Brand Image and Brand Equity

1. If you get a chance to apply them as a Consultant or Marketing Head of the company, then what are the steps will you take to Launch JR again in Pakistan with proper Brand Image and Brand Equity.

Being a consultant, the market survey would be the first step to launch JR to foresee the likelihood of success of the business keeping the competitor analysis on priority. If the cost-benefit analysis of the opportunity is aptly conducted then, the risk of failure often declines.

i. Studying the Competitors:

Looking at the top competitors in the market which are also global and well established in Pakistan (McDonald’s, KFC, Burger King, Hardees) it would be very difficult for Johnny Rockets to procure the Chicken and other ingredients and ancillaries’ items from an international supplier. To gain maximum profitability, JR must procure from local vendors and compete with the competitor’s price.

ii. Creating a USP:

The last time by dropping the prices, the Audience saw a drastic change in quality as well which created a great loss. So, the new strategy for the JR this time would be quality plus moderate pricing. Competing with the market leaders' pricing models i.e. KFC and McDonald’s would be hard at this stage because these brands have achieved economies of scale. The bottom line is that JR’s products and services "bundle" should be unique and meet the needs and desires of the best prospects.

2. Being a Consultant, what would be your Marketing strategy? Support your answer by giving proper reasoning.

JR can start with Karachi Lahore and Islamabad initially in premium locations of the cities. Due to the budget constraint, it would difficult to do ATL and BTL activities on a larger scale. But the marketing can be done with minimal and cost-effective tools i.e. Social media marketing, blogging, SMS marketing, digital print media, SEO, Google AdWords, etc.

i. Digital Media Presence:

As per statistics, there are 33 million people on Facebook who share information on a daily basis, 6 million IG users who upload pictures daily in Pakistan. Social media is the core tool for any marketing and advertising strategy. It has got the scope to pump out the content through various channels such as Facebook, Instagram, and Twitter. These are the strongest platforms to increase the reachability like nothing else. Johnny Rockets should put their feet on these Social media platforms to create a buzz among the audience. Using bloggers, SWOT’s Guide platform it can be done with minimal cost. This will help to gain more visibility and will drive brand equity. It is important to give one’s audience a delightful experience online as well.

3. If JR, fails to call the public in their restaurant by lowering down the prices than which channel (Dine-In, Delivery & Take Away) do you prefer to push and HOW?

There are many successful food chains in Pakistan that started off with Delivery and Take away i.e. Burger Shack, Boat Basin few restaurants. This way JR can control the operational cost. And even looking at the pandemic situation which is fluctuating a lot, it would be the best option for JR to start off the delivery and take away.

Online food portals like Lootlo.pk, 24hours.pk, Dealtoday.pk, Karachideals.com, foodpanda, Careem, BOGO, vouch 365, etc. can be used for taking online orders citywide and reach the masses. Hefty discounts can be offered to customers searching for online discount deals. This strategy would definitely result in increased sales.

4. Continuous changes in pricing push JR into FAIL category of the marketing, how can you increase Footfall in the restaurant?

i. Co-Branding and Alliances with Banks:

In this era, People don’t carry this much cash, instead, they hold multiple bank cards. The big names in Banking industry are HBL, BAF, MCB, SC, UBL having debit and credit cards can be used for initial campaign i.e. 25% off, using these banks’ Facebook pages for promotions so that their users can see the ads, Branded SMS to the Banks users having millions of database, special offers to Gold or Platinum cardholders will eventually create a buzz and footfall for the JR.

ii. Own SMS and SMS Broadcasting:

Running periodic SMS campaigns on JR’s own database that was acquired through comment cards, Foodpanda, and online orders, have the huge potential to be loyal customers and come back to the restaurant. Other than that SMS/GSM broadcasting service can be used in order to target the audience based on demographics to broadcast discounts, promotions, etc.

iii. Be Global, Go Local:

Maintaining the same standard as JR has internationally in terms of taste, offerings, interior touch should be the same in order to give the audience a delightful experience but the products should be localized i.e. Local flavors, offering veg menu, Low calories, Family meals, etc.

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