Blog 4.3: Chili’s

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

Product- Chili’s Restaurant

Price- The promotion does not talk about price. However, this commercial headlines the great experience and memories that you will make with your loved ones at Chili’s.

Place- Commercial on channel 45 at 8:35pm on 2/6/13, during a Seinfeld episode.

Promotion- This commercial features several scenarios. One is a son and father, two kids playing, college roommates hanging out, and women getting together to celebrate a birthday. A voice comes on explaining each of these scenes, with great detail. She uses first and last names, knows about each situation, and what table they were sitting at. Proving the point of their tag line, “more life happens here.”

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

Food Service. Hospitality. Entertainment.

3. Describe the target market.

Chili’s is a casual dining restaurant chain mainly located in the United States and Canada. Chili’s was founded in 1975 and has made significant efforts to penetrate the food service market. This commercial is just one facet of the several marketing tools Chili’s uses. This commercial is targeting families. Particularly, families who want a personal and intimate feel when they go to a restaurant. This is probably a mom or dad who has kids ranging from 0-8. Even though the commercial features college students, the up close and personal feel is going to appeal to a parent who is wanting a safe and friendly climate to enjoy with their loved ones.

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

Yes. This commercial stuck out to me because they are trying to make a point. They are trying to adopt the 3rd place strategy, being a place where you can go for many important and casual occasions.


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