Group Marketing Plan: Hog's Breath Cafe Analysis and Strategy - HI5004

This report presents a marketing plan for Hog's Breath Cafe, an Australian and international restaurant chain. It includes a competitor analysis, identifying market leaders like Kingsleys and IMC Steakhouse. The report examines market segmentation, brand positioning, and the consumer adoption process, detailing how Hog's Breath Cafe plans to use promotional media. It also covers pricing strategies, emphasizing competitive pricing, and service planning, focusing on store locations. The plan addresses social media interactions, pricing, and service planning to maximize market scope. The conclusion emphasizes the importance of a communication plan to promote products, ensuring quality and freshness. The assignment is a group project for the HI5004 Marketing Management course, focusing on analyzing an organization from a marketing perspective and developing a comprehensive marketing strategy.

MARKETING PLAN
HOG’S BREATH CAFÉ

INTRODUCTION
• The concerned organization, hog’s breath café, is an Australian and
international restaurant chain providing franchise to steak house restaurants
• The innovations in the recipe of the dishes provided the business with a
competitive edge over the existing players in the markets.

COMPETITOR ANALYSIS
Factors Hog’s Breath Café Kingsleys Australian
Steakhouse
IMC Steak House
Product The organization specializes in
proposing prime rib steaks
Fresh steaks with a tinge of
simplistic spices for retaining
the real flavours along with
Chicken Liver Parfait, Apple
Cider Jelly, Tiger Prawns,
smoked Chilli Butter and the
like
Few range of steak are
provided by the restaurant.
However, the improved quality
of the propositions supported
the venture in retaining the
trust and loyalty of the
customers.
Market Domestic and international
market of Australia
Domestic market of Australia Domestic market of Australia
Customer International and Australian
customers
Customers in different regions
of Australia
Customers in different regions
of Australia
Price A decent meal serving for one A fair meal for one starts at The organization provides its

SEGMENTATION OF MARKET
Elements Explanation
Geographic  Customers are living in urban areas.
 Domestic consumers in Australia
Demographic  Millennial customers
 Belonging to age range of 19- 37 years
 High and mid-earners
Psychographic  Middle and upper class people
 People expecting experience based services
Behavioural  Meat lovers

BRAND POSITIONING MAP
• THE POSITIONING STRATEGY High Quality
Low Quality
Low Price High Price

MARKET LEADERS FOR THE PRODUCT
• Kingsleys Australian steakhouse and IMC steak house are the market leaders
in the Australian market due to huge array of propositions that are made by
the same
• Kingsleys Australian steakhouse proposes a wider range of entrees, main
course dishes, side dishes, steaks and desserts
• IMC steak house’s increased popularity of the organization among the
Australian customers are specifically based on the wider range of chicken
and pork based dishes in their menu

CONSUMER ADOPTION PROCESS
• The concerned organization, hog’s breath café, will be taking the initiative of employing varied range of
promotional media platforms, including both traditional and digital media, for maximizing the scope of
marketing
• After checking the proposition and identifying the USP delivered by the same, the customers would
analyse the value of the proposition keeping experience and expectation as the benchmark
• Trial and adoption of the product by the customers are simultaneous operations that are facilitated by
the customers which would empower the revenue streams of the venture
Product Awareness. Product Interest. Product Evaluation. Product Trial. Product Adopti
on.

CONSUMER ADOPTION PROCESS
• The total consumer adoption process of the proposition might be divided into
five essential milestones which would help in marking the progress that is
being made by the organization in making their target audience aware and
persuade the same to make a buy of the propositions
• The concerned venture would take the initiative of improving social media
interactions by organizing fests and communicating the same to the intended
audience through platforms like Facebook and personalized emails

PRICING STRATEGY
• Hog’s breath café will be facilitating the competitive pricing strategy as it would
empower the organization in facilitating growth while competing with the existing
market players
• The budgeting measures of the organization will be based on the efficient
functioning of the different systems in accordance to the demand of the
customers
• The development of the pricing strategy will be reliant on the efficient functioning
of the different system in accordance to the demand of the customers

SERVICE PLANNING
• The concerned venture would take the initiative of setting up different brick
and mortar stores in different convenient locations
• The convenient location of the restaurants would allow the organization in
maximizing the market scope while operating in the different markets

CONCLUSION
• Therefore it can be concluded that a proper communication plan will be
needed for the timely promotion of the products
• Hog’s breath café makes sure that all the dishes being produced by them are
made with the best quality products and they are also fresh and tasty at the
same time