Marketing tutorial 4
- 2. Group Members • Sharon Leong • Jasmine Tan • Steven Lim • Toh Chik Heng • Sean Chew • Koh Seng Wei
- 3. Agenda 1. Objective 2. Background 3. Market Segmentation and Targeting 4. Market Analysis 5. Theme/ Concept 6. Menu 7. Service 8. Conclusion
- 4. Objective To design a restaurant that would help Blackfield Hawaii Corporation appeal to their customers
- 5. Background Demographics • Total population of 35,000 • Ethnic makeup of resident population Consumer preference/habits • Occupants of condominium spend less in restaurants compared to occupants of hotels 27.5% 19.1% 20.0% 18.4% 0.3% 13.2% 1.1% Japanese Filipino Caucasian Hawaiian Chinese Mixed Others
- 6. Background Tourism • Sees Kauai as a place with unique beauty and Polynesian atmosphere • Population weekend / short holiday vacation site • Independent travelers 55%, group travelers 45%
- 7. Background Existing Competition 1. Coconut Palace 2a. Fast food • Mexican outlet • Chinese outlet • Hamburger outlet 2b. Specialty • Steaks, fish, chops • Buzz’s Steakhouse • J.J.’s Boiler Room
- 8. Background Existing Competition 3. Restaurants within hotels We should adopt from: • Lunch-Dinner meals • Greater variety of food menu • Distinctive service quality from competitors
- 9. Market Segmentation Market Travelers Group Free and Easy Couples Families Tour groups Couples Families Individual Residents Upper class Couples Families Middle class Couples Families Lower class Couples Families
- 10. Market Analysis
- 11. Market Research - Travelers
- 12. Market Research - Cost
- 13. Market Segmentation Market Travelers Group Free and Easy Couples Families Tour groups Couples Families Individual Residents Upper class Couples Families Middle class Couples Families Lower class Couples Families
- 14. TARGETING: COUPLES/ DINKS Exclusive service Higher spending power and disposable income Willingness to spend on new experience Adventurous seeking Hungry for new experience
- 15. MARKET TRENDS AND COMPETITORS The main bulk of competitors are serving western cuisine (Steaks, fish, chops) Increasing trend in Asian cuisine The demand of Indian cuisine is increasing across the board
- 16. POSITIONING To couples who are looking out for that extra bit of romance and a modern Indian Restaurant that allows couples to try a different cuisine in a romantic ambience.
- 17. DEFINITION OF A PRODUCT Offered for Attention Acquisition Use Consumption To satisfy a want or need.
- 18. LEVELS OF PRODUCT Through identifying core product, we are able to produce the required and most suitable actual product, a restaurant of Indian culture. Core, problem-solving benefits: Satisfying hunger Actual Product: Indian Cuisine Restaurant Augmented Product: Extra services and benefits for patrons
- 20. THEME/CONCEPT Theme: A Place Different, A Place Bollywood Concept: - A restaurant that provides a different experience for diners - Open kitchen concept - Live bands and table service - Opening hours: 11am-3pm, 6pm-2am - Mid-range pricing
- 22. CONCEPT Indoor:
- 23. Menu Design
- 24. MENU 1. Couple set meals 2. Complimentary dessert/ beverages for couples only 3. Ala-Carte and other family combos to cater to other groups of patrons
- 25. SERVICES Free polaroids for all couples Free Hanna If you are celebrating special anniversaries, you will receive a complimentary gift Liaise with hotels/ tour groups Credit Card promotions Retain customers: 5% discount for next visit Provide reading materials
- 26. CONCLUSION • Identified our target group • Studied their spending behaviour • Understand their needs • Concept is Different and Easily Identifiable • Aim to serve good quality food at the most reasonable price • Provide exclusive service that aligns with our target group
- 27. Q&A
- 28. THANK YOU!
Editor's Notes
- #4: Add more agendas when combining!
- #6: I would touch on the background information.Firstly would be demographics of the island of Kauai where the total population is 35000 and the TOP 3 composition will be as follow, with Japanese at 27.5%, Caucasian 20% and Filipino 19.1%Furthermore, we understand the purchasing habits of the condominium occupants at restaurant are lesser than those occupants of hotels.
- #7: Tourism on Kauai are considered to be a popular destination due to its unique beauty among the travellers with 55% for them comprises of independent travelers.
- #8: In setting up the new restaurant, we have identified 3 main existing competitor that the new restaurant would potentially face. Firstly, Coconut Palace located at Coco palm resort which is further south of Coconut plantation. It is a renowned Polynesian-cuisine restaurant and have attracted many travellers. The second main competitors would be those located at the market place where there are fast food restaurants and specialty restaurants but of which serve limited menu items.
- #9: And next restaurants within hotels which serve 3 meals a day, with similar quality and service standards and the restaurants are decorated in Polynesian style. Having to consider these background knowledge, we understand that we would have to adopt the following plan1) Deviate from serving breakfast meal due to market saturation, 2) Unique and greater variety of food menu to compete with restaurants with limited-menu concepts3) Distinctive service quality from competitors; in terms of ambience/decorations and customer service provided by the new restaurant.
- #21: Change this figure to get our original levels of product.
- #23: Different experience: Talk about what the other restaurants offer and the way their restaurants are set up in comparison to ours.Open kitchen concept: Guests will be able to witness chef’s preparation of the dishes. Aroma will increase the appetite of the guests. Live bands: Provide music. Diners will be able to request for dedications of musicOpening hours: To cut on operating costs. To prepare for dinner service eg: change table cloth, candles, rose etc
- #24: Only for couples: sit under umbrella with round table, candle in the middle to provide warmth, rose, table cloth
- #25: white day-curtains as door/ partitions, air-conditioned. A few big tables to cater for familiesModern
- #27: Apart from usual indian cuisines and beveragesCouple set meals: Special price for 2 compared to ala-cartesProduct line depthEg: fish and co, a lot of platter sets to promote sharings
- #28: Gift: Free 2 glasses of wine (Not included in set meals), dessert with customised writing using chocolate sauceLiaise with hotels: book this hotel, get a voucher, put pamphlets in concierge5% for next visit: give card to show that they came before, expiry dateReading materials: for individuals. Eg: fashion/ sports magazines