For an assignment, I need to open a new Applebee's (The restaurant) in Toronto, Canada.
- Brief description of the marketing mix for this restaurant.
- A short description of product, price (this will be a description of your general price points NOT a detailed price for each menu item), and marketing communication suggestions. Distribution (place) will be the location of your restaurant.
- Provide a brief overview of how the municipality promotes their services (Advertising, PR, WEB, TV, Radio, Internet, Newspaper, magazines etc…)
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The marketing mix for a product is the strategy that is to be used for making that product attractive to customers. It is called a mix because it is a mix of four factors. These factors are product, price, promotion, and place.
You have already specified that the “place” part of the marketing mix needs to be the location of the restaurant. I think there are two main possibilities for an Applebee’s. The best spot would be in something like a strip mall on a busy street near to a residential area. This way, people from the neighborhood could come to the restaurant but it could also attract some business from people driving by on their way to other places. A second possibility would be in a business district, preferably near to a mass transit station.
The price for the Applebee’s would need to be moderate. The price should not be very low because Applebee’s does not want to market itself as a cheap, discount restaurant. On the other hand, it should not be very high because the restaurant wants to appeal to people who are in the middle classes.
The product that Applebee’s sells is “American food.” Lately, it has tried to move towards foods with fresh ingredients and a more varied recipe. However, it is still focused on things like chicken, pasta, and sandwiches. Applebee’s is also selling a casual and family-oriented atmosphere.
Promotions for Applebee’s will be in accord with their target market. They will want to appeal to middle class family people. Therefore, they will want to advertise on TV programs that are popular among such people. They might want to put ads on the sides of busses to be noticed by commuters. They might put advertisements in magazines or websites that are aimed at middle class audiences. (I am not sure what you mean by having “the municipality promote” Applebee’s services.” This implies that the city of Toronto would promote Applebee’s. This would surely not happen as a city is not in the business of promoting any given business.)
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