Alma Mater food and beverage showcase

SHOWCASE OF OUR PRIDE

Food & Beverage

© Alma Mater Biz Solutions Pvt Ltd 2012.

There are shops and brands aplenty across the globe. A few though rise to being a McDonalds while most remain anonymous.

Apart from global chains which are customising to local tastes like Aaloo tikki Burgers there also are the home bred stores like Bikaji / Haldirams which are going global.

Whether it is a McDs or the corner shop, consumers need a differentiated identity to get attracted to; an experience they want to repeat and customisation that makes it all relevant.

The project aims at defining the identity, experience & customisation aspects for a Food & Beverage Start-up.

Starting with a market visit coupled with secondary analysis leading to creative identity and an year long promotional plan

The idea is to support growth and be there if course correction is required basis a change in market scenario

The first store is launched and benchmarked ready to take on franchises to develop a chain of stores.

Our challenge was to launch in a pristine market of Patna! And have sufficient possibilities of going national.

Exexcutive Summary

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•  the 14th most populous city in India (Population of 18 lakhs) •  Second largest city in eastern India after Kolkatta •  Educational Hub with IIT and similar other important instis. •  Highest per capita gross district domestic product in Bihar: Rs 31,441

– higher than a lot of other cities like bengaluru / kolkata! •  The source of affluence is agriculture, trading and remittance from

those staying in other cities •  High disposable black money due to corrupt bureaucracy •  21st-fastest growing city and urban area in the world and the 5th-fastest

growing city in India •  In June 2009, The World Bank ranked Patna as the second-best city

in India to start a business, after Delhi •  Patliputra, Buddhism and Ganges are highlights to its history attracting

tourists •  People are religious and family-oriented, and their lives are deeply rooted

in tradition. The interests of the family take precedence over that of an individual.

•  Extended families often live together in one home because of economic necessity.

•  Many talented people of Bihar have emigrated for better opportunities and look for a hang out joint in Patna every time they come back

Patna in a nutshell

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Showcase of our pride!

Mausam Munch The first season infused cafe

We partnered a banker to launch the first seasons infused food & beverage cafe. From naming to logo to identity to packaging to experiential space design; we kept it fresh and appetizing!

Marketing incubation •  We started with Interpreting needs of prospects, markets and strengths

•  Articulating scenario scripts, estimate of potential and challenges

•  Enabling a scenario choice, defining a scenario to reality strategy and developing a scenario to reality plan

•  Defining the brand’s purpose,

•  Defining business strategy,

•  Service behavior blueprint,

•  Competitive positioning,

•  Marketing strategy and Marketing plans

Experiential brand strategy straddled the

•  Visual (logo, identity system, styling, Brochures)

•  Verbal (Name, Nomenclature, voice and story)

•  Touch (Stationery, Uniforms, Catalogues)

•  Olfactory (Fragrance)

Design Innovation infused across

•  Brand portfolio

•  Packaging

•  Interior design

•  Service Process

•  Retail environments


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Usage Guide 1.  Ambience, color scheme, mirror style

a.  Mirror on White colored wall on left to be placed horizontally for 20 feet + Lamp shades above kitchen + Dark stone work above kitchen;

b.  Fresh pink flowers in transparent acrylic / glass vases to be kept around the front portion of the shop facing the lobby

c.  Depicts the front portion of the shop with a bold bright orange strip at the entrance where the door opens. 3 slim Shelves (6 to 8 inches) to stack Reading material (Newspapers / Mags / Books) along with take away packs to be created where the door opening ends. Flooring could be simple White & black checkered Bright colored lampshades to be dispensed from ceiling in front area

d.  Color palette percentage as defined below to be spread across the shop except stone work / flooring where black / darker shades too could be used. Dominant color (40%) to be white to create a sense of space

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Usage Guide 2. Bar stools

a.  A type stools to be used in front area facing the lobby;

b.  B type stools to be used around the serving / kitchen area if space permits The choice of color to be kept non white and preferably as per the color palette Darker shades of same palette could also be used in case of non availability

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Usage Guide 4. Nature inspired wall graphics

a.  The center area of the shop to have

b.  Front area of the shop to have grey shade graphics as the rest of the elements in this area are the brightest. Also, the light in this area is highest and is exposed to sunlight. Grey colored nature inspired wall and ceiling graphics on white walls will help create a cozy soothing ambience

c.  The back wall can be in darkest color like pink as shown with bench style seating made of wood / wrought iron sprinkled with bright colored cushions from, the color palette. A couple of wooden chairs as shown will be placed in the center These chairs could also be in wrought iron with bronze paint. The above to be further supported with a large (5x5ft) logo on the ceiling at the center of the shop with spotlights on sides to highlight it

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Usage Guide 5. Crockery

a.  White crockery in the suggested shape to be used for dark serious foods like brownies, pastas and brown bread sandwiches

b.  Transparent good quality plastic / glass containers / to be used for juices drinks, salads & all light food with fresh raw ingredients. Decorating the drink with juicy limes could just help make mouths water and create a more sensorial experience

c.  Colorful crockery in plastic or melamine to be used for Bland foods with lesser self color

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Allow us to nurture your growth There comes a time in every business' journey where the status quo is no longer satisfying, where the owners feel the next leap is beyond them.

Such a feeling stifles not just the big leap but negatively impacts even the status quo. At Alma Mater we support the one's we partner with to take the next big leap of growth, challenge the status quo and be a turnaround story.

Our processes ensure a nurturing experience instrumental to rejuvenate the motivation and

capabilities of our business partners.

Our network of specialists bring forth specific expertise in articulation of the opportunity through understanding of consumer, culture, market and business realities.

Our diagnostic tools help identify specific areas of improvement, intervention as well as possible solutions across brand, design, service, process and resource mobilisation.

Our “Profitable-Execution” led approach ensures we leverage the learning from diagnostics into arriving at a cohesive action plan.

Our monitoring tools keep a track of not just the turnaround's progress but also enable corrective measures wherever essential.

As a token to express our faith in making your success a reality, we commit ourselves to work on a nominal fee along with a stake in the incremental profits.

Connect with us now and soar to greater heights


SERVICES TO DELIGHT YOU


Our approach

What’s the need With evolving mindsets, consumption is becoming purposeful and people expect brands & corporate entities to go beyond a mere function, transaction or profit maximization machines.

These needs are also driving a host of new age visionaries, not wanting to be a cog in the wheel; who, driven by a cause venture into the unknown to achieve a paradigm shift for themselves, their surroundings and the society at large.

Alma Mater is committed to co-nurture the initiatives of such free spirited individuals and help them achieve success in its true sense.

How are we different Alma Mater understands the business and social challenges faced by those who choose to follow their heart; defines and nurtures their path to vision through innovative design solutions keeping brand led marketing logic at the core of all creations. Considering during the gestation period, most new ventures & turnarounds face budgetary constraints as well as severe uncertainties, we choose to partner the growth curves of the few we truly believe in. As an expression of our faith in realizing the ventures’ potential, we work for a very basic fee + stake-holding. We focus on being the harbingers of quality assurance and effectiveness in brand led business initiatives. Pragmatic process orientation, holistic proprietary tools and hand picked experts in the field of research, strategy, design, digital and media give us a dynamic edge towards mobilizing the best suited resources for your business rather than be bogged by a set of standard staff.


Services to delight you Marketing incubation Alma Mater specializes in marketing incubation of startups and turnarounds by working like an extended Marketing intelligence & execution arm. Hence, while holistic scope of engagement is defined only after understanding the requirements of the business, here is a list to ponder over: •  Interpreting needs of prospects, markets and strengths •  Articulating scenario scripts, estimate of potential and challenges •  Enabling scenario choice, scenario to reality strategy, scenario to

reality plan and •  Monitoring •  Defining your brand’s purpose, •  Defining business strategy, •  Service behavior audit, •  Competitive positioning, •  Marketing strategy, •  Marketing plans and more

Experiential brand strategy Crafting the brand identity from logo to relevant applications •  Visual (logo, identity system, styling, Brochures) •  Verbal (Brand Name, Nomenclature, baseline, voice and story) •  Sonic (Signature tunes, Music) •  Touch (Stationery, Uniforms, Catalogues) •  Olfactory (Fragrance) •  Taste (Brand Food!) •  Synthesia (Digital & Physical Experiences)

Design Innovation in •  Brand portfolio /Avatars •  Packaging •  User Experience •  Website design •  Interaction & Navigation •  Digital Campaigns •  Social Media •  Culture infusion •  Interior design •  Service Process •  Communication Campaigns •  Retail environments


Collaborators


Sameer Aasht

Founder Director

Sunita Khadwal

Experience Design Expert & Head, South India

Priyanka Khedekar

Design Expert

Siddharth Soni

Mentorship & Word craft

Connect to stay in touch

As a young organization we look forward to partner turnarounds & start-ups from all across the world!

Our representatives at Mumbai, Bengaluru, Delhi & Ahmedabad are keen to nurture your business with our experienced talent.

Email us on [email protected]

Or call us on +91 98202 77319


THANK YOU We look forward to hearing from you


Alma Mater food and beverage showcase

Business

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