Hippopotamus

Restaurant Grill

[pic]

October 2009

CONTENTS

Introduction 2

History 3

Marketing Mix 4

• Product 4

• Price 6

• Place 6

• Promotion 7

Target Customer 8

SWOT analyses 9

• Strengths 9

• Weaknesses 10

• Opportunities 11

• Threats 12

Recommendations 14

Conclusion 15

References 16

INTRODUCTION

We started these study case with a lunch at the Hippopotamus Les Halles the Monday October 19th. It was necessary for us to discover their universe before working on their restaurant chain.

The choice was quickly made because all of us wanted to try a new segment that is nowadays in constant development. We didn’t know the restaurant very much but heard about them and their competitors. Furthermore, the chain is very well implemented in Paris.

We started this marketing plan with the history of the restaurant. It’s important to know who the founder is and how the company started. We could see that changes have been made since the beginning and that hard times came with the several mad cow crises. It’s also a segment that has many competitors and it’s very important to be reactive to survive.

In the first place, we started with the analysis of their marketing mix with the 4 P’s. We had to know their products, the range of prices, the place they settled and the way they promote their chain. In this segment, the product is very important. In fact, the prices can be cheap, the location good and the advertising important but if the food isn’t good the clients don’t come back. That’s why the P product has a considerable presentation in this work.

We wanted to describe the target customers of Hippopotamus to understand their internal communication policy and marketing strategy. We had no real surprise with the client’s profile and could see that it was the ones we saw the day we went for lunch to Hippopotamus Les Halles.

With the information