Burger singh marketing strategy PDF

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Title-Marketing Strategies adopted by Burger Singh an Indian Fast food outletTable of Content 1)Introduction of the company 2)Product Description & Brief history of company 3)SWOT analysis in Marketing 4)Porters 5 Forces 5)Marketing Strategies adopted 6)Achievements 6)Conclusion

Introduction Marketing plan is the program, which is created by an organization, when it plans to bring a new product or promote in the market. It includes all the aspects, which can be used by an organization to attract its potential customers. It is very important for the company to develop an effective marketing plan because it works as an important document of the company. The organization, which is taken into consideration here, is Burger Singh, which is an upcoming Fast Food QSR chain coming up in INDIA. The report includes the discussion about the products and services provided and marketing strategies implemented by Burger Singh. After discussing products, it analyzes the target market and marketing objectives of the company. The company is implementing effective marketing strategies by using marketing mix tool, which includes four strategies, i.e. product, price, place and promotion. For analyzing the external and internal environment, SWOT analysis is conducted. This analysis provided the information about the organization’s internal and external factors, which can affect the growth of company in fast food industry. At the end, the report consists of the implementation of control program for this marketing This Presentation is on Burger Singh an Indian Burger company which has in the last 5 years by its excellent Marketing Strategies in such a short span become a strong competitor to Big Brands like -McDonalds’s, Pizza Hut, Burger Singh. Rather it has become a very strong competitor in the Delhi NCR market and in some places, has even taken the lead. Indian fast food chain Burger Singh was founded in the year -2014 by CEO and founder Kabir Jeet Singh.Mr Singh who in 2007 started working part-time at a burger outlet in London learned the art of experimenting of making burgers with Desi Taste. The expertise of desi ingredients earned him the name Burger Singhthe moniker. This name Burger Singh was used by Kabir in his venture he started in 2014 from Guru gram in Haryana India the name itself is a catch with all the youngsters being very catchy. He started with a small 98 square foot outlet in Golf Course Road

Guru gram. Burger Singh now operates over 35 outlets across cities like Delhi, Noida, Jaipur, Nagpur, Hyderabad, and Bengaluru in 2020.

The quick service restaurant (QSR), popular for its desi fusion burgers, is looking to build a pan-India presence with more stores in tier 2 and tier 3 cities over the next two years. In financial year 2019, the chain reported a revenue of Rs26 crore ($3.90 million). The company revenue estimates for the current financial year are approximately 50 crores ($6,6 million) In our study, we discuss- about Burger Singh- surviving competition from companies like McDonald, Burger King and growth opportunities offered by smaller cities in India, and the company’s continuous struggle to retain talent.

Product Description and Brief History of Company The company is offering the fast food products, so that it can fulfill the needs and expectations of people regarding food and other breakfast lunch and quick food options. The company has expanded its business operations in different places of India and diversifying its product range. It is expanding its business by establishing franchises in many new places in India. Now, the company has become successful in the area of fast food chain. Company is facing intense competition from many competitors, like; McDonalds, Dominos, KFC, Pizza Hut, Taco Ball, Subway Burger King etc. But with the help of innovative marketing strategies it is fast expanding and creating a niche market for itself. SWOT Analysis SWOT analysis is the tool that is used for evaluating the external and internal factors, which may impact the growth and success of an organization in its prospective industry. When it comes to prepare the marketing plan for company’s

products, it is important to analyze the external and internal environment of the company SWOT analysis for Burger Singh as stated below;

Strengths Burger Singh is one of the fastest growing brands in the fast food industry. Currently, it is one of the strongest fast food restaurant. Apart from burgers, the company is using diversified product range, like; French fries, chicken and paneer items, drinks, desserts. As similar to McDonalds, this organization is equally strong in terms of branding. The places, where it has its outlets, it is very well-known to capture the audiences through its advertising and marketing processes. More than 60% of the outlets of Burger Singh are possessed by franchisee. This strategy has assisted the company in focusing on including innovation menus from time to time rather than thinking about the funds and financing options. These strengths of the company are adding more value to the company’s processes and operations.

Strength of the Product Market – For the strength, company has the strong brand and product portfolio. Their products are differentiated from other products. Burger Singh has largest Franchisee network over the Delhi-NCR market locally. For this reason, the customer, supplier and creditors are reliable on them. Furthermore, they are able to bring forth new ideas in their products constantly. Their product menu is quite interesting and unique and very catchy for youngsters like the –United States of Punjab Chicken Burger, Amritsar-Murg Makani Burger, Patiala Shahi Burger, Banta Drink, there pricing is also excellent. They are selling burgers at very throwaway prices starting from Rs20 onwards. They have tied up with Zomato and Swiggy in increasing their market share. These E-Commerce Marketing Strategies are a huge hit in the modern world of technology. Burger Singh has used it to its advantage as students and the young generation being Tech savvy prefer ordering on mobiles at all times. Moreover, Burger Singh outlets are open late nights which is again reason for its fast expansion as all competitors close by 10 pm whereas Burger

Singh opens till 3am.It is a huge hit with the youngsters, due to local flavor and taste in the products

Weaknesses . Other firms can copy the products and they can also offer better burgers. Due to increased health consciousness in the people, there is the decline in the consumption of burgers and other fast food products. Another weakness of the Burger Singh is that it is too small a company as compared to –McDonald’s and Burger King. It lacks capital and finances to match these big players. Though it has penetrated the Delhi NCR market it has a long way to go to become a macro brand. It can’t spend too much on advertisement also as these players do. Neither it can open big outlets like McDonalds and Burger King. Arranging Funding is a weakness though it has been somewhat sorted by Private Equity investment.

Opportunities Huge Business expansion is one of the major opportunities, which Burger Singh may have in this competitive business environment. The company can expand its business in the emerging markets and new markets where the big players can’t reach due to its localized taste and make. -ingredients it uses. In addition to this, the company can introduce a new food segment with the healthy food products and fruit juices and shakes The recent shut down of McDonald’s restaurants in North India has proved to be a boon for other burger restaurants. According to a recent statement shared by Indianised burger chain Burger Singh, the homegrown burger brand has grown up to 36 per cent at most of the outlets located closer to McDonald’s.

The QSR chain has seen an average about 27 per cent increase in the overall sale after the burger giant McDonald’s closed its outlet in North and East India for a revival. Burger Singh also did aggressive advertising and promotions to draw this growth and new customers. The company hired a clown like promoter to hand over Burger Singh cards to people around McDonald’s which looked almost similar to the McDonald’s clown. “This short window of the stores being closed was a big opportunity for all the burger players to acquire market share and get new customers to try our product. When the elephant dies, the entire forest feeds. We just got there first,” as shared by Rahul Seth, Chief of Staff at Burger Singh. Burger Singh also did active social media promotions including Instagram and Facebook

ThreatIn the fast food industry, one of the major threats is the intense competition. Burger Singh faces fierce competition from different domestic and international players in the industry. Some examples are, such as; KFC, Dominos, McDonalds, Subway Burger King, Bur grill to name a few. Moreover, government is promoting health awareness by implementing various programs, so that people prefer to eat the food products, which does not affect their health. Apart from this, increase in the prices of raw materials may impact the business operations of Burger Singh. The threat to the company is outbreak of Food-borne Illnesses. It may cause the consumer not reliable on their food. Besides, competitive markets affect their performance on business. The costs of food are rising higher than standard inflation and due to loss of some profit.

Porter’s 5 Forces-New entrants:

Recently, the current players established are not very powerful, so Burger Singh would not need to pay so much attention in worry about the new entrants. So, this kind of risk is very low. Besides, Burger Singh is a one of the fast-growing fast food’s brand, it was established in 2014 rest have started 2/3 years back. Their reputation and the quality of food, the material they used were trusted by their customers. So, if the new entrants would like to join and compete with Burger Singh and want to gain the market share and challenge them it is going to be very hard. Burger Singh is a franchised company. If you want to enter the market, you must have huge capital to invest and very advanced patented technology. Due to these specialized assets and the huge cost to exit, there is very difficult for you to go in and exit from the market of the fast food. Burger Singh has already established itself as a top player in many markets specially in Delhi-NCR.

Substitutes: There is many choices and low switching cost. It is very easy for customers to choose the foods from McDonald’s, KFC and Wendy’s Burger. They also can produce the very similar products, such as Veg Burger, Chicken Burger, French Fries, dessert and so on. McDonalds too offers burgers at cheap and throwaway prices. It is easy for the customers to change their mind and decide to purchase the competitors’ substitutes to satisfy their needs. But here again Burger Singh by its penetration pricing and excellent marketing has taken care of substitutes by specially targeting the young crowd.

Managing inter-firm rivalry: Their biggest competitor is McDonald’s, Wendy’s International Inc. and Yum Brands and Owner of Taco Bell and Burger King. Burger Singh’s market shares are lesser than McDonald’s. Burger King has a market share is around 21.9 % and McDonald has approximate 44%, whereas Burger Singh is too small compared to these large fishes it has still created a market for itself and rather a niche in the youth. Burger Singh has created a unique market for itself in Delhi NCR by selling low priced burgers and fries and targeting students and age group of 19-34. Use of

local ingredients used to prepare spicy burgers is their forte. It has not only survived but faced of the tough competitive market rather created space for itself.

Summary of environmental scanning Burger Singh is the one of the fast-increasing dominator in the fast food industry with good reputation and increasing market shares. New entrants who would like to join the industry and compete with Burger Singh and want to gain the market share and challenge the existing players would find it very hard. However, the main competitors like Burger King, McDonald’s, KFC and Wendy’s Burger. Because there is many choices and low switching cost between them. So, Burger Singh still needs to put effort to compete with this few main competitors. Moreover, Burger Singh is managing well in supplier diversity programs and maintaining a diverse portfolio of suppliers. Quick Service Restaurant and outlets and opening till 3am in late night, it is very famous and strong purchasing agent, it works and communicate closely with the restaurant owners Franchises, food and packaging suppliers, marketing agencies, equipment vendors, distributors, and information system providers in order to streamline and improve their supply-chain and make the system more efficient. Marketing Objectives and StrategiesMarketing objective of a company is the goals, which is established by the organization, when it promotes its products and services to the target market and potential customers. As mentioned above, Burger Singh is one of the fastest food service providers in Delhi capital of India. By complying with its vision and mission statements, company is working on its marketing objectives. There are some marketing objectives, which are set by Burger Singh and it is creating effective marketing strategies and marketing plan to achieve these objectives -To provide quality fast food products in various locations of India

 To develop and diversify the product range according to the needs and expectations of customers  To attract a maximum customer base towards it  To improve its brand awareness among the people  To increase the market share in fast food industry over its competitors and to enhance its position in the global fast food industry After setting these objectives, the company is working on a war footing to meet these objectives, so that it can establish a strong brand image in the fast food industry. Are they going to set up company-owned outlets or opt for franchisee model? They are looking at both options. In most markets, Burger Singh’s existing franchisee partners have established second and third outlets as well. This shows they are doing well in their respective markets. So, wherever they have an option of going with a franchisee, they do it. Franchisee model is a big hit in Food Chain outlets as capital is put in by the investor. He puts in money gets the brand name and in return pays franchisee fees and royalty. The revenue major portion goes to the franchisee and some amount to the Brand. The Franchisee Model is a hit in Market Expansion in such businesses as it saves time and money. They open stores ourselves in markets where we do not have a franchisee. In Hyderabad and Bengaluru, the company did not have a franchisee, so we went ahead and opened stores ourselves. How different are tier 1, tier 2, and tier 3 markets in terms of business? Absolute value of profits will differ in tier 1, tier 2, tier 3 markets. These figures depend on account of varying store rentals, etc. Having said that, there is not much difference in the kind of sales that an outlet does in a metro versus a store in a tier 2 city like Jaipur. Our Delhi store, on an average, clocks sales of Rs16 lakh per month and a store in Jaipur would do sales between Rs11-14 lakh a month. However, the difference is in the market size of a tier 1 and tier 2 city. For instance, a market like Delhi can house 35 to 40 outlets. But a small city like Jaipur can have five to six outlets in a given radius. There is no point populating a

territory if there is not enough demand to support four to five franchisee outlets, because, that way, nobody makes money.

Target Market Strategy Target Market is a group of people, who most likely to purchase the products and services of the company. The company can use different kinds of target marketing strategies, so it can cover a large market under its target market. They can emphasize on the target market with marketing mix, segmentation and establishing multiple marketing mix. Each and every organization chooses its target market by considering various characteristics of market segmentation. The process of market segmentation refers to dividing the total market on the basis of different characteristics, such as; behavioral, demographics, psychographic etc. First, Burger Singh is targeting the people on the basis of demographic characteristics and targeting the children and youth generation as being low priced they are easily affordable to students from their pocket money also. In addition to this, it is focusing on the geographic characteristics also and searching for a strategic location to introduce its new franchise. Under its target market strategy, Burger Singh is targeting the people, who prefer QSR model.

Marketing Mix Market Mix is the tool, which includes different strategies, which are implemented by an organization from the production stage to promotion stage of a particular product or product range. It includes four strategies, product mix, price mix, place mix and promotion mix. The marketing mix for Burger Singh is given below; Product Burger Singh is operating its business as a quick fast food service provider and focusing on hamburgers as its primary product. The major product line of the company is;  Hamburgers

    

French Fries Chicken products Local Drinks-Banta Sides and Dips Combo meal

Apart from its burger chain, this firm also offers other alternative products, like; chicken and Paneer. It also offers different fries, Banta dink and desserts Moreover, Burger Singh provides the products as meal for student and value meals. Thus, the product range of the company is wider than any other player in the industry it also offers various schemes on E-ordering. Price Pricing strategy of the Burger Singh is created on the basis of penetration pricing. It reduces the prices and costs of the products. The company needs to implement effective pricing strategies to regain the profits. The pricing strategy of Burger King is given below;  Penetration  Market Oriented strategy Under its pricing strategy, Burger Singh is executing the market-oriented pricing technique that is followed by competitors in deciding price and also penetration pricing where to cut competition it has put in low selling prices to capture markets. Burger Singh should focus on a customer segment that offers the greatest amount of price elasticity. This segment should compose of those customers most loyal to the Burger Singh brand the youngsters –students, college goers, young office crowd. Being very correctly priced it should use its pricing as an advantage to capture more markets.

Place The products and services of Burger Singh can be availed at its food outlets all over India and also Dubai. It is the component of marketing mix that includes the

place, which the entities utilize to make transactions with the customers in target market. It is using effective distribution channels. The major ways, through which the company is positioning its products, are; like; mobile app of the company, restaurants, website of company, E-commerce sites. People can use company’s mobile application and E-Commerce sites to look at the different coupons for discounts and some other special offers. In addition, they can place their order on official website of the company. By taking the orders from this website, the firm can do the home deliveries. Under this part of marketing mix tool, Burger Singh majorly focuses on improving the physical existence of its fast food outlets.

Promotion In addition to above marketing strategies, Burger Singh is employing some different strategies to enhance the promotion of its products and services among its customers. With data boom, it is easy to assess the market potential of a place where one wants to open a store. With the presence of food aggregators like Swiggy and Zomato, one can easily pinpoint t...