International marketing ( chain restaurant in london)

Dominik Kis, Declan Shannon, Inal Zhurtov, Suman Bhattarai

International Marketing

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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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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3. Problem Identification


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4. Competitors Analysis


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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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2.2. Key Message

“We are not just a restaurant, come join our family, be apart of it!“


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2.3. Target Group

Two main Targets"

Tourists" Local people"


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2.4. Strategies

Strategy"

Short term" Longterm"

•  Including PUSH- and PULL-Strategies


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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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Picture of Fliers


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•  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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•  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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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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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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3. Positioning Map

Price

Quality

Il Tramonto

Artusi Primeur

L’anima

Bocca di lupo

Mc Donalds

Five guys


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4. References


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Any Questions?


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Appendix

•  Visitcards