AB1501

MARKETING TUTORIAL 4

Group Members• Sharon Leong• Jasmine Tan• Steven Lim• Toh Chik Heng • Sean Chew• Koh Seng Wei

Agenda 1. Objective 2. Background3. Market Segmentation and

Targeting4. Market Analysis5. Theme/ Concept6. Menu7. Service8. Conclusion

Objective

To design a restaurant that would help Blackfield Hawaii Corporation appeal to their customers

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%

JapaneseFilipinoCaucasianHawaiianChineseMixedOthers

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%

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

Background Existing Competition

3. Restaurants within hotels

We should adopt from:• Lunch-Dinner meals• Greater variety of food menu• Distinctive service quality from competitors

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

Market Analysis

Market Research - Travelers

Market Research - Cost

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

TARGETING: COUPLES/ DINKS

Exclusive service Higher spending power and disposable income

Willingness to spend on new experience

Adventurous seeking Hungry for new experience

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

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.

DEFINITION OF A PRODUCT

Offered forAttentionAcquisitionUseConsumption

To satisfy a want or need.

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 hungerActual Product: Indian Cuisine RestaurantAugmented Product: Extra services and benefits for patrons

THEME/CONCEPTTheme: 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

CONCEPT

Outdoor: Alfresco-style

CONCEPT

Indoor:

Menu Design

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

SERVICESFree polaroids for all couplesFree Hanna If you are celebrating special

anniversaries, you will receive a complimentary gift

Liaise with hotels/ tour groupsCredit Card promotionsRetain customers: 5% discount for next

visitProvide reading materials

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

Q&A

THANK YOU!