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Marketing suggestions: Low-hanging fruit, home runs, or singles
Low-hanging fruit
One current trend in the food industry is that of highly decadent, 'over the top' burgers. Burgers have become prominent at both the high end and the low end of the food industry, penetrating such segments as Chef Daniel Bouloud's famous restaurant in the form of a truffle oil-infused burger, and the Shake Shack in New York City, where tourists wait for hours for a premium 'fast slow food' burger in Central Park (Dickler 2007). Burger King and Wendy's have featured numerous triple-patty, bacon-stacked creations.
To pick off such 'low hanging fruit,' the pizza company Papa John could offer its own 'hamburger special,' featuring bacon, chopped up tomatoes, and hamburger meat on cheddar cheese pizza. For fast food consumers looking for a crowd-pleasing pizza to draw forth ohs and ahs during a Super Bowl or child's birthday party, this type of pizza option would be ideal. However,...
Competitors such as Domino's and Pizza Hut also offer similar decadent, all-American hamburger-style pizzas. Still the appeal of an advertising and marketing campaign with the theme: "How to stop the burger vs. pizza debate" picturing children fighting over whether to get fast food or order pizza that is silenced with an order from Papa John's would be persuasive.
Home runs
A marketing home run is targeted at an emerging market that still has potential for expansion, but the venture looks like it will be a likely future success. Given the increased interest in nutrition and sustainability, entering a market which promotes these values yet still provides palatable products for consumers would be a potential 'home run.' Cereal companies such as Kellogg's and General Mills have produced sugary cereals with whole grains and added fiber to calm parent's fears that the products their children love are unhealthy. Another popular, kid-friendly product that busy parents often resort to is boxed mixes for cakes and cookies. In response to changing demographics and knowledge about…
References
Dickler, Jessica. (2007). The most expensive junk food. CNN. Retrieved April 1, 2011 at http://money.cnn.com/galleries/2007/news/0710/gallery.luxury_expensive_food/index.html
Gluten-free baking mixes. (2011). Betty Crocker. Retrieved April 1, 2011 at http://www.bettycrocker.com/products/gluten-free-baking-mixes
Lin, Doris. (2008, May). Veggie burgers at McDonald's? Retrieved April 1, 2011 at http://animalrights.about.com/b/2008/05/08/veggie-burgers-at-mcdonalds.htm
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