Marketing plan for restaurant brand bo to quan moc

MARKETING MANAGEMENT PROFESSIONAL IN SALES AND MARKETINGCOURSE: 2015 - 2018 INTERNSHIP REPORT “Marketing plan for restaurant brand “Bo To Quan Moc” of Aladdin International Vision JSC.

MARKETING MANAGEMENT PROFESSIONAL IN SALES AND MARKETING

COURSE: 2015 - 2018

INTERNSHIP REPORT

“Marketing plan for restaurant brand “Bo To Quan Moc”

of Aladdin International Vision JSC.”

Student: PHAM THI HAN Class : Marketing 9

Tutor in University

Mr Nguyen Hoang

Mr La Tien Dung

Prof Corinne Montoya

Tutor in the Company

Ms Nguyen Thu Thao

HANOI - 2018

First of all, I would like to express my greatest gratutude to Aladdin company for enabling

me to complete this report on “Marketing plan for restaurant brand Bo To Quan Moc”.

Sucessfully completed any report requires help from a number of people These peoplehave helped me a lot on the process of completing the report I would like to express my greatestgratitude to these people:

Ms Nguyen Thu Thao, Deputy Marketing Manager of Aladdin, the instructor of ourproject

Prof Corinne Montoya of Jean Moulin Lyon 3 University

Mr Nguyen Hoang, the tutor of the report

Mr La Tien Dung, consultant of the report

Only under the guidance of them that I can shape this report to be completed perfectly.Finally, I would also like to thank the employees of the Marketing Department, therestaurant manager as well as all staff of Bo To Quan Moc for helping me on the process ofmaking this report

With the name of my internship report as “Marketing plan for restaurant brand Bo ToQuan Moc”, the purpose of this report is to contribute some of my ideas to make a completedmarketing plan for Bo To Quan Moc in summer base on the experiences that I’ve acquiredduring the period of internship at Aladdin International Vision Joint Stock Company

The report will be divided into 3 different chapters In the first chapters I will give a briefintroduction about Aladdin International Vision Joint Stock Company and restaurant brand Bo

To Quan Moc The next chapter will be the detailed description about the work that I haveaccomplished during my internship period in the company including some market research,establishing Marketing strategies and the solutions that I have conducted to increase sales as well

as brand reputation of Bo To Quan Moc The final chapter is about the avaluation of theachievements of the report and the experiences that I have learnt in the time I have the honor towork there

TABLE OF CONTENTS

Table of contents iii

List of table iv

List of figure v

Chapter 1: Company Overview 1

1.1 Company background 1

1.2 Aladdin capacity 1

1.2.1 Company vision and mission 1

1.2.2 Company’s Marketing financial ability and Structure 2

1.3Bo To Quan Moc restaurant brand 3

1.3.1 Restaurant concept 3

Chapter 2: Detailed desciption of internship responsibilities 5

2.1 Vietnam F&B market analysis 5

2.2 Micro environment 6

2.2.1 Company 6

2.2.2 Supplier 7

2.2.3 Customer 7

2.2.4 Competitor 9

2.3 SWOT analysis 10

2.4 Description of task given during the period of internship 11

2.4.1 Trade Marketing 11

2.4.2 Digital Marketing 16

2.4.3 CRM 23 2.4.4 Franchise project 24

2.5Some recommendations for Bo To Quan Moc restaurant brand 26

2.5.1 Financial 26

2.5.2 HR Solution 26

Chapter 3: Evaluation on the report 27

3.1 Achiements 27

3.2 Difficulties encountered 27 3.3 Experiences gained during the period of internship and solutions to overcome

difficulties 27

LIST OF TABLE

Table 1 Bo To Quan Moc’s Customer Portrait 8Table 2 Bo To Quan Moc’s Competitor 9Table 3 SWOT analysis 10

List of figure

Figure 1 Aladdin International Vision JSC Structure 2Figure 2 The forecasted revenue development of F&B market from 2016 to 2022 5

Chapter 1: Company Overview

1.1 Company background

Aladdin is the company which owns restaurant brand system called Tan Luong Son Quanand Bo To Quan Moc - Vietnamese-style restaurants with unique architecture and close tonature

On 20/11/2017, Aladdin International Vision JSC officially announced the first restaurant

of brand Bo To Quan Moc at 102 Thai Thinh Street

Business name Aladdin International Vision Joint Stock Company

Founded 02/03/2017

Head office No 16, Alley 145/49, Quan Nhan Street, Nhan Chinh Ward,

Thanh Xuan District, HanoiPhone (+84) 97 955 5095Tax code 0107742477

1.1.1.2 Company mission

For customers: Provide customers/diners organic food with pure Vietnamese taste,high quality, reasonable price and professional service

For partners: Bring leading profits and sustainable growth to partners

For employees: It is an organization with a working environment of humanity,ensuring material and spiritual conditions for laborers Where employees are given everyopportunity to maximize their capacity

For society, community: The company always carries out social responsibility, andcommunity-based volunteering activities

1.2.2 Company’s Marketing financial ability and Structure

The financial ability for Marketing: Recognizing the importance of marketing,

Aladdin pays great attention to investing in these activities The company has a budget of

5% – 10% of the monthly total revenue of Bo To Quan Moc for its marketing activities

Company structure: The labor force in the company is divided into 2 parts: the

office employee and the restaurant staff Marketing Department is the crowdest

department in the company with 7 employees

During my internship time, I am assigned to focus on restaurant brand Bo To Quan

Moc Besides cooperating with the others in Marketing Department to learn and

accomplish all the given tasks, I take the main responsibility for trade marketing

activities at Bo To Quan Moc restaurant

Figure 1 Aladdin International Vision JSC Structure

1.3 Bo To Quan Moc restaurant brand

Director

Restaurant

RestaurantGeneral Manager

Bo To Quan Moc Manager

Partner

CRM

Administration

& HRAccountingFinance

1.3.1 Restaurant concept

Bo To Quan Moc restaurant is located on Thai Thinh street - a bustling and vibrant street

Bo To Quan Moc has built its reputation in a short time and is mouth advertised by its diners because of the organic cow source and the perfect processing The main ingredient of most dishes is calf - a young bovine animal, especially a domestic cow or bull in its first year - brings diners the taste of soft, delicious and fresh In addition, the unique decoration is also one of the factors that contribute to the attractiveness of Bo To Quan Moc restaurant Decorated in the old style, nostalgic, bringing customers back to the old town of years in the 80s, where can help eachperson "touch the memory" of childhood

- Scale: 3 floors - 500 seats

- POD: The ingredient is calf (soft, delicious, fresh) | The old town space, 80s style

(unique, nostagic, joyful)

 4 restaurants are opened in 2018

 Achieve the total revenue of $1.7 million in 2018

1.3.3 Future strategy

Launching the Bo To Quan Moc restaurant franchise project in Hanoi urban area as well asconducting market research to collect more data for this project.

Diversify the restaurant menu by adding the new dishes

Recently, the marketing department and F&B production have researched and introducted

a new dish to customers - green bean soup with beef - cool and detoxify the body, suitable forsunny summer days This dish is received the positive feedback from diners, so we will probablyadd the green bean soup with beef to the official menu of restaurant

Chapter 2: Detailed desciption of internship responsibilities

2.1 Vietnam F&B market analysis

The food and beverage sector in Vietnam has shown strong growth in the lastdecade, driven by not only foreign brands, but also local brands According to a report byEuromonitor International's market research group, in the period from 2016 - 2020, F&Bmarket in Vietnam will reach an average annual growth rate of 16.5% Revenue in the

"Food & Beverages" segment amounts to US$90m in 2018

In the last few years, numerous foreign brands have invested heavily in the marketand are predicted to continue to do so, largely driven by rapid urbanization, increasedspending, and growth of the middle-class population Local brands offering Vietnamesecuisine and street food are also emerging as a tough competitor to the global food chains

In fact, foreign fast food chains in the last 2-3 years have underperformed and sloweddown their expansion plans due to consumer preferring the local taste and lower prices It

is the opportunity for the restaurant to raise the awareness of target customers about Bo

To Quan Moc brand

Figure 2 The forecasted revenue development of F&B market from 2016 to 2022

(Source: Statista, April 2018)

Visiting hours

As per the study, in quarter 1 in 2017, there were 328.6 million visits to foodserviceoutlets and breakfast accounted for almost a third of the visits at 30 percent This hasbeen attributed mostly to the modernization of traditional Vietnamese cuisines, growingnumber of convenience stores, and increasing number of urban office professionals

Restaurant choice

Location has been highlighted as the main criteria for choosing a restaurant due tothe growing urban population and traffic About 63 percent of the surveyed populationhighlights location, followed by cleanliness, and food quality at 34 percent each as thetop three criteria for choosing a restaurant All of these highlight criteria are the strength

of Bo To Quan Moc

Online ordering preference

With the growing internet and smartphone penetration, restaurants have also startedfocusing on online ordering to increase their sales Online ordering currently accounts foralmost half of all food delivery orders in the major cities Bo To Quan Moc has beencooperating with some partners to provide customers the platform to order food via theinternet

Bo To Quan Moc has its own CIP (Corporation Identify Program), and it has been usedeffectively All of marketing activities including both trade marketing and online marketing areeasily recognized by customers because of the unified color, logo, staff's uniform,…

The restaurant has been cooperating with many partners aim to implement the mosteffective marketing campaigns For instance, the marketing department is not in charge of dishesadvertising videos, so we co-work with a media agency to filming dishes as well as restaurantspace Besides, we have some partners are banks and travel companies/agents

2.2.2Supplier

To ensure the origin as well as the rigorous quality of the product, Bo To Quan Moc chose the supply chain for the restaurant following the first model - purchased directly from the manufacturer - for the main ingredients of the dishes (calf) Suppliers are calf farms in Ba Vi pasture where is just 1 hour driving far from the restaurant

Advantage: Get the original price when not through any intermediaries Easy access

to quality and origin of food This is one of the factors that help reduce production costs, offering the best price for our customers

In addition, the restaurant also selects the form of purchase from the distributor for other ingredients of the dish and beverages

2.2.3Customer

The main customers of Bo To Quan Moc is the population who live in the urban area ofHanoi and surrounding areas Basically, it is office workers and households The averageexpense per person for a meal at Bo To Quan Moc is $9 – $11.5

Below is the customer portrait of Bo To Quan Moc, which is exploited to improve qualityand service of the restaurant as well as the basis to deploy marketing campaigns

Target customer Group of

Office employees Group of Friends Group of Family

Job

Office employees:

manager, deputy manager, staff,…

Freelance, labor, employee,…

Employee,…

Hanoi urban area Apartment buildings

near the restaurant: Mipec, Vinaconex Tower,…

Dining behavior

Be loyal to a restaurant they love

Appreciate the comfort and fun

High requires about quality and services

Chacteristics

Joyful, romantic, nostagicDepressed mood since

working pressure

Comfortable, fun Towards a convenient

and comfortable life

Hobby

Friends gathering after work, travel, fashion, fast food, marriage, business, technology, café, online

newspapers, online banking,…

Friends gathering, acohol, signature food, childhood, career, technology, café,…

Houseware, childrearing, children,marriage, health, business, insurance, investment, nurtrure, pets,…

Life difficuties:

Money, relationship, working,…

Relationship inside family, finance, furture plan,

Table 1 Bo To Quan Moc’s Customer Portrait

For each group of customers, we build different content suitable for each targetgroup.

2.2.4Competitor

Vietnam generally and Hanoi, in particular, is as a dreamland for numerous large and smallrestaurant Therefore, severe competition is inevitable In this report, I just mention the directcompetitors around the Bo To Quan Moc restaurant location

Duc Troc Hotpot – Thai Thinh Street

Luong Son Quan – Thai

Office workers around the area, family group has middle income

Office workers and family group in upper class

Garden architecture, influenced by Chinese Thuy Hu novel

Modern, luxury style, suits to entertain guests/partnersSpecialize in hot pot,

grub

Specialized in traditional mountain species dishes

Specialize in seafood Fresh seafood, selected

by customers, then processed

Strength

- Large, cheap price

- Children playground, free parking

- One of the first unique decor restaurants, operating for years

- Free parking, food delivery

- Large, easy to find, private room, children playground

- Fresh and high quality food

- Good marketing team, professtional staff

Weakness

Space is no highlights, tables are closely spaced, not private

- Food hygiene and safety scandal leaded to negative image

- Unprofessional staff

High price, only seafood lead to limit customer quantity

Table 2 Bo To Quan Moc’s Competitor

2.3 SWOT analysis

Small business owners must create products and services the customer values, and produceand deliver them in exceptional ways compared to the competition To meet the challenge, Bo

To Quan Moc must define its current business and operational objectives and goals, whileconsidering factors that impact the same The restaurant engages in structured brainstorming,which can be supported by a Strengths, Weaknesses, Opportunities and Threats (SWOT)analysis

O

1 The demand forentertainment and eating ofthe people is increasing

2 Restaurant businessmarket in Vietnam developsfaster and stronger

3 Customer trend isnow seeking for the oldvalues and nostalgia

T

1 The enter ofmany competitors

2 The requirementsabout restaurant on dinersare increasing

S

1 Good quality products, good

service rely on highly skilled chef

2 Good business location in

crowded and bustling residential

area

3 Unique restaurant decoration

and style

4 Many promotion campaigns are

conducted to attract customers

SO

- Enhance brandingactivities to raise awarenessabout Bo To Quan Moc

of VIP customers

W

1 Slowly change when more

competitors appear, no new product

2 Not really effective in brand

marketing, not stand out restaurant

brand yet

ST

- Beside servingdishes from calves, considermore signature dishes frommountains

- Not only serving themain meal but also includinglight snacks

WT

- Develop new tasty dishes for each season

- Re-take care of old customers

Table 3 SWOT analysis

2.4 Description of task given during the period of internship

Bo To Quan Moc is very focused on investing in marketing activities The board ofdirectors found that 90% of the customer's sources are through the media as well as marketingactivities in restaurants, only 10% are visitors It means that by somehow, they known about Bo

To Quan Moc restaurant before they come to have meals, and only a small number of visitorsreach the restaurant by chance

As a marketing trainee and an informal assistant for Ms Thu Thao at the same time Deputy Marketing Manager, I have the opportunity to attend all board meetings, as well as themeeting with partners, support in planning, implementing, monitoring, analyzing and reporting

-on restaurant marketing plans That helped me have an overall view of the work of a marketingdepartment In addition, I have experienced almost all the job descriptions in the marketingdepartment and was assigned to take the main responsibility for the trade marketing of Bo ToQuan Moc restaurant Therefore, in this report, I will detail much more into this part that I havespent most time and effort for it - Trade Marketing In addition, I also have responsibilities indigital marketing, customer relationship management, working with partners, and participating inthe Bo To Quan Moc franchise project These are the things I will explain below

Firstly, since the restaurant's plan is to focus on trade marketing, this will be the elementwhich is received the greatest interest and investment during this time, so I will be able to learnhow to plan and implement the marketing campaigns professionally

Secondly, trade marketing requires the marketer to have the steady knowledge, the rightmindset Therefore, it will be the chance to help me practice my marketing mindset as well as

apply the theories I have learned at university into practice In addition, trade marketers meetcustomers and departmental restaurants regularly This is an opportunity for me to understand

my customers, understand the operation of a restaurant, which is a prerequisite for me to buildeffective marketing plans in the future

2.4.1.2 Customer Development: Loyalty program

With the aim of increasing the number of customers returning simultaneously toserve the measurement, customer service, the restaurant already has Loyalty Cardprogram Loyalty program standcards are put at each table in the restaurant

There are two types of cards: membership card (GOLD card) and VIP membershipcard (DIAMOND card) Each type of card has different conditions and policies, thecustomer's card will be accrued points and it is the basis for discounts for customers

Cardholder benefits:

- Gold Card:

Discount 10% on the total bill from Monday to Saturday

Discount 15% on the total bill on Sunday

Discount 10% on the total bill, decorate and give a birthday cake to customers theirbirthday week

Card issuance if customers come to eat at restaurants and require for membershipcard The card is valid 24 hours after registration

- Diamond Card:

Discount 15% on the total bill from Monday to Saturday

Discount 15% on the total bill on Sunday

Discount 15% on the total bill, decorate and give a birthday cake to customers theirbirthday week

Upgrade to Diamond card when customers have a GOLD card and accumulated2,000 points equivalent to spending 20,000,000 VND within 1 year (10,000 VND = 1point)