Aristocrat Restaurant Philippines
Essay by Mikael Agbayani • March 8, 2016 • Study Guide • 329 Words (2 Pages) • 1,327 Views
ARISTOCRAT
The Company
• A Filipino-owned family corporation.
• Founded by the late Doña Engracia Cruz-Reyes “Aling Asiang” and her husband, Justine Alex Reyes in 1936.
• Has inspired the growth and development of the restaurant industry in the Philippines.
Current Marketing Problem - PPT
3 Pillars of Market Driving Strategies
• WWAN- Mediocre brand
• HTGT- Brand awareness
• WWWTB- Consumers’ top of mind
BIDA Check Up
• Barriers- no staff assigned to welcome and accommodate customers as they enter the restaurant
• Irritants- Poor customer service & inattentive staff
• Disappointments- long waiting time for food & poorly cleaned tables
• Annoyances- food was served cold & still has blood
• There are flies inside the restaurant
• Wrong ads regarding delivery
Consumer Insights- PPT
Demand Wheel
New Users:
• Novice triers-Foreigners
• Alternative users- people avoiding fastfood
• Non-users ever since- New generation
• Economizers- People who prefer to cook and eat at home
New Usage
• New-solution seekers- Food bloggers (they will make a review)
Extended Users
• Lapsed users- Those with food/diet prescriptions
• Lost users- Those who experienced poor service
More Usage
• Occasional users- Those who made reservations for special occasions
• Selective users- Those who go there to eat their specialty, their BBQ Chicken
3 Levels of Market-Driving Strategies
• MC-VP&BS- Introduce mini
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