MDS Foods, a subsidiary of Super Asia Group, is the 4th largest fast food chain globally and operates Hardee's in Pakistan, emphasizing a strategic marketing mix to enhance customer engagement and market presence. The document details their market analysis, segmentation process, and consumer buying behavior while recommending a breakfast range to expand their offerings. Key focus areas include product differentiation through high-quality charbroiled burgers and maintaining a halal, alcohol-free environment.

1. UMA!R AHMEDASST. BRAND & MARKET!NG MANAGERMDS Foods (Pvt.) Ltd.

2. CONTENTSBR!EF !NTRODUCT!ONMARKET!NG M!XMARKET!NG ANALYS!SSEGMENTAT!ON PROCESSCONSUMER BUY!NG BEHAV!ORRECOMMENDAT!ONSQUEST!ON & ANSWERS

3. BR!EF !NTRODUCT!ONMDS FOODSHARDEESA subsidiary of the Super Asia GroupOperates food division of Super Asia Group Strategic Business Unit4th largest Fast Food Chain in worldKnown for Thick Juicy Charbroiled BurgersPakistan as 14th country to host brandMDSfoods

4. DEF!NAT!ON“Marketing is the process of planning and executing the conception, price, promotion, and distribution of goods, ideas, and services to create an exchange that satisfies individual and organizational goals.”

5. MARKET!NG OR!ENTAT!ON

6. “!TS STRA!GHT ABOUT BURGERS”

7. !MARKET NGM X

8. PRODUCT

9. MARKETSPRODUCTEXISTINGNEWEXISTINGOVER NEXT5 YEARSVERTICALNEWOVER NEXT12 Months

10. PR!CE & PLACEPREM!UMPR!C!NG1st Lahore at MM Alam Road3 more openings in Lahore25 more openings in Pakistan

11. PROMOT!ON

12. PROMOT!ON

13. !MARKET NGANALYS S

14. PEST ANALYS!S-ve+ve-ve-ve / +vePoliticalEconomicalSocio-culturalTechnological

15. PORTER’s F!VE FORCES+ve/-veHIGH/LOW-ve+ve/-veLOW+veHIGH/LOWHIGH+veHIGH

16. SWOT ANALYS!S

17. !SEGMENTAT ONPROCESS

18. SEGMENT!NG

19. SEGMENT!NG® Signature products of Hardees* Geographic location is chosen to cater all the surrounding areas (Gulberg, Defence, Model Town etc)** Available option to double burger with more patties + Hardees Restaurant, Pakistan, is alcohol-free and 100% Halal food availability is made sure.

20. TARGET!NGLIFESTYLES/ATTITUDESDIFFERENTIATEDMARKETING POLICYPRODUCT RANGES

21. HIGHQUALITYLOWPRICEHIGHPRICELOWQUALITYPOS!T!ON!NG

22. CHARBOILEDBURGERSNOT IN PAKISTAN BETTERTASTENORMALTASTEFRIEDBURGERSPOS!T!ON!NG

23. !CONSUMER BUY NGBEHAV OR

24. AWARENESS SETS!?!?!?YESYES

25. CONSUMER BUYER BEHAV!OREvoked SetINFORMATIONSEARCHALTERNATIVESEVALUATIONNEED RECOGNITIONMushroom & Swiss ThickBurgerPURCHASE DECISIONPOST PURCHASEEVALUATIONVALUE FOR MONEY PAID OFF WELLINTERNALFACTORS

26. !RECOMMENDAT ON

27. BREAKFAST RANGE

28. NUTR!T!ONAL DETA!LS

29. WEBS!TE

30. !OPEN FOR QUEST ONS