Kelsi Camp

Strategic Message Planner: Volcano Japanese Restaurant

Advertising Goal
The advertising goal for Volcano Japanese Restaurant is to increase brand awareness and to
inform people of the creative dishes
Client: Key Facts
• Volcano Japanese Restaurant offers a wide variety of specialty rolls.
• Volcano Japanese Restaurant offers weekday lunch specials with a discounted price on
meals.
• Volcano Japanese Restaurant offers premium bottle selections, from places all over the
world.
• Volcano Japanese Restaurant offers served soup, salad, and rice with every Hibachi lunch
and dinner.
• Volcano Japanese Restaurant is located at 372 Patteson Drive Morgantown, West
Virginia 26505.
• Volcano Japanese Restaurant is open Monday to Friday 11 A.M. to 3:30 P.M. for lunch
and open Monday to Thursday 4:30 P.M. to 10:30 P.M.

Product: Key Features

What is the product?
• Volcano Japanese Restaurant features the wine brand Canyon Road.
• Volcano Japanese Restaurant average lunch sells for approximately $10. The restaurant
has the option of a Lunch Box from $8.55. The box includes 2 choices of kitchen, sushi,
sashimi, or rolls. It is also served with soup and salad.
• Volcano Japanese Restaurant average dinner sells for approximately $14. The restaurant
has the options of hibachi and kitchen dinner. Options including steak, chicken, shrimp,
salmon, katsu don, and vegetable.
• Volcano Japanese Restaurant features many creative sushi rolls on their menu. Sushi
dishes ranging from $5 to $79.95. The sushi often appears in creative shapes like flowers
or can served on special dishes. For example, the Volcano Love Boat is a sushi dish
served on a small wooden boat.

What is the product made of?

• Volcano Japanese Restaurant has fresh ingredients for a good taste.
• Volcano Japanese Restaurant uses fresh vegetables for all plates.
• Volcano Japanese Restaurant uses a unique plate display for a good overall experience.

Target Audience: Demographics and Psychographics

The target audience for Volcano Japanese Restaurant is people ranging from 18 to 22 years old
who are students, living in apartments or small homes, working minimum wage jobs, yet since so
closely located to West Virginia University, it mostly caters to West Virginia University college
students. Typically, people who are looking for something unique rather than what the university
has to offer, and people who are looking for a quality meal and dining experience at a low price.
These are people who normally do not cook for themselves, because they are really busy.
Kelsi Camp

Product Benefits
• Volcano Japanese Restaurant has a beautiful interior that creates a comfortable dining
experience.
• Volcano Japanese Restaurant offers good quality Japanese food at an affordable price for
the customer.
• Volcano Japanese Restaurant offers a wide variety of options on their menu that caters to
the taste of everyone.

Direct Competitors and Brand Images

Direct competitors are other Japanese restaurants in the Morgantown area.
• Ogawa: The oldest and most known sushi restaurant in town, that offers similar prices to
the same target audience. Feature on the channel 12 news.
• Fujiyama: The target audience is the same, it is known for friendly staff, and good sushi.
This differs from Volcano by being known for a modern interpretation of the classic
dishes.
• Fuji Grill Group: Expensive, but the chef makes the food right in front of you, the
target audience would go here for a special occasion. It has healthy options and is a
casual experience.

Indirect Competitors and Brand Images

• Using a student meal plan, from a prepaid college fund. This is the most convenient way
for the target audience to eat, because it is even closer to campus, and doesn’t use the
audiences bank account.
• Fast food, as it is much cheaper and quicker. The target audience doesn’t always have
much money so when money is spent, it on something cheap.
• Other restaurants that accept Mounty Bounty, students are going to spend their Mounty
Bounty at every place that accepts it.

Product Brand Image

• Current Brand image: The target audience enjoys Volcano Japanese Restaurant but
doesn’t make frequent visits. They find the restaurant to be a bit expensive, but they think
the food is good.
• Desired Brand image: Volcano Japanese Restaurant is a place you should come to for
special occasions to enjoy time with friends and family, while enjoying the food.
• Brand Image Challenge: Volcano Japanese Restaurant does have expensive items, like
the Volcano Love Boat.

Strategic Message: The Promise

Volcano Japanese Restaurant offers a unique dining experience for all people of Morgantown, at
a price that caters to them.

Supporting Evidence: The Proof

• Volcano Japanese Restaurant has good online reviews.
• No other restaurant has sushi rolls like Volcano Japanese Restaurant.