Revitalizing Sibella Shisha Bar

Executive summary

This report purposes to bring forth the marketing DNAs (old and new) of Sibella Shisha Bar. In this regard, it will expound on the company’s marketing mix, STP, as well as technology, thus addressing its weaknesses and also outlining its opportunities. It is evident that the opportunities that Sibella Shisha has are that it has more customers as compared to its competitors and has an online presence. However, the weaknesses are that it does not have a strong online presence and also, the company allows customers to stay longer in the bar (idling) after being served and satisfied. This often renders other customers stranded on where to seat because at certain times, and especially during the night hours, when many people visit the bar, and it is evident that most customers often lack seats, whereas others hold unnecessary meetings at the expense of other customers. Overall, this report makes it clear that enforcing marketing strategies through competency enhances the success of a business. Recommendations have been provided in all sections, to aid SSB in improving on its weaknesses.

Introduction

The internet has significantly ensured effective and efficient communication between different businesses and customers. This is especially with the increase of various social media platforms such as Instagram, Facebook, YouTube, and Twitter among others. This paper will base its focus on Sibella shisha bar (SSB), which is a successful business operating in Doncaster in the United Kingdom (Sibella, 2015). The business was formed in 2015, and presently, it integrates the old DNA, with the new DNA of marketing. Notably, SSB is majorly known for its sale of shisha, especially to the youth. However, it is worth noting that it also offers a variety of delicacies, which are as well known to be of high quality and mouthwatering. Evidently, the SSB serves locally relevant types of food, as well as drinks at affordable prices. The strengths of SSB lie in their mission, which is to be a favorite place of enjoyment for their customers (Tripadvisor, 2018). However, it is also notable that their major weakness is that they allow longer stay (idling) for already served and satisfied customers. Clearly, this often renders other customers stranded on where to seat because at certain times, and especially during the night hours, many people visit the bar, and it is evident that most customers often lack seats, whereas others hold unnecessary meetings at the expense of other customers (Sibella, 2019). The business’ SWOT analysis (as provided in the appendix), illustrate the strengths, weaknesses, opportunities and threats of SSB, whilst including some aspects of the external environment. Primarily, this paper purposes to address the threats, which SSB faces and find effective ways of fighting its weaknesses by use of new DNA strategies of marketing. At all stages, significant recommendations will be provided, on the effective ways in which SSB can implemented the new DNA marketing strategies.

Technology

Notably, as time is moving by, technology is witnessing an increasing use by various marketers. Technology in marketing is concerned with digital marketing and this refers to strategies that make significant use of technology, in order to get information regarding products of services. Evidently, it involved the application of various marketing principles, by the use of electronic media, thereby, aiding in the enhancement of a successful business marketing. Evidently, SSB uses the e-marketing technology using social media platforms such as Facebook, and Twitter to share significant information about the products, as well as services that they offer (Linton, 2016). The use of social media is increasingly becoming common, especially amongst the youth, as it provides a productive and interactive platform where people share their ideas or opinions regarding anything they feel like sharing. Moreover, these groups of individuals mostly use social media because it is affordable. On Facebook for instance, it is evident that SSB has a rating of 4.8/5, based on the reviews provided by its visitors. The Facebook page presently has 697 people that like it, with 705 people following it and a total of 3,995 check-ins. Moreover, a total of 150 individuals have recommended it to others, who may wish to visit a shisha bar around Doncaster. On the other hand, on Twitter, SSB has made 7 tweets so far, and it is following 236 people, whilst it has 74 followers. Overall, it is evident that SSB has not made a significant presence on social media because it is a small company, which is not established yet (Zang & Li, 2017).

The recommendations that can assist SSB to advance its use of technology include the following. First, the company should use social influencers, in order to attract more customers. It is worth noting that social influencers will establish their brand awareness and also gain more customers. Notably social influencers often recommend businesses and companies for their followers and owing to the fact that most of their followers are their loyal fans, they often believe what they tell them and thus, follow whatever they say. Secondly, SSB should always join conversations, which relate to their aim. For instance, the company’s marketing director should join various Twitter chats by using relevant hashtags. Evidently, through this, the company will significantly create its brand awareness and people will purpose to research about it, whilst trying to engage with it too. Thirdly, because SSB targets majorly youths, who are addicted to shisha, as well as people who prefer eating in restaurants instead of their homes, the company’s marketing director should focus to incorporate other social media channels, other than just Twitter and Facebook in marketing its products (Zang & Li, 2017). It is clear that other social media channels such as Instagram has a variety of youths, with different preferences and evidently, most shisha smokers are found on that channel, as they like engaging with trends. Fourthly, SSB should provide incentives to its followers on social media, in order for them to refer their friends, whilst the company gains more customers. Evidently, it is clear that most people love free things, such as giveaways, and even discounts and in an event where they are provided with such incentives, they thus prefer engaging with such kind of businesses. Finally, the company should create a company app for the business, in order to allow some of its customers who cannot avail themselves to their premises to get their orders delivered to them at their convenience. Notably, this is bound to increase the sales of the company, because often, customers have different preferences, wherefore, others do not prefer being physically present at certain crowded venues, whereas other prefer to avail themselves. In this regard, the company will have to employ a delivery personnel, to be delivering the company’s products to its customers (Rowles, 2017).

Segmentation, Targeting and Positioning

SSB’s segmentation, targeting, as well as positioning pose as the integral components that enhance its marketing strategy. This section will thus provide a critical analysis of the three as follows:

Segmentation

Segmentation is the division of population into varied groups, in accordance with varied characteristics (Venter et al., 2015). Notably, based on demographic characteristics, it is evident that SSB sells its products to all genders (males and females). Mostly, it sells to young individuals, especially university students, who are addicted to shisha, and also single individuals who would prefer eating in restaurants and not at home. Moreover, it also sells to young couples who have no children as they would prefer eating in a bar, as a convenience. The company generally focuses on low to middle income earners as it is evident that it sells its products affordably, thus, implying that most people are in a position of visiting the SSB bar. Based on behavioral characteristics, it is significant to note that SSB has loyal customers, who would leave SSB to smoke shisha and eat or drink in other bars around Doncaster. Moreover, it focuses on individuals who are easy going, and careless, because it is evident that shisha smokers are careless people who do not care about the health effects and shisha. Moreover, the bar sells alcohol to careless people who do not care about the health impact it has on them. On the psychographic characteristics, it is evident that SSB focuses on individuals whose lifestyles are resigned, and individuals who are strugglers and mainstreamers, in accordance to various cross-cultural consumer characterization that youths develop. Overall, the recommendation on SSB’s segmentation is that it needs to incorporate another segment of children, and thus offer various delicacies, which are preferred for children and also drinks, which children can take and not only focusing majorly on shisha and drinks such as alcohol.

Targeting

Targeting requires organizations to choose specific groups, to which they desire to sell their products and services to (Pyo, 2015). It is significant to note that SSB majorly targets young university students, as they are the group that is mostly addicted to smoking shisha. Moreover, this is a suitable group as they are from families ranging from low-income earners to high-income earners. Moreover, the company sells to both males and females. It as well sells to single individuals who would prefer eating in restaurants and not at home. The company also sells to young couples who have no children, as they would prefer eating in a bar, as a convenience. The company generally focuses on low to middle income earners as it is evident that it sells its products affordably, thus, implying that most people are in a position of visiting the SSB bar. Finally, it is significant to take note of the fact that the company sells to tourists, inclusive of travelers, as provided in the figure (1) below and the figure provides their reviews regarding the quality of services they provide. Notably, the types of travelers include families, couples, solo travelers, business people, and friends. Overall, it is recommended that SSB should also target old people and as such, provide them with a specific place, where they can be listening to cool music as they take their drinks. This is significant because old people also have enough income, which can enable them to perceive SSB as the best place to take their drinks when tired (Pyo, 2015).

Positioning

Positioning refers to a process of establishing an image in consumers’ minds, through which consumers can be able to comprehend the uniqueness of a company’s products whilst they compare it to its competitors. Amongst SSB competitors such as the Relish Bar and Grill, and Iceland foods among others as presented in the map (in the appendix), it is evident that SSB has positioned itself, in terms of price, owing to the fact that its prices are much lower as compared to its competitors. This has enabled the company to attract more customers, as it is affordable. Moreover, it is evident that the company provides unique products and services as compared to its competitors. For instance, most of its competitors do not provide shisha, but it provides it in various flavors. In addition, it is worth noting that young youths, as well as young couples have gotten used to SSB than its competitive companies. Most of them are loyal to SSB and they believe that t is a place that offers a favorable environment for all people, regardless of social class. Moreover, the company has welcoming employees, who prioritize the needs of the company’s customers. This has enabled the company to be outstanding amongst its rival companies. Whilst comparing the customers that SSB has, with those of its competitor companies, it is evident that SSB has more customers and this poses a favorable competition for the company. Overall, it is recommendable that in order for the company to gain more customers than its competitive companies, it needs to start giving customers discounts, in order for them to refer their friends, and thus, enable the company to increase its sales. Moreover, the employees need to be given incentives, in order for them to continue with the habit of welcoming customers than before (Barton, 2015).

Marketing Mix

Marketing mix is the set of actions, strategies, or tactics, which an organization uses when it needs to promote its products or services in the market. It is thus important for SSB to provide an effective marketing mix, whilst focusing on enhancing an effective and successful marketing (Išoraitė, 2016).

Products

Products refer to goods or services, which a company sells to its specific market. Notably, SSB sells shisha to its customers. Moreover, the company offers a variety of delicacies, which are well known to be of high quality and mouthwatering. Evidently, the SSB also serves locally relevant types of food, as well as drinks at affordable prices. The company emphasizes on developing a menu that all of its customers want. As it is evident that the preferences of customers are dynamic, it is significant to note that the company often introduces new foods and as such, phase out old ones regularly, in order to put up with emerging trends. Moreover, for the shisha, the company introduces various types of flavors, which youths prefer (Išoraitė, 2016). Often the company ensures care whilst introducing a new aspect into the business, in order not to destabilize the smooth operations of the business. It is recommendable that SSB should take all complaints regarding any of its products, if there is any, in order to maintain the reputation of the company

Price

Customers’ perception of price poses as a significant factor, which organizations should consider. SSB’s prices are cheaper as compared to those of its competitors and this has made most customers to be loyal to it (Festa et al., 2016). Moreover, the lower pricing strategy has made most of its customers to recommend the company to their friends and this has enabled the company to gain many customers. However, it is evident that it is dangerous using a lower pricing strategy as the company may be running into some losses. It is thus recommendable that SSB should ensure that in as much as it is using lower pricing strategy in acquiring more customers, it should at least be at par with its competitors on some products, in order to focus much on prioritizing profits, rather than acquiring more customers.

Place

Place, as an element in the market mix, is not only concerned with the physical location of a business, but rather, the distribution channels (Festa et al., 2016). It is significant to note that SSB has only two channels of reaching out to its customers. Firstly, it has a physical bar, which is located in Doncaster, and also has an online presence, in Facebook and Twitter, where it reaches out to its customers, although it does not sell its products through social media platforms. It is significant to note that a disadvantage is witnessed where the company allows customers to stay longer (idling) even after they have already been served and are satisfied. Clearly, this often renders other customers stranded on where to seat because at certain times, and especially during the night hours, many people visit the bar, and it is evident that most customers often lack seats, whereas others hold unnecessary meetings. As such, it is recommendable that SSB should consider and add in the business rules that it should not be an idling place, in order for customers to only go to the bar to do what took them.

Promotion

The promotional aspect of marketing mix aims at covering all kinds of marketing communications. It is evident that SSB uses technology in creating awareness and also promoting its products. In this regard, the company uses social media platforms such as Facebook and Twitter to market and advertise its products. However, it is evident that it still does not have a strong social media presence, as it has not incorporated other renown social media channels. In this regard, the company should ensure that it increases its social media presence, in order to advertise its products widely and thus, gain more customers. Moreover, the company should use social influencers, in order to gain more sales, as the social influencers would encourage their loyal fans to visit the bar. Finally, it is significant for the company to conduct outdoor promotion of its products and services by going out and selling at cheaper prices to customers (Stead & Hastings, 2018).

People

The most important resource for organizations is the people that aid in its management (Festa et al., 2016). SSB ensures that its staff are contented with how they are treated. In turn, they treat the company’s customers with utmost respect and dignity. In line with this, the company ensures that it creates a friendly environment for both the customers and its staff. In order to meet its expectation of making SSB the best place to be for customers, the company ensures that it trains its customers and thereafter, promote them to better posts, in order for them to feel valued. Overall, it is evident that SSB has been able to create a productive environment because of how it treats its staff. It is recommended that SSB should provide incentives to employees, such that when they sell more, they get more pay, as this will increase their productivity.

Physical evidence

Physical evidence is the location in which an organization delivers its products and services. This should be taken with utmost significance, as it drives the perception of customers. It is evident that SSB exterior design is attractive (as shown in the figure below), and as such, it easily attracts customers (Sulaiman & Syahrivar, 2018). Moreover, the interior design of the company is comfortable, this providing a positive user experience to its customers, which consequently makes them return. It is recommendable that SSB should have other outlets, as it does not have a strong online presence. This will enable the company to cater for the needs of all its customers who are dispersed in different locations.

Process

Since the provision of services should follow an equal balance, there should be significant processes in support (Sulaiman & Syahrivar, 2018). It is evident that SSB provides significant processes whilst serving its customers and even when attending to its customers online. This kind of efficiency has enabled the company to grow, and increase its sales. Moreover, the use of technology has enabled the company to meet all the needs and demands of its customers. It is thus recommended that SSB should advance more of its processes by incorporating more technology, in order to match the dynamic needs of its customers.

Conclusion

SSB has been able to gain more customers than its competitors because it offers high quality products and services, and majorly focuses on individuals from lower and middle class. However, it is significant for the company to engage more in technology, with much stress on social media platforms. In line with this, the company should incorporate Instagram as most of youths, who are addicted to shisha are actively participating on that platform. Moreover, the company should use social influencers in promoting its products, in order for it to gain more customers. Overall, it is evident that SSB poses as a significant business model.

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