Dr. Manahil PRICING & MARKETING PLAN IMPLEMENTATION

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The Ketogenic food diet involves high fat, low carb meals (Wang et al., 2016). The Keto restaurant we are introducing will be operating in Las Vegas, New York. Although there are a number of keto friendly eateries working in this area, however with our ketogenic food restaurant will be catering this diet specifically. The eateries available in Las Vegas at this moment do not specifically focus on keto diet however their menu and buffet manage the low carb requirements. Contrary to this, our keto food restaurant will be offering specifically keto food along with an additional menu. The keto food menu will be prepared with the help of the on-board nutritionist.

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To reach all the nutritionally aware consumers, our restaurant will focus on having region-specific social media accounts with creative content and a supporting blog filled with interesting content. Interesting content will be one of the most effective ways of gathering keto food consumers in the region. Besides, the on-board nutritionist of our restaurant will share some health tips for the consumers which will make them crave for our restaurant's food more often. Besides, a YouTube channel will also be created with amazing content for the consumers to view. New items will be offered along with a strong product line. Drive-through facility will work for busy professionals. However, there are certain weaknesses in our new restaurant as we have difficulty in finding a new prime location. Till new it is hard to come up with a solid business plan since making your place in new territory is hard.

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Our keto restaurant will be offering innovative food items which will be a good way of attracting the customers. Along with this, low interest rates and on-board nutritionists will be a good way to give a healthy atmosphere to the consumers. The actual threat lies in the income-orientated behavior of the competitors. Hence our keto-restaurant needs to come with a solid business plan.

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In the present time, Greens and Proteins along with Egg works are the two most compatible competitors present in Las Vegas. Keeping in view the products and services offered Greens and Proteins along with Egg works, a proposed segmentation, posting and a target has been explained for our Ketogenic food restaurant as well. Table in the slide shows the segmentation strategy that will be followed by our Ketogenic food restaurant.

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While the term "Diet" is still in regular use, consumers are looking for the way of assessing the eating patterns in the current lifestyle. Same is the situation with the people living in Las Vegas. Consumers of the present time are looking to focus on more than the achievement of losing weight. The consumers of today are looking for a diet that maintains the correct proportion of food and a diet that promotes correct eating habits (Lee, 2018). Nutrition needs of the person and food patterns reflect the health of a person which is necessary for the well-being of a person. In this personalized era, where people are looking for everything customized, consumers are appreciating the fact that keto diet is maintained in a way that all the eating habits involved understand, sense and dictate the working of a specific person, one person at a time. With more and more people following the ‘health trends of the year', keto aligns with health and wellness trends which is one of the reasons the number of people adopting ketogenic food diet is increasing (Wang et al., 2016). With the increase in the nutrition needs of the person and the attraction towards healthy eating habits, a number of people are consuming a keto diet.

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One way to assess the needs and trends followed by the target customers is by assessing internet searches of the people residing in Las Vegas, New York. According to the Google Analytics in the year 2016-2018, people have researched diets including Atkins, the ketogenic diet, Whole 30, paleo-inspired diets such as the Wild Diet and mono diets that focus on eating a single food, such as a taco diet or pizza diet. The search for other diet charts has decreased however what has been increased is the number of searches for healthy eating habits and Ketogenic diet between the year 2016-2018 (Figure 1). Right now, Keto is popular as it was at the time of its introduction.

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Improved standards will be offered with the help of our menu. However the interest rate will be low so that all the people can enjoy the easily.

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Promotion and online presence will be necessary. Although the importance of online presence is gathered from the above-mentioned techniques used Greens and proteins, however, a proper program needs to be included related to the online presence so that the restaurant works with profit. A social media marketing team consisting a social media marketer and a graphic design will be made by the restaurant so that team keeps on coming with engaging content along with high-quality graphics which is good for the visuals of the consumers (Djukic, 2011). Other than this, all social media accounts will be made region specific so that the right consumers are approached. Facebook ads will be used for approaching the audience present on Facebook and get more traffic on the blog maintained on the restaurant's website. Also, some of the social media marketing tools will be used in making the online presence assured.

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Customer lifetime value will be increased with the help of Featuring fans in content, Surprise fan mails, Taking customer advice and giving the credit to the customers, Making sure the online presence and Adding sources for reliability such as quality food.

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Also, Give them something which the competitors are unable to give such as availability of nutritionist, Easy communication, More convenience will help for CLV.

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Ketogenic food restaurant in Las Vegas is required as the consumers are now shifting towards healthy eating habits. With this, the restaurant can perform better in comparison to the two major competitors Greens and Proteins along with Egg works, with the help of better quality food and more options in their menu. The IMC approach for giving out a constant brand image of the restaurant. Our restaurant will be following three major approaches in IMC including direct marketing, social media marketing, and public relations. However, the likes, dislikes, and health of consumers should be considered in this entire approach.

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Online presence is getting mandatory in the present time with the increase and upgrade of technology. Our Ketogenic food restaurant will be maintaining its online presence with the help of social media team using all social media platforms and other tools like slack and Agorapulse to keep the message among consumers consistent. Target customers can be reached with proper segmentation strategy made by the company.

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References

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References