How to promote a restaurant?

49
HOW DO WE PLAN TO PROMOTE A RESTAURANT ?

description

A case promotion plan of the Korean/Japanese restaurant "Seung Jo."

Transcript of How to promote a restaurant?

  • 1. how dowe plan topromote arestaurant?

2. In 14 years Seung Jo has earned a solid base of loyal customers. 3. In 14 years Seung Jo has earned a solid base of loyal customers. But the general brand aware ness is very low. 4. Problem #1We were limited in marketing budget. 5. Problem #2The restaurant capacity put restraint onmarketing activities. 6. social media and BTL activities toattract free media coverage and WOM. 7. what is the market? 35.3 billion KZT generatedmillion Almaty residents in 2011 8. what is the market?High entry/exit rates New ways of differentiationPoor price-quality value All restaurants are unique 9. Positioning map #1 adapted 3 7 4 2 8 5KoreanJapanese 6 10 1 authentic 10. Positioning map #2 high price53410 2 8 71casual 6 traditional low price 11. wheres our place? StrengthsWeaknesses Service quality Number of seats Food quality Lack of parking space Menu choice Little publicity Interior design Opportunities Threats Korean wave (rising Emerging new restaurantsinterest in Korean culture) Growth of inflation Children playground in Changing law aboutsummerentrepreneurship New marketing campaign 12. who is our customer?9,0 public and housing utilities, renovation8,1 7,98,0 educationhealth care7,0communication and transportation6,0leisure and entertainment organisation5,0 restaurants, cafes and similar4,04,0 hotelsclothing repair, tailoring, laundry3,02,0 2,0 shoemakers2,01,3 furniture repair1,01,0 repair of household appliances0,0 0,2 0,1 0,1 0,10,0 other services 2011 13. who is our customer?4,543,532,521,510,501 quarter 2 quarter 3 quarter. 4 quarter 1 quarter 2 quarter 3 quarter. 4 quarter2010 2011leisure and entertainment organisationrestaurants, cafes and similar 14. who is our customer?FULL-NESTERS valueintimacy and the homelikeatmosphere of the place.7,000 KZThot meals 15. who is our customer? YUPPIES consider the restaurant hedonistic and popular. 4,500 KZT 16. who is our customer? BUSINESS FOLKS buying behavior depends on visit purposes. 3,500 KZT7,000 KZT16,000 KZT 17. who are we?Identity 109 Renewal Feeling87 Individuality and Uniqueness6 Emotional Impact54 CommunicationSpirit3Thought Social Intelligence2 Competitiveness10 Growth and Expansiveness Authority and RespectFreedomAttraction Innovation and Unconventionality Intuition and Inspiration Power and Transformation Structure EnergyGrowth 18. who are we? RenewalIdentity 109876 Feeling 1 good food254 pleasantSpirit3Thought21 communication0FreedomAttraction StructureGrowth Energy 3 relaxing atmosphere 19. who are we?Spiritual teacherencourages each personsspiritual development. 20. who are we? "Motto/tagline:Simple forms. Deep essence. 21. who are we?USP: Value for money: moderateprices for high quality service.ESP: Mystic atmosphere: Invisiblemagic that is integral to anyone. 22. our logo Old logo. 23. our logo Old logo.Seung Jo 2x x 2xest. 1998 2x New logo. 24. our brandmark Old brandmark. 25. our brandmark Old brandmark. New brandmark. 26. our voicepersonalhonestconfident simple 27. communications objectivesDAGMARMarketing objective Initiative Stage Brand awareness Increase covers by % during mid- Brand knowledgecold season Brand awareness 1 % during peak Brand attitude season % during mid- Purchase intention warm season % during off-Lead generation 2 Purchase facilitationseason PurchaseIncrease averageCustomer support3 Satisfactioncheck by 30% Increase retention Community Brand loyalty4 rate by 5% development 28. advertisingoutdoor 29. advertising radio 30. advertising magazine 31. public relations 32. personal sellinghandbook summer menu 33. direct marketing sms-marketing print/online newsletter web site 34. social media 35. event marketing 36. event marketingwine tasting October 13, 2012 37. event marketingwine tastingmaster classes October 13, 2012 April 6, 20, 2013May 4, 18, 2013 38. event marketingwine tasting master classes October 13, 2012April 6, 20, 2013 May 4, 18, 2013pepero day November 11, 2012 39. master classesApril 6 HwajeonApril 20 SushiMay 4 SashimiMay 18 Kook su 40. sponsorshipSakura day 41. sales promotion 42. sales promotion 43. guerilla marketing Seung Jo soup-pool 44. guerilla marketingSeung Jo green logo 45. pulsingschedulewith a massive advertising focus on thebrand awareness stage and off-seasons 46. budgetaffordableobjective-and-task 47. do youhave anyquestions? 48. thankyou forattention!