Group Assignment (weightage: 30%)

• You will be given a real life business case study

• As group of three people, you will have the following company roles to help achieve the objectives:
• CEO
• CFO
• CMO

• Develop the following for each respective case

• BRAND PLAN
• Industry Overview
• Brand positioning
• Segmentation and target customer
• Functional and emotional muscles
• Brand architecture
• Brand vision
• Analyze the brand based on CBBE
• SWOT Analyses
• Porter’s Five forces

• BRAND TEMPLATE
Group Assignment (Terms of engagement)
• Groups of THREE individuals will work as a team on each case

• The groups will be formed & communicated to the instructor not later than Nov 29, 2017 (12 midnight)

• Failure to submit your group member details by this time will result in random group formation by the instructor

• All groups will be notified about their case study at or before 12 noon on Nov 30, 2017

• Deadline for submission of assignments will be 12 noon on Dec 13, 2017

• [ZERO TOLERANCE] Any group failing to submit by this time will have zero marks assigned to their individual assignment weightage (30% in
this case)

• Group presentations will be held during the class on WEDNESDAY, Dec 13, 2017

• Students need to submit their presentations (in PPT format) to the instructor at his email address: saadi.rauf@nfoods.com while keeping
KSBL SS in copy
 CASE STUDY # 4

• Foodicted (a Malaysian global food chain) is aiming to expand into the South Asian region with its eyes on growing
economies like Pakistan, India & Bangladesh (five outlets have already been opened in India while two are going to
open in Bangladesh shortly)
• As a global food retailer, Foodicted specializes in ethnic fast food restaurant which offer specialized, on-the-go food
for people catering to different nationalities. They have expertise in developing recipes matching local taste palattes
• Company is planning to target Karachi, Lahore & Faisalabad as their first set of launches with focus on middle and
higher middle income classes
• According to an online survey, Pakistanis spent more than PKR 100 Billion in 2013 in eating out (this includes
ordering and take away). With a growing young population, a higher disposable income and a huge increase in
convenience seeking lifestyle, eating out has picked up majorly in the last five years in Pakistan
• Observing these very healthy signs, Foodicted also plans to capitalize on these trends to the maximum
• The market is flooded with a number of foreign/local fast food, fine dining & local cuisine restaurants which offer an
array of delicacies to the local population while expanding their footprint across several localities
• Target customer, demographics, psychographics, product differentiation and other brand insights will play a key role
• As the C-level management of the company, your group is required to develop a brand plan and template for the
business to grow in the medium to long term period
• The strategy you develop will cover all elements discussed and covered in your course