MKT3ADV: IMC Strategy for Hungry Jack's New Salad Product Line

This report details an integrated marketing communication (IMC) strategy for Hungry Jack's introduction of a new salad product line in Australia and New Zealand. The proposed product line includes green salads, egg salads, and chicken salads, with a unique selling proposition centered around being authentically Australian. The target market is segmented geographically (Australia and New Zealand) and psychographically, focusing on health-conscious consumers. The IMC strategy incorporates both digital channels, such as advertisements on the company's website, third-party food delivery platforms (Uber Eats), and social media platforms (YouTube), and traditional channels, including television, newspaper, and magazine advertisements. The report also includes a media schedule timeline and references relevant sources on geographic big data applications in retail and strategic social media marketing. Desklib provides students access to a wide range of solved assignments and study resources.

INTEGRATED
MARKETING
COMMUNICATION
FOR A NEW
PRODUCT BY
HUNGRY JACKS-
SALAD

THE NEW PRODUCT
 The new product which Hungry Jacks which
introduce into Australia and New Zealand
would be a range of salads.
 Variants of salad:
 Green salads
 Egg salads
 Chicken salads
 Unique selling proposition- Authentically
Australian.

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.
 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 -both digital
and traditional channels.
 The digital marketing platforms-
 Advertisement on the official website of the company,
 Third party food delivery firms like Uber Eats
 Social media platforms like YouTube.
 The traditional marketing channel-
 Television advertisements,
 Newspaper advertisements
 Magazine advertisements.

MEDIA SCHEDULE FOR IMC-WBS
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

MEDIA SCHEDULE FOR IMC-
TIMELINE

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].

THANK YOU