Savour

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New marketing Strategy for Savor Food

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Savour

  1. 1. Marketing Research Project
  2. 2. •Waqas Siddique (090025)•Sarah Masood (090014)•Sameer Tariq (090032)
  3. 3. • Muhammad Naeem Butt• Started selling Pulao on a cart at Gordon College Road in 1989• Motto is to provide clean and quality food with reasonable prices• Distribution of leftovers among beggars on daily basis
  4. 4. • Quality of Food is maintained effectively• To improve the quality latest equipment are used• Rice Reprocessing Plant at Kamoke to obtain good quality rice• Method adapted by the foreign companies are considered & benchmarked
  5. 5.  Gordon College Road, Rawalpindi started in 2001. Melody Food Park, Islamabad started in 2004. Blue Area, Islamabad inaugurated on 24th March, 2005. Cricket Stadium, Rawalpindi inaugurated on 14th August, 2005.
  6. 6.  Fast food restaurant Main product the chicken pulao (rice) with different packages Offers range of products like ice cream, savour krispo, burgers, sweets etc.
  7. 7.  The field of concentration for the Savour Foods is the Pulao. They have purchased their own rice reprocessing plant in Kamoke, Gujranwala. They have invested in the latest machines for production of shami kabab as well
  8. 8. Strengths: Great taste. Good quality food. Take home quick order service. Packaging according to customers need; whether they want to eat in the car (boxes) or they want to take it home (packet).
  9. 9.  Different packages for different customers. Reasonable prices. Sufficient with respect to quantity. Use of technology in production of shami kabab. Idea adoption from foreign restaurants. Strong brand name in Islamabad and Rawalpindi
  10. 10.  Inability to provide quality services. Lack of knowledge about their customers. Lack of relationship building with customers. Limited to certain areas. Only in the city of Islamabad and Rawalpindi.
  11. 11.  Many people are living at distant places from the Savour Foods branches. And customers have to travel huge distance to reach the branch. So, they can open branches in many areas of Islamabad and Rawalpindi. People from Lahore admire the taste of Savour Foods and are voting on the internet to open Savour Foods there. Many cities of Pakistan are untapped and they also lack quality. The Savour Foods can tap them as well. Like they have introduced Zarda in the product depth. They can introduce other products as Chinese rice.
  12. 12.  Inflation. Politicalinstability. Increased sales tax rate. Higher transportation rates. Bomb blasts.
  13. 13. The competitors in terms of fast foodrestaurant are: KFC McDonalds Rice Hut Student Biryani Hanif Rajput Hardees Other small firms.
  14. 14. The market share for Savour Foods in fast foodchain is 22%. Whereas, the market share SavourFoods in Pulao is almost 85% as that of Islamabadand Rawalpindi. The market share of other topcompetitors is:Companies KFC 32% McDonalds 16% Hardees 9% Others 18% Subway 3% Savour Foods 22% Total 100%
  15. 15. Purpose (Issue):The purpose of research is to find out the gaps that havebeen identified by some of the customers of Savour Foods. At rush hours there are no tables left for the customers and they have to wait for their turns. People want privacy with their friends, family members and guests but as there is no table left they have to sit with other customers. The home delivery system which was started with the help of private companies was not effective and their service was extremely poor. Customers had to wait hours for their delivery. They were served cold food and the quality was not maintained. It was started with the help of other entrepreneurs offering private home delivery. The cleaning service for the table is not efficient. People have to wait for the waiter to come and clean the table.
  16. 16.  In this research we are going to study the impact of SERVQUAL which is a scale to capture customer perceptions and expectations of service quality. The research will also study the various dimensions of SERVQUAL and its impact on customers perceiving quality. Also the impact of individual SERVQUAL dimension on the satisfaction of the customers will also be studied.
  17. 17. The tool which is used to analyze the datacollected from the customers of Savour Foods isSPSS.Sampling: A total of 327 responses were taken from the customers of Savour Foods. Out of which 300 responses were selected after refining the questionnaires and taking out the responses which were not authentic and incomplete. Data is collected during the dining hours. The questionnaires were filled from the customers of Savour Foods, Cricket Stadium, Rawalpindi.
  18. 18. The specific attributes of each customer are as below: Age group: 15-35 & above. Gender: Both male & female. Occupation: Students, business etc. Income: Below 20,000, 20,001– 40,000 40,001 – 50,000 50,001 or above We have measured all constructs using a five point response scale anchored by strongly disagree as 1 and strongly agree as 5.
  19. 19. Satisfaction * Gender Crosstab Gender Male Female TotalSatisfaction Strongly Disagree Count 11 0 11 Expected Count 8.7 2.3 11.0 Disagree Count 22 10 32 Expected Count 25.2 6.8 32.0 Neutral Count 64 21 85 Expected Count 66.9 18.1 85.0 Agree Count 81 24 105 Expected Count 82.6 22.4 105.0 Strongly Agree Count 58 9 67 Expected Count 52.7 14.3 67.0Total Count 236 64 300 Expected Count 236.0 64.0 300.0
  20. 20. Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 8.071a 4 .089 Likelihood Ratio 10.459 4 .033 Linear-by-Linear Association .989 1 .320 N of Valid Cases 300 a. 1 cells (10.0%) have expected count less than 5. The minimum expected count is 2.35. Symmetric Measures Value Asymp. Std. Errora Approx. Tb Approx. Sig.Interval by Interval Pearsons R -.058 .053 -.994 .321cOrdinal by Ordinal Spearman Correlation -.079 .054 -1.362 .174cN of Valid Cases 300a. Not assuming the null hypothesis.b. Using the asymptotic standard error assuming the null hypothesis.c. Based on normal approximation.
  21. 21. Crosstab Age 15-20 21-25 26-30 31-35 36 and above TotalSatisfaction Strongly Disagree Count 4 2 2 2 1 11 Expected Count 3.7 3.4 2.5 .6 .7 11.0 Disagree Count 13 6 7 1 5 32 Expected Count 10.9 9.9 7.4 1.8 2.0 32.0 Neutral Count 31 25 24 1 4 85 Expected Count 28.9 26.4 19.6 4.8 5.4 85.0 Agree Count 32 39 20 8 6 105 Expected Count 35.7 32.6 24.2 6.0 6.7 105.0 Strongly Agree Count 22 21 16 5 3 67 Expected Count 22.8 20.8 15.4 3.8 4.2 67.0Total Count 102 93 69 17 19 300 Expected Count 102.0 93.0 69.0 17.0 19.0 300.0
  22. 22. Chi-Square Tests Value df Asymp. Sig. (2-sided)Pearson Chi-Square 19.148a 16 .261Likelihood Ratio 18.489 16 .296Linear-by-Linear Association .172 1 .678N of Valid Cases 300a. 10 cells (40.0%) have expected count less than 5. The minimum expected count is .62. Symmetric Measures Value Asymp. Std. Errora Approx. Tb Approx. Sig.Interval by Interval Pearsons R -.024 .063 -.414 .679cOrdinal by Ordinal Spearman Correlation .009 .060 .155 .877cN of Valid Cases 300a. Not assuming the null hypothesis.b. Using the asymptotic standard error assuming the null hypothesis.c. Based on normal approximation.
  23. 23. Descriptive Statistics N Minimum Maximum Mean Std. Deviation Variance Satisfaction 300 1 5 3.62 1.058 1.120Food is Fresh,Hot & Sufficient 300 1 5 3.73 1.125 1.266 Respond to request on Time 300 1 5 3.23 1.141 1.301 Response is Accurate & 300 1 5 3.68 1.187 1.410 Correct Serves in Time Mentioned 300 1 5 3.32 1.176 1.382 Transactions are Error Free 300 1 5 3.63 1.285 1.652 Willing to Help 300 1 5 3.22 1.254 1.572 Instills confidence in you 300 1 5 3.30 1.146 1.313 Safe & Secure 300 1 5 3.65 1.122 1.259Knowledgeable & Strong Grip 300 1 5 3.46 1.131 1.279 Individual Basis & Priority 300 1 5 3.48 1.132 1.281 Operating Hours 300 1 5 3.70 1.161 1.348 Specific Needs 300 1 5 3.48 1.181 1.394 Atmosphere is 300 1 5 3.45 1.230 1.513 great,appealing Neat & Clean 300 1 5 3.41 1.239 1.534 Arrangment of Food is 300 1 5 3.55 1.230 1.513 Pleasant Location Convenient,Safe 300 1 5 3.32 1.263 1.596 Utensils are Clean 300 1 5 3.48 1.164 1.354
  24. 24. Descriptive Statistics N Minimum Maximum Mean Std. Deviation Variance Satisfaction 300 1 5 3.62 1.058 1.120 Reliability 300 1 5 3.52 .802 .643Responsiveness 300 1 5 3.22 1.254 1.572 Assurance 300 1 5 3.47 .866 .749 Empathy 300 1 5 3.55 .820 .672 Tangibles 300 1 5 3.44 .868 .754Valid N (listwise) 300
  25. 25. Change Statistics Durbin- Model R R- Adj. R- St. Error of R Square F Change Df1 Df2 Sig F Watson Square Square estimate Change Change 1 .644 a .414 .379 .834 .414 11.728 17 282 .000 1.900a. Predictors: (Constant), Utensils are Clean, Serves in Time Mentioned, Transactions are Error Free, LocationConvenient,Safe, Specific Needs, Operating Hours, Food is Fresh,Hot & Sufficient, Instills confidence in you, Neat & Clean,Individual Basis & Priority, Willing to Help, Respond to request on Time, Response is Accurate & Correct, Knowledgeable &Strong Grip, Atmosphere is great,appealing, Safe & Secure , Arrangment of Food is Pleasantb. Dependent Variable: Satisfaction Model Summaryb Std. Error Change Statistics Adjusted R of the R Square F Sig. F Durbin- Model R R Square Square Estimate Change Change df1 df2 Change Watson 1 .628a .394 .384 .831 .394 38.280 5 294 .000 1.880 a. Predictors: (Constant), Tangibles, Responsiveness, Reliability, Empathy, Assurance b. Dependent Variable: Satisfaction Model Summary after case wise diagnostic Sample size N=219 Change Statistics Std. Error of the R Square Sig. F Model R R Square Adjusted R Square Estimate Change F Change df1 df2 Change 1 .798a .636 .595 .521 .636 15.569 22 196 .000 a. Predictors: (Constant), Utensils are Clean, Never too Busy, Respond to request on Time, Operating Hours, LocationConvenient,Safe, Timings for Service , Individual Basis & Priority, Transactions are Error Free, Specific Needs, Willing to Help, Food is Fresh,Hot & Sufficient, Responsive & Never Delay, Atmosphere is great, appealing, Knowledgeable & Strong Grip, Serves in TimeMentioned, Best Interest at Heart, Instills confidence in you, Arrangement of Food is Pleasant, Response is Accurate & Correct, Safe & Secure , Neat & Clean, Friendly & Well mannered
  26. 26. Model Sum of df Mean Squares F Sig Squares 1 Regression 138.719 17 8.160 11.728 .000a Residual 196.198 282 .696 Total 334.917 299a. Predictors: (Constant), Utensils are Clean, Serves in Time Mentioned, Transactions are Error Free, Location Convenient,Safe, Specific Needs, Operating Hours, Food is Fresh,Hot & Sufficient, Instills confidence in you, Neat & Clean, IndividualBasis & Priority, Willing to Help, Respond to request on Time, Response is Accurate & Correct, Knowledgeable & StrongGrip, Atmosphere is great, appealing, Safe & Secure , Arrangement of Food is Pleasantb. Dependent Variable: Satisfaction ANOVAbModel Sum of Squares df Mean Square F Sig.1 Regression 132.062 5 26.412 38.280 .000a Residual 202.854 294 .690 Total 334.917 299a. Predictors: (Constant), Tangibles, Responsiveness, Reliability, Empathy, Assuranceb. Dependent Variable: Satisfaction ANOVA after Case Wise DiagnosticModel Sum of Squares df Mean Square F Sig.1 Regression 92.849 22 4.220 15.569 .000a Residual 53.133 196 .271 Total 145.982 218a. Predictors: (Constant), Utensils are Clean, Never too Busy, Respond to request on Time, Operating Hours, LocationConvenient,Safe, Timings for Service , Individual Basis & Priority, Transactions are Error Free, Specific Needs, Willing toHelp, Food is Fresh,Hot & Sufficient, Responsive & Never Delay, Atmosphere is great,appealing, Knowledgeable & StrongGrip, Serves in Time Mentioned, Best Interest at Heart, Instills confidence in you, Arrangment of Food is Pleasant, Responseis Accurate & Correct, Safe & Secure , Neat & Clean, Friendly & Well mannaredb. Dependent Variable: Satisfaction
  27. 27. CoefficientsModel Unstandardized Coefficients Standardized Coefficients B Std. Error Beta t Sig 1 (Constant) .134 .267 .504 .615 Food is Fresh, Hot & .022 .051 .023 .422 .673 Sufficient Respond to request on .021 .052 .023 .408 .683 Time Response is Accurate & .034 .050 .038 .665 .507 Correct Serves in Time Mentioned .089 .053 .099 1.668 .096 Transactions are Error -.003 .044 -.004 -.070 .944 Free Willing to Help .065 .047 .076 1.386 .167 Instills confidence in you .015 .050 .016 .301 .763 Safe & Secure .033 .057 .035 .582 .561 Knowledgeable & Strong .009 .054 .010 .164 .870 Grip Individual Basis & Priority .102 .051 .109 1.989 .048 Operating Hours .147 .048 .162 3.062 .002 Specific Needs .078 .048 .086 1.624 .105 Atmosphere is great, .065 .052 .075 1.246 .214 appealing Neat & Clean -.002 .053 -.002 -.040 .968 Arrangement of Food is .052 .055 .060 .948 .344 Pleasant Location Convenient, Safe .115 .041 .137 2.762 .006
  28. 28. Coefficientsa Standardized Unstandardized Coefficients CoefficientsModel B Std. Error Beta T Sig.1 (Constant) .171 .261 .656 .512 Reliability .189 .073 .143 2.577 .010 Responsiveness .071 .044 .084 1.618 .107 Assurance .052 .078 .042 .662 .509 Empathy .329 .079 .255 4.143 .000 Tangibles .350 .069 .287 5.104 .000a. Dependent Variable: Satisfaction Correlations Satisfaction Reliability Responsiveness Assurance Empathy TangiblesPearson Correlation Satisfaction 1.000 .423 .352 .458 .528 .524 Reliability .423 1.000 .375 .518 .471 .373 Responsiveness .352 .375 1.000 .414 .377 .352 Assurance .458 .518 .414 1.000 .613 .523 Empathy .528 .471 .377 .613 1.000 .517 Tangibles .524 .373 .352 .523 .517 1.000
  29. 29. Reliability: Ho : There is no relationship between reliability and satisfaction H1: There is a relationship between reliability and satisfaction The R is the correlation coefficient which is 0.423. The value of R ranges from -1 to 1 negative value shows that there is a negative relationship between the two variables. In this case the relationship is positive. The test shows the significance of 0.010 which means that we accept H1, which tells us that there is a relationship between reliability and satisfaction R F Sig 0.423 65.020 0.010
  30. 30.  Ho: There is no relationship between responsiveness and satisfaction H1: There is relationship between responsiveness and satisfaction The R is the correlation coefficient which is 0.352. The value of R ranges from -1 to 1 negative value shows that there is a negative relationship between the two variables. In this case the relationship is positive. The test shows the significance of 0.107 which means that we reject H1 that tells us that there is no relationship between reliability and satisfaction. R F Sig 0.352 42.160 0.107
  31. 31.  Ho: There is no relationship between empathy and satisfaction H1: There is a relationship between empathy and satisfaction The R is the correlation coefficient which is 0.528. The value of R ranges from -1 to 1 negative value shows that there is a negative relationship between the two variables. In this case the relationship is positive. The test shows the significance of 0.000 which means that we accept H1, which tells us that there is a relationship between reliability and satisfaction R F Sig 0.528 115.277 0.000
  32. 32.  Ho: There is no relationship between assurance and satisfaction H1: There is a relationship between assurance and satisfaction The R is the correlation coefficient which is 0.458. The value of R ranges from -1 to 1 negative value shows that there is a negative relationship between the two variables. In this case the relationship is positive. The test shows the significance of 0.509 which means that we reject H1 that tells us that there is no relationship between reliability and satisfaction R F Sig 0.458 78.922 0.509
  33. 33.  Ho: There is no relationship between tangibility and satisfaction H1: There is a relationship between tangibility and satisfaction The R is the correlation coefficient which is 0.524. The value of R ranges from -1 to 1 negative value shows that there is a negative relationship between the two variables. In this case the relationship is positive. The test shows the significance of 0.000 which means that we accept H1, which tells us that there is a relationship between reliability and satisfaction. R F Sig 0.524 112.672 0.000
  34. 34. Product: Savour Foods provides varieties of products. But the most selling product is the Savour Foods pulao. This is sold in different package prices depending on the demand of the customers. Also the packages are divided on the basis of the ingredients included i.e. if someone wants to include the chicken piece or the shami kabab. Savour Foods should try to increase their market share by offering Chinese rice and other rice products. The price would be economical and reasonable. The Savour foods should improve its services. They should keep a check on their employees to ensure the good services to the customers. They should start home delivery services.
  35. 35.  The Savour Foods is going to expand its business in the twin cities by opening franchises at different locations. Also Savour Foods is going to expand in the areas of Punjab. Lahore would be the first target city. Most demand is from the cities of Lahore and Faisalabad
  36. 36.  The price of the Savour foods products should be penetrating price because there are already many competitors The price charged should be economical with respect to the quantity served
  37. 37.  The Savour foods should start promoting its variety of products to the customers as the customers are more interested in the rice products. The Savour Foods should introduce new varieties of rice and promote them. The method of promotion can be the marketing through introducing discount coupons, direct marketing through home delivery, giving a plate of free new products to give them a taste of the product and marketing through social media networks like Facebook, twitter etc.
  38. 38.  The reason for any consumer to go to Savour is their tasty pulao with a low price and high value.
  39. 39.  Savour Foods has not defined any target market they are just catering the masses. The only thing they lack is a proper brand. Do we remember the logo of Savour? Certainly Not but we do remember the logo of KFC or McDonalds right? They need to do a few things before thinking big; like for example Savour should change their logo first it doesn’t make any sense. Savour need to have a tag line that represents their service and then they need to stick to that tag line where ever they go. e.g. People like savor because taste is good and maintained during each visit and of course its affordable. Savour tag line should represent these qualities and they should stick to it.

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