In America Hooters is a
restaurant for low-middle class, mainly targeting manual workers and their
families. In Russia we decided to go for different positioning and go for
restaurant of premium class, thus being able to command higher margins. In this
light, we see ourselves in the same pricing level as Fridays or Hard Rock Café,
which are viewed as our direct competitors.
This decision is motivated by
a desire to increase profitability and is facilitated by the number of factors:
2. We have a unique proposition and are going to build strong brand image in Russia, which gives us optimism regarding chosen business model of premium restaurant;
3. The brand itself is adapted from country to country, so we have quite huge degree of flexibility in our positioning in Russia (no internal strict restrictions).
Concerning the point №2, we
are going to ultimately stress the American distinctiveness of the restaurant,
emphasizing 1) cuisine and chef from USA 2) to help promote American origin of
the restaurant, we will widely use “cheerleader” theme (waitresses’ uniform,
promotions, shows, ads).
Our message to the each of the
groups:
Group
|
'Significance
pyramid’
|
Key
message
|
Ad
slogan (example)
|
Have
a business-lunch (12.00-14.00)
|
(1)Food
(2)Price
(3)Waitresses/Ambience
|
enjoy tasty and convenient American food in
Hooters
|
“Hooters. Delicious American food” – “ Hooters.
Вкуснейшая Американская еда”
|
Have
a meal (anytime)
|
(1)
(2)Price
(3)Waitresses/Ambience
|
tasty American food in original environment
|
“Hooters. Delicious American food” – “ Hooters.
Вкуснейшая Американская еда»
|
Celebrate
occasion (party)
|
(1)Waitresses/Ambience
(2)Food
(3)Price
|
enjoy the unique celebration in
Hooters
|
« Hooters. Party like nowhere
else” –“Hooters. Праздник, который запомнится»
|
Have
a glass of beer with friends on hard day’s night
|
(1)Waitresses/Ambience
(2)Price
(3)Food
|
enjoy the cheerful evening in the nice
environment of Hooters
|
“Hooters. Happy when the friends are near.”«С друзьями веселее. Еще один вечер в Хутерс».
|
Watch
sports event
|
(1)Waitresses/Ambience
(2)Price
(3)Food
|
come to watch sports in Hooters
|
“Hooters. Happy when the friends are near.”«С друзьями веселее. Еще один вечер в Хутерс».
|
Participate
in thematic event/party
|
(1)Waitresses/Ambience
(2)Food
(3)Price
|
enjoy the celebration in
Hooters
|
« Hooters. Party like nowhere
else” –“Hooters. Праздник, который запомнится»
|
Frequenters
|
(1)Waitresses/Ambience
(2)Food
(3)Price
|
you’re always welcome at
Hooters
|
“Hooters. You’re always
welcome” – «Hooters. Тебе всегда здесь рады»
|
Based on identified
positioning, we can consolidate our segments in wider groups, based on the most
important value they seek in our restaurant (and thus having similar key
message --> similar ads addressed to them)
Having different key messages
for each of the group, we see that the most important values can be traced
through the all segments of target audience. Thus we can elaborate unique
integral positioning of Hooters:
Alexandra Korenkova
ReplyDeleteVery great and detailed post! it is really great that you have freedom in the positioning=)And I really liked unique integral positioning. By the way will it stay in English or in Russian?
But can you just clarify how did you build "significance pyramid" and how are you going to use different slogans for different target groups?
+ can you specify what is the more frequent positioning around the world-premium or middle class?
thanks
Good night, Alexandra
ReplyDeleteThank you for your question.
When building the significance pyramid we relied on the conception of the product levels and on the Kano model. First of all, relying on our research of consumer base and additional materials we identified the key categories of consumers. Then, on the base of our experience, questioning and studing additional materials on this topic we identified the core benefits (must haves), attributes and suppors (both associated with basic performance and exitors) for each category.
We are going to transmit different slogans through different channels roughly proportionaly to the shares of the consumer categories that can be touched through one or another channel. For example, the young people are more likely to use specific internet cites or social networks. This means, that the “Hooters. Happy when the friends are near.” or «Hooters. Party like nowhere else” are more likely to be distributed through this channel. On the other hand, the message for frequenters should be distributed inside the restaurant, because of the highest concentration of this category in this particular one place. On the posters in the airports the messages for those seeking for a place to have a lunch are more likely to be successful. Next post is entirely dedicated to this issue :)
More frequent positioning for the low-middle class is a restaurant where a man can have a food for a modest price and to stare on pretty girls, who are considered being a sort of "pin-ups". They are also considered sometimes being even the family restaurant. You can find more information on this topic in one of the posts below, devoted to the pecularities of Hooters in different countries :)