Marketing management - I

The brand strategy analysis exercise

In-depth comparative analysis of marketing strategies followed by

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GROUP ASSIGNMENT SUBMITTED BY-

ANITHA KAVERI 09009

C.SUBBU 09029
KARTHIK KRISHNAN 09049
POOJA NAIR 09069
SANKAR RAJAN 09091
SUMAN GHOSH 09111

AMRITA SCHOOL OF BUSINESS, ETTIMADAI.

1

Contents
INTRODUCTION.......................................................................................................................3
REASONS FOR EMERGENCE.................................................................................................4
MARKET SHARE AND MAJOR PLAYERS...............................................................................5
MAJOR FORCES SHAPING THE TRAJECTORY OF THE INDUSTRY..................................6
CUSTOMERS...........................................................................................................................12
CORE COMPETENCIES..........................................................................................................13
ACCESS TO CRUCIAL RESOURCES....................................................................................15
SWOT ANALYSIS....................................................................................................................17
COMPETITORS.......................................................................................................................19
CONTEXT................................................................................................................................21
SEGMENTATION....................................................................................................................23
TARGETING............................................................................................................................24
POSITIONING..........................................................................................................................25
PRODUCT................................................................................................................................26
PLACE......................................................................................................................................40
PRICING OF DOMINOS........................................................................................................44
PRICING OF PIZZA HUT........................................................................................................46
PROMOTION...........................................................................................................................48
MARKET FEEDBACK & CONTROL MECHANISMS.............................................................59
ANALYSIS AND INTERPRETATION......................................................................................67
MARKETING STRATEGIES....................................................................................................71
SUGGESTIONS.......................................................................................................................75
REFERENCES..........................................................................................................................76

INTRODUCTION
Fast food is one of the worlds largest growing food types. Indias fast food industry is growing
by 40% .the multinational segment of Indian fast food industry is up to Rs. 20 billion, a figure
which is expected to zoom more than Rs.30 billion by 2010. In last 6 years, foreign investment in
this sector stood at rs.3600 million which is about one-fourth of total investment made in this
sector. Because of the availability of raw material for fast food, global chains are flooding into
the country. The percentage share held by foodservice of total consumer expenditure on food has
increased from a very low base to stand at 2.6% in 2001. Eating at home remains very much
ingrained in Indian culture and changes in eating habits are very slow moving with barriers to
eating out entrenched in certain sectors of Indian society. The growth in nuclear families,
particularly in urban India, exposure to global media and western cuisine and an increasing
number of women joining the workforce have had an impact on eating out trends.
Major players in fast food are:
0 McDonalds
0 KFC
0 Pizza hut
0 Dominos pizza
0 Caf coffee day
0 Barista
0 Subway
The main reason behind the success of the multinational chains is their expertise in product
development, sourcing practices, quality standards, service levels and standardized operating
procedures in their restaurants, a strength that they have developed over years of experience
around the world. The home grown chains have in the past few years of competition with the
mncs, learnt a few things but there is still a lot of scope for improvement.
*Extract taken from a study of Indian retail food sector

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