HI5004 Marketing Management: Hog's Breath Cafe Marketing Plan

This marketing plan for Hog's Breath Cafe analyzes its product brand positioning, focusing on attracting meat lovers with new flavors and competitive advantages against Kingsleys Australian Steakhouse and IMC Steak House. It examines the consumer adoption process, proposing marketing strategies using traditional and digital media. The plan details a competitive pricing strategy, considering the preference of millennials for quality over price. Finally, it outlines a service plan emphasizing brick-and-mortar stores in convenient locations. The plan highlights the importance of adapting to changing consumer preferences and market trends for gaining a competitive edge in the Australian market, specifically addressing the growing demand for chicken and pork-based steaks. The plan also includes a positioning map and references to support its analysis.

Running Head: MARKETING PLAN
MARKETING PLAN
Name of the Student:
Name of University:
Author Note:

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Table of Contents
Task 2...............................................................................................................................................2
Product brand positioning............................................................................................................2
Market leaders for the product.....................................................................................................4
Consumer adoption process.............................................................................................................5
Pricing strategy................................................................................................................................6
Service plan.................................................................................................................................7
References........................................................................................................................................8

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Task 2
Product brand positioning
The prime rib steak that is being proposed by Hog’s Breath Café is aimed at drawing the
attention of the meat lovers (Hogsbreath.com.au 2019). The infusion of different sauces and
flavours would permit the venture in improving their service proposition in the different markets.
Sanchez-Sabate and Sabaté (2019) opined that the effective positioning of the propositions
allow an organization in gaining a competitive edge over the existing players in the market. In
this relation, the modifications in the proposition of prime rib steak and inclusion of new flavours
of sauce would allow the venture in gaining a competitive edge over the existing market players
like Kingsleys Australian Steakhouse and IMC Steak House (Malek, Umberger and Goddard
2019). The evaluation of the changing preferences of the customers towards meat consumption
would also allow the venture in improving the business propositions. The inclusion of chicken or
pork based steak in the menu would allow the organization in adhering to the growing trend of
meat consumption among the Australian consumers (Morgan et al. 2019). Therefore, the
development of propositions in accordance to the demand of the customers would allow the
organization in gaining a competitive edge in the markets.

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High Quality
Low Quality
Low Price High Price
Figure: Positioning Map of Hog’s Breath Café
(Created by the author)
The concerned organization will be making use of the statement “Here, it is for you, meat
lovers!” for positioning their new propositions that would be mainly focused on improving the
quality of the chicken based steak (Patrutiu-Baltes 2016). The statement would attract the
attention of the customers towards the new proposition that are being made by the venture.
Moreover, the proposition would deliver the organization with a competitive vantage point
against the existing players in the market. The positioning of the new propositions that are being
made by the organization will be made to the health conscious meat lovers. The USP of the
organization will be based on the changing preferences of the customers towards meat
consumption from beef and lamb to chicken and pork. Therefore, the venture would be taking
the initiative of introducing new dishes in the menu which would contain chicken and pork
steaks.

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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 (Kingsleysauststeak.com.au 2019). The wider range of propositions permitted the
venture in gaining a competitive edge over the existing players in the market. Sanclemente-
Téllez (2017) opined that the wider variety of dishes permits an organization in empowering
their sales volume. In this relation, the wide array of propositions, apart from steaks, permitted
the venture in gaining the attention of the target customers. However, the price of the
propositions are relatively high which restricted the venture in maximizing the market scope.
Aghazadeh (2015) stated that the modifications in the organizational propositions are reliant on
the changing preferences of the customers. The increased R&D operations of Kingsleys
Australian Steakhouse permitted the venture in improving the propositions. However, the
increased operational costs affected the capability of the venture in controlling the price elated
elements.
IMC Steak House holds an important position in the market for the distinguished
propositions that are made by the same (IMC Steak House 2019). The 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. Therefore, it might be noted that the organization
took the initiative of improving their propositions in accordance to the changing tastes and
preferences of meat consumers in Australian markets. Baltes (2015) stated that adherence to
market trends permits an organization in improving the market position while expanding in the
markets. Therefore, the concerned organization took the initiative of increasing the

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organizational operations in accordance to the demand of the customers. The increased trend of
health conscious customers in the Australian markets has affected the capability of the
organization in regaining the trust and loyalty of the customers. The competitive edge of the
market leaders in Australia is based on the increased understanding of the changing market
trends and inclination of the customers towards meat consumption. In this relation, the
organizations, Kingsleys Australian Steakhouse and IMC Steak House, has taken the initiative of
improving their propositions while adhering to the changing demand of the customers. Li et al.
(2016) opined that the modifications in the organizational propositions are chiefly reliant on the
assessment of the changing trends and market demand. Therefore, the organizations improvised
the propositions with the objective of adhering to the changing meat consumption related habits
of the Australian markets for gaining a competitive edge over the other players.
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. Kireyev, Kumar and Ofek (2017) opined that the
marketing campaigns that are initiated by the businesses empowers their sales volume while
maximizing the rate of consumer awareness on the propositions and USP. In this relation, the
utilization of varied number of media platforms and vehicles would allow the venture in inducing
knowledge among the customers of their improved offerings. In this relation, the venture would
take the initiative of using social r digital media platforms for drawing the attention of the early
adopters. 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

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propositions. In this relation, 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. It would enable the organization in
maximizing the scope of knowledge transmissions to the intended audience.
Moreover, the organization would also take the initiative of proposing the early adopters
with discounts and offers on their first buy of the proposition. It would allow the same in
empowering the product interest among the mind of the customers. 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. The utilization of different
media vehicles would allow the concerned venture in not only drawing the attention of the target
customers but also improve the line of proposition in accordance to their feedbacks. It would also
permit he venture in gaining a competitive edge over the existing businesses through improved
propositions.
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
Product
Awareness.
Product
Interest.
Product
Evaluation.
Product
Trial.
Product
Adoption .

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players. Kung and Zhong (2017) stated that the imposition of the competitive pricing strategies
in the organizational operations assists a venture in improving the flexibility of operations. In
this relation, 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. It has been
noted that the millennial population are more inclined towards the quality of the propositions
over the price. In this relation, the competitive edge while operating in the different markets. 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. The increased efficiency of the
organization in forming the pricing strategy would assure the same of improving the market
position while operating as per he needs of the venture. Porcu et al. (2017) opined that strategic
administration of the pricing strategies enable an organization in improving their performance in
adherence to the demand of the customers. Therefore, the concerned organization, Hog’s Breath
Café, will be taking the initiative of improving the rate of operations through the inclusion of
competitive pricing strategy.
Service plan
The concerned venture would take the initiative of setting up different brick and mortar
stores in different convenient locations. Kireyev, Kumar and Ofek (2017) stated that the
modifications in the service propositions of an organization is specifically reliant on the
changing demand and preferences of the customers. In this connection, the concerned venture
will be taking steps to increase the number of brick and mortar outlets with extensive ambience
and dining experience. It would allow the organization in adhering to the experience based needs
of the customers. Again, the convenient location of the restaurants would allow the organization
in maximizing the market scope while operating in the different markets. Therefore, the

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extensive service offerings of the organization would contribute to the competitive edge of the
venture while improving their sales volume in the respective markets.
References
Aghazadeh, H., 2015. Strategic marketing management: Achieving superior business
performance through intelligent marketing strategy. Procedia-Social and Behavioral
Sciences, 207, pp.125-134.
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
Hogsbreath.com.au. 2019. hogsbreath.com.au. [online] Available at:
https://www.hogsbreath.com.au/the-hogs-story/ [Accessed 18 Dec. 2019].
IMC Steak House., 2019. Menu — IMC Steak House. [online] IMC Steak House. Available at:
https://imcsteakhouse.com.au/menu [Accessed 18 Dec. 2019].
Kingsleysauststeak.com.au., 2019. Kingsleys CBD Steakhouses. [online]
Kingsleysauststeak.com.au. Available at: https://kingsleysauststeak.com.au/ [Accessed 18 Dec.
2019].
Kireyev, P., Kumar, V. and Ofek, E., 2017. Match your own price? self-matching as a retailer’s
multichannel pricing strategy. Marketing Science, 36(6), pp.908-930.
Kung, L.C. and Zhong, G.Y., 2017. The optimal pricing strategy for two-sided platform delivery
in the sharing economy. Transportation Research Part E: Logistics and Transportation
Review, 101, pp.1-12.

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Li, B., Hou, P.W., Chen, P. and Li, Q.H., 2016. Pricing strategy and coordination in a dual
channel supply chain with a risk-averse retailer. International Journal of Production
Economics, 178, pp.154-168.
Malek, L., Umberger, W. and Goddard, E., 2019. Is anti-consumption driving meat consumption
changes in Australia?. British Food Journal, 121(1), pp.123-138.
Morgan, N.A., Whitler, K.A., Feng, H. and Chari, S., 2019. Research in marketing
strategy. Journal of the Academy of Marketing Science, 47(1), pp.4-29.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2),
p.61.
Porcu, L., Del Barrio-Garcia, S. and Kitchen, P.J., 2017. Measuring integrated marketing
communication by taking a broad organisational approach: The firm-wide IMC scale. European
Journal of Marketing, 51(3), pp.692-718.
Sanchez-Sabate, R. and Sabaté, J., 2019. Consumer attitudes towards environmental concerns of
meat consumption: A systematic review. International journal of environmental research and
public health, 16(7), p.1220.
Sanclemente-Téllez, J.C., 2017. Marketing and Corporate Social Responsibility (CSR). Moving
between broadening the concept of marketing and social factors as a marketing strategy. Spanish
Journal of Marketing-ESIC, 21, pp.4-25.