MyWay Catering is a company operating in the catering business. Their mission is to be among the most successful companies that offer the catering service in Skopje - distinctive, highly innovative and successful in everything they do. And our mission was to help them in achieving this. The trip to this final report where we present our proposal for strategy wasn't really opened-and-shut. But at least we had the chance to work about a company that makes enormous efforts to distinguish from its competitors by introducing the concept of a full package service with the goal which stands for "satisfying all your senses” '" "touch, smell, sight, sound, taste”.
As a preface of our proposal for the marketing communication plan we analysed the current position of MyWay Catering on the Macedonian market. The reason behind was to get to the point where we can figure out the weaknesses of the company existing strategy and decide what improvements are necessary and what innovations are obligatory.
Since lot of people are not familiar with the name ”MyWay” and there are very little people who have heared about the catering service the first goal is to incerase the level of awareness. This objective will be achieved by using offline promotion since we concluded that the online presence was well managed. So our desicion is to go with two types of strategies for which we have set media types and vehicles The pull strategy will be outlined with advertising in the form of a radio and print ad, as well as the sales promotion as a cost effective tool in the form of leaflets distributed in front of bigger supermarkets. The profile strategy will be outlined with the programme sponsorship.
After creating awareness next goal of MyWay will be to increase sales. This will be achieved with different sales promotions tehniques such as coupons with 10% discount for recommending a friend.
During the... [continues]
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