Promotion plays a role in the perception the possible target audience may have about your service. Services marketing is that elusive concept which stays incomplete without a thorough understanding of 7 Ps. Also did you read our article on the The 4 P’s of Marketing – The Marketing Mix strategies?
The proper plan starts as something basic and becomes a guide for your entire restaurant marketing strategy. Marketing plans might seem intimidating at first, but they are very manageable and can even be inspiring to put together. Gather the main stakeholders in your restaurant (owners, managers, head chef etc.) and openly discuss the direction of your brand. The perfect place to start forming the actual plan is an internet search of other restaurants’ marketing strategies. The notes and ideas from the brainstorming process in step 1 will be useful in this process. Make the steps as specific as possible, so that when it comes to implementing and evaluating them there won’t be room for misinterpretation. Include a series of steps like this in the first or last section of your marketing plan, so they’re easy to find.
The paradigm of marketing mix can be defined as “a unique blend of product, place, promotion, and pricing strategies designed to produce mutually satisfying exchanges with a target market” (Lamb et al, 2011, p.47). The product element of the marketing mix relates to decisions about product design, name of the brand, packaging, warranties etc. Promotion includes, advertising, personal selling, sales promotion, public relations, and any other activities that are aimed to advertise brand and its products and services. Nargundkar (2008) convincingly argues that the main benefit of marketing mix paradigm relates to its assistance in selecting competitive edge for the business. In other words, marketing mix paradigm communicates the idea that it is not possible for businesses to have competitive edge for all four aspects of the business – product, place, promotion, and price, and adopting one element of marketing mix as a source of competitive edge would mean compromising other elements. For instance, UK clothing retailer Primark has adopted price element as the source of competitive edge for the business, and thus the brand has to compromise on some of the other elements of the marketing mix.
There have been many additional Ps added by business researchers over the course of the last several decades, however as Baker and Hart (2007) inform, the most acknowledged additional Ps apart from the original four elements are physical evidence, people, process.
Despite the convenience the paradigm of marketing mix offers to marketers and other senior-level managers in terms of decision making, it has faced criticism from a range of business researchers and practitioners and the amount of criticism has increased with the changing market environment in the global level. Specifically, it has to be stressed that “basic criticism has been that the 4Ps represent the seller’s mind-set, not the buyer’s mind-set” (Kotler, 2011, p.69). However, there is no provision for customer relationship management within the paradigm of marketing mix, and this fact can be highlighted as one of the most significant shortages of the concept. The same issue has been discussed during the presentation with the case studies of Apple and Nikkon. Moreover, according to Lambin (2008) the marketing mix paradigm emphasises an “inside-out” approach to marketing, whereas the general marketing concept is supposed to have “outside-in” approach.
To put it simply marketing mix paradigm downplays the role of data about customers when making decisions related to individual ingredients. One of the main advantages of customer relationship management, as it has been discussed in the presentation involves learning about customer needs and desires and offering new products and services to satisfy these needs.
Nikons consumer data collection strategy, on the other hand, involves asking relevant questions from customers when they sign up in company website with their e-mails. Marketing mix has been one of the most popular concepts in marketing in the second half of the last century. However, the conditions in the marketplace have changed dramatically and irreversibly mainly during the first decade of the twenty first century due to the increasing forces of globalisation, rapid advancement in technology, increasing role of internet and other factors. Due to these changes the level of competition along all industries has greatly intensified. At the same time, it would be inappropriate to brand the concept of marketing mix as inadequate the changing marketing environment. In conclusion it can be stated that marketing mix paradigm is still an adequate tool for marketing decision making, however businesses cannot afford to rely on the paradigm as an only tool in terms of satisfying customer needs and wants in the current highly dynamic marketing environment.


Instead, companies are recommended to integrate the use of marketing mix paradigm with proactive customer relationship management practices that would enable to adopt a proactive approach in terms of identifying the future needs and wants of customers and develop products and services in order to satisfy these needs. I agree to Shutterstock's Website Terms, Privacy Policy, Licensing Terms and to receive emails that I can opt out of at any time.
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Some of the individuals posting to this site, including the moderators, work for Cisco Systems. Who would want to travel 10 miles to have a regular dinner, even if that is priced very competitively and has a super quality? Services being intangible, processes become all the more crucial to ensure standards are met with.
These form the critical success factors for any service as evaluated by a possible customer.
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You can check out Mplan’s sample restaurant marketing plan to get some initial ideas. They’ve also outlined the importance of setting a detailed financial budget to go with your plan. These are tried and true methods of analysis that apply to most businesses’ marketing needs. For each step, leave space to record your notes and observations as the plan is implemented. Become your own marketing strategist by following these four steps, and remember, don’t forget social media! The pricing element, on the other hand, relates to decision-making about the pricing strategy and the calculation of total costs of products and services to customers. Place element of the marketing mix mainly involves the location where products and services are sold.
Specifically, if Primark management decide to increase the quality of products and promotion this would result in the prices of its products to be increased, thus its current competitive advantage of low prices would be compromised.
In other words, decisions marketers take regarding individual elements of the marketing mix represent their own viewpoint that do not take into account customer’s perspective on these issues. Namely, the presentation has revealed successful consumer relationship management to be critical condition for surviving in the modern marketplace. Doyle (2008) asserts that the adoption of marketing mix paradigm as the main tool in terms of satisfying customer needs and wants present short-term approach to the important issue of sustaining long-term growth of the business. Specifically, it has been identified that Apple and Nikkon customer relationship management initiatives pursue the primary objective of achieving lifetime customer loyalty through maintaining these relationships in a strategic level.
Muller (2010) specifies that “inside-out” approach involves devising products and services and attempting to raise the interests of the target group to these products and services, whereas “outside-in” approach is more proactive, in a way that initially the needs of customers are studied and only then products and services are devised in order to satisfy these needs. The importance of the role of data about customers is stressed by Kitchen (2010), who specifies customer data as an integral component of customer relationship management. As presentation informs, following this principle has allowed Apple and Nikon to attain leadership positions in their respective markets. The types of data collected include website preferences, behaviour as an internet user, application preferences, demographics etc. Regardless, of the manner in which customer information is collected, the information plays vital part in devising new products and services for customers.
By relying on this concept as the main tool in terms of satisfying customer needs and wants a wide range of companies such as Coca-Cola Company, McDonald’s, Sony Electronics have been able to reach leadership positions in their industries. As a result, markets are imposing to companies the requirements of establishing relationships with their customers in order to increase the levels of customer attraction and retention, and thus survive in current highly competitive marketplace.


This is because companies still need to make decisions regarding product, price, promotion and place aspects of their products and services and they would also need to base their competitive edge in one or two of these elements.
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The attributes of the product, vis-a-vis the attributes offered by competing products and substitutes, are important in estimating the competitive scenario for the marketing strategy formulation. Promotion leads to service (brand) recognition and further establishes a proxy to evaluate quality of services based by potential customers. Process mapping ensures that your service is perceived as being dependable by your target segment. They are used by professional marketing executives to strategize from one-person businesses to multi-million dollar corporations. For example, your restaurant’s main internal strength might be its use of only organic, local ingredients, which relates to the external opportunity of increasing health-conscious consumers in our society. The appropriateness of this statement has been illustrated using the case studies of Apple and Nikkon, where it has been identified that these companies have achieved considerable success due to their effective use of consumer data management and consumer relationship management. Nevertheless, this important issue is overlooked within marketing mix paradigm, and thus the concept attracts criticism from some business researchers and practitioners.
Product placement paradigm offers a theoretical tool to accomplish this task in an effective manner. If at any time you're unsatisfied with your experience with us, you can cancel your subscription. The content is provided for informational purposes only and is not meant to be an endorsement or representation by Cisco or any other party. Services marketing are dominated by the 7 Ps of marketing namely Product, Price,  Place, Promotion, People, Process and Physical evidence. What is important to note that services being all the more intangible, the price becomes an important factor for the actual service consumption to happen, after service awareness and service acknowledgement. Many different promotional tools are often used like internet advertisement, special events, endorsements which happen out of the store or in-store merchandising like branded boxes from Custom Boxes Now, plastic dump bins and digital signage. Intensive training for your human resources on how to handle customers and how to deal with contingencies, is crucial for your success. Would you like eating at a joint where the table is greasy or the waitresses and cooks look untidy and wear a stained apron?
Your restaurant’s main weakness might be an outdated POS (Point of Service System), which relates to the threat of competitors who use sleek, new digital systems for wait staff.
The 7 P framework is one of the most popular framework for deciding a marketing strategy, right from strategy formulation to actual implementation. If you’ve been in business for a while, this model will be useful as a revision and refinement of your marketing plan. Again, draw up a customized diagram, based on something like this, to visualize the four P’s specific to your restaurant. By posting you agree to be solely responsible for the content of all information you contribute, link to, or otherwise upload to the Website and release Cisco from any liability related to your use of the Website. You also grant to Cisco a worldwide, perpetual, irrevocable, royalty-free and fully-paid, transferable (including rights to sublicense) right to exercise all copyright, publicity, and moral rights with respect to any original content you provide.



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