MARKETING Saffron Atlantis The Palm Dubai Atlantis the

MARKETING Saffron, Atlantis The Palm, Dubai Atlantis the Palm, Dubai 1

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 © Beech Ovens 2011 2

Beech Ovens. . . marketing strategy Beech Ovens is recognised by leading luxury hoteliers/restaurateurs, chefs and kitchen design consultants Luxury Hoteliers/Restaurateurs Ø Starwood Ø Hilton Conrad Ø Intercontinental Ø Fairmont Ø Ramada Ø Mandarin Oriental Ø Hyatt Ø Accor Ø Wyndham Ø Sheraton Ø Radisson Ø Shangri-la Ø Wolfgang Puck Ø Hard Rock Cafe Ø Holiday Inn Ø Four Seasons Ø Harrahs © Beech Ovens 2011 Kitchen Design Consultants Ø Sefton Horn & Winch (CKRC) Ø Creative Kitchen Planners Ø Designed Food Systems Ø Next Step Design Ø Romano Gatland Ø Ricca Newmark Ø Cini Little Ø Humble Arnold Ø Tricon Chefs Ø Heston Blumenthal Ø Gordon Ramsay Ø Nobu Ø Todd English Ø Neil Perry 3

Beech Ovens. . . recognition World’s tallest tower, World’s first exclusive in-hotel Armani Spa © Beech Ovens 2011 4

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! © Beech Ovens 2011 5

Beech Ovens. . . recognition Harrods – World’s most famous shopping centre and food court! © Beech Ovens 2011 6

Beech Ovens. . . recognition America’s largest stone hearth oven, designed by Beech! © Beech Ovens 2011 7

Beech Ovens. . . recognition Most recent tallest building in Hong Kong! © Beech Ovens 2011 8

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: Ø Using internal experience Ø Ensuring continuity and consistency Ø 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. © Beech Ovens 2011 9

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. © Beech Ovens 2011 10

Beech Ovens. . . our marketing formula All marketing mix activities are of equal importance to the overall success of Beech Ovens © Beech Ovens 2011 11

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 Ø Luxury Hoteliers/Restaurateurs Ø Chefs Ø Kitchen Design Consultants Great service & products = Happy Clients Competitors Ø Woodstone Ø Clay Oven Company Ø Forno Bravo Industry Ø Product Development Ø Customer Design Initiatives Ø Trends © Beech Ovens 2011 12

Beech Ovens. . . competitor research “Beech Ovens for spectacular dining experiences” High O f f 4 e r 3 i n Medium g 2 L e v e l Beech Ovens Competition Woodstone Competition – Local region 1 Low ROI Cooking performance Ease & enjoyment of doing business Spectacular Timely arrival on dressability -site Ease of Innovative 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 © Beech Ovens 2011 13

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 © Beech Ovens 2011 14

Beech Ovens. . . Brand Strategy Branding builds a compelling emotional link between the Beech brand the customer Brand Positioning Ø World Leader in Spectacular Cooking Equipment Ø Providing a spectacular dining experience that expands beyond the target market to product user and their dining client Ø Identified as Australian designed & manufactured Supporting Material Ø Logo Ø Sales Representatives Ø Product Ø Marketing Literature Ø brochures/product guides/case studies/website/uniforms Ø Promotional Material Ø merchandise/tradeshow stands/posters/banners Ø Technical Material Ø specification sheets/drawings Pricing & Warranty Ø Beech Ovens’ brand position as a World Leader enables the company to demand a premium price Ø Longer than all competitors creating product benefit to the consumer as best value in the marketplace © Beech Ovens 2011 15

Beech Ovens. . . Brand Documentation Brand Document encompasses all marketing and technical material Marketing Ø Advertisements Ø Banners Ø Posters Ø Cooking Videos Ø Sales Ø Brochures Ø Product Guides Ø Product Videos Ø Case Studies ØMerchandise USB’s T-shirts Caps Pens Technical Ø Specification Sheets Ø Drawings © Beech Ovens 2011 16

Beech Ovens. . . Public Relations is a minimal cost tool building the image and reputation of the Beech brand Beech Ovens PR campaign includes: Ø Columns in industry publications Ø Press releases Ø Test Kitchen Events Ø Chefs Training Program Ø Trade Show Promotions Ø 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 © Beech Ovens 2011 17

Beech Ovens. . . 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: Ø PMQ Ø Pizza Hospitality Ø Asian Cuisine & Wine Ø Hotelier Ø Asian Hotel & Catering Times Ø Middle east Hotelier Ø FCSI Ø Hotels Europe Ø Hotels International Consistent Advertising Consistent advertising ensures Beech Ovens brand is immediately recognised and front of mind for clients © Beech Ovens 2011 18

Beech Ovens. . . Digital Strategy is the use of digital media to promote the Beech brand Beech Ovens digital strategy encompasses: Ø Website Ø Functional Design Ø CMS programing (Content Management System; in-house updating) Ø SEO (Search Engine Optimisation) Dynamic Website Ø Internet Ø Social Media (Facebook/Twitter/Linkedin) Ø Blogs Ø You. Tube Ø Videos Ø Cooking Demonstrations Ø Sales Tools Ø Troubleshooting ØEmail Ø Monthly Corporate Newsletter Ø Monthly Sales Newsletter Ø Quarterly Chefs Newsletter Ø Quarterly Technical Newsletter © Beech Ovens 2011 19

Beech Ovens. . . Sales is the purchase transaction between the Beech brand 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. ØExpert Advice ØSales Visits ØTradeshows ØEmail Communications Ø Quoting ØOrder Processing Ø Design Assistance © Beech Ovens 2011 Experienced Team 20

Beech Ovens. . . Customer Relationship Customer relationship is the interaction between the Beech brand the customer Beech Ovens nurtures the customer relationship through engagement with the customer with an ongoing campaign that encapsulates: Ø Tradeshows Ø Sales visits Ø Emails Ø Telephone calls Ø Marketing Material Good Relationships = Repeat Customers Ø Training Videos Ø Networking Ø Functions Ø Fast Response Time Ø Training Events © Beech Ovens 2011 21