Business Name: Café Ilang-Ilang

I.
Business Name: Café Ilang-Ilang
II. Background/History of the business

 The new Café Ilang-Ilang is a renaissance of chic casual dining which brings together
a vast array of cuisines from across all continents. Designed artfully to satisfy the
distinguishing palate, the spacious restaurant features an extensive selection of
buffet delights with a fresh spin on its various open kitchens and a delectable
desserts space that highlights its tradition of unique and excellent dining. Its eight
live cooking stations offer Asian, Mediterranean, European, and Western dishes.
Café Ilang-Ilang also has a stunning open Pan-Asian kitchen, Churrasco station,
decadent dessert station, and an Italian kitchen with a wood-fired pizza oven for a
truly unique gastronomic adventure.
 Cafe Ilang-ilang was established in 1912, the hotel has also served as the home to a great
number of notable figures in history like General Douglas MacArthur, Michael Jackson, and
even the Beatles!
 Owner: Emilio Yap Manila
 Hotel location: 1 Rizal Park, Ermita, Manila, 0913 Metro Manila
 Executive Chef: Konrad Walter
III. Product and Services:
 Café Ilang-Ilang products consist a variety of foods from different countries
including, Mediterranean, European, and of course Asian. There products are known
for the delicious dished offered by the buffet, from main courses to unlimited
desserts like Matcha chocolates. Their popular dishes are Spinach Ravioli, Roasted
Beef, Sea Food, Pancit Malabon, Lamb Chops, Chapchae. This place is known for
their modern vibe, worth the price, sophisticated layout, fresh, fancy crowd. The
services they offer are breakfast, takeaway available, private dining area, buffet,
home delivery, full bar, free wifi, luxury dining, table booking.
Breakfast Buffet (Mondays to Sundays): PHP 1,550 NET per person.

Brunch (Sundays Only): PHP 2,725 NET per person with bottomless chilled juices.
Lunch (Mondays to Saturdays): PHP 2,475 NET per person
Dinner (Themed Nights):
Mondays – International Buffet: PHP 2,775 NET per person
Tuesdays – Mediterranean Night: PHP 2,775 NET per person
Wednesday – Asian Night: PHP 2,775 NET per person
Thursday – Surf and Turf Night: PHP 3,370 NET per person
Fridays – Seafood Night: PHP 3,370 NET per person
Saturdays – American Night: PHP 3,370 NET per person
Sundays – International Buffet: PHP 2,775 NET per person
IV. Existing marketing campaigns/strategies:
 Cafe Ilang-ilang marketing mediums are, online media including ads and banners on
website, search engines, publicity, social media.
V. Marketing Challenges
 There are many marketing challenges in this industry, the world is going advance
and so are the advertisement of other companies, in order to keep up in the trends
of advertisement you should overcome this marketing challenges, this are
Generating (Quality) Traffic and Leads, Managing Your Website and Targeting
Content for an International Audience.
 Generating (Quality) Traffic and Leads - Generating enough traffic and leads
was the top global marketing issue, creating content which your audience
wants and to make your audience notice.
 This can be fixed by focusing on what you are creating, does this
content people would pay for and do you know the type of content
your audience actually wants. In a recent research in HubSpot 53% of
the consumers want to see more video from marketers while only
14% want to see more blog posts knowing this can help you create
quality content that audience wanted to see.
 Managing Your Website – Managing Your Website is consistently a challenge
to markets. Managing a website was the fourth biggest challenge for
marketers in 2017.
 Managing a website is an asset that works around the clock to draw
in visitors, convert them, and help you hit your goals. Your website
should always have the most informative content about your
products. Your website should be mobile friendly, most people uses
their smartphones to browse the internet, its part of their daily lives
thus your website should be mobile friendly in order to attract
customers. Search Engine Optimization (SEO) should always be
updated and maintain, your website should be direct about the
information display when the customer search for something, it
should be compact, informative and direct. This can attract a lot of
customers and make them curious of your products.
 Targeting Content for an International Audience – If you want to reach
customer internationally it should be organized and optimize for different
countries.
 Targeting Content for an International Audience, this problem is very
common in many websites international, if you are targeting audience
outside your country then your advertisement should be available for
their country. Availability is the most important factor in a website,
some of the countries are banning/denying other countries website
and does not allow them to be accessed in their country thus you
should make sure your website or advertisement is allowed.
Language is important in a website, how can you attract customer if
they don’t understand its content though there are options that
google can translate but it can’t work properly without the website
being compatible to being translated. Time zones, keep in mind that
customers are not in the same time as you, this means being aware of
seasonal references and when to advertise because it is important
that you reach maximum audience in the right time.
LINKS:
Cafe Ilang Ilang. (n.d.). Retrieved September 28, 2020, from https://www.manila-
hotel.com.ph/cafe-ilang-ilang/
Cafe Ilang-Ilang, Manila Hotel. (n.d.). Retrieved September 28, 2020, from
https://www.facebook.com/pages/Cafe Ilang-Ilang, Manila Hotel/111380533679028/
Cafe Ilang-Ilang, Manila Hotel. (n.d.). Retrieved September 28, 2020, from
https://www.zomato.com/manila/caf%C3%A9-ilang-ilang-manila-hotel-1-ermita-manila
Cox, L. K. (n.d.). 8 of the Top Marketing Challenges Faced Globally [New Data]. Retrieved
from https://blog.hubspot.com/blog/tabid/6307/bid/33820/5-major-challenges-marketers-
face-and-how-to-solve-them.aspx

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I.

Business Name: Café Ilang-Ilang

II. Background/History of the business

Breakfast Buffet (Mondays to Sundays): PHP 1,550 NET per person.

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