Discuss about the Communication and Acculturation of Migrant.
The marketing activity is one of the most important tasks of the organization especially when it wishes to venture into new market segments. The marketing communication is one of the most basic as well as fundamental part of the marketing efforts (Belch et al., 2014). These comprise of the messages as well as media for spreading the communication in the market. This process is important for greater market penetration in new markets segments. The marketing communication process comprises of different element such as branding, packaging, online presence, PR activities, sponsorships, advertising and others (Belch et al., 2014).
This report would focus on the marketing communication plan of a fast food restaurant known as Burger Hut which is going to introduce new products in the market. It is going to launch hamburgers with basil cream sauce. The company Burger Hut started its operations in the year 2010. It is based in Singapore and is recently looking for rapid expansion schemes. This would require the intervention of promotional campaigns and extensive communication with the general public. This report is a marketing communication plan which is used to convey the marketing communication strategy of the company along with the objectives of the marketing communications. An evaluation method of the marketing communication would be devised and one sample print advertisement would also be designed for the company.
It is important to analyze the macro environment of the fast food restaurant so that the marketing communication plan can be designed accordingly (Grünig & Kühn, 2015). It is also important to analyze the political, economic, social, technological, environmental and legal factors of the company by using a PESTEL analysis (Grünig & Kühn, 2015).
The fast food restaurant has been doing business in Singapore for the last seven years and is highly influenced by the political scenario of the country. The changes in the political rules of the country and business regulations affect the functioning of the company. There can be changes in the taxation laws, labor laws, food administration laws and other food regulations act (Picciotto & Mayne, 2016). Singapore is a bureaucratic country in which the Government has the ability to control the political scenario of the country (Rodan, 2016). Singapore Government believes in the communication of its efforts directly to the public and not support the gathering of public opinion. The Singapore Government can be considered as an amalgamation of the bureaucracy and democracy (Picciotto & Mayne, 2016). The company needs to take care of the food safety regulations in the country and follow them in the manufacturing of the food items.
The economy of Singapore is impacted by different industries all around the world. Singapore is considered as one of the most open economy of the world and it is considered as highly stable economy (Cohn, 2015). The Government of Singapore has least foreign debt and the government revenue is high. The government revenue is in surplus for the Singaporean economy (Reddy, Nangia & Agrawal, 2014). It has also shown its strength during global economic crisis in 2007-2008 when many of the economies of the neighboring countries slashed (Reddy, Nangia & Agrawal, 2014). The country emerged as the fastest growing economy of the world and there are important industries that contribute to the development of the economy such as exports of electronic goods, tourism, financial services and the largest cargo “seaport” in the world (Takala et al., 2014). The Singapore’s economy is growing at the rate of 4.9% every year and the people have high disposable income (Jomo, 2016). The GDP of the country is $62,200 per capita and this is the main reason for attracting the different food businesses (Takala et al., 2014). The area of Singapore is less and hence it would be easy for the company to penetrate well in the market.
The company should know how to manage the different socio-cultural population of the country. The standard of living of Singapore is quite high and hence the company would be able to capture a lucrative market here (Shiller, 2015). The population of Singapore comprises of the different cultural as well as social background. It is also a tourist based country who is the biggest consumer of the fast foods (Shiller, 2015). However, the company should make it sure to include different tastes as well as preferences in their food menu.
Singapore is considered as a technologically developed country which implies that it would provide ample opportunities for distribution, production and marketing opportunities (Lim & Pham, 2016). Burger Hut primarily should use different promotional channels such as television, internet and other activities which would strengthen the brand value.
The company should take care of the environmental factors that are directly or indirectly related with the fast food operation business. “The Ministry of Environment and Anti-Pollution Unit” functions seamlessly in order to maintain the air quality as well as other environmental factors (Zhou et al., 2015). The country is also characterized by high levels of pollution which is characterized by industrial carbon dioxide emissions (Zhou et al., 2015).
Burger Hut should take care of the legislations of the country pertaining to the food industry. It should consider the local health regulations, animal welfare regulations and the minimum wage levels in the country.
There are various issues in the marketing communication which should be considered by the company. The primary issue in the marketing process is concerned with the failure to determine the actual objective of the marketing process (Babin & Zikmund, 2015). The companies are often unaware of the desired customer response regarding the product purchases, altering of the product perceptions and the increased affinity towards products purchase behavior. There are issues with the analysis of the competitors. If the company is unable to gauge the strengths of the competitors then it would not be able to place its products uniquely in the minds of the customers (Babin & Zikmund, 2015). There are instances when there is no mechanism for evaluating the effectiveness of the marketing campaign. There are limited research of the companies to analyze their effectiveness regarding PR campaigns, advertising and other brand promotion. There can also be issues with the inadequate communication tools which are used to interact with the stakeholders (Babin & Zikmund, 2015).
Burger Hut should design its aims and objectives for formulating the marketing communication plan. It is important to notify the stakeholder the reason of existence of the business and the reason for formulating the specific marketing communication plan (Laurenius & Wikström, 2016). The goals should be formulated with the help of S.M.A.R.T objectives as below-
Specific
The aim of the fast food restaurant is to increase the number of footfalls in their restaurant and to become one of the most popular brands in Singapore. The brand aims to increase the visibility of their brand in the market and gain acceptance of the customers.
Measurable
The restaurant aims to have an average number of 25-30 orders per day and approximately 700 orders in every month. The aim of the restaurant is to increase the revenue generation and make a profit of around 4% every year. It strives to decrease the operational cost so that there is an increase in the profit margin.
Achievable
The company is certain that the objectives formulated can be achieved. The company believes in the gradual business growth rather than non-rational business objectives. An achievable goal is also important for motivation of the employees and this can be done only through the process of efficient planning (Lau & Roopnarain, 2014).
Realistic
The company believes that the primary difference in between the realistic objectives and the achievable objectives is the resource planning. The objectives are realistic and are practical.
The company aims to achieve the objectives within 10 months from the launch of the new products.
4 P’s of marketing
The 4P’s of marketing for the product would comprise of the following elements-
Product
The hamburgers would provide innovative, tasty and healthy options for the customers so that they can choose and select their favorite food option. These kinds of products would help the company in gaining competitive advantage by targeting the youths. The USP of the products would be healthy ingredients.
Price
The price of the new products would be moderate which would be not so expensive so that the young generation can afford it.
Place
There should be more number of outlets of the restaurants so that more number of customers can avail the food items of the restaurant. There should be expansion of the existing restaurant places which would let the food joint to increase their sales.
Burger Hut should create innovative advertising campaign for greater market penetration of the new products of the company. It should utilize music in their advertisement campaigns and should use mainstream artists to include the word “Burger Hut’s Basil Cream Sauce” in their advertisement jingles. It should implement “mobile apps” so that they can influence the modern youth and kids who are tech savvy (Izquierdo-Yusta, Olarte-Pascual & Reinares-Lara, 2015). It should use “viral videos” on popular sites such as YouTube which would help the company to advertise about their products. It would also allow the viewers to pass the videos to their family and friends.
The brand should engage in personal selling which would make the brand visible in the market. It should implement “Burger Van” which would be selling the products of the company by moving around from one place to another. This mobile van concept would not only increase the sale of the company but would also give an opportunity to the customers to interact with their favorite brand in their own locality (Izquierdo-Yusta, Olarte-Pascual & Reinares-Lara, 2015). It is also recommended that the company should use flyers, brochures and pamphlets and distribute them to the individual homes.
The brand should engage in the distribution of coupons within the project target market. These coupons would allow the customers to purchase the food products at lower cost. The company can tie up with websites such as Groupon in order to offer the coupons to the general public (Strauss, 2016). This would increase the sales of the company. It should use innovative promotional offers such as – “Get a Choco lava cake with Basil Cream sauce Burger”, “Buy 3 burgers and get 1 free” and “get additional hot dog with purchase of minimum $24”. It should also focus on the sponsorship campaigns for the purpose of greater brand visibility (Strauss, 2016). It should sponsor popular television programs, road shows and reality shows which would present the company’s product to the general public.
The company should identify the public relation strategy which would increase the revenue generation of the company. It should try to create dedicated page on the “social networking sites” which would help the company to interact with the audience (Gilmour et al., 2013). If the customer faces any issues with the products of the company then they can share them on the social media page. The company should answer the customer queries on a regular basis which would make the people love the company (Gilmour et al., 2013). It should organize “media tours” which would make it to publicize their company where the key people of the organization would travel to various places for product promotion. This would be done through the help of various interviews to the media persons who would be promoting the company in the minds of the public.
The fast food restaurant should send direct mail to the existing customers and try to promote their fast foods to the young population (Kotler et al., 2015). It should implement innovative offers such as “Buy one get one free burger on Wednesdays”, “New menu offerings on weekends” and interaction with the prospective clients in busy areas such as shopping malls. It should also track the areas from which their maximum customers belong so that they can target their marketing procedures accordingly (Kotler et al., 2015). The brand should also engage in customer surveys which would help the brand to determine their popular products.
The company should try to implement innovative marketing tactics which would make the company representatives talk freely with the customers. It should try to devise online interactive games for children who would then receive subtle advertising regarding the combo burger offerings of the company (Egenfeldt-Nielsen, Smith & Tosca, 2016). It should also use radio medium such as Ria 89.7 FM, Gold 90.5 FM, Symphony 92.4 FM and others. This medium should be used to interact live with the audience and promote the products of the company.
The company should focus on brand value of its fast food products. It should focus on quality rather than focus on price. It should try to create differentiated branding by focusing on healthier food options (Namkung & Jang, 2013). In the restaurants, they should create hip urban ambience which would be coupled with quality food offered to the customers. It should also position itself as a healthy food alternative in the fast food category.
Burger Hut should implement the following evaluation as well as control methods so that it would be able to use the effectiveness of the marketing evaluation plan-
The company should focus on the creation of unique selling proposition of the brand by highlighting the healthy burgers of the company. It is a common conception that the fast foods including the burgers are unhealthy and contain a high amount of fats and calories. This belief should be addressed properly by the company and hence the focus of the advertisements should be on the healthy food options. The advertisement of the company would depict an unhealthy burger comprising of cheese along with an overweight lady who would be eating an unhealthy burger. Another side of the advertisement would feature a healthy burger devoid of cheese along with the picture of a fit man doing jogging. This would depict healthy burger option, which is a unique product of Burger Hut. It is important to circulate this advertisement in a variety of medium so that it catches the attention of most of the customers.
Conclusion
The marketing communication plan is one of the most important functions of the marketing department of an organization. This report has focused on a fictitious fast food restaurants known as Burger Hut. It performed a situation analysis of the company in Singapore, which is the primary area of operation. The situation analysis is done with the help of PESTEL analysis. The marketing communication objectives are determined along with the SMART objectives. The various issues in the marketing communication are determined. The various issues are failure to determine the actual objective, analysis of the competitors, no mechanism for evaluating and inadequate communication tools. The marketing communication strategy is determined with focus on advertising, Personal selling, Sales Promotion, Public Relations, Direct Marketing, Interactive Branding and Branding and Positioning. The evaluation as well as control methods is determined along with sample print advertisement.
References
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