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

CONTENTSBR!EF !NTRODUCT!ON

MARKET!NG M!XMARKET!NG ANALYS!S

SEGMENTAT!ON PROCESSCONSUMER BUY!NG BEHAV!OR

RECOMMENDAT!ONSQUEST!ON & ANSWERS

MDS FOODS HARDEESA subsidiary of the Super

Asia Group

Operates food division of

Super Asia Group

Strategic Business Unit

4th largest Fast Food Chain

in world

Known for Thick Juicy

Charbroiled Burgers

Pakistan as 14th country to

host brand

MDSfoods

BR!EF !NTRODUCT!ON

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.”

HAR

DEE

S

Starting Point Focus Means End

MARKETING

ORIENTATI

ON

Anticipated Pakistani QSR

market

Identified customer needs (new taste, healthy, charbroiled burgers)

Awareness campaigns through aligned ATL/BTL modes

(billboards, hoardings, canvas trucks, streamers)

Customer satisfaction and profit earning

MARKET!NG OR!ENTAT!ON

“!TS STRA!GHT ABOUT BURGERS”

MARKET NG!M X

AUGMENTED PRODUCT

• Partial Table Service• Hygenic environment• Drive-thru facility• Premium service & delivery system

ACTUAL PRODUCT

• Beef, cheese, jalapeno, chiken, angus, mushroom, swiss burgers• Premium quality burgers

CORE PRODUCT

• Burgers

PRODUCTW

I

D

T

H

THICK BURGERS CHARBROILED BURGERSCHICKEN & OTHER

CHOICESSIDES DESSERTS BEVERAGE

COOL KIDS

COMBOS

D

E

P

T

H

Original ThickBurger,

Mushroom & Swiss

ThickBurger, Jalapeno

ThickBurger

Big Burger**,

Cheese Burger,

Super Star**,

Famous Star**,

Mushroom & Swiss***,

Jalapeno Burger***

Santa Fe Chicken, Jalapeno

Chicken, Buffalo Chicken,

Chicken Fillet,

Grilled Chicken, Chicken

Stars

Natural Cut Fries*,

Crispy Curls*,

Onion Rings

Handscooped Ice-

cream and Milk

Shakes

Chocolate,

strawberry, vanilla

Coffee, Hot Tea,

Water, Soft

Drinks*, Iced Tea*

Kids Burger,

Cheese BGR,

Chicken Stars

Current StrategyMarket

Penetration

Future StrategyMarket

Development

Future StrategyProduct

DevelopmentDiversification

EXISTINGEX

ISTI

NG

NEWN

EW

MARKETSVE

RTIC

ALO

VER NEXT

5 YEARS

OVER NEXT12 Months

PRODUCT

PR!CE & PLACEPREM!UM

1st Lahore at MM Alam Road

PR!C!NG

3 more openings in Lahore25 more openings in Pakistan

PROMOT!ON

PROMOT!ON

MARKET NG!ANALYS S

PEST ANALYS!S

POLITICAL SOCIO-CULTURAL

-ve +ve-ve -ve / +ve

• Political• Economical• Socio-cultural• Technological

PORTER’s F!VE FORCES

COMPETITIVE

RIVALRY

THREAT OF NEW

ENTRANTS

POWER OF SUPPLIERS

THREAT OF SUBSTITUTE PRODUCTS

POWER OF BUYERS

+ve/-ve

-ve+ve/-ve

+ve

+veHIGH/LOW

HIGH/LOW

HIGH

HIGH

LOW

STRENGTHSDifferentiated Product -

Charbroiled Burger

State-of-art technology for quality products

Youthful Attractive Brand Image

Premium Service and Delivery facility

Edgy, "cut-through" advertisement

SWOT ANALYS!S

SEGMENTAT ON!PROCESS

SEGMENT!NGNeeds Services created by Hardees to meet different customer needs

To eat Thick/Charbroiled/Chicken/Beef Burgers/

To socialize Ambience/friendly hygienic environment/Sunlight View

To drink Bar refills/Beverage range/Hand-Scooped Shakes with ice-cream

To get serviced Partial table premium service and delivery system

To get value for money Premium facilities, Quality food & Dinning experience

SEGMENT!NG

PRODU

CTS

PLACE*LIFESTYLEATTITUDE

CLASSINCOME GROUP

AGESEX

**Thick Burgers ®United States (Midwestern) Burger enthusiasts B+ B

12 to 32M/F

Charbroiled Burgers ®United States (Midwestern)

Health consciousFlavor cravers B+ B/C+ C

11 to 32M/F

Chicken & Other Choices ®United States (Midwestern)

Chicken & Beef lovers B+ B/C+ C

11 to 32M/F

Cool Kids CombosUnited States (Midwestern)

Cool KidsYoungsters B+ B/C+ C

8 to 13M/F

PRODU

CTS

PLACE*LIFESTYLEATTITUDE

CLASSINCOME GROUP

AGESEX

** Thick Burgers ® Punjab, Lahore (MM Alam) Burger enthusiasts A+, A14 to 32

M/F

Charbroiled Burgers ® Punjab, Lahore (MM Alam)Health conscious

Flavor craversA+, A/B+, B

11 to 32M/F

Chicken & Other Choices ® Punjab, Lahore (MM Alam)Chicken & Beef

loversA+, A/B+, B

11 to 32M/F

Cool Kids Combos Punjab, Lahore (MM Alam)Cool Kids

YoungstersA+, A/B+, B

8 to 13M/F

® 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.

TARGET!NGThick

Burgers ®

•Burger enthusiasts

Charbroiled

Burgers ®

•Health conscious•Flavor cravers

Chicken & Other

Choices ®

•Chicken & Beef lovers

Cool Kids

Combos

•Cool Kids•Youngsters

DIFFERENTIATEDMARKETING POLICY

LIFESTYLES/ATTITUDES

PRODUCT RANGES

POS!T!ON!NG

HIGHQUALITY

HIGHPRICE

LOWPRICE

LOWQUALITY

POS!T!ON!NG

CHARBOILEDBURGERS

BETTERTASTE

NORMALTASTE

FRIEDBURGERS

NOT IN PAKISTAN

CONSUMER BUY NG!BEHAV OR

Do people know about Hardees?

Awareness SetDo people Like Hardees?

Evoked Set

Inept Set

Unawareness Set

Inert Set

YES

YES

AWARENESS SETS

?? ?! ! !

To eat, socialize, drink, get served

quickly

QSR, Cafes, Restaurants

KFC, McDonalds, Hardees, Pizza Hut, Dominos, Subway

Big Charbroiled Burgers with Mushroom,

cheese and bar refills

NEED RECOGNITION

INFORMATIONSEARCH

ALTERNATIVESEVALUATION

INTERNALFACTORS

PURCHASE DECISION

POST PURCHASEEVALUATION

Evoked Set

Mushroom & Swiss

ThickBurger

VALU

E FO

R M

ON

EY

PAID

OFF

W

ELL

CONSUMER BUYER BEHAV!OR

RECOMMENDAT ON!

BREAKFAST RANGE

NUTR!T!ONAL DETA!LS

WEBS!TE

OPEN FOR QUEST ONS!