Analysis of Multiple Marketing Strategies

and their management in food and

beverages brands in India

Lucky Mehta1*, Dr. Reenu Shukla2

1 Research Scholar, University of Technology, Jaipur, Rajasthan

2 Professor, Department of Commerce and Management, University of Technology, Jaipur,

Rajasthan

altering spending habits are occurring as disposable income rises. For international beverage

manufacturers, India's beverage industry is a significant market. The food sector in India is

extremely profitable thanks to rising standards of living and population expansion. Indian

society's traditional economic environment was different from its current environment. The

majority of Indian consumers gave home-cooked cuisine a strong preference. Contrarily, the

current practise of eating out is quickly altering Indian society's perspective. Due to the fast-

paced modern lifestyle, hectic schedules, competition, rise in the number of working women,

nuclear family concept, etc., many fast-food franchises have now established themselves in

India.

Keywords - Marketing Strategies, Management, Beverages Brands, Food

make a living in today's fast-paced society where costs are rising daily. In order to make a living, a lot

of people frequently move to different regions far from their families. This kind of fast-paced lifestyle

allows for the consumption of fast food, or rapid meals that are swiftly made and served. This rapid

dish is enjoyable to the mouth when it is being made quickly. The fast-food industry in India is

expanding daily, which is causing certain benefits as well as some downsides.

Even though India's economy has been growing over the past few decades, poverty and food

inefficiencies are still widespread throughout the nation. Along with other factors, its frequent

consumption of fast food is increasing its disease burden. In place of a healthy, home-cooked diet,

fast food is increasingly being consumed by adults as well as children. These high-calorie foods

seriously harm human health by slowing down metabolism.

consistent service quality. As a result, they continuously push their fast food restaurant by focusing on

the key elements like consistent quality of the food and drink, a clean and elegant environment, an

affordable price, friendly service from the staff, personal relationships, and others in order to raise the

level of overall service quality.

The fast food sector in India has developed over time and has consistently kept up with the demands

of people of all ages. Businesses can be anything from a one-room establishment to a nationwide

franchise with thousands of locations, like McDonald's. Our nation is fortunate to have one of the

world's fastest expanding fast food markets, according to the Indian Fast Food Market Analysis

(IFFMA). The fast food industry in our nation is expanding at a yearly rate of 30-35 percent. Practically

all of the major fast food companies in the world have succeeded in making their presence felt in the

appeal to Indian consumers' palates, particularly expanding the vegetarian selections. This is partly

due to India's sizable vegetarian population. The first vegetarian McDonald's opened in 2013 in

northern India, close to the well-known Golden Temple in Amritsar. Following the same approach,

Yum! Brands Inc., the parent company of KFC, is expanding its vegetarian menu options.

International fast-food restaurants have long included Indian menus to accommodate regional tastes,

offering a wide variety of vegetarian and three-spice dishes. By releasing sandwiches geared towards

the nation's vegetarian population, Subway has also advanced this trend.

Overall, KFC and Subway, both run by franchisees, were in close second place to McDonald's in the

fast-food category with a value share of 2%.

In India, McDonald's now has 270 locations and is rapidly growing its network of eateries. At Great

According to Cravens (2000), marketing plays a big role in the introduction of new products. Supply-

chain management, customer management, and value chain management are all combined in

marketing. by using rivalry to communicate increased significance to the customers.

Organizations, according to Ferrell and Hartline (2007), need to comprehend the constantly changing

environment and know how to respond to it. It is acknowledged that the Indian fast food market is

competitive and that changes impact the sector. Therefore, it is crucial to develop fresh marketing

strategies for economic driving forces in order to combat changes in the business environment and

competitiveness. The factors that advance any strategy are the organisational structure, performance,

customer environment, business competitiveness, political inclinations, and economic growth. All of

the factors at play satisfy the demands and desires of the customer. Thereafter, research in related

beverage organisations over the years, always fueled by shifting consumer preferences. The long-

standing need for settlement has coincided with a desire for more advantageous choices, and

acceptance of more plant-set up together food for a flexible start. At the other end of the spectrum,

however, improvements in free objects with smaller parts have emerged as a crucial current example

for the industry.

Alfa (2018)- The author stated that if you are planning to open your own restaurant, you must be

aware of the intense competition in the area and strive to be the best to earn your customers'

confidence. Serving your customers well will encourage them to come back to your restaurant.

Making delicious food is an essential part of owning a restaurant, but it doesn't end there. In order to

have a successful business, you also need to ensure the loyalty of your final customers.

Z. Hattingh, H.J. Moolman, and O. Mhlanga (2014) - In this study, the author argues that, in contrast

to other types of eateries where food is valued most, customers in formal full-service restaurants want

far more than just food. Even though amazing food is an essential component of a wonderful supper,

formal full-service restaurants place a lot of emphasis on the level of administration. In a formal

restaurant with full administration, good administration can save a bad meal, but bad administration

cannot be saved by a good dinner. Even though the food at a formal full-service restaurant may not

be as delicious as at other well-known restaurants, if the service is excellent, the customer will

recognise the restaurant and will generally be satisfied (Cheng, 2006).

Hugh Wilkins, Michael Davidson, and Russell Cox (2014) - This exploration introduction will further

expand these findings and provide a framework outlining the essential task of advancement in

developing and sustaining a workable restaurant enterprise. Although the text discusses both

dramatic and slow advances, the investigation's findings definitely show that gradual developments

are the primary factors that affect how well restaurants perform. The restaurant executives,

managers, and staff we have spoken with so far have all stated that consistent growth is essential for

diversity of the workforce, and the relevance of exceptional services creating more opportunities for

increased revenue. the new developments that contribute to improved visitor services, increase

competitiveness, and the relationship between cost and value, which is important for today's

discerning tourists. The trend is an increase in restaurants using environmentally friendly methods.

2.1 Objective of the study

 To analyze marketing strategies adopted by the select RTS food chains.

 To suggest measures for evolving marketing strategies.

3. RESEARCH METHDOLOGY

To determine the marketing techniques used by the international fast food chains in India, an

exploratory and descriptive study is conducted. Based on the findings of the study, appropriate steps

Primary Data: The structured questionnaire is used to gather primary information on the marketing

tactics used by international corporations that operate fast food chains. Customers and corporate

personnel, including marketing managers, eight restaurant/outlet managers, team leaders, and

executives of particular ready-to-serve restaurants, are the key sources of the data.

Secondary Data: The secondary information is gathered from a number of published sources,

including Euro monitor International, research papers, manuals, reports, publications, voice and data

magazine, books, and websites.

3.3 Sampling Design

Fast food patrons and staff from a few fast food businesses in Mysore and Bangalore make up the

survey's respondents. 50 employees and 100 consumers of particular fast food businesses are used

as the study's sample size. The workers received 25 samples each from Domino's Pizza, McDonald's,

Kentucky Fried Chicken (KFC), Café Coffee Day, and Pizza Hut.

3.4 Data Analysis Tools and Techniques

Several statistical techniques and methodologies have been employed in the study to analyse the

consumer and employee data and to test the hypothesis. Various tables and charts are employed for

For the study, opinions from both consumers and employees of five different fast food chains are

gathered.

The criteria for choosing sample respondents, the framework for statistical analysis of food quality,

customer preferences for buying ready-to-serve food products, and the marketing tactics used by the

chosen fast food outlets are presented in this paper in seven sections as follows:

4.1 Demography of the Customer Respondents

The table above shows that out of 100 consumers, 40 men and 60 women, representing a range of

ages, answered to the questionnaire. Out of 100 responses, 11 are between the ages of 10 and 18

Preference, 11(3), 229-238.

2. Adler E, Hoon MA, Mueller KL, Chandrasekar J, Ryba NJP, Zuker CS (2000) A novel family

(2013). Differences in perceptions and fast food eating behaviours between Indians living in