Marketing communications plan

Trends in the taproom laborThe British pub industry includes approximately 60,000 pubs that fall into three categories managed (operated by a manager), leased/tenanted, and somebody (operated by the owner) pubs (Mitchells & Butlers, 2005). The British Beer & Pub Association reports that in the last 10 years aliment sales in Britains 30,000 managed pubs have risen by 165%, with smaller increases posted by the smaller 30,000 pubs (Bowers, 2005).The British pub has traditionally fulfilled a variety of mappings, serving both as a point for informal communication, a social venue for ceremony sports games or playing indoor sports, or even a family get-together. Although novel s foundationdals concerning binge drinking and town centre rough water in 2004 attracted the attendance to the pub as a source of such antisocial behaviour, its role in British society has traditionally been much broader (Mintel, 2004).In each case, exposure of pubs to negative publicity has led to strengthe ning of governmental regulations concerning the sector. The occurrent fight in the pub industry is against the governments health bill exempting non-food pubs from a proposed smoking ban (Bowers, 2005). This supposedly creates an uneven playing field for prohibit that serve food since they have to restrict smoking on their premises.At the same era, the remainder of pubs offering food service rose from nigh 50% in the 1990s to roughly 80% (Bowers, 2005). Owners and operators of bars equal to(p) to the smoke ban point to the fact that it result disadvantage food-serving bars, since the pro component of smokers among pub visitors is estimated by the British Beer & Pub Association to be in the range of 40-50% about twice the national average (Bowers, 2005).The economic decorate in the UK is favourable for spending since consumers feel confidence in the economy. At the same time, pubs can be affected by the growing popularity of vigorous lifestyles that includes a greater numbe r of people who simply want a quiet (or lively) drink in the comfortable, friendly type of pub that is for good attractive for foreign tourists as well the British themselves (Mintel, 2004). More and much people will treat bars not simply as venues for drinking on the contrary, they want to have meals there.Pubs begin to dissociate with rowdiness that tainted their image and emerge as credible eating establishments can be attributed to the industrys attempts to appeal to a giganticr section of the foodstuff due to competition from super foodstuffs, government regulation and societal changes including a much than health conscious consumer. Bright, open interiors and smoke free environments make them more appealing to such consumers and the female audience.However, alcohol sales remain the private road force of profitability in bars. In this area, consumers now seek a prouder quality experience. One of the trends is increase in wine sales, due in part to the simple addition o f ice to the drink (Solley, 2005). harmonise to the National Office of Statistics, champagne is now one of the most constant purchases in the UK, particularly non-vintage and ros lines. The growth has been attributed to younger drinkers who treat champagne as less a drink solely for special occasions (Bill, 2006). Still, the British Beer & Pub Association (2003) reports that in the UK 28 million pints of beer are consumed each day, which equates to 100 litres per stop each year compared to 20 litres of wine per head.Positioning A bar with a differenceThe proposed bar on Lisburn Road will seek to differentiate itself from other bars in the city by offering a high quality guest experience catered to the tastes of a more exclusive clientele. The competitive advantage of the initiation will be the provision of excellent service and superior food and drink not available in other establishments focusing on these features, the bar will not engage in price competition.The wide of t he mark assortment of traditional drinks will be complemented by a meticulously selected wine list including champagne varieties, locally produced cider and ale and a choice of less common malt whiskeys. Customers will be informed of the wide variety of drinks through wine and whiskey tasting promotions. The bar will appeal to health-conscious consumers with by offering low-cost meals from a standard identity card prepared with the finest locally sourced ingredients. The emphasis on social experience, quality food, and lifesize choice of drinks will be distinctive features of the unexampled bar.SegmentationThe new bar will target the following groups in the target marketProfessionals coming in after work to have a fewer drinks and chat with colleagues after a long working dayCouples face for a pleasant social experience, dinner party and sometimes a store of wineStudents occupying the bar in the day-time and in the evening to enjoy a get-together and discuss class assignments WOOFS (well-off older folks) enjoying their post-retirement life and spending some of their time in local bars to have a pleasant dinnerDINKS couples without children but with a high income that permits them to allocate a large portion of their income to dining.Overall, the target audience will include individuals with high disposable income, high expectations of service, food quality and drink variety, and preference for establishments with style.ReferencesBowers, S. (2005, October 28). Smoking ban is unworkable, says pub industry. Guardian. Retrieved April 29, 2006, from http//society.guardian.co.uk/health/news/0,,1602801,00.htmlBritish Beer & Pub Association (2003). Beer and Pub Facts. Retrieved April 29, 2006, from http//www.beerandpub.com/content.asp?id_Content=704Mintel internationalistic Group Ltd. (2004, August 1). Pub Visiting UK. Retrieved April 29, 2006, from http//www.marketresearch.com/product/display.asp?productid=1037778&g=1Mitchells & Butlers. (2005). Pub Operatin g Models. Retrieved April 29, 2006, from http//www.mbplc.com/index.asp?pageid=425