Long John Silvers

Long John Silvers - Marketing Management II Submission 2...

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Marketing Management II Submission 2 Group 6 Amit Jindal Debroop Sengupta Kanishka Baronia Pankaj Dhiman Samriddhi Malhotra Yuvraj Singh Contents Fast Food in India – An overview - Rapid growth in Indian Food and Fast Food industries - Indian Food Industry : Key Statistics - Foreign brands are already operating in the fast food segment and a lot of investment is planned in the near future. - Shift in food habits and increased consumer spending - Conclusion Why Long John Silver's? Market Potential for Long John Silver’s
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Segmentation Targeting - Analyzing Potential Target Segment - Segment Attractiveness Analysis Product Offering Positioning - Perceptual Mapping (Cob Web Approach) - Branding - Restaurant Ambience - Product packaging and serving style Pricing - Cost-based pricing - Competition based pricing - Value-based pricing Promotional mix - Advertising - Sales Promotion - Personal selling - Buzz advertising - Public relations - Trade activation - Internet Place Conclusion Fast Food in India – An Overview Looking at the political, social, economic and legal factors with respect to running a fast food/restaurant business in India, it can be concluded that the environment is conducive for running/starting such a business. There are no barriers or impediments that hamper the growth of such a business in the country. Hence, the Fast Food business is an attractive sector to launch a new service mainly due to the following reasons:- Rapid growth in Indian Food and Fast Food industries Indian Food Industry: Key Statistics (In Rs. 000’ Cr.) Years 2002-03 2006-07 2010-11* 2014-15* Food Industry Size 770 880 1100 1320 Food Processing Industry Size 308 374 484 660 Size of organized sector in food processing industry 57 101 162 264 % Share of food processing industry in total food in dustry 40 43 44 50
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% Share of organized sector in food processing industry 19 27 36 50 Source: Ministry of food processing industries, Technopak Analysis *Projections According to Euromonitor and market-research firm RNCOS, India's $13 billion fast-food market is already growing 25-30 percent a year, and global players like Domino's, McDonald's and Yum Brands (KFC and Pizza Hut) are pushing into second- and third-tier cities. All the brands of Yum! are growing at double digit rate both in terms of sales and number of transactions. KFC for instance has grown 70% in terms of sales in the last one year. Foreign brands are already operating in the fast food segment and a lot of investment is planned in the near future. Yum! Restaurants India currently operates close to 400 restaurants mostly under KFC and Pizza Hut brands and three Taco Bell outlets for Mexican food. Hardcastle Restaurants, development licensee for McDonald's in India, is planning a massive expansion, doubling its India stores over the next three years with an investment of $100 million. Meanwhile, Yum Brands plans to open 1,000 outlets — half of them KFC restaurants — on its way to $1 billion in revenue from India over the next four years. Shift in food habits and increased consumer spending
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This note was uploaded on 03/09/2012 for the course MBA 101 taught by Professor Xxx during the Spring '12 term at Xavier.

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Long John Silvers - Marketing Management II Submission 2...

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