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.
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
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