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Nando's Marketing Project

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by

Fadi Shaker

on 10 December 2013

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Transcript of Nando's Marketing Project

Segmentation
Demographic:
- Age
- Income
- Occupation
Psycho-graphic
- Life Style
- Social class

Inter-marketing
Targeting
Strategy: Differentiated
Young Adults
Prefer Chicken
Up Scale
Secondary Market: Nandinos
Positioning

Fast/Casual dining
Healthy

Value proposition:
More for the same
higher quality, superior taste and healthier form of fast food. Reasonable Prices.

Positioning Statement:
To experiencers and innovators who are looking for healthy, high quality fast food, and friendly service, Nando’s is an Afro-Portuguese heritage restaurant which believes the smallest touches can make a big difference. Together with their love of life, friends, fun, and Nandos' delicious chicken marinated in Peri-Peri sauce, the best experiences are created.

New Cairo

Differentiation
Possible Competitive Advantages:
-
Product:
Chicken and Peri Peri Sauce
-
Service:
24/7 and delivery
-
People
:It's about the people who make the chicken
- Image:
Established
-
USP:
The famous Peri Peri sauce and grilled chicken.
Product
Consumer product
Shopping product
Beliefs and Values: Fun and healthy
Quality
Service
Example:
Price
Value-based.
Target costing
Monopolistic Competition
Product line pricing and bundle pricing.
Promotional pricing.
Promotion
Target Audience: Affluent Youth
Objective-and-task, pull
Ads Appeal: Emotional + Rational
Initially high exposure through broadcast media
PR, focus on word of mouth
Sales: Loyalty
Place
Demand Chain
Value Delivery Network: Horizontal + Conventional
Starts as exclusive and then selective distribution.

Suppliers
Competitors
Public
Intermediaries
Implementation

Coordination with suppliers.

Training waiters and chefs.

Teaser campaigns/advertisements.

Preliminary menu, adjustments and seasonal menus.

More ads in September (Beginning school/uni)
Implementation

Capture and maintain customers with Loyalty Cards and Birthday Campaigns.

Personal communication.

Cost and revenue analysis.

Effectiveness of promotions.
Obrigado :)
Wrap
Control
Surveys to assess marketing objective of 50% exposure.

Random surveys to assess food preparation time.

Quality control (daily).

Evaluation forms sent to emails/smartphones.

Marketing research to get internal data and assess opportunities and threats.
Market Analysis
Marketing Plan
Marketing implementation
Marketing Control
Full transcript