Jay Mary owns a supermarket business and is considering expanding into the fast food industry. He researches the market in Minneapolis and determines that customers prefer spicy Cajun-style chicken. Mary decides to purchase a franchise of Popeye's Fried Chicken, as it is the third largest fast food chicken company. However, there is competition from Kentucky Fried Chicken and other chains. Mary conducts further research on customer preferences and determines that families with children and working mothers are most likely to purchase fast food.

5. JAY MARY is business man working his
owned family food chain in
supermarket. As a President by
TIME OF THE SALE having long
considered moving from
SUPERMARKET BUSINESS to the
FAST-FOOD BUSINESS. He knows
that the proportion of people who
ate out was on the rise. Higher level
of disposable income-lots of women
work force & families have both
made possible & encouraged the
purchase of meals outside at the
home. As in industry
publications(once a industry is
mature, its is harder for new
companies to entre in the mkt).

6. In 1983 ,the fast food exceeding $37
billion this meant that there was plenty
of demand for existing companies such
as, McDonald’s Burger King, Kentucky
Fried Chicken, the various of
franchises. Increases in segments'.
Mary decided to research in
Minneapolis-St. Paul area liked HOT-SPICY
CAJUN-STYLE Chicken & would
be purchased POPEYE’S FRIED
CHICKEN & BISCUITS, Inc. franchise
its all because Popeye’s was the 3rd
largest fast-food chicken company &
other competitors are KENTUCKY
FRIED CHICKEN. Some of mkters
claimed that Popeye's (hot-and-spicy)
chicken had universal appeal.

7. As success of Popeye's KENTUCKY FRIED CHICKEN introduced its
own hot & spicy chicken in 400 of its restaurants in south area..,
another hot spicy chicken franchiser BOJANGLEs, had successful
again in south.
After a reading of research Mary decided to purchasing a Popeye's
franchise. Mary was concerned about no. of (Minneapolis) people
would react favorably to the hot & spicy unless Mary predict that
reaction would be positive. He determine that most of likely
customers were those with children's, of whatever age. He also
learned that families with working mothers also tend to eat out
more frequently.

8. QUESTION AND ANSWERS
Q1. Do you believe Mary has adequate inputs to
decision-making-or is it that he really needs an
real and good research?
ANS. Yes, I believe that Mary has adequate
inputs to decision-making because fact based on
decision making. Fact is a faith & any
information. (venture) It is difficult to make
100% fact but it’s a safety of money.

9.  There are sources of fact :-
FACT
COMPEITORS CONSUMER SELF-STRENTH
SECONDARY-(INFORMATION)

10. Q2.What kind of information and what type of
research does J MARY need?
ANS. Jay Mary need such types of information
& research that is:
i) In what AREA he purchased.. Hoe many
people in his attachment? How far people
come over the restaurants? How many
household are their.
ii) CAPITAL- that no. of consumer income.
iii) PRICE- what kind of raw material to used in
what quality, space, competitors, finance,
target market on customers, workers, menu,
name of restaurants & size of the
restaurants opportunity.

11. RESEARCH should be like:
i) Well managed.., it has became a big
business.
ii) Its has so many research
objectives.., it’s a owner. Timely
so that finally he can make
decision.
iii) Awareness levels, satisfaction
etc,.,
iv) It should be evaluating/insights…
what is right & wrong( quality
analysis), secondary data,
homogenous , FGD(focus group
decision) ultimate consumers
small group EGD(experience
group decision), efforts.

12. Q3.If Mary conducts a survey, what
contact techniques and sample plan
should he use? Can you draw up a
research plan for him? Could your group
provide a set of
“do’s & don’ts” for Mary to follow as he
thinks of doing research?
ANS. The techniques & sample plan that
Mary should be used that is –
It should be represented …
Methods of data code.., field work..,
analysis., conclusion.., presentation.

13. The questions must be precise.
The methods of data collection is:
--PERSONAL INTERVIEW
--TELEPHONIC INTERVIEW
--MAILED QUESTIONARIES
--COMBINATIONS
TECHNIQUES(FASTEST)

14. Q4.Should open-end or closed-end questions be used?
Does Mary have need for a marketing information
system(MIS) at this time? What is MIS? And
What is the use of an MIS for any business? Do all
business requires an MIS?
ANS .Yes, open-end & close-end questions must be
used.
- Off course Mary have need for a marketing
information system(MIS) at this time.
MIS(MARKETING INFORMATION SYSTEM) is to
understand the proper role of information systems
one must examine what managers do and what
information they need for decision making. We
must also understand how decisions are made and
what kinds of decision problems can be supported
by formal information systems. One can then
determine whether information systems will be
valuable tools and how they should be designed.

15.  The use of MIS for any business its have 5
functions as the parameters of what managers
do:
 1 Planning
2 Organizing
3 Coordinating
4 Deciding
5 Controlling
 Its have 6 managerial characteristics:
 · High volume, high speed work
· Variety, fragmentation, brevity
· Issue preference current, ad hoc, specific
· Complex web of interactions, contacts
· Strong preference for verbal media.
 Yes, all business requires an MIS.

16. Q5,Can you identify any business/
brand in India context that may be
in similar situation as projected in
this case, and may benefit from
research ? Please discuss.
ANS. I can identify a brand of
NESTLE(MAGGIE)
 Launched in the year 1983
 Initially targeted at Working Women
 Then repositioned itself to target Kids
 Market Driver in the Instant Noodles
Category
 Currently enjoys a market share of
about 80%

17.  Market Research
 Objective:
 To find out the market penetration of Maggie noodles
 Research methodology:
 (i) Target Area: Andheri, Dadar, Parel
 (ii) Shopkeeper Sample Selection: Mall, General
 Store, Medical Store, Bakery, Paan-Bidi Shop
 (iii) Customer Sample Selection: School Kids,
 House Wives, Office Goers
 (iv) Shopkeeper Sample Size: 30
 (v) Customer Sample Size: 50

18.  Research Findings
 SWOT Analysis Strengths Weaknesses Opportunities
Threats Market leader Heavily dependent on One
flavor Unexploited rural markets Strong presence of
regional competitors Brand loyalty Minor distribution
problems Increasing number of working youth
Competitive pricing (Top Ramen) Distribution channels
Health related issues Affinity of Indians to Chinese
food Innovative flavors for Indian taste buds
Advertising strategy
 STPD Analysis
 Segmentation: Based on lifestyle and habits of urban
families
 Targeting: Kids, Office goers
 Positioning: With statements such as “2 minute noodles”
and “Easy to cook, good to eat”
 Differentiation: Taste, Flavors, Packaging
 BCG Matrix
 Michael Porter’s Five Forces Model

19.  Market Penetration Strategies Of Maggi Noodles
 Promotional campaigns in schools
 Advertising Strategies
 Power of 5
 Availability in different pack sizes
 New product innovations
 Brand Recall and Future Trends
 Introducing a fictitious character who can connect with
kids for better brand recall
 Organizing contests , games and industrial visits for school
kids to further strengthen the brand image
 Invite Housewives to send new innovative recipes made
from Maggi and introduce rewards for the same
 Foray into the Chinese food segment by introducing
branded products for chowmeen, schezwan and Hakka
noodles

20. RELATINSHIP TO CONCEPT
 BASICALLY, the concept is related
with BUSINESS & MARKET
RESEARCH. JAY MARY worked in his
own family business that is
SUPERMARKET. Mary wants to
purchased & started a new business as
a name of POPEYE’S CHICKEN. But in
mkt there are many competitors
KENTUCKY FRIED CHICKEN &
BOJANGLEs . For achieving success
and making his product top in the
market. Mary starts doing research

21. & by reading
books(industrial) he
gets knowledge about
changes in consumers
taste, lifestyle &
increased competition
and Mary
determination about
people resulting that
the fast-food company
have bright future.

22. THE END
THANK YOU