marketing mix 4ps.pptVIP

Marketing Mix (4P’s) Maslow’s Hierarchy of Needs Concept Development Idea-Screening Process Meal Experience Concept Level of Service Cleanliness Atmosphere Atmosphere Pricing Demand Oriented Price Demand Oriented Price Competition Pricing Menu Price Rounding Strategy Page Positioning Food Drink * * Product Price Place Time Promotion Politics (Cem Boyner) → Marketing Mix is a STRATEGY to be applied to different CUSTOMER TARGETS, TO DIFFERENT SEGMENTS SelfActualization Esteemneeds Belongingnessneeds Safety needs Physiological needs Less Convenient + 30 minutes Very Convenient - 30 minutes Very Fast service Slow service High street fast Food store Takeaway service Carveries Pizza restaurants Home delivery Local ethnic restaurants Destination restaurants Does the ides meet customers’needs? Is the group of customers with these needs large enough to make the idea worthwhile Does the food and beverage operator or potential operator have the necessary resources available to deliver the idea? Will the idea generate customer satisfaction? Will the idea generate a benefit to the operation? ? Food and beverage Level of service Cleanliness Hygiene Price Atmosphere ? If there are different type of service, service is mainly the human interface, the personal interaction between the product and the consumer Service can deliver benefits to the customer such as feeling valued and should therefore be part of the concept There are 2 factors affecting service. 1. how timely consistent and organised the service is 2. friendliness and attitude of the staff. Tidy prenises, smart, clean and ironed uniforms and the use of protective gloves have positive cleanliness perception Holding equipment badly, fiddling with hair, bad smell, poorly presented food, poor standards of personal hygiene give a negative impression Sight: furniture, texture, colour, employee, shape, space and customers Acoustic: music, speech, material Touch: Quality of air, quality of equipment with whic