Executive Summary

Burger Hut, one of the worlds leading hamburger chain founded in the early 1980s. Burger Hut
is positioned as an international franchise based in America. Burger Hut aim to be one of the
leading fast food chain in the Asia despite facing tough competitors such as Mcdonald and KFC.
This executive summary demonstrates the brand value of Burger Hut and how the company has
revolutionized itself over the years.
In today's highly competitive environment, it is turning out to be progressively hard to separate
one fast food outlet from another. Singapore, a city-state, is currently turning into the model city
for Asia's new financial blast. With more than 11 million guests yearly, predominantly from
neighboring nations (Malaysia, Indonesia, Thailand and the Philippines), Singapore's retail area
is the most grounded in the locale.
Burger Huts main priority is to establish one outlet in a crowded mall, preferably in one of
prominent shopping malls in Singapore. This is to ensure the brand remain competitive and
stable in the food & beverage industry.
Being the marketing communication of Burger Hut, I have come up with a detailed marketing
plan that will ensure the stability and bring back the popularity of the company. Boosting the
brand and make good use of its resources as well as proposing new plans that will benefit and
embark on a brand building campaign for Burger Hut.

Introduction
Company Profile
Burger Hut launched its very first store in March 1982 in Washington D.C in America. Original
name of the store was called The Burger Place. But three years after its first launch, the boss,
Michael D Walker, decided to change it to Burger Hut because the word hut define as small
and simple and the simplicity of the store was one of the attractive point.
The Burger Place has gained loyal customers and stable income shortly after its first opening.
With more than enough income within the four years of opening, Mr Walker had successfully
change the store name and give a complete renovation. Burger Hut expanded to a two level
restaurant with more seats and even provide own restroom for the convenience of the customers.
As of 2000, Burger Hut's was the world's most successful hamburger fast food chain with 975
locations worldwide and annual revenue of 15 billion US dollars since. However in 2008,
Lehman Brothers was filed for bankruptcy and affecting many countries worldwide, the damage

in America harmed many businesses and put the economy at risk. Burger Hut was unfortunately
one of the victims.
In 2013, Burger Hut cracked Asia market and set up 300 outlets located in China, Korea, Hong
Kong, Taiwan, Singapore, and etc. Total employees hired was over 3000 employees worldwide.
Over the years, Burger Hut experienced a difficult time promoting their brand in Singapore. Due
to the fact that there are several strong competitors such as Mcdonald, Mos Burgers, Fatboys,
and etc.
Product Background
What does Burger Hut sells? The answer actually came from the name of the brand, burgers.
When the former boss, Mr Michael Walker, of Burger Hut first opened in Seattle in 1982, its
menu consist of primarily basic hamburgers like cheese burger, fish burger, meatballs burger,
chicken burger, egg burger, and the list could go on forever. After the expansion of franchise,
Burger Huts menu consist of french fries, soft drinks, milkshakes, and desserts.
In order to attract many demographic groups and better challenge with its competitor, Burger Hut
added a value menu in 1989 where prices are set much lower and the whole set of value cost
US$3.99. In addition, Mr Walker also attempt to add a new line of side dishes such as onion
rings, ice creams, and pastries. At the point when Mr Walker passed away in 2002 and the new
Chief, Mr Tusk, assumed control over the organization. He revamped its value menu and
replaced a few old products with new added ones to suit the taste of the future generation.
To better speak to a more grown-up sense of taste and demographic, Burger Hut acquainted a
few new items to its menu in 2003, including a few new or revamped chicken products, another
plate of mixed greens line and its own particular image of espresso and tea. Unfortunately some
of the new products conveyed negative consideration because of the substantial bit size, and
measures of undesirable fats and trans-fats.
Throughout the following couple of years, around 30 new items were looked into and created
while others were reformulated. In the end pruned down to 10 things, Burger Hut started sending
the things in the US all through 20112013 with the official take off starting June 2013. The
progressions included new ice cream products, smoothies, frapps, and chicken fillet.

Environmental Scanning
SWOT Analysis

As exhibited in this SWOT examination, Burger Hut's has the qualities to guarantee proceeded
with attractive execution. The organization must differentiate its business to diminish
introduction to market dangers, and increment speculations for item development to address
changing purchaser inclinations. Burger Hut can implement the recommended strategic changes
like distinguishing item blend to address current item blend limits, increase administration
quality, and upgrade items to address the healthy lifestyle trend. .

Competitor Analysis
Competitor analysis is identifying the companys competitors and evaluating their strategies to
determine their strengths and weaknesses relative to those of companys own product or service.
A competitive analysis is a critical part of the company marketing plan (Staff, 2016).
Burger Huts has many competitors (e.g. Mcdonald, Mos Burgers, Subway, Wendys) each
seeking a share of the market. Therefore, it is crucial for a company like Burger Huts to
implement competitive strategies to differentiate themselves from their rivals. Although Burger
Hut may not remain to be the biggest fast food chain in today, the history and secret of success
came a long way and remain as a piece of advice to many beginners.
Many fast food chains are releasing new menu and deals every now and then, trying to remain
competitive at the F&B industry. Burger Hut have to especially beware of Mcdonald.

(kasi, 2014)

Overall, Mcdonald seem to be a very strong competitor due to its successful advertising tactics
and large supply chain. Burger Hut definitely has a lot to catch up in terms of competitions, but
right now Burger Hut should focus on promotion the business possibly with new menus and
products.
Statement of Potential Market Communication Problems
Burger Huts key major issues are weak advertising, high competition levels, and brand
perception.
Weak advertising: Try walking on the streets in Singapore be it in the malls or outdoors, people
are bound to run into the sign or the store of Mcdonald and any other fast food restaurant. Burger
Hut is weak in advertising in Singapore because their advertisement only refresh brand
awareness, maintain salience, and hopefully nudges some consumers. This tactics is definitely
not going to work in the long haul.
High competition levels: Likewise, there are tons of fast food chain restaurants in Singapore.
Well known brands like Mcdonalds, KFC, Burger King, and Mos Burger giving Burger Hut a
difficult time to remain competitive and stable.
Brand Perception: Brand perception is key in every businesses. In order to increase the sales of a
business, the brand perception must be high. Burger Hut may be well known in the States since
the country of origin is America. However it took more than a decade for Burger Hut to

breakthrough Asias market and launched their stores there. Hence, the name Burger Hut does
not necessarily ring a bell in Singapore.

Market Communication Objectives

After identifying the major problems, it is time to think of solutions to address the issue and
maximize the use of strategies to promote Burger Hut. In terms of weak advertising, Burger Hut
can use famous celebrities such as Korean Idols or Hollywood celebrities to advertise or sign
them as their ambassador. This will increase the awareness of the brand because many people
know the celebrities well.
High competition levels is unavoidable in any sort of businesses and one way to minimize that is
to come out with new products and deals that satisfied the consumers. Since Singapore is a multi
racial country. Burger Hut can consider bringing in products that fits the four different racial such
as releasing a new halal line for the malay consumers, hot and spicy line for the Indian
consumers, vegetarian line for the health-conscious consumers and pastries line for the western
consumers. Burger Hut can consider having breakfast and lunch time value meals which can
encourage higher sales and attract more consumers during peaceful hours.
Brand perception is very important to a business and equally difficult to address. Consumers
would not want to spend their money on meals which they have their doubts on. Burger Hut can
make sure of social medias and listen to the consumers and what their problems might be.
Surveys can also be conducted to get a better evaluation of the company and feedbacks to help to
improve the issues.
Marketing Communications Approach and Implementation Scheme
Diner Habits
With regards to eating out, Singapore diner remained as the second greatest spenders in SouthEast Asia, the lead being Hong Kong, as per a MasterCard review on consumers diner habits. A
year ago, Singapore shoppers spent a normal of US$198 (S$248) a month feasting out, less than
the US$262 normal spend in 2012 yet more than the Asia Pacific normal spend of US$140.

(Singapore among the top spenders in Asia Pacific for dining: Survey, 2014)

No less than 12% of Singapore respondents said they plan to feast out at more costly venues, yet
more than 50% of local diners don't visualize spending progressively when eating out. The study
was directed amongst October and November a year ago with 7,932 respondents, matured 18 to
64, in 16 Asia Pacific nations partaking. In Singapore, 400 occupants took an interest.
Eating out keeps on being regular among Singaporeans, 98% of them stated that they have
feasted at eateries, food courts/hawker centres and pubs/bars in the most recent six months. A
fourth of respondents said they plan to eat out more often. In hunting down new eating spots,
49% of Singapore buyers depended on recommendations from friends and families as well as
online reviews. More than 60% would go through the hassle of checking online reviews and 40%
of Singapore respondents would likewise buy dining rebates on coupon sites and applications.

Newly Launch Products

COME AND GET IT Menu

*Meal inclusive of drinks and side dish.

*Top up $2 on a ANY COME AND GET IT full meal and get bacon fries as the side dish.

Selling Price

Product

S$ (A la carte)

S$ (Meal)

Full of V

6.90

9.90

Give Me Your Gravy

7.90

10.90

FIRE

7.90

10.90

Double The Crunch

8.90

11.90

Wrap Me Up

8.90

11.90

Bacon Fries

3.90

2.00

Positioning Strategy
Positioning is a marketing concept that outlines what a business should do to market its product
or service to its customers. In positioning, the marketing department creates an image for the
product based on its intended audience. A good positioning strategy elevates the marketing
efforts and helps a buyer move from knowledge of a product or service to its purchase (Lauren,
2016).
Burger huts first positioning strategy will be based on advertisement. Advertisements are
generally the primary spots organizations position themselves. As a fast food chain, Burger Hut
must determine who they are targeting and what consumer need is being met. In this case, the
advertisement can showcase a group of friends or families enjoying their time in Burger Hut.
Even during office break when an individual is having a meal alone, he/she wouldnt feel lonely
because Burger Hut does not only offers delicious food but friendly staff as well.
Second strategy is positioning sales locations. It is crucial to have locations that are near to the
target customers because no one will have the time or willingness to travel a long mile just for a
burger. Simply to say, targeting the locations which surrounds the ultimate consumers gives
Burger Hut an equal sales success. Moreover, making comparative promotions in store as the
ones seen out of the store to make an overall identity for the organization's image.

Fast Food Chains Perceptual Mapping

As can be seen from the map, Burger Hut lies between High Price and Wild Choice. Although
the price range is higher compared to Mcdonalds, Burger King, KFC and subway. Burger Hut
offers higher quality in taste, services and portion. It offers similar price range and portions as
Mos Burger and Carls Jr but Burger Hut aim to be more rich in flavor and provide many
alternative and customizations.

Recommended Integrated Marketing Communication Tools

What is Advertising?
Advertising is any paid form of nonpersonal presentation and promotion of goods, services, or
ideas by an identified sponsor (Jaideep & Kotler, 2015).
Advertising Campaign
There are many types of advertising strategies including television commercial campaign, print
media campaigns, social media campaign, billboards campaigns and event sponsorships. Using
event sponsorships campaign, burger Hut can work with big events like Formula 1 and Asian
Games and provide a full set meal and substitute the drinks with energy drink or healthy juice
with their logo. This will increment the brand awareness and give Burger Hut an opportunity to
come up with their own nutritional line. Just because it is a fast food brand, it does not
necessarily means the company cannot create healthier products.

Since social media is widely used now, pop up app advertisement can be an alternative to work
with. Burger Hut should insert a scan code at every pop up app advertisement or posters which
allows for customers to obtain a redeem of 15% discount for their first meal in Burger Hut. Fast
food and discounts are the two words that draws the attentions of the youth nowadays. Thus, this
strategy help strengthen companys recognition.
What is Public Relations?
Public relations is a strategic communication process that builds mutually beneficial
relationships between organizations and their publics (Yann, 2015).

Forms of Public Relations strategy

There are many ways when it comes to establishing relationship between the client and
organization. One of the ways is attending press conference. A non personal event is able to
develop the companys relations with the group of people. Its objective media is TV, Radio,
Daily papers, Web and their site in the public interview it is making mindfulness and pulls in the
client by their item and administrations through utilizing media and thanks the worker and clients
for their endeavors and diligent work.
In recent years, Burger Hut hasnt been making its appearance in The FAB (International Food
and Beverage Excellence Award) award due to the crisis they were having and it wasnt a good
time to show a face. Even so, their name remained on the nomination board for certain awards
and this has clearly shows the competitive factor Burger Hut never fails to bring. This year, they
should attend the award ceremony to establish good relations with the group of people while at
the same time build good brand and corporate image for the company.
What is Sales Promotion?
Sales promotion is one level or type of marketing aimed either at the consumer or at the
distribution channel. It is used to introduce new product, clear out inventories, attract traffic, and
to lift sales temporarily (Sales promotion, 2001).
COME AND GET IT promoting strategy
New increases to the menu acquire new clients who may change over into loyal patrons of the
franchise. This also gives the organization a new platform to publicize their products to the best
of their ability.
First promoting strategy being breakfast and lunch time offers. During usual breakfast timing
from 8am to 11am, all COME AND GET IT meals will take less than 20 minutes to be prepare.
This is targeted mainly on students and people who are on the go and need a meal which takes no
further time to wait and satisfy their cravings. Also giving free drinks offer, a 12oz cup of hot/ice
milo and coffee will be included in the meal to give a little extra boost to start off consumers
morning.

On top of that, lunch time offers include Buy One Get One Half Off and Trio Meal for the
COME AND GET IT products. Buy One Get One Half Off basically means buying two sets
of meal, and get the second meal 50% off. Trio Meal is purchasing three sets of meal and
obtaining one free side dish and one free flow drink.
Secondly, Burger Hut can divert their focus on demographic-specific promotions that target
patrons in specific age ranges, such as baby boomers and families. Offering kids meal that comes
with a free kiddy drink and family feast with free flow coke/water.
What is Direct Marketing?
Direct marketing is a form of advertising in which companies provide physical marketing
materials to consumers to communicate information about a product or service. It is designed to
eliminate the middleman, including retailers and wholesalers. Forms of direct marketing
materials consist of catalogs, mailers and fliers (Investopedia, 2010).
The vast majority buy newsletter subscriptions via mail, email or the Web. Burger Hut can
discover clients via a mailing to them through mailing lists, or by setting ordered or show
advertisements in magazines. For an instant, the advertisement 'COME AND GET IT' in
different fast food distributions. Create a sales letter and order form for people who respond to
the offer. Offer a free newsletter to spark their interest. That way we can have their location for
future correspondences.
On the other hand, Burger Hut should launch their very own mobile app, their app features can
include a few features like a store locator, menu, nutritional facts, access to coupons and
discounts, and a meal loyalty programme. Giving in a year, customers who purchase more than 8
times in Burger Hut can earn a free meal. The ability to make orders on the app can be further
consider in the near future. As for now, a mobile app will make a great tactic.
Proposed Evaluation & Control
Importance of Sales Revenue/Units Sold
In todays highly competitive environment, an organization that changes its post-sales support
processes has the chance to separate itself from its rivals and establish position in its industry.
The procedure conprises of keeping tracks on the sales delivery, and additionally establishment
of an item or administration. By doing so, the company can keep update with the performance of
the company and know if they are hitting above or below target. If is above target, they can
maintain the performance and continue to strive for the best. If is below target, they should
evaluate where did which steps went wrong and quickly come up with a solution.

Customer Feedbacks

Customer feedback is so essential since it provides marketers and business owners with insight
that they can use to enhance their business, items and/or general client experience. Burger Hut
reach out to their consumers via social media and through surveys. The feedback section will be
included in Burger Huts website and app, for customers to leave their feedback and suggestions
to the company.
Similarly, a feedback form is given to the customer every time they make their purchase there
and customer can make mark down their questions while waiting for the food and the bill.
Customers just have to five simple questions such as 1) price range, 2) the tastiness, 3) the
location, 4) staff service, 5) waiting time and they can flip to the back of the form to fill up any
feedback or suggestions they have or leave that black as well. Thus, this enable the company to
consolidate their data and find out what are the rooms for improvement.
Brand Awareness Levels
Brand awareness plays a huge part in any businesses. It is how potential and loyal customers see
and recognise the brand. Brand awareness is particularly important when launching new products
and services; and for a company to differentiate similar products and services from its
competitors (Investopedia, 2006). For examples, McDonalds have originated an
anthropomorphic brand character called Ronald McDonald. The brand character was
mimicked as a clown dressed with bright coloured clothes and his face have a very wide smile.
Ronald McDonald attracted many children and remembered vividly by many teenagers and
adults as well.
Of course, Burger Hut does not have to go that extend and create a fictional character. There are
many ways to build brand awareness. For example, they can have a distinctive background music
playing while screening the advertisement which allows audience to be able to recall the brand
because the music has been registered in their minds. Secondly, Burger Hut can hire a celebrity
spokesperson to create awareness and attention since he/she is known by many people. Last but
not least, Burger Hut can create events where they have their brand mascots to walk around in
the malls or the streets and let the crowd get familiar and hopefully draw some awareness.
Competitors Activities
Knowing who our competitors are, and what they are offering, help to make our products,
services and marketing stand out. It will enable us to set the prices competitively and help the
company to respond to rival marketing campaigns with our own initiatives (Understand your
competitors, n.d.).
We can utilize this learning to make promoting techniques that exploit our rivals' shortcomings,
and enhance our own business execution. We can likewise survey any dangers postured by both

new contestants to our business sector and current contenders. This learning will help us to be
practical about how effective we can be. By utilizing these five points, 1)Who are our rivals?
2)What are the information we have to know about them? 3)Learning about our rivals. 4)Hearing
about our rivals. 5)How to act on the information we found. It will guide us through finding out
more about our competitors.

Conclusion
Taking everything into account, any marketing venture is measured by the deals that this specific
try has made. Burger Hut needs to work harder in making brand mindfulness among clients and
slowly progress into having the capacity to rival other burger goliaths such as McDonald's and
Wendy's. As critical as to be effective is to keep up this achievement. Whats more, in an
exceptionally aggressive market, for example, the fast food market, showcasing a very important
role. Burger Hut ought to stay updated with the adjustments in the buyer's needs and desires on
one hand, and with the best and focused showcasing and advancement procedures then again.

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