Marketing Plan of DR. Huan XI Dessert

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Marketing Plan of DR. Huan XI Dessert
DR.Huan XI dessert is an attempt to cater to the needs of school students and office staff working in
the central location area. The primary survey identified a target market consisting of 2500 students
from two higher secondary schools. More than 200 staff members from both the schools and more
than 1000 office employees working in the offices that are situated in the area.
The following report covers all the necessary details and salient features of this marketing plan.
Timings: 10:30 AM to 10:00 PM weekdays, and 10:30 AM to 11:30 PM weekends.
Products & Services
 Most of the other competitors are offering desserts made of low-quality raw foods, this is the
major complaint of the customer group. Our dessert shop will offer desserts made of high-
grade foods.
 “Up to the minute,” fresh foods will form the Unique sales point of the offerings made by
this restaurant.
 The machines and other equipment involved in the process of cooking and preparation will
be industry best machines and follow the highest orders of hygiene while preserving best
possible nutritional values in the food (Bellavia, 2017).
 Well trained and well-behaved staff will add to the service quotient of the restaurant. Staff
will receive a special training of local customs along with the other training (Eric, 2015).
 Cakes and items made of fresh fruits will rule the menu prominently.
 The restaurant will offer multiple modes of payments including cash payment, credit card
payments, debit card payments and Apple pay.
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Pricing
Most of the products will be placed at a higher price in comparison with the competitors.
The freshness associated with the cakes and fruits can serve as a big draw for the quality
conscious, nutrition-conscious and health-conscious individuals. The implementation of “no
frozen food” policy will justify the high pricing in the regular dessert section (Wilson,
2017).
Brand positioning strategy
The brand positioning activities of the enterprise will be aimed to create a premium luxury brand
offering a delightful experience along with the high-quality food item. The brand perception
associated with the restaurant will promote it as a hang out space which is full of youthful vibrancy
to cater to youngsters and the individuals that are young at heart (Gorodesky, 2015).
Advertising and Promotional Activities
Campaigns will be designed to introduce the brand, for the remainder of the brand and for the
promotion of special offers. However, the inclination of the advertising machinery will be more on
digital platforms because they are cost-effective and have a better reach (Wilkisnson, 2013).
 Poster and other publicity materials at the local billboards and campus billboard.
 Implementation of a state of the art website.
 Social media channels like Facebook, Twitter, and others
 Distribution of the loyalty cards at various virtual as well as real-world venues, like college
campus, office canteens, Theatres and the point of purchase developed by the company.
 Distribution of reward cards to attract customers and increase repeat business. Reward cards
can be distributed in school campuses and office campuses. Home deliveries of large
quantum can also attract reward cards.
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