Kế hoạch Marketing Nhà hàng Long gia

MARKETING PLAN 2019

AGENDA

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Introduction Mission & Objective Market Research Customer Insight Competitor Analysis SWOT Analysis Brand Positioning Target Customers Big Ideas PR & Event Execution Digital Execution Working Timeline

Introduction

Hotpot is currently a very popular in Vietnam especially young people and appears most at parties at popular places or luxury restaurants.

There are many different types of hot pot in the world because reasonable prices, can be eaten by many people.

Hot pot is increasingly popular in Vietnam. There are many famous and popular hot pot restaurant brands Such as Kichi Kichi, Ashima, Hutong, Hot Pot Story, ...

Huy SeaFood Garden Hot Pot is dedicated to 1st Brand Hot Pot in Vietnam Hot Pot Restaurant is determined to be our flagship outlet in Ho Chi Minh City

Our Mission Bring the most distinctive and special hotpot flavors to customers.

Customers are the most special - we always bring the most dedicated service.

The Happiness of customer is our pride.

We bring not only hotpot but also the best lifestyle and experience

Objective

Market Research Brand Positioning Customer Insight Target Customers Competitor Analysis

Big Ideas

Making Difference

PR & Event Execution Digital Execution

Working Timeline

Market Research

Average Spending per customer in 2018 ( VNÄ? ) The survey is based on the number of 15,000 people , living in Ho Chi Minh City and Hanoi

300,000 280,000

271,000 250,000

Among the 3 rising cuisines, Hotpot is the only one that enjoys the luxury of increasing consumer spending in the past year

225,000 210,000

200,000

209,000 191,000

150,000

100,000

105,000

50,000

Fast Food Restaurant

BBQ Restaurant

Hot Pot Restaurant

Italian Restaurant

Japanese Restaurant

Korean Restaurant

Western Restaurant

Market Research

Traffic Growth of non-VN cuisines in 2018 The survey is based on the number of 15,000 people , living in Ho Chi Minh City and Hanoi

60% 49%

46%

50%

37%

40% 30%

23%

20%

Hotpot continues to grow strongly next to BBQ and Japanese Cuisine

10% 0% -10% -20%

-6% -17%

-30% -40% -40%

-50% Fast Food

BBQ Restaurant

Hot Pot Restaurant

Japanese Restaurant

Italian Restaurant

Other Asian

Korean Restaurant

Market Research

Market Shares of Traffic Growth on non-VN cuisines in 2018 The survey is based on the number of 22,000 people , living in Ho Chi Minh City and Hanoi

Fast Food

BBQ

Hot Pot

Japanese

Korean

Other Asian

10%

Percent of the traffic growth of Hot Pot just behind Fastfood and BBQ

10% 39% 9%

9%

11%

12%

Western

Market Research

2018 Sales contribution growth of non-VN cuisines The survey is based on the number of 15,000 people , living in Ho Chi Minh City and Hanoi

80%

59%

60%

51% 43%

Traffic Growth is 37% but Sales contribution Growth of Hot Pot is 59%, Highest in F & B Industries.

38%

34%

40% 20% 0% -20% -25% -40%

-42%

-60% Fast Food

BBQ Restaurant

Hot Pot Restaurant

Japanese Restaurant

Italian Restaurant

Other Asian

Korean Restaurant

Market Research

Customers Traffic to Stores increased in 2018 The survey is based on the number of 15,000 people , living in Ho Chi Minh City and Hanoi

Customers Traffic of Hot Pot increased strongly in 2018 to 2.5 million Young Female consumers are the core growth engine for Hot Pot restaurants in 2018

BBQ

HOT POT

JAPANESE

2018 Traffic Increase

2018 Traffic Increase

2018 Traffic Increase

+ 4.0 Million

+ 2.5 Million

+ 2.8 Million

73% from Female 15 to 34

51% from Female 15 to 34

62% from Female 15 to 34

Market Research

What time they eat?

The survey is based on the number of 15,000 people , living in Ho Chi Minh City and Hanoi

BBQ restaurants have become more attractive destinations for dinner, while Hotpot and Japanese outlets enjoy increasing footfall during lunch

Market Research

How many people go to Hot Pot Restaurant?

The survey is based on the number of 15,000 people , living in Ho Chi Minh City and Hanoi

100% 90%

Hotpot and BBQ restaurants show amazing capability to accommodate customer’s party

80%

35%

55%

70% 60%

39%

50%

39% customer go to Hot Pot Restaurant in group 3-4

27%

40%

44% 27%

30% 20% 10%

35% 21%

19%

0% BBQ Restaurant <= 2 peoples

HotPot Restaurant 3-4 peoples

Japanese Restaurant 5+ people

Market Research

The reasons that customers choose Hot Pot for their dinner?

The survey is based on the number of 15,000 people , living in Ho Chi Minh City and Hanoi

Are You Like Hot Pot ?

Customer Insight

The survey is based on the number of 6,000 people , living in Ho Chi Minh City and Hanoi 80%

76% 68%

70% 60% As you see. The group of customers from 18 to 34 is the group of customers who like the hotpot the most.

60%62%

58% 52%

50% 40%

45% 40% 29%

30%

32%30%

23%

18%16%16% 15%

20% 10% 0% Like It Very Much 18 to 24

Like It 25 to 34

Do not Like It 35 to 44

45 to 55

Very Hate

Do You Often Go To Eat Hot Pot ?

Customer Insight

The survey is based on the number of 6,000 people , living in Ho Chi Minh City and Hanoi Offen User = 68% 80%

70%

76% 68%

Regular User = 42%

64% 60%

60%

56%

52%

68% are Offen Hot Pot users.

48%

50%

Ratio for 25 to 34 age are higher.

62%

45%

46%

42% 40%

30%

38% 35%

Irregular User = 16%

33% 25% 26%

22% 19%

18%

20%

12% 10%

8%

7% 4%

6%

0% A fews time a week

Once a week

A fews time a month 18 to 24

25 to 34

Once a month 35 to 44

45 to 55

I rarely to Hot Pot

I have never go to Hot Pot Restaurant

Who Do You Go To Eat Hot Pot With ?

Customer Insight

The survey is based on the number of 6,000 people , living in Ho Chi Minh City and Hanoi 90% 80%

78%

76%

75%

78% 72%

70%

68% 62% 63%

60% 60%

We can see that

52% 48%

50%

18 to 34: - Going with friends is the most 35 to 45: - Going with family is the most

45% 42%

40%

35%

33%

32%

32%

30% 23% 20%

16% 7%

10% 3%

9% 5% 2%

0% With Friends

With Family

Dating 18 to 25

25 to 35

Bussiness Discussion 35 to 45

45 to 55

Relax Myself

Love Hot Pot & Eat Every Day

Customer Insight

What are the important factors in choosing your hotpot restaurant ?

The survey is based on the number of 6,000 people , living in Ho Chi Minh City and Hanoi 18 to 25

We can see that 18 to 34: the most important are - Resonable Price - Location of Restaurant - Parking - Great Extra as wifi / music/ â&#x20AC;Ś - Large & Comfort Space

Parking Great Extra as wifi / music / â&#x20AC;Ś

25 to 35 72%

62%

Location of Restaurant

67% 36%

Cool Design

35 to 55: the most important are - Healthy - Great Taste of Food - Parking - Location of Restaurant

Large and Comfort Space

Cleanliness Great Service Healthy Great Taste of Food

76% 82%

56%

58%

48% 55%

61%

76%

42%

73%

82%

56%

74%

58%

72%

58%

55% 66% 68% 62% 78%

56% 52%

72%

43%

42%

74%

58%

68%

77%

Resonable Price

45 to 55

78%

80%

Interior Design

Authentic Cuisine

35 to 45

62% 68% 70% 78%

38% 48% 68% 72% 76% 82%

72%

68%

Customer Insight

What are the most important factors in choosing your hotpot restaurant ?

The survey is based on the number of 6,000 people , living in Ho Chi Minh City and Hanoi I am aware of this and would like to go someday I have been there before and would like to go again I have been there before but no longer use it I regularly go there

Kichi Kichi & Hot Pot Story is the most brand chosen by customer because reasonable price, many stores and long history

14%

12%

28%

32%

12%

8%

46%

48%

24% 44%

46%

18%

16%

22%

20%

16%

18%

Manwah

Ashima

16% 28%

32% Kichi Kichi

Hot Pot Story

Hutong

Customer Insight

The first brand when you are going to eat hotpot now The survey is based on the number of 6,000 people , living in Ho Chi Minh City and Hanoi

Kichi Kichi

Hot Pot Story

Hutong

Manwah

8% 6%

Kichi Kichi & Hot Pot Story are 1st Brand chosen of customer when they decided to go eat hotpot today

33% 17%

36%

Ashima

Competitor Analysis

Introduce: Restaurant Conveyor Hot Pot Kichi Kichi belongs to Golden Gate Group - one of the leading corporations in the field of restaurant cuisine. Born as a food industry innovation, Hot Pot Bar has quickly become a style and trend of eating and drinking all over the world because it has many preeminent features and Kichi Kichi is a typical.

Number of Stores: 72 Stores in all Vietnam

Business Model: Hot Pot Bar Price Range: 200k â&#x20AC;&#x201C; 400k Promotion: Go 4 Free 1, Check-in get voucher 100k,...

Evaluation:

Competitor Analysis

Introduce: Hotpot Story is owned by RedSun ITI Group - One of the most powerful culinary corporations in Vietnam, owns many other famous culinary brands such as King BBQ, ThaiExpress, Seoul Garden, Sushi Kei, Buk Buk , Capricciosa, Khao Lao, Tasaki BBQ, Xin Wang, Dolpan Sam

Number of Stores: 41 Stores in all Vietnam Business Model: Buffet Hot Pot Price Range: 200k â&#x20AC;&#x201C; 400k Promotion: Go 4 Free 1 Evaluation:

Competitor Analysis

Introduce: Hutong - Hot Pot Paradise of Golden Gate Group was born with the desire to bring a full Hong Kong meal to all diners. Not only is a typical Hong Kong space but also an experience of quality dipping dishes with Hong Kong traditional hotpot

Number of Stores: 25 Stores in all Vietnam Bussiness Model: Alacarte – Hong Kong Hot Pot Price Range: 500k – 1000k Promotion: Crazy Monday, Go 4 Free 1,…

Evaluation:

Competitor Analysis

Introduce: Restaurant chain Ashima mushroom hotpot belongs to Golden Gate Group which is considered the chain of Fine-dinning restaurants in Vietnam possessing the secret for a unique and unique mushroom hotpot and enthusiastic professional service style

Number of Stores: 9 Stores in all Vietnam Business Model: Buffet â&#x20AC;&#x201C; Mushroom Hot Pot Price Range: 300k â&#x20AC;&#x201C; 600k Promotion: Go 4 Free 1

Evaluation:

Competitor Analysis

Introduce: Manwah Restaurant - Taiwanese Hotpot belongs to Golden Gate Group - one of the leading corporations in the field of restaurant cuisine. The taste of hotpot is the strongest difference of Taiwan hotpot. Taiwan hotpot has many spices, thus bringing more flavor flavors than regular hotpot.

Number of Stores: 12 Stores in all Vietnam Business Model: Alacarte â&#x20AC;&#x201C; Taiwanese Hot Pot Price Range: 350k â&#x20AC;&#x201C; 850k

Promotion: Free Wagyu Beef 199k for Group 4 Evaluation:

Brand Positioning WE MUST BE THERE 8.2

7.8

7.6

7.2

Product

6.2 5.6

Promotion

Price

Brand Positioning 7Ps Place

People

Physical Evidence

Process

Huy Seafood Garden

Hutong

Manwah

Ashima

Hot Pot Story Kichi - Kichi

Strength

SWOT Analysis

Weakness

SWOT Analysis Opportunity

Threat

 Strong financial fundamental (Huy Vietnam)  Multi level organization, oriented training program  Various well-known cuisine brand (Mon Hue, Pho Ong Hung, IKI Sushi, … )  Strong Kols Relationship & Digital Marketing  Well recognized location, busy neighborhood and public area (Nguyen Hue, Ham Nghi, Hai Ba Trung)  Professional Marketing Management team  Experienced managers with profound nightlife networking  Free Facilities (WIFI, parking, ice tea, delivery)

Strength

SWOT Analysis

Weakness SWOT Analysis

Opportunity

Threat

 High investment (new tableware, front side makeover, renovation decoration)  The rate of food revenue is not high in the first period of establishment.  Many long-standing and financially strong competitors, the number of stores

Strength

SWOT Analysis

Weakness

SWOT Analysis Opportunity

   

Threat

Large initial investment High marketing costs Hiring costs and premises are increasing It is difficult to find favorable premises because there are so many restaurants now  Problems arising from operating and recruiting personnel  New employees are not familiar with the job and do not satisfy customers

Strength

SWOT Analysis

Weakness

SWOT Analysis Opportunity

Threat

 Large potential market with a large population and many young people  The consumption capacity of people is increasing  Vietnamese people like to eat hot pot and the level of spending for outside eating is increasing  Customers tend to switch from BBQ to hotpot  The number of customers coming to hot pot restaurant always increases every year

Target Customer Geographic Who live in 2 largest cities in Vietnam Ha Noi and Sai Gon

Demographic Working in downtown center of the city

Behavioristic People have house are located in new housing areas where many knowledge components and high income levels.

Target Customer Geographic 22 to 45 will be the main customers because they work, earn income and are willing to pay the most for restaurant services and dining out.

Demographic Male & Female

Behavioristic Middle and high income range from 10 to 15 million 1 month or higher

Target Customer Geographic Graduated from university or higher

Demographic People who work in offices or hold high positions in the company

Behavioristic The intellectual elites and high status in society

Target Customer Geographic People with diverse tastes, like foreign food like Japan, Korea and especially hotpot.

Demographic People who spent lot of money to eat outside and buy high-value products to show their worth.

Behavioristic who likes to gather with friends, discuss business with a partner in the restaurant and like to participate and organize parties.

Big Ideas How to make the difference KUNGFU NOODLES SHOW Introduction Homemade noodles take more time to prepare than store-bought. But they reward cooks (and their lucky guests) with fresher, richer, better-tasting noodles to serve with all kinds of dishesâ&#x20AC;&#x201D;pot roast, beef stroganoff, homemade beef and noodles, homemade chicken noodles, and more. In fact, the restaurant has a chef who makes direct noodles by hand will be more attractive and attract customers.

Operation The chef directly makes the noodles by hand at the kitchen outside the restaurant lobby so that the customers can see the performances and enjoy the noodles made by the chef

Big Ideas How to make the difference KUNGFU HOT POT SOUP POURING

Introduction Instead of using kungfu to pour tea like Chinese teahouses. We will use them to light up the hot pot for guests, which will surely impress and attract customers to the restaurant.

Operation Well-trained waitor will directly use kungfu to pour the hotpot soup for guests at each table.

Big Ideas How to make the difference MEAT CABINET Introduction The meat cabinet is a method commonly used by Japanese and European restaurants to provide the best choice for their customers. This is a way to increase interaction and trust between customers and restaurants.

Operation Meat is hung in a cabinet in a room specially deodorized so that customers can choose their favorite meats. Then the restaurant will take the type of meat that customers choose to cook hot pot dishes for their meals.

Big Ideas How to make the difference MUSIC SHOW Introduction A live music concert is held on weekends often used by luxury restaurants in the US and Europe to bring new and relaxing experiences when diners come to dinner at the restaurant.

Operation The restaurant will organize music nights every Saturday to create new experiences and attract customers.

Big Ideas How to make the difference CELEBRITIES PARTY Introduction This is the way used in the most luxurious restaurants in America and Europe. Celebrities in the entertainment industry go to the restaurant for dinner will create a distinct lifestyle and bring it to the customer. This is a great way to create a different and famous restaurant.

Operation Use the familiar relationship of marketing to invite celebrities and their families to dinner.

Conditions: give them 50 million prepaid cards for them to use.

Working Timeline

01 June – 30 June

April 2019 - June 2019

Grand Opening

MEDIA

ACTIVITIES

Building Brand

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TVC Celebrities / KOLs Social Media Post Google Ads Facebook & Instagram Ads Youtube Ads Viral Clip PR Articles Website Google Adwords & Google Analytics Facebook Fanpage & Instagram Page Youtube Channel Social Media Page as Foody, POSE,…

July 2019 - December 2019 Maintain & Increase Sales

       

Photo Booth & Mascot Celebrities / KOLs Grand Opening Hot Promotion Facebook & Instagram Post Special Gift POSM – Flyer, Standee, Poster PR Articles

      

    

Facebook & Instagram post Check-in Celebrities / KOLs PR Article Facebook & Google Ads Youtube Ads

    

Celebrities / KOLs Social Media Post Google Ads Facebook & Instagram Ads Youtube Video Clip Youtube Ads Re-marketing

Optimize Website Optimize Google Ads Optimize Facebook Ads Build Youtube Channel Check-in Celebrities / KOLs

Contact

PR & KOLs Execution Make a List of KOLs

Send Information to Manager

Evaluation

Check-in at Stores

Management Circle

Post Facebook & Instagram

PR & KOLs Execution

Target

. 10 KOLs per Week . 20.000 to 50.000 follow per KOLs . 500 to 800 like or interaction per KOLs . KOLs must have a clean resume

PR & KOLs Execution

Diamond & Prepaid Card for Celebrities . 1 Prepaid Card with 50 mil VNÄ? for each Celeb . Celebrities with 500.000 to 1.000.000 fan . Working in Entertainment Industry . Has a great influence on society and purchasing decisions of many people

PR & KOLs Execution

The List of Celebrities

VŨ NGỌC ANH

BÌNH MINH

HỒ NGỌC HÀ

PR & KOLs Execution

The List of Celebrities

NINH DƯƠNG LAN NGỌC

BÍCH PHƯƠNG

JUN VŨ

PR & KOLs Execution

The List of Celebrities

TRẤN THÀNH

HARIWON

SAM

PR & KOLs Execution

The List of Celebrities

CHI PU

MINH HẰNG

HOÀNG YẾN CHI BI

PR & KOLs Execution

The List of Celebrities

HƯƠNG TRÀM

NOO PHƯỚC THỊNH

BẢO ANH

PR & KOLs Execution

The List of Celebrities

MỸ TÂM

ĐÔNG NHI

SOOBIN

Digital Execution

Campaign Funnel

1.

Awareness

2.

Target Customer

3.

Activation

4.

Tracking

5.

Optimization

6.

Conversion

7.

Retention

8.

Revenue

Our digital marketing strategy will connect with the user in each step of the funnel. Working as an integrated channel to boost the engagement and therefore the conversion

Launching Google Ads, FB Ads & Youtube Video Ads

Customer Engagement

Digital Execution

Campaign Funnel

1.

Awareness

2.

Target Customer

3.

Activation

4.

Tracking

5.

Optimization

6.

Conversion

7.

Retention

8.

Revenue

Launching Google Ads, FB Ads & Youtube Video Ads

Customer Engagement

Target Potential Customer by Ads

Digital Execution

Campaign Funnel

1.

Awareness

2.

Target Customer

3.

Activation

4.

Tracking

5.

Optimization

6.

Conversion

7.

Retention

8.

Revenue

Launching Google Ads, FB Ads & Youtube Video Ads

Customer Engagement

Target Potential Customer by Ads

Traffic

Website / Fanpage / Youtube Channel

Digital Execution

Campaign Funnel

1.

Awareness

2.

Target Customer

3.

Activation

4.

Tracking

5.

Optimization

6.

Conversion

7.

Retention

8.

Revenue

Launching Google Ads, FB Ads & Youtube Video Ads

Customer Engagement

Target Potential Customer by Ads

Traffic

Website / Fanpage / Youtube Channel

Google Analytics / FB Analytics / Youtube Studio

Digital Execution

Campaign Funnel

1.

Awareness

2.

Target Customer

3.

Activation

4.

Tracking

5.

Optimization

6.

Conversion

7.

Retention

8.

Revenue

Launching Google Ads, FB Ads & Youtube Video Ads

Customer Engagement

Target Potential Customer by Ads

Traffic

Website / Fanpage / Youtube Channel

Google Analytics / FB Analytics / Youtube Studio Re â&#x20AC;&#x201C; Marketing Ads Customer Visitor Web / Fanpage / Youtube Channel

Digital Execution

Campaign Funnel

1.

Awareness

2.

Target Customer

3.

Activation

4.

Tracking

5.

Optimization

6.

Conversion

7.

Retention

8.

Revenue

Launching Google Ads, FB Ads & Youtube Video Ads

Customer Engagement

Target Potential Customer by Ads

Traffic

Taking Customer Data

Website / Fanpage / Youtube Channel

Google Analytics / FB Analytics / Youtube Studio Re â&#x20AC;&#x201C; Marketing Ads Customer Visitor Web / Fanpage / Youtube Channel

Digital Execution

Campaign Funnel

1.

Awareness

2.

Target Customer

3.

Activation

4.

Tracking

5.

Optimization

6.

Conversion

7.

Retention

8.

Revenue

Launching Google Ads, FB Ads & Youtube Video Ads

Customer Engagement

Retention

Target Potential Customer by Ads

Traffic

SMS / Email Marketing

Taking Customer Data

Website / Fanpage / Youtube Channel

Google Analytics / FB Analytics / Youtube Studio Re â&#x20AC;&#x201C; Marketing Ads Customer Visitor Web / Fanpage / Youtube Channel

Digital Execution

Campaign Funnel

1.

Awareness

2.

Target Customer

3.

Activation

4.

Tracking

5.

Optimization

6.

Conversion

7.

Retention

8.

Revenue

Launching Google Ads, FB Ads & Youtube Video Ads

Customer Engagement

Retention

Target Potential Customer by Ads

Traffic

SMS / Email Marketing

Taking Customer Data

Website / Fanpage / Youtube Channel Go to store / delivery Google Analytics / FB Analytics / Youtube Studio

Re â&#x20AC;&#x201C; Marketing Ads

Revenue Customer Visitor Web / Fanpage / Youtube Channel

Digital Execution

Campaign Funnel

Launching Google Ads, FB Ads & Youtube Video Ads

1.

Awareness

2.

Target Customer

3.

Activation

4.

Tracking

5.

Optimization

6.

Conversion

7.

Retention

Re â&#x20AC;&#x201C; Marketing Ads

8.

Revenue

FB Ads GDN

Customer Engagement

Retention

Target Potential Customer by Ads FB Ads Google Ads Traffic GDN SEO Ads Network

SMS / Email Marketing

Taking Customer Data

Website / Fanpage / Youtube Channel Go to store / delivery Google Analytics / FB Analytics / Youtube Studio Revenue Customer Visitor Web / Fanpage / Youtube Channel

Digital Tracking & Optimization

Google Analytics Standard in, from demographic data to conversionanalytics

Digital Tracking & Optimization

Facebook Analytics

New complete suite from Facebook to measure the impact in organic and referral traffic

Digital Tracking & Optimization

Youtube Studio Always tracking and optimize user elements.

Make the Youtube channel experience is the best

Grand Opening Timeline

9h00 AM

10h00 AM

9h30 AM

Lion Dance

Newspaper interview and take pictures

Hot Promotion Line up to get 100k voucher

Ribbon Cutting

11h00 AM

12h00 AM

10h30 AM KOLs / Celeb check-in

Celeb interact with audiences

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