A Framework for Marketing Management - Assignment Example

This paper discusses an event organized by a newly opened restaurant in a new market. The main concern of the paper is to plan the event that will be organized by the company to market its new restaurant. This event will help position the products and offerings of the company in the mind of targeted customers. All the strategies used by the company for creating an event will be discussed in the paper. The report also discusses the pitch letter that has been sent to the media by the company and the recap of the event with quote of attendees. The whole paper will give the complete understanding of how to create an effective event marketing campaign within the high intensive competition. INTRODUCTION The marketing is the need of every small and large business in today’s world of globalization. The emergence of social media and online bloggers has allowed businesses to market online at low cost. The businesses are taking full advantage of this cheap way of marketing. The options for market a product through different mediums depends on the size and budget of the company (Smith, and Zook, 2011). Nowadays, the perfect competition is prevailing in all the local markets and this intensity of competition made necessity for every local business to create marketing or promotional strategies to stay in the market with handsome profits and differentiated brand image. The event marketing is one of the best suited marketing tools for local area advertising because it directly targets the market of local area community. Most of the events are developed to get the attention of media. Companies want media to talk about them from time to time to publicize the business. Once the local business gets succeeded in gaining media attention then it would become easy for the local business to create its unique brand image among all the local competitors (Kotler, and Keller, 2009). Event Development (The event is named as a “Cultural Evening”): The Wild Affair is a big chain of restaurants and the company is now introducing another restaurant in the new local market by creating an event in the area for targeting the local area customers. People that are living in the local area belong to different cultures so the event is organized by considering all the small and large communities living in the area. The event is designed under the consideration of cross-culture function of the society. The event will be arranged in the hall in order to attract large audience. The restaurant has the specialty in 18 different countries foods. So especially for the event the restaurant is designed or decorated with 18 different cultural themes to represent the food availability of 18 countries. Every country is represented by its national culture theme or with a small setup with waiters in wearing cultural dresses of each country. The core concept is to position the restaurant and create awareness of its offerings. The culture creates an emotional attachment with the customers. The company wants to connect the emotional attachment with its customer by providing them their cultural environment. Cultural values and cultural food has created a feeling in the consumer’s mind that he/she is serving in its own country. This idea of serving the cultural food with cultural values has made an emotional bonding with customers. This bonding will create the customer loyal to the brand. The restaurant has some additional attractive services as well that are customizing food according to the mood of the customer, additional top-ups and add-ons with the meals. Another perception for the event created is that the company is combining all the communities of the area under the one roof to unite them. This perception can be called as Societal Marketing concept. Alignment of Company’s Mission and Target Audience with the Event: The company’s strategy is to target each community individually and show respect for each community’s culture present in the society. The company has covered all the communities of the society and individually target their wants and preferences. This strategy reflects that every community is valued. Every individual of the family is targeted by the company. The targeted audience belongs to different cultures are not the nationals of a single society. So the event specifically designed to satisfy or delight the desires of each community. The painting and pictures of their culture was placed in the setups to create an emotional touch. The cultural food was providing with their cultural style. The company makes people realize that they are having meal in their own country and in their own tradition. Linking Image of the Firm with the Event: The firm has positioned itself as one that offers different variety of foods from different countries under one roof. The restaurant has specialized in preparing food of 18 different countries. So the company has used this 18 countries specialty as its strength to market its new restaurant in local area by creating cultural theme in the restaurant of that 18 countries culture. The event is basically representing the variety of foods available in the restaurant. The company has differentiated itself from competitors by providing different cultures food. The company shows that every culture is respected and should be valued. In this way the company makes emotional appeal in its event marketing strategy and grabs the attention of the target market. The emotional bonding of customer with the brand is very strong and it retains the customer for a long time period. Appealing Message by The Company: “Gathering cultures in one roof” The reason to produce this punch line is to develop the element of emotion in the consumer mind and attract the customer by the emotional appeal. The emotional appeal makes the customer loyal with the company for a longer period. Souvenir: Company has offered gifts among the attendants that represent different cultures traditions. Traditional show piece has given as a complementary among the attendants that will remind cultural structure of the restaurant. Keychain would be given to the attendees, and on these key chains the website and social media address of the company will be printed on that and this will remind the customers about the online existence of the company. Pitch for Media: High quality food along with a variety of dishes is only provided by the Wild Affair restaurant. The research team of the company understands the needs and wants of the customer and, therefore, they have aimed to satisfy their needs and wants effectively and efficiently. The days are gone when the customers used to make adjustments or were asked to compromise with the taste of the food offered by the restaurants. The Wild Affair is not only providing quality food but it is also offering one of the best services among all the restaurants in the region. The specialty of the restaurant is the availability of 18 different countries foods with the facility of adjustment according to the mood. It is a huge variety for the customers to get so many different dishes in a single roof. The restaurant also offers the facility of customize lightning arrangement, background music can be selected and customized digital content display for creating perfect environmental conditions for the customer. The customer also gets the option of choosing its top-ups in its meals from a wide variety of adjustable top-ups. The add-ons can also be added according to customer requirement. The available add-ons are baked potatoes, French fries, wings and wedges. Personalized adjustments and hand picked items create a complete satisfaction to the customer. The young generation is also considered by offering low price meals and discounted deals of food. Another differentiated facility from competitors is the restaurant offers early morning breakfast when all other restaurants of area are closed. The restaurant is 24 hours open with reliable quality and service. The company has identified that the media conducted a survey after the event to analyze the response of attendees. The responses by the majority customers are positive as they believe that the restaurants has a larger variety of meals to offer, the presentation of different cultures food is fabulous, the migrated respondents said it feels like they are in their own country. Some have said that the customer service is the one of the most wonderful and unique aspects of the restaurant. In a service industry, customer service has an important role in satisfying the clients (Lovelock and Gummesson, 2004; Lovelock and Wirtz, 2011). Collectively these responses have created the perception that the restaurant is successful in its marketing campaign of “Cultural evening” event. Event’s Recap by The Quotes Of Attendees: Some attendees said that they have never seen the service of customized food. This was their first experience of ordering the food in the restaurant according to their likeness or mood. This is a very different restaurant with lots of unique services for its customers. Some of the attendees were completely inspired by the theme of culture in the event. Some attendees get influenced with a way of serving in the cultural style with cultural surroundings. Some respond said that the food is delicious and good in quality along with excellent services. Majority of the attendees are emotionally influenced by the culture theme and different cultures food. The said it feels like a pleasure of having dinner with people belongs to different cultures. Some attendees respond that it is the gathering of knowing about other cultures values and traditions by having their food. Some attendees said that it is a good activity of uniting all the communities by providing their cultural environment in a single roof. Some attendees admired with the variety of top-ups and add-ons and the serving style of waiters in cultural dresses. Some attendees praised about the complementary gifts that was distributed by the company in the event of Cultural Evening. CONCLUSION The marketing activities have become the needs for businesses. The concern is that how smartly a company achieves its marketing targets. The chain of restaurants Wild Affair has succeeded in introducing its new outlet in the new local market by the creating a successful event in that market. The company arranged the event to inform the customers about its product and to measure the response of the target market. Another perception of the company is to publicize its restaurant and brand image through event in news or articles of media. The companies use this strategy of event marketing to publicize its brand name by creating events in the society and grab the attention of media through some unique event theme. This is the cheapest way of market the product at a very high scale that is media in today’s world. References Kotler, P., and Keller, K. (2009). A framework for marketing management. New Jersey: Pearson Prentice Hall. Lovelock, C., and Gummesson, E. (2004). Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives. Journal of Service Research, 7 (1), 20 – 41. Lovelock, C., and Wirtz, J. (2011). Services marketing – people, technology, strategy. New Jersey: Prentice Hall. Smith, P., and Zook, Z. (2011). Marketing communications: Integrating offline and online with social media. London, UK: Kogan Page. Read More