Executive Summary

We are launching a Beef Steak Burger with Cajun sauce & mushrooms in the vast market of

Karachi. Our Product will be named “Mr. Supreme”; this is specially made & designed to

tantalize our customer’s taste buds & provide the satisfaction that they are looking for. This

burger has been launched to give our customers more choices in their fast food menu. Mr.

Supreme can be bought separately or can be taken in a deal which includes fries & a drink.

Initially we will be focusing more on promotion and advertising as in order to make this

product successful we will have to first spread awareness in the society. Mr. Burger for the

first time is going to launch a full scale advertising campaign for the new product to change its

positioning in the minds of customers and potential customers & to be recognised among strong

brands like McDonalds & KFC.

Our Products Unique Selling Point would be that for the first time in Karachi a beef steak burger

with Cajun sauce and mushrooms is being launched. None of our competitors have it and it is a

totally new concept. Our short term objectives are to increase the product awareness and increase

sales. For this we have set an introductory price of Rs. 199. Our Long term objectives however

would be to increase profits by building & maintaining a strong and loyal customer base.

Electronic media, billboards and print media will all be used for this purpose since it requires a

massive boost to achieve the objectives.

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Company Information

When McDonalds and KFC were names known only to those who had been to western countries,

Mr. Burger ruled the hearts of Karachiites.

The brain child of Mr. Iqbal Raza, Mr. Burger is a local food chain which opened its doors to its

customers in the year 1982. It has been providing a good variety of products since then but is one

of those brands that do not give much attention to advertising, till today.

It is a family owned business. The current directors are Mr. Ashfaq Raza & Hyder Raza. Its head

office is located in Nazimabad Karachi.

Internal Environment

Our internal environment is focused and relaxed with our management efficiently

communicating our goals and objectives on regular basis. Cleanliness and hygiene are two

elements that we emphasise on the most.

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External Environment

The external environment consists of all the outside institutions and forces that have an actual or

potential interest or impact on the organization's ability to achieve its objectives. Environmental

forces create challenges and opportunities for the organization. Our managers are skillful enough

to react and adapt to changes in their internal and external environment. Such as technology,

politics, competition etc.

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 COMPANY POLICY

Mission Statement

“To be a market leader by providing quality products and superior service to our customers,

while learning from their feedback to set even higher standards for our products”.

Primary objectives:

 Re-promoting and reviving the brand

 Rs. 5-6 million allotted for promotional activities

 16-17 new items on the menu

 Meals for health conscious people

 Building stronger customer relationship

 Launching of website

Vision Statement

Mr. Burger’s vision is to be Pakistan’s best fast food restaurant experience. Being the best means

providing outstanding quality, service, cleanliness, and value, so that we make every customer in

every restaurant smile.

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 Industrial Characteristics

In Pakistan, Over 50% of the market in fast food services is covered by KFC and second highest

by Mc Donald’s restaurants. So in this case it is really tough for the likes of Mr. Burger or

Subway etc to find their way to better market share. Moreover this is resulted by a strong

branding by both top leaders of the industry in Pakistan.

McDonalds and KFC are spending heavily in advertising while on other hand Mr. Burger has

been one of those brands that has not done much at all up till now.

Competition Analysis

It is extremely important for any firm to keep an eye on its rivals and competitors. The

Direct and Indirect Competitors Analysis are as follows:

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Direct Competitors

 Our biggest competitors in the market are Mc Donalds and KFC. They are direct as they

both have heavily affected Mr. Burgers sales since they entered the market.

Direct Competitors and Mr. Burger

KFC
39%

Mc Donalds
46%

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Indirect competitors

 We have many indirect competitors. Every local fast food restaurant is our indirect

competitor. This includes Hanifia, Hot n spicy, Red apple, local “bun kabab’s” etc.

Indirect Competitors
Bun Kababs
20%

Hanifia
20%

Eaton, A1 and others

Competitive Advantage

Mr. Burger’s Mr. Supreme will be the first of its kind with Cajun sauce and mushroom on beef

steak creating a great endless taste. In this market consumers are always looking for variety and

new taste, and this is where we will recognize our advantage.

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 SWOT Analysis

Strengths

1. BRAND AWARENESS

Brand is well recognized by locals

2. TASTE DEVELOPMENT

General public has developed taste for fast food and Mr. Burger

3. OUTLET PROPERTY OWNERSHIP

4. STRONG ALIGNMENT WITH PARTNERS

5. FIRST OF ITS KIND

Steak beef burger with Cajun sauce and mushroom

Weaknesses

1. EXPANSION AT THE WRONG TIME

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 Mr. Burger has been in Pakistan since 1982 and had a great opportunity as the first mover

but today brands like KFC and McDonald are dominating the industry and have

established a strong brand creating a problem for us to get recognition easily.

2. STAGNATION IN THE PRODUCT VARIETY

3. ABSENCE OF RELIANCE ON ADVERTISING

No advertising whatsoever has put us on a weaker side of market understanding

4. MARKETING MYOPIA

Ignoring of marketing has made most in company defensive when it comes to putting

marketing in progress hence creating negative vibes in management.

Opportunities

1. NEED FOR VARIETY

In quick food services, people look for variety hence by introducing new products sales

can be increased as well as recognition can be achieved, ultimately gaining market share.

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 2. STEADY GROWTH IN SAVORY FOOD

Threats

1. RISING RAWMATERIAL PRICES

Constantly rising costs of meat and imports will have a massive impact on price, as Cajun

sauce is imported and not provided locally.

2. OTHER FASTFOOD CHAINS ENTERING THE MARKET

New competitors are entering market continuously posing a major threat.

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 External Opportunities (O) External threats (T)

 First mover advantage in  Emergence of global

TOWS in the burger segment. concentrated market

 Better in terms of taste and  Change in customer taste

 With financially sound

Internal Strengths (S) Maxi-Max (SO) Maxi -Mini (ST)

 Mr. Burger has gained strong  With strong brand  Already established market
recognition from the recognition and first mover and strong recognition will
consumers advantage Mr. Burgers “Mr. help us fight our
Supremme” can capture competitors.
 Brand awareness, taste greater market share.
development and first of its
kind strengths will be used to  Our Restaurant’s setup and  With best quality assured we
tackle with threat of new excellent supply chain will can change consumer’s
entries never let us compromise on perception towards Mr.
 Excellent infrastructure and the quality Burger.
supply chain of Mr. burger
will always provide very high
quality standards to the
consumers.

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Internal Weaknesses (W) Mini -Maxi (WO) Mini -Mini (WT)

 High rate of employee Our financially sound system can  Trained employees and
turnover provide an opportunity for strong strategies will give
 Lack of advertising employees to get trained and tough time to our
 Stagnation in product variety learn the production methods. competitors.
 Poor adoption to new
technology makes it difficult
to introduce new production
methods

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 THE MARKETING MIX (4 Ps of Marketing)

Product

Product Classification

 Consumer Product

 Convenience product

 Fast food is becoming a tradition

 Variety of brands available

 Brand concern is not very high

 Consumer prefers buying from convenient location

 Variety Seeking behavior

Product Specification

 Quality

 YCHAMPS standards

 High quality buns baked in own bakery

 High quality oil from suppliers

 Imported US Machinery – vacuum chamber

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  Chicken & Beef from Pakistan

 Features and varieties

 29 products are available

 16-17 recipes are worked out

 9 are on the upcoming menu

Product Positioning

1. Mr. Supreme is positioned as a high quality and medium priced product

2. A high quality and high taste liked product with the addition of Cajun Sauce

3. A new type of product that is not available anywhere in Pakistan

Price

Mc Donalds

KFC Mr. Burger

Quality

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 Price

Price is a tool to put the product towards its failure or success. Price includes the manufacturing

cost, marketing cost and taxes, after allocating these firms decided its profit margin. Mr. Burger

includes different pricing strategies and polices are discuss further.

PRICING STRATEGIES AND POLICIES

 Cash and credit card

 Stable prices with an increase of 10% after 1 year

 Competitive pricing strategies

 Market demand and consumer perceptions

 Consumer preferences

Mr. Burger use pricing type which meets the competitive level.

Parity Pricing

A pricing strategy that keeps the price of the product just in line and with the level of competing

products price.

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Pricing Breakup

Particulars Price (Rs.)

10% Marketing cost 14

Total 144

16% GST 23

After tax cost 167

Profit margin 33.33% 83

Price 250

PLACE

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Placing of the product or services would be most crucial. Here firm has to decide what

distribution channel they have to cater to their customers as well as where they have to open their

outlets from where the product easily access able for the consumers.

Distribution Channel

Coverage

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 Outlets (8)

 Mcleod Road Branch

 Gulshan-e-Iqbal Branch

 Rizvia Branch

 Park Tower Branch (Food court)

 Bahadurabad Branch

 Tariq Road Branch

 Clifton Branch

 Dolman Mall at Tariq Road (Food court)

 Mobile Van (3)

 Hydri

 Sea Breeze

 Sunday Market

 Website (Linked to 2 call centers)

 Call Center (Main in Boat Basin)

 Free Delivery (Karachi)

Promotion

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After place the next most important element is the promotion. Promotion basically used for

attracting the attention of the customers and create awareness in the consumer’s mind.

Effectively promotion helps to get a good market share. Promotion has two types:

 ATL (Above the line)

ATL (Above the line) promotion is directly paid type of promotion. To promote our product (Mr.

Burger) we will present advertisements through TV commercials, Magazines, Newspaper

advertising, Internet Promotions, Billboards and Radio.

 BTL (Below the line)

BTL (Below the line) is basically a face-to-face marketing with the seller and customer. BTL

provides instant response from the customers about the product quality and other features and

benefits of the product. To providing these activities we will be distributing Mr. Supreme in

different Malls (like FORUM, Park Towers, Dolmen Mall and Millennium Mall etc), Hotels

(like PC, MARRIOT, etc), also in offices and Airport. We choose Airport because we will find

so many customers. This strategy would be very effective for the product promotion.

Short-Term objectives

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 To create awareness of the product among the consumers.

 Through creative and effectively promotions we would be meet our expectations.

 To attain a maximum share from our competitors such as MC Donalds, KFC, etc.

Long-Term objectives

 To create brand loyalty.

 To gain a maximum market share.

 To build up more outlets so that our product would be easily access able for the customers.

 To increase the Sales and consumption of our product.

Promotional Mix
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Promotional Mix is an effective promotion technique which is used to encourage the product into

the consumers mind as well as in the market. Mr. Burger used different promotional technique to

promote Mr. Supreme.

 TV Commercials

 Newspaper Advertisements

 Magazines Advertisements

 Internet

 Radio

 Billboards

Marketing Budget

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We establish the “Payout Planning” approach which is the ratio of advertising to sales or market

share based on Nielsen ratings. That approach is normally allocates greater amount in early

months or years to yield payouts in the coming months and years. We know that our prior

experiences that by allocating larger amounts at the beginning of a new product introduction,

brand awareness and brand equity are built.

Promotional Budget Analyses

Our promotional budget is on a larger scale because Mr. Burger has a strong financial backup.

Our total promotional budget is of around 91 million (rounded off). Following pie chart shows

the allocation of the total budget:

Analysis of Media Selection

We selected the Media through which Mr. Supreme would make a unique identity among the

consumers as well as in the market. T.V commercials consume the highest amount of budget also

because of high advertising rates. We also have focused on print media and the billboards which

are very effective and have more life than T.V commercials which can easily be missed out by

our market.

Justifications for media plan

Television

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Television caters two most important senses which are Sight and Hearing. It is the most amazing

and attractive way of grabbing selective attention of our audience.

We chose channels on the basis of maximum viewership of our target audience. We play our

commercials usually on Channel’s Prime Time.

1) Geo News: Is the biggest news channel and the most viewed in the history of Pakistan. It has

the most popular programs and the highest viewership. We gave maximum percentage to

Geo News which is 39% out of 100%.

2) Geo Entertainment: brought a revolution in the entertainment sector of television. They

basically cater teens, youth as well as elders by exciting shows and dramas that would be

very attractive for Mr. Supreme promotions.

3) Hum TV and ARY Digital: offers large variety of dramas, shows and talk shows attracting

a large number of audiences.

4) Masala TV: is the first ever Pakistani Cooking channel. It has a large viewership of house

wives and offers good attraction with its exciting shows with experienced chefs.

5) Style 360: Is the best fashion channel for youngsters (especially girls and women) in

Pakistan. As we marketing to the mass so they are most influencing gender to persuade their

father and husband for outing (launch and dinners).

Print Media (Newspapers and Magazines)

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Print media is still the most effective way of promotion. It has more life than television because

television advertisement once missed cannot be replayed while print ad can remain saved for a

longer time. We chose the most popular and most read newspapers of Pakistan. Following is the

breakup of newspaper budget.

Radio

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Nowadays Radio becomes an effective promotional method because in the big Karachi city in

which people enjoy to listen Radio while in traffic and our youngster used to listen for their

entertainment. We putting our audio ads on the following Mediums:

1) FM 91

2) FM 89

3) FM 107

4) FM 106.2

5) FM 96

6) FM 94.6

Billboards

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Billboards are the most effective way of promotion. Mr. Supreme media budget in the later pages

explains all the classifications of the billboards. Following are the locations where we are

planning to place the advertisements:

1) Sharah-e-Faisal (FTC)

2) Sharah-e-Faisal (RP)

3) Boat Basin

4) Rashid Minhas Road

5) I.I Chundrigar Road

6) Karsaz

7) DHA - Zamzama

8) Schon Circle

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Internet

In a current era internet becomes a necessity for everyone. Taking in the mind we wouldn’t to

promote Mr. Supreme on Internet. We promoting Mr. Supreme on different Websites\Networks\

Portal are as follows:

 MSN

 Facebook

 Yahoo

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 Route of Persuasion

Route of Persuasion defines the way or action of how our promotional mix will persuade

consumers to buy the product. Consumers are persuaded by two ways

 Central Route of Persuasion: Where there is already high motivation, lack of

information and consumers analyze the messages effectively and logically. It also makes

a permanent change in attitude.

 Peripheral Route of Persuasion: When there is no motivation, product would be very

old in the market, lot of information is available and the consumers are not ready to

analyze the message logically rather they depend upon the one who is delivering the

messages.

The route of persuasion we have selected to persuade market is the central route of

persuasion where the messages sent are complete and analyzed logically by the audience.

Central route of persuasion is also important because the consumers do not have complete

awareness of Mr. Supreme so it will be create awareness through different strategies.

Mr. Burger has already known by the market so that would help to make a good response

from the Mr. Supreme that would be the reason for choosing Central route of persuasion as

compare to Peripheral route.

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Conclusion

In the conclusion of this report we would underscore that Mr. Burger’s Mr. Supreme is a high-

class unique product and one of its kind, which has a high potential to grab lot of consumers

from all professions of life. We have carefully analyzed the market situation, competition and

what gives us an edge along with the well sketched promotional techniques and marketing

budget. We think that with our heartfelt efforts we will be able to make consumers think of Mr.

Burger’s Mr. Supreme would be the top priority of the consumer in the Fast Food category. We

also want to emphasize that upon success in Karachi we will make our product available in other

cities of Pakistan as well.

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Script (TV Commercial- 48 seconds)

Scene # 1

Scene # 2

Scene # 3

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Radio Ad (Commentary 25-30 Seconds)

“Mr. Burger now brings you Mr. Supreme! Beef steak with delight of tasty Cajun sauce and

mushrooms that will make you feel true taste! You’ll never love anything more after you try it,

so what are you waiting for? Head to Mr. Burger now!”

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 Appendix

Billboards

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Bus Stop Advertisements

Mobile Advertisements
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Print Ads

Bibliography

Branding Partners

Mr. Burger

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