MOBIKON CASE STUDY

Billion Smiles

Billion Smiles presents south Indian cuisine in a new, modern avatar. After the

success of our brand South Indies, we launched two more ventures Bon

South & UpSouth, which were successful. With each venture, the requirement

for an infallible mechanism of marketing analytics & automated campaigns was

a dire need.

-Ritam Mukherjee, General Manger Fine Dine, Billion Smiles

BRAND�S STORY

Billion Smiles launched South Indies in 2007, a brand that changed the perception

about South Indian cuisine & dining experience. Encouraged by the success of this

venture, Billion Smiles Hospitality launched its second brand in 2008. Bon South serves

authentic south Indian vegetarian & non-vegetarian cuisine .The third brand launched

by Billion Smiles was UpSouth, it is a quick service restaurant chain which was the �rst

South Indian operator to serve in well packaged, home delivery format. Key elements

about the brand:

�Ideology: Success lies in bringing a smile of satisfaction on the customer's face

C� ommitted to providing highest quality hospitality in south of India

R� ede�ning industry standards

THE CHALLENGE

The core idea behind the venture was to bring the perfect blend of authentic with

modern & over joy the customer with excellent service. With the success in business

came the responsibility to do more & stay abreast the competition & in tow with the

fast-paced world. Billion Smiles needed:

�To capture customer reviews

U� nderstand the market trends

E� mploy best practices

A� cquire insights about their brand

THE SOLUTION

In 2012, Billion Smiles employed Mobikon's services. Mobikon served as a one-stop

platform for analytics, engagement & ROI assessment for them. Managing campaigns

& operational ef�ciency across all brands & outlets was much easier now. Mobikon

enabled Billion Smiles to gain a profound understanding through:

�In-depth Marketing Insights & Analytics

C� ustomer Data & Pro�ling

O� perational ef�ciency

M� anagerial insights (best & worst server)

T� ab on performance & ROI

O� ne single dashboard for all data, reports & insights

THE RESULT

The association between the two brands has worked wonders & has some truly

marvelous results to show. �Fantastic Family Fest�, �World Cup T20 Final at BonSouth�,

�Valentine Day� these are some of the campaigns, which generated:

�A pro�led customer database of 52,908 guests

2� 249 new customers added per month

P� ersonalized Offers (69% customers shared birthdays, 67% shared anniversary date)

N� et Promoter Score increased from 68 to 76 with better review management

B� rand's average rating improved from 4.2 to 4.3 with instant alerts on negative

feedback and better automated response

T� argeted campaigns & hiked ROI (Gender speci�c analytics: 65% Male, 35% Female)

Smart Referral Mechanism: 9% customers recommended the brand to friends/family

through Mobikon's Platform