Beanos Cafe is one of the most flourishing and trendy cafe chains in Egypt. It offers branches all over the country, including Cairo, Alexandria, Giza, Sharm El Sheikh, Hurghada El Gouna Resorts, in addition to international branches in Paris, France. Because it sells new coffee products, such as cappuccino and java solo drinks like espresso, most of its daily customers are the youth - people between the age groups of 18 to 25. In addition, it sells high quality products at affordable prices, so it tends to entice the middle class, for example: college or university students. Moreover, most of its customers are regular customers because Beano's Cafe excels in its excellent and quick service, so generally, the customers have a positive attitude towards cafe. However, since Beano's Cafe targets young people, its segmenting style/type comes under Demographic Segmentation, which is dependant on parameters such as age group, generation, etc. (Kotler & Armstrong, 2012).
Beano's Cafe is targeting the caffeine market by improving the grade of its service. In order to determine what consumers like and dislike about their cafe, they conducted studies. The results of the studies demonstrated that consumers liked the cafe's service, atmosphere, and quick response, while they disliked allowing private activities to be presented, waiting to get a table at the cafe, prices of food, kind of music performed in the cafe, and the furniture as well. The cafe tried to solve the problems by increasing the number of tables and chair in the packed locations, lowering prices of popular products while increasing prices of newly unveiled products, and participating in different kinds of music to increase the environment (Kotler & Armstrong, 2012). By trying to solve the problems that face them and making use of this strategy, it shows that Beano's Cafe would like to please its costumers and meet their needs.
Discuss how Beano's positioned itself in the Egyptian local market. Also explain how Beano's differentiated itself from the competition.
According to this article (2012), "Beano's Cafe placed itself as an inexpensive, modern cafe with a exciting, interesting environment. " It aspires to provide its customers a convenient, soothing place where they can purchase food and beverages of high quality at a realistic price. The cafe was created in a modern style using warm colors to create a simple, chic, clean, and modern environment. It is more known for where young people go out and where people can have an inexpensive outing, pay attention to the latest music, and use cellular Internet.
One of the many methods Beano's uses to differentiate itself in the Egyptian local market is using a exciting orange color for advertising, in addition to being the only real local cafe that offers desserts, which is the most spectacular feature of the cafe, relating to 21 percent of the clients. Another method Beano's uses is utilizing a kitchen because it provides the company with differentiation over your competition. By having a kitchen, it will offer a larger menu selection and customers are permitted to modify and modify their requests. These options impress and catch the attention of customers because they're not available in most cafes in the region. Furthermore, Beano's uses advertisings to provide unique offers to its customers every month, such as offering American caffeine with delicious chocolate fudge. Those offers Beano's Cafe unique invention, and other cafes in Egypt do not offer them. In addition, placing creative artwork foam together with the cappuccino is another method Beano's uses to differentiate itself. The clients could customize the drawing plus they could even take action themselves. This really helped Beano's in differentiating itself from its rivals. It also saw growth and a rise in the sales of its coffee products because it could please the consumers' wishes and go beyond their prospects (Kotler & Armstrong, 2012).
What transformed first, the Beano's customer or the Beano's Cafe experience? Explain your response by speaking about guidelines of market targeting.
I believe that Beano's Cafe experience improved first, which led to a change in Beano's customer experience. By assessing and selecting market segments, the Beano's Cafe experience changed. This happened when it understood that most of their customers are from a particular section, and targeted that portion, which is the youngsters segmented market. This change led to a change in several other things, including the menu selection, music played, colors, furniture, and type of service, which created a specific vibe and environment. This change resulted in a big change in the cafe's customers' experience because even though most of their customers are teenagers, not all of them are. So, for example, if an a 40-year-old adult gets into the cafe, he will youthful again as a result of environment created. Continue.
Briefly put together a advertising campaign targeting a fresh portion for Beano's Cafe.
Beano's Cafe wishes to "increase its market show and target a fresh segment while keeping and/or increasing its appeal to the children segment" (Kotler & Armstrong, 2012). The new segment they want to target is the senior citizens section because they symbolize the higher socio-economic class. This sort of targeting falls under Differentiated/Segmented Marketing because it wants to focus on several market segments and design separate offers for each. In order to do that, Beano's Cafe need to carry out market research to find out more on older persons, including what they like, in terms of food and beverages, what Tv set and Radio stations they watch and pay attention to, what magazines and newspapers they read, what neighborhoods do they reside in. For example, it might give attention to a newspaper that a lot of senior citizens read and place an advertisement to offer special discounts. Beano's Cafe could also focus on making the cafe more family friendly because most older persons day their families. If it excelled in gratifying the children, their families would spend a longer time in the cafe. Furthermore, it needs to spend more money to advertise for the cafe and its own products and services using various methods. In addition, it could work on offering a bigger menu selection. Although the research and special deals created for them would are expensive, if Beano's Cafe been successful in targeting the senior citizens, its sales would increase a whole lot as well.
They centered on CRM and RM. Beano's unveiled a customer commitment and smart card program that allowed customers to accumulate points for each separate order. The client could then redeem the details and receive free products. Beano's also targeted all customer segments by producing a promotional Beano's items card. Customers pay for the cards, starting at 50 to 200 LE and use them every time they wish. The credit cards ended up being extremely effective for customers who are amusing friends as well as for family outings.
