Background:

Hardees established in 1960 is an American fast-food restaurant chain, known for its
zesty beef and chicken burgers. It has now been owned and operated by CKE
Restaurants, which is also the parent company of Carls Jr. Hardees International is
operating in Pakistan since 2009. Hardees or Carls Jr. are undoubtedly one of the
biggest multinational corporations having its franchises all over the US, Middle East,
Asia and many European countries. Being given the brand image, there are a lot of
responsibilities on Hardees, advertising being one of them. Covering an important P of
Promotion in marketing, it has created a lot of controversies and criticism. The biggest
controversy Hardees is facing at the moment is the unethical inappropriate
content.shown in the advertisements. Introducing scantily clad models like Kate Upton,
Heidi Klum, Kim Kardashian, and Paris Hilton has created an outrage in the viewers,
resulting in banning of these ads in many parts of the world. These ads not only have the
inappropriate content but also have double-meaning, improper taglines.

Research objectives:

1. To evaluate the impact and receptiveness to the campaigns

2.To analyze the content of the campaigns

3. To understand the emotional and functional benefits it delivers

Time and Cost:

Our project will be spread over the next three months.

DATE SUBMISSION

4th October,2017 Research Proposal

11-18 October, 2017 Developing Questionnaires

25 Oct-1st November, 2017 Surveying

 8-15 November, 2017 Data Analysis

20-23 November, 2017 Final Report

27-29 November, 2017 Presentation

The following costs will be incurred:

Research and Telecommunication costs 2500

Transport Costs 6500

Printing and Binding 1000

Data Collection 5000

Personnel 10,000

Total 25,000