conran presentation
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Relationship Marketing Plan
Reynaldo Canlas Jr., Mary Kalemkaryan, Mariam MorabetDavid Keene & Owen Ball
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The Conran Story
Established in 1991 by Terrence Conran
Changing the eating-out experience with Fine Dining with aselection of Restaurants
International Expansion from 1998 onwards: Mezzanine in Paris, Stockholm, and New York.
Present: 30 restaurants under the Conran Restaurants company.
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The UK Restaurant Industry
Approximately 62,150 restaurants
An estimated 17 Billion turnover
Industry is growing (employment, establishments and turnover)
A bit about the Workforce
Restaurant Industry Segmentation: Group / Cuisine types
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Top 15 Restaurant Groups (UK)
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Conran Competition
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Fine Dining (Similar Specific)
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Mainstream (Similar General)
http://images.google.co.uk/imgres?imgurl=http://www.latindance.com.cy/Portals/0/logo_pizza_express.jpg&imgrefurl=http://www.latindance.com.cy/&h=357&w=315&sz=155&tbnid=KgdKJSCPKrtpFM:&tbnh=117&tbnw=103&hl=en&start=6&prev=/images%3Fq%3Dpizza%2Bexpress%2Blogo%26svnum%3D10%26hl%3Den%26lr%3D%26sa%3DN -
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Target Audience
Socio-economic group: ABC1
79% of ABC1 consumers had dined out in a restaurant in the
last year
CONRAN targets lunching young professionals, affluent individuals or those with families.
Quality of service is the most important issue to UK consumers;With Premium Service expectations
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Six Market Model
internalmarkets
suppliermarkets
recruitmentmarkets
referralmarkets
influencemarkets
Consumer/B2Bmarkets
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Marketing Objectives
To increase sales by having an acquisition rate of 25% per year.
To increase Retention rate by approx 5% year on year.
To increase database number by 20%
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Strategy
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Consumer / B2B market objectives
Increase acquisition through referral schemes by 25% year-on-year
Increase occupancy rate by 5% year-on-year
Increase spend and visits on non peak days, such as weekdaysMonday-Wednesday
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Consumer / B2B market strategy
Conran will offer meal deals and business lunches/dinners
(E.g. Moules Frites on Wednesdays)
Provide competitive prices for renting private rooms for specialoccasions
Hotels will feature Conran in pamphlets and brochures
Bookings via hotel customer service
A la carte menus that offer 3 course meals:
Added value for the customer
Increase sales for Conran
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Referral market objectives
Increase awareness
Drive traffic to Conran Restaurants by 5% year-on-year
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Referral market strategy
Send invitations to food critiques
PR/Editorials = credible?
Send press releases to various selected consumer titles and on-linerestaurant guides informing on special events and new menus
www.viewlondon.co.uk/www.toptable.co.uk
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Recruitment market objectives
To increase awareness of Conran Employment Opportunities
To recruit the right calibre of employees via a rigorous recruitmentprocess / program ensuring elite service
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Recruitment market strategy
A company web page especially designed for recruitmentopportunities.
Can be found thorough a link from www.conran.co.uk
Blog: discussions on what working for Conran has to offer,requirements and training opportunities.
Quotes from existing employees.
Rigorous recruitment program: languages/ experience/ training
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Internal market objectives
Strong HRP (Human Resources Planning)
Increase number of visits per year by 5%; year-on-year
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Internal market strategy
Development and training programs for promotional opportunities.
This will increase retention and motivate staff.
Putting employees friends on guest lists with discounts.
Always recognise and reward their hard work.
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Influence market objectives
Increase awareness
Increase acquisition by 25% year-on-year
To re-enforce Fine Dining and exclusive Status
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Influence market strategy
To hosts media events
e.g. After party event for the BAFTAs where all press andfamous faces will be present.
Send out press releases on these events and on new features likenew menus.
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Supplier Alliance market objectives
Create Synergy with other Premium brands; To offer an exclusiveFine Dining experience
Increase acquisition/retention by 5% year-on-year
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Supplier Alliance market strategy
Regular database activity (free membership)
VIP treatment for members:
Private Room Events
Special Gifts for guests (Birthdays)
Inviting Conran members to Wine/Champagne tastings sponsoredby established vintners.
Working with food suppliers like Patisserie Valerie and Godiva
Chocolates, thus creating synergy (enforcing the Premium FineDining Experience)
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Lifetime Value Budget
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Year 0 Year 1 Year 2 Year 3
Retention Rate 20% 25% 30% 35%
Customers 204000 40800 10200 3060
Visits per year 1.5 1.75 2 2.25
Spending per visit 41 45 50 55
Revenue 6,853,000 3,213,000 1,020,000 378,675
Cost percentage 59% 58% 57% 56%
Costs 4,047,000 1,863,540 581,400 212,058Acquisition cost
(13.63) 2,781,000
Database Costs 200,000 100,000 50,000
Loyalty Program? 5 6 7
Loyalty Costs 204,000 61,200 21,420
Total Costs 6,828,000 2,267,540 742,600 283,478
Profit 37,000 945,460 277,400 95,197
Discount Rate 1 1.19 1.29 1.41
NPV Profit 37,000 794,504 215,039 67,516
Cum NPV Profit 37,000 831,504 1,046,543 1,114,059
Lifetime Value 0.18 4.08 5.13 5.46
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Visual Analysis
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Cumulative Net Profit Value
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Marketing Objectives
To increase sales by having an acquisition rate of 25% per year.
To increase Retention rate by approx 5% year on year.
To increase database number by 20%
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Thank-you
Any Questions?
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