This document outlines a marketing plan for a Korean restaurant called Seung Jo. It discusses problems with low brand awareness and a limited marketing budget. It analyzes the target market and key customer segments. The plan identifies Seung Jo's strengths as quality food and service but weaknesses in visibility and seating capacity. The marketing objectives are to increase brand awareness, leads, customer support, and loyalty. The plan proposes using various advertising, public relations, direct marketing, social media, and event strategies on a pulsing schedule focused on awareness in off-seasons. The overall goal is to promote growth with an affordable budget focused on objectives.

1. how do
we plan to
promote a
restaurant?

2. In 14 years Seung Jo has earned a
solid base of loyal customers.

3. In 14 years Seung Jo has earned a
solid base of loyal customers.
But the general brand
aware ness is very low.

4. Problem #1
We were limited in marketing budget.

5. Problem #2
The restaurant capacity put restraint on
marketing activities.

6. social media and BTL activities to
attract free media coverage and WOM.

7. what is the market?
35.3
billion KZT
generated
million Almaty residents in 2011

8. what is the market?
High entry/exit rates
New ways of differentiation
Poor price-quality value
All restaurants are unique

9. Positioning map #1
adapted
3
7
4 2
8
5
Korean Japanese
6
10
1
authentic

10. Positioning map #2
high price
5
3
4
10
2 8
7 1
casual 6 traditional
low price

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. who is our customer?
9,0 public and housing utilities, renovation
8,1 7,9
8,0 education
health care
7,0
communication and transportation
6,0
leisure and entertainment organisation
5,0 restaurants, cafes and similar
4,0
4,0 hotels
clothing repair, tailoring, laundry
3,0
2,0 2,0 shoemakers
2,0
1,3 furniture repair
1,0
1,0 repair of household appliances
0,0 0,2 0,1 0,1 0,1
0,0 other services
2011

13. who is our customer?
4,5
4
3,5
3
2,5
2
1,5
1
0,5
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. who is our customer?
FULL-NESTERS value
intimacy and the homelike
atmosphere of the place.
7,000 KZT
hot meals

15. who is our customer?
YUPPIES consider the
restaurant «hedonistic»
and «popular».
4,500 KZT

16. who is our customer?
BUSINESS FOLKS buying
behavior depends on visit
purposes.
3,500 KZT 7,000 KZT 16,000 KZT

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 Respect
Freedom Attraction
• Innovation and Unconventionality
• Intuition and Inspiration
• Power and Transformation
Structure Energy
Growth

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
0
Freedom Attraction
Structure
Growth
Energy
3 relaxing
atmosphere

19. who are we?
Spiritual teacher
encourages each person’s
spiritual development.

20. who are we?
"
Motto/tagline:
Simple forms. Deep essence.

21. who are we?
USP: Value for money: moderate
prices for high quality service.
ESP: «Mystic» atmosphere: Invisible
magic that is integral to anyone.

22. our logo
Old logo.

23. our logo
Old logo.
Seung Jo
2x
x
2x
est. 1998 2x
New logo.

24. our brandmark
Old brandmark.

25. our brandmark
Old brandmark. New brandmark.

26. our voice
personal honest
confident simple

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. advertising
outdoor

29. advertising
radio

30. advertising
magazine

31. public relations

32. personal selling
handbook
summer menu

33. direct marketing
sms-marketing
print/online newsletter
web site

34. social media

35. event marketing

36. event marketing
wine tasting
October 13, 2012

37. event marketing
wine tasting master classes
October 13, 2012 April 6, 20, 2013
May 4, 18, 2013

38. event marketing
wine tasting master classes
October 13, 2012 April 6, 20, 2013
May 4, 18, 2013
pepero day
November 11, 2012

39. master classes
April 6 Hwajeon
April 20 Sushi
May 4 Sashimi
May 18 Kook su

40. sponsorship
Sakura day

41. sales promotion

42. sales promotion

43. guerilla marketing
Seung Jo soup-pool

44. guerilla marketing
Seung Jo green logo

46. pulsing
schedule
with a massive advertising focus on the
brand awareness stage and off-seasons

47. budget
affordable
objective-and-
task

48. do you
have any
questions?

49. thank
you for
attention!