GP 44

Introduction to the Project
Constantly experimenting with the tastes of consumers by mixing western and 'desi' menus, fast food industry has seen a rapid growth in last few years, thanks to high disposable incomes and greater exposure to multiple cuisines. A lot of Indians are travelling abroad experiencing changes in lifestyle and are keen on experimenting with food, say experts. "Our comparable sales in metros have been nearly 20 per cent in 2010 and as the fast food market continues to expand across the country and across various consumer segments, there is tremendous scope for expansion," says Vikram Bakshi, MD, McDonalds India .(North & East), adding that they are targeting to open around 40 plus stores in the country soon. McDonald's made its India debut in 1996 with one outlet at Basant LoK in Delhi and at present, it has 211 restaurants of which 105 are in North & East India and 106 in West & South India. Apart from metros, McDonald's is fast reaching rural areas as well, as there are 14 outlets in Haryana, 11 in Punjab and 28 in Uttar Pradesh . "With ever increasing pool of working population, nuclear families and a progressive middle class, the demand for fast food already on the rise will see a tremendous growth in future also," says Ritu Chaudhri, VP Marketing, Nirulas. Nirulas has 80 outlets (company owned and franchised) in 7 cities across Delhi, Uttar Pradesh, Uttaranchal, Haryana, Rajasthan and Punjab and are planning to open 70 more till 2012. The move to 'localise' the fast food tastes has paid rich dividends and increased brand loyal customer base for the companies. Pizza Hut is known to introduce Indianised version of pizzas to attract the local customer base. "We launched products like Karahi Paneer, Teekha Paneer and Karahi Chicken long time ago and it was a complete success. Soon, you will see more of such products," says Umesh Kumar, Manager, Pizza Hut, CP. Bakshi says the age old saying of 'when in Rome, do as the Romans do' holds the USP. "Keeping in view the strong liking of north Indians towards spicy stuff, we had to introduce in our menu dishes like McAloo Tikki Burger, Pizza McPuff, McVeggie," he says. To reposition itself as the preferred choice for young adults, Nirula's also launched its Desimania campaign. "For our Desimania campaign last year, we had launched a new range of
S.K.PATEL INSTITUTE OF MANGEMENT AND COMPUTER STUDIES GANDHINAGAR. 1
western fast food with a Unique 'Desi' Twist. The menu included a tempting new variety of teekha pizzas, chatpata burgers, refreshing beverages and some uniquely desi sundaes which became very popular with our customers," says Chaudhri. The consumer spending on processed food has increased at an average rate of 7.6 per cent annually from 2008 to 2010 and this is expected to rise at an average of around 8.6 per cent until 2012, according to a report by Assocham. The report indicates a major shift in food habits in metropolitan cities with about 86 per cent of respondent households preferring to have instant food due to steep rise in dual-income levels, standard of living, convenience and influence of Western countries. Mona Sharma, a 24-year-old BPO employee, says, due to odd working hours and work pressure it is very difficult to get out and eat. "We normally place group orders from our office to outlets which serve 'ready to eat' food like burger and pizzas. It saves our working time," she says. Trying to reach to customers even when they are travelling, fast food chains have opened their outlets on a variety of locations including highways, malls, airports and metro stations. "We have breakfast menu, extended hours, drive thrus, highway way stores, and dessert kiosk...which are addressing customer needs during different parts of the day," says Bakshi of McDonald's. On the same lines, Nirula's has launched new retail formats like Express outlets, Ice cream parlours, Metro station kiosks and fuel station outlets. "This expansion has widened our reach and allowed us to expand out customer base significantly," says Chaudhri.
S.K.PATEL INSTITUTE OF MANGEMENT AND COMPUTER STUDIES GANDHINAGAR.
Fast-Food Industry
History
The concept of ready-cooked food for sale is closely connected with urban development. In Ancient Rome cities had street stands that sold bread, sausages and wine. Pre-modern Europe In the cities of Roman antiquity, much of the urban population living in insulae, multi-storey apartment blocks, depended on food vendors for much of their meals. In the mornings, bread soaked in wine was eaten as a quick snack and cooked vegetables and stews later in the day at a popina, a simple type of eating establishment. In the Middle Ages, large towns and major urban areas such as London and Paris supported numerous vendors that sold dishes such as pies, pasties, flans, waffles, wafers, pancakes and cooked meats. As in Roman cities during antiquity, many of these establishments catered to those who did not have means to cook their own food, particularly single households. Unlike richer town dwellers, many often could not afford housing with kitchen facilities and thus relied on fast food. Travellers, as well, such as pilgrims en route to a holy site, were among the customers. United Kingdom
Fish and chips with mushy peas

In areas which had access to coastal or tidal waters, 'fast food' would frequently include local shellfish or seafood, such as oysters or, as in London,eels. Often this seafood would be cooked directly on the quay or close by. The development of trawler fishing in the mid nineteenth century would lead to the development of a British favourite fish and chips, and the first shop in 1860.[6] A blue plaque at Oldham's Tommy field Market marks the origin of the fish and chip shop and fast food industries in Britain.[6] British fast food had considerable regional variation. Sometimes the regionality of dish became part of the culture of its respective area. The content of fast food pies has varied, with poultry (such as chickens) or wildfowl commonly being used. After World War II, turkey has been used more frequently in fast food.[7] As well as its native cuisine, the UK has adopted fast food from other cultures, such as pizza, Chinese noodles, kebab, and curry. More recently healthier alternatives to conventional fast food have also emerged. United States
Neighboring fast food restaurant advertisement signs in Bowling Green, Kentucky for Wendy's, KFC, Krystal andTaco Bell As automobiles became popular and more affordable following the First World War, drive-in restaurants were introduced. The American company White Castle, founded by Billy Ingram and Walter Anderson in Wichita, Kansas in 1921, is generally credited with opening the second fast food outlet and firsthamburger chain, selling hamburgers for five cents each.[8] Walter Anderson had built the first White Castle restaurant in Wichita in 1916, introducing the limited menu, high volume, low cost, high speed hamburger restaurant. Among its innovations, the company allowed customers to see the food being prepared. White Castle was successful from its inception and spawned numerous competitors. Franchising was introduced in 1921 by A&W Root Beer, which franchised its distinctive syrup. Howard Johnson's first franchised the restaurant concept in the mid-1930s, formally standardizing menus, signage and advertising.
Curb service was introduced in the late 1920s and was mobilized in the 1940s when carhops strapped on roller skates. The United States has the largest fast food industry in the world, and American fast food restaurants are located in over 100 countries. Approximately 2 million U.S. workers are employed in the areas of food preparation and food servicing including fast food in the USA. On the go
McDonald's first two-lane drive-thru was at the Rock N Roll McDonald's in Chicago. Fast food outlets are take-away or take-out providers, often with a "drivethrough" service which allows customers to order and pick up food from their cars; but most also have a seating area in which customers can eat the food on the premises. Nearly from its inception, fast food has been designed to be eaten "on the go", often does not require traditional cutlery, and is eaten as a finger food. Common menu items at fast food outlets include fish and chips, sandwiches, pitas, hamburgers, fried chicken, french fries, chicken nuggets, tacos, pizza, hot dogs, and ice cream, although many fast food restaurants offer "slower" foods like chili, mashed potatoes, and salads. Filling stations Many petrol/gas stations have convenience stores which sell pre-packaged sandwiches, doughnuts, and hot food. Many gas stations in the United States and Europe also sell frozen foods and have microwaves on the premises in which to prepare them.
Street vendors and concessions
Street vendor serving fast food in Nepal Traditional street food is available around the world, usually from small operators and independent vendors operating from a cart, table, portable grill or motor vehicle. Common examples include Vietnamese noodle vendors, Middle Eastern falafel stands, New York City hot dog carts, and taco trucks. Turo-Turo vendors (Tagalog for point point) are a feature of Philippine life. Commonly, street vendors provide a colorful and varying range of options designed to quickly captivate passers-by and attract as much attention as possible. Depending on the locale, multiple street vendors may specialize in specific types of food characteristic of a given cultural or ethnic tradition. In some cultures, it is typical for street vendors to call out prices, sing or chant salespitches, play music, or engage in other forms of "street theatrics" in order to engage prospective customers. In some cases, this can garner more attention than the food itself; some vendors represent another form of tourist attraction. Cuisine
Deep fried calamari Modern commercial fast food is often highly processed and prepared in an industrial fashion, i.e., on a large scale with standard ingredients and standardized cooking and production methods. It is usually rapidly served in cartons or bags or in a plastic wrapping, in a fashion which minimizes cost. In most fast food operations, menu items are generally made from processed ingredients prepared at a central supply facility and then shipped to individual
outlets where they are reheated, cooked (usually by microwave or deep frying) or assembled in a short amount of time. This process ensures a consistent level of product quality, and is key to being able to deliver the order quickly to the customer and eliminate labor and equipment costs in the individual stores. Because of commercial emphasis on speed, uniformity and low cost, fast food products are often made with ingredients formulated to achieve a certain flavor or consistency and to preserve freshness. Variants Although fast food often brings to mind] traditional American fast food such as hamburgers and fries, there are many other forms of fast food that enjoy widespread popularity in the West. Chinese takeaways/takeout restaurants are particularly popular. They normally offer a wide variety of Asian food (not always Chinese), which has normally been fried. Most options are some form of noodles, rice, or meat. In some cases, the food is presented as a smrgsbord, sometimes self service. The customer chooses the size of the container they wish to buy, and then is free to fill it with their choice of food. It is common to combine several options in one container, and some outlets charge by weight rather than by item. Many of these restaurants offer free delivery for purchases over a minimum amount.
Many types of sushi ready to eat
A francesinha fastfood restaurant inPvoa de Varzim, Portugal.
A fast-food kiosk in Yambol, Bulgaria Sushi has seen rapidly rising popularity in recent times. A form of fast food created in Japan (where bent is the Japanese equivalent of fast food), sushi is normally cold sticky rice flavored with a sweet rice vinegar and served with some topping (often fish), or, as in the most popular kind in the West, rolled in nori (dried laver) with filling. The filling often includes fish, chicken or cucumber. Pizza is a common fast food category in the United States, with chains such as Papa John's, Domino's Pizza, Sbarro and Pizza Hut. Menus are more limited and standardized than in traditional pizzerias, and pizza delivery, often with a time commitment, is offered. Kebab houses are a form of fast food restaurant from the Middle East, especially Turkey and Lebanon. Meat is shaven from a rotisserie, and is served on a warmed flatbread with salad and a choice of sauce and dressing. These doner kebabs or shawarmas are distinct from shish kebabs served on sticks. Kebab shops are also found throughout the world, especially Europe, New Zealand and Australia but they generally are less common in the US.
Lamb shish kebab Fish and chip shops are a form of fast food popular in the United Kingdom, Australia and New Zealand. Fish is battered and then deep fried. The Dutch have their own types of fast food. A Dutch fast food meal often consists of a portion of french fries (called friet or patat) with a sauce and a meat product. The most common sauce to accompany french fries is mayonnaise, while others can be ketchup or spiced ketchup, peanut
sauce or piccalilli. Sometimes the fries are served with combinations of sauces, most famously speciaal (special): mayonnaise, with (spiced) ketchup and chopped onions; andoorlog (literally "war"): mayonnaise and peanut sauce (sometimes also with ketchup and chopped onions). The meat product is usually a deep fried snack; this includes the frikandel (a deep fried skinless minced meat sausage), and the kroket (deep fried meat ragout covered in breadcrumbs). In Portugal, there are some varieties of local fast-food and restaurants specialized in this type of local cuisine. Some of the most popular foods include frango assado (Piri-piri grilled chicken previously marinated), francesinha, francesinha poveira, espetada (turkey or pork meat on two sticks) and bifanas (pork cutlets in a specific sauce served as a sandwich). This type of food is also often served with french fries (called batatas fritas), some international chains started appearing specialized in some of the typical Portuguese fast food such as Nando's. A fixture of East Asian cities is the noodle shop. Flatbread and falafel are today ubiquitous in the Middle East. Popular Indian fast food dishes include vada pav, panipuri and dahi vada. In the French-speaking nations of West Africa, roadside stands in and around the larger cities continue to sellas they have done for generationsa range of ready-to-eat, char-grilled meat sticks known locally as brochettes (not to be confused with the bread snack of the same name found in Europe). Business In the United States alone, consumers spent about US$110 billion on fast food in 2000 (which increased from US$6 billion in 1970). The National Restaurant Association forecasted that fast food restaurants in the U.S. would reach US$142 billion in sales in 2006, a 5% increase over 2005. In comparison, the full-service restaurant segment of the food industry is expected to generate $173 billion in sales. Fast food has been losing market share to fast casual dining restaurants, which offer more robust and expensive cuisines. Employment According to the U.S. Bureau of Labor Statistics, about 2.7 million U.S. workers are employed in food preparation and serving (including fast food) as of 2008. The BLS's projected job outlook expects average growth and excellent opportunity as a result of high turnover. However, in April 2011, McDonald's hired approximately 62,000 new workers and received a million applications for these positionsan acceptance rate of only 6.2%.] Some analysts, such as Martin Ford, author of The Lights in the Tunnel: Automation, Accelerating Technology and the Economy of the Future. argue that the fast food industry will be succeptible to increased automation, and that this will reduce employment and/or job creation in the industry.
Globalization
McDonald's in Moscow In 2006, the global fast food market grew by 4.8% and reached a value of 102.4 billion and a volume of 80.3 billion transactions. In India alone the fast food industry is growing by 41% a year. McDonald's is located in 126 countries and on 6 continents and operates over 31,000 restaurants worldwide. On January 31, 1990 McDonalds opened a restaurant in Moscow, and broke opening day records for customers served. The Moscow restaurant is the busiest in the world. The largest McDonalds in the world is located inOrlando, Florida, USA There are numerous other fast food restaurants located all over the world. Burger King has more than 11,100 restaurants in more than 65 countries. KFC is located in 25 countries. Subway is one of the fastest growing franchises in the world with approximately 39,129 restaurants in 90 countries as of May 2009, the first non-US location opening in December 1984 in Bahrain. Pizza Hut is located in 97 countries, with 100 locations in China.Taco Bellhas 278 restaurants located in 14 countries besides the United States. Criticism Fast food chains have come under criticism over concerns ranging from claimed negative health effects, alleged animal cruelty, cases of worker exploitation, and claims of cultural degradation via shifts in people's eating patterns away from traditional foods. The intake of fast food is increasing worldwide. A study done in Jeddah showed that the current dietary habit is related to the increase of overweight and obese among adolescents in Saudi Arabia.
10
LOCAL PLAYERS IN AHMADABAD

1) U.S. PIZZA 2) DOMINOSS PIZZA 3) PIZZA HUT 4) MC DONALDS 5) CAFE COFFEE DAY 6) HAVMOR FASTFOOD 7) KFC 8) BARISTA 9) SUBWAY 10) UNCLE SEMS PIZZA 11) BIKANER WALA 12) LOCAL PLAYERS ARE ALSO FAMOUS LIKE RAIPUR BHAJIYAWALA -SHANBHUS COFFEE - KARNAVATI DABELI AND VADAPAU - AMBIKA DALVADA CENTER -AND MANY MORE
Shown as below
KFC
AMERICAN, FAST FOOD
Average: 4.2/5 (102 votes)
AlphaOne Mall, Vastrapur, Ahmedabad Vastrapur

COST FOR 2: Rs. 400
11 AM to 11 PM Freeze Land
CAFE, FAST FOOD, PIZZA, STREET FOOD
9-10, Galaxy Bazar, Gurukul-Vastrapur Lake... Vastrapur

COST FOR 2: Rs. 350
10:30 AM to 11:15 PM Momoman

CHINESE, FAST FOOD, SEA FOOD, THAI
3, Advait Mall, Sandesh Press Road, Bodakdev,... Bodakdev

COST FOR 2: Rs. 500
10 AM to 11 PM
11
Dinner Bell
NORTH INDIAN, CONTINENTAL, FAST FOOD
Akshar Arcade, Memnagar, Ahmedabad Memnagar

COST FOR 2: Rs. 400
11:30am - 3:30pm , 7pm - 11pm
US Pizza
FAST FOOD, PIZZA
G-12, Ground Floor, Shivalik Arcade, 100ft... Prahlad Nagar

COST FOR 2: Rs. 350
11 AM to 11 PM Mongini's
BAKERY, FAST FOOD, DESSERTS
Vraj Complex, Bhattha Cross Road, Paldi,... Paldi

COST FOR 2: Rs. 100
10 AM to 11 PM Birmies
PIZZA, FAST FOOD, NORTH INDIAN, CHINESE,...
13, Ground Floor, Antriksh Complex, Panjrapole... University Area

COST FOR 2: Rs. 250
10am - 3pm , 7pm - 10:30pm 440 Banquets & Restaurant

NORTH INDIAN, FAST FOOD
The Acropolis B Block, 3rd Floor, Thaltej,... Thaltej

COST FOR 2: Rs. 500
11:30am - 3:30pm , 6:30pm - 11pm Cafe Piano

CAFE, DESSERTS, FAST FOOD, MULTI CUISINE
The Grand Bhagwati, S.G. Highway, Ahmedabad S G Highway

COST FOR 2: Rs. 500
24 hours Cafe Amul

DESSERTS, FAST FOOD
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Shop No. 1, J.B. Tower, Opposite Doordarshan... Drive In Road

COST FOR 2: Rs. 200
11 AM to 11 PM Swati Snacks
FAST FOOD, STREET FOOD, SOUTH INDIAN
Sera, Law Garden, Near Ellis Bridge, Ahmedabad Ellis Bridge

COST FOR 2: Rs. 300
12 Noon to 11 PM
Paprika
SOUTH INDIAN, NORTH INDIAN, FAST FOOD, OTHERS
A/14, Ground Floor, Swiss Plaza, Opposite Manek... Ambavadi

COST FOR 2: Rs. 350
11am - 11pm Amazo

FAST FOOD, AMERICAN, ITALIAN, MEXICAN, ASIAN,...
Ground Floor, Venus Atlantis, Anand Nagar Road,... Satellite

COST FOR 2: Rs. 700
11am - 11pm Bangs

FAST FOOD, AMERICAN
Shop No. 10, Ground Floor, Corporate House,... Bodakdev

COST FOR 2: Rs. 300
11am - 11pm Excite Bite

MEXICAN, DESSERTS, NORTH INDIAN, CHINESE,...
1st Floor, Patel Avenue, Near Gurudwara, S G... S G Highway

COST FOR 2: Rs. 500
11am - 3:30pm , 7pm - 11pm Cafe Upper Crust

PIZZA, FAST FOOD
Ground Floor & 1st Floor, Aarohi Complex, Vijay...
13
Navrangpura
COST FOR 2: Rs. 700
12noon - 10:30pm Cafe Americano

FAST FOOD, AMERICAN
Cafe 2, Judges Bungalow Road, Bodakdev,... Bodakdev

COST FOR 2: Rs. 300
8 AM to 11 PM Magic Chicken
FAST FOOD, AMERICAN
Ground Floor, Regency Park Plaza, Amber Tower,... Sarkhej

COST FOR 2: Rs. 500
6pm - 11:30pm Fresh n Fresh

CHINESE, FAST FOOD, PIZZA, OTHERS
G-3, Kundlini Complex, Fountain Nehru Park,... Vastrapur

COST FOR 2: Rs. 250
10 AM to 11 PM Dangee Dums
CAFE, FAST FOOD, MEXICAN, DESSERTS
4, Ground Floor, Sigma Legacy, IIM Road,... University Area

COST FOR 2: Rs. 700
12 Noon to 12 Midnight Choice Snack Bar

CHINESE, FAST FOOD, PIZZA, STREET FOOD, SOUTH...
Municipal Market, C.G Road, Ahmedabad C G Road

COST FOR 2: Rs. 550
9 AM to 11:30 PM Freeze Land

CAFE, FAST FOOD, PIZZA, STREET FOOD
Ground Floor, Silicon Tower, Samartheshwar...
14
Ellis Bridge
COST FOR 2: Rs. 350
10:30 AM to 11:15 PM Subway

AMERICAN, FAST FOOD
Vijay Char Rasta, 8 HSG house, Navrangpura,... Navrangpura

COST FOR 2: Rs. 400
11 AM to 11 PM Shocolatery
BAKERY, DESSERTS, PIZZA, FAST FOOD
Pushpak Complex, Opposite Prahaladnagar Garden,... Vejalpur

COST FOR 2: Rs. 350
11am - 11pm Gwalia Sweets

FAST FOOD, NORTH INDIAN, PIZZA, STREET FOOD,...
5, Venus Atlantic, Near Reliance Petrol Pump,... Prahlad Nagar

COST FOR 2: Rs. 250
11 AM to 11 PM Hijackk
FAST FOOD
Ground Floor, Devar Mall, S G Highway,... S G Highway

COST FOR 2: Rs. 550
7 PM to 8:45 PM Prithvi Hotels

FAST FOOD, STREET FOOD, NORTH INDIAN, SOUTH...
L G Corner, Mani Nagar, Ahmedabad Mani Nagar

COST FOR 2: Rs. 300
11am - 3pm , 6pm - 11pm Jay Bhawani Vadapav

FAST FOOD
8-9, Maradia Plaza, Panchavati, C G Road,... C G Road

COST FOR 2: Rs. 1509 AM to 10 PM
Cream Centre
FAST FOOD, NORTH INDIAN, LEBANESE, STREET...
15
1st Floor, Campus Corner 2, Opposite Prahlad... Prahlad Nagar

COST FOR 2: Rs. 500
11 AM to 3 PM, 7 PM to 11 PM US Pizza
FAST FOOD, PIZZA
106, Sundaram Arcade, Opposite Shukan Mall,... Sola

COST FOR 2: Rs. 350
11 AM to 11 PM US Pizza
FAST FOOD, PIZZA
102, 1st Floor, Shivalik 5, Mahalaxmi Cross... Paldi

COST FOR 2: Rs. 350
11 AM to 11 PM Subway
AMERICAN, FAST FOOD
Sachet-2, Near National Handloom, C.G Road,...
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Marketing Mix Product,Price, Place, Promotion The 4ps Of Marketing

When their products firms need to create a successful mix of: 1) The right product 2) Sold at the right price 3) In the right place 4) Using the most suitable promotion. To create the right marketing mix, businesses have to meet the following conditions: The Product: The product has to have the right features - for example, it must look good and work well.
The price must be right. Consumer will need to buy in large numbers to produce a healthy profit.
The goods must be in the right place at the right time. Making sure that the goods arrive when and where they are wanted is an important operation.
The target group needs to be made aware of the existence and availability of the product through promotion.
Successful promotion helps a firm to spread costs over a larger output. For example, a company like Kellogg's is constantly developing new breakfast cereals the product element is the new product itself, getting the price right involves examining customerperceptions and rival products as well as costs of
manufacture, promotion involves engaging in a range of promotional activities e.g. competitions, product tasting etc, and place involves using the best possible channels of distribution such as leading supermarket chains. The product is the central point on which marketing energy must focus. Finding out how to make the product, setting up the production line, providing the finance and manufacturing the product are not the responsibility of the marketing function. However, it is concerned with what the product means to the customer. Marketing therefore plays a key role in determining such aspects as:
The appearance of the product - in line with the requirements of the market
The function of the product - products must address the needs of customers as identified through market research.
The product range and how it is used is a function of the marketing mix. The range may be broadened or a brand may be extended for tactical reasons, such as matching competition or catering for seasonal fluctuations. Alternatively, a product may be repositioned to make it more acceptable for a new group of consumers as part of a long-term plan. The price Of all the aspects of the marketing mix, price is the one, which creates sales revenue - all the others are costs. The price of an item is clearly an important determinant of the value of sales made. In theory, price is really determined by the discovery of what customers perceive is the value of the item on sale. Researching consumers' opinions about pricing is important as it indicates how they value what they are looking for as well as what they want to pay. An organisation's pricing policy will vary according to time and circumstances. Crudely speaking, the value of water in the Lake District will be considerably different from the value of water in the desert.
The place Although figures vary widely from product to product, roughly a fifth of the cost of a product goes on getting it to the customer. 'Place' is concerned with various methods of transporting and storing goods, and then making them available for the customer. Getting the right product to the right place at the right time involves the distribution system. The choice of distribution method will depend on a variety of circumstances. It will be more convenient for some manufacturers to sell to wholesalers who then sell to retailers, while others will prefer to sell directly to retailers or customers. The promotion Promotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase a product or service. The razzmatazz, pace and creativity of some promotional activities are almost alien to normal business activities. The cost associated with promotion or advertising goods and services often represents a sizeable proportion of the overall cost of producing an item. However, successful promotion increases sales so that advertising and other costs are spread over a larger output. it enables an organization to develop and build up a succession of messages and can be extremely cost-effective.
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Research Methodology
Research objective 1) to know the effectiveness of Advertising 2) to Find out most effective media of advertisement Research type:- Descriptive research(primary research & secondary research) Data collection method:- primary and secondary data sources Primary data:- primary data will be collected directly from respondent through questionnaire with the help of interview. Secondary data:-secondary data will be collected through, magazines, newspapers, and internet.
Research tool:- questionnaire Sample size:- 75 questionnaire(50 youngsters + 25 Professionals) Sample size of outlets:- 04 different brands of fast food outlets Sampling type:- convenience sampling. Expected contribution:- self & Company(fast food outlets)
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Media Planning by Top 4 Brands in India

MC DONALD When McDonald's India launched in 1996, urban Indians in Mumbai and Delhi typically ate out three to fives times a month, according to AT Kearney, the management consultancy. In the 12 years since then, that average frequency has doubled and analysts forecast that by 2011 the Indian quick service restaurant market will be worth 30,000 crore (about $6.3bn at October 2008 exchange rates). But from their earliest investments in India, multinational company (MNC) owners of restaurant chains have struggled to adapt to the needs of India's many markets. Some pulled out of the country after failed ventures. At the time, consolidation of the hugely fragmented Indian retail sector had also barely begun, and there was scepticism that Indians would prefer burgers and fast food to local food offerings. However, in the intervening decade, McDonald's has continued to open new outlets in the country, evolving its marketing strategy through several phases. Twelve years of McDonald's India McDonald's India was set up as a 50:50 joint-venture between McDonald's at a global level and regional Indian partners such as Hardcastle Restaurants Private Limited in western India, and Connaught Plaza Restaurants Private Limited in northern India. The first Indian McDonald's outlet opened in Mumbai in 1996. Since then, outlets have begun trading in metropolitan and Tier II towns across the country. By September 2008, it had premises in Mumbai, Bangalore, Baroda, Pune, Indore, Nasik, Chennai, Hyderabad, Surat and Ahmedabad. Amit Jatia, Managing Director, McDonalds India, said: "The past decade has witnessed a marked change in Indian consumption patterns, especially in terms of food. Households in middle, upper, and high-income categories now have higher disposable income per member and a propensity to spend more." Phase I: Launching the brand The starting point for McDonald's India was to change Indian consumers' perceptions, which associated it with being 'foreign', 'American', 'not knowing what to expect' and 'discomfort with the new or different'.
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McDonald's wanted to position itself as 'Indian' and a promoter of 'family values and culture', as well as being 'comfortable and easy'. Simultaneously, the brand wanted to communicate that, operationally, it was committed to maintaining a quality service, cleanliness and offering value for money. Says Arvind Singhal, Head of Marketing at McDonald's India: "From a marketing communications standpoint, we chose to focus on familiarizing the customer with the brand. The brand was built on establishing functional benefits as well as experiential marketing." Until 2000, McDonald's India did not have enough reach to use mass media such as television advertising. Instead, most of its marketing effort focused on outlet design, new store openings and PR about its attempts to tailor a menu to Indian tastes. Amit Jatia said: "Products like McAloo Tikki burger, Veg Pizza McPuff and Chicken McGrill burger were formulated and introduced using spices favored by Indians. The menu development team has been responsible for special sauces which use local spices do not contain beef and pork. Other products do not contain eggs and are 100% vegetarian. The Indianized products have been so well received that we even export McAloo Tikki burger and Veg. Pizza McPuff to the Middle East." However the company did not escape food criticism in the country. For instance, it hurt the religious sentiments of Indians by using beef flavoring for its "Vegetarian" French Fries. Says Sridhar, National Creative Director, Leo Burnett: "When McDonald's launched we took a conscious call of not introducing any beef or pork in our products. Thus, when controversies around McDonald's products started during the early and growth stages of the Indian business, we reacted quickly. "We educated our customers about the build of our products and did extensive kitchen tours for our customers. We showed them how we use separate vegetarian and non-vegetarian platforms for cooking a first in any market for McDonald's." II Phase: brand advertising By 2000, McDonald's India was ready to begin TV advertising. Arvind Singhal said: "The first Indian TV commercial, Stage Fright, attempted to establish an emotional connection between the (Indian) family and the brand. Over the years advertising has reinforced this positioning, supported by promotions." The Stage Fright campaign aimed to establish McDonald's as a familiar, comfortable place, he easily recites it in the store's familiar environment. A second campaign featured a child and his family moving into a new place. He misses his previous surroundings until McDonald's provides something familiar.
A still from the Leo Burnett/McDonald's campaign featuring a family moving home These storylines were supported by other initiatives. The company's one-minute service guarantee attempted to reinforce its reputation for fast, friendly and accurate service and it also ran in-store events for mothers and children. Mr Singhal says: "To kids sitting on the Ronald McDonald bench, pumping sauce from the sauce machine became brand rituals." K.V. Sridhar, National Creative Director, Leo Burnett, the company's agency in India, adds: "In the launch phase the communication focused solely on building brand and product relevance. The brand's scores on relevance to families and kids were very high." Later, McDonald's realized there was untapped potential in the youth audience who considered McDonald's expensive and mainly for children. Sridhar says: "In 2004, we launched the Happy Price Menu with a value message for a younger audience. For the first time McDonald's India saw a surge of younger consumers and people from socio-economic class B walk into our stores. "We had realized that the Indian consumer was price sensitive and even though the organization managed to establish a sense of familiarity, Indian consumers continued to perceive McDonald's as an expensive eating out option."
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McDonald's "Happy Price" campaign Phase III: Appealing to both ends of the age spectrum In 2008, the latest campaign from the McDonalds-Leo Burnett stable uses father-son duos from the Indian film industry to reiterate the theme of "Yesteryear's Prices". It features Bollywood stars from past decades together with their sons and a message that prices have not risen in line with the passage of time. The Happy Price campaign has also been promoted via virals. Outdoor has also promoted a home delivery option in a country where home delivery is common in urban areas. McDonald's has also been exploring strategic tie-ups with Indian sports properties such as the IPL cricket tournament, where it was one of the event's food providers. Amit Jatia, however, says: "The eating out market in India is very large and has huge potential fuelled by rising disposable incomes. There are many Indian and international players who have entered in the market since the last decade and unbranded food chains have also grown significantly. "The Indian consumer has seen value in what we have to offer at our restaurants which is a testament to our model."
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Pizza Hut
Pizza Hut: A Brief History Began in 1958, the brothers Frank and Dan Carney borrowed $600 from their mother and started to establish the business in the Wichita State University in Kansas, where they both studied. Since then, the Pizza Hut slowly emerged and now the worlds largest pizza franchise. The company continuously branched and developed different franchise and has put as a part of Pepsi Empire. Through the aggressive marketing techniques especially in take out market, it is truly satisfying that the success was achieved through innovation. For over the years, the Pizza Hut had to reinvent the pizza and introduce a healthier pizza because the company and their specialists cut off the unnecessary calories and fats when cheese is added to the dough. In addition to their menus, the company included the new taste combinations and expanded the choice of the pizza available for the customers. The additional pizza dippers in their menus are part of the companys strategy to gain the consumers trusts for the next years. Customers Delight After more than fifty years, the company already collected almost 12,000 restaurants in more than 90 countries. Pizza Hut remains in the lead as the number one choice of the pizza lovers. The entire company had a philosophical belief that states: because we love pizza and we care about our customers, we have a responsibility to offer great products and service. Its influence definitely reached every corner of the world. Even the Queen of Italy during 1889, namely Queen Margherita, was captured by the deliciously taste of pizza. In for her honor, one pizza is named after her. Marketing, Products and Services
Every Pizza Hut Franchise has their own marketing strategy in satisfying their customers needs. Aside from the delivery services that is widely adopted by different restaurants, the company also started the online orders, where the customers who cant managed to go to the telephone or walk in their alleys can now log on to their website and access their orders. Both franchises in the area receive good feedbacks in their products and services.
But one of them gets slack sales during afternoon. Around two oclock in the afternoon, the customers are nowhere to seen. The first restaurant reasoned that the franchise is in the middle of the city where the people are busy working. It is common for them that the people suddenly disappear after the clock hits the one to one thirty in the afternoon. But after the slow sales for about three hours, the restaurant will be again busy in producing the all-time favorite. As part of their marketing strategy, their crews or waiters are doing the sales talk outside the restaurant. As a result, they also offer a free delivery whenever the place is within reach. It is hard for the employees but they have to so it to survive a day and been not subject for foreclosure. Meanwhile, the other franchise restaurant also experiences this kind of down sales. The other restaurant is a little far from the first one, but the slack sales hits them in the morning. The only reason is because the restaurant stood near the other restaurants which the competition is extremely high. To answer this kind of problem, the restaurant participates in giving gift cards, where an individual can avail their product whenever he wishes to. All he has to do is to present a card that was authorized by the management. It is very effective especially in holiday seasons. Analysis The two Pizza Hut franchises are operating for almost 10 years in their own community. The growing competition and advantages of the two franchises are continuously affecting the performance of the restaurant. In the aspect of marketing, the differences are indeed obvious, but still both aims to achieve the additional sales and still part of their objective are taking care of their customers. The two restaurants are aware of the emerging global competitions and the managers in their respective restaurants are planning to stand against the different market changes
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Products and Services in Market The pizza company is very aggressive in terms of servicing the consumers. They are very optimistic and based their strategies in their on-going customer relations where the communication with their loyal customers leads the way to create another delightful product and quality service. Their effective marketing is not only placed on different advertisement but also in television and Internet. Part of their marketing strategy is to offer an online ordering system where a potential or loyal customer can address her or his order through the website they provided. In fact, the delivery system attracts the customer and states that if its late its free. This kind of statement is popular and most of the fast foods or restaurant adds it to their advertisement to guarantee that they will deliver the customers needs in time ( 1999)
again by the well established brand, against other pizza delivery chains also asking why this new positioning always been wrongly compared withand feel of Pizza Hut with an and quick service restaurants. Theand rapidly evolving eating-outand tagline, the repositioning alsoapart in the country's highly competitiveas Pizza Hut always felt uncomfortableattempt around the 'Eater-tainment'based on the 'Enhanced dine-in'casual dining space and help it standcement its leadership further in theChandigarh and Bangalore, the IT citycompany is expected to spend aroundconcept. The new brand avatar is Confirming the same, Yum!create great memories while sharingeffort which was kicked off inenhanced dcor package over theexperience in the casual dining segment,gone for a repositioning by donning agood food. Apart from the new logoin our strategy signifies an importantincludes an asset upgrading programmeIndia. In the Indian market we have it will move onto other cities like Pune,just two years
after a similar exercise.leading pizza brand from theLike many industry experts, if you are marketplace, and hence the change.Mumbai and New Delhi mid July. Now new look, a new logo and a newnext three years.other pizza delivery chains. The introductionpeople forge strong friendships and
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Dominos
Domino's is back on the advertising circuit 'Khushiyon ki home delivery' Domino's, in continuation of its 'Khushiyon ki home delivery' positioning, speaks about two new snacks through a commercial that brings the flavours of Mexico and Italy to people's homes.
Domino's is back on the advertising circuit - this time for conveying the launch of two new products - Mexican Wrap and Italian Pasta. The brand continues with its 'Khushiyon ki home delivery' positioning, which it established two years ago. (Incidentally, it was on the back of this winning premise that its agency, Contract Advertising retained the account after a pitch). However, according to Dev Amritesh, senior vice-president, marketing, Domino's Pizza India, the task this time round was slightly different.
Usually, one product - mostly the pizza offering - is advertised; but this time, the best in both its new products had to be brought forth. "Furthermore, these two products have no common denominator we could play upon, so we had to somehow thread both their stories together," says Amritesh.
After a discussion with Contract, it was decided that the focus should be on the countries of origin of these two snacks, namely, Mexico and Italy; and regional/cultural nuances from those markets would be the platform for the communication. Welcome to India
The commercial, therefore, shows the Domino's pizza delivery boy on his way to deliver the two new products to his customer's doorstep. On his way there, he is surrounded by Mexican dancers and singers in Mexican outfits (hats and swirling dresses et al), serenading and cheering him along his journey. A little further down the road, Italian singers in elaborate gowns sing to him in opera style, chugging him along. Finally, he reaches his destination, as the song
and dance 'junta' from the two nations cheers happily. Shots of the two snacks and an MVO wrap things up, while the happy delivery boy smiles knowingly and heads back.
When asked about the 'feel good' factor and overall cheer in the communication being in a similar space as that of competing brands such as Pizza Hut, Amritesh clarifies that unlike the competition, Domino's isn't about mere celebration, but about the larger halo of happiness.
As far as the insight goes, there are also strong cultural nuances that differentiate Mexico and Italy, the sources of origin of the two new products; but among these nuances, song and dance were selected as the chosen platform as they are the most 'identifiable' to Indian audiences, and the visual cues for representing these countries had to be easy to understand.
Classical opera singers, tuxedos, melody and sophistication in the music define Italy; on the other hand, senoritas with their enormous skirts, Mariachis, lively music, guitars and rhythm tend to connote Mexico. Domino's' attempt is to bring these two distinct worlds to the consumer palate in India.
Nima Namchu, executive creative director, Contract, says that the idea was simple: when one orders a Mexican Wrap or Italian Pasta from Domino's, it's like getting them delivered straight from Mexico and Italy itself. On the use of the delivery boy once again as the Domino's food - and brand message - deliverer, Namchu elaborates, "When the brand comes in contact with the consumer through the delivery boy, it is natural for him to play the role of the 'deliverer of happiness' as well. However, unlike in other campaigns, this one had him playing a more central role, because the story was about the arrival of the wrap and the pasta."
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The TVC prior to this one was for Pizza Mania, the economy offering from Domino's, which showed a school teacher at a remote location, who tempts her absconding students back to school, with the promise of Domino's Pizza. For the record, the current commercial is not the first time that Domino's is advertising a product other than its trademark pizza. It advertised its Choco Lava product in December last year, the pasta range in August 2009 and the Calzone in 2007. The commercial has been created by Namchu along with Ravi Deshpande, chairman and CCO, and Amit Shankar, creative director, at Contract Advertising. The director is Jeff Ballsmeyer, while the production house is FAR Productions with Jeet Surendranath as producer. The music has been composed by Ashutosh Pathak. A budget of Rs 6-7 crore has been earmarked for this communication, which would be on-air for three months. While television is the dominating media (around 70 per cent), the rest would include in-store leaflets, direct mails to customer databases and digital media.
Happiness delivered? Domino's' latest attempt generates mixed feelings amidst the ad fraternity. Manish Bhatt, co-founder, Scarecrow Communications, feels it is a natural take for the brand to borrow upon the cultural nuances of the regions from where its products emerge. And this isn't the first time either: earlier, for its Chinese pizzas, Domino's had Chinese characters and cultural innuendos dotting its communication. "While it is natural for Domino's, one wonders if it is becoming a formula for the brand," he muses. "This ad is not out of the box, but it is fairly exotic to look at, with good production value that creates intrigue." But repeat value might be a problem, he asserts.
KV Sridhar, aka Pops, national creative director, Leo Burnett India, echoes his sentiments when he says that the commercial takes the 'easy way out'. "Regional nuances are the first thing a brand will look at in such a case - it is like showing elephants to represent India. The consumer will identify with such nuances, the job will get done, but the brief allows for so much more," he says, adding that the execution is in all probability, competent. "But the story needs to be more charming, and more creative liberty ought to have been taken to take this brand to the next level," Pops signs off Domino's Marketing Strategies - Says, Affordability is the key to survival in India market DOMINOS ON A ROLL WITH 274 STORES IN 55 CITIES
When Domino's entered India in 1995, Pizza was quite low on the taste palate of Indians. Fourteen years and 274 stores later, brand Dominos seems to be on a roll, having not only made pizzas popular with the country's burgeoning middle class, but also the brand omnipresent. In an interview with Amit Sharma, Domino's Pizza India VP, marketing, Dev Amritesh, shares the brand's India journey and the company's plans for India. Excerpts: From being a foreign snack to being a meal option, how has Dominos shaped Indian consumers perception of the pizza?
We have constantly focused on consumer-centric areas such as product innovation, taste, pricing and customer service. Our several products innovations such as Double Cheese Crunch Pizza, Kebab Pizzas, Cheese Burst Pizza, Dominos Calzone, Chicken Wings amongst others, and most recently Pasta, have gone down well with the consumers. As the result, we have been able to get quick product acceptance from them and often that is the first and
most important bridge that a foreign food category has to cross. On the other hand, offers like, Pizza Mania at Rs 35/- per Pizza and Fun Meal for 4 has helped us drive value-formoney proposition allowing access to the brand. We have realised that value for money is an extremely important need for Indian consumers, especially in the context of the food services market. Then our 30 minutes or free service guarantee gives a differentiated edge to our brand amongst the Indian consumers. The brand Domino's stand in India and what is the strategy to take it to the next level Dominos Pizza has a widespread presence through a network of 274 stores, spread across 55 cities in 20 states. Further, our thirty minutes or free promise helps us reinforce our position within the delivery market. Its no surprise then, we are the leaders in the organised pizza home delivery segment, with a market share of 65%, according to the Food Franchising Report 2009. Now, we seek to increase our penetration through new store openings in existing cities where we operate stores. The Technopak Report 2009 estimates that only 2% of the monthly expenditure on food bought from outside or ordered-in by households in India is spent on pizzas and pastas on a monthly basis. We see that as a opportunity to capitalise on low penetration. a challenge has it been to market a pizza brand in India
Over the last two years, our sales revenue has grown by more than 100%. Also, the average same store growth in the last three fiscals has been around 16%. Our initiatives in the area of brand building, product innovation and penetration coupled with the changing demographics in the country have helped. Some of the factors that have driven growths and perception of Pizzas as a meal option have been changing lifestyles, rising incomes, especially amongst youth,
growing middle class and nuclear families and increase in working women population. So, while there are challenges in every market, the manner in which brands overcome them is what matters. How different are Indian consumers from their Western counterpartsDomino's faced the challenges in food home delivery to the Indian consumer. With global exposure and changing demographics, Indian consumers are not very different in terms of their expectations from service brands. The key for us is to have an engaged, trained and motivated team that can help us overcome any day-to-day challenges that might arise. Our operations have been ranked number 1 in the Dominos Global Operations amongst countries with 100 or more stores in 2006 and 2007 and amongst top 3 in 2008. One of the reasons for this has been our robust training programme, which covers every aspect of our store operations. We are developing new training mechanisms and practices such as automated video training manual for our employees to further improve our training efficacy. Most food & beverages MNCs are increasingly looking at affordability plank to push their brands---- Domino's reaction to it
Affordability is one of the important pillars for the Dominos brand. It goes aptly with the functional benefits that we provide our consumers. Affordability apart, great taste and world class customer service are the other important pillars of our brand. In India, for a brand that has aspiration to cut across consumer segments, affordability is critical. That said, it is still one of the aspects of brand building, not the most important tool to create a strong brand.
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There are some traits Subway is hitting more than most in a very tactful way. Eat Fresh Subways slogan is perfect. How much more simple could they make their slogan to imply so much? Does any other national food chain come close to competing? You can see your food being made with tons of leafy greens piled high right before your eyes. lesson: simple, powerful, implicate message $5 Footlong A Subway franchise owner by the name of Frankel started something huge. He was looking for a way to increase slumping weekend sales at his restaurant, and that triggered the idea of selling Footlong subs for just $5. There are only a few times when a chain has been able to scramble up the whole industry, and this is one of them, says Jeffrey T. Davis, the president of restaurant consultancy Sandelman & Associates. Its huge. Just take a look at what the competition has done since the $5 Footlong introduction. In fact, the $3.8 billion in sales generated nationwide by the $5 footlong alone placed it among the top 10 fast-food brands in the U.S. for the year ending in August, according to NPD Group. lesson: pricing and branding rolled into one Same but different
One of the biggest reasons I personally love going to Subway is for the food and how it is the same sandwich yet it is just a little bit different every time. I can order the same Roasted Chicken Breast sandwich from 5 different Subway Restaurants and they will be just a little bit different each time. Not to mention a few extra or fewer veggies or sauces adds an element of satisfaction you are looking for at that moment. Having the ability to add or take away as you see fit is a nice and welcomed change from the other fast food joints. lesson: meeting peoples immediate needs Carved out niche The health industry is a multi-billion dollar annual business. Subway has carved out their niche in the fast food industry in a healthy way. They have become the default for a healthy and fast meal, two huge points. Biggest Loser By sponsoring a run-a-way success tv show focused on raising awareness of obesity and healthy living, Subway has cemented themselves in the health niche and is expanding quickly. Marketing/Advertising Eat Fresh and Fast but not Fast Food. These mantras are simple yet imply so much. Dont forget Jared Subway placed a lot of faith in their spokesperson Jared. Imagine if Jared packed on the pounds again or died of a heart attack. Ouch. A very big and bold move that sets themselves apart from so many of their competitors. Picking a fight Subway uses its own products against the competition in their quest to elevate themselves. Subway says look at how bad McDonalds or Burger
King is for you and look how great our food is for you. The names, products and health information of different brands are listed right on Subways packaging and marketing material. All food, all hours Most fast food restaurants have to switch systems over in order to make breakfast items vs regular menu items. Subway doesnt have this problem because they are only adding egg as an additional element. No matter what type of person you are, youre able to enjoy breakfast for dinner and visaversa. Conclusion: Use these same elements for your own business. Find new ways to challenge the status quo, pick a fight with your competitors, carve out your niche and provide a predicable yet unique experience
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VISUAL MERCHANDISING Components of Visual Merchandising Retail Signages Signages are one of the integral components of visual merchandising executed at any retail store. It can be a drop down from the ceiling of the store with a word like Groceries written on it in an eye catching font or it can be an A-4 or A-3 size paper pasted on the store shelves promoting schemes like Buy One Get One Free and revealing prices of the products lying on the shelves or it can also be a beautifully painted wall having colourful pictures and punch lines like Is Se Sasta Aur Achchha Kahin Nahin on it (as was in Food Bazaar at Ambala ) and so on and so forth. Whatever may be the case, signages are considered as one of the most appropriate ways of conveying messages to the customers. The challenge before the retailers is not limited to simply displaying these signages at their stores but is of designing them professionally while focusing on some of the important parameters like quality of the paper or the material used, colour scheme applied, font used, i.e. whether it is legible enough or not, simplicity of the 444 Agricultural Economics Research Review Vol. 20 (Conf. Issue) 2007 message such that it is easy to be interpreted by the customers and above all, location at which these signages need to be placed inside the store such that they attract maximum attention of the customers and pursue them to buy the products. Studies have revealed that one has not more than 3 seconds to let the customer know what he/she will find inside the store. Retail Planogram A retail planogram is a diagram that shows how and where specific retail products should be placed on shelves or displayed in order to increase customers purchases. A skilled planogrammer at retail store develops these planograms for different types of visual merchandising displays (such as shelf-displays, pegboards, or slat board). These are developed based on the
information available for the product such as the amount of inventory left for the product, volume of sales per square foot of retail space, and other specific information about products (such as stock keeping unit numbers, product codes, etc.). By analyzing past and current sales patterns, a planogrammer makes recommendations about the number of Facings (how many of the products should face straight toward the customer) a certain product should have on a retail display, how high or low it should be on the display, as well as which products should surround it. This planogram is then printed out as a visual to be followed by the parttime helper that is often hired to restock retail shelves and displays. This gives management of a retail store or chain more control over how products are displayed, and allows them to track and improve on the success of their planograms.This component is taken care well at the Food Bazaar as there were separate sections for all categories of products without any intermingling of products. It was almost a negligent component at Subhiksha, as there was no proper order of number of facings of a product nor any emphasis was given on category-wise display of products. Juices shelve containing oils and vice versa were the common phenomenon at the store. VM at Choupal Fresh was also strictly taken care of. Retail Merchandising Retail merchandising is a major component of visual merchandising. It takes into consideration almost everything a customer experiences from his first sight of the storefront, which includes an attractive and inviting entrance of the store, height of the building of the store, display windows (in the case of Food Bazaar and Subhiksha lot of colourful charts were pasted on the window pans at the entrance) marquee, parking space, etc. until he/she leaves the store with a purchase in his/her hand. It is all about understanding the way customer shops such that the products can be placed at positions in Arora .
the store where they have maximum chance of being picked up through increasing visibility and appearance with the help of flood lights, par bulbs, suitable fixtures and fittings, etc. For example, in the case of ITC Choupal Fresh, all the racks were placed on the left hand side and the cash counter was on the right side of the store keeping in view that the moment the customer enters the store, he turns to the left instead of right. Moreover, for the display of exotic fruits and vegetables, a special chamber was designed making it more appealing. Effects of Indoor Signages Retail signages were of various types such as Standee, Wobblers, DropDowns, Shelf Stock Signage, Wall/Pillar Paintings, and A-4/A-3 Signage, etc. The purpose of application of these signages is to acquaint the customer with various product categories available at the store and aid him in making the purchase.The success of these signages solely depends on the extent to which they attract the customers attention without creating any ambiguity in his mind. Therefore, it is important to identify as to which type of signage gets maximum influence on the buying behaviour of the customer for the purpose of replication at the store for increasing the sales volume.
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VISUAL MERCHANDISING IMAGES
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ANALYSIS OF THE QUESTIONNAIRE
1)Which advertisement do you like the most select only one of the following. McDonalds Dominos Subway Pizza Hut ANS:-
LIKES
Subway, 5
Pizza Hut, 11 McDonalds Dominos McDonalds, 38 Dominos, 21 Subway Pizza Hut
Interpretation:-By getting above result we can say that people have seen Mcdonalds ad most so we can say that Mcdonald has done good advertising.while Subway is poor in advertising.
2)Rank the following ads on the basis of your recall.(1 for most recallable and 5 for least) McDonalds Dominos Subway Pizza Hut
Brand Recall
Pizza hut, 14 Subway, 3 Mc donald, 18 Mc donald Domino's Subway Domino's, 40 Pizza hut
Interpretation:- By receiving above data we can say that people recall Dominos ad the most and then they remember the McDonalds ad.
3)How many times have you seen an advertisement of this product/service over the past week, excluding the present one? ___ 1 ___ 2 ___ 3 ___ 4 ___ 5 or more
people
2 3 6 1 7 2 3 5 or more, 57 4 5 or more
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Interpretation:- here by receiving above data we can say that people are mostly viewing fast-food ad mostly 5 or more times in a week.
4)In what media have you seen the products/services advertisements? ___ Billboard ___ Newspaper ___ Magazine ___ Online ___ Television Commercial ___ Other _____________
People
other, 1 billboard, 5 newspaper, 3
magazine, 10
billboard newspaper magazine
online, 6 TV, 50
online TV other
Interpretation:-here we can say that people are mostly come into touch with fast-food advertisng mostly by television.
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6)What is the main message of the advertisements made by each brand?
message Selling the product/service
McDonald Dominos
Subway
Pizza Hut
Introducing the product/service Focusing on the products/services comparatively cheap price Focusing on the products/services high quality Creating brand awareness Other
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100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% selling introducing cheap Price high quality Brand Awareness other Pizza hut subway Domino's McDonald
Interpretation:- here we can say that different ad gives different message.like Dominos is more talking about Quality. While Subways ad can ad so many things in combind. 7) If asked to describe this advertisement, which of the following would be Appropriate?
Company
Funny
Emotional
Informative
Irritating
Pleasant
Boring
Mcdonald
Dominos
Subway
Pizza Hut
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100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Funny Emotional Informative irritating pleasant Boring Pizza hut Subway Domino's McDonald
Interpretation:-from above data we can say that like some people thinks that McDonalds ad is irritating while also it is the most pleasant ad. So thats all depends on the consumer behaviour.while Dominos ad is more informative.
According to you todays fast food ads are...

(In a range of 1 to 5 with 1 representing strongly disagree and 5 representing strongly agree) The advertisement claims were believable ___ The advertised product is clear to me ____ The advertisement was unique ____ I will eventually buy this product ___
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Aggreness
Buy, 35
Believables, 23 Believables Clear Unique
Unique, 23 Clear, 59
Buy
Interpretation:-From the above data we can say that most of ads are clear to the customer but their belief ratio is law as compare to clearness. while they are half time to convince buy that product.
10) How well do you remember this advertisement?(mark any one) McDonald Remember company and product but not ad Remember company but not product or ad Dominos Subway Pizza Hut
Don't remember at all Remember ad

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% remember remember Don't remember company&product company&product remember ad Pizza Hut Subway Domino's McDonald
Interpretation:-From the above data pizza hut and Subway people dont remember its ad most while McDonald is again good advertising making company
Mark the appropriate answer.

McDonald Was the ad appealing to your eye? Was the ad fun to watch? Would you talk to someone else about this ad? Did you have a positive reaction to the ad? Would you like to see similar ads
Dominos
Subway
Pizza Hut
like this in the future? Are more likely now to purchase the product offered?
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% appeling to eye fun to watch recommand want similar ads purchase product Pizzahut Subway Domino's McDonald
Interpretation:-From the above data we can say that about pizza hut people have positive attitude while McDonalds comes under the purchase product. In store environment ,what you have seen? Company McDonald Dominos Subway Pizzahut Service Atmosphere Surroundings Lights Colours
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100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% service atmosphee surroundings lights colours Pizzahut Ssubway Domino's McDonald
Interpretation:- from the above data we can say thatpeple like McDonalds environment the most while they like subway fresh vegetables colour the most.While Dominos is best in service.
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FINDINGS FROM THE PROJECT Fast-food industry is very much booming sector now a days. All fast-food outlets making so much money and business is expandable too. Day by Day people become so much busy and they dont have time to cook so they always prfer to have ready to eat food and sometimes they dont have time to cook and may not have kitchen too, While they are living alone. so this fast food outlets are making so much profit out of this situation. To make awareness we all know that advertising is must and specially in this competitive era awareness is must. So this is the main aim of the project to know the advertisement effectiveness in fastfood industry and also to know the best media of the advertisement. So from this project I get some findings as per follows, - People are so much crazy about fast-food, so best sector to do business. - For fast-food best advertising media is television, people are mostly come into touch with the advertisement by television. - Fast food outlets normally attracts children, young as well as professional people who are doing job but staying alone while married professionals are not much attracted towards fast-foods. - Young people are also much crazy about the atmosphere and also the surroundings like light and colours. - While children are mostly attracted towards gift and toys present at the store like McDonalds Joker. - People watch all ad but remember that only ad which feel them that its a different ad and they belive on the ad. - Buying product ratio is depend in the mainly ad that how much it is clear to the customer and it should be more informative. - Here from the survey i can conclde that McDonald has done strong branding and have the most awareness among selected four brands. - While subway people dont remember its ad at all.
- In this fast food industry local players are biggest threat because they can adapt low price strategy. So dominos have also taken than low price strategy while subway and McDonald has taken the combo pack strategy so people are more concern about the price as well as quality. - So fastfood company have to focus on the both product and price. - Normally people tends to buy that product which give them pleasant feeling,and that also can be generate from the advertisement also.so we can say that - By Advertising fast-food outlets can also attract people for once byt to make them their loyal customer thay must have to focus on their product and service.
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CONCLUSION From the above findings we can make Conclusion, which is as follows, - Fast-food company should have made unique ad to make present into customers mind for log time. - Make ad like that can be possible and product should be natural.nevere show fake product. - Make T.V Commercials because people are more attached to that. - Keep high ratio of the ads no. Shown in a day - In food industry make sure that you advertisement must be talking about high quality and low prices. - Pleasant ad can make people buy while in India emotional ad make strong brand awareness. - Advertisement must transfer clear message to the customer to convince them to buy the product. - Colours are more appealing to eye so make sure that your advertisement must be colourful, because it gives fun and food are always worth with fun only. - People always prefer to go out for food in group, so make some arrangement that group can enjoy and make it as a memory of their life.
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BIBLIOGRAPHY
http://www.google.co.in/url?sa=t&rct=j&q=importance+of+visual+merchandising+in+fast+f ood+industry&source=web&cd=3&ved=0CDwQFjAC&url=http%3A%2F%2Fageconsearch .umn.edu%2Fbitstream%2F47438%2F2%2F3-VPSArora.pdf&ei=GIeGT7zbHIbnrAewz9CtBg&usg=AFQjCNFGFxtSoU7wxcZNHXJA_fN0aNNEw http://www.google.co.in/url?sa=t&rct=j&q=subway+advertising+strategy&source=web&cd= 2&ved=0CDYQFjAB&url=http%3A%2F%2Fwalking.about.com%2Fcs%2Fdiet%2Fa%2Fs ubwaydiet2.htm&ei=3VWGT9WKJMHnrAeL1M26Bg&usg=AFQjCNFJmHNofMHBpu66Pu3pip4o_cNPg http://www.google.co.in/url?sa=t&rct=j&q=subway+advertising+strategy&source=web&cd= 7&ved=0CFwQFjAG&url=http%3A%2F%2Fwww.marketingweek.co.uk%2Fsubway-tolaunch-new-brandstrategy%2F3004226.article&ei=3VWGT9WKJMHnrAeL1M26Bg&usg=AFQjCNHnVgckmYhFIsOWtXSDGmidkOoRA http://www.google.co.in/url?sa=t&rct=j&q=domino%27s+pizza+advertising+strategy&sourc e=web&cd=4&ved=0CEcQFjAD&url=http%3A%2F%2Fwww.slideshare.net%2Ftcohn44% 2Fdominos-pizza-digital-marketing-strategy-10375834&ei=hkGT_GuGYisrAeO89jHBg&usg=AFQjCNHkigO6T-zvPluJAwGy_5Mbrxzp4A http://www.pizzahut.co.in/dinein/images/Newsroom/Pitch_Pizza%20Hut%20Brand%20Tran sformation.pdf http://www.google.co.in/url?sa=t&rct=j&q=questionnaire+on+advertising+effectiveness&so urce=web&cd=2&ved=0CEwQFjAB&url=http%3A%2F%2Fivythesis.typepad.com%2Fterm _paper_topics%2F2011%2F04%2Fquestionnaire-on-the-effectiveness-of-advertising-oninfluencing-consumerbehavior.html&ei=cp6DT5rfL8LorAf_mu24Bg&usg=AFQjCNGCorFXobN8RKpqyGVnLR q0a2GaWA RESEARCH PAPERS:Pitch_Pizza Hut Brand Transformation Pizza Hut and Dominos marketing strategy visual merchandising pdf
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Introduction to the Project

S.K.PATEL INSTITUTE OF MANGEMENT AND COMPUTER STUDIES GANDHINAGAR.

Fish and chips with mushy peas

Street vendors and concessions

Many types of sushi ready to eat

A francesinha fastfood restaurant inPvoa de Varzim, Portugal.

S.K.PATEL INSTITUTE OF MANGEMENT AND COMPUTER STUDIES GANDHINAGAR.

S.K.PATEL INSTITUTE OF MANGEMENT AND COMPUTER STUDIES GANDHINAGAR.

LOCAL PLAYERS IN AHMADABAD

AlphaOne Mall, Vastrapur, Ahmedabad Vastrapur

9-10, Galaxy Bazar, Gurukul-Vastrapur Lake... Vastrapur

10:30 AM to 11:15 PM Momoman

3, Advait Mall, Sandesh Press Road, Bodakdev,... Bodakdev

S.K.PATEL INSTITUTE OF MANGEMENT AND COMPUTER STUDIES GANDHINAGAR.

Akshar Arcade, Memnagar, Ahmedabad Memnagar

11:30am - 3:30pm , 7pm - 11pm

G-12, Ground Floor, Shivalik Arcade, 100ft... Prahlad Nagar

Vraj Complex, Bhattha Cross Road, Paldi,... Paldi

13, Ground Floor, Antriksh Complex, Panjrapole... University Area

10am - 3pm , 7pm - 10:30pm 440 Banquets & Restaurant

The Acropolis B Block, 3rd Floor, Thaltej,... Thaltej

11:30am - 3:30pm , 6:30pm - 11pm Cafe Piano

The Grand Bhagwati, S.G. Highway, Ahmedabad S G Highway

24 hours Cafe Amul

S.K.PATEL INSTITUTE OF MANGEMENT AND COMPUTER STUDIES GANDHINAGAR.

Average: 3.6/5 (11 votes)

Shop No. 1, J.B. Tower, Opposite Doordarshan... Drive In Road

Sera, Law Garden, Near Ellis Bridge, Ahmedabad Ellis Bridge

A/14, Ground Floor, Swiss Plaza, Opposite Manek... Ambavadi

11am - 11pm Amazo

Ground Floor, Venus Atlantis, Anand Nagar Road,... Satellite

11am - 11pm Bangs

Shop No. 10, Ground Floor, Corporate House,... Bodakdev

11am - 11pm Excite Bite

1st Floor, Patel Avenue, Near Gurudwara, S G... S G Highway

11am - 3:30pm , 7pm - 11pm Cafe Upper Crust

Ground Floor & 1st Floor, Aarohi Complex, Vijay...

S.K.PATEL INSTITUTE OF MANGEMENT AND COMPUTER STUDIES GANDHINAGAR.

12noon - 10:30pm Cafe Americano

Cafe 2, Judges Bungalow Road, Bodakdev,... Bodakdev

Ground Floor, Regency Park Plaza, Amber Tower,... Sarkhej

6pm - 11:30pm Fresh n Fresh

G-3, Kundlini Complex, Fountain Nehru Park,... Vastrapur

4, Ground Floor, Sigma Legacy, IIM Road,... University Area

12 Noon to 12 Midnight Choice Snack Bar

Municipal Market, C.G Road, Ahmedabad C G Road

9 AM to 11:30 PM Freeze Land

Ground Floor, Silicon Tower, Samartheshwar...

S.K.PATEL INSTITUTE OF MANGEMENT AND COMPUTER STUDIES GANDHINAGAR.

10:30 AM to 11:15 PM Subway

Vijay Char Rasta, 8 HSG house, Navrangpura,... Navrangpura

Pushpak Complex, Opposite Prahaladnagar Garden,... Vejalpur

11am - 11pm Gwalia Sweets

5, Venus Atlantic, Near Reliance Petrol Pump,... Prahlad Nagar

Ground Floor, Devar Mall, S G Highway,... S G Highway

7 PM to 8:45 PM Prithvi Hotels

L G Corner, Mani Nagar, Ahmedabad Mani Nagar

11am - 3pm , 6pm - 11pm Jay Bhawani Vadapav

8-9, Maradia Plaza, Panchavati, C G Road,... C G Road

S.K.PATEL INSTITUTE OF MANGEMENT AND COMPUTER STUDIES GANDHINAGAR.

Average: 3.1/5 (7 votes)

1st Floor, Campus Corner 2, Opposite Prahlad... Prahlad Nagar