Product details

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Case
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Reference no. 9B19AC034
Simplified Chinese language
Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 2019
Version: 2019-07-19
Revision date: 11-Nov-2019

Abstract

This is a Simplified Chinese version. In November 2018, a co-owner of House of Lasagna, a chain of casual dining restaurants in the Philippines, was considering different marketing strategies to increase customer awareness of the chain's brand and unique menu. The company had seven restaurants in November 2018 and a target of 25 restaurants by 2020. She was concerned about the customer satisfaction survey that the company conducted every year. The survey reported high customer satisfaction but comparatively low brand awareness. The co-owner knew that high brand awareness was critical for growth. What marketing strategies could House of Lasagna use to increase its brand awareness? Future growth and expansion strategies were most important. Would a loyalty program help increase customer retention?
Location:
Size:
Small
Other setting(s):
2018

About

Abstract

This is a Simplified Chinese version. In November 2018, a co-owner of House of Lasagna, a chain of casual dining restaurants in the Philippines, was considering different marketing strategies to increase customer awareness of the chain's brand and unique menu. The company had seven restaurants in November 2018 and a target of 25 restaurants by 2020. She was concerned about the customer satisfaction survey that the company conducted every year. The survey reported high customer satisfaction but comparatively low brand awareness. The co-owner knew that high brand awareness was critical for growth. What marketing strategies could House of Lasagna use to increase its brand awareness? Future growth and expansion strategies were most important. Would a loyalty program help increase customer retention?

Settings

Location:
Size:
Small
Other setting(s):
2018

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