Advertising And Marketing Theories Of Marketing Concepts And Advertising Strategies

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The purpose of this assignment is to analyze the business named “IL MULINO” according to the theories of Marketing Concepts and marketing Strategies. We will identify the common elements and the shortfalls according to these theories. We will examine the mix strategy of the company and we will propose a new one or how to improve the already exist. Finally we will analyze Advertising, Public Relations and Media Strategies. ANALYSIS “IL MULINO” is a restaurant located in the northern Greece. The name of the city is Asprovalta (mainly touristic place) and it is very near to Thessaloniki which is the second most populated city of Greece. The owner owns the restaurant for almost 10 years. The first 5 years he owned the 50% of the restaurant and the last 5 years he is the only owner. His restaurant started as franchise (totally 5 restaurants of the same brand) but the last 3 years all the other restaurants closed and now is a standalone business. The owner chose the specific area to startup his restaurant because he used to visit that city since he was a child and he knows it perfect. According to the theory; Positioning is: a marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer (Jack Trout in 1969 "Industrial Marketing" Magazine- June/1969). In order to meet the criteria of “Positioning” the owner chose the specific area because it is the most popular touristic destination, after Chalcidice,

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