Brand audit report

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 Group Members Name

Name Roll No:

Zeeshan Tahir Bbhm-F15-003

Raza Hussain BBHM-F15-014

Adeel Amjad BBHM-F15-045

Abdul Wahab BBHM-F15-046

Mohammad Zain (BBA-7) BBHM-S16-018

Submitted to
Sir Imran Ejaz

Subject name
Strategic Brand Management

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Primary Value Proposition:

Massive and Juicy Burgers

Consistent Quality Menu Items

Secondary Value Proposition:

Fast and Efficient Service

Convenient Locations
Good Environment

Most Powerful Emotional Benefits Conveyed to Our Customers:

Enhancing customers mood

Increasing Energy Levels of customers
Reduces Depression
Building Self-Esteem

The Three Things Our Brand Should Mean to Our Customers:

Convenient
Cozy
Prestigious by eating western food

The Five Human Personality Traits that Describe How We Want the Market
to View Our Brand:

Extroversion
Sincerity
Kindness
Excitement
Openness to Experience

Brand Promise:

A promise to serve customers a great burger prepared fresh daily at every location. Customers
will never find a frozen or prefabricated Fatburger in our restaurants.

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25-Word Brand Positioning Statement:

Fatburger serves fresh-never-frozen, lean-beef, chicken burgers & sandwiches and our hand-
scooped, real ice cream milkshakes. Youngsters & adults, middle to upper middle class, fast food
lovers are target market.

Brand Story:

In 1947, using pieces of scrap materials from her partner (a man who worked
at a construction company), Lovie Yancey opened up a three-stool hamburger
stand in Los Angeles, California (on Western Avenue) - it was called Mr.
Fatburger.
By 1952, Lovie parted ways with her partner and so did the “Mr.” from the
stand’s name.

From the beginning, Lovie was a fixture at the stand where customers, including entertainers
Redd Foxx and Ray Charles, would custom-order their burgers. She would work very long days,
and sleepless nights, spending as much time at the stand as she could to ensure that everything
was being done properly. As word got out that Lovie’s Fatburgers were the best in town, she
continually got more and more requests for her to keep the stand open later, and later, into the
night.

What Our Brand Is Known For:

We’re best known for our fresh-never-frozen, lean-beef, chicken, burgers & sandwiches, our
hand-scooped, real ice cream milkshakes, homemade-from-scratch onion rings and build-your-
own-burger experience.

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 SPSS OUTPUT

DESCRIPTIVE:

Descriptive Statistics

N Range Minimum Maximum Sum Mean Std. Variance Skewness Kurtosis

Deviation

Statistic Statistic Statistic Statistic Statistic Statistic Std. Statistic Statistic Statistic Std. Statistic Std.
Error Error Error

Gender of 60 1.00 1.00 2.00 93.00 1.5500 .06477 .50169 .252 -.206 .309 -2.026 .608
the
respondernt
Age of the 60 .00 2.00 2.00 120.00 2.0000 .00000 .00000 .000 . . . .
respondent
Do you 60 5.00 1.00 6.00 72.00 1.2000 .09144 .70830 .502 5.613 .309 36.635 .608
consume
fast food
What 60 5.00 1.00 6.00 185.00 3.0833 .22835 1.76877 3.129 .345 .309 -1.163 .608
comes to
your mind
when you
hear the
word burger
Which one 60 5.00 1.00 6.00 296.00 4.9333 .23634 1.83069 3.351 -1.442 .309 .427 .608
is the logo
of fatburger
What is the 60 5.00 1.00 6.00 253.00 4.2167 .21139 1.63740 2.681 -1.104 .309 -.194 .608
slogan of
fatburger
How many 60 5.00 1.00 6.00 171.00 2.8500 .16265 1.25988 1.587 .555 .309 -.207 .608
times a
week do
you eat fast
food, on
average

5
Does fast 60 4.00 1.00 5.00 146.00 2.4333 .14530 1.12546 1.267 .615 .309 -.386 .608
food seem
more
available
now than
when you
were a child
Do you 60 4.00 1.00 5.00 163.00 2.7167 .13254 1.02662 1.054 .214 .309 -.259 .608
think the
environment
would be
positively
affected if
more
people
decided to
sustain a
meat free
lifestyle
Do you 60 3.00 1.00 4.00 91.00 1.5167 .08401 .65073 .423 1.273 .309 2.217 .608
think Fast
Food is a
convenient
and cheap
alternative
to
homemade
food
Do you 60 4.00 1.00 5.00 173.00 2.8833 .12820 .99305 .986 .134 .309 -.424 .608
think the
fast food
industry is
damaging
for the
environment
What do 60 3.00 1.00 4.00 119.00 1.9833 .12001 .92958 .864 .165 .309 -1.565 .608
you think
about fat
burger

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How do you 60 3.00 1.00 4.00 154.00 2.5667 .13523 1.04746 1.097 .046 .309 -1.191 .608
feel when
you visit fat
burger
How do you 60 4.00 1.00 5.00 149.00 2.4833 .11019 .85354 .729 .223 .309 .313 .608
feel when
you eat
burger of fat
burger
How was 60 3.00 1.00 4.00 139.00 2.3167 .10221 .79173 .627 -.213 .309 -.685 .608
the price of
fat burger
How was 60 4.00 1.00 5.00 147.00 2.4500 .11504 .89110 .794 .304 .309 .100 .608
the quality
of the
burger
. What are 60 2.00 1.00 3.00 118.00 1.9667 .08222 .63691 .406 .027 .309 -.434 .608
the key
benefits fat
burger
delivers
How would 60 4.00 1.00 5.00 149.00 2.4833 .13339 1.03321 1.068 .523 .309 .099 .608
you
describe
your
experience
working with
fat burger
Valid N 60
(listwise)

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SWOT Analysis:

SWOT
ANALYSIS
Introduced new
KFC being the
items and expanded
market leader in the
the range of menu
world featuring The promise of biggest
choices.
chicken as their burger is not the false
primary product one.
Offering strong
offering
Strengths products results in
Promise of ‘real’
company’s growth
Second best ingredients.
income throughout
worldwide brand in
recession and
fast food industry. Freshly cooked
increase in store
sales.

High calorific content

The dividend not appreciated by
Untrustworthy
growth rate has health conscious people
Suppliers
been slowing and
Weakness will probably
Negative Publicity
Burger segment is
Unhealthy Food
continue to slow or extremely competitive,
Menu
level off. low market share and
low brand recall

Increasing demand
for healthier food
Seasonal menus can be
Menu innovations
Home Delivery tried out in keeping with
Opportunity are limited only by
the burger / fast food
imagination
Introducing new theme
products to its only
chicken range
Governments
considering
Large competition in
regulations Saturated fast food
burger themed restaurant
targeting fast food markets in
space
developed
Threats Commodity price economies
Increasing cost of raw
increase could
materials can affect
increase costs while Local fast food
profits and business
weak economy restaurant chains
operations
limits the ability to
pass the price

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SWOT Strategy:
Internal Factors Weakness (W)
Strengths (S)
High calorific content
External The promise of biggest
not appreciated by
Factors burger is not the false
health conscious
one.
people
Promise of ‘real’
Burger segment is
ingredients.
extremely competitive,
low market share and
Freshly cooked
low brand recall
Opportunities (O)

Seasonal menus can be

tried out in keeping
with the burger / fast
food theme

Threats (T) WO strategy

Large competition in
burger themed
restaurant space

Increasing cost of raw

materials can affect
profits and business
operations

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Competitive Positioning Map:

High Price

High Quality Low Quality

Low Price

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CBBE Pyramid:

resonance
Loyal customer
active customer involvement

Judgement: Feelings:
judgement
Good food Quality
feelings
Celebrations
, gathering.
Excellent service fun

Performance: Imagery:

serves fresh-never-frozen, Massive and juicy

performance
lean-beef, chicken burgers & imagery
burgers, tasty,
sandwiches and our hand-
scooped, real ice cream healthy
milkshakes

salience
famous international fast food resturant

Description

Salience (who are you)

In this point the company describes about itself that what the company is and what type of
service or product they are offering. In this point our company is a famous international fast food
restaurant

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Meaning (what are you)

In this point there are two categories one is imagery and the other is performance. Imagery
describes that what customer imagine about the product. In this point the customer imagine that
fat burger is massive and juicy burger, tasty and healthy burgers. Performance describes that
what customer think about the performance of the product. In this point the customer thinks that
they serve fresh food.

Response (what about you)

In this point there are two categories one is feeling and the other is judgment. Feeling describes
that what customer feels after buying your product. In this point the customer feels fun, gathering
with friends and family, excited, and celebration etc. Judgment describes that how customer
judge you product after using it. In this point the judgment of the customer is that fat burger
serve quality food and they have excellent service.

Resonance (what about the company and the customer)

This point shows the relationship of company and the customer. This shows that the relation is
based on loyalty.

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CBBE Pyramid of KFC:

resonance
engagement
loyalty
attachment

Judgement: Feeling:
Convenient Refreshment
judgement feelings
Better service
gathering
Good quality
happiness

Performance: Imagery:
Differs on product line (krushers,
rice bowl) Fun of eating and to
performance imagery
share the taste with
Serving Beverages and fries with
Burgers friends

salience
famous international fast food resturant

Description

Salience (who are you)

In this point the company describes about itself that what the company is and what type of
service or product they are offering. In this point our company is a famous international fast food
restaurant

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Meaning (what are you)

In this point there are two categories one is imagery and the other is performance. Imagery
describes that what customer imagine about the product. In this point the customer imagine that
KFC is fun of eating and to share the taste with friends. Performance describes that what
customer think about the performance of the product. In this point the customer thinks that they
serve the whole meal.

Response (what about you)

In this point there are two categories one is feeling and the other is judgment. Feeling describes
that what customer feels after buying your product. In this point the customer feels happy,
refreshed, gathering with friends and family etc. Judgment describes that how customer judge
you product after using it. In this point the judgment of the customer is that KFC serve good
quality food and they have better service.

Resonance (what about the company and the customer)

This point shows the relationship of company and the customer. This shows that the company
engages the customer and it also based on loyalty.

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CBBE pyramid of McDonald’s:

resonance
regular and repeat
purchase

Judgement: Feelings:
Loved, Fun,
judgement feelings
brand, stand warmth,
for quality excitement
service

Performance:
Imagery:
Widely spread across
performance Serves all age groups,
imagery
nation, Convenient, serves
pleasant experience
quick burgers

salience
famous international fast food resturant

Description

Salience (who are you)

In this point the company describes about itself that what the company is and what type of
service or product they are offering. In this point our company is a famous international fast food
restaurant

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Meaning (what are you)

In this point there are two categories one is imagery and the other is performance. Imagery
describes that what customer imagine about the product. In this point the customer imagine that
McDonald’s servers to all age group. Performance describes that what customer think about the
performance of the product. In this point the customer thinks that they are all across the nation
and serves quick burgers.

Response (what about you)

In this point there are two categories one is feeling and the other is judgment. Feeling describes
that what customer feels after buying your product. In this point the customer feels fun, excited,
etc. Judgment describes that how customer judge you product after using it. In this point the
judgment of the customer is that McDonald’s stands for good quality service.

Resonance (what about the company and the customer)

This point shows the relationship of company and the customer. This shows that the company
has regular and repeat purchase.

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FatBurger Product Life Cycle:

FatBurger Product Life Cycle

40

35

30

25

20

15

10

Product Introduction Growth Maturity Decline

Development

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 Competitive Brand Element Sheet:
BRAND ELEMENTS
Brand Elements Competitor 1 Competitor 2 OUR COMPANY

Brand Name McDonalds KFC FatBurger

A promise to serve customers
“I'm lovin' it,” is a simple
To sell food in a a great burger prepared fresh
phrase in itself, one that
fast,friendly environment daily at every location.
can be translated easily
Brand Promise that appeals to price Customers will never find a
within every international
conscious, health-minded frozen or prefabricated
market the company
consumers Fatburger in our restaurants.
serves

Brand Slogan I’m lovin’ it It’s finger lickin’ good The last great hamburger stand

Brand Logo &

Symbol

Packaging Material

Character

Excitement
Excitement Sophistication
Brand Personality Sincerity
Sincerity Ruggedness
Competence
Students
Youth
Children Working Class
Target Market Adults
Adults People
Upper Class
Aged 5-50 yrs
Cost Leadership
Applying new
Support low prices strategies and taking
Concerned about
Product Analysis to compete in new traditional media to
special recipes to
Strength markets new levels
gain market share
Weaknesses
and by concerning
Differentiation Usage of product Execution of different
healthy food
development to food ideas to gain
support intensive customers
growth
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Competitive brand touch points analysis

Pre-purchase

Marketing

MARKETING SUPPORT

Fat burger provides innovative and engaging marketing support for all stores, both regionally and
market-specific, with internal store programs, media buying, product features and Limited Time
Offer’s. We advertise on mainstream media including TV, radio and print. In addition we
maintain a strong presence on social media. Our message is consistent with the Fat burger brand
with a focus on high quality, more variety & better value as well as a sense of humor.

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FEATURES AND PROMOTIONS

Our marketing team creates quarterly and yearly

strategic plans for each market. These plans include
food feature limited time offers (LTO’s) that are
researched to catch food trends and lead the burger
tier in new flavor profiles. And in promotion
introducing new deals like in Ramadan introducing
Ramadan deal, in the HBLPSL season introducing
PSL deals and on EID giving special discounts.

TRENDS AND RESEARCH

Fat burger marketing team does ongoing research and development in menu management and
competitive analysis. Focus groups and surveys from our customer base are combined with in-
depth forecasting to keep our features and menu selection current and on trend with the market
and economy.

MEDIA AND ADVERTISING

Media and advertising strategies promote LTO’s (Limited Time Offers) in addition to strategic
price point features and brand messaging including new store opening announcements.
Traditional radio and print, along with on-line social media components and street-savvy guerilla
marketing campaigns round out a comprehensive approach to Fat burger media.

MEDIA PLANS INCLUDE:

Print
Radio
Television
Facebook/Twitter social media
Online social programs

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Display

This is the display of fat burger the atmosphere is excellent and the color theme they used is nice.
They used yellow color in their logo and in their theme as well. Most of the fast food chain use
yellow color because it enhance the hunger. And as u can see the presentation of the burger they
served it in a very nice way.

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Value chain analysis

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BCG Analysis

Question Marks Stars

Dogs Cash Cows

According to this Matrix the Fat burger falls in a Dog category. The reason behind this that fat
burger has low market share and low market growth in Pakistan. On the other side KFC falls in a
Question Marks category. The reason behind this is that they have low market share and have
high market growth. McDonald’s falls in star category because they have high market share and
high market growth.

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Five Forces Analysis

Bargaining
Bargaining
power of
power of
suppliers
buyers (Low)
(Low)

Threat of
Threat of new
substitute
entrance
Rivalry products or
(High)
among services (High)
existing
firms (High)

Threat of competition (High)

Very competitive fast food industry
Competitors advertising capabilities
Location of outlet
Major competitors McDonald’s and KFC
Threat of new entrance (High)

Regulation of limit
Easy access to market

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Threat of substitute (Moderate)

Narrow threats of substitute due to introduction of local taste products

The environment of the substitute customer’s will prefer that
Availability of the products
Power of supplier (Low)

Bargaining power is high over suppliers

Low cost of raw material and high competitive price
Power of buyers (Low)

Limitations of industry
Low quantity purchase
Buyers don’t have bargaining powers

Future Recommendations
Area of improvement
Lack of promotion
Lack of drive thru’s
Lack of awareness
Do not utilize marketing opportunities

Recommendation for Improvements

When Fat Burger is compared to its competing brands like McDonalds and KFC, they are
being seriously diminished by the advertising campaigns being put in place by competing
brands. Fat Burger are beginning to fall behind in relation to sponsorship, advertising in
general and overall brand awareness.
The drive thru service at McDonald’s is one of their most profitable services that they
offer to the customer. Fat burger does not give their customer this facility survey was
conducted in the focus group where only three members said that they had not used the
drive thru in the past but the other members said that they would use it more often in the
future
People doesn’t know much about the fat burger. They doesn’t recognize their logo and
slogan.as compared to other brands like, McDonald’s and KFC they have strong brand
awareness and have attractive logo and slogan and their brand image is pasted in the
customers mind.
Fat burger is not that much active at social media platform they doesn’t promote their
brand. As the result of this the customer is not that much aware of fat burger.
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