Isma university of applied science business plan

Marketing Plan

The marketing plan reveals in detail the policy in the field of trade and services, prices, advertising strategy, which allows you to achieve the planned sales volumes and take an appropriate place in the market.
The objective of the project is to reach high profitability indicators and ensure wide popularity of the sushi bar. The high growth dynamics of the fast-food market today determines the continuous improvement of business tools and professional enterprise management. Marketing is currently used in all organizations involved in the competition for the attention and money of customers who are free to choose. If you want to succeed, an important principle of the company's marketing programs should be customer focus - the position of the orientation of all activities of the organization on the interests and desires of the client. Customer focus is a customer relationship management tool aimed at making a profit in the long run. It is often said that it is necessary to choose an institution’s marketing specialist who will monitor the promotion, advertising and PR of the bar. In the company, someone must necessarily engage in the formation of marketing ideas, be responsible for their implementation and for working with the media. Many turn to marketing agencies, but this is quite expensive. In our case, the Director General will take responsibility for promoting the sushi bar.
Each successful project is based on USP - a unique selling proposition. USP - this may be an unusual location, menu, room design, service.
Our project is based on the original design of the room. Because main dishes are fish dishes, then the design of the room will be sustained in a marine theme. White, blue colors symbolizing the sea and the bright sky will be used. In the room will be located aquariums of an unusual shape with various interesting fish. The room will be decorated with palm trees. The atmosphere of the room should correspond to a bar where you can calmly and quickly dine during the day, chat with friends or colleagues in the evening in a cozy atmosphere.
To implement this idea, the following measures were taken:

1. 
   An atmosphere of comfort is created in the interior of the hall, which is conducive to a pleasant re-visit to the bar.
   
2. 
   Furniture and seating arrangements are designed to create maximum coziness and comfort for guests with ample space between tables;
   
3. 
   The concept of a restaurant brand and corporate identity have been developed;
   
4. 
   Gourmet cuisine, adapted by a team of restaurant chefs, special attention will be paid to creating an ideal lunch menu offer.
   
5. 
   Rigor in the selection of personnel, the main characteristics - accuracy, attentiveness, goodwill.
   
6. 
   Equipment, inventory, interior items are carefully selected, consistent with the concept.
   
7. 
   A well-thought-out sushi bar promotion program
   

There are several methods for promoting a sushi bar:

• 
  Outdoor advertising: advertising on the radio, in the press, outdoor advertising, billboard advertising, advertising on the Internet.
  
• 
  Internal advertising: print advertising (booklets), souvenir products with the company logo.
  
• 
  Ensuring the quality of dishes, services, customer service.
  
• 
  Sales promotion: discounts, lower prices, the availability of discount cards, prizes, gifts to customers.
  
• 
  PR events: sponsorship, dissemination of information through television, radio, press, speeches of bar leaders in front of representatives of the media.
  

To advertise a sushi bar and attract the attention of customers, you should use as many different types of advertising as possible. Advertising should reflect the best sides of the sushi bar, talk about the best offers, possible discounts.
To promote the project, an advertising company plan has been developed. Sources of advertising are given in Table.
Table
Sources of Advertising by “AJI” (created by the author)

Type	Source
Radio Station	“Uzbek FM”, “Oriat Dono”, “Vodiy ovozi”
Metro Station	Putting advertising banners on “Chilanzar”, “Mirzo Ulugbek” and “Novza”
Mass Media	Telegram, Whatsapp, Instagram and Facebook
Website	“Yellow Page” Information Website
Flyers	Nearby business and shopping centers
Friend Referral	10% discount for bringing a friend to loyal customer program

In the first month, on the first visit, a “Loyalty Card” is issued to all guests, providing for a discount of 5%. Further, the cost of this card will be 10 000 – 15 000 Som apiece.

If the total amount of bills for the year reaches 3 500 000 Som. (or 4 500 000 Som for 3 months) or when paying a one-time invoice for two persons over 300 000 Som, a Silver Card is issued, with a 10% discount.