Eco- burger is a vegetarian fast-food outlet that aims at selling healthy burgers. The company targets the health-conscious students and officer workers. Given the diverse market segments it intends to serve, the company intends to offer different types of veggies burgers. In addition, the eco-burger will offer salads, juices, soups, baked potatoes, risottos and baguettes. Given the current competitive pressure in the region, the Eco-burger will bring the facility or outlet closer to the targeted market. For instance, we will locate the outlet within half a mile of a college, two miles of a university and near to several local organizations. The Eco- burger is also a fair trade business that uses organic ingredients and environmentally friendly producers. With the available promotional budget of $6,000, the company stands a chance to shake their entire region because of the quality and healthy products it will offer them customers.
We the Moon Media, our objective remain simple. We intend to offer a healthy food to our dear and valuable consumers. We value our consumers that are why we will strive to offer them such a quality product. Given the increasing incidences of obesity, we have become responsive and acted swiftly by offering healthy burgers. Despite the quality, our eco-burger will never cost you the earth, but a pocket friendly amount that is worth your life and health. We made deliberate effort to give interest to our esteemed customers three months before launching this product. This move is essential because it will generate more revenues and customers and create further awareness to our targeted market. This can be summarized as:
- To provide the best food that is healthy and valuable to customers
- To offer high quality and healthy fast-food
- To give interests to our targeted customers three months before we launch our product
- This will allow us to create awareness and attract more customers
As we are located strategically around the universities, colleges, and organizations, we believe that this is the best location for us to target the young adults, teenagers, and office workers. Importantly, we want people to identify us or recognize the company based on its uniqueness activities. Interestingly, Eco-burger is known for making quality vegetarian foods. Indisputably, we stand to be challenged when we say that in this age and day, there are no many vegetarian fast-food eateries or restaurants around. The emergences of Eco-burger are an angel sent that stands up for the needs of students and young adults.
The company targets the urban young adults (18-25 years), first job seekers, and students. This population also has expressed love and desire for social networking. Indeed, we have recognized the significance of social networks in shaping their thoughts, love, and daily life. Interestingly, this population sample is active and wishes to participate in various activities in the society. These activities are keeping them connected and updated. The targeted customers desire to live a social and classy lifestyle. Since they intend to discover new things around them, providing an eco-burger will be essential to swerve their ego and self-assertions.
Reasons for targeting this market share
The health crisis experienced in this region is causing concern and the companies must be responsive to address the health issues. Most importantly, the eco-burger recognizes the impact of obesity on the society. The majority of the people affected are the youths and young adults. To this effect, we are investing in the young adults by offering them the best products to increase their chances of living. We at eco-burger, we want to make the young adults and teenagers (13-21 years) to be aware of the significance of vegetarian in eliminating or reducing obesity incidences. We thus offer the society a solution without pursuing the medicinal strategies but through eating healthily.
We have focused on the students because of their lifestyle. In fact, most of them have found fun in the fast food. For instance, they eat fast foods more than three times a week. However, they have complained about the prices of these fast foods. We at Eco-burger are willing to offer pocket-friendly fast foods that can accommodate the students. Similarly, the tastes of students depend on their friends. We the Moon Media have recognized this strategy and we have established eco-burger restaurant where students can meet their friends and chat and have fun. The appearance of fast foods would attract their friends, like fashionable and romantic. Finally, students prefer showing off to their colleagues about their experiences of eating at a fast-food restaurant. By attracting, those to take snacks at the company’s restaurant with colorful decoration would allow them to post photos of them in a restaurant with friends on Facebook.
The first jobbers are a worried lot because they want to be served fast and quick because of their tight schedules. To this effect, the Moon Media intends to help them meet this objective. The eco-burger offers the best fast food that will not allow for weight gain. Food traceability and quality is guaranteed at eco-burger restaurant. We believe that unsafe and unhealthy food spread. However, eco-burger offers the customers an opportunity to eat without worrying, as they will trace the quality food to this important restaurant. We also intend to offer daily and weekly promotions. For instance, we will promote our Pizza Huts, by offering discount for anybody who purchases the product every Monday. Similarly, first jobbers prefer restaurants, which offer popular hamburgers. We offer them Lottery for hamburgers thus will serve their interests at will.
The hamburger is an original mouth-watering juicy with 100 percent pure beef patty. This product has no additives, filters, and preservatives. To make its healthy and valued, we have ensured we seasoned it with pepper and a pinch of salt. It has also been topped with chopped onions, tangy pickles, mustard, and ketchup. Eco-burger is introducing a food philosophy shows that the company is working hard to introduce tasty food. This implies that our food is made with a freshly cracked egg. We have used real buttermilk in the Buttermilk Crispy chicken. These qualities are frank, simple, and better.
The promotional campaign budget set aside for this program stands at $6,000. Although this allocation is limited, it can be utilized efficiently. The allocation will be spent as follow:
We believe that time is a factor of success because it defines the future of an organization. Eco-burger stands a better chance to prosper upon reviewing and monitoring its promotional tactics. Within three months of robust promotions, the Moon Media shall review and assess the performance of the organizations in terms of revenues, market share, and the number repeat customers. On the social media, the company will evaluate performance based on the number of likes on its product photos, shared photos, and following tags. By reviewing these strategies, we will help the company to determine its rightful position in the market.
Promotional Marketing Mix
Eco-burger has to use the promotional mix to respond to the saturated and dynamic global fast-food industry. The marketing mix combines tactics and strategies to enhance the implementing the marketing plan. Regarding Eco-burger, the company will maximum competitive edge against the players in the industry. The competitors of this critical organization, such as Wendy and McDonald’s are putting up efforts to counter rivals at all costs. Therefore, this promotional mix supports the Eco-burger’s long-term objectives meant to steer the firm to its rightful position in the fast-food industry.
Eco-burger is a vegetarian fast-food outlet to sell its healthy burgers as Eco-burger’s main customers. The component of this healthy burgers are founded on the marketing mix thus presents organizational outputs that the targeted customers including office workers and students. The eco-burger’s main product lines include beverages, burgers, sides, chicken and fish, salads and veggies, and desserts/sweets. Apart from this product lines, the company offers fish and chicken as alternatives. In fact, the company’s products would entail nuggets, fries, harsh browns, and onion rings. The outlet also offers a number of salads including chicken Caesar salad and MorningStar Veggies Salad. On the other hand, the outlet will be offering beverages, such as milk, water, juices, iced tea, smoothies, sodas, frappes, and coffee. Besides, it will offer desserts and sweets like Oreo Shake, Dutch Apple Pie, and Caramel Sundae. Interestingly, the eco-burger will be bundling its products with kid’s meals and value meals. Nonetheless, the organization’s limited approach to marketing mix demonstrates its ability to focus on a strategic position in the market. The product mix supports its generic strategy.
The eco-burger’s product will be distributed expansively. In fact, by investing in online stores and marketing, everyone will be able to access the burgers. This marketing mix component is important to the organizations. The company will operate through franchises by investing in equipment, décor, signage, and build an outstanding restaurant. It intends to generate its revenues through royalties, restaurants, and franchise fees. Currently, the company will occupy a primary location. The company will also distribute its burgers through mobile app, restaurants, and websites. With the mobile applications, the customers will access coupons as part of the special freebies and offers. The company’s websites would also ensure the customers could view and access the products before seeking home deliveries.
The company has to utilize various promotional tactics to survive the rivalry in the market. The component focuses on the target market regarding the offers. Eco-burger utilizes the marketing and promotional communications strategies to create an impact. This will involves advertising, public relations, personal selling, and sales promotions, thus forming the promotional mix. Eco-burger can only survive in the fast-food restaurant industry by investing massively in advertising. With advertising, the company will promote its product mix. Given the targeted market segment including students and young jobbers, the online, print media, and television would be the best platform for advertising.
The eco-burger will have to maximize its sales promotions by offering coupons through its mobile apps and websites. The personnel at the eco-burger outlet would use the personal selling that will attract and encourage customers to utilize and consume its burgers. The staff will have to offer attractive menu. Apart from ordered menu by the customer, the staff should offer desserts to the customers. Regarding the public relations, eco-burger can offer financial assistance and educational scholarships to the society. This is the best public relations strategy to strengthen and promote its brand. To this effect, the company will succeed by combining these promotional strategies to explore the components of the firms marketing mix.
Pricing strategies and price
The company intends to operate a generic pricing strategy founded on cost leadership. This strategy minimizes the prices and costs. Based on this component, it is evident that the marketing mix by adopting appropriate pricing of its burger and other product lines. Most importantly, bundle pricing strategy and market-oriented pricing are essential for the eco-burger. The market-oriented pricing is a strategic and primary approach that compels the organization to set prices depending on the compelling market conditions, such as forces of demand and supply and competitive pricing in the industry. Similarly, the bundle pricing allows customers to purchase kids meals and value meals at a bundle price. This pricing is affordable compared to purchasing these products separately. Nonetheless, eco-burger will be pricing its burgers based on the market conditions.
The Promotional Mix Roles
Promotional mix is essential in any organization engaged in business. With promotion, an organization stimulates the demand for the products, retains loyal customers, reduce sales fluctuations, and encourage product trials. According to various studies, promotional mix makes it possible for the organization to identify the prospects. Without a doubt, the promotional mix that emphasizes on the significance of communication is indisputable. I believe that through the mix, it is possible for the company to develop attitude, transmit information, and create awareness. As such, the company will gain the response from its market share. In advertising, the company must consider the medium and message or content to persuade the targeted customers. This forms the basis of the company to tap into the targeted customer base.
Strengths and Weaknesses of Eco-burger Promotional Campaign
Based on the promotional campaign, the company seems to have built a good brand image that is founded on quality and health of the clients. With the focus on the targeted customers, such as students and young jobbers, the advertising strategy is credible. It has maximized the use of social media, mobile app, leafleting, and billboards. In fact, the combined efforts to market burgers using online and print media show the focus and intent of the company to shake the market. It indicates that eco-burger is aware of the needs and expectations of customers.
The product details and the persuasive tone of the writer justify the significance of marketing. It displays an extensive research work to bring out meaning to the organization. The use of marketing mix is another important factor that justifies the strength of the campaign.
By far and large, the promotional campaign budget is restraining and limited. Given the significance of advertising, the company could have offered more financial resources to facilitate or support a robust advertising mechanism.
The company needs to increase the budgetary allocation for this campaign to bear fruits. For instance, the company is entering a fast-food restaurant industry that is dominated by McDonald’s and Wendy among others local players. To outwith these worthy competitors, investing massively in advertising would be valuable. Additionally, the company needs to intensify its digital marketing efforts by developing proper website and mobile applications to help in marketing and distributing the products.
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