Baku Culinary Academy Marketing Plan

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PODs:

Workshops – unlike any vocational school, “Baku Culinary Academy” will organize workshops, where students will cook in front of restaurant and hotel owners, managers. The main goal is to bring together prospective employees with potential employers. We let our students to impress employers with the meal they will cook and to build professional network, by doing so we help them to find job quickly and at the prestigious place.

Timeframe – the duration of getting full education at BCA is much smaller than in vocational school: 6 months for basic and intermediate levels, and 3 months for superior level; whereas minimum timeframe in vocational schools is 2 years. Our advantage here is that people do not need to spend years to get professional culinary education or just learn how to cook tasty.

Modern and last model kitchen supplies – unfortunately, majority of Azerbaijani universities and educational entities were built during Soviet times and are using equipment of those times, or have limited budget to buy modern and qualitive ones. BCA’s kitchens and study classes are supplied with the last models of equipment and other cooking related stuff like in any restaurant’s kitchen.

- Branding

- Brand Elements

Name: “Baku Culinary Academy”

Slogan: Achieve Culinary Excellence

Logo: [pic 5]

Our start-up project is totally new in the country, and we want to turn our academy in a brand that will be recognized and respected by everyone. It is also important to develop branding strategies since we collaborate with prestigious restaurants and hotels, therefore they should perceive us as a brand they can rely on and work with.

We have three brand elements: name, slogan, and logo. Our brand name is “Baku Culinary Academy” where we wanted to be simple and put in front business type – academy, field of focus – culinary, and location of business entity – Baku. It also has short abbreviation which is BCA and is quite memorable. “Baku Culinary Academy” sounds respectful and professional and name gives clear understanding of a service we provide. Slogan “Achieve Culinary Excellence” perfectly addresses goal of the business – to help people to learn and master their cooking skills and shows that we target culinary lovers. Finally, we have developed brand logo which includes the image of chef hat – recognizable and well-known everywhere sign, and name of the company. As you see, we put simplicity as the main criteria while developing brand elements, because people tend to love, rely on and perceive simple things easily.

- Brand Strategy

- Vision

BCA’s vision is to attract people who want to learn cooking as professionals, and cooks that want to master their skills and to work later in the big restaurant.

- Behaviors

Brand behaviors that determine the manner we interact with people: passion to the culinary, openness and readiness to share our knowledge with others, and responsibility – taking seriously education of the students and the safety rules in the academy.

- Personality

Baku Culinary Academy is a friendly and prospective cooking school.

- Target market and segments

Everyone can study culinary in our academy. We invite people who wants to learn cooking – these are mainly females who either is learning to be a good housewife, or learns for own pleasure and satisfaction; and cooks to study culinary deeper, learn cooking hacks and teach them using those hacks in creating new meals. These are our two segments whom we target, but there is one feature that connect them all – there is always a chance to get hired by one of our partner restaurants.

- Positioning:

Product: our product is the teaching service, so “Baku Culinary Academy” is an educational entity.

Place: we are located in Baku city, precise location has not been decided yet, however the academy will be placed in the place with big supermarkets nearby to be supplied by products in the shortest period of time.

Price: our prices are high but the high quality of the service and maintenance of academy should be taken into consideration (see prices in appendix 1).

Promotion: our marketing channels are social media accounts, website, YouTube channel and TV where we will use posters and video commercials.

- Conclusion

Art of culinary is one of the most beautiful ones and the one that produces one of the most important assets in our life – meal. Tasty meal. “Baku Culinary Academy” is the right best place to learn the art of culinary. Our brand will become number one and only one in the country with its unique services.

APPENDIX

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[pic 6]