CONSUMER BEHAVIOR & TARGET MARKET ANALYSIS

Christine Bernard Lauren DiZazzo Callina Patterson Ean Williams

MK359 | RAVEIS | 8AM
Sunday, July 8, 2012

CURRENT ANALYSIS

Sunday, July 8, 2012

CURRENT TARGET SEGMENTATION (AS DEFINED BY OWNERS)

Customer Typical Ages 1-100 Gender Neutral Boylston Street Location:

Tourists Emerson Students Financial District Professionals

Sunday, July 8, 2012

DEFYING ASSUMPTIONS
Not the typical Macho
Burger Joint

Observation shows theres Occasionally noticed

female dominance
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frequently an even male to female ratio of customers

MARKET ANALYSIS
The Better Burger

Industry is the fastest growing food market (Forbes)

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POTENTIAL TARGETS

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TWO MAIN TARGETS

Boston Working Professionals

Emerson College Students

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BOSTON WORKING PROFESSIONALS (BWP)

Important Situational Inuence: Timing - Lunch Working in Downtown & Financial
District

Between the ages of 25-49 Both Male & Female

Sunday, July 8, 2012

BWP CURRENT PERCEPTIONS

MRI+ Mediamark Reporter - Professionals are
75% more likely to go to healthy fast food restaurants pay more for them

Value healthier lunch options and willing to Those who currently know of Four Burgers
view it as a healthy and satisfying lunch spot with reasonable prices for high quality food

Sunday, July 8, 2012

BWP Influences
External Time/Timing Atmospherics Internal VALS Types:
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EMERSON COLLEGE STUDENTS (ECS)

Important Situational Inuence: Timing - Dinner Attends Emerson Between the ages of 18-24 Both Male & Female
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ECS CURRENT PERCEPTIONS

MRI+ Mediamark Reporter - People who attended/
attending college are 13% less likely to go to healthy fast food restaurants health is ranked second price in their purchase decisions Burgers view it as an expensive all-natural burger joint, and currently do not understand the value of Four Burgers

High Price Sensitivity: Due to college students budget, Emerson college students who currently know of Four

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ECS Influences
External Time/Timing Culture Internal VALS Types:
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DECISION MAKING & BASIC CONSUMPTION PROCESS

Need Recognition (Need & Want) An individual realizes they are hungry Meets physiological needs (for both targets) Meets social needs (for college students) Meets esteem needs (for professionals) Want a meal of nutritional value that is tasty and served in a trendy atmosphere The individual scans the surrounding environment, or hunts online for a burger joint. Compare a few upscale fast food restaurants in the Boston area (Boloco, b.good, Ufood, Panera) Individual decides they are very hungry and want a Better Burger, they choose Four Burgers. Exchange Time/energy/money for a healthy burger combo They received value (quality food, speedy service, morale boost) *morale boost of eating organic and supporting a business that is green and buys local

Search for Information Evaluation of Alternatives Choice (Exchange) Post-Choice Evaluation (Cost and Benefits, Reaction, Value)
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STRATEGIES

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PRODUCT DIFFERENTIATION
Our advertising will stress the fact
that Four Burgers is THE place to have that better burger

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VALUE PROPOSITION
A tasty and nutritional meal efciently served in an upbeat community hub.

Text Text

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MARKET SEGMENTATION
Using the Time/Timing external
Lunch inuence to choose and attracted different targets for different meals

Boston Working Professionals for Emerson College Students for Dinner

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CREATIVE EXECUTION

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TACTICS
Out-of-Home Online Print Advertising Sponsorship of Community Events Price Promotions
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gie turkey . veg on . beef . salm

four Guilt-Free Escape

BETTER

burgers Homegrown

Quick Bite
617.426.4041

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four

BETTER beef.salmon.turkey.veggie friendly Eco-

urgers b

d dcrafte Han

tomping S Ground

Variety
urburg www.fo ers.com

.40 617.426

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Sunday, July 8, 2012

FACEBOOK AD

Thursday Night is College Night!

fourburgers.com

Jump start your weekend and enjoy one of our four burgers with a fries and a drink all for $10, with presentation of your student ID.

Sunday, July 8, 2012

LINKEDIN AD

Hungry & Crunched for Time?

Take advantage of our new delivery service and order one of our four burgers for lunch today.

Sunday, July 8, 2012

Sunday, July 8, 2012

Christine Bernard, Lauren DiZazzo, Callina Patterson, and Ean Williams Four Burgers: Consumer Behavior & Target Market Analysis MK359, Laurie Ravis, 8am

Christine Bernard, Lauren DiZazzo, Callina Patterson, and Ean Williams Four Burgers: Consumer Behavior & Target Market Analysis MK359, Laurie Ravis, 8am

Current Target Segments After meeting with the owner and manager of Four Burgers on Boylston St, they expressed to us that their current target segment is the typical whole foods customer between the ages 1 and 100 of either gender. Tourists, Emerson students and the financial district professionals are a main target in this area. Although you would think that a burger place would target your typical macho male looking for a meaty burger, the numbers are typically split between male and female. As of now, Four Burgers is basically targeting anyone looking for a better burger. Potential After conducting research we found that Boston is 10% more likely to follow the trend to consume healthier fast food. They are also 7% more likely to care about their foods nutritional value. We found that adults between the ages of 18 and 49 are 6% more likely to visit fast food and drive- in restaurants like Au Bon Pain and Panera Bread in the last 6 months. According to MRI professionals are 75% more likely to eat at healthy fast food restaurants such as Au Bon Pain and Panera Bread, which have similar aspects to Four Burgers. We also found that young adults between the ages of 18 and 24 are 7% more likely to have bought burgers or hot dogs in the past six months. We have decided that the most efficient way to generate income and bring more traffic into the restaurant would be to target two different segments. The first target, Boston professionals between the ages of 25 and 49, will boost lunchtime sales. The financial district is so close to the Four Burgers Boylston location making it the perfect spot for professionals who are looking for a healthy lunch that is filling and quick. The pricing seems fair to this segment for the value received. Boston professionals value healthy lunch options and will pay a higher price for the quality of food served at Four Burgers. For our second potential target we would like to embrace the college community that surrounds the restaurant during nightly hours, targeting your typical college student who is tired of on-campus dining options. According to Mintel 60% of citizens between the ages of 18 and 24 would like to see healthier items on the menu and 33% are willing to pay more at a restaurant that serves local food.
1

Currently Four Burgers target market, a healthy consumer of any age, is too broad. Although their business is thriving, they have the potential to bring in more revenue if they were to specifically target the health conscious Boston professional and Emerson College student. Michael owner of Four Burgers explains that Our biggest challenge is educating the customer on the value of Four Burgers. College students have a negative attitude toward the price but perceive the restaurant as a trendy place to go eat when they have spare money to spend. By simply educating the Emerson college customer through advertising, we agree with Michael that more college students will see that their prices are not unreasonable for a dinner. Influences of Professionals External influences of Boston professionals include timing and atmospherics. They have a lunch break and would like to eat something that is of higher quality than McDonalds, taking advantage of that hour, escaping the office. Professionals are looking for a place that is vibrant and will take them out of the office atmosphere. Four Burgers is both fast and has appealing atmospherics for an upscale fast food diner. Internal influences that bring professionals into Four Burgers have a lot to do with their VALS type. Professionals fall under the experiencers and achievers. They are motivated by selfexpression and the desire for achievement. On one hand, they seek variety and excitement and like to try out new things, which makes them a good target for our products. On another hand, they value image and favor prestige products and services that demonstrate success to their peers. This also makes them a good target for Four Burgers since it's offers higher quality products. Also, because of their busy lives, they are often interested in a variety of time-saving devices. This is the reason why we want to target them by emphasize the time-saving aspect of the business. Influences of College Students College students are influenced the culture that surrounds them. Students between the ages of 18 and 22 are beginning to test the boundaries of habitual tendencies, and making the choice to spend more money on a healthy meal is extremely common among our generation.

Sunday, July 8, 2012

Christine Bernard, Lauren DiZazzo, Callina Patterson, and Ean Williams Four Burgers: Consumer Behavior & Target Market Analysis MK359, Laurie Ravis, 8am

Christine Bernard, Lauren DiZazzo, Callina Patterson, and Ean Williams Four Burgers: Consumer Behavior & Target Market Analysis MK359, Laurie Ravis, 8am

Emerson College culture is known for embracing the current organic and health food trends. Any student will agree that the typical Emerson College student is commonly crunched for time making Four Burgers the perfect place for them to catch up with their friends while grabbing food that has nutritional value. What internally influences a typical Emerson College student is explained by their VALS type. Emerson College Students generally fall into the Strivers and Experiencers VALS types. As mentioned before for professionals, they like to experience new things, which also makes them a good target. Money defines success for Strivers, who don't have enough of it to meet their desires. This explains why they value price over health in their decision making process. However, they are also motivated by achievement and are concerned about the opinions and approval of others. Based off of this personality trait, focusing on word-of-mouth and peer influence will help Four Burgers attract that group and contribute in modifying their perceptions. Decision Making/Basic Consumption process Need Recognition (Need & Want) An individual realizes they are hungry Meets physiological needs (for both targets) Meets social needs (for college students) Meets esteem needs (for professionals) Want A meal of nutritional value that is tasty and served in a trendy atmosphere Search for Information The individual scans the surrounding environment, or hunts online for a burger joint. Evaluation of Compare a few upscale fast food restaurants in the Boston area Alternatives (Boloco, Begood, Ufood, Panera) These all provide fast service and good quality, healthy food. Choice (Exchange) Individual decides they are very hungry and want a Better Burger, they choose Four Burgers. Exchange Time/energy/money for a healthy burger combo Post-Choice Evaluation They received value (quality food, speedy service, moral boost) *moral (Cost and Benefits, boost of eating organic and supporting a business that is green and Reaction, Value) buys local

Marketing Strategys After analyzing and researching the potential target markets we have come up with marketing strategies that will separate Four Burgers from its competitors. Four Burgers produces a product that is different from the others offered in burger joints around Boston. We really wanted to stress the fact that this is THE burger place to get the better burger. We have come up with a value proposition that sets us apart from the rest, A tasty and nutritional meal efficiently served in an upbeat community hub. Four Burgers burgers are unlike any other offered in the area. They use homegrown ingredients imported from family farms adding nutritional value that is consumed in a trendy burger joint that cares for its surrounding community. Our market segmentation deals with targeting professionals in Boston for lunch hour and Emerson College students for dinner timing is crucial. Professionals are pressed for time during lunch hour and Emerson students are constantly running to several meetings during all hours of the night giving us the opportunity to stress the quick service aspect of Four Burgers. Although there are a number of different ways to advertise this quality product to the public, we have implemented the ways in which we believe will most efficiently reach our target markets. Out of home advertising such as billboards and newspaper print ads will be the best way to communicate with Boston professionals. Advertising on billboards in the Financial District is sure to capture the attention of any business man or woman. It is no secret that Emerson College students are avid users of social media. Advertising to Emerson College students through Facebook ads is necessary. Price promotions are another way we plan to attract the Emerson students, by perhaps offering a college discount meal. A burger fries and a drink for $10 with an Emerson College ID is sure to bring a heavy flow of traffic into the restaurant. Lastly sponsoring community events, such as the Museum of Fine Arts college night, will enable Four Burgers to quickly win over the college students especially if given the opportunity to taste one of their delicious burgers.

Sunday, July 8, 2012

Christine Bernard, Lauren DiZazzo, Callina Patterson, and Ean Williams Four Burgers: Consumer Behavior & Target Market Analysis MK359, Laurie Ravis, 8am

Creative Execution We have drafted two print ads that are meant to target the two separate segments. The professionals will be intrigued by the visual aspects of our billboard add and inclined to visit with our four value key phrases guilt-free, homegrown, escape, and quick bite. Our print ad in the Your Mag, an Emerson College magazine will also draw in the reader with the visual aspects and persuade them to try four burgers using four key phrases they associate with value, ecofriendly, hand crafted, stomping ground, and variety. For other the print ads and other creative excitation please refer to the attached Four Burgers: Consumer Behavior & Target Market Analysis Presentation.

Sunday, July 8, 2012