BRAND STRATEGY | GROUP BRANDS - Montana Group
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BRAND STRATEGY | GROUP BRANDS
BRAND STRATEGY | GROUP BRANDS
BRAND STRATEGY PROCESS
BRAND BRAND VISUAL
HEART MESSAGE IDENTITY
PURPOSE BRAND FEEL COLOUR
VISION TONE OF VOICE IMAGERY
OBJECTIVES MARKET STORY TYPOGRAPHY
Brand is what people think/feel
about us
Marketing is what we say to people
about us
BRAND STRATEGY | GROUP BRANDS
BRAND
PURPOSE HEART
Set brand positioning that aligns with Montana Group strategy
Use brands to ensure future maintainable earnings
Establish brand direction for MG in key locations throughout NZ
Move from heroing each brand to a more shared (agreed) direction
Create clear brand direction
Make MG the pre-eminant food and events company in NZ
OBJECTIVES
Clarify and establish market role and direction for each brand within the Auckland & Waikato Markets
Create real separation between the brands to increase market spread and exercise dominance
Enable us to make strategically aligned decisions on new panels/opportunities and contract styles
Create brand direction that informs sales strategies
Create brand direction that informs marketing activities
Objectives are executed
through:
BRAND
MESSAGE
AUCKLAND BRANDS
BRAND STRATEGY | AUCKLAND BRANDS
BRAND
Brand feel: Simple, good food, suits all people Brand feel: Modern, contemporary, classic, Brand feel: MESSAGE
and all events. Something for everyone simple, fresh, rustic Modern, lux, experience, quality, bespoke,
glamorous, decadent
Tone of voice: Flexible, knowledgable part of Tone of voice: Modern, flexible, dynamic, social
the Uni. attentive, reliable Tone of voice:
Experienced, fresh, caring, industry pro’s,
exciting
Market Story: Market Story:
Jack of all trades, flexible, knows the Uni and The event experience, sharing, social. We know
you, your event. We suit your event, your venue Market Story:
how it works, will make your vision work, we are Wedding/big glamour, expertise through big
the University’s Preferred caterer and we’re good to work with
history in the business. We know weddings,
we’ve done high profile events for years
Brand messages are
Brand feel: Dynamic and modern food, Brand feel: Aspirational, luxury, experience, high executed through:
professional, high quality, adaptable quality, private, elegant, retreat
Tone of voice: Dynamic, professional, Tone of voice: Exclusive, professional, caring,
innovation, partners class, fashionable, on-trend
Market Story: Market Story:
Exclusive venues, speciality experiences, we Event experience, elegant hideaway venue,
have the diverse and focussed experience to complete offer/facility, a retreat from busy and
deliver large complex events and contracts bustling city, hidden gem
VISUAL
IDENTITY
BRAND STRATEGY | AUCKLAND BRANDS
FLAME TREE KITCHEN
How do we visually communicate brand objectives + brand message?
Maintain status quo with current look and feel
Focus on Uni requirement and build on “Preferred Caterer’ image
Imagery: VISUAL
Simple presentation, mix of textures and colours with food as central focus, wholesome, IDENTITY
you get what you see
2020 MENUS
AVAILABLE NOW.
Visit www.flametreekitchen.co.nz for more information
PREFERRED CATERER
BRAND STRATEGY | AUCKLAND BRANDS URBAN GOURMET How do we visually communicate brand objectives + brand message? Maintain existing brand equity Retain look and feel and build on standardising collateral throughout Imagery: Cool textures (concrete, stone), multiple plates/shared tables/items (implying social), simple VISUAL classic food and dishes IDENTITY
BRAND STRATEGY | AUCKLAND BRANDS
DAWSONS
How do we visually communicate brand objectives + brand message?
Re-energise existing brand equity
Bring into modernity the same fun, decadent, lux feel
Imagery: Light, fresh. Off-set all imagery on white, can be a flat lay. VISUAL
Whole complete dishes or single refined items IDENTITY
Twenty five years of creativity. Unrivalled
experience and Aucklands premier catering service.
Expect the best.
Royce Bold
General Manager, Dawsons Catering
021 304 122 | 09 374 0901 Ext. 111
3 Fenton Street, Eden Terrace, Auckland
PO Box 10351, Dominion Road, Auckland 1446
BRAND STRATEGY | AUCKLAND BRANDS
MONTANA FOOD AND EVENTS
How do we visually communicate brand objectives + brand message?
Brand becomes passive in the marketplace
Refocus brand to only be executed within exclusive venues and in collaboration with venue branding
Imagery: Mix of plated meals (polished, simple presentation, crisp and colourful) VISUAL
Hero our partners - Zoo, MOTAT etc. IDENTITY
AVAILABLE AT
BRAND STRATEGY | AUCKLAND BRANDS
PUKETUTU ISLAND ESTATE
How do we visually communicate brand objectives + brand message?
Launch new brand into venue market
Establish market presence and positioning in the busy wedding/conference venue segment
Imagery: Glossy, elegant, embossed, natural and bright, light and airy, VISUAL
retreat feel with tropic/mediteranian feel, escapism IDENTITY
HOME H I STO RY VENUE C O N TA C T
An experience that lasts a lifetime
The Homestead
Located just 30 minutes from Auckland CBD, Puketutu Island Estate offers a
range of flexible indoor and outdoor spaces for you and your guests to enjoy.
However grand or intimate your occasion, our team can design your event as
little or as much as you would like us to. Whether it’s a sunset ceremony or
champagne and cocktails - rest assured that your vision will be brought to life.
The S p ani sh M i ssi o n ho me ste ad set s t he sce ne fo r yo ur st and - o ut ce l e b rat i o n. To g et he r
t he H o me ste ad , L aw n and Te rrace o ffe rs a vari ety o f unq i ue sp ace s fo r yo ur g ue st s to
e nj oy al o ng si d e t he i mmac ul ate l aw ns, g ard e n te rrace s, wate rfal l s, p o nd s and a hi sto ri c
fal é.
Con n e cte d to t h e m ai n l an d by an al l - t i d e cau seway,
P u ket u t u Isl an d Est ate i s a ret re at f rom t h e b u st l i n g city a nd
an excl u si ve sp ace for you r n ext eve nt ex p e r i e n ce.
6 7 P U K E T U T U I S L A N D E S TAT E | V E N U E B O O K
18 19 P U K E T U T U I S L A N D E S TAT E | V E N U E B O O K
Once the res idence o f Sir Henry Ke l l i he r,
the bea utif ully resto red Spanis h Mi ssi o n
ho m estea d s ets the s cene fo r yo ur
sta nd-o ut celebratio n. Enj oy the
im m aculate law ns , ga rden terra ces, Spaces
waterfalls , po nds and a histo ric fa lé. Puketutu Is la nd Estate
Room Capacities
prov ides a wo nderf ul range o f o utdo o r enterta inm ent space s
fo r yo u a nd yo ur guests to enj oy.
T h e Te r r a c e 120 80 60 100
The Pavilion 350 220 180 300 The Study The Powder Room The Day Room The Executive Suite
The Lawn 350+ 250+ 200+ 300+
Several rooms accommodate various numbers for
Save the date.
break out spaces. Please talk to our sales team
The Homestead
to discuss these spaces.
Level 1
The Boardroom 40 14 - -
The Orangery 80 60 36 -
The Study - - - -
The Library - - - -
Level 2
The Executive Suite - - - -
The Day Room - - - -
The Powder Room - - - -
12 13 P U K E T U T U I S L A N D E S TAT E | V E N U E B O O K
15 P U K E T U T U I S L A N D E S TAT E | V E N U E B O O KBRAND STRATEGY | AUCKLAND BRANDS
RFA VENUES E KELLIHER ESTATE P KELLY TARLTONS E VODAFONE (VEC)
Dawsons Collective Collective
Urban Montana Food & Events
AOTEA CENTRE THE CIVIC Montana Food & Events
SkyCity SkyCity
Urban Urban Pr ELLERSLIE
E MOTAT
P GLASSHOUSE Montana Food & Events Urban
The Great Catering Co Collective
AUCKLAND ART GALLERY NTH HARBOUR STADIUM Urban
Urban
Dawsons
Urban SkyCity Jess’ Underground Kitchen
SkyCity Urban Little Wolf
Dawsons (Internal) Spotless (Retail) Pr Q THEATRE
P HOPETOUN ALPHA E SPARK ARENA Urban
Collective Collective (Catering) Collective
AUCKLAND TOWN HALL THE CLOUD
The Great Catering Co
SkyCity Urban
Urban
Urban SkyCity
Dawsons E OKAHU Pr B&T STADIUM
QUEENS WHARF
Collective Montana Food & Events Collective
O ST MATTHEWS
Little Wolf
BRUCE MASON CENTRE O BISHOP SELWYN CHAPEL O ASB WATERFRONT Pr EVENTFINDA STADIUM
SkyCity SHED 10
(Was NSEC)
Urban Urban
SkyCity Pr HURAKIA LODGE Collective
Dawsons Dawsons P LIFE VENUES
Collective Montana Food & Events
MT SMART STADIUM Little Wolf SkyCity E CONVENTION CENTRE
E UNIVERSITY OF AUCKLAND Little Wolf SkyCity
Spotless
Flame Tree
AUCKLAND ZOO Urban
Dawsons P ASB SHOWGROUNDS Pr KARAKA
Montana Food & Events
AUCKLAND MUSEUM SkyCity (Domes) In-house Montana Food & Events
Collective Urban (Domes) SkyCity
SkyCity E EDEN PARK Urban
Dawsons Spotless
Urban WESTERN SPRINGS SkyCity E THE WHARF &
Spotless P TRUSTS ARENA ORAKEI BAY
Montana Food & Events Collective
E VILLA MARIA ??? Collective
UrbanBRAND STRATEGY | AUCKLAND BRANDS
Markets we DON’T want:
Low end events (branding) Markets we DON’T want:
Events over 250pax External venue weddings
Weddings
Markets we DO want: Markets we DO want:
Private dining Professional services
VIP Launches/Events (Bell Gully etc.)
Chinese weddings
Social/cocktail functions
Conferencing
Corporates
High end/
Bespoke dining Retail supply
contracts
Markets we DO want:
Complex contract partnerships
NOTES:
Large complex events
Partner events - Collective are exiting the market
- Little Wolf will likely target the Uni
- Little Wolf Weddings is going hard in
Markets we DO want:
wedding market
University and partners
- VEC likely to go back to Little Wolf
Conferencing
- Tennis with SkyCity
- Asian wedding market should be
Markets we DON’T want:
Markets we DON’T want: looked at
Out catering
Out catering
NB: Won’t turn down but not
actively seeking workWAIKATO BRANDS
BRAND STRATEGY | WAIKATO BRANDS
BRAND
Brand feel: Dynamic and modern food, Brand feel: Modern, contemporary, earthy MESSAGE
professional, high quality, Maori-inspired, tikanga
Tone of voice: Well-established. professional Tone of voice: Modern, flexible, knowledgeable,
attentive, experienced, classic, ‘the people that understands the university and its people
make it’
Market Story: Market Story:
Specialty experience, we have the diverse and We mix modern technology with Maori-inspired
focussed experience to deliver large complex techniques and tastes and we know the uni and
events and the attention to detail to deliver the how it works, will make your vision work
small events too
Brand messages are
Brand feel: Energectic, exciting, bright. fun, Brand feel: Friendly, hand-made, family, warm executed through:
colourful, punchy and homely
Tone of voice: Professional, innovative, exciting, Tone of voice: Friendly, warm and caring,
partners, strategic, big-picture flexible, experts
Market Story: Market Story:
We strategise, design and deliver event Our recipies have been handed down from
experiences family, we care about our baking and our
people and we’re making sweets especially
VISUAL
for you IDENTITYBRAND STRATEGY | WAIKATO BRANDS B R E A K FA S T
RECOMMENDED MENUS
V = Vegetarian G F = Gluten free D F = Dairy free
B R E A K FA S T C A N A P É S B R E A K FA S T B U F F E T
MONTANA FOOD AND EVENTS $24.60 per person $31.50 per person
• Mini bagel, pastrami, cream cheese, tomato chutney • Toast with spreads
How do we visually communicate brand objectives + brand
• Free message?
• Mini brioche croque monsieur, ham, Swiss cheese
range scrambled eggs (GF)
• Hot smoked salmon filo tartlet • Baked beans
Maintain existing brand equity. Retain look and feel and build on standardising collateral throughout
(GF)
• Banana, bran and honey mini muffin • Handmade agria hash brown
Build on existing public image with work around community support
• Tea selection, filter coffee and selection • Baked tomato, pesto, sea salt (GF)
of breakfast juices
• Chargrilled bacon
Imagery: Mix of plated meals (polished, simple presentation, crisp and colourful)
(GF)
VISUAL
Cool and dark textures - concrete, stone
• Tea selection, filter coffee and selection
of breakfast juices
IDENTITY
B R E A K FA S T P L AT E D B R E A K FA S T O N T H E R U N
O U R STO RY
$31.50 per person The Montana name derives from
earlier times with Montana
Restaurant established in
in 2002, was the catalyst for
the new company’s birth.
Montana Catering 2001 Ltd,
$17.80 per person
on our Food being the defining
difference, plus highlighting our
expertise at Event Management.
Victoria St Hamilton in 1965. trading as Montana Catering,
The culture of innovation and was based at Waikato Stadium In an instant age, with a
expansion were evident when in from its opening and continues multitude of demands the
1988 ‘out catering’ was added to to be the resident caterer. pre, during and post event
the menu. The introduction of In 2011, with the successful management can be one of
• Toast with spreads • Granola Station, fresh and dried fruit, milk, yoghurt
professional rugby in 1996 lead
to a sea change with Montana
entrusted with the original
corporate hospitality at
tendering for the catering rights
to the refurbished Claudelands
Events Centre, head office and a
new catering operation was
the defining factors of success.
Whether your event is a one off
function, complex conference
Hamilton’s Rugby Park, for the launched at this new venue. with 2,000 delegates or a
inaugural Chiefs UBix Super 12 unique family gathering, our
• Free range poached eggs • Tea selection, filter coffee and selection
season. The construction of In 2018 we evolved our name to Event Management will
(GF) what is now FMG Stadium
Waikato during 2001, opening
Montana Food and Events to
emphasise our continued focus
guarantee its success.
of breakfast juices
• Baked beans WE ARE
Choose one savoury item
• Handmade agria hash brown
• Breakfast burrito, bacon, free range egg, salsa
• Roast field mushroom (GF)
Troy Reid - Director Dallas Fisher - Director
• Bacon and free range egg bap
• Chargrilled bacon (GF)
• Brioche Croque Monsieur, ham, Swiss cheese
• Tea selection, filter coffee, selection of MENU BOOK 3
breakfast juices
B R E A K FA S T B R E A K FA S T
RECOMMENDED MENUS D E S I G N YO U R O W N M E N U
V = Vegetarian G F = Gluten free D F = Dairy free V = Vegetarian G F = Gluten free D F = Dairy free
B R E A K FA S T C A N A P É S B R E A K FA S T B U F F E T C O N T I N E N TA L B R E A K FA S T C O O K E D B R E A K FA S T
$24.60 per person $31.50 per person $2.90 per item $4.50 per item
• Mini bagel, pastrami, cream cheese, tomato chutney • Toast with spreads • Toast with spreads • Free range fried eggs ( G F, D F )
• Mini brioche croque monsieur, ham, Swiss cheese • Free range scrambled eggs (GF) • Free range scrambled eggs (GF)
$5.40 per item
• Hot smoked salmon filo tartlet (GF) • Baked beans • Baked beans
• Banana, bran and honey mini muffin • Handmade agria hash brown • Pastry selection - pain au chocolat, croissant, danish • Spaghetti
• Tea selection, filter coffee and selection • Baked tomato, pesto, sea salt (GF) • Preserved fruits in a vanilla syrup • Creamy mushrooms, tarragon, mascarpone ( V, G F )
of breakfast juices • Cereal selection - homemade muesli, weet-bix,
• Chargrilled bacon (GF) • Handmade agria hash brown (V)
cornflakes, milk, natural yoghurt
• Tea selection, filter coffee and selection • Baked tomato, pesto, sea salt (GF)
of breakfast juices • Muesli parfait, fruit custard topping
• Roast field mushroom (GF)
$6.40 per item
$6.00 per item
• Pacific fruit platter, yoghurt (GF)
B R E A K FA S T P L AT E D B R E A K FA S T O N T H E R U N • Grilled lamb sausages
$31.50 per person $17.80 per person $7.50 per item • Grilled kransky sausages
• Chargrilled bacon (GF)
• Toast with spreads • Granola Station, fresh and dried fruit, milk, yoghurt • Peeled fresh fruit and danish platter
• Black pudding, cracked pepper butter
• Free range poached eggs (GF) • Tea selection, filter coffee and selection
of breakfast juices B E V E R AG E S • Savoury mince, Worcestershire sauce,
• Baked beans caramelised onions
Choose one savoury item $4.60 per person
• Handmade agria hash brown
• Breakfast burrito, bacon, free range egg, salsa $8.00 per item
• Roast field mushroom (GF) • Tea selection, filter coffee and water station
• Bacon and free range egg bap
• Chargrilled bacon (GF) • Bacon and egg muffins - filled with bacon, free
• Brioche Croque Monsieur, ham, Swiss cheese $4.30 per person range egg, sliced Swiss cheese, hollandaise
• Tea selection, filter coffee, selection of
breakfast juices
• Selection of breakfast juices
6 B R E A K FA S T 7
MENU BOOK
6 B R E A K FA S T
H ave you organised your Let us wow your guests with a superior dining
Christma s function yet? experience seated at our very own kitchen table.
Our six course degustation set menu will wow
you and your guests, this gathering will be one
to remember!
M onta na Food and Events would
Our Chefs swill prepare a six course degustation
l ove to cate r your Chr istmas full of flavour and the Montana difference - real
cooking, contemporary, great taste - all the
funct i on from the comfor t of your
while being delivered by one of our service
own home. superstars.
Our Chefs will provide a set menu and you can
Ta l k to our s uper star event choose from three tailored beverage packages
to accompany your dinner party. We suggest
coord i nators to s ee our 2020 groups from 10-16 guests with a 7pm start time.
Chri st ma s Pa ckages . You will have the luxury as to when your dinner
party will finish, so relax and enjoy the evening.
*Terms & Conditions Apply.
I NFO@MONTANAFOODANDEVENTS.CO.NZ PAT @ M O N TA N A F O O D A N D E V E N T S . C O . N ZBRAND STRATEGY | WAIKATO BRANDS
KAHURANGI
How do we visually communicate brand objectives + brand message?
Maintain status quo with current look and feel
Focus on Uni requirement and build on exclusive caterer image
Imagery: VISUAL
Rough, wooden and rustic textures. Earthy, natural ingredients with fabric and clothing IDENTITY
AS THE UNIVERSITY OF
WA I K AT O ’ S E X C L U S I V E C AT E R I N G
PA R T N E R , K A H U R A N G I I S P R O U D
T O P L AY I T S PA R T I N T H E H E A R T
OF THE COMMUNITY
K A I A T E R A N G AT I R A H E K O R E R O
Kai a te Rangatira We bring people together
he Korero to share not just food
The sustenance of the but also conversation,
Chiefs is robust debate replenishment and growth
that comes from sharing
Kahurangi is committed food. The act is at the
to using produce and heart of all communities.
artisan suppliers from We wish to play this
our Waikato and Bay role in the University of
of Plenty communities. Waikato - growing and
Our contemporary and strengthening it, not just
innovative table is built for those who are already
from understanding our a part of the university
tikanga and what it can community, but every time
create for taste profiles and we bring new people into
techniques. that community through
an event.
PUKAPUKARĀRANGI KAI
M E N U B OOK
CONTENTS
R Ā R A N G I TA K E
B R E A KFAST 9
M O R N I N G & A FT E R N O O N T E A 12 - 13
L I G H T WO R KI N G LU N C H 16 - 17
N O O D L E B OX LU N C H 19
C A N A P ÉS 21
FI N G E R FO O D 24 - 2 5
B U FFE T LU N C H & D I N N E R 27 - 2 9
P L AT E D D I N N E R 3 2 - 35
B E V E RAG E 3 8 - 39
H OW TO O R D E R 40BRAND STRATEGY | WAIKATO BRANDS
All Blacks vs. Tonga,
including HSBC NZ
major events. They
37 South is Waikato
VILLAGE
37 SOUTH
How do we visually communicate brand objectives + brand message?
Stadium
H3 Group (Exclusive
Build brand equity primarily through communication and partnerships
Continue to build collateral suite and cement brand look and feel
National Fieldays So
catering brand)
Montana Food and
New Zealand Rugby
industry. Some of th
Imagery: Bright, fun, full of people - contrasting the black and white branding. VISUAL
IDENTITY
Village has many str
Festivals/entertainment/experience focussed with imagery from past events and success stories
OUR PART
We strategise, desig
n and deliver
innovative event expe
riences.
Village is Montana Grou W
Wee cr
crea
eate
te ev
even
entt ex
expe
Stadium Waikato an brand, focusing on
p’s retail events
public food and
event delivery at majo
perie
rienc
nces
es
r events. We strategise, desig
W
Wee ar
n and deliver
aree
responsible for man
innovative event expe
riences.
Village is Montana Grou We create event ex
pe
City Limits, Lexus Ur
p’s retail events
riences
Our specialised team works
on all facets of the event
including: art direction experience brand, focusing on
public food and
Village has a succes and branding; build logistics
Greenfield sites; retail, with a focus on
crew and corporate catering event delivery at majo
management and beverag ; alcohol r events.
We are
e strategy; and user experie
including furniture, theming nce design
including furniture, t and VIP spaces.
Village has a successful Our specialised team works
track record at major events on all facets of the event
management and b City Limits, Lexus Urban like Auckland including: art direction experience
Polo and HSBC NZ Sevens. and branding; build logistics
responsible for managi We are Greenfield sites; retail, with a focus on
ng all public retail outlets crew and corporate catering
Greenfield sites; reta Stadium Waikato and Claudel at FMG management and beverag ; alcohol
ands Events Centre. e strategy; and user experie
including furniture, theming nce design
including: art directi and VIP spaces.
Village has a successful
Our specialised tea track record at major events
City Limits, Lexus Urban like Auckland
Polo and HSBC NZ Sevens.
responsible for managi We are
ng all public retail outlets
Stadium Waikato and Claudel at FMG
ands Events Centre.
OUR PARTNERS
event deliv
brand, focu Village has many strong,
industry. Some of these
long-term partnerships
within the events
We are
include:
New Zealand Rugby (HSBC
Village is M Montana Food and Events
NZ Sevens) OUR PARTNERS
(Montana Group’s premier
catering brand) corporate
National Fieldays Society Village has many strong,
(NZ National Fieldays)
innovative
We strategi
H3 Group (Exclusive food
and events partner at Claudel
Stadium Waikato) ands and FMG
We create event experiences industry. Some of these
New Zealand Rugby (HSBC
long-term partnerships
include:
NZ Sevens)
within the events
Montana Food and Events
(Montana Group’s premier
catering brand) corporate
National Fieldays Society
(NZ National Fieldays)
H3 Group (Exclusive food
and events partner at Claudel
Stadium Waikato) ands and FMG
37 SOUTH
37 South is Waikato events
people and promoters
major events. They have of Waikato-based
brought several events
including HSBC NZ Sevens, to the region
NZ
All Blacks vs. Tonga, Corona Darts Championship, NZ Breakers,
Piha Pro and Lexus Urban
Polo. 37 SOUTH VILLAGE C1 & C6 BAR
37 South is Waikato events
major events. They have
people and promoters
brought several events
of Waikato-based DOUBLE HEADER 2020
including HSBC NZ Sevens, to the region
NZ
All Blacks vs. Tonga, Corona Darts Championship, NZ Breakers,
Piha Pro and Lexus Urban
Polo.
C1 & C6 BAR
- core flu te s ig n a g e to fa ca d e of con ce ss ion
5
THE CV - u tilis e Villa g e ‘ Pop U p ’ b ra n d with k its ch -like d e s ig n (re fe re n ce : We m b ley Sta d iu m Ba r)
- a d d ition a l core flu te way fin d in g s ig n s on s id e of con ce ss ion
2020
.50
HSBC NZ Sevens
$
HSBZ NZ Sevens (Village Cashless) Increase revenue, reduce costs and provide a seamless experience for
your guests. Whether your event is a one-off or recurring, seamless
Blackcaps v India ODI, T20
and dependable logistics are essential for success. Whether it’s full
White Ferns v South Africa ODI, T20
cashless management or device hire, go Village Cashless and take
Lexus Urban Polo
control of your event.
Super Rugby CASE STUDY - HSBC NZ SEVENS TOURNAMENT
Super Rugby Aotearoa Key benefits:
Specifications
2019
- Held over two days and three consecutive years at
HSBC NZ Sevens FMG Stadium Waikato - 2018 to 2020
Blackcaps v England Test - Globally recognised and viewed rugby event and festival
Blackcaps v India T20, ODI
White Ferns v South Africa T20, ODI - Capacity in 2019 of over 25,000
Nitro Circus
- VIP function 300 pax, corporate Lounges 1,100 pax (including
Super Rugby Increase revenue Increase speed purpose built additional marquees), players, refs, ball boys 600 pax,
National Fieldays Cafe and Restaurant by up to 40% by up to 80% packed lunch for 800 volunteers and staff
GABS Festival (Village Cashless)
NZ Darts Masters Food and Beverage
All Blacks v Tonga Test
Mitre 10 Cup - Custom food menus for each retail concession based on customer
Tonga v British Lions League preferences
15
Skycity Hamilton Waikato Cup
- Custom theming and design of 6 purpose built bars
2018
- Range of alcoholic drinks available, inclduing specialty
Increase operational Eliminate cash
efficiency management issues
cocktails and mid strength options Ready for your next ultimate
HSBC NZ Sevens
event experience?
$
Blackcaps v India T20, ODI - Village management of various mobile food vendors,
White Ferns v India T20, ODI including in 2018 a Montana Group pop-up Hangi offer
Blackcaps v Bangladesh Test Village Events
- Player feedback as “the best food they have experienced”
Super Rugby
Heineken Urban Polo - Over 40,000 drinks served in reusable Globelet cups annually 07 958 5900 | info@villageevents.co.nz
Auckland City Limits Music Festival
villageevents.co.nz
Mitre 10 Cup
NZ Flower and Garden Show
Skycity Hamilton Waikato Cup Eradicate ticket and Full visibility of all
Skycity NZ Breakers wristband fraud transactions in real time
Village Cashless
EARLIER 07 958 5900 | cashless@villageevents.co.nz
villageevents.co.nz/cashless
Stampede Country Music Festival 2017
Auckland City Limits Music Festival 2016
Nitro Circus 2015
FIFA MENS U20 2015
RNV 2007 - 2013
Holistic solution Access to 250 devices
Nitro Circus 2013 streamlines opertions and cashless equipment
Hamilton 400 V8 Supercars 2008 - 2012
Rugby World Cup 2011BRAND STRATEGY | WAIKATO BRANDS
SUDANO
How do we visually communicate brand objectives + brand message?
Rework brand collateral to modernise.
Start to simplify messaging and imagery with pastel, warm imagery and some graphic representations
Imagery: VISUAL
Pastel, warm imagery. Simplified layouts with minimal styling. Wooden and grainy textures IDENTITY
‘Made by hand and heart’ The Holiday Cake is here
Christmas is hardly Christmas Christmas Tree Fruit Cake
without hand made Christmas 16cm x 14cm | 24 cakes per carton
Fruit Cake. The perfect addition
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for the festive season. A decadent hand made Christmas fruit cake,
with walnut, pecan, almond and glacè cherry
‘Christmas tree decorations’. Perfect to show
Made with care and attention your appreciation and say thank you to your
to detail, from the same recipes customers, clients and staff. Gift by itself or add
to a gift hamper.
passed down four generations,
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24 - 96 cakes @ $15.00 each
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Say thanks to your customers,
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clients and staff with a hand
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made Mini Christmas Tree Cake. Minimum order of 1 carton (24 cakes). Cakes must be ordered
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By itself or in a gift hamper, this by the carton. Prices are GST exclusive. Freight outside of
Waikato is additional. Order deadline September 30, 2020.
gesture is sure to bring joy this
holiday season. For further enquiries and orders please contact
p rod uc tionm anag e r @sud ano.co.nz
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5BRAND STRATEGY | WAIKATO BRANDS
H3 VENUES
P WINTEC E WOODSIDE
Hazel Hayes Kerr & Ladbrook
Kerr & Ladbrook
CATERING MAJOR EVENTS Montana Food & Events
Mavis & Co
Friends E THE RED BARN
Internal
CLAUDELANDS CLAUDELANDS
Montana Food & Events Village
Montana Food & Events P CAMBRIDGE RACEWAY
Montana Food & Events (75pax+) E SKYCITY
Internal Internal
FMG STADIUM WAIKATO
Montana Food & Events FMG STADIUM WAIKATO
Open Village P HAMILTON GARDENS E VILAGRAD
Montana Food & Events Montana Food & Events Internal
Various
SEDDON PARK
E WINDY RIDGE
Open
SEDDON PARK P MYSTERY CREEK Internal
Village Montana Food & Events
Montana Food & Events Kerr & Ladbrook
Foodtrucks
GRANDSTAND O DON ROWLANDS
Montana Food & Events Good George
E TE RAPA RACECOURSE
Kerr & Ladbrook O PANAMA’S (3)
CAMBRIDGE RACEWAY
Montana Food & Events
E UNIVERSITY OF WAIKATO
Kahurangi O AVANTIDROME
MYSTERY CREEK (FIELDAYS)
Village E WOODLANDS O GRAIN EXCHANGE
Montana Food & Events Kerr & Ladbrook
E FERRYBANK O THE METEOR
Kerr & LadbrookBRAND STRATEGY | GROUP BRANDS
SUMMARY
We must differentiate brands clearly from each other to:
- Establish market spread
- Create a spread that enables us to assert further control over the market - pricing, increase market share
- Ensure we don’t allow other brands to gain a foothold by cornering other market segments
- Ensure the market’s perception of customer choice is preserved - particularly in locations where we own the entire share (Uni)
To cement each brands position:
- (Flame Tree) Maintain status quo with current look and feel and build ‘Preferred caterer’ image
- (Urban) Maintain existing brand equity, retain look and feel and build on standardising collateral throughout
- (Dawsons) Re-energise existing brand equity, bring brand into modernity with the same fun, decadent, lux feel
- (MFE) Brand becomes passive in the marketplace, with a refocus to be executed only in venues and in collaboration with venue
branding. Large scale and complex events and partnerships only
- (Puketutu Isl. Est.) Launch new brand into venue market, establish market presence and positioning in busy wedding/conference
venue segment
- (MFE WKO) Maintain existing brand equity with renewed focus on PR/communication to marketplace
- (Kahurangi) Build on exclusive caterer image and maintain status quo
- (Kahurangi) Continue to cement look and feel, building brand primarily through partnerships
- (Sudano) Modernise brand collateral with new imagery and brand direction
Other key strategic actions:
- Set the University panel of 3 - establish relationship (Royce to lead). Little Wolf is likely to challenge
- MFE now takes reactive ‘out-catering’ sales only. No sales/operations resource should be spent getting new work
Focus is on filling exclusive partner venues (MOTAT, Zoo, Okahu) and collaborating on promotional activities
- At sites where we (MG) takes a venue hire, we create greater customer choice by allowing all three caterers to work and sell
into there (Dawsons, Urban, MFE).
- MOTAT now effectively operates a panel of 3 Customers have a choice of caterer for all functions and all MOTAT sites
(pending sign off from MOTAT)
- All three caterers (Dawsons, Urban, MFE) can cater at Kelliher
- Note: This requires the ‘venue salesperson’ to create a separation between the venue and MG brands, to maintain the
perception of real choice
- Re-establishing regular quarterly reviews with contracts. This drives innovation, relationship management and additional valueYou can also read
