MUSKINGUM COLLEGE, SPRING 2009BUSI 341: MARKETINGPHASE 2 REQUIREMENTS/EXPECTATIONS1) BRANDING STRATEGY:You need to develop a branding strategy for your restaurant concept. You must submit a color depiction of the name, slogan, and logo for your restaurant. This branding strategy depiction can be software-made or sketched by hand. Also write a summary of why you chose your branding strategy over other alternatives you developed and how your team came to a decision regarding the elements of the branding strategy. 2) SIGNAGE:You need to sketch the main sign for your restaurant, making sure to incorporate the name, slogan (optional), logo, and appropriate color/font schemes. This would be the sign that will be a prominent fixture of the external atmosphere of the restaurant. For example, every Cracker Barrel, Olive Garden, Chili’s, etc. has its standard sign, and this is what you must develop. Remember to explain whether the main sign will be on the building (explaining where on the building), on a pole or fixture (explaining its location), or if there will be both a sign on the building and on a fixture. You must also justify your signage decisions with analysis of why it is appropriate.3) MENU ITEMS:You need to develop and distinctly NAME the following items on your basic, everyday menu:Two entreesTwo sandwichesTwo side dishesTwo dessertsThese menu items should follow and enhance the atmosphere and branding strategy you have developed for your restaurant. For example, if you developed a sports bar named “First Down Grill”, a sandwich might be called “The Pigskin Ham and Cheese”. Thus each of the given menu items must be a creative and unique, branded item for yourrestaurant that will help develop an appropriate atmosphere. Again, you should also justify your reasoning behind each item and its name as to why it fits your restaurant concept.4) TARGET MARKETS:You need to profile three distinct target markets for your restaurant using MULTIPLE segmentation variables from Chapter 6 of the textbook. Each of the three target markets must be profiled using at least three segmentation variables, and each must be justified in the document as being a good choice for your restaurant concept. For example, since Cracker Barrel has “home style” American food at an affordable price a target market might be: couples in the U.S. over 50 years of age that have children grown and out of the home or no children at all (demographic variable), with a household income over $30,000 (demographic variable), who look for the benefit of being served and waited on in a friendly atmosphere (benefit segmentation). Another target market example for Cracker Barrel might be: families in the U.S. with 1 or more children (demographic variable), with a household income over $20,000, who look for the benefit of a family friendly restaurant where children are welcome (benefit segmentation) and have an active working and sports lifestyle (psychographic variable).5) EXTERIOR ATMOSPHERICS:You must develop and design in detail the physical characteristics of the outside of the restaurant. Remember to analyze in the document these external elements as to how they are appropriate for your restaurant concept. At least one color sketch is required, but several color sketches may be needed to illustrate the external atmosphere. A separate external atmospherics form will be given to your team to organize your ideas, thus please consult this form for the minimum details of the external atmosphere that needs to be covered.NOTES:- This is a formal business document prepared for your client, the CBRL Group. It should be double-spaced at 12 point type size. Please attach your sketches of the restaurant’s branding strategy and the external atmospherics in an appendix to the report. Remember to refer to the sketches in the appendix when you analyze these things in the text portion of the formal document.- Poor writing style, poor grammar, and/or typos will negatively affect your grade. - The use of headings in your written report is required. This helps to organize your writing and increase the professional look- YOU ARE A TEAM! The paper should be a professionally prepared document that is seamless, with consistent writing, wording, font, and type size. If you hand in a paper that you simply staple together, without merging it together in a professional manner, you will receive a grade of zero!EXTERIORATMOSPHERICELEMENTS NOTESAll Signage(EXAMPLES: main standing signand its location, name, slogan, logo, colors, sale signs, lighting, etc.) Entrance(s) andAccessibility(EXAMPLES: ease of entry and exit, location, parking layout, walkways, multiple entrances/exits, type of doors, etc.)FrontAppearance(EXAMPLES: building color scheme and construction materials, lighting,landscaping, what’s seen from the outside viewpoint, etc.)WindowDisplays(EXAMPLES: size of windows, what’s in windows, how windows are organized or arranged,