Marketing Strategies

This report discusses the marketing strategies for a new fast-food brand and its potential success in the market. It includes an analysis of the market and customer behavior, financial objectives, and implementation plans.

Running head: MARKETING STRATEGIES
Marketing Strategies
Name of the Student
Name of the University
Author’s Note

Executive summary
The very sole objective for undertaking this report is to decide whether the launch of a
new fast-food brand will be able to penetrate successfully within the market or it fail to obtain a
major proportion of the market. The fast-food chain industry like that of McDonald's and Hungry
Jack's, taking into view the marketing operations and business strategies of such firm, the rival
new brand is about to be launched, which will be extraordinary in terms of the services.

Table of Contents
Background to sustainable offering.................................................................................................5
Environmental analysis....................................................................................................................5
Market and customer analysis.........................................................................................................6
Financial objectives.........................................................................................................................7
Marketing objectives.......................................................................................................................7
Stakeholder objectives:....................................................................................................................8
Target Market..................................................................................................................................8
Marketing strategies.........................................................................................................................9
Market positioning...........................................................................................................................9
Product offering...............................................................................................................................9
Optional additional product-related strategies for service-oriented offerings...............................10
People:.......................................................................................................................................10
Process:......................................................................................................................................10
Physical evidence:.....................................................................................................................10
Price setup strategy........................................................................................................................11
Promotional marketing campaigns................................................................................................12
Marketing implementation.............................................................................................................12
Budget............................................................................................................................................13
Evaluation and control...................................................................................................................14

References......................................................................................................................................15

Background to sustainable offering
The nature of the consumer product that will be offered to the customers will be the fast
food category and is designed for instant consumption. There will be an administrative body; our
staff will serve the clients as they understand the importance of time that stays in the hand of the
customers. The staff is trained to serve in a manner that would be convenient for the passing by
consumers to consume the food while he/she is walking down the street. There has been a
separate menu targeting the youngsters which are designed in a portable manner so that the
youngsters can enjoy the food along with their activities. We give priority to the family members
too.
Environmental analysis
We make a strategic plan to deliver goods at such that the consumers feel comfortable to
consume while carrying on their desired activities. We aim to serve a quick and portable manner.
We care for the consumers that arrive in our counter, we understand their rush and taking into
account their value of the time we have designed the entire menu of food products. Besides, the
economy is now well aware of the health issues with the fast foods category for which we have
implemented a separate menu for health-conscious consumers. To attract the interest of the
consumers, we aim to make more and more healthy products with the introduction of the
development phase. Food segments contain food products that are of low calories and
cholesterols thus maintaining the health of the consumers. We mainly aim towards health which
is something new within the fast food industry. This will be one of the key aspects for pulling the
consumers. The popularity of fast food items is increasing at a high pace and taking into
consideration the market. There is a huge scope for such marketing business plan within the near
future. The food brands like McDonald's, KFC, Dominos, Subway and Wendy's have gain fame

and popularity but fails to take care of the health-related issues.
Market and customer analysis
The World Health Organization (WHO), stated that within the ear of this 21st century,
there exists a huge threat to the wellbeing and health of the consumers, especially of the
youngsters. The market is favorable for fast food consumption; people’s consumption behavior
towards a particular food category is very desirable. In the era of 2010, the WHO has stated that
there exists a total number of 42 million kids, they are under the age group of five years, yet they
are facing with the issue of obesity. The major issue is that this particular problem seems to be
increasing at a huge rate and there is a requirement of the preventive step to make the market
stable along with the economy. The foods which are available now are of junk food categories,
which will lead to some diseases in consumed at a high rate. Diseases such as diabetes and
cardiovascular sickness are taking place because of the consumption of junk foods. The youths
are mainly attracted to the fast food chains in spite of the health-oriented product category.
Within the era of 2010, about 17 percent of the Aussie consumers were addressed as overweight,
and that too most proportion were the youngsters. The expense takes place in respect to cure the
disease or to undertake preventive steps; we aim to acquire this money to be contributed towards
the health conscious products.
Financial objectives
The new fast chain business unit, claim for a total sale of about $ 1 , 641,1 0 4. The
firm’s projected profit outstand to amount $123, S56- 7.55 % of S al es. The Return on
Investment is assumed to be $60,772: (-3.S %). Beside the following actions are taken:
• Sales - Continuous monitoring through the generation of cash register reports, to ensure that
targets

are met.
• Return on investment (ROI)- calculated as per annual basis, and is formulated within the end of
the financial year and after generation, it is being compared with that of the planned budget.
Marketing objectives
 The characteristic of product offering- The product that is served will be of low price
category and is designed with the view for quick and instant consumption.
 Product offered will be cheap food is intended for quick utilization and must be utilized once
before a second buy is required.
 There will be administration components; We make our employees trained enough to serve
the consumers that arrive at our counter with a qualitative food and that too in a manner that
would be suitable for the consumers to consume it while they are on their way.
 Our kid's menu is given special focus in order to take care of their health issues.
 Healthy, nutritious nature-based food products at a fraction of time and as fast as possible.
 Unique Selling Proposition (USP) – The necessary ingredients required are acquired after a
couple of tests is being carried on to make sure the quality of the ingredients. They are
endorsed by the National Heart Foundation (National Heart Foundation 2011). This ensures
that the food provided will be of assurance quality and an acceptable mark by the
endorsement team.
Stakeholder objectives:
They are the owners as well as the investors of the company. Their sole objective is to
earn a satisfactory amount of profit in order to make the firm sustain within the market. The
investment is carried out to acquire a profitable return to expand further business operations.

Target Market
Our primary area of focus will be on the household sector as well as the youngster.
However, we have given special focus upon the menu of the children choice keeping into view
their health criteria. The food that we serve will consist mostly of the proteins supplement. The
health factor is the key to our planning as this will the innovation within the fast food industry.
Our marketing vision comprises of the fact that since, they are already a consumer of the fast
food so, making them aware of the health-related fast foods will gain us a major proportion of
the market share. We aim to add nutritional value to our foods chain.
Marketing strategies
 Joint participation with the local market chains in order to push the food within the local
market.
 Providing attractive offers like free trials, and coupons.
 Positioning of a promotional medium such as ads, banner, and billboard within the local
outlets.
 Making use of the brand equity and goodwill of the brand. Since it is a franchise there lies a
huge scope to penetrate within the market.
Market positioning
In particular, our market offering is a health-oriented nature product. The main
concentration of the food that we will provide to the end customers will be of health aspects. We
make sure that the quality of the foods passes through the National Health Foundation of
Australia's assurance of endorsement.

Product offering
We aim to deliver foods that are healthy and cannot be addressed as a threat towards
health. The sole objective is to make it ready for quick consumption. We train the staff to
deliver food ta a glimpse of time for instant consumption.
Price setup strategy
We will provide at a low price in the very first stage, after gaining the interest of the
consumer’s we will make the price of the products high. We will also care and provide special
offers to those who will consume in a bulk amount.
The business firm will head for direct distribution channel using,
 Value-Added Reseller (VAR).
 Wholesaler/Distributor.
 Direct/Internet.
 Consultant.
 Retail.
 Dealer.
 Direct/Catalog.
 Direct/Sales Team.
 Sales Agent/Manufacturer’s Rep.
Promotional marketing campaigns
Guerrilla marketing: This is a specific kind of marketing strategy that we plan to make

use of, the promotional activity takes place in an outdoor ambiance. The promotional activity is
undertaken using billboards and charts denoting the logo and services that will be provided. The
investment will be on small nature; we mainly aim to capture the public interest and acquire the
major proportion of the consumer interests.
Direct marketing: The new food chain market, we aim to make use of this platform by
conducting cold-calling and e-mail basis promotional technique.
Advertising: Use of any paid medium of the channel to bring the product in the eye of the
consumers by the use of sponsor.
Public relations (PR): We aim to create a healthy and long term basis relationship with the
consumers of Aussie.
Sales promotion: We aim to add a value-added benefit to boost the sale of food products. Such
measures like buying one get one free will be of desirable choice.
Marketing implementation
 Product: We will make the product available at a trial or free sample distribution basis.
 Place: We make use of such an area where the number of the general public is in bulk
amount.
 Price: The price will be decided to depend upon the market forces.
The price will be fixed by the demand of the consumers and the market structure.
 Promotion: The promotional activity will be carried out through various means like the
newspaper, banner, billboards, and digital media.

Budget
% of Income Spent Summary
% of income spent pie chart. The
percent value can be found in cell below
LESS PRODUCTIO N COSTS
$6,15,414
LESS DISTRIBUTIO N COSTS
$10,400
LESS MARKETING COSTS
$90,000
LESS OTHER COSTS
$550
PROJECTE D PROFIT
$123,S56- 7.55% of S a l es

Evaluation and control
We make use of the best practice in delivering the products; we plan to survey
periodically for estimating the area of gaps that lacks our potential. We make an effort towards
the consumer satisfaction criteria. We seek for the wellbeing of the society. We take measures
for the overuse of the ingredients and use as per normal standards.

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