BMA 349 CAMPAIGN PITCH PRESENTATION OF PIER ONE RESTAURANT

1. Campaign
Presentation
Pier One
Restaurant
By Zhichen Ji

2. Introduction and Strengths
Situated in Sandy Bay, Hobart
Chilled Tasmanian cuvee, good friends, and
delicate oysters
Waterfront, flavour fare, and seafood goodness
Definition of relaxed, quality dining
Price range $30 - $70 at average
Good position: outdoor seating and personalised
serviced

3. Problems and Issues
Growing number of competitors
Growing number of tourists
Advertisements are generic, not targeting
specific customer segments of the target market
Poor communication tools – limited to internet
users

4. New Market Strategies
Customer segment
- Deliver messages to a defined target segment;
- Avoids wasting media coverage
- Customers with similar needs, wants, and
consumption behaviours.

5. New Market Strategies
(cont.)
Segmenting customer into:
- High-income earners
- Families with children
- Tourists

6. Communication Tools
Creating customer awareness – branding
Advertising in virtual worlds by social media: Instagram,
Facebook, official website, twitter, and etc.
TV channel with respect of tourism programs, tourism magazine
and newspaper, travel website
Daily newspaper and flyers by providing coupon and special
offers

7. Objectives
Create customer awareness and boost their
purchase actions
Segment the market with proper advertisement and
promotion in both virtual world and actual world
Effectively and efficiently attract more potential
customers
Try the best to satisfy valuable customers by
providing best food and service