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.

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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

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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

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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

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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

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Gremolata Toasts 0
Labster Fra Diavolo
60.0
0 50 69.00 Yelp
Crab Toast with Lemon Aioli
14.0
0 80 16.00 Yelp
Coffee, Tea, Soft Drinks 2.25 150 2.95
Mallorca
Restaurant
Pricing program
The pricing program strategy can be described as a type of strategy which is generally
adopted by the different organizations in order to ensure that they are successfully able to
target and attain the right number of consumers in their initial days. Hence, Grand Café
Cuisine aims to ensure that through the right pricing program, the café will be able to attract
the right customers (Davcik and Sharma 2015). The pricing strategy program which the Café
aims to follow is the pricing skimming strategy. In this kind of strategy, the restaurant will be
following a pricing strategy whereby the products will be priced considerably higher because
of the reason that they are fat free. In addition to this, it can also be stated that, as the pricing
will be high, it will be comparatively easier for the particular café to break even.
As the menu items will be priced comparatively higher, it will also assist in
maintaining the brand image of the restaurant. In addition to this, the skimming strategy
would also assist the Grand Café to cover the cost of initial investment which has been made.
Once the customers will be able to gain a greater understanding of the given Café only then
will they be able get attracted to it and visit the restaurant more often.

13MARKETING STRATEGY AND PLAN
Preventing price wars
Grand Café cuisine aims to engage in a large number of strategies so as to ensure that
it is successfully able to prevent the different pricing wars which take place in the particular
industry. Hence, Grand Café Cuisine will be following the particular strategies in order to
prevent the different price wars as present:
Product re-branding: Grand Café Cuisine aims to engage in Product re-branding so
as to ensure that the firm is successfully able to attain greater benefits and offer more for the
same pricing. The buyers will be making the purchase on the brand loyalty and the post
purchase history and hence, the rebranding will work well.
Price matching: Through the price matching strategy, the Grand Café Cuisine will
aim to match the prices of the product with that of the competitors.
Evaluating the price of the competitors: Like mentioned in the previous step, the
prices of the competitors will be matched accordingly with the pricing of the Grand Café
cuisine and with respect to this, it is crucial for the different managers to understand that if
their products are priced quite high then, they will not be able to attain the market (Stead and
Hastings 2018).
Creative advertising: The next step is the creative advertising. The Café will also be
required to engage in creative advertising which will ensure that they are successfully able to
ensure success.

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5. Promotion Programs
Communication Goals
There are different communication goals which can be considered which will be
effective in managing the different operations in a successful context. Development effective
communication goals for the respective restaurant is challenging, however, this will help in
transforming high level connection appropriately.
Firstly, the customer satisfaction along with loyalty plays a vital role in building
repeating customer base. As per the different researches, this has been analysed that more
than 66% of the customers prefer to visit the same restaurant repeatedly when they are
offered customer loyalty in the market appropriately (Hasan and Ali 2015). With proper
communication between the restaurant officials and the customers, this plays vital role in
managing the overall effectiveness appropriately. With introduction of frequent diner cards
such as buying 10 meals and receive the 11th meal free concept plays an efficient role in
managing their sales positively.
Furthermore, marketing by providing quality customer service is the other essential
element which will help in impressing the customers in the competitive business
environment. The development of employees plays a crucial role in which this will be
efficient in achieving the specific financial goals and building the brand of restaurant
appropriately.
Lastly, increasing the sales and the brand image of the restaurant are the other two
major aspects which are required to be considered appropriately. The increase in the sales and
profitability are the two major attributes through attracting the customers with the help of
different social media channels such as Instagram and Facebook that will inform the

15MARKETING STRATEGY AND PLAN
customers about the different kinds of offers and discounts which can be availed by them
(Dodgson 2018).
Developing the message
“Eat Right and Be Right”- This is the tagline and the message which will be
generated to the target customers in the market. From the message, this can be analysed that
the café is mainly focusing on delivering the healthy and fat free products to the customers
who visit their café. In the present scenario, the customers are health conscious as they prefer
fat free food items which will be beneficial for the overall effectiveness of the firm
appropriately. Grand Café Cuisine can conduct survey which will assist them in analysing the
different tastes and preferences of the customers as to improve their presence in the market
appropriately (Baker 2016).
Media selection
Communication channels
The restaurant Grand Café Cuisine plays a vital role in managing the different
activities as the restaurant is required to be seriously involved in areas of serious consumer
passion which can be done with the help of:
Television- The Garden Café Cuisine can hold different types of concerts through
different popular program such as on Zee English through Friends as this will improve the
overall efficiency of the firm in a positive manner and this will increase brand image of the
café as well. With the different kinds of the television advertisements, this will be helpful in
gaining trust among customers and increase customer engagement in the market as well (Blut
et al. 2015).
Social Media Channels- This is the other aspect of the communication channel which
can be acquired by Garden Café Cuisine as in the present scenario, the individuals are tech

16MARKETING STRATEGY AND PLAN
savvy and they prefer the advertisements which will be attracting the customers positively.
There can be inclusion of sales promotional activities such as inclusion of happy hours and
combo deals and coupons. The tie ups can be other brands which are popular can provide
them with walls of the outlets in the advertisements to gain competitive advantage in the
market (Erevelles, Fukawa and Swayne 2016).
Creative solution
There can be inclusion of the different creative solutions which can be adopted by
Garden Café Cuisine which will improve the marketing activities appropriately. Boosting the
website speed is one of the major tools which can be adopted through usage of Twtrland
which can improve the brand image of the company positively (Lovelock and Patterson
2015).
Furthermore, using social sharing buttons can be other effective strategy which can
be adopted by the company to improve the overall brand image of the company
appropriately. Reviewing of branding plays a major role in managing the overall
effectiveness and this will be maximising the email performance appropriately.
Promotion programs
There are different programs related to promotion which will be effective in nature in
which can be effective in nature in managing the overall performance appropriately. The
B2B allowances can play a vital role in managing their operations successfully as this will
help in convincing the business buyers as to give products and services and this will reduce
the risk to the buyer in the market effectively.
Furthermore, discounts play a major role in managing the promotional program
appropriately. The offering of the price discounts can help in managing the sales program
appropriately which will be beneficial for the overall sales benefit that can be offered to the

17MARKETING STRATEGY AND PLAN
customers appropriately (Cao, Geng and Zhang 2015). The offering of freebies can be one of
the most powerful techniques which will grab the attention of the individuals in the market
and gain competitive advantage in the market as well. The Buy-One and get one program can
be appropriate which can be acting as the value proposition for the company and this can be
efficient in managing the overall experience of the customer appropriately as well.
6. Distribution Program
Distribution channel
The distribution channel as used by the different restaurants are stated to be these
channels which go a long way in ensuring that a particular restaurant will be successfully able
to ensure long term success and be able to reach out to the different customers (Keller and
Kotler 2017). The different distribution channels which are adopted by Grand Café Cuisine
are as follows:
 Telephone bookings: The telephone booking medium provides the different members
of the restaurant with the authority to make the bookings accordingly and be able to
successfully manage their customers (Hamzah and Sutanto 2016).
 Third party site: The third party sites like Zomato also go a long way in assisting the
restaurant to take the bookings as they tend to advertise among the different
customers in a better manner and assist in ensuring a larger turnout (Gronseth,
Gulbrandsen and Haugland 2015).
 Restaurant website and online bookings: The Grand Café might also come up with a
website and an online booking facility which may provide them with the freedom to
make the adequate bookings as per their convenience and also allow them to ensure
maintain a digital record of the same (Baker and Saren 2016).

18MARKETING STRATEGY AND PLAN
 Social media and email: The social media platform and various email platforms can
also be used by the different brands to make the booking. In this manner, the
restaurant can manage the bookings easily.
Type of distribution and intermediaries
The Grand Café aims to ensure that it is successfully able to engage in the distribution
through a number of distribution mediums (Xu, Frankwick and Ramirez 2016). The given
distribution and intermediary methods will be made use of the Grand Café Cuisine.
1. Direct Method: In this manner, the restaurant will be directly serving the customers.
In this way, when the customers will be visiting the restaurant they will be served
with the menu which has been designed for the restaurant at large. In addition to this,
the Grand Café will be also delivering the orders home (Nagle and Müller 2017).
However, it will be charging the customers with a nominal delivery charge for their
service.
2. Referrals: The another distribution type which will be used by the Grand Café Cuisine
will be the intermediaries like the food delivery applications through which the
restaurant will be serving the customers via this intermediary and deliver the food
items to the different customers (Jerath, Kim and Swinney 2017).
Management of channel relationships and activities
It is crucial for the different managers of the different organizations to ensure that
they will be successfully able to manage the relationships with the channels and ensure that
they make use of the right channel for their delivery and execution of the different operations.
As identified earlier, the Grand Café Cuisine will be following the direct channel and the
referral intermediaries (Chernev 2018). Hence, it lies the duty of the different restaurant to
ensure that the given intermediaries which comprise of the food delivery applications, are

19MARKETING STRATEGY AND PLAN
well trained and help in uplifting the image of the organization and ensue that the quality of
delivery is enhanced. The accessibility and availability which the restaurant has with respect
to the buyers is highly dependent on these applications (Zhou and Gupta 2018). Moreover, it
is also important for the Grand Café Cuisine to ensure that it is successfully able to manage
the performance of the different channels as well which will help in the identification of the
different loopholes and they can be corrected over time (Steenkamp 2017). The restaurant can
also engage in promotional tactics which helps the food delivery applications to make their
choice and helps them to attain a respectable position in the business environment.
Retailing and Supply chain programs
Lastly, in this aspect, it can be mentioned that, the restaurant Grand Café Cuisine
needs to ensure that it engages in sufficient supply chain as well as the retail programs. The
Grand Café Cuisine tends to engage in strong relationships with the different food suppliers.
The restaurant tends to ensure that it maintains quality of the supply and in addition to this, it
is able to engage in a good retail strategy (Zahari, Nasir and Chan 2018). Only when the
supply side of the program will be adequate in nature and the quality will be made a
considerate part of the program that the entire service process will run accordingly and
function well. The Grand Café tends to source its supplies from local farmers and the well-
known wholesalers as well which although adds up to the cost of the business but assists the
company in maintaining its image in the eyes of the customer and providing the different
customers with a worthwhile experience at the restaurant (Baykasoğlu, Gölcük and Akyol
2017).

20MARKETING STRATEGY AND PLAN
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