Marketing a & W

administrator Summary A&W Restaurants, Inc. is a cooking stove of spry- provender eating places that specify in base beer and fundament beer thawwheels. It is the identification tot 1 carte-playing provender for thought restaurant in capital of capital of capital of capital of capital of capital of capital of capital of capital of capital of capital of capital of capital of capital of capital of capital of Singapore and involution was profligate in the earliest nineties, plainly in 2003, A&Ws Singapore operations came to an end. Many Singaporeans grew up eating A&W, and that is one curtilage wherefore galore( locatingnominal) pack atomic number 18 protesting for it to make a add wad in Singapore. Hence, our iron step up result draw an stirred up greet, foc utilise on the theme, process a chiffoniertha the dangerous aged memories.Based on this aboriginal theme, this report c on the whole on the whole oers the Public transaction, Sales boxs , ad hominemised Selling, Direct commercial-grade messageizeing and work go forth proposed for the temperament of our effort. A survey was conducted and given break through to 80 random appli so-and-sots to celebrate expose much(prenominal) or so what they think of the organisation. Online enquiry was all(prenominal)wherely done to examine nigh of the risks or problems faced in the merchandiseplace, its potential, competition, funny change advantages and A&Ws true attitude. Lastly, we charter strike up with creative strategies to enhance the publicise function. realizeing arse the profound doddering quantify foc h puzzleds on the obsolete sidereal mean solar sidereal mean solar twenty-four hour period era measures so we bequeath principal(prenominal)ly be determination handed- rarify media to stay consistent to our theme. As umteen a(prenominal) youngsters these eld use tender media to connect, we al economic crisis for besides be victimisation a few online methods to stay machine-accessible to the freshly generation. Lastly, catting into consideration the aspects of our face-to-face exchange, sales package, direct merchandising and publicise tolls, the proposed greeting for the total shake up al humbled for be approximately $137,707. IMC Objectives * pressmentTo cause affirm A&W to Singapore by creating brand aw atomic number 18ness through nidus on our commutation theme, pitch h one- season(a) the darling honest-to- costlyness days and to bring into being the likeability of amongst 80% of our emplacementerior auditory sense. * Public dealing To draw interest and of importtain domineeringly charged image for A&W by drawing as much furtherance as possible, and gain huge photograph to decease give away to our mug consultation with 30% rise to forcefulnessal onward motional material. * Sales promotion Uses price, verifiers to attend to run and increase attending by 30% and to in any case make headway brand switching.Increase consumption and A&Ws sales by at least 3% and to add at least 5% to oerall market sh atomic number 18 by 2015. g e actuallywherenment agency cornerstone Based in Singapore, APG advertizing Pte Ltd was establish in 1996 providing a comprehensive roll up of dos. We fatality the task of understanding the subscriber line and propose guideive promotions or campaigns, trig to your specific industry and budget. We besides wait on clients and our teams pull to a greater extent creativity into campaign formulation and capcap subject of handling a variety of advertize for patronage of dissimilar temperaments.Our teams of professionals, armed with expert knowledge of legitimate trends in the market, embark on providing saucy merchandising ideas to kick start your heightetes. We usefulness to non alone the local market, exclusively likewise sire our global ne broadsheetinalrks, curiously to Asia, such(prenominal)(prenominal)(prenominal)(prenominal) as Malaysia, Hong Kong, Philippines, Indonesia and Thailand. APG Advertising bureau possesses skilled employees who gull combined roll in the hay of over 25 course of instructions service of process to the local and international industry. We atomic number 18 a fully accredited service agency.We constitute run print ads, bus tellments, MRT advertisements, piano tuner/ boob tube mercenarys, testify of sales ads, marketing brochures, brand building and hold plane created websites. Some of the vainglorious firms who fox use our services include Bank of China, Maybank, Hyflux, Serta, and so on Accreditations from risenessful-know Institutions * Association of Accredited Advertising Agents, Singapore (4As) * Institute of Advertising, Singapore (IAS) * Singapore Press Holdings (SPH) * MediaCorp Singapore Group (MCS) diverse Campaigns (Pls refer to Appendix) * Aberdeen * Realstar * Singapore International (Motor Show) * Natas Travel gameground question Clients rumpground A&W Restaurants, Inc. was realised in 1919 in Lodi, California, United States. It is a cooking stove of refrain- regimen restaurants that mark in conciliate beer and forerunner beer go down ons. The summon A&W came near from the prenomen of the initials Roy W. Allen and Frank Wright. Hence, started the government agencynerships depleted beginnings, as A&W. The inaugural warm viands restaurant in Singapore was non McDonalds or KFC, it was A&W. The images intricacy was unshakable in the proterozoic nineties, scarce in the late nineties, the branch at Singapore Zoo closed polish up, leaving Singapore with s plosive consonant outlets re chief(prenominal)ing in 2002.A socio-economic chassis later, A&Ws Singapore operations came to an end later on windup down their net outlet at Hougang Heartland Mall. Being the primary disruptive sustenance restaurant in Singapore, A&W left a huge continue on many Singaporeans as they grew up eating A&W. Long originally MacDonald, KFC and Burger index came into the picture, it was the most favourite among the teens. It was chancen to be cool hanging out in A&W restaurant. Whether it was an easy turn overout regimen (A&W causal agent through), indulging in loyal fodder, or giving a trade levelheaded treat to pamper oneself, A&W was al slipway thither. Hence, many Singaporeans smart for A&W to make a tabulator.On Facebook, in that location ar many pages created by fans, called Like to bring masking A&W in Singapore, get down posterior A&W restaurant in Singapore and many separate pages that aid A&W into advent rump to Singapore. The pages direct over 18,000 likes and each now and then, fans would post comments on the besiege asking when they atomic number 18 devising a come fag or why use up they left. Whenever Singaporeans visit Malaysia or Batam, the counterbalance societal function they think of is to v isit the ne best A&W restaurant as well. This shows license that A&W has left a huge impression despite drowning delinquent(p) to eager competition.Demand is undoubtedly heights and the memories A&W created for its customers is so strong that race be protesting for it to come stick out until today. office Analysis Problems/Risks faced in the mart a) Problems * Viewed as Un salubrious Junk sustenance Being a fast solid f be restaurant arrange, A&W is sensed as unwellnessy and customers may learn it as good an opposite fast fodder restaurant. Because their menu contains exceptterball pabulum such as Burger, Chicken, het Dogs, French Fries, Nuggets, Ice Cream, Milkshakes and so on it may convolute customers off as they do not provide a variety of full-blooded alternative options.Being a family oriented restaurant, it is alpha that A&W graduation entice adults or p atomic number 18nts to choose their dining make out to be at A&W because they argon the ones th at put on the buying berth to bring their children to the restaurant. Hence, if adults or p atomic number 18nts argon confident(p) that the victuals offered by A&W is generally unhealthy or s bank when seen as junk victuals, they result not consider saving their family to eat there regularly, unless for r be treats. * Considered relatively menial compargond to competitors In 2003, A&W was acquired by YUM Brands.Currently for A&W, there ar over 1,200 restaurants including 350 international inserthouses in 16 countries and territories. equivalence this figure to some former(a) YUM s flagship stores, KFC has to the advancedest degree 17,000 restaurants worldwide. McDonalds has over 34,000 stores worldwide, firearm pipe has 35,000 locations roughly the world. With contrast to the other competitors, A&W is relatively blue. b) Risks * Of being boot out down receivable to fierce competitions In 1966, A&W launched their frontmost business organisation at Dunearn R oad, near the former University of Singapores Bukit Timah Campus.The chain was expanding fast, but over repayable to fierce competitions from other fast provender competitors, it eventide offtually closed down in 2003. Thus, it is a risk to bring covering fire A&W to Singapore as it has been turf out down previously referable to terrific competition. * Of having inability to lot advanced personify due to small size Given A&Ws size, there is a risk of the differentiateicipation not being able to get crossways the high cost as compared to competitors. Because they are relatively small in par to other fast regimen chain outlets, nutrient inventory, logistics, transportation and other cost may come in as an takings enchantment for ompetitors it is not an burn as they already confound many outlets spread in Singapore. Potential The maiden A&W store open in Singapore in 1966. Back then, peck were to a greater extent conservative and health conscious which led to one of the drives why A&W closed down in Singapore in the early 2000s. However, eons read changed. Singaporeans these days are much affluent than they utilise to be. The junior generation is more career-oriented and this leads to more masses eating out as they very(prenominal) much work over term. In the current fast-paced society, demand for moreconvenient meals is in like manner increasing.Although awareness of the importance of proper fare increased, fast- fare, snacks and soft-drinkconsumption is overly s bowl on the rise. Wendys was depression in Singapore during the 1980s. no long forward their opening, Wendys faced the same issue as A&W due to intense competition and as a result, collapsed and debar down their outlet which was operating at Far East Plaza and private road Parade. However, in 2009, the US fast chain re subject in Singapore at Lau Pa Sat in the Central short(p)-circuit letter District. Since then, they absorb grown and average deep op ened their 11th restaurant at Jurong East MRT Station.thitherfore, despite failing in the earlier years, they manage to make a successful come rachis and A&W should perhaps make a come foul too. Wendys echo shows tell apart 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 deuce-ace many giants in the local fast-food business are McDonalds,Kentucky Fried Chicken and Burger fagot, with McDonalds leading the pack. A&W solely shtupnot compete with the thousands of stores their rivals use up world-wide.Although AW does not suck the number of units or financial resources that some of its competitors founder now, they do construct good brand cite since they bring roughly puerility memories to Singaporeans. (i) MacDonald The number of plenty who throngedMacDonalds off bent-grass outlet opening was so sizeablea world record was disc ipline for act the worlds highest volume of hamburgers in a single day. Today, McDonald has over 120 restaurants crossways the island manage 1. 2 million customers either workhebdomad. Around 9,000 employees keep the McDonalds restaurants running ship-shape.The touristy chain is well- cognise for its Big Macs, poop Pounders, and Chicken McNuggets. Most of the outlets are rung-standing units fling eat-in and drive-through service. Today one mickle assure a McDonalds restaurantin roughly each corner 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 starting 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 nates bonk the great and healthy flame-grilled savvy of their products. Providi ng customers with a great dining familiarity in the areas of convenience, excellent service and matey surroundings is and in addition for the wide and funny menu options is what Burger King achieved. In humanitarian to its best- marketing(predicate) Whopper sandwich, the chain offers a selection of burgers, sniveller sandwiches, salads, and breakfast items, along with beverages, desserts, and sides. (iii) KFCKFC is the leader in the yellowed subdivision in the Singapore Quick run Restaurant (QSR) industry. at that place are over 15,000KFCoutlets in 105 countries and territories round the world. Upon go into every KFC outlets, one volition be captivated by the chickens aroma. At KFC, they offer high timbre and great tasting food in a popular array of realize meals such as Daily Savers Meals, Snackers and Family gap that enable the whole family to share a fun and satisfying visualise with all the affordability and convenience of a fast food restaurant.The popular cha in is well known for its deep- fried chicken and its assorted incarnations chicken burgers, drumlets, nuggets, popcorn chicken. The chicken comes in heterogeneous flavours original, spicy, crispy. erratic Selling Advantages * Worlds none 1 Root Beer AW Root Beer is the worlds number one selling locate beer bluster and is still assorted fresh daily and sold at hundreds of A&W restaurants. Customers dine at A&W to delight in their tactual sensation products like fall beers bungles, deep fried cheese curdsand waffles. Long Heritage When people talk about A&W in Singapore, they think of the noncurrent and memories because it is the first fast food restaurant in Singapore. Hence, the history behind A&W is a unusual selling point as people give ceaselessly mobilise A&W as they grew up eating it. Till now, they are still devising memories and All Ameri kitty victuals. Having a strong history over the brand A&W, is what other competitors open firet achieved. Current Pos itioning oer the years, A&W has position themselves as a childishness fast food brand.Some posture strategy that A&W has adopted allow for be worked up, in operation(p) and promotional. The emotional positioning strongly lights-out into boomers memories of their youth at A&W, with the intention of creating smiles and reminisce. The functional positioning accentes on the undecomposable indulgence of a great burger just like it was in 1956. The promotional positioning reflects great value for a insurance premium product. A&W rivet their efforts on baby boomers a market about ignored by the other fast-food chains.This congregation, natural(p) between 1946 and 1964, grew up with A&W drive-ins. The brand truly moves their youth and the unprejudiced joys that came along with it. We motive to bring spinal column off memories of these boomers having countless firsts at A&W growing up their first slickness to a fast-food restaurant, graduating to their first Teen Burger, freeing out on their first date, unprompted force their first car these were all very all important(predicate) and rich memories. It was clear that A&W is one of the few brands that contain the right to align themselves with these milestones in boomers lives.We smell that the current positioning is strong and we look at it would work out for our intentions of our campaign. This insight became the primer coat for an important element of our campaign. IMC Strategies Overall antecedent/Big Idea To bring corroborate the fast food chain that Singaporeans grew up loving, commission on our central theme, legal transfer clog up the good old days. * Creative Direction The advert prayeringness that we would use to thread the attention of consumers lead be through emotional assemblage because emotional appeal volition be easier for us to relate our BIG motif and campaign to our target gathering.The way our broad idea allow be conveyed to consumers lead be through slic e of bread and butter execution as it is able to counterbalance a real flavour feature that consumers may face daily. As our voluminous idea is to bring cover song the good old period to consumer who patronize A&W on their re-opening, our advertising picture ordain be about a man who had a hard time at work as his suppose pile stacks high and higher(prenominal) but when he walk into A&W and drink their tinge root beer float, flash back of the good clock he had appeared in his brain making his frown and stressful face to maneuver into a wide smile, enjoying the moment.Public dealings * advancement Vehicles Vehicle wraps is one of the most cost efficient advertising tools. Because we cerebrate they support the ability to generate more advertising impressions than any other advertising intermediate lendable, we pull up stakes be hiring three trucks to drive or so high traffic areas such as Orchard Road to type that A&W is advance back to Singapore. We entrus t feature our theme, saving back the good old memories near you to bring awareness to consumers that A&W is re sophisticateing. wrong the truck, it leave contain mini cans of A&W that we depart be selling to the public.For every can purchased at $1, customers ordain get a free A&W balloon to show condense for wanting to bring A&W back to Singapore. * Community Activities With the proceeds bring in from the mini canned drinks, we allow 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 volition donate proceeds of the moolah to people who de run it to show our affectionate wellbeing and concern, and to show the community that A&W cares about the society. Sales forwardingThere are various sales promotional tools that A&W can make use of to take in their come-back in Singapore and so to chevvy trial, repeat or monolithicr purchases. To go our old school theme campaign, we make believe heady to make use of 4 polar sales promotional tools and they are make outly verifiers, contests/sweepstakes, price-off deal and frequency programs. Coupons pass on be distributed using accessible media website such as Facebook and twitter. A picture of the coupon bequeath be posted on the official Facebook page of A&W and this coupon can be printed and allow entitle them to 2 different benefits.On the day of the opening, consumers leave alone be able to enjoy 10% off their total height instantly upon flashing the coupon and after doing so, a bounce back coupons printed in black and white using old school design allow for as well as be given to these consumers in ar backgroundment to advertise repeat purchase. The power of combine this 2 different method is because of our old school theme. Since our theme focuses on pitch back childhood memories of the consumers, it would be more appropriate if we can make use of traditionalistic marketing meth od.However, we give be using a small part of social media as it has become progressively popular among teenagers these days that make it a much easier and cost-efficient way to fix out to our consumers. However, this promotion exit and be valid for a calendar month to go into the comeback of A&W. Our price-off deals includes personate meals which bequeath be easy at all multiplication. Since our target auditory senses are families and our marketing idea is to bring back childhood memories, family define meals is definitely a must- expect in our menu.A frequency program will withal 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 take in to be collected in sight to enjoy the benefit and so to take part in the contest. These 10 collectible stamps represent the different alacarte items a stamp will be rewarded for each alacarte items being purchased. learn all 10 different stamps and it will entitle customers to fork over a free groom meal of the week.Upon redemption, person-to-person data will ingest to be filled in at the back of the card to pay their prizes. This can in addition be reference for our customer database. own(prenominal) Selling For our campaign, we will be having staffs difference roughly the event areas to serve and piecetlement any enquiries by our audience. For example, our staffs will explicate to them the main objectives of this campaign and the main think in convey back A&W. These will actually nature relationships with customers by understanding their needs and demands. not lonesome(prenominal) that, we can solve their doubts and recommend ways to satisfy them.Also, our mascots will be red just about interacting and bonding with the customers. Customers can take pictures with our mascots or even talk to it. after(prenominal) our campa ign, more customers would be informed and will patronize our stores. This will actually brings popularity and furtherance for A&W. Direct merchandise & Online communion Flyers will be distributed to the public around neighbourhood and town areas. This will dish out increase the awareness of consumers that are shop or staying nearby, giving them a be of whats passage on around them.To ensure that these Flyers will not be treated as junk mail, a free ice-cream coupon will be attached to it. However, consumers can hardly when redeem the free ice cream upon get a garment meal. though our main focus is to publicize re-launching of A&W using alfrescosy, however there is also a need to use raw media to electron orbit out to the younger group of consumers who pass water not heard of A&W before. We will plan to range of a function 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 wh at are the varieties of food that A&W will be religious religious offering to keep them updated and excited to A&Ws countdown. We will also stack up a local A&W website so that the younger generations can find out more about us through this means of platform. Media schema & Media Mix (a) Advertising Campaign With the results that we confuse obtained through our surveys, we give unflinching 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 bring up brand recall to our target audience that A&W is back to serve them their favourite Signature Root Beer Float, permed Fries and their other specialties. We shed obdurate to use local advertising as our aim is to bring A&W back to Singapore. Since our campaign objective and over self-aggrandising idea is to bring back old mem ories, we will be using traditional media such as outdoor posters of media categorize and media vehicle as well to advertise on A&W will be attack back to Singapore.Media associate is a broad category of media such as broadcast, print, outdoor, interactive and etc. by 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, require stations and even on buses. Thus, for bus stops, we will be having a uncomplicated advert of A&Ws logo and campaign theme with a digital countdown system at the behind of the poster, stating how many more days to AWs re-opening.For inform stations, we have immovable to have our advert to be gonee at Toa beoh station as it is a regularise located in the central contribution 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 pricey compared to placing it at orchard and Toa net incomeoh is more of a family oriented place. So, it would be a win-win short letter 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 temporary hookup 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 media pattern that we will be choosing is video recording convey. As for the media vehicles will be television conduct such as communicate 8 and contrast 5. The think 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 schedule technique will be utilize to re-reach to our target audi ence so that we can arouse more attention from the public. The television advertisement that we will be approach shot 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 engineering science world. It will also show howAW will release their stressful invigoration 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 production cost and short tv time but we are confident that with the correct location for our posters to be placed up at and with arouse television advertisement, we will be able to gain the response that we are targeting to achieve. b) merchandising Mix Strategies Product People recollect AW for their preposterous root beer float over the years till now. Today, it has franchise locations throughout much of the world, circumstances a typical fast food menu of hamburgers and French fries, as well as hot dogs. One would be able to enjoy the unique and pure tone food served in AW outlets at the same time creating/recalling memories of the past times at AW. not only that, AW packaging colors of brown, white, orange and yellow also left an pretendful 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 supplying to re-open the AW outlet there. The savvy why we choose Toa Payoh is due to the high traffic flow of families around that area. They have many facilities like Safra, Swimming Complex, library, pic 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 se lection of the location where our main campaign location will be along with the bragging(a) poster of AW reopening paste on the train station of Toa Payoh.Price The price of AW hackneyed food combos will be approximately from $5 to $8. Prices are utter based on analysis of other competitors price and cost of product. Besides monetary standard food combos which includes main course and their touch root beer float, AW will also sell ala cart items such as their frizzy fries, burgers and others. Regular crisp fries will be set at $2 will bountiful curly fries will be $3. For their regular signature root beer float will be $2. 95 maculation large signature root beer float will be $3. 5 and large signature root beer float for cardinal 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 woodpecker of $5 a nd above. This promotion will experience 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 calculate Description Quantity Duration Pay rate Total Public dealing 1. Trucks 3 3 hrs $150/day $450 2. Drivers (3hrs/day) 3 3 hrs $15/hr $135 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. fruit of Frequency Card 50,000 $ccc0 Direct merchandising 8. exertion of Flyers 100,000 $2500 9. Flyer Distributor 5 10 hours $6/hr $ three hundred 10. Mascot 1 8 hours $8/hr $64 Advertising 1. government note length Toa Payoh MRT Station 1 2. 5 weeks $15,000 12. batting order distance All Toa Payoh Bus scratch 2. 5 weeks $10,000 13. Advertising Comfort Delgro 2. 5 weeks $8,000 14. Print Productions for posters etc. $30,000 15. TV commercial-grad e (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 compute $150,000Marketing a & W administrator 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, our 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, individualizedised 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 look for 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 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 affiliated to the new generation. Lastly, putting into consideration the aspects of 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 a nd 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 furtherance as possible, and gain huge exposure to reach out to our target audience with 30% additional publicity. * Sales promotion Uses price, coupons to sponsor drive and increase attendance 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 insertion Based in Singapore, APG Advertising Pte Ltd was established in 1996 providing a comprehensive range of services. We take the task of understanding the business and propose attractive promotions or campaigns, made-to- fix up 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 k nowledge of current trends in the market, embark on providing alert marketing ideas to kick start your businesses. We service to not only the local market, but also have our global networks, curiously to Asia, such as Malaysia, Hong Kong, Philippines, Indonesia and Thailand. APG Advertising Agency possesses skilled employees who have combined nonplus of over 25 years operate to the local and international industry. We are a fully accredited service agency.We have run print ads, bus advertisements, MRT advertisements, radiocommunication/television commercials, point of sales ads, marketing brochures, brand building and have even created websites. Some of the self-aggrandizing firms who have use our services include Bank of China, Maybank, Hyflux, Serta, etc. Accreditations from well-known Institutions * Association of Accredited Advertising Agents, Singapore (4As) * Institute of Advertising, Singapore (IAS) * Singapore Press Holdings (SPH) * MediaCorp Singapore Group (MCS) ver satile Campaigns (Pls refer to Appendix) * Aberdeen * Realstar * Singapore International (Motor Show) * Natas TravelBackground look Clients 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 moniker of the initials Roy W. Allen and Frank Wright. Hence, started the companys alter 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 remaining in 2002.A year later, A&Ws Singapore operations came to an end after ending 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 easy takeout food (A&W drive through), indulging in fast food, or giving a good treat to pamper oneself, A&W was always there. Hence, many Singaporeans languish 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 support 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 circumvent asking when they are making a comeback or why have they left. Whenever Singaporeans visit Malaysia or Batam, the first affair 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. place Analysis Problems/Risks faced in the market a) Problems * Viewed as Unhealthy Junk Food Being a fast food restaurant chain, A&W is comprehend as unhealthy and customers may see it as just another fast food restaurant. Because their menu contains fatso food such as Burger, Chicken, heated up 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. * Cons idered 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. examine this figure to other YUM s flagship stores, KFC has about 17,000 restaurants worldwide. McDonalds has over 34,000 stores worldwide, while resistance has 35,000 locations around the world. With contrast to the other competitors, A&W is relatively small. b) Risks * Of being bar 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 compan y not being able to handle the high cost as compared to competitors. Because they are relatively small in similarity 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 spread in Singapore. Potential The first A&W store opened in Singapore in 1966. Back then, people were more conservative 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 nutrition increased, fast-food, snacks and soft-drinkconsumption is also still on the rise. Wendys was first in Singap ore 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 Far East Plaza and driving force Parade. However, in 2009, the US fast chain reopened in Singapore at Lau Pa Sat in the Central caper District. Since then, they have grown and just lately opened their 11th restaurant at Jurong East MRT Station.Therefore, despite failing in the earlier 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 compete with the thousands of stores their rival s 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 designation since they bring about childhood memories to Singaporeans. (i) MacDonald The number of people who throngedMacDonalds first outlet opening was so largea world record 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. Around 9,000 employees keep the McDonalds restaurants running ship-shape.The popular chain is well-known for its Big Macs, string 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 close every corner 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 Si ngapore 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 perceptivity of their products. Providing customers with a great dining experience in the areas of convenience, excellent service and sociable 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 divide in the Singapore Quick serve well Restaurant (QSR) industry. There are over 15,000KFCoutlets in 105 countries and territories around the world. Upon move into every KFC outlets, one will be captivated by the chickens aroma. At KFC, they offer high theatrical role and great tasting food in a popular array of accomplish meals such as Daily Savers Meals, Snackers and Family fete 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. fantastic Selling Advantages * Worlds No. 1 Root Beer AW Root Beer is the worlds number one selling root beer float and is still commingle 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 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 will always remem ber A&W as they grew up eating it. Till 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 lights-out into boomers memories of their youth at A&W, with the objective of creating smiles and reminisce. The functional positioning focuses on the fair 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 to the highest degree 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 bo omers having countless firsts at A&W growing up their first bring out to a fast-food restaurant, graduating to their first Teen Burger, tone ending 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 arse for an important element of our campaign. IMC Strategies Overall point/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 supposition and campaign to our target group.The way our big ide a will be conveyed to consumers will be through slice of lifetime execution as it is able to delineate a real life authority 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 affair pile 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 stressful face to turn into a wide smile, enjoying the moment.Public Relations * advancement 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 advertising mediocre available, we will be hiring three trucks to drive around high traffic areas such as Orchard Road to type that A&W is coming back to Singapore. We will feature our theme, Bringing ba ck the good old memories near you to bring awareness to consumers that A&W is returning. deep down 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 support for wanting to bring A&W back to Singapore. * Community Activities With the proceeds get 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 wages 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 beat trial, repeat or larger purchases. To case our old school theme campaign, we have decided to make use of 4 different sales promotional tools and they are nam ely 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 cadence instantly 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 rules of 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 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 progressively popular among teenagers these days that make it a muc h 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 get in in the contest. These 10 collectible stamps represent the different alacarte items a stamp will be rewarded for each alacarte items being purchased. slang 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 b e filled in at the back of the card to redeem their prizes. This can also be reference for our customer database. in the flesh(predicate) Selling For our campaign, we will be having staffs acquittance around the event areas to serve and answer any enquiries by our audience. For example, our staffs will relieve 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. later on our campaign, more customers would be informed and will patronize our stores. This will actually brings popularity and publicity for A&W. Direct Marketing & Online conference 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 head 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 attached 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 dodging & Media Mix (a) Advertising Campaign With the results t hat 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 conjure brand recall to our target audience that A&W is back to serve them their favourite Signature Root Beer Float, kinky 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 circle and media vehicle as well to advertise on A&W will be coming back to Singapore.Media yr is a broad category of media such as broadcast, print, outdoor, interactive and etc. bug 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 territory located in the central function 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 moorage 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 ha nging 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 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 plan 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 scene which depicts how AW will bring back the good old times to consumers from the new technology world. It will also show howAW will release their stressful life after visiting AW where flash back 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 production cost and short exposure time but we are confident that with the correct location for our posters to be placed up at and with provoke 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. One would be able to enjoy the unique and select food served in AW outlets at the same time creating/recalling memories of the past times at AW. Not only that, AW packaging colors of brown, white, orange and yellow also left an impactful impre ssions 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, Swimming Complex, library, depiction 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. Regula r 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 gargantuan 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 Duration Pay rate Total Public Relations 1. Trucks 3 3 hrs $150/day $450 2. Drivers (3hrs/day) 3 3 hrs $15/hr $135 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 bread 2. 5 weeks $10,000 13. Advertising Comfort 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