Week 2- Marketing Strategy Activity

As a group, imagine that you are creating an entertainment option (bar, restaurant, etc.) for people in
Ankara for when COVID-19 is no longer a major concern. You will upload this at the end of class for
participation points.

1-2 Sentence description of your idea:

Our idea is a restaurant for families with children, and providing children with game area and special
chairs for them.

Segmentation: (Pick 1-2 characteristics you will use to segment the market)

Middle-aged people with middle income

Targeting: (Which 1-2 of these segments will you target and why?)

We will target middle aged people because they are most likely to have children. Also, they were not
able to go out much with their children because of the pandemic. Also, since they have children, they
might be being careful with their expenditure so we will keep our prices affordable for middle-income
families.

Positioning: (What position do you want to hold in target customers’ minds? What makes you different
from existing competitors?)
Children can be a burden in most of the restaurants. Since we will provide areas for children to let
them enjoy themselves, parents can also enjoy their meal better.

4 Ps

Provide some basic notes on how each part of the Marketing Mix will help you implement your strategy.
*Remember that each of these should support the STP strategy you decided above.

Product

Besides the regular menu, we will also provide a children's menu.

Price

Prices will be the same as moderately priced restaurants.

Promotion

We will have posters and brochures introducing our new place.

Place

Easy access, in the city center.