Blog 3.4: Applebees

Describe how the company/business used the four “P’s” to add value and/or promote the product or service.

Product- Applebees

Price- The promotion does not talk about price, however they are featuring their lunch menu which has a better price point than their dinner menu.

Place- This advertizement appeared on my Facebook page size bar.

Promotion- A picture of Lemon Shrimp Fettuccine popped up on my Facebook page sidebar with an Applebees Facebook page link. The promotion states, “Share lunch with a friend using our new Pick ‘N Pair lunch menu.”

2. What industry(s) is the product or service a part of?

Hospitality. Food Service.

3. Describe the target market.

Applebees is a domestic company that develops franchises all over America with the vision of being the “Neighborhood Grill and Bar.” Applebees focuses on casual dining while providing excellent service. This ad is targeting young adults and adults who use social media as a communication tool. Applebees in general is largely targeting young adults, adults, and some families. With the bar being a focal point of Applebees, children are not their primary market. However, Applebees has a children’s menu to satisfy all consumer needs. Interestingly, I was just at Applebees the other night. I wonder if Facebook will cue certain ads for things that it knows you are interested in or have some type of connection to. If this is true, Facebook is a great place to promote your brand because it will appear to the right audience and then spread like wild fire.

4. Does it work? Why or why not? Any general observations?

Yes. Liking a page on Facebook, as a consumer, is really easy and comes off as “commitment free.” I don’t have to enter in any demographic information about myself and it becomes a topic of conversation on my Facebook page. I was particularly intrigued because of my recent visit to Applebees.

Screen shot 2013-01-30 at 10.25.11 AM


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