8/6/2019 Term Paper of Rural Marketing to Start a Fast Food Maggi Business in Meghalaya State

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TERM PAPER

OF

RURAL MARKETING

  ON

TO OPEN A FAST FOOD BUSINESS  MAGGI  IN

MEGHALAYA STATE

 

SUBMITTED BY 

SUBMITTED TO

  MOHD ASHAD Mr.

HITESH JHANJI

ROLLNO- RT1901B43

REG. NO- 10901750  PROGRAME CODE-: 194

LOVELY PROFESSIONAL

UNIVERSITY’

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JALANDHAR

“PUNJAB”

TABLE OF CONTENT

INTRODUCTION OF TOPIC

OBJECTIVE

ANALYSIS OF OPPORTUNITIES AND ISSUES

MARKETING STRATEGIES

MARKETING PLAN

IMPLEMENTATION AND CONTROL

CONCLUSION

REFERENCE

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INTRODUCTION OF FAST FOOD

Fast food (also known as Quick Service Restaurant or QSR within the industry itself) is theterm given to food that can be prepared and served very quickly. While any meal with low

 preparation time can be considered to be fast food, typically the term refers to food sold in arestaurant or store with preheated or precooked ingredients, and served to the customer in a

 packaged form for take-out/take-away. The term "fast food" was recognized in a dictionary by Merriam–Webster in 1951.

Outlets may be stands or  kiosks, which may provide no shelter or seating, or  fast foodrestaurants (also known as quick service restaurants). Franchise operations which are part of restaurant chains have standardized foodstuffs shipped to each restaurant from centrallocations.

The capital requirements involved in opening up a non-franchised fast food restaurant arerelatively low. Restaurants with much higher sit-in ratios, where customers tend to sit andhave their orders brought to them in a seemingly more upscale atmosphere may be known insome areas as fast casual restaurants.

FAST FOOD IN INDIA

The fast food industry in India has evolved with the changing lifestyles of the young Indian population. The sheer variety of gastronomic preferences across the regions, hereditary or acquired, has brought about different modules across the country. It may take some time for the local enterprise to mature to the level of international players in the field.

Many of the traditional dishes have been adapted to suit the emerging fast food outlets. The

 basic adaptation is to decrease the processing and serving time. For example, the typical mealwhich called for being served by an ever alert attendant is now offered as a Mini-Meal acrossthe counter. In its traditional version, a plate or a banana leaf was first laid down on the floor or table. Several helpers then waited on the diner, doling out different dishes and refilling asthey got over in the plate.

In the fast food version, a plate already arranged with a variety of cooked vegetables andcurries along with a fixed quantity of rice and Indian flatbreads is handed out across thecounter against a prepaid coupon. The curries and breads vary depending on the region andlocal preferences. The higher priced ones may add a sweet to the combination. Refills aregenerally not offered.

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The diversity of Indian cuisine poses logistical problems when it comes to handling. Hence itis common to serve different cuisines at different counters within the same premises.Presence of a large vegetarian population, who eschew non-vegetarian food, has given rise tooutlets which exclusively serve vegetarian fast food. Also, different variety of food may beserved depending on the times of the day. Beverages such coffee, tea, soft drinks and fruit

  juices may also be served in such outlets. Some outlets may additionally have speciallydesigned counters for ice-cream, chaats etc.

INTRODUCTION OF MAGGI NOODELS

What is the brand that comes to your mind when one says the word noodles?- I guess Maggi,

isn?t it? Ever since its launch in India in 1983, this brand has become synonymous with

noodles.

However in India(the largest consumer of Maggi noodles in the world!) it was launched in

1980’s by Nestle group of companies. Maggie had merged with Nestle.

After conducting an extensive research, the firm found that the children were the biggest

consumers of Maggi noodles. Quickly a strategy was developed to capture the kids segment

with various tools of sales promotion like pencils, fun books, maggi clubs which worked

wonders for it. No doubt the ads of maggi have shown a hungry kid saying ’’Mummy

bhookh lagi hai’’ to which his mom replies ’’Bas do minute!’’ and soon he is happily

eating Maggie noodles. The company could have easily positioned the product as a meal, but

did not, as a study had shown that Indian mentality did not accept anything other than rice or

roti as meal. They made it a easy to cook snack that could be prepared in just two minutes.

The formula clicked well & maggi became a brand name.That’s precisely what is required in

making a product a brand The brand has grown to an estimated 200 crore & contributes to

around 10% of Nestle India’s top line.

So next time when you are eating this noodles just remember these facts that have gone on to

make Maggi a brand.

That?s the real story behind the noodles you & I love to relish.

Every brand has an interesting story. I like exploring such stories. Lets see if I can come up

with some other brand.

INTRODUCTION OF MEGHALAYA STATE

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Meghalaya is a state in North Eastern India. The word Meghalaya literally means “abode of 

clouds” in Hindi and Sanskrit.

Meghalaya emerged as an Autonomous State on 2nd April 1970 and as a full-fledged State

on 21st January 1972 which marked the beginning of a new era in the geo-political history of 

 North Eastern India.

The state is bounded on the north by Assam and by Bangladesh on the south. The capital city

of Meghalaya is Shillong.

ECONOMY AND INDUSTRY

Agriculture

Meghalaya is mainly an Agriculture based economy. Nearly two-thirds of the total people of Meghalaya earn their livelihood through this. But still the contribution of agricultural sector 

is only one third to the state’s Net State Domestic Product (NSDP).

Industries

The level of industrialization in Meghalaya is low. But Meghalaya is having a rich base of 

minerals like coal, limestone, silimanite and granite, which could be really helpful in

increasing the trade and industries of the state.

MEGHALAYA TOURIST PALACE

Meghalaya known as the ‘abode of clouds’ is one of the most beautiful state in the country.

 Nature has blessed the state with abundant rainfall, sun-shine, virgin forests, high plateaus,

tumbling waterfalls, crystal clear rivers, meandering streamlets and above all with strong,

intelligent and hospitable people.

The state capital is Shillong. The state Meghalaya attained complete statehood on 21st

January 1972.Cherrapunjee, Garo Hills, Jaintia Hills, Khasi Hills, Shillong

DISTRIC OF MEGHALAYA

East Garo Hills , East Khasi Hills , Jaintia Hills , Ri Bhoi , South Garo Hills, West Garo

Hills West Khasi Hills

FACT AND FIGURE ABOUT MEGHALAYA

Year of formation 1972

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Latitude

Longitude

Area

Population

Male population

Female population

Capital

Districts

Literacy

Forest Area

Average Rainfall

Temperature Average

Highest Point

Principal Languages

Time zone

20° 1' N & 26° 5' N

85° 49' E & 92° 52' E

22,429 Sq. Km

2,318,822 persons

1176087

1142735

Shillong

7

62.7% (2001 census)

8,510 Sq. Km

1200 cm per annum

18-20° C

Shillong Peak (1965 m)

Khasi, Garo and English

IST (UTC+5:30)

OBJECTIVE OF THE STUDYTo start a fast food maggi noodles business in villages of Meghalaya state.

To establish a presence as a successful local maggi kiosks in Meghalaya villages andgain a market share in Meghalaya's fast food industry.

To expand into a number of kiosks in Meghalaya villages.

http://www.bplans.com/fast_food_restaurant_business_plan/executive_summary_fc.cfm

ANALYSIS OF OPPORTUNITIES AND ISSUES

1

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Rising disposable income, changing consumer behaviour, and huge population base have ledto India witnessing a tremendous growth is its fast food industry over the past few years,according to a new study from researchandmarkets.com .

The report, titled Emerging Trends in Indian Fast Food Market, cites other causes for the

growth in the market sector, including a rising number of nuclear families, exposure towestern cuisine and an increasing number of employed women. As a result, international

 players such as Pizza Hut, Dominos, McDonalds and KFC are predicted to invest a hugeamount of money in maximizing their share of this market.

The market research report looks into key growth drivers and industry restraints. With thesynchronization of all the factors the study presents a logical analysis of the future potentialof India's fast food sector.

2

 New Delhi, India, July 1, 2010: With rapidly growing middle class population and changinglifestyle, India is blessed with one of the fastest growing fast food markets of the world. TheIndian fast food market is growing at the rate of 30-35% per annum. Almost all big fast food

 brands of the world have succeeded in making their presence felt in the country and most of them are posting appreciable growth.

Consequently, all the popular fast food chains have chalked out massive plans for expandingtheir business and presence throughout the country. Moreover, foreign fast food chains areaggressively increasing their presence in the country. For instance, Domino’s has planned toopen 60-65 outlets every year for the next three years (2010-2012) while Yum Brands Inc is

also preparing for massive expansion across the country with plans to open 1000 fast foodoutlets by 2015.

According to “Indian Fast Food Market Analysis”, although the market has witnessed arobust growth in the past couple of years, it remains largely underpenetrated and concentratedinto metropolitan cities. However, there is large room for growth in tier-II cities and tier-IIIcities, which are mostly untapped. Therefore, the future of Indian fast food industry lies inmasses that live in tier-II and tier-III cities.

ISSUES

Overview

The health issues surrounding consumption of fast foods start small, with gaining a pound or 

two, and can escalate to major risk factors for disease and premature death. It may sound

extreme, but some people eat fast foods frequently and order the same dishes that are high in

detrimental nutrients and calories. This causes a dietary imbalance that can harm the

cardiovascular, immune and endocrine systems. If you or your children dine at fast food

restaurants often, you may gradually develop a wide range of health problems.

Weight Gain

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The American Diabetes Association reports that a fast food meal of a sandwich, side order 

and drink can total more than 1,000 calories. That's half of all calories in an average 2,000-

calorie diet. If you eat two more normal meals, you may exceed that limit, and if you don't

 burn away the excess calories, they will be stored as fat. Gaining weight can reduce your 

cardiovascular fitness and increase your risk for breathing problems such as asthma and sleepapnea.

Nutritional Deficiency

Many fast foods have abnormally large ratios of fat, cholesterol, sodium and sugar. When

you eat these foods, your daily intake of important dietary fiber, vitamins and minerals may

 be low. The U.S. Department of Agriculture reports that many American diets don't include

enough fiber, calcium, vitamin D and potassium. This may be the case if you eat more meat-

 based entrees than fruits and vegetables and drink more soda pop than milk. Your fast food

choices can contribute to health problems of digestion, bone density and high blood pressure.

Risk for Chronic Diseases

Poor nutrition and overweight conditions increase your risk for cancer, heart disease and type

2 diabetes and their potentially fatal health complications. The American Heart Association

reports that many fast food entrees, such as double-patty hamburgers, exceed serving sizes

suggested for health maintenance. Becoming overweight raises your chances for developing

arthritis, incontinence, gall bladder disease and depression.

Childhood Obesity

Kids may have less self-control than adults when it comes to making healthy dietary choices.

Left to their own devices, they might order fast foods daily or as often as they please because

they are cheap, taste good and are readily available. A 2005 study in the "American Journal

of Public Health" found that fast food restaurants in close proximity to schools encouraged

this behavior, to the detriment of children's weight and health. The Office of the Surgeon

General notes that the frequency of illnesses associated with overweight and obese

conditions, such as type 2 diabetes, have risen in the past decade.

VILLAGE LIST IN MEGHALYA STATE

City/Village Name Pincode District State

Zigzak 794115 West Garo Hills Meghalaya

Zekabari 794105 West Garo Hills Meghalaya

 Yooksi 793150 Jaintia Hills Meghalaya

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 Yalang 793150 Meghalaya

Williamnagar 794111 East Garo Hills Meghalaya

Weiloi 793121 East Khasi Hills Meghalaya

Warimagiri 794114 South Garo Hills Meghalaya

Wapung 793160 Jaintia Hills Meghalaya

Wahshiarkhmut 793110 East Khasi Hills Meghalaya

Wahlong 793108 East Khasi Hills Meghalaya

Wahkdait 793109 Meghalaya

Wahkaji 793119 West Khasi Hills Meghalaya

Wahiajer 793151 Jaintia Hills Meghalaya

Wagachi 794110 East Garo Hills Meghalaya

Upper Shillong 793005 East Khasi Hills Meghalaya

Umyap 793119 West Khasi Hills Meghalaya

Umthlong 793120 West Khasi Hills Meghalaya

Umsyiem 793109 East Khasi Hills Meghalaya

Umsohpieng 793119 West Khasi Hills Meghalaya

Umsohlait 793105 RI Bhoi Meghalaya

City/Village Name Pincode District State

Umsning 793105 RI Bhoi Meghalaya

Umsning 793015 East Khasi Hills Meghalaya

Umshakhon Mathon 793102 RI Bhoi Meghalaya

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Umsawnongbri 793102 RI Bhoi Meghalaya

Umsaw 793123 RI Bhoi Meghalaya

Umroi 793103 RI Bhoi Meghalaya

Umrit 793102 RI Bhoi Meghalaya

Umran 793105 RI Bhoi Meghalaya

Umpung 793106 Meghalaya

Umphyrnai 793015 East Khasi Hills Meghalaya

Umniuh - Tmar 793110 East Khasi Hills Meghalaya

Ummulong 793151 Jaintia Hills Meghalaya

Umladang 793151 Jaintia Hills Meghalaya

Umktieh 793103 RI Bhoi Meghalaya

Umkrem 793120 West Khasi Hills Meghalaya

Umkiang 793200 Meghalaya

Umkdait 793006 East Khasi Hills Meghalaya

Umjarain 793114 West Khasi Hills Meghalaya

Umiam 793103 RI Bhoi Meghalaya

Umdohlun 793119 West Khasi Hills Meghalaya

ity/Village Name Pincode District State

Umdihar 793102 RI Bhoi Meghalaya

Umden 793102 RI Bhoi Meghalaya

Ucc 793122 RI Bhoi Meghalaya

 Tyrsad 793121 East Khasi Hills Meghalaya

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 Tyrna 793108 East Khasi Hills Meghalaya

 Tynrong 793111 East Khasi Hills Meghalaya

 Tynring 793012 East Khasi Hills Meghalaya

 Tynger 793113 East Khasi Hills Meghalaya

 Tura H.O 794001 West Garo Hills Meghalaya

 Tuber Kmaishnong 793160 Jaintia Hills Meghalaya

 Trangpleng 793106 Meghalaya

 Trangblang 793150 Jaintia Hills Meghalaya

 Tikrikilla 794109 West Garo Hills Meghalaya

 Tihnongbah 793120 West Khasi Hills Meghalaya

 Thynroit 793015 East Khasi Hills Meghalaya

 Thyllaw 793113 East Khasi Hills Meghalaya

 Thapa 794108 East Garo Hills Meghalaya

 Thangsning 793015 East Khasi Hills Meghalaya

 Thangpylleng Pyndemkseh 793119 West Khasi Hills Meghalaya

 Thangbuli 793150 Jaintia Hills Meghalaya

City/Village Name Pincode District State

 Thadmuthlong 793150 Jaintia Hills Meghalaya

 Thadlaskein 793151 Jaintia Hills Meghalaya

 Teporpara 794105 West Garo Hills Meghalaya

 Telsora 793106 Meghalaya

 Tamul Kuchi Gaon 793101 RI Bhoi Meghalaya

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Syntein 793113 East Khasi Hills Meghalaya

Syndai 793109 Jaintia Hills Meghalaya

Sutnga 793200 Jaintia Hills Meghalaya

Sumer 793104 East Khasi Hills Meghalaya

Sulgre 794115 West Garo Hills Meghalaya

Songsak 794111 East Garo Hills Meghalaya

Sonatola 793106 Meghalaya

Sonapur 793200 Jaintia Hills Meghalaya

Sohryngkham 793015 East Khasi Hills Meghalaya

Sohpian 793121 East Khasi Hills Meghalaya

Sohmynting 793150 Jaintia Hills Meghalaya

Sohkymphor 793160 Jaintia Hills Meghalaya

Sohkmie 793108 East Khasi Hills Meghalaya

Sohkha 793109 Jaintia Hills Meghalaya

Sohiong 793121 East Khasi Hills Meghalaya

City/Village Name Pincode District State

Sohbarpunjee 793108 East Khasi Hills Meghalaya

Sngimawlein 793114 West Khasi Hills Meghalaya

Smit 793015 East Khasi Hills Meghalaya

Silkhigiri 794103 West Garo Hills Meghalaya

Siju 794102 South Garo Hills Meghalaya

Sibbari 794103 West Garo Hills Meghalaya

Shyamnagar 794104 West Garo Hills Meghalaya

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Shnongrim 793200 Jaintia Hills Meghalaya

Shillong G.P.O. 793001 East Khasi Hills Meghalaya

Sheruphie 793200 Jaintia Hills Meghalaya

Shella 793112 East Khasi Hills Meghalaya

Shankinigiri 794005 West Garo Hills Meghalaya

Shangpung 793150 Jaintia Hills Meghalaya

Sham Sham 793160 Jaintia Hills Meghalaya

Shallang 793119 West Khasi Hills Meghalaya

Selsella 794105 West Garo Hills Meghalaya

Seinduli Bazar 793119 West Khasi Hills Meghalaya

Sasengpara 794103 West Garo Hills Meghalaya

Sarin 793106 Meghalaya

Sanidon 793105 RI Bhoi Meghalaya

STRATEGIES

5.2 Marketing Strategy

Our strategy is based on serving our markets well. We will start our first outlet as a "markettester" that could become a model of the expanding number of outlets in the future.Concentration will be on maintaining quality and establishing a strong identity in the localmarket.

A combination of local media and local store marketing programs will be utilized at eachlocation. Local store marketing is most effective, followed by print ad. As soon as aconcentration of stores is established in a market, then broader media will be explored. We

 believe, however, that the best form of advertising is still "buzz." By providing a fun andenergetic environment, with unbeatable quality at an acceptable price in a clean and friendly

outlet, we will be the talk of the town. Therefore, the execution of our concept is the mostcritical element of our plan. We will actively build our brand, through the selling of 

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supporting materials, such as merchandise, promotional items and other marketing gimmickssimilar to those of other fast food industry.

5.2.1 Pricing Strategy

Our pricing strategy is positioned as "generic", meaning that S$4.00 is the average consumer spending for a snack or light lunch in Singapore. Leveraging the volume of fries, ItalianSoda, and signature style sauces to be sold, we are serving the majority of Singaporeans.

5.2.2 Brand Challenges

Fresin Fries must establish a distinct brand to stand out from the other Western-style fast foodcompetitors.

• Our logo is distinct as fresh, energetic and playful with color elements thatare eye catching.

• Product names are geared toward the target market (teens), with itemssuch as "Frenzy Fresin" and "Uber Fresin" which are fun and easy toremember.

5.2.3 Marketing Programs

We will deploy three different marketing tactics to increase customer awareness of FresinFries. Our most important tactic will be "word-of-mouth" and in-store marketing. This will be

 by far the cheapest and most effective of our marketing programs because of the high trafficin targeted shopping locations.

The second tactic will be local store marketing. These will be low-budget plans that will provide community support and awareness of our facility. The last marketing effort will beutilizing local media. Although, this will be the most costly, this tactic will be used sparinglyas a supplement where necessary.

• In-Store Marketingo In-store brochures containing our concept and philosophy.o Wall posters.o Design concept.o In-store viewing of making fries process from cutting to frying.o

Standing signage inside malls’ lobby/aisle.o Outdoor signage (if possible).o Grand opening promotion.o Party catering.o Merchandising items.

 

• Local Store Marketingo Brochures.o Free occasional t-shirts at local stores events.

 

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• Local Mediao Direct mail piece – containing brochures sent to surrounding

addresses.o Web page – containing company philosophy, history and news.o Local magazines that target our core customers, such as Free!

Magazine.o Newspaper campaign – placing several large ads throughout the

month to explain our concept to the local area.

Read more:

http://www.bplans.com/fast_food_restaurant_business_plan/strategy_and_implem

entation_summary_fc.cfm#ixzz1GG4sAr8G

MARKETING PLAN

A marketing plan is a written document containing the guidelines for the

business center marketing programs and allocation over the planning period.

Components of marketing plan.

Executive summary

Situation analysis

I. Category factors

II. Environmental factor

III. Company and competitors analysis

IV. Customer analysis

V. SWOT analysis

VI. Objective

VII. Product and brand strategy

VIII. Supporting marketing programs

IX. Financial documents

X. Monitor and control

XI. Contingency plans

EXECUTIVE SUMMARY

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Company: Star fast food Pvt. Ltd.

Product and Service: maggi noodles

Customer: villagers and visitors of Meghalaya state

No. of Promoters: 3

Contribution of each promoter: 1000000 Rs.

Target market: 20 village of Meghalaya state

Projected sales: 3600000 p.a.

CATEGORY FACTORS

Bargaining power of buyer

Bargaining power of supplier

Threat of new entrants

Threat of substitute goods

Rivalry among existing product

ENVIRONMENTAL FACTORS

Political economical social technological legal of Meghalaya state

COMPANY AND COMPETITORS ANALYSIS

Other company and competitors like maggi noodles and local fast food industry

CUSTOMER ANALYSIS

Who are customer

Meghalaya state villagers and visitors

Where do they buy

Our maggi outlet.

When do they buy

Every day basis.

SWOT ANALYSIS

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Creativity

Design Innovation

Young and Enthusiastic Staff 

Extreme Care given to Hygiene

Fashion / Style

No prior business experience

Establishing name will take time as it is a client oriented project

 

Large Potential Customer Base

Excellent Location

Success of Lifestyle Shows

Success at tattoo stalls run by us at various college festivals

Misinformation about unsafe procedures used in tattoo parlors.

Unwillingness of people

Fear of failure of tattoos

 

PRODUCT

Maggi noodles

PRICE

Rs. 10 per plate

PLACE

Villages of Meghalaya states

PROMOTION

Price discount sampling contest and point of purchase at the time of sales

promotion activity.

We will hire well experienced, creative & innovative artist who makes ourservice different from others.

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We will collect primary and secondary data and collect the information about

the market potential for product and pricing related strategies. We get the

opinion of customer through primary data and then we hire the artist at the base

of customer demand.

ADVERTISING

We will use local TV and radio channel for awareness about our company like

big fm, radio mirchi, radio mantra and also use posters and banners in

Meghalaya state region.

We implement our plan at the base of product pricing advertising and sales

promotion activities.

Annually estimated statement

Contribution of each promoter: 1000000

10*3 =3000000

Per outlet spent 70*20=1400000

 

worker salary 20*5=100000

1*12 =1200000

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Advertising 100000+100000 =200000

Other exp =200000

Total expenses 3000000

INCOME STATEMENT

Price rs 10 p p

sales Pa. 15000*20*12=3600000

BEP =10 MONTH

 

Net profit

3600000-3000000=600000

N. Of promoters = 3

= 600000/3=200000

Each promoters approximately income =200000

and monthly income = 200000/12=16666 IN FIRST YEAR NEXT YEAR 

OUTLET SPENT 70000 WILL BE END.

 

All three promoters will monitor and control to all activity related to company.

It is helpful in dynamic market where either new product or new competitors

create the need for change in strategy before the end of plan.