Published by MBA Skool Team, Last Updated: December 09, 2017
Marketing Strategy of Hungry Jack's analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Hungry Jack's marketing mix, help the brand succeed.
Hungry Jack's marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Hungry Jack's Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Hungry Jack's Product Strategy:
The product strategy and mix in Hungry Jack's marketing strategy can be explained as follows:
Hungry Jacks is a fast food restaurant chain famous for its burgers and other snacks. The main product in its marketing mix include burgers of both meat and vegetarian options, chicken, chips, onion rings, salads along with hot and cold beverages, desserts and meals of different kinds. There is also a fully functional breakfast menu available for limited time in the morning, which happens to be very popular with the Australian crowd. The main Burger King trademarks that are sold through Hungry Jacks include Whopper and TenderGrill sandwiches. The mode of sale focuses primarily on economies of scale where in large scale operations of limited product lines help in generating significant revenue. Most new Hungry Jacks outlets in Australia operated on the 1950s music themes. Apart from the music which is played in the background in such restaurants, pictures from the era form an important part of the décor that provides an old-style ambience. Seats and tables are also laid out in a classic 50s diner style.
Hungry Jack's Price/Pricing Strategy:
Below is the pricing strategy in Hungry Jack's marketing strategy:
The pricing of Hungry Jacks product lines is done in a cost-effective manner.
On a standalone basis, Hungry Jacks competes with major fast food players including McDonald’s and Wendy’s. The idea of pricing takes care of the product prices in a way that minimizes costs and prices. There is a market-based pricing approach wherein prices are laid out keeping in mind the market demand and supply along with the competitive pricing of similar products. Burgers range between 1 to 3 Australian dollars and sides come in offerings of small, medium and large around a figure of about 1-2 dollars. The bundle pricing strategy in its marketing mix also helps the Hungry Jacks business earn greater revenues. Presently they offer two different meal options- the value meal and the kids’ meal. The meals are designed in a way that they attract customers and provide an economic incentive in buying more products as a part of the bundle than the individual product alone.
Hungry Jack's Place & Distribution Strategy:
Following is the distribution strategy in the Hungry Jack's marketing mix:
Being one of the largest franchises of Burger King across the globe, Hungry Jacks has outlets in over 390 locations across Australia. They have different modes of provision of products to the customers. Orders are taken and served via quick service restaurants, mobile applications and websites.
Vouchers and freebies are offered at multiple instances on online delivery of food to promote sales.
Hungry Jack's Promotion & Advertising Strategy:
The promotional and advertising strategy in the Hungry Jack's marketing strategy is as follows:
In order to promote itself amongst consumers, Hungry Jacks typically relies on advertising as a means to generate revenues. Hungry Jacks staff is trained to cross sell products wherein they let the customer know of possible meal options that he could opt for along with the item as desired by him. Another very popular campaign was the ‘Shake and Win’ campaign wherein free food items were given away to customers within 1km of any Hungry Jacks outlet when they would shake their iOS device. The idea was to make people aware of the stores nearby, along with upping the footfall in an average store leading to greater number of in-the-moment purchases. Hungry Jacks also has huge popularity in Australia owing to its association with West Coast Eagle, Perth’s first Australian Football League team. Hungry Jacks are also conscious about sustainability and have a great association with good causes. They have two partnerships at present- one with the Taronga Zoo, wherein they have developed a program to develop genetic diversity through captive breeding programmes. The second association is with a not for profit organization called ‘R U Ok’ that encourages people to look out for each other by asking if they are doing well.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Hungry Jacks.
Being a service company, Hungry Jacks pays a lot of importance to their people. Since a lot of work involves serving and interacting with customers, the employees are treated well to make sure their satisfaction levels are high and they deliver services effectively. Necessary trainings are provided coupled with education and constant leadership sessions to learn from the best.
Hungry Jacks manifests itself as the leading burger supplier in the Australian market. The focus of the company is also on healthy food. One of the most popular advertisement campaigns of all times for Hungry Jacks was a campaign called ‘Nothing naughty about it’ aimed at promoting the brand to female customers across Australia. The ad was targeted to women as a means of depicting the healthy chicken and salads available to health-conscious customers at Hungry Jacks. Hence this completes the marketing mix of Hungry Jacks.
Hungry Jacks does most of its’ business through what is known as bundling offerings to the consumers in the form of meal options. The various variety of meals available include kids’ meals that include a burger offering, a drink and a special edition gift meant for the kids. When it comes to value meals, meals are designed in a way to promote cross selling of products in a way that is economic to the customer.
About Hungry Jacks
The name synonymous to quick service fast food in the Australian sub-continent is Hungry Jacks.
It is an all exclusive franchise of Burger King in Australia and it operates through either owning or sub-licensing of store contracts. The main focus of this quick service restaurant chain is to provide healthy and delicious burgers to its customers without the hassle of waiting long time for quality food.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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