AB1501

MARKETING
TUTORIAL 4

Group
Members
Sharon Leong

Jasmine Tan
Steven Lim
Toh Chik Heng
Sean Chew
Koh Seng Wei

Agenda
1. Objective
2. Background
3. Market Segmentation and
Targeting
4. Market Analysis
5. Theme/ Concept
6. Menu
7. Service
8. 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
Japanese
0%

13% 1%

28%

Caucasian
Hawaiian

18%
20%

Filipino

19%

Chinese
Mixed
Others

Consumer preference/habits
Occupants of condominium spend less in
restaurants compared to occupants of hotels

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

Buzzs 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
Resident
s

Travelers
Group
Free and
Easy

Individu
al

Tour
groups

Couples

Couples

Families

Families

Upper
class

Middle
class

Lower
class

Couples

Couples

Couples

Families

Families

Families

Market
Analysis

Market Research - Travelers

Market Research - Cost

Market Segmentation
Market
Traveler
s
Group
Free and
Easy

Individu
al

Tour
groups

Couples

Couples

Families

Families

Resident
s
Upper
class

Middle
class

Lower
class

Couples

Couples

Couples

Families

Families

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
The

trend in Asian cuisine

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 for
Attention
Acquisition
Use
Consumption
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 hunger
Actual Product: Indian Cuisine
Restaurant
Augmented Product: Extra
services and benefits for patrons

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

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

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

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!