MKT3701 Marketing Strategy Mid Semester Assignment
The assignment was about Analysing & Recommending Strategies for the Business. (5 Slides only)
Chosen : Zaffron Kitchen
PRODUCT
CURRENT
● Psychographic Segmentation :
● Cuisine : North- Indian
● Keen on trying out Authentic & Fusion Cuisines
● Vegetarian friendly & Vegan Options (Open-Minded)
● Traditional VS Modern Dishes
● Willing to spend more on high end food as deems to
be of a higher quality & fine dining service
● Adequate range, however more in favorable to
Traditional Dishes due to its nature of Restaurant.
● Behavioral Segmentation :
● Instead of Modern, leaning towards Fusion Food. ● Complex to Variety Seeking Customers
● Masala /Chicken Tikka Burger ● Light to Medium Users who does not come often to
● Traditional: restaurant however comes in during special
● Papdi Chaat & Naan occasion
● Demographic Segmentation:
● Any age & gender
● Typically, Families or Couples
● Higher Purchasing Power Range & Expats
, PRICING
CURRENT RECOMMENDATIONS
● Price Point ● Price Point
● Mixture of Competition Based Pricing & Value- ● To move towards a Value Based & a mixture of
Based Pricing unless there is any
Promotional/Seasonal Offerings such as Premium Pricing Strategy
Christmas Platters/Valentines Day
● As customer segments have higher purchasing
● Optimal Pricing power, they are able & willing to spend more for
● Pricing is low as compared to the Substitutes of a high-end cuisine.
restaurant
● May not be able to Profit as the Expenditures ● By increasing its pricing, it enables Zaffron
may have rise during COVID-19 Period
Kitchen to position itself as of higher value than
its close competitor – Anglo Indian Café & Bar &
SUBSTITUTES VS ZAFFRON’S KITCHEN PRICING
enhances customer’s perception of Brand.
Rang Mahal – High Anglo Indian Café Zaffron’s Kitchen
End North Indian & Bar – Fusion ● Example:
Cuisine ● Appetizers & Starters to range from $10
Appetizers & Appetizers & Appetizers &
- $25 instead
Starters range Starters range Starters range
from $25 -$38 from $9- $20 from $8 - $15
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