Marketing Mix Strategies for Burger Urge

This assignment requires an analysis of how different elements of the marketing mix can influence Burger Urge's success. Students are expected to examine the interaction between these factors and propose strategies for optimizing each element (product, price, place, promotion) to drive profitability. The analysis should consider Burger Urge's competitive landscape, target market, and overall business objectives.

Running head: EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
Evaluating Marketing Strategy and Recommendations
Student’s name:
Name of the university:
Author’s note:

1EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
Executive Summary
In this report, the main aim is to highlight the 8P’s of marketing mix concept and apply it on
organizational context. In this report, Burger Urge is the chosen company and it is famous for
selling burgers in Australian market. 8Ps’ of marketing mix is the marketing strategy that
encompasses all divisions of marketing and operation of the organisation. Burger Urge offers
classics burgers and healthy foods to the customers with price skimming strategy. Burger Urge
has more than 19 outlets in the Australian markets and they generally use simple distribution
channels. Burger Urge uses cost-effective promotions as social media marketing and discounts
pricing strategy to the customers. Burger Urge treats well with employees and train them to
provide customer service. In case of partnership, Burger Urge is doing the franchise business and
physical evidence of the organisation is mainly outlets, products and cosy ambience in interior of
the outlets. However, Burger Urge has been facing issues in marketing as competition is high in
food and beverage industry. Burger Urge can diversify the products to make different types of
burgers with low pricing strategy. New products can allure the customers to buy from Burger
Urge, in case of place; the sustainable distribution can be good option that will be environment
friendly. Moreover, the organisation can take the promotional strategy of billboards and
newspaper advertisements that would enable them to reach large number of customers. In this
scenario, Burger Urge can enable the employees to provide best customer services and engaging
transparent way of enabling the customers to watch the process of making burgers.

2EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
Table of Contents
1. Introduction..................................................................................................................................2
Overview of the organisation and product...................................................................................2
2. Theoretical analysis of 8P’s of Marketing Mix and application of it..........................................3
2.1 Product...................................................................................................................................3
2.2 Price.......................................................................................................................................5
2.3 Place.......................................................................................................................................6
2.4 Promotions.............................................................................................................................8
2.5 People....................................................................................................................................9
2.6 Processes..............................................................................................................................11
2.7 Partnerships..........................................................................................................................11
2.8 Physical evidence.................................................................................................................12
3. Recommendations of Marketing Mix to Burger Urge...............................................................13
3.1 Product.................................................................................................................................13
3.2 Price.....................................................................................................................................14
3.3 Place.....................................................................................................................................14
3.4 Promotion............................................................................................................................14
3.5 People..................................................................................................................................15
3.6 Process.................................................................................................................................15

3EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
3.7 Partnership...........................................................................................................................15
3.8 Physical Evidence................................................................................................................16
4. Conclusion.................................................................................................................................16
Reference List................................................................................................................................17

4EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
1. Introduction
This report sheds light on the concept of marketing mix and evaluation of marketing mix.
Marketing mix strategy is the process of communication in the marketing and it has 8 core
concepts. There are 8 Ps' in marketing, product, prices, promotion, distribution, partnerships,
people, processes and physical evidence. In this report, all the 8Ps' will be highlighted both
theoretically and practical basis. In the first part of the study, an overview of Burger Urge
organisation will be discussed with target market of the organisation. Marketing objectives of the
organisation will be discussed with this. 8Ps' off marketing will be applied on the burger food
item of the organisation and it will be evaluated on competition and broader contemporary issues
facing marketers today. In the last section of the report, recommendations on marketing mix will
be given on each of the 8Ps'.
Overview of the organisation and product
Burger Urge is based on mainly Brisbane and it is a burger chain in Australia. This
organisation was established by two brothers Sean and Colby in the year 2007. It was founded as
a small restaurant in Fortitude Valley. However, it grew up rapidly and in the year 2016, it has
almost 19 restaurants all over Queensland, Gold Coast and it is going to open its branch in New
South Wales (Burgerurge.com.au, 2017). Burger Urge is famous for its soft drinks, alcoholic
beverages and Burgers. In the genre of burger, it is mainly famous for a chicken burger, salad,
fries and people can have vegan and gluten-free food items. It is now a franchise based business
and it offers online delivery also. In this report, the main focus will be on burger offerings of the
Burger Urge. In burgers, it offers beef, chicken and veg burgers to the customers. Some of the
famous burgers in Burger Urge are The Big Boppa, El Diablo and The Big Rich.

5EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
2. Theoretical analysis of 8P’s of Marketing Mix and application of it
Burger Urge does marketing with using dynamic strategies that can impact on the
consumers. Basically, in the Australian market, burger and fast food industry are saturated. There
are big players in the industry like McDonald’s; KFC is present in the market. Moreover, there
are several small organisations in the market like Red Rooster, Chicken Treat, Zambrero, Pie
Face and Eagle Boys. Marketing mix mainly helps to allocate the responsibilities to the
stakeholders (Huang & Sarigollu, 2014). Marketing mix also helps the organisation to
communicate with the customers about their products and services. Management can analyse the
cost-benefit elasticity. Moreover, Burger Urge is in the restaurant industry and it faces huge
competition from the competitors present in the market.
2.1 Product
Products are the offerings of the company and it includes design and usefulness to the
customers (Mintz & Currim, 2013). The product also signifies the value, quality, brand and
expiry dates. Products of an organisation need to deliver at least minimum level of performance.
All products of organisations offer to the customers have product lifecycle and marketers need to
understand this. The benefits of the products should be conveyed to the customers and it will
deliver the unique selling proposition of the brand (Armstrong et al., 2015).
Burger Urge mainly operates in the quick service restaurant that offers burgers of various
kinds. Apart from burgers, it offers fries, salads, soft and hard drinks. In burgers, it provides
various types burgers to the customers, chicken beef and veg. Burger Urge's main products can
be segregated into American Style, House Special and Classics. Burger Kings provides the
burgers in beef (Babe & daisy, El Diablo, The Big Boppa), in chicken (Pineapple Express and
Hotel California) and it veg (South of the Border and Magic Mushroom). The sauces given by

6EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
the Burger Urge are designed in houses of Western Australia and these are all free from colours,
preservations and additives chemicals. Moreover, Burger Urge only uses free-range mayonnaise,
free range chicken and free range eggs to produce the food items. The beef burgers are 100%
Australians and these are sourced from Western Australia.
Figure: Burger products of Burger Urge
(Source: Burgerurge.com.au, 2017)
On the other side, the competitors of the Burger Urge is McDonald's in Australia, it offers
the burgers in different size and recipe and name of burgers are Big Mac, Quarter Pounder,
Cheese Burger, hamburger and Chicken and Cheese (Mcdonalds.com.au, 2017). McDonalds’
products have attributes of culture, towards religion and customers’ sentiments. It has separate
cooking areas and equipment for Muslim people.
Burger Urge keeps its eyes on the health of the customers and all the products are
checked by health and food department of Australia. The bread sold by Burger Urge is hand
baked and these are free from trans fats, palm oil and artificial emulsifiers. Burger Urge tries to

7EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
keep the environment clean and they are taking the responsibility for packaging used by Burger
Urge is biodegradable. The target market of the organisation is mainly based on demographic
segment. The target markets of Burger Urge are mainly young generation and corporate persons.
The products of Burger Urge can attract target markets easily.
2.2 Price
Price is the amount that the end users have to pay and the price is responsible for selling
the products. The organisation can set the pricing strategy, low pricing, premium pricing and
price skimming. The perceived value of product is important than the objective costing of
product (Leonidou, Katsikeas & Morgan, 2013). The organisation needs to understand the
perception of the customers on their products. If the price of a product is higher than the
perceived value of customers, the products will not sell.
Burger Urge mainly uses price skimming strategy in making amount the food items. Price
skimming strategy is about setting the price of the products in relatively high at first in
introducing the products and then the price becomes lower (Hanssens et al., 2014). Burger Urge
offers distinct burgers in tastes and styles often that are different from competitors. Price
skimming helps them to market the products as the quality and looks of the products make
perception about high valued products. American Style burger Boston Cheese costs $11.5 and
Southern Fried Chicken Burger costs $13 and New Yorker burger costs $13.5.

8EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
Figure: Pricing of Burger Urge
(Source: Burgerurge.com.au, 2017)
On the other side, market competitors McDonalds and KFC use the strategy of low
pricing in order to grab more customers. McDonalds and KFC are global brands and they can
offer the products at minimal prices not in temporary but for always.
In societal perspectives, it can be deduced that Burger Urge cannot take the advantage of
low pricing strategies of other brands sell more than them. The consistent low pricing strategy of
competitors without price promotions creates an issue for Burger King.

9EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
2.3 Place
The place is related to the process to be provided to the customers. The place also
signifies the stores and outlets where the products can be collected by the customers. In case of
placement, distribution is the main element and organisation has to understand the channels of
distribution (Fan, Lau & Zhao, 2015).
Burger Urge has more than 19 outlets in Queensland and Gold Coast and it is going to
open its store in NSW as well. The outlets are cosy and ambience is beautiful. Burger Urge uses
the direct supply chain to have agricultural products from the Australia based farmers. The raw
materials are mainly fresh and Burger Urge is proud partners with local suppliers. The beef is
taken from southwest slopes of NSW and the beef are grown in the tender grass. In recent times,
the sustainable farming issue is in news; Burger Urge uses sustainable and ethical farming
(Burgerurge.com.au, 2017).
Figure: Ambience of outlets of Burger Urge
(Source: Burgerurge.com.au, 2017)

10EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
Moreover, Burger Urge tries to make short of distribution channel that is helpful to lower
the cost. On the other side, McDonalds and KFC use mainly restaurants, mobile apps and
websites to locate the products. McDonald's mainly uses intermediaries in distribution process
and intermediaries reach their products to them (Mcdonalds.com.au, 2017).
For Burger Urge, place refers to selling point and it helps to catch the eyes of the
customers. Right location helps to find people the right products.
2.4 Promotions
Marketing communication and marketing strategies fall into the category of promotions.
Organisations do promotions in order to increase the visibility of brand awareness and reach to
target markets (Helm & Gritsch, 2014). Organisations can use various channels to reach to the
customers in order to market the products. As stated by Lau (2016), promotion can be defined as
a communication channel in the entire marketing function.
Burger Urge is not a large organisation that can use television marketing or billboard
marketing as these are costly. Burger Urge organisation uses mainly social media marketing
strategies and they have social media accounts Facebook and Twitter. Burger Urge posts mainly
about the location of outlets and special discounts on social media pages. Burger Urge provides
large deals and discounts to the customers in order to increase the sales. In social media, Burger
Urge does special competition among the users and they can win special offer from the company.
Burger Urge attracts local customers by distributing flyers with newspapers. Burger Urge has
been facing the issues of technology as it does not have digital technology IT team within the
organisation to promote the business. It ensures brand awareness and ‘findability' of the brand.
The technological implication is costly and recruiting a PR team means needs of money.

11EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
Figure: Promotion of Burger Urge
(Source: Burgerurge.com.au, 2017)
On the other side, McDonalds and KFC in Australia are big names, they use all types of
IMC (Integrated Marketing Communication) as they can invest a large amount of money in
marketing. Moreover, the competitors use membership strategy and loyalty bonus strategy to
attract the customers. McDonald's mainly uses the strategy of ‘happy hours' and it uses strategies
of sales display, direct mail, merchandising and scratch cards. McDonald's uses CSR technique
in the promotion of the business through shared values of customers and society.
Promotions techniques of Burger Urge include sales promotions, advertising, special
offers, public relations and social media advertisements and it would help the organisation to
flourish.

12EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
2.5 People
Products need to sell and the people are the most important element in marketing. In
order to create customer experience memorable, it is needed to provide training to the employees
of the organisation. In order to the personal or direct selling of the products, people are most
important (Thorat, Kishor & Meghe, 2013).
Burger Urge has many outlets and they recruit salespeople in order to sell their food
items. In order to manufacture the food items, Burger Urge needs to people. Moreover, in recent
time, recruiting people from various ethnic backgrounds and making the workplace culturally
dynamic is the need of CSR. Burger Urge has been facing the issue of societal perspectives in
recruiting the workforce from diverse backgrounds.
Figure: People of Burger Urge
(Source: Burgerurge.com.au, 2017)

13EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
On the contrary, McDonalds and KFC use the philosophy of services, quality and
cleanliness in outlets through using of people. McDonald's wants to provide fast-friendly
services. McDonald's uses uniform of the employees for quality enhancement and they provide
training to improve basic customer satisfaction.
Customer services of Burger Urge are important and customer service support, technical
support and giving customer interface are some of the important works of people.
2.6 Processes
As pointed out by Hollensen (2015), a process in marketing mix can be described as the
norms of achieving the goals. Marketing planning can also be formulated as process of business.
The process is delivering value by all elements of marketing mix.
The process is vital in retaining the customers. Burger Urge's process has inputs and
outputs of adding the value of the marketing and they look at the value chain in considering the
process of working. Burger Urge evaluates the technological progress and they include direct
activities of customer satisfaction and communication modes to the customers.
On the other side, McDonald's uses new distribution and they make food producing
transparent. KFC invented new cooking equipment and customers can check the ingredients of
the food.
2.7 Partnerships
In today's world of a competitive market, branding is important for the organisations. The
secondary brand association can be helpful. Partnership brand marketing is related to partnership
in supply, distribution or in the franchise (Babin & Zikmund, 2015).

14EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
Burger Urge uses the technique of franchise; it has 3 franchise outlets in Queensland, 13
in Brisbane and 2 in Gold Coast. However, Burger Urge tries to expand its business through a
partnership based on the franchise in highly visible places with high traffic sites
(Burgerurge.com.au, 2017).
Figure: Franchise of Burger Urge
(Source: Burgerurge.com.au, 2017)
On the other side, McDonald's uses the partnership strategy in CSR technique and makes
a partnership with community engagement. McDonald's also makes a partnership with Clean Up
Australia in cleaning up the environment.
Burger Urge is taking franchise partnership and it would provide benefits to franchise to
expand its business that is quick and hassle free. Another owner can access established brand
with proven and successful formula and Burger Urge can get competitive advantage through this.

15EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
2.8 Physical evidence
According to Lang & Heasman (2015), the physical environment is the allocated space
by which one can consume the service or in making the products. The physical environment is
related to the ambient condition and functionality. Physical evidence can be office premises and
buzz of the products. Interface and comfort of the outlets and offices can be part of the physical
evidence.
Burger Urge has beautiful interior and these are wifi enabled. Outlets are more than 19
and these are cosy and facilities are modern. Burger Urge uses the technique of cosy exterior
design, parking facility to customers and comfortable landscape. In order to provide facility to
interior design, they provide layout, air quality and signage.
Figure: Outlets of Burger Urge
(Source: Burgerurge.com.au, 2017)

16EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
On the other side, KFC has the smart impression in case of outlets and their staff
members are also cordials. Location and appearance of outlets are proper and near the urban
sections.
3. Recommendations of Marketing Mix to Burger Urge
3.1 Product
Burger Urge sells burger mainly and it has been facing the competition from global fast
food companies. Burger Urge has to differentiate its burger in order to gain competitive
advantage. Differentiation is through quality, looks and manufacturing process. The recipe for
burgers and new items should come into the market in order to have a large customer base.
Burger Urge needs to track mistakes in quality of products and invest more in training of the
employees. Burger urge can organise quality circles and improve R&D.
3.2 Price
Burger Urge takes the strategy of skimming in introducing new burger items in the
market. However, the organisation should take low pricing strategy in order to increase the
market share. The low-pricing strategy can be taken as a cost-leadership strategy in the market
and customers will definitely purchase products from Burger Urge. Everyday Low Pricing
(EDLP) gives the competitive edge to the organisation and it improves frugal company culture.
Cutting the cost and maintaining the balance with quality can result in permanent advantage.
3.3 Place
In placing the outlets, Burger Urge should consider the urban sections of the city and
where people have large disposable income. Moreover, Burger Urge needs to use sustainable
distribution technique. As stated by Nestle (2013), sustainable distribution means lowering the

17EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
cost of transportation between purchaser and vendor. This impacts on social and ecological
aspects of the environment as the vehicles would not pollute the environment. The whole process
of distribution, storage, picking, process and packaging all will get shortened.
3.4 Promotion
Burger Urge needs to recruit a PR team that would work as communication to the
customers. Social media strategy will be useful as it is cost-effective and they can post engaging
content. Burger Urge opts to provide healthy burgers and in expanding the business they can tie
up with Australian Railway. Corporate tie-up will get benefits as well. Their PR team should
highlight the discounts and health facts of their products. Moreover, marketing of Burger Urge
should follow ethics and moral principles. They should not lie to the customers and should
follow regulations and laws of marketing. Adding Corporate Social Responsibility (CSR) in the
promotion will increase brand awareness.
3.5 People
People are the employees of the organisation and Burger Urge has a large number of staff
working in various outlets. Burger Urge needs to provide external motivation through rewards
and promotions based on a number of sales they would make. Moreover, as it is direct customer
handling work, training is mandatory. Burger Urge can arrange on-the-job training in every
weekend.
3.6 Process
In case of Burger Urge, their processes of workings are of two types, distribution process
and manufacturing process. Burger Urge can allow the customers to enter the area where the
process of manufacturing of food items takes place to have a Clearview what the customers

18EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
consuming. This process will enhance the transparency of work process and it would provide a
competitive advantage.
3.7 Partnership
In partnership, Burger Urge only makes business partners in expanding the business
through the franchise. Now, they can make CSR partners with any NGO or with not-for-profit
organisations in order to help the society. As it is in the restaurant business, they can give extra
food items to the street children. Burger Urge can make a partnership with Red Cross Australia
in order to provide support to the wider community. This marketing strategy can increase brand
awareness.
3.8 Physical Evidence
Burger Urge has more than 19 outlets in Australia and it is expanding in NSW as well.
Burger Urge needs to focus on environment and they should not process the waste in a way that
can harm the environment. Burger Urge uses biodegradable packaging and cleanliness is another
important factor in outlets. Burger Urge will serve the products with quality and delivery will be
speedy.
4. Conclusion
Contemporary issues like social media, environment, technology and corporate social
responsibility are provided influences on the marketing of Burger Urge. Burger Urge has to
monitor the budget in marketing and investing money can result in increased sales and market
share. Target market of Burger Urge can visit the nearby restaurants of Burger Urge for their
informal meeting as it offers delicious burgers, soft drinks and nice ambiences. Marketing mix
provides a guide to the resource allocation of an organisation, both financial and human

19EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
resources. It helps to communicate with the stakeholders of the organisation. Pilot projects in
marketing can be taken by Burger Urge in small scale in order to check the validity of it. Target
customers can be reached through the marketing mix and objectives can be met through these.
Most importantly, all the factors of marketing ix can influence each other and handle this right
can give success to Burger Urge.

20EVALUATING MARKETING STRATEGY AND RECOMMENDATIONS
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