Question

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Assume that the fast food market (McDonalds, etc.) can be segmented as follows in terms of the benefits customers are looking for:

• Family treat- eat fast food as a reward for good behavior
• I like it- eat fast food because of its taste, eating it is enjoyable
• Pressed for time- preference is not to consume fast food but don’t have time for something else
• Real meal- seeking the convenience of fast food but want relatively healthy food
• Meeting place- not interested in the food that much, the fast food outlet provides a meeting place

Questions

1. [1 point] Choose 4 of the above segments.
2. What would you expect the marketing mix for chains in the segment to look like?

1. Required
   1. [80 points] Promotion?
      1. Restrict your discussion to advertising. What would be the message? Where would you see the ads? (Ask me if you need me to explain).
      2. Pick a chain serving the segments that you chose and find an advertisement on the Internet for it. Explain how it is promoting the benefit(s) the segment is looking for.
2. Choose one of the following
   1. [20 points] Price? Explain why this price. (An Internet search on cost of fast food may be useful)
   2. [20 points] Product? What would the product characteristics be like? Realize that it is not just the food being offered, service may be relevant. (You might find an Internet search of fast food menu items chain comparison useful. I’m not so sure about this as about an Internet search for price.)
   3. [20 points] Place? Where would the fast food chain outlets be located?

Length and format

Double-spaced, 4 to 8 pages long (not counting images, graphs). Keep in mind that this is just a guideline.

Answer 1

(1) In a present-day time when life is turning out to be quicker and quicker, it has prompted a diverse sort way of life with various kinds of issues. Individual naturally is examining and continually searching for a better option in contrast to their issues. Cheap food and its expanding fame is additionally a result of a changed way of life. Today there is no time breaking point of working hours, individuals are enthusiastic about the work might be on the grounds that relentless rivalry or an issue of endurance and development. Additionally, the pattern of twofold salary that is the two accomplices are working and in view of their duties, they need more time for cooking at home. Likewise, the females are not discovering cooking, an intriguing experience in opposition to the days of yore. This need was perceived by the Fast nourishment providers and today this is one of the quick prospering business industries. In the given issue all the five are substantial criteria for portioning cheap food business. In any case, I will go for the following four:

• Family treat
• Pressed for Time
• Real Meal
• Meeting Place

(2) According to my decision of division because of advantages, the most significant Marketing Mix will be Place. How effectively the nourishment point is open. From the point of initial two advantages for example family and for every one of the individuals who are shy of time it is huge most. Simple reach and approach are extra points of interest to them.

Also Fast nourishment business is a mix of administration and conveyance of products as nourishment stuff so it is imperative to have mitigating feeling and the interior environment with open to sitting plans. The ceramics and the other cutlery likewise welcome an effect on the guests. So the Physical proof is required for better fulfillment. Additionally, we look for the creation and conveyance Process. More it is sterile increasingly noteworthy it is. People's conduct represents the moment of truth the day for any guest.

At last, items that are edible right now self diplomat of the Fast nourishment outlets . in the event that the nature of the items provided by the chain is better than average and the clients discover return an incentive for the cash, they are fulfilled and turn into the wellspring of verbal exposure.

Exposure is certainly assumed a significant job however at the outset to a great extent. When it is acknowledged by the clients/guests, they carry out the responsibility all alone and very little promotion crusades are required.

Cost isn't an issue in such cases as the clients are continually ready to pay any sum for the good stuff. So it is least critical for the situation as I would like to think.

(i) Why exposure or an advertisement battle is required. Just to make the individuals mindful of the accessibility of the item. The facts demonstrate that for this plan of action too wild advertisement crusade is required yet the high pace is a necessity in the underlying stage to pull the clients at any rate for once. From that point, the force is self-propelled with the assistance of expressions of mouth exposure which self proliferating. This spread needs fuel of the most elevated level of consumer loyalty from all edges. On the off chance that promotions are shown it ought to be placed close to school universities to influence the understudies and kids who are acceptable influencer bunches. Likewise, such a commercial is shown close to workplaces and corporate territories in a noticeable manner. Likewise, the business association must orchestrate to utilize data leaflets for making the individuals mindful working in various associations.

(ii) The most significant viewpoint identified with inexpensive food is to fulfill the craving of plain nourishment. this human instinct that he generally searches for homemade nourishment after a certain time. All the time it is powerlessness because of occupation or being single. In any case, he is a constantly ravenous home-like nourishment. In India, one of the chains has a motto Homely taste with plain nourishment at your entryway steps. All things considered, individuals are paying visits to the spot in any event once for preliminary and once they are happy with guarantee and nourishment stuff quality they become customary and rehash clients In India Swiggy an extra arm of Fast nourishment provider has begun appealing the client by making a promotion expressing Your picked nourishment contacts you quickest way. This has made life increasingly simpler as the nourishment arrives at home before you reach.

(b)

(i) Price in today's time might be a critical factor yet individuals are really searching for esteem returns for their cash. In the event that the item and other related administrations are worth, the clients once in a while think about the cost. So the individuals who are cheap food darlings couldn't care less much about the cost.

(ii) Item is a definitive component dependable to make a long supportable relationship. The nature of items is continually helping in creating a decent client chain. Be that as it may if the quality isn't kept up the market is lost forever as the lost ground is picked up with extraordinary trouble.

(iii) The spot is of foremost significance right now inexpensive food plan of action. Effectively available zone and spot with enough stopping and open zone with mitigating vibe add a few flavors to the delight and it becomes vital for any individual. Spotless and sterile spot not far away from the clients is constantly an or more point for such business. So a due consideration is consistently be taken in picking the site and area.