marketing plan
mahesh123
PriyaMarketingPlanFinal.pdf
1 | P a g e
A Brief Marketing Plan for
Sensory Dining
A
Fine Dine Restaurant
Priya Gupta- 19051109- AUT University
MKTG860
Marketing Management
2 | P a g e
Contents 1.Executive Summary ........................................................................................................................ 3
2. Situation Analysis .......................................................................................................................... 3
2.1 Customer ................................................................................................................................. 3
2.2 Company ................................................................................................................................. 4
2.3 Context .................................................................................................................................... 5
2.4 Collaborators: .......................................................................................................................... 5
2.5 Competitors ............................................................................................................................. 5
3. Market Analysis & Strategy ............................................................................................................ 5
3.1 Segmentation .......................................................................................................................... 5
3.2 Targeting ................................................................................................................................. 6
3.3 Positioning ............................................................................................................................... 6
4.Tactical Plans (4Ps) ......................................................................................................................... 7
4.1 Product .................................................................................................................................... 7
4.2 Price ........................................................................................................................................ 7
4.3 Place ........................................................................................................................................ 8
4.4 Promotion ............................................................................................................................... 8
References ........................................................................................................................................ 9
Appendix ........................................................................................................................................... 9
3 | P a g e
1.Executive Summary Restaurants who offer fine dining facilities have a typical set of customers who like to eat good
food with not just taste satisfaction but and overall satisfaction including services, quality,
quantity, and ambience (Rankin, 2019). When we talk about Premium fine dine restaurant, we
know that we are targeting people with medium to higher income group as such people will
like to go and spend for value for money. Considering such segment of people and Tourist who
always consider trying something new every place they visit, is giving us an opportunity to
entire in Restaurant Industry with a Unique concept of providing dining experience and
services to our segmented customers. This concept is creating a niche market for Sensory
Dining (SD) with premium experience will help the brand to grow beyond competitors and
encourage employment in Disable category. This will also create a new trend in market where
disable employees will be considered for future employment opportunities.
Catering the needs for the customers who have never witness this concept with their dining
experience. SD is offering its Customers with Guided Tour exhibition by Disable Blind staff
and the dining experience with wait staff of partially disable deaf and dumb category people
will bring a new concept in Restaurant Industry.
The advertising channel will be used are all digital and social, also SD will have its own website
giving details of what they are offering and how different they will be in the Industry. Soon
there will be testimonials of customers visiting our concept-based Restaurant which will also
boost as sales promotion and mouth to mouth publicity. The Tour Exhibition will be limited
per day so that the quality will be maintained. The restaurant will only open for Lunch and
Dinner with the fixed menu made from NZ grown products. This kind of dining experience
will create a growing trend of online promotion and will eventually help in targeting customers
on a larger platform. The Marketing plan is going around showing the importance of social
media promotions and how new concepts and experiences helps a business to generate Return
on Investment.
2. Situation Analysis Situation analysis is basically understanding the situation of current market which helps to
develop a successful marketing objective. This can be done by analysing 5Cs that helps to
identify the risk and opportunities leading to give understanding at various levels in the
developing successful plan.
2.1 Customer One of the most important “C” in analysis is Customer and a business should always identify
and focus to understand the needs of its customers. This would help them to know how their
products / services should do to achieve this. The Businessplan, (2013) explains that Total
Available Market (TAM), Serviceable available market (SAM) and Serviceable obtainable
market (SOM) in market analysis, helps to assess Market opportunities. In SD, TAM includes
all the Restaurant Market in whole of New Zealand. SAM includes all the customers above age
8 who will be experiencing SD and Guide Tours experience available in Auckland. SOM would
include targeted customers from cities rest of Auckland in NZ.
The most ideal customers for SD will be anyone who always looks out to try new dining
experiences, who likes the ambiance, services, and Food quality. In order to penetrate in such
market differentiation strategy should be used, SD must be different in servicing its customers
and give them the promised experience they claim. They must have USP in most different
dining experience in NZ. Restaurant industry are high in investment and SD should come up
4 | P a g e
with loyalty and Customer relationship marketing program from time to time to enhance
customer satisfaction
2.2 Company SD being a Restaurant that would provide unique dining experience in New Zealand targets to
become a leading Restaurant in Industry. According to Boland, E. J. (2017), SWOT analysis
is an effective tool for Internal and external analysis in the organization., hence we will do
SWOT for SD.
Strength
• Local Kiwi Brand
• USP- providing unique customer
experience with dining
• Rising employment among disable
people
• Being the first to cater service will
help to capture market
• Gaining media attention
Weakness
• Training disable employees • Disable people hiring can be
expensive
• Limited to Fine Dining and No
provision of online Delivery
• Maintaining cost in delivering
services
• Use of technological advances is
limited
Opportunities
• With SD experience, letting
customers experience unique concept
• Educating customers about disable
employee talents
• Creating jobs for disable candidates
• Expansion in other major cities in NZ
• Creating a brand Kiwi image
Threat
• Restrictions in hiring disable
employees by NZ government
• Constant raise of minimum wages of
employees
SD has a goal to provide people in NZ a unique experience which will give them an opportunity
to indirectly contribute to disable people who are finding difficulty in work and being
independent. The concept of Guided tour in dark by blind people and dining experience served
by deaf and dumb would be a life time experience for customers. This experience would serve
5 | P a g e
as USP for our Sensory Dining Restaurant and will be the first in NZ to give such experience
to its customers.
2.3 Context
According to Stats NZ, 2017., there is a significant growth of 26% of kiwis spending more on
dining in restaurants and ready-to-eat food price index (Figure 1). This clearly shows that
Restaurant Industry have an ongoing demand in NZ with lots of future opportunities to expand
in Industry.
It is identified that disable labour force contribute only 22.3% in June 2018 quarter in NZ,
while not getting more hours work opportunities (Stats NZ, 2018). SD would hire full time
60% disable staff for their Restaurant services and 90% for the Guide Tour Services, this will
boost rise in the Employment in the Disable people by providing a growth in the overall rise in
NZ Disable Labour Market.
2.4 Collaborators: At this stage of business, we are not keen to have collaborations because the concept with
which SD will be launched with idea of being innovated concept by providing Guided tours by
Blind employees and servicing provided by wait staff with speech and hearing-impaired
employees in the Restaurant Industry. Initially, SD will be establishing single restaurant in
Auckland area where they will be serving food made from home grown vegetables. The aim is
to build strong relationships with local Food suppliers, increase the disable employment and
customer satisfaction.
2.5 Competitors In competitor analysis will help to understand who the competitors and what services are are
they providing for sustaining in the market, it is very important for restaurant owners to have
competitor analysis in detail before launching themselves (Barcellona, 2015). SD has a direct
competition with restaurants which provides same services but the Unique concept which SD
will provide serious will give them to capture market.
SD as mentioned will service customers with complete home-grown products and with the
maximum disable staff employees which is not done by any restaurants in the Auckland
region.
The guide tour service with blind staff will provide customers with different experience which
will be the first in this region.
3. Market Analysis & Strategy
3.1 Segmentation
Segmentation is an important part of Market analysis as it helps a business to group its
consumers into potential categories which helps them to identify their needs and wants so that
the strategies can be made to achieve them (Wedel & Kamakura 2000). It is seen that when
people decide to have Fine dining, they desire to eat good food and a decent atmosphere. With
the combination of Unique Tour Experience, special services, local home-grown Products
usage in Restaurant. SD has a focus on the Local and Tourist customers, hence it has planned
to use Demographic method of segmentation. Following are the segments that could be
identified:
6 | P a g e
Segment 1: The Families: SD will provide the perfect service for families to have an excellent
Fine Dine experience to spend their precious time together. The service staff at SD is disable
and hence this will give them an opportunity to experience a unique culture while having their
food together.
Segment 2: The Tourists: As it is seen that tourists these days come a full research of places
they visit, and they wish to experience something which is unique about that place. Since SD
will be the 1st ever Restaurant in NZ providing such services along with just Local home-grown
product-based menu will catch the eye of major tourist to at least have 1 meal and 1 guide tour
experience while Visiting Auckland.
Segment 3: The Corporates: The specific area will be created in restaurant to have business
meetings limiting to a small group from 15- 50, this section will be available on prior bookings.
Special arrangements will be made for the Corporates and their clients. Having been served by
the disable staff can be quite a different experience to have while having any corporate
meetings.
Segment 4: Couples: SD plans to make its ambience very classic and specific, hence it can
accommodate young as well as older couples to come and have their dates or even just to have
a fine dine with sophisticated ambience and service.
Segment 5: The Young Students: SD will offer special discounts and special hours for
students above age 8 to have their dining experience. They will be offered student discounts,
just so that they can have this experience which could go little their normal spending budget.
This segment will be time bound segment where the service will be provided for discounted
students for lunch hours.
3.2 Targeting
In the initial stage we will first target Segment 1, 2 & 3 as these segments have larger size and
can be much more profitable. These are the type of consumers who frequently go out for fine
dining and are the ones who look for dining where they consider ambiance, taste, and different
experience while picking up a place to have their food. Also, there in these segments there will
be a greater number of customers coming in groups which will allow a larger group to provide
service. According to James C & James A, (1998) there are a group of people who like to
spend money on value added products and services, and SD comprises a bunch of all what
these segment desire while selecting a fine dine restaurant. These Segment has a good income
group of customers who will not mind spending money on trying out something which will
give them so much in just 1 dining experience.
3.3 Positioning
For targeting the selected segments 1,2, & 3, we need to position as the best Dining experience
in the Restaurant Industry. If we see the characterises of our targeted segment will be the
customers who are entertainer, good spender, adventurous, and people who wish to have
sophisticated dining. With the help of talented disable staff, a good Menu focusing NZ grown
products, and the exceptional Tour with Blind staff will be the most important element of our
marketing plan. Geographically if we consider our customers coming not just from Auckland
but also from other parts of New Zealand, and tourists coming from many different countries.
7 | P a g e
The Restaurant Association Hospitality Report (2018), claims that the number of kiwis
prefer to eat out is more often on various occasions, by showing a growth in sales in nationwide
Hospitality Industry. sales were recorded over $11.2 billion in 2018 with a growth of 3.6
percentage. Looking at this we can see the targeted customers can be positioned in large groups
as all 3 segments will bring customers in groups, they are the most spender income group
people and they are not very price sensitive when it comes to fine dine experience. Our
competitors who might be providing same service, but we will be giving them the experience
which till date is not given by any competitor in the selected market.
4.Tactical Plans (4Ps)
4.1 Product
Product in Restaurant industry is not just the food we provide to our customers, but it also
includes the services we offer them along with the customer experience. Making food look
good can attract customer for once but if you want a customer to be regular you need to offer
the best service along with the food offered. How different are we from the competitors, what
uniqueness we have to offer to our customers? SD has planned to offer the following experience
in the fine dining category for its customers:
• The menu will be very specific which will offer food from the products which are home-
grown in NZ.
• The ambiance will be classic and sophisticated, with dim lights and table of 2, 4, 8, and
12 customers. There will be arrangements made for special occasions where if a greater
number of customers want to come in with the prior bookings such arrangements can
be done.
• The 45 mins Guide Tour experience by our Disable Blind staff will be provided to a
group of 4-6 individuals a onetime where 3 sessions in the afternoon and 3 in the
evening will be offered.
• The wait staff will be Partially disable staff who will be well trained to serve our
valuable customers.
• A unique menu with explanation of how to communicate with our staff will be provided
in brief so that all the customers are comfortable in placing the order.
All the above will be our USP of our product which will achieve customer satisfaction. SD is
offering customers an experience which they never had while fine dining in entire NZ so after
successful Venture in Auckland, SD will expand and will open in Wellington, the capital of
NZ. Since SD will be providing menu made will just home-grown products, this will catch the
eyes of locals and tourists to encourage the home-grown products. SD will also not rely on any
imports for the same reason, by encouraging the home-grown vegetables and fruits. The staff
will be provided training from professionals and they will be one reason people would want to
come and experience and encourage the disability category employment. The Guide Tour
experience will give a fun interaction with our trained blind staff who will take customers on
tour of blind experience. Since our concept is a unique concept in Fine dine restaurant, our
Product life cycle will be in the introduction stage.
4.2 Price
Price will play a vital role as our restaurant will be providing a premium experience with highly
trained staff. The price for the menu will be fairly charged but it will not be a very reasonable
8 | P a g e
price as the service and quality will be high end. There will be separate charges for the Guide
Tour experience as it is optional for customers to have and it is subject to availability. The price
charged for Guide Tour experience will be $50 per person and each 45 min tours will
accommodate 6 people with 15 minutes interval there will be total 6 tours in a day giving
experience to 36 people each day. The major revenue generation for SD will be its restaurant
fine dining giving opportunity to have dining experience for around 150 people each meal
sessions, i.e. for lunch and dinner contributing to around 300 customers a day. We will just be
providing student discounts offered for lunch sessions so that the younger generation aged 8
and above could have a feel of our concept and experience the premium dining by also learning
something. We have premium positioning and apart from giving discounts to students there
will not be any discount offered to other customer segments. In the industry there are Premium
Restaurant charging high prices and being our closest competitors also we will cater to price
for our premium services and quality by not compromising on giving concessions.
4.3 Place
The Guide Tour Exhibition will require 1000 sq. foot Including all the pre and post tour
activities, also includes the lobby and the staff room, and customer service area to offer
experience to customers. The restaurant will require 5000 sq. foot of space to accommodate
150 customers per meal in a day and this will include the Kitchen area, the Dining area, the
wait staff area, the Reception area, and the Waiting area. Since we will be doing premium
positioning we will not compromise on space and quality of service.
4.4 Promotion
SD will be doing promotions using Digital Promotional Mix, which will include social media
marketing and digital advertising. Soon after launching word of mouth will also become a
major promotional tool for SD. Since we are having a USP we will not majorly go with
traditional promotional methods, instead we will have our own website to provide details of
what we offer and how we are different in Industry.
9 | P a g e
References
Bolland, E. (2017), "Internal and External Analysis", Comprehensive Strategic
Management, Emerald Publishing Limited, pp. 87-126. Retrieved from https://doi-
org.ezproxy.aut.ac.nz/10.1108/978-1-78714-225-120171004
Stats NZ. (2017). Kiwis eating more food on the go. Retrieved from
http://archive.stats.govt.nz/browse_for_stats/economic_indicators/prices_indexes/fpi-review-
2017-ns-kiwis-eating-on-go.aspx.
Stats NZ, 2018. Disabled people three times less likely to be in work. Retrieved from
https://www.stats.govt.nz/news/disabled-people-three-times-less-likely-to-be-in-work.
Barcellona, N. (n.d). Restaurant Competitor Analysis: how to do it [Blog post]. Retrieved
from https://www.forketers.com/restaurant-competitor-analysis.
Wedel, M., & Kamakura, Wagner A. (2000). Market Segmentation Conceptual and
Methodological Foundations (2nd ed.). New York: Springer Science Business Media New
York. doi: 10.1007/978-1-4615-4651-1
Anderson, J. C., & Narus, J. A. (1998, November 1). Business Marketing: Understand
What Customer Value. Retrieve from https://hbr.org/1998/11/business-marketing-
understand-what-customers-value
Rankin, S. (2019, August 01). What Makes a Great Restaurant Experience? [Blog Post].
Retrieved from: https://blog.apastyle.org/apastyle/2016/04/how-to-cite-a-blog-post-in-apa-
style.html
The Businessplan shop (2013). TAM SAM SOM- what is means and why it matters [Blog
Post]. Retrieved from: https://www.thebusinessplanshop.com/blog/en/entry/tam_sam_som
Appendix
Stats NZ. (2017). Kiwis eating more food on the go. Retrieved from
http://archive.stats.govt.nz/browse_for_stats/economic_indicators/prices_indexes/fpi-review-
2017-ns-kiwis-eating-on-go.aspx.
Stats NZ, 2018. Disabled people three times less likely to be in work. Retrieved from
https://www.stats.govt.nz/news/disabled-people-three-times-less-likely-to-be-in-work.
Restaurant Association (2018). Annual Hospitality Report 2018. Retrieved from
https://www.restaurantnz.co.nz/product/2018-hospitality-report/
10 | P a g e
Figure 1. Food Price Index, 2017.
