Strategic Marketing: Nando's Case Study

This presentation explores the strategic marketing strategies of Nando's restaurant, focusing on their product, price, place, promotion, and customer-based brand equity. It also discusses how Nando's uses integrated marketing communications to promote their new products and measure marketing success. The case study provides insights into Nando's expansion and success in the UK market.

STRATEGIC
MARKETING

INTRODUCTION
 Strategic Marketing includes various strategies that identifies need and
requirement of consumer's in the market.
 This is a centralized approach based on customer's taste in order to fulfil it.
Further, strategies are performed to attain goals and objectives of Nando's
company.
 One of the expansion is made through introducing Churrasco BBQ marinade,
PERi-PERi BBQ sauce and squeeze bottle of drinks.
 These chickens are served with flavors like lemon, garlic, ginger and many
more.

Cont.
 In addition to this, Nando's is an international chain in restaurant
which has opened its first UK dining restaurant in 1992.
 Moreover, it is specialised in serving Portuguese chicken dishes
by providing various styles of it.

Adaptation and standardization of
marketing mix:
 With the strategy of marketing mix, the Nando's restaurant is
concentrating in providing chickens in Portuguese style.
 This leads them in serving for long time in UK market and
further helps in achieving the goals of company.
 They also focus in adapting and standardising mix components
that helps in leading to higher performance level of the
restaurants.
 Additionally, they have also launched new dish named Persians
which includes mayonnaise with uniqueness in it.

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 Product: In the globalized world, Nando's restaurant is running at top position by
serving delicious food. They adapted marketing mix strategy as their Chicken and
related Mozambican cuisine are in more demand.
 Moreover, new product is introduced as Peri- Peri sauces which became all time
favorite food for UK people.
 They also added brand new dish namely “Churrasco BBQ marinade” which has
more demand by families along with the new squeeze bottle of drinks.

Cont.
Price: The second element is price which reflects profit of Nando's company.
This restaurant is in high demand as they provide chicken and Mozambican
cuisines from lower to higher rates. This diversification in rates makes affordable
to the customer's in market. The two products which are newly launched I.e PERi-
PERi BBQ sauce that prices $4.49 and “Churrasco BBQ marinade” is priced
$3.62. This prices are set up easily by adapting the concept of marketing mix
strategy by Nando's in Portugal

Cont.
 Place: The placement of restaurant has done according to the customer's choice which
helps in increasing the profitability of company. Nando's has opened its restaurants in
more than 30 countries, setting the standard of attracting more customers. As this new
products are in high demand by families, the products are sold at various stores and is
easy for customer's to buy quickly.
 Promotion: This component is also significant in advertising their food that is chicken
and Mozambican cuisines in the market. Promotion can be done via advertising which
includes newspapers, TV, radio, magazines or pamphlets. The newly introduced products
are also widely sold as Nando's spend a huge amount in promotional process.

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 People: The employee's in the restaurant serves efficient services that satisfies their
customer's. As per this component, it helps in making clients repetitive for their chicken
and its cuisines. They serves new product PERi-PERi salt and rubs with additional
services to the family sitting.
 Process: Adapting this strategy in Nando's, the process element helps in execution of
their food services. This procedure widely includes overall sales, distributing and paying
system, maximizing profit and minimizing costs. As the Nando's restaurant is very
happy with the launched of new items in chicken and by this marketing strategy the
production and selling process is made more easier.

Cont.
 Physical Evidence: The food and cuisines along with Peri Peri
sauce and others marinade ranges are deliberately and flexibly
distributed to the customer's in UK which becomes an evidence
to the clients. Moreover, it helps in knowing about Nando's food
to the people of country.

Customer Based Brand Equity Model
This model helps in constructing the Nando's restaurant more strongly and efficiently. The
other name of this model is Keller's Brand Equity Model which is a concept that includes
four steps in it. For achieving higher performance level, this concept plays a vital role in
Nando's.

Cont…
Brand Identity:
This is the first step which displays the identity and salience of the Nando's restaurant. In
addition to this, it's main identity lies in Churrasco BBQ marinade and PERi-PERi BBQ
sauce that increases Nando's profitability in UK.
This company is very active and deliberate in serving their food sector. Their identity
also lies in the providing double flamed grilled chicken with different range.
The restaurant of Nando's is highly recognised for their trendy and presentable chickens
in different tastes and colour.
Moreover, African flavours like garlic, ginger, lemon and birds eye chilli is added to their
dishes which maintains it's standard high and strong.

Cont…
Brand Meaning
In addition to the meaning of Nando's brand, it states their performance and imagery.
This is a brand serving delicious food in varieties of chicken and cuisines.
This trendy services in this modern world helps in promoting their new food like
Churrasco BBQ marinade and PERi-PERi BBQ sauce widely.
Accordingly, by the help of CBBE model, Nando's has achieved higher productivity and
profitability in the market.
The value and standard of Nando's restaurant is very high as compared to competitors in
UK. Moreover, this added a meaning to it's company as it is a popular restaurant and
people are familiar to it.

Cont…
Brand Response
In CBBE model, this step mentions the feelings and judgements towards their brand
response. The image of this brand has been set very high by Nando's to attract more client's
in purchasing their food.
The additional response from customer's was for Churrasco BBQ marinade and PERi-
PERi BBQ sauce which is newly launched by Nando's.
Customer's judgement about the brand is in terms of the food quality, superiority,
credibility and it's consideration.
Their favourable response and a genuine feeling reflected in their new African flavours
I.e lemon, ginger, garlic and so on. In addition to this judgement, the customer's respond as
per their feelings which can be in emotional way.
However, the CBBE model is adapted in response to increase credibility and esteem of
Nando's company.

Cont…
Consumer Brand Resonance
Lastly, this step has a vital influence of customer's attachment and intensity towards the Nando's
food in the market of UK.
Further, this helps in increasing the customer's and makes them loyal in purchasing the same food
repeatedly.
In respect to consumer's brand resonance, it especially involves the nature of Nando's company. As
they have started delivering foods online with quick delivery, it has made this restaurant more
lovable and powerful.
Finally, there is a wide concept of this step which helps in building the overall review and structure
of the Nando's.
Secondly, it involves the special attachment of client's towards their new and qualified food and
cuisines with additional dishes Churrasco BBQ marinade, sqeeze bottle of drinks and PERi-PERi
BBQ sauce.
Lastly, this helps in engaging more customers towards their brand. Additionally, the purchasing
power and sales is relatively increased of Nando's.

Integrated Marketing
Communications:
 The process of communication to evaluate
comprehensive plan and standard related to
public relations, advertisement, personal selling
and also promoting Nando's food refers to the
Integrated Marketing Communications.
 Moreover, IMC involves the strategy of making
products more advanced and popular.
 Moreover, brand communicative process is a step
taken at initiative stage by the management
which helps in targeting more clients.

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Methods:
Promotional tool: In the process of IMC, this tool is helpful in promoting food of which already
exists and also new products like Churrasco BBQ marinade and PERi-PERi BBQ sauce Nando's
through advertisement, trade promotion and many more (West, Ford and Ibrahim, 2015). Moreover,
for expanding business Nando's need to be powerful in maintaining their relationship with the
customer's in market.
Customer's Experience: Nando's restaurant also identify their customer's choice and refer to their
experiences. They are also in avail to introduce halal products in chicken items like Churrasco BBQ
marinade and PERi-PERi BBQ sauce and is becoming the advanced developer in food concept. In
order to satisfy the customer's, they does not only provide chicken but also chips and meat in other
form are offered wisely.
Brand Focus: The focus of Nando's restaurant is to set the high status in maintaining their brand in
food developer. This also reflects the corporate image of restaurants.

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Advantages:
The Integrated Marketing Communications has the main importance about planning in
better communicating process. Furthermore, it helps in bringing awareness about the Nando's
food which has newly entered like chicken Churrasco BBQ marinade and PERi-PERi BBQ
sauce in UK people. The concept is widely focused in attracting more customers in
purchasing their food. It makes possible in getting connected directly for the response of
client's. In this globalized world, it provides better and advanced opportunities for Nando's as
they serve chicken and cuisines with colourful and presentable dishes in the market. The food
products can be promoted in addition to different methods and means in the market such as:

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 Direct selling: This helps in promoting the food of Nando's through
communicating directly with their clients and users. There are various
elements which help in direct marketing of the food and cuisines are
catalogues, pamphlets, emails, brochures and text messages. Through this, it
has maintained selling in delicious mayonnaise with peri kick.
 Public relations: The main advantage of IMC in expanding business is also to
maintain healthy and wealthy relation with UK people. This also add the
elements of promoting like news, events, press releases, public appearances
and so on. In relation to people's review presents the Nando's in best presence.

Cont.
 Sales Promotion: In addition to increase their number of customer's and sales
of goods and services, it helps in promoting through discount rates provided to
potential clients. They also offer membership and discount coupons for sales
promotion. Moreover, special deals on meals is also made available by
Nando's for their competitive advantage.

Measuring Marketing Success:
 Conversion rates: This rates can be measured by
determining the efforts that Nando's made in
achieving success. Different campaigns are
performed for attracting more buyers towards their
food in market. In addition to this, conversion rates
help in determining the expansion of stores as it is
fastest growing restaurants in UK.

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Consumer's value:
The value of the customer's is helpful in measuring client's lifetime value in
Nando's product and services.
Additionally this concept can be cleared by using formula of the average sale
which is achieved by an individual customer.
And this is to be multiplied with number of customer's purchase in a year and
lastly it has to be multiplied with retention time in a year for ordinary customers.
Customer's lifetime value = (average sale of an individual X customer purchased
per year X retention time per year)

REFERENCESREFERENCES
 Abratt, R. and Bendixen, M., 2018. Strategic Marketing: Concepts and
Cases. Routledge.
 Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
 Coffie, S. and Blankson, C., 2018. Strategic prescriptive theories in the
business context of an emerging economy. Journal of Strategic
Marketing 26(5) pp.373-384.
 David, M.E., David, F.R. and David, F.R., 2017. The quantitative strategic
planning matrix: a new marketing tool. Journal of Strategic Marketing
25(4) pp.342-352.
 The marketing mix in marketing strategy, 2018. Available through:
<https://www.marsdd.com/mars-library/the-marketing-mix-in-marketing-
strategy-product-price-place-and-promotion/>

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