groupassignment english for marketing topic analyze and propose marketing mix for gogi

Golden Gate is the largest restaurant chain in Vietnam with more than 20 brands, covering nearly 400 restaurants in 45 provinces and cities.. GoGi House - Korean barbecue restaurant brin

DONG A UNIVERSITY

MARKETING DEPARTMENT

De Be LY s6 3 sẽ Y Ge Oo

DONGA UNIVERSITY Building roads to success

GROUP ASSIGNMENT

ENGLISH FOR MARKETING

Topic: ANALYZE AND PROPOSE MARKETING MIX

FOR GOGI

GROUP ASSIGNMENT ENGLISH FOR MARKETING

Da Nang, April 2024

TABLE OF CONTENTS

COMPANY'S INTRODUCTION 000.0 occcccccccccccccccecccseeccscnsssccseeesscnseecneeeesteneseneeeeseenereneeees COMPANY'S MARKETING MIX

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COMPANY'S INTRODUCTION GoGi House is a brand owned by Golden Gate Group - Golden Gate Trading and Services Joint Stock Company Headed by Mr Dao The Vinh, currently Chairman and General Director of Golden Gate Golden Gate is the largest restaurant chain in Vietnam with more than 20 brands, covering nearly 400 restaurants in 45 provinces and cities Owner of Vuvuzela, Sumo BBQ, Kichi-Kichi

GoGi House - Korean barbecue restaurant brings customers into the space of barbecue restaurants in Seoul in the heart of cities in Vietnam GoGi House, with 127 restaurants in 41 provinces and cities in our country, serves customers with exquisite, unique grilled meat dishes of Kim Chi cuisine

Focusing on the hot pot, grill and draft beer restaurant segments Golden Gate decided to establish the GoGi House restaurant chain The operational characteristics of the GoGi House restaurant chain model include a large investment in premises as well as payment for sales staff Therefore, most GoGi House restaurants are located in convenient locations, with a unique and attractive Korean-style smokeless grill restaurant design.GoGi House is a brand owned by Golden Gate Group - Golden Gate Trading and Services Joint Stock Company Headed by Mr Dao The Vinh, currently Chairman and General Director of Golden Gate Golden Gate is the largest restaurant chain in Vietnam with more than 20 brands, covering nearly 400 restaurants in 45 provinces and cities Owner of Vuvuzela, Sumo BBQ, Kichi-Kichi

Gogi House is a popular Korean barbecue restaurant known for its authentic flavors and interactive dining experience With locations in various cities, Gogi House offers patrons the opportunity to cook their own meats and vegetables right at their table on built-in grills This concept allows diners to customize their meal to their liking and enjoy the process of cooking together

The atmosphere at Gogi House is usually lively and casual, making it a popular spot for groups of friends and families to gather and enjoy a meal together Many patrons appreciate the social aspect of Korean barbecue dining, as well as the opportunity to try a variety of flavors and ingredients

Overall, Gogi House provides a unique dining experience that combines delicious food, interactive cooking, and a vibrant atmosphere, making it a favorite destination for lovers of Korean cuisine

COMPANY'S MARKETING MIX 1 Product

Furthermore, GoGi House's success can also be attributed to its attention to detail in presentation Each dish is not only delicious but also meticulously arranged, appealing to both the taste buds and the eyes of diners This commitment to aesthetics enhances the overall dining experience, leaving a lasting impression on customers

In addition to its culinary offerings, GoGi House distinguishes itself through its ambiance and atmosphere The restaurant is designed to evoke the warmth and conviviality of traditional Korean dining establishments, creating a welcoming environment for guests to enjoy their meals and socialize with friends and family

Moreover, GoGi House leverages modern marketing techniques to engage with its customer base and attract new patrons Active presence on social media platforms allows the restaurant to showcase its mouthwatering dishes, announce promotions, and interact with followers in real-time, fostering a sense of community and loyalty among its clientele

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As a result of its holistic approach to branding and customer experience, GoGi House has not only established itself as a premier destination for Korean cuisine but also cultivated a loyal following of satisfied customers With its commitment to excellence in every aspect of the dining experience, the restaurant continues to thrive 1n a competitive market, setting the standard for Korean dining establishments in the

region

2, Price Gogi House Buffet Ticket Prices When you visit Gogi House, you have the option to choose between two service forms: Buffet and A la carte Each form comes with corresponding ticket prices

Buffet ticket prices at Gogi House - Price range: 100,000 - 400,000 VND/ (per)person - For adults, there are two buffet price tiers: 319,000 VND/ person and 419,000

VND per person Each ticket includes the corresponding food items available in the buffet package

- For children ¢ Children below | meter in height can enjoy the Gogi House buffet for free ® Children between | meter and 1.3 meters in height will recetve a 70% discount

on buffet ticket prices - Menu Prices

If you prefer not to enjoy our buffet, you can choose your favorite dishes from Gogi House's menu with prices starting from only 69,000 VND per dish In addition, Gogi House also offers convenient grilling combo options with prices starting from 200,000 VND/person

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Xeo Xeo Premium Buffet Menu priced at 449,000 VND Xeo Xeo Premium Buffet Menu priced at 449,000 VND/person offers the freedom to order various types of beef and pork such as pork belly, pork ribs, beef tenderloin, beef shoulder, and more In addition, you can also enjoy five different types of salads and kimchi to enhance your dining experience

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National Buffet 199,000 VND/person

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If you don't wish to enjoy the buffet, you and your family can still order individual dishes from the a la carte menu, starting from only 69,000 VND/person All the items from the buffet menu can be ordered separately

In addition to the convenient combo options mentioned above, Gogi House also offers discount vouchers and coupons on their official fanpage

GOGI is constantly bringing you the opportunity to enjoy unlimited grilled meat Visit Gogi's Facebook page to continuously receive coupons and discount vouchers

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3 Place 3.1 Direct distribution channel

Recognizing the importance of location, GoGi House always invests heavily in this aspect Most restaurants in this brand chain are situated in prime and convenient locations, often in large shopping centers or densely populated areas Starting from its first establishment in Hanoi, the brand expanded to major cities such as Ho Chi Minh City, Da Nang, Thai Nguyen, with the southern provinces accounting for over 60% As of April 2022, GoGi House has a total of 131 restaurants across 41 provinces and

cities

The design of GoGi House branches is simple, fresh, yet modern and luxurious The design space brings a breath of fresh air, with large wall murals that exude a rustic charm, while the tile wall patterns create a gentle and comfortable atmosphere for diners The combination of dark and golden hues creates a warm and cozy ambiance

This is the reason why GoGi House attracts a majority of young customers who appreciate the style and culinary culture of Korea It is these factors that have contributed to the success of GoGi House, especially through its direct distribution model, which has become the main distribution method for the restaurant

3.2 Indirect channel

The website serves as a channel for customers to conveniently and quickly make reservations, making the design of the website both attractive and user-friendly a crucial aspect of the distribution channel

The Gogi House barbecue and hotpot restaurant website offers two language options, English and Vietnamese, to ensure easy access for visitors Additionally, the quality of the website's design and content is evaluated by the Google search engine, receiving a rating of 5/10 in terms of convenience and useful information for visitors

Facebook and Instagram are among the most popular social media platforms in Vietnam and worldwide The growth and popularity of these social networks are closely tied to the increasing number of users and the ease of information dissemination among them Recognizing this trend, Gogi House has utilized Facebook and Instagram as new channels for exchanging information with customers Through

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these platforms, customers can stay updated with the latest information about Gogi House and provide their feedback to the restaurant

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To meet the customers' needs in the most comprehensive way, Gogi House has partnered with the G-DELIVERY delivery service to assist those who wish to enjoy the sizzling barbecue at home without the hassle of cooking or organizing gatherings With an appealing and user-friendly interface, G-DELIVERY provides an excellent experience for its users

3.2.4, The Golden Spoon - Supper app for cuisine believer Golden Gate Company has developed and innovated a smart application to replace The Golden Spoon loyalty card Customers will receive numerous benefits and conveniences when registering an account, such as:

- Book a table with 300 famous restaurants across the country - Provide a navigation map and hotline for the restaurant chain you need to find - Many attractive incentive programs

- Create an account, accumulate points and receive many incentives - Pay with QR code to earn points conveniently

=> Thanks to the availability of this app, you no longer need to make direct phone calls to make table reservations or collect loyalty points every time you dine at Gogi House restaurants nationwide This is one of the unique marketing strategies that Golden Gate utilizes to enhance customer experience and convenience

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4 Promotion Gogi House has implemented significant promotional strategies, marking a major breakthrough in consumption and customer perception of the company's products The company always seeks new ways to effectively combine advertising, promotion, and personalized sales Gogi House has delivered many effective communication messages

4.1, Advertising:

Gogi House has executed a highly effective online advertising strategy using social media and its website It focuses on building a friendly and approachable brand with the message "Number | Grilled Meat."

The campaign was promoted through two main channels: Viral video and Social Viral clips were the core of the campaign, immediately attracting community attention The series of three viral videos targeted different customer groups: families, young people, and office workers, all following the same sequence Initially hesitant, people became comfortable and themselves after enjoying Gogi's delicious grilled meat together, erasing any barriers

Buzzmetrics' report in December 2017, Gogi House also ranked among the top 5 most mentioned brands, maintaining its position as a market leader

BSI TOP10 CAMPAIGNS

10 CHIEN DICH NOI BAT TREN SOCIAL MEDIA THANG 11/2017

4.1.3 Outdoor Advertising: Utilized billboards at bus stops, supermarkets, and restaurants, as well as supporting advertising agency partners and designing consistent storefronts with the product Gogi House dominates the market with LCD bus screens

4.2 Sales Promotion Programs: Gogi House has organized diverse discount and promotion programs to stimulate customer shopping and consumption needs

- "Gogi U22" - A super discounted buffet exclusively for Gen Z at 239,000 VND per person nationwide

- Large discounts for customer birthdays, offering special gifts and up to 15% off In Hanoi, customers also receive a birthday cake when booking before 7:00 PM

- Other promotions include "Buy 4 Get 3 Free," free drinks on selected occasions, and a series of GoGi Utop vouchers for worry-free dining at great prices

4.3 Direct Marketing: - Utilized phone calls or introduction letters during promotions and special

occasions - Direct marketing through television and the internet to reach and interact with

target customers

4.4, Public Relations Activities (PR): Gogi House focuses not only on building good customer relationships but also on creating a positive image in the community and society It participates in social and charitable activities

It also organizes annual events like reunions, meetings, and award ceremonies to enhance interaction and cooperation among members, partners, and distributors for more successful business operations

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SUGGESTION & ADVICE Choose higher-quality ingredients, ensuring consistent and superior food quality, including meats and various types of vegetables

Criterias of choice: Origin: Select raw materials from reputable suppliers, have clear certificates of origin, ensure food hygiene and safety

Quality: Choose fresh, standard ingredients, do not use preservatives, harmful chemicals

Uniformity: Select ingredients with high uniformity in size, color, and flavor to ensure consistent dish quality in each time

Raw material supplies: Cooperate with reputable suppliers: Find and cooperate with reputable ingredient suppliers with many years of experience in the field of providing food for restaurants

Listen to customer feedback, Online Channels: Social media: Encourage comments and reviews on Facebook, Instagram, and other platforms Respond to both posittve and negative feedback promptly and professionally

Email marketing: Conduct surveys or polls through email campaigns to gather customer opinions on specific topics

Offline Channels: Comment cards: Leave comment cards at tables or near exits for customers to fill out after their dining experience

Employee feedback: Train staff to actively solicit feedback from customers during their visit Encourage them to report both positive and negative comments to management

Additional Methods: Customer service hotline: Set up a dedicated hotline for customers to call and provide feedback directly to Gogi House representatives

Online review platforms: Monitor review sites like Google Maps, TripAdvisor, and Yelp to see what customers are saying about Gogi House Improve staff service quality

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Training and Development: Invest in comprehensive training programs: Train staff on proper food preparation, menu knowledge, customer service etiquette, and handling complaints effectively

Provide ongoing training: Offer refresher courses and workshops to keep staff updated on procedures and best practices

Develop soft skills: Train staff on active listening, building rapport, empathy, and effective communication

Product knowledge training: Ensure staff have a deep understanding of the menu, ingredients, and preparation methods to answer customer questions confidently

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