Running Head: Wendy's Advertising Plan
Wendy's Advertising Plan
February 3, 2005
Introduction:
The company that I am analyzing is Wendy's International, Inc. The focus of my project is to advertise a new low carb bun that Wendy's is offering to help recapture the customers who have stopped buying fast food burgers and chicken sandwiches because of the high carb level of the buns. I will show how I have chosen to run my ads and the cost involved in my project.
Section 1 - Situation Analysis
Industry Review
According to The Future of Food (opta-food.com) the "big slow down", a term offered by futurist Art Siemering, describes Americans new propensity to reshuffle, simplify and de-stress their lives. This means taking care of your daily chores in the most resourceful manner and to leave more time for family activities. This puts shopping, cooking, and even eating in the category of predictable. It is much easier to "grab and go" then to shop, prepare, and cook a meal.
The key players in the fast food market are; McDonald's, Burger King, Wendy's, Pizza Hut, and Kentucky Fried Chicken.
Rising rates of overweight and obesity pose a major challenge to the food industry. The industry has the opportunity to take positive steps to become part of the solution, rather than part of the problem. The percentage of overweight children rose by about three fold between 1980 and 2000. The statistics are overwhelmingly surprising in that 64.5 percent of American Adults are overweight or obese and 15 percent of children and adolescents were considered obsess in the year 1999-2000. Overweight and obesity are now considered serious health care risks and it contributes to many serous diseases. Some physicians refer to it as an epidemic. Another concern is the added health care costs that are associated with being obese and they are estimated at nearly $732 annually for every American (Senauer). Obesity is considered to increase your chances of Type 2...