SEMESTER SPRING 2012
Principles of Marketing (MGT301)
Assignment No. 2
Due Date: 07th June, 2012
Market analysis and its benefits in Product Idea Development
Objective of Assignment:
The main purpose of this assignment is to make students capable to understand that how different companies are working for their product launching campaigns and what is the role of marketing research and environmental analysis in introducing a new product in
After attempting the assignment students will be able to know:
Which different steps are involved in launching a new product in the market.
How competitors are beneficial in getting information about customer needs, wants and demands.
KFC Pakistan was launched in 1997. After that launch, KFC developed very affective marking strategy of looking upon its competitors and their moves. Periodic and regular market research made them capable enough to cope with the competitive environment of fast food industry of Pakistan. KFC holds many famous products that give remarkable profit over the period of time.
Product Lines and Brand Portfolio
KFC is the market leader in providing Fried Chicken and has a prominent brand name.
They have a different taste, with distinctive image. Their hot-menu is interactive and dynamically changes with a consistent notch. Hot-menu contains different variety ofmeals, hosting every member of individual family.
The KFC Hot-menu includes:
> Chicken Meals
> Fish Burgers
> Arabian Rice
> Combo Meals
BIG Filler Burger Idea Conceiving :
KFC was facing severe competition from its competitor regarding size of the burger e.g. BIG MAC Burger by McDonald, Foot Long Burger by Subway etc. The crux of the task was data copied from vu solutions dot com to design a campaign where KFC could stand out among competitors by offering something unique and out of the box. Therefore KFC’s product development team came up with a new idea of introducing “KFC Big Filler Burger”
1. After analyzing the findings of the research conducted, you need to identify the ‘key factor’ which compelled KFC’s higher management to launch Big Filler Burger?
2. How competitors of KFC help in making an idea of Big Filler? Was it market intelligence or market research which helped KFC to take this decision?
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