Hardees in Pakistan
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Transcript of Hardees in Pakistan
UMA!R AHMEDASST. BRAND & MARKET!NG MANAGERMDS Foods (Pvt.) Ltd.
CONTENTSBR!EF !NTRODUCT!ON
MARKET!NG M!XMARKET!NG ANALYS!S
SEGMENTAT!ON PROCESSCONSUMER BUY!NG BEHAV!OR
RECOMMENDAT!ONSQUEST!ON & ANSWERS
MDS FOODS HARDEESA subsidiary of the Super
Asia Group
Operates food division of
Super Asia Group
Strategic Business Unit
4th largest Fast Food Chain
in world
Known for Thick Juicy
Charbroiled Burgers
Pakistan as 14th country to
host brand
MDSfoods
BR!EF !NTRODUCT!ON
DEF!NAT!ON“Marketing is the process of planning and executing the
conception, price, promotion, and distribution of goods, ideas, and services to create an exchange that
satisfies individual and organizational goals.”
HAR
DEE
S
Starting Point Focus Means End
MARKETING
ORIENTATI
ON
Anticipated Pakistani QSR
market
Identified customer needs (new taste, healthy, charbroiled burgers)
Awareness campaigns through aligned ATL/BTL modes
(billboards, hoardings, canvas trucks, streamers)
Customer satisfaction and profit earning
MARKET!NG OR!ENTAT!ON
“!TS STRA!GHT ABOUT BURGERS”
MARKET NG!M X
AUGMENTED PRODUCT
• Partial Table Service• Hygenic environment• Drive-thru facility• Premium service & delivery system
ACTUAL PRODUCT
• Beef, cheese, jalapeno, chiken, angus, mushroom, swiss burgers• Premium quality burgers
CORE PRODUCT
• Burgers
PRODUCTW
I
D
T
H
THICK BURGERS CHARBROILED BURGERSCHICKEN & OTHER
CHOICESSIDES DESSERTS BEVERAGE
COOL KIDS
COMBOS
D
E
P
T
H
Original ThickBurger,
Mushroom & Swiss
ThickBurger, Jalapeno
ThickBurger
Big Burger**,
Cheese Burger,
Super Star**,
Famous Star**,
Mushroom & Swiss***,
Jalapeno Burger***
Santa Fe Chicken, Jalapeno
Chicken, Buffalo Chicken,
Chicken Fillet,
Grilled Chicken, Chicken
Stars
Natural Cut Fries*,
Crispy Curls*,
Onion Rings
Handscooped Ice-
cream and Milk
Shakes
Chocolate,
strawberry, vanilla
Coffee, Hot Tea,
Water, Soft
Drinks*, Iced Tea*
Kids Burger,
Cheese BGR,
Chicken Stars
Current StrategyMarket
Penetration
Future StrategyMarket
Development
Future StrategyProduct
DevelopmentDiversification
EXISTINGEX
ISTI
NG
NEWN
EW
MARKETSVE
RTIC
ALO
VER NEXT
5 YEARS
OVER NEXT12 Months
PRODUCT
PR!CE & PLACEPREM!UM
1st Lahore at MM Alam Road
PR!C!NG
3 more openings in Lahore25 more openings in Pakistan
PROMOT!ON
PROMOT!ON
MARKET NG!ANALYS S
PEST ANALYS!S
POLITICAL SOCIO-CULTURAL
-ve +ve-ve -ve / +ve
• Political• Economical• Socio-cultural• Technological
PORTER’s F!VE FORCES
COMPETITIVE
RIVALRY
THREAT OF NEW
ENTRANTS
POWER OF SUPPLIERS
THREAT OF SUBSTITUTE PRODUCTS
POWER OF BUYERS
+ve/-ve
-ve+ve/-ve
+ve
+veHIGH/LOW
HIGH/LOW
HIGH
HIGH
LOW
STRENGTHSDifferentiated Product -
Charbroiled Burger
State-of-art technology for quality products
Youthful Attractive Brand Image
Premium Service and Delivery facility
Edgy, "cut-through" advertisement
SWOT ANALYS!S
SEGMENTAT ON!PROCESS
SEGMENT!NGNeeds Services created by Hardees to meet different customer needs
To eat Thick/Charbroiled/Chicken/Beef Burgers/
To socialize Ambience/friendly hygienic environment/Sunlight View
To drink Bar refills/Beverage range/Hand-Scooped Shakes with ice-cream
To get serviced Partial table premium service and delivery system
To get value for money Premium facilities, Quality food & Dinning experience
SEGMENT!NG
PRODU
CTS
PLACE*LIFESTYLEATTITUDE
CLASSINCOME GROUP
AGESEX
**Thick Burgers ®United States (Midwestern) Burger enthusiasts B+ B
12 to 32M/F
Charbroiled Burgers ®United States (Midwestern)
Health consciousFlavor cravers B+ B/C+ C
11 to 32M/F
Chicken & Other Choices ®United States (Midwestern)
Chicken & Beef lovers B+ B/C+ C
11 to 32M/F
Cool Kids CombosUnited States (Midwestern)
Cool KidsYoungsters B+ B/C+ C
8 to 13M/F
PRODU
CTS
PLACE*LIFESTYLEATTITUDE
CLASSINCOME GROUP
AGESEX
** Thick Burgers ® Punjab, Lahore (MM Alam) Burger enthusiasts A+, A14 to 32
M/F
Charbroiled Burgers ® Punjab, Lahore (MM Alam)Health conscious
Flavor craversA+, A/B+, B
11 to 32M/F
Chicken & Other Choices ® Punjab, Lahore (MM Alam)Chicken & Beef
loversA+, A/B+, B
11 to 32M/F
Cool Kids Combos Punjab, Lahore (MM Alam)Cool Kids
YoungstersA+, A/B+, B
8 to 13M/F
® Signature products of Hardees* Geographic location is chosen to cater all the surrounding areas (Gulberg, Defence, Model Town etc)** Available option to double burger with more patties + Hardees Restaurant, Pakistan, is alcohol-free and 100% Halal food availability is made sure.
TARGET!NGThick
Burgers ®
•Burger enthusiasts
Charbroiled
Burgers ®
•Health conscious•Flavor cravers
Chicken & Other
Choices ®
•Chicken & Beef lovers
Cool Kids
Combos
•Cool Kids•Youngsters
DIFFERENTIATEDMARKETING POLICY
LIFESTYLES/ATTITUDES
PRODUCT RANGES
POS!T!ON!NG
HIGHQUALITY
HIGHPRICE
LOWPRICE
LOWQUALITY
POS!T!ON!NG
CHARBOILEDBURGERS
BETTERTASTE
NORMALTASTE
FRIEDBURGERS
NOT IN PAKISTAN
CONSUMER BUY NG!BEHAV OR
Do people know about Hardees?
Awareness SetDo people Like Hardees?
Evoked Set
Inept Set
Unawareness Set
Inert Set
YES
YES
AWARENESS SETS
?? ?! ! !
To eat, socialize, drink, get served
quickly
QSR, Cafes, Restaurants
KFC, McDonalds, Hardees, Pizza Hut, Dominos, Subway
Big Charbroiled Burgers with Mushroom,
cheese and bar refills
NEED RECOGNITION
INFORMATIONSEARCH
ALTERNATIVESEVALUATION
INTERNALFACTORS
PURCHASE DECISION
POST PURCHASEEVALUATION
Evoked Set
Mushroom & Swiss
ThickBurger
VALU
E FO
R M
ON
EY
PAID
OFF
W
ELL
CONSUMER BUYER BEHAV!OR
RECOMMENDAT ON!
BREAKFAST RANGE
NUTR!T!ONAL DETA!LS
WEBS!TE
OPEN FOR QUEST ONS!