Marketing Management for Cosmos Fast Food Company

This report discusses the marketing management strategies for Cosmos Fast Food Company, a new brand in the Indian fast food market. It covers the value proposition, market orientation, and external environmental analysis. It also provides recommendations for segmentation, targeting, and positioning.

Running Head: Marketing Management
cosmos Fast food company
Marketing Management

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Table of Contents
Introduction......................................................................................................................................2
Part 1................................................................................................................................................2
Marketing management................................................................................................................2
Value proposition.....................................................................................................................4
Marketing management concept..............................................................................................4
Market Orientation...................................................................................................................5
Holistic marketing concept.......................................................................................................5
Part 2................................................................................................................................................6
External environmental Analysis (PESTLE)...............................................................................6
Political.....................................................................................................................................6
Economic..................................................................................................................................6
Social........................................................................................................................................7
Technological...........................................................................................................................7
Legal.........................................................................................................................................7
Environment.............................................................................................................................7
Part 3................................................................................................................................................8
Segmentation, targeting and positioning......................................................................................8
Segmentation and Targeting.....................................................................................................8
Positioning................................................................................................................................8
Recommendations........................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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Introduction
Yum! Brands, Inc. is a group which operates various big fast food companies across the globe.
Yum! Brands or Yum! formerly was Tricon Global Restaurants, Inc. It is an American fast food
company with fortune of 500 corporations. KFC, Pizza Hut, Taco Bell, WingStreet, etc. are some
of the international fast food companies which are operated by Yum! across the globe except in
China. In China, all these fast food companies are operated by a separate company as Yum
China. IT was founded in 1997 and headquartered in Louisville, Kentucky, U.S. In terms of
system units, it is one of the largest fast food restaurant companies with approximately, 45,084
restaurants. Amongst these 43,603 are franchised owned and rest are self-owned. These
restaurants are operated in more than 135 countries and terrorises across the globe. Tricon Global
Restaurant Inc. was created from PepsiCo’s fast food division as parent company of KFC, Pizza
Hut, Taco Bell and other big multinational restaurant companies (Yum! Brands, 2018).
In relevance with expansion and growth of the company in the international market, marketing
manager has been appointed to grab the opportunity in relevance with launching a new brand in
fast food industry in Indian market. Indian market has been chosen by reviewing the growing fast
food market. Apart from this, it is one of the largest consumer based market across the globe,
thus, Yum! will easily be able to launch a new fast food company in the target market. In
relevance with attracting the target customers, Cosmos Fast Food Company will be established
as a complete new brand. Under this fast food company, all types of fast food items will be
served to Indians. Along with this, Indian customer’s taste, preference and demands will be
focused so that appropriate products could be made in relevance with fulfilling their needs and
wants as well as to establish an effective brand image in the target market (Bennett, Coleman &
Co. Ltd, 2018).
Under this report, business and marketing philosophies and concepts will be discussed in
relevance with setting up new fast food brand in the target market. Along with this,
organizational strategies and strengths will be determined so that desired goals and objectives
could be attained. Apart from this, organizational functionalities will be discussed so that value
propositions could be analysed with the view to set up an effective brand image of the new fast
food company in the target market. Further, report will focus over the external marketing

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environment of the target market so that appropriate and relevant marketing concepts and
strategies could be developed. The last part of the report will focus over key opportunities
available in the target market with the objective of launching a new sustainable fast food brand
so that the organizational business could be expanded along with enhancing its revenues and
growth development. Apart from this, recommendations will be given with relevance to the
brand building, segmentation, targeting and positioning so that the desired goals and objectives
could be attained in an effective manner.
Part 1
Marketing management
Marketing management is an approach which focuses over allocating organizational resources in
relevance with developing appropriate strategies in order to approach the desired customer
segment for attaining the desired goals and objectives along with enhancing sales, revenues and
profitability. Apart from this, newly appointed marketing manager will focus over overseeing
and planning for the new product development and developing marketing and promotional
strategies so that day-to-day marketing and long-term marketing strategy of the organization
could be developed (PR Newswire Association LLC., 2018). Following are responsibilities
which will be followed by the new marketing manager in relevance with successfully
establishing Cosmos Fast Food Company in the Indian market:
 Market analysis
 Research
 Setting goals and objectives
 Forecast revenues and profits
 Developing policies, strategies and procedures
 Developing appropriate marketing and promotional campaigns
 Coordinating with marketing and sales activities
 Organising marketing strategies
 Execution of marketing strategies
 Arranging resources and budget for marketing and promotion
 Planning for products

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Apart from these responsibilities, marketing managers performs various functions in order to
establish a new brand or product in the target market with the objective of expansion and
attainment of desired goals and objectives. In the initial period, organization will focus over
market research and analysis to determine the target market’s demand and preferences so that
appropriate strategies could be adopted and developed with regards to the fulfilment of target
audience’s demands and wants as well as to establish an effective brand image (Hollensen,
2010).
In this scenario, Yum! has planned to launch a new fast food brand in Indian market so that
organizational revenues, profitability and sales could be enhanced along with expanding the
market share in the international fast food industry. Yum! is one of the largest international fast
food companies and to defend their acquired position, organization has adopted product
expansion strategy. This is one of the most effective growth strategies mainly used for expansion
of the business in the international market. In this strategy, organization launches a new products
or services or adds some effective elements in its existing products so that it could be served in
the new market. In this scenario, Yum! has decided to set up a brand new fast food company in
the Indian market with the objective of attaining growth and development along with enhancing
its market share in the international market (Mullins, et. al., 2010).
With relevance to setting up a brand image in the Indian market, Cosmos Fast Food Company
will be launched under the brand name of Yum! so that the market share of the company could
be enhanced in the global fast food industry along with enhancing the number of restaurants
under the brand name. In the first phase of setting up the brand image, newly appointed
marketing manager will execute market research and market analysis activities so that the target
audience’s taste, preferences and demands could be analysed. Further, other motives for the
organization will be developing the fast food items as per Indian taste in order to enhance the
customer base along with establishing an effective brand image (Kotler, 2015).
Value proposition
Value proposition is the concept of adding unique and innovative features in the existing
products or launching new products with some unique features in order to make product or
service attractive for the target audience. In relevance with the establishment of new brand in fast

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food market, Yum! has decided to launch a complete new fast food brand as Cosmos Fast Food
Company in Indian market. Under this brand name, all types of fast food items will be available
along with the taste preferred by Indian consumers. In relation to determine the target audience’s
taste, preferences and the latest trends followed in Indian fast food industry (Wilson & Gilligan,
2012). According to research, it has been evaluated that, Indian consumers’ preferences in
relevance with fast food items are changing and in relation to these changes and diversified
consumer behaviour, it is required for the Yum! restaurants along with the new fast food brand to
adopt appropriate strategies so that an effective market position could be set up in the target
market. Value propositions of the products served under Cosmos Fast Food Company will be
basic items of fast food industry as per the demands and wants of the target audience
(Armstrong, et. al., 2015).
Apart from this, Cosmos Fast Food Company has expanded their product offerings in order to
attract the target audience along with enhancing the customer base. The new product offerings
for Cosmos Fast Food Company will be healthy food items and energy drinks which will mainly
be made from fruits without any artificial flavours. Reason for adding healthy items in the menu
of Cosmos Fast Food Company is to make its unique and effective position in the target market,
increasing customer base as well as to gain competitive advantage along with enhancing the
growth and development opportunities for the organization in the global market. The healthy
items which will be main attractions of the new fast food brand of Yum! Brands will be healthy
food items and energy drinks. Healthy items such as heathy burger, healthy pizza, baked French
fries; baked chicken instead of roasted chicken will be served in order to attract different
customer segments. Organization will mainly focus over the fitness enthusiasts, health conscious
people, children, old age people, etc. It will help the organization to enhance its customer base
along with developing an effective brand image in the fast food industry (Ferrell, et. al., 2010).
Marketing management concept
The new fast food restaurant will be established in the target market so that growth,
development, advertisement and sales for new products which will be served under newly
established fast food brand. An appropriate marketing concept is required so that the he
operations of the organization could be performed in an appropriate manner with relevance to
enhance the customer base along with developing a unique and distinct image in the competitive

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business environment. Indian market is full of opportunities and it is one of the largest customer
markets across the globe. Indian fast food market is expecting to grow at a CAGR of 18% by
2020. Major reason behind this growth is changing consumer behaviour and their needs. In other
words, Indian fast food market is expected to be worth US$27.57 billion by 2020. These figures
shows the opportunities for new entrants as well as for existing players of the fast food industry
to enhance their market share along with boosting up their sales, revenues and profitability.
Thus, Cosmos Fast Food Company will also be able to set up its effective position in the Indian
market with its huge product offering. Along with this, customer base of the organization will
also be increased with the help of these product offerings (PR Newswire Association LLC.,
2018).
Market Orientation
It is a marketing philosophy which focuses over meeting the needs and desires of the target
audience through product mix. This strategy is unique and distinct from traditional marketing
strategies. Under market orientation concept, organization’s products are altered as per the target
and potential customer’s needs. With the help of this concept, Yum! will easily be able to
establish their new brand i.e. Cosmos Fast Food Company in terms of fast food industry in
Indian market. This marketing concept includes customer centric approaches and in relation with
gaining competitive advantage as well as to enhance the customer base, organization will focus
over adaptation of strategies through which the needs and wants of the target and potential
customers could be fulfilled in relation with developing a unique and effective image in the
target market (Hult, 2011).
Holistic marketing concept
It is new approach to marketing and also treated as the latest marketing approach. Major focus of
this approach is to analyse the current business and marketing environment such as demographic
changes, hypercompetition, corporate social responsibility, globalisation, etc. With the help of
this concept, Cosmos Fast Food Company will be able to design, develop and implement
effective marketing concepts which will recognise the breadth and interdependencies. This
marketing concept includes the combination of traditional as well as contemporary marketing
approaches to target the customer segments. Thus, organization will be able to target all the
possible customer segments with the objective to attain desired goals and objectives in relation to

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enhancing customer base, revenues and market share in the target market (Murray, Gao &
Kotabe, 2011). There are four major parts of holistic marketing which are as follows:
 Integrated marketing
 Relationship marketing
 Internal marketing
 Socially responsible marketing
With the help of these marketing concepts, newly established fast food brand will be able to
establish its effective place in the fast food industry. Opportunity to establish an effective image
in Indian fast food market is easy as Indian market is one of the largest consumer market and
trend shows that food market in India is expected to be worth USD$27.57 billion by 2020. At
present, Indian market is a large consumer market of approximately 1.32 billion people and
amongst that approximately 70% is youth i.e. aged between 18-35 and the major target market
for fast food market is youth. Apart from this, Cosmos Fast Food Company has enlarged their
product offerings and have added healthy food items in order to target rest age groups so that
customer base could be enlarged along with enhancing the revenues and profitability (PR
Newswire Association LLC., 2018).
Part 2
The idea of setting up a new brand in fast food market of India is unique as well as effective.
Indian economy is showing positive trend in past few years and government of India has opened
the doors for foreign companies in order to increase the FDI for increasing job opportunities for
the local people along with increasing their purchasing power so that the GDP of the country
could be enhanced. India is fast moving country towards development, thus, it provides various
opportunities for the international companies to expand their business along with the
expectations of higher returns. Yum! has decided to set up a new brand in fast food industry in
Indian market under the name ‘Cosmos Fast Food Company’. This fast food company will
focus on all customer segments and thus, they have introduced a unique concept of healthy fast
food and energy drinks for targeting children, old age and fitness enthusiast people (Urde,
Baumgarth & Merrilees, 2013). Apart from this, rest age groups will also get attracted towards
this concept and it will help organization to determine and grab the available opportunities so

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that an effective and distinct brand image could be developed in the target market. Before setting
up the brand image, environmental analysis is necessary for the target market so that appropriate
set of strategies and marketing concepts could be adopted in order to acquire desired goals and
objectives (Wright, et. al., 2010).
External environmental Analysis (PESTLE)
Despite the rising health conscious society, popularity of fast food has not ceased to increase. It
has shown positive and healthy growth. Apart from this, another negative factor is rapid
changing customer’s behaviour, trends and their taste and preferences; fast food industry has
attained positive growth due to some important factors in Indian fast food market. Cosmos Fast
Food Company is about to set up under the big brand name Yum! Brands in the Indian fast food
industry and in relation with the positive establishment of the new brand, analysing external as
well as internal business and marketing environmental factors is necessary (Homburg, Jozić &
Kuehnl, 2017). Following is the detailed PESTLE analysis of Indian fast food industry:
Political
Political factors which affects the fast food industry varies from country to country and in order
to avoid glitches in operations, compliance with those factors is must. Political environment of
India is highly stable, thus, there is no threat of overnight implementations of policies. In order to
enter into Indian market, organization needs to select the most appropriate market entry options
because certain percentage of FDI is allowed, thus, companies are required to collaborate with
local companies of Indian market. There are numerous local fast food chains in Indian market,
hence, Cosmos Fast Food Company could collaborate with any of them in order to set up their
business in the Indian market along with gaining positive outcomes (Vazifehdust, Taghipourian
& Gharib, 2011).
Economic
India is one of the emerging economies across the globe and this attracts multinationals to
expand their business in Indian market. In relation to setting up Cosmos Fast Food Company in
Indian market, Yum! Brands needs to consider certain economic rules and regulations of Indian
government along with determining the trade barriers and relations with the United States as
Yum! is U.S brand and to make their food items unique, attractive and to maintain the same taste

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across the globe, raw materials will be imported from headquarters only. Apart from this,
purchasing power of Indians is low and still Indians buy products and consume service by seeing
the price tags, thus, they are price centric. So, Cosmos Fast Food Company needs to determine
these factors while planning their strategies and marketing campaigns for gaining positive
outcomes.
Social
Lifestyle and health are the two most effective factors which influence fast food industry.
Despite society is moving health consciousness, fast food industry is still growing. Media has
played important role in spreading awareness amongst the society regarding disadvantages of
consuming high calorie and high carbohydrate food. In order to avoid these factors, Cosmos Fast
Food Company had added healthy food items and energy drinks made of fresh fruits in their
menu so that distinctive market image could be developed along with meeting with the target and
potential customer’s needs and wants (Fieldhouse, 2013).
Technological
Technological factors have great weightage in the fast food industry. Fast food industry majorly
plays with two factors food quality and menu range whereas customer service and convenience
are not adhered and both these factors plays vital role in boosting up and decreasing sales.
Technological factors plays vital role in marketing and promotional campaigns and amongst
these campaigns, social media has a big role. Online ordering is another significant factor
through which organization could boost up its sales. Apart from this, Cosmos Fast Food
Company will focus over adaptation of digital trending marketing channels so that customer
engagement could be enhanced and digital strategies also plays vital role making ordering kiosk
attractive and digital. With the help of these factors, organization could reduce the cost of labour
along with acquiring desired goals and objectives in an effective manner (Aurand, 2013).
Legal
Legal aspects such as food quality, hygiene, labour wages, rights of labour, copyright, patents
and packaging standards needs to be considered by about to establish the new fast food brand in
the target market. Compliance with all these factors will help the organization to perform its
operations in an effective manner along with gaining positive outcomes.

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Environment
In terms of environmental factors, fast food companies are developing strict rules and regulations
so that environmental aspects’ requirements could be fulfilled. Fast food industry majorly target
children and youth and in terms of targeting, companies needs to ensure that no toxics
ingredients are used for making their food tasty. Apart from this waste management approach
and green approach could also be adopted by the Cosmos Fast Food Company in order to
develop customer relations with the consumers along with developing an effective image in the
target market (Srdjevic, Bajcetic & Srdjevic, 2012).
Part 3
Segmentation, targeting and positioning
It is a crucial part of marketing functionalities and with the help of STP strategies; organization
will be able to identify its target customers to which the products and services could be targeted.
Market segmentation is the approach of segregating a big market into small segments so that
appropriate marketing strategies, organization would be able to approach to its target customers
in an effective manner (Fleischhacker, et. al., 2011).
Segmentation and Targeting
 Demographics: Both male and female customers will be targeted.
 Geographic: Urban regions of Indian market will be targeted along with establishing
the outlets of new fast food brand in major cities to enhance customer base.
 Behavioural: Despite being the society moving towards health consciousness, fast food
industry is growing due to some important factors. Outlets of Cosmos Fast Food
Company will not serve fast food items only; their focus will also be on other customer
segments such as health conscious people, fitness enthusiasts in relevance with
enhancing customer base.
 Psychographic: Under this segment, people are segmented on the basis of their lifestyle
and mostly people under this category are brand conscious. Yum! is one of the largest
fast food brands which holds more than 45,000 restaurants across the globe. Thus, they
have gained an effective brand image through which psychographic customers will
easily be targeted.

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 Age group: 18-50 (Currie, et. al., 2010).
In terms of targeting the selected customer segments, organization will mainly focus over digital
media strategies. Along with this, organization would also use online ordering strategy so that
organization could be able to enhance its customer base along with establishing an effective
brand image amongst the target market.
Positioning
In order to make an effective brand image amongst the target customers, organization requires
adopting appropriate marketing and branding strategies to develop an effective position amongst
the target market. Main motive of implementation of positioning strategy is setting up effective
brand image in the customer’s mind-sets. In relation with this, organization could use social
media platforms to set up its effective brand image amongst the target customer’s mind-sets.
Apart from this, Cosmos Fast Food Company will use traditional marketing strategy such as
board hoardings on the busy roads to spread awareness amongst the target audience. Apart from
this, television and radio marketing will also be used for promotion and marketing of the new
business.
Recommendations
It has been recommended to the organization to modify its marketing and promotional
campaigns so that their enlarged product offerings could be promoted so that target and potential
customers could be targeted. Apart from this, it is essential for the organization to analyse its
efficiencies in relevance with the external marketing environment. The major strategies which
could be adopted by Cosmos Fast Food Company to build their marketing and promotional
campaign so as to customer segments could be enhanced.
Organizational product offerings will be as per the requirements of target and potential
customers, thus, organization could be able to set up an effective brand image in the target
market along with attaining positive outcomes. Marketing mix strategies will be the major tool
which is recommended to the organization to include in their marketing strategies along with the
holistic marketing concepts and market orientation approach. It has been recommended to the
organization to majorly focus over social media strategies and on the other digital mediums so
that the goals and objectives could be attained.

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With regards to the monitoring and controlling, organization should also appropriate and relevant
evaluation techniques so that the implemented strategies by the organization could easily be
analysed. With the help of evaluation techniques, organization will easily be able to determine its
issues along with determining appropriate measures for rectifying those issues. Thus,
organization will easily be able to uplift its performance along with gaining competitive
advantage by enhancing customer base along with fulfilling their needs and wants.
Conclusion
From the aforesaid information, it can be concluded that growth strategy is important for every
organization in relevance with business expansion in the international market. In this report,
business expansion of Yum! Brands has been discussed. Yum! Brands have decided to launch a
new brand in fast food industry in the Indian market with the objective to enhance their revenues
and profitability. Cosmos Fast Food Company will be launched under Yum! Brands in Indian
market. With regards to this, marketing management of Yum! has been discussed along with
determine the external environmental conditions of the target market so that an effective brand
image could be developed along with attaining its desired goals and objectives.

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