MARKETING PLAN

Marketing Plan

Introduction

South East Seafood is a locally owned fast food outlet that is positioned as an international franchise through our creative approach to the company's image and detail presentation. South East Seafood provides a combination of excellent food at value pricing, with fun packaging and atmosphere. In today's highly comparable natural environment, it is becoming progressively difficult to differentiate one very quick nourishment outlet from another. London is now becoming the model metropolis for Europe's new economic boom. With more than 11 million visitors yearly, mainly from neighboring countries, London's retail sector is the strongest in the region (Terpstra, 2007, 453).Our main priority is to establish one outlet in a crowded mall, preferably in one of prominent shopping malls in London. Later, our effort will be a farther development of more retail outlets in the surrounding area. South East Seafood will entice youngsters to bring their friends and family with our innovative environment, fresh-cut Belgian fish, and selection of unique signature dipping sauces. (Terpstra, 2007, 453)

Marketing will play a fundamental role in the success of South East Seafood. The South East Seafood must build a product about the services it offers by greatly promoting itself through local television, radio, and print advertising. Marketing efforts are just the beginning by the time a potential customer enters The South East Seafood for the first time. A strong importance will be placed on keeping customers and building product loyalty through some programs focused on staffing, experience, and customer satisfaction. (Onkvist, 2005, 355)

Objectives

To revive the presence as a successful local fast food outlet and gain a market share in London's fast food industry.

To make South East Seafood a destination spot for mall-goers.

To elaborate into a number of outlets by year three, and deal the franchise to neighboring metropolitan cities

7 P's of Marketing

Product

Product diversification offers new products in existing markets and existing products in new markets by addressing the needs and desires different types of consumers. Pot fish product line depth of 10 different flavors, from that 9 / 10 are suitable for non vegetarians (Western Mail, 2004). This gives diversification and choice for consumers and increases opportunities to expand the target market. New flavors like others to give a new and renewed interest for the product through the court expansion of the brand.

Following is the list of fish that South East Seafood is offering:

Fried Fish

Edible Fish

Grilled Fish

Finger Fish

Price

Pricing strategy of penetrating and differential low cost and best value for money to give a competitive advantage against the cost to replace snacks, as packaged sandwiches. Low-cost product is reflected in a high percentage of sales, which come from the lower segmented socio-economic groups.

Place

Fish Product is readily available from supermarkets, shops and even Specialist vending machines. Media advertising includes television, film, poster, radio and even a kebab wrapper.

Promotion

Shares create the perception of value added product that may influence the purchasing behavior. Money coupons contest prizes and instant wins among advertising methods.

Process

Economies of scale

Economies of scale are achieved primarily through the size of ...