The document outlines a marketing plan to launch a new Mos Burger restaurant in Boston. Some key points: - Mos Burger is a Japanese fast food chain known for its healthy options. The plan aims to introduce it to the US market starting in Boston. - The target audience is women aged 18-45 interested in healthy diets, as well as students and young professionals. - Tactics include an advertising campaign using transit, print, and TV to build awareness. A loyalty program, cause marketing, and coupon promotions are also part of the plan. - Objectives are to establish Mos Burger as a trendy healthy option in Boston and expand to more locations in the long term. The

1. Group Five Patricia Pendleton Evan Coburn Alana Avram Ju Young Bang Yu-Han Bien Iris Hsiao

19. Customer Loyalty Program 18

23. Cause Marketing- Brochure 22

25. Costumes - Background Guerilla Marketing with Coupons 24

26. Sales Promotion- Coupons 25

27. Timeline 26

33. IMC Budget 32 $318,320 Total Budget $100,000 Loyalty Program $20,000 Consumer Research & Evaluation $3,000 Misc. Promo Materials (Costume etc.) $15,000 Promotional Staff $20,000 Coupon Production $2,500 Brochure Production $5,000 Press Event $25,000 Grand Opening/ Celebrity Appearance $10,000 TV Ad Production $117,820 Media Plan