Marketing Communication Plan for Burger Hut's New Product Launch

This report details a comprehensive marketing communication plan for Burger Hut, focusing on the introduction of a new product line. It begins with an executive summary and introduction, outlining the report's objectives. The core of the report includes PESTLE and SWOT analyses to assess the external and internal environments, identifying opportunities and threats, and leveraging strengths while mitigating weaknesses. The marketing communication objectives are defined, emphasizing becoming the consumers' top choice, optimizing order completion digitally, and providing the best digital experience. The report then outlines marketing communication strategies such as content advertising and video marketing. Implementation tactics including the product and services are discussed. The report concludes with evaluation and control methods, including advertising, public relations, and sales promotion, to ensure the plan's effectiveness. The document analyzes the market position and the competitive landscape. The report utilizes various academic sources to support its analysis and recommendations.

RUNNING HEAD: Marketing communications
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Marketing communications

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Executive summary
Marketing communications refer to the fundamental and a difficult part of an organization’s
marketing efforts. This report describes a marketing communication plan for Burger Hut in
introducing a new product in the market. The report explains the various communication tools
that company can use to initiate new product in the market. The marketing communication plan
of Burger Hut consist various components which ensures that all kinds of communications and
messages are properly connected together while ensuring the efforts of every partner are aligned
to the changing demands of any market position such as environmental analysis in determining
the competitors in the market and for environment awareness, marketing communication
strategies, marketing communication objectives and evaluation and control techniques to
increase sales and create brand loyalty strong and act as a catalyst for business growth.

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Table of Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................4
PESTLE and SWOT analysis of Burger Hut...................................................................................4
PESTLE analysis..........................................................................................................................4
SWOT analysis............................................................................................................................6
Marketing communication objective...............................................................................................6
Number one choice for consumers...............................................................................................7
Order completion.........................................................................................................................7
Best Digital experience................................................................................................................8
Market position............................................................................................................................8
Marketing communication strategies and implementation tactics...................................................8
Content advertising drives mindshare..........................................................................................8
Video application to drive engagement.......................................................................................9
Products and services...................................................................................................................9
Pricing of product.........................................................................................................................9
Position in marketplace................................................................................................................9
Evaluation and control methods......................................................................................................9
Advertising...................................................................................................................................9
Public relations...........................................................................................................................10
Sales promotion..........................................................................................................................10
Print advertisement of Burger Hut product...................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................11

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Introduction
The report describes the several tools used in marketing communications of Burger Hut. Burger
Hut is a local chain of fast food restaurant which launch a new product in the market for their
customers. Burger Hut presently provide burgers, spring rolls and snacks and now company
launch new flavors of burgers which make their product more delicious and also offer nuggets,
chicken whopper for their customers. Burger Hut initiates a new plan to offer their customers
new flavors in burgers and wide variety for nuggets and a crispy fried whole chicken thigh
topped with fresh vegetables and spicy sauce. The main objective of this report is to explain
various communications tools that are necessary to introduce this new product in the market. The
report also shows the environmental analysis by identifying the competitors in the market and
environment awareness, the marketing communication objectives which are required to drive
sales, marketing communication strategy and its implementation and the evaluation methods for
the effective communication tools used in launching a new product in the market by Burger Hut.
PESTLE and SWOT analysis of Burger Hut
The report describes the PESTLE and SWOT analysis of Burger Hut to identify the competitors
in the market and create awareness among the customers about the product.
PESTLE analysis:
Burger Hut is a local chain of fast food restaurant that has run its business across the world. This
food chain has its own challenges that have been faced by the owners of the organization as well
as the team members which handle all the events of the company. In today’s world, demand for
fast food has been increased among the customers. Burger Hut needs to be very careful about
many factors in launching this new product in the market. To follow these guidelines and the
contemporary trends in the relevant food chain in the company has to do the pestle analysis that
helps the company in comprehending the requirements and the current market movement.
Political: The political aspects surround the policies and the laws of the government of the state
in which the brand of Burger Hut operates. If the governments of the state are more concern
related to growth of Burger's Hut outlets, there will be a large number of restaurants of Burger
Hut. The growth of restaurants will extremely raise the employment opportunities for the local

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person over there and will also offer more enjoyment services at every phase to the local
residents. So, the places which offer company policies give better options to the Burger Hut to
run its business in a successful way.
Economic: The overall economic system of the state in which the outlet of the Burger Hut is
played an important role and has a direct impact on the company. The unemployment rating and
the rise in inflation rate of the region of the business also influence the company in big terms.
The states that are developed in the economic aspect are more sustainable to the success of the
company. The foreign direct investment of a state will be there for Burger Hut.
Social: As per Burger Hut, the social aspects that will affect the business are the demographic
and the life expectancy of the local person in which the franchise of the Burger Hut is placed.
Technological: The technological factors consist of latest technologies in the environment. For
example, ordering burgers online, as these movements has directly affected the business of the
organization like Burger Hut.
Legal: The legal factors emphasize the following rules and regulations of the state in which food
network is working. In order to sustain the new flavors of burgers, the owner and the team of the
Burger Hut should maintain the quality and all the desired principles.
Environmental: Environmental factors consist of hygiene factor and considering the movements
to the environment like initiate a new method of recycling is the imperative aspects that should
be considered for the food network like Burger Hut. Consumers of each region are now very
much conscious about their health with the developing state of various health issues.
SWOT analysis
Strength
 Burger Hut is an internationally
recognized brand name
 Large brand awareness
 Franchise differentiation
 Developed market share
 Large growth plan
Weakness
 Company heavily concentrated in the
United States
 Depend on franchise
 High-calorie food
 Depend on long-term consumers
 Not sufficient promotion

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Opportunity
 Development with new advancement
 Home delivery services with
applications
 Healthier menus
 Update children menus
 Differentiation of services
 New chances in developing economies
 Decrease entrance cost
Threat
 Changing consumer towards healthier
food
 Promotion against fast food networks
 Extreme competition from another food
network
 Rise in labor cost
 Currency fluctuation
Marketing communication objective
Marketing communication objective refers to the long-term goals where marketing campaign are
intended to drive up the value of product brand over a period of time. The fundamental goal of
advertising communication is to convey, contend and persuade and the essential goal of
marketing communication is to pass on the idea to target audiences. The main marketing
communication objectives of Burger Hut in launching a new product in the market are explained
as follows:
Number one choice for consumers
According to Arnold & Boggs (2015), Burger Hut makes efforts to become the primary choice
for consumers who order new flavors of burgers and offer nuggets, chicken whopper digitally.
This marketing communication objective depends on the consumer taste and preferences. The
company should focus on the customer requirement keeping in mind the good quality, delivery
services, and healthy food. The company should consider the people health in offering their
products. The consumer only orders Burger Hut products only when they experience that
company offers good quality, tasty food, and affordable price. By considering all these factors,
Burger Hut should cater all these requirements in order to achieve their marketing
communication objective. The company should adopt innovate and create promotional methods
in order to make its products unique in customer mind.
Order completion
The marketing communication objective of Burger Hut is to have 75 of all burgers orders to be
completed digitally. According to Beach (2014), the company encompasses the whole process of

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receiving an order and delivering it to a customer. For this purpose, the company should well-
versed in operational e-commerce and encompasses various difficult steps throughout the supply
chain that all play an important role in how consumers receive the product. The main three steps
in the order completion are as follows:
Organize stock: Retailers should have objective to work with providers in order to guarantee
stock shipments land on time and are arranged by including definite and simple pressing and
substance slips. According to Belch et al. (2014), in the event that the retailers get a considerable
number of things composedly, it can set aside a long opportunity to stock and demand it
legitimately which brings about making reinforcements when it comes time to checking and
satisfying requests.
Rethink use of space: Frequently reviews of continuous data from e-commerce business
software can enable traders to identify if they can at present accomplish deals objectives with
less stock, which cannot just lead a quicker turnaround for customers but edges for retailers
(Blakeman, 2014).
Packaging: According to Garvey (2014), retailers must perform general investigation of their
packaging needs to recognize approaches to advance their transportation and a request
satisfaction endeavors.
Best Digital experience
Digital transformation is not about enhancing customer experience, but it also about empowering
operational efficiencies for the employees. According to Ginsburg et al. (2017), Burger Hut
offers the best-advanced experience in the classification food of burgers. Using digital as a tool,
Burger Hut is trailing a tablet framework in Singapore which enables customers to directly
submit their requests from the table. The tablet mitigates an opportunity to arrange, liberating the
servers to concentrate their consideration on different undertakings such as serving tables and
attending to customer's needs. Burger Hut was maniacal about customer satisfaction. Company
measure every attributes that makes a customer experience good.
Market position
According to Grunig (2017), Burger Hut tries to maintain the number position in the market by
offering good quality, affordable prices, and healthy food to their customers. Business

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reformulating dinners for kids, giving sustenance information on menus, making enlightening
ventures. Burger Hut identifies demand for more beneficial items and has responded to this
requirement with new or modified items. The company also offer unique selling point of new
flavors in Burgers in order to attract the customers.
Marketing communication strategies and implementation tactics
A viable marketing communication strategy will help Burger Hut to define the overall actions
and objectives for the marketing. According to Hatziargyriou (2014), company strategy must be
effective and innovative in order to deliver the products or services in such a manner that will
satisfy the customers. The main marketing communication strategies that Burger Hut can use for
the products enhancement are as follows:
Content advertising drives mindshare
Burger Hut can use content promoting tool as a communication strategy for launching a new
product in the market. Content promoting consist many forms such as news, ebooks, videos, case
studies, infographics, images and blogs to market their product in the customer's mind.
According to Jensen (2013), the fundamental plan behind this marketing communication strategy
is to give useful information to potential customers despite the fact that they will most likely be
able to buy the item or contract benefits yet. Regular groups of customers explore most purchase
online before taking a choice and by offering fun and instructive substance for them to utilize
and appreciate, organization brand can upgrade ID and mindshare as a valuable of important
information.
Video application to operate involvement
With the huge popularity of YouTube and other video sites is an excellent way to enhance leads
and increase sales. Video puts a human face on organization picture and offerings. A few couple
minute video can describe company products benefits to the customer. A video on company
homepage or posted by means of web-based social networking has another basic segment which
creates the awareness among the customers towards the products. Burger Hut can use this
marketing communication strategy with the purpose to strike the correct harmony among
watchers, producing a huge degree of profitability (Kasper & Kellerman, 2014).

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On the other side, determine the tactical action steps which will modify strategy into a reality in
company marketing plan, into a useful source of information for customers. There are also
implementation tactics in marketing communications which Burger hut can use to achieve their
business objective in a desirable manner. The main implementation tactics are explained as:
Products and services
The product which is delivered to customers by the company is an important part in creating a
brand image in the customer point of view. According to Lawrie (2014), Burger Hut should
consider the characteristics and advantages they offer to their customers, the unique selling point
of Burger Hut in making their burgers more tasty and healthy and the good services offer to the
consumers which enhance their customer base towards their product.
Pricing of product
Pricing is a basic factor of the advertising technique. Picking the right cost for the items or
administration will enable the business to amplify the benefits and furthermore to set up solid
associations with the consumers. Burger Hut should keep their prices affordable in order to invite
the customers for their product. By pricing effectively, the company can also reduce the serious
financial problems that can happen if the price of the product is too low because of not having
sufficient profit and too high because of not having sufficient sales (McQuail &Windahl,
2015).
Position in marketplace
Place means the different channels and areas for appropriating organization item, related data,
and support administrations. According to Mymoneycoach (2017), his strategy of advertising
communication will position organization item in the market that is where an item can purchase.
Burger Hut can use various distribution channels by including any physical store (supermarket)
as well as virtual stores (online).

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Evaluation and control methods
There are various methods available for evaluating and controlling the marketing performance
such as:
Advertising
According to Percy (2014), it is considered to be one of the best evaluation component used in
both B2C and B2B markets. The impacts of promoting are planned to be long term, yet
something is going in the short run and along these lines, it can be measured. In the scholarly
stage, promoting gives information and can be assessed in view of studies, play-back
examinations, brand awareness overviews and helped survey. The powerful estimations
publicizing is planned to change perspectives and states of mind, subsequently, appraising scales,
picture estimations, rank request for brands and projective strategies are the strategy to assess the
marketing communication tools of Burger Hut product.
Public relations
According to Richards & Schmidt (2014), the marketing public relations had risen as a different
idea where public relations tend to market important exercises and it must be ignored in the
communication. In some cases, it achieves the outcomes that could not be proficient through
various means. One of the essential methods for following the adequacy of advertising is media
observing and assembling new articles in the social clippings book. There are three
classifications of estimation to be specific measures of genuine exercises embraced and measures
of gathering of people conduct. The upside of utilizing online networking for advertising was the
inclusion with groups of onlookers of partners, and in this way moving advertising estimation
from customary yield estimation to more proof results and affirmation of results and a business
results and estimation of engagement.
Sales promotion
Sales promotion include a scope of exercise and instruments, for example, coupons, refunds,
rebates, appears, difficulties, prizes and more to the correspondence blend, and in this manner,
can target crowds superior to conventional types of promoting. According to Thorson & Moore,
(2013), it is possible and vital to do pre-testing, post-testing, and following of offers
advancement. Quantitative measures can be gotten finding out coupon restore, the take-up rate of

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particular offers, deals increment in esteem and volume can be directed to break down client
viewpoints on exercises attempted. Evaluating diverse exercises, for example, the purpose of
offer will not be simple as the result of extra immediate and aberrant factors that influence deals
of Burger Hut.
Print advertisement of Burger Hut product
Burger Hut provides a sample advertisement of their product new flavors in burgers with the aim
to attract the customers and enhance growth in the market.
Print advertisement of Burger Hut
Delivery number: 6565348364

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Conclusion
From this report, it has been concluded that marketing communications are a multilevel build up
that requires a strong blend of each one of its activities remembering the true objective to achieve
the best results. This report explains the PESTLE and SWOT analysis of Burger Hut in order to
identify the competitors in the market and create the brand awareness for the Burger Hut product.
The report also explains various marketing communication strategies for Burger Hut new
product introduce in the market and its implementation tactics for increasing customer base and
retain consumers for the long term. An extensive outline of the promoting correspondence adds
to the cognizance of estimation development and most basic patterns in each of components. The
report mentions the marketing objectives of Burger Hut and the evaluation methods for
controlling the marketing communication effectiveness of the company. The marketing
communication helps Burger Hut to achieve its business objective in a suitable manner and to
run their business keeping in mind the customer requirements. Marketing Communications is
basic for all organizations to speak with the included partners. These partners incorporate the
legislature, the merchants, the retailers, and the customers in a specific region. Promoting
interchanges allude to administration methods that involve co-operations with unmistakable
gatherings of people from different foundation.

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References
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Communication Skills for Nurses. Elsevier Health Sciences.
Beach, L. R. (2014). Decision making in the workplace: A unified perspective. Psychology
Press.
Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: An integrated
marketing communication perspective. McGraw-Hill Education.
Blakeman, R. (2014). Integrated marketing communication: creative strategy from idea to
implementation. Rowman& Littlefield.
Garvey, W. D. (2014). Communication: the essence of science: facilitating information
exchange among librarians, scientists, engineers and students. Elsevier.
Ginsburg, K. R., Kinsman, S. B., & American Academy of Pediatrics. (2017). Reaching
Teens Strength-Based Communication Strategies To Build Resilience and Support
Healthy Adolescent Development.
Grunig, J. E. (Ed.). (2013). Excellence in public relations and communication
management.Routledge.
Hatziargyriou, N. (Ed.). (2014). Microgrids: architectures and control. Wiley/IEEE Press.
Jensen, K. B. (Ed.). (2013). A handbook of media and communication research: Qualitative
and quantitative methodologies. Routledge.
Kasper, G., & Kellerman, E. (2014). Communication strategies: Psycholinguistic and
sociolinguistic perspectives. Routledge.
Lawrie, A. (2014). An exploration of perceptions of verbal and non-verbal communication
strategies on intercultural group interactions and how they impact on learning and
teaching in higher education. Internationalisation and the Student Experience, 14.
McQuail, D., &Windahl, S. (2015). Communication models for the study of mass
communications. Routledge.

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Mymoneycoach. (2017). What is budgeting? What is budget.Retrieved from:
http://www.mymoneycoach.ca/budgeting/what-is-a-budget-planning-forecasting.
Percy, L. (2014). Strategic integrated marketing communications. Routledge.
Richards, J. C., & Schmidt, R. W. (2014). Language and communication.Routledge.
Thorson, E., & Moore, J. (Eds.). (2013). Integrated communication: Synergy of persuasive
voices. Psychology Press.