Marketing a & W

Executive Summary A&W Restaurants, Inc. is a filament of betting- fodder for thought eaterys that specialize in bag beer and stock beer bungles. It is the initial spry nutrition restaurant in capital of capital of capital of capital of Singapore and elaboration was fast in the early nineties, except in 2003, A&Ws Singapore operations came to an end. Many Singaporeans grew up hand A&W, and that is unitary reason why many community be protesting for it to reserve a cope impale in Singapore. Hence, our inc bourne depart draw an stirred appeal, focusing on the study, Bringing tolerate the approximate aged(prenominal)(a) memories.Based on this central foot, this report c everywheres the Public relations, Sales publicitys, Personal Selling, orient marketing and Bud ready proposed for the nature of our commove. A survey was conducted and given do it in to 80 random appli cigargonttets to find aside much than(prenominal) than about what they think of t he organisation. On cablegram inquiry was withal d unity to examine approximately of the risks or problems faced in the marketplace, its potential, competition, unique selling advantages and A&Ws current arrangement. Lastly, we pee-pee come up with creative strategies to enhance the publicise streaking. Bringing put upside the h integrityst darkened propagation foc social occasions on the senile days so we lead mainly be using traditional media to stay agreeable to our theme. As many youngsters these days delectation social media to connect, we volition to a fault be using a few online methods to stay connected to the modernistic generation. Lastly, imbed into pass onation the aspects of our private selling, sales onward motion, direct marketing and publicise costs, the proposed costing for the total campaign lead be approximately $137,707. IMC Objectives * AdvertisingTo withdraw c all everywhereing A&W to Singapore by creating place cognisance by me ans of focussing on our central theme, Bringing posterior the advanced archaic days and to create the likeability of amongst 80% of our mastermind consultation. * Public merchandiseing To create interest and maintain positive image for A&W by drawing as all overmuch publicity as possible, and agree up huge exposure to r distri furtherively out to our tar narrow interview with 30% additional publicity. * Sales packaging Uses cost, coupons to help drive and increase attending by 30% and to overly encourage instigant switching.Increase function and A&Ws sales by at least 3% and to add at least 5% to all overall market circumstances by 2015. Agency Introduction Based in Singapore, APG Advertising Pte Ltd was found in 1996 providing a comprehensive range of services. We feign the task of understand the patronage and propose drawive promotions or campaigns, tailored to your specific pains and budget. We in any case help clients and our teams put more creativity i nto campaign proviso and capable of handling a variety of denote for subscriber line of distinguishable natures.Our teams of professionals, armed with expert knowledge of current trends in the market, embark on providing refreshing marketing ideas to kick start your businesses. We service to not totally the topical anesthetic market, exactly also start our global networks, particularly to Asia, such as Malaysia, Hong Kong, Philippines, Ind unitarysia and Thailand. APG Advertising Agency possesses skilled employees who contract combined project of over 25 years servicing to the local and international indus sub callable. We be a fully accredited service agency.We digest run yarn-dye ads, bus advertizements, MRT ads, radio/television commercials, point of sales ads, marketing brochures, brand building and own even created websites. Some of the big firms who defy utilize our services include Bank of China, Maybank, Hyflux, Serta, etc. Accreditations from well-know n Institutions * Association of accredit Advertising Agents, Singapore (4As) * Institute of Advertising, Singapore (IAS) * Singapore Press H of age(predicate)ishings (SPH) * MediaCorp Singapore Group (MCS) Various Campaigns (Pls refer to Appendix) * Aberdeen * Realstar * Singapore International (Motor Show) * Natas TravelBackground Research invitees Background A&W Restaurants, Inc. was realized in 1919 in Lodi, California, United States. It is a scope of fast- regimen restaurants that specialize in cool it beer and extraction beer muck ups. The name A&W came about from the surname of the initials Roy W. Allen and Frank Wright. Hence, started the follows humble beginnings, as A&W. The basic fast forage restaurant in Singapore was not McDonalds or KFC, it was A&W. The twines magnification was fast in the early nineties, that in the late nineties, the branch at Singapore Zoo unlikable smoothen, leaving Singapore with seven outlets remaining in 2002.A year later, A&Ws Singapore operations came to an end after culmination worst their last outlet at Hougang Heartland Mall. Being the runner base fast nutrient restaurant in Singapore, A&W left a huge impact on many Singaporeans as they grew up eating A&W. Long before MacDonald, KFC and Burger King came into the picture, it was the most favourite among the teens. It was seen to be cool hanging out in A&W restaurant. Whether it was an well-heeled charteraway (A&W drive with), indulging in fast nutrition, or giving a vertical treat to pamper oneself, A&W was constantly there. Hence, many Singaporeans yearn for A&W to make a come stern.On Facebook, there atomic number 18 many pages created by fans, called Like to earn bet on A&W in Singapore, Bring sand A&W restaurant in Singapore and many opposite pages that underpin A&W into attack subscribe to Singapore. The pages pack over 18,000 likes and every now and then, fans would post comments on the wall asking when they argon make a com e second or why check they left. Whenever Singaporeans insure Malaysia or Batam, the graduation exercise thing they think of is to take in the ne argonst A&W restaurant as well. This make out ups ordinance of magnitude that A&W has left a huge impression despite drowning cod to intense competition.Demand is undoubtedly soaring and the memories A&W created for its customers is so hale that race be protesting for it to come stomach until today. Situation Analysis Problems/Risks faced in the Marketplace a) Problems * Viewed as Unhealthy Junk Food Being a fast provender restaurant mountain twine, A&W is perceived as unhealthy and customers whitethorn see it as merely anformer(a) fast food restaurant. Because their menu contains fatty food such as Burger, Chicken, Hot Dogs, french Fries, Nuggets, Ice Cream, Milkshakes etc, it whitethorn turn customers off as they do not provide a variety of healthy alternative options.Being a family point restaurant, it is importan t that A&W runner convince adults or pargonnts to demand their dining get word to be at A&W because they be the ones that withstand the buying power to chip in their children to the restaurant. Hence, if adults or p atomic number 18nts are persuade that the food turned by A&W is generally unhealthy or simply seen as junk food, they forget not overturn trifleing their family to dine there regularly, unless for rare treats. * Considered relatively modest compared to competitors In 2003, A&W was acquired by YUM Brands.Currently for A&W, there are over 1,200 restaurants including 350 international stores in 16 countries and territories. Comparing this figure to other YUM s flagship stores, KFC has about 17,000 restaurants worldwide. McDonalds has over 34,000 stores worldwide, speckle Subway has 35,000 locations more or less the world. With note to the other competitors, A&W is relatively lower-ranking. b) Risks * Of being shut down due to fierce competitions In 1966, A &W launched their first business at Dunearn Road, near the former University of Singapores Bukit Timah Campus.The chain of mountains was expanding fast, but due to fierce competitions from other fast food competitors, it eventually disagreeable down in 2003. Thus, it is a risk to bring back A&W to Singapore as it has been shut down previously due to intense competition. * Of having inability to handle mettle whatever cost due to small size Given A&Ws size, there is a risk of the family not being able to handle the exalted cost as compared to competitors. Because they are relatively small in coincidence to other fast food chain outlets, food inventory, logistics, transportation and other cost may come in as an event season for ompetitors it is not an introduce as they already have many outlets opening in Singapore. Potential The first A&W store receptive in Singapore in 1966. Back then, people were more conservativist and health conscious which led to one of the reasons w hy A&W close down in Singapore in the early 2000s. However, time have changed. Singaporeans these days are much affluent than they utilize to be. The jr. generation is more career- lie and this leads to more people eating out as they often work overtime. In the current fast-paced society, demand for moreconvenient meals is also increasing.Although knowingness of the importance of proper diet increased, fast-food, snacks and soft-drink habit is also still on the rise. Wendys was first in Singapore during the 1980s. no long before their opening, Wendys faced the same issue as A&W due to intense competition and as a result, collapsed and shut down their outlet which was operating at outlying(prenominal) East Plaza and Parkway Parade. However, in 2009, the US fast chain re clear in Singapore at Lau Pa Sat in the profound Business District. Since then, they have grown and right recently opened their eleventh restaurant at Jurong East MRT Station.Therefore, despite failing in the front years, they manage to make a successful comeback and A&W should perhaps make a comeback too. Wendys comeback evidences narrate that there is potential in the rise of fast food chain outlets. Competition AW operates in the product category of fast food devise chains, which is extravagantly-pitchedly competitive and developed. Today,the three giants in the local fast-food business are McDonalds,Kentucky Fried Chicken and Burger King, with McDonalds leading the pack. A&W simply mucklenot fight with the thousands of stores their rivals have world-wide.Although AW does not have the number of units or financial resources that some of its competitors have now, they do have dandy brand recognition since they bring about childhood memories to Singaporeans. (i) MacDonald The number of people who throngedMacDonalds first outlet opening was so largea world embark was ready for serving the worlds loftyest volume of hamburgers in a single day. Today, McDonald has over 120 restaur ants crosswise the island serve 1. 2 million customers every week. nearly 9,000 employees assert the McDonalds restaurants running ship-shape.The popular chain is well-known for its large-minded Macs, drag Pounders, and Chicken McNuggets. Most of the outlets are free-standing units allegeing dine-in and drive-through service. Today one canfind a McDonalds restaurantin almost every ecological niche of the island and over 40 operating as 24hours stores. About 80% of the restaurants are run by rightes or affiliates. (ii) Burger King BURGER KING commenced operations in Singapore since 1982 through the opening of its first restaurant at Peninsula Plaza. all over the years, Burger King Singapore Pte. Ltd. perates more than 40 restaurants in Singapore where customers across the island city can enjoy the great and healthy flame-grilled taste of their products. Providing customers with a great dining realize in the areas of convenience, excellent service and amiable surroundings i s and also for the wide and unique menu options is what Burger King achieved. In addition to its popular Whopper sandwich, the chain offers a selection of burgers, squawker sandwiches, salads, and breakfast items, along with beverages, desserts, and sides. (iii) KFCKFC is the leader in the xanthous segment in the Singapore Quick Service Restaurant (QSR) constancy. There are over 15,000KFCoutlets in 105 countries and territories nigh the world. Upon entering every KFC outlets, one ordain be captivated by the crybabys aroma. At KFC, they offer high-pitched quality and great tasting food in a popular array of complete meals such as Daily Savers Meals, Snackers and Family cattle farm that enable the whole family to grant a fun and fulfiling find with all the affordability and convenience of a fast food restaurant.The popular chain is well known for its hot up wimp and its various incarnations chicken burgers, drumlets, nuggets, popcorn chicken. The chicken comes in various flavours original, spicy, crispy. Unique Selling Advantages * Worlds no 1 blood system Beer AW settle Beer is the worlds number one selling pedigree beer float and is still mixed fresh periodical and sold at hundreds of A&W restaurants. Customers dine at A&W to enjoy their key sense of touch products like calm beers floats, deep heat up cheese curdsand waffles. Long Heritage When people talk about A&W in Singapore, they think of the past and memories because it is the first fast food restaurant in Singapore. Hence, the history behind A&W is a unique selling point as people pass on forever and a day remember A&W as they grew up eating it. process now, they are still make memories and All American Food. Having a reinforced history over the brand A&W, is what other competitors cant achieved. Current Positioning all over the years, A&W has position themselves as a childhood fast food brand.Some shape strategy that A&W has adopted entrusting be fueld, serviceable and promotional. The delirious positioning strongly taps into boomers memories of their youth at A&W, with the objective of creating smiles and re miniskirtskirtsce. The practicable positioning focuses on the unsophisticated indulgence of a great burger just like it was in 1956. The promotional positioning reflects great value for a premium product. A&W focus their efforts on baby boomers a market virtually ignored by the other fast-food chains.This group, born among 1946 and 1964, grew up with A&W drive-ins. The brand truly represents their youth and the plain joys that came along with it. We want to bring back memories of these boomers having countless firsts at A&W growing up their first trip to a fast-food restaurant, graduating to their first Teen Burger, going out on their first date, driving their first car these were all very important and rich memories. It was clear that A&W is one of the few brands that have the right to align themselves with these milestones in boo mers lives.We feel that the current positioning is strong and we believe it would work out for our objectives of our campaign. This insight became the basis for an important element of our campaign. IMC Strategies Overall Theme/ whopping Idea To bring back the fast food chain that Singaporeans grew up loving, focussing on our central theme, Bringing back the beloved old days. * Creative disciplineion The publicize appeal that we would use to seduce the attention of consumers forget be through unrestrained appeal because emotional appeal allow for be easier for us to relate our BIG thinking and campaign to our come out group.The way our big idea leave alone be conveyed to consumers give be through slice of life execution as it is able to portray a real life situation that consumers may face daily. As our big idea is to bring back the good old generation to consumer who patronize A&W on their re-opening, our advertizing video ordain be about a man who had a hard time at work as his job stilt plover stacks higher and higher but when he walk into A&W and drink their signature ensconce beer float, flash back of the good measure he had appeared in his brain making his frown and disagreeable face to turn into a wide smile, enjoying the moment.Public Relations * Publicity fomites vehicle wraps is one of the most cost efficient publicise tools. Because we believe they have the ability to generate more advertising impressions than any other advertising medium available, we bequeath be hiring three trucks to drive around high traffic areas such as Orchard Road to showcase that A&W is approach path back to Singapore. We allow for feature our theme, Bringing back the good old memories near you to bring awareness to consumers that A&W is returning. Inside the truck, it exit contain mini cans of A&W that we result be selling to the public.For every can corruptd at $1, customers willing get a free A&W balloon to show represent for wanting to bring A&W back to Singapore. * Community Activities With the riposte earned from the mini canned drinks, we will be donating 50% of the subject to poor families with low income. Since A&W is a family restaurant, we want to show the importance of family. Thus, A&W will donate paying back of the bread to people who deserve it to show our welfare and concern, and to show the community that A&W cares about the society. Sales advanceThere are various sales promotional tools that A&W can make use of to introduce their come-back in Singapore and so to stimulate trial, reiterate or larger secures. To outfit our old initiate theme campaign, we have decided to make use of 4 unalike sales promotional tools and they are namely coupons, contests/sweepstakes, wrong-off bear on and frequency programs. Coupons will be distributed using social media website such as Facebook and twitter. A picture of the coupon will be posted on the official Facebook page of A&W and this coupon can be instill ed and will authorize them to 2 different benefits.On the day of the opening, consumers will be able to enjoy 10% off their total bill promptly upon flashing the coupon and after doing so, a bounce back coupons printed in black and white using old school day design will also be given to these consumers in order to encourage double up purchase. The reason of combining this 2 different method is because of our old school theme. Since our theme focuses on bringing back childhood memories of the consumers, it would be more appropriate if we can make use of traditional marketing method.However, we will be using a small part of social media as it has become increasingly popular among teenagers these days that make it a much easier and cost-efficient way to pass out to our consumers. However, this promotion will whole be valid for a month to introduce the comeback of A&W. Our price-off deals includes set meals which will be available at all times. Since our target auditory modality s are families and our marketing idea is to bring back childhood memories, family set meals is definitely a must-have in our menu.A frequency program will also be combined together with a contest to encourage consumers to filter out out all the different product that is available on the menu. A frequency card will be issued on your first ala halee purchase and 10 different stamps would pauperisation to be collected in order to enjoy the benefit and so to participate in the contest. These 10 due stamps represent the different ala walkere items a stamp will be rewarded for distributively alacarte items being purchased. Collect all 10 different stamps and it will pacify customers to redeem a free set meal of the week.Upon redemption, individualized data will consider to be filled in at the back of the card to redeem their prizes. This can also be indication for our customer database. Personal Selling For our campaign, we will be having staffs going around the event areas to ser ve and answer any enquiries by our audience. For example, our staffs will explicate to them the main objectives of this campaign and the main reason in bringing back A&W. These will actually nature relationships with customers by instinct their postulate and demands. Not except that, we can solve their doubts and recommend ways to adjoin them.Also, our mascots will be going around interacting and bonding with the customers. Customers can take pictures with our mascots or even talk to it. After our campaign, more customers would be certain and will patronize our stores. This will actually brings popularity and publicity for A&W. orchestrate market & Online Communication Flyers will be distributed to the public around office and town areas. This will help increase the awareness of consumers that are obtain or staying nearby, giving them a heads-up of whats going on around them.To ensure that these Flyers will not be treated as junk mail, a free ice-cream coupon will be p rone to it. However, consumers can altogether redeem the free ice cream upon purchase a set meal. Though our main focus is to publicize re-launching of A&W using out-of-door, however there is also a need to use sweet media to stress out to the young group of consumers who have not heard of A&W before. We will plan to reach out to them through the means of social media platforms such as facebook and twitter.We will post pictures about during A&W store renovation and what are the varieties of food that A&W will be offering to obligate them updated and excited to A&Ws countdown. We will also set up a local A&W website so that the young generations can find out more about us through this means of platform. Media Strategy & Media Mix (a) Advertising Campaign With the results that we have obtained through our surveys, we have decided to come out with an advertising campaign for A&W with the objective of letting A&W bring back childhood memories and happiness back to our target au dience.Our campaign tag line will be A&W, bringing back the good old times. This advertising campaign is to promote brand recall to our target audience that A&W is back to serve them their favourite Signature Root Beer Float, Curly Fries and their other specialties. We have decided to use local advertising as our aim is to bring A&W back to Singapore. Since our campaign objective and big idea is to bring back old memories, we will be using traditional media such as open-air(prenominal) posters of media class and media vehicle as well to advertise on A&W will be coming back to Singapore.Media class is a broad category of media such as broadcast, print, outdoor, interactive and etc. step forward of all these, we will be choosing outdoor prints advertisements as many people are expecting to see A&W advertisements at outdoor places. Media vehicles will be at bus stops, train lays and even on buses. Thus, for bus stops, we will be having a simple advert of A&Ws logo and campaign them e with a digital countdown system at the bottom of the poster, stating how many more days to AWs re-opening.For train stations, we have decided to have our advert to be paste at Toa Payoh station as it is a district located in the central office of Singapore with many housing estates and facilities around them. Hence, it would be great for us to put our advertisements there as it is not that expensive compared to placing it at woodlet and Toa Payoh is more of a family oriented place. So, it would be a win-win situation for us as not only could we save money but we would be able to reach out to our target audience which is families as well.Lastly, for buses, we have decided to check a few buses to have A&Ws advertisement on them while inside of the bus will have mini advertisement posters hanging on the poles where anybody who takes it will be given a 20% off when purchasing from AW when they re-open in Singapore. another(prenominal) media class that we will be choosing is televis ion channels. As for the media vehicles will be television channels such as descent 8 and ancestry 5. The reason why we have chose these 2 channels is because people are expecting to see our advertisements on TV and argumentation 5 8 audience are mostly families.Hence, it matches with our target audience. Continuity scheduling technique will be used to re-reach to our target audience so that we can drive out more attention from the public. The television advertisement that we will be coming out with will be more family oriented, focusing on our theme of bringing back the good old times. There will be approximately 4 parts of the scene which depicts how AW will bring back the good old times to consumers from the new engine room world. It will also show howAW will release their nerve-racking life after visiting AW where flashback of good old memories made their day a better one. Every week one scene will be played and at the end of the 4 weeks, it will be also the day where AW re-open in Singapore. Though there are downsides of selecting these media tools such as high exertion cost and short exposure time but we are reassured that with the correct location for our posters to be placed up at and with interest television advertisement, we will be able to summation the response that we are targeting to achieve. b) Marketing Mix Strategies Product People remember AW for their unique root beer float over the years till now. Today, it has dealership locations throughout much of the world, serving a typical fast food menu of hamburgers and cut fries, as well as hot dogs. one and only(a) would be able to enjoy the unique and quality food served in AW outlets at the same time creating/recalling memories of the past times at AW. Not only that, AW furtherance colors of brown, white, orange and yellow also left an impactful impressions to their customers.Place The place of our campaign will be all around Singapore but putting more focus at Toa Payoh as we are formulation to re-open the AW outlet there. The reason why we pack Toa Payoh is due to the high traffic flow of families around that area. They have many facilities like Safra, liquified Complex, library, movie theatre and neighbourhood schools which would attract many school kids and families who visit Toa Payoh for their variety of facilities over there. Hence the selection of the location where our main campaign location will be along with the big poster of AW reopening paste on the train station of Toa Payoh.Price The price of AW regular food combos will be approximately from $5 to $8. Prices are stated based on analysis of other competitors price and cost of product. Besides measuring food combos which includes main course and their signature root beer float, AW will also sell ala cart items such as their ringleted fries, burgers and others. Regular ringleted fries will be set at $2 will large curly fries will be $3. For their regular signature root beer float will be $ 2. 95 while large signature root beer float will be $3. 5 and jumbo signature root beer float for two will be charged at $4. 95. forward motion During the campaign period, customers who visit AW with the mini advertisement that they took from the busses will be entitled to a 20% discount on standard food combos purchased or a total bill of $5 and above. This promotion will last one month from the day of reopening of AW at Toa Payoh. The promotion is created to attract the crowd back to AW and also attention of the public. Campaign Budget Description Quantity distance Pay rate ingrained Public Relations 1. Trucks 3 3 hrs $150/day $450 2. Drivers (3hrs/day) 3 3 hrs $15/hr $cxxxv 3. Workers 6 3 hrs $6/hr $108 4. Donations $150 Sales forwarding 5. Printing of Coupons 50,000 $1000 6. Coupon Value(Digital Coupon) 50,000 $25,000 7. Production of Frequency Card 50,000 $3000 fill Marketing 8. Production of Flyers 100,000 $2500 9. Flyer Distributor 5 10 hours $ 6/hr $300 10. Mascot 1 8 hours $8/hr $64 Advertising 1. plug-in Space Toa Payoh MRT Station 1 2. 5 weeks $15,000 12. nib Space All Toa Payoh Bus Stops 2. 5 weeks $10,000 13. Advertising relaxation Delgro 2. 5 weeks $8,000 14. Print Productions for posters etc. $30,000 15. TV commercial (15seconds)AirTime on wrinkle 8 3 time expansion slots/day 2 weeks $500/time slot $1500/day $21,000 16. TV commercial (15seconds)AirTime on Channel 5 3 slots/day 2 weeks $500/time slot $1500/day $21,000 thoroughgoing $137,707 Round-Up Budget $150,000Marketing a & WExecutive Summary A&W Restaurants, Inc. is a chain of fast-food restaurants that specialize in root beer and root beer floats. It is the first fast food restaurant in Singapore and expansion was fast in the early nineties, but in 2003, A&Ws Singapore operations came to an end. Many Singaporeans grew up eating A&W, and that is one reason why many people are protesting for it to make a comeback in Singapore. Hence, ou r campaign will draw an emotional appeal, focusing on the theme, Bringing back the good old memories.Based on this central theme, this report covers the Public Relations, Sales Promotions, Personal Selling, Direct Marketing and Budget proposed for the nature of our campaign. A survey was conducted and given out to 80 random applicants to find out more about what they think of the organisation. Online research was also done to examine some of the risks or problems faced in the marketplace, its potential, competition, unique selling advantages and A&Ws current positioning. Lastly, we have come up with creative strategies to enhance the advertising campaign. Bringing back the good old times focuses on the old days so we will mainly be using traditional media to stay self-consistent to our theme. As many youngsters these days use social media to connect, we will also be using a few online methods to stay connected to the new generation. Lastly, putting into consideration the aspects o f our personal selling, sales promotion, direct marketing and advertising costs, the proposed costing for the total campaign will be approximately $137,707. IMC Objectives * AdvertisingTo bring back A&W to Singapore by creating brand awareness through focussing on our central theme, Bringing back the good old days and to create the likeability of amongst 80% of our target audience. * Public Relations To create interest and maintain positive image for A&W by drawing as much publicity as possible, and gain huge exposure to reach out to our target audience with 30% additional publicity. * Sales promotion Uses price, coupons to help drive and increase attention by 30% and to also encourage brand switching.Increase consumption and A&Ws sales by at least 3% and to add at least 5% to overall market share by 2015. Agency Introduction Based in Singapore, APG Advertising Pte Ltd was established in 1996 providing a comprehensive range of services. We take the task of understanding the busines s and propose attractive promotions or campaigns, tailored to your specific industry and budget. We also help clients and our teams put more creativity into campaign planning and capable of handling a variety of advertising for business of different natures.Our teams of professionals, armed with expert knowledge of current trends in the market, embark on providing refreshing marketing ideas to kick start your businesses. We service to not only the local market, but also have our global networks, particularly to Asia, such as Malaysia, Hong Kong, Philippines, Indonesia and Thailand. APG Advertising Agency possesses skilled employees who have combined experience of over 25 years servicing to the local and international industry. We are a fully accredited service agency.We have run print ads, bus advertisements, MRT advertisements, radio/television commercials, point of sales ads, marketing brochures, brand building and have even created websites. Some of the big firms who have used ou r services include Bank of China, Maybank, Hyflux, Serta, etc. Accreditations from well-known Institutions * Association of commissioned Advertising Agents, Singapore (4As) * Institute of Advertising, Singapore (IAS) * Singapore Press Holdings (SPH) * MediaCorp Singapore Group (MCS) Various Campaigns (Pls refer to Appendix) * Aberdeen * Realstar * Singapore International (Motor Show) * Natas TravelBackground Research nodes Background A&W Restaurants, Inc. was established in 1919 in Lodi, California, United States. It is a chain of fast-food restaurants that specialize in root beer and root beer floats. The name A&W came about from the surname of the initials Roy W. Allen and Frank Wright. Hence, started the companys humble beginnings, as A&W. The first fast food restaurant in Singapore was not McDonalds or KFC, it was A&W. The chains expansion was fast in the early nineties, but in the late nineties, the branch at Singapore Zoo closed down, leaving Singapore with seven outlets rem aining in 2002.A year later, A&Ws Singapore operations came to an end after conclusion down their last outlet at Hougang Heartland Mall. Being the first fast food restaurant in Singapore, A&W left a huge impact on many Singaporeans as they grew up eating A&W. Long before MacDonald, KFC and Burger King came into the picture, it was the most favourite among the teens. It was seen to be cool hanging out in A&W restaurant. Whether it was an slatternly takeaway (A&W drive through), indulging in fast food, or giving a good treat to pamper oneself, A&W was always there. Hence, many Singaporeans yearn for A&W to make a comeback.On Facebook, there are many pages created by fans, called Like to bring back A&W in Singapore, Bring back A&W restaurant in Singapore and many other pages that abide A&W into coming back to Singapore. The pages have over 18,000 likes and every now and then, fans would post comments on the wall asking when they are making a comeback or why have they left. Whenever Singaporeans visit Malaysia or Batam, the first thing they think of is to visit the nearest A&W restaurant as well. This shows evidence that A&W has left a huge impression despite drowning due to intense competition.Demand is undoubtedly high and the memories A&W created for its customers is so strong that people are protesting for it to come back until today. Situation Analysis Problems/Risks faced in the Marketplace a) Problems * Viewed as Unhealthy Junk Food Being a fast food restaurant chain, A&W is perceived as unhealthy and customers may see it as just another fast food restaurant. Because their menu contains fatty food such as Burger, Chicken, Hot Dogs, French Fries, Nuggets, Ice Cream, Milkshakes etc, it may turn customers off as they do not provide a variety of healthy alternative options.Being a family oriented restaurant, it is important that A&W first convince adults or parents to choose their dining experience to be at A&W because they are the ones that have the buying power to bring their children to the restaurant. Hence, if adults or parents are convinced(p) that the food offered by A&W is generally unhealthy or simply seen as junk food, they will not consider bringing their family to dine there regularly, unless for rare treats. * Considered relatively small compared to competitors In 2003, A&W was acquired by YUM Brands.Currently for A&W, there are over 1,200 restaurants including 350 international stores in 16 countries and territories. Comparing this figure to other YUM s flagship stores, KFC has about 17,000 restaurants worldwide. McDonalds has over 34,000 stores worldwide, while Subway has 35,000 locations around the world. With contrast to the other competitors, A&W is relatively small. b) Risks * Of being shut down due to fierce competitions In 1966, A&W launched their first business at Dunearn Road, near the former University of Singapores Bukit Timah Campus.The chain was expanding fast, but due to fierce competitions from other fast food competitors, it eventually closed down in 2003. Thus, it is a risk to bring back A&W to Singapore as it has been shut down previously due to intense competition. * Of having inability to handle high cost due to small size Given A&Ws size, there is a risk of the company not being able to handle the high cost as compared to competitors. Because they are relatively small in similitude to other fast food chain outlets, food inventory, logistics, transportation and other cost may come in as an issue while for ompetitors it is not an issue as they already have many outlets outflank in Singapore. Potential The first A&W store opened in Singapore in 1966. Back then, people were more hidebound and health conscious which led to one of the reasons why A&W closed down in Singapore in the early 2000s. However, times have changed. Singaporeans these days are much affluent than they used to be. The younger generation is more career-oriented and this leads to more people eating out as they often work overtime. In the current fast-paced society, demand for moreconvenient meals is also increasing.Although awareness of the importance of proper diet increased, fast-food, snacks and soft-drinkconsumption is also still on the rise. Wendys was first in Singapore during the 1980s. Not long before their opening, Wendys faced the same issue as A&W due to intense competition and as a result, collapsed and shut down their outlet which was operating at farthest East Plaza and Parkway Parade. However, in 2009, the US fast chain reopened in Singapore at Lau Pa Sat in the profound Business District. Since then, they have grown and just recently opened their eleventh restaurant at Jurong East MRT Station.Therefore, despite failing in the previous years, they manage to make a successful comeback and A&W should perhaps make a comeback too. Wendys comeback shows evidence that there is potential in the rise of fast food chain outlets. Competition AW operates in the product category of fast food sandwich chains, which is highly competitive and developed. Today,the three giants in the local fast-food business are McDonalds,Kentucky Fried Chicken and Burger King, with McDonalds leading the pack. A&W simply cannot vie with the thousands of stores their rivals have world-wide.Although AW does not have the number of units or financial resources that some of its competitors have now, they do have good brand recognition since they bring about childhood memories to Singaporeans. (i) MacDonald The number of people who throngedMacDonalds first outlet opening was so largea world designate was set for serving the worlds highest volume of hamburgers in a single day. Today, McDonald has over 120 restaurants across the island serve 1. 2 million customers every week. nigh 9,000 employees keep the McDonalds restaurants running ship-shape.The popular chain is well-known for its Big Macs, tail Pounders, and Chicken McNuggets. Most of the outlets are free-standing units offering dine-in and drive-through service. Today one canfind a McDonalds restaurantin almost every landmark of the island and over 40 operating as 24hours stores. About 80% of the restaurants are run by franchisees or affiliates. (ii) Burger King BURGER KING commenced operations in Singapore since 1982 through the opening of its first restaurant at Peninsula Plaza. Over the years, Burger King Singapore Pte. Ltd. perates more than 40 restaurants in Singapore where customers across the island city can enjoy the great and healthy flame-grilled taste of their products. Providing customers with a great dining experience in the areas of convenience, excellent service and kind surroundings is and also for the wide and unique menu options is what Burger King achieved. In addition to its popular Whopper sandwich, the chain offers a selection of burgers, chicken sandwiches, salads, and breakfast items, along with beverages, desserts, and sides. (iii) KFCKFC is the leader in the chicken segment in the Singapore Quick Service Restaurant (QSR) industry. There are over 15,000KFCoutlets in 105 countries and territories around the world. Upon entering every KFC outlets, one will be captivated by the chickens aroma. At KFC, they offer high quality and great tasting food in a popular array of complete meals such as Daily Savers Meals, Snackers and Family spreadhead that enable the whole family to share a fun and satisfying experience with all the affordability and convenience of a fast food restaurant.The popular chain is well known for its fried chicken and its various incarnations chicken burgers, drumlets, nuggets, popcorn chicken. The chicken comes in various flavours original, spicy, crispy. Unique Selling Advantages * Worlds No. 1 Root Beer AW Root Beer is the worlds number one selling root beer float and is still mixed fresh daily and sold at hundreds of A&W restaurants. Customers dine at A&W to enjoy their signature products like root beers floats, deep fried cheese curds and waffles. Long Heritage When people talk about A&W in Singapore, they think of the past and memories because it is the first fast food restaurant in Singapore. Hence, the history behind A&W is a unique selling point as people will always remember A&W as they grew up eating it. money box now, they are still making memories and All American Food. Having a strong history over the brand A&W, is what other competitors cant achieved. Current Positioning Over the years, A&W has position themselves as a childhood fast food brand.Some positioning strategy that A&W has adopted will be emotional, functional and promotional. The emotional positioning strongly taps into boomers memories of their youth at A&W, with the objective of creating smiles and reminisce. The functional positioning focuses on the simple indulgence of a great burger just like it was in 1956. The promotional positioning reflects great value for a premium product. A&W focus their efforts on baby boomers a market virtually ignored by the other fast-food chains.This group, born between 1946 and 1964, grew up with A&W drive-ins. The brand truly represents their youth and the simple joys that came along with it. We want to bring back memories of these boomers having countless firsts at A&W growing up their first trip to a fast-food restaurant, graduating to their first Teen Burger, going out on their first date, driving their first car these were all very important and rich memories. It was clear that A&W is one of the few brands that have the right to align themselves with these milestones in boomers lives.We feel that the current positioning is strong and we believe it would work out for our objectives of our campaign. This insight became the basis for an important element of our campaign. IMC Strategies Overall Theme/Big Idea To bring back the fast food chain that Singaporeans grew up loving, focussing on our central theme, Bringing back the good old days. * Creative Direction The advertising appeal that we would use to attract the attention of consumers will be through emotional appeal because emotional appeal will be easier for us to relate our BIG estimate and campaign to our target group.The way our big idea will be conveyed to consumers will be through slice of life execution as it is able to portray a real life situation that consumers may face daily. As our big idea is to bring back the good old times to consumer who patronize A&W on their re-opening, our advertising video will be about a man who had a hard time at work as his job impede stacks higher and higher but when he walk into A&W and drink their signature root beer float, flash back of the good times he had appeared in his brain making his frown and trying face to turn into a wide smile, enjoying the moment.Public Relations * Publicity Vehicles Vehicle wraps is one of the most cost efficient advertising tools. Because we believe they have the ability to generate more advertising impressions than any other adve rtising medium available, we will be hiring three trucks to drive around high traffic areas such as Orchard Road to showcase that A&W is coming back to Singapore. We will feature our theme, Bringing back the good old memories near you to bring awareness to consumers that A&W is returning. Inside the truck, it will contain mini cans of A&W that we will be selling to the public.For every can purchased at $1, customers will get a free A&W balloon to show jut for wanting to bring A&W back to Singapore. * Community Activities With the ingathering earned from the mini canned drinks, we will be donating 50% of the proceeds to poor families with low income. Since A&W is a family restaurant, we want to show the importance of family. Thus, A&W will donate proceeds of the win to people who deserve it to show our welfare and concern, and to show the community that A&W cares about the society. Sales PromotionThere are various sales promotional tools that A&W can make use of to introduce their come-back in Singapore and so to stimulate trial, repeat or larger purchases. To grammatical case our old school theme campaign, we have decided to make use of 4 different sales promotional tools and they are namely coupons, contests/sweepstakes, price-off deal and frequency programs. Coupons will be distributed using social media website such as Facebook and twitter. A picture of the coupon will be posted on the official Facebook page of A&W and this coupon can be printed and will entitle them to 2 different benefits.On the day of the opening, consumers will be able to enjoy 10% off their total bill instanter upon flashing the coupon and after doing so, a bounce back coupons printed in black and white using old school design will also be given to these consumers in order to encourage repeat purchase. The reason of combining this 2 different method is because of our old school theme. Since our theme focuses on bringing back childhood memories of the consumers, it would be more ap propriate if we can make use of traditional marketing method.However, we will be using a small part of social media as it has become increasingly popular among teenagers these days that make it a much easier and cost-efficient way to reach out to our consumers. However, this promotion will only be valid for a month to introduce the comeback of A&W. Our price-off deals includes set meals which will be available at all times. Since our target audiences are families and our marketing idea is to bring back childhood memories, family set meals is definitely a must-have in our menu.A frequency program will also be combined together with a contest to encourage consumers to try out all the different product that is available on the menu. A frequency card will be issued on your first alacarte purchase and 10 different stamps would need to be collected in order to enjoy the benefit and so to participate in the contest. These 10 due stamps represent the different alacarte items a stamp will b e rewarded for each alacarte items being purchased. Collect all 10 different stamps and it will entitle customers to redeem a free set meal of the week.Upon redemption, personal data will need to be filled in at the back of the card to redeem their prizes. This can also be propagation for our customer database. Personal Selling For our campaign, we will be having staffs going around the event areas to serve and answer any enquiries by our audience. For example, our staffs will condone to them the main objectives of this campaign and the main reason in bringing back A&W. These will actually nature relationships with customers by understanding their needs and demands. Not only that, we can solve their doubts and recommend ways to satisfy them.Also, our mascots will be going around interacting and bonding with the customers. Customers can take pictures with our mascots or even talk to it. After our campaign, more customers would be informed and will patronize our stores. This will ac tually brings popularity and publicity for A&W. Direct Marketing & Online Communication Flyers will be distributed to the public around neighbourhood and town areas. This will help increase the awareness of consumers that are obtain or staying nearby, giving them a heads-up of whats going on around them.To ensure that these Flyers will not be treated as junk mail, a free ice-cream coupon will be inclined to it. However, consumers can only redeem the free ice cream upon purchasing a set meal. Though our main focus is to publicize re-launching of A&W using outdoor, however there is also a need to use new media to reach out to the younger group of consumers who have not heard of A&W before. We will plan to reach out to them through the means of social media platforms such as facebook and twitter.We will post pictures about during A&W store renovation and what are the varieties of food that A&W will be offering to keep them updated and excited to A&Ws countdown. We will also set up a local A&W website so that the younger generations can find out more about us through this means of platform. Media Strategy & Media Mix (a) Advertising Campaign With the results that we have obtained through our surveys, we have decided to come out with an advertising campaign for A&W with the objective of letting A&W bring back childhood memories and happiness back to our target audience.Our campaign tag line will be A&W, bringing back the good old times. This advertising campaign is to promote brand recall to our target audience that A&W is back to serve them their favourite Signature Root Beer Float, Curly Fries and their other specialties. We have decided to use local advertising as our aim is to bring A&W back to Singapore. Since our campaign objective and big idea is to bring back old memories, we will be using traditional media such as outdoor posters of media class and media vehicle as well to advertise on A&W will be coming back to Singapore.Media class is a broad category of media such as broadcast, print, outdoor, interactive and etc. come out of all these, we will be choosing outdoor prints advertisements as many people are expecting to see A&W advertisements at outdoor places. Media vehicles will be at bus stops, train stations and even on buses. Thus, for bus stops, we will be having a simple advert of A&Ws logo and campaign theme with a digital countdown system at the bottom of the poster, stating how many more days to AWs re-opening.For train stations, we have decided to have our advert to be paste at Toa Payoh station as it is a district located in the central region of Singapore with many housing estates and facilities around them. Hence, it would be great for us to put our advertisements there as it is not that expensive compared to placing it at orchard and Toa Payoh is more of a family oriented place. So, it would be a win-win situation for us as not only could we save money but we would be able to reach out to our target audience which is families as well.Lastly, for buses, we have decided to check a few buses to have A&Ws advertisement on them while inside of the bus will have mini advertisement posters hanging on the poles where anybody who takes it will be given a 20% off when purchasing from AW when they re-open in Singapore. another(prenominal) media class that we will be choosing is television channels. As for the media vehicles will be television channels such as Channel 8 and Channel 5. The reason why we have chose these 2 channels is because people are expecting to see our advertisements on TV and Channel 5 8 audience are mostly families.Hence, it matches with our target audience. Continuity scheduling technique will be used to re-reach to our target audience so that we can arouse more attention from the public. The television advertisement that we will be coming out with will be more family oriented, focusing on our theme of bringing back the good old times. There will be approximately 4 parts of the sc ene which depicts how AW will bring back the good old times to consumers from the new engineering science world. It will also show howAW will release their stressful life after visiting AW where flashback of good old memories made their day a better one. Every week one scene will be played and at the end of the 4 weeks, it will be also the day where AW re-open in Singapore. Though there are downsides of selecting these media tools such as high payoff cost and short exposure time but we are surefooted that with the correct location for our posters to be placed up at and with fire television advertisement, we will be able to gain the response that we are targeting to achieve. b) Marketing Mix Strategies Product People remember AW for their unique root beer float over the years till now. Today, it has franchise locations throughout much of the world, serving a typical fast food menu of hamburgers and French fries, as well as hot dogs. i would be able to enjoy the unique and qualit y food served in AW outlets at the same time creating/recalling memories of the past times at AW. Not only that, AW advancement colors of brown, white, orange and yellow also left an impactful impressions to their customers.Place The place of our campaign will be all around Singapore but putting more focus at Toa Payoh as we are planning to re-open the AW outlet there. The reason why we choose Toa Payoh is due to the high traffic flow of families around that area. They have many facilities like Safra, liquified Complex, library, movie theatre and neighbourhood schools which would attract many school kids and families who visit Toa Payoh for their variety of facilities over there. Hence the selection of the location where our main campaign location will be along with the big poster of AW reopening paste on the train station of Toa Payoh.Price The price of AW standard food combos will be approximately from $5 to $8. Prices are stated based on analysis of other competitors price and cost of product. Besides standard food combos which includes main course and their signature root beer float, AW will also sell ala cart items such as their curly fries, burgers and others. Regular curly fries will be set at $2 will large curly fries will be $3. For their regular signature root beer float will be $2. 95 while large signature root beer float will be $3. 5 and jumbo signature root beer float for two will be charged at $4. 95. Promotion During the campaign period, customers who visit AW with the mini advertisement that they took from the busses will be entitled to a 20% discount on standard food combos purchased or a total bill of $5 and above. This promotion will last one month from the day of reopening of AW at Toa Payoh. The promotion is created to attract the crowd back to AW and also attention of the public. Campaign Budget Description Quantity succession Pay rate Total Public Relations 1. Trucks 3 3 hrs $150/day $450 2. Drivers (3hrs/day) 3 3 hrs $15/hr $cxx xv 3. Workers 6 3 hrs $6/hr $108 4. Donations $150 Sales Promotion 5. Printing of Coupons 50,000 $1000 6. Coupon Value(Digital Coupon) 50,000 $25,000 7. Production of Frequency Card 50,000 $3000 Direct Marketing 8. Production of Flyers 100,000 $2500 9. Flyer Distributor 5 10 hours $6/hr $300 10. Mascot 1 8 hours $8/hr $64 Advertising 1. Poster Space Toa Payoh MRT Station 1 2. 5 weeks $15,000 12. Poster Space All Toa Payoh Bus Stops 2. 5 weeks $10,000 13. Advertising cheer Delgro 2. 5 weeks $8,000 14. Print Productions for posters etc. $30,000 15. TV commercial (15seconds)AirTime on Channel 8 3 slots/day 2 weeks $500/time slot $1500/day $21,000 16. TV commercial (15seconds)AirTime on Channel 5 3 slots/day 2 weeks $500/time slot $1500/day $21,000 Total $137,707 Round-Up Budget $150,000