R&D Cocktail Lab Brand study

Outline Introduction Positioning in Industry Product Strategies Market Penetration Product Development Service Strategy and Brand Concept Unique Customer Qualification Customer Loyalty Social Media Marketing Sponsorship Campaign

R&D Cocktail Lab R&D’s core is “Quality, Knowledge and Innovation” Was opened January of 2015, The bar specializes in craft cocktails and infusions. Was started by Spencer Huang(USA/Taiwan), Yann Gueroult (France) and Dale Kung (Taiwan). With only one year and a half operating, made it to the Asia’s 50 Best Bars 2016 ranked 46. One of the best craft cocktail bars in Taiwan.

Positioning in Industry R&D started as a challenger and is now one of the market leaders. Two of the founders already had a good customer base and knowledge of the market due to prior bartending jobs. Used an offensive pricing strategy to gain market shares quickly.

Product Pricing Strategy Used a market penetration strategy on the products while keeping very high quality. Average price for a drink at competitors’: ~400 – 450 NTD (1300 – 1500 JPY). Average price for a drink at R&D: ~350 – 400 NTD (1150 – 1300).

Product Development Strategy R&D stands for Research and Development. Therefore, the brand spends a lot of time on research and product development. Constantly finding new infusions and recipes. As well as creating new drinks (seasonal fruits, new liquors, special products, …). This product development strategy and their service strategy are two of the things that make this bar so successful. https://www.instagram.com/p/9e4WZMpaZl/?taken-by=rndtaipei

Service Strategy and Brand Concept Differentiation strategy used for the service. No menu, qualifying customers individually to promote interactions. Bringing more than just a drink, R&D provides customers with a unique experience from the moment they order their first drink to the moment they finish their last.

Service Strategy and Brand Concept Example of sweet sour map to educate staff on customer qualification. R&D SOP BOOK 2016

Service Strategy and Brand Concept In comparison with competitors, R&D’s biggest strength lies in the uniqueness of their service. By bringing a unique experience to customers, the brand is able to generate a very high customer loyalty. Constant product development and their service strategy, the team makes every visit better and better for consumers. With their costumer loyalty, they are able to maintain and even increase their market shares.

Social Media Marketing In addition to word of mouth, R&D also uses social media as a marketing tool. Updates customers with new products and promotions which entices them to visit the bar again. https://www.facebook.com/rdtpe/photos/a.537028719733290.1073741828.491965934239569/546226785480150/?type=3&theater

Sponsorship Campaign Recently R&D collaborated with the tech giant, Nvidia, for Computex, the worlds’ biggest tech convention held annually in Taipei, Taiwan. With this sponsorship with Nvidia, R&D expanded their customer base. https://www.instagram.com/p/BF6LBrSpaTS/?taken-by=rndtaipei

Thank you for listening ! https://www.instagram.com/p/BGV8xXdpaTA/?taken-by=rndtaipei

References R&D Cocktail Lab, (2016). Staff Operations Procedure (SOP) Book R&D Cocktail Lab Website: http://www.r-d.tw/ Photos retrieved from: Facebook: https://www.facebook.com/rdtpe/?fref=ts Instagram: https://www.instagram.com/rndtaipei/