Trabalho realizado no Central Institute of Technology Perth Australia

1. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Tiago Antonio Ferreira da Silva
Central Institute of Technology
CERTIFICATE IV
MARKETING

2. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
ASSESSMENT 4 : Agenda
• Open
• Strategic Plan
• Mind Map
• Timetable
• History
• Mission, Vision & Values
• Situation
• Demographic data south Perth
• PEST & SWOT
• The most attractive market
• Questionnaire
• Needs and Preferences
• Smart Objectives
• Strategies
• Repositioning
• Gantt Chart
• Budget
• ROI

3. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Do you know that….

4. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
While you sleep ZZZZZZ….

5. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
More than …..
3000

6. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
HAVING FUN…..

7. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Sometimes…. WITH FRIENDS

8. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Sometimes…. WITH GROUP OF FRIENDS

9. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Sometimes…. WITH BOYFRIEND

10. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Sometimes…. YOU can FIND a person who will change your life.

11. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Strategic Plan
• OPPORTUNITIES
•TRENDS
•STRONGNESS
•WEAKNESS
1. Business Characteristics
(BUDGET) and (Gantt Chart) ROI
2. Strategical Analisys
External Enviroment Internal Enviroment
Variable
Key factors of success
External
3.Strategy
OBJECTIVES
SMART
GuidelineStrategies
•PEST ANALISIES
Internal
ACTION
CORE BUSINESS Vision Mission ObjectivesValues

12. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Reports, PapersReports, Papers
Governments data,Governments data,
Australia BureauAustralia Bureau
StatisticsStatistics
SURVEYSURVEY
SOUTHSOUTH
PERTHPERTH
DATADATA
SOUTHSOUTH
PERTHPERTH
DATADATA
ABSABSABSABS
The Windsor HotelThe Windsor Hotel
Desk researchDesk research
Mind Map
knewsknews
Meeting CathyMeeting Cathy
PEST and SWOTPEST and SWOT
analysisanalysis

13. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Timetable Assessment 4
Monday Tuesday
Wednesda
y
Thursday Friday Saturday Sunday
2/4/2012 3/4/2012 4/4/2012 5/4/2012 6/4/212 7/4/2012 8/4/2012
holiday holiday holiday holiday holiday holiday holiday
16/04/2012 17/04/2012 18/04/2012 19/04/2012 20/04/2012 21/04/2012 22/04/2012
23/04/2012 24/04/2012 25/04/2012 Activity one 27/04/2012 28/04/2012 29/04/2012
29/04/2012 30/04/2012 1/05/2012 2/05/2012 3/05/2012 4/05/2012 5/05/2012
6/05/2012 7/05/2012 8/05/2012 9/05/2012 10/05/2012 11/05/2012 12/05/2012
13/05/2012 14/05/2012 15/05/2012 Activity 2 16/05/2012 Activity 2 18/05/2012 19/05/2012
20/05/2012 Activity 3 22/05/2012 23/05/2012 24/05/2012 25/05/2012 26/05/2012
27/05/2012 Presentation

14. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
The Windsor
History
• The Windsor was built between 1895 and 1898,by JJ Talbot Hobbs.
• Owned by Ogden family.
• Mixes historic and charm.
• First pub in Perth
• South Perth

15. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
The front bar, café & garden bar, bottle shop
Front bar: Beer, diversified menu and music
Café and restaurant: Good meal, wood-fired pizza and beer
Bottle shop: Beer, wines and others.

16. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Core Business
The Windsor Core business is food and bavarage.
Mission
“ Take pride in making excellent food and providing a good service to our success future .”
Values
Happiness, Respect and Dignity
The Windsor Hotel aims to be recognized as the best PUB which mixes historic and
contemporary chic
Vision
Key factors of success
High standard of quality in food and Customer
Service

17. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Situation:
• Internal data show that on weekdays Monday, Tuesday and
Wednesday the drop in turnover has been very significant.
Hypothesis
First: Confirm if customers do not go to a pub on weekdays.
Second: Confirm if the specific attributes friends, people and quality of beer are important.

18. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
South Perth demographics data
Source: www.abs.com.au, 2012

19. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
•Drink and drive.
•Drink only two glasses per
day.
•Policy towards employment
•Drink and drive.
•Drink only two glasses per
day.
•Policy towards employment
•Unemployment,taxes,services
fee,tips,interests.
•Domestic food and drink
consuption.
•Unemployment,taxes,services
fee,tips,interests.
•Domestic food and drink
consuption.
•Creation of new group of
beers light beers and mid-
strength.
•New taps beers providing
adequate gas and water.
•Discoveries and development
of new products
•Creation of new group of
beers light beers and mid-
strength.
•New taps beers providing
adequate gas and water.
•Discoveries and development
of new products
•Health
•Not goodwill moral, ethical ,
discrimination,
•diet changing the customer
preferences.
•Attitude to binge drinking and
to responsible drinking.
•Health
•Not goodwill moral, ethical ,
discrimination,
•diet changing the customer
preferences.
•Attitude to binge drinking and
to responsible drinking.
PEST Analysis

20. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Tradition
Location
Good meal
Different environment
Tradition
Location
Good meal
Different environment
The Raffles
Customers who live in the
north of the river.
The Raffles
Customers who live in the
north of the river.
Expensive
Staff not friendly
No live band
No promotion
Expensive
Staff not friendly
No live band
No promotion
South Perth is a huge area
Live band
Promotion according to the
target market
South Perth is a huge area
Live band
Promotion according to the
target market
SWOT Analysis

21. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
The most atractive market
Who: Man and Woman, Australian Citizenship.
Age: 25 to 54 years old
Marital Status: Never married and Separate or divorced Single
Labour Force: Employed full time or employed part time
Median Individual Income($/weekly) 700 AUD
Where: South Perth and 5 kilometres range
When: After work day ( Monday, Tuesday and Wednesday )
Why: To relax after a work with friends
How: Joining The Windsor on weekdays
What: Entertainment and leisure

22. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
The most atractive market: The Hunters
Who: Man and Woman, Australian Citizenship.
Age: 25 to 54 years old
Marital Status: Never married and Separate or divorced Single
Labour Force: Employed full time or employed part time
Median Individual Income($/weekly) 700 AUD
Where: South Perth and 5 kilometres range
When: After work day ( Monday, Tuesday and Wednesday )
Why: To relax after a work with friends
The Hunters: Young, single,good income wish fun and hapiness

23. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Questionnaire on line survey
First hypothesis was confirmed!

24. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Questionnaire on line survey
Second hypothesis was confirmed!

25. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Questionnaire on line survey

26. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
The Hunters: Needs and Preferences
• A parking
• Good music
• Young people
• Beer
• Nearby The Windsor
• Dancing music
• Group of ladies and girls
• Many kinds of cold beer.
NeedsNeeds PreferencesPreferences

27. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Objectives
Grow by 30% in profits and to double customers on weekdaysGrow by 30% in profits and to double customers on weekdays
By increasing profit after and before the investiment.By increasing profit after and before the investiment.
Providing six promotional strategies according to the target market necessities.Providing six promotional strategies according to the target market necessities.
YesYes
5 June – 28 August 20125 June – 28 August 2012
SPECIF
SPECIF
Measurable
Measurable
Activeable
Activeable
Realistic
Realistic
Time
Time

28. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Strategies: Target market “The Hunters”
Promotion
Every Tuesday a live band and happy hour 8 to 9, local beer and pizza half price.
Ladies night: cocktail 50% off
Website and Facebook
Flyers
Word of mouth
Endo marketing
Price Half price during happy hour / discounts.
Place The Windsor: Front bar and Garden bar.
Product/Service Beer, pizza and music
GAP
Who lives north of the river.
Non-drinkers
Who not like pizza

29. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Strategic Positioning
“ It just sounds fancy ”.beforebefore

30. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Strategic Positioning
“ It just sounds fancy ”.
Repositioning…
“ Friends, fun and fancy ”.afterafter

31. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Gantt chart
Activity
DATE
May,2012 june,2012 july,2012 ausgust,2012
5 11 18 25 5 12 19 26 3 10 17 24 31 7 14 21 28
Promotion Period first tracking
1.Live Band with happy hour
Local beer and pizza 50% off
2.Ladies night cocktail 50% off x x x
3. Insert eletronic media
facebook and webpage.
4.Contract 5000 flyers A6
5.Endo Marketing Tshirts for
staff work on weekends
6.Approval from the owners

32. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Budget
Budget per Month
Activity - First Tracking Actual Budget Difference
5000
1.Live Band twice a month aud 800 x 2 1600
1.1 Dj twice a month aud 250 x 2 500
2.Ladies night cocktail 50% off, aud 7 each x 100 700
3.Update webpage and facebook 50
4.flyers 3000 (pcs) 700
5.Endo Marketing - 30 tshirs 600
Total 4150 850

33. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Return on Investment - ROI

34. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
Reference
• Australian Bureau of Statistics,2006, from Australian Bureau Statistics,Retrieved on
25 April 2012 frm: www.censusdata.abs.gov.com
• Australian Government,2012,Citizenship,Retrieved on 25 April,2012
from:http://www.abs.gov.au/AUSSTATS/abs@.nsf/mf/4832.0.55
• About Australia Food and Bavarage,2011, Food and Bavarage,Retrieved on 25 April
2012 from: http://www.austrade.gov.au/Food-and-beverage/default.aspx
• The city of Perth,2012, Occupation,Retrieved on 24 April 2012
fromhttp://www.southperth.wa.gov.au/Our-City/History-of-South-Perth/
• The Windsor Hotel,2012 The Windsor,Retrieved on 30 April 2012
from: http://www.windsorhotel.com.au/functions.html

35. Tiago Antonio Ferreira da SilvaCertificate IV, Marketing Lecturer : Cathy Dalton May, 2012 PERTH Western Australia
The Windsor