Pesto's Restaurant Marketing Plan 2020

HONG OANH NGUYEN

Marketing Plan

Pesto's Restaurant

Pesto's

Marketing Plan

Prepared: 18 March 2021

Page 1 of 18
 Pesto's Restaurant Marketing Plan 2020

Table of Contents
Marketing Plan Summary...........................................................................................................................3
The Business..............................................................................................................................................3
The Future..................................................................................................................................................3
The Market................................................................................................................................................3
The Finances.............................................................................................................................................3

The Business.....................................................................................................................................................4
Business overview.................................................................................................................................4
S.W.O.T. analysis.......................................................................................................................................4
S.W.O.T. activity sheet............................................................................................................................4
Products/services...................................................................................................................................5
Goals/objectives.....................................................................................................................................5
Sales/marketing personnel...................................................................................................................5

The Market.........................................................................................................................................................6
Your customers/clients..........................................................................................................................6
Your competitors......................................................................................................................................6
Market targets..........................................................................................................................................8
PESTL analysis..........................................................................................................................................8
Market growth..........................................................................................................................................8
Marketing strategy.................................................................................................................................9
Social media strategy.............................................................................................................................9
Marketing schedule..............................................................................................................................10
Promotions schedule...........................................................................................................................11

Finances............................................................................................................................................................12
Marketing budget..................................................................................................................................12
Expected sales.......................................................................................................................................12
Marketing budget [YEAR]...................................................................................................................13

Implementation............................................................................................................................................14
Legal and ethical compliance.............................................................................................................14
Sustainability.........................................................................................................................................14
Monitoring/measurement activities.................................................................................................15

Page 2 of 18
 Pesto's Restaurant Marketing Plan 2020

Marketing Plan Summary

[Please complete this page last]

[Your marketing summary should be completed last and should be no longer than a page
focussing on why your business is going to be successful. Your answers below should
briefly summarise your more detailed answers provided throughout the body of this plan.]

The Business
Business name: Pesto's

Business owner(s): Chef Mario Vittorio

Relevant owner experience: Chef Mario is an award winning chef with more than 20 years
experience in the industry and

Products/services: [What products/services are you selling? What is the anticipated demand for
your products/services?]

The Future
Vision statement:

[The vision statement briefly outlines your future plan for the business. It should state clearly what
your overall goals for the business are.]

Goals/objectives:

[What are your short and long term goals? What activities will you undertake to meet them?]

The Market
Target market:

[Who are you selling to? Why would they buy your products/services over others?]

Marketing strategy:

[How do you plan to enter the market? How do you intend to attract customers? How and why will
this work?]

The Finances
[Briefly outline your sales forecast. What is your budget?]

Page 3 of 18
 Pesto's Restaurant Marketing Plan 2020

The Business
Business overview
[Who are the current business owners? What products/services does the business
provide? Where it is located? How long has it been operating?]

S.W.O.T. analysis
[List each of your businesses Strengths, Weaknesses, Opportunities or Threats (S.W.O.T.)
in the table below.]

Strengths Weaknesses
[e.g. High traffic location] [e.g. High rental costs]

Opportunities Threats
[e.g. build on customer and brand loyalty] [e.g. Cash flow problems]

S.W.O.T. activity sheet

[Outline how and when you plan to address each of the weaknesses/threats from your
S.W.O.T. analysis above.]

S.W.O.T Activity to address Activity completion

weakness/ threat weakness/threat date
[Description of a [What activity is planned to address the [Expected completion
S.W.O.T weakness weakness or threat?] date]
or threat]
[Description of a [What activity is planned to address the [Expected completion
S.W.O.T weakness weakness or threat?] date]
or threat]
[Description of a [What activity is planned to address the [Expected completion
S.W.O.T weakness weakness or threat?] date]
or threat]

Page 4 of 18
 Pesto's Restaurant Marketing Plan 2020
Products/services
Core and actual product: [What is your basic product? What are the added benefits or
features that make up the actual product, i.e. the whole customer experience?]

Market position: [Where do your products/services fit in the market? Are they high-end,
competitive or budget? How does this compare to your competitors?]

Unique selling position: [How will your products/services succeed in the market where
others may have failed? What gives your products/services the edge?]

Anticipated demand: [What is the anticipated quantity of products/services your

customers are likely to purchase? For example, how much will an individual customer buy
in 6 months or 12 months?]

Goals/objectives
[What are four S.M.A.R.T marketing goals for the business?]

Sales/marketing personnel
Job Title Name Responsibilities
[e.g. Marketing/ [Mr Chris Brantley] [What are the main
Sales Manager] responsibilities of this
position?]
[e.g. Marketing/ [Mr Chris Brantley] [What are the main
Sales Manager] responsibilities of this
position?]
[e.g. Marketing/ [Mr Chris Brantley] [What are the main
Sales Manager] responsibilities of this
position?]

Page 5 of 18
 [Business Name] Marketing Plan [YEAR]

The Market
Your customers/clients
Customer demographics

[Define who your target customers are and how they behave. You can include age,
gender, social status, education and attitudes. What are their lifestyles, activities,
values, needs, interests or opinions? Where are they located?]

Key customers

[Identify your key customers. (These can be large consumers of your products/services or
individuals whose satisfaction is key to the success of your business.) How will you target
your products/services to them? How will you deliver your products/services to them?]

Customer management

[How will you maintain a good relationship with your customers? What techniques will
you use? How will you keep your customers coming back? Have you introduced customer
service standards? Do you follow any particular code of practice?

Your competitors
[How do you rate against your competitors? How can your business improve on what they
offer?]

Competitor details

[List at least three competitors in the table below.]

Page 6 of 18
 [Business Name] Marketing Plan [YEAR]

Competitor Established Size Market Value to customers Strengths Weaknesses

date share (%)

[Competitor name] [When were [Number of [Estimated [Unique value to [What are your [What are your
they staff percentage customers, e.g. competitor's main competitor's main
established?] and/or of market convenience, quality, strengths?] weaknesses?]
turnover] share] price or service?]

Page 7 of 18
[Business Name] Marketing Plan [YEAR]

Page 8 of 18
 [Business Name] Marketing Plan [YEAR]

Market targets
[Outline your planned sales targets. What quantity of your products/services do you plan
to sell in a planned timeframe? Are they monthly or yearly targets?]

PESTL analysis
[Detail the results of the PESTL analysis you have performed]

Market growth
What is the size of the market? What recent trends have emerged in the market? What
growth potential is available and where do you fit in? What external factors will affect
your customers? What will drive this growth? Is the market declining?]

Labour market: [Identify the availability of skilled workers, such as chefs and cooks, to
meet increased demand if the market is in growth.]

Market risk: [Identify two risks associated with implementing a marketing strategy in
the current market. These can be risks associated with a market facing growth, or a
market facing decline. For each risk, identify one mitigation strategy.]

Risk Likelihood Impact Mitigation strategy

(1 – 4) (1 – 3)

[Describe potential risk [Rate the [Rate the [Detail your strategies
to business by likelihood of level of for minimising/
implementing marketing each risk, impact mitigating each
strategy] using the each risk potential risk.]
following may have
scale: on your
1 – highly business,
unlikely; using the
following
2 – unlikely; scale:
3 – likely; 1 – low
4 – highly 2–
likely] medium
3 – high]

Page 9 of 18
 [Business Name] Marketing Plan [YEAR]

Marketing strategy
[What is your overall marketing strategy? What steps or activities will you undertake to
achieve your goals/objectives? What does your marketing mix comprise of? How does
your strategy align with overall direction of the business?]

Social media strategy

[What do you want to achieve/communicate (brand awareness, online sales etc.)? What
social media tools do your customers use (e.g. Blogs, Twitter, Facebook etc.)? What
strategies can you use to network and communicate effectively with these customers?
Who will upkeep your social media presence – do you have the internal staff or would you
need to engage an external consultant/ organisation? If you need to hire an external
consultant/ organisation, what will you need from them, and how much will it cost?]

Page 10 of 18
 [Business Name] Marketing Plan [YEAR]

Marketing schedule

Marketing activity/milestone Person responsible Dates Cost ($) Success indicator

[e.g. Print advertising, online
advertising, mail-out, giveaway,
media release, event, website,
blog/social media, public relations,
branding and artwork, or publications
and catalogues.]
[Who is responsible for [When will you start [Estimated cost of [What indicator/
completing this task?] the activity? When activity.] measurement result will
must the activity be need to be met before
completed?] this activity is considered
a success?]

Page 11 of 18
 [Business Name] Marketing Plan [YEAR]
Promotions schedule

Channel Promotional tactic Market segments Dates

[e.g. Print/publication name, social media [What message will you [Which audience segments do [When will you start the
platform name, mail-out, giveaway, media communicate? E.g. product these media and messages promotional activity?
release, event, website, etc.] benefits, special offers, etc.] apply to?] When must the activity
be completed?]

Page 12 of 18
 [Business Name] Marketing Plan [YEAR]

Finances
Marketing budget
[what is your total marketing budget? How much of the budget will be allocated to
consultant costs? Will this be an ongoing on one-off expense?]

Expected sales
[What are your expected sales? When do you hope to achieve these figures? Are there
seasonal influences?]

Page 13 of 18
 [Business Name] Marketing Plan [YEAR]
Marketing budget [YEAR]
[Consider the example below when developing a budget to include in your marketing plan. Access this template in Appendix B and modify
to suit your requirements.]

Total
Item Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct for
item
Marketing/promotion
Television advertising $0.00
Print advertising $0.00
Social media 1 $0.00
Social media 2 $0.00
Web search
$0.00
optimisation
Giveaways $0.00
Events $0.00
Branding & artwork $0.00
Merchandising $0.00
Publications $0.00
Mailouts $0.00
Marketing/ promotion
$0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
total

Other $0.00
External consultant $0.00
Administration $0.00

Page 14 of 18
 [Business Name] Marketing Plan [YEAR]
Other total $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00

Total $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00

Page 15 of 18
 [Business Name] Marketing Plan [YEAR]

Implementation
Legal and ethical compliance
[Applicable legislation, codes of practice, codes of conduct, licensing, and permits.]

Sustainability
[2 methods to ensure environmental sustainability of plan, 2 methods to ensure cultural
and social sustainability of plan.]

Page 16 of 18
 [Business Name] Marketing Plan [YEAR]

Monitoring/measurement activities
[Reviewing the impact of your marketing should be a periodic activity. List the details of each review in the table below.]

Marketing activity Date of Monitoring methods Review outcomes

review

[Print advertising, online [e.g. [What tools did you use to [What were the results for the promotional period? What were
advertising, mail-out, Month/Year] measure/monitor the impact of your sales/profit figures? How many new/repeat customers
giveaway, media release, your marketing activities?] did you receive? How many customers visited your website?]
event, website,
blog/social media, public
relations, branding and
artwork, or publications
and catalogues.]

Page 17 of 18
 [Business Name] Marketing Plan [YEAR]

Marketing activity Date of Monitoring methods Review outcomes

review

Page 18 of 18