Mkt 421 Marketing Plan Phase 3 Paper
Marketing Plan Phase III
MKT 421
Marketing Plan Phase III
In-N-Out Burgers basic values and philosophy is simple: make the highest quality product, prepare the product in a clean environment, and serve the product in a warm and friendly manner. Introducing a new product to In-N-Out Burgers traditional menu will challenge the products success with both existing customers as well as new customers. The introduction of the salad with a desirable zest to In-N-Out Burgers menu will bring a healthier choice to improve the menu and escalate customer satisfaction. The new product will be entering the market during the very competitive and less profitable maturity stage of the product life cycle. The target market for the new product will be families that want a choice in the fast food restaurant industry. The new salads with their flavorful attributes will give In-N-Out Burgers a competitive advantage because of their positioning and differentiation strategies at the right price.
Product Attributes
Maintaining the tradition of quality, In-N-Out will only use quality salad dressings on …show more content…
‘Positioning refers to how customers think about proposed or present brands in a market. Without a realistic view of how customers think about offerings in the market, it is hard for the marketing manager to differentiate.’ (Perreault, Cannon, McCarthy, 2011) In-N-Out Burgers has already positioned itself in the market regarding their burgers and has established a loyal base on customers. In-N-Out Burgers has ‘a famously devoted customer base that inspires envy throughout the industry—and brand recognition well beyond its geographic reach.’(Pearman, 2009) The product positioning strategy currently used for their burgers should be extended to their new salad
MKT 421
Marketing Plan Phase III
In-N-Out Burgers basic values and philosophy is simple: make the highest quality product, prepare the product in a clean environment, and serve the product in a warm and friendly manner. Introducing a new product to In-N-Out Burgers traditional menu will challenge the products success with both existing customers as well as new customers. The introduction of the salad with a desirable zest to In-N-Out Burgers menu will bring a healthier choice to improve the menu and escalate customer satisfaction. The new product will be entering the market during the very competitive and less profitable maturity stage of the product life cycle. The target market for the new product will be families that want a choice in the fast food restaurant industry. The new salads with their flavorful attributes will give In-N-Out Burgers a competitive advantage because of their positioning and differentiation strategies at the right price.
Product Attributes
Maintaining the tradition of quality, In-N-Out will only use quality salad dressings on …show more content…
‘Positioning refers to how customers think about proposed or present brands in a market. Without a realistic view of how customers think about offerings in the market, it is hard for the marketing manager to differentiate.’ (Perreault, Cannon, McCarthy, 2011) In-N-Out Burgers has already positioned itself in the market regarding their burgers and has established a loyal base on customers. In-N-Out Burgers has ‘a famously devoted customer base that inspires envy throughout the industry—and brand recognition well beyond its geographic reach.’(Pearman, 2009) The product positioning strategy currently used for their burgers should be extended to their new salad