Launching a new ethnic food product ‘Kottu’ in Lappeenranta
Madawala Liyanage Done, Dilmi Vimukthika; Marasinghe, Hilary (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060722284
https://urn.fi/URN:NBN:fi:amk-2024060722284
Tiivistelmä
This study explores the strategic introduction of Kottu, a popular Sri Lankan Street food, into a restaurant's menu in Lappeenranta, Finland. The research aims to understand how this new product can align with the restaurant's long-term growth strategy, enhance customer attraction and satisfaction, and meet the current ethnic trends and preferences in the market.
Through a qualitative research design, data was collected using semi-structured interviews and customer surveys. The analysis focused on thematic elements such as increasing customer attraction, adding competitive advantage through uniqueness, strategic marketing, and the growing trend of combining different cultural cuisines.
Findings indicate that introducing Kottu can significantly increase customer attraction by offering a unique and authentic dining experience that differentiates the restaurant from competitors. Strategic marketing and one-to-one customer engagement are crucial in making Kottu familiar to the local customer base. Additionally, the current market trends show a strong preference for affordable ethnic dishes in casual settings, which aligns well with the introduction of Kottu. This study concludes with recommendations for leveraging these insights to successfully launch Kottu, suggesting a focus on targeted marketing, continuous customer feedback, and maintaining high-quality standards to ensure long-term success.
Through a qualitative research design, data was collected using semi-structured interviews and customer surveys. The analysis focused on thematic elements such as increasing customer attraction, adding competitive advantage through uniqueness, strategic marketing, and the growing trend of combining different cultural cuisines.
Findings indicate that introducing Kottu can significantly increase customer attraction by offering a unique and authentic dining experience that differentiates the restaurant from competitors. Strategic marketing and one-to-one customer engagement are crucial in making Kottu familiar to the local customer base. Additionally, the current market trends show a strong preference for affordable ethnic dishes in casual settings, which aligns well with the introduction of Kottu. This study concludes with recommendations for leveraging these insights to successfully launch Kottu, suggesting a focus on targeted marketing, continuous customer feedback, and maintaining high-quality standards to ensure long-term success.