Burger Machine, one of the country’s leading burger chains is preparing to launch a healthier way of enjoying their burger. The new product will be called “GgiesBurger”, a vegetable burger made with veggie meat and wheat buns. While there are other burger junctions in competition like Minute Burger and Angel’s Burger, we will be the first to introduce this health-conscious burger among all the competitors at a very reasonable price. The primary marketing objective is for people to enjoy meatless products as it is introduced to the market.
When this happens, it would be easier to introduce an array of health related food products to existing and new customers of Burger Machine. The primary financial objective is to continuously increase sales in the first six months of introducing the “GgiesBurger” as this new product permanently stays in the menu. Vegetarian foods appeal to consumers ranging from vegans- who avoid eggs, dairy, honey and any animal derivatives in addition to meat, poultry, and fish-through health-oriented omnivores who choose vegetarian foods frequently.
Because product innovation, media attention, and buyer demand are creating strong growth for the vegetarian foods market, more companies are trying to profit from meat, dairy and egg alternatives.
Burger Machine Holdings Corporation, more commonly known as Burger Machine, is one of the notable fast-food companies in the Philippines. It is a sub-company of the Gilmore Food Corporation. Unlike Jollibee and other burger chains, Burger Machine has always been retailing in outdoor stands instead of shops.
It was created in 1981 by Fe Esperanza S. Rodriguez and a sister who both planned to turn two old small buses into mobile stores, an idea they adapted from America. It was their fondness for hamburgers that inspired them to make a business that would serve for the masses. With the growing outlets nationwide and hours of round the clock service to the public, the “burger that never sleeps” continues to grow by leaps and bounds… Marketing Description Burger Machine’s market consists of consumers who enjoy eating hamburgers.
People from all walks of life visit our retail outlets to enjoy our good burgers which are offered at a very affordable cost. Most of our customers are citizens who are always on-the-go, people who take their food to their work, school or simply enjoy them right in the comfort of their own home.
Burger Machine’s introduction of the GgiesBurger has several strengths including being trustworthy in the industry and for the reason that our new product has become a new healthy option for our customers. However, the company’s major weakness is the lack awareness when it comes to the taste of our new product. A good opportunity on the other hand is that our veggie patty costs lower than regular meat burger patties. We also face the threat of the increase number of competitors as our new product becomes a big hit in the market. The table below summarizes the main strengths, weaknesses, opportunities and threats of our GgiesBurger.
Our objective during GgiesBurger’s first year in the market is to increase our sales with our new product. And at the same time we want the Filipino people to embrace the taste of health. We want to introduce a level of consciousness when it comes to eating the right stuff. We believe that “Fit is the new rich”. Considering that the average life span of people is getting lower as time passes by.
After attaining the objectives for the initial year, we want to revamp our whole menu. We want to put a touch of health in our every product to ensure we do not only cater good tasting burger but a hearty meal as well.
The company’s main struggle as we launch our new product is the lack of awareness in the taste of veggie burger. We must invest heavily not just in our health awareness campaign but also in marketing that our product is very delectable also.
Burger Machine’s marketing strategy will be based on the 4 P’s of the marketing mix. Our primary consumer target is the middle-income citizens who want to consider a healthy diet on their everyday life. Despite their busy schedules, they would still find time to eat right.
We want to add meaning to fast food, not just fast and delicious but to be fast, delicious and healthy. Our secondary consumer target is the students from different levels. Considering that they are the more health conscious individuals compared to the adults today. We want to cater our healthy burger to these students who want to eat a hearty meal after working out, a tiring day from school or to simply have a good snack in the afternoon. · Product The key features of the product include low fat, high level of carbohydrates and above all the use of quality ingredients to prepare the product.
The fact that the burger meals are under fast food category and that its sales is predominantly high during the lunch hours makes it critical that the quality of the product and its ingredients are of high standards in order to achieve the customer satisfaction. The development of best practices like washing the hands and worktop before preparing the vegetarian burger every time in the kitchen of all the retail outlets and the use of fresh ingredients to prepare the filling for the burger are the key features that distinguish the product from its competitors in the market.
Our product consists the following: – Wheat burger buns – Veggie meat – Tomato – Lettuce – Low fat mayonnaise Plus the choice of additional ketchup, barbecue sauce or mustard · Price We believe in the argument of Philip Kotler that price is the ultimate decision making factor for purchasing a product by the consumer. Even though food is in the base of Maslow’s hierarchy of needs making it an essential element for survival, the argument that the customers prioritize their needs not only based upon their requirements but also based upon the price of the product they are intending to purchase.
On that note, we will introduce our product at the price of P30, reasonable enough for all the ingredients and the size of our GgiesBurger. The reason why we set our new product at this cost is because the prices of all our burgers are at this range. As much as possible, we want to provide this other option to our consumers without varying the cost to make sure that they can still afford our latest product at the same price. Lastly, we are also considering the price of our competitors.
We want to make sure that we are still at par to attract new and existing customers without the risk adding another centavo to the cost of their favorite burger chain. · Place We will still stick with our same outlets or franchises which are located in very populous places. Considering that we operate twenty four hours a day and seven days a week, people can purchase our good burgers at any time of the day. We will also add outlets near schools and offices and many other crowded areas to attract our consumer target.
The advertising and promotion initiative of an organization to increase the sales of a product play a critical part in the marketing strategy. Like what we have done before, we will put streamers on each of our outlets every time a new product is launched. We will advertise our product in social and national events related to health. We will visit schools to promote during their sports fests, cheering competitions, UAAP and NCAA leagues and others. We will visit fitness centers and give out flyers to their clients.
We will also support government programs like their health awareness initiatives, run for a cause, disease prevention programs like cancer etc. VI. BUDGET Talking about the financial plan, Burger Machine roughly estimates a budget of P20, 000,000. This includes the buns that are made of wheat and the patties plus the tomato, lettuce and low fat mayo. All of which will be distributed to all Burger Machine outlets around the Philippines. Part of the resources will be spent for the promotion. We will buy streamers and we will also needs funds for each and every event that we will visit.
The GgiesBurger will be introduced in March 2010. Following are summaries of the action programs we will use during the first four months of operation. January We started making systematic research for new product ideas. This is the point of brainstorming and suggestions for new ideas to be developed. Each of which has undergone screening to determine the good ideas and drop the poor ones. February This is the time when surveys were made. Questionnaires had been sent out to people from different regions.
After a successful outcome, development of the veggie patty and wheat buns had been started. We studied and chose the best ingredients to suit the local taste. We made a series of taste testing to make sure that the savor will meet the needs of Filipinos. March In this month, the new product will be introduced to the market. Flyers, print ads and billboards will be positioned in places where a lot of people can easily see them. This is the perfect time to introduce our product because this month is the official start of the summer season.
People will most likely consider eating healthy because it is the time of the year for going to beaches and resorts to show off their bodies. Also, we will conduct free tasting of our veggie patty to all our stalls. In that way, citizens can try our new healthy option. April Once our new product has been introduced, this is the right time to participate in the events mentioned earlier in our promotion strategy. We will invade school, companies and government programs as a part of our promotion campaign.
We will do our best to monitor the quality of our products very closely. This is attainable by assigning people to check each of our outlets on a regular basis to see if procedures are followed by our employees. We also want to maintain our customer satisfaction by providing leaflets in each of our stalls for their comments and suggestions. In this way, we will be able to correct problems before they become big. We will also closely monitor our competitors to make sure that we are always on top of our game.