Marketing GastroBar Saimaa To Target Customers : increasing Brand Awareness

Abstract

The research at hand delves into the domain of brand awareness, examining its pivotal role in shaping consumer perceptions and facilitating long-term growth for businesses. Successful brands, often characterized by their enduring presence and market achievements, are capable of evoking immediate associations in the minds of consumers. The thesis work studied about GastroBar Saimaa, a restaurant renowned for its pop-up events, organized by Tourism and Hospitality Management students at LAB University. The primary objective is to enhance brand recognition among the target customer base of GastroBar Saimaa, with a special emphasis on students who may not have prior knowledge of the establishment. This effort is intended to support the continued growth of the restaurant.

The thesis is structured into three main parts: the theoretical section, the experimental section, and the proposed solutions to address the identified challenges. The research aims to establish a clear and familiar image of GastroBar Saimaa within the student and staff community at LAB and LUT University. The study employs qualitative, quantitative research methods and relies on primary and secondary data sources.

Upon a thorough exploration of effective strategies for enhancing brand awareness, drawing from time-tested and proven methodologies, along with the application of collected data, the authors propose a set of solutions to elevate brand awareness of GastroBar Saimaa. These solutions include sign for GastroBar, the incorporation of QR codes for select products, establishing a connection between GastroBar Saimaa and the Tuudo App. The authors firmly believe that this research serves to illuminate the significance of brand awareness in the context of business, particularly as it pertains to long-term development.