Marketing Final Nando's

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Executi Exec utive ve Summary Summ ary

This report consists of the main marketing strategies of the Nando’s restaurant franchise and how it targets and positions its products to meet the needs and wants of their potential customer. customer. The research shows shows that Nando’s had successfully built built itself as one of the well-known chicken restaurant around the world. The marketing strategy of the Nando’s includes three parts such as: segmentation, targeting and positioning. Nando’s using demographic, geographic, psychographic and behavioral segmentation. Development of effective marketing strategy will help to the Nando’s to attract many customers and noticeably noticeably increase sales. Nando’s chose chose a segment, which is categoried as generation !, to offer a right composition of products and services to attract that segment. This segment consists consists of people who have good good income and purchasing power. The The perceptions of this segment are: good "uality, healthy food and convenience. #ositioning part of Nando’s company shows how their products$services differentiate from competitor’s offerings. %arketing mi! includes &ps &ps i.e. product, place, place, promotion and price. This strategy is very important factor for the Nando’s to achieve their goals and ob'ectives.

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Introduction

(ne of the largest franchise restaurants ) *Nando’s+ has come into the market during the year of /. The founders of Nando’s, 0obert 1roin and 2ernando Duarte had bought a restaurant called 3hickenland in 0osettenville, southern 4ohannesburg in the year of /. The restaurant was then named after 2ernando himself, and his son, who is also called Nando. 5oon, restaurant became very popular with its legendary recipe of *peri-peri+chicken, which simply means *pepper-pepper+, and was adopted by #ortuguese travelers from %oambi"ue’s cuisine. 6n the year of 789, Nando’s had successfully spread out all over the world and opened over 88th stores worldwide. s a Nando’s 3;( and founder in %alaysia and 5ingapore, %ac 3hung oriontal %arketing 5ystem. >oriontal %arketing 5ystem is a channel arrangement where two or more companies of a level collaborate to emulate a new marketing opportunity ?rmstrong J =otler, 787@. ccording to Nando’s, two very critical factors must be put into considerations when choosing a site for the r estaurant, the surrounding demographics and catchment area. The company uses a combination of trade area analysis, drive time analysis and demographic research to study sites before placement of the opportunity. >ence, franchisees are strongly encouraged to first ac"uire advice from Nando’s property e!perts before any lease agreement for any premises. 6n %alaysia, Nando’s franchise restaurants are mostly opened in shopping malls, with its first outlet in 1angsar, =uala ence, it is precise that Nando’s uses the horiontal marketing system.

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!romotion

 ccording to rmstrong and =otler ?78@, promotion refers to the communication activities of the features of their product with the targeted consumers and convinces them to buy the product. The promotion mi! strategy that Nando’s uses is the #ush 5trategy, where advertising and sales promotion are used to attract customers attention towards the product. Nando’s uses funny and interesting advertisements to promote themselves ?Dhesi, 789@. part of that, Nando’s often have promotions, like discount vouchers, for their customers occasionally, and sometimes for certain festive seasons like >ari 0aya ?#harmy, 788/@.

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5onc$usion

6n conclusion, Nando’s could clearly segment their customer into demographic, geographic, psychographic and behavioral segmentation. Therefore, Nando’s could easily meet their customer’s needs and wants and attract more customers to generate profits. 1y using the targeting strategy, Nando’s has chosen a segment which is known as Lgenerate !’, to understand and offer the right composition to attract that segment. #ositioning shows that Nando’s produces uni"ue *peri-peri+ sauce to compete with other  restaurants special meals for kids - *