Red Lobster

Service marketing

Name: Hao Yue

ID :

1. Marketing strategy

For target market Experientials who need sophisticated, upscale atmosphere Red Lobster is a premium casual that provides culinary-forward food and refined atmosphere. Unlike fast food restaurant, Red Lobster provides top quality seafood and fresh menu. Unlike family dining restaurant, Red Lobster provides high-end wine.

For target market Indulgents who likes all types of food particularly shellfish Red Lobster is a family dining restaurant that provides impeccable service and new menu items. Unlike McDonalds and subway, Red lobster provides wood fire grilled dishes, and fresh fish entrees changed daily.

For target market Traditionalists who needs conveniently located restaurants, Red lobster is a fast food restaurant that provides quick serve. Unlike premium casual Red lobster provides more non-seafood items.

For target market Eclectics who needs unique dishes and fresh healthy items, Red Lobster is a fast casual restaurant that provides a new menu around freshness. Unlike casual dining restaurant, Red lobster provides wood fire grilled dishes and culinary forward food.

For target market Frugals who needs traditional American favorites, Red Lobster is a casual dining restaurant that provides affordable, top quality seafood. Unlike premium casual Red lobster provides low cost but quality guaranteed seafood.

2. Marketers often develop in-depth profiles for each market segment. The profile will name the prototypical customer (“Jeff” or “Erin”) and paint a picture of who this person is in real life, including a scenario about why they go to Red Lobster (or a competitor).

Experiential customers put a high value on the upscale atmosphere. They often have dinner in a fine restaurant. They prefer to strengthen or maintain the relationship with their friends, customers or somebody they care about. So, the decoration of the restaurant and the quality of food is very important for experiential...