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MARKETING PLAN
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FOR

FEAST ON THE RUN

DATE OF SUBMISSION: 8TH FEB 10

SUBMITTED BY:

09020242007: DIVYA BODDU

09020242016: KAMLESH
KUNHARA

09020242038: SAGAR SHINDE

09020242043: TEENA DEURI
09020242051: JYOTI JADHAV

INDEX

1.EXECUTIVE SUMMARY
1.1 OBJECTIVES
1.2 VISION

2.SITUATION ANALYSIS AND SWOT

3.BUSINESS OBJECTIVES IN TERMS OF SALES AND PROFITS
4.MARKET ANALYSIS
4.1 INDUSTRIAL ANALYSIS
4.2 COMPETITOR ANALYSIS
4.3 STP

5.MARKETING STRATEGY OBJECTIVES AND IMPLEMENTATION

5.1
5.2
5.3
5.4
5.5
5.6
5.7

PRODUCT
PLACE
PRICE
PROMOTION
PEOPLE
PROCESS
PHYSICAL EVIDENCE

6.FINANCIAL SUMMARY

1. EXECUTIVE SUMMARY:

FAASOS. Feast on The Run is a fast food chain in Pune that takes great pride in
serving the janta of today exotically tasting kebabs, kebab wraps, curries and rice platters.
This janta who has very little time to sit back and have a leisure pet-puja is more than happy
with FAASOS that delivers quick service of quality Indian fast food at affordable prices.
Around 6 years back Mr. Jaideep Burman, a software engineer and a management graduate
was so fascinated by a restaurant named FASOS somewhere in U.S. that he decided to open
FAASOS in India. After 3 years of Faasos success, Mr. Jaideep Burman sold his business
to his friend Mr. Siddharth Joshi and is now settled in the U.S.
In todays competitive world, Faasos with its 8 outlets strategically located in Pune city is
gradually making its place in the fast food retail industry. Faasos seldom takes part in any

marketing activities and thus, this marketing plan has been prepared, particularly keeping in
mind the 3 year old Faasos outlet at Hinjewadi.

1.1OBJECTIVES:

To establish a presence as a successful local fast food outlets and gain a market share
in Indian fast food industry.

To make Faasos the 1st choice for grabbing a bite while on the run to colleges, offices
or simply to savour the delicacies of the Indian Kababs.

1.2 VISION:
To make Faasos the most successful Indian fast food outlet in India catering to the needs of
the dynamic and fast paced, young population of India. The main focus here being able to
serve quickly, high-quality food at a great value.

2. SITUATION ANALYSIS and SWOT:

Today, Faasos has 8 outlets in Pune city- two at Aundh and one each in Kalyani Nagar,
Model Colony, Baner, Kothrud & Hinjewadi (2 of them being franchisees- Baner and
Kothrud) with the main outlet at Aundh grossing a sales of 48 Lakhs per annum and the
Hinjewadi outlet grossing a sales of 30 Lakhs per annum.

2.1 Strengths:

Faasos Hinjewadi outlet is strategically located with three IT giants Cognizant,

Wipro, Infosys and two graduation and post- graduation colleges Symbiosis
Infotech campus, I2 IT in close proximity.

Faasoss lives up to its tagline Feast On The Run and delivers a quick service just to
see a customer smile.

Faasos has to its pocket a variety of kababs and kabab wraps, parathas and rice
combos, cutlets etc., so as to keep the customer excited to try out something new each
time.

Faasos has carefully priced its products, so as to cater to all the income groups
present in the area, especially the student crowd.

2.2 Weaknesses:

The organizational structure of Faasos is pretty much simple with one owner Mr.
Siddharth Joshi, two manager heads Mr. Ganesh and Mr. Bishwajeet and rest being
one outlet manager, four cooks and three to four delivery boys per outlet. There are
about 11 personnel for warehouse operations at Aundh. Since the workforce is so less,
especially the management force, the opportunity to manage the resources and sharing
the management burden is lost.

Faasos changes its prices only once in two years, due to which large price
fluctuations in the market lead to high amount of expenditures and low profits.

Low levels of cleanliness and hygiene will always be a cause of worry for the kabab
lovers.

2.3 Opportunities:

Diversify into other fast food preparations like the Chinese (since there is no proper
Chinese restaurant in this area), introduce salads as a healthy option, add the aroma of
coffee to the menu.

As most sales come from deliveries, proper management of deliveries can decrease
the amount of expenditures like salary to delivery boys, petrol bills etc., thus
increasing the margin of profit.

IF high hygiene and cleanliness is maintained, the customers will choose Faasos
over its local competitors and the recent food poisoning scene in Symbiosis gives an
opportunity to for the same.

2.4 Threats:

The thele- walas, alongside the colleges and IT companies, the bakery- Cakes and
Bakes just adjacent to the outlet and the new restaurant Mudra at Hinjewadi Chowk
has pulled down the sales of the Hinjewadi outlet by ~ 10 %.

The recent food poisoning mishap at Symbiosis campus has alerted the students and
also some of the IT crowd in consuming outside food.

The youngsters today are becoming more and more health conscious. Keeping this in
view, the kababs and deep fried cutlets may soon become out of place.

3. BUSINESS OBJECTIVES IN TERMS OF SALES AND PROFITS:

Faasos as such does not anticipate or set target sales or profit figures, since the turnout of the
customers is highly fluctuating and depends upon the mood of the customer and availability
of time.

4. MARKET ANAYSIS SUMMARY:

Consumer expenditures for fast food in India rose in past few months, followed by the
recovery of Indian economy. The increasing number of new establishments such as fast food
franchises, fancy restaurants and gourmet bakeries in India has shown a significant growth in
this sector. This sector is growing fast enough due to more and more hectic schedules of the
young workforce and more and more students staying outside their home/ hometown for their
graduation/post graduation. Thus people of age group range 18 35 years are the main target
market for a fast food restaurant.
4.1 INDUSTRIAL ANALYSIS
The fast food industry is the fastest growing sector in the food industry today. In India the
emergence of nuclear family particularly in the urban area, exposure to global media and
western cuisine and increasing number of females joining the workforce has changed the
eating trends in the country.
With the revival of consumer spending, the Indian fast food industry (values Rs 3,000 Crore)
is expected to see addition of 70-100 new outlets this year (2010) against 30-50 outlets in
2009, as reported by Business Standard. The intensive focus on the increasing number of
stores in 2010 is based on analyst reports showing that franchise driven Indian fast food
restaurant industry sales grew at a rate of 7%-20% in last one year (2009) on account of
reasonable value meals and price points.

4.2 COMPETITOR ANALYSIS:

The sales of the Hinjewadi outlet has been affected by ~ 10 % due various thele-walas
coming up near the colleges and IT offices, other fast food joints such as Cakes n Bakes,
Mudra restaurant, Mc. Donalds, Dominos, Cafe Coffee Day etc put up at various locations in
Hinjewadi.

4.2.1 Thele-walas: Customers can choose from a wide range of products, starting from the
chai to vada-pavs to maggi and omelette, with a minimum price of Rs. 5 to a maximum of

Rs. 35. Moreover, most of them also keep cigarette packs. So people who wish to smoke and
grab a bite prefer these thele-walas. One disadvantage they carry is the lack of hygiene.

4.2.2 Cakes and Bakes: Cakes and Bakes located just adjacent to Faasos offers a range of
products, which include cakes, pastries, puffs, momos, wraps, chips etc. The quality and taste
of the items sold is not as good as it seems to be but nevertheless, it poses competition to
Faasos w.r.t wraps.

4.2.3 Mudra Restaurant: Located near the Hinjewadi chowk, the newly renovated Mudra
restaurant provides a whole range of veg and non veg snacks and also full-fledged meals.
They also offer free home delivery in and around Hinjewadi area.

4.2.4 Mc. Donalds: Mc Donalds known for its pocket friendly and snacky burgers. They
also offer one veg and one non veg wrap. Their fries are also quite popular among the youth.
One disadvantage is that they have limited options as compared to other fast food joints. But
one advantage is that hygiene conditions are well maintained in this franchisee and people
can hang about in here.

4.2.5 Domino's Pizza: Domino's Pizza outlet in the Hinjewadi chowk is also an important
compitotor for Faasos. Dominos offers varities of pizzas in different sizes to suite the pocket
of the customers. Also people get large numbers of combos to chose. Their chocolate
preparation Choco Lava is also very famous among the customers.

4.3 SEGMNETATION TARGETING POSITIONING STRATEGIES:

4.3.1 Segmentation strategy: The primary market segment for the Hinjewadi Faasos outlet
is the student crowd here in Hinjewadi. This is because most students dont feel like having
food in the college cafeteria and also they have a knack for kababs and wraps as in general.
Also students dont wish to go till Mc. Donalds or Dominos which is comparatively far off
than Faasos.
The secondary market segment for the Hinjewadi Faasos outlet is the IT crowd, secondary
because they already have some or the other tie ups with caterers to provide them something
feasty. They basically flock around the thele-walas as they also provide cigarettes.

Lastly, the residents of Hinjewadi and Wakad contribute to the market segment that Faasos
caters.

4.3.2 Targeting strategy: Faasos intends to cater to the bulk of teenagers and youngsters in
Pune. They have chosen this group for several important reasons. It is their goal to be "the
extraordinary fast food place" and they believe that the age group from 15 to 25 is the
primary age where brand building efforts could take place. They are on limited or fixed
incomes and seek a value/price relationship that will not stretch their budgets.
Their secondary target is between the ages of 25 and 35, who are again on the run to office or
have very short breaks or are running home ( a long way to the city) . They are more flexible
in budgets and seek more than a value/price relationship.
One targeting strategy that Faasos can use is by promoting themselves in colleges by
circulating pamphlets or offering some student discounts or participating in student fests. To
target the IT professionals, Faasos can actually give them discount coupons or tie up with the
office management to cater them whenever there is a small party or get-togethers in office
premises itself ( these are more prevalent in IT sector).
4.3.3 Positioning strategy: The main focus is to increase customer awareness in the
surrounding community i.e Hinjewadi and Wakad and let people know what their primary
objective is. Their tagline Feast on The Run actually holds true in most cases. But
continuing this image is rather a tough job. They will need to maintain the price of their
products fairly, keep their standards high, and execute the concept so that word-of-mouth is
the strongest marketing tool.

5. MARKETING STRATEGY: OBJECTIVES AND IMPLEMENTATION

5.1 PRODUCT:
What Faasos already offers.........

Faasos offers 10 different types of kababs chunks of paneer, chicken,

mutton or fish to choose from, all marinated in exotic spices and grilled in
charcoal barbeque.
Faasos over the years has experimented with value addition to the barbequed
succulent kababs and today has 24, and growing, varieties of kebab wraps veg and non-veg - all incredibly succulent and delicious.
Faasos offers a wide range of meat and vegetables in various shapes, sizes
and marinades, covered with breadcrumbs and deep fried, called fries and
cutlets.
Faasos, also came up with stuffed veg and non -veg parathas which is fast
gaining popularity among the student crowd.
Faasos has recently added to its menu some delicious curries and rice platters
for the few people, mainly the student crowd who wish to just hang around
and have a fun meal after a days hectic schedule.
Faasos understands its customers and has come up with four, value for money
combos. Faasos pays about 5 Rs. from its pocket for these combos. The
choice of combinations for introducing combos is however restricted my terms
and conditions set by coke.

What Faasos could ALSO offer.........

The youngsters today have become somewhat health conscious and hence
demand a more healthy platters. Faasos thus could as well offer tossed salads
or baked/steamed products and fruit juices etc.
Since cold coffee is in vogue among youngsters, Faasos may choose to
introduce it too.
Faasos should adopt the use of healthier and trans free oil for their
preparations.
Faasos may as well follow the Subway routine, allowing the customers to
choose the sauces like mayonnaise, chilly sauce etc of their choice to be used
in preparation of its most fast moving products wraps.

5.2 PLACE
What Faasos offers:

Faasos is located in close proximity of many IT companies like Cognizant,

Infosys, Wipro, Tata Technologies ,Starnet and educational institutes like
Symbiosis and I2IT .
Also there are 2 ATMs and an Archies shop near the outlet. So any one
coming to withdraw money or buying gifts is easily tempted to have
something there.
Major portion of sales comes from delivery orders .These delivery orders
can be placed through telephone or through internet on the website

www.mealaroundme.com. Faasos of Hinjewadi, delivers to the customers

of Hinjewadi as well as Wakad. The delivery time varies from 20-30min.
The means of transport being scooters.
What Faasos could also do:
There are no recommendations in this regard.

5.3 PRICE
The pricing strategy that Faasos currently follows:
Faasos Hinjewadi outlet makes about 2-2.5 lakh sales per month. In which
about 80-85 % goes for the expenditures like raw materials, salaries and
wages, over heads both admin and sales. Thus Faasos makes sure that its
prices are always 15- 20% above the expenditures they incur.
Faasos revises its prices once in 18 or 24 months, whichever fulfils the need
of keeping up with the profit margins.
The price of most products are economically viable and is friendly with almost
all income groups in the area especially the student crowd as almost 70% of
the sales are made to satisfy the needs of the student crowd. The wraps are
priced at an average of Rs. 50, kabas Rs. 80, fries and cutlets Rs. 40.
The pricing strategy that Faasos may follow:
Since 2 years span sees a lot of commodity market fluctuations, and sometimes
very extreme, Faasos should adopt changing its prices a little more frequently if
not wanting to adopt a new product which can be offered on same price and
avoiding the product that causes high expenditures.
Faasos may also adopt changing the prices in batches if not all at once. It is also
recommended that Faasos also decrease the prices of a particular product if the
sales of it are too high and can compensate for extra expenditure or if the price
of raw materials for that product falls invariably.
5.4 PROMOTION
What Faasos already does...

Faasos doesnt actually spend much on promotional activities.

Nevertheless, Faasos attracts customers by allowing them to pay through
coupon system. Faasos has tied up with Sodex passes and ticket restaurant.
Recently they started offering discount coupons of Rs.25/- for INOX on
purchase of 600ml Coke. This is not its own promotional strategy but
cokes. Nevertheless, gains an advantage since customers are tempted to buy
more to simply get these coupons.

What Faasos could ALSO do.........

Faasos could put up stalls in college campuses of Symbiosis and I2IT

during fests etc.
Faasos could give some seasonal discounts like on diwali, holi , Friendship
day etc
From time to time they could come out with some scratch and win offers for
customers having order amounting more than Rs. 300.
Faasos should upgrade its website, conduct recipe contests etc.

5.5 PEOPLE
Current personnel of Faasos:

Currently there are 8 employees working in the Hinjewadi outlet with 1

manager, 4 cooks and 3 delivery boys. The cooks essentially trained so as to
keep the originality of dishes intact. The manager and delivery boys are also
trained to an extent in case of self outlets. While in the case of franchisee,
only the cooks are trained by Faasos management.
If we see the overall organizational structure of Faasos (all outlets incl.),
personnel for management are very few. And hence, the burden of
management increases.

Customer expectation from personnel:

Recruiting the right staff and training them appropriately in the delivery of
their service is essential if the organisation wants to obtain a form of
competitive advantage.
The staff should therefore be trained so that they take orders, cook and deliver
efficiently.
The personnel must be trained as to how they should behave or respond to the
customers ,the staff should always be enthusiastic and friendly jus as in the
case of Mc. Donalds

5.6 PROCESS

At present the Hinjewadi outlet has one oven,2 tawas and one refrigerator.
Fassos can increase the number of ovens, barbeques in their kitchen so as to
speed up the preparation process and therefore speeding up delivery process.

5.7 PHYSICAL EVIDENCE

What was observed....

The place is quite congested, as it is beside main road- noise, dust disturbs the
customers.
The place is crowded in rush hours.
No proper cleanliness as flies, mosquitoes are predominantly observed at the
tables.

What Faasos can implement...

Change the seating arrangements so that there is enough space and also the
number of customers that can be accommodated is also more.
Use of shade curtains on the side parallel to road so as to avoid dust and direct
sunlight, which also increases the ambience of the place.
Proper cleanliness and hygiene must be maintained so that the customers are
taken into confidence that things like food poisoning etc do not happen when
feasting.

6. FINANCIAL SUMMARY
The above mentioned strategies and other probable implementations when distributed along a
time line starting from 2010 and ending in 2012, we have assumed will give about 25 %
growth to the monthly sales Faasos makes.

For 2010
1.
2.
3.
4.
5.

INTRODUCE TEA, COFFEE, FRUIT JUICES, AND SALADS IN THE MENU.

USE OF HEALTHIER OILS AND INGREDIENTS IN MAKING OF THE DISHES
INCREASE AWARENESS BY MEANS OF PAMPHLETS
TRAINING OF STAFF TO RESPOND WELL TO THE CUSTOMERS
CALL FOR HYGIENE, CLEANLINESS AND DUST FREE ZONE

For 2011
1.
2.
3.
4.
5.

TAKE PART IN THE STUDENT FESTS ETC IN COLLEGES

GIVE SEASONAL DISCOUNTS TO STUDENTS
COLLABORATE WITH IT COMPANIES TO BE THERE IN THEIR PARTY TIME
INTRODUCE VARIOUS COMBOS.
UPGRADE THE WEBSITE WWW.FAASOS.COM

For 2012
1. INTRODUCE TAKING ORDERS ON WWW.FAASOS.COM

2. ALLOW USERS OF WEBSITE TO SUBMIT THEIR FAVOURITE RECIPIES AND

KITCHEN TIPS (AS A CONTEST)
3. CONTINUE WITH PROMOTIONAL ACTIVITES OF PREVIOUS YEARS LIKE
COLLEGE FESTS, SEASONAL DISCOUNTS ETC
4. INTRODUCE CHINESE FAST FOOD IN THE MENU.

Sales in Rs.
Lakhs

Monthly sales
Annual sales
Expenditure
(80%)
Gross Profit

2009
2.5
30
24
6

Forecasted years (25 %

growth)
2010
2011
2012
3.125
3.907
4.884
46.88
37.5
4
58.608
37.50
30
7
46.886
7.5
9.377
11.722

References
1. Interaction with Mr. Ganesh Gaikwad (managing head) on
phone [
2. Interaction with Mr. Bishwajeet (managing head) in person [
3. Interaction with Hinjewadi outlet staff in person [
4. www.faasos.com