Barbeque nation - services management
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Transcript of Barbeque nation - services management
SERVICES MANAGEMENT
INTRODUCTION• Origin in Indore, MP – Mumbai in 2006.
• HO – Bangalore | CEO – Prosenjit Roy Choudhury
• First outlet in Pali Hill, Mumbai – 50% return customers in first 6 months
• Revenue: 200 crore (2013); 350 crore (2014 expected)
• 2006 to 2008: From single to 13 outlets. Today 37. Plans to add 34 new outlets by end 2016.
• Jaipur (1), Lucknow (1), Guwahati (1), Delhi & NCR (8), Gurgaon (1), Chandigarh (1), Mohali (1), Ahmedabad (1), Surat (1), Vadodara (1), Hyderabad (2), Mumbai (6), Pune (4), Bangalore (6) & Chennai (2)
INTRODUCTION
COMPETITORS
SERVICE BLUEPRINTCU
STO
MER
Prepare drinks
Arrive at Restaurant
Check avail. & take seat
Receive drinks & starters
Self-serve from buffet Ask for bill Pay bill and
leave
Greet & take order
Serve drinks & starters
Replenish buffet
counterProcess Bill
Re-heating of food
Grilling of starters
Payment system
CON
TACT
EM
PLO
YEES
(Fro
nt o
f hou
se)
Visi
ble
Invi
sibl
e
SUPPORT PROCESSES(Back of house)
Phys
ical
Evid
ence Exteriors
ParkingSvc. StaffDécorAmbience
Drinks trayPresentation Menu
Buffet spreadAvailabilityTaste
Bill
BACKEND PROCESS
SERVICE RECOVERY STRATEGY
Treat Customers Fairly
Fail-safethe Service
Cultivate Relationships
with Customers
Encourage and Track
Complaints Provide Adequate
Explanati
ons
Learn fro
m Lost
Customers
ServiceRecoveryStrategies
Learn from
Recovery Experiences
Act
Qui
ckly
SERVICE MARKETINGTRIANGLE
INTERNAL MARKETING
• Careful selection of employees - 2500 | 18,000 given Psychometric test – only 15% passed.
• 25% profits earmarked for employees
• 100% reward bonus for meeting standards, No Tips.
50%
25%
25%
Customer Satisfaction
Staff Satisfaction & Attrition
Costs & Sales
BRANCH EVALUATION
EXTERNAL MARKETING
EXTERNAL MARKETING
INTERACTIVE MARKETING
Identity | Image | Perception | Position
1. Identity
2. Image3. Perception
4. Position
What The Brand Stands For And A Promise To The Customer
How Customers & Others Perceive The Brand
Helps In Deeper Association & Recall
Location In The Mind Of The Customer.
Identity | Image | Perception | Position
1. Identity
2. Image3. Perception
4. Position
•Unique ‘live-grill’ – embedded onto the table,•A full course buffet with blend of various cousines, •The ambience.
•Pre-fixed price: Planned budget,•Excellent quality of food, •Appealing dining experience, •Efficient and prompt service quality
Unlimited assembly of dining experience (food, music & liquor), consistent taste, hassle free dining
VFM, Group Dining.
BRAND LADDER
ASPIRATIONAL BENEFITS
FUNCTIONAL ATTRIBUTES
FUNCTIONAL BENEFITS
EMOTIONAL BENEFITS
• Allows feeling of Live BBQ party• Youth feeling as food & ambience is not traditional, lively new-age music• Prompt service instigate a repeated visit for a relaxing time
• Special occasions such as B’day, Anniversary made special by employees at no extra charge.• Playing fav music, complementary cake/dessert, etc
• Continuous/consistent serving of food.• Grill enhances taste• Parties can be planned owing to pre-fixed prices
Competitive Strategy
Strategies Typology
Market Dominance Strategy
Nicher
Innovation Strategy Pioneer
Intensive Growth Strategy
Market Penetration; Market Development
Growth Strategy Intensive
Generic Strategy
Bibliography
• http://forbesindia.com/printcontent/35427
• http://www.barbeque-nation.com
• https://www.facebook.com/BarbequeNation
• http://www.foodandhospitalityworld.com/sections/market-section/1572-barbeque-nation-to-expand-live-grills-to-10-more-outlets