Marketing Strategy and Plan

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
Name of the Student
Name of the University
Author Note

1MARKETING STRATEGY AND PLAN
Executive Summary
The report has thrown light on analysing the different kinds of strategic for the marketing
plan of the Garden Café Cuisine which is launching their new restaurant under the same
brand name. The different elements of the marketing mix have been considered which have
assisted in understanding the different pricing techniques along with the branding elements
which play a major role in managing the different operations of the company appropriately.
Furthermore, the promotional and the distribution techniques have been analysed which
played a major role in managing all the aspects to improve their social media presence
effectively.

2MARKETING STRATEGY AND PLAN
Table of Contents
1. Introduction............................................................................................................................4
2. New Product/ Service Development Program.......................................................................4
New product development process design.................................................................................6
3. Branding Decision..................................................................................................................7
Brands creating customer value.............................................................................................7
Key Brand Elements of Grand Café Cuisine.........................................................................8
Brand Repositioning and Brand Extension............................................................................9
4. Pricing Program...................................................................................................................10
Pricing and elasticity............................................................................................................10
Product price setting.............................................................................................................11
Pricing program....................................................................................................................12
Preventing price wars...........................................................................................................13
5. Promotion Programs.............................................................................................................14
Communication Goals..........................................................................................................14
Developing the message.......................................................................................................15
Media selection....................................................................................................................15
Communication channels.................................................................................................15
Creative solution..................................................................................................................16
Promotion programs.............................................................................................................16
6. Distribution Program............................................................................................................17
Distribution channel.............................................................................................................17

3MARKETING STRATEGY AND PLAN
Type of distribution and intermediaries...............................................................................18
Management of channel relationships and activities...........................................................18
Retailing and Supply chain programs..................................................................................19
References................................................................................................................................20

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Topic- Marketing of Plan of Grand café Cuisine
1. Introduction
This report is a continuation part of the marketing plan of the restaurant Grand Café
Cuisine, which is considered to be launched in the city of Barcelona. The purpose of the plan
is to design and launch a new restaurant under the same brand. Thus, to establish and
implement the purpose accordingly, an organized marketing plan is required which is
documented in this report. The plan resumes with providing a detailed description of new
product development program and it is followed by branding decisions which require to be
determined during and before the launch of the business. The major significance of this
continuation part of the plan lies in the newly developed marketing mix elements for the
launch of the proposed products and services. However, the overall work of the project is
solely based on the objectives.
2. New Product/ Service Development Program
New restaurant of Grand Café Cuisine appears in the market with its unique food
items with the inclusion of Italian, Seafood, Turkish and Russian. Product elements are
selected on the basis of market research findings. The elements of products have been
provided in the following
Product elements: The product strategy is about imagining the future of product,
how it could become as well as who could it benefit and most importantly what values do
the product create. The products that Grand Café Cuisine is supposed to launch are Clam
Toasts with Pancetta, Cioppino seafood stew with Gremolata Toasts, Lobster Fra Diavolo,
Crab Toast with Lemon Aioli and many others. In the case of Grand Café Cuisine,
products would mostly benefit the consumers, especially, who are Russian and Italian food
lovers as they will have different experiences not similar to the existing sea foods they ever

5MARKETING STRATEGY AND PLAN
had. Vales associated with the products are a very less amount of fat as most of items will be
prepared by olive oil and bay leaf. So, reducing fat and the amount of cholesterol is the major
health benefit that customers would experience.
Thus, Baker and Saren (2016), mentioned that when developing or identifying the
elements of the product, a brand should pay attention to three major areas such as market and
needs, key features/ differentiators and business goals. The following areas in the triangle
shows the same.
Figure 1: Areas in new product development
Source:
As mentioned in the above mentioned in the diagram, market describes consumers
and users of the products. This particularly denotes the people of Barcelona city, such as the
tourists- Italian and Russian. Likewise, need refers to the major problem the product is
resolve or the benefit it provides. Market data provided in the first part of the assignment
indicates that existing restaurants in Barcelona are not able to provide low fat food items and
for several years, food lovers in the city did not experience new items. So this gap is going to
be fulfilled along with the benefits. On the other side, Yu, Ramanathan and Nath (2017),
mentioned that the major features and differentiators referred to the aspects of the product