Marketing

Introduction

McWendy’s started out from a simple idea of combining two ideas into one, which was using ramen noodles as the bun in the burgers, so as to get this combination of ramen burgers. Their menu consist primarily of burgers, fries and ice cream sandwiches. With the target audience of young and health conscious people, it will be located at the central area of Singapore at ION orchard. The price of our products will be within the range of $6.50-20. Being the first fast food restaurant in Singapore that specialises in ramen burgers, McWendy’s is able to be the first mover and being the leader, this will make it hard for upcoming competitors to dislodge McWendy’s as the leader, thus, having the first mindshare in the consumer’s minds which plays a vital role in our competitive world.

Integrated Marketing Communications Strategy

From diagram 1 below, McWendy’s is at the introduction stage in the product life cycle which is all about creating the demand for the product with the consumer, which is forming the market for the product. The main highlighting will be on promoting the new product, along with creating a more cost-effective promotion and emerging the correct distribution channels to get the product to market. (Living Better Media, 2014). As there are limited competition since products sold at McWendy’s is innovative and the first to manufacture and market it, the absence of direct competition would be a distinct benefit. This allows McWendy’s to capture a large market share before other companies start launching competing products, reinforcing the fact of first mover and first mindshare.

Diagram 1

As they will be the first fast-food restaurant in Singapore to sell ramen burgers, sweet potato and quinoa products and the fact that they are at the introduction stage in the product life cycle, McWendy’s used several IMC strategy’s such as advertising, sales promotion and public relations so as to gain awareness from the public and assist them...