Mar'e!in( Mana(emen! Se)!

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Ali Imran Daneyal Mirza Talha Riaz Naveed Javed Sohaila Iqbal

UNDERSTANDING THE CUSTOMERS

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#ro$% &h rram Hamid

#ar! + , Under-!andin( !he C -!omer-

Mar'e! Se(men!a!ion" Market Segmentation is an important step and a fundamental step for the identification of the customers that a particular business wants to target it efforts to and optp also have done segmentation of the target market it serves. Based on the analysis done, optps market segmentation results in the following two major segments: Genera!ion ." his segment consists of people who were born between !"#$ and %&&&. hey are considered to be young people who are more prone to eating outside then at their homes. hese include people who are also prefer 'uick(service restaurants therefore the identification and addition of this market segment for its target market is critical for optp. /amilie- 0i!h Children" his market segment includes families that have young children and that enjoy going out together usually at least once a week and usually have snacks outside when the kids get a little hungry. argeting this segment properly can also be very fruitful for optp as )akistan has a great number of young families that have two or more than % kids to the least. C rren! Tar(e! C -!omer-" *urrently the firm is targeting the +eneration , segment of its target market. his can be shown by the fact that almost all of the recent outlets opened around the country were opened in places that attract the youngsters of the country. -urthermore, optp is also targeting this segment by massively promoting itself on the internet and more specifically on the social

networking sites. .ue to the increased needs of the people belonging to this segment, optp have increased their offerings from fries to other fast(food offerings as well. hese offerings include chicken wings, hotdogs and burgers with different variations that satisfy different needs of customers belonging to this specific segment. But what they are not doing is that they are not offering /inger or crispy chicken burgers which many or almost all other fast(food restaurants are offering, in this section the firm is lagging behind the industrys trends and they must start offering these products if they really want to make a standing in the fast(food sector of the food industry. he positioning that the company has created or wants to create is to be a fast(food outlet that provides the best 'uality fries and other fast(food products with the best raw materials and for the best price for the customers. By further strengthening this positioning in the minds of the customers and consumers through there advertisements and other promotional activities, the firm can gain a very competitive and sustainable standing in the fast(food sector of the food industry. #rod )! )on- m1!ion 2 U-e" he products offered by optp are fast(food products so they have to be served 'uickly and also must be of fresh and high 'uality. 0t should be noted here that optp started out as an outlet which only used to offer take(away as the only option and customers were to take what they ordered and eat elsewhere. So it was from the very beginning that the firm employed the concept of 'uick(service in its operations. +iven the very nature of the products offered they are readily consumed or used and usually are meant to be offered to those people who dont have time for a 1proper2 meal. herefore the products offered are suitable and complement those people who are fast(paced.

Im1or!an! #layer- in 1 r)ha-e 1ro)e--" +iven the nature of the products, the most important or probably the only important player in the purchase process is the user or consumer of the product itself and the purchaser, influencer or any other person has little importance in it. Rela!ion-hi1 0i!h C -!omer-" he customers of optp are brand loyal as the firm has created a strong positioning in the mind of the customers that they provide the best -rench fries with the best sauces and toppings than any other fat(food restaurant currently offering. his means that whenever a customer wants to eat fries the first thing that comes to their mind is to go to an outlet of optp and have their favorite fries with their favorite dipping. *onsidering this factor, the customers dont want to switch to any other brand because there doesnt e3ist any brand that has challenged the positioning of optp of having 1the best fries2. But some customers are such who are not so much loyal to the firm and switch to other brands when they want to. 0n order to retain such customers and also those who are loyal, optp introduces different kinds of challenges on their -acebook page, those people who win these challenges or tasks are given a free meal from optp. hese kind of things enables the firm to retain its e3isting customers as it allows them to be continuously being engaged to the customers and customers to be engaged with the firm. 3rand4- S!ren(!h-" he brand name itself, 14ne )otato, wo )otato2, is a big asset of the company due to its simplicity but still being distinct from others. 0ts logo consists of the acronym 4) ) written in yellow with red background and a little logo with two potatoes on the bottom. 4ther than that they use a

distinct potato cartoon character in there imagery for advertising on different mediums that they use for advertising. By having a closer look we can see that 4ptps logo is very much similar to those of Mc.onalds logo in terms of the color scheme used. 5s both have red and yellow colors in common, but actually the 678 code of these colors, although seem very similar to the eyes, are very much different. 4ther than these factors that portray the brand identity, the products themselves are also a big component of their strengths. hey make the products with the best ingredients available to them in the whole country. he seasonings that they use in the making of their fries, dipping, sauces, burgers, chicken wings, and hotdogs are specially made by them in there outlets and are what makes them distinct from other fast(food outlets. Role o$ In!ermediarie-" he intermediaries dont have any influence on the firms operations as optp is a fast(food restaurant and they sell what they make directly to the customers and consumers. But there suppliers have a role to play. 0f their suppliers dont perform well or provide the firm with low 'uality supplies then it will cause 4ptp to not perform well and provide low 'uality products to their customers, so they must have to make sure that they have good relations with their suppliers and make sure that they get what they really want as supplies.