marketing communications · chicken whopper for their customers. burger hut initiates a new plan to...

RUNNING HEAD: Marketing communications 1

Marketing communications

Marketing communications 2

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.


Table of Contents Executive summary ......................................................................................................................... 2

Introduction ..................................................................................................................................... 4

PESTLE and SWOT analysis of Burger Hut .................................................................................. 4

PESTLE analysis ......................................................................................................................... 4

SWOT analysis ............................................................................................................................ 5

Marketing communication objective .............................................................................................. 6

Number one choice for consumers .............................................................................................. 6

Order completion......................................................................................................................... 6

Best Digital experience ............................................................................................................... 7

Market position ........................................................................................................................... 7

Marketing communication strategies and implementation tactics .................................................. 8

Content advertising drives mindshare ......................................................................................... 8

Video application to drive engagement ....................................................................................... 8

Products and services .................................................................................................................. 9

Pricing of product ........................................................................................................................ 9

Position in marketplace ............................................................................................................... 9

Evaluation and control methods.................................................................................................... 10

Advertising ................................................................................................................................ 10

Public relations .......................................................................................................................... 10

Sales promotion ......................................................................................................................... 10

Print advertisement of Burger Hut product ................................................................................... 11

Conclusion .................................................................................................................................... 11

References ..................................................................................................................................... 12


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


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


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


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


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).


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).


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


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

6565656565653483646565348

364

6565348364


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.


References

Arnold, E. C., & Boggs, K. U. (2015). Interpersonal Relationships-E-Book: Professional

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.


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.

http://www.mymoneycoach.ca/budgeting/what-is-a-budget-planning-forecasting

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