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Ocean House Marketing Plan
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OCEAN HOUSE “An Ultimate dining experience just steps away from the Pacific Ocean.” Eve Chang (Ching fang) MKTG 6500 Integrated Marketing Professor Bob Sigall July 31, 2003 (GC) Introduction After a $750,000 investment into a stylish 19th century plantation era architecture and décor, the Ocean House is now home to Waikiki’s newest oceanfront restaurant. The Ocean House Restaurant offers an incredible sunset view from its dining room right over the beach (one of very few fine dinning restaurants in the islands where you can actually hear the waves.) Chef Keith Salvador has designed a menu that captures the restaurant’s casual island elegance with the freshest in seafood, produce and grilled favorites. The menu offers diners a range of sumptuous choices. The Ocean House is managed by David Nagaishi and is located next to the famed Shore Bird Restaurant & Beach Bar, the hotel’s other oceanfront restaurant. Both restaurants are owned by John Pederson Ltd., which also operates the Lewers Street Fish Company in Waikiki and the Lahaina Fish Company on Maui. Overview First opened on Jun. 2002, the Ocean House Restaurant is known as a casual restaurant with good food and moderate prices. However being one of hundreds of restaurants in Waikiki, the Ocean House needs to be unique to its customers as well as to build a even stronger position in the market. There may be many people who know about the Ocean House Restaurant at Outrigger Reef Hotel, especially the tourists who stay in Waikiki, however for many locals the Ocean House is not well known. The Ocean House is not among the priciest restaurants in town, and the diners will likely pay less here than at other restaurants with ocean views. Combined an ocean view setting with nostalgic casual island elegance from Hawaii’s stylish territorial days, the Ocean House Restaurant offers an unforgettable dining experiences to its diners. The current restaurant industry in Waikiki is very competitive; especially for a newly opened restaurant like the Ocean House, it is even harder for them to build a solid position in the market. The uniqueness of the restaurant becomes one of the major marketing focuses among competitors. Marketing Strategies Survey: Develop a survey technique for David or manager Robert as well as other servers to carry out. Focus Groups: Conduct three different focus groups Internet: Design a Website www.oceanhousewaikiki.com E-mail: oceanhousewaikiki@aol.com New Logo: Design a logo, which represent The Ocean House’s unique beach view with breathtaking sunset view in it. Promotions: · Gift Certificates · Sunset menu (5~6pm) · Moonlight menu (9~10pm) · Featured lived Hula dancer right on the beach · Featured lived music entertainment on certain nights Premium Items: · Cocktail Classes with the Ocean House logo on it · Margarita glasses with the Ocean House logo on it · T-shirts with different sunset or beach views on it (logo as well) · Hats with logo on it · Pictures offered by a photographer as a dinner souvenir with a magnet picture frame. Advertising: · Waikiki Free publications (Gold Oahu, This Week Oahu, “Hawaii” in Japanese) · White and Yellow Pages Directory (Verizon and Paradise Pages) · Place Ads in the Outrigger Reef Hotel elevators · Midweek · Local TV advertising (OC16, Promo channel, etc…) · Downtown planet, Honolulu Weekly Public Relations: · A press kit containing menu, restaurant pictures, directions, owners and managers’ info, and other pertinent information about the Ocean House Restaurant should be produced and assembled for use with reporters, critics, columnists and advertisers. Marketing Research Survey: A pre-designed survey strategy should be developed for the Ocean House and needs to be carried out by all staffs at the restaurant. Instead of a written paper survey, this survey will be an informal verbal casual survey. For example, the server will ask causal questions such as “Where are you guys from?” while the guests are sitting. The servers can also ask questions on “how did you hear about us?” while waiting to take orders. The questions like “What do you feel like to having tonight?” will help the restaurant to get to know diners preferences. At the end of day or week, the manager can calculate the orders and sort these orders into different categories, by time, and date. This work will help managers to design the menu for today’s special, sunset menu, main diner menu, as well as the moonlight menu. People should be chosen randomly. It is recommended that the staff get a selection of different people to represent a wide range of demographics and nationalities. Current Marketing Activities Name: The current name of the restaurant is Ocean House. This name fits the characteristic of the restaurant and also paints a picture of the restaurant’s dinning atmosphere. The name is unique from where the Ocean House dinning room is located and environment the diners will enjoy. Logo: Currently, the Ocean House does not have any logo on its menu or other Ads that they have placed in publications. Since we will design some promotions materials as well as some premium items, it is necessary for the Ocean House has its own logo that is descriptive of the restaurant and its glorious sunset. Slogan: The Ocean House restaurant use the phrases “experience old Hawaii, when times were simpler.” and “Ocean front dining at reasonable prices.” as their slogans. These slogans do sound appealing to the customers, however, they didn’t fully describe the views that patrons will never forget when dine there.
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