Silver Spoon Cereal Bar Marketing Strategy

The location for Silver Spoon: Cereal Bar is extremely dependent on the style of operations and the proximity to the target market. For this location to be most effective, it must demonstrate that kicked-back and casual environment that will pull customers through the door. Identifying a community that meets the demographic profile of the target market is essential in developing a profitable business (Appendix 4.1). Before selecting a location, you must confirm that there is a sufficient percentage of the population in that area that matches your customer profile. Also, it is important to find a location with a stable economic base that will provide a strong environment for your business (Appendix 4.1). Using this as the criteria for selecting

The current business using this location is known as the Kensington Wine Market. This building would be an excellent candidate for the location of Silver Spoon: Cereal Bar because of its prime positioning, right on the corner of 12th Street and Kensington road. Also, this building has over fourteen windows on the exterior, allowing Silver Spoon to advertise their products and show-off their unique environment to all people walking or driving by the heavily populated Kensington Road. The main benefit to this location is that there is parking around the building, but the renovation would be costly to change, as the current business is a liquor store with no restaurant styled

In Kensington, 48.7% of the population is between the ages of 20 and 34, which falls directly into the target market (Appendix 4.4). This segment has the best access to the facility through transit or by foot. Also, traffic volume around the location is around 10,000-15,000 cars per day, pulling consumers from outside of our main target group into our location (Appendix 4.6). The surrounding roadways, and the primary routes to the facility from the standpoint of the targeted market segments, are all priority one roadways. This essentially means that throughout the year, these roads experience the highest volumes of traffic and receive first treatment for snow removal, ice removal and general maintenance (Appendix 4.7). Memorial Drive, the most important roadway with access to Silver Spoon: Cereal Bar experiences some of the highest traffic volume of all roads in Calgary (Alberta Transportation, 2013). Also, Kensington can be reach directly out of downtown or through 16th avenue, both priority roadways. Both connect to major highways, as well as high volume roads throughout the city. With these high profile routes towards the location, consumers are guaranteed to have well-maintained, safe access throughout the