Marketing Essay For The Launch Of Aussies Chicken Patty By Hungry Jack's.

You are the Marketing Development Team of a global organisation. Your team is to plan for an integrated marketing communications launch of a new product.

You are required to:

1.choose a brand category you would like to represent and select one new product under the category that are bottom and has to proof with evidences why is under the category (1 ),(2) or (3)   (has to be a new product of a brand extension in Australia)

2.Choose at least 2 key marketing theories to discuss the new direction for the brand and integrate and discuss in depth in your report. ( in this theories for example could be reposition you brand in different demographic and another one)

3. Identify a new strategic brand position using Ansoff’s matrix and offer a new strategic marketing plan focussing on either offensive or defensive strategies 

In the international market, marketing strategies are to be done to decide on some marketing plan of the organization (Lockrey, 2015). Marketing management has to choose one between the development of business in the global market and creation of a new product to satisfy its customer needs (Fusch, and Ness, 2015). Hungry Jacks in the same order has decided to introduce a special product for its customers. In this strategy, Hungry Jacks, the food franchisee of Burger King in Australia, is going to introduce a new product that is a convenience product which the company is using to entre new market with its convenient features.

This report introduces the new product along with its marketing strategies to launch the product in such a way that it is loved by people in no time. In this report, the marketing strategy will be supported by different marketing strategies studied in the previous literature of marketing. Also, an Ansoff’s matrix analysis of the product is done to ensure the success of the new product in the Australian market.

Hungry Jack’s is a wholly owned subsidiary and a privately owned, franchisee of Burger King, by Jack Cowin. This food chain is operating in the Australian competitive market since 1971. Today, Hungry Jack’s is serving the Australian food market with more than 420 restaurants located in major population centres of the country. The company has more than 19,000 employees in the country and serves more than 1.7 million Australians every week. Also, the food chain serves more than 125 million Australian beef patties every year (Hungry Jack’s, 2018).

In the similar manner to enhance the market growth of the company, a new product is going to be introduced by the company in the Australian food market that is “Aussie chicken patties”. Boing a low price and high demand product this new Aussie Chicken Patty will be new convenience product of the company. Restaurant’s Aussie beef patties are one of the most demanded products, in the similar order, this will add a new variety in the company’s convenience product list. This will be a new experience for its customers to have an Aussie chicken patty from their most loved brand. This product will be different from other menu items of the company as the company is focused on its wide range of burgers and have a high consumption of beef patties. In such scenario manufacturing chicken patties will be successful to diversify company’s current product range.

Product Analysis

This product falls in the convenience goods category of the company. Analysis shows that Australia is the third highest consumer of chicken in the world per capita with an average of 42.0 kg consumption of chicken per person in a year (Schwarz, 2017). This shows that there is a huge demand of chicken and company can utilise this fact as an opportunity for its market expansion.

Marketing is all about collection and analysis of data to ensure the target sell of products for the company. This analysis of market data helps the organization to launch a new product, set price, change the existing product, and create a brand value (Menezes, Sousa, and Cunha, 2015). For the success of a new product launch, Position marketing and Viral marketing will be most beneficial for the company.

Position market theory states that the company should position its new product in such a way that customers believe that they need the product. This theory can be used to market the company’s new product using its brand value for its special Beef Pattie. Also, the theory is known as creating a new brand, or image for a product (Proctor, 2014). As the company’s beef patties are loved most in the country, customers will feel to taste the new variety of the same restaurant. This will help the company to maximize the sales for its new Aussie Chicken Patties. Also, the food chain has a chicken burger in its menu, customer knows that restaurant is good in its chicken products. This will make customers feel like tasting the new Aussie Chicken Patties.

In the recent development of marketing theories, marketing is centred on the technology effects. Today, social media is the new form of communication and is more effective in comparison to another form of communication. People discuss new product on social media more like on Facebook, e-mails, and on other electronic means. This is the reason more companies are marketing their products on social media more. And this strategy is working also. For the launch of this new product, company should use a social media platform to market the product among the widest range of customers. Since the existing beef patties of the restaurant are already enough famous, therefore the company needs to introduce customers to the new Aussie chicken patties. Once this introduction of new patties goes viral the new product launch will get huge success.

Ansoff's Matrix Analysis

In order to analyse the market positioning of Hungry Jack’s for the new product launch, an Ansoff’s matrix analysis of the company.

In order to enter new market Hungry jack’s uses clever pricing strategies along with serving happy meals with high quality product maintaining the hygiene level in its food products.

Parentally known for the its wide range of burgers, company has covers the journey to service Beef Burgers, Grill Master’s range of Burgers, Chicken Burgers, Desserts, and Beef Patties. Now company is introducing new Aussie Chicken Patties. This shows a successful product development journey of the company in Australian market.

Company started its first restaurant in 1971, from its first outlet in Perth. Today, Hungry jack’s is serving every populated centre areas, with more than 420 outlets across the country.

In terms of diversification company is manufacturing new products since the very first launch of the restaurant. This new product “Aussie Chicken Patty’ will be another product diversification for the company. With this boost company has other opportunities to diversify its product range in the same category.

With the help of above Ansoff’s matrix framework this new product will make the company placed at low price high specification position in the market. Also the product will be convenient for low and medium customers that will definitely strengthen the convenient position of the company.

New product launch	One month	The product will be introduced in the existing market
Advertising of the product	Two months	Advertising of the product in the existing market as well as in the new market
Personal selling	Two months	Major populated locations will be assigned to make personal selling to attract new customers
Sales promotion	One month	Produce sales will be used to penetrate the new market to expand the market for new product

Considering the saturated sales of Hungry Jack’s new product launch is the best approach to increase its sales as well as to expand its market. This new product will help the food chain to make its existing market customer know about their new product (Erevelles, Fukawa, and Swayne, 2016).

Advertising will help the food chain to introduce its new product in a new market as well. According to the research it is found that advertising enhances the sales of a product and also it helps in introducing the product to new customers. For advertising, the company can use social advertising this will be most suitable for new market penetration strategy described in the Ansoff’s matrix. This new product will be utilised in this strategic marketing plan to penetrate new market (Morgan, Fneg, and Whitler, 2018).

Analysis of market research shows that personal selling of a product creates emotional connections with customers that can help the business in the form of attracting new customers. Such personal selling of a new convenient product will help in making enough profit along with making new ways to attract a new customer as well as the new market (Luca, Hibbert, and McDonald, 2016).

Marketing Strategies

This new product will make more sales as it will be new launch of the restaurant chain that also with some unique product. High sales will be recorded for the new product and that will be used to promote product in new market. This will help to reach the fourth strategy of Ansoff’s matrix that is of penetration of new product in a new market. In this order sales will grow more significantly which will ultimately increase the company profit as well. (Vignali, 2015).

Above explained strategic plan made for the new product launch of Aussies Chicken Patty by Hungry Jack’s is enough good to make a profit using different strategies. Another strategy of market penetration with existing products can be used to increase the company sales. This can be done by focusing on marketing and advertising of the company’s other existing products along with this new product. Also, strategic advertisements or combo sales can increase the existing product sales significantly. Therefore, this strategy is highly recommended to the company to make more profit from its existing products as well.

Conclusion

The above report on the new product launch off Hungry jack’s can be concluded as a new strategic marketing plan to introduce a new product by the company. From the above report and its analysis, it is clear that along with the above discussed strategic plan other strategies can also be implemented to enhance the sales of the company which will ultimately increase the company profit. Also, these strategies are very effective to make business more sustainable in a long time. Implementing such strategies enables the organization to grow at a faster pace and sustain the increasing growth of the company in the competitive market.

References

Erevelles, S., Fukawa, N. and Swayne, L., (2016) Big Data consumer analytics and the transformation of marketing. Journal of Business Research, 69(2), pp.897-904.

Fusch, P.I. and Ness, L.R., (2015) Are we there yet? Data saturation in qualitative research. The qualitative report, 20(9), pp.1408-1416.

Hungry Jack’s, (2018) About us, [online]. Available from: https://www.hungryjacks.com.au/about-hj-s [Accessed on 29/09/2018].

Lockrey, S., (2015) A review of life cycle based ecological marketing strategy for new product development in the organizational environment. Journal of Cleaner production, 95, pp.1-15.

Luca, N.R., Hibbert, S. and McDonald, R., (2016) Towards a service-dominant approach to social marketing. Marketing Theory, 16(2), pp.194-218.

Menezes, A.G., Sousa, C.V. and Cunha, G.R., 2(015) Motivational aspects in blood donation: an analysis under the perspective of marketing theories. Bus Manag Review, 4(5), pp.330-41.

Morgan, N. A., Fneg, H. and Whitler, K. A., (2018) Marketing capabilities in international marketing. Journal of International Marketing,, 26(1), pp. 61-95.

Proctor, T., (2014) Strategic marketing: an introduction. Routledge.

Professional Academy, (2018) Marketing theories: explaining ansoff’s matrix, [online]. Available from: https://www.professionalacademy.com/blogs-and-advice/marketing-theories---explaining-the-ansoff-matrix- [Accessed on 29/09/2018].

Schwarz, K., (2017) How Australia fell Head-over-Heal in love with chicken, [online]. Available from: https://www.news.com.au/lifestyle/food/eat/how-australia-fell-headoverheels-in-love-with-chicken/news-story/7e0de53c42ee2d409f24fd4215675592 [Accessed on 30/09/2018].

Vignali, C., (2015) Sustainable Management; Model Building for Decision Making. CULTUR-Revista de Cultura e Turismo, 6(3), pp.11-18.