2.

4 Product/Service Offering

■ Healthy nutritious food

OOO will have a special menu that includes children friendly delicious

and healthy meals. Today parents are afraid of the epidemic called

obesity, and they want to give healthier meals to their children. The

restaurant is going to serve healthy foods like fresh fruits, vegetables,

whole wheat bread, and whole grain pasta instead of regular pasta,

low-fat milk, fish and chicken.

Special attention will be given to the following:

o Meal quantity should be adapted to children

o Food should not be over-salted, too hot, or too fatty

o Without the permission of their parents, OOO will not give any

sweets to children

OOO will also give attention to how the food looks like on a plate,

children would eat even raw vegetables if it is served nicely and

parents will come again for more. With a little effort and imagination

we make each plate can look like art so the kids are attracted to it.
 There is also going to be an option where children can make their own

pizza. The pizza base comes with fresh tomato sauce on the top and

kids can choose their own three toppings from cheese, chicken, beef,

mushrooms, spicy pepperoni or tuna fish.

■ Playtime activities for kids

There are going to be board games, paints, crayons, play dough,

activity sheets, giant tic-tac- toe boards and interactive storytelling

sessions to keep the children entertained.

■ Family friendly environment

At OOO we try are going to strive to create a family-friendly

environment. Most parents are accustomed to scoping out restaurants

and shops to see how kid-friendly they are before entering. Here, we

will provide high chairs and restrooms with diaper changing tables; an

indoor play area where restless kids can run around in while the

grown-ups dine. OOO offers fast and friendly service and a low-key

attitude.
 There is also going to be a story board where kids can pin their

drawings and doodles and the parents can write up funny and relatable

short stories or unique parenting hacks to get the feeling of sharing

something.

We have planned all this for the customers to get the feeling that they

are not just here for the food, but they here to experience the whole

atmosphere. OOO will do everything possible to make the

establishment comfortable for the customers so that they can reward

us with their loyalty.

3.0 Marketing Strategy

The key to the marketing strategy is to provide kid friendly meals which are

hearty, nutritious and made with fresh ingredients. Also provide fun

activities for children and focus on friendly and prompt service to the

customers. So, the strategy is targeting in making OOO a fun place for the

entire family to enjoy both eating and playing and emphasizing on customer

intimacy, responsiveness and affordability.

3.1 Mission

Our mission is to create a healthy relationship between food and children.

We will dedicate ourselves in providing the highest quality food and service
to children as well as their family. We promote a nutritious and healthier

lifestyle that exceeds our clients’ expectations; building a friendly

environment where children would love to eat.

3.2 Target Markets

3.3 Positioning

OOO will position itself as a restaurant that provides delicious and nutritious

meals specially designed for children and a place which has the perfect

atmosphere where both children and parents can relax, enjoy and have

loads of fun. The brand mantra of OOO is “Family, Food and Fun”

3.4 Strategies

■ Competitive Edge

OOO has the following advantages over its leading competitors:

 Unique concept of healthy food and kids friendly environment

 Choice of healthy organic ingredients compared to most fast food with low

nutrition values.

 Our innovative concept of self-chosen mix of ingredients by customers

according to their own preferences.

 Fun and relaxing atmosphere for kids as well as others

■ Marketing Strategy

In the first year, OOO promotion strategies tend to be less costly and are

divided into in-store promotion and local promotion. We believe that

word-of-mouth advertising and local promotions are better ways to bring

customers to our restaurant.

The first year’s promotions are mostly:

 Social Media

 Wall posters

 Brochures with company introduction, comprehensive menu and

nutrition values

 Delivering flyers with coupons outside schools

In the second year, OOO will increase the budget on advertising and will

extend the promotion strategies.

■ Sales Strategy

The sales strategy aims at converting potential customers and first-time

customers into long-term customers to support the sustainable

development of OOO. The tactics include membership system. Customers

can apply for membership and have discounts in purchases. They will

receive our most updated information through email and SMS.

3.5 Marketing Program

■ Pricing

OOO will plan to implement comparative pricing strategy where the

market price will be similar to the competing brands but will offer a

much better enhancement through differentiation that other brands

lack.

■ Distribution

■ Promotion

 Print media – OOO will place adverts on national dailies. Print media

has high penetration power at lower expenses. Newspapers are still

widely accepted in the community and this will provide the target

audience with a visual imagery. Brochures and flyers will be

distributed outside schools.

 Internet – OOO will tap into social media to amplify communication

with the target audience. There will be the OOO website which will

provide a rich source of information about the product and services

we will offer. There will be information about the menu, or any new
 meals introduced to the menu, all the special discounts and offers

and such.

 Word of mouth – A good product/service often leads to satisfied

customers. We expect our products and services to provide exactly

that and expect the satisfied customers to spread news about 000

amongst other potential customers.

■ Customer service

Staffs are encouraged to be friendly and provide service with a smile,

be patient, try to have short wait times and prioritize in making

customers happy. Responsiveness, integrity, mutual cooperation and

respect will be the key factors in customer service.

5. Contingency Planning

Difficulties and Risks

 Competition from others already established in the market

 Availability and prices of raw materials

 Marketing techniques are not effective

 Governmental issues

Recommendations

 Financial crisis
 Postpone promotional campaigns

 Cut operational and variable costs

 Failure in marketing strategy

 Offer discount on showing the last visiting receipt

 Contract with different schools on special occasions

 Run awareness campaign about healthy foods

 Failure in pricing strategy

 Survey customers and change the strategy accordingly