RAMAYA RESTAURANT Advertising plan

1. RAMAYA RESTAURANTAdvertising plan Ralph Matthew A. Ong (M997Z245) Mamunur Rashid (M997z235) Yannick Turkier (O990F021)

2. Agenda • Cost calculation • STP • Methods • Guerilla Marketing

3. Executive Summary I • Situation analysis • Nature of the product • Competitor analysis of four main rivals • Market analysis • Objectives • To influence purchase intent • To encourage brand switching • Budgeting • Total marketing costs 187’000 NT Introduction|Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation

4. Executive Summary II • Strategy • Segmentation (behaviouralsegmentation) • Targeting (undifferentiated) • Promotion (productbenefitsforcustomers) • Execution • Bookmarks in September • Stickers in October (openingof RAMAYA) • «Broccoli tree» in March • Publish film clip in April • Evaluation • Qualitative (e.g. interviews) • Quantitative (e.g. questionnaire) Introduction|Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation

5. Situation Analysis • Vision and nature of the product • Leader in providing services to students during lunch break and recreation time • In order to achieve this, we combine food with the possibility to socialize though also with enough space to study quietly: • Trendy, healthy, and nutritional foods with affordable price • Meeting area (where you can eat as well) • Working area (where you can eat as well) • Wi-Fi – free internet access with plugs on each table Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation

6. Competitors • Our competitors are in distant areas thereby making our business could proliferate. Surveys and studies are hereby presented to justify our endeavour. • Some of our competitors are: • McDonalds • Starbucks • A Niu Rro Mien • Ui Ki Ma Ma Restaurant Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation

7. Competitor-Analysis Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation

8. Market Analysis I • Starbucks and McDonalds arevery strong in advertising (large budgetfor TV commercial, billboards, etc.) • Countrywideand global subsidiaries therefore • Wecannotcompete a different strategyisrequiredtogetcustomer’sattention Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation

9. Market Analysis II • Advertisementstrategy in orderto promote RAMAYA restaurant • Method Guerilla Marketing • becauseitis • Cheap • Humorous • Completelyunexpected • andtheonlymethodwhichdenslytargetsourkeycustomerswhoare on NCKU campus(maximumeffectivityto a cost-benefit-ratio) Guerilla Marketing is a shape-shifting form of marketing that takes a brand’s messaging and presents it to the desired consumers in a way that is personally engaging and wholly unexpected. (Margolis & Garrigan, 2008, p. 16) Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation

10. Objectives • Advertising objectives • To influence purchase intent • To encourage brand switching • Message objectives • Linking key attributes to our brand name (USP with bookmarks) • Promote brand recall (repetition through placing stickers and catchy slogan «eat read meet») • Instill brand preference (humor ad with «broccoli tree») Introduction |Situation Analysis | Objectives| Budgeting | Strategy | Execution | Evaluation

11. Budgeting Introduction |Situation Analysis | Objectives | Budgeting| Strategy | Execution | Evaluation

12. Strategy • Segmentation • Behavioural segmentation of students • Degree of restaurant users (light – medium – heavy) • Targeting • More than 22’000 students studying at NCKU • Only one productundifferentiated marketing strategy • Positioning • Associating product benefits with consumer needs • USP’s: • Affordable healthy food • Free WiFi • Place to meet and study Introduction |Situation Analysis | Objectives | Budgeting | Strategy| Execution | Evaluation

13. Execution Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution| Evaluation

14. Execution Plan • Our Guerilla plan: • Distribute book marks with tasty recipes • Putted in books in the library • At least 10 different recipes to collect • Post stickers on the ground and wall which lead to our restaurant • Broccoli tree • Reminder to eat healthy (and in Ramaya) • Create a short film / video clip of the marketing campaign and people’s reactions • Publish it online (e.g. on social network sites) Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution| Evaluation

15. Location • NCKU campus • Bookmarks and «broccoli trees» are focused on campus only • Stickers are focused on campus and surroundings Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution| Evaluation

16. Bookmarks • Shape andcoloursuggeratesappetite (e.g. ) • Front shows • whereandwhento find us • our USP • ourcontact & furtherinformation • Back shows • onehealthy, tastyandquicklymaderecipe Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution| Evaluation

17. Stickers • Stickers put on floor and walls on campus and campus area (e.g. on products in nearby 7eleven or sidewalks) Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution| Evaluation

18. Broccoli tree • Last Guerilla ad • 25 selected trees on campus get a trunk-sized fork • Suppose to look like a broccoli on a fork • Forks labelled with «RAMAYA eat read meet» Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution| Evaluation

19. Video clip • Create film of Guerilla marketing action • Spread it on • Facebook • Youtube • NCKU website • Ramaya website Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution| Evaluation

20. Video clip Storyboard Actual start with RAMAYA introduction and Guerilla Marketing intentions. Clip will not last longer than five Minutes and supposes to be funny and showing students reactions to the marketing and restaurant. 1 Distributing bookmarks & showing student’s reachtions Filming people’s reactions towards «broccoli trees» 4 2 Catching happy people entering RAMAYA for lunch & socialising at opening day Placing stickers all over the campus and … 5 6 3 Telling to spread our clip and indicating where it can be seen … all over campus area such as on products in 7eleven Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution| Evaluation

21. Evaluation • Qualitative evaluation • Student interviews • Advertisementfeedback • Reasonsforvisitor not visitofRamaya • Observation • Film Guerilla actionandobservepeople’sreactions • Quantitative evaluation • Revenue comparison, amountof «like» hits on Facebook andamountofclics on Youtube • Questionnaire • Recognition(beforeand after eachmarketingcampaign) • Change in (lunch) behavior (choiceofrestaurant) Introduction |Situation Analysis | Objectives | Budgeting | Strategy | Execution | Evaluation