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Sumit Paul 749 2

Elegance Bistro aims to enhance its brand awareness, attract an upscale clientele, and increase revenue by 15% through a promotion mix strategy. The strategy utilizes various channels like print, digital, and social media advertising; special events and loyalty programs; public relations; and direct marketing including email and text messages. A budget allocates funds across these channels with the largest portions going to advertising and personal selling to publicize the unique cuisine and elegant ambiance. The promotion mix targets the growing local food culture while addressing competitors in the intense fine dining market.

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20 views10 pages

Sumit Paul 749 2

Elegance Bistro aims to enhance its brand awareness, attract an upscale clientele, and increase revenue by 15% through a promotion mix strategy. The strategy utilizes various channels like print, digital, and social media advertising; special events and loyalty programs; public relations; and direct marketing including email and text messages. A budget allocates funds across these channels with the largest portions going to advertising and personal selling to publicize the unique cuisine and elegant ambiance. The promotion mix targets the growing local food culture while addressing competitors in the intense fine dining market.

Uploaded by

8vxw7rzg7s
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Elegance

Bistro
Savor the Fusion: Assamese Elegance Meets
Continental Excellence.
Introduction

Table
Situation analysis

Of contents Competitor analysis


Target market analysis

Promotion objectives
Promotion Mix Elements

Budget Allocation

Conclusion
Swot analysis
Strengths: Unique cuisine, elegant ambiance
Weaknesses: High operating costs, limited

About parking

Us Opportunities: Growing local foodie culture


Threats: Intense competition

Competitor
Elegance Bistro is located in the
analysis
heart of Guwahati, offers a
Identifying key competitors and
Presentations are their strengths
sophisticated dinning and weaknesses.
communication

experience. Our promotion mix


strategy will outline the steps
to market the establishment Target market Hae-won Jeon
effectively analysis Presentations are
communication
Upscale individuals and couples seeking a high-
end dining experience.
Promotion
Objectives
Enhance Brand Establishing a distinct Brand Identity

awareness Multi channel advertising for publicity


Partnerships for extended Reach

Attracting the Targeted marketing for upscale


Upscale clientele demographics
Promotion
Objectives
Achieve 15% Pricing strategies and up-selling

increase in Cross Promotions and collaborations


revenue Data driven decision making

Foster customer Exceptional service

engagement Community engagement


Online reputation management
Promotion mix
Elements
Advertising
· Print Media : Ads in upscale lifestyle magazines ,
collaborations with food critics
· Digital advertising: Google ads , Ads on reputable food
websites
· Social Media advertising: ads on Instagram & Facebook

·Outdoor advertising: Billboards in high traffic areas


Promotion mix
Elements
Sales promotion
· Special promotions & events : weekly wine pairing
dinners with limited seating to create exclusivity

· Loyalty Programs: Vip memberships offering benifits such


as priority reservations

· Discount and offers: Early bird specials , anniversary


discounts , milestone celebrations
Public Relations
· Media relations : Press releases for major events, menu
changes or awards
·Community engagement: participation in local festivals
· Influencer Partnerships: Partnering with local food and
lifestyle influencers
Personal Selling
· Staff training: Comprehensive training programs for
staff to enhance customer service skills and encourage
up-selling through effective communication
· Customer service approach: Emphasizing a personalized and
attentive approach to each guest, soliciting feedback and
addressing concerns to enhance satisfaction
Direct marketing
· E-mail marketing: regualar newsletters with updates on
new menu items , upcoming events and exclusive offers

·Text message marketing: Seasonal catalogues showing the


restaurants offerings

Online presence
·Website development: user friendly website with an
appealing interface , online reservation system with real
time availability
Online presence

Budget 15%
Advertising
30%

allocation
Direct Marketing
10%

Personal selling
20% Sales promotion
15%

Conclusion In short, Elegance Bistro's promotion mix


targets brand enhancement, attracting a
sophisticated clientele for a 15% revenue
boost. The strategy, spanning diverse
channels, prioritizes adaptability for success in
the competitive fine dining market.

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