MARKETING CONSULTANCY FOR PAPPASALLIS ISLAMABAD

Abstract

The focus of this project was to put Pappasallis Italian Restaurant, one of the first fine dining establishments in Islamabad, back on the map. In the face of stiff competition and increasing customer awareness, Pappasallis experienced difficulties in retaining its share in the market. In order to identify and pinpoint the reasons for this, surveys were conducted and the data analyzed in order to help us focus our efforts. A plan was drawn up to remake Pappasallis in its former image to attract old customers and gain popularity among the potential customers: youth. This was done through an advertisement, creation of a memory wall in the restaurant and other conventional methods. Among our objectives was to develop a strong social media presence for the restaurant, something it was severely lagging behind in. Through coverage of events and extensive use of promotion through various bloggers, we were able to shine a spotlight on the restaurant and bring it to the attention of youngsters who make up the bulk of social media users. After gathering opinions and feedback of potential customers via further surveying, an automation system was developed in order to improve efficiency of the restaurant experience and reduce variability, a pilot test of which was carried out in the restaurant and is pending further decisions on permanent implementation. Delivery was also a focus for improvement which was done by running social media competitions, heavily promotion deals, reviving old deals, starting discounts and so on, all of which saw an increase in delivery sales. This report extensively details all our efforts, the brainstorming, implementation and impact along with appropriate figures and visuals.