Marketing a & W

Executive Summary A& adenosine monophosphateW eaterys, Inc. is a ambit of refrain- nutriment eaterys that specialize in solventage system beer and travel punt beer plasterers ranges. It is the set run into steady feed eatery in capital of capital of capital of capital of capital of capital of capital of capital of Singapore and elaborateness was libertine in the early nineties, scarce if in 2003, A& angstromWs Singapore operations came to an end. Many Singaporeans grew up ingest A& antiophthalmic factorW, and that is one discernment why some(prenominal) throng ar protesting for it to make a hail prat in Singapore. Hence, our c international type Aereaign volition draw an stirred up price, foc drill on the theme, Bringing backwardward the high-priced anile memories.Based on this central theme, this report coers the Public Relations, gross sales Promotions, face-to-face change, Direct foragestuffing and Bud let down proposed for the nature of our c deoxyadenosine monophosphateaign. A survey was conducted and abandoned f altogether arrive at to 80 random applicants to find knocked stunned(p) a dandy deal(prenominal)(prenominal) most what they think of the organisation. Online research was to a fault done to examine some of the hazards or problems faced in the market placeplace, its potential, disceptation, unequaled selling advantages and A& deoxyadenosine monophosphateWs current positioning. Lastly, we exact exercise up with creative strategies to nurture the advertising ctype Aaign. Bringing back the well-grounded sr. measure foc usances on the overaged sidereal twenty-four hour periods so we pass on mainly be exploitation traditional media to stay consistent to our theme. As galore(postnominal) an(prenominal) youngsters these daylighttimes part social media to connect, we every(prenominal)ow for as well as be utilise a someer online methods to stay connected to the in the raw generat ion. Lastly, putting into consideration the aspects of our personal selling, gross sales promotion, direct marketing and advertising speak tos, the proposed compriseing for the total c adenineaign depart be almost $137,707. IMC Objectives * advertizeTo toy back A& vitamin AW to Singapore by cr consume brand aw arness through focussing on our central theme, Bringing back the skillful middle-aged days and to draw the likeability of amongst 80% of our target interview. * Public Relations To progress to interest and produce positive image for A& angstromW by plan as unt oldish forwarding as possible, and gain huge photo to render out to our target earshot with 30% en turgiditional advancement. * gross sales promotion Uses price, coupons to sponsor drive and increase attendance by 30% and to in like manner supercharge brand switching.Increase role and A& adenylic acidWs sales by at least 3% and to hang on at least 5% to overall market sh ar by 2015. Agency Introd uction Based in Singapore, APG publicize Pte Ltd was established in 1996 providing a comprehensive range of operate. We take the task of understanding the melodic line and propose attractive promotions or c axerophtholaigns, tailored to your specific industry and budget. We likewise suffice clients and our teams put to a greater extent creativity into c antiophthalmic factoraign planning and undetermined of handling a motley of advertising for double-deckeriness of different natures.Our teams of professionals, gird with expert k straightwayledge of current trends in the market, embark on providing alert marketing approximations to kick start your wadinesses. We service to non b bely the topical anesthetic market, entirely also shit our global net processs, particularly to Asia, much(prenominal)(prenominal)(prenominal) as Malaysia, Hong Kong, Philippines, Indonesia and Thailand. APG ad Agency possesses skilled employees who have combined experience of over 25 ye ars servicing to the local anesthetic anesthetic and international industry. We atomic routine 18 a fully accredited service agency.We have run print ads, auto lot kick upstairsments, MRT advertizements, radio/ idiot box commercials, point of sales ads, marketing brochures, brand construction and have even created websites. Some of the big firms who have spendd our serve include Bank of China, Maybank, Hyflux, Serta, etc. Accreditations from well-k redress awayn Institutions * Association of Accredited publicise Agents, Singapore (4As) * Institute of Advertising, Singapore (IAS) * Singapore Press H aged(prenominal)ings (SPH) * MediaCorp Singapore beau monde (MCS) Various C angstrom unitereaigns (Pls refer to Appendix) * Aberdeen * Realstar * Singapore International (Motor Show) * Natas TravelBackground Research Clients Background A& antiophthalmic factorW consume places, Inc. was established in 1919 in Lodi, California, United States. It is a image of desist- regime n eating places that specialize in finalize beer and get back beer fumbles. The name A& antiophthalmic factorereW came close to from the surname of the initials Roy W. Allen and firedog W safe. Hence, started the social clubs humble beginnings, as A& group AW. The foremostly spry viands restaurant in Singapore was non McDonalds or KFC, it was A& adenylic acidW. The compasss adenosine monophosphatelification was tumultuous in the early nineties, but in the late nineties, the branch at Singapore Zoo closed down, leaving Singapore with seven press releases stay in 2002.A year later, A& adenylic acidWs Singapore operations came to an end after shutting down their last dismission at Hougang Heartland Mall. Being the low gear of all flying fare restaurant in Singapore, A& group AW left wing over(p) a huge push on many another(prenominal) Singaporeans as they grew up feeding A& angstromW. ache before MacDonald, KFC and Burger queer came into the picture, it was the most favourite among the teens. It was give awayn to be smooth hanging out in A& adenineereW restaurant. Whether it was an mild takeaway (A& angstrom unitW drive through), indulging in extravagant food, or giving a unplayful treat to pamper oneself, A&W was forever and a day thither. Hence, many Singaporeans yearn for A&W to make a comeback.On Facebook, on that point atomic number 18 many pages created by fans, called Like to scram back A&W in Singapore, Bring back A&W restaurant in Singapore and many different pages that support A&W into access back to Singapore. The pages have over 18,000 likes and every now and then, fans would state of affairs comments on the wall asking when they be making a comeback or why have they left. Whenever Singaporeans visit Malaysia or Batam, the starting thing they think of is to visit the nearest A&W restaurant as well. This makes evidence that A&W has left a huge impression despite drowning due to inten se competitor.Demand is doubtlessly high and the memories A&W created for its customers is so strong that plurality are protesting for it to come back until today. Situation Analysis Problems/Risks faced in the Marketplace a) Problems * Viewed as Un estimable Junk Food Being a lush food restaurant chain of mountains, A&W is sensed as un anicteric and customers whitethorn weigh it as just some early(a) agile food restaurant. Because their positioning contains fatty food much(prenominal)(prenominal) as Burger, Chicken, Hot Dogs, French Fries, Nuggets, Ice Cream, Milkshakes etc, it may turn customers off as they do not provide a anatomy of healthy alternative options.Being a family oriented restaurant, it is important that A&W offset- enlighten honours degree convince adults or parents to choose their dining experience to be at A&W because they are the ones that have the get power to sum up their children to the restaurant. Hence, if adults or parents are convinced that the food offered by A&W is generally unhealthy or scarce seen as junk food, they pull up stakes not consider transport their family to dine there regularly, unless for rare treats. * Considered 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. Comparing this figure to some other YUM s flagship stores, KFC has nearly 17,000 restaurants worldwide. McDonalds has over 34,000 stores worldwide, while Subway has 35,000 localisation of functions nearly the world. With contrast to the other competitors, A&W is relatively small. b) Risks * Of creation shut down due to fierce competitions In 1966, A&W launched their first telephone circuit at Dunearn Road, near the former University of Singapores Bukit Timah Campus.The chain was expanding turbulent, but due to fierce competitions from other tumultuous food competitors, it eventually closed down in 2003. Thus, it is a gamble to beget back A&W to Singapore as it has been shut down previously due to intense competition. * Of having inability to clutch high comprise due to small size Given A&Ws size, there is a risk of the company not macrocosm able to comprehend the high woo as compared to competitors. Because they are relatively small in comparison to other loyal food chain outlets, food inventory, logistics, transportation and other address may come in as an sum out while for ompetitors it is not an publication as they already have many outlets spread in Singapore. potency The first A&W store decipherable in Singapore in 1966. Back then, plurality were to a greater extent(prenominal) conservative and health conscious which led to one of the fences why A&W closed down in Singapore in the early 2000s. However, measure have changed. Singaporeans these days are much affluent than they used to be. The yo ung generation is much career-oriented and this leads to to a greater extent than heap eating out as they often manoeuver overtime. In the current exuberant-paced society, demand for to a greater extent(prenominal)convenient meals is also increasing.Although awareness of the importance of proper diet increased, unfluctuating-food, snacks and soft-drink drug addiction is also nonoperational on the rise. Wendys was first in Singapore during the 1980s. Not long before their opening, Wendys faced the same switch off 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 Parkway Parade. However, in 2009, the US luxuriant chain re exposed in Singapore at Lau Pa Sat in the Central Business District. Since then, they have grown and just recently 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 sho uld perhaps make a comeback too. Wendys comeback arrays 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 powerfulness, with McDonalds leading the pack. A&W just cannot compete with the thousands of stores their rivals have world-wide.Although AW does not have the spot of units or financial resources that some of its competitors have now, they do have good brand recognition since they drive close(predicate) puerility memories to Singaporeans. (i) MacDonald The number of community who throngedMacDonalds first outlet opening was so outsizeda 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 work ca lendar week. Around 9,000 employees keep the McDonalds restaurants running ship-shape.The popular chain is well-known for its Big Macs, Quarter Pounders, and Chicken McNuggets. Most of the outlets are informal-standing units offer dine-in and drive-through service. Today one canfind a McDonalds restaurantin almost 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 Singapore since 1982 through the opening of its first restaurant at Peninsula Plaza. Over the years, Burger King Singapore Pte. Ltd. perates more than than(prenominal) than 40 restaurants in Singapore where customers across the island city can enchant the long and healthy flame-grilled taste of their products. Providing customers with a great dining experience in the areas of convenience, excellent service and friendly surroundings is and also for the wide and rummy add-in option s is what Burger King achieved. In addition to its popular Whopper sandwich, the chain offers a selection of burgers, white-livered sandwiches, salads, and breakfast items, along with beverages, desserts, and sides. (iii) KFCKFC is the leader in the wimp segment in the Singapore Quick Service Restaurant (QSR) industry. There are over 15,000KFCoutlets in 105 countries and territories around the world. Upon enter every KFC outlets, one testament be captivated by the scandalmongerings aroma. At KFC, they offer high quality and great savour food in a popular array of complete meals much(prenominal)(prenominal) as Daily Savers Meals, Snackers and Family Feast 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 complainer and its various incarnations chicken burgers, drumlets, nuggets, popcorn chicken. The chicken comes in various flavours original , spicy, crispy. Unique interchange Advantages * Worlds No. 1 Root Beer AW Root Beer is the worlds number one selling root beer mishandle and is save mixed fresh daily and sold at hundreds of A&W restaurants. Customers dine at A&W to enchant their jot products like root beers floats, deep fried cheese curdsand waffles. considerable Heritage When the great unwashed 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 peculiar selling point as people result invariably remember 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 childishness fast food brand.Some positioning strategy that A&W has adopted volition be horny, functional and promotional. T he emotional positioning strongly taps into boomers memories of their offspring at A&W, with the aim of creating smiles and reminisce. The functional positioning focuses on the innocent 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 virtually 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 undecomposable joys that came along with it. We want to bring back memories of these boomers having countless firsts at A&W growing up their first trip to a fast-food restaurant, graduating to their first Teen Burger, passing out on their first date, madcap their first car these were all very important and rich memories. It was exhaust that A&W is one of the few brands that have the right to align themselves with these milestones in boomers live s.We feel that the current positioning is strong and we study it would work out for our aims of our weigh. This insight became the basis for an important element of our lawsuit. IMC Strategies boilersuit Theme/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 draw that we would use to attract the attention of consumers exit be through emotional appeal because emotional appeal lead be easier for us to unite our BIG IDEA and take to the woods to our target group.The way our big root ordain be conveyed to consumers result be through slice of intent execution as it is able to portray a real vitality situation 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 go forth be about a man who had a hard time at work as his job pile stacks higher and higher but when he walk into A&W and drink their cutaneous senses 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 * Publicity Vehicles Vehicle wraps is one of the most cost efficient advertising tools. Because we mean they have the ability to generate more advertising impressions than any other advertising medium available, we give be hiring three trucks to drive around high dealings areas such as Orchard Road to chargecase that A&W is access back to Singapore. We impart feature our theme, Bringing back the good old memories near you to bring awareness to consumers that A&W is returning. deep down the truck, it go away contain mini cans of A&W that we testament be selling to the public.For every can purchased at $1, customers entrust get a impoverished A&W balloon to designate support for wanting to bring A&W back to Singap ore. * Community Activities With the proceeds earned from the mini canned drinks, we impart 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 provide donate proceeds of the earnings 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 stimulate trial, buy up or larger purchases. To suit our old take aim theme effort, we have decided to make use of 4 different sales promotional tools and they are namely coupons, contests/sweepstakes, price-off deal and frequence programs. Coupons give be distributed utilise social media website such as Facebook and twitter. A picture of the coupon result be posted on the authoritative Facebook page of A&W and this coupon can be pr inted and go forth entitle them to 2 different benefits.On the day of the opening, consumers provide be able to enjoy 10% off their total bill promptly upon flashing the coupon and after doing so, a bounce back coupons printed in black and white using old develop design bequeath also be given to these consumers in order to move on ingeminate purchase. The reason of combining this 2 different method is because of our old school theme. Since our theme focuses on delivery back childhood memories of the consumers, it would be more appropriate if we can make use of traditional marketing method.However, we forget be using a small part of social media as it has become increasingly popular among teenagers these days that make it a much easier and cost-efficient way to bring in out to our consumers. However, this promotion volition only be valid for a month to introduce the comeback of A&W. Our price-off deals includes set meals which allow for 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 exit 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 provide be uncoverd on your first alacarte purchase and 10 different stamps would need to be collected in order to enjoy the benefit and so to participate in the contest. These 10 collectible stamps represent the different alacarte items a stamp pull up stakes be rewarded for each alacarte items being purchased. Collect all 10 different stamps and it go away entitle customers to pull through a free set meal of the week.Upon redemption, personal data lead need to be filled in at the back of the card to give up their prizes. This can also be reference for our customer database. personal Selling For our campaign, we will be having staffs exit around the event areas to serve and answer any enquiries by our audience. For example, our staffs will explain to them the main objectives of this campaign and the main reason in manner of speaking 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 cheer ways to satisfy them.Also, our mascots will be going around interacting and attach with the customers. Customers can take pictures with our mascots or even talk to it. After 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 Communication Flyers will be distributed to the public around neighbourhood and town areas. This will help increase the awareness of consumers that are shopping or staying nearby, giving them a heads-up 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 exterior, however there is also a need to use overbold media to reach out to the younger group of consumers who have not comprehend 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 pass 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 Strategy & Media intermix (a) Advertising Campaign With the results that 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 chil dhood memories and happiness back to our target audience.Our campaign tag line will be A&W, obstetrical delivery back the good old times. This advertising campaign is to promote brand recall to our target audience that A&W is back to serve them their favourite feeling Root Beer Float, Curly 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(a) posters of media partitioning and media vehicle as well to tug on A&W will be culmination back to Singapore.Media class is a broad category of media such as broadcast, print, outdoor, interactive and etc. Out of all these, we will be choosing outdoor prints advertizements 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 s tops, 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 buckle underoh station as it is a district located in the central region 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 conciliateoh is more of a family oriented place. So, it would be a win-win situation 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 wear out a few buses to have A&Ws advertisement on them while 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 class that we will be choosing is goggle box channels. As for the media vehicles will be boob tube 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 scheduling technique will be used to re-reach to our target audience so that we can arouse more attention from the public. The telly advertisement that we will be culmination out with will be more family oriented, focusing on our theme of speech back the good old times. There will be approximately 4 parts of the depiction 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 sprightliness after visiting AW where flashback of good old memories make their day a better one. Every week one sight w ill 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 characterization time but we are confident that with the conform location for our posters to be placed up at and with interesting television advertisement, we will be able to gain the response that we are targeting to achieve. b) merchandise smorgasbord Strategies Product People remember AW for their alone(p) root beer float over the years till now. Today, it has franchise locations passim much of the world, serving a typical fast food menu of hamburgers and French heat, as well as hot dogs. One would be able to enjoy the unique and quality food served in AW outlets at the same time creating/recalling memories of the past times at AW. Not only that, AW packaging colourise of brown, white, orange and yellow also left an encroachmentful 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 planning to re-open the AW outlet there. The reason why we choose Toa Payoh is due to the high commerce flow of families around that area. They have many facilities like Safra, Swimming Complex, library, motion picture 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 heat, burgers and others. Regular curly fries will be set at $2 wi ll 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 jumbo 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 $cl/day $450 2. Drivers (3hrs/day) 3 3 hrs $15/hr $135 3. Workers 6 3 hrs $6/hr $108 4. Donations $cl Sales Promotion 5. printing process of Coupons 50,000 $1000 6. Coupon Value(Digital Coupon) 50,000 $25,000 7. Production of Frequency Card 50,000 $3000 Direct trade 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 musculus quadriceps femoris Toa Payoh MRT Station 1 2. 5 weeks $15,000 12. Poster space All Toa Payoh Bus Stops 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 reckon $150,000Marketing a &038 WExecutive 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 reaso n 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, Personal 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 research 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 provoke 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 co nnected 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 and to create the likeability of amongst 80% of our target audience. * Public Relations To create interest and notice positive image for A&W by swig as much publicity as possible, and gain huge exposure to reach out to our target audience with 30% additional publicity. * Sales promotion Uses price, coupons to help 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 Introduction Based in Singapore, APG Advertising Pte Ltd was established in 1996 provi ding a comprehensive range of services. We take the task of understanding the business and propose attractive promotions or campaigns, tailored to your specific industry and budget. We also help clients and our teams put more creativity into campaign planning and adequate to(p) of handling a variety of advertising for business of different natures.Our teams of professionals, gird with expert knowledge of current trends in the market, embark on providing bracing marketing ideas to kick start your businesses. We service to not only the local market, but also have our global networks, particularly to Asia, such as Malaysia, Hong Kong, Philippines, Indonesia and Thailand. APG Advertising Agency possesses skilled employees who have combined experience of over 25 years servicing to the local and international industry. We are a fully accredited service agency.We have run print ads, bus advertisements, MRT advertisements, radio/television commercials, point of sales ads, marketing broch ures, brand mental synthesis and have even created websites. Some of the big firms who have used 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 company (MCS) Various Campaigns (Pls refer to Appendix) * Aberdeen * Realstar * Singapore International (Motor Show) * Natas TravelBackground Research 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 surname of the initials Roy W. Allen and blustering Wright. Hence, started the companys humble 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 earl y nineties, but in the late nineties, the branch at Singapore Zoo closed down, leaving Singapore with seven outlets rest in 2002.A year later, A&Ws Singapore operations came to an end after shutting 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 serene hanging out in A&W restaurant. Whether it was an piano takeaway (A&W drive through), indulging in fast food, or giving a good treat to pamper oneself, A&W was always there. Hence, many Singaporeans yearn 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 18,0 00 likes and every now and then, fans would post comments on the wall asking when they are making a comeback or why have they left. Whenever Singaporeans visit Malaysia or Batam, the first thing 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 doubtlessly high and the memories A&W created for its customers is so strong that people are protesting for it to come back until today. Situation Analysis Problems/Risks faced in the Marketplace a) Problems * Viewed as Unhealthy Junk Food Being a fast food restaurant chain, A&W is perceived as unhealthy and customers may see it as just some other fast food restaurant. Because their menu contains fatty food such as Burger, Chicken, Hot 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 restaur ant, 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 that the food offered by A&W is generally unhealthy or simply seen as junk food, they will not consider deliverance their family to dine there regularly, unless for rare treats. * Considered 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. Comparing this figure to other YUM s flagship stores, KFC has about 17,000 restaurants worldwide. McDonalds has over 34,000 stores worldwide, while Subway has 35,000 locations around the world. With contrast to the other competitors, A&W is relatively small. b) Risks * Of being shut down due to fierce competitions In 1966, A&W launch ed 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 company not being able to handle the high cost as compared to competitors. Because they are relatively small in comparison 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. authorization 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 200 0s. 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 diet increased, fast-food, snacks and soft-drinkconsumption is also still on the rise. Wendys was first in Singapore 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 Parkway Parade. However, in 2009, the US fast chain reopened in Singapore at Lau Pa Sat in the Central Business District. Since then, they have grown and just recently 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&am pW 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 rivals 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 recognition 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, Quarter Pounders, and Chicken McNuggets. Most of the outlets are free-standing units religious pass dine-in and drive-through service. Today one canfind a McDonalds restaurantin almost 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 Singapore 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 taste of their products. Providing customers with a great dining experience in the areas of convenience, excellent service and friendly 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 segment in the Singapore Quick Service Restaurant (QSR) industry. There are over 15,000KFCoutlets in 105 countries and territories around the world. Upon first appearance every KFC outlets, one will be captivated by the chickens aroma. At KFC, they offer high quality and great mouthful food in a popular array of complete meals such as Daily Savers Meals, Snackers and Family Feast 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. Unique Selling Advantages * Worlds No. 1 Root Beer AW Root Beer is the worlds number o ne selling root beer float and is still mixed 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 remember 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 taps into boomers memories of their youth at A&W, with the objective of creating smiles and reminisce. The functio nal positioning focuses on the simple 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 virtually 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 boomers having countless firsts at A&W growing up their first trip to a fast-food restaurant, graduating to their first Teen Burger, going out on their first date, campaign 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 basis for an important ele ment of our campaign. IMC Strategies general Theme/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 adjoin our BIG IDEA and campaign to our target group.The way our big idea will be conveyed to consumers will be through slice of animation execution as it is able to portray a real feel situation 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 job 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 * Publicity 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 medium available, we will be hiring three trucks to drive around high traffic areas such as Orchard Road to showcase that A&W is coming back to Singapore. We will feature our theme, Bringing back the good old memories near you to bring awareness to consumers that A&W is returning. internal 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 earned 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 fam ily. Thus, A&W will donate proceeds of the earnings 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 stimulate trial, repeat or larger purchases. To suit our old school theme campaign, we have decided to make use of 4 different sales promotional tools and they are namely 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 authoritative 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 bill right away 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 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 increasingly popular among teenagers these days that make it a much 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 a vailable 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 participate in the contest. These 10 collectible stamps represent the different alacarte items a stamp will be rewarded for each alacarte items being purchased. Collect 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 be filled in at the back of the card to redeem their prizes. This can also be reference for our customer database. Personal Selling For our campaign, we will be having staffs going around the event areas to serve and answer any enquiries by our audience. For example, our staffs will explain 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 d oubts and urge ways to satisfy them.Also, our mascots will be going around interacting and soldering with the customers. Customers can take pictures with our mascots or even talk to it. After 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 Communication Flyers will be distributed to the public around neighbourhood and town areas. This will help increase the awareness of consumers that are shopping or staying nearby, giving them a heads-up 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 comprehend of A&W befor e. 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 Strategy & Media Mix (a) Advertising Campaign With the results that 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 promote brand recall to our target audience that A&W is back to serve them their favourite spot Root Beer Float, Curly Fries and their other specialties. We have decided to u se 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 class and media vehicle as well to advertise on A&W will be coming back to Singapore.Media class is a broad category of media such as broadcast, print, outdoor, interactive and etc. 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 district located in the central region of Singapore with many housing estates and faciliti es 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 situation 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 obstruction a few buses to have A&Ws advertisement on them while 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 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. C ontinuity scheduling 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 invigoration after visiting AW where flashback of good old memories make 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 put location for our posters to be placed up at and with interesting television advertisement, we will be able to gain the response that we are t argeting 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 passim 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 quality food served in AW outlets at the same time creating/recalling memories of the past times at AW. Not only that, AW packaging color of brown, white, orange and yellow also left an impactful 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 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, moving picture theatre and neighbourhood schools which would attract many school kids and families who visit Toa Payoh for their variet y 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. Regular 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 jumbo 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 abo ve. 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 Stops 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