Marketing Plan For A Family Restaurant

Industrial Trends and related activities of the company

Industrial Trends and related activities of the company

There is an everlasting trend of family dining restaurants in Australia. This is why this restaurant has launched the cuisine range of the 50s and the 60s. Their cuisines are simple yet appealing. Restaurants which are frequently visited families get word of mouth publicity from the customers. Following these recent trends of the family restaurants in Australia, the company also follows some specific customer oriented marketing policies. These are having an ambience of serenity and quietness so that Familied persons are attracted. Moreover veterans and children who visit the restaurant are treated carefully and respectfully. The service managers visits most of the customer personally and makes sure that none of them leaves the restaurant without warm care.

1.2 SWOT analysis of the previous Marketing plan

1.2.1 Strengths

One major strength is that due to warm customer welcome policy the restaurant have won high acclaim from local newspapers like Whoville Post. The theme nights that are arranged by the restaurant attracts high amount of customers.

1.2.2 Weakness

In spite of efficient customer management, the management have not been able to open new branches of the restaurant. The shift manager’s timings are also imperfect and this is why customer management become problematic for the present staffs. The restaurant has rotational 24 hours shift and the lack of adequate number of culinary staff makes management of customer’s orders very difficult during the peak hours for several number of days.

1.2.3 Opportunities

There are not many family restaurants open in the vicinity where this restaurant is located. The restaurant collects feedbacks regarding what possible changes they expect to see in the future in the near future. This is one major opportunity by virtue of which the company might identify the trends of the customer’s demands.

1.2.4 Threats

Many recently opened small food joints have started to replicate the recipes that are in vogue at this restaurant. The inability of the restaurant to open new branches might result in the loss of potential customers.

1.3 Review of the marketing techniques and their impact upon the marketing activities

One of the most feasible marketing technique implemented by the management of the company is the customer loyalty campaign. This is a major component of the marketing program and involve direct interchange of ideas between the customers and the managements. Social media marketing strategy is another important marketing technique adapte3d by the organisation. They have a media management team that executes various activities over social media and aims at increasing the number of followers in social media.

This is an essential marketing activity that aims at achieving word of Mouth publicity from the social media followers. Besides the management team also updates the details about the upcoming theme nights or any other event on the social media also. This is one of the major reason behind the popularity not the extracurricular events that the company organises. Lastly, the policy decision to reduce the shift management timing by 25% have helped the management to focus on marketing direction and strategy making.

SWOT analysis of the previous Marketing plan

1.4 Recommendations of marketing activities

The company needs to implement innovative management strategies. The restaurant should open website of their own and allow ample opportunities for the public to interact over the website. There should be an open as well as one closed chat room over the website. Over the closed chat room the clients (including stakeholders like supply chain) or the customer might launch any grievance they have against the service received at the restaurant. Often they can launch some special booking request to the management for some special occasions like birthdays, anniversaries, pre-weddings and so on. Another open chat rooms is for the customer whereby they share their experience with others regarding their visits to the restaurant.

            The management can also organise some extraordinary marketing policies like organisation of some offline or online contests whereby the customers would be given a chance to participate with innovative recipes. The first one or two recipes can be included in the restaurant menu. They can also invite celebrity chefs or dietary experts to explore and review the range of the cuisine that is offered by the restaurant. The publication of such reviews in local magazines or newspapers with the illustration of the celebrities appraising their food can help to achieve good quality of customer attention.

1.5 Positioning and marketing Mix

1.5.1 What would the market bear?

The target market of the company constitutes of customer who are basically Familied and are middle aged. However the restaurant attracts customer of all age groups. However the primary customer base of the restaurant are the middle aged Familied people. Internal survey among the customer of the restaurant reveals that the restaurant attracts population that have an average median household income over $20000. The median age of the potential customer base is about 35 years.

1.5.2 Identification of the target market

The customary prices of the menu of the restaurant should be in accordance with the disposable income of the potential customers. This is an American theme restaurant and the potential customers who have a nag for the cuisines like burgers, sausages, sandwiches and other American cuisines are part of the typical customer base of the company.

1.5.3 Position of the competitors

The restaurant also compares the prices of similar cuisines that are served in the other restaurants also (Marketingmag.com.au, 2014). In this context the marketers of the restaurant conducts elaborate research in the external market of the American concept food based restaurants that operates within the same demographic margin.

1.6 Proposal of marketing activities

1.6.1 Introduction

The restaurant is based on the predominant theme of American cuisine. In the Whoville area it is one of the major theme based restaurants in the locality. In this proposal the major marketing policies that have been undertaken by the company and their impact on the effectiveness of the marketing activities undertaken by the company have been evaluated here also.

1.6.2 Summarised Marketing plan

• Situation analysis

The predominant policy undertaken prior to any marketing action is a situation analysis of the market. Based on the demographic data collected in the analysis, the company plans the next marketing steps.

• Social media marketing

Review of the marketing techniques and their impact upon the marketing activities

The company have an active team of media management. They take initiatives to promote the restaurant over the internet and gather more and more followers. As an impact, the thematic cuisines and the theme events that are organised by the restaurant becomes popularised.

• Sales Forecast policy

The company makes high end initiative to track the sales growth that is achieved every month against the significant marketing strategy that is taken up every month. The company maps the sales by product, by region and by marketing medium and implementation channels.

• Customer Appraisal policy

Various contest and opportunities are provided by the company by means of which the customer can win free gifts and other mementos from the company. This helps in gaining popularity among the customers.

1.6.3 Summary of the current trends and market activities

The current consumer market of Australia have a prevalent trend of family restaurants and dining joints coming up. As a consequence, theme restaurants like this one have gained in popularity among the customers.

1.6.4 Discussion of 3 most important marketing activities

1. i) The first strategy is the online promotions of the restaurant. The company uses various social media platforms like Facebook, LinkedIn, Instagram and others to promote the daily experiences and reviews shared by the customers’ regarding their experience in the restaurant.
2. ii) Theme based cuisine

The restaurant is aware of the gastronomic value of the foods served in the restaurant. Hence they usage farm fresh ingredients and organic spices in the foods. The quality grade of the ingredients that have been used in the food is indicated in the menu charts. This is an innovative strategy that attracts customers.

iii) Review ratings from experts

The restaurant management invites various culinary experts of American cuisine and dietary experts who give review of their food and this review along with illustration is posted as advertisements in the local magazines and newspapers.

1.6.5 Market segment and justification

The locality in which the restaurant operates lacks American restaurants. This is why the strategic position of the restaurant is favourable. Moreover the general acceptability of American cuisine makes the restaurant chain popular also.

Action Plan Template

Marketing activity	Resources Required	Staff responsible	When	Cost
Analysis of Vision/Mission Goals	Physical resources, human resources, social media	Marketing and IT department	Within 1 year of launch	AUD $3000
Customer Segmentation	Customer feedback and online chatrooms	Media management and IT staff	Within 1 year of launch	AUD $2500
SWOT	Marketing team	Marketing and management staff	Within 5 months of the launch	AUD $800
Marketing MIX	Supply and inventory managers, Financers and other stakeholders	Distributors, suppliers,	Within 1 year	AUD $500

This is to inform you regarding the marketing strategies adapted by the restaurant under focus. The restaurant is theme based and this is why there is general craze among the customers with this restaurant. Other than that some of the poignant business promotion strategies undertaken by the company are organising 24 theme parties on an average every year. This is the centre of attraction of a huge number of customers. Besides these, I feel that the active social media presence of the company have helped to establish direct communication channels with the customers. Thereby, the customers get a chance of understanding the customer trends and the expectations of the potential customer base of the company.

The reviews and the reactions of the customers against every marketing strategy adapted by the company is also received by the management. I suppose the company should take active initiatives to open another branch of the restaurant because during the rush hours the lack of highly experienced taskforce makes it problematic for the staff to address the customers with caution. The annual investment budget of $50000 AUD is sufficient against the service standard and the customer strength of the company. I suppose that the senior management should consider expanding the flood area or open another branch so that the potential customer base can be expanded successfully.

Recommendations of marketing activities

Part B: Meeting with Marketing Manager to Confirm Marketing Activities

1.1 Emailed copies of the briefing reports and the action plan based on the feedback provided

Summary:

• The meeting with the Marketing manager regarded the proficiency of the marketing activities that have been employed by the marketing team of the restaurant. Besides, the significant areas that require improvement are also highlighted in the meeting.
• The company should enhance the demographic scope of their marketing activities. In the opinion of the managing director, the company makes enough investment for the strategic publicity of their services. Hence it is explainable that if the company relates to customers of a wider region, the profit margin can be expanded. In order to achieve this, the list of cuisines have rote be slightly altered. Some local traditional foods have to be served also. Other than that branches of the restaurant also have to be opened so that the brand fame of the company also spreads. Besides the culture of the theme based restaurant would spread among wider audience as an impact of this and the customer base of the company would naturally expand.
• Besides, the celebrity guest who are to be invited to give reviews about the restaurant should be requested to reflect on the culture of the restaurant also. Other than that the publicity f the brand image have to be linked with the reviews of the celebrities. This would help the restaurant to achieve a premium standard.
• In discussion with the Director of the company, another approach for future publicity have been documented. This restaurant’s customer are potentially Familied persons mainly. Again, Familied people always tend to invest behind something that have high moral standard. Hence, if they can project the CSR initiatives that have been taken up by the company so far the customers can be attracted in great numbers. They would realise that the food they are consuming in the restaurant generates value.

Task 2: Implementation and monitoring of marketing activities

Part A: Writing an article for the local newspaper

Subject: New Theme restaurant in Dowville is the new sensation

Located at one of the premier junctions of the city, the Neon Restaurant is the new centre of attraction. In the peak hours during evening, it is hard to get a space. The typical eggplant colour combined with the vintage western look of the restaurant gives the customers an aura of nostalgia and a vintage feel, says the managing director of the Neon Restaurant. This is a premium dining junction that is open all day. According to a daily customer, people have to call in early in order to book a table during the peak hours. The ambience of the restaurant along with the competitive price of the cuisine served makes it a popular choice among the local customers..

In an exclusive session with our staff reporter one of the experienced staff of the restaurant opined that during the rush hours, the crowd is so crazy over their orders. The restaurant is planning to open a new counter for sales of fast served food. With the present number of staff, it is becoming difficult to manoeuvre the orders. In fact according to the opinion of the celebrity chefs.

the food quality of the restaurant is better than the local food and the typical choice of the cuisine is highly favoured by dietary experts who have explored that the nutritive value of the food served in the Neon restaurant makes it palatable for the Familied and senior people (Marketing-business-consulting.com, 2018). The use of organic and herbal spice is also commendable. Fore mostly, the competitive prices at which the restaurant provides all these, is the major reason of attraction of the customers.

Part B: Amendment of marketing activity Plan

After receiving massive responses from the newspaper campaign, the restaurant have become highly popular among the local people and people from other sectors have also started to visit the restaurant. Hence the restaurant management have planned to facilitate an open dining space. This would add to the premium feel of the vintage look of the restaurant. Again, in case if it is impossible to open a second outlet, at the moment, presently, the management have decided to operate 7 food trucks in various busy streets. The price of the food is to remain same.

            The marketing and the culinary department of the company have decided in unison that some of the local cuisines would also be included in the menu. Some local appetizers like macadamia nuts, pea and ham soups and lamingtons would be used in many of the cuisines so that the local foodies are enticed to have them.

            Lastly, the company have framed a strategy to accept appetizing recipes from the customers. In a form of a contest, the company would accept recipes from them and the best recipes would be included in the culinary list of the restaurant. In the upcoming magazine photo-shoot, the winner would be portrayed with the details of the recipe. This strategy of the company have already become hugely popular among the local Australians.

Task 3: Reviewing and reporting of the marketing activities

1.1 Reading the case study

1.2 Business Report

1.2.1 Description of the promotional activities undertaken by Nissan Almera

The most important approach that is undertaken by the company is the eDMs strategy. The customers favour the deals that are catered to their location. This is why offers that are send to the personal accounts over the website app or over electronic direct mails (eDMs). This strategy helped to entice more and more customer to enter into dealership with Nissan.

            Nowadays people conduct lot of market research over the internet before buying a car. Collecting the data of the potential buyers, Living Social have communicated the same to the dealers. This helped to increase the sale volume as more accurate customers approached the dealers as a consequence.

1.2.2 Campaign background and summary of the expected Outcomes

The Living Social website provided a solid platform where the brand of Nissan featured most prominently in the form of banner as well as display advertisements. Besides, the company also received promotion from the social media channels of the Living Social, including the Facebook profile of Living Social. Other than that the campaign that provided three $1 vouchers to the Living social selected members increased the craze over the Nissan brand. Lucky customers purchased large number of vouchers to avail the 40% discount offer (Maxwell, 2018). Living social in turn spread the ad campaigns of Nissan to a number of dependent websites. As an outcome of this the brand fame increased which reflected in the increase of the sales volume.

1.2.3 Review and implementation of the promotional plan

The principal strategies that have been adapted by the company for high ended promotions include on site branding, whereby the various social media platforms and the paid websites conducted tertiary branding of the company. Another implmente4d promotional program was the giving out of the golden tickets. Three of the lucky winners who purchased tickets against AUD $1, stood a chance to receive 40% rebate over their new Nissan Almera. They had tyo pay a drive away price of only $23,420 and saved about $10000 (Marketingmag.com.au, 2018).

1.2.4 Outcomes of the promotional activities

The performance criteria that was affixed against the campaigns were far surpassed. So many traffic that flooded with the publicity campaigns of Nissan made the brand popularity rise by 2.5%. Number of prospective buyers as well as the number of Nissan dealers in Australia increased largely. About 8500 people had registered to win a free Almera, and about 5% excess number of customer showed interest to test drive the Almera. The golden tickets also gathered high sales volume.

1.2.5 Recommendations for future promotional campaigns

One prominent strategy of increased dealership volume can be reduced on road price and keep the sales ration of new to Used up cars to 1:1. Free car service facility and supervision at free of cost to 500 first buyers can be also one important strategy to hike sales. Lastly, the expense to sales value also have to be reduced by 9 to 10% in order to gain increased profit.

Reference List

Marketing-business- 2018. Restaurant Marketing – How to Market your Restaurant Effectively – Tips and Clues.

Marketingmag.com.au, 2014. How Tourism Australia turned the World’s 50 Best Restaurants Awards into a marketing machine. 

Marketingmag.com.au, 2018. Nissan Almera launch promotion: Australia’s first daily deals car sale. 

Maxwell, T 2018. Successful Digital Marketing for Restaurants.