Product

At the Seven Seas Ristorante, we aim to provide a quality products, services and ambiance in which
customers have an opportunity to avail our products and services that allow them to express their
creativity. Most of the of bistro restaurant pursue a common scheme that consists of providing
beverages, cocktails, hearty fare dishes at moderate prices and most importantly a small but cozy place.
At the Seven Seas Ristorante, however, our aim is to improve the customer’s classic restaurant
experience by incorporating a truly exceptional element to one’s otherwise run-of-the-mill experience.
The products offered by Seven Seas Ristorante are a cozy atmosphere, striking décor mainly cruise
themed, entertainment and an engaging clientele along with western and Eastern menu comprising of
multi-cuisines: Mediterranean, Greek, Italian, etc. The restaurant knows it can sell its food to many
customers, and will strive to maintain the quality, plus providing new and seasonal variants. There is
scope of customizing the product offering at the time production, which allows the consumer to tailor
the dish according to his/her taste. However, the level of customization is limited so as to maintain the
standard delivery and quality of service. Aside from the excellent food ranging from different beverages,
cocktails, fusion cuisine of entrée, pizza, pasta and great service provided by well-trained staffs, our
restaurant will also elevate customer’s dining experience with the help of supporting and augmented
products. The supporting product which will add value to the experience of the customers and gain
competitive advantage will be the restaurant design and ambiance. Not many bistro restaurants offer a
cruise themed interior that they can only experience in our restaurant. Aside from that, the restaurant
augmented product consists greater advantages such as accessibility, operating hours that can matches
the flow of foot traffic of the restaurant.

Price Strategy

At Seven Seas Ristorante, our pricing strategies will consist of mark-up pricing ensuring we make a
reasonable margin. We will also incorporate based price method pricing for certain products, to ensure
that our beverage prices will be comparable to other upscale local restaurants nearby. The restaurant
also offers a promo in the menu set in which the customer can choose their preferred beverage,
sandwich, or burger that will go well with their meal. The restaurant thinks that this will be a good
strategy for pricing some of the items on the menu that will help to gain more profit without
compromising the quality of ingredients and the costs to produce the product.

Promotion Strategy Promotion is the communication between the company and the consumer. In order
to make the market aware of your product offering, the restaurant will create a promotion strategy that
will inform, persuade and remind consumers about our product. Without this, consumers would most
likely be unaware of the restaurant’s existence, regardless of how great your product or service might
be. The Seven Seas Ristorante will use advertising tools such as:

 Website - Website is most crucial marketing tool for bistro restaurant to have a presence in the
market. Yet, many business owners are finding it a challenge due to lack of technical skills. The
website gives instant presence to the online world. If prospect happens to be looking for a bistro
 restaurant, our bistro restaurant will stand out. It can also be used as a communication tools
with customers in market regarding the latest promotions andeateries.


We will use advertising to reach large groups of people in the Charlottetown region. Because we are just
starting out and our budget is not very large, we will avoid expensive advertising channels such as
television, and stick to medias such as newspaper and radio. More specifically we will buy
advertisements in the Buzz, which is local paper that comes out monthly and is placed in locations all
over Charlottetown. Because the Buzz comes out monthly, this will increase the frequency of the
advertisement, which is often a very effective method in getting people to recognize your brand. We will
also purchase advertisements in the Guardian - PEI’s provincial newspaper, as well as on Hot 105.5,
CFCY, and Ocean 100 - the most listened to Island radio stations. Although personal selling is the most
expensive tool per consumer reached, it is often the most effective. So even though we are working on a
tight promotional budget, we still want to put some effort into this component. We will be walking
around Downtown Charlottetown telling the people in the streets about our business. Along with this
we will integrate a sales promotion by giving away discount cards as incentive to come into the café and
try it out at a reduced cost. Public Relations (PR), also known as publicity is the act of generating positive
publicity and this is something we are aiming to take advantage of. Publicity, like advertising reaches
mass amounts of people. But, unlike advertising, PR is unpaid and often perceived by consumers as
more credible and therefore they are more likely to consider going into your business. Looking into the
final piece of the promotional mix, we will use direct marketing by creating a website that contains all of
the information about our business. We will also use social media as a tool to spread the word about our
product offering. We will create a Facebook, a Twitter, an Instagram, and a Snapchat. These are four
very popular and commonly used social medias, and if we use them in a smart and interactive way, this
could be a wonderful and cost-effective method to gain some the market’s attention.

In summary, all five of these tools are important when it comes to creating an effective promotional
strategy. As a startup business our funds for promotion are quite limited, but hopefully as we expand
and become more profitable we will also be able to expand our promotions as well.

Place Strategy

Obviously, this is the establishment where the food can be sourced, served and eaten. It will contain
enough seating during busy periods and will be where the distributors will deliver the raw ingredients
and other commodities that go towards what the restaurant provides. Since service delivery is
concurrent with its production and cannot be stored or transported, the location of the service product
assumes importance. For the Seven Seas Ristorante, this network, as well as the distribution strategy
will be relatively simplistic due to the small size of the restaurant. For our business we have suppliers
who give us, the company, the products we need to serve our customers. This means that we are a level
one channel as there are no intermediaries between our company and our consumers. We will take a
closer look at the three components of our value delivery chain. Therefore, our suppliers are very
important to us, as we work closely with them to ensure they are meeting our standards. Seven Seas
Ristorante believes in strategic expansion that focuses on a location's long-term potential.
Service providers have to give special thought to where the service would be provided. Thus, a fine dine
restaurant is better located in a busy, upscale market. Bon Appetite believes in strategic expansion that
focuses on a location's long-term potential.

In general, the value delivery network is made up of everyone involved in getting the product to the
consumer. For the Seven Seas Ristorante, this network, as well as the distribution strategy will be
relatively simplistic due to the small size of the company. For our business we have suppliers who give
us, the company, the products we need to serve our customers. This means that we are a level one
channel as there are no intermediaries between our company and our consumers. We will take a closer
look at the three components of our value delivery chain. Therefore, our suppliers are very important to
us, as we work closely with them to ensure they are meeting our standards and providing us with Island
or Canadian products. Our first, and arguably our most important supplier is Laughing Whale, this is a
Nova Scotia based coffee company that provides us with our coffee supply. We chose to work with
them, because their values of environmental protection and fair trade align with those of our company
(Laughing Whale Coffee Roasters, 2016). Other suppliers who are of great value to us include, Lady
Baker’s Tea Trolley, Buns and Things Bakery, Harvest Wholesale, and MacQuarrie Meats, these are all
PEI suppliers who provide us with tea, bread and baked goods, produce, and meats respectively. We
also require art supplies which we order almost exclusively online from the Canadian company - Studio
Six Farming and Art Supplies. Other suppliers include the landlord who we rent the building space from,
the suppliers of our electricity, water, heat, and internet, as well as the companies who print our menus,
and sell us utensils and restaurant equipment. After our company is supplied with all of the necessary
tools, the next step is for us to prepare the product and service to be purchased. Once we do this, we
can then move on to the final step of the value delivery network, which is distributing the prepared
product to our customers.

Product

Core product

Facilitating

Supporting

Augmented Product

Product Development

Product Position

Price

What price was used

Promotion