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La Madre - Enhancing Downtown Bakersfield with a Mediterranean Experience

Aiming to elevate downtown Bakersfield through Mediterranean patio dining and entertainment, La Madre offers quality food and a unique atmosphere for professionals, college students, families, and downtown employees. With a strategic brand image and promotional strategies, the restaurant creates a value chain focused on high quality, service, and pricing. Implementing a value-based pricing model, La Madre aims to provide customers with a high-quality experience that exceeds expectations.

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La Madre - Enhancing Downtown Bakersfield with a Mediterranean Experience

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  1. La Madre Delivering the Mediterranean Experience to Bakersfield Katie Bracker, Jamie DeQuillettes Kevin Duffy, Jared Grant Curtis Jensen, Jeff Studtman

  2. Purpose • Venture Theme • Restaurant • Entertainment • Target Market • Rabobank • College students • Professionals • Families • Downtown employees

  3. Navigation Mission: To enhance the downtown Bakersfield community through a Mediterranean patio dining and entertainment experience

  4. Transformation

  5. Value Chain

  6. Value Creation AM/Breakfast

  7. Value Creation Day/Lunch

  8. Strategic Market Value Creation“Quality & Design” “Modern functionality and old world atmosphere” • Quality: • Excellent food quality in regards to purchase standards (i.e. meat quality) • Superior customer service • Design: • Aesthetically pleasing • Unique atmosphere • Old world “look”

  9. Strategic Market Value Creation“Brand Image” • The brand image provides competitive distinction and marketing advantage through: • More inelastic consumer response to price increases • Less vulnerability to competitive marketing actions

  10. Promotional Strategy: IMC Plan • Target Audience: Downtown workers • “Push” strategy used for initial promotion, “pull” strategy planned for growth • Word-of-mouth communication • Major Promotional Tools Used • Advertising • Sales Promotion • Public Relations Katie

  11. Promotional Media Plan • Phone Book Ad & Informational Website • Sales Promotion to local downtown businesses • Distribute Mediterranean delicacies along with description of atmosphere and entertainment options at the start of business and just before lunch • Mediterranean Media Day • Local city officials and media

  12. Total Benefits Atmosphere Convenience Status High Quality High Service Total Price Food and beverage prices Entertainment Employee wages Upkeep Financing Mortgage Perceived Value

  13. Pricing • Value-Based Pricing - Accommodate to target market’s wants and needs. • Add value with upscale, unique atmosphere. • Determine price from perceived value. • Inelastic Price Structure – High value creates the ability to adjust price without affecting the sales. • Price Skimming – Use high prices to establish high quality. • Financial Pricing – Food will be priced relative to perceived value and profit margin goals.

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