Paellaexpress Marketing Elia Barreda

Introduction Starting problems are: –New an original for Czech culture –Internet is not much used for buying in Czech Republic. An effect of proposed solution is: –Make our product known by advertising it, so that people are aware and may trust us. (advertising campaign and results) –They do not trust to pay through IT

Overview –Compare whether they deliver food in which way: Health Leisure Comfort

Comparative table between competitors: COMPETITORS MARKETINGWEB PAGE Bazaar Mediterranee - Just advertise, no own web page - No online ordering - Live performances offered up - Phone number and location Bohemia Bagel (restaurant) - More variety offered - An order of at least 500 kc is required - Choose how customer likes his food: toast or not… - All deliveries within Prague 1 will be delivered within 1 hour of ordering. - High prices - Photo and virtual tour - Map shown - Telephone number, website and - Online ordering - Prices shown, ingredients and cooking Taverna Olympos - Mediterranean food % Greek food - Outdoor dining - Ordering by phone, no online possibility - Orders for groups of 20 people, at least 3 days advanced required - Web in English and Czech language - Greek decoration COMPETITORS MARKETINGWEB PAGE Bazaar Mediterranee - Just advertise, no own web page - No online ordering - Live performances offered up - Phone number and location Bohemia Bagel (restaurant) - More variety offered - An order of at least 500 kc is required - Choose how customer likes his food: toast or not… - All deliveries within Prague 1 will be delivered within 1 hour of ordering. - High prices - Photo and virtual tour - Map shown - Telephone number, website and - Online ordering - Prices shown, ingredients and cooking Taverna Olympos - Mediterranean food % Greek food - Outdoor dining - Ordering by phone, no online possibility - Orders for groups of 20 people, at least 3 days advanced required - Web in English and Czech language - Greek decoration

Actions after analyzing the remaining opportunities: We have analyzed our competitors and found out which are the remaining opportunities such as: No minimum amount required Order in advanced not required Prague 1 will be delivered within half an hour Orders can be done by , on our web, fax and telephone Economical prices 100% Mediterranean Food We will use all three kinds of food delivery (health, leisure and comfort) depending on the segment

Objectives: We gain many costumers from: –Delivering food to the university canteen –Our restaurant 1 st : what to do to achieve the 20% of business, 15% young people and 10% families 2 nd : get habitual costumers (unplanned purchases) 3 rd : initial marketing campaign to create knowledge about our product 4 th : create loyalty of so many costumers

Marketing campaign: Banners in the most visited webs Posters placed in suitable places Brochures with discounts and different messages depending on the segment Lighters and pens with our , fax…written on them Giant paella make it known and tasted

IDEASTEPSREASONS Banners - choose the webs according to requests already made by others companies, such as Czech portals - first, to make people aware of a new product - change the message depending on the segment, that’s why we need to know which pages are the most visited and visited by what kind of customers.* - try to sell our Mediterranean image and our main characteristics, such as fast delivered, healthy… a) posters b) lighters, pens c) brochures a) posters placed on resorts, methods of transport, business quarters in Prague, parks… b) lighters and pens with the address written on them c) different message printed on brochures - brochures with discount to make people keep them - pens and lighters have been chosen becouse people will keep them more than just papers Giant paella - after the advertising campaign in Prague - two big paellas cooked by well-known cookers from Spain. - people able to try it by free - make the product known - make the web page know, since it will be advertised everywhere - realize whether people like the new food -get complains about any ingredient, suggestion desk - to sum up: improve the product and make it known and tasted Overview: Reasons for actions

Methods Segmentation will be done by: –1 st step: Buying primary actions to others companies –web search –studies about which are the most visited webs by our segments – questionnaires about our marketing campaign results… –2 nd step: Taking our own decisions in secondary actions such as marketing campaign, ingredients selection… Marketing mix will be proposed based on claims of selected actions (as it was shown in the previous tables)

Segmentation criteria Segmentation features will be listed: –Narrowing the segment: advertising campaign will be addressed to: Business people: very busy people and interested in healthy, quality and warm fast delivered food. Young people: having fun in friend meetings, Mediterranean food delivered Families: comfortable weekends in the countryside, no cooking, healthy food…

Results Positioning of families, young and business people confirmed previous expectations Marketing mix actions were proposed Growths targets were met An offer for company of client was made

Posters placed in parks, nurseries, schools… a)Information researched is: “Paella” is an excellent dish since it’s nutricious and is delivered quickly. It’s perfect for family weekends in the countryside, in your cottage, where the whole family deserves to have a complete rest!! b) advantage: discounts, for instance, with some special brochures, on delivery, discounts of 50 to 30% will be made; or two for one… Positioning of families

a) Located at the financial center and surroundings, business quarter in Prague, parks… b) Information researched is: „Paella“ is a high quality dish that you (business people) can get delivered warm to your workplace quickly Positioning of business people

a) Posters located in the quarters where there are pubs such as “Prague 1 and 2”, in the underground… b) Information researched is: “ Paella” is a new and original dish, it’s delivered quickly. It makes your party more fun. The best way of eating paella is with “sangria”, a sweet cool drink which contains wine, a little alcohol and sliced fruits. c) “sangria” is given for free when you show the advertising brochure, where the discount appears. Positioning of young people

An offer presentation to company Paellaexpress Warm meals fast delivered Web page: “ paellaexpress.co.cz” Mediterranean image: –Healthy, nutritious and varied –Happy, talkative and funny life. Dishes offered: –“Paella marinera or paella de carne” –Arroz Abanda –Arroz Negro –Fideua

Conclusions Initial problem (the new product for Czech culture) was solved like this… –We made our product known through the proposed marketing campaign (banners, brochures and giant paella). These actions brought … of families, young and business people –It gained popularity among the segment target –During the campaign checking the results of it was possible, improvement made day by day –Make people rely on ordering and paying by internet. Safe system proved

Theoretical approaches were improved by this… –Filling the gabs that our competitors leave. –Improving or using the opportunities that remain in the market, such as a faster delivery Practical approaches were improved by this… –First analyzing the competence –Comparing decisions before taking them in our company –Checking the segment answer after each part of the marketing campaign