New Product Introduction Report: Hungry Jack's IMC Strategy

This report examines the introduction of a new salad range by Hungry Jack's in Australia and New Zealand, focusing on the application of an integrated marketing communication (IMC) strategy. The report outlines the product's unique selling proposition, emphasizing locally sourced ingredients, and details a segmentation strategy targeting health-conscious consumers geographically. It then presents a comprehensive IMC strategy encompassing digital channels like the company website, food delivery platforms, and social media, alongside traditional channels such as television, newspaper, and magazine advertisements. The report also includes a media schedule for the IMC plan and references to support the analysis. The assignment also addresses the critical elements of the IMC planning process including marketing research, target market identification, positioning approaches, communication objectives, and budget establishment. It also discusses the evaluation tools and metrics used to assess the effectiveness of IMC programs, including message and behavioral evaluations, and considerations for international operations.

Running head: NEW PRODUCT INTRODUCTION
New Product Introduction
Name of the student
Name of the university
Author Note:

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NEW PRODUCT INTRODUCTION
Speech for integrated marketing communication for Hungry Jack:
The new product:
The new product which Hungry Jacks which introduce into Australia and New Zealand
would be a range of salads which would be available in diverse variants to target different
customer variants using integrated marketing communication channels (Hungryjacks.com.au.
2020). The different variants of salad would green salads without any non-vegetarian ingredient
like egg and chicken, egg salads containing vegetables like lettuce and carrots, chicken salads
containing vegetable ingredients and fruit salads. The unique selling proposition of the salads
would be that they would contain raw materials like vegetables and chicken locally sourced from
within Australia and New Zealand.
Segmentation strategy:
The target customer segment which Hungry Jacks would aim to serve with its new
product range namely salad would be segmented geographically and psychographically. The
market for the new product would be segregated geographically into Australia and New Zealand.
For example, the outlets in Australian and New Zealand would offer salads made from natural
ingredients sourced from the respective countries (Chen et al. 2018). The psychographic
segmentation strategy of the product would consist of aiming health conscious consumers who
seek healthy food products like salads containing minimum oil as well as spices.
Integrated marketing communication strategy:
The integrated marketing communication strategy of Hungry Jacks while promoting the
new product namely, the range of salads would include both digital and traditional channels. The
digital marketing platforms would consist of advertisement on the official website of the

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NEW PRODUCT INTRODUCTION
company, third party food delivery firms like Uber Eats and social media platforms like
YouTube (Felix, Rauschnabel and Hinsch 2017). The traditional marketing channel would
consist of television advertisements, newspaper advertisements and magazine advertisements.

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NEW PRODUCT INTRODUCTION
Media schedule for IMC:
Media schedule for
Hungry Jacks for
marketing the new
product, salads
Forming of the strategies
The management of
Hungry Jacks hold
meeting with the
departmental managers
on launching new product
namely, range of salads
The marketing department
conducts market surveys
to gain information about
different tyeps of
marketing channels which
consumers use to gain
information about food
products including fast
foods
The marketing
department submits
reports on the survey
findings.
The management of
Hungry Jacks hold
meeting with the
departmental managers
on deciding on the media
channels like online
marketing channels,
television advertsiments
and magazine
advertisements which
would be used to market
the range of salads based
on th
Implementation of the IMC
plan
Hungry Jacks sends
information to its
marketing partners like
television advertisement
firms and magazines to
ask for quotes of
advertising the new
products
The marketing companies
send quotations of rates
of advertising the new
product
The management of
Hungry Jacks hold
meeting with the
departmental heads to
discuss the quotations
received from the
marketing companies and
shortlist marketing
companies to promote the
new product.
The accounts department
and marketing department
prepare media budget and
recognise the resources
to be acquired like
additional manpower and
advancements in the
official website of the
company to incorporate
the new products namely,
salads.
The budget and the
resource requirements
are presented before the
management for final
approval.
The management of
Hungry Jacks hold
meeting to approve the
budget and requirements
as well approves release
of funds.
The company enters into
contracts with the
marketing companies.
Acquisition of resources
Acquisition of new
employees to market the
products
Acquisition of software
and other resources
Training of new and
existing employees
Promotion launched
Monitoring and further
action
The management
compares the
revenue-per-visit of
customers and revenue
generated from online
orders against the
expenses incurred.
Takes further actions

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NEW PRODUCT INTRODUCTION
References:
Chen, X., Xu, F., Wang, W., Du, Y. and Li, M., 2018. Geographic big data’s applications in
retailing business market. In Big data support of urban planning and management (pp. 157-176).
Springer, Cham.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126.
Hungryjacks.com.au. 2020. Hungryjacks.com.au. [online] Available at:
https://www.hungryjacks.com.au/menu/breakfast [Accessed 22 Jan. 2020].