Kungfu (1)

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    Kung u

    Tutors full name: Lin Zheng

    Student number: 683719(Leon)

    711123(Andy)

    712683(Colin)

    671594(Alex)

    DATE: 29 Nov 2013

    1

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    Overview

    Introduction

    Business idea

    Product analysis

    Pricing strategies

    Promotion strategies

    Distribution strategies

    Market environment analysis

    Concluding

    Question and answer

    2

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    Introduction

    Background

    Purpose of our presentation

    3

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    usiness idea Location

    Time

    Consumer

    Marketing

    4

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    Product analysis

    Breakfast Lunch

    Dinner Nightsnack

    Product

    category

    5

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    Breakfast-noodles

    Features:

    Fast

    High nutrient

    Meet Chinese people taste

    exactly!

    6

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    Gruel and dumpling

    Unique at this time

    Affordable price

    Chinese style

    Weopen

    from

    7:30!

    7

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    Some special for local people!

    Meet taste of local people

    Fast as usual

    More affordable than other Chineserestaurant9

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    Pricing strategy

    Sweet and sourpork ribs rice

    6.50

    Chicken noodle 3.00

    Beef noodle 3.50

    Bean milk&

    Dumpling

    2.00

    Gruel &

    Dumpling

    2.50

    Kung PaoChicken rice

    5.39

    Hot& Sour pork

    rice

    4.99

    Stew Chicken

    rice

    3.99

    Rationale:

    Nearly ten times of labor cost in

    UK

    Cost of land( locate incommercial road)

    Absolutely based on menu in

    Chinese price

    We just want every food

    affordable so that they will not be

    missing home so much!

    10

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    Promotion

    Media Advertisement

    Coupon

    Student Discount

    KongFu Show

    11

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    6/13/2014

    Promotionmediaadvertisment

    Underground

    Advertising

    Bus Advertising

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    Promotionmediaadvertisment

    Social Network Site

    Video Website

    13

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    Promotioncoupon

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    Promotionstudent discount

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    Promotionkongfu show

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    Distribution

    Online & Telephone Orders

    Physical Stores

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    Distribustiononline & telephone orders

    Packaging

    18

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    Distribustiononline & telephone orders

    Free Delivery

    Save time

    during

    working

    Share with

    friends at

    home

    19

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    Distribustionphysical stores

    Target customers

    oriented

    China Town

    City Centre Shopping Mall

    Close to school

    5~10 minutes walk

    Particular windows for

    takeaway

    20

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    Data analysis:

    1.Neighborhood Analysis: competitors, stakeholders,suppliers, internal market

    2.Customer marketConsumer groups, type, proportion, age (fieldresearch)

    The demand for kongfu of attitude(chart)

    Negative

    No Requirements

    Retreat Requirements

    Potential demand

    Brand awareness

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    3.Development dilemma

    market

    brandsmarketing model

    products

    expansion and

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    6/13/2014

    Research

    0

    5

    10

    15

    20

    25

    30

    35

    Mcdonalds KFC Burger King KungFu

    The Choice of tha brand

    Number

    prefer to choose

    expect to try

    What do you think Kongfu is suitable for

    a meal?

    40%

    30%

    4%

    24%

    2%

    Meal breaks

    bussiness dinner

    family dinner

    general dinner

    other

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    Conclus ion

    StrengthChinese nutrition,

    Western Operations

    Weakness: Product innovation isnot strong

    Opportunities: Huge market

    capacityThreats: Intense competition

    competitor

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    Any question?25