Place: Our restaurant, Stripes, is located at 69 Nguyen Duc Canh Street, district 7, HCM city,.

This is one of the most crowded streets of District 7. Stripes places on a corner of the intersection of crowed street where many people can easily recognize. Therefore, with a convenient place, our restaurant can easily catch consumers eyes. Moreover, this area specially is crowded at weekend. Because there are near Anh sao bridge,Rch ng river. Many young people come here at weekend It becomes our advantages to get more chance to attract consumers. The more people come here, the more consumer will know about Stripes. Plus, in this area, there are have many apartments and almost the residents are foreigner. Its great when ours specialize in Russian/Europe dish. However, our restaurant is somehow far from some districts like dist 2, 3, 5, 6 makes it difficult for people to come and have meal here. Our marketing plan therefore will focus only in dist 7 to attract the local ones. We will build a promotion campaign to spread out the interest and knowledge of Russian meal to Vietnamese. II. Promotion: Now is our promotion strategy. We have determined our major market is the local who live around district 7. Our target is to establish the restaurants equity and increase the market share .It will be depend on Marketing communication Mix that be divided into 6 parts: ads, sale promotion, event, public relation and publicity, direct marketing and loyalty. We dont have Personal selling stage. 1. In Adverting part, we have Leaflets Because our Stripes supply Russian/ Europe dishes, it will be new for consumers, for Vietnamese.We ve met many Western style restaurant but rarely know abt Russian food.therefore, our ads objective is increase the brand awareness. On leaflet, we will give them a view of StripesLeaflets will be distributed to our targeted customers at every first week of the month. The estimated number of leaflets is 6,000 units in 3 months. We will give leaflets at our restaurant and other crowded places such as Lotte Mart, super markets, convenient stores(have many in district 7), banks, buildings, apartments.. in dist 7 2. Sale promotion stage: In this stage, we use voucher. Being recognize the benefits and huge viewers of kenh14.vn as well as the trend of using muare, nhommua, we decide to advertise our restaurant by supply our voucher to these websites. For ex: we will give 10 vouchers for 10 sooner registers on Kenh14. We also celebrate Happy Hours which occur from 4pm to 7pm every Monday to Friday. Joining our restaurant on happy hour, customers will get any glass of beer draught with only 20.000vnd (save 15.000vnd) BBQ taking places every weekend from 6 pm will be time for families and groups of friends 3. Event: Special event : Beer Night 120.000vnd/ ticket - Drink as much as possible - Many kinds of draught beers such as Carlsberg, Sam Miguel, Foster. - Discount 10% on food menu - Lottery game with many gifts - Get souvenir home - Free 1 BBQ dish for every two tickets

I.

Seasonal events: Womens Day, Childrens Day, Mid Autumn, Halloween, Noel, New Year.

4. public relation and publicity: We Coorperate with some magazines to promote our Rusian restaurant . in English, we have Asia Life Magazine and Bp gia nh in Vietnamese. we will give them some information of Russia/europ dish or its recipts . Through these magazine, we can introduce the Russia culture, images and its place of interest to increse the consumers interest . The consumers knowledge will be risen and it consolidate the Stripes- restaurants image We also put our info and images on Travel handbook in order to attract travellers from around the world, especially ones come from Russian who want to try traditional food in strange country. 5. In Direct marketing, we use E- commerce as our key to contact w/ consumer and spread out our image - We will use some specific software to send the promotion ads to consumers mail. When they receive our mail, at that time maybe they dont need our service, but they can promote it to their friends/ family - Plus, we create banner or provide information on food& beverage websites, information webs or travel forums, such as: thodia.vn or diadiem.com. There are a huge amount of consumers who have interest on restaurant. Almost of them like to try something new/ strange food/ get new environment. -specially, we will introduce our restaurant information on social network such as : facebook, zing or twitter . A key of social network is words of mouth and through our personal relationship, more and more consumers will know Stripes 6. Loyalty: Member cards: customers must accumulating 10 points within three months, they will be become the member of our shop. When they buy one product, their receipts will be saving in our information system. There are 3 levels of member card: (a) Member card () discount 5 % (b) Silver card () discount 10% (c) Golden card () discount 15%