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K

TEAM KIRIBATI

STEVEN HERNANDEZ DORADO QUICK

KARISSA MERRIMAN JACKIE CANAS

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AGENDA

Background

Past Campaigns

Target Market

Opportunity

Ideas

S.W.O.T. Analysis

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BACKGROUND

1940s Margaret and Carl Karcher purchase a hot dog cart

1940s - Carls Drive In BBQ opens 5 years later withhamburgers

1950s Carls Jr. opens (adds drive thru)

1960s Becomes 1st fast food with dinning rooms

1960s Happy Star becomes icon

1970S Corporate headquarters in Anaheim

1990s Dual branding with Green Burrito

1990s If it doesnt get all over the place, it doesnt belongin your face campaign

2000s Six Dollar Burger

2000s Fake Restaurant ad campaign

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PAST CAMPAIGNS

1990s If it doesnt get all over the place, it doesnt belong

in your face ft. Denis Rodman

2005 Paris Hilton

2007 Patty Melt Sandwich television ad. 2008 Fake Restaurant ad campaign

2009 SLOTCAR

2009 Rod Dyrdek

YouTube campaign

Eat like you mean it

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TARGET MARKET

Target young to middle-aged men

Uses affective approach

Sex appeal: beautiful women

Humor appeal:

Known for their racy ad campaigns featuring young femalepop-culture icons

Men ages 18-34

Young, hungry men

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OPPORTUNITY

Capitalize on quality fast-food chain

Success depends on consumer preferences of

Theme (underlying message)

Key benefits

Source credibility

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CHUCK NORRIS

Chuck Norris pulls up in a tough, American Ford F-150

Arrives at college dorms

Walks in throws burgers, sizes the guys up, chucks the

burgers like a football pass

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EAT BURGERS

After men take a bite, they grow mustaches

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MOVEMBER LOGO

Movember Logo

Show information regarding charity.

Prostate cancer awareness

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IDEA 1: THEME

Man up

Measured by

Appeal to men and women, idea of masculinity

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IDEA 1: APPEAL

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IDEA 1: EXECUTION

Commercial

Share your stache

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GUY WALKS

THROUGH DOOR

Leaves food on dresser

Gets ready for work (dressed gentlemen

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SCARLET

JOHANSSON

Wakes up to the smell of Carls Jr.

Eyeballs, Feels the heavy bag, bites her lip

Begins sipping orange juice

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GUY WALKS INTO THE

BEDROOM

Finds Scarlett with CJ bag on her waist (pelvic crease)

Scarlett says are you ready to eat?

BREAKFAST FALLS

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BREAKFAST FALLS

DOWN ON WHITE

SCREEN

TAGLINE

Youre gonna love eating out

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IDEA 2: THEME

Breakfast in bed

Most important meal of the day

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IDEA 2: APPEAL

Affective appeal

Classical conditioning

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IDEA 2: EXECUTION

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S.W.O.T. ANALYSIS

Strengths

-Innovation with new products

-Know audience

-Brand recognition

-Product differentiation (offer wheat buns)

Weaknesses

-Dont appeal to female market

-Lower market share

-Only operates in the U.S.

Opportunities

-promote variety of products, breakfast, salads

-Improve brand image

-Vegetarian menu

Threats-possible substitutes

-price margins

Changing consumer tastes

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WORKS CITED