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BMA 349 CAMPAIGN PITCH PRESENTATION

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BMA 349 CAMPAIGN PITCH PRESENTATION OF PIER ONE RESTAURANT

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BMA 349 CAMPAIGN PITCH PRESENTATION

  1. 1. Campaign Presentation Pier One Restaurant By Zhichen Ji
  2. 2. Introduction and Strengths Situated in Sandy Bay, Hobart Chilled Tasmanian cuvee, good friends, and delicate oysters Waterfront, flavour fare, and seafood goodness Definition of relaxed, quality dining Price range $30 - $70 at average Good position: outdoor seating and personalised serviced
  3. 3. Problems and Issues Growing number of competitors Growing number of tourists Advertisements are generic, not targeting specific customer segments of the target market Poor communication tools – limited to internet users
  4. 4. New Market Strategies Customer segment - Deliver messages to a defined target segment; - Avoids wasting media coverage - Customers with similar needs, wants, and consumption behaviours.
  5. 5. New Market Strategies (cont.) Segmenting customer into: - High-income earners - Families with children - Tourists
  6. 6. Communication Tools Creating customer awareness – branding Advertising in virtual worlds by social media: Instagram, Facebook, official website, twitter, and etc. TV channel with respect of tourism programs, tourism magazine and newspaper, travel website Daily newspaper and flyers by providing coupon and special offers
  7. 7. Objectives Create customer awareness and boost their purchase actions Segment the market with proper advertisement and promotion in both virtual world and actual world Effectively and efficiently attract more potential customers Try the best to satisfy valuable customers by providing best food and service

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