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IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
IMC Wendy's Presentation
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IMC Wendy's Presentation

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Wendy's new marketing campaign …

Wendy's new marketing campaign
MRK 317

Published in: Business
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Transcript

  • 1. By: Kimberly Maier-Downing, Stephanie Fischer, and Jordan Miller
  • 2.  Created by Dave Thomas in 1969 Pioneer of the drive-thru 6500 restaurants worldwide Canadian partnership with Tim Hortons since 1995 Tied for 2nd highest market share among hamburger restaurants
  • 3.  Hada number of unsuccessful campaigns since 2002 (Dave Thomas’ passing) • Mr. Wendy • “It’s Better Here” and “Do Wendy’s” Needs to build a new image • Separates them from their competition and builds on commitment
  • 4.  Strengths • 3rd largest fast food chain worldwide • Healthier food options compared to competitors  Garden Sensations Salads • Successful merge with Tim Hortons Weaknesses • Market share has held even • Unsuccessful campaigns and slogans
  • 5.  Opportunities • Fast Food is the largest food segment  Over 200,000 different restaurants worldwide • Market has been increasing  Due to more consumer time constraints Threats • McDonalds owns 50% of the fast food market • Popularity in sandwich restaurants  Subway
  • 6.  Increase Wendy’s Canadian market share from 12% to 14% Increase Wendy’s current revenue from $611.4 million to $650 million Increase 1st time buyers by 20% Increase brand loyalty by 10% All are planned to be achieved by December 2012
  • 7.  Young families between the ages of 24-45 Have a total household income of $40,000 to $80,000 Live in suburban areas just outside urban cities throughout Canada After working a full day, must shuffle their children to their after school activities No time to prepare meals Looking for a quick, balanced meal with healthier options at a fair price
  • 8. High Quality Wendy’s McDonald’s Burger KingLow HighPrice A&W Price Low Quality
  • 9.  A young family that consists of … • Two parents: Sam and Pam  The Coaches • Three kids: Johnny, Ronnie, and Tommy  The Hat-Trick • One dog: Tucker  The Mascot A short day in the life of this particular family • Parents are full-time workers in the business industry • They balance their lives between work and their children • Children are members of their local hockey team • Parents have no time to prepare meals • They all end up going to Wendy’s before making it to the Hockey arena on time
  • 10.  Objectives • To communicate to young families that Wendy’s provides quick quality, made to serve hamburgers, as well as other great options Strategies • Central Theme  The short day in the life of the balanced family • Appeal  Positive and Lifestyle • Tagline  “Doesn’t take time to enjoy Wendy’s” Execution • Advertising family would be able to experience Wendy’s quick and convenient service while in a rush to their hockey game
  • 11.  Objectives • Increase awareness • Increase brand loyalty Execution • Radio ad will air during the week between 7am and 9am, and again between 3pm and 6pm • Coupons will be distributed via mail to targeted urban areas, with a high level of young families • Television commercials will be debuted during primetime hours on family channels such as CBC, CTV, and Global
  • 12. 1000000 900000 800000 700000 600000 500000 Television 400000 Radio Coupons/contest 300000 200000 100000 0
  • 13.  Objectives • Increase awareness Strategies • Mail Execution • Include coupons, which allows families to save • Mail will be sent out to each household in segmented areas within our target market.  Neighborhoods with a high population of families with younger children. • Contests and events will be announced
  • 14.  Objectives • To enhance Wendy’s overall image as a popular and trusting fast- food brand to our target market Strategies • Search Advertising (Google) • Banner Ad (Toronto Star) • Email Ads (Hotmail) • Social Media Network (Facebook) Execution • Virtual contests on Wendy’s official Facebook page  Parents  Kids
  • 15.  Objectives Strategies Execution • Promotions  Buy one get one  Free biggie size meals  Free frozen treat with all combos • Contests  Children from sports teams and school participate in a contest to win prizes such as a free Wendy’s lunch for the whole class/team
  • 16.  Objectives • To show that Wendy’s restaurants support youth minor hockey associations across Canada Strategies • Create Message Content  Contact all provincial minor hockey associations about our upcoming sponsorship Execution • Press Release  Who: Youth Hockey Associations across Canada  What: To inform these associations about our sponsorship for pre-determined divisions (12 teams per division)  Where: Major Canadian newspapers and the head office of each provincial minor hockey association  When: January 2012  Why: To preview our sponsorship for the upcoming regular season (Fall 2012)
  • 17.  Objectives • To inspire the target audience to become involved in a one day hockey tournament Strategies • To associate Wendy’s with the popular sport of hockey in suburban areas Execution • 1st annual Wendy’s hockey tournament would take in May 2012 at The Sports Village • 64 teams participating across Ontario  Each player would get a Wendy’s water bottle just for participating • Winning team receives Wendy’s custom hockey jerseys along with a $250 voucher towards a party
  • 18.  Objectives • To establish one-on-one relationships between parents of young families and the people of Wendy’s Strategies • Qualify customers • Identify customer needs • Conduct Sales Presentations Execution • Prospects would be parents who are living with a balanced lifestyle • Find these people in shopping malls • Show them the new advertisements
  • 19.  Entire IMC Campaign • Personal Interviews • Online Surveys Advertisements • Day After Recall Test • Reach/Frequency Sales Promotions • Redemption Rate
  • 20.  Direct Response • Total number of letters returned Interactive • Ad Clicks/Views • Visits Experiential • Awareness • Online Surveys

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