The Hangout Cafe

Only available on StudyMode
  • Download(s) : 122
  • Published : April 10, 2009
Open Document
Text Preview
Acknowledgement

Our gratitude and heart-warming thanks goes out to our MKT 101 lecturer Mr. Md Nazzmul Hussain, East West University for his guidance and for assigning us to do a project of this calibre which was quiet challenging but which was something we as a group enjoyed working on.

Our further gratitude goes out to all the students that took their time and participated in the market survey which helped us conclude this project successfully.

And finally our gratitude goes out to our fellow class mates in MKT 101.

Introduction

The assignment that was handed out by Mr. MNH was to develop a product or service and carry out market segmentation, target marketing, market positioning, differentiation, and an advertising strategy to the product / service in the context of Bangladeshi market.

The selected product was a café that provided both products and services which was target to the university youth of Banani, Mohakhali area to help them enjoy the times in their universities much more excitingly.

The name that was selected for this café was “The Hangout” and it will be located in Banani and therefore the target costumers will be able to reach the café with ease.

A market survey was also carried out in order to determine the types of food and entertainment services that should be provided in this café and this data immensely helped to us determine the types of services that should be provided to customers. Table of contents

1.Company Description……………………………………………………3 1.1“The Hangout” Café Logo………………………………………4 1.2Brand name selection……………………………………………4 1.3Musical Entertainment at café “The Hangout”………………..6 1.4Floor Plans of café “The Hangout”……………………………..7

2.Situation Analysis……………………………………………………….12 2.1Internal Factors…………………………………………………12 2.2External factors…………………………………………………13

3.Customer Analysis………………………………………………………14 3.1Activity study……………………………………………………15 3.2Music study………………………………………………………16 3.3Food pattern study………………………………………………19 3.4Market survey questioner………………………………………20

4.Market Segmentation……………………………………………………21 4.1Market segmentation for café “The Hangout”………………...21 4.1.1Demographic segmentation……………………………..21 4.1.2Psychographic segmentation……………………………22 4.1.3Geographic segmentation……………………………….23

5.Target Marketing………………………………………………………..25 5.1Evolutions of the market segments……………………………..26 5.2Strategy for entering the target market………………………..29

6.Market Positioning and Differentiation………………………………..31 6.1Positioning statement of “The Hangout”………………………32

7.Advertising strategies…………………………………………………...33

8.References………………………………………………………………..34

9.Conclusion………………………………………………………………..35 1.Company Description

The Hangout, a local café, is a mix of gastronomic pleasure as well as leisure and tranquillity. The café will be located in Banani and it will be facilitated with a food eatery and café as well as a gaming and relaxation haven for those who prefer to stay indoors. The Gourmet cuisines ranging from Bangladeshi to several Asian feasts and Italian as well as our favourite fast food items, The Hangout Café, is indeed the place where your stomach is made happy. The Hangout Café Lounge, located on the 1st Floor of The Hangout building, provides study rooms as well as gaming facilities to anyone who requires it.

The following includes the list of gastronomic and leisure delight that The Hangout Café & Lounge has to offer.

|Gastronomic Delights |Leisure Pleasure | |Bangladeshi |The Lounge | |Indian |Mini theatre...
tracking img