MARKETING ANALYSIS
Market Segmentation
• Demographic Segmentation
The primary target market of Oizhi Japanese Café are the students of various schools within and nearby area of Metro Dagupan. With the influx of college students, as well as the inclusions of junior and senior high school students, we can be sure of hefty potential customers. Students often look for a meeting/hang out place during their lunch breaks or after school time. They tend to gather up to fast food chains and cafeterias on their spare time.
The working groups are our secondary target market. With so many establishments, the area is the harbour for workers and customers alike. Malls like CSI Malls, Nepo Mall, and Robinsons Mall employs thousands of personnel. Various
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1. The first and the most important tactic will be the “word of mouth” and in-store marketing. reasonable price, we believe that they themselves will talk about this new Japanese cuisine hub. Aside from being effective, it is economically advantageous since less or minimum cost will be incurred. The following activities will be undertaken:
a. Posters and tarpaulins inside and outside the store.
b. Trendy and instagram-worthy store design
c. Viewing of sushi making process
d. Grand opening promotion
e. Japanese and manga/anime merchandise
f. Special eating challenges to prickle the competitive nature of our customers
2. Second tactic is the local store marketing. This includes low-budget plans and strategies to raise awareness and support from the local community. This includes the following activities:
a. Participate in various community events in Metro Dagupan such as the Bangus Festival, Puto Festival and Pindang Festival through provision of kiosk in food parks. Town fiestas and mall events will also be considered. Sponsoring and donating activities are also taken into
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Free occasional store merchandise on special store dates like anniversaries and holidays.
c. Loyalty and Birthday Program/Promotion. Oizhi will offer complimentary sushi to the birthday/loyal customer.
3. The final and equally important tactic will be the media promotion. Although this tactic will be the most costly, we believe it will expand the coverage our target awareness. The following media will be utilize:
a. Direct snail mail – Traditional yet effective. This mail will be sent to potential and current customers. To potential customers, we will send them brochures and infographics of our products and promos. To our current customers, our word of gratitude and information of our upcoming promos and events.
b. Web- we will maintain the official website of Oizhi Japanese Café. The page will contain company profile, philosophy, history, news, promos, etc. We will also create social media accounts such as facebook and youtube and will actively post our promos and events. We’ll create different hashtags and trending gimmicks to boost awareness.
c. Print ad campaigns like newspaper and magazines. We will place several ads to local newspaper and magazines to explain our concept and events.