An overview of Sushilicious has proven the need of an enhanced marketing strategy. “Once the marketing goals are established, strategies can be formulated” (Spallina, 2005). There is ample room for advancement, as this restaurant is only in its second year of operation. The marketing objective is two-fold and reads as follows:
• Decrease or remove potential customers’ skepticism to selecting the restaurant, by a heightened advertising presence; thus leading to a 10% increase in sales in six months or less.
• Increase service familiarity by 15% in six months or less through internet and direct mail marketing.
Current Marketing Mix
Product
The product is the actual company itself, even though it would seem that it is sushi. The restaurant offers a select menu of carry out items; however, the intent of Sushilicious is for patrons to dine-in to get the ‘total package’. As a carry out customer, enjoying the great food from Sushilicious is the single benefit from patronage. Yet, dine-in customers receive incentives such as FREE sushi Tuesdays, $2 specials, various theme cut and fun designed sushi, and a highly energetic and modern vibe. This place is inviting enough to make even the most avid carry-out consumer opt for a seat.
Price …show more content…
The first option is the $15-$30 regular menu pricing. With this option, you have access to every item in the restaurant either as a meal or a-la-carte. The second option is gift certificate redemption. With this option, you get all the benefits of option one, with the exception of being limited to the amount of the certificate. Additionally, Sushilicious has complimentary coupons and deals for FedEx employees, college students, and children. In essence, Sushilicious is a restaurant that utilizes competition pricing and eye-catching appeal, to gain new customers and retain its current
• Decrease or remove potential customers’ skepticism to selecting the restaurant, by a heightened advertising presence; thus leading to a 10% increase in sales in six months or less.
• Increase service familiarity by 15% in six months or less through internet and direct mail marketing.
Current Marketing Mix
Product
The product is the actual company itself, even though it would seem that it is sushi. The restaurant offers a select menu of carry out items; however, the intent of Sushilicious is for patrons to dine-in to get the ‘total package’. As a carry out customer, enjoying the great food from Sushilicious is the single benefit from patronage. Yet, dine-in customers receive incentives such as FREE sushi Tuesdays, $2 specials, various theme cut and fun designed sushi, and a highly energetic and modern vibe. This place is inviting enough to make even the most avid carry-out consumer opt for a seat.
Price …show more content…
The first option is the $15-$30 regular menu pricing. With this option, you have access to every item in the restaurant either as a meal or a-la-carte. The second option is gift certificate redemption. With this option, you get all the benefits of option one, with the exception of being limited to the amount of the certificate. Additionally, Sushilicious has complimentary coupons and deals for FedEx employees, college students, and children. In essence, Sushilicious is a restaurant that utilizes competition pricing and eye-catching appeal, to gain new customers and retain its current