Brand Management Concept for a Delivery Service

Hausarbeit (Hauptseminar), 2011

24 Seiten, Note: 1,0


Table of Content

Executive Summary

1. Barcelona Eats – Positioning
1.1 Barcelona Eats – Business Description
1.2 Competitive Situation & Differentiation
1.3 Brand Associations

2. Barcelona Eats – Marketing Program
2.1 Brand Elements
2.2 Target Markets & Customer Care
2.3 B2B Marketing
2.4 B2C Marketing
2.5 Pricing
2.6 Other Associations

3. Performance Measurement & Growth Opportunities
3.1 Brand Audit
3.2 Expansion Strategy


1. Competitor Analysis
2. Website – Home
3. Website – Japanese Example
4. Website – Bento Box Example
5. Website – Check Out Page


Executive Summary

This paper conveys the branding process of a food delivery service based in the city of Barcelona; named Barcelona Eats (BE). Core of the business is being the link between restaurants who did not have a delivery service before and hungry customers, who can place their order on BE’s website.

The first chapter provides a detailed business description and analyses the competitive situation of delivery services in Barcelona. In addition the brand associations are visually explained by using hierarchical value mapping. As there is now a general understanding for the brand and its values, the second chapter relates to the marketing program of BE. First, the key brand elements are defined: the brand name, the URL and the logo. Subsequently the target markets are outlined and implications for customer care are specified.

Given the fact that BE will have to advertise in two ways, towards restaurant owners (B2B) and targeting the end consumer (B2C), the following chapter addresses the marketing measures for those two groups and shows where individuals may be reached with which marketing tool. Lastly, BE’s pricing concept will be introduced and brief information on other brand-related associations is provided.

The third chapter relates to the strategic success of the brand. The use of brand audit to steadily reassess the brands’ performance and customer perception is explained; furthermore the theory is linked with practical implications. Finally, suggestions for business expansion are described, namely internal diversification or external growth, first to other cities within Spain, then to other European countries.

1. Barcelona Eats – Positioning

This report will introduce the food delivery concept “Barcelona Eats” (BE) and will follow Kellers’ (2008) Strategic Brand Management Process model as an outline. This first chapter presents the core idea, followed up by implications on positioning and ideas for the brand association.

1.1 Barcelona Eats – Business Description

The purpose of the business is to create a platform to interlink restaurants and consumers by providing an online order service as well as delivery service. As the food delivery concept is only marginally developed in Barcelona, the business will be able fill a market gap.

One of the first steps will be the acquisition and selection of proper restaurants all over Barcelona. Once a sufficient number of restaurants have joined the network, the service will be proposed through various advertising channels, mainly through printed flyers for every household and online banners, e.g. on Facebook.

The restaurants will then be classified by food categories like Mexican, Asian or Italian to cover a wide range of possible varieties. After choosing a food category in the main page, the consumer will be able to check, via a Google earth application, which restaurants are the nearest to his home. If the customer prefers a particular restaurant, it will be possible for selection regardless of the distance; otherwise the nearest restaurant will be selected to for the customers’ convenience.

Thereafter, the consumer can now choose from the menu. By transmitting the order, the restaurant will be informed on the one hand; on the other hand a text will be sent to the main office where a deliveryman will be dispatched. The process of picking up the food and the delivery is part of the service offered to the restaurants.

With regards to pricing, all food shall be available at a good price-performance ratio. The idea is that it is cheaper than going out to a restaurant and more convenient than preparing a meal yourself. As the payment is done either by cash or online methods, the organization will have control over the money at any time. Charging an additional margin on top of the delivery amount will generate profit.

To provide customers with a better idea of the restaurant qualities, previous customers will be encouraged to evaluate the restaurants by ratings and comments. If this service is proven successful in Barcelona, there is a possibility of expansion to other larger cities (> 200.000 inhabitants).

1.2 Competitive Situation & Differentiation

The key competitors of BE are “Yes Delivery” and “Envioadomicilio”, which are already providing a full-swing portal website for food delivery services in Barcelona. Also one has to consider the small eateries that provide their own delivery service as the minor competitors. Some of these small eateries include “Vitali Pizza Delivery”, “Telepizza”, Sushi Express and “Wushu Wok Express”. A more detailed analysis of these competitors may be found in Appendix 1.

BE’s strategy to differentiate is to offer a great variety of food through its numerous restaurant partners. In addition the restaurant partners shall deliver food of an exceptional good standard to ensure a high quality. It should be desirable for restaurant owners to be part of the network, as the membership would increase their sales and improves their image. All partner restaurants will be identifiable by a BE-sign outside of their restaurant. This creates brand awareness and awards restaurants of superior quality.

1.3 Brand Associations

The adjacent graphic follows the hierarchical value mapping approach (Craig and Douglas, 2005) and displays the associations consumers have with the BE brand. The map relates to the means-end chain (Solomon et al., 2006) the theory that the consumers’ motivation to buy is correlated with positive emotions.

The core attributes are linked to the business itself. BE is an available restaurant solution, which offers food at affordable prices. Furthermore the ordering process is easy, as customers may place their order either online or via telephone. The attributes evolve to consequences in the middle level. Clients will appreciate high quality food, which is brought to them in a short time span, for a reasonable price that leads to savings. The numerous positive attributes also cause convenience and loyalty.

Finally, the emerging values are belonging, caused by the BE customer group membership; satisfaction, which is related towards the superior price/performance ratio, family and safety.

2. Barcelona Eats – Marketing Program

The subsequent chapter will present the BE Marketing program (Jobber, 2010). First, the brand elements and the logo will be evaluated. Succeeding the target market will be defined with a regard to B2B and B2C marketing activities. Other brand associations will be mentioned as well to round up the marketing measures for BE.

2.1 Brand Elements

All brand elements were chosen in respect to the branding theory, (Keller, 2008) given that they are memorable, meaningful, likeable, transferable adaptable and protectable. All brand elements shall be legally protected in the European area to avoid illegal copying of the concept.

- Brand Name

By applying the brand name (Marconi, 2000) Barcelona Eats, the transferred message is not subliminal, but obvious. Even when a potential customer does not know the core business of the brand, he or she associates the two core elements. First the city of Barcelona, the place of the business, and second the word “eats” will link to food or food consumption in consumers’ minds. Beside the fact that Barcelona is a very international city, further research has to be conducted if the perception and understanding of the word “eats” is clear, or if the company is facing a language barrier.

A possible Brand Mantra (Kapoor, 2009) the company could be:

Fast delivering of affordable quality-food.

This sentence sums up all the core values of the business for internal use. It is the essence of the operations and therefore mentioned in this section.


The Internet address is easy to understand and reflects the company name. The URL is currently not reserved and may be protected before the business starts its activities. With a regard to future expansion plans, it will be beneficial to protect URLs with other city names too, e.g.


Ende der Leseprobe aus 24 Seiten


Brand Management Concept for a Delivery Service
Strategic Brand Management
ISBN (eBook)
ISBN (Buch)
835 KB
SBM, Brand Management, Strategic Brand Management, Branding, C.I., Corporate Identity, Delivery Service, Barcelona, Restaurant, B2C, Hierarchical Value Mapping, Marketing, Brand Elements, Customer Care, B2B, Brand Audit, Business Development
Arbeit zitieren
Matthias Schimmel (Autor:in), 2011, Brand Management Concept for a Delivery Service, München, GRIN Verlag,


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