Team Maverick

Indian Restaurant Market

•Indian Restaurant Industry market size is around Rs750 billion •Highly Fragmented industry with 1.5 million eating outlets•3000 outlet are organized•Organized sector is growing at rate of 12%

Trends in the Market

•Rising disposable income, increasing urbanization and increasing working population are drivers of growth•Quick Service segment is growing rapidly at a rate of 21%•Expected growth rate is maximum for quick service followed by casual dining and fine dining

Challenges faced by this Market

•Obtaining requisite license is a complex task•Shortage of quality man power to deliver the best value proposition to customer•Multiple tax structure in India like VAT, Excise and Service Tax make the process more cumbersome•Fragmented market and Rising food cost

Market Analysis

Marketing Strategies

Market AnalysisCompetition and

SWOT AnalysisMarket Research Marketing Mix

Marketing Strategy

Financial Analysis

Competitor Analysis

Strength Weakness

OpportunityThreat

SWOT Analysis of Jumbo King

*Analysis is based upon customer rating, products in the menu and number of outlets in

Mumbai

Low cost of productExcellent supplier baseExpertise in niche product

i.e. .Vada PaoCombo offers in Vada Pao

Poor Customer ServiceLack of Trained StaffLack of CertificationVada Pao perceived as

unhygienic product

Goli Vada Pav ExpansionGrowing Penetration of foreign

outlets like Subway,Mcd etcOther brands can also look for

vada pav and provide better quality

Certification can improve theperception

Expand into growing tier 2 citiesProviding quick servce can

increase salesForeign investments can

stimulate the growth

Competitor analysis indicate that distribution network is strong for

foreign brand rather than a goli vadapav

Customer Service rating depend upon quality of product and service time

Product innovation help to sustain the growth in that as well foreign brands

are leading by many miles

Short term measure to growth can be improve service time and quality

Market AnalysisCompetition and

SWOT AnalysisMarket Research Marketing Mix

Marketing Strategy

Financial Analysis

Primary Research

10%17%

21%14%

19%

19%

M o s t I m p o r t a n t f a c t o r y o u lo o k in F a s t F o o d

Menu

Ambience

Customer Service

Nutritional Value

Opening Hours

Value for Money

60%31%

9%

Frequency of Vis i t

Daily

Weekly

Monthly

12%

26%52%

10%

M o n t h l y s p e n d i n g o n f a s t F o o d

Rs 100 - Rs200Rs 200 - Rs300Rs 300 - Rs400

7%26%

10%19%

24%

14%

B e s t F a s t f o o d o u t l e t i n M u m b a i

Jumbo King

McDonalds

Goli Vadapav

Subway

KFC

Buger King

69%

31%

D o s o m e q u a l i t y c e r t i f i c a t i o n o f t h e f o o d o u t l e t i m p a c t y o u r

p e r c e p t i o n ?

Yes

No

69%

31%

A w a r e n e s s A b o u t J u m b o K i n g

Yes

No

71%

29%

Gender

Male

FemaleWe did a survey with a sample size of 42 targeting age group of 22-40

There were 7 questions in the survey to find the preference of target customer

Results indicate that these target customer prefer customer service most important

McDonalds is the most preferred fast food outlet

Monthly expenses fall mostly in the range of 300-400 for fast food

Most of the target customer visit daily that can be related to quick service

Quality certification impact customer’s perception about the fast food outlet

Most of the customers are aware of jumbo king but do not prefer it as the best food outlet

Teenagers are mostly preferring Fast food

Indians spent estimated $1.3 billion on chain restaurant

Fast food restaurants are trying to penetrate and concentrate on 1 & 2

tier cities as they are growing rapidly

Health food & Health food supplement is rising segment of this

industry

Wi-Fi in outlets help to attract customers

60% of Indians are under 30yrs of age, Creating new appetite for Fast-

food

Internet Penetration in India is increasing rapidly estimated to

reach 243 mn by 2014

Internet is now impacting the buying criteria of consumers

Metros’ have more than 58% of youth spend on Fast food

Seco

nd

ary

rese

arch

An

alys

is

*Primary Research is done on people of age group 22-40yrs residing in Mumbai via Google doc.and also students from our college who belongs to the same.

Market AnalysisCompetition and

SWOT AnalysisMarket Research Marketing Mix

Marketing Strategy

Financial Analysis

Market AnalysisCompetition and

SWOT AnalysisMarket Research Marketing Mix

Marketing Strategy

Financial Analysis

As compare to its competitor global rank

of jumbo king website is higher

Search Engine optimization is necessary to improve the ranking of the website as it will drive the traffic to the

website

In Facebook and twitter engagement as well

Jumboking is lagging far behind its competitors

There is a need of improvement in the digital

platform marketing to increase the visibility of

jumbo king to perspective customers

In Traditional Marketing as well, Jumbo King is

lagging its competitors

There is a need to change the way

marketing is done by Jumbo King by using

Traditional Media

*Analytics data for jumbo king is gathered using alexa.com

Traditional Marketing by Jumbo

King

Focusing upon the

price

Following franchise

model to do its marketing

Supply beverages as well to cater the needs of customers

Hygienic Vada Pav

Quality

12 varieties of product in the portfolio

Market AnalysisCompetition and

SWOT AnalysisMarket Research Marketing Mix

Marketing Strategy

Financial Analysis

Preorder booking via Cell

phone

Mobile Marketing

Search Engine

optimization

Making Digital Media Team

Limited Period Offer Promotions

through Social Media

Radio Broadcasting

through Radio Mirchi

Making Viral Video through

YTF

Hire Bloggers

Digital Marketing Strategy for Jumbo King

Organizing Events on

Facebook page and associating it

to redeemable coupons

Increase engagement via Twitter

Market AnalysisCompetition and

SWOT AnalysisMarket Research Marketing Mix

Marketing Strategy

Financial Analysis

Provide training to employees for providing excellent customer service

Defining Vision and Mission Statement

Advertising Via Pamphlets

Create Price and Premium Segments

Add Pav Bhaji in the product portfolio

Prerecorded call for order booking

F Free Order delivery for ordered amount more than Rs100 in radius of 5km

Home Delivery within 40 minutes

Special weekend advantage

Promote in Malls through events

Providing Special offers for marriages

Making a logo of Jumbo King

Arranging events in the local vicinity

Collaboration with newspaper

Collaboration with colleges and opening outlet there

Limited Period Offers

Increasing the opening hours

Providing Wi-Fi at outlets

Go for Quality Certification

Privilege Card to increase the customer loyalty

Collaboration with colleges for digital team engagement

Traditional Marketing Strategy that can be adopted by JumboKing

Financials For Traditional Marketing

Variable Expenses

Monthly Expense Number of times per year Total Cost

Training and Development Expenses 10,00,000

Advertising Using Pamphlet 50000 12 600000

Billboard Advertismenet 50000 12 600000

Promotion in Malls 30,000 15 450000

Newspaper Promotions* 16000 12 192000

Promotions through Events 1500000

Fixed Expenses

Number Total Cost

Prerecorded Call Setup 50,000

Scooter 20 1000000

Logo Design by NID 500000

Wi-Fi 100000

Making Privilege Cards 400000

Total Expense 5,392,000

0200000400000600000800000

1000000120000014000001600000

Variable Cost

Variable Cost

0200,000400,000600,000800,000

1,000,0001,200,000

PrerecordedCall Setup

Scooter Logo Designby NID

Wi-Fi MakingPrivilege

Cards

Fixed Cost Expenses

Fixed Cost Expenses

*Newspaper Promotion only in weekends

Market AnalysisCompetition and

SWOT AnalysisMarket Research Marketing Mix

Marketing Strategy

Financial Analysis

Financials For Digital MarketingMonthly Expenses Total Expense

Digital Marketing Team Expense* 70000 x 2 1680000Facebook Advertisement** 45000 540000Hiring Bloggers 25000 300000Making Viral Videos *** 100000Radio Broadcasting 40000 480000Search Engine Optimization 10000 120000Mobile Mareting 100000Virtual Games Events on facebook 50000Youtube Adwords 200000Google Adsense 300000

Total Expense on Digital Marketing 3870000

Total Expense on Traditional Marketing 5392000Total Expense on Digital Marketing 3870000

Total Expenses on Marketing 9262000

Buffer Money 738000

Digital Marketing Team Expense*

43%

Facebook Advertisement**

14%

Hiring Bloggers8%

Making Viral Videos ***

3%

Radio Broadcasting

12%

Search Engine Optimization

3%

Mobile Mareting

3%

Virtual Games Events on facebook

1%

Youtube Adwords

5%Google Adsense

8%

Total Expense

* Digital team consists of two members** FB ads Charges on No. of Clicks and Visits

plus minimum fixed charges*** Making 4 videos for promotion

Buffer Money: Is a safety stock of capital that can be used for future expenses in case of anyuncertainty.

Market AnalysisCompetition and

SWOT AnalysisMarket Research Marketing Mix

Marketing Strategy

Financial Analysis