Jack int he Box

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Consumer Behavior presentation on Jack in the Box

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Jack int he Box

  1. 1. Jack for Prez
  2. 2. Jacks Meaty Platform <ul><li>“ Steak a claim in America” urban redevelopment program </li></ul><ul><li>“ Lettuce All Work Together” youth employment plan </li></ul><ul><li>“ We Are Not Chicken” list of proposed budget cuts </li></ul>
  3. 4. Kerrya Corcoran David Heckenberg Tara Molthen Karina Sanchez
  4. 5. Case Presentation “Jack For Prez” <ul><li>None Of The Above Political Action Committee (NOTAPAC) and wsRadio launched presidential campaign for Jack in the Box </li></ul><ul><li>“ Jack is a man of the people” </li></ul>
  5. 6. Jack for Prez <ul><li>Jack has become a likeable character whose fans are encouraging him to run for the upcoming presidential election </li></ul><ul><li>The campaign is promoted mainly through the website DarftJack.com and through the internet-based radio network wsRadio. </li></ul><ul><li>The Slogan “We are not Jacking around with the voters” </li></ul>
  6. 7. Balance Theory <ul><li>considers how a person perceives relationships among different attitude objects, and how s/he may alter his attitudes so that these remain consistent (or balanced) </li></ul><ul><li>Conflict: People are dissatisfied about the 2008 presidential candidates because they cannot relate to them. </li></ul><ul><li>Positive Attitude: People like the Character of Jack in the Box </li></ul><ul><li>Positive Attitude: People like the food from Jack in the Box </li></ul><ul><li>Change in attitude: If Jack were to become a 2008 presidential candidate people are more likely to vote for him to balance their attitudes of liking toward the character of Jack and the food of Jack in the Box </li></ul>Jack Presidential Candidate Jack in the Box Food
  7. 8. The Birth of Jack in the Box <ul><li>The first Jack in the Box restaurant was opened in 1951, right here in San Diego. </li></ul><ul><li>The tiny restaurant was equipped with an intercom system and drive-thru window that served up hamburgers to passing motorists for just 18 cents, while a large jack-in-the-box clown kept watch from the roof </li></ul>
  8. 9. <ul><li>Jack in the Box was the first major fast-food chain that began as a drive-thru. </li></ul><ul><li>It was also the first to introduce menu items that are now staples on most fast-food menu boards, including a breakfast sandwich and portable salad. </li></ul><ul><li>Jack in the Box offers flexibility to their customers, by allowing them to customize their meals…with meal customization, as well as the addition of premium salads and sandwiches, Jack in the Box appeals to a wider customer base, including more women and consumers older than the traditional target market of men 18-34 years old. </li></ul>Jack’s Number One
  9. 10. The Birth of Jack <ul><li>Jack was born in 1995 and has become one of the most recognized fictional characters </li></ul><ul><li>Through Jack’s character, Jack in the Box has created a high brand equity for their company as they have created a brand that has strong positive associations in consumers memory and commands a lot of loyalty as a result </li></ul><ul><li>Food is not the only way customers show their loyalty…More than 27 million premiums bearing Jack's likeness have been sold since 1995. </li></ul>
  10. 11. Jack’s Friends??? <ul><li>Jack’s ideal fantasy is meeting Ronald and The King...in a no-holds barred cage match. Winner takes all (each other's franchises). </li></ul><ul><li>McDonald’s and Burger King serve as only two of the competitors for Jack in the Box. Other’s include Carl’s Jr, Wendy’s and Taco Bell. </li></ul>
  11. 12. Jack: “We don’t make it till you order it!” <ul><li>Jack in the Box’s Unique Selling Proposition is their assemble-to-order program. </li></ul><ul><li>The familiar quote said by CEO Jack, “We don’t it till you order it” can instantly be tied to the food at Jack in the Box </li></ul><ul><li>Whatever the order is, it will be served hot and fresh to customers, while some competitors still use warming bins to hold pre-made burgers until they're ordered. </li></ul><ul><li>Jack in the Box’s USP is also another way the company has created such high brand equity. </li></ul>
  12. 13. Jack in the Box Product <ul><li>“ We don’t make it until you order” </li></ul><ul><li>Breakfast Shakes and snacks </li></ul><ul><li>Value menu Kids menu </li></ul><ul><li>Salads Sweets and drinks </li></ul><ul><li>Burger combos Chicken combos </li></ul><ul><li>“ Jack Cash”- a Jack in the Box gift card </li></ul>
  13. 14. Price <ul><li>Prices range from $1.00 burgers to $6.39 teriyaki bowls </li></ul><ul><li>“ Combo meals” cost on average of $5.50 </li></ul><ul><li>Jack's Value Menu (low prices items) includes a hamburger, chicken sandwich, jumbo jack, 2 tacos, Jr. bacon cheeseburger, and Breakfast Jack </li></ul>
  14. 15. Placement <ul><li>Jack in the Box is currently in 18 states with 2,100 locations </li></ul><ul><li>Drive-thru dining: Jack in the Box has always emphasized on-the-go convenience, with approximately 85 percent of the half-billion guests served annually buying food at the drive-thru or for take-out. </li></ul><ul><li>In addition to drive-thru windows, most restaurants have indoor dining areas and are open 18-24 hours a day. </li></ul>
  15. 16. Promotion <ul><li>Radio, Print, Television, and Internet mediums </li></ul><ul><li>Jack on MySpace….over 100,000 friends! </li></ul><ul><li>Public Relations- On June 26 th , Jack In the Box gave away two free tacos in exchange for a gas receipt </li></ul><ul><li>“ The Good, The Bad and the Tasty” BBQ Bacon Sirloin burger. </li></ul>
  16. 17. Potential for Improvement <ul><li>Future “free advertising” for Jack in the Box should consider if the image portrayed by outside sources is consistent with their image and characteristics of their target market in order to possibly gain from it. </li></ul><ul><li>Next step would be to try and detect possible hiccups that resulted from DraftJack.com by obtaining feedback from their target market on the matter to ensure that future opportunities have positive outcomes </li></ul>
  17. 18. Potential for USP If indeed there were negative consequences to DraftJack.com, reinforcing the USP in future ads may allow people to remember why they liked Jack to begin with, and can help Jack redeem himself as a worthy likable character
  18. 19. Improvement for Jack <ul><li>Jack in the Box should continue to use “Jack” to keep building brand equity through his appearance in creative TV commercials, billboards, print ads, etc. </li></ul><ul><li>Over the years Jack has strengthened the validation of the Balance Theory (presidential “candidate” in 1996 and 2008), and should be taken advantage of in the future for controlled forms of marketing </li></ul><ul><ul><li>People like jack, so they like his food, people like jack and his food so they should like him as a presidential candidate (according to the balance theory) </li></ul></ul><ul><ul><li>Jack is doing a great job (gas receipts promo) and needs to continue to keep putting himself out there in the public eye as he has been since 1995 </li></ul></ul>

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