Johnny Rocket Pakistan:

Johnny Rocket is one of the international fast food chains in Pakistan. JR running their operations since 2013 in Pakistan; by slow and steady they approach maximum cities in Pakistan. Currently JR has 06 outlets in 03 cities. Initially, they import their ingredients from different countries but now JR is procuring the Chicken and other ingredients and ancillaries' items from local supplier. From 2015 they have decided to start localizing of all the products and increase their profitability.

Due to this JR is being very affected in terms of product quality and restaurant environment. When JR launched in Pakistan, JR charged premium pricing from customers and due to this strategy they had face lot off bashing from public. Due to big decline in sales, they were unable to market their product with effective mediums. In initial time, JR used all three mediums ATL, BTL and TTL for their advertising but later on they didn't have enough marketing budget to show their presence in front of McDonald, KFC and Burger King.

They launched their burger with meal for Rs. 1280/- and after six months they changed their pricing strategy and low down their prices by 50 % off than after a year they introduced their new pricing for Rs. 300/- per Meal.

Continuous shifts in pricing caused bad image in market and they can persist their strategy which made them top of mind on the consumers. Transactions and sales both are not uplifting. Top Line of the P&L was not good and Bottom line didn't have enough budget to settle down their liabilities and expenses.

So they decided to shut off their operations in 2017 and now they are planning to launch JR with proper Marketing budget. But because of previous bad Image in customer mind due to high prices and bad quality of the product and ambiance, they still think how to engage their customers with new face. Suppliers are not ready to give supplies on credit.

Now, Principal Company of JR wants to launch JR in Pakistan from different Master Franchisees. Master Franchisee knows all the problems regarding JR in Pakistan, they are finding new personnel for Marketing Department who can run their business on his behalf.

Further, the consultant should know about the JR Brand Essence who can easily create the impact and take the reach to their customers with 05 Million Initial Marketing Budget.

Requirement:

a)If you get a chance to apply their as Consultant or Marketing Head of the company, then what are the steps will you take to Launch JR again in Pakistan with proper Brand Image and Brand Equity.

b)Being a Consultant, what would be your Marketing strategy? Support your answer by giving proper reasoning.

c)If JR, fails to call public in their restaurant by lowering down the prices than which channel (Dine In, Delivery & Take Away) do you prefer to push and HOW?

d)Continuous changes in pricing push JR into FAIL category of the marketing, how can you increase Foot fall in the restaurant?