2018APRB06016
PGDM-WP-JULY-2018-20 Batch
1) Yes, the startup franchise Real Burger World was fully focused on the brand which deviated
their way from the vision, “why isn’t there a healthy, higher quality ‘fast food’ chain in the
market?” , when Naz initially thought their Burger franchise would be.
The tag line of the company was “Real Burger” which will have the good quality of food, but
later they used stored and processed food thus making customer unhappy. The only thing
became famous was their Juices, which again deviated from what Naz wants to build their
franchise for, i.e. REAL BURGER.
Marketing mix- Place- The place of the store where they build went wrong. They bought
a store in a constructional site which get diverted from all the people and customers.
They were supposed to name their store as REAL BURGER WORLD, but due to some
fights between the landlord they renamed as RBW, which lost the word BURGER. If the
store was renamed in full, people by seeing the name would think that the store is good
for burgers not for Juices.
Internal Marketing- This went wrong as he hired a friend who does not have any
previous experiences in fast food outlets.
Marketing mix-Promotion- Naz was promotion their brand through a TV episode which
were actually good, but he forgot to keep in mind that it was a startup company and
funds are limited. So, rather spending fund for building and operation in a store, or to
hire some professional he spend all the funds to advertising that. He focused more on
BRAND than on VISION and VALUE of the store.
TANOY SAHA
2018APRB06016
PGDM-WP-JULY-2018-20 Batch
Customer Satisfaction and feedback- Since it is a new store they did not take customer
feedback, which would help him to generalize and sort out things in a better way. They
promoted in a wrong way telling that it was “Real Food” but actually it’s not.