Power point presentation on new marketing DNA
bassoum21
CocoMomopresentation-Averygoodexample1.pptxMarketing Report
Agenda
Introduction
STP
Segmentation
Targeting
Positioning
Marketing Mix
Recommendations
SWOT
Conclusion
References
Agenda
Introduction
Restaurant & bar
Located on Marelybone high street
Breakfast, Lunch & dinner
Segmentation
Geographic
Physho-graphic
Behavioural
Demo-graphic
Geographic
Climate
Location
Culture
Religion
Population
Geographic
-recommended
Asian population segment through:
More rice based menus and dishes
Asian style
Celebrate non christian holidays
Muslim segment through:
Shisha
Halal prepared meat
Indian religios consumer segment through:
Fish, lamb or chicken instead of beef or pork.
Vegatarian menu
Demographic
Age
Gender
Martial status
Income
Geographic
-Current
Adult and 18+ age segment through:
Cocktail menu, “Coco Tails” £7.90
A big variety of other alcoholic beverages and snacks
Female segment through:
Big variety of salads
Average+ income segment through:
Affordable good food
Geographic
-recommended
Youth segment aged 9 - 17 through:
Free wifi
Up to date music
Male segment through:
Different beers
Female segment through:
Different white/rose wines
More salad based or healthy menus
Family with children aged 1-7 segment through:
Children’s playground or playroom
Children’s menu
Provide children's chairs
Play stuff (toys, drawing essentials etc.)
Older consumer segment aged 60-80 through:
More accessible for wheelchairs
Handicap toilet
Psychographic
Lifestyle
Atitudes
Personality & values
Prederences
Psychographic
-Current
Relaxation seeking consumer segment trough:
Welcoming and relaxed atmosphere
Sofa booking
Service relevant segment through:
Highly professional, passionate and dedicated staff
Health conscious customer segment through:
Freshest and tastiest food
Six different salads in the lunch menu
Coffee-goers
6 different coffees
Sustainable aware customer segment through:
Coco Momo is a member of ”The sustainable Restaurant Association”.
Psychographic
-recommended
Price sensitive customer segment through:
Specific cheap menus (Name it “bankruptcy”)
Special days where food and drinks are cheaper
5 pound menu or premium items
Beer connoisseurs consumer segment through:
Introduction of a bigger variety of beers which would be impossible to obtain in a normal shops.
Lifestyle or health orientated customer segment through:
Vegan menus (Popular market trend)
Fair-trade products
Football or sports fans segment through:
Big screen TV showing popular sports games, which could be done as a weekly thing, “Saturday showdown”
College and University student segment through:
Fooseball tables, pool game tables, playing cards etc.
Beer pong or other drinking games
Series of competitive tournaments
Relaxation seeking consumer segment trough:
Outside blankets
Relaxing music
Better decoration which makes you feel comfortable and
relaxed
Late night bar seeker segment though:
Open till 01:00 PM
Live Music (Jazz or acoustic guitar)
Coffee-goer segment through:
Bigger variety of coffee products
Coffee loyalty card
Busy customer segment through:
Take-away
Phone - internet orders
Brought to your door
5 minutes order, where the food will be there within 5 minutes
Psychographic
-Potential
Behavioural
Occasions
Membership opportunities
Benefits sought
Usage rates & patterns
-Current
Occasion seeking customer segment through:
Coco Momo is available for hire and state on their website “We’re always up for a party”
Benefits sought segment through:
F&F Gift vouchers for all restaurants in the ‘Food & Fuel’ organization
“Join our club” giving customers the latest’s news and special offers before any other
recommended
Occasion seeker segment through:
Unique special birthday menus
Special occasion prices
Birthday party activities
Benefits sought segment through:
Vouchers (If you buy 10 you get the last one for free)
Attach coupons to customers receipts
Membership seeking segment through:
Opportunity for unique exclusive membership status (difficult to achieve)
Special members room or other advantages
Targeting
NO
”One Strategy”
Target
sadisfaction
17
Positioning
Potential Benefit
Unique Offer
Marketing mix
Business tool
The service marketing mix
An effective marketing mix
Product
“Everything that can be offered a market for attention, ownership, use or consumption and that can satisfy a desire or a need" (Kotler, 1988)
Questionnaire
The basis of a business
Product
-Recommendations
Focus on age group 30+
Specialise in beer and wine
Wide range of compliments
Price
Definition
Aligned with market price
Price sensitivity
Questionnare and observations
Price
-Recommendations
Keep the price range
Place
Effective communication & distribution
Questionnaire
Place
-Recommendations
Two storage site
Online channel
Promotion
Communication with current & prospective audience
No substantial promotion strategy
Word of mouth
Huge potential
Promotion
-Recommendations
Singels night
Happy hour
Wine tasting
Promotion
-PR – Word of Mouth
bartender course
Cocktail competition
Loyalty cards
People
Vital for competitive advantage
Simultaneous production & consumption
Questionnaire & observations
People
-Recommendations
English skills
Service orientation
Costumer approach
Process
All systems & processes
Observations
Process
-Recommendations
Just eat
Physical Evidence
Physical appearance
Questionnaire
potential
Physical Evidence
- Recommendation
New logo and identity upgrade
Physical Evidence
- Recommendation
Interior
Update furniture
Physical Evidence
- Recommendation
Outdoor seating & heating
Physical Evidence
- Recommendation
New staff uniforms
Conclusion
Overall Recommendations
■ More food options – Kosher – Halal – Vegetarian Options – Gluten & Dairy Free Products
■ Pre-Ordering & Delivery Option
■ Special Offer ‘Sandwich of the Week’
■ Student Discount
■ Combo Deals
■ Loyalty Card
■ Wider variety of hot & cold drinks
References
