Colonel Burger, a fast food chain that has established itself in Tasmania, wants to launch a new hamburger called the ‘McGorgeous’ into the wider market, on the mainland of Australia. A marketing research report from the US states that:
“… advertising to kids has been the defining of a “tween” market (ages 8 to 12)…. And marketers are discovering there’s lots of money to be made by treating tweens like teenagers…Of the reported US$ 51 billion spent by tweens themselves, an additional $170 billion was spent by parents and family members directly for them….They know the battles parent s have with their children trained in the art of ‘pester power’…. Marketing companies have devised advertising campaigns to give children more reasons to pester their parents.”
Colonel Burger wants to use this new research and has found that Facebook is a useful tool to communicate directly with their younger customers.
1. Having determined their position in the target market, what other aspects of the marketing mix does the manager need to consider in launching the ‘McGorgeous’ burger?
2. The Parents and Friends Association of Tasmania has announced that it considers it to be unsuitable for 8 to 12 year olds to be targeted in such a direct manner especially given the marketing is directed totally towards children during children TV viewing times. The Australian Medical Association (AMA) has also stressed the importance of exercise and healthy foods for our children.
Discuss ways in which the marketing manager could respond and still establish a new burger and to maintain the company’s position in the fast food market. In your response, also discuss the ethical and social responsibilities of the business owners.