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
1.

Executive Summary

2.

Stage 1 (Business Strategy)

3.

Stage 2 & 3 (New Service strategy

development & Idea Generation).

4.

Stage 4 (Concept development &

Evaluation)

5.

Stage 5 (Business Analysis)

6.

Stage 6 (Service Blueprint)

Executive Summary
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 Chickens mission is to provide Healthy
meals, Exquisite taste, luscious food, Leverage
diversity and Originality throughout their service.
Thats 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 &
Idea Generation
New Service Strategy Matrix for Identifying
Growth Opportunities
Markets
Offerings

Existing Services

New Services

Current Customers

New Customers

Marketing Penetration

Market Development

Fast Food Shop situated

in IUB Campus

Service Development
Open a separate takeaway 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

Open a branch in IUBs

Chittagong branch
(Same target customer,
but at a different
location)
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.

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.

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 machines 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
IUB
Distinguishing 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 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 Chickens customer touch
point. Even in the winters people like caffeine to keep
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up their blood system flowing at a high pace, Hellos

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
Corners 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.
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 manner, good ability of handling
coffee/frappe/juice/slash machines.
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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.

Steps for receiving the order up to the service

delivery point to the customers (for each
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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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