Wendy's has asked your marketing communications company to devise a new marketing communicationsstrategy. You are responsible for preparing a complete marketing communications plan that includes eachcomponent of the marketing communications mix you recommend. Wendy's is looking for a communications-concept that will "turn up the heat" in the fast food market.The overall goal of the campaign is to build market share to a reasonable level (the share objective will be determined by you) and get more traffic onto the restaurants. Some competitors (Burger King and Harvey's) now focus on a narrower target market (younger males) at theexpense of other age segments. Wendy's is not certain if this is the right approach to take but wants yourrecommendations on the target market or markets to pursue. You must also determine how Wendy's willdifferentiate itself from the competitors and devise a clearly worded positioning strategy statement that willguide the development of your marketing communications plan.The marketing communications plan will be a 1-year launch plan (January to December) with a$6 million budget. The budget must cover all advertising and other marketing communications expenses.

QUESTION

Marketing Mix on Wendy's Restaurant ( Direct Response, Online Communications, Sales Promotion, Public Relations, Event Marketing and Sponsorships, Personal Selling)

Marketing communications mix components used in the plan should have appropriate objectives, strategies, and execution details for each.