Hardees

1. Situation Analysis

Four P’s Strategy

Four P’s strategy is one the leading and most used strategy by the brands all around the globe.
Any business coming out there into the market has to come up with the four P’s strategy. This
strategy helps in keeping the business division in different areas and also much balanced as well.
Businesses follow this strategy to identify and evaluate the four P’s of their business. Foiling are
the four P’s of this strategy

 Product
 Price
 Place
 Promotion

Following is how the brand of Hardees has implemented this model of four P’s strategy:

Since Hardees has been one of the old and leading burgers joints in many countries of the world
and it has made its make much creatively and efficiently in the Middle East countries as well.

 Product

The burger joint came up with offering the product part of this strategy model by introducing the
burgers and other food items that would suit according to the taste buds of the people in the
region. The product of the brand has also been named according to the understanding of the
locals in the region. This helps the local population get their hands more on the brand and the
products offered by the brand. Hardees as a brand offer a range of burgers, cookies, ice-creams
and shakes.

 Price

The price is set by the brand according to the target market of the region. The menu has been
divided into various categories of the products in the form of deals and combos. That makes it
affordable to everyone according to their products and preferences as well.

The menu has been divided into combos. The burger combos generally start with the pricing
bracket of 25 AED and onwards. The other products like cookies are under the range of 10
AED. Whereas the shakes offered by the brand are in the range of 12 AED and onwards.

 Place

Hardees being a brand of today has its location set all around the globe very smartly, the brand
has tried placing itself in the main areas of the cities where it easily approachable by the
audiences and customers in the region. United Arab Emirates being one of the best travel
destinations in the world has been the greater business hub for different brands around the globe
including Hardees. The brand has its one of all the outlets in the area of Al-Barsha of Dubai,
Hardees al khawaneej and the other main locations of the region including Dubai as well. The
brand has placed itself in the crowded areas of the region to get more and more physical
customer interaction.

 Promotion

Promotion is one of the P’s of the marketing four P’s strategy. This P is most important in terms
of getting the customer interaction on board with the brand. This helps in connecting the business
with its customers in a bets possible manner on the whole. Following are some of the
promotions tactics used by the brand of Hardees to promote its brand in the region of United
Arab Emirates

Promotion through sale:

Sale has been much of an effective method sued by many brads around the globe and also by the
brand of Hardees for the promotion of their brand in the region of United Arab Emirates. The
brand provides the sale option to its customers in order to attract them towards the offerings of
the brand. Hardees has been promoting its brand by offering different discount coupons to the
customers also by providing the codes to the customers that can be utilized by them to take
available offer by the brand.

Advertising

Advertising is one of the major and most of the common methods used for the promotion of the
brand. Brands like Hardees keep on advertising themselves in the markets of the region they are
offering their brand in and to. Advertising helps the brand have a string image in the minds of the
customers. The brand has chosen the method of billboard advertising and commercial
advertising. Hardees have also had its advertising tactics followed by the social media campaigns
as well.

Customer relationship management

A brand in the world of today’s needs most of the customer relationship management in order to
stay alive in the market. Customer relationship management is the strategy followed by the team
of the brand Hardees. The customer engagement if practices through the social media platform of
the brand on the internet. It is one of the most easiest and convenient portal for the customers to
participate in and the brand to keep a check on as well. Hence Hardees has its customer relation
management being practiced under their social media platforms.

Branding
The brand of Hardees has its own color theme for the brand. The red color is what describes the
brand individuality out there and it also has yellow start along with the name of the brand. Hence
the décor of the outlets of the brand also is deigned in such a manner that goes along the brand
colors as well.

Marketing Objective

The marketing objective of the brand decides what place it wants to have in the region as a
brand. it chooses the platforms suiting best to the brand and its customers mainly. Hardees has
various outlets in the entire region of the United Arab Emirates with majorly in the Emirates like
Dubai having the most of its branches and with 15 and more branches being in the vicinity of
Abu Dhabi. The emirates like Sharjah and Ajman does also have its branches. The marketing
objective of the brand is to reach out to the individuals in the region in order to make hem their
potential customers for the future. Since the region of United Arab Emirates has a world famous
image of being one of the most travelled places in the world, many of the brand sin the region
including Hardees wants to make its marketing objectives clearer and stronger enough to reach
out to people in order to gain much of a customer base.

Customer decision making process

Customer decision making process helps the individual from the step of their need arising to
recognizing to the last stage of port purchase evaluation by the customer. Following is how the
customer decision making process would be applicable to the brand like Hardees

 Need Recognition

To having the need of hunger can trigger the need of having food to be taken. Hunger is one the
most essential need of the human life. To have the need of hunger further triggers the need of
having different things to consume for eating. It can very to be even something like a burger.
Because burger being one of the better food option in many parts around the globe, people prefer
it to the different levels and in different forms as well. the need to have a food in the busy
places like shopping malls, events, festivals or also in meetings sometimes is what can further
lead to having a need of eating a burger. Hence the need for having food and burger is how the
customer would first of all recognize his or her need. The other part of having the recognized is
satisfying the cravings one is having. Anyone having craving to eat a burger would further go
and look for the information in that regard.

 Information search

In this very part, after the customer has identified the need of eating burger in order to satisfy his
or her need of hunger and also to satisfy his or her need of the cravings. Hence the customer
would go and look for the information.
Customer would go and look for the options externally. He or she would ask their external
sources like family and friends and want them recommend them the burger choices that would
absolutely satisfy their cravings hence the customer would get the information about different
burger joints in the reach of the customer, suiting possibly bets to his cravings, budget and
vicinity. Hence this part of the customer decision making process is when the customer collects
the information about the products the wishes to have after he or she has identified the need of
that very product. so in this the customer would collect information of what available brands do
they have in market and in their vicinity

 Evaluation and Selection

This being the third stage of the customer decision making process is when and where the
customer has to evaluate between the available alternatives the customer has for the product he
or she is willing to make a purchase of. After the customer gathers the information of the
product, he or she would look into the different available alternatives to make a purchase of.
After evaluating the alternatives the customer has as per his or her needs and best suitability the
customer will select one of the alternatives to carry forward the process further. The customers
wanting to eat burgers would evaluate between different burger brands available like for
example, KFC, MC Donald’s and Hardees.

 Purchase Decision

After the customer has evaluated and selected the product and brand of Hardees, the customer
would make a purchase decision and would do the purchase from the brand in order to get the
product.

 Post Purchase

Post purchase is the last stage of this the customer decision making process, the stage comes
after the purchase is done by the customer in the previous stage. This is the stage where the
customer after buying the product of Hardees would evaluate the product on the different
categories and in different means. This stage further depicts what are the after purchase needs of
the customer from the brand of Hardees and how does the brand responds to it is what decides
how is the post purchase process of the brand and how does it cater its customers

Advertising objective

Hardees being one of the international brands of the market has its advertising objective
according to the country or vicinity they are operating in. the brands has its advertising methods
are different for any country they operate in. however the advertising objective of the brand is to
promote the brand its offerings more and more in order to get it out there for the customers and
the individual.
Brand awareness

The basic objective of the brand is to create awareness of the brand in the market of the region of
United Arab Emirates. The brand projects its brand out there through different advertising
methods so the individuals have more look over the brand and the offerings it has in order to
become a potential customer of the brand.

 Differentiation

One of the common advertising objectives catered by the brands is the method of differentiation.
Hardees being one of the leading burger joints of the region choose this objective of advertising
to be the other essential one. This is the advertising objective that creates a point of
differentiation between the Hardees and other brand sin the minds of the customers. Hardees in
the region follow this practice to create a differentiation point for the customers.

 Positioning

Hardees as a brand chooses this advertising objective, in order to place and position the brand
well in the minds of the customers within the region of United Arab Emirates.

 Promotion strategy

Hardees as a brand have different offerings to offer to their customers. The brand offers different
discount offers providing the customers the discount coupon to benefit from it. This helps the
brand having the customer attention to them.

 Message strategy

Hardees as brand provide a message to its customers of guilty free and happy eating. The brand
provides the customers with different burgers and the combos adding more interest to their meal.
The brand also satisfies the customer’s cravings of ice-creams, shakes and cookies. Hence the
brand suggests the message of “Eat like you mean it “to the customers it has.

Target market segmentation and analysis

 Demographics Segmentation

Hardees brand is a burger joint brand offering its services in the entire region of United Arab
Emirates. The products by the brand are consumer all around the region and do not have
limitations to the gender or age limit as per the analysis so far. However the research suggests the
products by the brand that are heavier like big thick burgers are commonly consumed more by
the men population and younger and middle age men population .

 Geographic Segmentation
Geographic segmentation sis the segmentation of the customers on the basis of geographical
locations. Hardee being an international brand has its franchises all over the world in order to
provide more of its services to the customers all around the globe. Hardees within the region of
United Arab Emirates have its outlets all around the region. With Dubai being the largest travel
destination of the world has its own gentry and audience to reach out to. Abu Dhabi being the
capital emirate of the region also has more of the outlets as well. The capital of the region has
more than 15 outlets of the brand Hardees in it vicinity. The other emirates like Sharjah and
Ajman also has the outlets by the brand. This is the segmentation type how the brands reach out
to their customers.

 Psychographic Segmentation

Psychographic segmentation by the brand is done for the people who are more brands conscious
and are in general very particular about their choice of food and brand. The psychographic
segmentation helps the brand to identify the people who are conscious about the factors like
brand consciousness. The target audience preferring the food items by the brand of Hardees is
the set of people who have the food liking attitude and are more into junk and heavy eating.

 Buyographics

Hardees is the most preferred brand by the who are burger enthusiast and also at the same time
are health conscious who needs different flavor to satisfy their craving by with the high standards
of hygiene. Majorly the people in their early teens to late 30s are the ones to prefer the brands
since its offering satisfy the cravings of such an audience. Also this brand is much of a known
and famous brand in the youngsters who are college and university going. Also because the
brand offers much of discounted coupons, it favors the brand in increasing their target audience
of young age people.

2. Media objectives
 Target audience

The target audience as per the media objective is the both the genders and mainly for the
audience starting from the age of mid- teens. This brand since is offering the products that are
particularly for the food lovers who are into junk eating.

Reason

The reason for choosing this set of audience is because it comprises of most of the region’s
population and also because this is the general age group of people visiting as the travellers
within the region. The other reason to choose this audience set particularly is because the
products offered by the brand are heavier to eat and this audience is generally a healthier
audience to cater their services to.
  Seasonality

The seasonality for the brand of Hardees is not much of an alarming factor to be taken care of,
sure there are seasons like festival seasons and traveling seasons that help the brand attract more
of a customer attention and gain more customer base during that season within the region.
However these seasons on the whole and in general does have a much larger impact on the brand
of Hardees within the region of United Arab Emirates. Since the region follows the religion of
Islam and follows the festivals coming under this religion the offers of the brand keep changing
during this time. However the emirate of Dubai within the region is travelling hub which helps
the brand promote its offering 365 days of the years.

 Geography

Since the Hardees brand is targeting the mid age teens and the onwards audience for their brand.
The main target for the brand is to be set in the regional Emirates of Abu Dhabi, Dubai and
Sharjah. Therefore the 80 % of the audience of all the Emirates mentioned will be targeted by the
brand. 25% of the entire 80% of the population will be the audience of the emirate of Dubai
since it has the huge ratio of travellers visiting into the vicinity of the region.

 Coverage (Reach)

The basic idea of the coverage is to reach more to the people out there within the entire region
especially in the emirates of Abu Dhabi, Dubai and Sharjah. The idea for reaching out these
emirates specifically is the higher customer base to be catered in this vicinity of the region. The
strategy is to reach out to the customers throughout the year. This will help in positioning the
brand in the minds of the customers and will help them choose the brand of Hardees easier next
time.

 Scheduling

Pulsing scheduling would be used for the purpose of keeping in touch with the customers of
Hardees and to also attract the new individuals to the brand and make them the potential
customers of the brand as well. Scheduling would be done all along the year since it’s a brand of
food and food is all there 365 days. However in the season of festivals and special occasions the
scheduling would go on being towards the aggressive approach for the brand.

3. Determine Media Strategy

Media mix and vehicle selection

Media plays a huge role in creating an image of a brand in the minds if the individuals. It helps
in making the individuals the potential customers for the brand. There are different media
medium to reach out to the set of audience the brand actually is willing to reach. However the
media channel or the medium selected has to be in the reach of the audience on order to be in
touch with the customers of the brand. Hardees as a brand have been very careful and conscious
about the media participation of the brand. the brands has invested much of an effort and
resources in identifying which of the media channel should the brand ideally go for. Hence
following are the media channels selected by the brand of Hardees in order to reach out to their
targeted audiences and customers.

Media Choice

 Social Media

The world has moved to the social media. Almost every brand in the market has its social media
presence now. Hardees being an international brand have it official pages for the brand in every
country and region of the world. The media strategy for the brand is to have its social presence in
the region of the United Arab Emirates as well. This is how they could get more in touch with
the customers on the regular basis and build a relationship with them.

 Radio

Radio is one of the majorly used media mediums within the region of United Arab Emirates. It
also is known to be much of an impactful way of catching up with the attention of the audience.
Since it is a food brand the ads running of it on the radio while the customers are on the way to
work or in middle of reaching somewhere is when the audience is triggered to place an order
with the brand.

Specific vehicle choice

The chosen platforms for the brand are Facebook. The brand will have its ads running on these of
the two platforms and attract the attention of the customers. Since this is the most used social
media platforms used for networking hence is more likely to be considered of having a target
audience the brand is looking for.

Radio being one another media vehicle choice for the brand would launch itself in the form of
ads at different radio stations within the region specifically in Dubai. Abu Dhabi and Sharjah.
The radio stations chosen by the brand are a per their following and being famous are station
Dubai 92, Radio 1 UAE 104.1, Hit 96.7, and 97.3.

Scheduling
The scheduling for the brand on the social media platforms would go on being just once a week
from the given time of April to September. This chosen time slot is on the basis of customer
participation ratio and this however is one of the two slots yearly. The post will be done on the
timing that is suitable for the audience to reach to it.

Reach and Frequency

The population of the region United Arab Emirates and their involvement with using the social
media platform is varying from different age groups within the region to also different emirates
altogether in the region. 83% of the total population of the region of United Arab Emirates is
using the social platform of Facebook. Since it is the most commonly used social networking
platform, 83% population has been involved in it in the region. Hardees mainly deal in three of
the following emirates of the region and following are the statistics for these regions.

 Dubai

The emirate of Dubai has the total population of 3.137 million. 83% of the total population of the
emirate has an access to the social networking site of Facebook. 83% of the total population
makes it to be 279,710,000 number of audience for the brand of Hardees within the emirate of
Dubai in the region of United Arab Emirates.

 Abu Dhabi

Total population within the emirate of Abu Dhabi is about 2.908 million and considering the
reach of people within the emirate of Abu Dhabi is 83%. Taking the statistics, it results into
2.413 people of the total population of this specific emirate to be the Facebook users and can be
the potential customers for the brand of Hardees.

 Sharjah

Sharjah being one of the emirates of the region of United Arab Emirates has the total population
of 9.4 million. Considering 83% of the total population of the emirate Sharjah using the social
platform of Facebook makes it to be in total number of 7.8 million. Hence these are the identified
people to be targeted by the brand of Hardees in order to make them their potential customers of
for the brand.

Costs (CPM and CPP)

Formulas have been used to derive the media costing such as CPP and CPM. CPP being the cost

per point is generated in the result to the impression given by the audiences to any of the post on

the social platform, following is the method and its results for the different emirates.

CPP = CPM * Population/ 100,000

 For Dubai:

1000*279,710,000/100,000 = 2797100

 For Abu Dhabi:

1000*2,413,000/100,000 = 24130

 For Sharjah:

1000*940000/100,000 = 9400

The formula for CPM:

CPM = (CPP * 100)/ Population/100

 For Dubai:

CPM = (2797100*100)/ 279,710,000/100 = 100

 For Abu Dhabi:

CPM = (24130*100)/ 2,413,000/100000 = 100000

 For Sharjah

CPM = (9400*100)/ 940000/100000 = 100000

Media strategy

Owned Media

Owned media is known to be the media medium that categorically belongs to the business and
the business completely has a take on it. Businesses all around the globe tens to sue this medium
of media in different forms. Hardees for their brand’s strategy have used the social media
strategy under the owned and earned media both.

 Scheduling

The scheduling under this medium format is done more in order to get more in touch with the
customers, the reasons for more scheduling under this media format is the ease of access to the
system and also the better affordability options. Hence the posting of content to be scheduled
goes on to be twice a week under this media type.

 Reach and Frequency

Since the content posted under the owned media of the brand, it is considered to have a larger
reach and frequency of customers participating on it.

Earned Media

Hardees with this category of media have aligned with the social media platforms like Facebook.
The brand tends to have social media posting through this medium of media. However the media
posting under the platform of Facebook in the form of the Facebook ads and also the posting has
to be once a week

 Scheduling

The schedule of the posting under this media type is done just once a week. The purpose of
having it narrowed down in comparison to the owned media is due to the ease of access and also
affordability concerns

 Reach and Frequency

The Reach and frequency under this media type depends on how often the posting is done and
how often to people view or check the posts. Perhaps the reach depends on the people viewing
the content for the brand and how often.