almost 5 hours….

didn't understand why everything came out so late” Equipment: “One of our burners was not working properly

…. we had to wait for a staff member to troubleshoot the burner”.

Food: “We go out to eat often and this was the first where

everything from first to last bite was beyond disgusting”.Experience:

“This was the second time I've been to this location and both experiences were terrible.’

Customers see this as an occasion spot and only visit once or twice a year (Restaurant Biz).

The restaurant owner admits to not knowing their customers. They stated “They were younger than the we had believed, and less affluent. “We were known for being a four course dining destination,” says D’Elosua. “It took way too long to dine at our restaurants, and we were way too expensive (Restaurant Biz).

No lunch menu. Customers on review sites and social media complain about

slow service. Over 50 posts containing information about how long people had to wait.

Price: Some consumers felt the price of over $100 a couple was not

worth the experience. Customers have to purchase cheese for $8.50, then pick

from the mix of proteins. The cheapest entrée on the menu is $49.50. This is way more than the average consumer is willing to pay which is $20 a person (High Prices? No problem).

Place: The Atlanta location is in a high

risk neighborhood with a lot of crime. Including theft, assault, and burglary (Tavares Neighborhood

Crime Maps) Promotion:

Decrease in “likes” on FB.

People talk about “better service” on FB.

Failed promises: Customers were supposed to receive a $10 gift card. They never received the card even after calling to remind them.

References 1) The Melting Pot - Kennesaw Restaurant - Kennesaw, GA ... (n.d.). Retrieved November 7, 2016, from http://www.opentable.com/the-melting-pot-kennesaw2) The Melting Pot Holding Cocktail Competition. (n.d.). Retrieved November 7, 2016, from https://www.meltingpot.com/files/2777/The_Melting_Pot_Holding_Cocktail_Competition.pdf 3) Restaurant Biz - 1.1.14 - The Melting Pot. (n.d.). Retrieved November 7, 2016, from https://www.meltingpot.com/files/2777/Restaurant_Biz_-_1_1_14.pdf4) Tavares Neighborhood Crime Maps, Crime Statistics and Real ... (n.d.). Retrieved November 7, 2016, from https://www.spotcrime.com/fl/tavares/neighborhoods5) @. (n.d.). High Prices? No Problem. Retrieved November 07, 2016, from https://www.qsrmagazine.com/exclusives/high-prices-no-problem

Competitor 4 Name J’s Mini HotPot Delux Type Product CompetitorDescription Mini Hotpot was founded by Jay Xue in Chamblee, GA in

2004. It was the first mini hotpot restaurant in the Atlanta area. Hotpot, a stew filled with a variety of fresh ingredients, cooked in a metal pot, has captured the essence of home-style Asian cooking in a charming and refreshingly comfortable way. In Asian culture, hot pot is not just food, but also contain a lot of connotation that show how family

should unite with each other by gathering around the metal pot. It is one of the unique historic cuisines that has passed down from generation-to-generation.

Strengths Product: Serve one pot per guest, each pot is personal-sized to ensure

complete satisfaction and cleanliness (J’s Mini Hotpot). Offer the highest quality ingredients with choice of 7

freshly-made broths (J’s Mini Hotpot). On the side, we also have our own unique house sauces for

each individual to mix with his or her preference. Considered ‘Healthy dining” (J’s Mini Hotpot). Fresh fruit iced teas, the competition does not offer many

options of different flavored teas. Consumers on Yelp say, “Nice concept (Best mini hotpot in

Atlanta) Beautiful interior (very modern & chic), Fresh & high quality ingredients, Courteous, fast and friendly service” (Yelp).

Unique smoothies, such as the creamy avocado smoothie. Price:

Meat entrées are between $13.95 to $15.95 Seafood entrees range from $14.95 to $19.95 Combos of meats and/or Seafood is priced at $14.95 to

$16.95. Side orders include: Tofu, veggies, meat balls, fish balls,

seafood, and noodles are priced between $3 to $6.95. Varity of broths for no more than $2

Place: Two locations: One in Chamblee and one in Duluth.

Chamblee is in DeKalb county which is considered to be part of the metropolitan area.

The Buford location is in a strip mall so parking is not a problem.

Promotion: Available on Groupon There is a .8% increase in the number of page “likes”. Almost 3,00 consumers have checked in and 21 people are

currently talking about the location (Facebook). Strong interaction on Facebook: Very good at thanking

customers for sharing photos. Weaknesses Product:

No Alcohol, the competition serves alcoholic beverages. Hot pots are located to the left which is an inconvenience

for left handed people (Yelp).

Buford location received 3.5 stars out of 5 (Yelp). Closed for two hours Monday thru Friday. They have recently done renovations and changed their

name leaving confusing among consumes (Facebook). Price:

Most consumers said the price was too high for the portions customers receive (Yelp).

Place: The competition is located in high traffic cities with a large

populations and are known for having good, and even great restaurants. Chamblee is not well-known for the “restaurant scene” and they only have a population of slightly above 9,000.

Promotion: Videos on Yelp gives consumers’ a good idea of the

concept. Their homepage has no indication that they are present on

Facebook. They have a link to their Instagram but no Facebook.

Inconsistent logo across platforms including: Official website, Facebook, and Instagram. The logo needs to be consistent in order to increase brand recognition.

References 1) J's Mini Hotpot. (n.d.). Retrieved November 08, 2016, from http://www.jsminihotpot.com/eat-healthier

2) Yelp. (n.d.). Retrieved November 08, 2016, from https://www.yelp.com/atlanta

3) J's Mini Hotpot Delux-Facebook. (n.d.). Retrieved November 08, 2016, https://www.facebook.com/jsminihotpotdeluxe/reviews/

4. Sustainable Competitive Advantage (5 points) Recommended SCA (Exhibit 4.8):

Customer Intimacy Support your choice using information from your TM, and Competitor analysis The atmosphere of the restaurant will allow for customers to socialize, and come together as they build their own sushi made from fresh local ingredients. The customers can also sit at the bar where the option is omakase. The social atmosphere is perfect for foodies who use food to meet new people. Foodies typically eat locally. Issho Ni purchases all ingredients they can locally. Foodies tend to look for foods that provide some sort of physical or physiological benefit (Balanced Healthy). The food at Issho Ni provides both. Nori, the seaweed wrapper is very high in iodine, while ginger and wasabi contain various antioxidant compounds, vitamins, and minerals. The main part of the sushi, seafood, contains high levels of omega-3s, as well as selenium. Different types of fish contain different vitamins and minerals as

well. Physiological sushi is considered an aphrodisiac (Health Benefits of Sushi | Organic Facts.). If customers chose dining, the servers will be demonstrating to customers how to roll sushi, while teaching the guest about the ingredients and Japanese culture. Customers also have the option to sit at the bar, and order from the well-trained sushi chef who will also be interacting with guest heavily. The chef gets to choose what type of sushi to make for customers at the bar, this is tradition in Japan, and allows the chef to truly show off his culinary talent. Restaurants considered “authentic”, carry the most prestige in the foodie world (Foodies in the U.S). This is why Issho Ni tries to be authentic to 19th century Japanese restaurant style. Everything says authentic from the food to the décor to the service. The chefs will build relationships with guest, and graspy what type of sushi they enjoy. The food, culture, and customer service will never dissatisfy the customers, and will be a main driver in Issho Ni’s competitive advantage. The customers will be the main focus when building the marketing mix. Issho Ni will make changes to the marketing program as the customer’s change. Issho Ni will continually interact with customers making sure to always respond to their post, rather it be on social media or Yelp. To make sure customers are satisfied, customer service surveys will be distributed through the Issho Ni application. Issho Ni will pride itself on making the customer happy. Issho Ni will have strategic alliance to address customer’s needs. They will be a visa sponsor, allowing the restaurant to employ people from Japan, increasing the culture in the restaurant and making it more authentic, and giving. In turn this will give the visa-sponsored Japanese a place to work while in America. Foodies enjoy culinary tourism, and this is why Issho Ni will be a part of Atlanta’s most known food festivals such as “Taste of Atlanta.” Issho Ni will have relationship with influencers in the food industry in order to sway foodies to come to the restaurant. Once foodies are there, they become influencers as well. Foodies are known to be trend setters and tell everyone they come across about their favorite restaurants. Issho Ni will also be involved in charity, such as Feed the Children Foundation. A 2013 Cone Communications/ Echo Global CSR Study concluded, ninety-one-percent of global consumers are likely to switch brands to one associated with a good cause, given comparable price and quality. Also, a Nielsen 2013 Consumers Who Care Study concluded, 50% said they would be willing to reward companies that give back to society by paying more for their goods and services (Dynamics, B. C.). Issho Ni is not just a restaurant but an experience like no other. No competition offers this traditional sitting arrangement that allows customers to enjoy how people in Japan enjoy their meals, nor do they offer the experience of rolling your own sushi or being surprised by the chef. Sources of Competitive Advantage (Exhibit 4.7): Advantage Support Human Resource Advantage

Superior management talent: As an owner I would be sure that managers are

trained starting from the basic task of being a server. A manager must be able to know how to do every

position at the restaurant in case they are needed to jump in.

This also ensures that mangers respect positions of fellow employees in lower positions. Mangers should also be trained to improve communication skills, and devise a practical plan for resolving conflicts among staff to keep them happy and productive (Employee Turnover Statistics in Restaurants).

In order to become a manger two or more years of management experience is required but not necessary. Instead consumers can have some server experience, plus attend a 2-week class at Emory University in Atlanta for $195 (Emory management). The class focuses on how to be a productive manager.

Assessments will also be conducted monthly to make sure managers are performing. In order to keep the customer in focus, customer service surveys will be distributed.

Access to skilled labor: There is a 6.3% unemployment rate in the state of

Georgia. In the United States, a normal unemployment rate is 6% to 7%, with anything higher than that considered a high unemployment rate (Wisgeek). Therefore, there is plenty of people looking for jobs in Georgia. As owner I will post job openings on LinkedIn, Official website, social media outlets, and Yelp.

Experience is preferred but not required for servers. This is because at Issho Ni servers will have trained extensively about different sushi and Japanese culture. Servers will also be recognized by management, owners, and receive incentives such as rewards and gift certificates for their effort. Not only will this give employees something to work towards, it will also decrease turnover rates. Studies show long hours with little recognition or pay raises force workers to look for advancement by changing jobs. (Employee Turnover Statistics in Restaurants).

Most sushi chefs have 8-10 years’ experience. If they do not have experience they can be hired by enrolling in a 6-month crash course on sushi art.

With the growing popularity of sushi, there is high

demand for chefs who know all about different versions of Asian cuisine along with an additional expertise in Japanese and sushi styles. One can enroll for an authentic Japanese style sushi chef course at an approximate fee of $1100. However, considering the demand for sushi chefs, they can easily expect to recover the fees over a short period of time (Requirements to Become a Sushi Chef).

Product Advantage

Issho Ni will have strong brand equity, and brand name. Having the name, and logo consistent across all platform will enhance brand recognition. The tagline and message should also be consistent. Once Issho Ni is featured in magazines and endorsed by top chefs, it will increase the value of the brand.

To enhance the cultural experience, extensive research will be done on Japanese culture to make sure customer’s experience is authentic. The seating arrangement is mimicked by traditional Japanese seating, something no other competitor does.

Promotional Advantage

When it comes to creativity Issho Ni has the competition beat. One form of promotional creativity will be a sushi rolling contest. Competitions on social media is a great way to get people talking about the company. Videos is another creative aspect that will be added to all social media outlets, review pages, and homepage.

Hiring interns with a marketing background will be a way to do extensive marketing research. Also, with myself being the owner, having marketing background will only benefit the company.

Relational Advantage

At Issho Ni the customer service will be high. The managers, chefs, and servers will make strong efforts to keep customers happy at all times. The staff will also communicate with guest heavily as the servers perform demonstrations, and teach customers about Japanese cuisine. If customers choose to sit at the bar the option is Omakase. This lets the chef flex his culinary talents. It's generally considered a friendly gesture that may earn customers excellent service (Omakase: 6 Things You Need To Know Before Trying It). The chef at the bar will also remember customer’s favorite items. The marketing team will

continuously respond to guest on social media, and request feedback in order to tailor marketing efforts to fit the customers. All of these advantages help promote brand-loyal customers.

In order to enhance the culture experience a strategic alliance will be created. The restaurant will be a hosting organization also known as a “visa sponsor”. This is a requirement and the only way that customers in Japan can travel to the United states to work (JAPAN: Visa, immigration, working visa, spouse visa). This will give people in Japan the opportunity to come to the United States and work. Creating an alliance with popular food blogs such as, Naturally Ela and magazines such as, Food Network Magazine will also give the company a competitive edge.

References: 1) The foodie nation - Above the Fold. (n.d.). Retrieved November 7, 2016, from http://abovethefoldmag.com/images/foodie.pdf 2) Emory Management Open Enrollment classes in Atlanta ... (n.d.). Retrieved November 10, 2016, from http://ece.emory.edu/catalogDetail.php?CatalogID=25 3) Employee Turnover Statistics in Restaurants. (n.d.). Retrieved November 10, 2016, from http://smallbusiness.chron.com/employee-turnover-statistics-restaurants-16744.html4) Requirements to Become a Sushi Chef. (n.d.). Retrieved November 10, 2016, from http://www.buzzle.com/articles/requirements-to-become-a-sushi-chef.html5) Omakase: 6 Things You Need To Know Before Trying It. (n.d.). Retrieved November 10, 2016, from http://www.japan-talk.com/jt/new/omakase6) Japan: Visa, immigration, working visa, spouse visa. (n.d.). Retrieved November 10, 2016, from http://www.juridique.jp/immigration.html7) Dynamics, B. C. (n.d.). Statistics Every Cause Marketer Should Know. Retrieved October 28, 2016, from http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6448131/k.262B/Statistics_Every_Cause_Marketer_Should_Know.htm8) Wisgeek. Retrieved November 15, 2016, from http://www.wisegeek.com/what-is-a-high-unemployment-rate.htm9) Health Benefits of Sushi | Organic Facts. Retrieved November 16, 2016, from https://www.organicfacts.net/health-benefits/other/sushi.html10) Balanced Healthy Retrieved November 16, 2016, from http://www.balancedhealthy.com/2015/08/stressed-out-foodies-seek-comfort-in-probiotics/

5. Marketing Mix (20 pts) Product: You should describe the services offered and the atmosphere of the facility

Description Issho Ni, is the name of the product and the translation means together. The name represents the company well because that’s exactly what Issho Ni does, it brings friends, couples, and families together as they build sushi rolls as a team, and interact. The servers will be wearing Kimonos (see image 3A), which is traditional Japanese outfits. The servers will not only be demonstrating how to roll sushi but also telling jokes and educating guest on Japanese culture. The atmosphere is culturally relaxing, with traditional Japanese décor and music. The customers will sit at a chabudai, which is a short-legged table. (see Image 1A). People seated at a chabudai will also sit on a zabuton, (see image 2A) rather than chairs. The zabuton will be paired with zaisu and a kyousoku (back and arm rest) for comfort. The music playing will be gagaku, known as orchestra court music. The floor plan will be open with large windows, and an outside patio allowing for transparency to enter (see image 6A). For customers who are alone or maybe don’t want to roll their own sushi, they can sit at the sushi bar and order omakase, which is the Japanese tradition of letting a chef choose your order. Most sushi restaurants in Japan are bar style, its custom for the chef and customers to interact (Omakase: 6 Things You Need To Know Before Trying It.). This allows customers sitting at the sushi bar to have some fun, since what they will be served is a surprise. This also allows the chef to showcase his creative ability.

The customer’s will order from a menu filed with ingredients to prepare their own sushi. The ingredients will be prepared by the chef cut to fit the bamboo rolling mat (see image 4A). The bamboo rolling mat is the main utility used at the restaurant beside chopsticks. To make the process more intimate the table will order a “dish” and everyone at the table shares the sushi ingredients but rolls their own. Items on the menu includes: Tuna, shrimp, salmon and crab are the options for seafood. The seafood items will change based on what is in season and fresh from H Mart. For vegetables the options are: carrots, celery, asparagus, avocado, cucumber eggplant, ginger, and kaiware. There will also be a variety of special sauces. Customers can try all of them if they desire.

Consumers can also eat the fish without the rice which is known as sashimi. Some customers may choose to roll some sushi with rice and have sashimi. Issho Ni, is the closest experience to 19th century Japan that consumers can receive in the U.S. The creativity of Issho Ni is a timeless experience as customers can make creative sushi rolls or have the sushi chef whip up a creative surprise with a prestige presentation. There is no other restaurant like Issho Ni

To make ordering easy the process is broken into four steps on the menu:

o Step 1: pick your bowl size o Party bowl (twelve rolls)o Family bowl (six rolls) o Couples bowl (four rolls) o Single: (two Rolls)

o Step 2: Pick your seafood: Tuna, crab salmon, shrimp (or a mixture of up to three for no additional price).

o Step 3: Pick your vegetables (up to four). carrots celery asparagus, avocado, cucumber eggplant, ginger and kaiware.

o Step 4: Pick your sauces: Spicy Mayo, Eel Sauce, Miso Mayo, Sesame oil and Sakura Sauce.

All bowls come with rice, wasabi, soy sauce, and nori (Seaweed sheets)

The food will come out in a colorful vibrant bowl. (see Image 5A)

Image 1A: Chabudai Image 2B: Zabuton

Image 3A: Kimonos Image 4A: Bamboo Rolling mat

Image 5A: Food at table. Image 6A: Floor Plan

On the back of the menu will be step by step directions on how to roll your own sushi, just in case customers want to read directions for themselves or didn’t pick it up the first time. The directions will also be available on the Issho Ni application paired with a video. 1) Line your bamboo mat with plastic wrap to prevent the

nori or rice from sticking to the mat. Place the glossy side of a toasted nori sheet on the mat. Spread a thin layer of sushi rice over half of the sheet, pressing it down lightly.

2) Arrange the fillings you have chosen about 1 inch from the edge of the sheet. Use a single filling to create a hosomaki (thin roll) and more fillings for a futomaki (fat roll).

3) Roll the bamboo mat

over the maki tightly and leaving an inch of the nori sheet at the end. Dip your fingertip into the bowl of water and wet this last part. Roll the rest of the maki, pinching the mat to ensure an even cylindrical shape.

4) Unroll the bamboo mat and place the rolled maki on the cutting board. Dip the tip of the knife in the bowl of water. Cut the roll into half, then each half into two, and repeat once more to produce 8 equal pieces.

5) A variation is to add some extra toppings such as the tuna-mayonnaise mixture on top of the cut pieces of futomaki (Mah K).

Fit with needs of TM

Foodies go out to eat for the experiences as a hobby, rather than simply eating out of convenience or hunger (Webster). Therefore, the experience of rolling your own sushi or receiving a creative surprise from the chef fits this target market perfect because both options are a fun creative experience. Foodies also like to explore ingredients and cuisine, therefore, being able to touch, taste, and smell, the ingredients that go into the sushi is something foodies will enjoy. Sushi also has psychological and physical benefits. Trying new restaurant openings is a must for foodies so they will bring in a huge crowd. Foodies are heavily involved in setting restaurant trends by telling friends and other food lovers about a new restaurant they have tried. The traditional Japanese atmosphere is heavy with 19th century furniture and décor. Japanese culture will also be enjoyed by foodies since they appreciate culture. (The Foodie Nation).

Fit with SCA The chef will have 8-10 years’ experience. If they do not have experience they can be hired by enrolling in a six month crash course on sushi art. In order to present the best sushi to guests. He will also interact and joke with customers, building loyal relationships, and next time the guest comes in the chef will know what they desire. This is how chefs, and guests interact in traditional Japan as well. With the unemployment rate being almost 6% in Georgia, I definitely see an opportunity for people looking for work. The servers do not require previous experience because they will be heavily trained on Japanese culture including: food, art, and music. This will allow the servers to answer any questions the guest may have. The restaurant will also be a hosting organization known as Visa sponsor, allowing consumers who are here on a work

visa from Japan to have the opportunity to work at Issho Ni. These employees will have more insight on Japanese culture and will also speak the language. This adds another element of culture to the restaurant. Guests get to create their sushi, adding different ingredients to suit their taste buds. This allows for the customers to really get creative because tables order a “bowl”, and share ingredients, a sense of team building and intimacy at Issho Ni.

References 1) "When You're the Couple at the Restaurant Not Talking -." The Good Men Project. N.p., 2015. Web. 09 Nov. 2016.

2) ( http://www.themalaymailonline.com/eat-drink/article/rock-and-roll-your-own-sushi)

3) Omakase: 6 Things You Need To Know Before Trying It. (n.d.). Retrieved November 10, 2016, from http://www.japan-talk.com/jt/new/omakase

4) Foodie Nation 5) Japan: Visa, immigration, working visa, spouse visa. (n.d.).

Retrieved November 10, 2016, from http://www.juridique.jp/immigration.html

6) Mah K. Rock and Roll your own Sushi. Retrieved November 10. 2016, from http://www.themalaymailonline.com/eat-drink/article/rock-and-roll-your-own-sushi

Price: the actual prices you are going to charge and comparison to competitors Description When determining how to price my products I had to consider

the competitions prices and experiences they offer. I will be able to price my bowls slightly higher than the competition because of the added experience. An article by Robin Fox explains, there are restaurants that double the price at dinner compared to lunch because the added experience that comes with dinner. “Restaurants light the candles, dress up the waiters, and have live entertainment. This tactic has little to do with the content of the food, instead, people come for entertainment and are willing to pay for it as for any other entertainment” (Fox R). Also, how much ingredients customers put into a roll has to be considered. Just because a consumer orders a “couples” bowl doesn’t necessary mean they will only be able to make four rolls. Because customers are not experienced chefs, the rolls may be smaller allowing a “couples” bowl to make six sushi rolls or vice versa. I also had to keep in mind that at Issho Ni, the items are priced per table and the competition is per person. I purposely priced by bowls so that the next size up saves the customer $10, in

hopes they will choose the larger portion. The cost for non-alcoholic drinks for the restaurant will be 5 cents to 20 cents (How to Calculate Food Cost in a Restaurant). Therefore, there is a large return on investment with these beverage items. When it comes to wine, a good estimate would land in the 200% range, while some of the competition, such as Melting Pot will markup at closer to 600%.

My wine will be around 400% markup in order to be slightly below my main competitor which is the Melting Pot. The seafood will be purchased from H Mart a local fishmonger in Atlanta. A quality fishmonger will be able to tell you where the fish came from, what it tastes like, and whether or not it can truly be called ‘sushi grade’; the fact is that there are no governmental requirements on the ‘sushi-grade’ label and markets can use it as they please. The prices of fresh seafood are cheaper, and fresher than Atlanta’s Fish Market and can truly be called “sushi grade.” (Yelp). The fresh seafood is seasonal and options on the menu will change accordingly.

Ra Sushi Tomo J’s Mini Hot Pot

Melting pot Issho ni 一緒に

Specialty Rolls: $8-15.75

(Per Person)

Rolls $7-$17

(Per person)

Broth: under $2

(Per person)

4 course experience: $18.95-$43.95

(Per person)

Party bowl $85Family bowl: $65 Couples bowl: $45Single Bowl: $25

(per table)

Maki Sushi $7-12.75

Meats: $13.95- $15.95

Omakase12.50 per roll.

Soda: $2.25

Sake: $12-$35

Soda:$1.25

Sake: $15-$365

Soda: $2.25

Sake: $6-$80

Wine by the glass $4-$12 Bottle: from $40-$150

Soda:$1.25

Sake: $8-$56

Wine by the glass: $6-$14Bottles: $45-$300

Soda: $1.25

Sake: $7-$25

Wine by the glass: $5-$12 Bottle: $40-100

Fit with needs of TM

Foodies tend to have higher income brackets, and therefore will be able to pay the prices on the menu. Foodies typically don’t care as much about the cost of restaurants because they are going out to eat for more than just the food. Foodies go out to eat to try new places, and enjoy the culture of different cuisines. They also jump on new trends besides food such as nutrition. Sushi is a very trendy food at the moment is also considered to be healthier than the alternative.

Fit with SCA The prices are set to fit all the aspects of the SCA. The customers are paying not only for the food but also the experience. The servers will be well trained having knowledge of all the culture and food, some of the severs will also be from Japan enhancing the culture experience at the restaurant. It can cost up to $8,000 to have a H1-B visa which is required to be a visa sponsor (What are the costs for an employer to sponsor an H1B Visa?). The additional customers that these servers will bring in is definitely worth the cost. The chefs will also have experience and only produce quality sushi with an exquisite presentation. The creativity customers get to experience is another aspect. Not only do they get to choose the ingredients but they are also taught how to make sushi. It can almost be thought of as a cooking class as well as a night out to a creative restaurant.

References 1) Fox, R. (n.d.). Food and Eating: An Anthropological Perspective– By Robin Fox. Retrieved November 11, 2016, from http://www.sirc.org/publik/food_and_eating_10.html

2) What are the costs for an employer to sponsor an H1B Visa? (2016). Retrieved November 11, 2016, from

https://www.upcounsel.com/blog/what-is-the-costs-for-an-employer-to-sponsor-an-h1b-visa

3) 'Leveraging a passion': How companies can better target foodies. (n.d.). Retrieved November 12, 2016, from http://www.fooddive.com/news/leveraging-a-passion-how-companies-can-better-target-foodies/407635/

4) How to Calculate Food Cost in a Restaurant. (n.d.). Retrieved November 13, 2016, from http://smallbusiness.chron.com/calculate-food-cost-restaurant-39551.html

Place: needs to be an existing available building or empty lot. Give the address.

Description The restaurant is located in Fulton county in the second largest business district Known as Midtown. The address is at 1100 Peachtree St. NE Atlanta Ga. 30309 This location is strategically positioned on Peachtree Street between 12th & 13th Street where over 50,000 cars travel per day. The site is surrounded by numerous office and residential towers, and benefits from strong daytime pedestrian traffic. Statics show there is 10,930 employees in a five-mile radius. The location is also at the bottom of a 95% leased office component. The demographics of this location will be highly beneficial. In a one-mile radius of the location, daytime population reaches 70,000 consumers with incomes of $80,000 plus (Loop Net). The inside is 2.865 sq. ft. and the patio is 1,622 sq. ft.

Fit with needs of TM

In the state of Georgia: Fulton, DeKalb, Gwinnett, Cobb, Clayton, Coweta, Douglas, Fayette, and Henry are considered to be metropolitan counties (Tourism Website). Atlanta is the hub of these counties and therefore is a perfect location for the restaurant Since foodies are not only live in metropolitan

areas but also willing to travel 100 miles to go to a restaurant. Midtown is known for being home of some of the best restaurant and has strong food culture that gives the area a unique flair. There are many events in the area that is based on the cities culture of food such as “Taste of Atlanta” which has over ninety restaurants and four live cooking stations (Taste of Atlanta). There are also foodie festivals such as the Oyster Fest, The Sweetwater 420 Fest, and the Chili Cook-off. These events and festivals attract foodies to the midtown area. Foodies are typically single with no children and high income brackets allowing them to take food as a hobby more than a purpose to eat. They enjoy trying new restaurants, following openings and closings, and enjoy the variety of culture that comes with some restaurants.

Fit with SCA Fulton county is home to over 920,000 people and 20,000 of that population is Asian American (Current Fulton County). This will make it easy to staff the restaurant with locals and Japanese people who are here on a work visas. The will enhance the culture experience for guest.

The location already has a bar which will serve perfect for the sushi bar and allow the sushi chef to interact with the guest. The large windows and patio allow for an abundant of transparency. The open floor plan mimics Japanese style. The inside being slightly over 2,865 sq. ft., allowing for about 20 tables or chabudas and enough room for servers to demonstrate how to roll sushi. The area has just the right essentials to enhance customer intimacy.

References 1) Loop Net. (n.d.). Retrieved November 12, 2016, from http://www.loopnet.com/Listing/19338813/1100-Peachtree-Street-NE-Atlanta-GA/

2) Taste of Atlanta. (n.d.). Retrieved November 12, 2016, from http://www.tasteofatlanta.com/

3) Current Fulton County, Georgia Population, Demographics and stats in 2016, 2015. Retrieved November 12, 2016, from https://suburbanstats.org/population/georgia/how-many-people-live-in-fulton-county

Promotion: should include your marketing message and the mix of promotional elements

Description When deciding on the appropriate promotional tactic, the target market has to considered. According to the 2015 Foodie Study from Sopexa, foodies are social beings that often turn to social media to show off their creativity, particularly on visual-heavy channels like Facebook, Pinterest, and Instagram. About 66% of foodies share food preferences on social media ('Leveraging a passion'). Having knowledge of this told me I needed to have a strong social media presence with strong brand recognition. Brand recognition is when a consumer can correctly identify product or service just by seeing a familiar logo, tag line, packaging or advertising campaign. Brand recall is when consumers correctly remember a brand from their memory when the consumer has been given a clue or can recall the specific brand when the product category is mentioned (MSG Management Study Guide). The icon and message need to be the same across all social media platforms, and website in

order for consumers to easily recognize the brand. Here is an example of a message with an icon.

E-Marketing Plan:Facebook:

Facebook has estimated 800 million active users. Facebook can be used as direct marketing, and indirect marketing. Starting a business page is simple and it provides great features to allow business owners to view the activity on their page. Once the business page is created, users ‘like’ to opt-in to get your posts and latest news about the restaurant. News about the restaurant will be posted on the consumers wall.

The Indirect Marketing Component comes in when consumers ‘like’ or share the Facebook posts, and then their friends will see this activity, therefore, putting the brand in front of an audience (Facebook). This is an especially good strategy since foodies are known to be trend setters.

Facebook is a great way to advertise. Facebook states that more than 1.4 billion people use Facebook to connect with what matters to them, and more than 900 million visit every day. One great feature about Facebook ads is the owner can choose the audiences that see the ad by their location, age, interests and more. For example, I could choose people between the age of 22 and 44 with interest in food. This will make the ads more relevant for the people who see them. Making the ads more personal and reaching the target audience foodies.

Instagram: Instagram has over 400 million users as of June 2016.

Instagram is the most mobile friendly app on the market currently and the platform reaches a large audience. This is one of the reasons Issho Ni will utilize Instagram heavily. Instagram offers a platform for this with its unique ability to highlight visual content. As a business, Issho Ni can use Instagram to showcase their sushi in a unique, and creative way to give consumers a visual of the brand’s product, and culture.

Pinterest: Pinterest has over 100 million active monthly users.

Consumers use Pinterest to share their ideas and get new ideas. Pinterest relies only on pictures and is a perfect platform to start a trend. Foodies love to take pictures of their favorite food at restaurants, especially if it has an interesting presentation. As such, this site has really become a fantastic marketing tool for businesses in a graphic-friendly niches. One foodie article stresses that the industry the gains the most success using Pinterest is the restaurant industry. “Restaurants post irresistible images of their menu items, which attracts the attention of their targeted audience. It really is a fantastic and highly effective marketing approach” (Creative Ways Restaurants Can Use Pinterest to Attract Customers).

Facebook, Instagram, and Pinterest will be implemented at the first of the year in order to track business growth. All of the marketing campaigns will be available for customers to see on all three social media platforms, this is because the three sites will be seamlessly integrated.

Fun campaigns on social media to let customers know the restaurant is perfect for occasions such as birthdays, valentine’s day, and anniversaries. During Valentine’s day the campaigns can be #ComeTogether or #IsshoNi. Playing on the fact the name of the restaurant means together. Severs can also present to customers how to roll sushi to make it look like a heart. This will be something people will want to show off on Pinterest as well, not only for the visual aspect but also to explain to others how to roll sushi like a heart.

Issho Ni needs to have a campaign message that don’t always talk about the restaurant. This can become overbearing to consumers, and appear like Issho Ni is pushing the product on them. Instead have messages such as, “Don’t forget to buy your Mother flowers on Mother Day” (#WeLoveOurMoms @ Issho Ni). This is subtle advertising the restaurant without it being so direct.

Having competitions on social media is a good way to get people talking, and interested in a place. Issho Ni will have a competition where people post pictures of their sushi roll creations using the hashtag #MyRoll #IsshoNi. The winner will receive a gift card of $50.

Email campaigns: Research indicates if you can deliver messaging to your customers' inboxes, the likelihood it will be seen and read by a large percentage of recipients is extremely high. In order to get emails addresses, a premium mailing list will be used. This can mitigate the cost and hassle of in-house list generation. More importantly, providers typically give business owner an assurance that their lists are accurate and up-to-date (Marketing Tips).

Issho Ni will be a charitable restaurant. One way they will do this is being a sponsor of Feed the Children Foundation. A 2013 Cone Communications/ Echo Global CSR Study

concluded, ninety-one-percent of global consumers are likely to switch brands to one associated with a good cause, given comparable price and quality. Also, a Nielsen 2013 Consumers Who Care Study concluded, fifty-percent said they would be willing to reward companies that give back to society by paying more for their goods and services (Dynamics, B. C.). Issho Ni will donate money to the charity during the holiday months of November and December. Through campaigns Issho Ni will try to raise money. One way is by promoting special deals to entice consumers to come to the restaurant, with this message on social media. “Come experience Issho Ni so children can experience a holiday meal” #FeedTheChildren #IsshoNi). People pay attention to messages that connect with people on an emotional level.

Videos will also be utilized. The videos would show a short story on the concept of the restaurant. The video will be posted on YouTube, official website, social media outlets, and in emails. “videos in an email lead to a 200%-300% increase in click through rate, Videos on a landing page can increase conversation by 80%, and YouTube reports a 100% increase each year of customers watching videos on mobile devices” (Cunha, M. D).

Traditional Marketing Strategies:

On holidays, customers will have a chance to purchase bundle packs for a discount. The “love pack” will include flowers, couples bowl, and a bottle of wine or sake. The bundle pack will save customers around $30.

Coupons and Groupons will also be used in order to entice first-time customers to make initial contact with the restaurant. “Coupons are viable resources for Japanese restaurant advertising. Percentage discounts, volume discounts, and bundling offers are standard coupon fare” (Marketing Tips).

Being a sponsor at one of Atlanta’s food tours also known as culinary tours. A culinary or food tour is a professionally guided tour of the local food and beverage scene and may include hands-on workshops. “Taste of Atlanta” is one of the most popular culinary tours and would be a great opportunity

for the restaurant. The festival brings over 3,000 customers every year. That’s a lot of people seeing the Issho NI name, and tasting the food (Taste of Atlanta).

Building relationships with food bloggers, and other influential people in the food industry is essential. Not only for the purpose of word of mouth, but also to get the restaurant in popular food blogs such as, Foodie Buda. This blog is popular among foodies and list Atlanta’s top restaurants, reviews and more. Another reason to build a relationship is to be featured in foodie magazines such as, The Food Network Magazine. This magazine brings millions of subscribers.

Traditional advertising such as billboards and flyers will be utilized, especially leading up to the opening. The billboard will be placed in the perimeter which sees 60,000 cars per day (Less traffic on the Perimeter). Flyers will be placed on cars at trendy restaurants in the Atlanta area. They will also be placed at wineries, coffeehouses, and breweries since foodies enjoy these places.

Having a short 10 -20 second commercial spot on radio stations such as, 107.9 FM. Running the advertisement at 5:30pm during the weekdays will reach the largest audience considering people are sitting in rush hour traffic.

Having a celebrity endorser is another promotional tactic to help build awareness. G. Garvin is a chef, restaurateur, author, and Food Network Personality. This may not be something Issho Ni afford right away but is definitely something that will be implemented in the future. Inviting him to the restaurant to eat for free may bring him in. If he enjoys the place he may endorse the place for free by WOM and postings on social media.

Fit with needs of TM

Foodies are innovative and social beings, therefore having innovative promotional tactics and a strong e-marketing strategy is essential. All of these marketing efforts listed above should reach the target market effectively. When it comes to social media 66% of foodies share food preferences on social media. G. Garvin is a huge influencer among foodies, having him endorse the restaurant could influence many others to try the restaurant, and give foodies a good perception of the brand. Competitions on social media can trend quickly, like the Ice Bucket Challenge that brought over 17 million participants. (One year later, your ALS Ice Bucket money goes to). Foodies also enjoy coupons, so having that

option may entice them to visit the restaurant. The email list should contain a number of foodies, and bring awareness to the opening. “Taste of Atlanta” features the hottest local chefs. This festival is definitely an event a foodie will be attending, especially since they like to try all different types of foods as a hobby, and that’s exactly what “Taste of Atlanta” offers. The website states “This year's event takes festival-goers on a foodie adventure” (Taste of Atlanta).

Billboards can catch the eye of many foodies, and since foodies typically live in metropolitan areas, having billboards in the perimeter will be a perfect spot. The perimeter can bring up to 60,000 cars per day (Less traffic on the Perimeter).

Fit with SCA The strong social media presence will allow the restaurant to strongly communicate with the customers, allowing them to build loyal relationships. Because customers will be posting their favorite creations that the chef makes, it will allow the chef to know what customers enjoy that way he can tailor sushi to customer liking. Customer service surveys will be given to customers in order to better understand customer’s needs. Issho Ni will have strategic alliance to address customer’s needs. Issho Ni will be a visa sponsor allowing the restaurant to employ people from Japan, increasing the culture in the restaurant and giving the Japanese a place to work while in America. They will also have alliances with food festivals such as “Taste of Atlanta” to be either a sponsor or a vendor.” “Taste of Atlanta” will definitely be a strategic alliance that will benefit foodies, and the company. Having relationships with influencers whose interest is in blogging about restaurants can definitely benefit Issho Ni in many ways. Often food bloggers talk about their favorite restaurants, and this can drive traffic to the restaurant.

Celebrity endorsers are a great way to give consumers a good perception of the brand. Issho Ni will also be involved in charity, such as Feed the Children Foundation. A 2013 Cone Communications/ Echo Global CSR Study concluded, ninety-one-percent of global consumers are likely to switch brands to one associated with a good cause, given comparable price and quality. Fifty-percent said they would be willing to reward companies that give back to society by paying more for their goods, and services (Dynamics, B. C.). All of these efforts align perfect with customer intimacy.

References 1) Marketing Tips. (n.d.). Retrieved November 12, 2016, from

http://www.gaebler.com/Marketing-a-Japanese-Restaurant-1731.htm

2) One year later, your ALS Ice Bucket money goes to ... (n.d.). Retrieved October 28, 2016, from http://www.cnn.com/2015/07/15/health/one-summer-after-the-als-ice-bucket-challenge/index.html

3) Less traffic on the Perimeter? It’s true, and here are the numbers. | Spinning our Wheels. Retrieved November 12, 2016, from http://commuting.blog.ajc.com/2016/06/02/less-traffic-on-the-perimeter-its-true-and-here-are-the-numbers/

4) 'Leveraging a passion': How companies can better target foodies. (n.d.). Retrieved November 12, 2016, from http://www.fooddive.com/news/leveraging-a-passion-how-companies-can-better-target-foodies/407635

5) "MSG Management Study Guide." What Is Brand Awareness? Web. 11 Nov. 2015

6) Murphy, Mike. "7 Ways That Facebook Ads Can Rock Your Business." Entrepreneur. N.p., 2016. Web. 18 Apr. 2016 from, https://www.entrepreneur.com/article/269688

7) "Facebook for Business." Facebook for Business. N.p., n.d. Web. 20 Apr. 2016. https://www.shopify.com/facebook/business

8) Dynamics, B. C. (n.d.). Statistics Every Cause Marketer Should Know. Retrieved October 28, 2016, from http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6448131/k.262B/Statistics_Every_Cause_Marketer_Should_Know.htm

9) Cunha, M. D. (2016). WordStream. Retrieved November 13, 2016, from http://www.wordstream.com/blog/ws/2016/03/30/video-for-conversion-rate-optimization