Nirula's Int Mktg Final
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Transcript of Nirula's Int Mktg Final
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NirulasNirulasA study of market entry in Dubai
International Marketing(MIB)
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In the past we have hadsuccessful operations inNepal and Oman. Wehave plans to expand inmarkets outside India by
2013 fiscal. We wouldlook at the SAARCcountries such as SriLanka, Bangladesh,Nepal, Pakistan and also
the Middle East,Sameer Kuckreja, CEO
and MD, Nirulas
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Nirulas: An introductionNirulas: An introduction
y Established in New Delhi in
1934 by Nirula brothers as
Nirulas Corner House Pvt.
Ltd.
y
Acquired in 2006 byMalyasian Navis Capital
y Over 75 outlets in Delhi itself
y Types:
Family Restaurants
Pastry shops, ice- creamparlors
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UAE: Target Market AnalysisUAE: Target Market Analysis
y Government and
Politics
y Foreign Relations
y Culture
y History
y Economic
Developmenty Technology
y Education
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Competitive Market AnalysisCompetitive Market Analysis
y Service
Delicious food at low
price
y Market
Challenges(Disputes with neighbo
consumer buying behavi
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Competitive OfferingCompetitive Offering
y Narrow down the market to Dubai
y Most of the restaurants based in Dubai, only a few come
from foreign markets; leaving the market wide open for
foreign investment
y Majority of the competing restaurants on the higher
end of the price range,
y couple restaurants with lower to middle price ranges
present
y The main competition for Nirulas will be the
McDonalds & KFC
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Mode of EntryMode of Entry
y Franchisee Services
Contract (FSC)
y payment terms:revenue per course
of meal (RevPcm)
30%
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Strategic Marketing PlanStrategic Marketing Plan
y Product
Core Service
Supplement Services
y Price
Reasonable
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Strategic Marketing PlanStrategic Marketing Plancntdcntd....
Promotion
Adv: focus on online &print media
Message: great taste,affordable price, andgreat service
Sales promotion:discount for bigger
ordersSponsoring Business
conferences
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ContdContd
y Place
y Presentation
y People
y Process
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Survey ReportSurvey Report
y Primary as well as secondary research
y Primary Research: 2 phases
y Major Findings
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Dietary HabitsDietary Habits
vegetarian
nonvegetarian
vegetarian withegg
11%
76%
13%
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Most likely choice in fast food jointsMost likely choice in fast food joints
55%
5%
other food stuff
Bureger
PEOPLE FOR BURGER
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63%
37%other food stuffPizzas
PEOPLE FOR PIZZAS
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15%
85%
other food stuff
desserts and drinks
PEOPLE FOR DESSERTS AND DRINKS
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People for MealsPeople for Meals
77%
23%
other foodstuff
meals
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Cost ComparisonCost Comparison
Major
Food
Chain
Most Favored Fast Foodsin UAE among Indians
Desserts &
Drinks
Pizzas Burgers Sandwiche
s
Meals Salads Chicken
Items
Pastas
Pizza Hut 5-9 Dhs 17-23 Dhs 5-12 Dhs 19 Dhs 19-85 Dhs 11- 13 Dhs 18-75 Dhs 15-40
Dhs
KFC 4-10 Dhs - 7- 15 Dhs 18 Dhs 24- 112
Dhs
- 20-100
Dhs
-
DOMINO
S
4- 8 Dhs 12-30 Dhs - - - - - -
McDonald
s
4- 7 Dhs - 4- 18 Dhs - 12-60 Dhs - 8-35 -
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