Mobile SmartKitchen Workstation - Essay Example

The proponent has come up with a practical solution to small to medium-scale restaurants and food shops, and even to individual consumers, by coming up with the Mobile SmartKitchen Workstation, a state-of-the are kitchen module that incorporates important kitchen facilities in it. The product was also designed with small and growing families in mind. It is space-friendly, yet designed to provide the best facilities for your cooking and baking requirements.
The product shall be marketed by SmartKitchen Ltd., the exclusive distributor in the area. Production will be outsourced in cooperation with the sub-distributors of kitchen equipment in and out of the state.
I. TARGET MARKET

The company’s target market is startup restaurants, small to medium scale, which needs the perfect solution to space constraints. These are companies that carefully plan their space, ensuring that each square meter is fully utilized towards maximum profitability. They are open to investing in quality kitchen equipment in exchange for lower operational costs. These companies would rather allocate a bigger portion of their stores to their service areas rather than in backroom space.
The secondary target market is individuals, couples, or families who are also managing their spaces and would like to enjoy the benefit of having a mobile kitchen that they could use and bring with them should they design to transfer places.

II. PRODUCTS AND PRICING
The key to an effective pricing strategy is to find the right suppliers who will give the best price for each kitchen equipment that would be integrated with the MobileKitchen designs. Therefore, it is crucial for the purchasing team to establish good business partnerships with various suppliers to come up with excellent pricing schemes per module.
The price of one module is comparative to the sum of each of the equipment featured, plus the design to make the items fit into the specific working area. The added value would be its warranties and loyalty programs specific for design and equipment enhancement.
Products will be categorized per space area, and per number of kitchen equipment integrated therein. There will be three major categories: The Basic Kitchen, The Enterprising Module and The All-Inclusive Kitchen which will occupy the biggest space of a 5x5 meter workstation.

There will also be a customized MobileKitchen whereby a menu of kitchen equipment shall be presented, and which the clients can mix and match according to their requirements. Additional fees shall be charged for extra designs and features. Installation shall likewise be charged separately.
III. MARKETING PLANS
Marketing Communications would simply state the main message: “Supremacy in Quality and Style”. Such a message shall be displayed in all advertising and merchandising efforts aimed at promoting the brand and the product lines themselves.
All marketing channels shall be utilized. The brand shall be launched in TV and radio commercials, and also in merchandising materials, billboards and signages all over the city. Internet Marketing will likewise play a large role in product promotions.

Internet Marketing has become popular because Internet access is becoming more widely available and used. Well over one-third of consumers who have Internet access at home report using the Internet to make purchases (Benefits of an Online Marketing Approach 2011). Since target markets are business groups and working individuals who are exposed to the Internet, this mode shall be highly utilized.
SmartKitchen Ltd. shall further convey its message to its target market using posters, leaflets and mini billboards as its media. These materials shall carry the company’s brand message “Supremacy in Quality and Style” and shall feature teasers of the various mobile kitchen designs that the company carries. Particular attention shall be given to photoshoots that would feature the latest designs so that these materials would definitely catch the attention of onlookers. Further, the ads should adhere to the key message, which is classy, yet space-saving. The layout should represent the kitchen module designs, and the added aesthetics are to be contributed by resident interior designers as well. Read More