Marketing communication plan for a new bar

Situation Analysis

Trends in the pub industry

The British pub industry includes approximately 60 ,000 pubs that fall into three categories : managed (operated by a manager , leased /tenanted and individual (operated by the owner ) pubs (Mitchells Butlers , 2005 The British Beer Pub Association reports that in the last 10 years food sales in Britain 's 30 ,000 managed pubs have risen by 165 , with smaller increases posted by the smaller 30 ,000 pubs (Bowers , 2005

The British pub has traditionally fulfilled a variety of roles , serving both as a point for

informal communication , a social venue for watching sports games or playing indoor sports , or even a family get-together Although recent scandals concerning binge drinking and town centre rowdiness in 2004 ' attracted the attention to the pub as a source of such antisocial behaviour , its role in British society has traditionally been much broader (Mintel , 2004

In any case , exposure of pubs to negative publicity has led to strengthening of governmental regulations concerning the sector . The current fight in the pub industry is against the government 's health bill exempting non-food pubs from a proposed smoking ban (Bowers 2005 . This supposedly creates an uneven playing field for bars that serve food since they have to restrict smoking on their premises . At the same time , the proportion of pubs offering food service rose from about 50 in the 1990s to roughly 80 (Bowers , 2005 . Owners and operators of bars subject to the smoke ban point to the fact that it will disadvantage food-serving bars , since the proportion of smokers among pub visitors is estimated by the British Beer Pub Association to be in the range of 40-50 - about twice the national average (Bowers 2005

The economic landscape in the UK is favourable for spending since consumers feel confidence in the economy . At the same time , pubs can be affected by the growing popularity of healthy lifestyles that includes a greater number of people who simply want a quiet (or lively ) drink in the comfortable , friendly type of pub that is permanently attractive for foreign tourists as well the British themselves (Mintel , 2004 . More and more people will treat bars not simply as venues for drinking on the contrary , they want to have meals there . Pubs begin to dissociate with rowdiness that tainted their image and emerge as credible eating establishments can be attributed to the industry 's attempts to appeal to a wider section of the market due to competition from supermarkets government regulation and societal changes including a more health conscious consumer . Bright , open interiors and smoke free environments make them more appealing to such consumers and the female audience

However , alcohol sales remain the driving force of profitability in bars . In this area , consumers now seek a higher quality experience . One of the trends is increase in wine sales , attributable in part to the simple addition of ice to the drink (Solley , 2005 . According to the National Office of Statistics , champagne is now one of the most regular purchases...