Marketing Feasibility Report

Kelly RousseySarra Said

Emily GroffmanAhmed Ben ZinebHamdi Abderrazak

ConceptMovie / Restaurant

• 1/ Description of Concept Idea• 2/ Competition Activity• 3/ Research Methodology• 4/ Results and Analysis• 5/ Recommendations• 6/ Conclusion

Outline

Concept Idea Description

« Movies never tasted so good!! »

A place where we can eat while watching a movie:

• Comfortable theater seats with a long table in front of each row.

• Waiters to take the orders.

Movie Tavern (USA)www.movietavern.com

Movie Restaurant (Barcelona, Spain)www.movierestaurant.com

Competition Activity

Comes from 2 sides:

Restaurants Cinemas

Research Methodology

• Which research tool should be used?• Which questions should be asked?• Who should the sample be?• How, when, and where should the research be

conducted?

Why use the Questionnaire?

• Can be distributed to a large amount of people in a short period of time

• Can get many answers to a variety of questions

• Objective data• Statistical analysis

Questionnaire Design

1. Restaurant habitsfrequency, type, length of time, people, importance of concentration

2. Cinema habitsfrequency, people, importance of concentration

3. Movie/Dinner Conceptgeneral interest, people, price willing and price expected, alcohol, place & promotion expectations

4. Demographicsage and gender

Distributing the Questionnaire

• Who?– Sample size: 100 people– Response rate: 79%

• When?– Early April– In a 3 day time period

• Where?– CERAM– Antibes– Juan-les-pins

Results and Analysis• Interest• Age• Restaurant / Frequency• Cinema / Frequency• Price expected• Price willing• Place• Promotion

Not interested Not Very Interested Interested Very interested

19%

24%

44%

13%

Interest

18-22 22-30 30-40 40 +

37%

29%

22%

12%

Age

1/month 1/week 2/week 3 or more

32%33%

12%

24%

Restaurant/Frequency

never 1/month 1/week 2/week 3 or more

3%

60%

31%

6%0%

Cinema/Frequency

Less 10 10_15 15_20 20_25 More 25

6%

24%

31%

25%

15%

Price Expected

Less 10 10_15 15_20 20_25 More 25

8%

14%

38%

20% 20%

Price Willing

79%

9%

13%

Place

Downtown

Outside

Malls

48%

15%

27%

11%

Promotion

TV ad

Flyers

Radio

Newspaper

Recommendations

The Customer

• 56.5% of the sample interested and very interested in the project.

• Frequency for the restaurant: 32.9% go once a week 31.6% go once per month

• Frequency for the cinema: 74.6% go once per month

Marketing Mix: The Product • Varied and qualitative food• Varied films adapted to clients preferences• Flexible time• Comfortable furnitures• Room adapted to the project

Preferences

• 55.3% give importance to their concentration during a meal

• 85.5% gice importance to their concentration during a movie

• --> The concept will conciliate both aspects

Marketing Mix: The Price

• For 29.3% of the sample, the price should be between 15 and 20€

• Reductions can be done: "student prices", "family pack", "children under 8", "free dessert"

Marketing Mix: The Place • 78.6% see the concept in the heart of the city• People are closer to facilities

Marketing Mix: The Promotion

• Highlight the novelty and convivial concept• Familiar and friendship atmosphere• Attractive price• Location, next to a car park

Conclusion

Any questions?