MARKETING MANAGEMENT PROFESSIONAL IN SALES AND MARKETING COURSE: 2015 - 2018 INTERNSHIP REPORT “Marketing plan for restaurant brand “Bo To Quan Moc” of Aladdin International Vision JSC.” Student: PHAM THI HAN Class : Marketing 9 Tutor in University Tutor in the Company Mr. Nguyen Hoang Ms Nguyen Thu Thao Mr. La Tien Dung Prof. Corinne Montoya HANOI - 2018 ACKNOWLEDGEMENT First of all, I would like to express my greatest gratutude to Aladdin company for enabling me to complete this report on “Marketing plan for restaurant brand Bo To Quan Moc”.
Sucessfully completed any report requires help from a number of people. These people have helped me a lot on the process of completing the report. I would like to express my greatest gratitude to these people: Ms Nguyen Thu Thao, Deputy Marketing Manager of Aladdin, the instructor of our project. Corinne Montoya of Jean Moulin Lyon 3 University.
Mr Nguyen Hoang, the tutor of the report. Mr La Tien Dung, consultant of the report. Only under the guidance of them that I can shape this report to be completed perfectly. Finally, I would also like to thank the employees of the Marketing Department, the restaurant manager as well as all staff of Bo To Quan Moc for helping me on the process of making this report.
i SUMMARY With the name of my internship report as “Marketing plan for restaurant brand Bo To Quan Moc”, the purpose of this report is to contribute some of my ideas to make a completed marketing plan for Bo To Quan Moc in summer base on the experiences that I’ve acquired during the period of internship at Aladdin International Vision Joint Stock Company. The report will be divided into 3 different chapters. In the first chapters I will give a brief introduction about Aladdin International Vision Joint Stock Company and restaurant brand Bo To Quan Moc. The next chapter will be the detailed description about the work that I have accomplished during my internship period in the company including some market research, establishing Marketing strategies and the solutions that I have conducted to increase sales as well as brand reputation of Bo To Quan Moc.
The final chapter is about the avaluation of the achievements of the report and the experiences that I have learnt in the time I have the honor to work there. ii TABLE OF CONTENTS Table of contents.iii List of table. iv List of figure.v Chapter 1: Company Overview.1 Company vision and mission.2 Company’s Marketing financial ability and Structure.3Bo To Quan Moc restaurant brand.3 Chapter 2: Detailed desciption of internship responsibilities.1 Vietnam F&B market analysis.4 Description of task given during the period of internship.5Some recommendations for Bo To Quan Moc restaurant brand. 26 Chapter 3: Evaluation on the report.3 Experiences gained during the period of internship and solutions to overcome difficulties 27 CONCLUSION.29 iv LIST OF TABLE Table 1.
Bo To Quan Moc’s Customer Portrait. Bo To Quan Moc’s Competitor. 10 v List of figure Figure 1. Aladdin International Vision JSC.
The forecasted revenue development of F&B market from 2016 to 2022.5 vi Chapter 1: Company Overview 1.1 Company background Aladdin is the company which owns restaurant brand system called Tan Luong Son Quan and Bo To Quan Moc - Vietnamese-style restaurants with unique architecture and close to nature. On 20/11/2017, Aladdin International Vision JSC. officially announced the first restaurant of brand Bo To Quan Moc at 102 Thai Thinh Street. Business name Aladdin International Vision Joint Stock Company Founded 02/03/2017 No.
16, Alley 145/49, Quan Nhan Street, Nhan Chinh Ward, Head office Thanh Xuan District, Hanoi Phone (+84) 97 955 5095 Tax code 0107742477 Business Food and Beverage industry 1 1.1 Company vision and mission 1.1 Company vision As the company develops the top of restaurant chains with unique culinary styles in Vietnam, specializing in pure Vietnamese food from nature, mountains, and forests. Fast and thoughtful service, consistent with the development trend of society together with the traditional cooking methods, keep the flavor of dishes.2 Company mission For customers: Provide customers/diners organic food with pure Vietnamese taste, high quality, reasonable price and professional service. For partners: Bring leading profits and sustainable growth to partners. For employees: It is an organization with a working environment of humanity, ensuring material and spiritual conditions for laborers.
Where employees are given every opportunity to maximize their capacity. For society, community: The company always carries out social responsibility, and community-based volunteering activities.2 Company’s Marketing financial ability and Structure The financial ability for Marketing: Recognizing the importance of marketing, Aladdin pays great attention to investing in these activities. The company has a budget of 5% – 10% of the monthly total revenue of Bo To Quan Moc for its marketing activities. 2 Company structure: The labor force in the company is divided into 2 parts: the office employee and the restaurant staff.
Marketing Department is the crowdest department in the company with 7 employees. During my internship time, I am assigned to focus on restaurant brand Bo To Quan Moc. Besides cooperating with the others in Marketing Department to learn and accomplish all the given tasks, I take the main responsibility for trade marketing activities at Bo To Quan Moc restaurant. Director Office Restaurant Restaurant Finance General Manager Accounting Bo To Quan Tan Luong Son Moc Manager Quan Manager Administration & HR Kitchen Kitchen Marketing Table Table Partner Content Counter Counter CRM Digital Marketing Trade Marketing Figure 1.
Aladdin International Vision JSC.3 Bo To Quan Moc restaurant brand 1.1 Restaurant concept Bo To Quan Moc restaurant is located on Thai Thinh street - a bustling and vibrant street. Bo To Quan Moc has built its reputation in a short time and is mouth advertised by its diners because of the organic cow source and the perfect processing. The main ingredient of most dishes is calf - a young bovine animal, especially a domestic cow or bull in its first year - brings diners the taste of soft, delicious and fresh. In addition, the unique decoration is also one of the factors that contribute to the attractiveness of Bo To Quan Moc restaurant.
Decorated in the old style, nostalgic, bringing customers back to the old town of years in the 80s, where can help each person "touch the memory" of childhood - Scale: 3 floors - 500 seats 4 - POD: The ingredient is calf (soft, delicious, fresh) | The old town space, 80s style (unique, nostagic, joyful) 1.2 Goals Bo To Quan Moc is now scouting more areas for expansion in Hanoi city (Thanh Xuan District, Cau Giay District, Ba Dinh District,…) and in other cities in North Vietnam Bo To Quan Moc restaurant is determined to be one of the top brands in the North of Vietnam, which is prioritized in customer’s mind. 4 restaurants are opened in 2018 Achieve the total revenue of $1.3 Future strategy Launching the Bo To Quan Moc restaurant franchise project in Hanoi urban area as well as conducting market research to collect more data for this project. Diversify the restaurant menu by adding the new dishes. Recently, the marketing department and F&B production have researched and introducted a new dish to customers - green bean soup with beef - cool and detoxify the body, suitable for sunny summer days.
This dish is received the positive feedback from diners, so we will probably add the green bean soup with beef to the official menu of restaurant. 5 Chapter 2: Detailed desciption of internship responsibilities 1.1 Vietnam F&B market analysis The food and beverage sector in Vietnam has shown strong growth in the last decade, driven by not only foreign brands, but also local brands. According to a report by Euromonitor International's market research group, in the period from 2016 - 2020, F&B market in Vietnam will reach an average annual growth rate of 16. Revenue in the "Food & Beverages" segment amounts to US$90m in 2018.
In the last few years, numerous foreign brands have invested heavily in the market and are predicted to continue to do so, largely driven by rapid urbanization, increased spending, and growth of the middle-class population. Local brands offering Vietnamese cuisine and street food are also emerging as a tough competitor to the global food chains. In fact, foreign fast food chains in the last 2-3 years have underperformed and slowed down their expansion plans due to consumer preferring the local taste and lower prices. It is the opportunity for the restaurant to raise the awareness of target customers about Bo To Quan Moc brand.
The forecasted revenue development of F&B market from 2016 to 2022 6 (Source: Statista, April 2018) 7 Consumer Profile Out-of-home consumption According to Decision Lab, a Ho Chi Minh City-based market research firm, the out-of- home consumption for food and beverage, are divided into a number of segments, of which full- service restaurants and quick service restaurants lead the group at 36 percent each. Street food accounted for 11%, while convenience stores, canteens, bars, clubs, and hotels account for the remaining share. The average basket size transactions for fine dining (full-service restaurant) within out-of-home consumption is $11.7 while the average expense per person at Bo To Quan Moc is from $7. It is an advantage for the restaurant.
Visiting hours As per the study, in quarter 1 in 2017, there were 328.6 million visits to foodservice outlets and breakfast accounted for almost a third of the visits at 30 percent. This has been attributed mostly to the modernization of traditional Vietnamese cuisines, growing number of convenience stores, and increasing number of urban office professionals. Restaurant choice Location has been highlighted as the main criteria for choosing a restaurant due to the growing urban population and traffic. About 63 percent of the surveyed population highlights location, followed by cleanliness, and food quality at 34 percent each as the top three criteria for choosing a restaurant.
All of these highlight criteria are the strength of Bo To Quan Moc. Online ordering preference 8 With the growing internet and smartphone penetration, restaurants have also started focusing on online ordering to increase their sales. Online ordering currently accounts for almost half of all food delivery orders in the major cities. Bo To Quan Moc has been cooperating with some partners to provide customers the platform to order food via the internet.1 Company Bo To Quan Moc – 102 Thai Thinh Street is the first restaurant of this future Bo To Quan Moc restaurant chain with the scale of 500 seats, and aim to raise up to 12 restaurants from now to 2020.
Bo To Quan Moc has its own CIP (Corporation Identify Program), and it has been used effectively. All of marketing activities including both trade marketing and online marketing are easily recognized by customers because of the unified color, logo, staff's uniform,… The restaurant has been cooperating with many partners aim to implement the most effective marketing campaigns. For instance, the marketing department is not in charge of dishes advertising videos, so we co-work with a media agency to filming dishes as well as restaurant space. Besides, we have some partners are banks and travel companies/agents.2 Supplier To ensure the origin as well as the rigorous quality of the product, Bo To Quan Moc chose the supply chain for the restaurant following the first model - purchased directly from the 9 manufacturer - for the main ingredients of the dishes (calf).
Suppliers are calf farms in Ba Vi pasture where is just 1 hour driving far from the restaurant. Advantage: Get the original price when not through any intermediaries. Easy access to quality and origin of food. This is one of the factors that help reduce production costs, offering the best price for our customers.
In addition, the restaurant also selects the form of purchase from the distributor for other ingredients of the dish and beverages.