3-2 Milestone One - COM 431

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Southern New Hampshire University *

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431

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Marketing

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Feb 20, 2024

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3-2 Milestone One Southern New Hampshire University Maricarmen Watson Prof. Schreck

• Current Customer Analysis After analyzing Pasta Amore’s current customer feedback, I can see the strengths they currently have are their quality of customer service and their budget-friendly costs; some weaknesses I see are the “dated” image of the restaurants, the limited variety of products and options, in the – Pasta Amore Case Study – we can read people is unsatisfied with the lack of vegan and vegetarian options which limits their ability to meet dietary preferences and healthier foods. The current areas of opportunities Pasta Amore has based on the current customer surveys are an opportunity to grow the neighborhood audience, focused on kid-friendly dining; another growing opportunity is introducing farm-to-table ingredients in their menu and showcasing healthier options (vegan, vegetarian, and gluten-free); while doing the expansion we have the opportunity of growing their social media as well. • New Target Audience Analysis The new target audience that was analyzed was divided into three sections; the first one is upper- middle class up-and-coming, with an age range of 25 to 44; the second audience was growing neighborhoods, low-middle class with age ranges of 25-to 45; and the last audience segmentation was retired people, upper-middle class, age 55+. After analyzing these three groups I could see many similarities in what they expect from the restaurant; the weaknesses I took from 2 of the groups were the following: from group one “the up and coming” I found weaknesses that they have less disposable income, which means they won’t be spending on expensive restaurants; the second group “retired” they are classic and prefer print media over digital, which could cause a

conflict with our intension on expanding on social media and using more digital media. The opportunity for growth would be to take all the strengths of the three groups and create a plan to alienate all of them, the “Growing neighborhoods” are similar to the current clientele Pasta Amore has, the expansion should include a new menu adding healthier options (vegan, vegetarian, and gluten-free); since they all support sustainable, ethical, and community-focused, it would be ideal for growing partnership with local farms to enhance freshness in the products, and help the community as sponsors in the different events. • Competitive Analysis The key competitors in the area are chains such as Olive Garden, UNO, and Carrabba’s, which are regional and national restaurants; their audience is oriented to our new target audience, but even when they tried to be more community-friendly and local produce showcasing healthier options and farm-to-table ingredients they still have higher prices; which gives Pasta Amore an advantage. The opportunity for growth Pasta Amore haves are big, since it is already known as a local restaurant, it needs to be willing to add more options and expand its services offering, for example, delivery or pick-up options, which would reach its “Up and Coming” audience that looks for good food with nice quality and good pricing. • Brand Equity Analysis Most Pasta Amore’s target audience is residents of urban areas, with two people households, and an age range of 35-54 years old. According to the percentages, their effectiveness in maintaining

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their target audience is above the average, they have 60% of people coming once to twice a month to dine. If they want to maintain their current client’s loyalty and approach their new audience successfully, they must keep the same menu options and add new items to provide the variety their new prospect audience likes, keeping the same prices on their original menu and trying to keep their lower prices in the new food as much as they can. They must keep the same service, warmth, and welcoming environment when they add up the updates on the restaurant’s décor and food. • Communication Practices They have wide and various communication practices, from billboards, and newspapers, to social media, which is important to reach their different groups of target audiences; I believe they do an effective job using paper and digital platforms since older people are driven to paper information rather than digital; for this new expansion we have to grow their social media, using diverse platforms instead of just sticking with Facebook, their “Up and Coming” and “Growing Neighborhoods” use average to above the average technology and social media platforms and since is more than half of our intended audience it is important to enhance the social media presence. • Brand Recommendations Pasta Amore needs to understand that to successfully expand their brand they need to follow a Brand Imagery process, “Brand imagery depends on the extrinsic properties of the product or service, including how the brand attempts to meet customers’ psychological or social

needs”(Keller & Swaminathan, n.d). It is basically how the people think of the brand; with this rebranding happening I would recommend first expanding the menu and adding new healthier dishes, second re-imagine the décor of the restaurants, offering more family-friendly options (offering kids menus with crayons and coloring sheets related to the brand), third expand your social media, I recommend starting a fresh social media page on Facebook displaying the history and heritage of the restaurant as the main focus, since all of our target audience looks to support local restaurants, in this new page it would be good to show our mission statement and values and post daily specials to keep our audience engage and connected to the brand. References Keller, K. L., & Swaminathan, V. (n.d.). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition . Pearson UK.

3-2 Milestone One - COM 431

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