Marketing Draft For Crema Sutra

Question: Discuss about theMarketing Draft For Crema Sutra. Answer: Introduction Crema Sutra is a caf in Australia that offers breakfast, lunch and drinks to the customers. The breakfast timings are 8 am to 12 noon and the offerings are different varieties of egg, chilli scramble, bacon and eggs, cheese veg omlette, pancakes, smashed avocado and assorted dishes of eggs. The drink menu include soft drinks, iced tea, coffee and chocolate drinks, cold coffee, juices, milk shakes and mock tails. The lunch menu offers range of burgers, wraps, salads and sandwiches to the customers. The caf has been able to attract customers through its mouth watering crema super sutra and slice of summer. The report aims to construct a marketing campaign for the caf in order to increase its business. In order to create the campaign, SWOT analysis would be performed so as to evaluate strengths, weaknesses, opportunities and threats of the organization. The target market and USP would also be identified in order to develop an effective campaign. SWOT Analysis Strengths Crema Sutra has one of the most popular and award winning head chef, under whose guidance and supervision the preparation of cuisines is being carried out. This ensures that the quality of the food is of the highest standard under the strict supervision of chef. The defined system of processes by the chef for the preparation of dishes ensures sustainable procurement practices for ingredients. The ambience and infrastructure glorifies the taste of food and offers a great dining experience to the consumers. The consumers prefer to have their lunch at Crema Sutra because of its amazing dining experience that creates a memorable event for the customers. The caf provides both outdoor and indoor seating along with pretty spacious private place far from the bustling crowd. The caf has been able to maintain its economies of scale through its owner operated system that has proved to be an effective model for the caf. The caf does not have any franchise stores that suggests that the complete focus of the team is directed towards one caf that is located nearby railway station. The model has supported the growth of profitability of the caf through its low operating cost. The caf takes complete control of the staff in order to provide effective services to the consumers. The owner of the caf has hired highly skilled and knowledgeable staff in order to provide high quality services to the customers. The staff members including waiters and chef are highly conscious to provide a great experience to the consumers. Another advantage of the caf is that it is located nearby railway station due to which it can be easily accessed by the public transport. Thus, the customers can reach the caf by any means of transport including buses and taxis. Weaknesses In spite of highly skilled staff members, the caf fails to maintain its quality services during the peak hours. This is because the caf does not have adequate staff members to manage the crowd poured during peak hours. This results in slow services and customer dissatisfaction and thus, tarnishes the image of the company. Another major issue faced by company is that it does not have secure parking space for the customers that creates low consumer satisfaction. Opportunities There are many schools located within the proximity of caf that has the potential to increase the number of customers for caf. The students of schools look for a place to hang out after their school hours. Another opportunity for the caf is to start a delivery service within its proximity zone to increase its market share. The caf has only one branch located near to railway station and it has great opportunity to build new caf store outlets to expand its business and market share. By opening its chain of store outlet, the caf could attract more customers who prefer to have Australian cuisine. Threats The major threat for the caf is to have a caf nearby with the similar dining concept could attract all the customers of the caf. Target Market The primary target market of Crema Sutra comprises of families and adults. The number of customers is increased during the lunch hours and most of the customers belong to local area. Further, the caf also offers pre booking services for small meetings and gatherings. The adult customers prefer to have a coffee after their meals. Unique Selling Proposition Crema Sutra offers discountable lunch to the customers during weekdays and serves the special menu of chef at a very affordable price. Another USP of the caf is its barista dining experience that offers both indoor as well as outdoor seating to the customers. Marketing Campaign Campaign Objective The main objective of the marketing campaign is to attract time sensitive customers during lunch hours and ensure optimum utilization of the spacious space of caf. This would help the caf to maintain its economies of scale and would drive profits for the company. Target Audience The primary target audience of the caf is families and adults. Now in order to increase the sales revenue of the company, the caf must target a new market segment of time sensitive customers. Time sensitive customers are time conscious as they follow a very busy schedule for their most of the days. Time sensitive customers could be businessman and busy professionals and executives. The businessman are high class customers, thus, they would not be comfortable to visit an affordable and cheap caf, instead would prefer to visit Starbucks and other premium caf chains. On the other hand, executives who look for affordable cafes and restaurants could be targeted as the potential customers. Thus, the campaign would target the market segment of executives who look for affordable places for their lunch. Unique Selling Proposition Low and affordable price would be the unique selling proposition for the customers blended with the unique recipes of the cafs chef. Further, the caf would provide delivery services to the offices of the executives so that they can save their time of travelling to the caf. Marketing Mix Marketing mix helps to determine the 4Ps namely product, price, promotion and place for the marketing campaign (Yeshin, 2012). Product Product is developed to satisfy the needs of the target audience and could either be tangible or intangible (Lamb, Hair, and McDaniel, 2008). The services of caf would define the product for the consumers including quality and taste of food, staff attitude, dining experience and other experiences of the customers. Crema Sutra would offer unique recipes developed by master chef of the caf. For every recipe, a process would be developed in order to ensure the quality of the food. Further, sustainable ingredients must also be procured in order to maintain the quality of the services. Delivery services of food would be provided to the price sensitive customers during their lunch time. The menu would also be kept different for every day so that the executives are not bored eating the same food every day. The lunch menu would comprise of a drink (coffee, cold drink, mocktail), burger or another eatable item and salad. The meal combo has been created in a way so as to take care of the health of the customers. Thus, the product must ensure the quality of the food, timely services to the executives (during their lunch time) and the attitude of staff. Price Price is one of the important components of marketing mix as it is responsible for attracting the customers (Kubicki, 2015). Economy pricing strategy would be used in order to attract large number of customers belonging to low income class (Schindler Schindler, 2011). Since the executives look forward to have their lunch meal at an affordable price, therefore, the prices would be kept low. Also, the targeted audience is mass market including executives working in their offices, therefore, low pricing strategy would help to achieve economies of scale. Promotion Promotion is the most important element of the marketing mix as it communicates the product information to the target audience (Shimp, 2008). With the emerging technology and wide use of social media networks has brought a significant difference in the advertising methods. The organizations widely use Facebook, Instagram, Google Plus to market their products and services. Further, with the evolving concept of digital marketing, organizations have also started focusing on their websites and other modes of online marketing. This is because of the fact that almost 30% of the worlds population is dependent on internet and thus, digital marketing is likely to attract a large number of customers for the company (Internet World Stats, 2017). Following are the prescribed methods and tools that would be used in the campaign: Website: The caf must develop its own website because most of the customers are likely to visit the website to assess the credibility of the restaurant (Sokolowski, 2013). Crema Sutra could present all its products and services through website to reach a wider target audience. Email Marketing: Email marketing is one of the most effective tools of digital marketing as it directly reaches the inbox of the target customers (Ryan, 2014). An attractive email would be developed to attract the attention of the executives. The subject of the email would be Now enjoy your delicious lunch meal at the doorsteps of your offices. The subject line is likely to grab attention of the executives. Social Media Marketing: Most of the executives spend their time on Facebook and Instagram. Crema Sutra could create its web page on Facebook and run a campaign to attract the customers (Zarrella, 2009). Apart from the above methods of promotion, the caf could also distribute discount coupons in the offices to give them a taste of the delicious recipes of master chef. They customers are likely to be attracted by the discount coupons and may enroll for delivery services. Place Placement and distribution contributes a major role to attract the target audience and the product has to be distributed at an accessible place (Percy, 2008). The lunch meal would be delivered at the offices of the executives to target large number of audience. Care must be taken of timely delivery as the lunch timings of the executives are fixed. Positioning Strategy Positioning strategy is used to define the image of product or service in the minds of consumers (McDonald, 2007). The consumers are affected by the quality of services and how a brand projects itself in the market (East et al, 2016). The positioning strategy for Crema Sutra is offering affordable lunch meal to the executives. This must be taken care of in all the promotional activities and the brand must project itself as an economical brand so as to not distract the customers (Blakeman, 2014). References Blakeman, R. (2014). Integrated Marketing Communication:Creative Strategy from Idea to Implementation. US: Rowman Littlefield. East, R., Singh, J., Wright, M., Vanhuele, M. (2016). Consumer Behaviour:Applications in Marketing. California: SAGE. Internet World Stats. (2017). INTERNET USAGE STATISTICS: The Internet Big Picture. Internet World Stats. 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