The purpose of this report is to develop a marketing plan that would guide the agencies or publicists eventually used by Sab-e Restaurant to reach its target market, grow its business, and possibly move the business from a single site to a multi-site chain entity. As Dignam (2002) has pointed out, good marketing involves excellent communication between a business and its customers or clients. Similarly, Kunkel (2004) has noted that successful businesses that become de facto brands rely heavily upon marketing to establish and maintain their image and appeal. It is within this context that the marketing plan is presented.
Sab-E is a digital restaurant combining digital ordering and checkout service with a primarily Japanese approach to food preparation and content. With its emphasis on high-tech dining, health-conscious foods, Japanese cuisine (including sushi and sashimi), and a fashion-conscious and trend-conscious dTcor and environment, the target market for this restaurant consists of males and females ages 18 to 45 or thereabouts who are health conscious, adventurous in terms of cuisine, proficient with or interested in technology, college educated and/or with high levels of disposal income. As Pride and Ferrell (1987) have stated, identifying a target market with these kinds of variables is necessary in order to ensure that marketing strategies and communications are properly positioned.
To reach this target market, several specific strategies are required. First, through various list houses and catalog sales companies, the restaurant will purchase lists of local area individuals or shoppers matching the characteristics listed above. Using e-mail where possible or direct mail if needed, these individuals will be targeted to receive an announcement regarding the restaurant, its features and food, and a discount coupon to entice them to visit the restaurant. Using innovative technologies to advertise a technologi...