G –MARCExecutiveExcellence Program

(EEP)

At Gargi College, New

Delhi

Case no. 5 The

“Popeye’s Chicken”

Case

Group no. 4Group member ‘s name i) BHUMIKA RATAN

ii)NEHA BUDHRAJA iii ) sana iv)

Aashrya

SUMMARYJAY MARY is business man working his

owned family food chain in supermarket. As a President by TIME OF THE SALE having long considered moving from SUPERMARKET BUSINESS to the FAST-FOOD BUSINESS. He knows that the proportion of people who ate out was on the rise. Higher level of disposable income-lots of women work force & families have both made possible & encouraged the purchase of meals outside at the home. As in industry publications(once a industry is mature, its is harder for new companies to entre in the mkt).

In 1983 ,the fast food exceeding $37 billion this meant that there was plenty of demand for existing companies such as, McDonald’s Burger King, Kentucky Fried Chicken, the various of franchises. Increases in segments'. Mary decided to research in Minneapolis-St. Paul area liked HOT-SPICY CAJUN-STYLE Chicken & would be purchased POPEYE’S FRIED CHICKEN & BISCUITS, Inc. franchise its all because Popeye’s was the 3rd largest fast-food chicken company & other competitors are KENTUCKY FRIED CHICKEN. Some of mkters claimed that Popeye's (hot-and-spicy)chicken had universal appeal.

As success of Popeye's KENTUCKY FRIED CHICKEN introduced its own hot & spicy chicken in 400 of its restaurants in south area.., another hot spicy chicken franchiser BOJANGLEs, had successful again in south.

After a reading of research Mary decided to purchasing a Popeye's franchise. Mary was concerned about no. of (Minneapolis) people would react favorably to the hot & spicy unless Mary predict that reaction would be positive. He determine that most of likely customers were those with children's, of whatever age. He also learned that families with working mothers also tend to eat out more frequently.

QUESTION AND ANSWERS

Q1. Do you believe Mary has adequate inputs to decision-making-or is it that he really needs an real and good research?

ANS. Yes, I believe that Mary has adequate inputs to decision-making because fact based on decision making. Fact is a faith & any information. (venture) It is difficult to make 100% fact but it’s a safety of money.

There are sources of fact :- FACT

COMPEITORS CONSUMER SELF-STRENTH SECONDARY-(INFORMATION)

Q2.What kind of information and what type of research does J MARY need?

ANS. Jay Mary need such types of information & research that is:

i) In what AREA he purchased.. Hoe many people in his attachment? How far people come over the restaurants? How many household are their.

ii) CAPITAL- that no. of consumer income.iii) PRICE- what kind of raw material to used

in what quality, space, competitors, finance, target market on customers, workers, menu, name of restaurants & size of the restaurants opportunity.

RESEARCH should be like:i) Well managed.., it has became a

big business.ii) Its has so many research

objectives.., it’s a owner. Timely so that finally he can make decision.

iii) Awareness levels, satisfaction etc,.,

iv) It should be evaluating/insights… what is right & wrong( quality analysis), secondary data, homogenous , FGD(focus group decision) ultimate consumers small group EGD(experience group decision), efforts.

Q3.If Mary conducts a survey, what contact techniques and sample plan should he use? Can you draw up a research plan for him? Could your group provide a set of

“do’s & don’ts” for Mary to follow as he thinks of doing research?

ANS. The techniques & sample plan that Mary should be used that is –

It should be represented …Methods of data code.., field work..,

analysis., conclusion.., presentation.

The questions must be precise.The methods of data collection

is:--PERSONAL INTERVIEW--TELEPHONIC INTERVIEW--MAILED QUESTIONARIES --COMBINATIONS

TECHNIQUES(FASTEST)

Q4.Should open-end or closed-end questions be used? Does Mary have need for a marketing information system(MIS) at this time? What is MIS? And What is the use of an MIS for any business? Do all business requires an MIS?

ANS .Yes, open-end & close-end questions must be used.

Off course Mary have need for a marketing information system(MIS) at this time.

MIS(MARKETING INFORMATION SYSTEM) is to understand the proper role of information systems one must examine what managers do and what information they need for decision making. We must also understand how decisions are made and what kinds of decision problems can be supported by formal information systems. One can then determine whether information systems will be valuable tools and how they should be designed.

The use of MIS for any business its have 5 functions as the parameters of what managers do:

1 Planning2 Organizing3 Coordinating4 Deciding5 Controlling

Its have 6 managerial characteristics: · High volume, high speed work

· Variety, fragmentation, brevity· Issue preference current, ad hoc, specific· Complex web of interactions, contacts· Strong preference for verbal media.

Yes, all business requires an MIS.

Q5,Can you identify any business/ brand in India context that may be in similar situation as projected in this case, and may benefit from research ? Please discuss.

ANS. I can identify a brand of NESTLE(MAGGIE)

Launched in the year 1983 Initially targeted at Working Women Then repositioned itself to target

Kids Market Driver in the Instant Noodles

Category Currently enjoys a market share of

about 80%

Market Research Objective: To find out the market penetration of Maggie noodles Research methodology: (i) Target Area: Andheri, Dadar, Parel (ii) Shopkeeper Sample Selection: Mall, General Store, Medical Store, Bakery, Paan-Bidi Shop (iii) Customer Sample Selection: School Kids, House Wives, Office Goers (iv) Shopkeeper Sample Size: 30 (v) Customer Sample Size: 50

Research Findings SWOT Analysis Strengths Weaknesses Opportunities

Threats Market leader Heavily dependent on One flavor Unexploited rural markets Strong presence of regional competitors Brand loyalty Minor distribution problems Increasing number of working youth Competitive pricing (Top Ramen) Distribution channels Health related issues Affinity of Indians to Chinese food Innovative flavors for Indian taste buds Advertising strategy

STPD Analysis Segmentation: Based on lifestyle and habits of urban families Targeting: Kids, Office goers Positioning: With statements such as “2 minute noodles” and

“Easy to cook, good to eat” Differentiation: Taste, Flavors, Packaging

BCG Matrix Michael Porter’s Five Forces Model

Market Penetration Strategies Of Maggi Noodles Promotional campaigns in schools Advertising Strategies Power of 5 Availability in different pack sizes New product innovations

Brand Recall and Future Trends Introducing a fictitious character who can connect with

kids for better brand recall Organizing contests , games and industrial visits for

school kids to further strengthen the brand image Invite Housewives to send new innovative recipes

made from Maggi and introduce rewards for the same Foray into the Chinese food segment by introducing branded products for chowmeen, schezwan and Hakka

noodles

RELATINSHIP TO CONCEPT BASICALLY, the concept is related

with BUSINESS & MARKET RESEARCH. JAY MARY worked in his own family business that is SUPERMARKET. Mary wants to purchased & started a new business as a name of POPEYE’S CHICKEN. But in mkt there are many competitors KENTUCKY FRIED CHICKEN & BOJANGLEs . For achieving success and making his product top in the market. Mary starts doing research

& by reading books(industrial) he gets knowledge about changes in consumers taste, lifestyle & increased competition and Mary determination about people resulting that the fast-food company have bright future.

THE END

THANK YOU