1.

ABOUT BAITAK

A Continental / Italian Restaurant located in Bengaluru. It has been rated from 3.5 to 4.5 by most
of the reviews posted by its customers as on Zomato. This newly opened restaurant has been
featured in collections for: Sheesha lounges and New restaurants you probably haven't tried
yet.

Baithak, with its bright colours will definitely catches eyes as we walk along the 27th Main of
HSR Layout. Enter the place and it will look like a regular open cafe with youngsters and
families, it's when we step inside and realize that our foot is in sand we know how awesome the
place is. The ambience is fun, young, quirky and colorful. We can take off our shoes and keep
our toes in the sand, #GoaVibes. The ambience gets a perfect score and the food and hookah
served here was just brilliant.

The service staff is quite friendly and fast. Indoors were a bit
calm in comparison but it has its own feel-good character.
There is an interesting and big book shelf on one side wall and
a bicycle on another; the comfortable couches, soothing lights
and sand in your feet completely de-stresses you!

2. STP ANALYSIS
STP analysis is a marketing process involving three steps: market segmentation, targeting and
product positioning. According to the Market Segmentation Study Guide, STP is sequential.
Therefore, the beginning point is always segmenting the market and analyzing specific consumer
needs.
The STP Model consists of three steps that help you analyses your offering and the way you
communicate its benefits and value to specific groups.
STP stands for:
Step 1: Segment your market.
Step 2: Target your best customers.
Step 3: Position your offering.
This model is useful because it helps you identify your most valuable types of customer, and
then develop products and marketing messages that ideally suit them. This allows you to engage
with each group better, personalize your messages, and sell much more of your product.
2.1 Market segmentation
Market segmentation is a marketing strategy which involves dividing a broad target market into
subsets of consumers, businesses, or countries that have, or are perceived to have, common
needs, interests, and priorities, and then designing and implementing strategies to target them.
Market segmentation strategies are generally used to identify and further define the target
customers, and provide supporting data for marketing plan elements such as positioning to
achieve

certain

marketing

plan

objectives.

Businesses

may

develop product

differentiation strategies, or an undifferentiated approach, involving specific products or product

lines depending on the specific demand and attributes of the target segment.

Types of market segmentation -

2.1.1 Geographic segmentation

Market can be segmented according to geographic criterianations, states, regions, countries,
cities, neighborhoods, or postal codes. The geo-cluster approach combines demographic data
with geographic data to create a more accurate or specific profile.
Baithak is located in the urban area, precisely at HSR layout in Bangalore and has only one
single outlet. Its geographic segment is therefore limited to this particular area as they have
recently entered the market and are new players. They however, they have the first movers
advantage as they do not face much competition in that geographical area.
They have a rooftop and is mainly an open area. Bangalore being a pleasant weather city
supports such an idea.
Bangalore has increasing youngsters and younger working class people which in turn helps
Baithak increase sales as they happen to be their major target audience.

2.1.2 Demographic segmentation

Segmentation according to demography is based on variables such as age, sex, generation,
religion, occupation and education level or according to perceived benefits which a product or
service may provide.
Age: the market can be broadly divided in age brackets of 18-25, 25-32, 32- 39, 40 and above.
Gender: cater to both male and female
Education or occupation: the market can be broadly classified under these two categories
Income level also highly influences Baithaks sales and revenue
2.1.3 Behavioral segmentation
Behavioral segmentation divides consumers into groups according to their knowledge of, attitude
towards, usage rate, response. Many marketers believe that behavior variables are the best
starting point for building market segments. Baithak targets audience with a more open minded
perspective on things generally as hookah is still a taboo matter in most countries. It focuses
more on the younger, more outgoing generation who wish to build social relations over
restaurants.
2.1.4 Psychographic segmentation
Psychographic segmentation, which is sometimes called lifestyle, is measured by studying the
activities, interests, and opinions of customers. It considers how people spend their leisure, and
which external influences they are most responsive to and influenced by. Psychographics are
very important to segmentation, because psychographics identify the personal activities and
targeted lifestyle the target subject endures, or the image they are attempting to project. Mass
media has a predominant influence and effect on psychographic segmentation. Lifestyle products
may pertain to high involvement products and purchase decisions, to specialty or luxury products
and purchase decisions.

2.1.5 Occasional segmentation

Occasion segmentation focuses on analyzing occasions, independent of the customers having
dinner or going out, without taking into consideration the differences an affluent and middleclass customer would have during these occasions. Baithak could capitalize on various occasions
such as NIFT graduation as they get a major chunk of customer s from there.
2.1.6 Segmentation by benefits
Segmentation can take place according to benefits sought by the consumer or customer.
2.1.7 Cultural segmentation
Cultural segmentation is used to classify markets according to cultural origin. Culture is a strong
dimension of consumer behavior and is used to enhance customer insight and as a component of
predictive models. Cultural segmentation enables appropriate communications to be crafted to
particular cultural communities. Baithak pays a lot of attention to this as they serve hookah as
well as non-veg which may drive away a few conservative customers. Certain cultures may find
it offensive to go to a restaurant which serves hookah as well as non-veg.
2.2 Targeting
When you have multiple, distinct market segments, you typically need to customize marketing
campaigns that appeal to each. As you go through the STP process, you select which segment to
target with your upcoming campaign. Baithak targets the following:

Baithak targets the urban area and customers living in and around HSR layout, Bangalore.

Age group: mainly 18-25 and 25-32

Students and young working class generation is targeted for the same as they have a broader
outlook on most things and have started adopted to western cultures of going out for dinner
and having hookah without any preconceived notion about the same

Gender: as per our survey, 70% of the customers are male. This could be due to the fact that
India is still facing a certain amount of inequality in terms of gender which doesnt allow
women to be free spirited and follow what they want to do without being raised fingers at.

Income level: middle class and upper middle class has been targeted as they are moderately
priced.

Baithak targets audience with a more open minded perspective on things generally as hookah
is still a taboo matter in most countries. It focuses more on the younger, more outgoing
generation who wish to build social relations over restaurants.

2.3 Positioning
Baithak has positioned themselves as a hangout place or a chilling place as our generation
may call it. They have tried to make customers think of them as a restaurant where students and
younger working class could go to after a long day at college or at work. They have a good
ambience to spice up conversation and allows our generation to meet new people and be the
social butterflies that they are. They have games such as foosball which attracts a lot of
consumers. They have a reader section as well so allow people to peacefully have a cup of coffee
and read a book after a long tiring day.

3.SWOT ANALYSIS
3.1 Strengths
Identifying your strengths is where you pinpoint your niche within the market such as having
distinctive ambiance. One of the strengthsis an impeccable location of Baithak, it is near NIFT,
Bengaluru. It also attracts a lot of IT crowd and crowd from nearby offices. The ambiance is
unique and quirky which attracts young crowd. The service is excellent and quick.Baithak has a
huge crowd as a target group.Table soccer, chess and popular novels are there in the caf.Best
hookah place in HSR area.There is a lot of interaction on social media platforms like Facebook
and Twitter to engage public.
3.2 Weaknesses
Every business has a weakness. Weaknesses are those areas that you either do not perform well
in, are missing the mark on or at an overall disadvantage.There is high competition in this
segment.People generally come in for hookah, food menu is sidelined.No breakfast items so
sales during the day time is generally nil.Lack of strong personality position.Outdated payment
methods constrain profits.High pricing.
3.3 Opportunities
Opportunities are where one can plan for growth in products and services.Tie up with other
companies for promotion.Introducing combo-meals.Addition of gluten free options/more
vegetarian and non-vegetarian items.
3.4 Threats
Competition is an obvious threat to your business, but there are other key factors that should be
taken into account.Presence of other hookah places like Familiar food and Canopy flavors in the
nearby areas.Limited menu causes customers to go elsewhere.Changing market tastes.Limited
income of target market

4. MARKETING MIX OF BAITHAK

The 'marketing mix' (also known as the four Ps) is a foundation concept in marketing. The
marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its
marketing objectives in the target market." Thus the marketing mix refers to four broad levels of
marketing decision, namely: product, price, promotion, and place.
4.1 PRODUCT
The first of the Four Ps of marketing is product. A product can be either a tangible good or an
intangible service that fulfills a need or want of consumers. Whether we sell custom pallets and
wood products or provide luxury accommodations, its imperative to have a clear grasp of
exactly what the product is and what makes it unique before successfully marketing it.
The following checkpoints have to be covered.

What does the customer want from the product/service? What needs does it satisfy?

What features does it have to meet these needs?

Are there any features you've missed out?

Are you including costly features that the customer won't actually use?

How and where will the customer use it?

What does it look like? How will customers experience it?

What size(s), color(s), and so on, should it be?

What is it to be called?

How is it branded?

How is it differentiated versus your competitors?

What is the most it can cost to provide, and still be sold sufficiently profitably?

4.2 PLACE
Often we hear marketers saying that marketing is about putting the right product, at the right
price, at the right place, at the right time. Its critical then, to evaluate what the ideal locations are
to convert potential clients into actual clients. Today, even in situations where the actual

transaction doesnt happen on the web, the initial place potential clients are engaged and
converted is online.
Checkpoints for place

Where do buyers look for your product or service?

If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or

online? Or direct, via a catalogue?

How can you access the right distribution channels?

Do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or
send samples to catalogue companies?

What do your competitors do, and how can you learn from that and/or differentiate?

PLACE
Baithak, with its bright colours is a definite eye-catcher.Enter the place and it will look like a
regular open cafe with youngsters and families.

You can keep your foot in sand. The ambience is fun, young, quirky and colourful. You can take
off your shoes and keep your toes in the sand.

Ambience: the outdoor seating is one of the best as they have white fine sand as the flooring kind
of like a beach theme with hanging dim lights.
Very comfortable sofas.

Indoors are a bit calm in comparison but it has its own feel-good character.

10

There is an interesting and big book shelf on one side wall and a bicycle on another.

The comfortable couches, soothing lights and sand in your feet completely de-stresses you!

It is a great place in this area to hang out with your friends over the weekend.

11

Pictures of the various Products offered

They have a variety of cuisines to offer: Continental, Mexican,Beverages,Desserts, North Indian

Highlights

Breakfast

Desserts and Bakes

All Day Breakfast

Outdoor Seating

Smoking Area

MENU OF BAITHAK

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Food and hookah is served here.

The service staff is quite friendly and fast.
They have unique sheesha flavors like fruit and pan.

4.3 PROMOTION
Promotion looks at the many ways marketing agencies disseminate relevant product information
to consumers and differentiate a particular product or service. Promotion includes elements like:
advertising, public relations, social media marketing, email marketing, search engine marketing,
video marketing and more. Each touch point must be supported by a well-positioned brand to
truly maximize return on investment.
Baithaks main promotional tool is word of mouth.
13

"Did you know there's a new restaurant in town? The food and service are great!"
Word of mouth advertising (WOM) is the unpaid spread of a positive marketing message from
person to person. It can take place directly using the human voice, or can be transmitted via any
communicative means such as through the internet or via text message.
Baithak also provides 15% discount to NIFT Bengaluru students as its in locality and offers a
huge target market.
Baithak also interacts with public on social media platforms like Facebook and Twitter. There
are no direct promotional methods undertaken by Baithak.

Baithaks
social media
posts.

14

4.4 PRICE

Price determinations impacts profit margins, supply, demand and marketing strategy. Similar
(in concept) products and brands may need to be positioned differently based on varying
price points, while price elasticity considerations may influence other Ps.

Generally, prices need to match up with consumer demand and expectations.. Price too high might have no customers, since they will weigh cost over benefits, and value their money
over your product. Price too low and people may undervalue your products, since low price
usually means low value perception as they compare you to your competition.

Baithak major customers lies in the bracket of 15- 29, is has tried to derive a policy whereby
it can satisfy all its customers. The prices in the menu range from Rs. 60 to Rs.690.

Baithak tries to work with the local suppliers as it cuts transportation costs. It also sometimes
changes prices because of Government taxes and other economic factors.

Baithak offers affordable prices and appeal to different segments of their target market; It has
competitively matched its pricing against major competitors like Canopy flavors and
Familiar foods.

15

The above picture depicts the prices at Baithak which are moderate and affordable.

16

5. CRM INITIATIVES
Customer relationship management is a term that refers to practices, strategies and technologies
that companies use to manage and analyses customer interactions and data throughout the
customer lifecycle, with the goat of improving business relationships with customers, assisting in
customer retention. Baithak has the following CRM initiatives:

Baithak has a very supportive and charming staff who ensure that the customers are taken
care of and they also engage in conversations with them to ensure customer retention.

They usually provide 15% discount to NIFT students as they form a major chunk of their
customer base.

They accept credit and debit cards to make payment more convenient for their customers.

They ensure each table is well served and checked upon at least twice in an hour.

They provide delicious food of good quantity and help pick out the best dishes on the menu
depending on your tastes and preferences

If the food or hookah is not satisfactory, they immediately exchange and they assist you in re
ordering

They have a good team which ensures excellent hospitality

They send out SMSs so their regular customers to keep them updated about their new offers
and discounts on both food and hookah. This allows customer engagement

They have an active page on Facebook and it helps attract a lot of customers as Facebook is
the most marketable social media platform today. Every few hours, posts and updates are put
up to allure customers into coming to their restaurant

They have good ambience and the customers are allowed to request songs of their choice

Baithak also has a website which has something called the blue book, customers are to fill
out their names and contact details on it. Baithak send out alerts regarding the combinations
of food and hookah to them on a regular basis as often as twice a week.

They have varied types of games such as foosball. They also have a reading section for those
who want to just have a cup of coffee and read after a long tiring day.

They have a beautiful rooftop with lights which creates a positive ambience forcing
customers to return every time

They keep a record of all their customers and their preferences.

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A feedback form is also given out to the customers as they leave and their feedback is highly
appreciated and sincere efforts are make to fulfil their needs.

6. MARKETING MODELS REVISED

Marketing models are useful "Mind Tools" to structure thinking and communicate a strategy, but
there's a problem. Over the years, many models have been developed and some are academic
rather than of practical application in the "real world". So many marketing models have been
developed over the years, that it can be overwhelming to know what to use and when.
The competition among restaurants is fierce, and youll need to give your all to be successful.
1. Foodie Photos
Arguably the very best way to promote your restaurant online is with high-quality, droolinducing photos. Visual content is in high demand online these days, and having delicious
looking photos on your website and across various social media outlets is essential for drawing
hungry eyes.
Consider hiring a pro to take some top-notch photographs, or try it DIY style with your
smartphone. Be warned though taking really great food photos can be tougher than it looks, as
lighting is often a key factor. Learn more about snapping your own A+ food photos in this
Gizmodo article.
2. Loyalty Programs
Partnering up with online food apps should definitely be a consideration as part of your
restaurant marketing plan. Partnering with online apps encourages visitors to check out your
restaurant through gamification and customer loyalty programs, which offer visitors a free
purchase or discount for visiting a certain number of times.

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Popular foodie apps that offer integrated loyalty programs include:

Belly

LevelUp

Loyal Blocks

Perka

You could also kick it old school and hand out punch cards. They arent quite as cool as apps,
but they still show that you value customers and appreciate their loyalty!

3. Set up Your Google+ Account

Setting up your restaurants Google+ account is as important (heck, maybe even more important)
as setting up your Yelp account. Heres why:
When you search a business within Google, Googles Knowledge Graph provides the businesss
details in the sidebar. Googles Knowledge Graph gathers a large chunk of its info from
Google+, so having your business set up on Google+ is a huge bonus, as having your restaurant
appear via Googles Knowledge Graph allows for more prime search real estate (for free)!

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Also encourage visitors to review you on Google+, as Knowledge Graph loves to aggregate
Google user reviews.
4. Geo-targeted Ads
For most restaurants, local is the name of the game. Most folks are looking for good eats close to
home, and youll get the most value out of your online marketing efforts by investing primarily
in geo-targeted ads. Geo-targeting ads help you save money, ensuring that only users in certain
cities or within a specific radius see your ads (eliminating non-relevant clicks, which can cost
you big ad bucks).
Many online advertising services, from Google AdWords to Facebook and Twitter, offer geotargeting ad options (at no extra cost). Be
sure to take advantage of these handy
targeting features to get your best ads in
front of your best customers.

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5. Be an Insta-Ham
Having a strong Instagram presence is another semi-obvious (but too important to ignore)
restaurant marketing tip. Use Instagram to promote your business best visual content.
Show off your storefront, get up close with your top dishes, and use this social media main stage
as a place to play around with your brand identity. For example, an all-natural health food store
might try snapping pics of people kayaking, cooking, farming, or other activities you think your
fan base will enjoy.
Also be sure to have some fun with hashtags whether jumping on the hype of existing popular
Twitter hashtags like #ThrowbackThursday or inventing your own, hashtags are a great way to
have some fun with fans.
Instagram is a no-brainer for those in the food business learn even more about Instagram
marketing here.
6. Send out an Email Newsletter
Remember, your restaurant newsletter doesnt have to be weekly in fact, users will probably
appreciate a less flooded inbox if you simply send them a newsletter every month or so.
Use your email newsletter as a chance to celebrate your success, discuss new menu items, or
share special discounts. Need some email newsletter templates or layouts? No problem!

7. Promote User-Generated Content

User-generated content (lovingly dubbed UGC) is a great way to develop personal and intimate
engagement with users. Host a photo contest by asking customers to share their favorite meal at
your establishment, and share the entries on a dedicated content page (and/or share submissions
across your various social networks). Consider awarding some random lucky contestants with a
free appetizer or other prize!
Hosting and promoting user-generated content shows customers that you appreciate them,
turning occasional visitors into die-hard devotees.
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8. Show off Your Staff

In an age of robotic customer service reps and soon to be self-driving cars, the human element is
severely lacking. Show off your
5-star staff doing what they do
best! Seeing happy, smiling
employees does wonders for your
reputation, as customers long to
be served by joyful workers.
Showing off your pleasant
employees also provides major
reputation points happy workers
say a lot about a business, and fans are sure to take notice.

9. Monitor Your Social Media Presence

Social media marketing strategies are an undeniable force in todays world. Pamphlets and
delivery menus slipped under doorways simply wont cut it anymore.
Often, the restaurants with a strong social media presence as part of their restaurant marketing
plan are the ones that fare the best, and in
the competitive food industry, ignoring
social media is a death sentence.
Of course youll want to create a
Facebook business page and a Twitter
account to share special discounts,
exclusive coupons, photos of your newest
dishes, and promote your own news
accolades. But setting up your accounts is

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only half the job its also essential you keep up with activity happening on your social sites.
There are many great free and paid social media management tools a few popular free options
include:
HootSuite: A one-stop dashboard for keeping tabs on all your social media networks. Create
custom streams, schedule posts, and more.
Buffer: Buffer makes it easy to find, schedule, and share articles across your networks. Staying
active and posting valuable articles (that your fan base will enjoy) is key for social success.
10. Share Positive Press
Another major restaurant marketing tip when youre mentioned in a news outlet or magazine,
be sure to show off your good publicity on your website and via social media. Fans will spread
the word, and newcomers will be encouraged to visit in person when they see trusted sources
celebrating your restaurant.
11. Set up Google Alerts
Google Alerts notify you when your business name (or other designated keyword term) appears
in a new piece of content on the web! This makes it easy to keep tabs on who is talking about
you and your accolades.
12. Start a Blog
Starting your own blog is a great way to build community and engage with your customers.
Blogs offer the chance to experiment with your restaurants voice and personality. Share your
successes and struggles, funny stories, recipes, and anything else you think might interest your
customers.
A blog can be a huge project, but it
doesnt have to be. Keep your blog
as simple or complex as youd like.
You dont have to be constantly
posting (quality over quantity), but
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its good to have your restaurant blog set up for when you have an announcement or news you
want to get out to the world. If youre serious about taking over the world, check out more
blogging tips here.

13. Food Blogger Outreach

When youre a new restaurant, you may find it difficult to generate reviews and hype about your
business. One great way to get reviews and press on the web is to invite food bloggers to your
restaurant to give you a try, and consider offering a free meal or appetizer to get them in the
door. Politely ask if theyd be willing to review your restaurant and share their experience online.
You cant outright ask for a positive review, as that would be dishonest, but its fine to simply ask
them for an objective restaurant review. Some bloggers might decline your offer, but the more
you ask, the better your chances are of getting some positive feedback and generating more
interest online.
14. Verify Your Restaurants Online Details Are Accurate
Eaters love to do research online in fact, 89% of consumers research a restaurant online prior to
dining. This is why its of vital importance that all your restaurant details are online and up-todate, including address, phone number, hours, your current menu, etc. The stronger and more
accurate your online details are, the better.
15. Develop Your Restaurants Brand Identity
Building your restaurants brand identity can have a big effect on your social media
performance. Your goal should be to build you restaurants identity around your target
customers.
Does your food target patrons who prefer healthy eating? Or does your restaurant have a more
beer-and-wings kind of vibe? Understand who your target patrons are, then build your brand
around what they are interested in. Reflect these interests on your social media platforms and in
your promotional material.

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16. Have a Sleek, Functional Online Menu

Users love to do research online before ordering from or visiting your restaurant. Dont make
users scramble to find your menu publish a high-quality, easy to read menu that is up to date
and accurate
If you dont have a good menu online and available for customers, most of your other restaurant
marketing strategies are basically useless! In this day and age customers need to have access to
an online menu, otherwise theyll simply look elsewhere.
17. Partner Up With Delivery Services
In todays online-driven environment, ease of use is the name of the game. Many online delivery
services streamline the ordering process, and internet-savvy patrons often love taking advantage
of such delivery services.
Consider partnering with
services like:

Seamless

Eat24

Foodler

Delivery.com

GrubHub

Some customers may even discover you for the first time through services such as these!
18. Offer Coupons and Discounts
Providing coupons and discounts for your restaurant is always a surefire way to bring customers
running. Offer a free dish to your new email newsletter subscribers.
Alternatively, you can try advertising a discount through Groupon or Living Social if you go
that route, youll get a TONS of exposure, but youll end up paying a hefty portion of sales to the
deal website, so keep that in mind.

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19. Online Reservation Tools

One fine dining restaurant marketing idea is to consider signing up for Open Table. Open Table
is an online reservation tool that lets customers book reservations for your establishment online!
Patrons love it when you make life a bit easier for them, and Open Table already has a base of
loyal customers you can tap into.
20. Use Mobile Ads
Its predicted that this year, half of all paid clicks on Google will come from mobile! Restaurants
are one the best candidates for mobile ads, as users are often looking for nearby dining options
while on the move. Mobile ads tend to be cheaper than desktop ads, and mobile boasts
impressive conversion rates.

Whats really cool is that AdWords allows for all kinds of mobile customization and targeting
options that let you get the most out of your bids. For example, you can increase your bids
around dinnertime, when users are often looking for fast food on their mobile phones. Boosting
your bids during the dinnertime period increases your chances for showing up for a specific
query. This means you could be the first ad to show up for a pizza search when pie-hungry
users are on the search for a slice. If youre a restaurant marketer, dont miss out on digging into
a slice of the mobile ad pie (were talking deep dish).
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21. Fish Bowl Business Card Giveaways

Let customers drop their business cards into a bowl for a raffle. The reward can vary a lunch
for the winner and 10 friends, a 2-hour happy hour with discounted drinks, whatever you feel
like!
Not only are these raffles fun, but you can also make use of those business cards by emailing
customers. Let them know that while they didnt win this time, they can sign up for your
newsletter to be notified of their next chance to enter, plus the opportunity to hear about
discounts and other offers theyd enjoy. Then tadaa youve got yourself a bunch of super
valuable new newsletter subscribers!

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7. CONCLUSION
Baithak , a regular open cafe located Bengaluru which features Sheesha lounges and New
restaurants you probably haven't tried yet. Baithak has a very supportive and charming staff
who ensure that the customers are taken care of and they also engage in conversations with them
to ensure customer retention. They usually provide 15% discount to NIFT students as they form
a major chunk of their customer base. With strong CRM initiatives Baithak captures customers
attention through different promotional activities and strategies. Following are some learning
outcome that Baithak has implemented in its CRM initiative.
1. Build a customer database
The first thing for Baithak CRM system does is gather information and help the restaurant owner
get to know their customer.
Customer contact details
2. Frequency of visits
3. Preferences on meals
4. Average spend per visit
2. Menu engineering
At the heart of a successful restaurant is its food, the options available on the menu of Baithak
match customers' tastes and preferences and its quality is superior.
However, even if food is good quality, every restaurant has meals that sell phenomenally well
and those that dont. Unpopular and unprofitable items need to be scrapped from the menu. The
challenge for Baithak is in finding creative ways to improve the two in the middle. For popular
but unprofitable items, this could mean substituting one or two ingredients with a cheaper
alternative without compromising quality and taste. For profitable but unpopular items, more
aggressive marketing may increase sales or tweaking the recipe could make it more appealing.

3. Strategic marketing campaigns

Offer a free dessert one night of the week or run an in-store competition. Send a coupon or
voucher via text message that the customer can redeem on their next visit. Promote a theme
evening with small giveaways and freebies. Competitions and theme evenings create a vibe and

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are a lot of fun. This makes Baithak restaurant not only a place to eat at, but a place to enjoy an
experience.

4. Loyalty programs
Loyalty programs can track the frequency of a customers visits using big data, their meal
preferences, what time of the week or month they tend to visit, their average spend per visit as
well as their total spend since being a member of the loyalty program. Through this Baithak
provides the optimum platform to interact and engage with the customer. Special individual
offers can be targeted for customers on the loyalty program. This makes the customer feel special
and they love that they get something out of the deal!

5. Customer retention
Baithak provide following customer retention methods to capture customers attention towards
the restaurant:

Customer feedback and suggestions: Rather than just a one-sided conversation, i.e. the
restaurant communicating with the customer, this is a tool for the customer to speak to
the restaurant.

Customer complaints: Dont lose a customer over a badly handled complaint, most
people are quick to spread the word about bad service to at least 10 or more other people.

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REFERNCES
1. Retrieved November 16, 2016
2. Hanlon, A. (2016, November 8). The segmentation, targeting and positioning model.
Retrieved November 16, 2016, from Customer segmentation/targeting, 3. Tzu, S. (2016). SWOT
analysis. In Wikipedia. Retrieved
4. Acutt, M. (2015, May 23). Marketing mix definition - 4Ps & 7Ps of the marketing mix.
Retrieved November 16, 2016
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