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Marketing Assignment 02

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Acknowledgement

Apart from the efforts of me, the success of any project depends largely on the

encouragement and guidelines of many others. I take this opportunity to express my gratitude

to the people who have been instrumental in the successful completion of this project.

I would like to show my greatest appreciation to …….. I can’t say thank you enough for his

tremendous support and help. I feel motivated and encouraged every time I attend his

meeting. Without his encouragement and guidance this project would not have materialized.

The guidance and support received from all the members who contributed and who are

contributing to this project, was vital for the success of the project. I am grateful for their

constant support and help.

Thank you.

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Table of Contents

Acknowledgement ..................................................................................................................... 1

List of Table & Figures .............................................................................................................. 3

01. Executive Summary ............................................................................................................. 4

02. Company overview .............................................................................................................. 5

03. Market Environmental Analysis .......................................................................................... 9

3.1 External Environmental Analysis.................................................................................... 9

3.2 Industry Analysis: Porter’s Five Forces ........................................................................ 11

3.3. Internal Environmental Analysis- SWOT Analysis ..................................................... 12

04. Resources and Competencies ............................................................................................. 14

05. Marketing Objectives ......................................................................................................... 15

06. Financials ........................................................................................................................... 17

6.1Perform Financial Statements ........................................................................................ 17

6.2Sales Forecast ................................................................................................................. 19

6.3Expenses Forecast .......................................................................................................... 19

6.4Marketing Budget ........................................................................................................... 20

07. Marketing Plan Implementation .................................................................................... 21

08Action Plan........................................................................................................................... 22

09. Key Performance Indicators (KPIs) ................................................................................... 23

References ................................................................................................................................ 24

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List of Table & Figures

Table 1 - Internal Environmental Analysis- SWOT Analysis ................................................. 13

Table 2 - Perform Financial Statements................................................................................... 18

Table 3 - Sales Forecast ........................................................................................................... 19

Table 4 - Expenses Forecast .................................................................................................... 20

Table 5 - Marketing Budget ..................................................................................................... 21

Figure 1- Rivalry among existing firms-Very High ................................................................ 12

Figure 2- Sales Forecast ........................................................................................................... 19

Figure 3 - Marketing Expenses ................................................................................................ 20

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01. Executive Summary

Here the entire report has aimed at getting a better understanding while applying the

principles of organizational as well as the environmental audits in order to inform marketing

strategies, decisions and the objectives. Further it has aimed at developing and justifying a

marketing plan as well as the mix for a selected target market. In order to accomplished the

main objectives as previously mentioned, it has explained about the selected company while

carrying out a proper market environmental analysis in terms of internally as well as

externally. And then it has explained about the marketing objectives and thereby the

financials under the categories of sales forecast, expenses forecast, marketing budget etc.

thereafter it has discussed the way of implementing the designed marketing plan while

designing a separate action plan and finally it has identified the Key Performance Indicators

(KPIs) and the suggested plan for the performance management successfully.

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02. Company overview

Here the ABC ’s Pizza as the leader of home delivery can be recognized as a kind of iconic

brand which has established in year 1960 by Tom Monaghan in USA while having the

current operations more than 70 countries across the globe with running outlets of 9742.

Further the company has become the second largest chain of Pizza in USA. Furthermore the

company’s vision has focused with “Becoming the world’s best company of Pizza delivering”

further the company is committing to bring the fun as well as the happiness with the

convenience for their customers’ lives through delivering the delicious pizzas while taking

the whole efforts to fulfill their commitment to the larger growing customer base itself. (ABC

s, 2015)

The company is constantly striving with their product developments which are matching with

the tastes of the loyal customers and thereby delighting them. Further the company highly

believes their main strategy of “Thinking globally & acting locally” and also Jubilant

Foodworks Lanka Pvt Ltd has represented the ABC s within Sri Lanka. Here the company is

having several competitive advantages over their rivals within the areas of tasty product

offerings, superior quality, unmatched promised of delivering, warm approach of customer

service etc. further the company is expecting to build up the reputation through being the

delivery specialist who are capable to deliver their customers within 30 minutes or free across

the country. But however the company is providing whole day dine-in option for their

customers within the stores. Further the company has strengthened their portfolio through

entering to an alliance with the Dunkin’Donuts. When it comes to see the products of the

company, there’re several main products such as Pizza, Breadsticks as well as Pasta, Chicken

Wings, Cheese Dips, Beverages, Choco Lava cake and the Desserts etc. further the company

is having 145000 workforce while having the own website of www.ABC s.com under the

revenues from70% of home deliveries and 30% of OTC sales. (ABC s, 2015)

Further the company is having their own mission of “Delighting the customers consistently

through the great taste as well as the choices of Pizza with the delivery service which is

friendly, courteous as well as the prompt and safe. Then the company is having their own

values of treating the customers properly, producing the best for the customers, thinking big

while growing, promoting from within, being exceptional, higher level of training never

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stopping the learning etc. further the market share of the ABC ’s within Sri Lanka can be

illustrated as follows;

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Marketing Mix

Products

Here it can be recognized that the ABC ’s total menu set or the product portfolio is consisting

with the Pizzas, Sandwiches, Chicken wings, Pasta, Desserts, Breadsticks as well as Pasta,

Cheese Dips, Beverages, Choco Lava cakes etc. as follows;

So the ABC ’s adds the value to their products which are available within their stores while

taking care of their quality as well as the hygiene of their pizzas with the other add-ons

through the company itself and the franchisees via the training of the employees. Furthermore

the company has taken the pride on their continuous innovations of new products with new

ideas such as the Double Decadence, Heat Wave Bags which is contained with heating

mechanism warmed through electromagnetic energy and the Virtual store to make the

ordering process more convenient as an online service with the features of customer favorites.

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Pricing strategy

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This can be recognized as highly important component within the marketing mix hence this

has become only one factor which generates the revenue for the organization itself. The

company is providing many offers for their customers with more discounted prices for pizzas.

The customers are capable of getting mania pizzas for the prices of 39LKR where no their

pizza chain is

offering within the

country. Then the

regular size of

Vegetable pizza has

priced from 60LKR

up to 500 LKR.

(ABC s 2015) So it

can be recognized that the ABC ’s has catered to

whole price ranges hence that the customers are

capable of always finding a price for the pizzas

which fits for their pockets.

Place

The stores of ABC ’s have established across 70 countries while having more than 9000

running outlets worldwide. So the stores have located in a manner of convenient for their

customers to walk in as well as the convenient with the deliverers with doing their job.

Further their distribution channel has been followed through the firm itself and mostly via the

takeaways as well as telephone ordering and the online ordering. Furthermore the Pizzas are

delivering through the way of scooters at the door step of the customers.( Assael, Reed and

Patton, 2004) Not only that but also the company is maintaining their quality of pizzas

through using the heat wave bags with the purpose of delivering hot as well as tasty pizzas to

their valuable customers.

Promotion

Here the company is using the television, Internet or the social networks as well as the

games, sponsorships and the charity as their promotion medium as follows;

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Further it can be recognized the order discount on pizza as one main promotional strategy

with the purchase of the pizzas while starting to provide the soft drinks according to the

contract with the Coca Cola Ltd. Furthermore there’re web coupons available in their own

website of www.domions.com while providing the discounting coupons with each and every

item they have purchased. Then their “Avoid the Noid Game” has released with the objective

of delivering the pizzas within 30 minutes time constraint. Furthermore the company is

carrying a unique promotional strategy under the theme of “Tell-Us-What-You-Think

Marketing Strategy” which is posting the online comments on their orders on a kind of

massive billboard as in below ;( ABC s 2015)

03. Market Environmental Analysis

3.1 External Environmental Analysis

Political Factors

Here it can be recognized that the organizational performance has affected through the

existing political as well as the regulatory framework within the country where they operate.

So the organizational operations as well as their goals must be aligned with such policies and

the procedures of the government. (Lehmann, Donald & Russell, 2002)Hence the firm must

have a better understanding about the current political framework with the governmental

rules and regulations which are pertaining with the retail businesses in each and every

country where the operations are going on.

Economic Factors

Here the Economic factors will make an impact over the product demand, input costs as well

as the product prices with the organizational profit margins. The firm could be adversely

affected through such changes of the market as well as the other invisible forces of the

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market. Basically the higher level of inflation would result to depreciate the real monetary

values and thereby it may affect with the fixed income of the customers as well.

Social and Cultural Factors

Here the Social and cultural factors like demographic patterns as well as the geographic

patterns, attitudes, races, seasonal changes and the religions etc. have affected over the entire

businesses. Further the Demographic changes like the aging population; female employments

etc has created new opportunities for the retailers to find out new solutions for fulfill their

specific needs and wants. Further the emerging attention on the healthy and nutritious

products has resulted to move the customer demand towards the more natural as well as safe

food menus than the organic food items in ABC ’s.( Belch, Belch, 2004)

Technological Factors

ABC ’s modern technologies are consisting with the solutions of Point of Sale, telephone

ordering, order online, Mobile and Tablet App ordering, intranets as well as the SAP, CRM

and the SMS alerts on the new promotions etc. This has become more crucial as well as

highly dynamic external factor within the organizational macro environment as well.

Environmental Factors

Here the Environmental effects of the each and every business have become a kind of major

concern within the modern world. So the society has expected the firm to become highly

socially responsible corporate person who should minimize own negative effects of the

business to the natural environment. Further the government as well as the pressure groups is

highly concerning about the business impacts over the natural environment. So the recycling

system of wastages at ABC ’s is a better example which is possible to cite here.

Legal Factors

Different kinds of government legislations such as the policies related to the monopoly

controls as well as the employment legislations with the consumer protection regulations etc.

make a direct effect over the organizational operations. (Assael, Reed and Patton, 2004)

Since the entire retail industry has featured under the cutthroat competition; the legislations

have become a crucial factor which all of the participants must have adhered to.

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3.2 Industry Analysis: Porter’s Five Forces

Threat of New Entrants

ABC ’s has faced with the cutthroat competition from the Pizza Hut. Even though the ABC ’s

currently enjoys several kinds of economies of scale in terms of their products, prices as well

as the promotions and the locations while taking the advantages of being first mover.

(Lehmann, Donald & Russell, 2002) Further the existing competition through the main rivals

has become stronger with capturing the customers of the ABC ’s. So it can be recognized that

the threat of the new entrants are high for the ABC ’s.

Bargaining Power of Suppliers

The suppliers of the ABC ’s are having lower level of bargaining power since the products

are not highly differentiated under the higher volumes. Further the switching cost of the

suppliers have become more convenience and tending to make a larger portion from the

revenue of the suppliers. So this has severely limited the suppliers’ bargaining power. Further

it can be recognized that there’re several main substitutes with the specific inputs.

Bargaining Power of Customers

Here the customer’s bargaining power will determine the way of making a pressure on the

margins as well as the volumes. However the bargaining power of the customers at ABC ’s

has become lower since the customers are not purchasing larger volumes of pizzas. Further it

can be recognized that the switching costs of the customers are becoming zero and any

customer is capable of finding out another option for the ABC ’s pizza while seeking for

other substitutes like frozen pizza as well as the microwave pizza within other restaurant

chain. (Belch, Belch, 2004)

Threat of Substitutes

Here it can be recognized that there’re lots of substitutes like frozen pizza for the ABC ’s

pizza delivery. So the entrance of the premium frozen as well as the refrigerated pizzas had

made a significant impact over the sales of the ABC ’s pizzas while shrinking the entire

market under the lower level of prices as well. So the high competition, lower level of

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switching costs with the similar products and the healthier options etc have become the threat

of substitutes is very high.

Threat of existing Competitors

Currently it can be recognized that there are several kinds of main firms who are offering the

similar products. So the industry of limited service has defined the red ocean industry and the

firms are competing for a higher market share within the saturated market. However the

growth of the customer base has become lower than the industry and thereby it has resulted to

create a high rivalry among the existing firms.

Figure 1- Rivalry among existing firms-Very High

3.3. Internal Environmental Analysis- SWOT Analysis

Strengths

The presence inWorldwide.

Stronger image.

Stronger network of franchisees.

Diversified Franchises

Increasing market share with the sales.

Food has attracted by the people in different

ranges from younger to older.

Weaknesses

Lack of the organic pizzas has limited the target

market

Prices or the expensiveness of the products with

comparing to the small rivals

Bargaining power of the cusotmers -Low

Threats from the new entrants- High

Threst from Substitutes-High

Bargaining power of the suppliers- Low

Rivalry among existing frims-Very High

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Opportunities

Increasing the overall efficiency of the delivering

channels

Sales via the applications of iPhone

Available niche groups such as the low

Carbohydrate and Gourmet

Threats

Intense competition within the industry

Tendency towards the healthier and nutritious

products

Increasing costs related to the food and laborers

Emerging challenges towards the healthy as well

as the great tasting

Increasing trend of substitute products

Table 1 - Internal Environmental Analysis- SWOT Analysis

Here it can be recognized that the ABC ’s is having significant strengths which may help to

cope with the uncertain as well as the dynamic environments, but the company must have to

take the advantages from the existing opportunities while attempting to reduce the effects of

the threats over the organizational performance. Further it has to consider about the intense

competition, demand for healthier food trends while focusing about the lower carbohydrate as

well as the lower caloric food items etc. (Belch, Belch, 2004)

Critical Factors of Success

Reputation associated with corporate brand

Here the organizational brand has become a main force which brings more strategic

advantages for the company itself. Hence the firm is having more experiences within the

field; it has won the heart of their loyal customers through the superior quality food. Further

the company is carrying higher level of innovations within several areas while maintaining

good relationships between the suppliers as well as the customers. Therefore the brand has

obviously implied the excellence of ABC ’s.

Information Technological Integration

It has become difficult to forecast the potential business performance hence the modern

environment has become highly dynamic as well as complex. So it is necessary to have

continuous change within the field of IT which is playing a key role. So these kinds of tools

has enabled with handling the big volumes within the business under the minimum level of

cost.

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Supplier Management

Here the firm has obtained many inputs through the suppliers who are supplying the quality

inputs at the agreed prices. Hence the ABC ’s has become larger scale retailer; the suppliers

have become more significant with ensuring the smooth flow of delivering the products to

market while ensuring the customer satisfaction. (Belch, Belch, 2004)

Customer Loyalty

The firm has become successful with winning the customers while turning those people as

loyal towards the organization via using the different kinds of such as the loyal card system

as this has become a critical factor with ensuring the overall business success itself.

04. Resources and Competencies

When it comes to see the Organizational resources at ABC ’s Pizza, it can be recognized

several kinds of assets which are used to the production process which such as the human

resources, financial resources as well as the information and the natural resources with the

raw materials, skills of entrepreneurs etc. (Lehmann, Donald & Russell, 2002)

Here the organizational capabilities are consisting with the capabilities of the human

resources as well as the physical resources, financial resources and the information resources

with the intellectual resources like copyrights as well as the designs and the patents etc.

Threshold resources

Here the Threshold resources can be recognized as the resources required for ABC ’s have to

reach towards the minimum needs for competing within the market place and those must be

possessed through whole players within the industry of retail within the purpose of surviving

within the market place

Furthermore it is possible to take an instance as the retailers must have the minimum

capabilities of dealing within the process of food preparation while maintaining the

restaurants with better established floor area as well as the parking facilities with the

alternative ways of bill payments and the specific level of the employees etc.

Unique resources

Here it has referred as the resources which are unique for the ABC ’s. So these have become

highly difficult for the rivals with imitating and also the core competencies may become the

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unique resources as well. (Belch, Belch, 2004) Further the unique resources have critically

underpinned with the organizational competitive advantages as well. The well established

brand name with the proper trained workforce and the technological platform of ABC ’s can

be recognized as its’ unique resources.

Core Competences

Here it has implied the systems which have established with the purpose of deploying the

resources within the operations which brings superior performance itself. Over time, ABC ’s

has already developed their main core competencies depend upon the operational routines as

well as the financial services with the brand proposition and the innovative customer

solutions, loyalty programs, IT platforms etc. These have resulted to build up long term basis

customer relationships with the successful organizational operations. Further the core

competencies may lead with entering to the new markets. As an example, the Brand

proposition can be recognized as a major core competence which may enable the

organization to generate higher level of loyalty.

Marketing Research

Here the Market research can be identified as an essential factor with collecting the relevant

information related to the target group which is carried out as an initial stage of the overall

marketing plan. Here the ABC ’s is capable of using several kinds of tools for the purpose of

carrying out such kind of market research. (Lehmann, Donald & Russell, 2002)

It is possible to use the technique of interview where the interviewers are capable of doing a

kind of face to face interview among their target customers within their restaurants. Further

the ABC ’s is capable of using comprehensive survey through distributing a detailed

questionnaire among the selected sample. After that it is possible to analyze the collected

information in order to get the insights about the customer portfolio successfully.

05. Marketing Objectives

The potential marketing activities have confined with the horizon of 05 year planning have

designed as per the business growth objectives related with 35%, consisting revenue streams

through the new channels while increasing the contribution of the profits in order to boost the

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dividends of the shareholders with improving the customer retention via the innovative

marketing solutions, increasing market share consequently by 10%.

Aligning the opportunities with the marketing strategy

Here the ABC ’s must have to aim at capitalizing the existing opportunities which have

already analyzed through the SWOT analysis which are relating to the marketing objectives

as well as the progress for forming a proper marketing plan itself. (Namakumari, 2009)

Here the ABC ’s can expand their operations all over the world within the emerging

profitable markets. So this is possible to transform as a marketing goal in order to attract the

potential customers within the targeted global markets

Further the marketing strategies are capable of positioning through using the model of STP.

Then the firm is capable of segmenting the market as per the customers such as the domestic,

business, children etc. further as per the regional as well as the personal characteristics.

After selecting the attractive segments; the company must have to start targeting those

segments while analyzing the competitors with their abilities etc.

ABC ’s is capable of taking the advantages with rising the population locally through

expanding their operations within rural areas meanwhile sufficiently covering urban areas

through introducing loyalty programs in order to retain those customers with rewarding for

their loyalty.

Further it is possible to focus with introducing the modern sophisticated technology in order

to save the time and efforts of the customers in order to ensure the great tasty experience for

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the entire customers. Furthermore it can be purposed to introduce proper loyalty scheme for

the loyal customers to retain the existing customer base successfully.

The way of helping the overall marketing plan to accomplish the objectives

Here it can be recommended that the ABC ’s must have to engage with implementing new

products as well as the services. (Namakumari, 2009) The additional facilities could increase

the outlets while subjecting to the instant purchases since the psychological factors. Further

this may useful within advertising as well as the promotional efforts which may help with

reaching towards big crowd at once. This may eventually enhance the organizational sales

revenue and since accomplishing the related objective of revenue growth while meeting the

unmet needs of the customers as an effective way.

Enhancing sales with the increased purchases as well as the rental income will result to

increase the whole profitability while enabling to pay off the relevant dividends for the

shareholders for sharing the entire operational success. Through automating whole processes,

it is possible to cut down the associated costs to a greater extent and thereby it lead to

increase overall profitability. (Lehmann, Donald & Russell, 2002)

Further the proposed scheme of loyalty cards system has become highly significant with

retaining the loyal customers. Further the increasing brand awareness through the immense

promotions will help with retaining the loyal customer base too.

Furthermore it is possible to conduct the marketing campaigns within the areas where the

company expects to commence their new outlets while engaging with more public relations

programs such as the sponsorships within the rural areas as well. so it can be identified that

the ABC ’s is capable of meeting the unmet expectations of their consumers within different

geographical locations successfully. (Namakumari, 2009)

06. Financials

6.1Perform Financial Statements

Here the Sales of ABC ’s has projected to increase by 20% while other revenues may

maintain their current trend. Further the cost of sales will increase by 15% with the

expectation of the oil prices may raise within coming 5 years of period. Further the

distribution expenses will increase by 12% with the increasing sales efforts and then the

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marketing expenses will increase by 20% per year. Then the administration expenses will

remain constant while other expenses with the tax rate also remained constant.

Here the statement of comprehensive income has shown the organizational profitability

which is projected to increase with increasing sales, increasing marketing efforts etc despite

of the competition from Pizza Hut as well as the increasing costs for energy.

$ Mn

2015 2016 2017 2018 2019 2020

Sales 374,281.00

449,137.20

538,964.64

646,757.57

776,109.08

931,330.90

Other revenues

1,130.00

1,130.00

1,130.00

1,130.00

1,130.00

1,130.00

Total revenue 375,411.00

450,267.20

540,094.64

647,887.57

777,239.08

932,460.90

Cost of sales

(296,793.00)

(341,311.95)

(392,508.74)

(451,385.05)

(519,092.81)

(596,956.73)

Gross Profit

672,204.00

791,579.15

932,603.38

1,099,272.62

1,296,331.89

1,529,417.63

Distribution expenses

(2,993.00)

(3,352.16)

(3,754.42)

(4,204.95)

(4,709.54)

(5,274.69)

Marketing expenses

(16,459.00)

(19,750.80)

(23,700.96)

(28,441.15)

(34,129.38)

(40,955.26)

Administration expenses

(13,088.00)

(13,088.00)

(13,088.00)

(13,088.00)

(13,088.00)

(13,088.00)

Profit before Tax

704,744.00

827,770.11

973,146.76

1,145,006.72

1,348,258.82

1,588,735.58

Tax expense (18%)

126,853.92

148,998.62

175,166.42

206,101.21

242,686.59

285,972.40

Profit after tax

577,890.08

678,771.49

797,980.34

938,905.51

1,105,572.23

1,302,763.17

Table 2 - Perform Financial Statements

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6.2Sales Forecast

$ Mn

2015 2016 2017 2018 2019 2020

Sales 374,281.00

449,137.20

538,964.64

646,757.57

776,109.08

931,330.90

Table 3 - Sales Forecast

Figure 2- Sales Forecast

6.3Expenses Forecast

-

200,000.00

400,000.00

600,000.00

800,000.00

1,000,000.00

2015 2016 2017 2018 2019 2020

Sales

Sales

2014 2015 2016 2017 2018 2019 2020 2021

Sales

Sales

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$ Mn

2015 2016 2017 2018 2019 2020

Marketing expenses

(16,459.00)

(19,750.80)

(23,700.96)

(28,441.15)

(34,129.38)

(40,955.26)

Table 4 - Expenses Forecast

Figure 3 - Marketing Expenses

6.4Marketing Budget

Here the marketing expenses at ABC ’s can be segregated as follows;

$ Mn

2015 2016 2017 2018 2019 2020

-

5,000.00

10,000.00

15,000.00

20,000.00

25,000.00

30,000.00

35,000.00

40,000.00

45,000.00

2015 2016 2017 2018 2019 2020

Marketing Expenses

Marketing expenses

2014 2016 2018 2020 2022

Marketing Expenses

Marketing expenses

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Marketing/promotion 1258 1365 1415 1575 1625 1745

Marketing agency 358 455 521 552 558 625

Radio advertising 785 788 789 885 956 1102

Television advertising 3562 3885 3889 4115 4125 4325

Print advertising 698 725 785 796 815 825

Online advertising 896 898 912 956 1456 3859

Social media 589 612 615 625 635 645

Web search optimization 789 815 894 865 897 912

Mail outs 1256 1325 1425 1542 1536 4526

Events 235 1425 1485 1325 785 1258

Branding & artwork 963 675 785 4100 4412 4258

Merchandising 895 1762 1852 1695 1758 1957

Publications 789 945 996 1700 1789 889

Catalogues 1478 1912 2100 2111 5102 5289

More… 186 546 589 569 852 847

Marketing/ promotion

total

14737 18133 19052 23411 27301 33062

Other

Research 789 694 812 915 785 1956

Travel 256 250 256 885 789

Postage 136 389 255 1125 1125 1258

Administration 189 50 117 1325 1450 940

Incidentals 96 25 15 1020 1258 1325

More… 256 210 3450 389 1325 1625

Other total 1722 1618 4649 5030 6828 7893

Total 16459 19751 23701 28441 34129 40955

Table 5 - Marketing Budget

07. Marketing Plan Implementation

For the purpose of implementing the overall marketing plan, it can be recommended for

assigning a specific marketing team which comprises with the specialists for each and every

marketing function while heading through the chief marketing manager. Further they must

have to be assigned for the clear roles as well as the responsibilities in order to perform. Here

the ABC ’s must use several strategic tools such as the Gant chart for evaluating and

monitoring the progress while controlling carefully. Further the marketing crew must engage

with the discussions as well as the constantly cross communicate for getting the required

ideas for further implementation as well. (Namakumari, 2009)

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08Action Plan

It is possible to recommend the following actions within the new marketing plan at ABC ’s.

Revenue growth through new revenue channels

Here it is possible to implement several sub actions such as analyzing each outlet through

different market research ways, identifying the potential profitable markets with launching

new products and services, Carrying out a product profitability analysis within each and

every store, Carrying out an introductory campaign of marketing for introducing new

products or services with continuous promotions, Developing the e-commerce website

furthermore while using more sophisticated technological systems such as iPhone app.

Increasing the profit contribution in order to boost the dividends for the shareholders

Here it can be increase the profit contribution while concerning both of the revenue side as

well as the cost side with implementing several sub actions such as concerning more about

the overhead costs while appointing employees for monitoring wastage of the resources,

saving the energy sources etc.

Improving the customer retention via the customer loyalty scheme

Here it is required to take the necessary action to implement new loyalty scheme for the loyal

customers while making aware them with its advantages.

Improving the brand awareness within the local markets

Here it can be used more comprehensive promotional plans to reach towards the maximum

potential customer base at a lowest possible cost while using the online tools like social

media as well as websites and the online advertisements etc.

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09. Key Performance Indicators (KPIs)

Here it can be measured the overall effectiveness of the ABC ’s marketing plan through

assessing the communication as well as the Profitability with the Sales and Persuasion etc as

the Key performance indicators. Further it is possible to measure the effectiveness of the

online advertising campaigns through the number of page viewers per day, per week, per

month or annually etc. (Namakumari, 2009)

Further ABC ’s must have clear goals of advertising like improving the overall profitability

as well as increasing the potential market share while building huge customer base and

building brand awareness , expanding the business etc. furthermore these objectives must be

specific like increasing sales related to specific product. Furthermore the methods of

performance management must align with these goals as well.

Further the ABC ’s can assess the overall marketing effectiveness through monitoring the

sales, as well as the new customer engagement rates, new requests for the information,

increasing number of phone inquiries and the restaurant traffic with the website traffic, the

rates of click-through etc. further it s possible to generate required reports related to web

hosting while maintaining own Web server with investing in the software which may

generate traffic reports as well. Further it can ask from the new customers the way they heard

about ABC ’s. But however it can be recognized that the advertising will have a cumulative

effect with making delay, and hence the sales driven by advertising would not be materialized

quickly.

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