LEADERSHIP Essay Example | Topics and Well Written Essays - 500 words

LEADERSHIP - Essay Example However, this theory was reformulated, leading to the inclusion of leader behaviors, employee characteristics and leadership effectiveness. These two situational leadership theories can be actually applied in an organization as they both combined styles and actual situations together. For this reason, there is an inclusion of what could probably motivate an employee which can be generally understood from the actual prevailing situations. Combining these theories or leadership styles can somehow be effectively used in expanding the level of influence a leader must possess in an organization or team. For this reason, these leadership styles are actually helpful in maintaining the idea about human resource motivation. In case of motivating the team, so as to increase the level of influence of a leader, either one of these leadership styles could be applied within an organization. By employing higher understanding of the situation in an organization and knowing the human resource’s actual needs that could motivate them, these two situational leadership could be entirely applied. â€Å"Women cannot lead because they do no come from a basis of power. And, when they are put in a leadership position, they overcompensate by requiring impossible actions from their subordinates and being very autocratic.† Analyze this quote and provide your thoughts. I think there is something wrong with this quote as it tries to emphasize leadership to be primarily fueled by power. In this case, a woman is assumed less powerful than a man, making her less effective in leadership activity. There is a wrong conception of leadership in this case because in the first place, it is not about power, but influence (Kreitner & Kinicki, 2010). The other point is that there is another presumption about the capacity of women to lead in a team, which is

Nashville International Airport (BNA) Research Paper

Nashville International Airport (BNA) - Research Paper Example Though the airport was initially built on just 337 acres of land, the airport has since acquired adjacent land for expansion. Finch (2009) reveals that the airport currently sits on more than 4,500 acres of land. Finch (2009) reports that, apart from the acquisition of more land for expansion, the airport has also undergone a series of renovation, which has transformed it be one of the safest airports to board a plane. For instance, the airport has four runways, which are long enough to handle all types of aircrafts. The longest runway measures about 3,360 meters, which meets the RSA standards for handling all kinds of aircrafts. Finch (2009) noted that Nashville International Airport (BNA) currently handles a very large number of travelers and cargo. Finch (2009) reveals that BNA has 12 airlines that serve the various cities in North America and beyond. The airport is reported to be witnessing about 400 arrivals and departure daily. Finch (2009) reveals that about 8 million passenge rs currently fly either from or into the airport. For instance, it is reported that about 4.67 million passengers boarded flights on Nashville International Airport (BNA) in 2011. The airport also handled more than 84,000 tons of cargo in the same year. Currently Nashville International Airport (BNA) ranks 34th-busiest passenger airport in the U.S. ... As earlier indicated, Nashville International Airport (BNA) handles about 7 million passengers each year which is more than 1% of Americas total passenger boarding’s, according to Surhone, Timpledon and Marseken (2010). Nashville International Airport (BNA) recognizes the fact that the airport serves even the physically challenged. As a result, the airport has elevators and ramps used by these passengers for alighting and boarding the plane. The airport also has an ample parking bay for vehicles with handicap license plates. In this regard, it is a requirement that each airline makes its own arrangement for assisting the physically challenged to get to and from the plane. In addition to the parking lot for the physically challenged, the airport also has a packing bay for all provided free of charge as long as the vehicle is not packed for more than 30 minutes. Moreover, there is also a short-vehicle servicing garage for passengers who travel via the airport (Romine, 2012). Nas hville International Airport (BNA) also has many entertainment facilities at the airport that ensures that its passengers are not left the board while waiting their flights. Finch (2009) reveals that the airport has some of the several hotels and restaurants at the terminus where passengers can enjoy their meals. The hotels and restaurants serve a variety of meals and drinks to passengers at affordable prices. In addition, the airport also features live bands on a daily basis ranging from jazz to county music (Surhone, Timpledon, and Marseken, 2010). The terminus of the airport is also well illuminated by skylights designed by Robert Lamb Hart, the famous New York architect. This contributes to the general atmosphere of accessibility and openness. Security is also beefed up at the

Community Health Promotion Tool Essay Example for Free

Community Health Promotion Tool Essay Kimberly Thomas: Good Evening, I am Kimberly Thomas. I’m interviewing Hypertension what is a disorder that affects cardiovascular system. Let’s talk about the population and treatment for hypertension. There are a lot of medications for hypertension. What is hypertension? Where do you start for treatment? Hypertension: Hypertension is high blood pressure. Well, there are several medication treatments for hypertension. Most doctor start patients with hydrochlorothiazide (HCTZ), which is a diuretic. Diuretics are basically known as a water pill, which helps remove excess sodium and water from the body. Second most common medicine for hypertension is beta blockers. Beta blockers help the heart to beat a slower pace with less force. Again, there are several other medication treatments for hypertension, and your primary care physicians will discuss what options are best for you. Kimberly Thomas: Ok, thank you. Who are at risk of hypertension? Hypertension: There are some cultures that are more at risk than others. However, certain conditions and habits can put anyone at risk for high blood pressure. According to Hypertension (n.d.), â€Å"Its more common in African American adults than in Caucasian or Hispanic American adults.† African Americans tend to get high blood pressure early in life. Also, Puerto Rican adults have higher rates of hypertension than any other Hispanic group. Kimberly Thomas: Why do you think African Americans and Puerto Ricans are more at risk than any other culture? Hypertension: There are several factors why these two cultures are more at risk than other cultures. According to Hypertension (n.d.), â€Å"The main factor is the choice of food both cultures eat. Both cultures diet include too much salt.† Kimberly Thomas: Heredity is a factor correct? Can the individual manage some of the risk factors? Hypertension: Yes to both of your questions. There are a few things you can do to manage your high blood pressure. If you’re overweight, it’s highly recommend that you start exercising. Eat healthy food low in saturated fat, Trans fat, cholesterol and salt. Limit your alcohol intake, and stop smoking. Always, take medicine the way your doctor tells you. Kimberly Thomas: I absolutely agree with that. Kimberly Thomas: What about impact it has on cost? Hypertension: According to Hypertension (n.d.), â€Å"In 2010, high blood pressure was projected to cost the United States $93.5 billion in health care services, medications, and missed days of work.† Kimberly Thomas: How does hypertension impact the society? Hypertension: The number 1 cause of death in the United States throughout most of the 20th century. Unfortunately, whether the hypertension is treated or untreated, only 34% of Americans with hypertension have their blood pressure controlled to 140/90. An estimated 30 to 35 million Americans have uncontrolled hypertension, and are therefore at unduly increased risk of cardiovascular morbidity and mortality. Kimberly Thomas: I completely agree with you. I think the number one problem we still have today is that there are many people out there who are not being adequately treated. People who are denial of their problem, is unfortunate because there is help for them. Kimberly Thomas: Well, that’s all for today and Thank you for your time. References: Hypertension. (n.d.). Retrieved from http://www.cdc.gov/hypertension/faqs.htm http://www.mayoclinic.org/diseases-conditions/high-blood-pressure/basics/definition/con-20019580

Factors Affecting General Motors

Factors Affecting General Motors Industry involved in the design, development, manufacture, marketing and sale of motor vehicles are known as automotive industry. More than million of motor vehicles, including cars and commercial vehicles were produced worldwide in 2007. Figures show that in 2007, around 71.9 million new automobiles were sold worldwide in which 22.9 m sold in Europe, 21.4 m in Asia-Pacific, 19.4 m in USA and Canada, 4.4 m in Latin America, 2.4 m in the Middle East and 1.4 m in Africa. Though the markets in North America and Japan were inactive but in South America and Asia markets grew very strongly. Russia, Brazil and China were the one who showed rapid growth compare to others. In 2008, automotive industry were experiencing a combination of pricing pressures from raw material cost and changes in consumer buying habits due to rapid rise in the price of oil. G.M and other automotive industries were also facing external competition from the public transport sector, as consumers re-evaluate their private vehicle usage. U.S is the worlds largest consumer market for light vehicles, passenger cars and light trucks which are conquered by big three companies i.e. General Motors, Ford Motors and Daimler/Chrysler. But recently these three industries were started to lose their market share to other rivals within the industry. General Motors are facing huge competition by domestic company such as Ford Motors and Daimler/Chrysler and also by foreign companies such as Toyota Motors and Honda Motors who are able to produce car much cheaper cost than General Motors. In 2006, General Motors has been bankrupted and has been avoiding a filing for years. For years it has been using cars as razors to sell consumers a monthly package of razor blades- in the form of highly profitable car loans. And the reasons for its bankruptcy are because they were focusing mostly on their finance division rather than it vehicle design operation. GM cars were poorly designed and build, took long time to manufacture as compare to its toughest competitor Toyota who has better designed and high quality and cheaper. In past GM controlled half of North America vehicle market but presently it has only 19 percent control as GM has been ignoring competition due to which Toyota and other industry took over the market share. Since General Motors were focusing on making profit from finance they did not care about building better vehicles. It was managing in bubble as GM rewarded those employees who followed the old way of doing things and those who praises CEO wisdom and carry out his orders. PEST Analysis (P)olitical: Since 1960, there were more powerful and strict laws and Government intervention that has affected GM and other car industries. Mostly, all regulation was related to consumer increasing concern for environment and concern for the safer automobiles. (E)conomical: Automobile Industries plays an important role on every countries economy. As Automotive industry are major user of computer chips, aluminium, textiles, copper, steel, iron, lead, plastics, vinyl and rubber. Research and study had shown that for every autoworker there are seven other jobs created in other industry which include aluminium to lead to vinyl. (S)ociocultural: Todays people are mostly concern about their status and society judges on the basis of what type of car one drives. Manufacture takes advantage of this thought and target the market. Every one want attractive and nice car which other people admires. Consumers feel better when they driving nice and new car. (T)echnology: Internet had played a significant role in automotive industry. A study showed that about 60 % buyers referred to internet before making their purchase and out of that 60 percentage. 88 % buyer went to auto website before going and taking test drive. Strength and Weakness of General Motors. Strengths: Huge Market Share: Although General Motors market shares has dropped in United States but it still has very much competitive at 26 percent. On the other hand, it is increasing its share in Chinese market and world wide. They still believes that they have an opportunity to become automotive leader once again as it was before. Global Experience: Although General Motors share have decline recently but they have capability of becoming leader once again due to vast experience of almost 100 years. As GM current opportunity is to expand globally and it has got experience to do so. Variety of Brand names General Motors had been leaders in the past and reason for that is wide variety of quality brand names that differentiate it from other automotive manufacturer. Its current brands include GMC, GM Daewoo, Chevrolet, Pontiac, Saturn, Hummer, Saab, Holden, Buick, Cadillac, Opel, Vauxhall and Wuling. GMAC Customer Finance Program Since, General Motors Acceptance Corporation establishment in 1919, it has proven to be GMs most reliable source of revenue. On Star Satellite technology Star Satellite technology was developed in1996 with a subscriber of more than 3 million and it is the standard of all GM vehicles. The benefit of this technology is that vehicle can be easily tracked at the time of emergency or theft. On the other hand, it allows the driver as well as passengers to communicate with On star personnel just in one click of button. Weaknesses: Behind on Alternative Energy Movement: This is one of the biggest weaknesses of General Motors. The alternative energy/hybrid technology has already taken place in the automotive industry and GM has been one step behind the competition in terms of alternative energy vehicles. As a result, GM faced lots of problem including loss of market shares and fall in company profit. Now days for any automotive company looking for success must be Hybrid friendly and fuel efficient. Poor Organizational Structure: This is the second and significant weaknesses of GM. Its organizational structure seems to be too vertically integrated. As a result, there is lack of communication between top level management and bottom level management and may have played a part in GM falling behind on the alternative energy movement. Stagnant Profitability: General Motors profit has been certainly falling and they are struggling with respect to the size of their company. General Motors profit margin was about 1.5 % and the ROE has dramatically decreasing by dropping to 10 % in 2004. At this situation shareholders are not happy and they are becoming less interested. Fully Based on US market: For any one who is concentrating on one particularr market cant be successful. This is what happened to GMs case, it fully dependent on the US market. It must take advantage of the opportunity to expand globally. Due to high competition, it is becoming too strong to focus on just one country. Over Dependent on General Motors Acceptance Corporation (GMAC) Financing: The other important weakness of General Motors is that it is too dependent on its financing program. Although, it is accepted that it is a great strength for GM, however it will be a problem if it solely rely on financing and cant turn profits, in order to compete with Honda and Toyota who are rapidly growing. Poor Credit Status: GMs credit status is steadily declining same as everything else. It is losing credit in market and amongst the customer. Its current ratio is merely above 1 and its acid test is even lower. Poor strategies and lack of Foresight: Due to increase in oil prices, consumers began to turn away from SUVs, but still General Motors predicted much of its operating success on its ability to sell newly unpopular vehicles. While companies like Toyota, were concentrating on light vehicle and in improving efficiency where GM assumed sales would continue in future. ALTERNATIVE FORMS OF ORGANISATION DEVELOPMENT Organizational Development is a system which differs from other systems of organizational change by putting stress/focusing on process rather than problems. In fact, change system focuses on identifying problems in an organization and then trying to alter the behaviour that creates the problem. OD is a methodology intended for use in complex situations to provide intervention strategy for change management. OD finds the behavioural interactions and the pattern that creates or sustain problem. In fact, OD does not change the behaviours, but they focus on creating a behaviourally healthy organization that will automatically solve and prevents the problems. OD generally considered long term effort that is of at least one to three years in most cases. In addition, it mostly focuses on combined management where manager and workers of different level communicate and unite to solve the problem. OD understands the fact that all organization is different and same solution cant put in every co mpany. The other feature of OD is that it gives importance to team work and small group. The important features of OD programs is the change agent, that is group or individual which makes OD process much easier. Almost all change agent are consultant from outside who are experienced in managing OD programs but sometimes companies may utilize its inside managers. The benefits of consultant from outside are that they provide a different outlook and have a less biased view of the organizations problems and needs. The disadvantage of outside change agents is that its lack an in depth of understanding of main issues mainly one specific organization.

Teleportation Essay -- Science

Teleportation Imagine a world without traffic jams; where there would be no worries about travel schedules and above all no public appraisals from the boss for coming late to work! Time would finally be stricken off the banal list of worries. This impossible to hit pitch however, lies in a plane where platitude is not well taken. This plane is one where advanced physics and quantum mechanics form frightening webs of reason for everything that happens in that other world - where we live. At other times the alien-like scientists that inhabit these planes have abducted us to conduct all kinds of meaningless experiments on us. However, this time its different; they have, arguably, after a long gap given us, the outsiders, something to marvel at – teleportation. Teleportation is ‘Star Trek’ demystified. It is the phenomenon where a physical body disintegrates and then comes together at another preplanned position. That position, as we may already start to dream, could be a cubicle in an office, a classroom or perhaps even someone’s bedroom! Leaving the other two alone, the third one could become a problem of gigantic proportions. I mean, how would you like if a stranger appears in your bedroom when you are looking your worst, wearing that ghastly gown, and trying to entertain yourself by looking at that old wig that you wear to work everyday? If you could take some time off being embarrassed, you would probably notice that this person could also be trying to get away with that rare piece of china that you actually got from China! And going back to China doesn’t sound like a good idea does it? That however, is also an aspect of our little miracle from the ‘other’ world. All synthetic phenomena have various aspects that may only be understood by a better understanding of the phenomenon itself. Here as the research journals of I.B.M. tell us – teleportation is the name given by science fiction writers to the feat of making an object or person disintegrate in one place while a perfect replica appears somewhere else. Dr. Samuel L. Braunstein of University of New Mexico gives us something simpler – teleportation is some kind of ‘disembodied’ transport. The actual process of this transport is not easy to understand for a person from our world. And that is precisely why I must make a fool of myself trying to make you understand it. After all I get my support... ...ll not care to explain. I am not 21 yet and know nothing about drinking†¦ so beat it! This regulation must include provisions for making excuses of traffic when one wants to and also that no good looking blonde will ever be allowed to teleport. Apart from these we can trust the federal government to come up with the most irrelevant and archaic law they can. The laws would be made and the souls would be teleported and the debate will arise, but only after our little hypothesis comes true in our lifetimes. And even if it does, they would fax all the Hollywood stars, the Democrats and the billionaires before our turn comes. Not to mention how much it’d cost. In fact, let us spare a moment to calculate how much this whole human faxing will hurt the old glass jar. For this we must consider two important possibilities. One, that it will most certainly be patented. And two, whoever cares to patent this technology, which without any exaggeration can be described as the ‘goose that lays golden eggs’, would not sell it for peanuts. So there go the dreams. Even if teleportation happens tomorrow, you are not going! There is however a small ray of hope†¦ Jack had stolen the golden goose!

Relating The Odyssey to our Lives :: Homer

Getting somewhere is not just the destination, but even more so the journey. The goals are our destination and obstacle and temptations litter the voyage. Like Odysseus, achieving these goals is not a cinch. Obstacles must be faced or avoided, and temptations should be resisted. Our entire lives we all try to accomplish our own personal goals. Like Odysseus, we all have long-term and short-term goals to realize. In life, we all want something we long for and will work relentlessly until we reach that objective, like Odysseus’ ambition to reach his wife and son in Ithaca. Of course we all have minor, transitory goals such as building a house or finishing an essay. Some instances of Odysseus’ secondary goals are him escaping the Cyclopes and keeping his men from eating the lotuses. Personal goals, however, will manage to be interrupted in one way or another. On our journeys we all must resist, or give into, temptations that may hinder our ascent to our goal. All people give into temptation at least once in their lives. One time that Odysseus gave into temptation was when he listened to the Sirens’ songs. We don’t always collapse into temptation, like when Odysseus wanted so badly to kill the suitors but forced himself to wait for the right time. Another time Odysseus defied temptation was when he refused to reveal himself to the people but ceased expose himself until he felt it was the right time. Temptation is not the only thing to obstruct our expedition. We all face obstacles in our life like Odysseus did. A common obstacle in life is a person that you clash and don’t get along with. A good analogy for this in Odysseus’ quest was when he had to evade the Cyclops. Also, people don’t always evade the people and problems that get in their way, but face them. One case of this is when Odysseus had to confront Antinous. Relating The Odyssey to our Lives :: Homer Getting somewhere is not just the destination, but even more so the journey. The goals are our destination and obstacle and temptations litter the voyage. Like Odysseus, achieving these goals is not a cinch. Obstacles must be faced or avoided, and temptations should be resisted. Our entire lives we all try to accomplish our own personal goals. Like Odysseus, we all have long-term and short-term goals to realize. In life, we all want something we long for and will work relentlessly until we reach that objective, like Odysseus’ ambition to reach his wife and son in Ithaca. Of course we all have minor, transitory goals such as building a house or finishing an essay. Some instances of Odysseus’ secondary goals are him escaping the Cyclopes and keeping his men from eating the lotuses. Personal goals, however, will manage to be interrupted in one way or another. On our journeys we all must resist, or give into, temptations that may hinder our ascent to our goal. All people give into temptation at least once in their lives. One time that Odysseus gave into temptation was when he listened to the Sirens’ songs. We don’t always collapse into temptation, like when Odysseus wanted so badly to kill the suitors but forced himself to wait for the right time. Another time Odysseus defied temptation was when he refused to reveal himself to the people but ceased expose himself until he felt it was the right time. Temptation is not the only thing to obstruct our expedition. We all face obstacles in our life like Odysseus did. A common obstacle in life is a person that you clash and don’t get along with. A good analogy for this in Odysseus’ quest was when he had to evade the Cyclops. Also, people don’t always evade the people and problems that get in their way, but face them. One case of this is when Odysseus had to confront Antinous.

Marketing a & W

Executive 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&W’s Singapore operations came to an end. Many Singaporeans grew up eating A&W, and that is one reason 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, â€Å"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&Wâ €™s current positioning. Lastly, we have come up with creative strategies to enhance 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 connected 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, â€Å"Bringing back the good old days† and to create the likeability of amongst 80% of our target audience. * Public Relations To create interest and maintain positive image for A&W by drawing as much publicity as possible, and gain huge exposure to reach ou t 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&W’s 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 providing 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 capable of handling a variety of advertising for business of different natures.Our teams of professionals, armed with expert knowledge of current trends in the market, embark on providing refreshing 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 brochures, brand building 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 Group (MCS) Various Campaigns (Pls refer to Appendix) * Aberdeen * Realstar * Singapore International (Motor Show) * Natas TravelBackground Research Client’s 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 Frank Wright. Hence, started the company’s humble beginnings, as A&W. The first fast food restaurant in Singapore was not McDonald’s or KFC, it was A&W. The chain’s expansion was fast in the early nineties, but in the late nineties, the branch at Singapore Zoo closed down, leaving Singapore with seven outlets remaining in 2002.A year later, A&W’s 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 â€Å"cool† hanging out in A&W restaurant. Whether it was an easy takeaway (A&W drive through), i ndulging 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 â€Å"Like to bring back A&W in Singapore†, â€Å"Bring back A&W restaurant in Singapore† and many other pages that support A&W into coming back to Singapore. The pages have over 18,000 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 undoubtedly 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 â€Å"Unh ealthy Junk Food† Being a fast food restaurant chain, A&W is perceived as unhealthy and customers may see it as â€Å"just another 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 restaurant, 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 â€Å"junk food†, they will not consider bringing 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 i ncluding 350 international stores in 16 countries and territories. Comparing this figure to other YUM! ’s flagship stores, KFC has about 17,000 restaurants worldwide. McDonald’s 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 launched their first business at Dunearn Road, near the former University of Singapore’s 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&W’s 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 compa rison 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. Potential 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 2000s. 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 more  convenient meals is also increasing.Although awareness of the importance of proper diet increased, fast-food, snacks and soft-drink  consumption is also still on the rise. Wendy’s was first in Singapore during the 1980s. Not long before their opening, Wendy’s 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&W should perhaps make a comeback too. Wendy’s 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 McDonald's,  Kentucky Fried Chicken and Burger King, with McDonald's 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 res ources 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 thronged  MacDonald’s first outlet opening was so large;  a world record was set for serving the world's 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 McDonald's 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 offering dine-in and drive-through service. Today one can  find a McDonald's restaurant  in 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 r estaurant 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 15,000  KFC  outlets in 105 countries and territories around the world. Upon entering every KFC outlets, one will be captivated by the chicken’s aroma. At KFC, they offer high quality and great tasting 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 * World’s No. 1 Root Beer A;W Root Beer is the world's number one 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 curds  and 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 can’t 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 functional 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 â€Å" firsts† at A&W growing up: their first trip to a fast-food restaurant, â€Å"graduating† to their first Teen Burger, going out on their first date, driving 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 element of our campaign. IMC Strategies Overall Theme/Big Idea To bring back the fast food chain that Singaporeans grew up loving, focussing on our central theme, â€Å"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 relate our BIG IDEA and campaign to our target group.The way our big idea will be conveyed to consumers will be through slice of life execution as it is able to portray a real life 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, â€Å"Bringing back the good old memories near you† to bring awareness to consumers that A&W is returning. Inside 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 family. 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 â€Å"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 official 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 instantly 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 â€Å"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 day s 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 available 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 â€Å"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 doubts and recommend ways to satisfy them.Also, our mascots will be going around interacting and bonding 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 ar eas. This will help increase the awareness of consumers that are shopping or staying nearby, giving them a heads-up of what’s 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 heard 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 offering to keep them updated and excited to A&W’s 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) Adver tising 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 â€Å"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 Signature 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 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 advertisemen ts 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&W's logo and campaign theme with a digital countdown system at the bottom of the poster, stating how many more days to A;W's 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 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 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 check a few buses to have A&W's advertisement on them while inside of the bu s will have mini advertisement posters hanging on the poles where anybody who takes it will be given a 20% off when purchasing from A;W 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. Continuity 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 A;W will bring back the good old times to consumers from the new technology world. It will also show howA;W will release their stressful life after visiting A;W where flashback of good old memories made 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 A;W 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 correct 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) Marketing Mix Strategies Product: People remember A;W for their unique root beer float over the years till now. Today, it has franchise locations throughout 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 A;W outlets at the same time creating/recalling memories of the past times at A;W. Not only that, A;W packaging colors 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 A;W 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, movie 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 A;W reopening paste on the train station of Toa Payoh.Price: The price of A;W 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, A;W will also sell ala car t 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 A;W 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 A;W at Toa Payoh. The promotion is created to attract the crowd back to A;W 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| 5 0,000| | | $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| Marketing a & W Executive 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&W’s Singapore operations came to an end. Many Singaporeans grew up eating A&W, and that is one reason 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, â€Å"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&Wâ €™s current positioning. Lastly, we have come up with creative strategies to enhance 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 connected 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, â€Å"Bringing back the good old days† and to create the likeability of amongst 80% of our target audience. * Public Relations To create interest and maintain positive image for A&W by drawing as much publicity as possible, and gain huge exposure to reach ou t 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&W’s 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 providing 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 capable of handling a variety of advertising for business of different natures.Our teams of professionals, armed with expert knowledge of current trends in the market, embark on providing refreshing 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 brochures, brand building 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 Group (MCS) Various Campaigns (Pls refer to Appendix) * Aberdeen * Realstar * Singapore International (Motor Show) * Natas TravelBackground Research Client’s 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 Frank Wright. Hence, started the company’s humble beginnings, as A&W. The first fast food restaurant in Singapore was not McDonald’s or KFC, it was A&W. The chain’s expansion was fast in the early nineties, but in the late nineties, the branch at Singapore Zoo closed down, leaving Singapore with seven outlets remaining in 2002.A year later, A&W’s 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 â€Å"cool† hanging out in A&W restaurant. Whether it was an easy takeaway (A&W drive through), i ndulging 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 â€Å"Like to bring back A&W in Singapore†, â€Å"Bring back A&W restaurant in Singapore† and many other pages that support A&W into coming back to Singapore. The pages have over 18,000 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 undoubtedly 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 â€Å"Unh ealthy Junk Food† Being a fast food restaurant chain, A&W is perceived as unhealthy and customers may see it as â€Å"just another 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 restaurant, 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 â€Å"junk food†, they will not consider bringing 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 i ncluding 350 international stores in 16 countries and territories. Comparing this figure to other YUM! ’s flagship stores, KFC has about 17,000 restaurants worldwide. McDonald’s 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 launched their first business at Dunearn Road, near the former University of Singapore’s 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&W’s 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 compa rison 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. Potential 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 2000s. 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 more  convenient meals is also increasing.Although awareness of the importance of proper diet increased, fast-food, snacks and soft-drink  consumption is also still on the rise. Wendy’s was first in Singapore during the 1980s. Not long before their opening, Wendy’s 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&W should perhaps make a comeback too. Wendy’s 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 McDonald's,  Kentucky Fried Chicken and Burger King, with McDonald's 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 res ources 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 thronged  MacDonald’s first outlet opening was so large;  a world record was set for serving the world's 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 McDonald's 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 offering dine-in and drive-through service. Today one can  find a McDonald's restaurant  in 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 r estaurant 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 15,000  KFC  outlets in 105 countries and territories around the world. Upon entering every KFC outlets, one will be captivated by the chicken’s aroma. At KFC, they offer high quality and great tasting 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 * World’s No. 1 Root Beer A;W Root Beer is the world's number one 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 curds  and 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 can’t 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 functional 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 â€Å" firsts† at A&W growing up: their first trip to a fast-food restaurant, â€Å"graduating† to their first Teen Burger, going out on their first date, driving 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 element of our campaign. IMC Strategies Overall Theme/Big Idea To bring back the fast food chain that Singaporeans grew up loving, focussing on our central theme, â€Å"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 relate our BIG IDEA and campaign to our target group.The way our big idea will be conveyed to consumers will be through slice of life execution as it is able to portray a real life 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, â€Å"Bringing back the good old memories near you† to bring awareness to consumers that A&W is returning. Inside 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 family. 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 â€Å"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 official 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 instantly 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 â€Å"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 day s 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 available 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 â€Å"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 doubts and recommend ways to satisfy them.Also, our mascots will be going around interacting and bonding 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 ar eas. This will help increase the awareness of consumers that are shopping or staying nearby, giving them a heads-up of what’s 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 heard 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 offering to keep them updated and excited to A&W’s 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) Adver tising 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 â€Å"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 Signature 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 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 advertisemen ts 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&W's logo and campaign theme with a digital countdown system at the bottom of the poster, stating how many more days to A;W's 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 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 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 check a few buses to have A&W's advertisement on them while inside of the bu s will have mini advertisement posters hanging on the poles where anybody who takes it will be given a 20% off when purchasing from A;W 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. Continuity 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 A;W will bring back the good old times to consumers from the new technology world. It will also show howA;W will release their stressful life after visiting A;W where flashback of good old memories made 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 A;W 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 correct 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) Marketing Mix Strategies Product: People remember A;W for their unique root beer float over the years till now. Today, it has franchise locations throughout 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 A;W outlets at the same time creating/recalling memories of the past times at A;W. Not only that, A;W packaging colors 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 A;W 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, movie 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 A;W reopening paste on the train station of Toa Payoh.Price: The price of A;W 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, A;W will also sell ala car t 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 A;W 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 A;W at Toa Payoh. The promotion is created to attract the crowd back to A;W 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| 5 0,000| | | $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|