Comprehensive Marketing Report: Thai Pothong Restaurant Strategies

This marketing report provides a detailed analysis of Thai Pothong restaurant's marketing strategies. It begins with an introduction, followed by an examination of the restaurant's target market, focusing on segmentation based on geographic locations, demographics, and psychological factors. The report then explores the restaurant's positioning strategy, emphasizing customer engagement and brand awareness through various communication channels. The core of the analysis focuses on the marketing mix, including product strategy (product mix, product classification), pricing strategy (cost-plus and bundle pricing), place strategy (location and online presence), and promotion strategy (social media and digital marketing). The report concludes with a summary of findings and references used in the analysis.

Marketing report

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Targetted market-.........................................................................................................................3
Positioning -.................................................................................................................................4
Marketing Mix of Thai Pothong restaurant ................................................................................4
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the process through which organizations tend to increase their customers
count such that they are able to achieve their organizational goals. Thai Pothong restaurant is
taken for the analysis in this report is a multinational restaurant chain which provide its services
to wide range of customers. Analysis of organization's targetted market is done in this report
with the evaluation of its effectiveness in front of its customers. With that analysis of company's
current marketing strategy and its effectiveness in terms of goal achievement is also evaluated in
this report.
MAIN BODY
Targetted market-
Thai Pothong is a multinational restaurant chain which provide dining options to its wide
range of customers all across the globe. To increase its reach to a wide audience restaurant has
implemented various segmentation factors such as geographical locations, this is an important
factor for organization because it is able to reach the locations which no other competitor is able
to reach. Due to which it is able to provide rare products to customers due to which premium
pricing can be implemented this is important because sue to this company can efficiently fulfil its
expenditures (Deepak & Jeyakumar (2019)). This will enable organization to achieve its target
however this is not easy as it is said because even after increasing geographic reach company has
to implement market segmentation on the ground level. In other words pricing has to be set on
the basis of customer's economic condition and their expenditures. Through this analysis of
customer's expenditure capabilities company can establish pricing in such a way that it is able to
attract customers and also at the same quickly fulfil its investments. This targetted market is
divided on various aspects like demographic segmentation and psychological segmentation
which will enable Thai Pothong to showcase products on the basis of customer requirements
such that high organizational profits can be achieved resulting a better grip on the market. This
efficient grip on market is necessary for organization because it will increase the brand
awareness of the organization and when high brand awareness is spread then in that case wide
range of customer can be attracted towards the organization. Increasing customer count will
motivate organization to increase its reach in other sectors resulting high organizational profits
and this lead to efficient goal achievement (INDONESIA (2018)).

Positioning -
This step arises when the company is able to increase its geographic reach. Thus this step
is related to maintaining customer's engagement with the organization such that company can
concentrate its efforts on attracting new customers. This is important for organizations like This
Pothong that they are able to attract customers towards the organization because if it is not able
to attract customers then in that case company will not be able to achieve its target. Therefore in
order to improve customer loyalty organization has to improve its communication bridge with
the customers such that high profit can be achieved (Mix & Brand (2017)). Company can
improve its communication through various means like organizational websites, traditional
marketing, and social media marketing such that high brand awareness can be spread in order to
improve organizational sales. This communication bridge between organization and customer
will not only enable organization to increase its customer count but also at the same time will
enable it to take feedbacks from customers on the basis of their experience which they had. This
is important because this will enable organization to improve its weak sections such that it is able
to enhance its working capabilities as per customer requirements. Thus when organization will
provide products or services on the basis of customer requirements then they will motivate
customers to increase their engagement in organizational activities which will increase their
loyalty and reduce the chances of brand switching. Through this efficient position company will
not only reduce the chances of brand switching but also at the same time give a tough
competition to other market competitors. For which company can also increase its reach in other
sectors by providing products on the basis of customer requirements.
Marketing Mix of Thai Pothong restaurant
Marketing mix is the set of action or area of focus through which the restaurant uses to
promote its brand. It is a tool used to carry on the marketing objective and uses to satisfy their
target customers. It is combination of 4P's. The four P's are are as follows:
Product strategy - A product is a bundle of benefits of utilities which can satisfy the
needs of consumer. The range of products being offered by Thai Pothong restaurant is called the
product mix. Product mix includes the following factors in mind like value, quality, taste,
hygiene etc. There are 'three levels of product' are the core product, the actual product and the
augmented product. The core product is not the tangible product but these are the benefits or the

satisfaction that the customers will get out of the product that adds value to the product or
dishes. The core product does not give any competitive advantage and therefore marketing
cannot be done of core product in case of Thai Pothong restaurant core product is hunger and
satisfaction or interest in trying new dishes. The actual product is the tangible product which can
be seen and eaten (Mayer, Melitz, & Ottaviano, (2016)). The third level is augmented product
this is also the non-physical part of the product it is the additional consumer services and benefits
which are offered with serving dishes. “Product classification” is dividing the products or dishes
according to specific characteristics so that they form a portfolio which is structured. The
product of Thai Pothong restaurant is a non-durable and impulse products. Product portfolio is
basically collection of products and services offered by the restaurant. The Thai Pothong
restaurant is offering the following dishes Thai Fish Cake, Betel Leaf Prawn, Papaya Soft Shell
Crab Salad, Golden Egg Pastry Tartlet, Deep Fry Calamari and so on. They also have some of
the popular dishes that this restaurant offers are: Thai Chicken Spring Roll, Steamed Chilli
Scallops, BBQ Baby Octopus and so on that add a competitive advantage as they are specially
offered by them. These are the width, length and depth of the product mix of Thai Pothong
restaurant.
Price strategy – Price is the amount charged by the restaurant in exchange of the dishes
and services it offers. It is the second element of marketing mix. While determine the price of the
dishes the following things are kept in mind such as demand by the people, cost involved in
preparing, consumer's ability to pay and lastly prices charged by competitors for similar dishes.
There are various types of pricing strategy like skimming, penetration, psychological, cost plus,
loss leader etc (Plank, (2018)). The strategy followed by Thai Pothong restaurant is cost plus and
bundle pricing. Cost plus pricing is based on sellers per unit cost of preparing the dishes and
adding a margin of profit to it. The following things are taken into consideration when determine
the price of the dishes. Cost of raw material, cost of operating and selling expenses, expected
margin. It is also known as mark up pricing. It is a easy way for determining the prices of
product and also consumer understands the justification for the selling price. The owner of the
restaurant focuses on accounting all the costs that majorly goes in a plate of food, different fixed
costs related elements like payoff that are paid to the the rent, cooks and wait staff, utility bills
and so on.

Bundle pricing is the based the concept of selling packages and combos or set of goods and
services at lower prices than they would have actually cost too high if sold separately. The
restaurant can offer some combination of dishes and drinks so that they can sell more items at
higher margins while providing discounts at the same time to consumer.
Place strategy – It is the area where the products are being available to the consumer so
that they can purchase it conveniently. It is necessary for the business to make it available to the
consumer. The products can be delivered directly or through some mediator or chain of
individuals. The objective of this mix is to make the product or dishes available at the right
place, at right time and in right quantity (Išoraitė, (2016)). Thai Pothong restaurant is operating
from King St, Newtown NSW and it is also performing it's operations through online channel as
well to give convenience to the customers. Company's own official website also helps customers
in booking their orders and also they have given feature of offering customers with performing
online financial transactions.
Promotion strategy – It is the fourth mix of marketing. Promotion is done mainly to
provide information to the consumers about the availability, characteristics and variety. There
are various methods of promotion like advertising, personal selling, public relations and sales
promotions. It is also used to improve the consumer demand. The aim of this mix is to increase
the awareness about the restaurant, inform customers about the various menus and dishes
offered, maintain loyalty of existing customers. It is a one -way communication process and
paves away for a dialogue with customers (Kumar, & Patra, (2017)). Promotional and marketing
strategy used by Thai Pothong is social media and digital marketing. To promote through social
media they first choose the right platform or social media sites. Then they create a calender and
encourage engagement. They also boost their advertising by sharing videos and address problem
quickly. Lastly they build community and provide value. They also focuses on search engine
optimization and also on search engine marketing.
Other ways in which they can promote about their restaurant is by posting foodie photos onto
Instagram, partnering with online food apps and organizing loyalty programs, also by setting a
google+ account and can post positive and good reviews about their restaurant. Thai Pothong
can also send email newsletter and can also do it by staring a blog. They can also give their
customers an online reservation service like open table.

CONCLUSION
It can be concluded that the target market of Thai Pothong has wide audience and the
positioning of the restaurant is according to geographic reach. The product mix of the restaurant
has various dishes on the menus from Thai Fish Cake to Deep Fry Calamari and also has
various levels of product. It uses cost plus pricing and bundle pricing strategy for the restaurant
and uses social media and digital marketing for the promotion of it. It is operating from King St,
Newtown NSW and also through their online website.

REFERENCES
Books and journals
Deepak, R. K. A., & Jeyakumar, S. (2019). Marketing management. Educreation Publishing.
INDONESIA, M. P. I. (2018). Competitive advantage and product innovation: Key success of
Batik SMEs marketing performance in Indonesia. Academy of Strategic Management
Journal. 17(2).
Išoraitė, M. (2016). Marketing mix theoretical aspects. International journal of research
granthaalayah. 4(6). 25-37.
Kumar, S., & Patra, S. (2017). Does promotion mix really help to enhance brand equity: A
literature review. Asian Journal of Management. 8(4). 1387-1392.
Mayer, T., Melitz, M. J., & Ottaviano, G. I. (2016). Product mix and firm productivity responses
to trade competition (No. w22433). National Bureau of Economic Research.
Mix, M., & Brand, C. B. (2017). Marketing management.
Plank, P. (2018). Price and product-mix decisions under different cost systems. In Price and
Product-Mix Decisions Under Different Cost Systems (pp. 41-90). Springer Gabler,
Wiesbaden.