we are advertisement company and we are working for promotion of restaurent which is in london.

1. Dominik Kis,
Declan Shannon,
Inal Zhurtov,
Suman Bhattarai
International Marketing

2. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
2
Summary
1. Assumption of Concept
2. Problem Identification
3. Competitors Analysis
4. Campaign Concept
2.1. Objectives
2.2. Target Market
2.3. Key message
2.4. Strategy
2.4.1. Strategies Short-term
2.4.2. Strategies Long-term
5. Positioning Map
6. References

3. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
3
1. Assumption of Concept
• Excellent location
• High quality food
• Highly trained employees
• Opening: 7d/week
à hours: weekdays 12:00 – 00:00,
weekends 12:00 – 02:00

4. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
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3. Problem Identification

5. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
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4. Competitors Analysis

6. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
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2. Campaign concept
• Short-term: attracting new costumer
improving sales
let people know (changings)
• Long-term increase loyalty
creating relationships
branding
2.1. Objectives

7. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
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2.2. Key Message
“We are not just a restaurant, come join our
family, be apart of it!“

8. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
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2.3. Target Group
Two main
Targets"
Tourists"
Local
people"

9. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
9
2.4. Strategies
Strategy"
Short
term"
Longterm"
• Including PUSH- and PULL-Strategies

10. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
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2.4.1. Short term strategies
• Joint venture
à local businesses (eg. Hotels)
à in area 5-10 min by walk
• Trial
à food samples
à on busy streets, tourist points
• Tourist-Fliers A4
à fliers with full map of london
à aviable at airport, train and underground stations
Specially for Tourists

11. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
11
Picture of Fliers

12. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
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2.4.1. Short term strategies
• Website
à 10% discount, after first reservation
à opportunity to subscribe newsletter
• Fliers
à in all mailboxes in area 5-10 min by walk
à advertising for discount at the website
Specially for domestic people

13. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
13
2.4.1. Short term strategies
• Setting up a stall in the morning at 8:00 – 12:00
à selling hot beverages
à catch the passerbys
• ‘dish of the day’ at 12:00 – 15:00
à special priced lunch menu
à catch worker in the break
• Happy hour on weekends at 20:00 – 21:00
à for alcoholic drinks, bottles
à create weekend atmosphere
In General

14. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
14
2.4.2. Long term strategies
• Greeting host
à welcome atmosphere
à bring the guest to their seats
• Exterior lighting at each restaurants
à changing each season
à blue, green, yellow and purple
• Newsletter
à every month
à special offers and events

15. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
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2.4.2. Long term strategies
• USP: “Member-Card”
1. 8 visits with minimun charge of €40
2. Area-splitting: à in general sitting area
à elevatored “exclusive” area

16. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
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3. Positioning Map
Price
Quality
Il Tramonto
Artusi
Primeur
L’anima
Bocca di lupo
Mc Donalds
Five guys

17. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
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Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
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4. References

19. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
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Any Questions?

20. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
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21. International Marketing
Dominik Kis , Declan Shannon, Inal Zhurtov, Suman Bhattarai, IBF
18.05.2015
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Appendix
• Visitcards