The Blackbeard’s Seafood Island Marketing Strategy: Promoting Lenten Season Discount
Blackbeard’s Seafood Island is one of the restaurants in the metro offering affordable seafood dishes that give a unique appeal to the market. Blackbeard’s Seafood Island is known for its boodle. Boodle fight is a military style of eating where foods were served in banana leaves, and eating with bare hands. This concept all started when the first branch opened at Market Market where it is located near a military camp.
The dilemma of finding the freshest seafood to stimulate the appetite of the entire family or barkada is common during Lent, something which Blackbeard’s Seafood Island wants to be the answer to.
According to Karen Bonconan of Inquirer, during the interview with Owen Gan, Blackbeard’s Seafood Island group marketing head, that more than wanting to be the first seafood place in the minds of Filipinos, they wanted to “foster Filipino values through bonding.”
Owen Gan also stated that, they were offering discounts during the Lenten season as a solution to the public’s dilemma on finding a place that offered affordable meat-free dishes.
From Ash Wednesday to Black Saturday, Blackbeard’s Seafood Island is slashing 50 percent off the Lenten boodle, a mammoth serving of “bagoong” (fish paste) rice topped with shrimps, squids, clams and other tasty seafood items, from 11 a.m. to 3 p.m. every Friday.
Seafood Island also offers a free Tilapia (St. Peter’s fish) or Hito (cat fish) dish for every order of five to seven person of boodle feast. This can be cooked in 3 ways; grilled, fried or cooked with coconut milk.
“The Lenten Special is made up of (seafood) from the other boodle menus but has no meat,” Gan pointed out.
With the boom in restaurants grilling their chicken, pork, and seafood, Gan said that what set them apart from the other establishments was their “concept which capitalizes on boodle feasts.”
Seafood Island greets its customers with a homey ambiance, meant to be shared with family and friends while digging into succulent seafood favorites in a quintessential “Filipino bonding experience that you won’t get to do anywhere else,” said Gan.
With the Seafood Island’s tagline, “Seafood Bonding Extreme” they wanted to cater families and groups that will help them bond and have interactions bringing them closer together. Since every meal is a family time, they wanted to strengthen the bond of each family and groups while enjoying a boodle fight type of dining.
II. Time Context
Blackbeard’s Seafood Island would like to cater families and groups that were looking for a place to dine during Lenten Season offering freshest seafood in town. Since Lenten Season is a month of abstaining, and fasting especially during Friday’s, the Company introduces their Lenten Boodle Feast.
The problem has arisen or occurred during the month of Lenten Season. Posed for trial of the first launch of the said promo which indicated by the month of March this year 2013.The problem occurred to the fact that the way they advertise the product doesn’t reach to a broader market.
III. Statement of the Problem
1. What can the management do to promote their Lenten Season product to a wider market? 2. How can they promote the said product having it longer time span of the promo? 3. What can Seafood Island do in order to let the annual income more stable throughout the year by offering this menu in other lame season reinventing its menu name? 4. What advertising strategy should be used by Seafood Island to promote their discount?
1. How can the Seafood Island maintain its product and service quality while offering a 50% of on their Lenten boodle feast?
The researches choose both the Progressive and Creative problems for the main problem....
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