How to promote a restaurant?

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A case promotion plan of the Korean/Japanese restaurant "Seung Jo."

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How to promote a restaurant?

  1. 1. how dowe plan topromote arestaurant?
  2. 2. In 14 years Seung Jo has earned a solid base of loyal customers.
  3. 3. In 14 years Seung Jo has earned a solid base of loyal customers. But the general brand aware ness is very low.
  4. 4. Problem #1We were limited in marketing budget.
  5. 5. Problem #2The restaurant capacity put restraint onmarketing activities.
  6. 6. social media and BTL activities toattract free media coverage and WOM.
  7. 7. what is the market? 35.3 billion KZT generatedmillion Almaty residents in 2011
  8. 8. what is the market? High entry/exit rates New ways of differentiation Poor price-quality value All restaurants are unique
  9. 9. Positioning map #1 adapted 3 7 4 2 8 5Korean Japanese 6 10 1 authentic
  10. 10. Positioning map #2 high price 5 3 4 10 2 8 7 1casual 6 traditional low price
  11. 11. where’s our place? Strengths Weaknesses • Service quality • Number of seats • Food quality • Lack of parking space • Menu choice • Little publicity • Interior design Opportunities Threats • Korean wave (rising • Emerging new restaurants interest in Korean culture) • Growth of inflation • Children playground in • Changing law about summer entrepreneurship • New marketing campaign
  12. 12. who is our customer?9,0 public and housing utilities, renovation 8,1 7,98,0 education health care7,0 communication and transportation6,0 leisure and entertainment organisation5,0 restaurants, cafes and similar 4,04,0 hotels clothing repair, tailoring, laundry3,0 2,0 2,0 shoemakers2,0 1,3 furniture repair 1,01,0 repair of household appliances 0,0 0,2 0,1 0,1 0,10,0 other services 2011
  13. 13. who is our customer?4,5 43,5 32,5 21,5 10,5 0 1 quarter 2 quarter 3 quarter. 4 quarter 1 quarter 2 quarter 3 quarter. 4 quarter 2010 2011 leisure and entertainment organisation restaurants, cafes and similar
  14. 14. who is our customer? FULL-NESTERS value intimacy and the homelike atmosphere of the place. 7,000 KZT hot meals
  15. 15. who is our customer? YUPPIES consider the restaurant «hedonistic» and «popular». 4,500 KZT
  16. 16. who is our customer? BUSINESS FOLKS buying behavior depends on visit purposes. 3,500 KZT 7,000 KZT 16,000 KZT
  17. 17. who are we? Identity 10 9 Renewal Feeling 8 7 • Individuality and Uniqueness 6 • Emotional Impact 5 4 • Communication Spirit 3 Thought • Social Intelligence 2 • Competitiveness 1 0 • Growth and Expansiveness • Authority and RespectFreedom Attraction • Innovation and Unconventionality • Intuition and Inspiration • Power and Transformation Structure Energy Growth
  18. 18. who are we? Renewal Identity 10 9 8 7 6 Feeling 1 good food 2 5 4 pleasant Spirit 3 Thought 2 1 communication 0Freedom Attraction Structure Growth Energy 3 relaxing atmosphere
  19. 19. who are we?Spiritual teacherencourages each person’sspiritual development.
  20. 20. who are we? "Motto/tagline:Simple forms. Deep essence.
  21. 21. who are we?USP: Value for money: moderateprices for high quality service.ESP: «Mystic» atmosphere: Invisiblemagic that is integral to anyone.
  22. 22. our logo Old logo.
  23. 23. our logo Old logo. Seung Jo 2x x 2x est. 1998 2x New logo.
  24. 24. our brandmark Old brandmark.
  25. 25. our brandmark Old brandmark. New brandmark.
  26. 26. our voice personal honest confident simple
  27. 27. communications objectives DAGMAR Marketing objective Initiative Stage Brand awareness Increase covers by • % during mid- Brand knowledge cold season Brand awareness 1 • % during peak Brand attitude season • % during mid- Purchase intention warm season • % during off- Lead generation 2 Purchase facilitation season Purchase Increase average Customer support 3 Satisfaction check by 30% Increase retention Community Brand loyalty 4 rate by 5% development
  28. 28. advertising outdoor
  29. 29. advertising radio
  30. 30. advertising magazine
  31. 31. public relations
  32. 32. personal selling handbook summer menu
  33. 33. direct marketing sms-marketing print/online newsletter web site
  34. 34. social media
  35. 35. event marketing
  36. 36. event marketing wine tasting October 13, 2012
  37. 37. event marketing wine tasting master classes October 13, 2012 April 6, 20, 2013 May 4, 18, 2013
  38. 38. event marketing wine tasting master classes October 13, 2012 April 6, 20, 2013 May 4, 18, 2013 pepero day November 11, 2012
  39. 39. master classesApril 6 HwajeonApril 20 SushiMay 4 SashimiMay 18 Kook su
  40. 40. sponsorship Sakura day
  41. 41. sales promotion
  42. 42. sales promotion
  43. 43. guerilla marketing Seung Jo soup-pool
  44. 44. guerilla marketing Seung Jo green logo
  45. 45. pulsing schedulewith a massive advertising focus on thebrand awareness stage and off-seasons
  46. 46. budgetaffordableobjective-and-task
  47. 47. do youhave anyquestions?
  48. 48. thankyou forattention!

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