CASE STUDY-MINI MARKETING PLAN-COCONUT PLANTATION RESORT
The case study seeks to review the key potential target markets for the new restaurant to be developed by Blackfield Hawaii Corporation. Targeting business and family clients is a good market segmentation strategy as they will be able to position themselves completely in the Hawaii Islands market for the visitors. Most of the restaurants in Hawaii Islands do not target family and business clients and thus, the new restaurant is relevant. The product characteristics would offer additional services such as the integration of sporting activities and family competition that would attract family clients into the restaurant. The product levels will be applied to the services of the restaurant to provide proper understanding of the nature of its products. The product levels include core benefit, generic product, expected product, and augmented product. The assessment of the integrated communication plan for the restaurant is also critical in smoothing the communication and marketing process for the new restaurant.
Mini Marketing Plan-Coconut Plantation Resort
The investment in an appropriate restaurant type is important in shaping long-term marketing and understanding of the key issues. The assessment of the potential target market that will be targeted helps in designing effective business strategy and programs. It is important to ensure the selected restaurant type and marketing programs are geared towards meeting the needs of the target markets. In the case study, the moderately priced family restaurant type is appropriate and it would help in capturing the market for business and family clients. The implementation of the integrated communication mix is also helpful in promoting effective business performance and productivity.
Potential Target Markets
The potential target markets for Backfield Hawaii Corporation comprises of families and business clients. Based on the understanding of the market segmentation and the current visitors visiting Hawaii, the new resort unit will be targeted to the family and business clients. These two types of market segments are popular in Hawaii as business partners and people might travel to the restaurants to conduct business meetings under ambient environment. Business clients are able and ready to pay premium prices for restaurant rooms. Thus, the targeting of the business customers is effective in shaping the market segmentation.
On the other hand, families would also travel to Hawaii to enjoy the sand beaches and relax during vacation periods. The restaurant would be successful if able to meet the needs of these target markets. However, the management of Blackfield Hawaii Corporation will need to invest significantly in advertising and marketing of their services, which is important attracting such clients. It is also necessary to invest in better business model that would help in growing the customer base of the restaurant (Bansal and Bharti, 2014, p.260). Both target market gives the resort an opportunity to grow its revenues from similar business model as the existing business operations. As a result, families and business clients should be targeted effectively through improved marketing and advertisement.
It is recommendable for Blackfield Hawaii Corporation to consider building a moderately priced family restaurant comprising all the three meals. The building of the moderately priced family restaurant will make it possible to target both the family and business clients. The business clients usually spend more time in the resorts and thus, the moderate price of the restaurant would make it affordable and appropriate to their needs. Similarly, the families would find affordable to book a moderately priced family restaurant that offers them space and cheaper price of foods due to the availability of all meals. As a new resort, the restaurant would be able to get more clients as people are always willing to book new hotels. In Kauai, the resort close to Coconut Plantation Resort was 416-room Coco Palms Resorts that is located 2 miles on the south. The building of the new moderately priced family restaurant will create new location and space for the visitors to the Hawaii Island.
To confirm the significance of building a moderately priced family restaurant with three meals, the four product levels would provide proper understanding of the rationale. The product levels include core benefit, generic product, expected product, and augmented product. Core product is the first product level that explains the main focus of the product purposes and functions as expected. The moderately priced family restaurant is beneficial because it provides all meals for the visitors and it is affordable. The advantages for the restaurant are relevant in promoting the positioning of the restaurant within the restaurant market and impacts on its competitiveness (Keller, 2016, p.293). Generic product level explains the qualities of the restaurant type. Some of the key qualities of the moderately priced family restaurant type includes that they are affordable, well-spaced, they also offers quality services, and universal capacity among others. These qualities of the restaurant type are important and useful in increasing the revenue capacity.
The expected product level defines all the aspects the clients expect to obtain when they could purchase an item. The clients visiting to the restaurant would expect the prices to be affordable. They also expect the restaurants to have high quality meals, which are available upon request. The access to quality meals is an additional characteristic that would attract the clients. The fourth product level is augmented product that details the expected additional offerings that sets the restaurant apart from other restaurants in the Hawaii Islands. The new restaurant will need to integrate sporting activities and family competition that would attract more family clients into the restaurant compared to other rival restaurants. Offering discount for pricing of the restaurant room allocations would also make the restaurant more competitive than the other rival restaurants (Kumar, et al., 2016, p.16). The price level is significant to help in shaping the company’s positioning strategy. The moderate price level for the new restaurant is significant in shaping the marketing positioning strategy. Therefore, the management of Blackfield Hawaii Corporation should set a moderate pricing of the restaurants to position the restaurants competitively.
Integrated Communication Mix
For the moderately priced family restaurant, the management will rely on the integrated communication mix to communicate and pass messages to the clients. The integrated communication mix will comprise of an integration of all the critical promotional tools and campaigns. The new restaurant will face tough challenges in implementing the integrated communication efforts. The promotional and communication tools that will need to be integrated at the new restaurant include advertisements, sales campaigns, promotions, and direct communication.
Advertising is one of the key tools of communication with the target audience. The target audience is the business clients and families. The adverts paid by the new restaurant will cover the entire American market in all U.S states. The advertisements would run for 6 months to ensure that the potential customers get adequate information about the new restaurant. Regular advertisements will paid to ensure that the message about their offerings is passed on the potential customers. Advertisements comprises of messages paid by the restaurant to pass information on their offerings to the existing and potential clients. Advertising will be done the various channels including internet, radio, TV commercials, and print media (Šerić, Gil-Saura, and Ruiz-Molina, 2014, p.146). The message is to inform the clients about the availability of affordable family restaurants with three meals in Hawaii. The objective is to get more clients to book rooms in the new restaurants. In terms of finance, the advertisements would help to grow the revenues of the new restaurants due to its competiveness.
Sales campaign is a tool that will allow the new restaurant to implement a comprehensive sales strategy for its offerings to the business and family travelers seeking to visit Hawaii. A national sales campaign will be able to reach more people. 12 months of the sales campaign strategy will help in growing the communication with potential visitors to the Hawaii Islands. More regular pushing of the sales strategy will help to grow focus on the restaurants. Both internet and TV ads would be appropriate for the design of the sales campaign. The critical message would be to inform the clients of the products and their advantages (Batra and Keller, 2016, p. 124). The objective is to grow the market share of visitors coming in to Hawaii Islands. The goal of maximizing revenue for the new restaurant is significant.
Promotional campaign is effective and focusses on sharing of same information to promote the new restaurant. The promotional tool will target the larger audience in the United States without mentioning the family clients. The promotional campaign would take around 6 months and being conducted regularly to sustain the message. The medium to be used for the campaign will include the billboards, digital space, and TV commercials (Bansal and Bharti, 2014, p.260). The core message describes the meals offered at the new restaurant, pricing, and the core brand of the company. The tool will have an objective to inform and keeping reminding the potential clients of the company’s offerings.
Lastly, the new restaurant will also rely on direct communication to market its service and profit offerings to the target clients. The target audience for the direct communication would be immediate clients in a short geographical distance. Targeting the family and business clients in a short distance would help in expanding the marketing for their brand through word of mouth (Luxton, Reid and Mavondo, 2015, p.41). However, direct communication is short-lived and will likely take one month. The cost of direct communication is too high and time-consuming as the management will need to hire sales representatives would go directly to the clients. On daily basis, the sales personnel would directly communicate and market the offerings to the target customers.
The medium that could help in facilitating the direct communication method includes the use of flier and catalogs among others. The mediums will give the potential clients direct information on the company’s services and products (Kang, Tang and Fiore, 2015, p.1663). The message would cover the nature of product and services offered and providing directions on the location of the restaurant. The objective is to create trust with the clients through persuading them directly on the suitability of the restaurant (Valos, Maplestone, Polonsky, and Ewing, 2017, p.1523). The direct communication approach avoids long-term investment in TV commercials and ads. It also helps to grow relationship marketing basis for the restaurant that is significant in promoting the long-term customer engagements.
Conclusion and Recommendations
In summary, the management of Blackfield Hawaii Corporation should focus on implementing and creating a moderately priced family restaurant with all meals. The restaurant type is more appropriate and would help to meet the customer needs. The communication process of the restaurant will involve the varied promotional and sales strategies. However, a successful implementation of the integrated communication model is important and beneficial to the restaurant. It would help in expanding the competitive advantage of the restaurant, boosting overall sales and profits. The approach also helps to grow profits through enhanced effectiveness. Integrated communication process would also help in sustaining long-term relations with the clients as the company is able to create consistent messages and images. It is recommendable to integrate the varied communication tools and campaigns will make it possible to inform all the target audience on the new restaurant and its offerings.
Bansal, H. and Bharti, C., 2014. Social networking websites an emerging tool of integrated marketing communication. International Journal of Engineering and Management Research (IJEMR), 4(1), pp.258-272.
Batra, R. and Keller, K.L., 2016. Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), pp.122-145.
Kang, J., Tang, L. and Fiore, A.M., 2015. Restaurant brand pages on Facebook: do active member participation and monetary sales promotions matter?. International Journal of Contemporary Hospitality Management, 27(7), pp.1662-1684.
Keller, K.L., 2016. Unlocking the power of integrated marketing communications: How integrated is your IMC program?. Journal of Advertising, 45(3), pp.286-301.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. and Kannan, P.K., 2016. From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), pp.7-25.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), pp.37-46.
Šerić, M., Gil-Saura, I. and Ruiz-Molina, M.E., 2014. How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, 39, pp.144-156.
Valos, M.J., Maplestone, V.L., Polonsky, M.J. and Ewing, M., 2017. Integrating social media within an integrated marketing communication decision-making framework. Journal of Marketing Management, 33(17-18), pp.1522-1558.