Exploring Marketing and Promotional Strategies in Food and Beverage

This essay explores various marketing promotion strategies employed in the food and beverage industry, with a focus on restaurants in New Zealand and America. It examines price advertising, discount offers, template advertisements, and attractive product packaging as key promotional tactics. The analysis includes examples from restaurants like Milk and Honey, Pizza Inn, Aria Restaurant, Napier Soul Bar and Bistro, IHOP, Outback Steakhouse, and Red Lobster. The essay also discusses the benefits and disadvantages of marketing and promotional activities, highlighting their impact on sales revenue, brand popularity, and business establishment. It concludes that a successful marketing strategy in the food and beverage sector depends on understanding consumer demand and market offerings, as well as utilizing effective advertising campaigns to reach and engage customers. Desklib provides access to this and other solved assignments for students.

Running head: MARKETING PROMOTION
Marketing Promotion
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MARKETING PROMOTION
Introduction
The existing priorities in the formation of the marketing strategy of public catering
establishments are established. The analysis of a comparative estimation of a level of demand
and efficiency of activity of various kinds of the enterprises and their price policy is carried
out. Data were obtained for further developments on the optimization of assortment policy.
The basis for the successful operation of public catering enterprises in a market economy is
the choice of effective marketing strategies. Depending on the type of activity, the enterprise
uses various strategies in business (Armstrong & Brennan, 2015).
Here are some of the restaurant adverting strategies in New Zealand
Price advertisement in Milk and Honey restaurant
Milk and Honey restaurant has actually done well in advertising itself through price
marketing and advertisements. They sell their coffee for as low as $2.50 which is quality and
way cheaper than its peers in the industry. From the point of view of strategic success for
public catering enterprises, marketing strategies are developed that take into account price
and food quality factors. By doing this the restaurant has been able to get its own clientele
who are very loyal.
Discount offer with Pizza Inn
This is a marketing strategy where pizza Inn has used to keep off high competition from other
pizza making restaurants. Every Tuesdays and Thursdays, the restaurant offers discounted
beverage and pizza to its customers. So every day when the restaurant has the offer, the
customers flock in their hundreds (Baker, 2014).
Template advertisement with Aria Restaurant and The French Cafe

MARKETING PROMOTION
The restaurant promotes itself by using templates and distributing them in the market. They
identify themselves with their unique type of cooking international cuisine. Marketing
research has shown that in the usual catering enterprise, the menu features 80 to 100 dishes.
Which include cold and hot appetizers, first courses, second courses, alcoholic and non-
alcoholic drinks and desserts. Originality and price, allows to guarantee the company stable
conditions for increasing sales volumes, covering expenses and profit level (Jaworski, 2018).
Make product packaging attractive with Napier Soul bar and Bistro
In recent years, the number of public catering enterprises has increased significantly due to
the creation of new and reorganized enterprises operating on the market, which increased
competition and reduced the overall profitability of this business. However, Napier soul bar
and Bistro in Auckland has set itself differently in packaging of its products.
Four Food and Beverage in international country( America)
Price advertisement in IHOP
This is an American restaurant that uses price advertisements to advertise and keep growing
their customer base. All prices for their foods and beverages are less than their industry
competitors.
Discount Offer with Outback Steakhouse
As an established restaurant, they offer discounted prices on all their steaks several days a
week.
Make product packaging attractive with Red Lobsters
An American brand that is known at a very bright product packaging. Assortment policy
determines the optimal ratio of a set of dishes in the menu, taking into account the differences

MARKETING PROMOTION
in the tastes of consumers. Optimization of the nomenclature of dishes, simultaneously
represented in the menu.
Template advertisement with Bufallo wild wings and Chillis
The two restuarants have been able to advertise via template advertising. They have done this
over the years.
Benefits of marketing and promotional activities
Increase in the level of sales revenue
Popularity of the brand increases
Easy establishment of the business enterprise
Popularity of the dishes and the restaurant
Quicker sales than other restaurants in the industry
Helps to show the business USP
Disadvantages of marketing and promotional activity
It is not easy to promote the business
There is an extra cost in advertising and marketing promotion
Sometimes it does not impact customers as the restaurant could have wanted
A lot of wastages in printing promotional papers
Conclusion

MARKETING PROMOTION
In the conditions of the modern market of public catering the basic criteria of formation of its
assortment are demand of consumers and offers in the market of products, spices and drinks
(Wensley, 2016). When promoting their products to the market, foreign firms conduct an
advertising campaign among restaurant visitors, for example, by creating diversified supply
networks. Advertising is the main means of bringing the new enterprise closer to the
consumer, in many restaurants there are a number of exclusive dishes served to regular
customers or with a special order.

MARKETING PROMOTION
References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Baker, M. J. (2014). Marketing strategy and management. Macmillan International Higher
Education.
Jaworski, B. J. (2018). Commentary: advancing marketing strategy in the marketing
discipline and beyond. Journal of Marketing Management, 34(1-2), 63-70.
Wensley, R. (2016). The basics of marketing strategy. In The marketing book (pp. 75-107).
Routledge.