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Positioning Adehye Foods as the #1 Fast Food Brand in Ghana
Positioning Adehye Foods as the #1 Fast Food Brand in Ghana
Positioning Adehye Foods as the #1 Fast Food Brand in Ghana
Positioning Adehye Foods as the #1 Fast Food Brand in Ghana
Positioning Adehye Foods as the #1 Fast Food Brand in Ghana
Positioning Adehye Foods as the #1 Fast Food Brand in Ghana
Positioning Adehye Foods as the #1 Fast Food Brand in Ghana
Positioning Adehye Foods as the #1 Fast Food Brand in Ghana
Positioning Adehye Foods as the #1 Fast Food Brand in Ghana
Positioning Adehye Foods as the #1 Fast Food Brand in Ghana
Positioning Adehye Foods as the #1 Fast Food Brand in Ghana
Positioning Adehye Foods as the #1 Fast Food Brand in Ghana
Positioning Adehye Foods as the #1 Fast Food Brand in Ghana
Positioning Adehye Foods as the #1 Fast Food Brand in Ghana
Positioning Adehye Foods as the #1 Fast Food Brand in Ghana
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Positioning Adehye Foods as the #1 Fast Food Brand in Ghana

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  • That’s the best way to build recognition and it is more effective and less expensive than advertising.
  • Transcript

    • 1. Positioning Adehye Fast Foodas the # 1 Fast Food brand in Ghana By BAJAS CONSULT
    • 2. The Journey so farEstablished in 1987Renowned for our delicious meaty meat piesAverage walk-in clients 500 monthlyGrowth expected in the fast food market
    • 3. Busy work schedules means increasinglyless time spent at home cooking.
    • 4. Given the plethora of fast food joints available, what does the average customerexpect from his food ?
    • 5. Survey 25 % 23% Health Price Convenience 12% 40% Speed of DeliveryHealthy, delicious and convenient meals served at affordable prices
    • 6. Fast Food Industry Trends1200000 Market Share1000000 Wayside Food800000 Vendor600000 12% Papaye 14%400000 Price200000 Nutrition 32% 82% 0 Convenience Chicken Inn Others Estimated Potential Market Share 600,000 Source: Ghana Assoc. of Industries
    • 7. Strategy• Diversify Meals with a focus on local dishes• Turn the Adehye into an enjoyable visit that’s rewarding and inviting• Cater to different Market Segments: Executives and professionals Bargainers eg. Students, office workers, white collar
    • 8. Additional Services• Toll – free line• Delivery Service• Facebook pre-orders7• Drive Through Service
    • 9. Executive BreakfastMenuCorporate Breakfast – GH3.00Hausa Koko with Bread or KooseTom Brown with Bread or KooseBeverages :Tea, Coffee, ChocolateDrink, Fruit juice ‘Improve your performance, energize your brain and keep your day on track.’
    • 10. LUNCH MENU Chicken n Chips Adehye Gari Foto Royal Indomine Surprise Rice Available on Request ‘A Royal Treat’
    • 11. PromotionSampling: Tasting is believing. That’s the best way to build recognition and it ismore effective and less expensive than advertising.Promotional Packaging:Social Media Marketing: Launch an aggressive campaign on social media sitessuch as Facebook, Twitter where we’ll interact with clientsRadio Advertisements: Agreement reached with major radio stations to broadcastadverts in exchange for free breakfast & lunch meals
    • 12. THE TEAMA Highly Skilled experienced chef poached from a luxurious 4 star HotelGreat backroom staff - 6Friendly customer focused waiters - 4Drive through and Delivery Service Persons – 2
    • 13. Financial Analysis Total Cost of Expansion Breakeven GHC 27,000 6 Months • Sales Revenue of GHC 5000Costs Amount a month (GHC) Monthly target of 600 walk in customersMarketing & 3000 30 Corporate clientsrebranding 50 registered delivery clientsEquipment 5000 Sources of CapitalSalaries 4000 InternallyDelivery Truck 15000 Generated 40% funds GHC 27,000 60% Bank Loans
    • 14. Implementation Plan Phrase 1 Rebranding & Marketing Campaign24/1/12 - 27/4/12 Recruitment of Phase 2 Additional Staff Purchase of1/2/12 – 30/3/12 Delivery Truck Phase 3 Sampling & Launch of1/4/12 – 12/4/12 Buffet Friday Corporate & Official Launch Delivery Service

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