Transcript Beech Ovens is recognised by leading luxury hoteliers/restaurateurs

MARKETING
Saffron, Atlantis The Palm, Dubai
Atlantis the Palm, Dubai
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Beech Ovens...marketing strategy
Marketing is used to identify the customer, satisfy the customer, and keep the customer
The Beech Ovens marketing strategy
has taken
a family operated business in Brisbane, Australia
from
a small engineering manufacturer
to
World Leader in Spectacular Cooking Equipment
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Beech Ovens...marketing strategy
Beech Ovens is recognised by leading luxury hoteliers/restaurateurs, chefs and kitchen
design consultants
Luxury Hoteliers/Restaurateurs
 Starwood
 Hilton Conrad
 Intercontinental
 Fairmont
 Ramada
 Mandarin Oriental
 Hyatt
 Accor
 Wyndham
 Sheraton
 Radisson
 Shangri-la
 Wolfgang Puck
 Hard Rock Cafe
 Holiday Inn
 Four Seasons
 Harrahs
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Kitchen Design Consultants
 Sefton Horn & Winch (CKRC)
 Creative Kitchen Planners
 Designed Food Systems
 Next Step Design
 Romano Gatland
 Ricca Newmark
 Cini Little
 Humble Arnold
 Tricon
Chefs
 Heston Blumenthal
 Gordon Ramsay
 Nobu
 Todd English
 Neil Perry
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Beech Ovens...recognition
World’s tallest tower, World’s first exclusive in-hotel Armani Spa
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Beech Ovens...recognition
World first design - Largest air conditioned building, a whole theme park air-condtioned, in Abu Dhabi UAE
Five Italian restaurants, five Beech ovens!
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Beech Ovens...recognition
Harrods – World’s most famous shopping centre and food court!
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Beech Ovens...recognition
America’s largest stone hearth oven, designed by Beech!
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Beech Ovens...recognition
Most recent tallest building in Hong Kong!
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Beech Ovens...marketing strategy
Beech Ovens Marketing is centralised and combines the marketing mix in a winning
formula
Centralised
As part of a competitive industry, Beech Ovens engages a centralized approach to marketing, ensuring goals are
achieved in relation to customers and targets.
Activities are implemented in-house to gain maximum impact by:
 Using internal experience
 Ensuring continuity and consistency
 Minimising error from external sources
Formula
Beech Ovens marketing strategy is driven by a marketing formula that ensures continual growth, profits and
establishes new opportunities.
The marketing strategy creates client demand rather than a need to drive sales in order to achieve success.
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Beech Ovens...our marketing rationale
The marketing rationale behind this profitable formula is aligned with Beech Ovens strategic plan:
Visionary Picture – To be World Leader in Spectacular Cooking Equipment
Core Purpose - To provide spectacular dining experiences
Core values - To retain a sense of fun, integrity and team satisfaction
Overall business success through customer demand resulting in increased profits.
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Beech Ovens...our marketing formula
All marketing mix activities are of equal importance to the overall success of Beech Ovens
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Beech Ovens...Research
Market Research identifies an understanding of the customer, competitor and industry
Beech Ovens’ success in a dynamic industry is assisted by outcomes of ongoing research.
Activities to achieve goals:
Customers
 Luxury Hoteliers/Restaurateurs
 Chefs
 Kitchen Design Consultants
Great service & products = Happy Clients
Competitors
 Woodstone
 Clay Oven Company
 Forno Bravo
Industry
 Product Development
 Customer Design Initiatives
 Trends
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Beech Ovens...competitor research
“Beech Ovens for
spectacular dining
experiences”
High
O
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f
4
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3
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n Medium
g
2
L
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v
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l
Beech Ovens
Competition Woodstone
Competition –
Local region
1
Low
ROI
Ease &
Spectacular
Timely arrival
enjoyment
dressability
on-site
Cooking
Ease of
of doing Innovative
performance business
installation
flexible
design
Expert
advice
Length of
warranty
Ease of use
The features used in the sales pitch of the Beech Oven are the focus of customer research and verification of success
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Beech Ovens...client experience
Market Research ensures the client experience
is in keeping with our intentions
Through research, knowing clients, competitors and the industry
Beech Ovens remains as the
World Leader in Spectacular Cooking Equipment
Market research ensure Beech Ovens knows what
the client wants, when they want it and that they
have received it, which leads to repeat sales
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Beech Ovens...Brand Strategy
Branding builds a compelling emotional link between the Beech brand and the customer
Brand Positioning
 World Leader in Spectacular Cooking Equipment
 Providing a spectacular dining experience that expands beyond the target market to product user and their dining client
 Identified as Australian designed & manufactured
Supporting Material
 Logo
 Sales Representatives
 Product
 Marketing Literature
 brochures/product guides/case studies/website/uniforms
 Promotional Material
 merchandise/tradeshow stands/posters/banners
 Technical Material
 specification sheets/drawings
Pricing & Warranty
 Beech Ovens’ brand position as a World Leader enables the company to demand a premium price
 Longer than all competitors creating product benefit to the consumer as best value in the marketplace
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Beech Ovens...Brand Documentation
Brand Document encompasses all marketing and technical material
Marketing
 Advertisements
 Banners
 Posters
 Cooking Videos
 Sales
 Brochures
 Product Guides
 Product Videos
 Case Studies
Merchandise
USB’s
T-shirts
Caps
Pens
Technical
 Specification Sheets
 Drawings
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Beech Ovens...Public Relations
Public Relations is a minimal cost tool building the image and reputation of the Beech brand
Beech Ovens PR campaign includes:
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Columns in industry publications
Press releases
Test Kitchen Events
Chefs Training Program
Trade Show Promotions
Key Client Conferences
Trade show promotions
Beech Ovens public relations keeps clients informed of the
company’s products and events, ensuring the brand is front of mind
to support sales opportunities
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Beech Ovens...Advertising
Advertising is a paid form of promoting the Beech brand & products to the customer
Key customers being Luxury Hoteliers/Restaurateurs, Chef, Kitchen Design Consultants, Beech Ovens advertising
campaign includes domestic and international industry publications such as:
 PMQ
 Pizza Hospitality
 Asian Cuisine & Wine
 Hotelier
 Asian Hotel & Catering Times
 Middle east Hotelier
 FCSI
 Hotels Europe
 Hotels International
Consistent Advertising
Consistent advertising ensures Beech Ovens brand is immediately
recognised and front of mind for clients
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Beech Ovens...Digital Strategy
Digital Strategy is the use of digital media to promote the Beech brand
Beech Ovens digital strategy encompasses:
 Website
 Functional Design
 CMS programing (Content Management System; in-house updating)
 SEO (Search Engine Optimisation)
Dynamic Website
 Internet
 Social Media (Facebook/Twitter/Linkedin)
 Blogs
 YouTube
 Videos
 Cooking Demonstrations
 Sales Tools
 Troubleshooting
Email
 Monthly Corporate Newsletter
 Monthly Sales Newsletter
 Quarterly Chefs Newsletter
 Quarterly Technical Newsletter
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Beech Ovens...Sales
Sales is the purchase transaction between the Beech brand and the customer
Beech Ovens sales transactions have resulted in continual growth and success even in an economic downturn. The
sales transaction takes place through various platforms through the implementation of the marketing strategy.
Expert Advice
Sales Visits
Tradeshows
Email Communications
 Quoting
Order Processing
 Design Assistance
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Experienced Team
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Beech Ovens...Customer Relationship
Customer relationship is the interaction between the Beech brand and the customer
Beech Ovens nurtures the customer relationship through engagement with the customer with an ongoing campaign
that encapsulates:
 Tradeshows
 Sales visits
 Emails
 Telephone calls
 Marketing Material
Good Relationships = Repeat Customers
 Training Videos
 Networking
 Functions
 Fast Response Time
 Training Events
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For Beech Ovens...
…marketing is an ongoing commitment
to adding value
and growing sales.
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