Souper salad Project

8/14/2019 Souper salad Project

1/18

I m workin on it


2/18

Marketing has been defined as an organizational function

and a set of processes for creating, communicating anddelivering value to customers and for managing customer

relationships in ways that benefit the organization and its

stakeholders.

AMarketing Strategy consists of selecting a segment of

the market as the companys target market and designing

the proper mix of the product/service, price, promotion,and distribution system to meet the wants and needs of the

consumers within the target market.

MARKETING STRATEGY

MARKETING


3/18

Includes sales and merchandising.

Determines who will patronize the restaurant & what they

want in it.

It is an ongoing effort.

Gets into psyche of present & potential patrons.

Marketing is about solving guest problems.

The company's marketing mix focuses on employees andcustomers first. Employee service programs were

described in the previous topic. Customer service goals

will ensure top-notch service.

Sales literature, coupons, a direct phone line, fax andwebsite orders, newspaper advertising, event sponsorships,

and multi-purchase punch cards.


4/18

RESTAURANT MARKETING

Restaurant marketing is based on a marketing philosophy. Marketing philosophy patterns the way management &

ownership have decided to relate to guests, employees, purveyors

& the general public in terms of fairness, honesty & moral

conduct.

Marketing is finding out what guests want and providing it at a

fair price.

Marketers ask themselves, Who will be my guests? Why will

they choose my restaurant? Where will they come from and why

will they come back?


5/18

RESTAURANT MARKETING

DECISIONS

What if you owned a restaurant located in a particular city?

What would be your marketing strategy?

How certain are you that you made the right decisions?

What if the restaurant was located near a university in aforeign country like China, Thailand, Italy, Iceland, or Peru?

What would be your decisions?

How certain are you that you made the right decisions now?

So, whats going on? Class comments?


6/18

MARKET RESEARCH

Analyzes the community, the potential guests, the competition &

helps to answer the all-important questions: Is there a need for a restaurant?

Who will be the potential guests?

Age

Income

Gender

Ethnic origin and religion

Wants and Needs

Why would they choose us

What they like and dislike about proposed restaurant What they like and dislike about existing restaurant


7/18

MARKET DEMAND

The demand for a restaurant is calculated using two factors:The population in the catchment area (the area around the

restaurant from which people would normally be drawn to the

restaurant).

The demographic split of this population by nationality, race,age, sex, religion, employment, education, and income.


8/18

MARKET SEGMENTATIONS

Geographic

Country, state/province, county, city,

neighborhood.

DemographicAge, sex, family life cycle, income,

occupation, education, religion, race.

Behavior

Occasions, benefits sought, user status,usage rates, loyalty status, & buyer

readiness.


9/18

MARKETING MIX

Place

Product

Price

Promotion


10/18

PLACE

One of the most crucial factors in a restaurants success. This includes the location of your restaurant, the

surrounding

neighborhood, and its accessibility and visibility

Ingredients for success: Easy access

Curbside appeal

Parking

Convenience

Visibility


11/18

PRODUCT

People will always seek out a restaurant offering

excellent food, especially when good service, value, &ambiance accompany it.

This includes your menu items and the other productsand services that you buy, prepare, and sell.

Core Product: Function part of the product for thecustomer. E.g. Relaxing, memorable evening.

Formal Product: The tangible part of product. E.g.Physical aspects, dcor & a certain level of service

Augmented Product: other services. E.g. Valetparking, table reservations.


12/18

Product analysis

Product development

Product positioning

Restaurant Differentiation

Product Life Cycle


13/18

PRICE Factors affecting price:

The relationship of demand and supply

Shrinking guest loyalty

Sales mix

The competitions prices

Overhead costs

The psychological aspects of price setting

The need for profit

Cost-Based Pricing Competitive Pricing

Price & Quality


14/18

PROMOTION

Goals of a promotional campaign:

To increase consumer awareness of the restaurant.

To improve consumer perceptions of the restaurant.

To entice first-time buyers to try the restaurant.

To gain a higher percentage of repeat customers.

To create brand loyalty (regular customers).

To increase the average check.

To increase sales at a particular meal or time

To introduce new menu items.


15/18

In-house

Tie-Ins and Two-for-Ones

Advertising Appeals

Travel guides

Yellow pages

Mailing lists

Types of advertising are


16/18

Sales tactics

Tactic 1: Publicity stunts

Tactic 2: Public relations -

Tactic 3: Bounce-backs

Tactic 4: Stop discounting

Tactic 5: Business socials

Tactic 6: Sampling

Tactic 7: Host food events

Tactic 8: Toss up Tuesdays

Tactic 9: Menu Bingo

Tactic 10: Birthday program -


17/18

TARGET MARKET

Downtown workers:

The Sub Shop will target downtown workers through localbusinesses, advertising, event sponsorship, and word of

mouth advertising.Students:

Ashland has a seasonal student population of around 4,700.The company expects to reach students through campusactivities and marketing, as well as by sponsoring student

events


18/18

Tourists:

The company will reach tourists at the time they visit Ashland.Most tourists aren't thinking, "Where am I going to find good,

inexpensive lunches?" when they plan their trips because theyknow fast food venues are abundant. The strategy will be to standout from the other venues available on the street, and lettingpeople know the food is relatively inexpensive, but withoutdegrading the experience of shopping.

Weekend Shoppers:

Weekend shoppers come from Medford to shop for clothes, gifts,and crafts in downtown . Over 40,000 people live and work inMedford, and we predict that at least 8% of those people will atsome point shop in Downtown.

Documents

Souper salad Project