Group Five Patricia Pendleton Evan Coburn Alana Avram Ju Young Bang Yu-Han Bien Iris Hsiao

Company Background Initiated in 1972 in Japan Currently 1600 stores in Taiwan, Singapore, mainland China, Hong Kong and Hawaii A Wide Variety of Choices Features- Healthy Fast Food 1. Good quality ingredient 2. Freshness 3. Relatively Low-calorie 1

Initiated in 1972 in Japan

Currently 1600 stores in Taiwan, Singapore, mainland China, Hong Kong and Hawaii

A Wide Variety of Choices

Features- Healthy Fast Food

1. Good quality ingredient

2. Freshness

3. Relatively Low-calorie

SWOT Analysis 2 No brand awareness in the US market Higher prices compared to competition Established international brand Unique product Premium quality Appeals to healthy consumers Weaknesses Strengths Internal Analysis

No brand awareness in the US market

Higher prices compared to competition

Established international brand

Unique product

Premium quality

Appeals to healthy consumers

SWOT Analysis 3 Competitive fast food industry Consumer taste may vary from other countries Boston’s large college population Boston’s Asian population Predicted market stability and growth Increased focus on healthy diets Threats Opportunities External Analysis

Competitive fast food industry

Consumer taste may vary from other countries

Boston’s large college population

Boston’s Asian population

Predicted market stability and growth

Increased focus on healthy diets

Target Audience Primary Target Audience: Women between the ages of 18-45 More aware of the benefits of healthy diets Pay more attention to nutritional facts Are the ones who care more about appearance Are the ones who take care of their families Secondary Target Audience: Students and young professionals Aware of the benefits of healthy diets Eat out a lot Too busy to put the healthy diet concept into practice 4

Primary Target Audience:

Women between the ages of 18-45

More aware of the benefits of healthy diets

Pay more attention to nutritional facts

Are the ones who care more about appearance

Are the ones who take care of their families

Secondary Target Audience:

Students and young professionals

Aware of the benefits of healthy diets

Eat out a lot

Too busy to put the healthy diet concept into practice

Brand Positioning Fresh, healthy, natural, relatively low calorie Wide variety of choices Premium quality Trendy Clean, warm, relaxing atmosphere 5

Fresh, healthy, natural, relatively low calorie

Wide variety of choices

Premium quality

Trendy

Clean, warm, relaxing atmosphere

Objectives and Goals Short-term goals: Opening of a Mos Burger restaurant in Kenmore Square Establish Mos Burger as a trendy, healthy fast food option in Boston Long term goals Create a loyal customer base expand the Mos Burger chain and open more restaurants around Boston 6

Short-term goals:

Opening of a Mos Burger restaurant in Kenmore Square

Establish Mos Burger as a trendy, healthy fast food option in Boston

Long term goals

Create a loyal customer base

expand the Mos Burger chain and open more restaurants around Boston

Strategies Target college students Student population and internationals Particular BU students Store location Green B, C, D line all go to Kenmore station Close to Fenway stadium Differentiation Trendy, modern Healthy diet Environmental friendly 7

Target college students

Student population and internationals

Particular BU students

Store location

Green B, C, D line all go to Kenmore station

Close to Fenway stadium

Differentiation

Trendy, modern

Healthy diet

Environmental friendly

Tactics Advertising: Teaser campaign Billboards Print advertising in local papers TV advertising: Phantom Gourmet PR efforts Press release Press conference Celebrity endorsement ( Red Sox player Dice K) Loyalty program Help establish loyal customer base Brochure/Cause Marketing Info about Mos Burger and introduction to new partnership Sales Promo Coupons 8

Advertising:

Teaser campaign

Billboards

Print advertising in local papers

TV advertising: Phantom Gourmet

PR efforts

Press release

Press conference

Celebrity endorsement ( Red Sox player Dice K)

Loyalty program

Help establish loyal customer base

Brochure/Cause Marketing

Info about Mos Burger and introduction to new partnership

Sales Promo

Coupons

PR Efforts Press release - announces Mos Burger opening in Boston - provides a company overview - see handout for full press release 9

Press release

- announces Mos Burger opening in Boston

- provides a company overview

- see handout for full press release

PR Efforts contd. PR efforts contd. Press conference - held at the Holiday Inn Hotel, 5 Blossom St, Boston, MA 02114, USA on August 23, 2007 at 11p.m. - journalists from local newspapers and radio stations - distribute press kit to journalists: Mos Burger company background, sample menu and prices, opening details - announce Mos Burger shop opening in Boston - announce opening event with Dice K - Q&A session 10

PR efforts contd.

Press conference

- held at the Holiday Inn Hotel, 5 Blossom St, Boston, MA 02114, USA on August 23, 2007 at 11p.m.

- journalists from local newspapers and radio stations

- distribute press kit to journalists: Mos Burger company background, sample menu and prices, opening details

- announce Mos Burger shop opening in Boston

- announce opening event with Dice K

- Q&A session

PR Efforts contd. Opening event - Dice K from Red Sox as special guest - will cut ribbon - provide samples of Mos Burger menu - media coverage 11

Opening event

- Dice K from Red Sox as special guest

- will cut ribbon

- provide samples of Mos Burger menu

- media coverage

Advertising- Teaser Campaign June July 5 Green Line Stations Kenmore BU Central Hynes Convention Center St. Paul Street St. Mary’s 12

June

July

5 Green Line Stations

Kenmore

BU Central

Hynes Convention Center

St. Paul Street

St. Mary’s

Advertising- Teaser Campaign June July 5 Green Line Stations Kenmore BU Central Hynes Convention Center St. Paul Street St. Mary’s 13

June

July

5 Green Line Stations

Kenmore

BU Central

Hynes Convention Center

St. Paul Street

St. Mary’s

Advertising- Teaser Campaign June July 5 Green Line Stations Kenmore BU Central Hynes Convention Center St. Paul Street St. Mary’s 14

June

July

5 Green Line Stations

Kenmore

BU Central

Hynes Convention Center

St. Paul Street

St. Mary’s

Advertising- Billboard August September October 5 Green Line Stations Kenmore BU Central Hynes Convention Center St. Paul Street St. Mary’s 15

August

September

October

5 Green Line Stations

Kenmore

BU Central

Hynes Convention Center

St. Paul Street

St. Mary’s

Advertising- Billboard August September October 5 Green Line Stations Kenmore BU Central Hynes Convention Center St. Paul Street St. Mary’s 16

August

September

October

5 Green Line Stations

Kenmore

BU Central

Hynes Convention Center

St. Paul Street

St. Mary’s

Advertising- Print Ads Local Newspaper Metro BU Daily Press Emerson Today 17

Local Newspaper

Metro

BU Daily Press

Emerson Today

Customer Loyalty Program 18

Customer Loyalty Program Plastic Mos Burger card distributed to customers who visit the new restaurant in Boston Incentive: Buy 5 value meals, get 6 th FREE! Benefits: Customers will frequent Mos Burger to accumulate their value meal points. Loyalty program rewards customers for their patronage and strengthens customer equity. Allows a means for Mos Burger to electronically track customer’s visits to the restaurant as well as their spending habits. 19

Plastic Mos Burger card distributed to customers who visit the new restaurant in Boston

Incentive: Buy 5 value meals, get 6 th FREE!

Benefits:

Customers will frequent Mos Burger to accumulate their value meal points.

Loyalty program rewards customers for their patronage and strengthens customer equity.

Allows a means for Mos Burger to electronically track customer’s visits to the restaurant as well as their spending habits.

Cause Marketing The cooperation with HFA The cooperation with HFA– Humane Farming association Why? Mos Burger’s natural and social responsible image How? 20

The cooperation with HFA

The cooperation with HFA– Humane Farming association

Why? Mos Burger’s natural and social responsible image

How?

Cause Marketing Body Copy : Stop slaughterhouse, you can do it, too---- do you know how many farm animals are cruelly slaughtered everyday? Do you feel safe eating the meat that has been injected with chemicals ? 2%out of every burger you purchase will be donated to HFA, the nation’s largest and the most effective farm animal protection organization. www.HFA.org 21

Body Copy : Stop slaughterhouse, you can do it, too---- do you know how many farm animals are cruelly slaughtered everyday? Do you feel safe eating the meat that has been injected with chemicals ? 2%out of every burger you purchase will be donated to HFA, the nation’s largest and the most effective farm animal protection organization. www.HFA.org

Cause Marketing- Brochure 22

Sales Promotion- Coupons Distribute coupons Bring your friend with a coupon and get one free Where? Boston university campus/ Red sox stadium/ Kenmore subway station/ Grand opening Who? Two people When? For 4 months, average 3 hrs How many? 200,000 Why ? To Promote instant sales, to increase brand awareness by getting the attention and to establish healthy image 23

Distribute coupons

Bring your friend with a coupon and get one free

Where? Boston university campus/ Red sox stadium/

Kenmore subway station/ Grand opening

Who? Two people

When? For 4 months, average 3 hrs

How many? 200,000

Why ? To Promote instant sales, to increase brand awareness by

getting the attention and to establish healthy image

Costumes - Background Guerilla Marketing with Coupons 24

Sales Promotion- Coupons 25

Timeline 26

Media Mix Transit (MBTA Stations) Television Print 27

Transit (MBTA Stations)

Television

Print

Transit Billboards 5 Month Program June & July: “ Teaser” Campaign August, September & October: “Awareness” Campaign 5 Green Line Stations Kenmore BU Central Hynes Convention Center St. Paul Street St. Mary’s Estimated Cost: $37500 28

5 Month Program

June & July:

“ Teaser” Campaign

August, September & October: “Awareness” Campaign

5 Green Line Stations

Kenmore

BU Central

Hynes Convention Center

St. Paul Street

St. Mary’s

Estimated Cost: $37500

TV Advertising: Phantom Gourmet Saturday & Sunday 11 am TV38 Focuses on Boston Area Dining 4 spots each week for 44 weeks $26,400 29

Saturday & Sunday 11 am TV38

Focuses on Boston Area Dining

4 spots each week for 44 weeks

$26,400

Print: Metro 40 insertions 39 Color 1/8 th Page 1 Full Page Color $50,500 Daily Readership: 244,688 9,787,520 Impressions CPM = $5.16 30

40 insertions

39 Color 1/8 th Page

1 Full Page Color

$50,500

Daily Readership: 244,688

9,787,520 Impressions

CPM = $5.16

2 X 4” (8 column inches) 10,000 daily readers (20,000 on Thursday) 28 weeks 600,000 impressions $3,420.80 CPM = $5.70 31

2 X 4” (8 column inches)

10,000 daily readers (20,000 on Thursday)

28 weeks

600,000 impressions

$3,420.80

CPM = $5.70

IMC Budget 32 $318,320 Total Budget $100,000 Loyalty Program $20,000 Consumer Research & Evaluation $3,000 Misc. Promo Materials (Costume etc.) $15,000 Promotional Staff $20,000 Coupon Production $2,500 Brochure Production $5,000 Press Event $25,000 Grand Opening/ Celebrity Appearance $10,000 TV Ad Production $117,820 Media Plan

Measurement 1. Quantitative Research On-line Survey : To see whether the campaign achieves the objectives or not. What to measure? -Overall evaluation of Mos burger -Awareness of health benefits -Image of Mos burger -What kind of media vehicle is exposed to consumers? How to measure ? -Receipt and Incentive 2. Qualitative Research Focus Group Interview : To see the problems and opportunities. What to measure? -When objective is achieved : What tactics contribute ? -When objective is not achieved : why? How to measure? -Contact local research agency -6 groups of 6 people ( BU students , Red sox fans and so on) 33

1. Quantitative Research

On-line Survey : To see whether the campaign achieves the objectives or not.

What to measure?

-Overall evaluation of Mos burger

-Awareness of health benefits

-Image of Mos burger

-What kind of media vehicle is exposed to consumers?

How to measure ?

-Receipt and Incentive

2. Qualitative Research

Focus Group Interview : To see the problems and opportunities.

What to measure?

-When objective is achieved : What tactics contribute ?

-When objective is not achieved : why?

How to measure?

-Contact local research agency

-6 groups of 6 people ( BU students , Red sox fans and so on)

Questions & Comments? Thank you! 34

Questions & Comments?

Thank you!