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IMC

IMC. Positioning Strategy Statement. To bring a new style of QSR to the Canadian market and establish Carl’s Jr. as the preferred provider of fast food meals to consumers between the ages of 17 – 24 by offering both classic burgers and lighter healthy choices.

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IMC

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  1. IMC

  2. Positioning Strategy Statement • To bring a new style of QSR to the Canadian market and establish Carl’s Jr. as the preferred provider of fast food meals to consumers between the ages of 17 – 24 by offering both classic burgers and lighter healthy choices.

  3. Marketing Communications Objectives • To successfully penetrate the Canadian QSR by generating awareness and brand building preference by 25%. • To stimulate trail purchase by 20% and repeat purchase by 13% by offering incentives that encourage brand switching. • To gain a 3.5% share of the Canadian QSR market by the end of one year.

  4. Marketing Communications Objectives (contd) • To establish Carl’s Jr. as the new and preferred provider of the ‘classic’ style hamburger by a minimum of 10% among Canadian consumers. • To introduce Carl’s Jr. new ‘Six dollar’ jalapeño burger and get and stimulate trial purchase of 10% by offering quantity discount incentives.

  5. Creative Plan: Objectives • To introduce Carl’s Jr. as the new style of QSR in the Canadian market. • To communicate Carl’s Jr. extensive menu selection including light and low carb options • To communicate Carl’s Jr. innovative partial table service • To promote Carl’s Jr. new ‘Six Dollar’ jalapeño burger • To position Carl’s Jr. as the QSR for men who like a lot of meat in their burgers and sandwiches.

  6. Creative Plan: Strategies Key Benefit Statement: • Carl’s Jr. brings a refreshingly new style of QSR to Canadian consumers by offering both large, tasty meat filled burgers and sandwiches along with salads and other low carb options with an innovative first of its kind partial table service. Support Claims Statement: • While leading competitors offer ‘little burgers for little dollars’, Carl’s Jr. gives you a line of meat filling burgers worth $6 for only $3.99. Because after 60 years and over 1300 restaurants, Carl’s Jr. has become known as the place to go all across the West for juicy, delicious charbroiled burgers.

  7. Creative Plan (contd) Tone and Style: • The tone and style used to communicate the message would be presented in a persuasive, friendly, upbeat manner. This would reflect the personality of Carl’s Jr. restaurants while also helping to further segment the target market based on the response to the tone and style of the ads.

  8. Calendar of Events • 05/06/06; TV campaign is launched; finishes on 08/05/06 • 05/21/06; Internet and Banner ads launched; finishes on 07/21/06 • 06/06/06; Newspaper inserts and ads launched; finishes on 06/10/06 • 06/06/06; General Interest Magazine ad launch; finishes on 09/06/06 • 07/01/06; Outdoor Billboards ads launch; finishes on 11/01/06 • 07/01/06; Transit ads launch; finishes on 09/01/06 • 07/20/06; Radio ads launch; finishes on 9/20/06

  9. Budget Summary • TV advertisements = $4.9 million • Radio advertisements = $540 000 • Newspaper inserts and advertisements = $120 000 • General Interest Magazine advertisements = $580 000 • Backlit Outdoor Billboards = $960 000 • Transit advertisements = $ 1.8 million • Internet Banner advertisements = $ 125 000 • Total Cost = $9 025 000

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