This document discusses the marketing mix of place and promotion for a Thai BBQ food shop. For place, the shop uses direct distribution and is located near commercial buildings and a university. The exact location is provided. For promotion, the shop uses various advertising methods like logos, leaflets, food magazines, internet promotion and direct mail. Sales promotions include group coupons, discounts and joining food expos. Public relations efforts involve sponsoring non-organization events and membership to build relationships. Metrics and budgets are outlined to track implementation and sales goals.

1. Marketing Mix Four Ps – Place
Definition: a pathway of products are moved
from the product provider to the consumers
Direct
distribution • Staff
Location
• Near commerce
buildings and university

2. Location of Thai BBQ Food
Shop 62, G/F, Harbour Crystal Centre, 100 Granville Road, Tsim Sha Tsui.

3. Marketing Mix Four Ps –
Promotion
1) Advertisements -Logo on package
-Leaflets & posters
-Food magazines
-Internet promotion
-Direct mail & Message strategy
2) Sales promotion -Group coupon
-Discount
-Joining Food Expo
3) Public relation -Sponsorship to non-
organization functions
-Membership

4. Marketing Mix Four Ps –
Promotion Advertisements
Internet promotion
Facebook fan pages
Open-rice
•Internet promotion
2) Sales promotion
1) Advertisements Group coupon through internet e.g. Yahoo!
Adv:
-Match the technologies change
•Facebook fan pages
- Reach more target customer
3)Public relation
•Open-rice
Sponsorship to non-organization functions
e.g. POLY U
Adv:
-Increase popularity & attract more university students & staffs
Membership
Adv: Promotion & build good customer relationship
•Group coupon through internet e.g. Yahoo!
Sales promotion
2) Sales promotion Joining Food Expo
Adv:
increase short term sales & popularity effectively
Adv:
-Match the technologies change
- Reach more target customer

5. Marketing Mix Four Ps –
Promotion
3)Public relation •Sponsorship to non-organization functions
e.g. POLY U
Adv:
-Increase popularity & attract more university
students & staffs
•Membership
Adv: Promotion & build good customer
relationship
•Sales promotion
•Joining Food Expo
Adv:
increase short term sales & popularity
effectively

6. Implementation Milestone, Budget
& Control
Milestone
At the beginning
 Focus on advertisements
 Increase popularity
Afterwards
 Continuous sales promotion & public relations
 Build good customer relationship & increase sales volume
By the end of year
 Increase market share in the TST East F&B industry

7. Implementation, Budget & Control
Budget
Meat Vegetable
Budgeted selling price $12 $10
Budgeted production cost $4 $3
(including wood skewer:
$0.2 )
Sale Volume Forecast Expected Revenue
Income($)
35000 Expected Revenue
30000 400000
350000
25000
300000
20000 250000
Unit Meat
15000 200000
Vegetable
150000
10000
100000
5000 50000
0
0
Apr-12
May-12
Aug-12
Nov-12
Jun-12
Jul-12
Sep-12
Feb-13
Mar-13
Dec-12
Jan-13
Oct-12
May-12
Aug-12
Apr-12
Jul-12
Sep-12
Nov-12
Feb-13
Dec-12
Jun-12
Oct-12
Jan-13
Mar-13
Month Month

8. Implementation, Budget & Control
Marketing-related expenses
Financial Year on 1st Apr 2012 to 31st Mar 2013
Month Apr12 May12 Jun-Jul Aug 12 Sep 12-Mar TTL
12 13
Total($) 9500 20000 23000 22000 94000 168500
Estimated 0 230000 460000 230000 2185000 3105000
sales *summer *summer *summer *winter &
revenue($) spring
% of sales / 8.70% 5% 9.57% 4.30% 5.43%

9. Implementation Milestone, Budget
& Control
1)Marketing objective control
2)Marketing Mix control
• Feedback from customers satisfaction surveys -
Questionnaires
• Customer Relationship Management (CRM) systems
• Comparing the sales volume
3)Financial Budgetary control
4)Financial reports
5)Contingency plan

10. Reference
 Gronroos, C., (2002). Relationship approach to
marketing in service contexts. The marketing
and organizational behavior interface. Journal
of Business Research 20(1).
 Kotler, P. & Armstrong, G. (2010). Principles of
marketing (13th Edn). Upper Saddle River, N.J. :
Prentice Hall
 Powers, T. (1990). Marketing hospitality.
Canada: John Wiley & Sons, Inc.