Dear K Nath,
It was a pleasure to meet the PPL team last week. Pls forward them once again my congratulations for the recent achievements (!!!) and a few points that I would like themnto consider as a followup:
Overall great potential, we need to be ambitious and aggressive in our Strategy, but still be extremely selective and demanding with landlord on new location selection
1. Keep focus of advertising activity on core consumer target
2. Content "continuity" in viral marketing is important. Also it is critical stimulate consumer generated content and interactivity on social media (pictures, fun games, award best new recipees...)
3. Brand hygene: we offer healthier food. How can we get credit for it?
4. Menu price points optimization to allow on one end affordability (students) and trading-up (young adults and families)
5. CRM use T1C to identify and target non – core segment consumers by location
6. Promotion strategy to attract new customers and to stimulate frequency (What is an average frequency/ frequency distribution today ?)
7. Express:
· Test in 2-3 different locations
· Define rigorous metrics for each test success
· Collect customer feedback from the first month and use it to quickly adjust concept
8. Innovation and product quality improvement: exit survey to assess the current customer perception rating by type of main plate ( beef, pork, ...). Improvement priorities
9. Develop bottom up 5 years plan for PPL, including ressources needs to succeed
Looking forward to our next meeting