Don’t chuck away a chance to become
a face of the Hooters-Russia and to win a PRIZE!!!
All you need to do is to:
1. Find a photographer
2. Make a creative photo with a little Hooters poster
3. Make out a slogan for "Hooters-Russia"
Collect as many "likes" as you can in
http://vk.com/hooters_russia
and win our final crazy contest on April 18
GET OUR FASCINATING PRIZES AND LOTS OF FUN!!!
THIS COMMENT IS FROM OUR CONSULTANT ALEXANDRA VACHNADZE!
ReplyDelete"Hello guys! I guess it’s time to make some comments about your presentation and some “Hooters in Russia” concerns…
First of all, about segmentation: I was very intrigued why you pay so much attention to education level of your potential clients... Why is it necessary to be a student of prestigious university to go “Hooters” to drink beer and look at girls? Maybe your prices are affordable only for higher class audience or somewhat else reason… To the point, it would be great to clarify some more about pricing.
Next, adaptation vs. standardization. As I understood, Hooters’ positions in US as a neighborhood, some kind of family fast-foodish style restaurant. That’s definitely will not work in Russia because a beer, children, wives and sexy waitresses are not compatible here. And you’re going to change the concepts and to come near European positioning - men oriented restaurant with sexual context. Maybe, it would be useful to overview some European Hooters restaurants, their advertizing campaigns there and whether they are really popular. Because, I’ve never seen any Hooters in Europe, despite I’m experienced in traveling abroad. To the point, in the 5 forces you mention brand awareness among competitive advantages. Is it really so? Do you have some evidences?
Also, you need to provide some competitors analysis in Moscow with real names and examples. For the moment, I didn’t get either you are fast-food chain or football & beer bar or what else. In your analysis, you say that people are oriented toward fast and easy food to save their time but it contradicts the bar concept when people come to spend free time with friends. Also about healthy life trend you’ve mentioned. Is a beer and fried chicken with ketchup are so healthy? If not, why do you include this info in your analysis?
Finally, if Hooters is an American crazy bar only for men… Doesn’t this concept contradict to that of Hooters franchisor? And what will be the perception of your Russian clients? Here is a link to American Grill bar in Moscow overview http://menu.ru/places/show/place/1081 and here is a comment from that page, obviously from a woman: “Стрёмное заведение. У барной стойки собираются перезрелые шлюхи, официантки могут себе позволить заигрывать с мужчинами, которые пришли туда с женщиной. Там только бармены адекватные.
Еду готовят нормально.” Is Hooters ready to be just an “only for men” bar?
Sorry for such a big post but I really hope that it will help you in your work on the final presentation!
P.S.: you had a wonderful presentation, very bright and dynamic!"
1. Segmentation.
DeleteYou are definitly right, we have had some problems with segmentation, and the high education was indeed the evidence of high income (which, as you are right again, is not always the case). So we completely restructured our segmentation - coming soon!
2. Pricing policy is also in the development stage. The only one certain thing available for the moment you provided us with your comment was that the prices would be higher than those in McDonalds or fast-food chains.
3. Adaptation vs standardization. You might check out some later posts, which provide the full analyses of the marketing activities and positioning in other countries. This information would answer your question. You are right that family restaurant would not be the right positioning strategy in Russia, that is why we are developing other strategies which would be posted soon as well.
4. Brand awareness. The restaurant is definiely much more famous in USA, but in Europe it is as well. The evidence might be the following: last week I was working with my laptop in our GSOM building and overheard two guys (obviously not Russians, but I coudn't identify the accent) talking about Hooters while looking on our poster near the Master's Office. One guy told the other one about his visit to Hooters )
5. Our main competitors are: Fridays and Hard Rock Cafe. We analyse those company's positioning and pricing, the results of which you would soon be able to see in our blog.
6. Fast food or beer bar? We have never claimed to be a fast food. We just emphasized, that if you are hungry and need to have a lunch - our place is the right one. And the service is reasonably fast, especially during the day, when we understand the people come for food, not for relaxation or party. In USA the segment is calles "the casual dining segment". In Russia it would be more of "the styish dining segment".
7. Healthy food. As it has been mentioned before, even the fast-foods claim they are healthy. We are much more than fast-food, we don't prepare food on the oil used many times and we care about our suppliers a lot and about the quality control. It gives us every right to claim being healthy. Healthyness here is not about green tea and diets, but about the high quality and the naturalness of our products.
8. Only for men bar. The woman who provided the post is the unevitable reaction. There would be some women not very self-confident or jealous, or just conservative or any other reason - who would be alienated by the Hooters concept. We cant satisfy all of the women in order to gain this new audience - we would lose the existing one. These targer audinces contradict each other. Negative reaction always exists, whatever the product is - a restaurant or a small car :)
However, we do never close our doors for modern and broad-minded women, who would want to come with friends or just have lunch. We will make sure that they get as much attention and friendlyness and the level of service as high as the men do!
And we want to thank you for your time and for the issues you raised. Your critics really helped us to identify the weak points and to improve the whole strategy!
ReplyDelete