Tutors full name: Lin Zheng

Student number: 683719(Leon)

711123(Andy)
712683(Colin)
671594(Alex)

DATE: 29 Nov 2013
1
Overview
Introduction
Business idea
Product analysis
Pricing strategies
Promotion strategies
Distribution strategies
Market environment analysis
Concluding
Question and answer
2
Introduction

Background


Purpose of our presentation



3

Location

Time

Consumer

Marketing


4
Product analysis
Breakfast
Lunch
Dinner
Night
snack
Product
category
5
Breakfast-noodles
Features:
Fast
High nutrient
Meet Chinese people taste
exactly!
6
Gruel and dumpling

Unique at this time
Affordable price
Chinese style
We
open
from
7:30!
7
Lunch is another key to win!
For
Chines
e
student
8
Some special for local people!
Meet taste of local people
Fast as usual
More affordable than other Chinese
restaurant

9
Pricing strategy
Sweet and sour
pork ribs rice
6.50
Chicken noodle 3.00
Beef noodle 3.50
Bean milk&
Dumpling
2.00
Gruel &
Dumpling
2.50
Kung Pao
Chicken rice
5.39
Hot& Sour pork
rice
4.99
Stew Chicken
rice

3.99
Rationale:
Nearly ten times of labor cost in
UK
Cost of land( locate in
commercial road)
Absolutely based on menu in
Chinese price
We just want every food
affordable so that they will not be
missing home so much!

10
Promotion
Media Advertisement
Coupon
Student Discount
KongFu Show
11
6/13/2014
Promotionmedia advertisment






Underground
Advertising
Bus Advertising

Promotion media advertisment
Social Network Site








Video Website
13
Promotioncoupon
14
Promotionstudent discount
15
Promotionkongfu show
16
Distribution
Online & Telephone Orders


Physical Stores
17
Distribustiononline & telephone orders
Packaging
18
Distribustiononline & telephone orders
Free Delivery
Save time
during
working
Share with
friends at
home
19
Distribustionphysical stores
Target customers
oriented
China Town
City Centre
Shopping Mall
Close to school
5~10 minutes walk
Particular windows for
takeaway
20

Data analysis:
1.Neighborhood Analysis: competitors, stakeholders,
suppliers, internal market
2.Customer market
Consumer groups, type, proportion, age (field
research)
The demand for kongfu of attitude(chart)
Negative
No Requirements
Retreat Requirements
Potential demand
Brand awareness




3.Development dilemma
market
brands
marketing model
products
expansion and

6/13/2014
Research
0
5
10
15
20
25
30
35
Mcdonalds KFC Burger King KungFu
The Choice of tha brand
N
u
m
b
e
r
prefer to choose
expect to try
What do you think Kongfu is suitable for
a meal?
40%
30%
4%
24%
2%
Meal breaks
bussiness dinner
family dinner
general dinner
other
Conclusion
StrengthChinese nutrition,
Western Operations
Weakness: Product innovation is
not strong
Opportunities: Huge market
capacity
Threats: Intense competition
competitor
Any question?
25