An overview of Hardees launch in territory of Pakistan, its segmentation process, and its brand marketing

1. UMA!R AHMED ASST. BRAND & MARKET!NG MANAGER MDS Foods (Pvt.) Ltd.

2. CONTENTS BR!EF !NTRODUCT!ON MARKET!NG M!X MARKET!NG ANALYS!S SEGMENTAT!ON PROCESS CONSUMER BUY!NG BEHAV!OR RECOMMENDAT!ONS QUEST!ON & ANSWERS

3. BR!EF !NTRODUCT!ON MDS FOODS HARDEES A subsidiary of the Super Asia Group Operates food division of Super Asia Group Strategic Business Unit 4th largest Fast Food Chain in world Known for Thick Juicy Charbroiled Burgers Pakistan as 14th country to host brand MDS foods

4. DEF!NAT!ON “Marketing is the process of planning and executing the conception, price, promotion, and distribution of goods, ideas, and services to create an exchange that satisfies individual and organizational goals.”

5. MARKET!NG OR!ENTAT!ON

6. “!TS STRA!GHT ABOUT BURGERS”

7. ! MARKET NG M X

8. PRODUCT

9. MARKETS PRODUCT EXISTING NEW EXISTING OVER NEXT 5 YEARS VERTICAL NEW OVER NEXT 12 Months

10. PR!CE & PLACE PREM!UM PR!C!NG 1st Lahore at MM Alam Road 3 more openings in Lahore 25 more openings in Pakistan

11. PROMOT!ON

12. PROMOT!ON

13. ! MARKET NG ANALYS S

14. PEST ANALYS!S -ve +ve -ve -ve / +ve Political Economical Socio-cultural Technological

15. PORTER’s F!VE FORCES +ve/-ve HIGH/LOW -ve +ve/-ve LOW +ve HIGH/LOW HIGH +ve HIGH

16. SWOT ANALYS!S

17. ! SEGMENTAT ON PROCESS

18. SEGMENT!NG

19. SEGMENT!NG ® Signature products of Hardees * Geographic location is chosen to cater all the surrounding areas (Gulberg, Defence, Model Town etc) ** Available option to double burger with more patties + Hardees Restaurant, Pakistan, is alcohol-free and 100% Halal food availability is made sure.

20. TARGET!NG LIFESTYLES/ATTITUDES DIFFERENTIATED MARKETING POLICY PRODUCT RANGES

21. HIGH QUALITY LOW PRICE HIGH PRICE LOW QUALITY POS!T!ON!NG

22. CHARBOILEDBURGERS NOT IN PAKISTAN BETTERTASTE NORMAL TASTE FRIED BURGERS POS!T!ON!NG

23. ! CONSUMER BUY NG BEHAV OR

24. AWARENESS SETS ! ? ! ? ! ? YES YES

25. CONSUMER BUYER BEHAV!OR Evoked Set INFORMATIONSEARCH ALTERNATIVES EVALUATION NEED RECOGNITION Mushroom & Swiss ThickBurger PURCHASE DECISION POST PURCHASE EVALUATION VALUE FOR MONEY PAID OFF WELL INTERNAL FACTORS

26. ! RECOMMENDAT ON

27. BREAKFAST RANGE

28. NUTR!T!ONAL DETA!LS

29. WEBS!TE

30. ! OPEN FOR QUEST ONS