logo

MARKETING PLANNING FOR SERVICES

   

Added on  2020-01-28

11 Pages3331 Words159 Views
MARKETING PLANNING FOR SERVICES

Table of ContentsExecutive Summary.........................................................................................................................1INTRODUCTION...........................................................................................................................1Product Offering..........................................................................................................................2Market Segments offered............................................................................................................2Product life cycle.........................................................................................................................2Advertising Campaign (Newspaper, magazine).........................................................................3Advertising Media, Public Relations and PR Audiences............................................................4Enhancing client’s (restaurant’s) campaign through public relations.........................................5Distribution Channels, Sales Support, Information and Communication Technology (ICT).....6Information and communication technology:.............................................................................6Market Research..........................................................................................................................6Where, when, and how such a survey could be carried out:.......................................................7Recommendation.........................................................................................................................7CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9

Executive SummaryThe purpose of this assessment is to study the various advertising campaigns and tosuggest the best advertising strategy to the operator. In this assignment, we will be working onthe advertising strategies for a restaurant and discuss how we can promote the restaurant to theright target audience with minimum cost and maximum effects. The strategy which we will beusing within our campaign will focus on social, active and energetic customers, the targetaudience we will be attracting will age between 18-45. Our target audience will also includefamilies with children. Our focus will be to communicate our market offerings to the customers.Conveying our message to the audience about our products and services that we would beoffering. We would also give out some promotional offers and scheme which will attract thetarget audience. Since we have used the service of this restaurant, we have liked the food and theambience, they have very less customers. After a deep study we have understood that theproblem lies in their advertising techniques and they are not able to communicate properly abouttheir product and services to their audience. We would be working on the same and suggestingthem a better advertising strategy to increase their customers.INTRODUCTIONAdvertising campaign for a restaurant has become a challenge today when there are somany restaurants in one street. Hence when we talk about advertising techniques it becomesimportant for us to attract the customers who would walking at out restaurant at least once so thatthey experience our products and services. We will provide them with good quality food withauthentic taste. We should not rely on advertising but also work on other parameters such as thecommunication techniques, information floating to the customers, distribution channels. Chiefsthat we would be hiring in our restaurant etc. The advertisement will be on the front page of thenewspaper so that even the newspaper seller reads the advertisement and generates interest invisiting our restaurant. In the present report, the Ledbury is taken into consideration. This is oneof the famous restaurant in London. Adopting this restaurant will assist the reader to gainunderstanding about the ad campaigns. Main Body1

Product OfferingThe cited restaurant offers various products to our customer’s is good food with multiplecuisines.We also offer them ambience which has light music in the background and best servicein the city. Being in hospitality sector service is only the main product. Providing the best serviceis the motive of out restaurant. Product offerings for the restaurant should include light meals forthe brunch time, tea time snacks, meals for employees during lunch time, attractive snacks forthe students etc. these meals can be divided during the hours of the day to ensure that there iswalk-in of the customers throughout the day (England and George, 2007). The product offeringshave wide range of choices so that the customer can choose their own meal. Happy hours shouldbe given to increase the audience during certain hours. Presently, the management of theLedbury is going to introduce vegetarian sizzler in their restaurant. The stated product isproduced with a motive to enhance the customers to the cited restaurant.Market Segments offeredMarket segmentation plays an important role in restaurant industry. These segmentations includefull service, quick service, eating and drinking place and retail host (Granzin, Kent and Kenneth,1982). Full service restaurant includes full course meals and served to the customers on the table.These customers expect full service and expect high quality service because they do not haverush. When we talk about quick service, it usually includes buffet and take out service. Here thecustomers are on self-service and they serve themselves with their own choice. Eating anddrinking place gives catering facilities to their customers. Example the restaurant will prove foodservice to a company for their meal. Retail hosts include franchise in other cities. The owner ofthe restaurants has handful of restaurants in the nearby city which includes few of eating anddrinking places and quick service outlets. The newspaper advertisement will float to all the citieswhich will create an awareness about the restaurant upgradations to a huge target audience ofmany cities (Granzin, Kent and Painter, 1999). This advertisement will include their extendedservices and retail host addresses. The stated organization will segment the market on the basisdemographic factors. Here, the eating habits of the people will be analysed and people with theage of 17 to 40 years will be targeted. Product life cycleProduct life cycle includes 4 main stages. Product life cycle helps the company tounderstand in which phase they are currently in and what is required to improve it. The2

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Assessment of Advertising Campaign for a Restaurant
|13
|2898
|483

Managing Customer Experience
|2
|650
|54

Digital Marketing Strategy for what2eat.ie
|12
|2639
|405

Assessment Resources for Fast Food Corporation Marketing Plan
|32
|6847
|75

Suggestions on marketing strategy for the target group
|3
|590
|69

Wongs Restaurant Digital Marketing Strategies - Desklib
|12
|2227
|97