Restaurant Franchising, 3rd Edition

Marketing and Advertising: Managing Brand Equity 495

Marketing Plan

In order to benefi t the brand name, well-planned advertising and pro-

motion are needed. Sometimes local franchisees combine their efforts with

the franchisor’s national advertising, thus complementing each other and

increasing the effi ciency of such efforts. A well-developed marketing plan

will help by taking into account seasonal variations, promotions during spe-

cial events, as well as by considering the competition. Marketing plans are

necessary for new franchises. These plans are based on market segmentation

and positioning. It is important to convey the benefi t of the products, ...