IMC

1
IMC
2
Positioning Strategy Statement

• To bring a new style of QSR to the Canadian
  market and establish Carls Jr. as the preferred
  provider of fast food meals to consumers between
  the ages of 17 24 by offering both classic
  burgers and lighter healthy choices.

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Marketing Communications Objectives

• To successfully penetrate the Canadian QSR by
  generating awareness and brand building
  preference by 25.
• To stimulate trail purchase by 20 and repeat
  purchase by 13 by offering incentives that
  encourage brand switching.
• To gain a 3.5 share of the Canadian QSR market
  by the end of one year.

4
Marketing Communications Objectives (contd)

• To establish Carls Jr. as the new and preferred
  provider of the classic style hamburger by a
  minimum of 10 among Canadian consumers.
• To introduce Carls Jr. new Six dollar jalapeño
  burger and get and stimulate trial purchase of
  10 by offering quantity discount incentives.

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Creative Plan Objectives

• To introduce Carls Jr. as the new style of QSR
  in the Canadian market.
• To communicate Carls Jr. extensive menu
  selection including light and low carb options
• To communicate Carls Jr. innovative partial
  table service
• To promote Carls Jr. new Six Dollar jalapeño
  burger
• To position Carls Jr. as the QSR for men who
  like a lot of meat in their burgers and
  sandwiches.

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Creative Plan Strategies

• Key Benefit Statement
• Carls Jr. brings a refreshingly new style of QSR
  to Canadian consumers by offering both large,
  tasty meat filled burgers and sandwiches along
  with salads and other low carb options with an
  innovative first of its kind partial table
  service.
• Support Claims Statement
• While leading competitors offer little burgers
  for little dollars, Carls Jr. gives you a line
  of meat filling burgers worth 6 for only 3.99.
  Because after 60 years and over 1300 restaurants,
  Carls Jr. has become known as the place to go
  all across the West for juicy, delicious
  charbroiled burgers.

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Creative Plan (contd)

• Tone and Style
• The tone and style used to communicate the
  message would be presented in a persuasive,
  friendly, upbeat manner. This would reflect the
  personality of Carls Jr. restaurants while also
  helping to further segment the target market
  based on the response to the tone and style of
  the ads.

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Calendar of Events

• 05/06/06 TV campaign is launched finishes on
  08/05/06
• 05/21/06 Internet and Banner ads launched
  finishes on 07/21/06
• 06/06/06 Newspaper inserts and ads launched
  finishes on 06/10/06
• 06/06/06 General Interest Magazine ad launch
  finishes on 09/06/06
• 07/01/06 Outdoor Billboards ads launch finishes
  on 11/01/06
• 07/01/06 Transit ads launch finishes on
  09/01/06
• 07/20/06 Radio ads launch finishes on 9/20/06

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Budget Summary

• TV advertisements 4.9 million
• Radio advertisements 540 000
• Newspaper inserts and advertisements 120 000
• General Interest Magazine advertisements 580
  000
• Backlit Outdoor Billboards 960 000
• Transit advertisements 1.8 million
• Internet Banner advertisements 125 000
• Total Cost 9 025 000