Let The

Begins. . .

Presented ByBharat UppalShivali KapoorGaurav AroraShivam GuptaNaveen Kr Saini

Introduction

• Chicken tikka is a dish originating in SouthAsia where it remains popular inboth Pakistan and India. It is traditionally smallpieces of boneless chicken baked usingskewers in a clay oven called a tandoor. Theword tikka means "bits" or "pieces". It is also achicken dish served in Punjabi cuisine.ThePunjabi version of the dish, however, isgrilled over red-hot coals, and does not alwayscontain boneless pieces. This is one of India'smost popular dishes.

About the Product

• Course Starter• Place of origin India and Pakistan• Region or state North India• Serving

temperature Hot• Main ingredients Chicken, yogurt, red chili

powder, ginger and garlic paste, lemon juice

Now, it also comes under ready to eat food.

Purpose of research

• To know the consumer behavior

• Convert it into a brand

• How we are going to manage its packaging

• Calculate market share

Areas Explored

Retail Audit Sheet

Data Collection

We have collected our data basically by means of primary data research method which includes :

• Questionnaire

• Conducting surveys at both organized & unorganized retail outlets

Questionnaire :

Face to Face Surveys :

Findings

People from different areas have different opinions about it –

• Lack of awareness among people in rural areas

• Hardly, there are one or two Dhabas serving chicken tikka that too after 5 p.m in some 30kms stretch

• While in urban area, restaurants and hotels are serving it 24*7

Continue. . .

• Mostly people enjoy Chicken tikka being served with drinks at ahaatas, pubs etc.

• Chicken tikka masala, tandoori chicken, chicken malai tikka n many more are some alternatives of chicken tikka

• When asked, bar owners who responded their words were “ bhaisaaab ye to ab khaane wale ke taste or mood pe depend karta h “

• Market share of chicken tikka is approx. 20%

• Strange, but consumption of chicken tikka is more during the summers than in winters

• In urban area, one or two outlets also provide frozen chicken tikka i.e ready to eat, but people are not used to it as they prefer to “eat fresh & healthy” tikka

Problems

• As said before, lack of awareness among people in rural area that’s why chicken tikka stores often tend to be lower in rural than in urban area

• Whereas in urban area, investment in terms of high cost labour

• There are so many other choices/alternatives available

• A poll found that 40% of Indians do not eat non-veg and among rest 60%, some Indians do not eat non-veg food on Tuesday, Thursday & Saturday

• There are also some people who don’t eat non-veg in navratri, which happens twice in a year

Strategies

• To increase the awareness amongpeople, we will provide combo offer thatif someone buy any roasted veg itemthan he/she will get 100 gram chickentikka for free or if someone buy chickentikka pack of 250 gram ,then we willprovide him/her 100 gram free .

Continue. . .

• We will outsource our chicken tikka to variousDhabbas and non veg restaurant who didn’t sellchicken tikka

• We will provide various discount on days likeThursday and Saturday , so that consumption ofchicken tikka increases more and more .

• We will tie up with various pg’s and travel agencies .

• We will also provide 10 % discount to the customerswho order chicken tikka before 4 pm.

• To be cost effective, we have decided to resort to single packaging technique .

Why should we invest?

• It is a 365 days business so investing in such a business will yield returns on regular basis.

• Profit margin is 20% and business cost effective.

• In accordance with the customer questionnaire reviews, there is potential demand of product.

• We are resorting to get memorandum of understanding signed by other established outlet for profit sharing.

Thank You !!!!!