MTM IX students present their Marketing plan project on "Barriquando Hostaria, a typical restaurant located in Lamezia Terme, Italy". How to make this company more attracting? Students' solution is to exploit strategically online channels and develop an effective communication plan. www.mtm.iulm.it

1. MADE & CREATED WITH LOVE BY:
Bohdana Bukatar- Yulia Shinkareva – Marco Lancellotti
Martina Marcucci - Matteo Taller

2. PRESENTATION OF THE BUSINESS IDEA
Who we are and what do we do?!
Welcome to the Digital October Inc. Italy‘s leading
specialist in sales, marketing and services. If you want to
make more money in your business, look no further! Call
Now!
 Since 2010, we’ve helped over 2000 businesses right
across Italy and Austria to make more money and
we've just done the same for some 200 businesses
throughout Europe and the UK.
 Digital October is Italy’s leading specialist in sales and
marketing.
We don‘t just state company values to wow or impress
our clients. We believe in living by them every day. They
help guide our decisions and formulate our long-term
business strategies.

3. PRESENTATION OF THE BUSINESS IDEA
Our company values…
 1) Giving. We give our time and attention to our clients, our team and our
community. We believe in leaving a positive legacy on the world through what
we do each and every year, including through our ‗Transactional Giving‘ policy.
In simple terms, we leave a positive legacy (or gift) in the world for every client
transaction.
 2) Family. We believe in supporting the families of our team and those of our
clients. Not only do we prioritize our own families within our work methods, but
our Family value also leads us to focus strongly on helping small to medium
family-owned businesses make better returns through better sales and
marketing.
 3) Passion. We are passionate about what we do. We won‘t get involved in any
aspect of businesses or services unless we are passionate about the type of
service/work, the type of client or the impact those services will have on any
given client or community. We are passionate about our work and passionate
about helping businesses and individuals make more money. More money
allows better choices to be made.
 4) Dedication. When we commit to something, we‘re totally dedicated. Whether
it‘s our dedication to our clients, to remaining at the leading edge of training
services we offer, or dedication to the charities and community organizations we
support, we are always dedicated to our task.

4. PRESENTATION OF THE BUSINESS IDEA
How, where and why?!
 Location: Lamezia Terme
 Opening date: 26/07/2010
 Food: Calabrese
 Menu: always particular
 Seats: 35 – 60
(depends on the season)
 Mood: always good 

5. PRESS ABOUT US

6. PRESENTATION OF THE BUSINESS IDEA
Our goals
 Like any other business, sales numbers matter for a
restaurant, particularly a new one. Set sales goals for
Barriquando Hosteria in increments, starting with a smaller
goal as they‘ve opened their doors and then increased them
as they became an established member of the restaurant
community
 The idea is to achieve some more high level of financial
growth in each quarter after the opening of the restaurant,
so that they have the resources to continue to operate and
market their business.
 A restaurant service goal might be to provide the best front-
of-house service of any area restaurants. Objectives would
then define what this experience would look like. Perhaps
diners would be greeted within two minutes of entry and
seated within 10 minutes. Objectives could also include an
edict that diners receive water and bread at their tables no
later than five minutes after seating…

8. SWOT ANALYSIS - POINTS OF STRENGTH
 LOCATION: the Restaurant is located ina very strategic place, in the
middle of the city;
 STAFF BEHAVIOUR: A long experience in customer satisfaction and
guest welcoming.
 FOOD QUALITY: Fresh food guaranteed every day and a different
menu per weekday. Special and particular ingredients mixed in an
original way by the cooks. Unique food and service.
 BEVERAGE: The quality and variety of the wines is amazing. Nobody
offers so many and so different kinds of wine and the experience of the
waiters makes the product unique in its competitive market.
 COST: Since the owners are also the workers the restaurant can afford
a reasonable pricing of our service, and still keep the quality at a high
level.

9. SWOT ANALYSIS - POINTS OF WEAKNESS
 SPACE: Our restaurant is not very big, especially in case of
bad weather or cold. Some days people can‘t get in
because of the small space inside. And of course they go
directly to our competitor.
 COMPETITORS: In the square, in the middle of the city
there is another restaurant, called «Novecento». Same
service, more and less, but different quality and phylosophy.

10. PRODUCT
FORM
ANALYSIS OF COMPETITORS

11. SWOT ANALYSIS - THREATS
 STAFF: the staff at the moment is perfect, but looking at the
future, in case of amplification, they would need more
people and transmit the family phylosophy would be hard.
 If the other competitor starts to improve its quality, it would
be hard for us to compete, especially because they have
more space and way more capability.

12. SWOT ANALYSIS - OPPORTUNITIES
 ENLARGEMENT: Even if the crisis is running, considering
the turnover of guests and also the turnaways in certain
periods of the year, we could invest money in a consinstent
elargement, gicìving us the chance to have more and less
15 tables more, and increase consequently our revenues.
 DEALS WITH B&B: There is the possibility to make strong
deals with the Bed and Breakfast of Lamezia. We could be
their restaurant and still work as independent. This woul
increase the flow of people, and would give us more visibility
thanks to our presense in their websites and fun pages.

13. PURCHASING CHAIN
 In the purchaising process we need to build relationships
with suppliers in the company‘s supply chain.
 In our restaurant we only buy typical and fresh food.
 We have contact with a firm called GRECI that is
specialized in products like sauces, herbs and spices,
vinegar and different kind of oils and as well jams.
 We have other 2 suppliers LEM and SELECTA for the
typical Italian product mozzarella and different kind of
cheese, pasta and other products regarding our typical food.
 Distribution channel is described by the number of channel
levels. We are in the channel 2 in which the product from
the manufacturer goes to the retailer and finally arrives to
the consumer.

14. PURCHASING CHAIN

15. TARGETING
 Like every company we as well have our target marketing that
require 3 principal steps:
 Market segmentation: division of the market into subgroups with
similar characteristics
 Market targeting: the company must evaluate each segment‘s
attractiveness
 Market positioning: a company must decide what position to
occupy in those segments
 Our restaurant is mostly attended by people from 26 to 60 years
old.
 Obviously young people when hang out they love to have a pizza
or a typical and cheap dinner.
 As well we can find adult couples and business people cause the
restaurant is situated in the centre of the city and close to the
airport so its easy for business people to spend a night with us.

16. MARKETING MIX
PRODUCT
-Food and beverage are our core products. In our case it is
not only terrific food, the restaurant offers the whole variety of
Italian wine. The particular thing about our product is that our
chef changes the menu every day, so you hardly can find one
dish two times the same month.

17. PRODUCT LEVELS
We strongly believe that the dining experiences must be both positive and
memorable. A positive dining experience is largely a function of operations—great
service, good food, and so on—while a memorable dining experience goes one step
further.
The facilitating products of the BARRIQUANDO are provided by the staff, include
menu, hand made bowls on the tables and all the elements of ethnic design.
Supporting products are loyalty system for our clients, the system of discounts,
the parties organized once a week.
Augmented products of Barriquando include: the home atmosphere of the
restaurant, and positive experience a client can get

18. PRODUCT LEVELS
Considering Product life cycle strategies, we can say that since our restaurant
offers only Italian Cuisine, our product is already mature. So, we possess
strong challenges to marketing strategies.
From one point of view the maturity stage is characterized by the slowdown
in sales growth and sometimes on this stage product supply exceeds the
demand. Being aware of this help us being ready to defend the product and
we also consider, if necessary to modify target markets, the product, and the
marketing mix.
After analyses of current situation the conclusions are the following:
- We are located in the square area where we have only one direct competitor
who offers the the same cuisine as we do but the prices are considerably
higher.
-We do not assess our indirect competitors (other bars or restaurants on the
square) as a serious threat, because the product they offer it totaly different
and sometimes they attract the clients to our place as well.

19. POSITIONING
As a response to the possible drop of sales as the competitors will
(possibly) begin to lower the price we consider the following actions
as the possible way out:
1) Market modification. We will try to attract new market segment
offering a new product. For example we can introduce new
desserts and more breakfast options in order to attract new
clients.
2) Product modification is not really relevant to our reataurant
because we already offer a high quality core product. The only
option for our place is adding more dishes in the menu
3) Market mix modification. In order to increase sales there are
several possible strategies for the reataurant to use :
- promotional gifts to the clients
- - better advertizing campaign used locally
- - offering a new product to our clients
- - organization of private parties, birthdays

20. POSITIONING
The restaurant is located in the city center, on the square which is quite crowded most of the
time. It allows as to use wisely the location, to attract our target clients
For business people arriving from the airport we offer
lunch and dinner within the special time frame
the restaurant have special price options during
off-hours to attract more clients for lunch and dinner
-- to attract more younger clients to have apéritif at our place
-we use special price offers (50 % discount for a second drink)

21. STRUCTURE
Restauran
t Director
Shift
Leader
Wait Staff
Wait Staff
Chef
Dish
Washer
Cleaner
Junior
Chief
Restauran
t Manager
External
Investor

22. WE ARE INTERESING BECAUSE....
 Our restaurant provides unique gourmet dining
experience
 Our employees are continuously trained in aspects of
selling the dishes you offer as well as ―up selling‖
strategies
 We make every day special. We offer different varieties
of fish every Friday, wine tasting every Saturday, family
offers every Sunday, better rate offers and Happy hour on
weekdays
 We create a home atmosphere making our customers
focused on value and having a simple, positive
experience.
- The core idea of what we offers is best service, best
quality, best performance, least expensive

23. PRICING POLICY

24. FUTURE VISION
 Gathering new customers is integral to a restaurant's success,
but retaining customers is equally important.
 Development of customer’s loyalty porgramme
 Staff training (training for every new employee and continual
refresher classes for existing employees)
 We plan to invite journalists and food critics to write an article
about new location
 Creation of branded take out boxes
 Offer ―off-menu‖ or ―chef’s special‖ items through text/email only
 Employee discount cards for people that work nearby
 ………Creation of small chain of Barriquando

25. PROMOTION
The first step in our Promotion planning process has been the identification of:
 The Target: people aged between 26 / 60
 The Message: we had to transmit the homely atmosphere of the restaurant,
family managed. We are the place where you can taste the flavours of our land
in a friendly and warm atmosphere.
 The Channel: we adopted an integrated marketing communications,
focusing on traditional, non-conventional and on-line communication
channels. Obviously, we adapted our communication style to the different
channels!
 We were mainly oriented towards direct marketing, based primarly on the
internet and the social network. Our goal was to be the more interactive as
possible, building a relationship with our customers.This attitude corresponds to
a pull strategy , through which we wanted to direct our activities to the
customers both for sales promotion and for advertisements.

26. BRAND CREATION AND FIRM IDENTITY
 The name Barriquando comes from the french word
«Barrique», which means the barrel in which wine is stored.
 The brand logo has been created playing on the Barrique
and the Q, which in fact recalls a barrel.
 The same colour scheme will be used in the restaurant
forniture, in the shits of the employees and in the web
pages.
 We also thought it was funny for the staff to have a name
and a short logo so we developed the idea of the Barri Staff
as follows.

27. TRADITIONAL PROMOTION
First of all we prepared a traditional campaign based on leaflets and
advertisement on various newspapers:

28. NON-CONVENTIONAL PROMOTION
WE ALSO DECIDED TO APPLY A GUERRILLA MARKETING IDEA
 We scanned a true fine from local police…
 We modified the fine blaming the
customer because he hadn’t dinner at
BarriQuando Hostaria…
 But the fine reveals to be a
DISCOUNT OF 10%
on the wine selection!!

29. ON-LINE PROMOTION
We understood the importance of the presence on the web so we decided to
develop an On-line promotion plan in order to improve visibility. The plan was
structured like this:
BRANDWEBSITE
• Brand
everywhere
• Same colour
combination
• Many Info
available
• Highly
interactive
• Connacted to all
other platforms
• Possibility of
booking
FACEBOOKPAGE
• Following the
colour scheme
as possible
• Constantly
updated
• Friendly
atmosphere:
make the
customer enter
the firm.
• Special
promotions and
polls
• Always
answering
TWITTERPAGE
• Again same
scheme
• Constantly
updated with
pictures and
news.
• Rapid answer to
customer‘s
questions
• Possibility of
booking
• Always
answering

30. ON-LINE PROMOTION
 First of all: the Brand Website! Here we have a lot of sections: Main Page,
Who we are; Gallery; Our dishes; Find us; Contacts; Follow us, and
Reviews! Each page contains a box in which customers can comment
using their facebook account!

31. ON-LINE REVIEWS
It is also important to have good reviews and a positive word
of mouth.. So we created a space for the restaurant on Yelp
and Trip Advisor. WORD OF MOUTH IS KEY!

32. Here is the FaceBook Page of BarriQuando Hostaria:
ON-LINE PROMOTION

33. And this is the Twitter Page!
ON-LINE PROMOTION

34. ONLINE ADVERTISEMENT

35. MEASURING RESULTS
In online promotion, we can easily measure our results thanks
to some tools such as Facebook Insights or Google Analytics.