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Marketing Case Analysis

Group 24

Marketing Analysis 3Cs


Company
Cheap/ Frozen/ Mass produced
2004

Customer
Love new restaurant Love seafood Frequent diner, Love Upscale atmosphere, Price insensitive

Experiential
37% *)

Fresh/Clean/Approachable
2008-2009

Change direction or not?


2010 (Now)

Indulgent
26%

Eclectic
8%

Competitors
Total Branch: 667

CF, PF Changs, Bonefish, Joe crab

$20
RL Branch : 690 Others Branch: 6587

Red Lobster, Chili, Applebee, Olive garden, Ruby Tuesday, Outback, TGI Friday

Traditionalist 13%

Frugal 16%

Price sensitive, less frequent, dont love seafood that much

*) Revenue contribution

Marketing Strategy
Segmentation and Targeting Positioning Vision: No.1 premium seafood restaurant

Eclectic Experiential Indulgent Traditionalist


Price

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

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