Detailed Marketing Strategy for a Water Bar Restaurant: Analysis

This report presents a comprehensive marketing strategy for a water bar restaurant, targeting health-conscious individuals aged 35-75 with a focus on creating a unique and rejuvenating customer experience. The strategy outlines communication objectives, emphasizing brand awareness through online media, radio, and television advertisements. It details message and media decisions, including the use of blogs, social media, and word-of-mouth marketing to reach the target demographic. The report also covers timing decisions, positioning maps, and a three-stage model of service consumption (pre-purchase, service encounter, and post-encounter). Key consumer behavior concepts, including the importance of brand reputation and customer preference trends, are analyzed. Furthermore, the report discusses the services marketing communication mix, detailing the use of traditional and online advertising, along with the implementation of coupons, gifts, and service channel training to ensure brand awareness and customer satisfaction.

Running Head: MARKETING
MARKETING

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Communication strategy development
Target audience decision (Who)
The target customer for this water bar restaurant is going to be health conscious
people and mainly old group of the population to encourage them for a better
and healthy lifestyle. This kind of customer is going to be the age group from 35-
75 with no biased for gender. The average income for this group of people is
expected to be 25k$ per annum and the occupation and belonging to services,
sales and office.
Communication objectives (What)
The restaurant will be a unique concept to the population and more interesting
for the people who are willing to enjoy a healthy treat with a fulfilling experience.
The customer experience throughout the market will act as word of mouth
marketing which can further help in building a brand that can be linked with
healthy, water products like never been tasted before and rejuvenating
experience. Some of the special attraction and its prices are listed below.
Food items Prices
Pineapple mint $ 25.00
Blueberry mint $ 25.00
Grapefruit raspberry $ 28.00
Strawberry lemon avocado $ 30.00
Community strategy implementation
Message decisions (How)
Creating brand awareness is most important for this kind of restaurant. There are
some few unique features that are communicated for its benefits. The challenge
of reaching the older population will be present as they are less likely to socialize
on their phones compared to youths (Pigni, Piccoli & Watson, 2016). The online
media will be used along with daily advertisement over radio and television.
Media decisions (Where)

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The marketing communication channel will be mostly comprised of online media
and traditional radio and television. The service channel will be training the
frontline employees to take utmost care of spreading its brand awareness. It is
also the most obvious message will be originated from the outside the restaurant
through blogs, twitter, word of mouth, traditional media coverage (Mariaraj,
2017). This in return will bring more customer from different segments for the
country to enjoy its unique experience.
Timing decisions (When)
The whole marketing plan of communicating with the customer will require
extensive time as the water bar concept is not much are population acquainted
with. Once the experience is blissful for the customer and the produce luring
advertises it expected to gain brand reputation.
Positioning Map
Sweetened water
Rose water
Grapefruit raspberry
Strawberry lemon
avocado
Blueberry mint
Pineapple mint
Water Bar Restaurant Market
Highe
r
Class
Flavour
based drinks
Healthy
drinks
Lowe
r
Class
Three-stage model of service consumption

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Pre-purchase stage
With the help of web and social media the pre purchase stage can be instigated
among the target customer. The preference or trends of human in food
experience have changed in the last century as depicted in the figure below.
Brief strategies of targeting health conscious customer while spreading the
awareness of healthier option to treat the customer can be obtained by
producing discount coupon and add on services (Saunders, 2017). A suitably
arranged and executed marketing strategy would help in attracting target
customer.
Figure 1: Cooking vs. Eating out
(Source: Saunders, 2017)
Service encounter stage
Customer perceives the service excellency by what service providers ought to
do, how they should complete the duty, how to dress and the proper behaviour
then the entire action runs smoother. Meyer (2017) opined a lot of rules and
systems should be made for each action and zone of your restaurant before you
enrol the principle requirement.
Post counter stage
This stage will be mostly based on feedback which would decide the success of
the idea within the area. Outfits or code of dress is also basic to grant tidiness

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and a gathering domain in the kitchen. Schlegelmilch (2016) mentioned that
tidiness and individual neatness are of principal hugeness in the kitchen.
Arranging of menu things all ought to be enlightened to give consistency.
Genuine sustenance dealing with ensures that no horrible sustenance leaves the
kitchen and decreases waste and sustenance cost.
Key consumer behaviour concepts and theories
Every genuine and fulfilled service puts an emphasis on getting ready for gaining
a brand reputation. Saunders (2017) mentioned quality sustenance organization
undertakings training more often. The restaurant ought to contribute the chance
to properly get ready new contracts and re-train longer term specialists to keep
up an irregular condition of models. Planning confers great source of evaluation
in the special type of features. An unrivalled space is logically gainful and this
will mean better organization for your guests. For sure, even chiefs need to re-
train sometimes to shield them from getting into a great deal of an everyday
plans. The purchase decision will be generated from the rich luring environment
and therefore the formation of expectation.
Figure 2: Trends of customer preference in restaurant

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(Source: Mariaraj, 2017)
Services marketing communication mix
The traditional system of advertising including radio and television will be utilized
for marketing and communicating about the service. This is mainly will be
attracted by the older population who are looking for a healthier retreat and a
unique experience. The online marketing including marketing communication
channel will be mostly comprised of Facebook, Twitter and personalized website.
Coupons and gifts will be arranged for a popular profile on Instagram and
Facebook to create speed in spreading awareness (Fernandez, 2017). The
service channel will be training the service providers to take utmost care of
spreading its brand awareness. It is also the most obvious message will be
originated from the outside the restaurant through online and word of mouth
marketing.

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References
Fernandez, O. (2017). The Calculus of Happiness: How a Mathematical Approach
to Life Adds Up to Health, Wealth, and Love. Princeton University Press.
Mariaraj, K. (2017). Promotion of the Environment-The planning and draft of the
e-handbook for the Central Baltic WATERCHAIN project.
Meyer, D. C. (2017). A Content Analysis of Gluten-Free Diet Coverage in Major US
Newspapers (Doctoral dissertation).
Pigni, F., Piccoli, G., & Watson, R. (2016). Digital Data Streams: Creating value
from the real-time flow of big data. California Management Review, 58(3),
5-25.
Saunders, R. (2017). Marketing in the Boardroom: Winning the Hearts and Minds
of the Board. Routledge.
Schlegelmilch, B. B. (2016). Global Marketing Strategy. Management for
Professionals.