Project Title:

To profile the different customers of Food Service and identify their purchase behaviour and drivers
on which DAAWAT can construct its proposition for being the preferred brand.

Brief:

Food services today is the fastest growing industry that comprises of Hotels, Restaurants and
Caterers. The requirements of the industry are different from what a retail consumer requires. The
3 broad category of customers in Food Services are divided as following:

Hotels Restaurants Caterers

1) Star Properties 1) Chains 1) Large Corporate
2) Budgets Hotels 2) Standalone Catering
Restaurants. Companies
3) Standalone
Hotels 3) Biryani Counters 2) Mid size caterers
3) Small Caterers
(Cooks/Halwai)

Daawat which is a well-known brand in consumer business also enjoys a great equity in the Food
Service industry.

With this research project we intend to profile these consumers by which we can understand
following:

1) Purchase behaviour:
a. What products/brands are they purchasing today
b. Where are they buying these products from?
c. Drivers of purchase for them
2) Basis the profiling done, what should be our communication to each and what channels do
we use to communicate with each one of them.
3) Construct a proposition for Brand Daawat for the FS vertical by which we can increase our
market share