Marketing Internship Report

Host:

Meda Gran Ltd

Kamelia Cortez Vega MARKETING

(Supervisor)

Dianda Miteva

(Director)

INTERNSHIP

REPORT

ELINA IVANOVA HRISTOVA

University of Derby

Home:

University Paris XIII

UIT - Saint Denis

Elina Absalyamova

(Supervisor)

Samuel Mayol

(Director)

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TABLE OF CONTENTS

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ACKNOWLEDGMENTS

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Hallo dear reader,
I am really delighted to present to you my experience from the
Internship I take with Meda Gran LtD during the period from the
20th of April 2020 to the 12th of June 2020. Down the supervision
from side of the host organization of; Kamelia CORTEZ VEGA
(Main Accountant) and Diana MITEVA (Director), and from side
of the educational institution Elina ABSALYAMOVA
In this report I will describe my daily work and analyse my ac-
quired/developed skills of my three months internship period at
Meda Gran LtD, Ctalunya, Spain. It then goes on to the analyses
of the competitors, the created visual marketing and design of
campaigns I have done this months co-working with the Main
Marketing Design and Developer of the company.

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SUMMARY

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Marketing is gaining fame and is sought by both large international and smaller companies, espe-
cially in the tertiary sector. According to data from the 2012 Journal of Consumer Psychology, we
receive an average of 4000-5000 advertising impacts daily, of which only those that most excite
us, are the ones which impact us. Every time, more and more companies are using marketing and
all kind of neuromarketing tools in order to attract new customers. Constantly experts are discov-
ering better and more effective tools to be the best in the sector. It looks like shops; supermarkets,
restaurants, and hotels that have used marketing appropriately have higher sales and profits. I
have planned to analyse the competitors of Meda Gran LtD. Comparing with the large franchises
in the sector, what strategies they use and find out if the customer’s decision is affected. Then,
bringing ideas on how their discovers can be used and implemented in Meda Gran LtD.
It was a big opportunity for me to be part of the great team during my three-month commitment as
an intern with this organization. I learned to apply my academic knowledge to the practical point
of marketing, especially advertising. Grateful of the to the wonderful help from part of the team
who took the time to support me during the stay.

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INTRODUCTION

Europe, Asia, Africa, America, Oceania, towards their products.
Antarctica, we are all consumers. Whether No business wants their product, in which
we are buying a computer, an ice cream or we they have invested so much effort and money
are having a dinner at a restaurant, buying and to fail. That’s why they were heading towards
consuming is a big part of our daily life. Which marketing tools and strategies.
is why, we are all bombarded hundreds of times When we are impacted by an advertisement and
a day by sellers ’messages and ads. As can we feel identified with the product, the brain
be TV commercials, posters that are seen all gives impulses that begin to send information,
over the streets or Internet banners, whatever and this generates a stimulus that defines
brands and information about them comes to us whether to buy or not the product. Marketing
constantly, at full speed and from all directions. incorporates the neurosciences into tools and is
based on Paul Mac Lean’s theory that the brain
The larger companies have learned to take is divided into three areas of the brain; the first
advantage of science and human behaviour in is the rational brain (the new brain), which is
order to create better methods and even better the logical and analytical area, this analyzes
products, with which they can snatch the sanity the information and from there passes it to the
of the consumer. The methods used so far limbic or middle brain, which is the second
have brought great benefits to all companies, area responsible for processing emotions and
so they learn to not hessite to invest money feelings, and the third is the primitive brain
in finding new ways to guide the customer that is responsible for processing all the
decision. Today's technology and science information received and is also responsible
will make a very rapid leap forward, and for for making decisions, here we can find the will
this reason companies are hoping to get even of the consumer, buy or not.
more concrete answers to consumer behaviour

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THE COMPANY

This company to be carried out belongs to
the hotel and restaurant sector, which has an
important weight in the Spanish economy
between two and three times higher than that
of this sector in other countries. In addition to
representing 6.2% of the country's GDP, it is
a critical axis of support for tourism, another
of the engines of national wealth. However,
despite its importance, it is a particularly
fragile industry and vulnerable to economic
cycles and shocks, such as the current crisis
caused by Covid-19.

According to a report "Impact of Covid-19 on Hospitality
in Spain", prepared jointly by the consulting firm Bain &
Company and the professional services firm EY (formerly
Ernst & Young), the effects of the coronavirus pandemic
could cause a fall in the annual turnover of the Spanish
hospitality sector of up to 55,000 million euros during 2020.

Meda Gran LtD is intended to offer a series of products and
services aimed at the consumer. This reflect in their prices,
values, and organizational culture, creating a bond of social
commitment with customers, with suppliers and with the
staff themselves. This company owns four establishment,
offering the consumer an optimal and economic service
in the Municipality of l’Estartit (2), Pals, and l’Escala,
for the inhabitants of the same and the international and
national tourists, in addition to satisfying their needs as
a customer. Their offer is varied and includes, among
others, the following services and products:

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THE COMPANY’S OFFER OF
PRODUCTS AND SERVICES:

• mMGeernaeluasst).voafritehtey of tapas.
• day (breakfasts

• Pizzas. and

•••••MDRBCiiaenanrsfitneGastgeueorrrrvlaiofian.cotesm.eS.revrivciec.e.
•••cbDcCToeoieefecmfnlrkeesnptb,raiaersainanlltaystci,nootpMdhynaopisrlPeltk(iasicbesdihosrdb)aft.elkhevddeersacr,ioyanSsgukm,ersbtossa,(o.spatothnfiisdtemsd…sr,i)n. ks,

I have been assigned to develop and create the
marketing and advertising of the two establishment
in the location of Estartit (Girona, Spain).

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ESTABLISHMENT NO 1 It is a fast food restaurant located in the main street of the attractive tourist village
l’Estartit (Barcelona, Spain). is place occupy 320m2 o ering 20 tables to seat
customers. e establishment provide a range of tasty food including;
Pizzas and pasta, Main Dishes, Salds, Burgers, own baked bread sandwiches
absolutely personalized by the client, vegetarian, vegan and gluten free food.

e restaurant o ers: Take away, fast preparation, personalization of the dishes
and sandwiches, table services and currently is working on automatization of self-
ordering.
In accordance of the location of this premise and taking into consideration that
is a touristic and exclusively walking street, the advertising must be attractive and
understandable by a wide range of tourist.

ESTABLISHMENT NO 2It is a well ubicated corner Ice Cream shop in the port of l’Estartit (Barcelona,
Spain). It’s surrounded by the Nautic Club of Estartit and other dining restaurants.

is place occupy 100m2 o ering 12 tables to seat customers. It’s location allows
the customer to take a sit on the port view terrace enjoying delicious desserts.

is establishment o ers artisanal Ice-Creams, a wide variety of special refreshing
drinks, sweet and salty Creps, unique wa e bubbles, cocktails and sundaes.

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This big sport club/restaurant owns a 2 hectares of land, including 8 TennisESTABLISHMENT NO 3
courts, 6 Paddle courts and a mini golf area with a free use by guests of the
ESTABLISHMENT NO 4 restaurant. It’s based in the middle of the forest with a wide flora and fauna.
This place required slightly different type of advertising as it is not easily seen
by accidental visitors. The marketing strategy used in this establishment is
based on previous publicities more than attention coaching banners and posters.

This place is a first line beach restaurant on the second
level with a large terrace allowing spectacular panoramic
sea views. It offers variety of national dishes (including the
national homemade Paella, tapas, lunch and dinning Menu)
and catering. It also offers 3 hall which customers can
book for own celebrations. The restaurant also organizes
Saturday night parties for the fun of all the family.
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THE ANALYSIS

During my Internship period, I was assigned to carry out
a research the two establishments located in Estartit. Find
out on how these places can attract more clients and be
better than all of their competitors.

ACTUAL PLAN
PIZZERÍA MEDA
GRAN, ESTARTIT

I will begin by showing on two positioning maps I have
done to nd out where was the restaurant placed in the
market in comparison of its competitors. Perception
maps are maps that look at where a brand is placed in
the eyes of an individual or customer. ey help the
business see what the customers sees them as and where
they are positioned in comparison to the competition
(Masterson and Pickton, 2014).

ese maps show a perception of where I believe Meda
Gran Restaurant ts within the market against it ’s main
competitors like:

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COMPETITORS

• First, and most strongest competitor is • To find out who are the biggest competitors,

Restaurant Cati. Offering pretty similar menu except of confidential dialogs between

and very close to each other. the director and the managers of those

• Second one is; Trattoria il Gelatone offering establishments, I had also used Google maps

exclusively pizzas and pasta but having to research more broadly.

popularity between the residents of the town.

• Third, restaurant Arquets having wild cuisine

and pizzas.

POSITIONING MAP 1

The first chart on the right is a positioning
chart that looks at the brand in terms of wild
range of choice and the price.

which one
would you
choose...?

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POSITIONING MAP 2

The second chart on top is a
positioning chart that looks at the
nationality of the clients consuming
versus the activity that the brand is
used for (casual vs formal).

The information obtained by those maps allow me to see
that the main target market for Restaurant/ Pizzeria Meda
Gran are international clients wondering to stop with the
whole family, get fit fast, and return to the beach.

Next I decide to take a look on their customers. I take
different points from what the manager had explain to me.
From here I made their actual persona;

PAST PERSONA

• Middle age couples/fam- • Have a lot of preferences
ilies wondering a wild on dish supplements.
choose of food. • Wants to personalize and
• Likes quiet atmosphere. change every product.
• Likes the food choice and • Prefers to order on table
the price. to a person.
• Take his time to eat.

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INNOVATIVE PLAN –
PIZZERÍA MEDA GRAN,
ESTARTIT

bh(teBtohhwseoauguttrgmhseiaenotnhgrsdeatlstfytwreacovuoumerrsardtynotsothm”nceeeaarnnwwsdaaeitrllttlelar-aefkkocainntsroeimglwiygoinnnurenttsodoiauneyrtareiscsr“tctnasaoan)u.tdipInotbitnhcetaetchulioercrmmeoosebetivtunsoimuorw.eueosrsserfataahrnccdthsa

According to an experiment taken in Honolulu by Grits and Grids; by simplifying a menu and adding
photos bring to an exponentially sells increase. They say that a menu board of all photographs is not
pretty in design. It's pretty ugly for designers, but it speeds up the amount of time to order; reduces
anxiety about what the customer is going to get; and makes the decision-making process as easy as
possible. All that equals more income. (JOSEPH SZALA, 2012)

Another study taken by Durham University 2017, shows the impact of pictures in the menu and its ef-
fects. The stand “A picture doesn't ALWAYS say a thousand words! Why posh restaurant menus never
have pictures while cheaper eateries do (and it can have a huge impact on what you order)”. From here
I deduct that menus having pictures of their plates and food transmit the sensation to costumers of fast
food ambient.
The Universities Unnava and Burnkrant (1991) also suggest that photographs have a positive effect
only when verbal information triggers a lower level of imagination. In other words, when people make
less effort to extract a visual image when processing the verbal information, adding photos will have
a high positive effect.

As common descriptive names are typical and clear, they argue that those are less likely to provoke a
higher percentage of imagination. Consumers can easily visualize a food product using the name of
the food as a framework to figure out a visual information. The mental images they build by reading
common descriptive food names should be in line with the images on the menu.

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Having in mind the founding’s above, I bring the idea of creating the menu whit
limited amount of text and convert everything with photos.
However, make that possible requires a lot of time an is pretty complicated as
every dish have to be prepared and take a phot of each.
Notwithstanding that, the bene ts of changing the text menu to pictures menu
will attract more international tourist, the age range might also be e ected and so
the customer persona will be di erent

NEW PERSONA

• Friends groups and families wondering a • Prefers take away food packaging.
wild choose of food. • Wants the possibility to modify product.
• Prefer fast changing atmosphere. • Wants internet use, which involves tech.
• Likes the food choice and the price. modernization.
• Get full fast. • Able to order online or throw kiosk.

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The positioning maps, now might also appear effected:
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That is pretty convincing plan and the result is the new menus of the restaurant (take a look
to the full menu here: http://medagran.com)
There was a lot of obstacles and mostly because of the current situation of the Covid-19
Pandemic. Although them, the final plan was conducted correctly following all the meas-
ures of protection and strongly completed.

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ACTUAL PLAN –
GELATERIA SOTA
ZERO, ESTARTIT

Following the process and
founding of Restaurant Meda
Gran I will begin the plan of
Gelateria Sota Zero by creating
two costumers’ personas.

PAST PERSONA

• Old people – with second residence.
• Likes table service.
• Likes the products choice and price is not important.
• Take his time to for a break.
• Wants to sit and look at the paper menu.
• Prefers to order on table to a person.

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In order to attract customers with the description of the new persona, the man-
agers had decided to modernize and make new system of ordering.
My work has been to take the old posters and update them, and make the new
Ice cream tags in order to become more understandable, catchier and tastier.
Next I am including their last years posters and what they saw that it wasn’t
working and my correspondent changes: (see next pages)

NEW PERSONA

• Families with child, and students.
• Prefers to buy and walk away.
• Limited on price.
• Wants wild and innovative products.
• Order from the bar posters.
• Wants to see the process of preparation.

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NE
POST

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EW
TERS

BY ELINA

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1st. 3th.
2nd.
4th.
New

EVOLUTION OF ICECREAM LABELS

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CONCLUCIONS

To conclude, I can say that this internship was a very useful experience. I have gained new knowledge,
skills and met my self with the process of creating a whole menu from zero. I am very thankful to
the company of giving me task to do and allowing me to stay close to everything that was going on.
Although the conditions where not easy and in some cases has not permitted to conduct, I am happy
with my learning goals.
To conclude, I can say that this internship was a very useful experience. I have gained new knowledge,
skills and found myself in the process of creating a full menu from scratch. I am very grateful to the
company for giving me variated task and allowing me to be close to everything that was happening.
Although the conditions were not easy and, in some cases, they did not allow me to realize, I am
happy with my learning objectives.
I have an insight of professional practice. I learned the different facets of the business of the hotelier
range. I experienced that financing, as in many organizations, is an important factor for the progress
of projects.

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In Spain tourism is an important aspect of the conservation of residents. I have seen that the local
mayor must contribute to support (for example, helping the establishment in times like this to have
more terrace in the public space with reduced prices due to the restrictions imposed by the pandemic).
Also, I experienced that it is important that the ads are accurate and uncomplicated, and that you take
into account the opinion of other people.
The internship was also good to find out what my strengths and weaknesses are. This helped me define
what skills and knowledge I need to improve in the future. After graduation, I think I could start my
career. However, I could perform certain tasks in research better if I practice / know more about the
research methodologies applied in cetacean studies. It would also be better if I can introduce myself
and express myself with more confidence.
At last this internship has given me new insights and motivation to pursue a career in private marketing
company to help other business.
There was a lot of obstacles and mostly because of the current situation of the Covid-19 Pandemic.
Although them, the final plan was conducted correctly following all the measures of protection and
strongly completed.
In summary, the company wanted to target a new market for Vans and through research and
development, we have found that touristic locations are worn for more of a casual and fast eat
than formal and special. This new strategy supports our idea and the market that Meda Gran Ltd is
looking for. From research, I also found that people of our new age demographic like more dynamic
atmosphere due to the fast service and not the comfort. From we created a new perception map and
inserted where the company would sit with this.

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REFERENCES

Hosteleria Digital. 2020. El Informe "Impacto De Covid-19 En La Hostelería De España" Muestra La
Vulnerabilidad Del Sector Ante La Pandemia De Coronavirus | Hosteleria Digital. [online] Availa-
ble at: <https://www.hosteleriadigital.es/2020/04/08/el-informe-impacto-de-covid-19-en-la-hos-
teleria-de-espana-muestra-la-vulnerabilidad-del-sector-hostelero-ante-la-pandemia-de-corona-
virus/> [Accessed 12 June 2020].
Schroeder, A. and Pennington-Gray, L., 2014. e Role of Social Media in International Tourist’s
Decision Making. Journal of Travel Research, 54(5), pp.584-595.
Beham, A, Vienna 2016. Role of Social Media in Generation Y travellers’ travel decision making
process. Bachelor esis for Obtaining the Degree. Available online at: https://www.modul.ac.at/
index.php?eID=dumpFile&t=f&f=5216&token=05b9a262f2f6455ba2c3c2ace7f56b4fcef7beee
[Accessed 12 June 2020].
Szala, J. and Suarez, N., 2020. Restaurant Menus And Pictures: Yes Or No? - Grits & Grids®. [on-
line] Grits & Grids®. Available at: <https://gritsandgrids.com/2012/10/restaurant-menus-and-pic-
tures-yes-or-no/> [Accessed 12 June 2020].
Blake, I., 2020. Why Posh Restaurant Menus Never Have Pictures While Cheaper Places Do.
[online] Mail Online. Available at: <https://www.dailymail.co.uk/femail/food/article-4610156/
Why-posh-restaurant-menus-never-pictures.html> [Accessed 12 June 2020].
Beerman, A., 2009. Internship Report August-December 2009 At Faunagua, Bolivia. [online]
Content.alterra.wur.nl. Available at: <http://content.alterra.wur.nl/webdocs/internet/aew/thesis/
example_internship_report.pdf> [Accessed 12 June 2020].
Hou, Y., Yang, W. and Sun, Y., 2017. Do pictures help? e e ects of pictures and food names on
menu evaluations. International Journal of Hospitality Management, [online] 60, pp.94-103. Avail-
able at: <https://qmro.qmul.ac.uk/xmlui/bitstream/handle/123456789/54931/Hou%20Do%20
pictures%20help%3F%20The%20effects%20of%20pictures%20and%20food%20names%20
on%20menu%20evaluations%202016%20Accepted.pdf?sequence=2&isAllowed=y> [Accessed
12 June 2020].

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BY ELINA

IVANOVA HRISTOVA

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