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2. Food % Beverage Marketing Oğuz BeniceBilkent UniversityTHS52126 F&BOperations Spring 2008

3. What is Marketing ? • Definition 1Seing the business from the perspective of the guest.

4. Idea-Screeming Process • Does the idea meet customer’s needs? • Is the group of customers with these needs large enough to make the idea worthwhile • Does the food and beverage operator or potential operator have the necessary resources available to deliver the idea? • Will the idea generate a benefit to the operation? 

5. Feasibility Study • A feasibility study should be conducted before a food service operation is constructed or purchased, which includes: • Identifying market area characteristics • Evaluating the proposed site • Analyzing the competition • Estimating demand • Projecting operating results

6. Marketing Plan • Sales1. Internal selling2. Internal merchandising3. External selling • Advertising • Public Relations and Publicity 

7. Internal Selling • Suggestive selling • Internal merchandising Purpose is to increase revenue from guests who are already at the restaurant. 

8. Internal Merchandising • Couponning • Product sampling • Contests • Packages • Premiums • Gift certificates • Discounting • Bonus offers • Frequent diner programs

9. Internal Merchandising - Purpose • Increase the public awareness of the product • Attract new guest • Keep regular guest happy • Increase sales during slow period. 

10. Advertising • Outdoor advertising • Newspaper • Magazines • Radio • Television • Direct mail • Internet • Other 