Strategic Marketing Analysis of Nando's Restaurant: UK Market Focus

This report provides a comprehensive analysis of Nando's marketing strategies, focusing on its application of the marketing mix (product, price, place, promotion, people, process, and physical evidence) to achieve its business goals. The report examines Nando's adaptation and standardization of the marketing mix in the UK market, including the introduction of new products like Churrasco BBQ marinade and Peri-Peri BBQ sauce. Furthermore, it delves into Nando's Customer-Based Brand Equity (CBBE) model, outlining how the restaurant builds brand identity, meaning, response, and resonance to foster customer loyalty. The report also explores Nando's Integrated Marketing Communications (IMC) approach, including promotional tools, customer experience, and brand focus, along with the advantages of IMC. Finally, the report discusses the methods used to measure marketing success, such as conversion rates and customer lifetime value. The analysis incorporates relevant references to support the findings.

STRATEGIC
MARKETING

INTRODUCTION
 Strategic Marketing includes various strategies that identifies need and
requirement of consumer's in the market.
 This is a centralized approach based on customer's taste in order to fulfil it.
Further, strategies are performed to attain goals and objectives of Nando's
company.
 One of the expansion is made through introducing Churrasco BBQ marinade,
PERi-PERi BBQ sauce and squeeze bottle of drinks.
 These chickens are served with flavors like lemon, garlic, ginger and many
more.

Cont.
 In addition to this, Nando's is an international chain in restaurant
which has opened its first UK dining restaurant in 1992.
 Moreover, it is specialised in serving Portuguese chicken dishes
by providing various styles of it.

Adaptation and standardization of
marketing mix:
 With the strategy of marketing mix, the Nando's restaurant is
concentrating in providing chickens in Portuguese style.
 This leads them in serving for long time in UK market and
further helps in achieving the goals of company.
 They also focus in adapting and standardising mix components
that helps in leading to higher performance level of the
restaurants.
 Additionally, they have also launched new dish named Persians
which includes mayonnaise with uniqueness in it.

CONTINUED….CONTINUED….
 Product: In the globalized world, Nando's restaurant is running at top position by
serving delicious food. They adapted marketing mix strategy as their Chicken and
related Mozambican cuisine are in more demand.
 Moreover, new product is introduced as Peri- Peri sauces which became all time
favorite food for UK people.
 They also added brand new dish namely “Churrasco BBQ marinade” which has
more demand by families along with the new squeeze bottle of drinks.

Cont.
Price: The second element is price which reflects profit of Nando's company.
This restaurant is in high demand as they provide chicken and Mozambican
cuisines from lower to higher rates. This diversification in rates makes affordable
to the customer's in market. The two products which are newly launched I.e PERi-
PERi BBQ sauce that prices $4.49 and “Churrasco BBQ marinade” is priced
$3.62. This prices are set up easily by adapting the concept of marketing mix
strategy by Nando's in Portugal

Cont.
 Place: The placement of restaurant has done according to the customer's choice which
helps in increasing the profitability of company. Nando's has opened its restaurants in
more than 30 countries, setting the standard of attracting more customers. As this new
products are in high demand by families, the products are sold at various stores and is
easy for customer's to buy quickly.
 Promotion: This component is also significant in advertising their food that is chicken
and Mozambican cuisines in the market. Promotion can be done via advertising which
includes newspapers, TV, radio, magazines or pamphlets. The newly introduced products
are also widely sold as Nando's spend a huge amount in promotional process.

CONTINUED….CONTINUED….
 People: The employee's in the restaurant serves efficient services that satisfies their
customer's. As per this component, it helps in making clients repetitive for their chicken
and its cuisines. They serves new product PERi-PERi salt and rubs with additional
services to the family sitting.
 Process: Adapting this strategy in Nando's, the process element helps in execution of
their food services. This procedure widely includes overall sales, distributing and paying
system, maximizing profit and minimizing costs. As the Nando's restaurant is very
happy with the launched of new items in chicken and by this marketing strategy the
production and selling process is made more easier.

Cont.
 Physical Evidence: The food and cuisines along with Peri Peri
sauce and others marinade ranges are deliberately and flexibly
distributed to the customer's in UK which becomes an evidence
to the clients. Moreover, it helps in knowing about Nando's food
to the people of country.

Customer Based Brand Equity Model
This model helps in constructing the Nando's restaurant more strongly and efficiently. The
other name of this model is Keller's Brand Equity Model which is a concept that includes
four steps in it. For achieving higher performance level, this concept plays a vital role in
Nando's.

Cont…
Brand Identity:
This is the first step which displays the identity and salience of the Nando's restaurant. In
addition to this, it's main identity lies in Churrasco BBQ marinade and PERi-PERi BBQ
sauce that increases Nando's profitability in UK.
This company is very active and deliberate in serving their food sector. Their identity
also lies in the providing double flamed grilled chicken with different range.
The restaurant of Nando's is highly recognised for their trendy and presentable chickens
in different tastes and colour.
Moreover, African flavours like garlic, ginger, lemon and birds eye chilli is added to their
dishes which maintains it's standard high and strong.