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Marketing

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  • 1. Presented By Md. Ibrahim Badar
  • 2. Why Fast Food Industry?Fast food industry is the most happening industry around the world. Tasty food is something which cannot be resisted. And in today’s fast moving world, people don’t haveenough time to sit had have food for a longtime. A fast food firm takes into consideration TIME factor and provides food in quick time.
  • 3. Why Sho- Ibzy Delights?Sho- Ibzy Delights is one of the oldest fast food firm operating inNew Delhi which has all the ingredients of becoming an internationalbrand.Sho- Ibzy Delights works on the principle of developing profit centerswhereby all the work is handled by professionally qualified peopleresponsible for their respective departments.The philosophy has always been customer satisfaction and we believethat a satisfied customer is a customer for life.Sho- Ibzy Delights is a producer of Indian sweets, snacks and is alsointo retailing outlets, restaurant business, and fast food and lassicenters.
  • 4. Unique Selling Point (USP) The best product with traditional taste and service sold at the best prices with best ingredients in the most hygienic condition.
  • 5. Exports By The FirmWe are also exporters of sweets, snacks, halwas, dry fruitsand other foods with International Standards packaging.We have NRI clients from countries such as the US, UK,Canada, Dubai, Sharjah, Sri Lanka, Hongkong, NewZealand, Singapore, Malaysia, Australia Kuwait, SouthAfrica, Bahrain & Oman.We are also in the planning stages of using the Internet toreceive orders from overseas NRI clients.
  • 6. Why Going International?Getting economies of scale in home country.Increase in profits and goodwill.High Demand of Indian taste abroad.Better and economical factors of production abroad.Free economy of some countries like Mauritius,Singapore etc.
  • 7. Why Mauritius? Geographical Environment: Physical Location Is awesome rising todiscontinuous mountains encircling central plateau. There is no monsoon season.This attracts tourism more.Demographic Environment: The population estimate (as of 1 July 2011) for thewhole republic is 1,286,340, of whom 633,916 were males and 652,424 females. Therepublics residents are the descendants of people from India (Indo-Mauritian),continental Africa (Mauritian Creole peope) usually known as Creoles inMauritian creole, France (Franco- Mauritian) and China (Sino- Mauritian), amongother places. Most of the population is Indian in Mauritius starting with Hindusfollowed by Christians and then by muslims and so on which resembles thatfestivals will be more as in case of India which ultimately becomes favourablepoint for Sho- Ibzy Delights.Economic Environment: Economy is stagnant with good population literacy rate(82.9%).The government also provides good incentives and leverages to invite FDI.
  • 8. Strong Economy: Mauritius is getting stronger in terms of economy as it shiftedfrom monoculture exports to other sectors too. State-of-the-art physicalinfrastructure, comfortable foreign exchange reserves, a highly educated andproductive workforce with a literacy rate of some 86%, and a robust anddiversified economy make the island a most coveted place for business.Industrial and Vocational Training Board (IVTB) ensures a ready supply ofskills in a number of fields such as tourism, engineering, electronics, jewellery,ICT, printing and textiles which ensures qualified workforce and better developedinfrustructure. Pretrential market access: Mauritian products enjoy duty and quota freeaccess to Europe, USA and Africa and Asia. In addition, the Government ofMauritius wields economic diplomacy at bilateral as well as multilateral level inorder to continuously improve market access opportunities for Mauritian productsand services.Attractive Incentives: Incentives are offered can be in the form of reducedcorporate tax, exemption of customs on equipment and raw materials, preferentialloan rates and reduced tariffs for electricity and water. Moreover, dividends paid toshareholders are tax-exempt. Free repatriation of profits, dividends and capital isallowed. Hence Mauritius is TAX HEAVEN !
  • 9. Political Environment: Mauritius is a parliamentary democracygoverned under the constitution of 1968, as amended in 1992. Thepresident, who is the chief of state, is elected by the national assembly fora five-year term. The prime minister, who is the head of government, isappointed by the president, as is the council of ministers. The unicamerallegislature consists of a 70-seat national assembly; 68 members areelected and, and eight, representing ethnic minorities, are appointed bythe president.Social & Cultural Environment: The people of Mauritius are as variedas the landscape; a fascinating blend of people from Europe Africa Indiaand the Far East has created a unique cosmopolitan island culture.Mauritius is today a unique melting pot of peoples, languages andcultures. English is the official language of the island, though you mayalso hear French, Créole and also Indian languages like Bhojpuri andUrdu. Mauritius, delicious cuisines may also attract you. The mostcommon varieties are Créole, European, Chinese and Indian, withseafood almost always the specialty. You can feast your taste buds with atypical Mauritian buffet, which might include a Muslim biryani, Indianchicken curry, Chinese pork dish, Créole roast beef and French-style
  • 10. Mauritius economic freedom score is 77.0, making its economy the 8thfreest in the 2012 Index.Its overall score is 0.8 point higher than last year, with improvements inproperty rights, monetary freedom, and the management of governmentspending.Mauritius is ranked 1st out of 46 countries in the Sub-Saharan Africanregion, and its overall score is wellabove the world average.The Mauritius government’s continued commitment to structural reformsand policies that promote integration into the global marketplace haspositioned the island economy as a world leader in economic freedom. In the 2012 Index, Mauritius becomes the first Sub-Saharan Africancountry ever to advance into the top 10 in the rankings.
  • 11. ProductOur range of tasty food and sweets includes:North Indian Sweets North Indian Snacks South Indian CoconutHalwas Western Snacks …SweetsBengali Sweets North Indian Foods South Indian dishes likeDry Fruit Sweets Lassis …idli, dhosa etc.Snacks Juices & Beverages Canned Sweets, Kheer,Gujarati Snacks & Farsan Over 30 Flavors of Ice- …Misti Doi etc.North Indian Chaats …cream
  • 12. Place (Distribution)Sho- Ibzy Delights strongly believes in the best practices for production, storageand distribution. Our system has been tuned for efficient and punctual delivery atany location.Our products are delivered fresh and packaged in properly designed materialstaking into account the shelf life, the shape and the texture of the product.To avoid contamination and spreading of bacteria we ensure that our packagingis properly sealed and stored correctly maintaining the right temperaturerequired. All the above are done in Indian Market and same will be done inMauritius. For all the above purpose our skilled and professional staff is trained to handleour delivery department from order taking to timely delivery of the finishedproducts. We will make sure that the products are fresh when served to customers.
  • 13. PricePricing Policy: - Skimming policy (High Price & High Quality) at the beginningstage and then as the product is accepted Penetrating strategy can be used i.e. Lowprices with Quality Products.Level of Prices: - Different prices for each product with Standard price levels.Discounts: - Discounts are provided only when there is a large / bulk order orfor a corporate order. On Special occasions like festivals 10% to 15% discounts aregiven.Terms of Delivery: - Free home delivery of some products like Sweets in bulkquantity.Payment Terms: - Cash and debit card (if purchased directly from shop).Cheques are taken only in case of corporate order.
  • 14. PromotionAdvertising: - will be done locally with use of FM Radio Stations, Hoardings,Banners, giving sponsorships, etcSales Promotional Activities: - Giving Incentives to the Staff, Free food to thepeople, Free Gifts to the Corporate Clients, Launching New Schemes for regularcustomers, etcDisplay: - Display of Products all along the road & in the interiors.Publicity & P.R.: - Advertisement on televisions, sponsorship in fests andcolleges with a special person or firm appointed for handling public relations.
  • 15. Biggest competitors for Sho-Ibzy Delights are thefollowing:Mc DonaldsKFCAbdul FarooqAman SnacksAh-Mee snacks & take awayCafé Exotic
  • 16. Mauritius offers a competitive businessenvironment in terms of industrial premises rates,electricity and water charges, telecommunicationstariffs, freight charges and labour rates and cost ofliving.After discussing all the above favorable factors theentry mode for this market will be the directinvestment i.e. establishing manufacturing andsales subsidiary in Mauritius. ( According to aboveexplanations and Tally Chart in next slide)
  • 17. TYPES OF LEGAL POLITICAL INCENTIVES TOTAL LAWS LAWSENTRY MODE AND PROFIT POINTS benefits LICENSING 2 JOINT 2 VENTURE WHOLLY 3 OWNEDSUBSIDIARYFRANCHISING 2 STRATEGIC 1 ALLIANCES

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