National Chiao Tung University
Department of Management Science
De
Term: Spring
Year: 2009
Student Name (Chinese Characters): Final
Examination
Student ID Number:
Course Abbreviation and Number
DMS4577
Course Title
行銷學, Principles of Marketing
Instructor
張力元老師, Professor Trappey
Homework Theme 6
Due Date
Number of Homework Pages
Homework Type
Additional Materials Allowed
Marketing Project
June 25, 2009
open draft
typed, class hand-in, e3 log
Textbook, Magazines, Survey
Marking Scheme:
Additional Writing: 50%
Application of Concepts: 50%
Grade:
Introduction
While in Los Angeles, Mr. Sakurada frequented a local hamburger chain called
Tommy’s. Inspired by the “cook to order” concept, he decided to introduce it back to
Japan. Mr. Sakura set up the first MOS Burger shop in Tokyo in 1972. Rice Burger
was created in 1987. 35 years later, MOS Burger offers a wide variety of unique and
original burgers, and it now has presence in countries like Taiwan, Hong Kong,
Singapore and Thailand. In MOS Burger’s name, “M” stands for mountain--dignified and noble; “O” stands for ocean--- wide and vast; “S” stands for sun--vibrant and life-giving.
Source: www.mos.com.tw
The hamburger’s price of MOS Burger’s basic meal is between NT$65 and
NT$75. If you want to eat more, you can choose to have a combo. The combo
includes a hamburger, one side treat and a drink. The sum is the hamburger’s price
plus side food’s price. The average expense per person who orders a combo is
between NT$120 to NT$150 (students of NCTU have a 10 % discount). The food
price is shown in Table 01.
<Table01> Mos’ combo price
Set A
Price: Hamburger price pluses $55
Contents: One hamburger, large French fries and a
drink.
Set B
Price: Hamburger price pluses $60
Contents: One hamburger, salad and a drink
Set C
Price: Hamburger price pluses $75
Contents: One hamburger, a fried chicken and a drink
Set D
Price: Hamburger price pluses $75
Contents: One hamburger, five chicken nuggets and a
drink
Source: www.mos.com.tw
As observing, we discover that MOS seldom do promotions to sale their meals.
The high quality of their food approved by consumers is the guarantee of their stable
sales. However, recently we notice that MOS launches a “Double Sharing Meal” as
their promotion. The introduction of the meal is at below.
Mos’ Double Sharing Meal
Mos offers special discount for their “sharing meal with double servings”. You
can share a rich meal at a relatively low-price with your friend or lover. The meal
includes two burgers. You can pick one pepper-flavored crispy chicken leg burger (or
one south-eastern style chicken leg burger) and one kakiage Rice Burger. It pairs with
side treats including chicken nuggets, French fries and fried onion rings. Besides, the
meal accompanies with two cups of drink priced at $30 NT dollars. That is,
consumers can choose any two drinks from large coke, large sprite, matcha milk, Mos
milk, hot black tea to cocoa.
The meal totally costs 335 NT dollars if you order them separately. However, with
the super discount offered by Mos, it is now priced 299 NT dollars. That is, it is
10%off of the meal.
<Table02> Mos’ Double Sharing Meal and each side treat price
The Poster
Contents
Each Price if buying
separately
Two Hamburger
$145
Two Drinks
$60
One Fried nuggets
$55
Fried onion rings
$40
French Fries
$35
Source: www.mos.com.tw
Consequently, a question of whether or not this promotion MOS launches
increases their sale comes to our mind. By comparing the two sets of meal promotion,
we study the consumers’ responses to the different marketing stimuli (4P). We still
apply other marketing concepts including segmentation, targeting, and consumer
behavior according to their characteristics such as psychological factors and personal
factors. With the study result, we may help Mos Burger to find the better promotion
method to increase its sale.
Literature Review
We got inspiration from《Why combo is always a good idea for fast food store?》
composed by Mawatari Akira. The book focuses on the promotion of combo in the
fast food stores. The following is the text quoted from the book.
速食店為何老推套餐？答案是「因為以套餐方式銷售，可以降低變動成本」。為
什麼呢？把飲料、薯條和漢堡相比，前者的成本相對較低。因此，若要達到相同
金額的營收，只要控管薯條及飲料支出的變動成本，比漢堡來得更低，邊際利益
自然增加許多，便可輕鬆的達成目標。食
The following is the translation of the paragraph.
Hamburger is the main product of fast food restaurant, but its cost is much higher
than the fries and drinks. It’s difficult to make profit by primarily selling hamburgers.
Therefore, the fast food restaurant brings in money by increasing the price of fries and
drinks. Selling combo can stimulate sale numbers and promote the affiliated products
because combo effectively lowers the variable cost. That’s the reason why combo is
always a good idea for fast food store.
We want to testify whether MOS Burger increases sales from promoting
double-sharing meal.
Hypothesis
According to the literature review, we derived three hypothesizes about the
two-people sharing meal. First, although the total price of two-people sharing meal is
higher than one-person meal, the former offers various kinds of food including two
burgers, two orders of fries, chicken nuggets, and two cups of drink. However, the
average price of each side food is much lower than ordering them separately. We
suppose that customers will choose the combo set for two people in spite of the higher
price. Second, the two-people sharing meal will better attract specific group of people;
for example, couples or a group of friends having meals together. With the
segmentation feature, the new promotion will definitely increase total sales. Third,
due to the higher price, the meal set will attract people with higher income level. As a
result, total sales will increase as well.
H1: Customers will choose the combo set for two people due to its food variety in
spite of the higher price.
H2: Customers will choose the combo set for two people because they can eat more
food with less money.
H3: Customers will choose the combo set for two people because the advertisement
is attractive.
H4: The double sharing meal will better attract specific group of people who eat with
friends.
H5: People who have higher allowance for food will order the double-sharing meal.
Methodology
First, we focus the correspondents on the campus of NCTU. Our target customer
will be the students, the faculty of school, and some visitors in the campus. Second,
we apply the method both in person questionnaires and online surveys to interview
people’s opinion on the Moss Burger’s promotion projects. We give out the
questionnaires in front of that store during lunch time and we collect about 30 samples
from the customers. The main questions will be focused on the three different type
meals with different discounts. (see the questionnaire in the appendix) . In person
questionnaires are designed in both close and open questions. Besides, there are
online questionnaires is be post on the NCTU BBS board to collect opinions. After
collecting all the data, we analyze the result to testify our hypothesis.
Result
In our fifty surveys we did on NCTU students, the result shows that the
populations of average spending on diet per month is 7 people for NT $0~3000, 32 for
NT $3000~6000, 10 for NT $6000~9000, and 1 for more than NT $9000. The habit of
diet is that 34 people often have meals alone, 8 people usually eat with one friend, and
8 people usually have meal with more than 2 friends. In the experience of ordering the
new “double-sharing meal”, there are 15 people answering “no”, while 35 for “yes”.
For those who are unwilling to order this combo, 11 people choose the reason of “the
meal is not worthy of the price”, 7 for “the contents are too much to eat”, 4 for
“dislike specific food in that combo”, 16 for “there is no recommendation from
friends “, 2 for “never heard of this combo”, and 2 people claim that the food is not
delicious, and he/she does not know about this new promotion activity as other
reasons. The types of companion interviewees may dine with if order the
double-sharing meal, 0 person choose “family”, 23 for “friends”, 18 for “boy/girl
friend”, 2 for “co-worker”, 7 choose “none of above”. Based on the information we
offer, 12 people are satisfied with this promotion project, while 31 are not, and 7 does
not show preference. At last, in the advices interviewees provide for the
double-sharing meal, 10 people suggest that the price could be lower, 26 votes for the
increase of the quantity of food, 11 votes for free choice of side treats, 2 votes for
wanting coupons or presents, and 1 vote for other suggestion as to increase the
publicity of the advertisement of the promotion. To see the detailed survey result,
please look at Table03 below.
<Table03> The result of the survey.
1. Gender
2.
3.
female
27
23
Personal status :
Average spending
undergraduate
graduate
in-service
program
students
37
9
2
Who Do you often
NT
NT
$3000~6000 $6000~9000
NT $0~3000
on diet per month
4.
male
7
32
alone
1 friend
34
8
more than 3
times a week
once or
twice a
week
8
17
have meals with?
5. The frequency of visiting
Moss Burger in NCTU
6. Have you ever ordered
the new “Double-sharing
2
more than NT $9000
10
1
more than 2
friends
8
once a month two months or more for once
9
16
yes(go to question7)
no ( go to question 8)
15
35
meal”
7. Why are you willing
to order this combo?
others
The meal is
worthy of
the price
There are
various kinds
of food
The ad is
appealing
Friends’
recommendation
others
7
7
8
3
0
8. Why are you unwilling
to order this combo?
9. You may order the
double-sharing meal if you
dine with?
The meal is
not worthy
of the price
The contents
are too much
to eat
dislike
specific
food in
that
combo
11
7
4
16
family
friends
boy/girl
friend
co-worker
none of above
0
23
18
2
7
10. Are you satisfied
with this promotion
project?
yes
11. Do you have any
advice toward the
double-sharing meal?
The price
should be
lower
never
heard
of this
combo
2
no
12
10
no
recommend
from friends
increased
26
note
7
Customers could
have the choice
of side treats
Coupons or
presents
others
11
2
1
NOTE:
8. Others: The food is not delicious, and I don’t know about this new promotion
activity
11. The work on advertisement is not good enough
Conclusion
See
no opinion
31
The food
quantity
should be
others
s
With the result of the questionnaire, we get the conclusion. Food variety and
attractive advertisements are the main factors which motivate people to order the
double-sharing meal. Moreover, in NCTU, most people have meal alone; therefore,
people seldom order the meal. However, if they go to MOS with friends, their
motivation to order the meal will enhance. People who spend more money on their
daily meals will not order the double-sharing meal because the food quantity is too
little, and they cannot choose the side treats they actually want. Most of the people
surveyed are not satisfied with the promotion MOS offers for the double-sharing meal.
The promotion cannot effectively increase the total sales of MOS Burger, and it is not
a good promotion in NCTU. The result reveals that if MOS Burger lowers the price of
the double-sharing meal or increase the quantity of food, there will be more people
willing to order the combo.
Reference
Amstrong,G. and Kotler,p. (2009) , Marketing: an introduction, 9ed, Taiwan, Pearson,
Prentice Hall, Pages 83,164
Mawatari Akira (2006) , Why combo is always a good idea for fast food store?,,
China Times, Page 74.75
Anonymous (2004), About Mos, Mos’s Website, 2009/6/17 From
http://www.mos.com.tw/about1.htm
Appendix 01: The research questionnaire (Chinese Edition)
摩斯促銷方案調查問卷
此問卷欲調查學生及教職員光顧交大摩斯的頻率及摩斯新促銷方案顧客的接受
程度(請您放心作答，作答內容將予以保密)
1. 您的性別: □男
□女
2. 你的身分: □大學部學生 □碩博士、在職專班學生 □ 教職員 □ 校外人士
3. 平均一個月的伙食費: □$0~3000 □$3000~6000
□$6000~9000 □9000 以上
4. 請問您平時的飲食習慣: □單獨用餐 □雙人用餐 □ 三人以上一起用餐
5. 請問您光顧交大摩斯的頻率: □一個禮拜三次以上 □一個禮拜 0~2 次 □一
個月一次 □兩個月或兩個月以上一次
6. 您是否點過摩斯漢堡推出的”雙人分享套餐”(海洋珍珠堡、南洋雞腿堡、一
份大薯、一份洋蔥圈、一份炸雞塊、兩杯飲料)
□是(請回答第七題) □否(請回答第八題)
7. 您點摩斯漢堡的”雙人分享套餐”的原因是: □價錢很划算 □餐點多樣性
□廣告吸引人 □朋友推薦 □其他________________
8. 您不點摩斯漢堡的”雙人分享套餐”的原因是: □價錢不划算 □東西太多吃不
完 □不喜歡某特定餐點 □朋友不推薦 □沒注意過此套餐 □其他________
9. 跟哪些人一起到摩斯漢堡會想點”雙人分享套餐”: □家人 □朋友 □情人
□同事 □師生 □都不想
10. 您對摩斯漢堡的”雙人分享餐”促銷活動滿不滿意: □滿意 □不滿意
11. 您對摩斯漢堡的”雙人分享套餐”有何建議: □價格可再低一些 □分量多
一些 □可自行搭配副餐 □有集點、贈品 □其他___________
問卷製作者
行銷學修課五人研究小組
指導老師: Professor Trappey
Appendix02: The research questionnaire(English Edition)
The questionnaire of MOS Burger Promotion Project
This questionnaire is only for academic use, be free to answer these questions which
we promise to keep them confidential.
1.
Gender
□male □ female
2.
Personal status : □ undergraduate □ graduate □ in-service program students □
others
3.
Average spending on diet per month
□NT $0~3000 □NT $3000~6000 □NT $6000~9000 □ more than NT 9000
4.
You often have meals with? □ alone □ 1 friend □ more than 2 friends
5.
The frequency of visiting Moss Burger in NCTU: □ more than 3 times a week
□ once or twice a week □ once a month □ two months or more for once
6.
Have you ever ordered the new “Double-sharing meal”
□yes(go to question7) □ no ( go to question 8)
7.
8.
Why do you want to order this combo? □ the meal is worthy of the price □ the
kinds of food is various □ the ads is appealing □ friends recommendation □ others
Why do you not want to order this combo?
□the meal is not worthy of the price □ the contents is too much to consume
□ dislike specific food in that combo□ there is no recommendation from friends
□ never heard of this combo □others
9.
You may order the double-sharing meal if you dine with?
□family □ friends □boy/girl friend □ co-worker □ none of above
10. Are you satisfied with this promotion project? □yes □no □ no opinion
11. Do you have any advice toward the double-sharing meal?
□ the price could be lower □ the quantity of food could be increased
□ customers could have the choice of side treats □ coupons or presents
□ others______