7. MARKETING STRATEGY

7.1 Pricing strategy

Pricing will be 5% (standard dishes) to 20% (‘gourmet’ dishes) above the Knysna norm in order to reflect the premium positioning of Gourmet Dan. However, it must be remembered that most guests are on holiday and even the more affluent will generally refuse to pay ‘big city’ prices, except in exceptional circumstances.

Alcoholic beverages will carry a 100% mark-up for normal items and a 200% mark-up for exclusive wines/whiskies/cognacs/liqueurs.

 7.2 Promotion strategy

This will encompass the following:

  • Prominent signage in and around the Knysna Waterfront
  • Membership of the Knysna Tourism Association and placement of brochures and flyers within the association’s outlets and on its website
  • Participation in events and special promotions run by Knysna Tourism
  • PR programme to educate staff of relevant hotels/guest houses/resorts so that they are able to refer guests to Gourmet Dan
  • Placement of brochures at relevant hotels/guest houses/resorts
  • Advertising on local and regional tourism websites
  • Presence in the local Knysna Herald newspaper

7.3 Placement strategy

Gourmet Dan will serve its customers from premises at the Knysna Waterfront, overlooking the Knysna Lagoon, both of which are prime visitor attractions with high levels of foot traffic both day and night. The restaurant has an indoor dining area seating 50 patrons and an outdoor area seating 50 patrons. The intention is to cover the latter with a flexible ‘roll-back’ roof to allow service in all weather conditions.

7.4 Distribution channels

The restaurant will be open 11am-11pm daily, with a possible reduction in hours during off-peak periods. A snack menu will be available all day (until 6pm), with a lunch/dinner menu in operation from noon-3.30pm and 6pm-10pm. Both menus will include ‘gourmet’ dishes.

7.5 Marketing budget

Brochures:
R  15 000
Flyers for special events/special offers:
R  5 000
Tourism Association membership:
R  1 000
Tourism Association events:
 R  5 000
Hotel/resort staff PR programme:
R  5 000
Advertising
R  20 000
Miscellaneous:
R  4 000
Total: 
R  55 000

 

7.6 Sales strategy

See points 7.2, 7.3 and 7.

7.7 Sales forecast

March (opening month)
R2500
April

R 2 600               
May
R 2 300
June
R 1 550
July
R 2 500
August
R 1 550
September
R 2 100
October
R 3 100
November
R 5 000
December

R 6 500
January:
R 5 600
February:
R 4 900
Total covers for year 1:     
R 40 200  

40 200 patrons @ an average income per head of R104.50

= R4 200 900 sales for year 1