This document summarizes research conducted for a marketing presentation for a new fast food chain. Primary research included interviews with managers of existing fast food chains to understand operations and with customers to understand preferences. Managers indicated weekends are busiest and inventory is managed depending on product shelf life. Customers preferred food quality and rated service and price positively. The marketing mix will target students aged 18-25 in Greater Noida with affordable yet fresh and healthy meals. Facilities will include dining, games, and a loyalty card program. Customer satisfaction strategies include reasonable wait times, discounts, and collecting feedback.

1. SERVICE MARKETING
PRESENTATION
(FAST FOOD CHAIN)
Group 1 – Section B
Nikita Anupama (19DM126)
PremalShrivastava(19DM143)
Rohit Bansal (19DM166)
Sartaj Singh Sandhu (19DM185)
Shounak Sarkar (19DM202)
Surya Pratap Singh (19DM224)
Siddhant Prasad (19DM244)

2. PRIMARY RESEARCH
(MANAGER ASPECT)
◦ Interaction with the Branch Managers of different fast food chains located in Greater Noida
(Delhi NCR), namely, Burger King, KFC, Pizza Hut, and Dominos.
◦ Semi-structured, Open ended questionnaire was used for the interviews
◦ PAPI (Pen and Paper based Interview), followed by observational research, in order to
study the ambience and the people aspect.

3. Nikita Anupama interacting with Govind, Branch
Head, KFC – Greater Noida
Rohit Bansal, Shounak Sarkar, and Sartaj Singh
Sandhu interacting with BrijMohan, Branch Head,
PizzaHut – Greater Noida
Group interacted with Satya Prakash Bhati, Branch
Head, Burger King – Greater Noida
(NO PHOTO AVAILABLE)

4. QUESTIONNAIRE

5. RESPONSES

6. CONCLUSION
(MANAGER ASPECT)
◦ Maximum workload – Weekends
◦ Projected Sales for a quarter – 1 Cr to1.5 Cr (per Store per quarter)
◦ Services Provided – Dining, Take away, Home Delivery, FCD (Fast casual Delco) Channel, space
available for private parties(small gatherings)
◦ Warehouse availability – New Delhi
◦ Inventory management and replenishment cycle – depends on shelf life of products (daily, Weekly,
fortnightly)
◦ Moment of truth – “Customer is always Right”
◦ Average time spent by a customer – 30 to 45 minutes
◦ Program for Customer Loyalty – varies from fast food chain to chain
◦ Theme based decorations – Does not affect the sales aspect, but an important motivational aspect
for the team employees

7. PRIMARY RESEARCH
(CUSTOMER ASPECT)
◦ Interaction with the customers at different fast food chains located in Greater Noida (Delhi
NCR), namely, Burger King, KFC, Pizza Hut, and Dominos.
◦ Structured, and close ended questionnaire was used for the interviews
◦ CTA (Customer Transactional Assessment) followed by SPSS Analysis (factor analysis
and Multi Dimensional Scaling), in order to study the factors which affected the customers
most.
◦ Here, sample size taken was 30, with a confidence level of 95%.

8. Premal Shrivastava and Shounak Sarkar interacting
with customers at Pizza Hut– Greater Noida
Rohit Bansal and Nikita Anupama interacting with
customer at Burger King – Greater Noida

9. QUESTIONNAIRE

10. RESPONSES
(FOOD)

11. RESPONSES
(SERVICE)

12. RESPONSES
(PRICE)

13. MARKETING MIX
(STP)
SEGMENTATION
◦ Geographic: Urban, sub-urban and rural
◦ Demographic:
1. Age- Under 18 years, 18 to 25 years, 25-40 years, above 40 years.
2. Occupation- Students, working professionals, self-employed
◦ Psychographic: Convenience and lifestyle, Social Status
◦ Behavioural: Frequency of visits and loyalty of the customers
◦ Occasion (example: Birthdays, Get-togethers)

14. TARGETING
◦ In geographic segment, we are primarily targeting Greater Noida, Knowledge Park area (sub-urban region),
as people do not have plenty of fast food chains to choose from.
◦ In demographic segment, our target will be people in the age group of 18 to 25, who are mostly college
students.
◦ In psychographic segment, we will target people with modern and outgoing lifestyles.
◦ In the behavioural segment, our target will be first time users, people with low to medium loyalty towards
our restaurant, and also the people intending to host birthday parties or casual gatherings.
POSITIONING
The restaurant chain will be positioned as the most desired hang out place in the vicinity of Knowledge
Park. It will be affordable to the students who primarily rely on their meagre pocket money but want to hang
out with friends pretty often.
Fresh . Healthy . Easy

15. MARKETING MIX
(7Ps)
PRODUCT
1. Dining
Service.
2. Take away
3. Drive
through
4. Gatherings
5. Home
Delivery
Service
PRICE
1. Price
Bundling
2.Psychological
Pricing
3. Discount
offers under
customer
loyalty program
PLACE
1. Greater
Noida, and Delhi
NCR
2. Warehouse in
vicinity
PROMOTIO
N
1. Add- on
offerings
2. Digital &
Print Media
3.Promotion
through
websites and
word of mouth
4. FOOD
CARD
PEOPLE
1. Hiring and
training of
employees.
2. RED LIGHT
FORMULA –
feedback
system
3. Hierarchy
independent
Promotions
PROCESS
.Standardization
.Meal
customization
.Implementation of
Feedback system
PHYSICAL
EVIDENCE
1. Brand Logo
2. NewGen
games for
customers,
while waiting
for orders
3. FOOD
CARD
4.Ambience,
and lightning

16. SERVICE STRATEGY STATEMENT
To provide tasty, healthy, and affordable food to youngsters and
students who are looking to grab a quick bite with friends and family
in an engaging ambience, so that we are perceived by them as the
go to destination for hangouts and parties.

17. SERVICE BLUEPRINT
Physical
Evidence
Customer
Actions
Employees
Onstage Action
Line of Visibility
Backstage Actions
Line of Internal
Interaction
Support
Processes
Phone/O
nline
Store/
Food
Computer
POS
Cash
Register
Plates Food
Delivery Guy Truck
Food Box
Uniform
Logo
Customer
Calls
Customer
Shows Up
Customer
Orders food
Customer
Pays
Customer
Receives Food
Customer
Enjoys
Food
Employees
Enter Food
Order
Food Given
To Customer
Delivery
of Food
Clean-up
Storefront
Employee
Answering
Call
Employee
Enters Food
Order
Worker
Prepares
Food
Notify
Customer
of Arrival
Clean-up in
Kitchen
Automated
Messages
Packaging
Order
Dispatch
Driver

18. SERVICE DESIGN AND DELIVERY
(FACILITIES PROVIDED)
◦ Meal customization
◦ Dining Facility – new to fast food chains
◦ FOOD CARD Facility, named “DesiBentos-Food CARD”
◦ NewGen games for customers, while waiting for orders
◦ Drive through facilities for working people
◦ Weekly live performances (Trial period)
◦ Feedback – RED LIGHT FORMULA (for four basic criteria)

19. STRATEGY FOR CUSTOMER
SATISFACTION
CUSTOMER ASPECT
◦ Rationalizing the Waiting time
◦ Discounts and special offers (Price
bundling)
◦ Ambience
◦ Quality with variety
◦ Feedback – RED LIGHT FORMULA
◦ Customer Loyalty program
EMPLOYEE ASPECT
◦ Hiring the right kind of people
◦ Training and motivating them
◦ Common dress code for all hierarchies
◦ Promotion irrespective of hierarchy

20. PROFITABILITY PROJECTIONS
(using Target Pricing and Promotional Pricing)
(Average Inflation - 4%)
(Average Revenue increase -10%)