Marketing Assignment HMK 101

Marketing Plan for Billys Festive Phat Burger

Marketing Assignment HMK101 Group Project 2023

Vito Iamafana Vito

Trillin Hogarth

Mose Rax

Tapu

Lolenese Hickey

Sue
 Marketing Assignment HMK 101

TABLE OF CONTENTS

1. Executive Summary

Synopsis

2. Situation Analysis

Market Analysis
Competitor Analysis
Customer Analysis
Company Analysis

3. Assessment of target markets

Assessment of Current marketing

Objectives & Performance

4. SWOT Analysis

5. Marketing Objectives

6. Marketing Implementation Control

Activities & responsibilities

Budget
Timetable
Finacial Forecast

7, References:
 Marketing Assignment HMK 101

Executive Summary

Burger Bills intends to launch its new seasonal burger..............(to finish)

 Marketing Assignment HMK 101

Situation Analysis (info to insert please)

Market Analysis
Competitors Analysis
Customer Analysis
Company Analysis
 Marketing Assignment HMK 101

Assessment of Target Market & Current Marketing Objectives (info to insert please)
 Marketing Assignment HMK 101

SWOT Analysis (info required)

 Marketing Assignment HMK 101

Marketing Objectives

1. To launch & promote a new sandwich/Burger called the Billys Festive Phat burger a
seasonal product with all the trimmings.
2. To launch during the beginning of the festive season
3. To increase sales by 27% over the three-month period.

Marketing Strategies
Target Market:

Our target market is Customers of Burger Bills and the people who want to enjoy safe, tasty fast
foods and beverages. Most of the customers of Burger Bills are in the age group of 15-40 years
Also our visiting families ad friends who visit Samoa during the xmas period through to
February. According to Samoa Tourism Statistics 2019. The average number of visitors to
Samoa during the festive season is 37,000 visitors from Dec to end of Jauary.
Postitioning:
The positioning of this product coincides with festive activity or festive season. This is where
the product will be exposed to the highest concentration of visitors to Samoa. Where families
come together during the festive season its family & food lots of it. The burger is a reflection of
the feast in a burger with all the trimmings Burger style. This will exponentially increase sales
with the introduction of the seasonal burger/sanddwich in to the market.

(Insert Postitioning map) Lole

 Marketing Assignment HMK 101

Marketing Mix:

Our Product is a double stacked burger with all the trimmings is made up of a quality beef
patties which includes seasonal local vegetables, avacado, slice of local pineapple, crispy bacon
topped with delicious melted cheese, onions, mayonaise and the special Billys sauce.

The Packaging will include a simple white paper bag with the special Billys logo in red matciting
the regular colours of Burger Bills logo, simple clean and visible.
 Marketing Assignment HMK 101

Place (distribution of our product) will be bought directly from the stores in Vaitele, Saleufi, & Savaii
Stores or order from websites like the Samoa Market, delivery 3 rd party partners of Burger Bills already
in place for example Seki Eats & Maua app Delivery services.

Promotion:

We will run advertising promotion Magik Fm & Malo Fm Talofa Fm 30 sec ads to promote
launch 1 month prior to the day 1 Dec of the product. An Event with Santa & marketing
promotions Billys Festive Phat burger get a free Xma's gift for the kids.
Have posters & social media engagement branding of burgers via Facebook & Instagram.
 Marketing Assignment HMK 101

Pricing
Cost to make Burger per person with local Samoa ingredients
Ingredients Price Per P Advertising & promotion
Burger Bun .50
Lettuce 0.10
Beef Mince 3.97
per .015 kg
Tomatoes .20
Cheese 1.00
bacon 1.00
Onions .10
sauce .10
Pineapple 0.50
Avocado 0.20
Total ? ?

Our price point is $19.50 for the burger, given the recent promotion of the mushroom burger at
Burger Bills with a price point of $18.00 for the sandwich alone. We strongly believe that that
the pricing of the Phat burger is In line with price of competitors who specialize In Phat burgers,
still keeps the pricing point relatively competitive given burger bills is a fast-food restaurant.
 Marketing Assignment HMK 101

Marketing Implementation & Control (info Required)

Marketing Assignment HMK 101
 Marketing Assignment HMK 101

REFERENCES