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Marc and Marta BianchiniThe Bianchini RestaurantsJanuary 1 December 31, 2010

Triad Agency Joanne Banaszynski Marty Pitzer Nicole SarilloCOM203 Section BCarroll UniversityProfessor Margaret MurphyDecember 3, 2009Industry Environment / BackgroundSize of Target Market Milwaukee includes Milwaukee, Waukesha, Ozaukee & Washington Counties 859,500 people ages 21 to 70

GrowthCurrent Trends in Restaurant IndustryEconomic, Demographic, Technological & Legislative Factors Population decrease 3% (2000 to 2006) Buy one get one free Discount coupons Customer loyalty programs Slow economy Population decrease Internet No smoking in bars & restaurants effective July 2010SWOT Analysis..Strengths Coa Authentic Mexican street food Newly opened at a prime location in Bayshore Town Center Freshest meats & produce used in food preparation Private parties & catering Cubanitas Good location next to the Pfister Hotel Best mojitas Private parties & catering Profitable Indulge Great for lunch Tuesday tastings Private parties & catering Osteria del Mondo Regional Italian cuisine Established (15 years) in Milwaukee Zagat rated Core group of patrons Monday night $10 entre special Private parties & catering

Weaknesses Coa / Cubanitas / Indulge / Osteria del Mondo Need a cohesive marketing plan to link all four restaurants Web sites should be restructured and linked to promote Bianchini brand recognitionSWOT AnalysisOpportunities Coa / Cubanitas / Indulge / Osteria del Mondo Promote Coa restaurant for families Emphasize Coas Authentic Mexican Street Food Emphasize Cubanitas authentic Cuban meals and drinks Emphasize Osterias regional Italian cuisine Promote Indulges lunch menu Emphasize Indulges wine list Implement Passport to The Bianchini Experience plan Revamp Web sites Link Web sites for brand recognition Emphasize quality food & service at all locations Emphasize overall quality at exceptional price real value Promote The Bianchini Experience The World on Your Plate

Threats Coa Other Mexican restaurants Restaurants in Bayshore Town Center Slow economy Cubanitas Restaurants in surrounding area Slow economy Indulge Slow economy Osteria del Mondo Ristorante Bartolotta Mimmas Caf Zarletti Buca di Beppo Neighboring restaurants Slow economySWOT Analysis

Competitive Review Competitor Marketing mix AssessmentCoaCubanitas Competitor Marketing mix AssessmentIndulge Competitor Marketing mix AssessmentOsteria del Mondo Competitor Marketing mix Assessment

Objective & StrategiesObjectivesStrategies Increase Bianchini brand recognition from 17% to 45% in 12 months Increase repeat customer base 20% in 12 months

Internet key words in searches on Google.com and Yahoo.com Advertise On Milwaukee.com Implement customer loyalty campaign Brochures Comment cardsTarget Audience Age 21 to 70 Income $50,000 + Geographic Milwaukee, Waukesha, Ozaukee & Washington counties Families Young adults Seniors Milwaukee lunch diners Business meetings Dinner market Weddings Special occasions

Coa / Cubanitas / Indulge / Osteria del Mondo

Positioning & Campaign Theme The Bianchini Experience The World on Your Plate Passport to The Bianchini Experience Brochures, customer loyalty programCampaign Theme Positioning Emphasize freshness of ingredients Build on the variety of cuisines Services offered Quality of service Attention to customer satisfaction

Recommendations Newspaper Online newspaper Use AdSense Brochures Offer coupons Incentive program Main website Link main website to individual websites

Web Site

Media StrategyNewspaper

Internet

Website

Direct Mail

Customer Loyalty ProgramMedia TimelineSample Media Plan for Marc & Marta Bianchini2010JanFebMarAprMayJunJulAugSepOctNovDecBudgetOnMilwaukee.comXXXXXXXXXXXX$9,960DirectXXXXXXXXXXXX$4,900NewspaperSunSunSunSunSunSunSunSunSunSunSunSun$22,500InternetXXXXXXXXXXXX$10,000Web SiteXXXXXXXXXXXX$1,500Grand Total$48,860Budget Summary$9,960$22,500$4,900$10,000$1,50014Supporting Documentation U.S. Census Bureau statistics Online customer reviews Quote for brochures EGX Group Quotes for coupon, passport, comment card Office Max Competitor analyses online Bartolotta brochures and customer appreciation plan Bartolottas kiosk, Brookfield SquareThank you for taking the time to viewour presentationNicole, Marty & Joanne