The document outlines a marketing plan to launch a new Mos Burger restaurant in Boston. Some key points: - Mos Burger is a Japanese fast food chain known for its healthy options. The plan aims to introduce it to the US market starting in Boston. - The target audience is women aged 18-45 interested in healthy diets, as well as students and young professionals. - Tactics include an advertising campaign using transit, print, and TV to build awareness. A loyalty program, cause marketing, and coupon promotions are also part of the plan. - Objectives are to establish Mos Burger as a trendy healthy option in Boston and expand to more locations in the long term. The

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

2. 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

3. 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

4. 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

5. 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

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

7. 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

8. 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

9. 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

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

11. 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

12. 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

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

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

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

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

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

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

19. Customer Loyalty Program 18

20. 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

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

22. 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

23. Cause Marketing- Brochure 22

24. 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

25. Costumes - Background Guerilla Marketing with Coupons 24

26. Sales Promotion- Coupons 25

27. Timeline 26

28. Media Mix Transit (MBTA Stations) Television Print 27

29. 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

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

31. 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

32. 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

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. 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

35. Questions & Comments? Thank you! 34