Discuss about the Marketing Communication Plan for a New Burger Hut.
As is with all industries, the business environment plays a key role in either its success or utter failure (Wood, 2011). Various forces, both external and internal, affect thebusiness outcome and their consideration is crucial in the formulation of any strategic plan (Freisner, 2011). Burger Hut, a strong member of the fast food industry, is party to these market forces. The launch of the ‘The Burger Daddy’ is aided by strategic analysis of how to work these forces for a successful product rollout and marketing.The marketing environment comprises the macro, micro, and internal environments.
The macro environmentis best quantified by a PESTEL analysis, which is broken down into Political, Economic, Social, Technological, Environmental and Legal factors (Yüksel, 2012).Apart from sales and other internal factors, external factors also affecta firm’s profitability and growth(Gillespie, 2007).
The fast-food industry is often at the mercy of emerging trends. The current “healthy living” trend that has fueled rise to theemergence of similarly themed restaurants and a pickiness in the consumer market. Public health institutions have also taken up the mantle to advocate for choosing healthier lifestyles amongst their respective citizens leading to an even greater popularization of the same. Policies in some regions require industry players to indicate the calories in their products openly. Extension of this to import and export authorities could infringe on what some countries allow into their borders and what is disallowed (Gupta, 2013). Fast food outlets like Burger Hut could put this into consideration and look into incorporating healthier options for their consumers and regulation of both new and existing products to ensure compliance with any political requirements in their external markets. Trading agreements between Burger Hut and their current operating markets are equally as important. With thehiring of personnel comes employment regulation policies which differ between states and countries, legal issues and environmental legislation.
Economic factors drive the supply and demand relationships in the market, with businesses remaining susceptible to inflation, fluctuating exchange rates, cost of living and wage rate (Jurevicius, 2013). In countries where fast food outlets are present, they offer convenience and are a necessity to many. They are a preferred purchase as they are either ready-made or easy to make. Depending on market location and prevailing policy, factors such as taxation, interest charged on food and how much consumers are willing to spend go a long way in dictating economic options and opportunities available in the industry. Burger Hut must analyze the economicimplications of the ‘The Burger Daddy’ to the company.
Consumer preference cause shifts in fast food trends with health and lifestyle trends becoming the major focus in many countries (Rothaermel, 2015). This extends to snacks and beverages and all others. There is a rise in consumption of organic and whole foods as people are now keen and prefer options with low calories. The society’s perspective on health has greatlyevolved. Media, both tradition and electronic, has played a part in the formulation of this perception. Social factors are likely to affect the market of Burger Hut’s new tasty burger.After enforcing effective cognitive component through launching the new burger, Burger Hut will be able to affect the consumers’ feelings and emotions towards the burger and restaurant.
The fast-food industry relies heavily on technology for convenience and customer service. Firms in the industry such as Burger Hut interact with technological factors as they interact with customers and advertise their products. With the advent of the internet and social media, customer service has greatly evolved as online ordering becomes the norm (Ho, 2014). Burger Hut’s strategy to launch the ‘The Burger Daddy’ will be directly affected by technological factors in the environment as the company advertises the product and interacts with its diverse customer base.
There has been growing pressure from relevant governing bodies for firms to adopt greener business approaches.Governments have set out rules and regulations that impose strict standards that all firms are expected to comply with. Benefits of adopting a green approach range from environmental preservation, proper waste management, and customer loyalty. Burger Hut must be innovative in its sustainability approach as they launch their new burger.
The law is important in standardizing and controlling various activities. In the fast food industry, main aspects affected by laws are related to nutritional value, packaging, marketing, waste management, and the quality of food (Nestle, 2013). Burger Hut must ensure that the launch of the ‘The Burger Daddy’complies with all relevant laws.
Environmental factors that are not directly within an organization’s control constitutes the micro-environment. These factors include competitors, suppliers, stakeholders, and consumer trends (Helms & Nixon, 2010). The microenvironment is often analyzed using the Strength, Weakness, Threats, and Opportunities (SWOT) analysis.
One of the main strengths possed by Burger Hut is in their brand awareness and catchy advertisement campaigns This makes it easier for the restaurant to communicate the new product to consumers and inform them of the new burger.‘The Burger Daddy’ is tailored to meet the consumer trends in the market. Burger Hut’s strategy to diversify its products serves to strategically position the company in the consumer market by providing demographically adapted menus.
Burger Hut needs to improve on their healthy food choices to keep up with the competition and achieve their organizational goal (Hollensen, 2015).The company has in the past experienced negative publicity due to their unhealthy menus. Burger Hut must enforce appropriate measure to alleviate their weaknesses.
Opportunities that exist for Burger Hut as a result of theintroduction of the new burger include the possibility to expand their menu to capitalize on an emerging consumer trend in the market. Furthermore, marketing campaigns to the launch the new burger could increase sales of Burger Hut due to increased brand awareness. The new burger could be tailored to address an emerging consumer trend in the market.
Among the major threats facing fast food restaurants is the health concerns associated with high-calorie foods. Burger Hut also faces threats from strong and established competitors such as Burger Hut and MacDonald’s. Rules and regulations requiring governing the fast food industry may affect the launch of the new burger.
These are objectives formulated by a firm with the intention to continuously create brand awareness over time. Market communication objectives aim to persuade the consumers while reinforcing the brand preference consistently. The objectives that Burger Hut aims to achieve in their marketing during the launch of their new burger include increasing awareness, changing consumer attitudes, influence purchase intent, and drive brand migration. The fast food restaurant will use a tri-component attitude model in launching the new burger. The model which is composed of cognitive, afffective, and conative components serves to aid in successfully launching the new burger. The cognitive component involves informing consumers of the product’s exixstence. This will be achieved through leveraging the restaurant’s strengths and brand awareness by enforcing advertisement and personal selling campaigns. The affective component aims to change the consumers’ feeling towards the product. The final part of the tri-component model aims to drive consumers into the action of buying the ‘Big Daddy’.
A brand awareness objective is especially effective when introducing a new product into the market or launching a new company. The objective aims to inform people of the existence of the specific product or company. Brand awareness activities include Tv commercials, print advertisements, broadcast among others (Andreyeva, Kelly & Harris, 2011). For a successful brand awareness campaign, it is important to use a catchy slogan repetitively. During the launch of ‘The Burger Daddy,’ Burger Hut the marketing team must ensure that the marketing campaigns reach the largest target audience possible. The burger must be memorable and appealing to the consumers. This strategy serves to accomplish the cognitive component of Burger Hut’s tri-component attitude model.
Another crucial objective when communicating marketing campaigns is to alter the consumers perspective on a company or its products (Rosenheck, 2008). This is especially important for Burger Hut so as to mend their damaged image as a result of the negative publicity they faced sometime back. The consumers’ attitudes may be changed by use of commercials aimed to portray the company’s efforts in providing quality consumer services, environmental preservation, charity works and other activities (Ajzen, 2008). Burger Hut must enforce appropriate strategies to influence the consumers’ attitudes before launching ‘The Burger Daddy.’After informing customers of the new burger, the next task in the tri-component attitude model is to appeal to their feelings and emotions towards the burger.
An organization can influence the consumers’ preference and motivation to buy their products through persuasive advertising. This method of advertisingportrays your products and services as better and superior to the competition (Lee et al., 2011). It is important to identify and focus on the consumers’ purchase triggers. Ceratin things attract consumers to select one product over another. Burger Hut can run a commercial which shows a hungry student looking for an affordable, tasty, and wholesome meal while hurrying off to class. The students after eating ‘The Burger Daddy’ makes it to class on time completely satisfied.
In order to poach customers from the competitors, Burger Hut can enforce measures to convince consumers toswitch to the ‘The Burger Daddy.’ The can be achieved by using comparative advertisement showing why Burger Hut’s products are better than the competitors (Bronnenberg, Dubé & Gentzkow, 2012). Since customers already purchase similar products, it provides Burger Hut with the simple task of convincing them to crossover. Both purchasing intent and brand migration complete the tri-component attitude model of Burger Hut by achieving the conative aspect through driving consumers into the action of buying the burger.
Marketing awareness aids in the development of brand awareness, meaning that product information is translated into perceptions about its attributes and market position (Willson & Gilligan, 2012). Market communication is used by businesses in customer base retention and cementing relationships for consumers and suppliers alike.
Come up with an effective strategy with several marketing communication components. Business can reach large consumer audiences by either targeting certain markets or just mass market appeal (Lang & Heasman, 2015). Direct communicationto consumers is brought about by personal selling, as is the case in a retail setting. Direct marketing alleviates the need for third parties, examples being direct mails and product catalogs. During sales, consumers are provided with the incentive to buy products or more products than they would normally do.
A variety of marketing communications strategies are often madeutilized by businesses. Consumer trust is imparted by company owners using personal stories as an origin for the business. Businesses should clearly present products. They should be able to set themselves apart from the competition. Testimonials highlight a business and its products’ value.
Today, the media is one of the most powerful tools. It remains the predominant source of information regarding all matters in almost all nations. It has an immense influence on the people’s beliefs and opinions and has helped shape a lot of people’s thoughts and inclinations. Most consumers tend to believe information disseminated by the media compared to that heard by word of mouth from friends and family. That makes the media a valuable information tool. Burger Hut, therefore, aims to utilize an advertising to market its new burger, ‘The Burger Daddy.’Advertising relates to print media, television broadcasts, and commercials. Advertising is among the most effective ways to communicate a message and influence the decisions of consumers. Burger Hut can utilize an advertising system suitable for the ‘The Burger Daddy’ burger. In their advertisement campaigns, Burger Hut should concentrate on the advantages the customers get by buying the new burger.This marketing campaign is expected to reach a large number of consumers by utilizing daily newspapers, billboards, catchy Tv commercials at strategic hours, and through the radio.
According to Ferrell, Johnson & Ferrell (2007), personal selling is a marketing strategy whereby the employees of an organization ore used by to promote specified products by using their product knowledge, appearance, and attitude to influence a consumer’s perception of a product. Personal selling and sales promotion modes of communicating in the Burger Huts media strategy will be implemented at each of their numerous branches. The Burger Daddy burger will be promoted in all Burger Hut restaurants at point-of-sale.Serving attendants will be under instructions to casually suggest the new burger to customers. This will further be complemented by a flashy menu aimed at attracting the attention of the consumer. The Burger Daddy burger will be offered at a discount for a few months after its launch. This sales promotion strategy will help alleviate the risk of customer reluctance to try out the new burger. Burger Hut will also embark on an aggressive campaign to advertise a ‘buy one get one free’ offer depicting the burgers as police partners.
Maclnnis, Park & Priester (2014) describe branding as away through which a business makes a promise to its customers. Branding is a very important marketing communication strategy to any organization. A product or company brand is the first thing a person perceives about a product or organization when they think about it. This image continuously evolves with the consumer’s behavior. The main purpose of branding is differentiating a company’s products or services from those of the competitors. Burger Hut must, therefore,enforce a creative and appealing branding strategy that portrays Burger Hut and the Burger Daddy burger as the only solution to their hunger and taste needs.This strategy will be enforced by Burger Huts logo and slogan. The new burger is expected to be a success judging from the opinions of a few selected consumers interviewed during a market research activity by the marketing team.
Raith (2008) defines performance measurement a process of accumulating and utilizing data related to an organization or individuals in the organization. Organizations enforce performance measure to track their progress and ensure they meet the pre-set goals and objectives (Merchant and Van der Stede, 2007).The main areas of performance measurement are marketing and sales, research and development, and most importantly customers. Burger Hut uses aneffectiveness measurement or outcome measures strategy in point-of-sale information collection and tracking online consumer habits.The marketing team of Burger Hut collects information on customer satisfaction and response to the new burger through activities and processes such as a client feedback system. Measures are then taken to improve operational performance and enhance a positive customer satisfaction feedback.After measuring the performance of the burger, the final step in Burger Hut’s service delivery process is monitoring and evaluation. Burger Hut monitors the response to the burger based on social media traffic, volume of sales, and market share.
References
Andreyeva, T., Kelly, I. R., & Harris, J. L. (2011). Exposure to food advertising on television: associations with children’s fast food and soft drink consumption and obesity. Economics & Human Biology, 9(3), 221-233.
Ajzen, I. (2008). Consumer attitudes and behavior. Handbook of consumer psychology, 1, 525-548.
Bronnenberg, B. J., Dubé, J. P. H., & Gentzkow, M. (2012). The evolution of brand preferences: Evidence from consumer migration. The American Economic Review, 102(6), 2472-2508.
Helms, M. M., & Nixon, J. (2010). Exploring SWOT analysis–where are we now? A review of academic research from the last decade. Journal of strategy and management, 3(3), 215-251.
Ho, J. K. K. (2014). Formulation of a systemic PEST analysis for strategic analysis. European academic research, 2(5), 6478-6492.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
Ferrell, O. C., Johnston, M. W., & Ferrell, L. (2007). A framework for personal selling and sales management ethical decision making. Journal of Personal Selling & Sales Management, 27(4), 291-299.
Friesner, T. (2011). History of SWOT analysis. Marketing Teacher, 2000-2010.
Gillespie, A. (2007). PESTEL analysis of the macro-environment. Foundations of Economics, Oxford University Press, USA.
Gupta, A. (2013). Environmental and pest analysis: An approach to external business environment. Merit Research Journal of Art, Social Science and Humanities, 1(2), 13-17.
Jurevicius, O. (2013). PEST & PESTEL Analysis. Strategic Management Insight, 13, 2013.
Lang, T., & Heasman, M. (2015). Food wars: The global battle for mouths, minds and markets. Routledge.
Lee, M. K., Shi, N., Cheung, C. M., Lim, K. H., & Sia, C. L. (2011). Consumer’s decision to shop online: The moderating role of positive informational social influence. Information & Management, 48(6), 185-191.
Merchant, K.A. and Van der Stede, W.A., 2007. Management control systems: performance measurement, evaluation and incentives. Pearson Education.
Nestle, M. (2013). Food politics: How the food industry influences nutrition and health (Vol. 3). Univ of California Press.
Raith, M., 2008. Specific knowledge and performance measurement. The RAND Journal of Economics, 39(4), pp.1059-1079.
Rosenheck, R. (2008). Fast food consumption and increased caloric intake: a systematic review of a trajectory towards weight gain and obesity risk. Obesity Reviews, 9(6), 535-547.
Rothaermel, F. T. (2015). Strategic management. McGraw-Hill Education.
Wilson, R. M., & Gilligan, C. (2012). Strategic marketing management. Routledge.
Wood, M. B. (2011). The marketing plan handbook. Pearson Higher Ed.
Yüksel, ?. (2012). Developing a multi-criteria decision making model for PESTEL analysis. International Journal of Business and Management, 7(24), 52.
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download