Marketing Plan.

Executive Summary

This report consists of the main marketing strategies of the Pepe’s restaurant franchise
and how it targets and positions its products to meet the needs and wants of their
potential customer. The research shows that Pepe’s had successfully built itself as one
of the well-known chicken restaurant around the globe. The marketing strategy of the
Pepe’s includes three parts such as: segmentation, targeting and positioning. Pepe’s
using demographic, geographic, psychographic and behavioral segmentation.
Development of effective marketing strategy will help to the Pepe’s to attract many
customers and noticeably increase sales. Pepe’s chose a segment, which is
categorized as generation x, to offer a right composition of products and services to
attract that segment. This segment consists of people who have good income and
purchasing power. The perceptions of this segment are: good quality, healthy food and
convenience. Positioning part of Pepe’s company shows how their products/services
differentiate from competitor’s offerings. Marketing mix includes 4ps i.e. product, place,
promotion and price, these strategies have important for the Pepe’s to achieve their
goals and objectives.

Segmentation

There are different categories of segmentation, primarily categorized into demographic,

geographic, psychographic and behavioral segmentation. Demographic segmentation is
one of the most important segmentation. It consists of the target market’s age, gender,
occupation and income. Pepe’s takes these factors into consideration when they gather
information for their target market. Geographical segmentation is whereby the region of
the customers is taken into consideration. This is where regions, countries, city/towns,
population density and climate of the region are noted down before Pepe’s decide to
launch their product into their targeted market. As Pepe’s is a multinational company,
they might have to alter their products, advertising schemes and promotions to meet the
individual needs of the targeted region. Psychographic segmentation consists of the
lifestyles of the targeted market, attitudes and social class. In this particular segment,
target market is often affected by the social class they associate with and also society’s
perception about products. Behavioral segmentation, though closely related to
psychological segmentation, it is differentiated by the customer’s wanting value for the
money they spend to their loyalty to the particular brand.

Geographic

Region is one of the many factors that play a huge role in helping Pepe’s expand its
business around the world. Cities/towns with a high population density would help in
boosting the growth of Pepe’s , for example; UK has one of the countries that have most
outlets of Pepe’s , having more 90 outlets within the region itself. Within the region
itself, Pepe’s is also able to alter their menu to the preferences of the consumer market.
This would ensure that their products would be widely accepted by the targeted market.

Psychographic

Lifestyle of the target market is one such factor that has to be considered by the
company. As according to the lifestyles of the target market, Pepe’s can determine
which type of product would be more receivable and vice versa. In the menu, Pepe’s
made a notation that some of their products would contain traces of wheat, eggs, dairy
or nuts.

Behavioral

Brand loyalty amongst the consumer market for Pepe’s product range is very valuable
to the company. This benefits the company as word-of-mouth amongst the society
spreads faster than advertisements, thus creating a larger, more potential market for
Pepe’s to market its product. With brand loyalty, Pepe’s can be ensured that they have
a sustainable market to launch their products to.
Table will show you the realistic numbers.

Segments Variables Generation Y Generation X Baby Boomer

Geographic Location Pakistan Pakistan Pakistan

Age Children(7-12) Working Adults(40-60)
Teenagers(13-21) adults(22-40)

Parents support, Medium –High High

Demographic Income pocket money

Kids, students Junior

managers Business
Occupation owners
Lifestyle Active, seek for Active, healthy Less active,
vitamins, tasty food food healthy food

Active, quick,
Psychographic Personality immature mind Active, quick, Less active,
cautious, profit cautious,
seeking dominant, smart
consumption

Positive Positive-Neutral
Neutral
Attitudes

Behavioral Brand loyalty Strong Strong-Weak Weak

Targeting

After making an analysis of Pepe’s target market for their product, we are able to
identify their consumer markets. With this analysis, Pepe’s would be able to determine
which market is suitable to go on with. This particular segment of the market is known
as the target market (Area PODS). It is important for us to design our marketing
strategies around a specific target market so that they are able to push the products to
the consumers. This will help the organization to be closer to their consumers, being
able build brand loyalty and customer satisfaction

The segment that has been identified is the segment that called generation X. This
segment in particular has a sustainable amount of income that can support their needs
and wants. According to the demographic analysis that was made, age groups become
an indication for the company about which product to market to that certain age group.
Categorizing the consumers into target markets would prove an opportunity to Pepe’s ,
this is because with the information they gained about the age groups, they can produce
new products that suit the targeted consumers and improve on the existing products.

Values by Pakistan Generation:

1) It Contain healthy food such as: vegetables, eggs, fruits.

2) Low amount of oil, as it can influence on body and organism condition.
3) Comfortable place to sit, not loud music, facilities such as bathroom, baby room
disability stand/parking ,baby chair
4) Reasonable price for youth.
5) Short waiting time
Positioning

Positioning is the strategy, which goals are to occupy position in the minds of
consumers and enable them to form the best image about product. Now-a-days, we
need to make our stability in the Pakistan market known as the world's only one home
of the famous Grill chicken. Thus, our marketing strategy uses product differentiation. It
will bring a great success to the restaurant chain. We can make our position more
strong because we are using flame-grilled and marinated in “piri-piri” sauce method,
which is good for health. On other hand, KFC’s cooking method based on producing
crispy coat chicken, which will cheaper than Pepe’s, but more harmful for health,
because contains gluten. Next, differentiating factor is unique design of each restaurant
decorates its restaurants in accordance with each market’s model. As different markets
have different preferences, so we can decided to use each country’s local resources
and style, while expanding globally. Therefore, each outlet has different style and
design, with references to the local culture and this also became a competitive
advantage among other restaurants.

Now we will do below things to meet future needs.

 Competitors Map

6)
Fast Food
Kfc, MAc

Donalds,BURGER KING
Pizza Hut

Café

Fast Casual BBQ

BBQ
tonight
Tonit
e

Yasir
Arizona Grill, CK,BK, pind broast

5 Star restaurants

Fine
Dining Gunsmoke

Roasters

Low
Medium High

Overall Cost to the

Consumers
Competitor Market Analysis:

In our Market some of our competitor exists. Our Competitor are not seeing very
active on social media. They are running their ad’s on face book, twitter,
Instagram, snap chat, videos occasionally. All our competitors brands are not
doing much digital marketing and nor working on online orders. As well they are
just working or associate with third party web like foodpanda, Eat Mubarak,
Golootlo. Only KFC and Macdonald are digital marketing.
Nando’s

Nando’s Pakistan are not looking active on social media or market segmention
currently so we can grab its customer if we do marketing and replace them sson
with the help of people aware of about our brand.

Gun Smoke.
The brand Gun smoke is offering grill chicken to customers and giving cow boy
style casual dining. But they are not trying to invite the guest in a very special
way.

Yasir Broast

Yasir broast is local chain of Pakistan and provide BBQ and whole chicken to
customer, they serve long years in market but their customer growth still block
due to their marketing plan or management skills.

KFC/MacDonald
These QSR stores are doing marketing on social media and different offers to
their customer. MacDonald are getting much advantage from their happy meal
offer to kids.
Marketing Budget:
We need to stable in market to follow the social media marketing. Our 100 days marketing
budget should be 6.1 Million which wills helps to capture the market. We will divide 6.1 M in
different phases of marketing.

 We need 150000 Flyers and their printing cost will be 200000 (approximately) and
distribution cost of 50000 monthly flyers will be 100000. Its mean total flyer cost will
be 150000 monthly.3 month cost of 150000 flyers will be 450000(including distribution
from news paper)
 We will spend 200000 on social media/digital marketing on every month. Mean 600000
for three months
 We will spend 100000 printing of student coupon and will distribute in entire Lahore
educational institutes with date of expiry of 3 months. Mean 100000
 We will spend 100000 on mobile sms marketing every month
 We will spend 200000 will be spending on PR events every month. Mean 600000 for 3
months.
 We will spend bill boards Marketing/roads steamers for 3 months cost will be 4
million.
 MARKETING COST 6.1 Million for 100 Days

Activity No of flyers Cost Dis-cost Total cost

printing

flyers 150000 200000 300000 500000

Social Media 600000

Coupon 1 lac

MOBILE SMS 300000

Pr events 600000

Road 4000000
steamer/Bill
board

Plan Path
LSM
We will do Local store marketing. We need 50k pamphlets of running deals every
month
Student coupon books:
We need to make student deals and distribute student deals coupon in our
surrounding institutes to capture their groups.
Point redeems flyers:
We should have to introduce new thing in market point redeemed discount.
Suppose if a customer visit our store and placed more than Rs 1500 order we will
offer him 40 points when he will cross 460 point we will delivered them our
chicken grill. It’s in din-in option only. Currently K&ns are doing this.
Official Visits:
We should have to arrange visits from different offices to involve them in our
business. Banks, hospitals, schools, universities, offices, software houses, NGOs
Attract senior citizens:
We should have to launch senior citizen menu and capture them as well. Like to
intro Hot menu mean coffee, tea and soup etc.
Digital Marketing:
We have to more focused on digital marketing because 73% of people using social
media more than 12 hour. We should have to do huge social marketing on
instagram, face book, twitter and snap chat. Because our competitor are not
making this one so we will make it our strength.
Evaluation of Marketing:
Now we should have to evaluate the marketing and will conduct random
interview with students about our promotional event on social media. That where
are we going to capture market share. So I would recommend this to check also
your marketing effects on people.