Harry's Bar

Topics: Marketing, Catering, Strategic management Pages: 15 (4541 words) Published: December 7, 2012
1 Introduction3

2.1 SWOT analysis 4-5

2.2 PESTEL Analysis5-6

2.3 Market Analysis6

3 Market Mix6-7

4. Company Market Segment7-8

5. Superior Value8

6.1 Review of 3 Brands8-9

6.2 Product Life cycle and Stages9-12

7 References13

Harry’s Bar is one of the Singapore homegrown company that currently owns and manages 32 premium life style bars, 5 restaurants, 1 night club, 1 boutique hotel, a catering business and Gymboree play & music program business. Harry’s Bar established its first bar in Boat Quay and that has been operating since 1992 till now, has been in this industry for 20 years. Harry’s Bar the must visit bar for tourists and a ‘locale’ for many regulars and residents alike. We will be looking into Harry’s marketing strategies to develop a report on their company. First and foremost, the chairman of the company, Mr. Mohan Mulani starts Harry’s bar with a team of dedicated and innovative F&B professionals. The main attraction of Harry’s bars, because Harry’s offers relax settings that is design with an upscale flair, with excellent music, live sports viewing and a wide selection of great tasting food & beverage, and all delivered with excellent service for customers that enjoy sports. Harry’s Bar provides two kinds of membership cards which are the loyalty card that entitle with a 10 percent discount along with Ad-hoc promotional benefits. On the other hand, “The Harry’s cards” was being entitled with a store value card, a 20 percent added value for every top up. There are some marketing activities that Harry’s Bar has used in advertising and creating awareness in the industry like TV / radio, web, billboards and print, new media and venue communication. In addition, Harry’s Bar has partnership with standard charter bank and other premium brands. Lastly Harry’s Bar has 8500 proprietary database for the customers, regular promotions and gives away as for their marketing strategies. What’s all, Mirchi the restaurant that serves north India cuisine that has a total of five restaurants in Singapore where is located at Esplanade, Changi Airport T3, Marina Bay Link Mall and Far East Square. Mirchi offer a vary kinds of promotions to attract the consumer and create the awareness of this cuisine in this industry, by providing catering services and box delivery to nearby locations, for other companies and organization. In contrast Mirchi offer a daily lunch promotion from 12pm to 2.30pm, one for one three course set lunch at $19.90++ per set, available for both vegetarian and non-vegetarian, and there is a fifteen per cent off when you flash your show tickets stubs as for their marketing strategist. Furthermore, the rupee room, Bollywood themed lounge and club that located at Clarke quay is also owned by the same people who run Harry’s. Although there is not a formal dance floor sectioned off, the rupee room provides promotion such as happy hour which intended to boost business on what may otherwise be a slow day. Harry’s Bar also has a Boutique hotel, name as “The Club Hotel” where is located at 28 Ann Siang Road, the boutique hotel has twenty-two luxury rooms in a house that is stately 1900’s heritage building. The hotel had make use of one of the marketing strategist like this “Weekend Staycation” where by the rooms prices has been lower as compared to weekday, with complimentary breakfast for the next day. The club hotel has also being mention in lots of famous magazine and media such as, 8days, ABC news online, August Man,...
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