Foundations of management ( MUST BE POWER POINT SLIDES )
Sadooh_77
marketing_plan_exercise.pptxMarketing plan for Kingston olive garden
Alysha Charbonneau
ADMN1016UN – Foundations of Management
Gregory Libitz
Objective
Darden Resturants has decided to test out the Canadian market by opening an Olive Garden restaurant in Kingston, Ontario in May 2017. Olive Garden is an Italian-inspired eatery that is by far the most important brand in the Darden portfolio; which means it must go well.
Target Segment(s)
Family-centered
Casual dining experience
All ages
Middle-class income
Downtown area, near other restaurants on Division street by Panera to allow for appropriate amount of space, within distance to a lot of people as many people travel so it will be near the 401 and in a common area that most Kingstonians don’t mind travelling to.
Design should be like the America Olive Gardens to allow for familiarization from commercials
The menus will be similar depending on the ingredients, but will mostly remain the same; pricing will also be similar
Positioning
Create an Italian-inspired, family-centric environment that makes everyone feel comfortable.
Strategies
Price
similar to East Side Mario’s menu pricing and around the guidelines of Olive Garden prices in America depending on rate differences and product costs
Product
same menu from the American Olive Garden’s with some exemptions depending on availability and importing of certain foods; however some newer items will be added to fit the different tastes of Canada
Place
Downtown Kingston, off the 401 on Division Street, by Panera and Swiss Chalet
Promotion
Advertising
Signs by the building being built
Ads in the paper
Facebook page
Mailer coupons for grand opening
Radio advertisements on local stations
Sales promotion
All-you-can-eat pasta on Thursdays and Fridays
Kids eat free on Wednesdays
GRAND OPENING OF OLIVE GARDEN!!!
COME JOIN US FOR OUR GRAND OPENING OFF DIVISION STREET, KINGSTON, ONTARIO BY PANERA OFF THE 401
WE’VE GOT GREAT OFFERS FROM KIDS EAT FREE WEDNESDAY TO ALL-YOU-CAN-EAT PASTA ON THURSDAYS AND FRIDAYS
AND FOR THE FIRST WEEK FO OUR OEPNING WE ARE OFFERING 10% OFF YOUR ENTIRE MEAL BETWEEN 5PM AND 9PM
SO BRING YOUR FAMILY AND LET US DO THE COOKING!
Publicity/Public Relations
Social Media
Sales Promotions
Student and Senior Discounts to fit the population as seniors and students are most the population
Personal Sales
Mailer coupons for gran opening
Direct Marketing
Online surveys set up for after the restaurant opens for business
Local website
Facebook page
Going on the radio and talking about the opening of Olive Garden and the offers
Spread through word of mouth
