Les Ailes, a national restaurant chain specializing in juicy chicken dishes
Added on 2021-04-23
18 Pages3714 Words212 Views
Marketing
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Table of ContentsExecutive Summary..................................................................21.Product Strategy....................................................................21.1 Core benefit..........................................................................21.2 Actual product.....................................................................31.3 Augmented product.............................................................32.Price Strategy.........................................................................53.Place Strategy........................................................................64. Promotion Strategy................................................75.Discussion and recommendations .......................................86. Bibliography ...............................................................107. Appendix....................................................................141 00006636
Executive SummaryLes Ailes is a national restaurant chain that specializes in juicy breaded chicken dishes. Since 2014, the company has been operating successfully as a subsidiary of the Havoqand People group, slowly expanding its network across the country.As a pioneer of fast food, particularly a product focusing on chicken meat, Les Ailes received a satisfactory rebranding experience at the maturity level, which was great news for daily, loyal clients. The business has developed a powerful dropshipping network and promotes its brand, especially from the supplier to the buyer, through direct channels.This report provides an analysis of 4Ps marketing mix on this product which are product, price, promotion and place.1.Product strategyProduct is anything that can fulfill a need or desire of the consumer. Les Ailes' signature dish is fried chicken, cooked in accordance with the original recipe and served in different forms.Individual product decision:Consumer product type: Convenience productProduct levels of Les Ailes:1.1Core benefit:Les Ailes provides a chicken in the form of pieces, sandwiches, wraps and salads, together with afun place in the family world, to enjoy a thoroughly satisfying consumer experience. At a comfortable place, Les Ailes promises high-quality food at the average price available.• Great consumer value2 00006636
• Efficiency and quality• Clean and comfortable place• High quality of control1.2Actual product:All Les Ailes dishes made with the highest quality local products and the spices used are of natural origin exclusively. Chicken comes to the kitchen in a chilled form, which means that the meat retains freshness, all useful properties and natural taste. Oil for frying was processed by own design. Burger buns are baked here according to their own recipe.Including chicken meat-based food. Chicken is sold in various forms by the company. Burgers, spicy and sweet breaded wings, twisters, salads, snacks can be found on the menu. Each product is wrapped in a package depending on the size and taste of the food provided.1.3Augmented product:Les Ailes has extended their offerings by adding to their outlets takeaway facilities, a delivery service, children's holiday games and a special play and fun area for children.Product attributes:The logo of Les Ailes is ‘Wings’, the primary item used in the preparation of fast food. The whole range of their products contains only chicken meat that can be noticed in their logo. The second reason is that consumers can choose any form of chicken, whether it's breaded wings, a selection of burgers, twisters, breaded chicken, desserts, salads, and a fixed list. Red background color is a bright color that attracts the attention of customers. Many people know that people 3 00006636
trust more chicken meat than beef, lamb or pork, which is caused by the cost and probability of health deterioration (product poisoning).•Branding:The peculiarity of their logo is described in the following facts. The first is the convex of wing, the second is the beautiful sound of the name in French [lɛ ɛl] (Translate.yandex.ru, 2019), and another feature is that it is easy to remember.(appendix 1). Despite the fact that red and white arenot rare, in this case they complement each other very well.•Packaging:Les Ailes uses cardboard and paper in their outlets, as these materials are environmentally friendly that can be recycled. Another useful side is the using convenience level, for instance, hands do not get dirty, even without being able to wash your hands, you can eat without taking food out of the package. (appendix 2)•Labeling:The name was chosen in a foreign language that’s ultimate goal was to attract clients. First, fast food came to us from the West which is most probably the reason for choosing such a name, besides the name has an unusual pronunciation, as [lɛz ɛl] (Translate.yandex.ru, 2019), but unfortunately we used to pronounce as Les Ailes[lɛs ailɛs]. The novelty of the name, especially for young people, draws even more attention compared to other restaurants.(appendix 3) Working since 2014, they created their brand, paying close attention to their font, making their font and logo everywhere recognizable. (Melibayev, 2019)Product support service:The restaurant has created a book of complaints and wishes to improve the quality of service andproduct, which is regularly checked, where everyone can leave their feedback.4 00006636
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