SEMINAR PROJECT

MARKETING STRATEGY OF LOCAL FOOD

Naďa Psodorovová
 SERBIAN TRADITIONAL CUISINE

• Very diverse

• Affected by Balkan countries, Turkey & Hungary

• Big usability of meat

• Main national dishes: pljeskavica, kajmak, ajvar, Karadordeva šnicla,

perch from Smederevo, Bela čorba (White soup), sarma

 SKADARLIJA
• Bohemian part of Belgrade

• Cobblestoned street – 500 meters long

• In the centre of Belgrade

• Old architecture, traditional food and restaurants

• Artists from Belgrade

 RESTAURANT TRI ŠEŠIRA
• Real pearl among Skadarlija restaurants

• 150 years old

• The building was previously house of a craft shop that ahd three
wicker hats as its logo- that is how the restaurant got its name

• Traditional Serbian specialities

MARKETING MIX
 PLJESKAVICA
- Serbian hamburger

PRODUCT - Numerous variations

- Largest pljeskavica-
Leskovac in 2016- 63 kg
PLACEMENT
• Skadarska street in Belgrade city centre

Tourists attraction near the restaurant:

• Kalemegdan park

• ZOO

• The Church of Saint Save

• Knez Mihailova Street

 PRICE
• Prices of pljeskavica are different in every restauration

TRI ŠEŠIRA: 1080 RSD/ 215 CZK

DVA JELENA: 990 RSD/ 197 CZK

HOTEL MOSKVA: 1650 RSD/ 328 CZK

PROMOTION
• Target: travellers from abroad

• Goal: To sell and show the food to the people that don´t know
anything about Serbian cutlure and gastronomy

Social media marketing: instagram, facebook

- Web page
SWOT ANALYSIS
 STRENGHTS WEAKNESSES
• Great location 10 • Parking situation -7

 Long tradition 9
 Lack of labour -9
 Strong reputation between locals and visitors 9
 Good customers reviews 9
= 37
= -16

37-16= 21
OPPORTUNITIES THREATS
• Opening a new space- expansion 8 High competition -9
 Creating new product 7  Uncertain economic environment -8
 Solution of the parking situation 7  Rising costs of supplies -8
 Creating a seasonal menu 5

 Potential for growth via food delivering apps 4 = -25

 Availability of servers 5

= 36
 Strengths

OFFENSIVE 21

Weaknesses

11
Opportunities

STRATEGY
Threats
THANK YOU FOR YOUR
ATTENTION