Happy Birthday Restaurant Marketing Plan.doc

HAPPY BIRTHDAY RESTAURANT MARKETING PLAN Prepared for Executive manager Prepared by Vicky Wei Director of the marketing department 2010 12 21 Table of Contents Statement of Confidentiality a lot of company stuff like to celebrate the birthday in the office or bar the other person may be spend it at home just as usually Such examples prove that we have a lot of activities on birthday However the restaurant which is special for celebrating the birthday is very few So open a birthday restaurant with special characters will be welcome to quite a lot of people According to the survey the population of Nan Gang District is 980 000 The person who have birthday will be 980 000 365 equal to 2685 in every day If the people celebrate his birthday in our restaurant in 20 percent and at least one person will come with him we will have the clients about 1073 And if per capita consumption is 30 Yuan we ll have 32219 incomes It s just estimation in Nangang District how about spread it to the nation It is a very attractive market and it has a very light future So we will focus on opening a birthday restaurant with special characters It contents seven sections first the brand which has special feathers modern and romantic second special decoration for birthday simple but every room has constellation and third utensils with birthday character Forth special clothes fifth special birthday party for the customers sixth special dish for birthday Last presents with special feathers Company Description My restaurant named Happy Birthday Restaurant It is a proprietorship It is an existing business We will make a long term relationship with Mickey Cake The location of our company will be set in the Xue Fu Road There are tow reasons first the target market will be in a large amount we can get the profit quickly second the rent fee is lower than other place which has more people but higher rent fee The area of our restaurant is 1000 two floors There will be at least 40 stuffs There are one general manager one accounting manager one purchasing manager and one logistics manager and one human resource manager Additionally we will have the training manager We will register a trademark as a kind of patent It is the Happy Birthday Restaurant And logo will be marked in all of the tableware and waitresses suit Service Description Happy Birthday Restaurant is a restaurant which provides the service on customers birthday celebration Description of the Service Our restaurant provides the birthday celebration during the dinner The simplest service is to eat in our restaurant And we can also help you enrich your birthday surprise First after you booked our restaurant we can offer customers some service such as we have a small group which can play or sing the happy birthday song for customers Second there will have some KTV equipments in larger room There will be 12 sections for birthday celebration which according to the western constellation Each section will have four rooms Then we can open other thesis room like Chinese astrology in other branch We also have special room for couples and friends parents and colleges If customers want to book birthday cake from our restaurant we will in an indirect way to book the cake from the Mickey Cake We can offer the VIP for customer Then they can enjoy the lower price an send the customer birthday card for free also We will do some survey on the dishes prices Try to make each people s spending in 35 yuan Mission Statement Our restaurant provides birthday party service The whole restaurant s atmosphere will bring you a birthday celebrating feelings After you have ordered the dinner we offer we will try our best to give you a memorable special and comfortable Our goal is to let the customers realize the happiness when spending the birthday with the people We will make you feel the highest quality service in our restaurant and the most reasonable price you have meet We will make our effort to comfort customers with our most enthusiastic optimistic and initiative Our restaurant is where can make you a happy birthday become true Happy Birthday Restaurant has first strategic plan in the first year 1 In 2011 we will open two restaurants in Xue Fu Road and one of them will be the ship flag restaurant 2 In 2012 there will be 5 restaurants in Nan Gang Road And the customers loyal can be kept 35 And at the same time we will earn back our cost 3 In 2013 we will finish the spreading in Harbin There will be 17 restaurants And at the same time our marketing share will be reach 45 Key to success Everybody has a birthday If we concentrate on this it will be a large market Since there are less than one hundred restaurants have this special target we can gain a huge market This idea will make our restaurant a success There are three internal elements have an immediate impact on the restaurant 1 The service for customers birthday party have to special and comfortable which can make them feel valuable and will continue coming 2 The food must have the feathers that are something special tasty and economical 3 The environment of our restaurant need to suite the birthday thesis but still have to suite different level s person Our main competitive strength is offering a overall service on people s birthday It uses a least time but highly satisfied to meet the customers need This is which different from the restaurant which can on give some discount or a bowl of noodle At least one day you must realize you birthday is important and at least one time you will go into our Happy Birthday Restaurant 1 SITUATION ANALYSIS 1 1 Industry Analysis 1 1 1 Market Characteristics As we all know Bread comes first Doing food business is a property choice But the competition is very keen So the restaurant which has special feathers is very important We have decided to open a restaurant that specially for the birthday celebration After the survey on the internet there are less than 100 restaurants all over the country It evolved the biggest conglomerate Ji Xiang Birthday restaurant There are not other entries But the potential market is too big to cover since the people have more requirements on life standers now So it is a growth market After the questionnaire our group has done we have the acknowledged that though there are some places who will has some discounts during the people s birthday 57 people will like to try the special birthday restaurant compare with those who did not have wholly or special service and different atmosphere 1 1 2 Trends and Drivers the society is becoming more various and people s life standers is raising Customers pay more attention on entertainments qualities A birthday can be more special and full of memorable things So a restaurant special for birthday can be a good idea Our restaurant covers target based on psychographics is the people whose life stander is in moderate and like to enjoy life They have stable social relationships to keep and a desire to spend a more comfortable life The demand cycle will not be affected by the season 1 1 3Sociocultural Factors The people s living stander is better than before And their disposable incomes are rising too to have some extra entertainment Movement of population from rural area to cities is increasing The motion of the target marketing is very exciting when the meeting the new things They are easily to convinced by the others The youth like the fashion stuff and innovation There are a lot of restaurant in the central of the cities 1 2 Competitive Analysis 1 2 1 Competitive landscape Bei Jing Wan Shou Gong Restaurant and Hu Nan Ji Xiang Restaurant are the main competitors Wan Shou Gong is focus on the person who is in the middle and elder age And their personal consumption is very high And Ji Xiang is focus on the special food in north China They are the big restaurants with about five year s experiences No matter the services qualities or the restaurants environment are or very maternal But we have the different target market from them Our price is low but in good services qualities And we have special ideas on birthday celebration for customers Our customers are in lower ages and they pursue a fashion life style 1 2 2 Key Players RestaurantLocationBusiness YearBusiness Profit per year Number of Branches Wan Shou Gong Restaurant Bei Jing5 Years 150 00035 Ji Xiang Restaurant Hu Nan 4 Years 127 00027 1 2 3 Key Players vs Our Restaurant Wan Shou Gong restaurant has a 20 marketing shares It has 35 branches all over the country Ji Xiang has a 20 marketing shares Wan Shou Gong is focus on the person who is in the middle and elder age And their personal consumption is very high And Ji Xiang is focus on the special food in north China They are the big restaurants with about five year s experiences The level of the service they occupy is high They focus on the middle age of the customers and higher consumption level But they don t cover the middle level of the customers They have the different strategy for the different ages and social standards 1 2 4 Competitive Advantage 1 We specify focus on the dinner and service we do for customers We don t have the function likes hotel So it is more specialize 2 Our customer will be younger that the competitors Such as couples university students and colleges Our restaurant focuses on the consumer who is in the middle consumption stage which is different from the competitors 3 We are the middle scale restaurant so our service to the customer must be more sensitive and considerable 4 No matter on the price or on the service we will make the customer believe it s acceptable and reasonable 5 Since we are smaller the relationship between customers and us can be more easy to deal with 1 3 Customer Analysis 1 3 1 Segmentation Dimensions At the first we think we should focus on the youth of the customers They are including the primary school students middle school students senior school students and the university school students The teachers the colleges in business companies government departments are also included They are easy to accept the new way and like to celebrate the birthday with their friends They have their own social relationships They are middle income people or middle living standard They some times will eat outside 1 3 2 Target Market Our target market is the people who want celebrate the birthday party in our restaurant We classify the customers into three parts 1 students who do not have personal income 2 the workers in business companies and the colleges in the government departments 3 The elder Couple family members and office colleges can celebrate there birthday in our restaurant Also select the market as another catalogues Children the parents want the children have an intelligent and happy life So they expect a lot When the children have the birthday with them there will be something in the basket for the children to catch such as book toy and money So the children are also considered as a target market Couples the couples have a high requirement on the environment and atmosphere in the restaurant The environment should be clam and romantic They like to have their private space and expect no one can disturb them So we should design some place close to the window or some small room for them to birthday celebration We will offer a flower for the girl And the music will not be very noisy We can offer the happy birthday song play Friends no matter the students or the adults will like a large clean and special room for celebration They like a lively atmosphere So we get some KTV equipment for them and they can record the process of birthday celebration under our restaurant s help We will take some charge We can offer the happy birthday song play Family members they need a high quality and taste environment And the service equipment must be complete We will arrange more stuff on this kind of customers 1 3 3 Forecasted Changes The target market needs a high quality service in moderate price And there must be a innovation in how to celebrate different ages birthday As the youth need more fashion we must keep on the pace of the fashion But the price and the service must keep stable As this ideal becomes much popular there will be other restaurant join in We will face the environment which has a tough competition 1 4 SWOT Analysis List in a table your company s key internal strengths and weaknesses the threats it faces and the opportunities that the market presents Elements discussed above e g competitive advantage should be present in this table STRENGTHS 1 Our restaurant has special ideas in doing eating business We are more modern and special in doing special birthday celebration 2 Our restaurant offers other service like KTV and birthday cake ordered by VIP price WEAKNNESSES 1 Compare with other restaurant our restaurant isn t very mature It is not very popular 2 It is special for birthday dinner so we will lose the clients who don t spent his birthday OPPORTUNITIES 1 People always feel troublesome when their birthday is coming Since there isn t a good way to celebrate it Our restaurant just offers the people a good choice 2 There will be a lot of fun for eating here because you can find the people who born in the same day So it has a lot attract THREATS 1 The other restaurant will also have some special offers during the customer s birthday They may share the customers 2 The large restaurant will have a better environment for elder or higher social standard people to show themselves 2 OBJECTIVES 2 1 Marketing Objective 2 1 1 Short term Build the customer awareness to our restaurant Build the customer loyalty In the beginning of the 2011we will share the 10 of the target market In 2010 we will open the first restaurant in Xue Fu Road and choice a nice place to run it The area will be 1000 and the total investment will be 5 000 000 After one year s running we will gain 10 profit 2 1 2Long term 1 In 2011 we will open two restaurants in Xue Fu Road and one of them will be the ship flag restaurant 2 In 2012 there will be 5 restaurants in Nan Gang Road 3 In 2013 we will finish the spreading in Harbin There will be 17 restaurants 4 At the same time we will develop the restaurant as a kind of franchise or direct marketing We will open 5 restaurants every year 5 We will gain 30 of the market shares after 3 years later We will become one of the big brands in our market in 5years 3 MARKETING STRATEGY 3 1 Market Segmentation Strategy Our target market is the people who want celebrate the birthday party in our restaurant We classify the customers into three parts 1 students who do not have personal income 2 the workers in business companies and the colleges in the government departments 3 The elder Couple family members and office colleges can celebrate there birthday in our restaurant 3 2 Target strategy 3 2 1 Target market At the first we think we should focus on the youth of the customers They are including the primary school students middle school students senior school students and the university school students The teachers the colleges in business companies government departments are also included They are easy to accept the new way and like to celebrate the birthday with their friends They have their own social relationships They are middle income people or middle living standard They some times will eat outside Compared with the other company we do not have the absolute advantage We prefer the niche market We focus on the young people especially in the campus Age Most of all are between 18 80 years old Income Most of them will reach 1000 3000 Yuan including non income customers Education Most of all are high educational all have a high accomplishment Social Status The students or workers in government department or corporations Consumption motivation Friends couples or families get together to celebrating the birthday Consumption features They may try something by their feelings without think about it They are very easy to get excited They like to believe others 3 3 Potential Strategy 3 3 1Strategy Formulation List the major marketing strategies that are available to your company Provide the underlining segmentation and targeting strategy and briefly describe the major elements of the marketing mix for each strategy product place promotion price marketing mix elements will be detailed in Marketing Mix Marketing strategies may be based on the following generic business strategies Differentiation Strategy Our restaurant s price is lower than the competitors price since the materials of the dish s cost are not very high We will have a lot of new ideas of birthday celebration which the big restaurant can t cover We will have a special dish every day which have a large discount The dish from our restaurant are all the north China s taste We focus on the younger age people We will be more pleased about the details care Our restaurant s price is lower than the competitors price since the materials of the dish s cost are not very high We will have a lot of new ideas of birthday celebration which the big restaurant can t cover We will have a special dish every day which have a large discount The dish from our restaurant are all the north China s taste We focus on the younger age people We will be more pleased about the details care Place Strategy Our restaurant will locate around the universities to ensure that the main customers can have the awareness about it The location will be in Xue Fu Road and the building will be in two floors Since there are a lot of universities and government department we will gain a lot of customers Promotion Strategy We will use the customers value to let our restaurant spreading between them and make a popular reputation We will have different media to promote our restaurant We will hold the event at the birthday peak month It must fit with the whole marketing strategy It must help us expanding the consumption and the population and in order to build the