Question

Berton's Burgers- Rebuilding a Brand Read the overview below and complete the activities that follow. Trent...

Berton's Burgers- Rebuilding a Brand

Read the overview below and complete the activities that follow.

Trent Berton is in charge of all marketing for the family business, Berton's Burgers, which is a family owned and operated fast food chain in the Midwest. Berton's operates 20 different locations in 4 states. Beginning in 1974, Tom Berton, Trent's father, began selling hamburgers at a kiosk outside a library to hungry college students. Last year, Berton's Burgers reported annual sales in excess of $18 million. Tom always said that Berton's Burgers stands for "Quick Quality." It was very important to him that he serve the same hamburgers to customers that he would serve to guests in his home. A couple of years ago, Tom retired and his sons, Trent and Todd took over running the family business.

Read the case and answer the questions that follow.

Todd is in charge of all operations for the stores. While Trent is concerned with maintaining his father's legacy, Todd is concerned with quick food turnover and increased gross margins. Todd has alienated many of the employees that have worked at Berton's for years because he has cut corners on quality and health measures at each location. In 2009, Todd found a low-cost food service provider that would sell Berton's meat and vegetable products at a dramatically discounted rate from what it was currently paying. Trent and Todd had a big fight about it because Trent wanted to continue with the quality food provider Berton's had used for over 30 years. Todd negotiated a new contract anyway.

Last week, the local newspaper ran an expose article reporting that Berton's Burgers served subpar meat that was made with more animal by-products and fillers than actual beef. This week, people are picketing the stores and Trent just heard that a national newspaper was coming to town to cover the story. While Trent wanted to hide under his desk, he knew that he needed to take dramatic measures to rebuild the Berton's Burgers brand and his father's legacy.

Trent evaluates all the ways that Berton's currently communicates with customers. He decides that the direct mail coupons and newspaper and radio advertisements he currently uses are not going to be enough to win back his customers' loyalty. He knows that it is time for bold measures. His main communication objective is to rebuild customer confidence and halt the erosion to the Berton's brand image. Trent looks at his marketing budget for the year and determines it is not enough. He decides it is time to invest all the money that Todd "saved" with his cheap food distributor into repairing the damage. He outlines his plan and calculates that it will cost him $500,000 to launch his campaign. He allocates that money where he thinks he will make the most impact.

Trent decides to use all of the tools in his communications arsenal. His campaign theme is "Restoration Burger Nation" and is focused on convincing customers that Berton's is returning to its high-quality roots.

Trent begins by using social media. He creates a "Restoration" Facebook page and Twitter account and begins by "friending" everyone he knows and all the customers in the Berton's database. He then updates hourly reporting about all the measures that he is taking to bring back quality to the store. His first status update and tweet is "Dad fired Todd today! Come celebrate sibling rivalry week with a Berton's Burger… back to 100% all natural beef." He also offers customers coupons for coming to Berton's and tweeting about their experience and the food while they are in the store.

Trent knows that he needs to build immediate excitement about the restaurant or he is going to lose his customers forever. He tries a series of sales promotion techniques as well. First, he offers coupons in every town where there is a Berton's Burgers. He offers discounts for students, teachers, law enforcement, and public officials. He also engaged every store manager to go to ball games and public events in their towns and hand out samples of the burgers, allowing people to experience the quality of the burgers firsthand.

Trent wants to build goodwill and repair the damage that Todd did to the Berton's Brand. He knows that public relations is crucial at this point. So, he also begins by sponsoring many charitable events and becomes the primary sponsor for an entire children's t-ball league. He also sent in editorials to the paper outlining every detail of the demise of Berton's and the role that his brother played in it and how Trent is committed to restoring the Berton's Brand.

Finally, Trent hires an advertising agency to design several promotional messages to reach a broad audience of customers. Trent wants billboards, newspaper ads, and radio spots that encourage customers to come back and try Berton's Burgers. He wants to admit the problem to customers and tell them the steps Berton's is taking to win them back with its quality products.

Trent wants to ensure that the message is consistent across all of the communication channels. Berton's wants customers to know that they are returning to their quality roots and these mistakes will not happen again. Trent also hires a new chief of operations, someone not related to the Berton family.

1. After the story broke, Trent's first form of communication with customers was through _________________ where he could update customers immediately about the status of Berton's Burgers.

A.social media

B.direct marketing

C.direct mail

D.pop-up stores

E.personal selling

2. Trent believes that giving away free __________________ at events is a good sales promotion tool to help convince customers to give Berton's another chance.

A.gimmicks

B.samples

C.catalogs

D.money

E.promotions

3.Trent works hard on ______________________ initiatives like event sponsorship and newspaper articles to help build goodwill and repair the damage to the Berton's Burgers brand.

A.invitational

B.personal selling

C.sales

D.public relations

E.organizational

4.Trent also uses ________________ like radio ads, billboards, and newspaper spots to help convince customers to come back to Berton's. With this type of communication, Trent can control the message to the customers.

A.orientation

B.personal selling

C.sales promotion

D.advertising

E.public relations

5. Trent wants all of the communication to customers to be ______________ and centered on the quality of Berton's Burgers.

A.operated

B.disheveled

C.combined

D.oriented

E.integrated

Homework Answers

Answer #1

1. A. social media. As seen from case, after lot of thought process, Trent decided to go with social media as a communication channel for his campaign

2. B. samples. As seen from case, along with the idea of offering coupons, trent decides , Trent decided to engage store managers to go events hand out samples of the burgers

3. D.public relations. Event sponsorship and newspaper articles help to improve Berton's Burgers image and develo better public relations.

4. D.advertising. Advertising means like radio ads, billboards and newspaper spots help in Trent's campaign with better control as it is decided by Trent to braodcast relevant information to public at large.

Know the answer?
Your Answer:

Post as a guest

Your Name:

What's your source?

Earn Coins

Coins can be redeemed for fabulous gifts.

Not the answer you're looking for?
Ask your own homework help question
Similar Questions
Protecting Patients' Privacy in the Hospital Read the overview below and complete the activities that follow....
Protecting Patients' Privacy in the Hospital Read the overview below and complete the activities that follow. Ann has been a nurse in a Texas hospital for 20 years. "When I started," she says, "we posted the names of patients on the doors to their rooms." Now, as the result of laws passed to protect the privacy of patients and the confidentiality of medical records, Ann and her coworkers must not even admit to unauthorized callers or visitors that a person...
Read the overview below and complete the activities that follow. As an emergency medical technician (EMT),...
Read the overview below and complete the activities that follow. As an emergency medical technician (EMT), Daryl has encountered a number of "difficult" patients. Case: EMTs were called to a residence by a man who had accidentally cut his wrist while slicing bread. Daryl and his new partner, Joann, found the man bleeding profusely, and nearly hysterical. "Don't touch me!" he screamed when the two EMTs began their assessment of his injuries. Joann, startled, pulled back and removed her hand...
Performance-Setting Retail Prices Read the overview below and complete the activities that follow. Emily has always...
Performance-Setting Retail Prices Read the overview below and complete the activities that follow. Emily has always been obsessed with smell. Emily believes that everyone has a signature scent. To pursue her passion, Emily is opening a boutique store, Perfumance, that specializes in scent development. Emily believes that to find a person's signature scent, she has to spend time with them one-on-one, understand their lifestyles and what makes them unique. Emily is having a difficult time determining what her pricing strategy...
Go through the case and answer the questions that follow Precision is an established brand in...
Go through the case and answer the questions that follow Precision is an established brand in wristwatches and claims that PWL could achieve this status due to various management initiatives undertaken to make it an IT-enabled Internet driven Enterprise. PWL has become more customers centric. In E-environment we come to know what customer wants and what changes are taking place in the market. This is possible as we get online information in real time mode about choice of product made...
Case Study Read the case study given below and answer all the questions that follow. SONY...
Case Study Read the case study given below and answer all the questions that follow. SONY : High Quality and Technological Innovation introduction Throughout the 20th century, the pace of technological advancement has increased dramatically. The digital revolution, now upon us, will see further massive steps forward. This case study looks at the ways in which Sony has been able to stay at the leading edge of the new technologies. Sony Corporation is the leading manufacturer of audio, video, communications...
:  Infiniti decided to use Formula One car racing (F1) sponsorship to increase their brand awareness.  Top management...
:  Infiniti decided to use Formula One car racing (F1) sponsorship to increase their brand awareness.  Top management at Infinity knew upfront that increasing market share in a global market would not be easy, especially in a highly competitive market segment such as luxury cars.  Infiniti decided to embark on an aggressive global growth strategy driven by new products, market expansion and a globally consistent brand image.  It created a marketing strategy aimed to improve awareness of the brand and highlight the superiority of...
Sam Fulkerson of Quality Research Asoociates reviewed notes of meetings with his clients during the last...
Sam Fulkerson of Quality Research Asoociates reviewed notes of meetings with his clients during the last week. Monday/am Discussions with Janey Dean, Director of Marketing for the Hamptons Bank. Dean is interested in knowing more about a bank image study. Informed her that we had not conducted such a study, but that i would meet with her in a week and discuss how to proceed. Dean wants to hire us for advice; her own staff may actually do the image...
Chick-fil-A is dominating the U.S. fast-food market. Whereas McDonald’s, Subway, Burger King, and Taco Bell trudge...
Chick-fil-A is dominating the U.S. fast-food market. Whereas McDonald’s, Subway, Burger King, and Taco Bell trudge along at the top of the heap, Chick-fil-A has quietly risen from a South- east regional favorite to become the largest chicken chain and the eighth-largest quick-service food purveyor in the country. The chain sells significantly more food per restaurant than any of its competitors—twice that of Taco Bell or Wendy’s and more than three times what the KFC Colonel fries up. And it...
Scenario Pigs R Us is a second generation, family-owned Richmond-based company with about 400 employees. It...
Scenario Pigs R Us is a second generation, family-owned Richmond-based company with about 400 employees. It slaughters, manufactures, and sells pork food products.  Pigs R Us (PRU) is a low-tech, hands-on, “bricks and mortar” type of company with solid brand recognition, an impeccable reputation for high quality and ethical standards. The processes used in manufacturing are with the highest ISO20002 standards, and the plant is maintained immaculately. The personnel are comprised of an older work force (average employee age is late...
Scenario Pigs R Us is a second generation, family-owned Richmond-based company with about 400 employees. It...
Scenario Pigs R Us is a second generation, family-owned Richmond-based company with about 400 employees. It slaughters, manufactures, and sells pork food products.  Pigs R Us (PRU) is a low-tech, hands-on, “bricks and mortar” type of company with solid brand recognition, an impeccable reputation for high quality and ethical standards. The processes used in manufacturing are with the highest ISO20002 standards, and the plant is maintained immaculately. The personnel are comprised of an older work force (average employee age is late...
ADVERTISEMENT
Need Online Homework Help?

Get Answers For Free
Most questions answered within 1 hours.

Ask a Question
ADVERTISEMENT