Marketing

Assignment 2

Eastern Fast Food in India

By Team 2 –

Sreevyshnav S Nair- CB.BU.P2MBA17139

Rajeev M Nair – CB.BU.P2MBA17112

Kiran Mohan – CB.BU.P2MBA17073

Ajay Krishnan M – CB.BU.P2MBA17010

Pranab CV – CB.BU.P2MBA17106

Abhin A – CB.BU.P2MBA17004

Ronit Nair – CB.BU.P2MBA17121

SEGMENTATION
The purpose of segmentation is to look closely at the needs and motivations of the various consumers in
the marketplace, primarily by considering the array of benefits that they are seeking with a fast food
option. As a result, the following market segments have been identified:

Demographic

Income

Food companies segment their audience based on the price the customer will pay. Food vendors have their
own standards based on industry norms for their individual product categories. One example of this type of
segmentation comes from the increasingly significant line of store-branded products. Companies may have
two or more store brands serving a product line, one geared towards customers who make purchasing
decisions based solely on price and another for those more willing to spend more for items of actual or
perceived higher quality.

Life Cycle
This segment looks at fast food as a “reward” for good behaviour or as a special treat for the family.
Consumers in this market segment are making family decisions as a household unit – not as individual
consumers.

In terms of it being a reward, it would not be uncommon for parents to say to their young children, “you
be good today and we will go to McDonald’s later”. And in terms of a special treat, usually a fast food
outlet is a more popular choice among family members of all ages, as opposed to a more formal
restaurant.

Therefore, this market segment is typically looking for:

 A good choice of food options (for all age groups).

Because they are buying for several people in their family at the one-time, good value is also important
to them.

Life-stage (bachelor’s and young Adults)

This market segment view fast food as an easy option for food. They are consumers that don’t tend to
pre-plan their weekly meals, so a fast food solution is attractive to them at times.
Clearly these consumers are seeking the benefit of convenience. As a result, this market segment will
seek out local outlets (or chains with lots of outlets), chains with easy service options (such as a drive-
through) and a fast ordering system.

They are not overly price sensitive as they see value in the convenience and the time saving

Occupation

This example market segment is quite time poor, either in general or at a point in time. Their preference
is NOT to consume fast food, but it may be a necessity at times. For example, if they have worked back
late, or they are having a particularly busy day in general. In simple terms, these consumers are
attracted to the “fast” part of fast food.

This market segment would be light users of fast food and not overly responsive to sales promotions or
advertising. They would also have limited brand loyalty as they will make their purchase decision based
upon convenience factors only.

Therefore, fast food chains with lots of outlets, drive-through options and fast service, will obtain the
greatest share of this target market.

Age

This market segment is not interested in the food to much extent, instead they are attracted by the
location and facilities of the fast food outlet and use the venue as a hangout.

Some larger fast food chains have locations that are quite prominent and easy to find, as well as having
a choice of seating and tables. This combination of position and in-store facilities lends itself to social
groups. Of course, most people will buy some food or drink while they are in the store.

This segment would be quite loyal to brands that are known for their in-store facilities and have a choice
of easy-to-find locations.

This segment would represent a stable and consistent customer base that while being low-level
purchasers are less likely to be overly price sensitive.

Geographic

Location

Offering Ethenic flavours

Segmentation by location allows food companies to align themselves with smaller local audiences, or serve
regional or national audiences more efficiently. This considers both regional preferences and distribution
concerns. Companies may find their products do better in certain areas and adjust their product distribution
accordingly.
TARGETING
 Families with children (life cycle): Children are addicted to fast foods nowadays. Parents are now
aware of the health issues caused by fast foods. And this is where our Eastern fast foods come
into picture. Healthy, hygienic and delicious fast foods are now available for children.

 Young adults / teenagers (age): Taste preferences vary now-and-then for the young adults. They
prefer to experience themselves to this variety food.

 Income (low cost delicious instant food): Exotic food is usually priced above the affordability of
Indian middle class family. This restaurant delivers high quality food at affordable prices.

POSITIONING STATEMENT
 To create one of the top Eastern food restaurants in India by providing consistently fresh, innovative,
healthy and exotic eastern food using only the finest ingredients.

Marketing Mix

Product
We are introducing a Eastern Fast Food Restaurant “食堂”( Shokudō -Food Palace in Japanese). We will
be offering exotic eastern fast food which is virtually unknown in the Indian Market. Offering products
Like-

 RAMEN

Ramen is a Japanese dish. It consists of Chinese-style wheat noodles served in a meat or (occasionally)
fish-based broth, often flavoured with soy sauce or miso, and uses toppings such as sliced pork, dried
seaweed, menma , and green onions . Nearly every region in Japan has its own variation of ramen, from
the tonkotsu (pork bone broth) ramen of Kyushu to the miso ramen of Hokkaido
  PAD THAI

Pad Thai is a stir-fried rice noodle dish commonly served as a street food and at casual local eateries in
Thailand. It is made with soaked dried rice noodles, which are stir-fried with eggs and chopped firm tofu,
and is flavoured with tamarind pulp, fish sauce, dried shrimp, garlic or shallots, red chili pepper and
palm sugar and served with lime wedges and often chopped roasted peanuts.

 SAIMIN

Saimin is a noodle soup dish developed by different immigrant groups in Hawaii. Inspired by Japanese
ramen, Chinese mein, and Filipino pancit, saimin was developed during Hawaii's plantation era. It is a
soup dish of that consists of soft wheat egg noodles served in hot dashi garnished with green onions.
Kamaboko, char siu, sliced Spam, linguiça, and nori, among other additions

 POPIAH

Popiah is a Fujianese/Chaoshan-style fresh spring roll common in South East Asia. it is often eaten in the
Fujian province of China (usually in Xiamen) and its neighbouring Chaoshan (and by the Chaoshan and
Hoklo diaspora in various regions throughout Southeast Asia) during the Qingming festival.
  OKONOMIYAKI

Okonomiyaki is a Japanese savoury pancake containing a variety of ingredients. The name is derived
from the word okonomi, meaning "how you like" or "what you like", and yaki meaning "grill".
Okonomiyaki is mainly associated with the Kansai or Hiroshima areas of Japan but is widely available
throughout the country. Toppings and batters tend to vary according to region. In Tokyo, there is liquid
okonomiyaki called 'monjayaki.'

Price
The perception of value is an important determinant for pricing strategy. If the product is priced too low
the customers may feel that the quality of the product is compromised. Whereas if the product is priced
too high then the customers might not be willing to spend much of their money in our restaurant.

Our strategy would be to emphasise on the customer service to add to the value proposition of the
restaurant.

Place
Being high quality restaurant and high customer service oriented chain of restaurants, the location for
the restaurants would be tier 2 and tier 3 cities.

Even though tier 1 cities have immense potential for eastern food chain, the direct competitions from
other established fast food chains may restrict the profit of our business.

For further penetration of the market, we would be providing free home delivery for the customers with
a minimum purchase.

The home delivery would be facilitated with a centralised customer support. The territory for each
restaurant would be allocated accordingly to avoid any kind of channel conflict.

Promotion
The promotion will include all the marketing activities as following

•TV advertisement

This will include short video advertisements which will be telecasted in the local channels in the regions
where we have opened our restaurant
•Print

This will include advertisements in newspaper in the local region

•Online promotions

We will use social media and popular food sites to promote our restaurant by posting pictures of
delicious food offered by us

•Partnering public events/fests

We would be providing meals with discounted price or for free in events or fests so as to get the public
attention.
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