A marketing plan for Village Tavern

• Main Authors: Del Rosario, Sherwin Alex D., Dy, Karl Henrick C., Macapagal, John Edwin G., Yap, Jan Christian J.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18202
• Institution: De La Salle University

Village Tavern is one of the concepts of The Bistro Group of Restaurants, a local restaurant concept operator that handles various local and international brands throughout the Philippines. Village Tavern offers a wide variety of classic American Cuisine with the finest ingredients. It also serves a wide selection of wines, beers, and cocktails. Village Tavern strives to provide their customer with quality food, value for money, and with complete satisfaction. The researchers conducted a UAI survey of 200 respondents, male and females, through convenience sampling due to the availability of the target market. Both primary and secondary target markets are from the country's high society with socio-economic class AB. The researchers further examined in detail the situation of the company by studying the company's current marketing mix, strengths, weaknesses, opportunities and threats and its comparison with its competitors such as Stella & Rocket Room, Aria, BesoCucinaVinoteka, Cue Modern Barbeque, Murray's New Orleans, Texas Roadhouse Grill and TGIFridayâ's. The researchers have come up of goals and objectives to increase the sales and brand awareness of Village Tavern and this marketing plan aims to increase awareness of Village Tavern by 100% and increase sales by 25% at the end of 2013. The researchers are also proposing a new unique selling proposition which would entice the proposed primary target market to dine at Village Tavern. With the proposed objectives, the researchers came up of programs and promotions that will help in achieving these objectives. These strategies were made using the results of the UAI survey. This would be possible through advertising, sales promotion and public relation strategies. Advertising program will increase awareness and sales through in store events. For sales promotion it will also increase awareness, sales and loyalty of customers. Lastly, for public relation strategies it involves Text Voucher, Advocacy Night, Bloggers Night and Eat, Share, Win programs. The proposed investment for all the projects is Php 470,701.00 which includes all the advertising programs, sales programs and public relations programs.