Strategic Marketing: Grand Café Cuisine Marketing Plan Project

This project presents a comprehensive marketing plan for the expansion of Grand Café Cuisine, a restaurant aiming to launch a new establishment in Barcelona. The plan delves into various aspects of the marketing mix, including new product development, focusing on menu innovation with Italian, Seafood, Turkish, and Russian influences. Branding decisions are explored, emphasizing customer value creation through strategic elements like advertising, self-service opportunities, and optimized operational hours. The report examines pricing strategies, promotion programs, including communication goals, message development, media selection, and creative solutions, as well as distribution programs. The project also considers the importance of brand elements like the restaurant's story, mobile-optimized website, prominent menu presentation, and online ordering systems. Overall, the marketing plan aims to establish a strong brand presence and drive customer engagement, contributing to the success of the new restaurant venture. This report is a continuation of the previous marketing plan and is a group assignment, developed for EU Business School's Strategic Marketing course. The goal is to develop the marketing mix programs according to the marketing goals and strategies that were chosen in the first part of the project.

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

4MARKETING STRATEGY AND PLAN
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

6MARKETING STRATEGY AND PLAN
that are crucial to resolve the major issue or create primary benefits. In the case of Grand
Café Cuisine, differentiators are the health benefits and innovation that are considered to be
applied to product items. Each product item in the major meal would be served with a
beverage and liquor item.
Selection of the key products: The key products with the launch of the restaurant are
selected on the basis of market needs and demands. The business will have three major
products namely large Italian meals, alcohol and desert items. Market data indicates the fact
that hotel industry in Barcelona city for has not observed variety of associated items with the
major meal. Apart from these key items, new branch of Grand Café Cuisine will also come
up with several other beverage items such as tea, coffee, and other beverage items.
New product development process design
As put forward by Erevelles, Fukawa and Swayne (2016), new product development
is a particular process of taking a product or service from the beginning to market. This
process develops a series of phases that new product usually go through, beginning with
ideation, concept generation as well as ending with the products’ introduction to market.
However, sometimes, some of the phases could overlap or the nature of the business. The
following stages demonstrates the product development process design of Grand Café
Cuisine.
Idea Generation: Considering the market data, and lack of innovation in food items
provided by the restaurants in the Barcelona City, the idea of preparing meals with beverage
items considering the fat intake was generated. In addition to this, existing products range of
Grand Café Cuisine did not include the beverage and liqueur items with the meals. This gap
is also considered when creating ideas for the product design.

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Idea evolution- The above stated idea was further evaluated by considering several
factors such as needs of market and consumers as overall, details of consumer behaviour and
expectations. For example, in the Barcelona City, the restaurant visitors such as seasonal
tourists, regional college goers, and urban family often visit restaurants but they did not
observe that the food items which were provided by the restaurant were not attractive enough
to attract the different customers in the market. By innovating the different food items
through the innovative offerings provided to the customers which can be providing monetary
and psychological value.
3. Branding Decision
The branding plays a vital role in increasing and creating value among the different
customers in the market appropriately. There are several scholars who have claimed that
brand success is one of the most essential aspects which can be increased while providing
value to the customers in the competitive business environment. In the information rich
economy, the customers in the market have full access to information about the products and
therefore the brands can compete on the basis of economic calculus in which quality of brand
plays a vital role in attracting the customers.
Brands creating customer value
Firstly, advertising the restaurant by placing noticeable signs which are next to along
with in vicinity of the business as this will be alerting the customers regarding location.
Grand Café Cuisine can embrace the self-service opportunities which will be providing
huge opportunity for engaging the customers on their own terms which will providing them
with huge competitive advantage (Kumar 2015). The self-service aspect will allow Grand
Café Cuisine to build profile on the tastes and preferences of the customers that will improve
their branding aspects.

8MARKETING STRATEGY AND PLAN
Secondly, Grand Café Cuisine can set the hours of opening the restaurant as to
make most revenue in the shortest span of time. For instance- The restaurant can make
impressive type of profit within evening hours or the afternoon hours, which will improve the
overall efficiency in a positive manner (Liu and Chou 2016). Proper usage of the software
can help in streamlining the processes which will increase the productivity. The different
software program can be helpful in managing their sales wherein the manager of the
restaurant can suggest the customers regarding certain type of dishes which will influence the
purchasing decision along with managing the staffs in the restaurant as well.
Furthermore, the technologically advanced aspects play a major role in evaluating the
condition of the kitchen equipment and fixtures which can be upgraded as required. In the
competitive business environment, there are various competitors of the restaurant which are
attracting more customers in the market. The satisfaction of the customers plays a major role
in managing the overall profitability of the restaurant positively (Gomes, Sousa and Vendrell-
Herrero, 2017).
From the above aspects of brand, this can be analysed that the restaurant is required to
provide the monetary and psychological value to the customers as this will be required by
the customers as to make their purchases more unique and comfortable in nature.
Key Brand Elements of Grand Café Cuisine
The story of restaurant is the first brand element of Grand Café Cuisine as there are
dozens of restaurants in the area wherein it is located. In order to create a brand image in the
market, the creation of brand and story plays a major role in managing their competitive
position in the market effectively (Felix, Rauschnabel and Hinsch 2017). The different
aspects which makes the restaurant unique, convey all the messages through website in the

9MARKETING STRATEGY AND PLAN
About Us story page as the users who will be visiting their page may prioritize the similar
values and they can become the loyal customers in the market as well.
The mobile optimized website is the other brand element of Grand Café Cuisine as
more than 81% of the customers in the market search for the different aspects of the
restaurant in the mobile devices and it is imperative in nature that website is easy as to
navigate for the users in mobile and this will be made easier for the different customers to
analyse the different kinds of unique aspects of the company in an appropriate manner (Terho
et al. 2015).
Prominent menu is the brand element as the menu is one of the most vital elements
wherein more than 80% of the customers see the menu before they visit the page of the
restaurant. The restaurant should not display the content in PDF format as there are different
users who do not have proper access to the PDF aspect and this will be decreasing the
conversions and this will hurt the Google Search Rankings as well. Without using the PDF
format, the restaurant can dedicate one entire page for displaying menu which will not require
additional clicks for the customers.
Online ordering is the other brand element which is one of the most effective tools
for attracting the customers in the target market. In the present scenario, this can be seen that
online ordering of food is convenient and faster than calling ahead. More than 56% of the
customers will go online to order food at least once in a month and more than 67% of the
customers are likely to visit the respective restaurants wherein they ordered the food online.
From the analysis of the major key brand elements of the Grand Café Cuisine, this can
be identified that Online Ordering is one of the major aspects which is required to be
considered as the online ordering is one of the moist unique and preferred modes by the
customers as there are times when they do not prefer to travel to the restaurant or there are

10MARKETING STRATEGY AND PLAN
guest at their place, the online delivery will play a major role in managing the different
operations effectively (Wensley 2016).
Brand Repositioning and Brand Extension
In the particular aspect, there is no such brand repositioning which has been done as
this will be a new restaurant which is opening their new branch in the competitive business
environment. As the restaurant is opening in a new manner, therefore there is no such
decrease in the overall profitability and sales of the company in the entire competitive
business environment.
On the other hand, the extension of brand plays a vital role in the launching of the
new restaurant Grand Café Cuisine as there are different advantages for the same:
It will be easy in making acceptance of the new product easy in the competitive
environment as this will increase the overall brand image. The cost of the developing new
brand is saved which will increase the overall efficiency of promotional expenditure. The
selling and promotional costs are reduced positively which will be enhancing the overall
brand image appropriately (Nagle and Müller 2017).
There are different feedback benefits to the overall parent organization in a proper
manner in which the image will be enhanced and this will revive the brand image positive
image of the organization appropriately.
4. Pricing Program
Pricing and elasticity
The food items offered by the restaurant have relatively elastic demand. The demand
is said to be elastic if small percentage change in product price leads to larger change in
quantity demanded. The demand is said to be relatively elastic if relatively small change in

11MARKETING STRATEGY AND PLAN
X
X
D
P1
P0
Q0Q1
D
product price cause relatively huge change in total quantity demanded. This is shown in the
figure below-
Figure 1: Relatively elastic
The above diagram shows that as price of food items increases from P0 to P1, the
quantity demanded for products declines from Q0 to Q1. But this percentage change in
product price is less than percentage change in quantity demanded. In this case, the quantity
demanded for food items remains unchanged with small change in product price up to certain
limit. But this quantity demanded falls owing to huge change in product price.
Product price setting
Set
Pric
e
Expected
Sales per day
Competitor'
s Price Competitor
Clam Toasts with Pancetta
15.5
0 75 16.00 Hart's
Ciopinno seafood stew with 75.0 35 80.00 Blowfish