PRINCIPLES OF MARKETING

Assignment Group 01 SB0702

HANBOK Restaurant

HANBOK Restaurant

Marketing Strategy

contents
1) Executive Summary..............................................................................................02

2) Background .............................................................................................................02
a. Companys Background ................................................................02
b. Introduction about the Product/Service ................................03
c. The purpose of the marketing plan ..........................................06
3) Situational Analysis .............................................................................................07
a. Company Analysis......................................................................................07
b. Marketing Environment Analysis ........................................................08
c. Customer Analysis .....................................................................................10
4) Competitor Analysis.............................................................................................13

5) Marketing Strategy ...............................................................................................15

a. Segmentation and Targeting Strategy ................................................15
b. Positioning Strategy..................................................................................15
c. Marketing Mix (4Ps) .................................................................................16

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I/ CONTENT
1. Executive Summary
Today, the Vietnamese economy is in the process of globalization. Go along with it is a
tremendous spread a culture. South Korea emerged as a powerful national influence the
people and culture of the region, as well as the world. Through cinema, music, fashion ...Korean
culture gradually became a wave in most of the countries, including Vietnam. That leads to a
range of services to follow the model of Korean culture as Korean shop clothes, Korean
eateries ... Korean cuisine is said to match the taste of the majority of Vietnamese. So more and
more Korean restaurants are opening in Vietnam day by day. The competition is extremely
large when the customer is limited while there were so many vendors. That forced the
restaurant, restaurants to have your own marketing strategy plays against pressure from
rivals. Here is the solution marketing strategy, effective group that we had planned to make for
their products.

2. Background
a) Companys Background
Old Vietnamese men often said: "eat to be full, wear to be warm" to refer to the importance
of food and clothing. But when society grows, the thought was becoming: "live to eat, wear
to be nice" to show the sophisticated in the way of food, clothing. The introduction of
Korean culture in Vietnam needs to enjoy the South Korean main dish of the people in
general and youth in particularly strong increasing. To meet urgent needs, many Koreanstyle restaurants have been open. After a while, the client gradually restricted to this
restaurant for many different reasons such as price, quality of food, service attitude of staff,
not Korean imbued, etc... Realizing the huge potential market of Korean restaurants, we
decided to set up a new-generation restaurant and overcome the weaknesses,
shortcomings from the model has a completely different style compared with the existing
style restaurants in the area. Since then, the HANBOK was born.
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When we talk about Korea, we cannot forget about their traditional costume, thats Hanbok. Hanbok
has become the best characteristic thing in Korea. Inspired by this, we decided to take the

Hanbok" as the name for the restaurant, to create maximum inspiration for guests when
they come to shop and recommend the most special services of the restaurant. When you
come to the restaurant, the first words you will see: "Tri nghim Hanbok, ni saranghae",
and this is also the slogan of the restaurant. Saranghae in Korean means "I love you". This
slogan speaks our wishes when the guests come and be satisfied all of the services

Our Logo

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b) Introduction about the Product/Service

o Product
Korean food and drink: We serve traditional Korean food that often appears in the media,
especially film and social networking, including:
Kimbap: is a popular Korean dish made from
steamed white rice (bap) and various other
ingredients, rolled in kim (sheets of dried laver
seaweed) and served in bite-size slices. Gimbap is
often eaten during picnics or outdoor events, or as a
light lunch, served with danmuji or kimchi.

Tteokbokki: is a popular Korean snack food

which is commonly purchased from street vendors
in Korea. It was a braised dish of sliced rice cake,
meat, eggs, and seasoning.

Bibimbap: is a signature Korean dish. Bibimbap

is served as a bowl of warm white rice topped with
namul (sauted and seasoned vegetables) and
gochujang (chili pepper paste). A raw or fried egg
and sliced meat (usually beef) are common
additions. The ingredients are stirred together
thoroughly just before eating. It can be served either
cold or hot.

Jajangmyeon: is a popular Korean dish. It

consists of wheat noodles topped with a thick sauce
made of chunjang (a salty black soybean paste),
diced meat and vegetables, and sometimes also
seafood.
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Naengmyeon: is a Korean noodle dish of long

and thin handmade noodles made from the flour
and starch of various ingredients: buckwheat
(potatoes, sweet potatoes), naengmyun made with
the starch from arrowroot (darker color and
chewier than buckwheat noodles), and kudzu (chik).
Naengmyeon is served in a large stainless bowl with
a tangy iced broth, julienned cucumbers, slices of
Korean pear, and either a boiled egg or slices of cold
boiled beef or both.
Dak galbi is a popular South Korean dish
generally made by stir-frying marinated diced
chicken in a gochujang (chili pepper paste) based
sauce, and sliced cabbage, sweet potato, scallions,
onions and tteok (rice cake) together on a hot plate.
It is a local specialty food for the city of Chuncheon,
Gangwon Province, where dak galbi originates.
Because of its origin, the dish is also called
Chuncheon dak galbi.

Samgyetang: is a variety of guk Korean soup,

which primarily consists of a whole young chicken
and Korean ginseng. The dish's name literally
translates as "ginseng chicken soup" in English.
Samgyetang is traditionally served in the summer
for its supposed nutrients, which replaces those lost
through excessive sweating and physical exertion
during the hot summers in Korea.

Kimchi jjigae: is a variety of jjigae, or stew-like

Korean dish, made with kimchi and other
ingredients, such as scallions, onions, diced tofu,
pork, and seafood, although pork and seafood are
generally not used in the same recipe. It is one of the
most common jjigae in Korea.

And other delicious, supplements and famous Korean food.

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o Service
In general, our restaurant will serve customer to eat and bring to them a Korean space so
that they can experience. Customers will wear Korean costumes-in case they need-with no
cost. Taking pictures is absolutely offered.
Another service that support for our finance is that we will rent our clothes for the outside
customers. Identifying that the Youth have the demand to wear special clothes in order
taking pictures or they will use Korean costumes for other reasons. When research in Da
Nang, it seems that in Danang, Korean costume is not popular or it can be said that very
rare. From this identifying, our restaurant will order more a numbers of clothes and for
rent for whom who have demand. This can be seen a business which comes from the
derived demand and will help our restaurant sooner to get the break event. The cost for a
costume will be 40 thousands dong for per day.
c. The purpose of the marketing plan
This model is a new Korean restaurant in Da Nang City. Although this is a new restaurant and
have many differentiations with other restaurants, but HANBOK has to face some difficulties if
it will be maintained. Thus, HANBOK need an effective marketing strategy that customers will
receive the full its value, have strong relationships with the restaurant and it can be able to
capture value from customers in return. It requires us, the members of the company to work
seamlessly together, get step by step in the process of confirmed the position of the HANBOK
in customers mind for a long time.

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3. Situational Analysis
a) Company Analysis:

SWOT Analysis
STRENGTHS

OPPOTURNITY
1. The tourism in Da
Nang is developing,
which is attracting
many domestic and
foreign tourists, so we
can expand the target
of customers such as
tourists.
2. Due to new type and
style, we havent had
direct competitors and
it seems easy to
overcome
the
competitions about all
aspect.
3. The youth is having
been influenced by the
cultural
of
Korea.
Therefore, the large
amount of potential
customers.
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WEAKNESS

1. Bring a style that is newer than the

same kind of services in market.
Leading the way in the Korean
restaurant in Da Nang in the aspect
of experiencing a full cultural of
Korea about the surrounding
space, ways of eating and drinking,
clothes.
2. Reasonable price, high competitive.
3. The staff is young, professional,
agile and friendly to create
intimacy for customers.
4. There are many new, rich and
diverse services, offering many
attractive incentives for customers.

1. Still small scale

2. Korean restaurant type is a
service which not most
people like.
3. Lack of management and
operate experience in this
model.
4. Having
not
formed
relationships with customers
yet.
5. New brand, so many people
havent known about yet.

1. Strengthening market survey to

know the needs of current
customers, expand understanding
the needs of tourist customers.
Through that, there will have
changes in operate method that
will be more suitable for customer
demands. (
)
2. Add many novelty services.
Thereby, raising the influence to
customers.
(
)

1. Diversifying service.
(
)
2. Take advantage of the unique
position on the market that
having not direct competitors
yet so that we can develop
products, promote the brand,
attract
customers
and
improve management skills. (
)

HANBOK Restaurant

THREAT
1. This type has very low
barriers so it has
potential competitors.
2. Must create the deep
impression
in
the
customers mind.
3. Pressure in maintaining
the number of regular
customers.

Marketing Strategy
1. Take advantage of opportunities to
take the long-term development
strategy
and
maximize
the
available resources., make the
barriers higher and stronger to
competitive
with
potential
competitors. (
)
2. Maintain and improve these
services to make the deep
impression on customers.(
)
3. Develop the staff and maintain
reasonable price to raise the
number of regular customers. (
)

1. Perform
the
brand
advertising campaign such as
flyers, social networking,
journalism, media ... (
)
2. Diversification the target
customers base on available
relationships
and
social
networks (Facebook, Twiter,
etc)

b) Marketing Environment Analysis: focus on key macro-environment

forces
Demographic: According to the Population Census, now, average population of Da
Nang is nearly 1000.000 people. In that, the age 15-30 is more than 207,000 people.
Occupying for a significant part of the population structure. In addition, population
data are pupils, students, new people from other places to work in the city to live,
work about 59.4 thousand people.

Economic: Da Nang is a major economic center of the central region. Da Nang is

known to be one of the young city, the most dynamic economic and currently in a
strong development momentum. 2012, in the context of crisis economic situation,
economic of DaNang maintained steady growth. This is a market with great
potential.

Nature: Da Nang is located in the temperate climate and low volatility, climate
change is not clear. That facilitate to people's life convenient in work as well as
entertainment. Consumers easily go out to come to the center, restaurant...

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Political
The diplomatic relations between Viet Nam and Korea have been established for
more 20 years (22-12-1992), but two countries have been close for a long time and
they have many same points in history as well as culture.

In the context of

globalization and economic integration, the two countries have great potential
which can help each other in the process of cooperation and development.
Moreover, the cooperation of Vietnam - South Korea also gets the strong promotion
by the political leadership of the two countries. Therefore, after 20 years, Vietnam
and Korea relations have developed spectacularly as a typical example of the
bilateral cooperation in the region.
The aid amount is also increased through the years. Korea's ODA for Vietnam in the
period 1993 - 2008 reached $ 471.4 million; but only in the last 3 years (20092011), Korea has committed to support $ 1 billion for the project development of
Vietnam. Until 30.06.2012, Korea has nearly 3,000 project investments in Vietnam
with a total registered capital of nearly U.S. $ 24 billion, which increased about 100
times in compare with the original time. Korea became the largest foreign investors
in the countries and territories that invested in Vietnam.
Base on the strong development of the relations in the past 20 years, we firmly
believe that the cooperation between Vietnam and Korea will continue to grow
stronger and more profound in the near future.
Culture
Hallyu, the Korean wave, spread in Viet Nam more extensively than any other
country in the region. Exchange Fund the Korean cultural industry published
research results based on the evaluation index of the public's level of fans for the
Korean Wave in Asia. Accordingly, Vietnam ranked fourth favorite level of Korean
The cultural industry exchange Fund published research result, which based on the
evaluate index of the level of fans to the Korean Wave in Asia. Accordingly, Vietnam
ranked fourth in favorite level of Korean Wave.

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In 1997, the first Korean movie "Yumi - My Love" broadcasted on VTV1 and "First
Love" on VTV3 of Vietnam Television, which create opportunity for bringing Korean
culture to Viet Nam-especially to the Youth. Afterward, there are many movies from
Korea broadcasted in Vietnam. These events marked the time when Vietnamese
begin know the Korea culture.
Through cinema industry, Vietnamese got familiar with Korea culture. They interest
and search everything from Korea, remember their actors name, use Korean
products, study Korean language. From these, entertain industry, fashion and food
start coming to Viet Nam.
From that moment, people tend to know about Kimchi, Bibimbap, Tteokbokki ,
Japchae or Samgyeopsal become familiar with Vietnamese and they seem to like
this new cuisine. Nowadays, many Korea restaurants are opened in many cities in
Viet Nam as an evidence for the development of cultural exchange, relations Viet
Nam and Korea.

c) Customer Analysis: description of target market segment and analysis of

their purchasing behavior
Target customers

The target customers that our

restaurant will serve are the youth
in Da Nang city. They are dynamic
young people and they like to
explore and enjoy new things. They
also often eat out with friends
rather than at home. The target customers are divided into two groups. They are
students, people with ages between 15-25; and people who have graduated and are
starting building a career, people with ages about 25-30.

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People in 15 - 25
Characteristics and purchasing behavior:
-

This group is dynamic and they often change their purchase behavior. They tend to
purchase complicatedly, depending on their interests and their psychology. They like new
things and want to try new feelings.

They are the ones who do not have jobs, not create income yet, but they receive great
attention from their parents. So they always have a small amount of money to use in
months.

Young people with age about 15-25 usually have three main choices for expense:
shopping, go out to eat at restaurants with friends
and going to the movies. Particularly, young people
in Da Nang love enjoying meals with friends.

Young people often change their shopping habits.

They are rarely concerned with brand loyalty. There
are come to a Korean restaurant because they want
trying a new feel and good food more than come to a restaurant by which brand.

They are often impacted by friends as well as shopping experience:

The influence of friends in the same age is an important factor for buying decision of
young consumers. They usually shopping or go out to eat at places where their friends
frequently choose. On the other hand, how they are treated when shopping is also an
important factor that develop the loyalty to the brand. If they feel that they are respected
when purchase, the young customers tend to like that store or brand. Otherwise, they will
leave the store or brand and may tell their friends about their negative experiences.

Aside from these above, young people are being affected greatly from their idols. The
Korean pop music scene has ingrained into the mind of young people and this contributes
to increase their interest to Korean food.

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Marketing Strategy

Gender also contributes to create the difference in the consumption patterns of young
people. The girls were influenced by Korean culture (music, movies) more than the boys, so
they tend to come to the Korean restaurant than the boys.

People in 25-30
Characteristics and purchasing behavior:
-

This group is considered to be mature. Most of them have graduated and some have job
and income.

Although they have less need to experience new things such as Korean food culture, they
have a great demand in developing their social relationships through eating.

Most of them often need a peace atmosphere. Therefore, Hanbok may be a suitable
destination

Young people often change their shopping habits. They are rarely concerned with brand
loyalty. Their main purpose while come to a Korean restaurant is trying a new feel than
good food.
People who are in 15-25 tend to go out in groups,
while who between the ages of 25-30 is that there
tend to come in pairs. Therefore, restaurant will
develop a marketing strategy for each group
accordingly.

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4. Competitor Analysis: description of major competitors in the market and

their marketing strategies

i.

Analysis of similar restaurants in Danang area

Name of

Average Price

Features

Position

restaurant

Customer

Service quality

popularity
Wifi, air

Little Seoul
70-110

cozy, luxurious,

conditioner,

139 Nguyen

Guardman,

Chi Thanh

serve foreigners
little

Park car
Saranghae
40-60

Wifi, air

113 Nguyen

conditioner,

Chi Thanh

Cozy, serve for

Most popular

Park car
KiKis qun

20-40

price

Small kiosk.

K112a/11

On the street

Trng N

Cheap, not
Popular

Vng
Dea jang Geum

sophisticated. Serve
for mass customer

Small
30-70

teenager, suitable

Popularity style,

restaurant,

115 Nguyen

park car,

Tat Thanh

little

just korean food,

decorate is normal

guard man
ii.

Potential competitors:

The idea of opening a Korean restaurant with low barriers which leads to the risk of
having to compete with new rivals for HANBOK.

The introduction of new types of services also bi-risk copy from other individuals
and organizations, reduce the featuring images of HANBOK and reduce turnover.

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iii.

Marketing Strategy

Supplier:

Rising raw material prices due to economic fluctuations.

Ability to supplier quality assurance.

iv.

Client:

Customers who have habitation go to the famous restaurants available on the

market as Phi Lu, Huong Cau, Ba Thoi shops that are rarely interested in a new
restaurant opening as HANBOK

v.

Customers require consistent service quality and worth the money they spent.
Substitutes:
There are a lot of restaurants Da Nang. Customers have the ability to choose

between the restaurant like Phi Lu, Huong Cau, Bia To, Vuong Beo, Tran Restaurant, Little
Seoul instead of Hanbok. That is a big threat for HANBOK as well as the company's
marketing strategy plan. Kiki and Little Seoul focus exploited by the media array, the
social network for marketing their products. Little Seoul uses flyers to advertise their
product at many locations in the city because the majority customers of Little Seoul use
less time per day to browse a internet to check the information. After the analyzing of the
characteristics of each marketing alternative products. We had a combination of their

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own to make sure your opponent's weakness is our strengths.

5. Marketing Strategy
a) Segmentation and Targeting Strategy
Geographic
Demographic

Psychographic

City
Age
Relationship
Education
Occupation
Personality
Lifestyle

Danang City
15 25; 25 - 30
Single; In open or close relationships.
and

Pupils, students and new workers.

Love to explore, curious
Influenced by Korean culture

b) Positioning Strategy
Differentiation
Costume: when customers come to our restaurant would have opportunities to
wear the traditional Hanbok, are designed simply that it is most convenient but not
less attractive and beautiful
Space and back-ground: We have a space is designed and arranged in simple,
gentle and characterized Korean from tables, chairs, doors, to color. In addition, we
also decorate the walls with the back-grounds that are the Korean landscapes and
representations for customers take picture in delight.
Waiters: Our waiters, outside the main mission is taking orders from customers
and delivering dishes from kitchen also willing to advise customers about menu
and help customers choose the items that are appropriate with status (events,
feelings)
Event: We will periodically organize an event called My Idol Day for fans of
Korean stars or idol.
Presents: After using our service at our restaurant, customers also have
opportunities to get small souvenir items that are meaningful.

Positioning
Very Korean: When think about our restaurant, customers are not only thinking of
eating Korean food, but also thinking of the Korean cultural experience.
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c) Marketing Mix ( 4Ps)
i.

Product
Menu

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Marketing Strategy

HANBOK Restaurant

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Marketing Strategy

HANBOK Restaurant

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Marketing Strategy

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-

Marketing Strategy

Service

Bn mong mun iu g khi n mt nh

hng Hn Quc ?

Following to the chart, eating and experience Korean tradition will be two main services that
Hanbok will bring to customers.
-

Eating

Theo bn mt nh hng Hn Quc phc v

loi mn no s ph hp ?

Certainly, people going to Hanbok will be served dedicatedly with various menu so that customers
can choose many food and enjoy them. Our restaurant will make sure about the quality of food
and also the quality of the staff. The purpose of our restaurant is that bringing a new eating space
so that people can eat in the best condition. Eating is does not mean full of food; it is also means
delicious and satisfy. Moreover, according to the chart, our restaurant will have serve main meals
for the majority demands.

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Experience
Nu c mt nh hng Hn Quc m
ngoi vic n ung, bn cn c th tri nghim
hon ton vn ha Hn. Vy bn c mun
thng xuyn n y?

Experience is one of two most important things in our service. It includes many factors: Wearing
Korean traditional costume, Korean space, and taking photographs is absolutely something which
cannot be missed.
-

Korean Traditional costume

Khi n nh hng ca chng ti, bn s c

mc trang phc Hn Quc, bn cm thy nh
th no?

Bn thch mc kiu trang phc nh th

no?

Hanbok restaurant creates opportunity for customers to wear the Korean traditional costume.
When going to Hanbok, the customer will be offered to wear in case they want. Certainly,

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customers can take pictures in a Korean space so that they can save their moment or post in
Facebook or something else like that to share with their friends about their experience. The most
special thing for this is that customers do not have to pay any cost; it is free!
Moreover, in our survey, when being asked to choose between sophisticate and simple feature for
costume. The number of people who choose simple is larger, and then, the costume will be simple,
with many sizes and different colors.
The costume will be designed such that customer will wear them easily and conveniently. The
cumbersome and complex details of the original costume will omitted to make it suitable. Our
costume will be something like this form.

Clothes for women

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Clothes for men

About the staff, they will wear the other clothes, which are also Korean tradition.

Clothes for receptionist

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Clothes for the waiters

-

Korean space

Bn mong mun n mt nh hng c khng

gian nh th no?

Bn thch kiu trang tr no?

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Our restaurant will be totally decorated basing on the Korean tradition. Therefore, customers will
feel a very Korean space in their room. Room will be divided separately so that they will not feel
being annoyed and they will also have no worry about taking pictures and being looking at.
Decoration will be designed simple and gentle for customers.
The table will be low and customers will sat in the floor with the mattress like the way Korean
usually sit when they are eating. Music is absolutely from Korea. No Vietnamese music or other
foreign music will be played.

Regarding the way to layout the space, there will be two floors. On the first floor, there will be a
space for the reception, a large room which is usually for those held parties or events, a toilet, a
kitchen and a small space for moving and distributing food. On the second floors, we will divide
the space into 8 small rooms, a toilet room and also a small space for receiving food. Among every
room, there will have scroll windows and in front of every rooms will be pushing door

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Structure of Hanbok Restaurant

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ii.

Marketing Strategy

Price

According to the survey, when customers are asked about the level of concern about price, up to
57% of customers are very interested and 28% are interested, while only 2% of customers are
surveyed do not care about this issue. Thereby show that customers tend to be very concerned
about the price when they go to restaurant. Therefore, our restaurant will focus on the valuation
stage, offer reasonable price, most satisfied customers.

Rt quan tm

64

57%

Quan tm

31

28%

Bnh thng

15

13%

Khng

1%

Rt khng quan tm

1%

Pricing for each dish.

Example : Kimbak dish.

Materials for a Kimbak dish :

Materials

Price

Seaweed

4.000

Rice

1.500

Sausage

500

Eggs

1.000

Vegetables, cucumbers
Sesame
Total

1000

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Marketing Strategy

According to survey results, when customers are asked about the price / dish they pleased when
go to a restaurant, 43% of customers satisfied with
40.000 60.000/dish item, 50% satisfied with 25.000 40.000/dish. With the total cost for the
fixed cost above, the restaurant will offer the average price for an item is 40.000 60.000.

25k 40k/mn

55

50%

40 60k/mn

48

43%

> 60k/mn

7%

Price drops 1.000

For example: When a dish is priced 40.000 and a dish is same for 39.000. In the feel and
impression of customer about dishes for 39000 which is a lot cheaper, while 1000 is very
small, not influent much on the profitability of the restaurant, by contrast, it can promote more
consumption.
Accordingly, each dish on the menu of the restaurant from 40.000 39.000; 50000
49000; 60.000 59.000.
Hanbok will create a competitive advantage in price.

Fixed costs for one year

Total
(thousand ng)

12 months

Unit cost
(thousand
ng)
7.000

Table

20

1.000

20.000

Cushion

100

60

6.000

Bowl,

100

600

Roll
Number
1

List

Units

Rent

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HANBOK Restaurant

Marketing Strategy

chopsticks
Dish

130

1.040

Big Bowl

40

15

600

1.500

6.000

Electric Cooker
Pots
Hanbok

70

400

28.000

Staff Clothes

600

3.600

10

5.000

45.000

12 months

1.500

18.000

500

2.000

13

Decorative
room
Electricity and
water
Sound (
Speaker)
Salary ( *)

365 days

840

306.600

14

Total

11
12

573.584
574.000

(*) Salary:

Time

Job

Quantity

Morning shift
( 7a.m -12a.m )

Chiefs
waiter
receptionist
guardian

1
1
1
1

Afternoon shift (
12a.m 5p.m )

Chiefs
Waiter
receptionist
guardian

2
2
1
1

Night shift
( 5p.m -10p.m )

Chiefs
Waiter
receptionist
guardian

2
2
1
1

1 day
Break-even point

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Salary
( thousand ng )
70
50
50
30
= 200
140
100
50
30
= 320
140
100
50
30
= 320
Total : 840

HANBOK Restaurant

Marketing Strategy

- Average profit per dish = Average price per dish Average cost of materials per dish
= 50.000 20.000 = 30.000
- Break-even point will be reached when:
Price

Units = Fixed cost + Variable cost or Revenue = Total Cost

Number of products = Fixed cost

= 574.000.000

(Price Variable cost)

30.000 = 191.333 (units).

Average daily restaurant sells about 100 units 191 (days) to break even.
In addition, instead of buying 50 Hanbok costumes, restaurant has bought another 20 units to
become 70 units. The first is to be able to provide enough apparel to customers in the party (if the
customer needs). Furthermore, when order more, the distributor will have more deals, more
discount from 420.000d 400,000 for each product. And order to quick to recover capital,
restaurant open services for rent with price: 40k / 1 day / 1 unit .According to market research,
this is a very reasonable price.
Furthermore, we also provide drink and alcohol, with about 5.000 per unit in profit, we will
reach the break-even point earlier so soon.

iii.

Place
Geographical location.
The location we will put ours restaurant on Hai Phong between Nguyen Thi Minh
Khai and Le Loi Street, running parallel to the main road Le Duan. We chose this
location because it is located in the city center. Furthermore, there are two high
schools nearby this location are Tran Phu High School and Phan Chu Trinh High
School. Around which there are have some universities and colleges such as the
ng University, College of Technology....
This location is convenient for the target customers of the restaurant are students in
the city of Da Nang. Because the restaurant is located in the city center should
facilitate the transfer of the customer, and do not waste time waiting for
appointments that can come the restaurant immediately after their study to eat and
entertainment. Therefore it is promises to attract the attention of the majority of
young people in the city of Da Nang.
Layout method

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HANBOK Restaurant

Marketing Strategy

Restaurant builds a layout very scientific and modern.

First, when customers come to restaurant, clients will contact the reception. In
here, the receptionist will take the necessary information such as the number of
people, select set menu (if any), needs clothes or not then handed over to the
waiter brought to the room.
After check-in, customers will be service personnel introduce and guide the
selected item. While waiting for the food came, the customer will be provided
Korean traditional costume "Hanbok" (if required) to take souvenir photos
space between authentic Korean restaurants. Costumes are available for diners
throughout the meal.
Prepared food in the kitchen then transferred directly onto the floor served
through automatic elevator system. After the food is moved up, the service staff
will be notified through the system bell.
If the customer wants to call more dishes or questions can be used at each door
bell system to call the service personnel. Employees will immediately the rooms
rang the bell to solve for customers.
After eating, guests will be directed to payment at the front desk and get the
items here, if any.

The order channel

Customers wishing to set a party or book a table can contact directly to
the receptionist.
Hot-line 0511 311 3311
E-mail hanbokquan@gmail.com
Or direct contact with the front desk department.
Customers will be provided promotional information, events of
restaurant and menu on the main website of the restaurant Hanbok and
the restaurant's fans page.

iv.

Promotion

Advertising
Spam events: We will create a large number of events and invite all our friends , in
the same time with the same message HANBOK!! Sp xut hin ti Nng get
customers attention, and curiosity.

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HANBOK Restaurant

Then we will gradually post the

information on these events as
another form of spam to our
customer for identifying follow
systematic way, the first is our
logo and slogan. And then, we
post our poster content
message Khng ch n, m cn
l
tri
nghim
attach
information about services,
address, contact information to
arouse desires of customers

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Marketing Strategy

HANBOK Restaurant

Marketing Strategy

Creat fans fage and group: we creat fans fage and group not only for the purpose of
receiving feedback, we also provide information about activities such as promotion of the
restaurant in next time to pull and obtain customers use our products and services.
Write positive comment into websites (monngondanang), forum (voz, hihihehe):
with writing positive reviews of our restaurant on websites and forums those have many
visitors, we can promote image and attract the attention of customers.
Sales promotion
Discount: in the first opening week, we will discount all items 20 % to promote
procurement activities and relationships.
Presents: With each bill over 300.000VND, we send our customers a small souvenir or
small dishes.
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HANBOK Restaurant

Marketing Strategy

Example for present

Grateful cards: Also with each bill over 300.000VND, we
send to customer a grateful card instead of our thanks. For
every five grateful cards, they will receive 15% discount for
the next time they use our products and services. Besides
that, with the code number on the card, we can also know
how often the customers is to make improvements in
making better promotions.

Publics Relations (PR)

Event My Idol Day: The customers will have chances to incarnate into Korean idols,
stars who they love, build up relationships with people who have same interesting, through
voting on our website. Once a month we will hold a special event for building good
relations with the companys various publics by obtaining favorable publicity, building up a
good corporate image, and handling or heading off unfavorable rumors, stories, and events.

****************THE END****************

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