LOVELY PROFESSIONAL UNIVERSITY

Mittal school of business

Course Code: MKTM673 Course Title: PRODUCT MARKET

STRATEGY
Course Instructor: Rajeev Gupta Section: Q3E36

Academic Task No. - 2 Academic Task Title:

Student’s Roll No. A20, B41, A23, A01, B43, A25, Student’s Reg. No. 12217911,
A17 12202512,12219666, 12003510, 12205943,
12220436,12215159
Max. Marks: 30 Marks Obtained:

Evaluation Parameters: As per rubrics

PEER RATING

Group No. Registration Section Class Name of PEER

for Number Roll Student Rating
Assignment No.

Group No. 12219666 Q3E40 A23 Muhammed 10

Suhail

Group No. 12217911 Q3E40 A20 Nishad 10

Group No. 12003510 Q3E40 A01 Aman jose 9

Group No. 12205943 Q3E40 B43 Fardeen 10

sidique

Group No. 12215159 Q3E40 A17 Akriti 10

Saxena

Group No. 1222O436 Q3E40 A25 Vishakh V 9

Group No. 12202512 Q3E40 B41 Lavanya 10

 Market segmentation of QSR industry
The QSR (Quick Service Restaurant) sector serves a wide range of patrons with various
tastes and requirements. In order to effectively target and serve these various categories,
market segmentation is crucial. The QSR industry's common market segments are listed
below:
DEMOGRAPHIC SEGMENTATION:
We target individuals of all age groups, but specifically focuses on young adults and
teenagers. The company also targets both male and female customers. We also offer a
variety of healthy and customizable options, catering to customers looking for low-calorie
meals or options with specific dietary needs.
PSYCHOGRAPHIC SEGMENTATION:

We target health-conscious consumers who are interested in maintaining a healthy lifestyle.

The company also targets customers who are environmentally conscious, offering
sustainable and eco-friendly packaging options.
GEOGRAPHIC SEGMENTATION:
We will be mostly situated near collages, IT parks and in metropolitan cities main hubs also,
as most of the IT parks are based on these locations and these are the places where our
targeted population live or get engaged in these places the most time
BEHAVIORAL SEGMENTATION:
The company offers a loyalty program that rewards customers for frequent visits and
purchases. The company also offers promotional deals and discounts to encourage
customers to try new menu items and visit more frequently.
OCCASION SEGMENTATION:
We offer menu items for different occasions, such as breakfast, lunch, dinner, and snacks.
The company also offers catering services for events and meetings such as birthday parties,
team meeting and also in weddings too.
 POSITIONING STATEMENT

A positioning statement is a concise statement that describes the unique value that a
product, brand, or company offers to its target audience. It identifies the key benefits and
features that differentiate the offering from its competitors and communicates the brand's
essence and purpose. A well-crafted positioning statement helps a brand to create a distinct
and recognisable identity in the minds of its customers and to establish a clear direction for
its marketing and communication efforts.

"Experience the balance of healthy, 24-hour of services, fast food that satisfies your mood
and energise your body”

Healthy fast food is a growing trend in the food industry, as consumers are increasingly
concerned about their health and well-being. Our restaurant “Hungry Hustle” is Fast food
restaurants are responding to this trend by offering healthier options and cooking methods
like, air frying and baking techniques for fired items, balance the diet by lean protein,
whole- grains breads etc.
Healthy fast food options often focus on incorporating more fresh vegetables, lean proteins,
and whole grains, while reducing unhealthy fats, sodium, and added sugars.

• We foresee our potentials customers are busy and stressed with studies and work.
They are mostly the beginners of managing a independent lives. To make their lives
easier, convenient and yet caring we introduce 24hrs of service with a efficient
Streamline their ordering process by using technology like self-service kiosks or
mobile ordering apps.
• Optimize their kitchen workflow to reduce wait times. This can involve reorganizing
the kitchen layout, using more efficient cooking equipment, and training staff to
work more quickly and efficiently.
SWOT Analysis based on the healthy food delivered through quick service restaurants.

STRENGTH WEAKNESS

• Ability to cater to wide range of dietary • Limited menu options compared to

needs and preferences. traditional fast-food restaurants.
• Competitive pricing compared to other fast- • Dependence on fresh, healthy ingredients
food options. that may be more expensive difficult source.
• Convenience and quick service. • Perceived higher cost to consumers due to the
• Opportunities to offer seasonal and locally perception that healthy food is more
sourced ingredients. expensive.
• Growing demand for healthy food options • Limited brand recognition and market
among customers. share compared to established fast-food
chains.
OPPORTUNITIES THREATS

• Expansion into new markets and • Intense competition from established fast-
demographics. food chains that are also introducing healthier
• Development of partnerships with menu options.
local farmers and suppliers. • Economic downturns that may
• Introduction of new menu items that decrease consumer spending on eating
appeal to current health trends. out.
• Use of social media and online marketing • Difficulty in maintaining consistent quality of
to reach wider audience. ingredients due to factors such as seasonal
• Creation of loyalty rewards program changes and availability.
to retain customers. • Negative media coverage or health
scares related to specific ingredients or
health concerns.
• Changes in government regulations or taxes
that could increase costs or limit operations.
 Competitor Analysis of QSR industry
Fast food industry is very strong with many sellers and customers. Many competitive forces
effect the already established companies, which keep the prices down and the quality of
food up. All of this will keep the big players in the game and will make it very difficult for
the new entrants to come in and take over. Major players in this industry includes, Burger
King, Domino's Pizza, KFC, McDonald's, Subway, Pizza Hut. Analysis of these competitors is
given below,

1. Domino’s
Total market share of Domino’s india is around 21%. The brand mainly focuses on Pizzas.
Along with pizza they are also providing sides dishes and drinks to its customers.

Marketing Strategies: Domino's has used technology to improve the customer experience,
with features like online ordering and tracking.
Customer Experience: Domino's primarily offer delivery and takeout options, although some
locations may have dine-in seating as well.
Pricing Strategy: Starting price of their pizza is 189/-Rs Domino's often runs promotions and
discounts to attract customers.
Strengths and Weaknesses: Domino's has used technology to improve the customer
experience, but faces intense competition in the pizza delivery market.

2. KFC
Total market share of KFC in india is 10%. The brand only offers a limited number of menus
to their customers. KFC is primarily known for its fried chicken, but along with that they also
offer sandwiches, wraps, sides, and desserts.
Marketing Strategies: KFC often features the Colonel Sanders character in its advertising and
emphasizes the quality and taste of its fried chicken.
Customer Experience: KFC has a more casual and family-friendly atmosphere, with some
locations featuring a buffet-style setup. It also have a more fastpaced atmosphere, with
dine-in, drive-thru, and delivery options.
Pricing Strategy: offer value menu options with medium-priced items, also offering
premium options with higher price points. Starting price of their menu is 179/-Rs.
Strengths and Weaknesses: KFC's strengths include a loyal customer base and strong brand
recognition, as well as the popularity of its fried chicken.
However, they have faced criticism over the healthiness of their menu offerings.

3. McDonalds
Total market share of McDonalds is 11%. The brand offer wide variety of menu items,
including burgers, chicken sandwiches, salads, breakfast items, and desserts.
Marketing Strategies: McDonald's has a global presence and invests heavily in advertising
campaigns and sponsorships, and often emphasizes convenience and value.
Customer Experience: McDonalds is also having almost same customer experience with
comparing to KFC, fast-paced atmosphere, with dine-in, drivethru, and delivery options.
Pricing Strategy: McDonald's pricing strategy involves price bundling combined with
psychological pricing. In price bundling, the company offers meals and other product bundles
for a discount. Their menu starts at Rs 112.
Strengths and Weaknesses: McDonald's has a global presence and a wide variety of menu
items, but has faced criticism over the quality and nutritional value of its food.

4. Subway
Subway is holding a lower market share among Indian customers, it goes around 6%.
Subway specializes in customization sandwiches according to customer needs and
also offers salads, soups, and sides.
Marketing Strategies: Subway promotes the healthfulness of its offerings, using
slogans like "eat fresh" and "live well."
Customer Experience: Subway offers a more casual and customizable experience, with
made-to-order sandwiches and a focus on fresh ingredients.
Pricing Strategy: Subway offers premium options with higher price points. Their menu
starts at 224/-RS.
Strengths and Weaknesses: Subway's strengths include a focus on fresh ingredients and
healthy options, but they have struggled with declining sales in recent years.

5. Burger king
Burger king is holding very low market share in comparison with other competitors in Indian
QSR industry, the total market share is around 5%. Burger King is known for its flame-grilled
burgers, including the Whopper, and also offers chicken sandwiches, salads, sides, and
breakfast items.
Marketing Strategies: Burger King often takes a humorous approach in their advertising,
such as the "Whopper Detour" campaign which rewarded customers for going near a
McDonald's location. They also emphasize their flame-grilling technique and use of
high-quality ingredients.

Customer Experience: Burger King tends to have a more fast-paced atmosphere and
has experimented with tech-based innovations like the Whopper-Ordering App and
the Impossible Whopper.
Pricing Strategy: Burger King offer value meal deals and value menus with lower-
priced items, but mainly they are in premium pricing strategy.
Strengths and Weaknesses: Burger King's strengths include their flame-grilling technique and
use of high-quality ingredients, as well as a focus on premium menu items. However, they
have faced criticism over their environmental impact and have struggled to differentiate
themselves from competitors like McDonald's.
By considering these competitor analysis we come to know about various aspects to
consider before introducing our product in the market, such as price aspects, customer
services, which and what type of product we need to deliver, etc.
In conclusion, there is intense competition among a variety of businesses for market share in
the QSR sector. Among the most well-known and well established brands in the sector are
KFC, McDonald's, Subway, and Domino's. Although though every business is different in
terms of its strengths, weaknesses, and marketing plans, they still encounter the same
opportunities and threats. In order to remain competitive, QSR businesses must continue to
offer a variety of value and premium menu options, invest in technology and innovation, and
pay attention to shifting consumer tastes.
 Fast Food Market
24 hours

Hungry Hustle

McDonalds
Junk Food

Healthy
Burger King

Domino's Subway

KFC

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