What brand identity is used by Merivale to convince the customers who visit their website?
The peculiar feature of the official website of Merivale is a variety of ideas and services. Merivale restaurant is the place where a person is free to find any kind of service to entertain, enjoy the quality of food and music, or even organize business affairs. The slogan that is observed on the website is quite simple still rather an information. A visitor is free to choose any kind of pleasure available now or decide on a venue that is more appropriate for personal tastes. Clicking on the button, a visitor may learn all the necessary information, evaluate prices, and understand what kind of entertainment is better to choose. It seems to be so easy to convince the visitors of the website to pay attention to Merivale with the chosen brand and strategy because the vast majority of customers do not like limitations set by some restaurants, this is why Merivale proves that it is not difficult to break some rules but provide customers with pleasure.
What is the target market?
A target market is a group of potential customers who are going to use the offered service as a result of special marketing activities. As soon as the target market is identified, the company may start developing a strategy and advertise its services. In Merivale restaurant and its official website, the target market is all people who are interested in quality services, tasty food, and freshness of design. Many people do not have much time to choose a place for rest or learn the conditions under which services are offered or they just feel inconvenient asking about the restaurant services. They are businessmen, tourists, food amateurs, or ordinary people who want to add some innovations to their lives. And the website of Merivale is created to help such people choose a restaurant, learn more about it, or just book a table.
What positioning strategy is used by the company to put in the visitors’ minds?
Looking at the official site of the restaurant, it is not easy to understand the positioning strategy the administration tries to use. On the one hand, it is quality services and products, and on the other hand, it is reasonable pricing and availability. Still, it is not always possible to define the financial status of a restaurant’s visitors, this is why much attention is paid to the quality. The idea of high quality of services and goods is usually put in the visitors’ minds to prove that despite numerous economic challenges or inabilities to find enjoy the quality, Merivale remains to be the place where food, music, comfortable seats, and entertainment are always offered under the most convenient conditions considering the required luxury and richness.
What do you think is Merivale’s marketing strategy?
One of the marketing strategies used by Merivale seems to be a growth strategy with horizontal integration. In other words, Merivale aims at providing customers with a variety of services within one restaurant. It is necessary to understand that visitors’ needs may vary considerably and change within a short period. This is why the developers should take into account competitor relationships with customers and think about some other ideas and services which may be used to prove that the chosen restaurant is more appropriate for people with different needs. Customers should feel that they are free to choose, and Merivale provides people with such a chance.
Could the brand be turned into a human brand and what do you think might and might not work regarding that?
The idea to turn the brand of the restaurant into a human brand is not as successful as it can be. First, human brands are usually celebrities, and it is hard to make a person visit one restaurant only and become their brand. Celebrities are always under press attention, and one mistake or accident may ruin the reputation of the restaurant. This is why it is unreasonable to choose a person as a constant brand for a particular restaurant, still, it is possible to invite as many celebrities as possible and prove that the quality of services and food offered to attract different people.
Evaluate the chosen media
Almost every day, people visit different venues to meet their professional or personal needs. Such human necessity to be in a move all the time may be used in marketing: brand space is a powerful means to provide property owners with space and inform as many representatives of the target audience as possible about a variety of services available. In this case, Merivale chooses the Internet as the source of information for customers, as a successful ad that is available to all users, and as a guide on how people may organize their leisure time. The chosen conception is justified in several ways: people are free to visit the site any time they want or need; contact information is always available; and, finally, clear facts with images are offered to the visitors to help them realize that may be expected from the restaurant. The only con of the chosen media is the inability of people who are not aware of Merivale to find it. The site is interesting and available to those who have already heard about this place and visited it. Using such a media choice, it is not always possible to attract more customers; this is why other methods should be considered.