Professional Documents
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COMPANY PROFILE
Hindu group, Indias leading exporter of fresh and frozen foods exporting to more than 45 countries for over three decades, launched fast Trax Hindu group is winning silver Trophy from the ministry of agriculture(APEDA) for seven consecutive years The group initially invested Rs5 crore and later invested around Rs20 crore in opening its other outlets They aim to cater to the "entire family"
Its director, Mr. Samar Qureshi, had only one motive to provide quality food at reasonable prices An Indian, armed with a MBA from Monash University, Australia, brought flavors and variety for Indian people in the form of Fast Trax
Most of their outlets are in the form of small & quick service restaurant (QSR) type outlets while others are in the dine-in format With more than 22 local outlets, Fast Trax serves over 10,000 customers each day in more than 16 locations across New Delhi Wildly popular amongst all age groups, Fx is soon becoming Indias number 1 choice for a quick bite
PRODUCT PORTFOLIO
BURGERS
KABAB BURGERS
LOVE SHAKES
Banana shake Strawberry shake Chocolate shake
PLAY MEAL
LITE MEALS
BRAND COMPETITORS
Mc Donalds
World's leading global food service retailer with more than 33,000 locations serving 64 million customers in 118 countries each day In India, it is managed by 2 Indian entrepreneurs: Amit Jatia, Vice Chairman, Hardcastle Restaurants Pvt. Ltd. and Vikram Bakshi, MD and Joint Venture Partner, Connaught Plaza Restaurants Private Limited
Its PLC is characterized by: Price is low High consumer reach Mass promotion Brand existence Wide Product range
KFC, also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, known mainly for its fried chicken Since 2002 KFC has been a wholly owned subsidiary of Yum! Brands, Inc Additionally, the company continues to use the abbreviation KFC freely in its advertising. Internationally the company is known as KFC
They provided speedy service and quality food, to lacs across all the venues, at very affordable prices
Costs Profits
Marketing Objectives
Product
Price
Distribution Advertising
FAST TRAX
Sales
Profits Time Product Development Losses/ Investments ($) Introduction Growth Maturity Decline
SO, FAST TRAX IS IN THE GROWTH STAGE OF ITS PRODUCT LIFE CYCLE
ALTERNATIVE STRATEGIES
Create Awareness about the brand through aggressive advertisement and promotions Open new outlets where Mc Donalds has not been set up We would also open drive thru outlets on highways Effective supply chain Add more durable toys to the play meals