conran presentation

8/14/2019 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)
http://images.google.co.uk/imgres?imgurl=http://www.crookedbrook.com/Embroidered-Restaurant-Logos/Myriad%20Restaurant%20Group.JPG&imgrefurl=http://www.crookedbrook.com/Embroidered-Restaurant-Logos/Myriad%20Restaurant%20Group%20detail.htm&h=408&w=408&sz=177&tbnid=zkLRUboUwHVmcM:&tbnh=121&tbnw=121&hl=en&start=1&prev=/images%3Fq%3D%C2%B7%2BMyriad%2BRestaurant%2BGroup%26svnum%3D10%26hl%3Den%26lr%3D%26sa%3DNhttp://images.google.co.uk/imgres?imgurl=http://www.mcculleygroup.com/images/projects/nobu/nobulogo.gif&imgrefurl=http://www.mcculleygroup.com/prjct_nobulogo.html&h=230&w=230&sz=3&tbnid=aE6H5C1HEUnQpM:&tbnh=103&tbnw=103&hl=en&start=1&prev=/images%3Fq%3Dnobu%2Blogo%26svnum%3D10%26hl%3Den%26lr%3D%26sa%3DXhttp://images.google.co.uk/imgres?imgurl=http://www.squaremeal.co.uk/include/images/content/bamboupriv.gif&imgrefurl=http://www.squaremeal.co.uk/restaurants/london/display.php%3FRest_ID%3D80189&h=150&w=190&sz=27&tbnid=5l5SKUfjVkqm3M:&tbnh=76&tbnw=97&hl=en&start=4&prev=/images%3Fq%3DBam%2BBou%2Brestaurant%26svnum%3D10%26hl%3Den%26lr%3D%26sa%3DN


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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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