Communication Strategy Development for Water Bar Restaurant

Running Head: MARKETING
MARKETING

2MARKETING
Communication strategy development
Target audience decision (Who)
The target customer for this water bar restaurant is going to be health conscious
people and mainly old group of the population to encourage them for a better
and healthy lifestyle. This kind of customer is going to be the age group from 35-
75 with no biased for gender. The average income for this group of people is
expected to be 25k$ per annum and the occupation and belonging to services,
sales and office.
Communication objectives (What)
The restaurant will be a unique concept to the population and more interesting
for the people who are willing to enjoy a healthy treat with a fulfilling experience.
The customer experience throughout the market will act as word of mouth
marketing which can further help in building a brand that can be linked with
healthy, water products like never been tasted before and rejuvenating
experience. Some of the special attraction and its prices are listed below.
Food items Prices
Pineapple mint $ 25.00
Blueberry mint $ 25.00
Grapefruit raspberry $ 28.00
Strawberry lemon avocado $ 30.00
Community strategy implementation
Message decisions (How)
Creating brand awareness is most important for this kind of restaurant. There are
some few unique features that are communicated for its benefits. The challenge
of reaching the older population will be present as they are less likely to socialize
on their phones compared to youths (Pigni, Piccoli & Watson, 2016). The online
media will be used along with daily advertisement over radio and television.
Media decisions (Where)

3MARKETING
The marketing communication channel will be mostly comprised of online media
and traditional radio and television. The service channel will be training the
frontline employees to take utmost care of spreading its brand awareness. It is
also the most obvious message will be originated from the outside the restaurant
through blogs, twitter, word of mouth, traditional media coverage (Mariaraj,
2017). This in return will bring more customer from different segments for the
country to enjoy its unique experience.
Timing decisions (When)
The whole marketing plan of communicating with the customer will require
extensive time as the water bar concept is not much are population acquainted
with. Once the experience is blissful for the customer and the produce luring
advertises it expected to gain brand reputation.
Positioning Map
Sweetened water
Rose water
Grapefruit raspberry
Strawberry lemon
avocado
Blueberry mint
Pineapple mint
Water Bar Restaurant Market
Highe
r
Class
Flavour
based drinks
Healthy
drinks
Lowe
r
Class
Three-stage model of service consumption