Hungry Jack’s Marketing Plan

TABLE OF CONTENTS

Content…………………………………………………………………………………….Page

1. Stage 1…………………………………………………………………………..3

1.1Brief Background of Hungry Jack’s………………………………………3

1.2 Operation Industry……………………………………………………..…3

1.3 Product Category…………………………………………………………4

1.4 Main Competitors…………………………………………………………4

1.5 Strengths and Weaknesses………………………………………………..5

2. Stage 2……………………………………………………………………………5

2.1 Market Segmentation……………………………………………………..5

2.2 Market Segmentation Bases………………………………………………6

3. Stage 3……………………………………………………………………………6

3.1 Product……………………………………………………………………7

3.2 Product Life Cycle…………………………………………………………7

3.3 Branding…………………………………………………………………..8

4. Stage 4……………………………………………………………………………9

4.1 Pricing……………………………………………………………………..9

5. Stage 5……………………………………………………………………………10

5.1 Distribution Strategy………………………………………………………10

6. Stage 6……………………………………………………………………………11

6.1 Promotion…………………………………………………………………11

6.2 Promotion Mix…………………………………………………………….12

7. References…………………………………………………………………………1 

STAGE 1

1.1 Brief Background of Hungry Jack’s

Hungry Jack’s is Burger King Corporation’s franchise and has been operating in Australia since 1971. The company opened its first store in Innaloo (Perth). Its initial success resulted into quick expansion, with opening of other stores such as Everard Park and Kedron in Anzac High and Queensland respectively. In just one decade, the company had grown into three states with 26 stores (McDonald’s, 2013).

In 1990, changes were made on the franchise contract that allowed Hungry Jack’s to franchise to competitive foods as sole entity business, and the first company to get the third franchise was Broken Hill in 1991.

Burger King at the same time opened its independent stores and franchised some stores under its trademark. However, this strategy was changed and allowed only Hungry Jack’s because of its 3-decade long heritage trade was appropriate to drive the business. Today, the company operates in all states of Australia and has over 340 stores. The company is now an iconic Australian brand, offering quality services and products faster.  A consistent and clear delivery of its corporate vision “Hungry Jack’s Makes It Better” has developed a well-loved and strong brand that has grand future within Australia (McDonald’s, 2013).

1.2 Operation Industry:

Hungry Jack’s operates in fast-food industry. Fast-food means serving of foods which can quickly prepared, for instance fried chicken, frankfurters, or hamburgers. This industry comprises of both intangible and tangible aspects, and due to this, the market target/product directly sits at the heart of Product-Service continuum (Walker, 2000).  For our case, the tangible components would be fries, hamburger, Burger or items which are purchased. While the intangible component is are things like, the ability to have burger prepared without pickles, the customer care, and the expected restaurant environment etc.

1.3 Product Category:

Hungry Jack’s have developed a number of recipes. They comprise Aussie Burger, Whopper, Cheese Whopper, Whipped Cream, Double Whooper, Cheese Burger and Hamburger. For the purpose of this marketing project we will focus on Whipped Cream topping (McDonald’s, 2013).

1.4 Main Competitors:

Hungry Jack’s is a huge fast huge chain in Australia, however its main competitors are the international fast food companies with stores in Australia for example, Pizza Hut and McDonald’s, which offer stiff competition to Hungry Jack’s. On the other hand, a number of new forms of casual dining outlets e.g. Outback Jack’s have lately come up and record rapid growth.

There are a number of whipped topping brands available in the mainstream stores most of which are produced by large players such as MacDonald’s and Pizza Hut. Also, there are dry mixes; however, these do not create direct competition for Whipped Dream.

1.5 Strengths and Weakness

Based on the sales figures from stores in Perth and Melbourne, about 65% of the Australia’s whipped topping brand is offered in frozen form (tub), whereas the rest 35% is offered in pressurized form (can) (Restaurants Industry Report,  2012).

The strengths of this product are in its distribution channel and market share. It is available in nearly all outlets and has acquired a significant market acceptance. Also, they are supplied with other frozen and refrigerated dairy products.

The lack of variety of this product is its weakness.

Strengths

• Customer Intimacy
• Strong brand
• Supplier Integration
• Product Innovation
• Discounting
• Location of property

Weakness

• Low width and Depth of the product
• Location of restaurant far from pedestrian traffic

2.0 STAGE 2

21 Market segmentation:

This is the process of subdividing and defining a huge homogenous market into precisely identifiable segments which has similar demand characteristics, wants or needs (Adam, Armstrong, Brown & Kotler, 1998).

It is important for Hungry Jack’s to undertake market segmentation while offering flavoured Whipped Cream Topping because it helps develop a marketing mix which accurately matches customers’ expectations within the targeted segment.

Hungry Jack’s deploys a differentiated marketing strategy in developing various offers for particular market sector. This approach enables the company to meet the needs of customers in every sector, thus improving marketing success chances.

2.2 Market segmentation bases

Demographics:  One of the major population structure changes in Australia is the declining birth rate and increasing population of seniors. This implies that fast-food companies need to market their products and services in a different market targets since most of the existing markets are gradually growing smaller (Callaghan, Mc Coll & Palmer, 2008).

Geographic: As population increases, it also shifts and expands geographically. For Hungry Jack’s this implies that they have to open new outlets and shift locations to sustain the demand.

Psychographic Segmentation entails understanding the opinions, interests and lifestyles of consumers.

Behavioral approach focuses on their relationship with firm or product, for instance light or heavy users, brand switchers of brand loyal (Leslie, 2010).

Hungry Jack’s has based its market segmentation on demographic parameters (and that is the reason why demographic variables are critical to examine. The segments which Hungry Jack’s targets are subdivided into lifestyle and age stage, based on the fact that they are easily identifiable and the wants and needs of consumers closely vary with the demographic elements. Hungry Jack’s primary market targets are teenagers, adults and seniors, however children is the most heavily segment targeted.

3.0 STAGE 3

3.1 Product

3.2 Product Definition

According to Jagdish Sheth (2005) a product is something that satisfies a want or need. A product may not be essentially a physical object; it can include ideas, places, people, services and goods.

It is important for Hungry Jack to understand its service and products offer it would enable the organization to differentiate itself from market competitors and acquire competitive edge. Positioning of the product would be based on usage occasions; benefits offered, attributes, away or against the competitors.

Tender Grill, Tender Crisp, and the Whooper sandwiches are the only Burger King products (trademarks) that Hungry Jack’s sells. The rest of the Burger King trademarks are offered in more generic names for instance, Grilled Chicken Burger, Veggie Burger or Hamburger.

The company’s breakfast menu that was introduced in three states (Northern Territory, Western Australia and Queensland) in 2005, and in other states late 2006, has very minimal resemblance to breakfast menu of Burger Kings US. Its main breakfast menu (sandwich) is offered on either a wrap burrito breakfast or English muffin as opposed to the hash browns or croissant offered as patties instead of Tater Tots, and the menu also features pancakes (McDonald’s, 2013).

Hungry Jack’s breakfast menu, a combo Bacon Deluxe meal, (famous menu), which is different and unique to Australia

(McDonald’s, 2013)

3.3 Product Life Cycle

According to Schlosser (2011) a product life cycle refers to the period which begins with the original product design (R&D) and concludes with the withdrawal of that product or service from the market. Product life cycle is characterized with meticulous stages, comprising research and development (R & D), and then product introduction, to maturity, then decline and lastly obsolescence when the product is withdrawn or discontinued from the market.

The critical thing to recall while providing menu items to clients is that customers have a choice. Customers have numerous ways to spend their cash and places (where) to spend the money. Hence, Hungry Jack’s place significant emphasis on creating a menu which consumers wants.  This is can be effectively established through market research. Nonetheless, the requirements of customers do change with time. What is attractive and fashionable today could be discarded the following day. Hungry Jack’s marketing relentlessly assesses customers’ preference.

So as to meet such changes, Hungry Jack’s has phases out old products and introduced new products, and continues to do that. The company takes lots of care not to severely affect the sales of a product when another choice is introduced, that would cannibalize sales from the old product (trade off). Hungry Jack’s understands that its menu items will differ in popularity and their ability to bring revenue would differ at various stages along their life cycle.

Below is an illustration of how a product goes through a life cycle:

Fig 1 Life cycle of a product

The amount invested and the kind of marketing to be undertaken varies based on the stage that a product is at. For instance, the launch of a new Burger would characteristically entail television as well as other advertisement support. In any given time, Hungry Jack’s would have a product portfolio each at varying lifecycle stage. For the case of our product (Whipped Cream Topping) which its popularity is growing is definitely at maturity stage.

3.4 Branding:

Definition of Branding: According to Bateson & Hoffman (2008) branding is the process that entails creating a unique image and name of a product or service in the minds of consumers’ majorly through promotions or advertising initiatives with un.............