Mark sense IIM Kashipur
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Transcript of Mark sense IIM Kashipur
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