Marketing Plan for a Bar

Marketing Plan

My task is to create a Marketing plan for a bar on a town centre near a university.

Market Analysis

The bars location is in Manchester near The Printworks, which is a large entertainment venue with nightclubs and restaurants. This will provide our main competition.

1.7 Customers

Our customers will be young male and females 18+ who wish to have a good time on a night out dancing and listen to music while socialising in a lively environment.

There are current 95,000 students in Manchester universities. Manchester remains a good stag and hen weekend location and will be looking to take advantage of this at the weekend but focusing on students on weeknights and most weekends.

We hope to attract customers to our club via a range of advertising methods and by word of mouth.

The new venue will specialise in high energy themes and music, and will offer beer, wine and an array of sprits and mixed drinks. In addition, the venue will sell non alcoholic beverages such as soft drinks, juices and bottled water.

The initial hours of operation will 12.00pm - 3:00am Monday, Wednesday, Friday and Saturday, with Monday and Wednesday being student nights. And 12.00pm-12.00am on other days.

We will offer quality music and DJ's for our customers to enjoy. Friday's and Staurday will be our main dance and R'nB.

Products Offered

A wide will be offered. drinks and include alcoholic and non alcoholic drinks. They will consist of

* Draught Beers - Served by the pint or half pint, these well include brands such as Stellla Artois, Fosters, Carsberg

* Bottle Beers - A wide range of bottled 330ml beers will be offered, these will include brands such as Stella Artois, Budwiser and Becks

* Wines - A wide range of red and white wine will be available by the glass or bottle.

* Spirits - A wide selection of sprits will be offered these include Vodka, Whiskey, Barricai and Vermouth

* Soft Drinks - A wide range of non alcoholic drinks will be offered, these include cola and lemonade

* Juices and bottle water - A range fruit juices and bottle water will be available

A casual food menu will be offered, however food will only be served until 8:00am Monday, Wednesday, Friday and Saturday and until 11pm on other days. The menu will consist of

Chips and Crisps - Bowels of chips and crisps will be available with a range of different topping such as melted cheese.

Sandwiches - A small selection of sandwiches will be offered, they will include a limited range of fillings.

Peanuts and other savoury snacks - A selection of peanuts and snacks will be placed around the bar areas.

Traditional pub food on selective nights

3.4 Sourcing

It is important that we have a reliable supplier for our products that we supply, in order to meet consumer demand and that they are of an excellent standard.

For our (Drinks) we will use LWC-drinks. They will supply as with a complete range of alcoholic and non alcoholic drinks. This includes products such as Stella Artiois, Coke-a-Cola and Bells Whiskey

For our Dry Stock (food and appetizers) we will use Manchester Toiletries and Food wholesale, in Cheetham Hill which is near the location of the bar. They will supply us with a range of food products.

We operate an account with both suppliers, with an agreed term of 30 days credit

Our sound system and lighting will be provided by Avonics in Salford. They will be responsible for the installation and maintenance of the equipment. Maintenance will be carried out on a monthly basis.

4.1 Industry Analysis

DG Bar will be one of many bars in the area of Manchester. Each club will offer there own experience but there share the common theme of entering there customers with music, lighting and interactive entertainment.

Research shows that the average person will spend 4 to 6 hours a weekend in a nightclub environment and will spend between £20 to £40 in this time. Over the following years this trend seems to be on the increase.

A typical venue similar to the Cube Club is open between 9:00pm to 3:00am and can achieve gross revenues of anything between £500 to £7,000. The primary source of this revenue will be high volume traffic and spending inside of the club.

4.2 Market Research

In order to find the viability of a night club in Manchester I questioned 50 univesity students aged between 18 and 25. The results were very encouraging showing that Manchester would want another student venue.

* 30 people out of 50 thought that Manchester nightlife was inneed of a change or new entertainment venue.

* A massive 92% of people thought that Manchester needs a night club

* 32 people consider themselves as regularly attend night clubs

* 35 people regularly go to bars and public houses in Manchester and 40 people go to nightclubs

* 30 people said they would be prepared to pay £6 - £10 to enter our night club, 12 people would pay £11 - £15. 8 people were prepared to pay £0 - £5.

4.3 Market Segmentation

The Cube Club will appeal to four market segments they are

* Student Males and Females aged 18 - 30 on student nights - This our typical age range for our customers who are employed and have a disposal income to spend on entertainment and socializing. And 18-30 years old on a weekend. Couples and almost anyone with disposable