Marketing Communication Plan - Burger Hut ‘HEALTHY YOU’ Product Set

Marketing Communication Plan 1
MARKETING COMMUNICATION PLAN – BURGER HUT ‘HEALTHY YOU’ PRODUCT
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1.0 EXECUTIVE SUMMARY

Marketing Communication Plan 2
Marketing communications is a vital function of any company that succeeds. Organizations must
come up with effective marketing strategies, which ensure that the company can attract and
retain customers. The paper looks at the marketing strategy for Burger Hut, a fast food chain that
wants to launch a new product set. The company comes up with a product set known as ‘Healthy
You’ which focuses on health benefits as it wants to tap the consumer market that is health
conscious. The product set is made up of a salmon sandwich accompanied by a garden salad
dressed with low fat ingredients, grounded turkey served on lettuce and a mint shake with the
goodness of kale. Burger Hut comes up with various strategies that it will use to ensure that the
product is marketed successfully.

Marketing Communication Plan 3
Table of Contents
1.0 EXECUTIVE SUMMARY.......................................................................................................2
2.0 ENVIRONMENTAL SCANNING...........................................................................................4
2.1 SWOT Analysis.....................................................................................................................4
2.2 PESTLE Analysis..................................................................................................................5
2.2.1 Political............................................................................................................................5
2.2.2 Economic.........................................................................................................................6
2.2.3 Social...............................................................................................................................6
2.2.4 Technological..................................................................................................................7
2.2.5 Legal................................................................................................................................7
2.2.6 Environmental.................................................................................................................8
3.0 Marketing Communication Objectives......................................................................................8
4.0 Marketing Communication Strategy and Implementation Tactics............................................9
4.1 THE AIDA MODEL..............................................................................................................9
4.1.1 Attention........................................................................................................................10
4.1.2 Interest...........................................................................................................................10
4.1.3 Desire.............................................................................................................................10
4.1.4 Action............................................................................................................................11
4.2 Tri-Component Model of Attitudes.....................................................................................11
4.2.1 Affective component.....................................................................................................11
4.2.2 Behavioral Component..................................................................................................11
4.2.3 Cognitive Component....................................................................................................12
4.3 Marketing Communication Strategies and Implementation....................................................12
5.0 Proposed Evaluation and Control Methods.............................................................................14
5.1 Set Goals..............................................................................................................................14
5.2 Measure Performance..........................................................................................................14
5.2.1 Annual Marketing Plan Control....................................................................................14
5.2.2 Efficiency Control.........................................................................................................15
5.2.3 Strategic Control............................................................................................................16
5.2.4 Financial Control...........................................................................................................16
5.2.5 Marketing Audit............................................................................................................16
6.0 Sample Print Advertisement: Layout and Copy......................................................................17
6.1 Layout..................................................................................................................................17

Marketing Communication Plan 4
6.2 Advertisement Copy............................................................................................................18
7.0 References................................................................................................................................18