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By: David Simek

By: David Simek. Strengths . Weaknesses. Strong Brand. Controversial Society V iewpoint of the . -. Globalized Brand. Brand Image. Available Worldwide. Corporate Responsibility. (C harity, f undraising . e vents for g ood c auses). High Promotion. Threats. Opportunities.

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By: David Simek

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  1. By: David Simek

  2. Strengths Weaknesses Strong Brand Controversial Society Viewpoint of the - Globalized Brand Brand Image Available Worldwide Corporate Responsibility (Charity, fundraising events for good causes) High Promotion Threats Opportunities Downward Economy Brew Own Beer Hooters Stadium Businesses Going for the Same Marketing Strategy (Bone Daddy’s and Twin Peaks) Marketing for College Students BusinessSituation • First opened: Clearwater, FL (1983) • Sports bar with women sex appeal approach

  3. Brand Equity Brand Heritage and Representatives • Classic Bar Food with Scandalous Dressed Waitresses • Chicken Wings • Hooter’s Owl • “Sex appeal is legal and it sells” - Hooters.com

  4. Brand Personality • Jersey Shore Cast

  5. Competitive Map

  6. Positioning Statement • For people in the party stage of their lives, Hooters is the restaurant brand that gives a personal and entertaining adventure every time you dine on its great food.

  7. Strategic Message Map

  8. Pricing Strategies • BEST OPTION: VALUE BASED PRICING • Skimming • Penetration • Status Quo

  9. Future Distribution Strategy Restaurants Big Box Retailers Warehouse Club Retailers Producer E-Retailers Novelty Store Retailers

  10. Communications Situation Media Channels • College Newspapers • College Sporting Events • Men's Magazines (Maxim & ESPN) • TV (Late Night Sports Shows, MTV, & VH1)

  11. Promotions Ideas College • Nights • Ads • Sponsorships Locations • Beach • Sports Arenas • Energy Drinks • Shirt Design Competition • Name Rights on a Stadium • Scholarships • Edgier Clothing • “Hooterrific Spring Break 2011”

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