Title: Marketing plan of launching a Fast Food chain by AFBL.
Table of Content
Profile of AFBLCurrent ProjectName of ProductMission & Vision Target Marketing StrategiesMarketing Mix 4P’s Budgeting Conclusion
Profile of AFBL:
Akij Food & Beverage Ltd. (AFBL) a unit of Akij Group started its operation in the year 2006. AFBL manufactures a wide range of Snacks and Beverage for both National & International market alike. AFBL is a project worth $ 70 million& is funded by the parental company Akij Group.
AFBL started its production at 400 bph in the carbonated soft drinks line and 300 bph in the juice line. In a span of one and a half years we have increased our capacity to 1800 bph. At present our capacity; one is at the ground breaking rate of 1900 bph. So in approximately three years’ time our capacity has increased three folds. During this same period most of our brands became either number one or are almost on the verge of becoming number one in their respective categories. Most of our machineries have been imported from world famous brands as Krones, Tetra Pak, Alfalaval, Sipa, Husky to achieve the best quality.
Our current project is to build a Fast Food Chain Shop all across the country.
Name of Product:
Mission and Vision:
Our mission is to earn a respected position in Fast Food sector. Discovering, understanding the desires & needs of the community, whiles working in harmony with our consumers, employees and business partners.
To be the market leader in Fast Food Chain Shop sector excelling in food quality, social, technical & marketing creativity & service to our consumers through skill and cordial commitment of our employees.
Target Marketing Strategies:
We will do Demographic Market Segmentation and the center will be age because the appetite differs in between ages.
The starting point is to find out that potential customers are – not everyone will want what Hunger’s End has to offer. The people Hunger’s End identifies as likely customers are known as key audiences. So, we will target the young buyers within the age of 8 to 20 because, mass marketing can be a fail in this sector.
Having identified its key audiences, a company has to ensure a marketing mix is created appeals specifically to those people. The marketing mix is a term used to describe the four main marketing tools – the 4Ps. 2
By analyzing detailed information about customers, as derived from ongoing market research, Hunger’s End Marketing department can ascertain information key to determining the correct marketing mix. 1) Which products are well received?
2) What prices consumers are willing to pay?
3) What TV programs, newspapers and advertising consumers read and view? 4) Which restaurants are visited?
Accurate research is essential in creating the right marketing mix which will help to win customer loyalty and increase sales. As the economy and social attitudes change, so do buying patterns. Hunger’s End needs to identify whether the number of target customers is growing or shrinking and whether their buying habits will change in the future. Market research considers everything that affects buying decisions. These buying decisions can often be affected by factors wider than just the product itself. Psychological factors are important, e.g. the image a particular product conveys or how the consumer feels when purchasing it. These psychological factors are of significant importance to the customer. They can be even more important than the products’ physical benefits. Through marketing, Hunger’s End will establish a prominent position in the minds of customers. This is known as branding.
At this point the marketing mix is put together.
The important thing to remember when offering menu items to...
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