MARKETING FINAL PROJECT

PART A: Comparison among three brands.

 Hardees
 McDonalds
 KFC

Variety:-

Hardees: Mushroom and Swiss burger, Jalapeno burger super star burger, Buffalo chicken
burger, Chicken fillet burger.

McDonalds: Beef burger, cheese burger, spicy chicken burger, Filet-o-fish, royal, chicken Mc
nuggets and happy meals, deserts, Beverages etc.

KFC: Chicken burger, fish zinger, zinger xtreme, mighty zinger and twister.

Service:-

Hardees: Hardees is a fast food brand serving all types of burgers, fries, etc. It has a nice dine
inn area, which is clean and tidy. It has ample parking place, and also a drive through option.
Excellent and Tasty Menu with Very Good Service and Unlimited Drinks. Quality and quantity
at the same time. This is what I want in a burger shop. For drinks, pay once and drink how much
you want. you can try all the available drinks with one payment.

McDonalds: McDonalds is also a fast food brand serving burgers, fries and some other meals.
They have also give drive through facility. Their sitting place is nice and family oriented place.
In some branches the parking is not so comfortable and their quality is not such good than
Hardees and their prices also very high.  We pay around 400 for a meal and what we get is: more
ice less coke, almost empty burger buns with stale salad and a small patty and half empty fries.

KFC: I visit for very few times and I always disappointed from them. Their quality gets down
day by day and their prices remain the same. They should think on their business strategy that
what they doing? They have only few items like zinger burger and fish burger.
PRICES: -

Hardees: As we know the quality of Hardees is very good and their price is very right according
to their quality. For example: Jalapeno burger is of 850 Rs. Combo, Mushroom and Swiss burger
is of 880 Rs. Only.

McDonalds: We know that the quality of McDonalds in good but never match the level of
Hardees because their quality is low and their price is also not suits on their quality. For
example: cheese burger 655 Rs., Filet-o-fish burger 640 Rs. Etc.

KFC: As we know that their quality is pathetic but their price is right according to this quality.
For example: Twister 250 Rs. Mighty zinger 450 Rs. Zinger burger 350 Rs.

LOCATION: -

Hardees: The location of Hardees is very up to the mark. All the locations are on very famous
places like in Lahore one is on MM alam road and second in on Thokar niaz baig. The location
of any brand matters and Hardees make all their branches on famous places.

McDonalds: McDonalds also make branches on famous places like gulberg, Iqbal town, fortress
etc. They have more branches than Hardees and KFC.

KFC: Their branches are very few in Lahore as compared to McDonalds.

PROMOTIONS: -

Hardees: There are some promotions by Hardees to customers.

McDonalds: These are some McDonalds special offers in Ramadan.

KFC: There are some Ramadan offers by KFC.

DESIGN and DISPLAY: -

Hardees: Hardees give more attention than other brands in design and display.
This is the front side of MM ALAM branch. Its design is Fabulous.

This the internal counter display which almost cover all the categories of food which they have.
McDonalds: McDonalds is famous in display and their designing. Their statue and big logo
outside the building, it’s the style of McDonalds.

This is the Fortress branch.

 This is the statue of joker which is unique and attracts the people specially kids.

KFC: Unfortunately, KFC not much focused on design and display. They build a normal
building and not so decorated, that’s why it cannot compete with McDonalds and Hardees.

This is the Allama Iqbal Town branch and you can see that there not so uniqueness except an old
person used in logo of brand. And not so modern logo or designing which attracts people.

Analysis of part A:

a) The target market the you think the brand is directing its efforts and why?
It is mainly targeting the youth section of the society and the same gets perfectly justified
through its wide array of vibrant and lively collection. The Visual Merchandising of the
 store also aims at creating a bubbly atmosphere, infusing positive spirit among the
buyers.
b) How the brand strives to satisfy the needs of the target market?

It updates itself readily as per the changing trend and the preferences of the customers.

Good quality at an affordable Doesn’t promote specifically.

It enchases on its loyalty quotient price is what is mostly strived for in the same.

c) How the brand builds a long term advantage over the competitors?
The loyalty program which allows the customers to retain back a fixed percentage of their
total basket size so that they can reimburse the same in future. Festive and seasonal
discounts.