WTF! Where’s The Food

Marketing strategy is the process of creating a plan for promoting and selling a product or service. It involves understanding the target audience, identifying the competitive landscape, and determining the tactics that will be most effective in reaching potential customers. In this article, we will discuss a marketing strategy for WTF, a budget-smart restaurant chain in Kolkata, India.

Target Audience:
The target audience for WTF is the middle-class population in Kolkata. These are people who are looking for affordable dining options without compromising on the quality of food, hospitality, cutlery, and ambiance. The target audience also includes individuals who are interested in trying new sauces and condiments.

Competitive Landscape:
WTF operates in a highly competitive market with other restaurants offering similar services. The key competitors for WTF include local restaurants, fast-food chains, and other budget-smart restaurant chains. However, the competitive advantage of WTF lies in its standardized pricing and the quality of its food, hospitality, cutlery, and ambiance.

Marketing Objectives:
The marketing objectives for WTF are as follows:
1. Increase brand awareness: To increase the visibility of WTF among its target audience through various marketing channels.
2. Increase footfall: To attract more customers to WTF restaurants by offering them affordable dining options.
3. Increase sales of ready-to-sauce: To promote the sale of WTF’s ready-to-sauce in the market.

Marketing Mix:
The marketing mix for WTF includes the following elements:
1. Product:
WTF offers a range of food items with standardized pricing, ensuring affordability for its target audience. The restaurant chain also offers a ready-to-sauce that can be purchased separately, which is a unique product offering in the market.
2. Price:
WTF’s pricing strategy is its key competitive advantage. The restaurant chain offers standardized pricing for its food items, making it easy for customers to decide what to order without worrying about the price.
3. Place:
WTF operates in four locations in Kolkata, targeting the middle-class population in the city. The restaurant chain also sells its ready-to-sauce in retail stores and online platforms.
4. Promotion:
The promotional strategy for WTF includes the following tactics:
a) Social Media Marketing: WTF can use social media platforms like Facebook, Instagram, and Twitter to promote its restaurants and the ready-to-sauce. It can run social media campaigns to increase brand awareness, offer discounts and deals, and engage with customers.
b) Influencer Marketing: WTF can collaborate with food bloggers and influencers to create awareness about its restaurants and ready-to-sauce.
c) Email Marketing: WTF can use email marketing to promote its restaurants, offer discounts, and keep customers updated about new product offerings.
d) Outdoor Advertising: WTF can use outdoor advertising like billboards, banners, and posters to increase brand visibility and attract customers.
e) Customer Referral Program: WTF can introduce a customer referral program to encourage existing customers to refer their friends and family to its restaurants. WTF is a budget-smart restaurant chain that offers affordable dining options for the middle-class population in Kolkata. Its standardized pricing, quality of food, hospitality, cutlery, and ambiance, and unique product offering in the form of ready-to-sauce, make it a competitive player in the market. The marketing strategy for WTF includes increasing brand awareness, footfall, and sales of ready-to-sauce through social media marketing, influencer marketing, email marketing, outdoor advertising, and a customer referral program. By executing these tactics effectively, WTF can increase its customer base and grow its business in Kolkata and beyond.

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