Burger Hut's 'Healthy You' Product: Marketing Communication Plan

This report presents a comprehensive marketing communication plan developed for Burger Hut's new 'Healthy You' product set, which aims to attract health-conscious consumers. The plan begins with an executive summary and proceeds to an environmental scan, utilizing both SWOT and PESTLE analyses to assess the internal and external factors influencing the product's success. The report defines specific marketing communication objectives, such as market penetration and establishing customer relationships. It then outlines the marketing communication strategy, emphasizing the AIDA model (Attention, Interest, Desire, Action) and the tri-component model of attitudes. Implementation tactics are detailed, along with proposed evaluation and control methods, including annual marketing plan control, efficiency control, and financial control. The report also includes a sample print advertisement layout and copy, providing a practical application of the marketing strategies discussed. References are provided at the end.

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MARKETING COMMUNICATION PLAN – BURGER HUT ‘HEALTHY YOU’ PRODUCT
SET
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Institution
Location
Date
1.0 EXECUTIVE SUMMARY

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Marketing communications is a vital function of any company that succeeds. Organizations must
come up with effective marketing strategies, which ensure that the company can attract and
retain customers. The paper looks at the marketing strategy for Burger Hut, a fast food chain that
wants to launch a new product set. The company comes up with a product set known as ‘Healthy
You’ which focuses on health benefits as it wants to tap the consumer market that is health
conscious. The product set is made up of a salmon sandwich accompanied by a garden salad
dressed with low fat ingredients, grounded turkey served on lettuce and a mint shake with the
goodness of kale. Burger Hut comes up with various strategies that it will use to ensure that the
product is marketed successfully.

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Table of Contents
1.0 EXECUTIVE SUMMARY.......................................................................................................2
2.0 ENVIRONMENTAL SCANNING...........................................................................................4
2.1 SWOT Analysis.....................................................................................................................4
2.2 PESTLE Analysis..................................................................................................................5
2.2.1 Political............................................................................................................................5
2.2.2 Economic.........................................................................................................................6
2.2.3 Social...............................................................................................................................6
2.2.4 Technological..................................................................................................................7
2.2.5 Legal................................................................................................................................7
2.2.6 Environmental.................................................................................................................8
3.0 Marketing Communication Objectives......................................................................................8
4.0 Marketing Communication Strategy and Implementation Tactics............................................9
4.1 THE AIDA MODEL..............................................................................................................9
4.1.1 Attention........................................................................................................................10
4.1.2 Interest...........................................................................................................................10
4.1.3 Desire.............................................................................................................................10
4.1.4 Action............................................................................................................................11
4.2 Tri-Component Model of Attitudes.....................................................................................11
4.2.1 Affective component.....................................................................................................11
4.2.2 Behavioral Component..................................................................................................11
4.2.3 Cognitive Component....................................................................................................12
4.3 Marketing Communication Strategies and Implementation....................................................12
5.0 Proposed Evaluation and Control Methods.............................................................................14
5.1 Set Goals..............................................................................................................................14
5.2 Measure Performance..........................................................................................................14
5.2.1 Annual Marketing Plan Control....................................................................................14
5.2.2 Efficiency Control.........................................................................................................15
5.2.3 Strategic Control............................................................................................................16
5.2.4 Financial Control...........................................................................................................16
5.2.5 Marketing Audit............................................................................................................16
6.0 Sample Print Advertisement: Layout and Copy......................................................................17
6.1 Layout..................................................................................................................................17

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6.2 Advertisement Copy............................................................................................................18
7.0 References................................................................................................................................18

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Burger Hut Marketing Communications Plan
2.0 ENVIRONMENTAL SCANNING
An environmental scanning will be done for Burger Hut’s new meal set which is known as
‘Healthy You’ and contains healthy foods. The food set will have an all-natural salmon sandwich
accompanied by a garden salad with a low-fat dressing, a mint milk shake with a hint of kale and
ground turkey served on lettuce leaves. The environmental scan will be done in form a SWOT
analysis and a PESTLE Analysis (Fill & Turnbull 2016).
2.1 SWOT Analysis
The SWOT analysis looks at the strengths, weaknesses, opportunities and strengths of Burger
King that will be key in determining if the new product will be a success (Camilleri 2017). The
table below is a summary of the SWOT analysis for burger hut.
Figure 1.0 Burger Hut SWOT Analysis (Percy 2014)

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2.2 PESTLE Analysis
2.2.1 Political
Political situations in a country determine business performance. Burger hut will consider the
government support for globalization in the countries where they operate. A government, which
supports globalization, creates a conducive business environment. Political stability must also be
considered as instability leads to lack of stable business environments hence affecting the
business output (Samu & Wymer 2014). When there is political instability, customer numbers
are greatly affected and this reflects on a business. Another political factor that Burger hut must
look at is the government support for e-commerce. This is because this is an area that has grown
rapidly and is used vastly for marketing activities. Burger Hut must consider this as one of the
marketing channels that will be used for the new meal set will be e-commerce platforms. Burger
Hut can take advantage of government support to market the new meal set to attract new
customers and retain them. It can enhance its e-commerce functions and add more branches due
to this.
2.2.2 Economic
Economic factors have a direct effect on Burger Hut’s macro environment. The economic trends
and changes will influence the performance of the business. The expansion of international trade
agreements by Singapore will provide an opportunity for the business to expand and hence sell
its new product set. The economic stability of the country will also affect how the business
performs. If the economy is good it directly affects the people in a positive way, hence they have
more disposable income that they spend on things like food (Keegan & Green 2015). This will
provide an opportunity for Burger Hut to grow its market by a big margin especially for the new
product set, ‘Healthy You.’. The market where Burger Hut operates is characterized by high

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economic growth as it is still developing. This will provide immense opportunities for the
company and it can take advantage of this to sell more, make more profits and hence expand its
product line successfully.
2.2.3 Social
Burger Hut has to account for the sociocultural influences in the external environment. Social
trends have an effect on consumer behavior hence this must be taken seriously. Burger Hut has
to seek to increase customer diversity by having a menu that is suitable for a wide variety of
people. By introducing the ‘Healthy You’ food set, the company will be able to attract health-
conscious customers and those who eat only certain types of meals and this will help in growing
the customer base. Since higher health consciousness is becoming a common trend, Burger Hut
should consider healthier options as it threatens some of the other products, which the company
sells (Long 2013). The restaurant also has to implement policies, which address concerns on
animal rights and welfare. The products must also be made with products that are anti-biotic free
and are not harmful to customers in any way.
2.2.4 Technological
Burger Hut’s business partially relies on technologies. There is an opportunity as more
automated technologies are available and this can assist the company in terms of its marketing
activities. Mobile technologies are also becoming more popular. Burger Hut can take advantage
of this by advertising its new menu set on social media platforms like Instagram, facebook and
twitter. Burger Hut can take advanatage of technology to improve research and development and
this will enable it to come up with better products and do more customer analysis that will help
in satisfaction of customer needs (Belch & Belch 2016). Technology will enhance the marketing

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communication strategies of Burger Hut especially for the new product set and this will help
capture a wide audience.
2.2.5 Legal
Burger Hut has to comply with all legal requirements. One of the legal factors that will influence
the company is import and export regulation rules. Burger Hut imports some raw materials from
other countries hence all legal rules have to be followed. This will also apply when launching the
new product set as they may import some raw supplies. The company, when launching the new
product set, must also follow environmental protection laws. Sustainability must be encouraged
and the company has to ensure there is recycling and upcycling where possible. Materials that
will be used in packaging of the new product set should be biodegradable.
2.2.6 Environmental
Ecological conditions can have an impact on Burger Hut’s operations. Climate change in various
areas can disrupt the operations of Burger Hut hence make the new product set launch fail. There
should be emphasis on business sustainability by Burger Hut across all its operations. This must
be replicated when the new product set is launched (Cheng 2015). There is also an increase in the
popularity of low-carbon lifestyles hence Burger Hut can take the opportunity and attract such
customers.
3.0 Marketing Communication Objectives
Marketing communication is the means that a business adopts to convey messages about their
products and their brands either indirectly or directly to consumers with an intention of
convincing them to purchase (Kitchen & Tourky 2015). The advertising medium that will be
used by Burger Hut in exchanging information about the new product set to customers is what is

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referred to as marketing communication. The tools of marketing communication will be used to
create brand awareness of Burger Hut’s new product set among potential consumers. This will
ensure that the image of the brand is created in the mind of the customer before they make the
purchase decision.
Burger Hut’s main marketing objectives, for the ‘Healthy You’ product set will be:
 Develop and ensure market penetration
 Ensuring that there are repeat purchases
 Establish customer relationships
 Increase consumption rate
 Encourage trial of the product
 Stimulate impulse buying
 Enhance Demand
 Differentiate the new product
 Establish an image for the new product
 Influence the volume of sales
 Establishing, modifying and reinforcing attitudes
 Developing Sales Leads
 Stimulating interest for the new product
 Establishment of understanding by customers
 Building support and acceptance for the new product (Cowley 2016)

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4.0 Marketing Communication Strategy and Implementation Tactics
4.1 THE AIDA MODEL
In establishing the marketing communication strategy for its new product, Burger Hut will apply
the AIDA Model. AIDA stands for Attention, Interest, Desire and Action and these factors are
represented in a diagram and further discussed below (Dennis 2013).
Figure 2.0 The AIDA Model
4.1.1 Attention
This is also called awareness and is the first step of the model. Burger Hut must attract the
attention of the consumer so that they notice the new product set which is ‘Healthy You.’ To
attract attention they will apply a technique known as disruption (Higgins 2017). This can be
achieved by taking into consideration the following factors:
 Location – Adverts will be placed in extremely unexpected locations.
 Shock Factor – Using an advertisement that is shocking to consumers. This will definitely
catch their attention.

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 Personalization – This can be applied by targeting a specific product to a specific person
or group of people. The product can be personalized as much as possible such that one
feels it is speaking to them directly.
4.1.2 Interest
Interest is the second step in the AIDA model. Once Burger Hut has the attention of the
consumers, they have to maintain it. This can be done by getting information across in an
entertaining and memorable manner (Wood 2014). The advertisements should add personality to
the new product set that is being sold by Burger Hut. The information being passed across should
be light, easy to read and have captivating illustrations and headings.
4.1.3 Desire
This stage is sometimes called ‘decision making stage.’ It happens once the company has
grabbed the consumers’ attention and kept it. Burger Hut must now create desire for its ‘Healthy
You’. The product has to look irresistible to the consumer. This can be done through an
infomercial, which will explain to the consumer the numerous benefits of purchasing the product
(Jude 2014). The facts must be said while at the same time adding character to the product and
persuading the consumer until they feel that they have to purchase the product.
4.1.4 Action
This is the final step in the AIDA model. Here, Burger Hut must ensure that it closes the sale and
the consumer purchases a product in the ‘Healthy You’ product set. The sale has to close with an
amazing offer like offering a discount or free delivery. This will ensure the consumer purchases
as they are receiving extra benefits (Wood 2014). This will assist Burger Hut in capturing new
markets for its new product set and convincing already existing customers on why they should
purchase it.

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4.2 Tri-Component Model of Attitudes
Burger Hut will consider the tri-component model of attitudes in marketing its products. The
model explains to us how different opinions and beliefs are formed about products or services.
The model includes affective component, behavioral component and cognitive component (Perez
2015).
4.2.1 Affective component
This is the emotional reaction, which a person has towards an attitude or object. Attitude, which
comes from emotion, is known as affectively based attitude. They mostly come from the values
that one has. It expresses one’s beliefs or value systems. Burger Hut can use this to appeal to the
niche market who believes in healthy eating. Some consumers have been brought up with these
values hence the company can appeal to this by marketing their ‘Healthy You’ product set.
4.2.2 Behavioral Component
The behavioral component is a reference to the way a person behaves when they are exposed to a
certain product. Burger Hut will expose clients to the new product line and take advantage of
behavioral attitudes to market to them.
4.2.3 Cognitive Component
This is the third component at is a reference to thoughts and beliefs a person has towards a
product or service. In this case, the belief that consumers have towards healthy products will
influence their purchase behavior and Burger Hut can use this to influence consumer purchase
decisions.