Professional Documents
Culture Documents
Group 24
Customer
Love new restaurant Love seafood Frequent diner, Love Upscale atmosphere, Price insensitive
Experiential
37% *)
Fresh/Clean/Approachable
2008-2009
Indulgent
26%
Eclectic
8%
Competitors
Total Branch: 667
$20
RL Branch : 690 Others Branch: 6587
Red Lobster, Chili, Applebee, Olive garden, Ruby Tuesday, Outback, TGI Friday
Traditionalist 13%
Frugal 16%
*) Revenue contribution
Marketing Strategy
Segmentation and Targeting Positioning Vision: No.1 premium seafood restaurant
Focusing on service with high value product Unique Selling Proposition Seafood freshness More locations than others Differentiated upscale atmosphere The best service Focused on only product
Frugal
Focus on Experiential Step by step approach See Eclectic as an opportunity Move from Red Ocean to Blue Ocean
Mass
High valued/Customized
Product
High quality and fresh seafood Unique Menu depending on seasonal and regional species of fish Wide variety of wine Standardized procedure of cooking and serving customer Healthy & light menu
Price
Price
No sudden increase. Need to maintain other segments while increase Experiential segment
Quality
20 $19.5
Place
Marketing Mix
Promotion
Continue renovation Remodeling prioritization based on customer segmentation Special decoration for multiple occasions (i.e. family dinners, date night and business lunches)
The ads emphasized in food quality and experience Online, New media(SNS) marketing Direct marketing to secretaries at top companies in branch region Partnership with credit card, airlines and matchmaking firms