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Red Lobster Part 2
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Positioning:  Was ‘approachable, fresh seafood’ still the right positioning? If not, what should the new positioning be? How much positioning change was possible while keeping the name “Red Lobster”?
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Promotion:  The marketing team had placed their ad agency contract under review and needed a plan for their $120MM 2011 budget. Did the current ads fit the positioning they wanted? And should they continue with the traditional price promotions that drove so much traffic, or should these be scaled back?
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Pricing:  Was raising pricing an option?
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Product:  Should they be adding a better (and higher priced) wine selection to cater to experientials? Should they be broadening the menu further beyond seafood to steal share from other premium casual chains, and even mainstream bar and grill chains like Applebee's and Chili's? Maybe the new wood-fired grills could be used for burgers and additional cuts of steaks.  Might some locations place a greater emphasis on wine? Or could the same location vary its ambiance by time of day, perhaps lowering lights at 8 pm and offering more early bird specials?
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Place:  How urgently should the remaining restaurants be remodeled? If the response to the new menu offerings was so good, perhaps the renovations could be scaled back (maybe they hadn't even been necessary). On the other hand if the remodels “might seal the deal” with the experientials, why not move things along more quickly?
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