international marketing ( chain restaurant in london)
TRANSCRIPT
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Dominik Kis, Declan Shannon, Inal Zhurtov, Suman Bhattarai
International Marketing
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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Summary 1. Assumption of Concept 2. Problem Identification 3. Competitors Analysis 4. Campaign Concept
2.1. Objectives 2.2. Target Market 2.3. Key message 2.4. Strategy 2.4.1. Strategies Short-term 2.4.2. Strategies Long-term
5. Positioning Map 6. References
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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1. Assumption of Concept
• Excellent location • High quality food • Highly trained employees • Opening: 7d/week
à hours: weekdays 12:00 – 00:00, weekends 12:00 – 02:00
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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3. Problem Identification
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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4. Competitors Analysis
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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2. Campaign concept
• Short-term: attracting new costumer improving sales let people know (changings) • Long-term increase loyalty
creating relationships branding
2.1. Objectives
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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2.2. Key Message
“We are not just a restaurant, come join our family, be apart of it!“
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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2.3. Target Group
Two main Targets"
Tourists" Local people"
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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2.4. Strategies
Strategy"
Short term" Longterm"
• Including PUSH- and PULL-Strategies
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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2.4.1. Short term strategies
• Joint venture à local businesses (eg. Hotels) à in area 5-10 min by walk • Trial à food samples à on busy streets, tourist points • Tourist-Fliers A4 à fliers with full map of london à aviable at airport, train and underground stations
Specially for Tourists
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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Picture of Fliers
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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2.4.1. Short term strategies
• Website à 10% discount, after first reservation à opportunity to subscribe newsletter • Fliers à in all mailboxes in area 5-10 min by walk à advertising for discount at the website
Specially for domestic people
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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2.4.1. Short term strategies
• Setting up a stall in the morning at 8:00 – 12:00 à selling hot beverages à catch the passerbys • ‘dish of the day’ at 12:00 – 15:00 à special priced lunch menu à catch worker in the break • Happy hour on weekends at 20:00 – 21:00 à for alcoholic drinks, bottles à create weekend atmosphere
In General
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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2.4.2. Long term strategies • Greeting host à welcome atmosphere à bring the guest to their seats • Exterior lighting at each restaurants à changing each season à blue, green, yellow and purple • Newsletter à every month à special offers and events
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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2.4.2. Long term strategies
• USP: “Member-Card” 1. 8 visits with minimun charge of €40 2. Area-splitting: à in general sitting area à elevatored “exclusive” area
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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3. Positioning Map
Price
Quality
Il Tramonto
Artusi Primeur
L’anima
Bocca di lupo
Mc Donalds
Five guys
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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4. References
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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Any Questions?
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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International Marketing Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF 18.05.2015
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Appendix
• Visitcards