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
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller faherahbegam. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for £7.49. You're not tied to anything after your purchase.
