Detailed Marketing Plan: DR. Huan XI Dessert Shop's Strategy

This report presents a detailed marketing plan for DR. Huan XI Dessert, a dessert shop aiming to serve students and office staff in a central location. The plan encompasses product and service offerings, emphasizing high-quality ingredients and a "no frozen food" policy to justify premium pricing. It outlines brand positioning as a luxury brand, advertising strategies leveraging digital platforms, and promotional activities like loyalty cards and consumer surveys. The operational aspects include location details, equipment purchases, and staffing structures designed to manage costs. The report also covers management structure, supplier relationships, and financial considerations. The marketing plan addresses customer complaints about competitors by including outdoor seating, parking, and high-speed Wi-Fi. Overall, the plan aims to create a vibrant and appealing space for its target market, promoting the brand as a hangout space for young people and those who are young at heart.

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Marketing Plan of DR. Huan XI Dessert
DR.Huan XI dessert is an attempt to cater to the needs of school students and office staff working in
the central location area. The primary survey identified a target market consisting of 2500 students
from two higher secondary schools. More than 200 staff members from both the schools and more
than 1000 office employees working in the offices that are situated in the area.
The following report covers all the necessary details and salient features of this marketing plan.
Timings: 10:30 AM to 10:00 PM weekdays, and 10:30 AM to 11:30 PM weekends.
Products & Services
 Most of the other competitors are offering desserts made of low-quality raw foods, this is the
major complaint of the customer group. Our dessert shop will offer desserts made of high-
grade foods.
 “Up to the minute,” fresh foods will form the Unique sales point of the offerings made by
this restaurant.
 The machines and other equipment involved in the process of cooking and preparation will
be industry best machines and follow the highest orders of hygiene while preserving best
possible nutritional values in the food (Bellavia, 2017).
 Well trained and well-behaved staff will add to the service quotient of the restaurant. Staff
will receive a special training of local customs along with the other training (Eric, 2015).
 Cakes and items made of fresh fruits will rule the menu prominently.
 The restaurant will offer multiple modes of payments including cash payment, credit card
payments, debit card payments and Apple pay.
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Pricing
Most of the products will be placed at a higher price in comparison with the competitors.
The freshness associated with the cakes and fruits can serve as a big draw for the quality
conscious, nutrition-conscious and health-conscious individuals. The implementation of “no
frozen food” policy will justify the high pricing in the regular dessert section (Wilson,
2017).
Brand positioning strategy
The brand positioning activities of the enterprise will be aimed to create a premium luxury brand
offering a delightful experience along with the high-quality food item. The brand perception
associated with the restaurant will promote it as a hang out space which is full of youthful vibrancy
to cater to youngsters and the individuals that are young at heart (Gorodesky, 2015).
Advertising and Promotional Activities
Campaigns will be designed to introduce the brand, for the remainder of the brand and for the
promotion of special offers. However, the inclination of the advertising machinery will be more on
digital platforms because they are cost-effective and have a better reach (Wilkisnson, 2013).
 Poster and other publicity materials at the local billboards and campus billboard.
 Implementation of a state of the art website.
 Social media channels like Facebook, Twitter, and others
 Distribution of the loyalty cards at various virtual as well as real-world venues, like college
campus, office canteens, Theatres and the point of purchase developed by the company.
 Distribution of reward cards to attract customers and increase repeat business. Reward cards
can be distributed in school campuses and office campuses. Home deliveries of large
quantum can also attract reward cards.
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Consumer Survey
Company will conduct an internal survey with an intention to understand consumer
behavior; this survey will not bear any additional cost because existing pool of employees
will participate in it (Chadwick, 2017).
Offerings to outsmart the competitors
The existing shops in the area are not consistent in delivering high-quality products on a regular
basis. Apart from this major reason there are certain other issues of the customer. In this marketing
plan we are adding those features.
 Inclusion of large patio space for the outdoor seating where customer can enjoy their
meals and quick bytes during the sunny days.
 Inclusion of parking space in the main facility.
 Plenty of Indoor and outdoor space where individuals can hang out and enjoy a meal
 Hi-Speed Wi-Fi for students and office crowd for staying connected while they are
out.
 Interiors of the restaurant will be designed to cater to the customers that are seeking
for privacy. The layout map of the restaurant will be designed to accommodate
longer benches for the larger group.
 Exterior sitting arrangements will consist of sunshade umbrella and waterproof
tables.
Operations
Address: Shop 4/286 Toorak Road, SOUTH YARRA.
Specifications of the space
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Area and Capacity:
 70 square meter indoor space in a well-maintained building laced with modern amenities.
 500 square meters outdoor patio space where bicycles can be parked in lockup racks.
 Sufficient washroom space to accommodate a crowd during the peak hours.
Features
The company is hiring the space on a five-year commercial lease at the rate of $6000 a month.
This contract will include the cost of society charges, pest control after regular intervals,
regular trash collection and disposal and charges for the providence of security services. An
additional charge of $ 800 is applicable for the use of internet facility, water connection, and
phone line and gas pipeline.
Previously a restaurant owner was using this area; under the current contract, the previous
owner is offering three well-installed kitchens as the part of the main deal. Apart from its
kitchen counters and other installments can be used at a nominal rate.
Advantage of the location
 The cost required for the interior decoration and other plans is less on this location because
the previous establishment working here was a restaurant. The outlines of the serving area,
kitchen, restaurant, and lounge are well-drawn.
 The location is offering ample outdoor space and parking area which is the primary
requisites to attract the customer.
 All the necessary installments to run a kitchen and washroom are already in place.
 It is easier to get a license for the restaurant because of a ready landscape.
Purchase of Additional equipment for the operations
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Apart from the cabinets and counter, the following equipment will be purchased from the
market to run the operations smoothly.
Item Price
Commercial grade Dessert machine $8000
Glass double door fridge $4000
Dishwasher $1500
Microwave $ 700
Misc. shelving, storage bins, etc. $ 500
All the electrical items will be purchased along with a maintenance contract awarded by the
vendors.
Operational Procedure of the business
The staff of the restaurant will be divided into four sections. The first section will consist of
purchase department, this department will look after the inventory based needs of the raw
materials, it will also take care of the uniforms of the waiter and ensure timely payments of
the bills that will incur during the operation (Burke, 2015). The same department will also
handle the accountancy related operations of the restaurant.
The second department will consist of cooks and technical employees. Most of them will
work in the kitchen area and look after the production of the food in accordance with the
demands incurred by the front office (Bateman, 2019).
The front office and service staff of the hotel will work in coordination with each other. The
front office will produce two tokens on each purchase, the customer or the waiter will have
one copy and kitchen area will have one copy (Fabregas, 2018). Waiters will serve mainly in
the interior part of the restaurant, there will be a self-service counter attached to the kitchen. A
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customer can collect the food from the kitchen counter by showing his receipt or the token.
After the delivery of the food, the kitchen counter will collect the token from the customer.
Ancillary departments like the Janitor, dishwashers, cleaning staff for cleaning the tables will
be on board and look after their respective jobs in various areas.
The relevance of the operations with the business model
The business model of this restaurant promotes the concept of youthful vibrancy and the
concept of self-service can be associated with it.
Hiring the staff is the biggest cost that restaurant bears. In order to cut down this cost the
restaurant will hire two main full-time waiters and two part-time waiters on the standard
industry wages (Hassaneia, 2016).
Personal Requirements for the operations
Full-time employees will be absorbed from the previous business of the owner and temporary
employees will be hired from the local post-secondary institutions.
The company will follow the policy of the shuffling of the employees, most of them will act
as a multi-tasker and the rotation of the employees will help the company in cutting the cost
during off-seasons (when schools will go for summer vacations). In order to promote hard-
working employees the provisions of the performance-based bonus will be in place (Lee,
2016).
Suppliers
Local Costo will look after the supply of milk, juices, soft drink, and farm-fresh fruits. Wing
Cheong trading company is appointed for the supply of premium quality fresh fruits. This
company is under one-day shipping agreement with the restaurant. The same company will
also supply Yogurt fruit cup, muffins, scones, cookies and sandwiches on a daily basis. All the
suppliers will deliver the consignment in the morning and our inventory management team
will ensure to place an order that can be consumed in a single day.
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Management structure
DA HUAN XI’s Dessert is a private corporation which is registered in the city of
Stonnington. The present owner of the company is DA HUAN XI Pty Ltd with two partners, partner
one Juncheng Wang holds 70 Class A Shares and partner number two Zhonghua He holds 30 Class
A Shares. Both the partners will together manage the operations and other issues. During the
operational hours at least one partner will remain present in the facility to supervise the employees
(Bellavia, 2017).
Both the partners have an active background in the restaurant industry, they started as a waiter and
earned the experience of foodservice management when they were promoted to bigger posts. In
order to design the interiors of the company Hanso’s Design Services will be contracted. Baltazar &
Ren Accounting Company will set up an accounting interface and maintain it under a yearly
contract. For providing the legal assistance Ren Legal company is on board.
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