A marketing proposal for Cafe Mediterranean Restaurant Power Plant branch

Date of Publication

2011

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Defense Panel Chair

Benison Y. Cu

Defense Panel Member

Jose Luis R. Liongson

Abstract/Summary

The goal of the Café Mediterranean is to establish itself not only as a house of kebabs or gyros but also as a company that offers other food categories from appetizers, pizzas, pastas, salads, rice meals, desserts and beverages. The Power Plant Mall is composed of more than 30 restaurants and competition can be very intense. Because of the competitive climate, one of the researcher’s proposals is to increase brand loyalty thereby increasing repeat purchase. In relation to increasing brand loyalty, customers will be given feedback forms and will be encouraged to share their thoughts and comments on the restaurant’s social networking accounts. This aims to generate customers’ views regarding product, pricing, ambiance, service and promotion. It has been observed that most diners in the Café Mediterranean go the restaurant in groups of two or three. The restaurant is not perceived as one to go to for group celebrations or meetings; therefore my last proposal is to introduce the restaurant to group dining which will eventually lead to higher sales. The marketing communication program includes advertising, sales promotions and public relations. Specifically, it includes change menu layout, join socio-civic organization, Etihad promotions, changes in restaurant’s façade and privileges to Rockwell Club members. The marketing mix aims to increase target market presence and sales during the lean months and slower weekdays. In addition, the proposal includes discontinuation of advertisement in the Yellow Pages that cost Php139,608 annually. The amount saved can be reallocated to the proposed programs that will cost an average of Php121,937 annually.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU020464

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 in.

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