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Untitled Prezi

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by

Gan Gaik Chin

on 29 July 2014

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KENNY'S ROGER ROASTER
Introduction
Needs AND wants served
Micro-environment
Macro-environment
Segmentation
Market targeting
Differentiation
Positioning
Product
Price
Place
Promotion
Conclusion and Suggestions
HISTORY
LOCATION
Johor 9
Kedah 3
Kelantan 1
Kuala Lumpur 15
Melaka 3
Negeri Sembilan 2
Pahang 4
REASONS
-Successful in Asia
-Bring out family idea
-Balance diet

NEEDS
HALAL Certified

Food

Water

Safety
Conclusion
Through all the research that we did on Kenny's rogers roasters,we understand that marketing is such a big knowledge.With marketing any possible and impossible can happen and also with different marketing skills can make a thing successful or failure.Thus,we have some suggestion for our research company Kenny's roger roaster.
MARKETING PROJECT
-Kenny Rogers
ESTABLISHER
-John Brown Young. Jr
Origin from America
and
started in year 1991
Brought into malaysia in year 1996
Year 2008

BERJAYA group bhd

wholly owned subsidiary of ROASTERS Asia Pacific.

Kenny’s have


81
outlets in Malaysia
Perak 5
Pulau Pinang 6
Putrajaya 1
Sabah 3
Sarawak 3
Selangor 26
Religions
Political
MICRO-ENVIRONMENT
Competitors
AND
WANTS
Extra benefits
(Delivery service, voucher, membership)
More choices and variety menu
Good service
Private parking
Quality of food
Satisfy customer demand
Live band
Nice view
24 hour service

Opportunities
-Provide fast and quality service
-Improve food quality
-Learn from previous mistake
Threats
-Competition take away customer
-Competition force to set lower price
-Competition become bigger and tougher
Macro-environment
DEMOGRAPHIC
Population growth
in Malaysia
YEAR 2012
29.17millions
YEAR 2011
28.86millions
Population growth rate 1.542%
O
pportunities
Ethnic of Malaysians
O
pportunities
Natural
Natural Disasters (Flood ,Landslides )
Health/Infection Disasters (2009 Flu Pandemic,Typhoid Fever )
Global warming and pollution
7 seasons(Foggy, shopping...)
Technological
O
pportunities
Halal certificate
HACCP certificate
Political stable
Government banned supper (last call is 8.30pm)
Cultural
Tea-time
Fast-food
Street food
O
pportunities
T
hreats
- Operation systematic
-24-hour customer access
-Cost saving
-System breakdown
-Security will not safe

O
pportunities
ALL
ALL
MARKET TARGETING
ALL
ALL
Economic
Annual
Income
Year 2011
RM487646.7 mil
Year 2012
RM517555.5 mil
Increase
O
pportunities
Consumer
spend money on
F&B
Year 2011
RM92957.1 mil
Year 2012
RM97744.04 mil
Increase
Positioning
SEGMENTATION
Marriage Status
-Online payment
-Online order
-Social network
(Twitter, Facebook, Smart phone apps)
-Social media
(Youtube)


Marriage Status
T
T
hreats
hreats
O
pportunities
Less
to
More
O
O
O
O
O
pportunities
pportunities
pportunities
pportunities
pportunities
T
Medium Shopping Mall -29
hreats
Johor 3
Kedah 2
Kelantan 1
Kuala Lumpur 6
Melaka 2
Negeri sembilan 2
Perak 5
Penang 1
Sabah 1
Selangor 9
Luxury Shopping Mall - 52
Johor 6
Kedah 1
Kuala Lumpur 8
Melaka 1
Pahang 4
Penang 5
Putrajaya 1
Sabah 2
Sarawak 3
Selangor 17
Pricing Strategies
Good-value pricing
Product
High-low pricing
Competition-based pricing
Place
Walk-in dining
Delivery
Food panda(Online order)
Food
&
Beverage
Good Service
Air-Conditioner
Mamak culture
Football culture
Take away
Chair
Table
Augmented Product
Salad
Dessert
Chicken
Promotion
Facebook
Twitter
Promotion
Packaging
Soup
Coffee
Pasta
Quality Assurance
Design
Actual Product
Core Customer Value
Toilet
Drive Thru
pportunities
pportunities
pportunities
O
O
O
Games
hreats
T
Drive-Thru
Coupons
https://www.facebook.com/krr.my?fref=ts
pportunities
pportunities
O
O
Delivery Service
Newspaper
Website
Suggestion
Should improve on advertisment
Try to make a feedback form
Update on latest trend of food
work out on 24/7 trend
Advertising
Sales Promotion
http://www.groupon.my/deals/klang-valley-kuala-lumpur/Kenny-Rogers-ROASTERS/716958987

Decoration
Differentiation
Product
Advertising
Sales promotion
Price
Phone call
Image
Service
Website
Differentiation
Kenny Roger's Roaster apps
Low price
and
comfortable
environment
-No side dishes
-The applied technique is easier
-Only 2 side dishes
Low price and extra benefits
-Include 3 side dishes
and 1 muffin for thier set
Low price and good service
Low price and high quality of food
Differentiation
Differentiation
-Wood style design
-American feel
-Seating availability of 2-4 seaters assuming it is static

-Red and orange as design color
-Every outlet's design doesn't change a lot
-Modern design
-The design of placing the tables is too close
e.g. Midvalley, Sunway Pyramid, 1 Utama ...
e.g. Aeon, Tesco , Kota Raya ...
Economic
Take away/
Home delivery
Increase by 12% to reach RM182 million in year 2011
Increase
O
Full service restaurants
Current value growth increase by 5% to reach RM10.2 billion in year 2011
Increase
pportunities
Economic
Malaysia high inflation rate on food and non-alcoholic beverages in 2011 force some operators to increase their prices
T
hreats
-Relax and comfort design(cushion seats)
-Provides more seating for group consumers (more than 4)
-Transparent glass design for he outlook of the restaurant able to showcase the business in side the restaurant.
-Offers the right combination of quality and good service at a fair price
Fast Food Outlets
Year 2011
Year 2012
3,069 Outlets
3,236 Outlets
Fast food outlets
O
pportunities
167 outlets
Increase
- Charging higher price everyday but run promotions to lower prices temporarily on selected items
Pricing Strategies
Price Strategies
-Setting price based on competitors

T
hreats
Advertising
Reminder
: Introducing new products category
Brochure
: With mature products to help maintain customer relationships
Informative
Premium
Advertising Specialties
Sales promotion
Contest
Patronage rewards
DEMOGRAPHIC
DEMOGRAPHIC
Urbanization
Age
O
pportunities
TCRS is actually lack of
hygiene problem and
poor management
Rasamas problem is bad
food quality
they serve and
also the outlook
Nandos problem is on
poor management and
messy service
Kenny roger's roaster
problem
is the staff was not
alert enough
SEGMENTATION
MARKET TARGETING
-More choice
-More to healthy concern(Low on calories, cholesterol, oils and fats.)
-High calories
-Too many oily food and fried
food
-Without signature products in the menu
-Seldom do set promotions
-High calories
-Less choice on their products
-More to Asian Cuisine
-More to fusion cuisine
-The portion is too small
For example: tiny chicken

-Include a jug of soft drinks but every time top up need add RM3.90
-with side dishes
Brand
Take away
Free Wifi
Promotion
Debit/credit card payment
Social network
Muffin
ALL
SEGMENTATION
MARKET TARGETING
http://www.krr.com.my/v3/index.php
Place
Place
Video
Promotion
Video
Poster
-Multiracial mix Malay, Chinese and Indian calls for different celebrations all year round.
-Malaysians tend to eat out regularly for practical reasons.
-Young affluent, trendy working professionals and students enjoy going to casual dining chains, café and informal restaurants.
-Most of the Malaysians are Halal food consumers.
-More people are becoming more health conscious.

O
pportunities
Population growth have increase 1.542% which is a opportunities in catering
Ethnic in malaysia is a opportunities
to catering
This data shows that islamic occupied 61.30% in population of Malaysian.
This data shows that every states of Malaysia are gradually evolving to become urbanization.
Compare to others, the price of Kenny Roger's Roaster given is more valuable as it has signature muffin and the customer have the choice to choose their 3 own side dishes.
The annual income of Malaysian increases is a opportunities for catering.
The consumer spend on F&B are increases
which is a opportunities for catering.
This data shows that the middle age people(teenagers) are increasing the most through the years.
From the following results, it shows that KRR tend to think over consumers' health.
Kenny's A la carte chicken-
RM10.90
Take away/home delivery has increase by 12% which is good for catering

Full service restaurant increase by 5% which is added more business to catering
The increase of fast food outlet is good for catering business.
Kenny A la carte chicken
RM10.90
+
3 side dishes
RM18.00
+
Home-made Muffin
RM2.20

+
ALL
ALL
ALL
ALL
TOTAL=RM31.10
Informative
: Introducing new products category
Promotion
Website
Facebook
https://www.facebook.com/krr.my?fref=ts
Advertising
Reminder
: With mature products to help maintain customer relationships
Promotion
Promotion
Advertising
Sales promotion
Full transcript