Marketing Essentials: A Plan for Zylla Restaurant in the UK Market

This presentation outlines a comprehensive marketing plan for Zylla Restaurant, focusing on its launch in the UK market. It begins with an introduction and background, emphasizing the importance of marketing for organizational success. A SWOT analysis is conducted to evaluate the restaurant's strengths, weaknesses, opportunities, and threats. The marketing objectives, segmentation, targeting, and positioning (STP) are defined to reach the target consumers. A perceptual map is included to visualize the restaurant's position relative to competitors. A comparison of marketing mix elements (product, price, place, promotion) is presented, followed by a detailed plan for promotional launch, including a marketing budget across five years. The presentation concludes by highlighting the importance of marketing in achieving competitive advantage. References are also provided for further reading. This presentation is contributed by a student and available on Desklib, a platform offering AI-based study tools for students.

Marketing Essentials

Table of Content
•Introduction
•Background of business and rationality of business.
•SWOT analysis
•Marketing objective for business
•Marketing segmentation, Targeting and Positioning
•Perceptual Map
•Comparison of marketing mix
•Design an implement plan for promotional launch
•Conclusion
•References

Introduction
Marketing is very much important for an organization as it assist to reach at large no. of consumers by
aware people about organizational products and services in order to reap important outcomes. In order to
gain potential outcomes organization have to build strong marketing plan by coordinating each and every
attribute. Respective PPT is based on Zylla restaurant which aimed to start a new business in UK
marketplace in order to remain competitive in market place.

Introduction
Marketing is very much important for an organization as it assist to reach at large no. of consumers by
aware people about organizational products and services in order to reap important outcomes. In order to
gain potential outcomes organization have to build strong marketing plan by coordinating each and every
attribute. Respective PPT is based on Zylla restaurant which aimed to start a new business in UK
marketplace in order to remain competitive in market place.

Introduction
Marketing is very much important for an organization as it assist to reach at large no. of consumers by
aware people about organizational products and services in order to reap important outcomes. In order to
gain potential outcomes organization have to build strong marketing plan by coordinating each and every
attribute. Respective PPT is based on Zylla restaurant which aimed to start a new business in UK
marketplace in order to remain competitive in market place.

Background of business and rationality of
business
For an organization it is very much essential to reap important kind of outputs in order to remain always
competitive in business environment. After conducting research and development it is found that food
industry have large scope in market of UK.

SWOT analysis
For an organization it is very much essential for an organization to evaluate the internal and external
factors which directly impact on their profitability in order to gain profitability and sustainability. In
context of Zylla restaurant, they by evaluating the factors such as Strength, weaknesses, opportunities and
threats that are as follows:
◦Strength
◦Weaknesses
◦Opportunities
◦Threat

Marketing objective for business
Marketing objectives can be define as goals set by a business in order to promote its services and products
to their potential customers. It is a marketing strategy which is developed for attaining overall target
objectives of an organization.
•“To enhance sales growth by 10% in upcoming six months to remain competitive”.
•To develop different marketing and operational plans in order to work in a collaborative manner by means
of a successful introduction, implementation and monitoring of new product into marketplace”.

Marketing segmentation, Targeting and
Positioning
For an organisation STP model plays very much prominent role to get right kind of consumer.
Segmentation, targeting and positioning are the tools that helps to align organisational products to right
consumers.
•Segmentation
•Targeting
•Positioning

Perceptual Map

Comparison of marketing mix
Basis Zylla restaurant McDonald's
Product They offer Sea food and fast food They serves a variety of Fast food such as Hamburgers and
Sandwiches, Chicken and fish, salads and beverages and
many more
Price Moderate pricing strategy They utilize Bundle and psychological pricing strategy in
their organisation.
Place UK Worldwide
Promotion Promotional tools such as advertisement, sales
promotion and media advertising Promotional tools such as advertising, sales promotion and
public relations and direct marketing

Comparison of marketing mix
Basis Zylla restaurant McDonald's
Product Sea food and fast food Fast food as Hamburgers and Sandwiches, Chicken and fish,
salads and beverages and many more
Price Moderate pricing strategy They use combination of pricing such as Bundle and
psychological pricing strategy.
Place UK Worldwide
Promotion Promotional tools such as advertisement, sales
promotion and media advertising Promotional tools such as advertising, sales promotion and
public relations and direct marketing

Design an implement plan for promotional
launch
◦To plan and implement the promotions it is very much essential to plan and implement it in successful
manner.
◦It is one of most systematic process in which firstly organisation have to identify the perspective
consumers such as in context of Zylla their consumers are people who love fast and sea food and enchanted
towards innovation.

Cont.…
Marketing Budget
Marketing Outlay
MARKETING BUDGET
PARTICULARS I Year II Year III Year IV Year V Year
Initial amount 3000 7500 11500 15660 15540
Investing 8500 9000 20000 28000 13500
TOTAL 11500 16500 31500 18460 29040
Promotion 5000 2850 3050 3560 3000
Sales advertisements 2000 1800 3000 1500 1100
Direct selling 3500 1600 4500 2500 4600
TOTAL 10500 6250 10550 7560 8700

Conclusion
From the above PPT it has been summarised that it is very much potential for an organisation to access
each and every attribute before launching a new product and services into marketplace. As marketing plays
very much crucial role to aware people about products and services that emerge into marketplace in order
to remain competitive in marketplace.

References
McDougall, P.K.G.H., 2019. Marketing Essentials.
Pricilla, D., 2019. The Marketing Essentials. Pdf.
Online
Food & Beverages, 2019. [Online]. Available through. <https://www.statista.com/outlook/253/156/food-
beverages/united-kingdom>.

Thank You