Launch of a new product in Hardees as Chicken Taco Salad. Marketing Campaign for Hardees Pakistan.

2. ABOUT HARDEE’S
CARL KARCHER ENTERPRISES INC.
• 5TH Largest American Fast-food Chain
– Thick charbroiled beef/chicken burgers
• 2009 – Pakistan (14th Country To Host Hardee’s)
Prides Itself Having Thick Juicy, Succulent And Bigger
Burgers.

3. Hardees Restaurant, Pakistan, Is Alcohol-free And 100% Halal Food Availability Is Made Sure.

4. SEGMENTATION

5. SEGMENTATION HARDEE’S
Families And Youngsters
• Kids Combo Meals – Kids Up To 12
• Burger Combo Meals – Families
• Burger Meals – Burger Customers
• Appetizers/Side Orders – Tenders And Desserts
PROFESSIONALS, STUDENTS, HOMEMAKERS AND ALL
WHO WANT PREMIUM QUALITY SERVICE AND
VALUE

6. SEGMENTATION HARDEE’S
GEOGRAPHICAL BEHAVIORAL PSYCHGRAPHICAL DEMOGRAPHICAL
Lahore, Karachi and 13 to 32
Thick Burgers ® Burger enthusiasts A+, A
Islamabad M/F
PRODUCTS
Lahore, Karachi and Health conscious 11 to 32
Charbroiled Burgers ® A+, A/B+, B
Islamabad Flavor cravers M/F
Chicken & Other Choices Lahore, Karachi and Chicken & Beef 11 to 32
A+, A/B+, B
® Islamabad lovers M/F
Lahore, Karachi and Cool Kids 8 to 12
Cool Kids Combos A+, A/B+, B
Islamabad Youngsters M/F
KEYS:
A+ UPPER CLASS
A UPPER –MIDDLE CLASS
B+ MIDDLE CLASS
B MIDDLE-LOWER CLASS

7. TARGETING

8. TARGETING-HARDEE’S
DIFFERENTIATED MARKETING
• Burger • Health
Enthusiasts Conscious
• Flavor Cravers
Thick Charbroiled
Burgers ® Burgers ®
Chicken &
Cool Kids
Other
Combos
Choices ®
• Cool Kids • Chicken &
• Youngsters Beef Lovers

9. DIFFERENTIATION & POSITIONING

10. DIFFERENTIATION & POSITIONING HARDEE’S
• Renowned Brand Worldwide
• Charbroiled And Thick Burgers – Beef/Chicken
• Premium Services And Quality.
NOT IN
PAKISTAN

11. SWOT ANALYSIS

12. STRENGTHS
Differentiated Unlimited Cakes And
Technology Youthful
Product - Premium Attractive Refill Wifi System All Brownies
For Quality Attractive Valet Parking
Charbroiled Service Facility Advertisement (Including Over The Area Instead Of Ice
Products Brand Image
Burger Nestea) Creams
WEAKNESS
No Breakfast Or
No Website For No Price Listing On Big Cause Of Street In-sufficient Parking
Midnight Deals In No Nutrition Chart No Gift Cards
Hardees Pakistan Brochures Traffic Space
Pakistan
OPPORTUNITIES
Nutrition Product
Expansion In The Minimizing Expand Parking More Premiums For
Description Within Diversification Development/
City Production Costs Area Kids
Menus Expansion
T H R E AT S
Burger Kings Arrival And New Entrants With Even Heavy Advertisement
Economic Slumps No Home Delivery.
Other Burger Restaurants Facilities Yet Cost Effective Strategies By Competitors

13. MARKET ENVIRONMENTS
Macro-environment
Micro-environment

14. Macro hardee’s
MACRO-ENVIRONMENT HARDEE’S
POLITICAL TECHNOLOGICAL
:
– Environment Regulation – Good rate of adoption,
And Protection, – Machinery up-to-date,,
– Consider Consumer And – Wifi system
Employment Laws, – Charbroiled burgers : 3
– Controlled Trade, mins 30 secs
Inflation And Tax
Affected.

15. MACRO-ENVIRONMENT HARDEE’S
C U LT U R A L / S O C I A L ECONOMICAL
– Prices dropped in Ramadan
– Swift change to go with offers,
trend: charbroiled, – Employees: better salary
– Cooperative package and appreciation,
– Limited advertisement
management,
budget,
– Comfort for kids, – Recession or slumps don’t
– Beef lovers now have effect much,
– 25 more outlets: 2500 local
their spot.
jobs.

16. MACRO-ENVIRONMENT HARDEE’S
DEMOGRAPHICAL N AT U R A L / E N V I R O N M E N TA L
– Families, youngsters but – Pleasant atmosphere
inside,
less on kids
– Traffic crowd creates havoc
– Market orientation
at parking,
– Customer based pricing
– Health and protective
measures – first aid
– Kid area comfort
– Comfortable seating
arrangements

17. MICRO-ENVIRONMENT HARDEE’S
C O M PA N Y SUPPLIERS
– CKE Restaurants – Machinery: Saudi Arabia
– 5 Current Outlets Running – Meat: Malaysia, Brazil And
In Pakistan Middle East Asian Countries
• 3 In Lahore, 1 In Islamabad – Soft Drinks– Largest Coke
And 1 In Karachi
Consumers
– Lahore And Islamabad -
– Nestea.
MDS Foods Pvt. Ltd.
– Karachi – Global Quick
Foods Pvt. Ltd.

18. MICRO-ENVIRONMENT HARDEE’S
INTERMEDIARIES C O M P E T I TO R S
– Compared in
– Own advertising agency-
quality, taste, service and
marketing department.
environment
• Mc Donalds, Subway, KFC
(zingers) and Burger king
(future rival).

19. MICRO-ENVIRONMENT HARDEE’S
C U S TO M E R S PUBLICS
– Customer Based Strategies – Employees get incentives
– Loyal Beef Customers – Media played its role – ads-
Facebook.
– Regulated Feedback-
Customer Is The KING!
– Issue: No Nutrition Facts
And Prices Available, No
Website.

20. CONSUMER BEHAVIOUR

21. CONSUMER BEHAVIOUR HARDEE’S
BUYERS BLACK BOX: BUYERS RESPONSE:
• Market Oriented Research To • Feedback Cards On Every
Identify Buyer Table
• Customer Insight • Suggestions Are Always
• Strategies To Satisfy Welcome
Customers

22. Introducing: CHICKEN TACO SALAD

23. MARKETING MIX CHICKEN TACO SALAD
PRODUCT PRICE PLACE PROMOTION
• Healthy • PRICE • Lahore Only • Process Of
SKIMMING
Ingredients STRATEGY: • Response Will Advertising
Charging High
• Super Quality Help In • Print And
Price Due To
• Comes With Substantial Expanding Electronic Are
Competitive
Chicken In Progress
Advantage.
• Great • Range RS 310
Appetizer
• Served Hot

24. References
http://en.wikipedia.org/wiki/Hardee's
http://www.facebook.com/HardeesPakistan
http://en.wikipedia.org/wiki/CKE_Restaurants
http://www.hardees.com/
http://www.superasiagroup.com/MDS_foods_private_limit
ed.html
http://www.da-
group.co.uk/index.php?option=com_content&view=article
&id=31%3Amicro-and-macro-
environments&catid=2%3Amarketing-lectures&Itemid=3
Restaurant General Manager: Usman Junaid, MDS Food Ltd.
Senior Restaurant Manager: Arsalan Khan