4Ps

Group 24Marketing Case Analysis$20CompetitorsRL Branch : 690Others Branch: 6587Total Branch: 667CompanyCustomerFrequent diner, Love Upscale atmosphere, Price insensitiveLove new restaurantLove seafoodPrice sensitive, less frequent, dont love seafood that muchMarketing Analysis 3Cs37% *)26%8%13%16%*) Revenue contributionMassPriceFocusing on service with high value productFocused on only productVision: No.1 premium seafood restaurantHigh valued/CustomizedUnique Selling PropositionSeafood freshnessMore locations than othersDifferentiated upscale atmosphereThe best serviceSegmentation and TargetingFocus on ExperientialStep by step approachSee Eclectic as an opportunityMove from Red Ocean to Blue OceanPositioningMarketing StrategyHigh quality and fresh seafoodUnique Menu depending on seasonal and regional species of fishWide variety of wineStandardized procedure of cooking and serving customerHealthy & light menuPriceQuality$19.520No sudden increase. Need to maintain other segments while increase Experiential segmentThe ads emphasized in food quality and experience Online, New media(SNS) marketingDirect marketing to secretaries at top companies in branch regionPartnership with credit card, airlines and matchmaking firmsContinue renovationRemodeling prioritization based on customer segmentationSpecial decoration for multiple occasions (i.e. family dinners, date night and business lunches)

PlacePromotion