Marketing communications plan

Trends in the pothouse industryThe British pub industry includes approximately 60,000 pubs that fall into three categories managed (operated by a manager), leased/tenanted, and individual (operated by the owner) pubs (Mitchells & Butlers, 2005). The British Beer & Pub Association reports that in the last 10 years fodder sales in Britains 30,000 managed pubs have risen by 165%, with smaller change magnitudes posted by the smaller 30,000 pubs (Bowers, 2005).The British pub has traditionally fulfilled a variety of roles, serving both as a point for sexual communication, a social venue for watching sports games or playing indoor sports, or even a family get-together. Although recent scandals concerning binge drinking and town centre rowdiness in 2004 attracted the attention to the pub as a source of such antisocial behaviour, its role in British society has traditionally been overmuch broader (Mintel, 2004).In any case, exposure of pubs to negative publi urban center has led to stre ngthening of governmental regulations concerning the sector. The current weightlift 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 funny playing field for bars that serve food since they have to restrict smoking on their premises.At the same time, the proportion of pubs offering food service rose from more or less 50% in the nineties to roughly 80% (Bowers, 2005). Owners and operators of bars subject to the smoke ban point to the fact that it will separate food-serving bars, since the proportion 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 landscape 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 healthy lifestyles that includes a greater numb er of people who simply compulsion a quiet (or lively) drink in the comfortable, hail-fellow-well-met type of pub that is permanently attractive for foreign tourists as well the British themselves (Mintel, 2004). More and more people will treat bars non 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 alimentation establishments can be attributed to the industrys attempts to appeal to a wider section of the mart due to contention from supermarkets, government regulation and societal changes including a more health conscious consumer. Bright, open interiors and smoke bring out environments make them more appealing to such consumers and the female audience.However, alcohol sales remain the driving hale of profitability in bars. In this area, consumers now seek a higher quality experience. One of the trends is increase in wine sales, attributable in part to the simpl e addition of ice to the drink (Solley, 2005). gibe to the National Office of Statistics, champagne is now one of the most regular purchases in the UK, particularly non-vintage and ros lines. The appendage has been attributed to younger drinkers who treat champagne as less a drink solely for special cause (Bill, 2006). Still, the British Beer & Pub Association (2003) reports that in the UK 28 million pints of beer are consumed every day, which equates to 100 litres per dubiousness each year compared to 20 litres of wine per head.Positioning A bar with a diversityThe proposed bar on Lisburn Road will seek to differentiate itself from other bars in the city by offering a high quality customer experience catered to the tastes of a more grievous bodily harm clientele. The competitive advantage of the facility 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 co mpetition.The wide assortment of traditional drinks will be complemented by a meticulously selected wine list including champagne varieties, locally produced cider and ale and a selection of less commonplace malt whiskeys. Customers will be informed of the wide variety of drinks through wine and whiskey perceptiveness promotions. The bar will appeal to health-conscious consumers with by offering low-cost meals from a standard menu fain with the finest locally sourced ingredients. The emphasis on social experience, quality food, and large choice of drinks will be fall apartifiable features of the new bar.SegmentationThe new bar will crisscross the following groups in the target marketProfessionals coming in after work to have a few drinks and chat with colleagues after a long working dayCouples looking for a pleasant social experience, dinner and sometimes a bottle of wineStudents occupying the bar in the day-time and in the evening to enjoy a get-together and discuss class assi gnmentsWOOFS (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 discernment 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 transnational 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 Oper ating Models. Retrieved April 29, 2006, from http//www.mbplc.com/index.asp?pageid=425