A Synopsis

On
A STUDY OF MARKETING STRATEGIES OF ORGANISED FAST FOOD
RETAIL OUTLETS IN LUCKNOW.

Towards partial fulfillment of

Integrated MBA (BBA + MBA)

Guided By
Submitted By Dr. Anchal Rastogi
ANAND CHOUBEY

8th Semester

Roll No. 1130675014

BBD UNIVERSITY
School Of
Management
Session: - 2016-17
TABLE OF CONTENT:-

Chapter No. TOPIC

1 INTRODUCTION

2 COMPANY PROFILE

3 OBJECTIVE OF STUDY

4 RESEARCH METHODOLOGY
5
DATA ANALYSIS & INTERPRETATION
6 LIMITATION
RECOMMENDATION & SUGGESTION
7
CONCLUSION
8
BIBLIOGRAPHY
9
ANNEXURE
10
 ACKNOWELEDGEMENT

Any fruitful work is incomplete without a word of thanks to those involved directly or indirectly

in its completion. With my sincere gratitude I would like to thanks everyone who has supported

me in my project.

I am extremely grateful to Incharge Prof. Dr. Sushil Pandey and my mentor Dr. Anchal

Rastogi faculty of School Of Management, BBD UNIVERSITY, LUCKNOW who insight

encouraged me to go beyond the scope of the project and this broadened me learning on this

project.

At the very outset I would express my sincere thanks and deep sense of gratitude to

personnel who helped me during the collection of data and gave me rare and valuable guidance

for the preparation of this report.

I take this opportunity to express my deep sense of gratitude and appreciation to my project

guide MR. Krishna Kumar Singh (Branch Manager) for giving me the opportunity to do the

project work under this prestigious company, and guiding me for assistance, motivation, valuable

advice, worthwhile discussion, technical ideas, and important suggestions throughout the project.
 DECLARATION

I hereby affirm that the present survey done on Marketing Strategies Adopted By Parag Milk

Industry Pvt. Ltd submitted to the BABU BANARASI DAS UNIVERSITY is an original and

authentic work done by me and is based upon the study conducted by me under the guidance of

Rastogi,

My research has been fully experience for me. This project report was undertaken as a part of the

I.M.B.A. Programme. Now I have broad idea of functioning of organization and this will be very helpful

for me in the coming days.

 PREFACE

The success of any business entity solely depends on how effectively does it utilizes its optimum
resources and how soon does it make arrangements for the removal of the customers grievances.
Moreover, the company should always be ready to make necessary changes according to the requirement
in order to attract more customers so as to maintain a substantial growth in the market. The topic given to
me was:

MARKETING STRATIGES ADOPTED BY PARAG MILK INDUSTRY PVT.LTD.

I have tried to put my best efforts to complete this task on the basis of skill that I have achieved during my
studies in the institute.

I have tried to put my maximum effort to get the accurate statistical data. If there is any error or any
mistake in collecting the data, please ignore it.
INTRODUCTION: -
THE INDIAN FAST FOOD JOINTS - AN OVERVIEW

F
ast Food is the term given to food that can be prepared and served very quickly. While any meal
with low preparation time can be considered to be fast food, typically the term refers to food sold
in a restaurant or store with low quality preparation and served to the customer in a
packaged form for take-out/take-away

Up to the year 1995 Indian food market was predominantly dominated by the traditional dhabas,
potential restaurants in the customer's colony and some restaurants in a five star hotel. Having
fast food i.e. burgers, pizzas etc, was considered to be an option for eating out. It was not at all
synonymous with the American concept of fast food as a quick take away bite or a substitute for
lunch.

Apart from food being available at the local colony restaurants and at some five star restaurants,
Nirula's was the only fast food chain existing in the country with its restaurants expanding with
every passing year since its inception. It has been almost 50 years now since its set up and there
is hardly anyone who does not now that the Nirula's exists. Nirula's was the first one to bring fast
food to India back in the 50's since then it has evolved into an eating place with a tremendous
brand equity and Brand recognition. It proved to be a perfect eating place for an average middle
class who wants to eat out an affordable price who cant afford the five star restaurants and
would not want to go to the local dhabas.

Nirula's almost had a monopoly for decades due to the way it has been placed . it is a place
where a person from an average middle class group to upper class group can go to eat out. its
popularity has increased over the decades. With the trends changing and the incomes rising
almost anybody who can afford to eat out could go for a snack at Nirula's.
However the year 199-96 witnessed a drastic change. 1996 is considered to be the year of India's
entry into the world food market. International giants such as McDonalds, KFC, Dominos, Pizza
Hut all bombarded the Indian food market.

It has been the American international giants i.e. McDonalds, Pizza Hut, Dominos etc., who have
targeted their restaurants to the families. Apart from the foreign and Indian fast food chains
setting up shop, there are a range of specialty restaurants offering varied fare such as Chinese,
Mexican, French, and Italian etc. These places however offer range of items different from
burgers; pizzas etc. but they definitely are competition to both foreign and Indian fast food
chains. However, restaurants business is such which is surrounded by threat from everywhere be
it Indian joints or foreign joints.

The Indian fast food industry has evolved over time and always has been in line with the needs
of people of all ages and segments. There are enterprises which scale from one room outlet to a
chain having hundreds of outlets like McDonalds in India.

As per new research report Indian Fast Food Market Analysis, India is blessed with one of the
fastest growing fast food markets in the world. The Indian fast food market is growing at an
annual growth rate of 30-35%. Almost all big fast food brands of the world have succeeded in
making their presence felt in the country and most of them posting an appreciable growth.

Almost all big fast food brands of the world have succeeded in making their presence felt in the
country and most of them are posting appreciable growth.

Major players in fast food are:

MCDONALDS

KFC

PIZZA HUT

DOMINOS PIZZA.
 COFFEE DAY

BARISTA.

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.

OBJECTIVES: -
To analyze and identify the marketing strategies of the fast food joints in Lucknow.
To determine consumer preferences of the stated restaurants.
To find various ways to increase the sales of fast food retail outlets in Lucknow.
To study market potential of fast food retail outlets in Lucknow.
To understand the various challenges faced by these industry

RESERARCH METHADOLOGY: -
Research Methodology is the procedure adopted for conduction the research study.
Research Methodology should be carefully planned as the accuracy. I have taken

RESEARCH DESIGN: -
Research design specifies the methods and procedures for conducting a particular study.

A research design is the arrangement of conditions for collection and analysis of the

Data in a manner that aims to combine relevance to the research purpose with economy

in procedure. I have chosen the Descriptive research design.

DATA INFROMATION: -
Primary Data

Through Questionnaire.

Through Direct Interview.

Secondary Data

Secondary data is what the researcher collects from different sources. The sources of Secondary
data are: -

Books
Magazines
Internet
Past Records And Files

SAMPLE PLAN: -
Type of Universe: Retail outlets of fast food joints in Lucknow.
Sample Area: MC Donalds, Dominos, and Pizza Hut.
Sample Size: 100
Sampling Method: Probability Sampling method: Simple random sampling

DATA ANALYSIS AND INTERPRETATION: -

After collection of data, next task of research process is analysis and interpretation of data.
Questionnaire is processed and edited to make sure that all question are answered. He resulting
data should be logical and consistent. After editing, data are tabulated and analyzed. Data
analysis includes the statistical test which may be editing, coding, tabulation, interpretation.
Coding is the assignment of numbers to the observation so that data can be analyzed, whereas
tabulation refers to classification and cross classification of observed data.

1) Have you ever heard of Dominos, Pizza Hut and Mc Donalds Restaurants?
2) How do you come to know about the fast food outlet which you prefer?
3) What do you think of competitive positioning and strategy about those three outlets /
joints?
 4) Which outlet / joints will you recommend to your colleagues, friends and acquaintances?

LIMITATION: -
1) Since the study is done in localizer area so the sample selected may not give true picture.
2) The time period allotted for the study was limited as it had to be completed with this
stipulated period of time so only three fast food joints were choosed.

RECOMMENDATION AND SUGESTION: -

The study highlights that the franchise companies do not issue the license to a latent
franchiser to open a new store, this problem should be minimized.

The fast food joints must have better service product, quality in their service and control
over the store management of individual chain stores.

It will be better if franchise wants a store license to open their store, the company help
them for locating the store, commodities supplies, personal training too.

CONCLUSION: -
In the above discussion we reach to this point that by using different marketing strategy
Dominos, Pizza Hut and McDonalds food chain market can establish customer loyalty to our
customers. The reason behind this research is also express about the market status of Dominos,
Pizza Hut and McDonalds. Most of the customers purchase decision depends upon the quality of
the product and price of product. Time availability also affects their purchasing decisions. This
research also gives that how you need to behave to retain your customer and make them your
long term customer.

BIBLIOGRAPHY: -
Books:-

Kotler Philip, Marketing management 12th edition Pearson Education.

Research Methodology: Methods and Techniques Paperback

By C. R. Kothari
Ramaswamy V.S., Namakumari S. Marketing Management 3rd edition 2006 Macmillan
Publications.

Websites: -

Pizzahut.com

Dominos.co.in

mcdonaldsindia.com