One resto positioning at Pasaraya South Jakarta mall.
Solaria Restaurant positive perception by his audince.
Segmentation Target:
-Local mid-class salaryman looking for bargain budget
hard meals.
-Gestalt law of similarity=
positive, for they usually detect same people like
them inside the restaurant, rarely meet other segment
alike teens, children or big-bosses.
-Gestalt law of Proximity=
positive, for they have found out the position of
restaurant just near the main gate, in this basement
case= escalator, so they have no difficulties in
finding a hard meal booth at the first time.
-Gestalt law of Good Continuation=
positive, for an easyness to continue their culinary
recreation by consume many sof meals and soft drinks
around the restaurant; the place actually a foodcourt.
-Gestalt law of Closure=
negative, because they have no obligation to work
afterward in that basement area.
-Gestalt law of Figure and Ground=
positive, because they have got a sense of Ego Booster
to consume a cheap hard meals beside an expensive
foreign steak house just located across their tables.

Archive for March, 2008
Positive success of Solaria Restaurant
March 31, 2008Es teler77 segmentation flop
March 31, 2008Target audience:
1. Mid-class students looking for budget soft meals.
2. Mid-class salaryman for lunch a budget soft meals.
Perceptions:
-Gestalt law of similarity on students is negative,
for these teens are groupie, when they see none of
their peer there so do they.
-Gestalt law of similarity to salaryman also negative,
because prices there has been set too expensive for a
bargain softmeals hunter n none of them box in too.
-Gestalt law of proximity on students is negative, for
a more luxurious Wendys restaurant just on the gate to
the mall complex with prices level es teler 77 prices.
-Gestalt law of proximity also negative for the
salaryman soft meals bargain hunter; they already eat
elsewhere for hard meals n with Carrefour ahead they
easily lost appetite for soft meals.
-Gestalt law of Good Continuation is negative too;
students young minds can not mix salon, garment
booths, cellular phone shop and teashop wit meals.
They will confuse, and with an annoying waiter keep
blocking their way just run away and no look back.
-Gestalt law of Good continuation is negative to the
salaryman too on a factor of Carrefour that burn
urgencies plus the laptop users all around the place
that makes them anxious to remind them of work office
and of course animosity to the richer laptop freaks
over there.
So, this venture is an example of total flop.

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