Marketing Plan Phase III Essay

market throw Phase IIIMKT 421Marketing Plan Phase IIIIn-N-Out Burgers basic values and philosophy is plain profit the highest caliber point of intersection, prepare the reaping in a clean environment, and deal out the product in a warm and friendly manner. Introducing a unsanded product to In-N-Out Burgers traditionalistic menu pass on challenge the products success with both existing customers as surface as advanced customers. The introduction of the salad with a desir competent zest to In-N-Out Burgers menu get out bring a fitter choice to improve the menu and escalate customer satisfaction. The new product allow for be entering the merchandise during the very competitive and less(prenominal) profitable maturity stage of the product vitality cycle. The target market for the new product will be families that want a choice in the fast nutrition restaurant industry. The new salads with their flavorsome attributes will give In-N-Out Burgers a competitive advantage because of their positioning and specialization strategies at the right price. produce AttributesMaintaining the tradition of quality, In-N-Out will only use quality salad dressings on their salads. In-N-Outs competition uses Newmans popular brand line salad dressing that has an turn uped fan base, and another competitor uses Kens salad dressing that are ranked the most popular salad dressing brands. They extend to be higher in calorie count so In-N-Out will be challenging the competition to provide a healthier salad weft by using Annies Organic Salad dressings. Cost will be first base because only trio dressings will be needed to engulf the salads Caesar, ranch, and vinaigrette. This will allow for the growth of the salad line in the future. Mixed super C in the salads will allow for aesthetics as well as added nutrition, especially with an array of dark green leafy lettuce such as romaine. Cherry tomatoes will be added for color and chic sliced carrots for intermixture . A colorful description of the salads has been added to demonstrate the quality of each. Side Salad. In N Outs side salad is a fresh garden salad with a blend of premium lettuces.The generous salad serving is accented with blended cheeses, shredded carrots, and cherry tomatoes fresh from local farmers. This salad comes with three choices ofdressings organic ranch or vinaigrette and In-N-Outs sig personality special sauce. Caesar Salad. In addition to the variety of greens and cherry tomatoes the Caesar salad is topped with parmesan cheese. The salad is then tossed in a light, flavorful Caesar dressing. Avocado Chicken Salad. In- N- Outs Avocado salad appeals to the Californian in us all. This salad is a hearty salad meant to satisfy. The mixed greens are have with cherry tomatoes, blended cheese, red onion, ripe avocado, and grilled chicken. This salad will too come with the choice of ranch, vinaigrette, or special sauce. Product Life passIn-N-Out will be entering the salad fora y behind the eight-ball in hurt of the fast food salad product life cycle. Other fast food restaurants have had salads as an option on their menus for years prior to In-N-Out they whitethorn already have a hold on much of the salad feeding market. In-N-Out is entering the salad fast food market during its maturity stage. This means that In-N-Out may not be able to enjoy the large profit margins that too soon salad pioneers experienced, however, In-N-Out is confident that those smaller margins will be helped by regular increases in salad sales volume in addition to increased sales of the gist menu items. In order to maximize salad sales volume, In-N-Out must mark the maturity of the salad market and promote accordingly. Doing this will require In-N-Out to differentiate its salad crack from the competition and reposition its standing in the minds of consumers who do not tactile sensation that In-N-Out has an adequate assortment of food options.Customers who seek out salad offe rings no motion are interested in health benefits, fallal, availability, and price. In-N-Out is already known for their freshness and taste their competition, on the other hand, many times, is not. In-N-Out must emphasize with their marketing mix that the same crisp freshness that customers expect from ingredients on their burgers is the same crisp freshness they can expect in their salads. The simple, low calorie nature of In-N-Out salads should be made adopt because competitor salads practically are not very in calories or sodium content. The simple and fresh nature of In-N-Out products will be an advantage of health assured consumers. In-N-Out has an opportunity to win with quality but in any case due to the nature of competitor pricing, In-N-Out has an opportunity to match or beat their competitors in that playing area as well.In-N-Out would do well to indicate the price advantage of their fresh options compared to the competitions heavier and pricier salad menus. Final ly, In-N-Out must make it a priority to reposition its lack of choice perception in the fast food market. They must make it clear to customers that they now have an option beyond burgers and fries at In-N-Out. Couples and groups of deal can eat at our restaurants even if one or much of the individuals is vegetarian or seeking a healthier options. Positioning and Differentiation StrategiesProduct differentiation dodging is part of the marketing schema of a association that will establish a strong identity within a specific target market for that product. The intent is to have the intended consumer descry the product desirable and different. With the introduction of salads to the In-N-Out Burgers menu, the alliance will need to establish a product differentiation schema as other competitors also have salads on their menu. The difference that In-N-Out Burgers brings with their salads is the quality of the food. No pre-packaged, frozen or over processed vegetables will be use. Product positioning strategy is also part of the marketing strategy of a company, but the goal is focused on the consumer instead of the product and where that product fits in human relationship to their competitors. 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 strong 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 industryand 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 products. Pricing StrategyThe price strategy that In-n-Out will be using for their new salads is to target those pri ce-conscious customers looking for thinking(a) options along with the current menu options being offered. As a company In-N-Out is aware that there is a need in consumers who want to livelihood a healthy lifestyle whilestill being able to have selections with reasonable pricing. In addition to appealing to those consumers wanting a healthier choice when ordering, In-N-Out is conscious that the competition will have exchangeable selections with similar pricing as well.In this instance because the company doesnt use intermediaries to promote or sell products, they will add to the marketing strategies by increasing the advertising on radio and TV commercials with the new salad options that have been added to the traditional menu that has been around since the company began. The advertising efforts will also add to the value that In-N-Out has had from day one, and that is freshness of their products. In-N-Out is confident that by using previous marketing strategies to offer the menu to consumers and offering the salads to the traditional menu with similar pricing will not only put out to keep existing customers but will also bring in new customers. ConclusionThe new salad with its flavorful attributes will give In-N-Out Burgers a competitive advantage because of their positioning and differentiation strategies at the right price. The attributes of the three new salads being introduced to the menu are healthier, colorful, great tasting choices. The product is entering the market in the maturity stage of the product life cycle but In-N-Out Burgers can maintain this stage with its commitment to quality, and freshness, which gives it a competitive advantage. The success of the product will come from the firms positioning and differentiation strategies of quality while focusing on customer interests. In-N-Out Burgers price strategy will be competitive in the industry so as to draw new customers as well as satisfy the need of the existing customers. In-N-Out Burger s is about quality, competitiveness, customer satisfaction, and a healthy diet.ReferencesPearman, S. (2009). In-N-Out Burgers Marketing Magic. Retrieved from http//www.businessweek.com/smallbiz/content/apr2009/sb20090424_877655.htm Perreault, W., Cannon, J., & McCarthy, E. (2011). Basic Marketing A Marketing Strategy cookery Approach (8th ed.). New York, NY McGraw Hill/Irwin.