Burger Hut: Marketing Communication Report on Noodle Burger Launch

This report provides a comprehensive marketing communication plan for Burger Hut, focusing on the launch of their innovative Noodle & Veggie Cheese Burger in the Singaporean market. The report begins with an executive summary and introduction, outlining the product's unique characteristics, which include a noodle-based bun, a patty with noodles and corn, and the addition of fresh vegetables and cheese. It then delves into environmental scanning, including a SWOT analysis to assess strengths, weaknesses, opportunities, and threats, and a PESTLE analysis to evaluate the political, economic, social, technological, environmental, and legal factors influencing the business. The report also details the marketing communication objectives, strategies, implementation tactics, and evaluation methods, including a poster design. The primary goal is to establish a distinctive brand image and gain a competitive edge in the fast-food industry by catering to consumer demand with innovative products. The report concludes with references to support the marketing strategies and findings.

Running Head: Marketing Communication
Burger Hut
Marketing Communication

Marketing Communication 1
Executive Summary
Burger Hut is a part of fast food retail chain industry and it is situated in the Singapore where
most of the people like to consume fast food products. In order to save the time and to have the
delicious and attractive food, people used to consume fast food items. Lot of items are being
covered under this category such as varieties of burgers, pizza, potato fries, cold-drinks, wraps,
etc. Number of major brands is involved under this business. Mc Donald’s, Pizza Hut, Dominos,
etc. are some of the big brands involved in the fast food industry and these brands are also
inventing new products in the market in order to maintain the attraction as well as the demand of
the fast food items from the public. Burger Hut is also performing the same action and in the
order to enhance its market presence as well as to gain some competitive advantage. This time
Burger Hut has invented the idea of producing a mixture of noodles and vegetables with cheese.
Under this the patty’s mixture will be filled with noodles and between the buns varieties of
delicious and healthy vegetables will be putted in order to make the burger look attractive as well
as delicious. Burger Hut is new in the fast food industry as compared to other existing
organizations of the same industry and to enhance their market presence, implementing regular
invention in their workplace is becomes the priority for the Burger Hut. Inventions are the other
best way to reach to the success and in order to achieve the success in the competitive market,
attractive innovations are necessary in terms of fulfilment of consumers. Noodle burger is
invented in order to fulfil the demand of the consumers as noodles will improve the taste of the
burger and this burger will help the consumers to provide the great and unbelievable experience.

Marketing Communication 2
Table of Contents
Introduction......................................................................................................................................3
Product’s Characteristics..............................................................................................................3
Environmental Scanning..................................................................................................................5
Marketing Communication Objectives............................................................................................7
Marketing Communication Strategy................................................................................................8
Implementation Tactics................................................................................................................8
Evaluation and Control Methods.....................................................................................................9
Layout:.......................................................................................................................................10
Poster:.........................................................................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

Marketing Communication 3
Introduction
Burger Hut is putting its efforts for developing their distinctive image in the Singaporean market
and for this, they have adopted various techniques such as conducting research and development
programs regularly in order to analyse the latest trends of the market as well as to determine the
demand of the consumers. As fast food is mostly liked by the youth generation of every county
as well as by the children hence; the major source of fulfilment of their needs is the innovation in
the existing products. Every consumer gets bored having the same product with same taste
regularly and to avoid this boringness, organization has adopted the policy of regular innovations
due to which consumers can make the choices amongst the varieties offered by the organization.
Noodle & Veggie Cheese burger is also one of the part of the innovations made by the Burger
Hut and this will help them to increase the demand of their outlet as well as the chances of
expansion of their store will also get rises. Apart from the adaptation of innovative strategy,
Burger Hut has adopted various other strategies in order to gain the competitive advantage in the
fast food industry. Speciality of fast food is it is delicious, it is attractive, it takes less time to get
delivered, and it also takes less time to consume. Apart from these specialities, there are a
number of options available in fast food industry that is also a great factor of increasing the
demand of fast food products. Singapore is famous for its attractive places hence; this is included
in the favourable places visited by tourists (Yang, et. al., 2017).
To introduce the Noodle & Veggie Cheese burger in the Singaporean market, Burger Hut has
developed a marketing plan under which SWOT analysis will be conducted in order to evaluate
the various factors that could affect the business’ performance. Apart from the SWOT analysis,
various techniques will be discussed under this report in order to analysis the market condition of

Marketing Communication 4
Singapore and environmental scanning will also be performed with the appropriate measures.
After reviewing the market conditions and the available macro as well as micro environmental
factors that could create impact over the performance of the organization, adequate marketing
techniques will be adopted in order to enhance the demand as well as to spread the awareness in
the public in relevance with the new product introduced in the market (Aldehayyat, 2015).
Product’s Characteristics
The new product will consist following characteristics:
 Ordinary bun will be replaced with the noodles and to make this thick and strong, corn
flour will be mixed in the noodles crust.
 The noodle will be added in the mixture of patty. Some corn pieces will also be added in
the mixture of patty and then hot cheese will be served in burger which will make this
unique and delicious;
 Reviewing the consumer’s demand, fresh veggies will be added to enhance the burger’s
efficiency of fulfilling the hunger of the consumer.
 Finally hot cheese will be added in the patty’s mixture as well as layers of cheese will be
coated around the burger’s bun.
 Burger will be ready and it could be served with ketchup and other delicious dips. In
order to make this more attractive, burger could also be served with cold-drinks, juices,
and as per the demand of the consumer.

Marketing Communication 5

Marketing Communication 6
Environmental Scanning
Singaporean market’s analysis will be conducted under this step in order to evaluate present
macro and micro environmental factors. This will be conducted with the help of SWOT analysis
and under this analysis, organization’s strengths, weaknesses, opportunities and threats will be
discussed for determining the chances of survival of Burger Hut in the Singaporean market with
the new innovation (Whitton, et. al., 2014).
SWOT Analysis
Strengths
 With the launching of noodle & veggie
cheese burger in the Singaporean
market, Burger Hut’s range of menu
will be increased.
 Introduction of Noodle & Veggie
Cheese burger will enhance the demand
of the Burger Hut and it will raise the
chances of expansion in the global
market.
 Burger Hut has adopted the cost-
effectiveness approach for setting the
price of the product which will help
them to gain the competitive advantage.
Weaknesses
 Setting up the unique and distinctive
place in the competitive business
environment of Singapore will be a
difficult task for Burger Hut.
 Being the newcomer in the fast food
industry, getting adequate knowledge in
relevance with the suppliers of raw
materials required for the
manufacturing of Noodle & Veggie
Cheese Burger.
 Lack of knowledge in relevance with
the environmental conditions of
Singaporean fast food market.

Marketing Communication 7
 The strategies adopted by the Burger
Hut to promote the Noodle & Veggie
Cheese burger in the Singaporean
market will help them to increase their
market presence as compared to
existing brands of the fast food
industry.
 Lack of knowledge in relevance with
the marketing strategies used for the
promotion of new product of the
Burger Hut (Swanson, 2015).
Opportunities
 Introduction of Noodle & Veggie
Cheese Burger will provide opportunity
to the organization for setting up a
distinctive image in the fast food
industry of Singapore.
 Expansion opportunities will increase
for Burger Hut with the invention of
Noodle & Veggie Cheese Burger
(Popkin, 2017).
 This will lead to increase in the chance
of expansion of Burger Hut’s stores in
the prime locations of Singapore.
Threats
 Marketing strategies used by the
existing brands of fast food industry.
 Aggressive promotional strategies used
by the competitors to reduce the
demand of the Burger Hut’s products.
 Failure of Noodle & Veggie Cheese
Burger will also be a great threat from
Burger Hut (Ryan, 2016).

Marketing Communication 8

Marketing Communication 9
PESTLE Analysis
Under this analysis, environmental conditions of Singaporean market will be analysed for
survival of the Burger Hut. Macro as well as micro environmental factors of Singaporean
business environment will be evaluated for making the adequate promotional as well as survival
strategies. It will help the organization to enhance the chances of their growth in the Singapore
market.
 Political: Political factors have the great impact over the industries because a small
amendment made in the tax systems or in the exports, imports, etc. will discreetly affect
the business industries’ performance. The same goes with Burger Hut, amendments made
in the tax system of the Singapore, imposing duties or taxes over the restaurant business,
etc. will directly increase cost of the production and it will leads to increase in the prices
of the food items served by Burger Hut.
 Economic: Economic condition of the Singaporean market will not impact over the
performance of the Burger Hut and in terms of setting up a new business; their
government provides various subsidies through which setting up the business in the new
economic conditions becomes easy and reliable. Apart from this Singapore’s economy is
stable hence, with the help of adequate pricing strategy such as cost-effectiveness
approach could be adopted for introducing the new product in the market (Percy, 2014).
 Social: Introduction of the Noodle & Veggie Cheese burger will attract the people
towards the Burger Hut. The main characteristics of this product is its bun made up of
corn flour and noodles makes this healthy, delicious as well as attractive. Hence,

Marketing Communication 10
invention of Noodle & Veggie Cheese burger will create a positive impact over the
society.
 Technological: Technological aspect has a large weightage in terms of the setting up the
business. Fast food industry has adopted this aspect for taking the orders from the
consumers, to register complaint regarding the orders, to take the reviews from
consumers on the basis of their experiences, etc. Apart from this, Burger hut’s primary
competitors have already adopted the technological aspect in their workplace hence; this
would be a compulsory adaptation for the Burger Hut in order to develop their market
presence in the Singapore (Parente & Strausbaugh-Hutchinson, 2014).
 Environmental: As per the environmental aspects of the Singapore market, adequate
machinery and the other relevant technologies should be used through which organization
could be able to meet with the environmental requirements. Functionalities of Burger Hut
are not irrelevant with the environmental requirements of Singapore and this will make
smoother process for Burger Hut in terms of setting up the business in new market.
 Legal: Legal obligation and the rules described under Singaporean law should be
fulfilled adequately in terms of setting up the business. This will help the Burger Hut to
remove future glitches that will be arise due to non-fulfilment of the legal considerations
(Nagle, Hogan & Zale, 2016).
Amongst these strategies it was observed that primary competitors of Burger Hut in Singapore
will be King’s Burger and Singapore Fast Food Company. They are involved in the fast food
industry since very long time and in order to set up a distinctive place in the competitive market,

Marketing Communication 11
Burger Hut needs to utilise its strengths for enhancing the demand of the new product as well as
to gain competitive advantage in the Singaporean competitive market (Hollensen, 2015).
Marketing Communication Objectives
Main motive behind developing the marketing objectives are spreading awareness in relation
with the new product invented by the organization in the public in an effective manner. Setting
marketing objectives involves targeting audience, adaptation of adequate advertisement
strategies. While considering the objective of Burger Hut, it is observed that they have invented
the new product for fulfilment of the consumer’s needs as well as to build an effective place in
the fast food industry (Fuster, 2016).
To promote the new product in the Singapore market, Burger Hut needs to evaluate the sources
through which better results could be attained in terms of promoting the Noodle & Veggie
Cheese Burger in the Singapore market. Main marketing objectives of the Burger Hut are
integrity, loyalty, consistency, convincing power, etc. Through these objectives, organization
needs to showcase only those points which could show the true picture of the new product. If the
actual product’s description and the promoted characteristics of the product do not match then it
may affect the demand of the product (Fogel, et. al., 2017).
Apart from these objectives, Burger Hut needs to consider the quality of the product as well as
the convincing power into its marketing strategies. Through these objectives, organization would
be able to develop its distinctive market image in the fast food industry of Singapore (Dey,
2016).