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2012

MKTG1501 – Marketing Plan Shannon Merrington Due: 21/05/2012 Ellie Glaves Sala Rankine

[MARKETING PLAN]

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Contents Page 1. Executive Summary 3 2. Introduction 4 3. Current Situation Analysis 5

3.1 Internal Analysis 3.1.1 Mission

3.1.2 Company Definition 3.1.3 Product Offering

3.2 External Analysis 5 3.2.1 Demographic Trend 3.2.2 Economic Trends 3.2.3 Technological Trends 3.2.4 Social Trends

3.3 Market Analysis 6 3.3.1 Market Trends 3.3.2Competition

3.4 SWOT 7 3.4.1 Strengths 3.4.2 Weaknesses 3.4.3 Opportunities 3.4.4 Threats

4. Target Market Selection and Positioning Strategy 8 4.1 Market Selection 4.2 Target Market 4.3 Positioning Strategy 4.4 Messaging

5. Objectives 10 5.1 Corporate Objectives 5.2 Marketing Objectives

6. Branding 11 6.1 Value Proposition 6.2 Strategy Pyramid

7. Marketing Mix Strategy 14 7.1 Product 7.2 Price 7.3 Distribution 7.4 Promotion

8. Action Plan 16 9. Marketing Budget and Sales Forecast 17

9.1 Sales Forecast 9.2 Expense Forecast 9.3 Revenue Forecast

10. Controls and Contingencies 18 10.1 Implementation 10.2 Keys to Success 10.3 Market Research 10.4 Contingency Planning

11. Conclusion 20 12. References 21 13. Appendices 22

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1. Executive Summary Spoilt Rotten is a high-quality dessert and cocktail bar and customer service concept. This niche restaurant offers delightful desserts paralleled with cocktails and other alcoholic beverages, all delivered in a friendly and personal environment. With the advantage of being a sole trader for this concept Spoilt rotten can offer customers an experience unlike any other. Marketing and branding strategies have been designed to stay relevant in the lives of the target market and to successfully portray the company's values and attitudes in a cost efficient, profit maximising manner. Employers and employees alike will continually live and breathe the core values of this business, which are quality, uniqueness and exceptional customer service. The proposed strategies in this report are designed to assist Spoilt Rotten in commencing accelerated growth in both sales and revenue, and if implemented accordingly, will ultimately see the success of this business venture.

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2. Introduction This report exhibits marketing ambitions of the Spoilt Rotten restaurant and successfully highlights, through critical analysis, the future potential of the business. Taking into consideration the current demographic of West End and merging with the innovative branding and sales objectives of the company, this document provides marketing strategies and goals that would ultimately lead to a successful launch and continuation of the business. It will exhibit an overview of the forecasted cost and sales and determine the expected revenue for the first year.

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3. Current Situation Analysis 3.1 Internal Analysis

Unique in its genre, Spoilt Rotten is a dessert bar located in the heart of West End, just minutes away from the centre of Queensland’s buzzing capital city. Decked out with edgy decor to complement the sophisticated yet delicious menu, this modernistic dining bar is the perfect place to indulge and drink away the hours. There is diverse range of desserts to cater for all clientele within the target market, paralleled with an appropriate cocktail and alcoholic menu. As a dessert bar is an original concept for this area, it is essential for the marketers to profitably sell the business in accordance to the current demographic of the local area.

3.1.1 Mission

Designed to stimulate the sweet sensors of ones palate, Spoilt Rotten is a dessert restaurant and bar focused on providing high quality desserts jointly with appropriately delectable cocktails in a casual, stylish atmosphere. Every cocktail and dessert is prepared with the highest standards of quality and is promptly served as it is in our main interest to keep our customers satisfied. Our goal is to develop a niche in the restaurant market for this dessert bar and to maintain a reputation as a contemporary bar that is unique to this area. All employees shall be treated with respect and there is a strict intolerance of any discrimination in the work place. The employers and employees will work as a team to achieve all financial targets and strive to continually improve the goings of the business. Our reputation is built upon our customer service, quality of meals, and the uniquely stylish atmosphere. 3.1.2 Company Definition Spoilt Rotten is aimed at making customers feel as though they have discovered something special. Customers have the ability to choose from a wide variety of desserts and match them to an appropriate cocktail mix. Every customer that walks into the restaurant should walk out feeling satisfied. To fulfil these desirable outcomes it is important to know what our customers value.

● Customer service ● High quality food ● Variety ● Reasonable competitive pricing

3.1.3 Product Offering Spoilt Rotten offers a wide variety of complimenting dessert and cocktail combinations at the highest quality, at competitive prices. Customers will receive prompt and friendly table service and can order from a diverse menu; however the option for take away and call-up orders is also readily available. There are a small number of alternative options for people who have health restrictions and/or different dietary choices that impact upon what they can consume, such as dairy free, gluten free, nut free and vegan options.

3.2 External Analysis The following trends and issues impact the success of Spoilt Rotten.

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3.2.1 Demographic Trend

The Brisbane City Council Community Profile for West End (containing Enumerated Census data from 2001 to 2006) states that from 2006 onwards, large amounts of growth are expected in the West End area due to urban renewal. Of West End’s steadily increasing population of 6153, 4570 of these residents are adults aged 18 to 64 years, primarily 25 - 49 year old’s within that bracket. (Refer to APPENDIX 1a.) The most rapid growth of an age bracket between 2001 and 2006 was of 50 - 59 year olds, expanding by 157 people. These factors contribute to an increased demand for luxury food items. These mature age brackets suggest that the demographic of the area will not seek to buy cheap, low quality items. The primary income of the area sits between $199 and $599 per week, (Refer to APPENDIX 1b) suggesting that the population (for the most part) could afford to indulge a little. This demand is predicted to be complemented by the steady growth and development of the West End area. One important factor is that married couples in the 35 to 65 age range represent a large growth segment and tend to enjoy larger incomes than other family structures. (Refer to appendix 1c and 1d.) They enjoy the choice to spend their disposable income on life's amenities. They choose to spend resources here rather than on vacations and other discretionary options.

3.2.2 Economic Trend

Restaurants operate more profitably when the country as a whole is financially stable, regardless of its direct impact on the local economy; sales decrease when the stock market falls. Because a large amount of the ingredients used are imported, the continued rise in the Australian dollar over the last year means lower import costs.

3.2.3 Technological Trends

As society moves forwards, more and more forms of technology continue to develop and advance. Modern forms of technology such as smartphones and social networking can be the key to success in some businesses as they will allow a large amount of the population to be reached through advertising. Furthermore, networking, like the smart phone is a highly modern and popular past time, which is a cost effective and easy way to reach a larger market.

3.2.4 Social Trends

Major changes in tastes and availability increase sales. The West End market is an on-trend area, meaning that once an innovative outlet has opened, a majority of the population will go out of their way to try the menu. This offers a buying advantage for the store, offering a preview of what is preferred and how we should adjust our in-stock inventory

3.3. Market Analysis

3.3.1 Market Trends The high quality restaurant market, accounts for 42% of all food outlets in Australia. This industry is predicted to continue steadily over the next few years as the global economy recovers. The industry is driven by the number of customers who are willing to indulge in luxuries such as cocktails and gourmet desserts. This is primarily due to the solid growth in the number of families in the area, as well as mature age residents. The social drinking market continues to grow and closely parallels the high-quality restaurant market.

3.3.2 Competition

Competition in the area of high quality restaurant comes from three general categories: traditional restaurants, fast-food outlets, and international restaurants. The other local international

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restaurants and fast-food outlets are considered as indirect competition, but we have seen strong direct competition from traditional restaurants in the surrounding suburbs. These businesses pose a threat to Spoilt Rotten mainly due to their size, their available funding and resources, and their comparative quality. Spoilt Rotten, however, is an innovator within the West End area.

3.4 SWOT

Through extensive market planning and research various strengths and weaknesses have been determined for this business venture. Key opportunities and threats have also been highlighted and need to be addressed in order to overcome current problems stemmed from external factors. The following SWOT analysis presents these findings.

3.4.1 Strengths

● Contemporary restaurant that is unique to the area ● Location – being in a highly noticeable position in a popular thoroughfare ● Prompt, friendly staff who deliver great customer service ● An easily accessible and workable retail space with a chic interior design ● Strong relationship between suppliers ● Demand of strong customer loyalty ● Product Presentation ● Quality of products ● something about finances ● Persuasive and relevant marketing campaigns ●

3.4.2 Weaknesses

● Uncommon combination of products has potentially higher risks ● Unsureness of continuous revenue ● Advertisement for commencement of business ● Lack of knowledge in this business field ● Location – ‘Multicultural hub of Brisbane’

3.4.3 Opportunities

● Alliance with potential business partners and suppliers ● Gradual business awareness causing a growth in the market that should lead to eventual

demand in product ● Potential promotion opportunities - themed nights, live entertainment etc ● Eventual development of franchises

3.4.4 Threats

● Current social cultural trends leading towards ‘healthy eating’ ● Demographic majority of West End ● Competition from external businesses - bars, cafes ● Current economic crises and shift in current consumer behaviours limiting money splurged

on luxuries

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4. Target Market Selection and Positioning Strategy

After analysis of the current demographic situation of West End we have narrowed our market down to a specific set of buyers. We are knowledgeable on the characteristics, values and common needs of this target market and have derived a suitable positioning strategy that, we believe, will satisfy and envelop loyal customers.

4.1 Market Selection

The intended target customers of Spoilt Rotten display relatively similar characteristics in regards to demographical, geographical, behavioural and psychographic factors. For a specific analysis of the prototype of the market selection refer to APPENDIX 2. The follow is an outline of the market selection profiles. Segment Profiles:

Segment 1 Segment 2

Segment Name The Romantic The Socialite

Geophraphic Local Local and outer regions

Demographic Couples aged 20 - 50 years Females 20 - 55 years

Usage of Product

Light Medium

Benefits of Usage

Secluded Romantic Indulgent Alludes Passion Makes you feel cheeky

Sociable Charismatic Tasty Makes you confident Makes you feel daring

Psychographic One partner hinting to loved one or other partner that they are worth spending money on. Feel as though they are alone. Being ‘naughty’

Willing to spend that extra dollar to experience an enjoyable night. There is a unestablished

4.2 Target Market and Segmentation

In summation, there are two major intended markets, young couples and female social groups. The age range of these patrons is early twenties until late forties or early fifties. A majority are employed and earn a higher income percentage; however students may also find need for this product. This target market are all highly sociable and thrive on human contact and acceptance. They endeavour to seek dining experiences that are uncommon, and places that people are unaware of. The business has adopted a ‘concentrated’ market coverage strategy as we endeavour to hold a large share from these small subgroups. This enables us to gain a greater insight into the needs, wants, behaviours and attitudes of the target market as well as achieve a strong market position in our chosen niche, which is our ultimate marketing goal.

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4.3 Positioning Strategy

Spoilt Rotten is a unique dining bar which offers nothing like that of any hospitality outlet in West End. Customers come to Spoilt Rotten to receive not only a nice cocktail and service, but an experience. We believe that by paying slightly more for a night of indulgence they will receive value for their dollar, in other words, the benefits received from choosing this product positively out way the cost.

4.4 Messaging

Spoilt Rotten can offer a highly enjoyable and personable experience whilst indulging in a range of high quality desserts and cocktails that is different from any other bar. With a seductive and intimate atmosphere, Spoilt Rotten is the perfect place to have a romantic evening with the partner, or have a night away from the usual busy lifestyle that many lead and sit back and drink away the hours with friends. Possible Mottos:

- Are you Spoilt Rotten? - Spoilt Rotten, hard to resist.

Specific Target Messages: The Romantic: ‘A night unlike any other’

The Socialite: ‘A cheeky night out with friends’

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5. Objectives The major corporate and marketing short term objectives are as follows.

5.1 Corporate Objectives

● Increase average sale intake per transaction. ● Increase sales growth by 10% monthly maintaining a 80% and above market share in the

market niche which we have established. ● Limit weekly wastage to a maximum of 10% of the products made ● All staff members are to be trained appropriately according to the values of the business and

to continue to learn and develop throughout the course of their employment. ● Mystery shopped’ monthly to check if these high levels of service are maintained. ● Any transactional mishaps or incidents will be immediate dealt with and any cautionary

actions will be implemented to avoid recurrence of the situation.

5.2 Marketing Objectives

● Develop and sustain an unusual product combination in the West End Area ● Increase brand awareness by 8% every month ● Increase loyal customer base to 50% of all customers. ● Have an increase of 10% per month of Networking followers (Facebook, Instagram, Twitter)

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6. Branding The restaurant name Spoilt Rotten, was decided as an apt name for the business as it alludes indulgence, with the aspect of being a little bit ‘naughty.’ The use of earthy browns in the logo exudes a warm, homely vibe as well as being indicative of caramel and chocolate. Contrasted, is the purple which is used to counteract the warm colours as well as hint passion and lust.

6.1 Value Proposition The three major brand qualities which we will be focusing on are quality, uniqueness and great customer service. We are competing in the market as a ‘market nicher’ as there is nothing else like it in West End and customers will believe they belong to an exclusive community which can be also advocated through customer service which the engaging staff will offer. The employee/customer relationship is important as it sets up the basis of brand loyalty. We are taking the angle of ‘quality and experience’ over ‘cheapness and deals’ as people often associate the latter characteristics with ‘speed’ and ‘lack of quality’ and this contradicts the image we are trying to portray. We believe that, by focusing on promoting and quality of the products, customers will be willing to spend more on the product as they believe they are receiving value for money. This will ultimately lead to higher revenues. 6.2 Strategy Pyramid The foremost goal of Spoilt Rotten is to position the restaurant as a unique seller in the market and to obtain and very high proportion of the market share of this particular niche. To do this, increased brand awareness for this business venture is essential as West End holds no current reputation for this type of product. This will be followed by gaining a customer base of our intended target market and developing strong relationships with patrons. We will also endeavour to provide staff with suitable training to pursue the job at hand which will ultimately assist with our last branding strategy which is to establish and maintain customer loyalty. The four major strategies are as follows:

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7. Marketing Mix Strategy Spoilt Rotten offers products that are unique to anything in the West End vicinity and pride ourselves on this differentiating factor.

7.1 Product

Spoilt Rotten are offering a range of dessert products that coincide with well-known and specialty cocktails. We pride ourselves on our exceptional customer service and the personable interactions between the customer and employee to make the patron feel valued. Personal cocktail requests are always. Customers will believe that this is a desirable product that they found by chance and it is a worthwhile investment.

7.2 Price

Spoilt Rotten has positioned itself to be seen as providing value for money products. Our products will be sold at a medium - medium high price as we only bake with the finest ingredients. This price barrier might change in the growth of the business as we will continually strive to better the production and decrease the production costs. As we are selling not just the product but an ‘experience’ customers will be willing to spend more on the product if they believe they are receiving value for their dollar.

7.3 Distribution

West End was chosen as an appropriate location as it is a highly popular dining hub renowned for its multiculturalism as well as indie atmosphere. Spoilt Rotten is located at D/120 Boundary Street in West End - a small 80m2 building within a busy restaurant precinct and featuring excellent visitor parking. These aspects of the location make it ideal for this restaurant. Spoilt Rotten has been to design to provoke lust, passion, and indulgence almost to the extent of being slightly mischievous. Its interior will be decorated with modern and edgy furniture to complement the individual menu selection.

7.4 Promotion

The follow are what we believe will be suitable and highly successful means of promotion. Networks:

x Facebook x Instagram x Twitter

Networking is a time and cost effective way to not only advertise and expose our brand but also stay relevant in people’s lives. Networking also encourages brand loyalty. Furthermore, Facebook user age distribution indicates that 26% of Facebook users are 25 - 34 years old, with a total of 78% of the Facebook user population are of ages 18 - 54 years with 54% of these being female. (Australian Facebook Statistics, 2012) Thus, according to these statistics, a large portion of the intended target market is Facebook users. Radio:

x Partnerships with radio stations. Sponsoring the station with prizes for competitions such as ‘Free Tasting Nights’ or ‘Free dining for two.’ Also, promoting events such as Speed Dating.

University newsletters/billboards:

x The University of Queensland

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x QUT x Griffith

Contemporary and funky A3 page poster to appeal to a generation Y audience as it highlights the individually of the restaurant as well as the social orientation of the venue. Promotion in yearly diaries. Themed Events:

x Valentine’s Day, x Hens Nights x Speed Dating

These themed nights all revolve around fun, love, friendship and being social. Word of mouth:

x Essential post purchasing ‘touchpoint’. It can be driven by frenzy or excitement and can be very persuasive, especially when messages and opinions can be spread instantly Aside from the initial advertising, this marketing mean is cost free as ‘the customers are doing the work willingly and enthusiastically.’ (Barrett, 2009)

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8. Action Plan The following action plan is designed to efficiently and effectively implement Spoilt Rottens proposed marketing activities. Completing these tasks in accordance to the expected dates and budgets is critical as they are based on limited budgets, resources, time and strategies.

ACTION PLAN Start Date End Date Budget Department Networking Facebook Creation 15/11/2012 ongoing Free Technical - Mark Facebook Promo 1 1/01/2013 1/02/2013 $1 200 Marketing - Liv Facebook Promo 2 1/04/2013 1/05/2013 $1 700 Marketing - Jane Facebook Promo 3 1/07/2013 1/08/2013 $2 100 Marketing - Jane Instagram Creation 31/12/2012 ongoing Free Technical - Mark Twitter Creation 15/01/2012 ongoing Free Technical - Mark Wed Page Development 29/02/2013 31/03/2013 $5 500 Design - Alex Web Page Redesign 01/01/2014 01/02/2014 $ 3 300 Design - Alex Advertising Radio Campaign 1 01/02/2013 14/05/2013 $8 200 Marketing – Liv University Fliers 01/02/2013 ongoing $480 Design - Alex University Magazines 01/09/2013 31/11/2013 $7 500 University Promo 1 02/05/2013 31/05/2013 $1 900 Marketing – Liv Qld Rail Billboard 1 01/01/2013 01/03/2013 $2 850 Advertising - Sarah Qld Rail Billboard 1 01/06/2013 01/08/2013 $5 600 Advertising - Sarah Direct Menu Fliers 01/02/2013 01/02/2013 $1 700 Marketing - Jane Direct Fliers 1 01/06/2013 01/06/2013 $1 700 Advertising - Sarah Direct Fliers 2 01/12/2013 01/12/2013 $1 700 Advertising - Sarah Events Product Launch 1/01/2013 01/02/2013 $5 000 All Event: Cocktail Tasting 15/06/2013 15/06/2013 $3 700 Advertising - Sarah Event: Valentine’s Day 13/02/2013 15/02/2013 $2 500 Marketing - Jane Event: Speed Dating 10/03/2013 10/06/2013 $2 500 Marketing - Jane Brand Awareness Staff Training 26/12/2012 31/12/2012 $350 Management - Thomas Plan Evaluation Mystery Shopper 15/03/2013 Monthly $580 Management - Thomas Other Miscellaneous 01/01/2013 01/12/2013 $100 All Total Budget $576 600

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9. Marketing Budget and Sales Forecast As spoilt Rotten is a new business venture it contains very high risks in regards to financial success. This makes sale predictions and budgeting highly important. The following section gives an overview of the predicted budges and sales of Spoilt Rotten for the initial year.

9.2 Expense Forecast EXPENSE FORCAST 2012 2013 2014 2015 Advertising $21 530 $23 000 $23 150 $24 200 Networking - - - - Website Hosting $5 500 $5 500 $5 500 $5 500 Promotions $15 100 $16 900 $17 500 $17 500 New product Launch $5 000 $3 000 $3 100 $3 150 Printed Material $680 $700 $700 $700 Events $8 700 $9 000 $9 200 $9 300 Public Relations $510 $530 $540 $550 Staff Training $350 $300 $300 $300 YEARLY INCREASE TOTAL $57 370 $58930 $59 990 $66 150

9.1 Sales Forecast and Revenue Forecast

SALES FORCAST 2012 2013 2014 2015 Average number of daily sales 150 160 175 200 Average Cost Per Sale $42.50 $43.90 $46.10 $48.40 Total Daily Revenue $6 375 $7 012.50 $8 064.40 $9 667.25 Total Yearly Revenue $331 500 $364 650 $419 347.50 $503 217 Yearly percentage increase 10% 15% 20% Average Cost Per Sale $8.90 $9.05 $8.10 $8.50 Average Daily Cost $1335 $1448 $1417.50 $1700 Totally Yearly Costs $69 420 $75 296 $73 710 $88 400 Average Yearly Sale Profit $262 080 $289 354 $345 637.50 $414 817

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10. Controls and Contingencies

In order to assess and measure the business’s performance progress, the following productivity, profitability and strategic controls will be implemented. Failure to reach the milestones could lead to a re-evaluation of the current plan or in a case of adverse events; appropriate contingency plans will be executed.

10.1 Implementation

Assessment of Spoilt Rottens nightly sales will be compared weekly determining the profitability value of each week night. Staff sale and customer loyalty targets will be reviewed monthly, and goals will be set for the following month, accordingly to the data collected. Specific product ‘cost verse profit’ will be analysed on a monthly bases and changes will be made in order to maximise profits and minimise cost. Furthermore, target market profitability will be monitored quarterly and appropriate actions will be executed to increase revenue per transaction and continually expand the customer base. Monthly staff meetings will be held to collaborate on the proposed promotion and product campaigns and to deal with any issues hindering application of the marketing plan. It is essential that we stay congruent to our marketing strategy and any external distractions effecting performance should be minimised.

10.2 Keys to Success

The following focus points will see success of Spoilt Rotten. ● Staff will continually display of Spoilt Rottens core values and attitudes. ● Ensured customer satisfaction to accelerate word of mouth advertising. ● Expansion of Facebook followers of 10% per quarter.

10.3 Market Research

The follow are some essential research methods to further the success of Spoilt Rotten. ● Commence test marketing or small scale product launch to estimate the demand for this

type of venue when introduced to a wider market. ● A chalk wall will be embedded onto one of the cafe walls to encourage customers to write

their comments, requests and any suggestions. ● Pamphlet questionnaires will be given, post Spoilt Rotten experience. It will contain

questions such as; ○ Explain the Spoilt Rotten experience in one word. ○ What was your favourite product/s you chose to indulge in? ○ Would you come back? ○ How could we improved the Spoilt Rotten experience?

● Continually dine in competitive stores or similar dining bars in other locations and analyse their strengths and weaknesses.

● A monthly mystery shopper will record their entire Spoilt Rotten experience and the outcome will be used for quality control within the business.

● To stay relevant and predict any trend changes in the macro-environment Spoilt Rotten will employ a ‘coolhunter’ who will seek out the ‘trend leaders’ in the target market and report any beneficial findings back to the to the employee.

10.4 Contingency Planning

The follow plans outline the steps to be implemented in the case of any significant unexpected or disruptive change.

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Possible Events:

● Entrance of a congruent competitor in the immediate area ● Increase of alcohol taxes ● Network Failure ● Less than predicted continuous revenue ● Social-cultural trend towards healthy eating

Worst Case Scenario:

● Decreased sales and customer loyalty - eventuate to store bankruptcy or failure ● Higher production costs - decreases in alcohol supply ● Decrease in brand awareness - decrease of loyal customer base - decrease in sales leading to

possible store failure ● Unable to maintain the business - possible shutdown or liquidation

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11. Conclusion

Conclusively, a critical analysis of current situational issues both positively and negatively impacting the future potential of Spoilt Rotten was conducted. Merging the findings with innovative branding and sale objectives and deriving suitable marking strategies to overcome described issues highlighted in the SWOT analysis, appropriate marketing strategies have been developed. Implementation of the proposed marketing strategies will ensure the financial success of Spoilt Rotten.

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12. References

Australian Facebook Statistics. (2012). Retrieved May 14, 2012, from Social Bakers: http://www.socialbakers.com/facebook-statistics/australia

Barrett, N. (2009, May). Word of Mouth Marketing. Retrieved May 17, 2012, from Content Marketing of Today: http://contentmarketingtoday.com/2009/07/31/word-of-mouth-marketing-is-becoming-incredibly-important/)

id., P. (2001). West eND. Retrieved April 30, 2012, from Brisbane Community Profile: http://profile.id.com.au/Default.aspx?id=327&pg=260&gid=10&type=enum

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13. Appendices APPRNDIX 1: a. AGE STRUCTURE OF WEST END

b. WEEKLY INDUVIDUAL INCOME

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c. AVERAGE HOUSEHOLD SIZES

d. HOUSEHOLD AND FAMILY TYPES

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APPENDIX 2: MARKET SEGEMENTATION

Demographics:

1. Predominately female. 2. Young adults to middle aged. 3. Suitable leisure time venue for young couples which corresponds with the average size of a household in West End, which is two people. Additionally, 65% of households were without children. (id., 2001) 4. Employment status of currently employed or student. 5. Average yearly salary of $50 000 or higher. Though high income earners do not hold the majority in West End, (20% of the population as opposed to 40% earning a lower salary) (id., 2001) however higher income earners can afford the Spoilt Rotten values of ‘quality and experience’ over ‘fast and cheap.’ 7. Those who are students live off an average weekly wage of $450.

Geographical: 1. The immediate area of West End with a population of just over 6000, South Brisbane and Hillgate Hill.

2. Eventuate to the whole of Brisbane CBD and inner suburbs. Behavioural:

1. A couple wanting a romantic evening 2. A group of girlfriends having a catch up.

They wish for cocktails that are uncommon and can be drink with sweet cuisine. Initially, customers will consist of regular and first-time buyers of the Spoilt Rotten experience. The usage rate of regular customers is light as people see this restaurant as a irregular ‘treat’ or ‘indulgence’ and seek it occasionally . Customer loyalty is high due to the irregularity of such a restaurant concept.

Psychographics:

1. Have a higher amount of savings as they are able to indulge in personal wants as well as needs.

2. Socialising and enjoyment of peoples company is important. 3. Likes the feeling of having a dining experience that is uncommon and can be the initiator of a social trend. 4. Shower a partner or loved one they are they worth splurging on.