Mos Burger Final Presentation

14,569 views

Published on

Published in: Economy & Finance, Business
0 Comments
16 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
14,569
On SlideShare
0
From Embeds
0
Number of Embeds
107
Actions
Shares
0
Downloads
0
Comments
0
Likes
16
Embeds 0
No embeds

No notes for slide

Mos Burger Final Presentation

  1. 1. Group Five Patricia Pendleton Evan Coburn Alana Avram Ju Young Bang Yu-Han Bien Iris Hsiao
  2. 2. Company Background <ul><li>Initiated in 1972 in Japan </li></ul><ul><li>Currently 1600 stores in Taiwan, Singapore, mainland China, Hong Kong and Hawaii </li></ul><ul><li>A Wide Variety of Choices </li></ul><ul><li>Features- Healthy Fast Food </li></ul><ul><ul><li>1. Good quality ingredient </li></ul></ul><ul><ul><li>2. Freshness </li></ul></ul><ul><ul><li>3. Relatively Low-calorie </li></ul></ul>1
  3. 3. SWOT Analysis 2 <ul><li>No brand awareness in the US market </li></ul><ul><li>Higher prices compared to competition </li></ul><ul><li>Established international brand </li></ul><ul><li>Unique product </li></ul><ul><li>Premium quality </li></ul><ul><li>Appeals to healthy consumers </li></ul>Weaknesses Strengths Internal Analysis
  4. 4. SWOT Analysis 3 <ul><li>Competitive fast food industry </li></ul><ul><li>Consumer taste may vary from other countries </li></ul><ul><li>Boston’s large college population </li></ul><ul><li>Boston’s Asian population </li></ul><ul><li>Predicted market stability and growth </li></ul><ul><li>Increased focus on healthy diets </li></ul>Threats Opportunities External Analysis
  5. 5. Target Audience <ul><li>Primary Target Audience: </li></ul><ul><ul><li>Women between the ages of 18-45 </li></ul></ul><ul><ul><ul><li>More aware of the benefits of healthy diets </li></ul></ul></ul><ul><ul><ul><li>Pay more attention to nutritional facts </li></ul></ul></ul><ul><ul><ul><li>Are the ones who care more about appearance </li></ul></ul></ul><ul><ul><ul><li>Are the ones who take care of their families </li></ul></ul></ul><ul><li>Secondary Target Audience: </li></ul><ul><ul><li>Students and young professionals </li></ul></ul><ul><ul><ul><li>Aware of the benefits of healthy diets </li></ul></ul></ul><ul><ul><ul><li>Eat out a lot </li></ul></ul></ul><ul><ul><ul><li>Too busy to put the healthy diet concept into practice </li></ul></ul></ul>4
  6. 6. Brand Positioning <ul><li>Fresh, healthy, natural, relatively low calorie </li></ul><ul><li>Wide variety of choices </li></ul><ul><li>Premium quality </li></ul><ul><li>Trendy </li></ul><ul><li>Clean, warm, relaxing atmosphere </li></ul>5
  7. 7. Objectives and Goals <ul><li>Short-term goals: </li></ul><ul><ul><li>Opening of a Mos Burger restaurant in Kenmore Square </li></ul></ul><ul><ul><li>Establish Mos Burger as a trendy, healthy fast food option in Boston </li></ul></ul><ul><li>Long term goals </li></ul><ul><ul><li>Create a loyal customer base </li></ul></ul><ul><ul><li>expand the Mos Burger chain and open more restaurants around Boston </li></ul></ul>6
  8. 8. Strategies <ul><li>Target college students </li></ul><ul><ul><li>Student population and internationals </li></ul></ul><ul><ul><li>Particular BU students </li></ul></ul><ul><li>Store location </li></ul><ul><ul><li>Green B, C, D line all go to Kenmore station </li></ul></ul><ul><ul><li>Close to Fenway stadium </li></ul></ul><ul><li>Differentiation </li></ul><ul><ul><li>Trendy, modern </li></ul></ul><ul><ul><li>Healthy diet </li></ul></ul><ul><ul><li>Environmental friendly </li></ul></ul>7
  9. 9. Tactics <ul><li>Advertising: </li></ul><ul><ul><li>Teaser campaign </li></ul></ul><ul><ul><li>Billboards </li></ul></ul><ul><ul><li>Print advertising in local papers </li></ul></ul><ul><ul><li>TV advertising: Phantom Gourmet </li></ul></ul><ul><li>PR efforts </li></ul><ul><ul><li>Press release </li></ul></ul><ul><ul><li>Press conference </li></ul></ul><ul><ul><li>Celebrity endorsement ( Red Sox player Dice K) </li></ul></ul><ul><li>Loyalty program </li></ul><ul><ul><li>Help establish loyal customer base </li></ul></ul><ul><li>Brochure/Cause Marketing </li></ul><ul><ul><li>Info about Mos Burger and introduction to new partnership </li></ul></ul><ul><li>Sales Promo </li></ul><ul><ul><li>Coupons </li></ul></ul>8
  10. 10. PR Efforts <ul><li>Press release </li></ul><ul><li>- announces Mos Burger opening in Boston </li></ul><ul><li>- provides a company overview </li></ul><ul><li>- see handout for full press release </li></ul>9
  11. 11. PR Efforts contd. <ul><li>PR efforts contd. </li></ul><ul><li>Press conference </li></ul><ul><li>- held at the Holiday Inn Hotel, 5 Blossom St, Boston, MA 02114, USA on August 23, 2007 at 11p.m. </li></ul><ul><li>- journalists from local newspapers and radio stations </li></ul><ul><li>- distribute press kit to journalists: Mos Burger company background, sample menu and prices, opening details </li></ul><ul><li>- announce Mos Burger shop opening in Boston </li></ul><ul><li>- announce opening event with Dice K </li></ul><ul><li>- Q&A session </li></ul>10
  12. 12. PR Efforts contd. <ul><li>Opening event </li></ul><ul><li>- Dice K from Red Sox as special guest </li></ul><ul><li>- will cut ribbon </li></ul><ul><li>- provide samples of Mos Burger menu </li></ul><ul><li>- media coverage </li></ul>11
  13. 13. Advertising- Teaser Campaign <ul><li>June </li></ul><ul><li>July </li></ul><ul><li>5 Green Line Stations </li></ul><ul><ul><li>Kenmore </li></ul></ul><ul><ul><li>BU Central </li></ul></ul><ul><ul><li>Hynes Convention Center </li></ul></ul><ul><ul><li>St. Paul Street </li></ul></ul><ul><ul><li>St. Mary’s </li></ul></ul>12
  14. 14. Advertising- Teaser Campaign <ul><li>June </li></ul><ul><li>July </li></ul><ul><li>5 Green Line Stations </li></ul><ul><ul><li>Kenmore </li></ul></ul><ul><ul><li>BU Central </li></ul></ul><ul><ul><li>Hynes Convention Center </li></ul></ul><ul><ul><li>St. Paul Street </li></ul></ul><ul><ul><li>St. Mary’s </li></ul></ul>13
  15. 15. Advertising- Teaser Campaign <ul><li>June </li></ul><ul><li>July </li></ul><ul><li>5 Green Line Stations </li></ul><ul><ul><li>Kenmore </li></ul></ul><ul><ul><li>BU Central </li></ul></ul><ul><ul><li>Hynes Convention Center </li></ul></ul><ul><ul><li>St. Paul Street </li></ul></ul><ul><ul><li>St. Mary’s </li></ul></ul>14
  16. 16. Advertising- Billboard <ul><li>August </li></ul><ul><li>September </li></ul><ul><li>October </li></ul><ul><li>5 Green Line Stations </li></ul><ul><ul><li>Kenmore </li></ul></ul><ul><ul><li>BU Central </li></ul></ul><ul><ul><li>Hynes Convention Center </li></ul></ul><ul><ul><li>St. Paul Street </li></ul></ul><ul><ul><li>St. Mary’s </li></ul></ul>15
  17. 17. Advertising- Billboard <ul><li>August </li></ul><ul><li>September </li></ul><ul><li>October </li></ul><ul><li>5 Green Line Stations </li></ul><ul><ul><li>Kenmore </li></ul></ul><ul><ul><li>BU Central </li></ul></ul><ul><ul><li>Hynes Convention Center </li></ul></ul><ul><ul><li>St. Paul Street </li></ul></ul><ul><ul><li>St. Mary’s </li></ul></ul>16
  18. 18. Advertising- Print Ads <ul><li>Local Newspaper </li></ul><ul><ul><li>Metro </li></ul></ul><ul><ul><li>BU Daily Press </li></ul></ul><ul><ul><li>Emerson Today </li></ul></ul>17
  19. 19. Customer Loyalty Program 18
  20. 20. Customer Loyalty Program <ul><li>Plastic Mos Burger card distributed to customers who visit the new restaurant in Boston </li></ul><ul><li>Incentive: Buy 5 value meals, get 6 th FREE! </li></ul><ul><li>Benefits: </li></ul><ul><ul><li>Customers will frequent Mos Burger to accumulate their value meal points. </li></ul></ul><ul><ul><li>Loyalty program rewards customers for their patronage and strengthens customer equity. </li></ul></ul><ul><ul><li>Allows a means for Mos Burger to electronically track customer’s visits to the restaurant as well as their spending habits. </li></ul></ul>19
  21. 21. Cause Marketing <ul><li>The cooperation with HFA </li></ul><ul><li>The cooperation with HFA– Humane Farming association </li></ul><ul><li>Why? Mos Burger’s natural and social responsible image </li></ul><ul><li>How? </li></ul>20
  22. 22. Cause Marketing <ul><li>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 </li></ul>21
  23. 23. Cause Marketing- Brochure 22
  24. 24. Sales Promotion- Coupons <ul><li>Distribute coupons </li></ul><ul><li>Bring your friend with a coupon and get one free </li></ul><ul><li>Where? Boston university campus/ Red sox stadium/ </li></ul><ul><li>Kenmore subway station/ Grand opening </li></ul><ul><li>Who? Two people </li></ul><ul><li>When? For 4 months, average 3 hrs </li></ul><ul><li>How many? 200,000 </li></ul><ul><li>Why ? To Promote instant sales, to increase brand awareness by </li></ul><ul><li>getting the attention and to establish healthy image </li></ul>23
  25. 25. Costumes - Background Guerilla Marketing with Coupons 24
  26. 26. Sales Promotion- Coupons 25
  27. 27. Timeline 26
  28. 28. Media Mix <ul><li>Transit (MBTA Stations) </li></ul><ul><li>Television </li></ul><ul><li>Print </li></ul>27
  29. 29. Transit Billboards <ul><li>5 Month Program </li></ul><ul><ul><li>June & July: </li></ul></ul><ul><ul><li>“ Teaser” Campaign </li></ul></ul><ul><ul><li>August, September & October: “Awareness” Campaign </li></ul></ul><ul><li>5 Green Line Stations </li></ul><ul><ul><li>Kenmore </li></ul></ul><ul><ul><li>BU Central </li></ul></ul><ul><ul><li>Hynes Convention Center </li></ul></ul><ul><ul><li>St. Paul Street </li></ul></ul><ul><ul><li>St. Mary’s </li></ul></ul><ul><li>Estimated Cost: $37500 </li></ul>28
  30. 30. TV Advertising: Phantom Gourmet <ul><li>Saturday & Sunday 11 am TV38 </li></ul><ul><li>Focuses on Boston Area Dining </li></ul><ul><li>4 spots each week for 44 weeks </li></ul><ul><li>$26,400 </li></ul>29
  31. 31. Print: Metro <ul><li>40 insertions </li></ul><ul><li>39 Color 1/8 th Page </li></ul><ul><li>1 Full Page Color </li></ul><ul><li>$50,500 </li></ul><ul><li>Daily Readership: 244,688 </li></ul><ul><li>9,787,520 Impressions </li></ul><ul><li>CPM = $5.16 </li></ul>30
  32. 32. <ul><li>2 X 4” (8 column inches) </li></ul><ul><li>10,000 daily readers (20,000 on Thursday) </li></ul><ul><li>28 weeks </li></ul><ul><li>600,000 impressions </li></ul><ul><li>$3,420.80 </li></ul><ul><li>CPM = $5.70 </li></ul>31
  33. 33. 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
  34. 34. Measurement <ul><li>1. Quantitative Research </li></ul><ul><li>On-line Survey : To see whether the campaign achieves the objectives or not. </li></ul><ul><li>What to measure? </li></ul><ul><ul><li>-Overall evaluation of Mos burger </li></ul></ul><ul><ul><li>-Awareness of health benefits </li></ul></ul><ul><ul><li>-Image of Mos burger </li></ul></ul><ul><ul><li>-What kind of media vehicle is exposed to consumers? </li></ul></ul><ul><li>How to measure ? </li></ul><ul><ul><li>-Receipt and Incentive </li></ul></ul><ul><li>2. Qualitative Research </li></ul><ul><li>Focus Group Interview : To see the problems and opportunities. </li></ul><ul><li>What to measure? </li></ul><ul><ul><li>-When objective is achieved : What tactics contribute ? </li></ul></ul><ul><ul><li>-When objective is not achieved : why? </li></ul></ul><ul><li>How to measure? </li></ul><ul><ul><li>-Contact local research agency </li></ul></ul><ul><ul><li>-6 groups of 6 people ( BU students , Red sox fans and so on) </li></ul></ul>33
  35. 35. <ul><li>Questions & Comments? </li></ul><ul><li>Thank you! </li></ul>34

×