Assignment: 03

Hello Fried Chicken in IUB

Course: Service Marketing (MKT350)Section: 01

Date of Submission: 2nd April 2014

Submitted By: “STALLIONS”

Name: ID:

Syeda Momeka Munawar 1130006

Jaydad Rehman Chowdhury 1130045

Faysal Ahmed

Sayem

Maisha Samiha

Mahmudul Hasan

Table of Contents

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1. Executive Summary 3

2. Stage 1 (Business Strategy) 3

3. Stage 2 & 3 (New Service strategy development & Idea Generation).

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4. Stage 4 (Concept development & Evaluation) 5

5. Stage 5 (Business Analysis) 6

6. Stage 6 (Service Blueprint) 7

Executive Summary

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Hello Fried Chicken is a locally owned fast food outlet that is trying to turn into a national chain as it has started to enjoy its growth in this particular industry. At present it has two branches, one at the IUB campus and another at the Bashundhara City (8th floor). Our group members came up with this new service innovation for opening up a Refreshment Corner for Hello just beside the “Hello Fried Chicken” inside the cafeteria premises. According to us, this service offering will be feasible enough to generate attractive revenue annually. We have projected certain details about the implementation of this service gradually in this project.

Stage 1 – Business Strategy

Hello Fried Chicken’s mission is to provide Healthy meals, Exquisite taste, luscious food, Leverage diversity and Originality throughout their service. That’s how the name “Hello” came up.H - Healthy Meals.E - Exquisite Taste.L - Luscious Food.L - Leverage Diversity.O - Originality.Their vision is, “We intend to provide our customers the quality of meal they want along with the satisfaction of neatness”.

Stage 2 & 3- New Service strategy development &

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Idea Generation

New Service Strategy Matrix for Identifying Growth Opportunities

OfferingsMarkets

Current Customers New Customers

Existing Services Marketing Penetration

Fast Food Shop situated in IUB Campus

Market Development

Open a branch in IUB’s Chittagong branch (Same target customer, but at a different location)

New Services Service Development

Open a separate take-away order booth for the faculties in their cafeteria as they usually take the food away this will save time, as a separate section will deal with this particular type of customers.

Keep a vending machine in their premises for beverages so that customers do not have to spend time in the queue for the beverages.

Keep a huge screen and play videos such as, show football and cricket matches in mute.

Offer chilled drinks in their menu such as different types of frappes, ice-coffee.

Sell gums, mints and few chocolates as well.

Diversification

Become supplier of prepared chicken to other fast food stores in Dhaka

Sell frozen packaged fried chicken under the Hello brand name to households in grocery stores like Agora, Lavender etc.

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Current Target Customers- Mainly IUB students (youth) and then the faculties of IUB. Desired Sales- Tk 30 per unit = (200* Tk 30) Tk 6000 per day.Projected Sales- Tk 2,160,000 annually.Chosen Idea- We have chosen new service development for current customers, as competition in IUB has increased and adding new services in Hello will help them compete with the other cafes that opened. The new service that we picked is to offer chilled drinks such as different types of frappes and ice-coffee. Students always look for drinks and offering frappes will attract the current customers more. Moreover, the frappes will be produced with automatic machines with some human intervention for the compete product such as adding toppings etc. This will make the service fast and Hello will be able to offer tasty chilled drinks to its customers.

Step 4- Concept Development & Evaluation:

Features- One or two machine’s that has the ability to make at least 3-4 kinds of different flavored chilled frappes, a small fridge for ice-cubes, a separate small booth situated in Hello where orders and payment for chilled frappes will be taken there by one or two employees. Target Customers- Existing customers - Students of IUBDistinguishing Factors- Students love chilled drinks, especially if they are covered in chocolate and whipped cream. Even though there will be different flavored frappes available besides chocolate. Hello will have a separate booth just to take orders for frappe drinks and they will provide variety of frappes made by automated machines which will speed up

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delivery time. Unlike, the other food courts in IUB the frappe service for Hello will be fast and they will provide variety of flavors unlike their current competition.

Step 5 – Business Ananlysis

This refreshment corner is going to be feasible because in this scorching heat of summer every IUB students, even the faculty members want to have a chilled glass of desired juice or slash. Keeping this statement in mind, we have approached with this new service innovation of the refreshment corner right beside the Hello Fried Chicken’s customer touch point. Even in the winters people like caffeine to keep up their blood system flowing at a high pace, Hello’s refreshment corner will be available for those targeted customers to come and pick up their own flavor cappuccino and many more.On an average, at least 200 customers are expected on a daily basis for being served by the Refreshment Corner’s service. Which gives us an estimated revenue of (200* Tk 30) Tk 6000 per day, which is Tk 180,000 monthly and Tk 2,160,000 annually.On the other hand, the employees working in the refreshment corner should be hired based on their communication skills, efficiency and effectiveness in equipment handling relative to the Refreshment Corner and also manual calculation skills (in case if there is any need, because of the technical malfunction). They will be again given a proper training based on how to behave with the customers and a further training on the equipments they will be using for providing the service.

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Step 6 – Service Blueprint

Cash Counter:Employee Skills: Good communication skills, cash machine handling ability, good manual calculation skills.Tangibles: Cash Machine, Display and Price List right behind the cash counter.

Preparation Desk:Employee Skills: Ability of preparing the orders in a fast paced

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manner, good ability of handling coffee/frappe/juice/slash machines.Tangibles: fruits, flavors, coffee beans, sugar, edible colors, disposable glasses, coffee mugs, coffee maker, juice maker, blender, flavored toppings, straw, chocolate chips, ice cubes, fridge etc.

Delivery Desk:Employee Skills: Good serving sense of the tangibles, good communications skills, making sure that the customer is satisfied.Tangibles: Tissue papers, take away brochures, mini sugar packs, disposable glasses, chocolate chips, straw.

Other Tangibles relative to the service:Television Screen: play videos such as, show football and cricket matches in mute.Fridge: prevent ice cubes from melting and keep the resources fresh.Display and Price List: customer gets to know about what they are being offered and at what prices.Vending Machine: for beverages so that customers do not have to spend time in the queue for the beverages.

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Steps for receiving the order up to the service delivery point to the customers (for each order):

Step 1: Receive orders.

Step 2: Pass the order to the Preparation Desk.

Step3: Prepare the tangible.

Step 4: Pass the tangible to the delivery desk.

Step 5: Complete customer service by delivering the tangible.

Step 6: If the customer asks for any minor changes to his/her (optional) product (e.g. 2 more ice cubes), making sure that the

customer is satisfied and complete the customer service by delivering the tangible.

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