MARKETING STRATEGIES OF NANDO'S RESTAURANT

Current Marketing Strategy of Nando's Restaurant

Introduction1

Key Marketing Components2

STP Marketing of Nando's Restaurant2

Segmentation2

Targeting3

Positioning4

IMC (Integrated Marketing Communication)5

Pricing Strategies9

Consumer Behaviour10

Services Marketing12

Recommendations for Marketing Strategies14

Conclusion15

References17

Current Marketing Strategy of Nando's Restaurant

Introduction

Nando's is a casual dining restaurant group of South Africa originating from the Portuguese community based on a Portuguese theme. It was founded in 1987, by two friends Fernando Duarte and Robert Brozin, and currently it operates in more than 35 countries in the form of 700 restaurants across the globe. Nando's is the massive-producer restaurant chain, which claims about the ownership of the peri-peri sauce in their foods made of chicken. They deal in chicken only, providing all the religious cultures a better sense of enjoying food as chicken can be eaten by all. The peri-peri sauce was originally discovered by the Portuguese, who had found it flame-grilled as they used it. These Nando's restaurants have Peri-Peri chicken as their speciality. It provides chicken in all the quantities, and any part of it. They also provide services to vegetarians like steak roll, but it is another fact that none prefers any other option after taking a single bite of the peri-peri chicken (www.nandos.com).

Its vision is to provide the customers the best and premier quality of chicken in form of superior products with remarkable services. With this vision, it is offering the best chain of providing the world class chicken quality to the customers at reasonable prices. The important point is that it maintains the quality with consistency. The atmosphere of the restaurant is incredible. The food quality is high. It is a combination of conventional restaurant and fast food (www.nandos.com).

Key Marketing Components

STP Marketing of Nando's Restaurant

STP marketing is meant to build a targeted marketing plan based on three steps of Segmentation, Targeting, and Positioning. These processes help a business owner and the employees to plan the marketing strategy for tying the company and the benefits of product and brand towards specified market segments.

Segmentation

The main aspect of marketing strategy is to tackle the needs and demands of the customers at the best level than the competitors. It is a fact that every individual has different interests and demands. Therefore, all need to be satisfied in terms of meeting their needs. The implementation of marketing strategy in this regard describes the division of customers' market into different segments based on their interests and needs.

Figure 1 (ocw.mit.edu)

The segmentation approach of Nando's restaurant is best in term of implementing the strategy for satisfying the customers. The customers are treated as the lover of chicken in all the forms. The mass marketing approach is not fooled by Nando's restaurant, but it focuses on the implementation of STP plan. Nando's specifically knows the type of customers it wants or the customers who want the foods and services of Nando's restaurant. The market segments of the restaurant include the customers choices entirely based on chicken. For this purpose, the restaurant provides chicken in the most loved form which is peri-peri ...