Essay About New Users And Late Doña Engracia Cruz-Reyes

Aristocrat Restaurant Philippines
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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