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Hardees- Marketing Campaign (Launch of a new Product) - ZK
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Hardees- Marketing Campaign (Launch of a new Product) - ZK


Launch of a new product in Hardees as Chicken Taco Salad. Marketing Campaign for Hardees Pakistan.

Launch of a new product in Hardees as Chicken Taco Salad. Marketing Campaign for Hardees Pakistan.

Published in Education , Business
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  • hi excellent work got a lot of help from here.can you please mail me you report want some data from there for my marketing assignment. my id is
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  • Kids combo include:exclusive meals for kids only with toys and drink with no refillBurger combo meals include: burgers, fries and coke refillBurger meals: only burgers/sandwichesAppetizers: tenders etc for low income group or ppl who want smthing other than burgers
  • Technological: Good rate of adoption,Machinery up-to-date,Wifi systemCharbroiled burgers : 3 mins 30 secs.


  • 1. ABOUT HARDEE’S CARL KARCHER ENTERPRISES INC.• 5TH Largest American Fast-food Chain – Thick charbroiled beef/chicken burgers• 2009 – Pakistan (14th Country To Host Hardee’s)Prides Itself Having Thick Juicy, Succulent And Bigger Burgers.
  • 2. Hardees Restaurant, Pakistan, Is Alcohol-free And 100% Halal Food Availability Is Made Sure.
  • 4. SEGMENTATION HARDEE’S Families And Youngsters• Kids Combo Meals – Kids Up To 12• Burger Combo Meals – Families• Burger Meals – Burger Customers• Appetizers/Side Orders – Tenders And DessertsPROFESSIONALS, STUDENTS, HOMEMAKERS AND ALL WHO WANT PREMIUM QUALITY SERVICE AND VALUE
  • 5. SEGMENTATION HARDEE’S GEOGRAPHICAL BEHAVIORAL PSYCHGRAPHICAL DEMOGRAPHICAL Lahore, Karachi and 13 to 32 Thick Burgers ® Burger enthusiasts A+, A Islamabad M/FPRODUCTS Lahore, Karachi and Health conscious 11 to 32 Charbroiled Burgers ® A+, A/B+, B Islamabad Flavor cravers M/F Chicken & Other Choices Lahore, Karachi and Chicken & Beef 11 to 32 A+, A/B+, B ® Islamabad lovers M/F Lahore, Karachi and Cool Kids 8 to 12 Cool Kids Combos A+, A/B+, B Islamabad Youngsters M/FKEYS:A+ UPPER CLASSA UPPER –MIDDLE CLASSB+ MIDDLE CLASSB MIDDLE-LOWER CLASS
  • 7. TARGETING-HARDEE’S DIFFERENTIATED MARKETING• Burger • Health Enthusiasts Conscious • Flavor Cravers Thick Charbroiled Burgers ® Burgers ® Chicken & Cool Kids Other Combos Choices ®• Cool Kids • Chicken &• Youngsters Beef Lovers
  • 9. DIFFERENTIATION & POSITIONING HARDEE’S• Renowned Brand Worldwide• Charbroiled And Thick Burgers – Beef/Chicken• Premium Services And Quality. NOT IN PAKISTAN
  • 11. STRENGTHSDifferentiated Unlimited Cakes And Technology Youthful Product - Premium Attractive Refill Wifi System All Brownies For Quality Attractive Valet Parking Charbroiled Service Facility Advertisement (Including Over The Area Instead Of Ice Products Brand Image Burger Nestea) Creams WEAKNESSNo Breakfast Or No Website For No Price Listing On Big Cause Of Street In-sufficient ParkingMidnight Deals In No Nutrition Chart No Gift Cards Hardees Pakistan Brochures Traffic Space Pakistan OPPORTUNITIES Nutrition Product Expansion In The Minimizing Expand Parking More Premiums ForDescription Within Diversification Development/ City Production Costs Area Kids Menus Expansion T H R E AT S Burger Kings Arrival And New Entrants With Even Heavy Advertisement Economic Slumps No Home Delivery. Other Burger Restaurants Facilities Yet Cost Effective Strategies By Competitors
  • 12. MARKET ENVIRONMENTS Macro-environment Micro-environment
  • 13. Macro hardee’s MACRO-ENVIRONMENT HARDEE’SPOLITICAL TECHNOLOGICAL : – Environment Regulation – Good rate of adoption, And Protection, – Machinery up-to-date,, – Consider Consumer And – Wifi system Employment Laws, – Charbroiled burgers : 3 – Controlled Trade, mins 30 secs Inflation And Tax Affected.
  • 14. MACRO-ENVIRONMENT HARDEE’SC U LT U R A L / S O C I A L ECONOMICAL – Prices dropped in Ramadan – Swift change to go with offers, trend: charbroiled, – Employees: better salary – Cooperative package and appreciation, – Limited advertisement management, budget, – Comfort for kids, – Recession or slumps don’t – Beef lovers now have effect much, – 25 more outlets: 2500 local their spot. jobs.
  • 15. MACRO-ENVIRONMENT HARDEE’SDEMOGRAPHICAL N AT U R A L / E N V I R O N M E N TA L – Families, youngsters but – Pleasant atmosphere inside, less on kids – Traffic crowd creates havoc – Market orientation at parking, – Customer based pricing – Health and protective measures – first aid – Kid area comfort – Comfortable seating arrangements
  • 16. MICRO-ENVIRONMENT HARDEE’SC O M PA N Y SUPPLIERS – CKE Restaurants – Machinery: Saudi Arabia – 5 Current Outlets Running – Meat: Malaysia, Brazil And In Pakistan Middle East Asian Countries • 3 In Lahore, 1 In Islamabad – Soft Drinks– Largest Coke And 1 In Karachi Consumers – Lahore And Islamabad - – Nestea. MDS Foods Pvt. Ltd. – Karachi – Global Quick Foods Pvt. Ltd.
  • 17. MICRO-ENVIRONMENT HARDEE’SINTERMEDIARIES C O M P E T I TO R S – Compared in – Own advertising agency- quality, taste, service and marketing department. environment • Mc Donalds, Subway, KFC (zingers) and Burger king (future rival).
  • 18. MICRO-ENVIRONMENT HARDEE’SC U S TO M E R S PUBLICS – Customer Based Strategies – Employees get incentives – Loyal Beef Customers – Media played its role – ads- Facebook. – Regulated Feedback- Customer Is The KING! – Issue: No Nutrition Facts And Prices Available, No Website.
  • 20. CONSUMER BEHAVIOUR HARDEE’S BUYERS BLACK BOX: BUYERS RESPONSE:• Market Oriented Research To • Feedback Cards On Every Identify Buyer Table• Customer Insight • Suggestions Are Always• Strategies To Satisfy Welcome Customers
  • 21. Introducing: CHICKEN TACO SALAD
  • 22. MARKETING MIX CHICKEN TACO SALAD PRODUCT PRICE PLACE PROMOTION• Healthy • PRICE • Lahore Only • Process Of SKIMMING Ingredients STRATEGY: • Response Will Advertising Charging High• Super Quality Help In • Print And Price Due To• Comes With Substantial Expanding Electronic Are Competitive Chicken In Progress Advantage.• Great • Range RS 310 Appetizer• Served Hot
  • 23. References General Manager: Usman Junaid, MDS Food Ltd.Senior Restaurant Manager: Arsalan Khan