SEMESTER SPRING 2012
Principles of Marketing (MGT301)
Assignment No. 2
Due Date: 07th June, 2012 Marks: 30
Assignment Topic:
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
the market.
Outcomes:
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.
Case:
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 of
meals, hosting every member of individual family.
The KFC Hot-menu includes:
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 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”
Recently KFC conducted a research and
a result shows that customers are not
satisfied with the ‘quantity’ of the
products. This is a very unique
observation which comes under
consideration. To have a deep insight,
KFC conducted a research that what the
competitors are doing in this regards.
Research findings show that Big Mac by
Mac Donald and Big Foot by Subway,
have received a tremendous response
from the market; especially from those
customers who are focusing on the size
of the product. For that KFC has
developed a new product with the name
of Big Filler burger. After the launch of
this product, they again conducted a
research and tried to explore the
response of the customer regarding some
particular attributes of the product. The
findings are as follows:
Key Findings
• 66% of the respondents found the appearance of the product “Quite Appetizing”
• 94% respondents rated the size of the product on “Just about right”
• 80% Respondents rated overall product between scale 5 to 8
• 80% respondents liked the spiciness of the product
• 65% respondents rated cheesy flavor of the product on “Just about right” where as 29%
wanted it be more cheesy
• 58% respondents found the sauce taste of the product to be “just about right”
• 70% respondent rated the overall combination of the product to be a good combination
• 96% respondents found the product to be convenient to handle
• 54% of the respondents are not agreed to buy it at Rs.250/- where as 33% people may or
may not buy it
Questions:
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?
Note:
Only in the case of Assignment, 24 hours extra / grace period after the due date is usually available to
overcome uploading difficulties which may be faced by the students on last date. This extra time
should only be used to meet the emergencies and above mentioned due dates should always be treated
as final to avoid any inconvenience.
Important Instructions:
Please read the following instructions carefully before attempting the
assignment solution.
Deadline:
Make sure that you upload the solution file before the due date. No assignment
will be accepted through e-mail once the solution has been uploaded by the
instructor.
Formatting guidelines:
Use the font style “Times New Roman”/ “Arial” and font size “12”.
It is advised to compose your document in MS-Word.
Use black and blue font colors only.
Solution guidelines:
Every student will work individually and has to write in the form of an analytical
assignment.
Give the answer according to question.
For acquiring the relevant knowledge don’t rely only on handouts but watch the
video lectures and use other reference books also.
Rules for Marking
Please note that your assignment will not be graded or graded as Zero (0) if:
It has been submitted after due date
The file you uploaded does not open or is corrupt It is in any format other than .doc (MS. Word)
It is cheated or copied from other students, internet, books, journals etc…
