Development of Strategy for Positioning a Multi-Product Restaurant Company in the Horeca & Events

Nowadays the Russian restaurant market has a multi-productiveness tendency. Companies often combine several formats, opening new markets for themselves. In this paper, a company operating in the sphere of horeca & events will be investigated. This is a bar that combines three products: parties, lunches and dinners. As one of the main problems of multi-productivity, the complexity of positioning is highlighted. This work studies consumer experience, its attributes and their relationship to the consumer's perception of the company. The subsequent formation of positioning on the basis of the evaluation of the important segments of the consumer experience of the target segments, provides the opportunity to form the position of a multi-product company in the perception of consumers. There was several basic steps of the work: segmentation of the audience, allocation of target segments and development of positioning strategy on the basis of important for the target segments of the attributes of consumer experience.