THM 61247 Food

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enter
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Food Beverage Marketing
Oguz Benice Bilkent UniversityTHS 52126 FB
Operations Spring 2008
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What is Marketing ?

• Definition 1Seing the business from the
  perspective of the guest.

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Idea-Screeming Process

• Does the idea meet customers needs?
• Is the group of customers with these needs large
  enough to make the idea worthwhile
• Does the food and beverage operator or potential
  operator have the necessary resources available
  to deliver the idea?
• Will the idea generate a benefit to the
  operation? ?

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Feasibility Study

• A feasibility study should be conducted before a
  food service operation is constructed or
  purchased, which includes
• Identifying market area characteristics
• Evaluating the proposed site
• Analyzing the competition
• Estimating demand
• Projecting operating results ?

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Marketing Plan

• Sales1. Internal selling2. Internal
  merchandising3. External selling
• Advertising
• Public Relations and Publicity ?

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Internal Selling

• Suggestive selling
• Internal merchandising Purpose is to increase
  revenue from guests who are already at the
  restaurant. ?

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Internal Merchandising

• Couponning
• Product sampling
• Contests
• Packages
• Premiums
• Gift certificates
• Discounting
• Bonus offers
• Frequent diner programs ?

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Internal Merchandising - Purpose

• Increase the public awareness of the product
• Attract new guest
• Keep regular guest happy
• Increase sales during slow period. ?

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Advertising

• Outdoor advertising
• Newspaper
• Magazines
• Radio
• Television
• Direct mail
• Internet
• Other ?