This assignment was undertaken to design a new service or redesign an existing one based upon our newly acquired services marketing expertise. To have a good understand about the Service Marketing subject we thought to design a new service organization hypothetically using the knowledge that we gathered over the last semester. It’s a restaurant with some modifications to the traditional way of doing a restaurant. Upon designing the service, we have analyzed the market segments, target markets, service marketing mix (7 P’s) and some services marketing concepts such as customer satisfaction and service quality, service flower, conceptual maps, service blue prints, etc.

Basic details about the service organization that is designed. Industry- Fast Food Category- Restaurant Name - FAST & TASTE Logo -

Vision - Provide the quality food at a reasonable price Mission - To ensure the best possible experience for the customer so they leave with a positive opinion about their experience. Slogan - Your 1st Choice Location – Nugegoda town Ownership- Sole ownership

Target Marketing
The market can be segmented into three target populations:
• Individuals: people that dine in by themselves.
• Families: a group of people, either friends or a group of nuclear relatives dining together.
• Take out: people that prefer to eat food in their home or at a different location than the actual restaurant.

Combining several key demographic factors arrives at a profile of the primary customer as follows:
• Sophisticated families who live nearby.
• Young professionals who work close to the location.
• Shoppers who patronize the high rent stores.

Positioning
FAST & TASTE will position itself as a reasonably priced, upscale restaurant for consumers who appreciate high-quality food will recognize the value and unique offerings customers will be single as well as families, ages 25-50.

Perceptual Map

This graph helps to identify the position of competitors and how our organization should be positioned.
According to the above graph
• MC Donald-

MC Donald is our main competitor. It offers fast foods including burgers and Mc rice at a premium price and a high quality. • KFC –
KFC offers Chicken oriented foods. And it also focuses on high income earned customers

• FAB
Its main offering is cakes but it offers other kind of short eats to the customer at a high price.

• Perera & Sons caravan- These two organizations provide medium quality foods at medium price. So as shown in above graph Fast & Taste can be positioned as high quality and medium cost area.
Some attributes of Positioning
• Product. The product will have the freshest ingredients including homemade short eats and pizza imported cheeses, organic vegetables, and top-shelf meats. The product will also be developed to enhance presentation, everything will be aesthetically pleasing.
• Service. Customer service will be the priority. All employees will ensure that the customers are having the most pleasant dining experience. All employees will go through an extensive training program and only experienced people will be hired.
By offering a superior product, coupled with superior service, FAST & TASTE plans to be excelling relative to the competition.

Positioning Strategy
The single objective is to position FAST & TASTE as a premier food restaurant in the Nugegoda area, commanding a majority of the market share within six years. The marketing strategy will seek to first create customer awareness regarding their services offered, develop that customer base, and work toward building customer loyalty and referrals.
The message that FAST & TASTE is willing to offers the freshest, most creative, health conscious, reasonably priced, short eats and pizza. The Special Slogan “YOUR 1st CHOICE” will be used for positioning. This message will be communicated through a variety of methods.
• The first will be distributing brochures especially in Nugegoda Town.
• And also it will be used banners, posters campaign and bill board displaying.
• Including some handbills in the news papers that are distributed in Nugegoda area.
FAST & TASTE believe that above mentioned strategy will contribute to create an extensive place for the fast & Taste restaurant in customers mind.

Product

Fast & Taste is an organization which offers both products and service. The main product is food. The following type of products is available in the restaurant.
• Pizza-vegetable. Chicken, seafood, cheese
• Pasta- with vegetable, chicken, seafood, sausages, beef, egg
• Fried rice- with vegetable, chicken, seafood, sausages, beef, egg
• Sandwiches- vegetable, chicken, cheese and egg
• Pastries- vegetable, chicken, egg
• Burgers – chicken, beef, fish,
• Cakes- butter cakes, gateau, ribbon cakes, cup cakes
• Ice creams
• Fruit salads
• Ice coffee
• Fruit juice
• Nescafe
The food preparation is decided to be in the method of In-house production.
There are several techniques to be taken in order to maintain quality as follows;
• Hiring the staff with relevant qualifications in food preparation
• Safety rules and regulations
• Obtaining required certifications
• Motivating employees by periodic training sessions for better service
• Well maintaining different equipment such as ovens, Refrigerators for restoring food items for their freshness.
These are strategies to be taken for outdated stock maintenance;
• Selling the remaining stock at the end of the day at or below cost
These are the packaging strategies;
• Use paper bags with the logo and name of the restaurant to sell food items( for take away)
Price
The main pricing strategy of the Fast and Taste restaurant is cost plus 40% margin. Price = Cost + 40% margin
According to that following prices are established
PIZZA PASTA BURGERS SANDWICHES PASTRIES CAKES DRINKS DESSERTS
Chicken
L –1000
R – 850
S - 600 Chicken
500 Chicken
200 Chicken
100 Chicken
75 Butter
100g-50 Ice Coffee 85 Ice Cream
100
Seafood
L –900
R – 750
S - 575 Beef
500 Beef
200 Beef
100 Beef
75 Ribbon
100g-60 Fruit Juice 70 Fruit Salad 150 cheese L –750
R – 650
S - 500 Cheese
400 Cheese
185 Cheese
85 Vegetable 60 Gateau
100g-80 Nescafe 50 Fish
375 Fish
175 Fish
75 Fish 65 Egg
150 Egg
75 Egg 65

As a Cost covering strategy, it is decided to sell the remaining stock at or below cost (to minimize losses)
Also it is decided to provide Family packages at lower prices as a promotional pricing strategy.

Place
Main restaurant is situated in Nugegoda town, face to 138 route.
Factors considered when selecting the place were,
 Easiness to reach the target market
 Closeness to tuition classes
 Parking space
 Visibility
 Other infrastructure
Raw Materials
• We have planned that all food items are prepared at another location and delivered to the restaurant. We have selected one location at Wijerama and delivered through lorry.
• All raw materials, such as, corn flour and yeast is purchased in bulk.
• Bulk purchasing done through calling tenders and selecting suppliers mainly based on quality and cost.
• Raw materials also delivered to the production plant at Wijerama through lorry from supplier’s plant.

Special food delivery system
• As a part of our customer service strategy, we have planned home delivery system especially for pizza and special family packages.
• Home delivery system covers areas within 5km from out restaurant at Nugegoda.
• 05 motor bikes are used for home delivery system.

Promotion
Initial promotion strategies are as follows.
• Display banners with name and logo of the restaurant around the Nugegoda junction.
• Distribute leaflets, specially covering the areas where tuition classes are located at Nugegoda.
• Implement poster campaign around the nugegoda area, specially covering within 5km from restaurant.

Advertisement
We would want to get as many customers as we would like for our product. This is not only to promote our product but to get a good selling performance too”. Further be sure that we will be able to communicate effectively with our customer with some sort of entertainment value as well. Go to newsstands that most of our target markets will likely go. But the problem is that we really do not have many resources to spend on costly advertisements... So, how do we effectively advertise without spending too much? Here are some tips.

Displaying flags and banners around the shops
High quality Shop Banners which displaying our food special qualities will get our products right in front of our potential customers and help improve our sales. Professionally designed Shop Banners can make all the difference between a potential customer purchasing our product or our competitions.
One thing to know about banner advertising (sometimes referred to as display advertising) is that the more times that our ads are displayed to a greater number of people. The more familiar that our company and business will become to prospective customers this is called building brand awareness. All the best and most successful businesses know that "on average" you generally need to make as many as 4 - 7 impressions on a person's mind before their awareness will begin to warm up to the idea of making a purchase or trying a our foods and service.
Hand bill distribution Distribute printed booklets, hand bills, leaflet, pamphlet or dodger in around Nugegoda regarding our special promotions and offers such as, price discounts, special offers, orders undertaken etc.
Where we can distribute
• In front of our shop
• The public places around Nugegoda area
Posters
Posters can be display in public places around Nugegoda. They have been designed to attract the attention of target audience and make awareness about our foods.

What are the food varieties offers, how they differ from our competitor’s products, special promotions, seasonal offers, are the key messages that convey through poster advertising.
Promotions
• Special package for special events (Seasonal offers) - Offer special packages for special functions and events such as Christmas day, New Year, and Valentines Day etc.
• Sampling - Promote the products with free sampling and Tasting of food and drink in sampling point, so customers can test samples before purchasing.
• Free gifts - Subway gave away a card with six spaces for stickers with each sandwich purchase. Once the card was full the consumer was given a free sandwich.
• Joint promotions - between brands owned by a company, or with another company's brands. For example often run sales promotions where toys, relating to a specific movie release, are given away with promoted meals.
Personnel
Personnel plan of Fast and Taste
Personal plan will engage in hiring most suitable personnel, initial training and continuous maintaining the quality of service personal
Total number of staff is 16
• 1 manager
• 2 employees for counter handling
• 5 employees for serving foods
• 4 employees for preparing foods
• 1 employee for gate keeping
• 1 employee fir car park handling
• 2 employees for cleaning
Training
Training will be provided at the induction. Both on the job and off the job training will be given as required for the type of the job.
Quality maintenance of the service personnel
Fast and taste will ensure that their staff are performing well that add more benefits to t he organization. For that the organization will
• Hired only qualified persons
• Monthly performance evaluation of staff
• Evaluating complaints regarding staff service weekly.
• Giving additional training and skills development opportunities when ever required.
Policies regarding service staff
• All the staff is given a uniform by the organization
• All the safety requirements regarding staff are fulfill by the organization
• Wages are basically fixed but any extra performance is highlighted.
• All the staff is provided working friendly and healthy environment.
• Any grievances can be presented to the manager for consideration
Processes
Process is an element of service that sees the customer experiencing an organization’s offering. It's best viewed as something that your customer participates in at different points in time. So the service process of the Fast & taste will ensure that maximum satisfaction for customer will be generated throughout the process.
The following Service blue print is designed to give an idea about the service process of the Fast & Taste restaurant
The process will start from customer parking the vehicle in the car park and then he enters to the restaurant. Then the hosts will greet the customer and then customer will go to the table and sit. Then waiter come to the customer and take the order and it will send to the cooking employees. The cooking employees will prepare the meal and then the waiter will collect the meal. Thereafter the foods will be served to the customer and customer will have the meal. Once the customer finishes having meal the waiter will bring the bill and the payment will be done. Then customer will leave the restaurant and the cleaners will clean the place

Physical Environment
It refers to the experience of using a product or service. Physical environment includes the appearance of buildings, landscaping, vehicles, interior furnishing, equipment, staff members, signs, printed materials, and other visible cues that provide tangible evidence of a firm’s service quality. It is crucial to manage the physical evidence carefully, as it can have a profound impact on customers’ impressions.
In TF, it is decided to display quality certificates, pictures of the public figures who have been to the place, and to have the same color theme, logos and signs in and around the service place, its equipment and vehicles.

Customer satisfaction is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy and a form of gaining competitive advantages.
However because the nature it is hard to measure the customer satisfaction in service businesses. Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service.
On the other hand, service quality is a broad term that is used in both customer satisfaction evaluations and in technical evaluations. In both applications, the quality of service has to do with measuring the incidence of errors within a process that result in the creation of issues for an end user. The goal of any quality of service evaluation is to minimize the issues and the error rates that may result.
Hence it is crucial to measure customer satisfaction of TF. Regarding the restaurant, keeping customers coming back and recommending the restaurant to others with help from restaurant customer satisfaction surveys or by customer observations. .

Restaurant customer satisfaction surveys give quantitative insight into the opinions and attitudes of your customers. It'll obtain facts about what they want, what they expect, and if they plan to return to your restaurant again. If results show that TF does not meet customers' expectations, they can exactly alter the areas for improvement.

Some main attributes used for measuring customer satisfaction of a restaurant
• Food quality
• Menu selection
• Menu pricing and value
• Waiting times
• Promptness of service
• Professionalism and friendliness of server(s)
• Server's knowledge of menu
• Décor
• Restaurant location
• Overall restaurant experience
Upon surveys TF can have following benefits
• Repeat business
• Positive feelings towards the restaurant because they showed that they cared about customer opinions
• Increased recommendations by current customers
• Increased spending within the restaurant

There are many tools and techniques for measuring customer satisfaction and service quality. Work done by Parasuraman, Zeithaml and Berry (Leonard L) delivered SERVQUAL which provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the researcher with a satisfaction "gap" which is semi-quantitative in nature.
The usual measures of customer satisfaction involve a survey with a set of statements using a scale. The customer is asked to evaluate each statement in terms of their perception and expectation of performance of the service being measured. TF can do a SERVQUAL assessment after one year of their operations and can assess the level of service quality and satisfaction of their customers. It evaluate the expectations and perceptions of customers based on the following aspects.
1. Tangibles. Appearance of physical facilities, equipment, personnel, and communication materials.
2. Reliability. Ability to perform the promised service dependably and accurately.
3. Responsiveness. Willingness to help customers and provide prompt service.
4. Assurance. Knowledge and courtesy of employees and their ability to convey trust and confidence.
5. Empathy. The firm provides care and individualized attention to its customers.

Using those aspects on a scale will help managers to identify any gap between expectations and perceptions and they could take necessary steps to close them.
Further they can use following tools and techniques to measure customer satisfaction
• Complaint boxes
• Satisfaction bells
• Quarterly satisfaction rests
• Quality audits