Marketing plan on Jack in the box Bangladesh.

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INTERNATIONAL MARKETING PLAN
ON:
Jack in the box Bangladesh

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EAST WEST UNIVERSITY
International Marketing Plan on:
Jack in the box Bangladesh
Course Code: MKT-408
Course Title: International Marketing
Section: 01
Prepared For:
Mahmud Zubayer
Assistant Professor
Dept. of Business Administration
East West University
Prepared By:
Name ID
Farzana Islam 2010-3-10-178
Arif Ahmed Mia 2012-1-10-163
Kazi Sustagi Nafs 2013-1-10-179
Date of submission: 2nd Dec, 2015

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Table of Content:
Topics Page No:
I. Executive Summary
II. Introduction
III. Objective of study
4
4
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i)Executive Summary:
Jack-in-the box is American famous fast food chain restaurant founded in 1951 by Robert O.
Peterson in San Diego, California, where it’s current headquarter is situated in. We are going to
franchise this company in Bangladesh. It has various food items. Of them, we can sell
Americanized version of ethnic cuisine - such as egg rolls and tacos, along with breakfast
burritos and poppers- cream cheese-stuffed, deep-fried jalapeño peppers. New items come in on
a rotation every three to four months, including the Philly cheese steaks and the deli style
pannidos (deli trio, ham & turkey, zesty turkey) which were replaced by Jack's ciabatta burger
and included the original ciabatta burger and the bacon n' cheese ciabatta. We can also carry
seasonal items such as pumpkin pie shakes, Oreo mint shakes, and eggnog shakes during the
special holidays. In some locations, local delicacies are a regular part of the menu. Locations in
Hawaii, for example, include the Paniolo Breakfast (Portuguese sausage, eggs, and rice platter)
and teriyaki chicken and rice bowl. In the Southern United States, the company offers biscuits
and sweet tea. Like that, we can also make and sell some foods using the special local resources
of Bangladesh.
This report basically will focus on Jack in the box Group. The main aim of this report is to
investigate and analyze the marketing activities of Jack in the box.
ii)Introduction:
Jack in the Box is an American chained fast-food restaurant founded in February 21, 1951
by Robert O. Peterson in San Diego, California where it is headquartered. In total, the chain has
2,200 locations, primarily serving the west coast the United States. Food item include a variety
of hamburger and cheeseburger sandwiches along with selection of internationally themed foods
such as tacos and eggrolls. The company also operates the Qdoba Mexican Grill chain. Earlier
this restaurant competed to gain McDonald’s targeted customer. But in late 1980 they changed
the marketing strategy and got success! They dated back to the early San Diego days, in
television commercials with the tagline, "The food is better at the Box" Jack in the Box
announced that it would no longer compete for McDonald's target customer base of families with
young children. Instead, Foodmaker would attempt to attract older, more affluent "yuppie"

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customers with a higher-quality, more upscale menu and a series of whimsical television
commercials
Comapany name: Jack-in-the-box
Logo:
Founded: 1951
Headquarters: San Diego, California, U.S.
Slogan:
We don't make it till you order it. (1980-2009)
Eat it any time. (2009-present)
Key People
Leonard A. Comma, Chairman & CEO
Robert Oscar Peterson, founder
iii) Objective of this study: Since this is a formal study, the scope of the study was not so detail.
We just tried to give overall scenarios of the restaurant.
1. Primary Object:
We tried to gather information which will give primary ideas about Jack in the box’s as a fast
food company. It includes the history of the company. Besides, we also try to focus on Jack in
the box as a Brand. We also cover strengths and weakness of the product and service of this
restaurant.
2. Secondary/Specific Object:

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The specific object of this paper to understand the influencing factors of consumer’s buying
pattern towards the fast foods in the world.
Specifically Jack in the box is one of the famous fast foods company in America, how consumer
take buying decision and by which factors they influence towards jack in the box, which is the
main objective of this term paper. Besides, another important object is to define the marketing
mix of Jack in the box.
The objectives of the study are:
 To provide an understanding of corporate governance,
 To provide an analysis of corporate governance environment in Bangladesh.
 To present the hindrance in having good corporate governance and
 To understand the corporate governance culture in the corporate sector in Bangladesh.
 To analysis the various corporate governance issues.
.
iv) Methodology: Through every marketing research problem components we will try to prove
or reject their related hypothesis. The statistical techniques that we are going to use are
Frequency Distribution to analyze percentages and relative rankings and positions, Cross
Tabulations when we need to study relation between variables, amounts, percentages and
significance of the relations, One-way An oval when we are looking for statistical significance of
the influence of the independent in the dependent ones, Regression to evaluate if there is a
significant statistical correlation between those variables, to find which of the several
independent variables can explain variations in the dependent variables and, finally Hypothesis
Testing to prove our hypothesis.

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1. ResearchMethod: When analyzing the Fast Food Industry market we can conclude that
in the last years it has grown more than 3 percent per year. In this period the restaurant
chains that have grown more are related with the development of fresh less-fat menus,
snack and beverages and product innovation. Other important issue is the need for the US
consumers to eat healthy. According to the National Center for Health Statistics, 66.5
percent of adults are overweight or obese. Taking all this information in consideration,
we think that creating a healthy menu will be plus in the fast food restaurant industry.
The potential consumer has the necessity of alimentation and looks for the available
alternatives, becomes aware of the fast food restaurants. The subject evaluates the
different restaurant alternatives in terms of the variables quality, price, speed, variety,
location, etc. of the products and services offered and compare them with his punctual
needs. Based on this evaluation and depending on the importance of this critical decision
variables will form a degree of preference for the restaurant. If this preference is strong
enough, the customer will eat at that restaurant.
2. Data collection of Primary Sources: The primary source to gather the information has
to be a descriptive survey method with written structured direct questionnaire with fixed-
alternative questions that will require the respondent to select from a predetermined set of
responses. The survey will be administered with personal in-home interviews that will
allow flexibility in the design and diversity of questions. There won’t be monetary
stimuli.
3. Secondary Sources: We have gathered secondary data from internet, different journals,
books and acquaintances.
4. Limitation: There were several constraints while performing this report. The following
are the limitation of the study:
1. The study is conducted under limited time allowed. Only few weeks were not
sufficient time to work on it.
2. We don’t have the facilities to visit the target shop practically.

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3. There is a significant difference between theoretical concept and practical field.
4. Insufficiency of necessary information and data.
v) The product:
1. Relative Advantage: The main advantages of Jack in the box are its high brand
recognition. The brand itself has become an idiosyncrasy for high quality and well
appreciated goods as well as a symbol of business. The affiliation of Jack in the box with
business created a great advantage. Nations with positive attitude towards the business
applying the same attitude towards Jack in the box. It is perceived as an admired food
service company
Establishing play areas for children is another advantage Jack in the box’s utilizes to gain
trust and loyalty of its consumers.
Jack in the box and its global advertising increased the visibility and name recognition of
the company which encourages consumers worldwide to experience. These factors,
combined with maintaining the high standards of food and quality have put this brand on
the top of the fast food industry. The introduction of healthy food with overview of
consumed calories in the “junk food” chain has captivated the ‘calorie counting”
consumers and created an image of socially and environmentally responsible company.
2. Compatibility: Jack in the box is suitable & affordable for the people of our country. It
suits with the food lovers of our country. Now-a-days people are very choosy &
conscious about their food. They want quality food with a reasonable price. Jack in the
box is very well known food shop & has a reputation all over the world. They provide
quality delicious food with reasonable price. They can cop up with our habitual taste. So
if they do business then there is a strong chance of high adaptation of their product.
3. Complexity: Jack in the box has some complexity. They are given below:

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 Foreign currency and exchange rate are causing loss of revenue as the company
uses standard pricing for its products
 Significant investments on marketing campaigns are leading to decreasing of the
market share.
 Highly competitive environment including rapidly growing brands such as KFC,
Boomers, Pizza Hut, A&W etc.
4. Trail Ability: The customers today have become more brand conscious and they prefer
branded products over any other products available in the market. Customers have
changed their preferences in terms of liking. The technological advancement and
increasing use of e-commerce and internet have made the consumers information
oriented. Youngsters prefer gathering information about the products and brands online
rather than focusing on advertisements. The changing lifestyle of the consumers is also
one of the forces. Consumers today look for a brand who gives them the best value.
5. Observability: The target market of Jack in the box of our country is the foodie people.
Maximum foodie people are youngster. They want quality food with a reasonable price.
Wendy’s provides world class product in a reasonable price compare with their
competitor. So it is one of the benefits for the customers. Again Jack in the box has their
places with nice and customized decoration so that it gives a beautiful place with good
environment for passing a quality time with friends & family. It is another benefit for the
customers. Jack in the box gives a playing place for children, smokers. It helps target
market to differentiate them and they will easily notice their benefits when they compare
to other food shop.
vi) The Market:
A)1.Geographic Region:
Social institutions including family, religion, education, political system, legal system and
corporations all affect the way in which people relate to one another, organize their activities to
live in harmony with one another, teach acceptable behavior to succeeding generations and
govern themselves.

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1.1 Family:
The term "nuclear family" is commonly used, especially in the United States, to refer to
conjugal families. A "conjugal" family includes only the husband, the wife, and unmarried
children who are not of age. Sociologists distinguish between conjugal families (relatively
independent of the kindred of the parents and of other families in general) and nuclear families
(which maintain relatively close ties with their kindred). However, in the 21st century, the
"nuclear family", according to the 2010 Census, is "disappearing at a rapid rate are homes with
"traditional" nuclear families—Mom, Dad and two children. The nuclear family is being
replaced by other family structures such as blended parents, single parents, and domestic
partnerships.
A "matrifocal" family consists of a mother and her children. Generally, these children are her
biological offspring, although adoption of children is a practice in nearly every society. This kind
of family is common where women have the resources to rear their children by themselves, or
where men are more mobile than women.
The term "extended family" is also common, especially in the United States. This term has two
distinct meanings. First, it serves as a synonym of "consanguinal family" (consanguine means
"of the same blood"). Second, in societies dominated by the conjugal family, it refers to
"kindred" (an egocentric network of relatives that extends beyond the domestic group) who do
not belong to the conjugal family. These types refer to ideal or normative structures found in
particular societies. Any society will exhibit some variation in the actual composition and
conception of families.
Family dynamics are the interaction between family members as well as the varying
relationships that can exist within a family. Every family has its own dynamic, which manifests
in its own way. Uncovering these relationships can help you better understand your family as
well as others', including how families function.

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1.2 Education:
Education is the process of facilitating learning. Knowledge, skills, values, beliefs, and habits of
a group of people are transferred to other people, through storytelling, discussion, teaching,
training, or research. Education frequently takes place under the guidance of educators, but
learners may also educate themselves in a process called autodidactic learning. Any experience
that has a formative effect on the way one thinks, feels, or acts may be considered educational.
Education is commonly and formally divided into stages such as primary school, secondary
school and then college, university or apprenticeship.
Primary (or elementary) education consists of the first five to seven years of formal, structured
education. In general, primary education consists of six to eight years of schooling starting at the
age of five or six, although this varies between, and sometimes within, countries. Globally,
around 89% of children aged six to twelve are enrolled in primary education, and this proportion
is rising. Under the Education For All programs driven by UNESCO, most countries have
committed to achieving universal enrollment in primary education by 2015, and in many
countries, it is compulsory. The division between primary and secondary education is somewhat
arbitrary, but it generally occurs at about eleven or twelve years of age. Some education systems
have separate middle schools, with the transition to the final stage of secondary education taking
place at around the age of fourteen. Schools that provide primary education, are mostly referred
to as primary schools or elementary schools. Primary schools are often subdivided into infant
schools and junior school.
In most contemporary educational systems of the world, secondary education comprises the
formal education that occurs during adolescence. It is characterized by transition from the
typically compulsory, comprehensive primary education for minors, to the optional, selective
tertiary, "postsecondary", or "higher" education (e.g. University, vocational school) for adults.
Depending on the system, schools for this period, or a part of it, may be called secondary or high
schools, gymnasiums, lyceums, middle schools, colleges, or vocational schools. The exact
meaning of any of these terms varies from one system to another. The exact boundary between
primary and secondary education also varies from country to country and even within them, but
is generally around the seventh to the tenth year of schooling. Secondary education occurs

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mainly during the teenage years. In the United States, Canada and Australia, primary and
secondary education together are sometimes referred to as K-12 education, and in New Zealand
Year 1–13 is used. The purpose of secondary education can be to give common knowledge, to
prepare for higher education, or to train directly in a profession.
Higher education, also called tertiary, third stage, or postsecondary education, is the non-
compulsory educational level that follows the completion of a school such as a high school or
secondary school. Tertiary education is normally taken to include undergraduate and
postgraduate education, as well as vocational education and training. Colleges and universities,
mainly provide tertiary education. Collectively, these are sometimes known as tertiary
institutions. Individuals who complete tertiary education, general receives certificates, diplomas,
or academic degrees.
Higher education typically involves work towards a degree-level or foundation degree
qualification. In most developed countries a high proportion of the population (up to 50%) now
enter higher education at some time in their lives. Higher education is therefore very important to
national economies, both as a significant industry in its own right, and as a source of trained and
educated personnel for the rest of the economy.
1.3 Political System:
A political system is a system of politics and government. It is usually compared to the legal
system, economic system, cultural system, and other social systems. However, this is a very
simplified view of a much more complex system of categories involving the questions of who
should have authority and what the government's influence on its people and economy should be.
There are many other aspects in which also governments play a very important role in facilitating
international business.
First of them is infrastructure. International transit of goods requires ports with adequate
capacity to handle high quantity cargo, as well as adequate roads or railway networks for
transporting them to the markets, and by creating such infrastructure, the government can do
business in their country an attractive prospect for international companies.

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Second, the law and order, and rent seeking are two very important factors for businesses
coming from outside the country. Today, few companies are likely to be tempted towards a
country where safety of property is doubtful, and not every company would be ready to live with
graft and illegal rent seeking. Governments can make a big difference by taking care of these
factors.
Third, international business if full of various risks, and governments can play a great
role in minimizing those risks. A clear and consistent policy towards foreign investment and
international trade can, by itself, be a significant contribution because the unpredictability of
government policies is one of the biggest source of these risks. Managing currency, inflation and
foreign exchange rate are another important way of reducing these risks. Ensuring property rights
and contract enforcement is also one of the ways in which business risks can be minimized.
1.4 Legal System:
There are hundreds of legal systems in the world. At the global level, international law is of great
importance, whether created by the practice of sovereign states or by agreement among them in
the form of treaties and other accords. Some transnational entities such as the European Union
have created their own legal structures. At the national level there are over 180 sovereign states
in the United Nations Organization. Many of these are federal or confederal, and their constituent
parts may well have their own law.
The legal system of a country is significantly important to international businesses. Differences
in legal systems can affect the attractiveness of a country as a market or investment site. A
country’s law regulates business practices, defines business policies, rights and obligations
involved in business transactions. The government of a country defines the legal framework
within which firms do businesses. Therefore, laws differ from country to country. For example,
China has Communists government where business laws are strictly controlled by government to
control business sectors. Whereas India has a democratic government and business laws are
made to protect small businesses and consumers. Although different countries have different
laws and regulations, knowledge of common law, civil law, contract laws, and laws governing

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property rights, product safety and liability of a country helps business people to make business
decisions.
Civil law / Code Law is based on a detailed set of laws that constitute a code and focus on how
the law is applied to the facts. It’s the most widespread legal system in the world.
Common law is based on traditions and precedence. In common law systems, judges interpret the
law and judicial rulings can set precedent.
Religious law is also known as theocratic law and is based on religious guidelines. The most
commonly known example of religious law is Islamic law, also known as Sharia. Islamic law
governs a number of Islamic nations and communities around the world and is the most widely
accepted religious law systems. Two additional religious law systems are the Jewish Halacha and
the Christian Canon system, neither of which is practiced at the national level in a country. The
Christian Canon system is observed in the Vatican City.
The most direct impact on business can be observed in Islamic law—which is a moral, rather
than a commercial, legal system. Sharia has clear guidelines for aspects of life. For example, in
Islamic law, a business is directly impacted by the concept of interest. According to Islamic law,
the banks cannot charge or benefit from interest. This provision has generated an entire set of
financial products and strategies to stimulate interest—or again—for an Islamic bank, while not
technically being classified as interest. Some banks will charge a large up-front fee. Many are
permitted to engage in the sale-buyback or leaseback of an asset.
Bangladesh is a secular country. People of this country believe in different religions. But the
prominent religions of this country are: Islam, Hinduism, Buddhism and Christianity. The largest
religion in this country is Islam. Muslims constitute 90.4 % of population. Hindus constitute 8.2
% and Buddhists, Christians and followers of other religions are the remainders. (Source:
Wikipedia)

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Figure: Religions in Bangladesh
http://www.bangla2000.com/bangladesh/religion.shtm
http://www.bangladesh.com/religion/
http://www.discoverybangladesh.com/meetbangladesh/religion.html
Patents protect functional expressions of an idea – not the idea itself. A machines,
method/process, manufacture, compositions of matter, and improvements of any of these items
can be patented.
Copyrights protect the specific creative expression of an idea through any medium of
artistic/creative expression –paintings, photographs, sculpture, writings, software, etc. A
copyright protects your painting of a haystack, but it would not prohibit another painter from
expressing their artistry or viewpoints by also painting a haystack.
Trademarks protect any symbol that indicates the source or origin of the goods or services to
which it is affixed. While a trademark can be extremely valuable to its owner, the ultimate
purpose of a trademark is to protect consumers – that is, the function of a trademark is to inform
the consumer where the goods or services originate.
Muslim
Hindu
Others

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The expression, ‘intellectual property’ has come to be internationally recognized as covering
mainly two branches, namely; ‘industrial property’ and ‘copyright’. Patents, industrial designs &
trademarks used to be considered as different kinds of industrial property. Intellectual property
has acquired an internationally recognized character. Now it is regarded as “one of the most
important sectors” of international law, having its source in various international conventions. At
present, each and every country is trying to shape or reshape their legislature, relating to
intellectual property; in the light of those international conventions.
1. Forms of transportation and communication:
As their main targeted places are Dhaka & Chittagong, they can move their product from one
place to another place buy private freezer car. Other competitors do the same to supply their raw
product to every outlet.
2. Consumers buying pattern:
a) product use pattern:
In Bangladesh where it’s about buying having fast food, they buy the product
frequently. As jack in the box offers different menu for breakfast, lunch and dinner
customer will accept parcel facility too.
b) Product feature preference:
Customer here will expect quality product with reasonable price. Also student can be
the most valuable target customer so Jack in the box can offer special products for
them. A larger space to enjoy food is one of the most important preferences. In case
of dressing the present trend is very dynamic in Bangladesh. People prefer formal
dresses for working environment, sometimes causal is also preferred.
c) Shopping habits:
Customers love to have special offers and special recipe. As Bengali people have
many cultural traditions to follow like other nation, they expect different offers from

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marketers. Customers love to enjoy food with the closers and also see having food at
restaurants as source of refreshments. So nice open space with quality service is
preferable.
3. Distribution of the product
a. Typical retail outlets:
As Jack in the box will run its operation in the main cities of Bangladesh, we are
considering the housing of cities especially at Dhaka than Chittagong. In this
regions mainly in Dhaka most of the people doesn’t have their own house meaning
they are rental dealers. Many higher class income people also do not have their
own house. If we consider Dhaka most of the families have single family.
b. Product sales by middle man:
As traditions are different so to understand the behavior and test of local people
business considers middle man. Many dealers can do the business for them and
return the profit with particular share.
5. Advertising and promotion:
5.1: Advertising media generally used to reach the target markets:
Social Medias:
Now a day fast food companies are using social media specially Facebook as people are passing
a lots of time in these social sites. In our country various Facebook pages like Foodbanks, Food
Bloggers, Food Lovers etc are very popular and people specially the young generation are
relying on the reviews of these pages. So many fast food shops are offering discounts on giving
review in these pages. Besides in Facebook people can see pages and advertisement of various

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fastfood shops. So Jack in the box has decided to consider social medias specially Facebook as
an important media of our advertising.
Direct Mail Promotions:
Fast food companies use direct mail to send customers and potential customers promotions for
their products. They offer everything from buy-one-get-one-free sandwiches to discounts on new
menu items. When customers bring their coupons into the locations, fast food restaurants can
track which area codes bring in the most clientele and what the customers buy. So Jack in the
box will use direct mail promotions as a media of advertisement.
"Advergames" for Kids:
Children make up a large portion of the fast food market, and fast food brands constantly devis
new ways to promote their restaurants to youngsters. Children spend a substantial amount of
time on their computers, surfing the web, listening to music and playing games. Fast food
restaurants such as McDonald's, Burger King and Chick-fil-A designed "advergames," which are
online games children can play while receiving subtle advertising from the companies. In our
country this practice is still not so common but kids are playing computer games more than
outdoor doings. So Jack in the box is considering advergames as a great option of our
advertisement for capturing one of our most important target markets “children”.
Mobile Apps:
Consumers constantly on-the-go rely on their mobile devices to keep them in touch with friends
and family, obtain the latest news and receive directions to their favorite restaurants. They even
get promotions on these devices. Fast food companies, including Taco Bell, promote their brand
to consumers with mobile marketing. The fast food chain offers a store locator application, as
well as an application to check the balance of gift cards. In our country the usage of smart
phones and various apps of young generation have been increased in last few years. As mobiles
are the most used gadget by our most important target market that is “young generation”, Jack
in the box is considering it as a great media of our advertisement.

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Viral Videos:
The popularity of video-sharing websites, such as YouTube, gives fast food restaurants a way to
create video marketing campaigns to advertise their products. Viral video campaigns are
designed to encourage viewers to pass the video along to friends, family and colleagues who may
find it entertaining. They're usually laced with an element of humor or surprise. In a past
advertising campaign, Wendy's used video marketing to make its "Meatatarian" campaign go
viral. In the video, a head of lettuce eats a Wendy's hamburger. Brands such as Burger King also
have created viral videos to attract customers. In Bangladesh You Tube is now very common. So
Jack in the box is going to use You Tube as an advertising media.
Musical Influence:
Recognizing the important role of music in life, especially in urban communities, fast food
restaurants use musical influences to attract customers with their advertising. Fast food
commercials often feature actors and musicians to promote products. In 2005, McDonald's
partnered with a marketing firm to pay mainstream record labels and their artists to mention the
"Big Mac" sandwich in their songs. So Jack in the box is counting musicians as a great media of
our advertisement.
5.2: Sales promotions customarily used:
Sample:
A sample is a sales promotion in which a small amount of a product that is for sale is given to
consumers to try. So Jack in the box is a fast food shop it is not possible to give samples of all
items. But they will keep options to try a small portion before ordering for some of their items to
increase awareness.
Coupons:
Coupons provide an immediate price reduction off an item. Jack in box will offer buy-one-get-

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one-free (BOGO) coupons through newspaper, online and mobile apps. Customers can cut the
coupons from newspaper or download them from online r mobile apps.
Loyalty Programs:
Loyalty programs are sales promotions designed to get repeat business. Loyalty programs
include things such as frequent flier programs, hotel programs, and shopping cards. Jack in the
box will give “Loyalty card” for their loyal customers to inspire them come again and again.
6. Pricing Strategy:
a. Customary markups:
Markup is the difference between the cost of a good or service and its selling price.A
markup is added onto the total cost incurred by the producer of a good or service in
order to cover the costs of doing business and create a profit. Jack in the box will
keep a very little markup or for some product no markup as they are new in our
country and have to give good discounts to attract more customers.
b. Types of discounts available:
Jack in box will offer discount for all items. They will offer loyalty card that means
discounts for their loyal customers and buy one get one offers.
B. Compare & contrast your product & competition’s product:
According to brand image and quality standard Jack in the box’s major competitor will be KFC,
A&W, Boomers, BNB, BFC!
We will compare KFC’s product and price as they hold the most customers. KFC stands for high
quality fast food in a popular array of complete meals to enrich the consumer’s everyday life.
KFC strives to serve great tasting, “finger lickin good” chicken meals that enable the whole
family to share a fun. They satisfy customer with same convenience and affordability of ordinary
Quick Service Restaurants.

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1. Competitor’s product: Fast food
KFC's core product offering is pressure fried on-the-bone chicken pieces seasoned with the
"Original Recipe". The product is typically available in either two or three piece individual
servings, or in a family size cardboard bucket, typically holding between 6 and 16 chicken
pieces. Poultry is divided into 9 different cuts (2 drumsticks, 2 thighs, 2 wings, 1 keel, and
a backbone based breast cut divided into 2 pieces).
As well as its core chicken on the bone offering, KFC's major products include chicken burgers
(including the Zinger and the Tower burgers); wraps ("Twisters" and "Box masters"); and a
variety of finger foods, including crispy chicken strips and hot wings. Popcorn Chicken is one of
the most widely available KFC products, and consists of small pieces of fried chicken. In some
locations, chicken nuggets are also sold.
KFC adapts its menu internationally to suit regional tastes, and there are over three hundred KFC
menu items worldwide. Some locations, such as the UK and the US, sell grilled chicken. In
predominantly Islamic countries, the chicken served is halal. In Asia there is a preference for
spicy foods, such as the Zinger chicken burger. Some locations in the US sell fried
chicken livers and gizzards. A small number of US outlets offer an all-you-can-eat buffet option
with a limited menu.
A number of territories, such as Japan, Jamaica, Trinidad, Barbados, Ecuador and Singapore sell
fried seafood products under the "Colonel's Catch" banner. In Jamaica, what was originally a
seasonal offering for the Lent period was expanded to a year-round offering from 2010.
Value menu items are sold under the "Streetwise" name in locations such as Canada. Side
dishes often include French fries, coleslaw, barbecue baked beans, corn on the cob, mashed
potato, bread rolls and American biscuits. Salads include the bean salad, the Caesar salad and
the garden salad. In a number of territories, KFC sell onion rings. In Asia, rice based side dishes

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such as congee are often sold. In Malaysia, chicken meatball soup is sold. In the US and
Greece, potato wedges are sold instead of French fries.
McCormick & Company is KFC's largest supplier of sauces, seasonings and marinades, and is a
long-term partner in new product development.
Brand name: KFC (short for Kentucky Fried Chicken) is a fast food restaurant chain that
specializes in fried chicken.
KFC in Bangladesh
KFC stands for high quality fast food in a popular array of complete meals to enrich the
consumer’s everyday life. KFC strives to serve great tasting, “finger lickin good” chicken meals
that enable the whole family to share a fun. Uninhibited and thoroughly satisfying eating
experience, with same convenience and affordability of ordinary Quick Service Restaurants.
Features:
Product is anything is offering in the market for sale. KFC (Kentucky Fried Chicken) is the
world's largest chain of fried chicken fast food restaurants which is offering its special product to
their customer. Kentucky Fried Chicken is famous for its chicken, which is a blend of 11 herbs
and species, which gives it the flavor everyone is crazy about it.
Cayan Grill:
Cayan might be derived from an earlier form of the word "cayanne." Regardless, Cayan Grill
chicken is marinated overnight in "southern" spices (does "southern" in Australia, mean the same
as "southern" here in the States?) and then grilled on a hot plate.
KFC Twister
Two freshly prepared, Extra Crispy white meat chicken strips with shredded iceberg lettuce,
fresh tomatoes, and pepper mayo sauce - all wrapped together in a soft, warm tortilla.

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KFC Rice
KFC’s first-ever rice meal, a delectable combination of crispy chicken fillet and fluffy white rice
with Original Recipe sauce or spicy tomato sauce. To make it more refreshing, KFC Rice Meals
come with regular NESTEA® Green Tea. These all new sensations will give everyone the
energy to excel.
KFC also offer various items and meal box to their customers those are:
Krushers Game Box
Box master Chicken Bucket
Fries
Corn on the cob Snacker(chicken & veggie)
Zing Kong Strips snack box
Brownie Sundae Snack Box
Sundae Chickr snacker box
Chicken Soft Drink
Veggie feast burget (with chesse) Coleslaw
Soft Twirl Thali Veg Finger
Snack box 1 piece chick & fries Chicken Snacker
Boneless chicken strips 3 pc Boneless chicken strips 6 pc
Packages:
Make your own KFC package
Order KFC online for your loved-ones in Dhaka & Chittagong. Full KFC menu is available here.
Simply select the quantity for the items that you would like to order and add product to your
basket.

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KFC burger and chicken pieces combo

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KFC hot wings and chicken stripes combo with bun and coleslaw

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KFC burger and hot wings combo

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Competitor’s price:
2. Competitor’s Price
1. Existing products – Maintain Price
For existing product the price will be maintained throughout the year only for certain period such
Chinese New Year, Hari Gawai and Hari Raya season. The month which is under those season
are February, June and October in year 2008. KFC can imposed the mentioned pricing strategy
for existing product to boost temporally sales.
2. New products – Skimming Pricing
For new products proposed pricing strategy will be skimming pricing. The perfect period to
impose the proposed strategy is May, June and July. This is because sales promotion are being

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impose as a promotion for those three months and it is a good idea for KFC to introduce new
products to customers.
3. Segmented Pricing
Segmented pricing which is use on the senior citizens (members only) is proposed to be the
whole year. This special price that imposed is to act as privilege for them. But take note this
strategy can only be use if KFC come out with healthy meal for them as they older citizens above
40 years old is not encourage to consume lots of fried food.
Streetwise
Chicken Snacker $ 4.70
Strips Snack Box $ 5.38
Snack Box One pc. Chicken & Fries $ 5.38
Snacks Potato Wedges $ 4.43
Burger with Cheese (veggie feast) $ 6.39
Boneless Chicken Strips Three piece $ 6.05
Boneless Chicken Strips Six Piece $ 9.91
Hot Wings Three Piece $ 4.84
Hot Wings Six Piece $ 7.68
Rice Meals Chicken Rice Meal $ 5.31
Spicy Thai Chicken Rice $ 7.27
Burgers Hot Zinger Fries Meal $ 8.08
Hot Zinger Meal One piece chicken $ 8.15
Zinger Fries Meal $ 7.88

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Zinger Meal One piece chicken $ 7.88 Chicken
Boneless Chicken Strips Meal Crispy strips $ 8.15
Chicken Fries Meal Two Piece $ 8.08
Buckets Regular Bucket Eight Piece $ 14.84
Large Bucket Twelve Piece $ 21.59
Variety meal $ 37.81
Toasted Hot Twister Fries Meal $ 8.76
Bucket Meals Family Meal Meal for Four $ 21.59
Variety Meal Meal for Six $ 36.46
Desserts Soft Twirl Vanilla / Chocolate / Duet $ 3.28
Soft Twirl Vanilla cone with chocolate coating $ 3.62
Soft Twirl $ 3.28
Choc Twirl Vanilla cone with Chocolate coating $ 3.49
Sundae Regular Hot Fudge / Strawberry $ 3.62
Sundae Regular Strawberry $ 4.03
Sundae Large Hot Fudge $ 4.30
Sundae Large Strawberry / Hot fudge $ 4.57
Tea $ 2.95
Coffee $ 3.08
A La Carte
Chicken Zinger $ 6.05

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Hot Zinger $ 6.19
Veggie Burger $ 4.97
Popcorn Chicken $ 4.97
Hot Toasted Twister $ 6.73
Chicken Two piece $ 5.58
Chicken Four Piece $ 8.82
Bun $ 2.54
Cheese $ 2.74
Regular Fries $ 3.62
Large Fries $ 3.62
Regular Coleslaw $ 2.95
Large Coleslaw $ 3.62
Potato wedges $ 3.62
Mixed Rice $ 3.08
Krushers Black Mojito $ 4.30
Virgin Mojito $ 4.30
Choco Lash $ 4.97
Strawberry Smoothie $ 5.38
Drinks
Mineral Water 500 ML $ 2.27
Pepsi Bottle 250 ML $ 2.34

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Pepsi Bottle 500 ML $ 2.54
Pepsi Bottle 1 Litre $ 2.88
Mirinda Bottle 250 ML $ 2.34
Mirinda Bottle 500 ML $ 2.54
Mirinda Bottle 1 Litre $ 2.88
7UP Bottle 250 ML $ 2.34
7UP Bottle 500 ML $ 2.54
7UP Bottle 1 Litre $ 2.88
Mountain Dew 500 ML $ 2.54
Coca Cola Can 250 ML $ 2.54
Fanta Can 250 ML $ 2.54
Sprite Can 250 ML $ 2.54
Diet Coke Can 250 ML $ 2.54
Coca Cola Bottle 1 Litre $ 2.88
Sprite Bottle 1 Litre $ 2.88
Coca Cola Bottle 2 Litre $ 3.35
Sprite Bottle 2 Litre $ 3.35
Pepsi Bottle 2 Litre $ 3.35
7UP Bottle 2 Litre $ 3.35
Arong Chocolate Milk Tetrapack 250 ML $ 2.41

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3.Competitor’s promotions advertising methods:
Promotion Strategy
1. Direct Marketing
In conjunction with the launch of KFC cards from July onward, new members would register and
fill up their contact details. Thus KFC should utilize the customer contact details to persuade,
inform and remind customers to purchase KFC meals especially internet direct marketing. This
implementation period is ongoing as it is priority to update customers with news every month.
2. Sales Promotion
KFC should launch its sales promotion conjunction with the new products launching. As new
products launching would certainly attract customers to come, hence the sales promotion like
lucky draw, sweepstakes, drawing competition etc would certainly grab the customers’ mind to
revisit KFC again. Thus, it would increase the repeat sales for KFC. The implementation period
is May to July and November to December. This should be supervised by Marketing Manager.
3. Public Relation
KFC should held singing concert during school holiday that is November and December. As this
is the peak period of customers to visit KFC restaurants. Thus KFC should give concert ticket
with half price to customers who purchase up to a required amount. This should be implanted
during November to December and supervised by Public Relation Manager.
4.Competitor’s distribution channels:
Distribution strategy

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1. Cost
In conjunction with the market research that would be done during January until March
regarding the repositioning strategy. KFC could probe respondents to give opinion regarding the
satisfaction level toward the locations of KFC outlets. Hence, KFC could use the information to
reduce the opportunity costs of setting up outlets. This should be supervised by Operation
Manager.
2. Coverage
After the market research survey, KFC could extend its outlet scope to places that respondents
would like to have. Furthermore, KFC could set the mobile restaurants to rural places to have
trial on the market of rural places. Thus the period of extending the coverage is best to be April
until August which is the period after the market research survey. This should be supervised by
Distribution Manager.
3. Channel trends
KFC should launch a website that specially designed to cater for online order and speed delivery.
KFC should implement this website in 2 months time which is from September to October which
is sufficient time to launch a success website. Moreover the website should launch prior to cater
the increasing demand during school holidays on November and December. This should be
supervised by Public Relation Manager.
C. Market Size:
1. Estimated industry sales for the planning year:
The fast food industry has been remarkably growing in Bangladesh since the early 1990s
(Tabassum and Rahman, 2012). Though there is no correct statistics of the total number of fast
food restaurants in Bangladesh, thousands of restaurants are now serving millions of people in
urban areas across the country (Bhuiyan, 2010). This has become multi- billion taka industry
now (Farhana and Islam, 2011).

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According to BBS (2012), in 2001 people spent 4.23 billion Bangladeshi currency of Taka (at
current prices) on fast food; this figure was reported to be Taka 10.78 billion in 2010. In 2010,
the GDP share of the fast food
industry was 0.77 percent and 8 million people were employed in this sector (BBS,
2012). Considering this conspicuous growth of the industry, many fast food restaurant
owners are planning to open more fast food outlets soon across the capital region of the
country (Tabassum and Rahman, 2012).
According to industry insiders, around two thousand fast food outlets across the country are now
handling over Tk 8.0 million worth of business every day.
"Globalization and disposable income growth has led to increased amount of fast food
consumption in Bangladesh like any other Asian country," Transcom Foods Limited Executive
Director Akku Choudhury told the Financial express. 'Helvetia' branch manager Abdus Sobhan,
said city dwellers and students with no time on their hands are increasingly rushing to these
outlets. Helvetia is a Swiss brand.
"Customers come to our restaurants in groups. More than fifty per cent of them are students. The
rest are officials, other professionals and city dwellers," he added
2. Estimated sales for Jack in the box for the planning year:
Jack in the box makes plan to come Bangladesh and wants to operate their business in
Bangladesh. In last year, they earned $2.1 Million revenue worldwide. So, they can expect a
huge return in Bangladesh also. But, in this case, they have to see their main competitor KFC's
performance. KFC Bangladesh in normally operated by Transcom, which originated with tea
plantations in 1885, is now one of the largest corporate house in Bangladesh with an annual
turnover of over US$350 million and employing over 10000 people. The Group contributed US$
57 million (Tk.4,750 million) as tax and vat in 2011 to the national exchequer. So, Jack in the
box should follow this fact with very attention.

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At A Glance of Jack in the box:
Restaurants Worldwide (As of 3/29/2015)
6,488
2014 Company Revenue
$2.1 Billion
2014 Average Annual Sales Per Domestic Restaurant
$1.59 Million
2014 North America Company-Operated Restaurant Margin
15.8%
Annual Dividend (Per Share)
$0.22
D. Government participation in the market place:
1. Agencies that can help:
Current Legal Framework of Food Safety in Bangladesh
1. Penal Code, 1860 (‘PC 1860’)
2. Control of Essential Commodities Act, 1956 (‘CECA
1956’)
3. Food (Special Courts) Act, 1956 (‘FA 1956’)
4. Pure Food Ordinance, 1959 (‘PFO 1959’)
5. Cantonments Pure Food Act, 1966 (‘CPFA 1966’)
6. Pesticide Ordinance, 1971 (‘PO 1971’)
7. Special Powers Act, 1974 (‘SPA 1974’)
8. Fish and Fish Products (Inspection and Control)

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Ordinance, 1983 (‘FFPO 1983’)
9. The Breast-Milk Substitutes (Regulation of
Marketing) Ordinance, 1984 (‘BMSO 1984’)
10. Bangladesh Standards and Testing Institution
Ordinance 1985 (‘BSTIO 1985’)
11. Iodine Deficiency Disorders Prevention Act 1989
(‘IDDPA 1989’)
12. Vokta Odhikar Songrokkhon Ain, 2009 [Consumers
Rights Protection Act 2009] [author’s translation]
(‘CRPA 2009’)
13. Stanio Sarkar (City Corporation) Ain, 2009 [Local
Government (City Corporation) Act 2009] [author’s
translation] (‘LGCCA 2009’)
14. Stanio Sarkar (Paurashava) Ain, 2009 [Local
Government (Paurashava) Act, 2009] (‘LGPA 2009’)
15. Mobile Court Ain, 2009 [Mobile Court Act, 2009]
[author’s translation] (‘MCA 2009’)
2. Regulations that must follow:
1. Unhygienic Practice in Food Handling

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Unhygienic practices in food handling become a common phenomenon in the Bangladesh food
industry. Countless restaurants, fast food outlets are cooking, baking and processing foods in
extremely unhealthy environments. Unhygienic food is a significant reason of diarrhoeal diseases
as well as malnutrition. Referring the data of International Centre for Diarrhoeal Disease
Research, Bangladesh (ICDDRB), WHO suggested that in Bangladesh at least 501 people visits
hospital every day for diarrhoeal diseases that are related to food safety. The NTFS has also
used by similar ICDDRB data which mentioned that a total of 1,657,381 cases of acute diarrhoea
and resultant deaths of 2,064 lives occurred in 1998 alone in Bangladesh. Especially, the extent
of attacks and deaths from diarrhoea has become alarming for the last couple of years in
Bangladesh. The report of the Directorate General of Health Services (DGHS) mirrors the
magnitude of the diarrhoeal diseases and confirms that this health problem is caused by mainly
unsafe foodstuffs. The DGHS report suggests, from 2003 to 2009 17,999,284 people were
attacked by diarrhoea and among them 4,674 people died, which signifies that in average at least
3,850 people die for diarrhoea each year. NTFS report also mentioned that each year 5.7 million
people become disable due to diarrhoeal diseases in Bangladesh.
In addition, unhygienic processing of food has a severe impact on the export facilities in
Bangladesh. For example, in 1997 European Union banned importing shrimp from Bangladesh
due to the lack of maintaining proper hygiene standards in the shrimp processing plants.
Use of Formalin and DDT in Foods
Formalin use in foods is a crucial problem in Bangladesh currently. Supermarkets openly sell
fruits, fishes and vegetables that have been treated with formalin to keep them fresh. This
widespread use of formalin in various foods is considered to be gravely dangerous for public
health. Scientific scholarships suggest that consumption of formalin directly through food can
cause different types of cancers, especially the lung cancer.
Use of DDT is prohibited in 49 countries and restricted in 23 countries around the world.
Bangladesh also banned application of DDT, but unfortunately its use remains rampant5 In
Bangladesh DDT is commonly used in dried fish processing.

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DDT saves its chemical features irrespective of the environmental circumstances and it is
capable of generating to human body through breast milk. Using of DDT is a significant reason
of cancer especially breast cancer, liver cancer and pancreatic cancer. DDT has also many
adverse effects on various types of reproductive issues including unproductiveness; weaken
semen, abortion, early menopause, birth defects and low birth weight of children.
WHO stressed about the frightening child mortality rate and mentioned that, 150,000 children
die each year within first 4 weeks of their lives. DDT can affect neurological issues on human
health having trembling, seizures, nausea and dizziness etc.
Use of Toxic Colors in Food
Unauthorized food colors, especially textile dyes are used in food, manufacturing and processing
in Bangladesh. Textile colors are especially applied in the various types of sweets, which is
locally called as ‘misti’ in Bangladesh. Mentionable that, people of Bangladesh love misti or any
sweet based foods and some people are even addicted to this. Except misti some cultural foods
named beguni, peaju are also adulterated by textile dyes. Generally, these harmful colours are
used to make foods attractive, ‘appealing and appetizing’. Research suggests that the toxic
colours in food can create indigestions, allergies, asthmas and even cancer. Artificial colours can
also risk the human body for sleeping disorders, vomiting, diarrhoea, heart diseases, and several
kinds of neurological diseases.
Other Food Adulterations
Except the aforesaid specific food safety issues, Bangladesh experiences many types of food
adulterations every day. Few of the remarkable and relatively common adulterations are included
below.

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The puffed rice is contaminated by using the urea fertilizer to make it whiter and bigger in size.
Urea is extremely hazardous for human body which can create cancer and various ulcers. In a
recent doctoral research on Bangladeshi food conducted by Al-Rmalli, it is found that the level
of cadmium in the puffed rice is nearly double than that of uncooked rice, which the writer
suggests may be the result of using urea in the puffed rice. Al-Rmalli mentioned ‘exposure to
cadmium is linked with kidney disease and over 20 million people in Bangladesh suffer from
chronic kidney disease.’
Ghee, a popular food in Bangladesh made from the pure milk, is widely used in Bangladeshi
cuisine. In the village culture children are encouraged to eat hot rice mixing with the ghee and
palm sugar in the morning as breakfast. It is also used to manufacture various desserts in
Bangladesh. Ghee is now adulterated in many ways. The impure ghee is made by rotten milk,
palm oil, soybean, animal or vegetable fat, potato paste and with artificial color flavors instead of
milk. Due to this tainting of ghee, people are deprived from the expected nutrition which
ultimately may cause adverse effects on public health.
XII)Recommendations:
1.Aim to keepyour entire meal to 500 calories or less:
The average adult eats 836 calories per fast food meal—and underestimates what they ate by
175 calories. So Jack in the box need to reduce calories in their food.
3. Opt for foods that are lower in fat and higher in protein and fiber:
Look for items with more good stuff, like fiber, whole grains, and high-quality protein.
Also aim for options that are relatively low in saturated fats—while not all saturated fats
are bad , most of those found in fast foods. So Jack in the box should provide foods that
are lower in fat and higher in protein and fiber.
3. Lowering Price:
Jack in the box should reduce their price for capturing the lower middle class or middle
class people of our country.

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XIII) Sources of information:
http://en.wikipedia.org/wiki/Jack_in_the_Box
http://www.bangla2000.com/bangladesh/religion.shtm
http://www.bangladesh.com/religion/
http://www.discoverybangladesh.com/meetbangladesh/religion.html
http://en.wikipedia.org/wiki/Religion_in_Bangladesh
http://sharifbd.free.fr/bd/profile.html
http://www.nationsencyclopedia.com/Asia-and-Oceania/Bangladesh-TOPOGRAPHY.html
http://www.weatheronline.co.uk/reports/climate/Bangladesh.htm
http://www.discoverybangladesh.com/meetbangladesh/climate.html
http://en.wikipedia.org/wiki/Politics_of_Bangladesh
http://en.wikipedia.org/wiki/Government_of_Bangladesh
http://country.eiu.com/article.aspx?articleid=1591487943&Country=Bangladesh&topic=Summa
ry&subtopic=Political+structure
https://www.google.com/search?q=orthodox+meaning+bangla&ie=utf-8&oe=utf-
8#q=tax+for+kfc+in+bangladesh
IX) Appendix:
Questionnaire:
1. Do you enjoy fast food?
- yes
-no
- others
2. Which fast food restaurant do you prefer?
-

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3. Why do you prefer this restaurant?
-
4. How often in a month do you eat fast food?
-
5. How much do you generally spend for fast food?
-
6. What do you generally eat?
-
7. If a new restaurant come to Bangladesh will you like to try it?
-yes
-no

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