Anup’s Fast Food Joint

5 – C Analysis
Marketing Management Final Project – Group 1
 Company
2006 STARTED WORKING IN A RESTAURANT
After finishing his high school he joined a local
MAINTENANCE OF HYGENE
Hygienic and well maintained
restaurant cooking area, utensils and
counters
STARTED HIS OWN FAST FOOD JOINT
He setup a small table stall by taking a loan
2013 QUALITY & PRICE
from his father Quality food at competitive
prices ensuring that each serving is a

2014 REACHED BREAKEVEN

Within a year of operation he was able recover
complete meal in itself

LOCATION & AVAILABILITY

the entire initial investment and repaid his loan
Locational advantage of being
near IMT which allows him to
UPGRADED THE FOOD STALL
In April, he bought a mobile food stall with
2019 capture varied consumer
segments
superior functionality
CUSTOMER RELATION
PLANNED EXPANSION
A good reputation and friendly
2020 He plans to add new dishes to his menu and attitude, leading to promotions
through word-of-mouth
expand his reach.
Customer: Need, Want, Demand & Value

Need Value
The basic need is quick Taste enticing, quality food, at
snack cheap price and less time

Want Demand
This need can be fulfilled by fast The affordable and quality
food like Maggi & Pasta food offered by Anup
Customer: Segmentation & Targeting
SALES SLIT OF FOOD SERVICE MARKET
Consumers

12% Full-service
Restaurant
Fast Food Students Employees Other
15%
Streets stalls
57%
Residents around
16% Cafes and Bars IMT Blue collar White collar the area (Raj nagar
+ Kavi nagar)

 Indian food service market size was Rs.4,23,685 Schools around IMT Rickshaw drivers Faculties of IMT Romantic couples

crore in 2018-19
 Excepted to grow at a CAGR of 9%, to reach Shop owners
Lawers and judges
of court

Rs. 6 lakh crore in 5 years

 Street stalls constitutes 15% sales of the entire People travelling to
work in offices
industry i.e. Rs.63,500 crore
Customer: Perception And Behaviour
 Major requirements of customers- cleanliness and
Primary Research Results – 18
hygiene, availability, accessibility and quality of raw
Rating
materials
 IMT students tend to visit Anup’s stall when they are Satisfaction Level

dissatisfied with the mess food.

Taste
 Time is a major constraint for customers. They tend to call
Anup before hand. Hygiene

 Most liked item - White sauce pasta

Awareness- From Peers
 Most people consider Anup to be the best place to go for
8 8.2 8.4 8.6 8.8 9 9.2
Lunch
 Working professionals consider Anup’s stall for a quick
snack whereas students consider going to Anup for meals
 Competition & Collaboration
 Primary Competitors  Procurement
• Egg Maggi Vendors across street • He procures all his raw material from local
• Street Stalls in Raj Nagar and Kavi Nagar suppliers, who often have availability
 Secondary Competitors issues
• IMT- Nescafe  Delivery
• IMT- Maharaja canteen • Currently he personally delivers, only to
• Chole Kulche Stall the gates of IMT
• Online Orders • Plans to have delivery partners like
• Nearby Restaurants Zomato and Swiggy, to expand reach
 Context
 Demographic  Socio-Cultural
• Population Age mix - School and college Young un-married couples from nearby localities
students the primary customer prefer Anup’s stall due to its discrete and
• Educational Group – Most of the customers accessible location
are from the educated class
 Natural
• Household Patterns – Perceives Anup’s Customers remain sceptical during monsoons
offering as evening snacks due to the lack of shed
 Economic
 Political-legal
Located in one of the most posh areas of
Policy change with regards to roadside stalls
Ghaziabad, customers received are from well-to-
would directly affect him
do families
 SPECIAL FOOD

Thank you