Uk Charity

UGB 213: Marketing Communications | Curry Village | Marketing Communications Plan |

Bruce Wayne
[Pick the date] |

Acknowledgements

Situational Analysis
Market Size
In 2011 the UK restaurant market sold a estimate £18.81bn worth of food with a further £7.37bn worth of drink sales bringing the total of the market value to £26.18bn. The value of the market has increased from 2007 year-on-year. The sector's share of total sales has increased by 1.2 percentage points from 70.7% in 2007 to 71.9% in 2011. The value of food sales on its own in 2011 have increased by 2%, with and over all increase of 5.7% between 2007 and 2011.

Market Trends
Industry Resilience

Consumer Seek Value
Consumers are still continuing to go to restaurants, but they are increasing their search to look for offers and deals which will potentially reduce the amount they spend on eating out. This is evident by the fact that more meals are being sold in UK restaurants, however the amount they spent has not increased dramatically as well.

growth

trends

Distribution

Macro-Environment * Economics * Exchange rates; interest rates; unemployment; levels of disposable income; savings; confidence in the economy; consumer confidence; boom vs. recession …. * Social * Demographic trends e.g. birth rate (falling), death rate (also falling), working parents (many more Mums and Dads are employed outside the home), marriage (happens later) and divorce (increasing)… * Technology * social media boom; new ways of advertising over the internet… * s. Marketers need to be aware of the wider environmental issues that might affect consumer behaviour and how they respond to marketing communications strategies.

PESTLE (things affecting the business) KEY NOTE!
Political
* The EU has adopted a new Food Information Regulation, which is designed to introduce new labelling requirements, as well as consolidate existing rules on food and nutrition labelling, which is covered by the Directive 2000/13/EC and Directive 90/496/ECC. The section of law which applies to restaurants is the provision of allergen information. This means that restaurants must specify if certain allergens are used in the preparation or present in the product. * The Academy of Medical Royal Colleges have made recommendations to reduce fast food outlets near schools, leisure centres and also ban junk food adverts before 9pm watershed in order to take action over obesity. http://www.bbc.co.uk/news/health-21478314

Economical * Restaurateurs are having to deal with the rising cost of food and energy as inflation is a a significantly high level. The price of food is increasing, there is high demand and little stockpiles and because of economic uncertainty driving prices it is hard for restaurants to make a profit and try to keep their sales prices down at the same time.
Social
* Consumers leading a hectic life have a growing demand for convenience in the UK. They don't have the time to cook meals and would rather eat out instead. However, they also do not have a lot of time either to spend over a meal therefore, alongside quality they also expect to not have to wait long for meals. In this area of the restaurant market, speed is a factor that is more important than quality of service.
Technological
* The importance of the internet is increasingly becoming an important role within the restaurant industry as consumers use it to locate venues, find reviews, scout restaurants and find good deals. Restaurants need to embrace this service in order to appeal to a wider audience than they currently attract.

Objectives * Improve brand image * Increase repurchase rate * Increase brand awareness * Specific. Objectives need to be precise about what you want to achieve. * Measurable. They should be quantified e.g. how many customers do you want to be made aware of your new product? * Achievable. They should be capable of being reached given the resources * Realistic. Similar to above, but related to the given time scales. To fail to meet objectives can be demoralising for staff, create problems for financial targets. * Relevant. They should be appropriate for the task in hand. A task or problem must be identified and the objectives must relate to that e.g. if you product is old and superseded by competitors products, there isn't much point trying to persuade consumers that it is new, exciting and meets their needs better than anything else on the market! * Targeted. All objectives must be specifically targeted to identified audiences. * Timed. There should be a time frame in which the activity and response (results) are expected to occur. * An example of a marketing communications objective: * To maintain Brand X as the preferred brand (or number one brand) of photocopiers among at least 50% of current UK buyers in companies with 1000+ employees. * Or * To increase awareness of breast cancer from 35% to 50% within eight weeks of the campaign launch among 25-45 year old ABC1 women.