brand presentation on nirula's
DESCRIPTION
TRANSCRIPT
![Page 1: Brand Presentation on Nirula's](https://reader033.vdocument.in/reader033/viewer/2022052301/54bdd0814a79592e1a8b45a9/html5/thumbnails/1.jpg)
Ecstasy
welcomes
“Uncle Foodie”
![Page 2: Brand Presentation on Nirula's](https://reader033.vdocument.in/reader033/viewer/2022052301/54bdd0814a79592e1a8b45a9/html5/thumbnails/2.jpg)
I love to eat, eat &
eat… I am crazy for
food!!! But…
I am not satisfied…
There is something still
missing. Give me
more…
![Page 3: Brand Presentation on Nirula's](https://reader033.vdocument.in/reader033/viewer/2022052301/54bdd0814a79592e1a8b45a9/html5/thumbnails/3.jpg)
Welcomes you all to Brand Fest
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Food & Beverage
Industry
• Remains under constant pressure to meet the changing demands of today’s consumer
• Need to ensure quality and compliance
• Keep pace with product lines
![Page 5: Brand Presentation on Nirula's](https://reader033.vdocument.in/reader033/viewer/2022052301/54bdd0814a79592e1a8b45a9/html5/thumbnails/5.jpg)
• Challenges such as
–aging workforce
– line optimization
– supply chain management
– Fulfilling the need for proficient maintenance and operational personnel
Food & Beverage
Industry
![Page 6: Brand Presentation on Nirula's](https://reader033.vdocument.in/reader033/viewer/2022052301/54bdd0814a79592e1a8b45a9/html5/thumbnails/6.jpg)
• Nirula’s
–9% market share
Food & Beverage
Industry
![Page 7: Brand Presentation on Nirula's](https://reader033.vdocument.in/reader033/viewer/2022052301/54bdd0814a79592e1a8b45a9/html5/thumbnails/7.jpg)
• Navis capital bought Nirula’s from its founders for Rs 90 crore in 2006
• Facility upgradation
• Total investment of 50 crore on modernization
About the Company
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• Increase employee engagement
• Increase profitability in a structured and sustainable manner
The Game Plan
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• New pay-for-performance components at all supervisory levels in the organization.
• Salary reviews for all employees were based on a Balance Score Card performance evaluation process
• New reward program named ‘ThodaAction Ho jaye’
Execution
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• Delivery Order call centre
• Team of internal auditors created to assess performance, report non-conformance and highlight opportunities for improvement
• POS (Point of Sale) system
• Currently ERP (Enterprise Resource Planning)
Execution
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To give joyful moments to generations through delicious and
affordable, Indian and International choices in fun-filled
and friendly environment by innovative and passionate people
Mission Statement
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To improve the quality of life of our workforce, their families, our local community and society at
large
Vision Statement
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• Responsibility & ownership
• Belonging and caring
• Passion to excel and advance
• Customer centricity
• Integrity and fairness
Goals
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Relishing food the Indian way…
• Message : Its desilicious
• Promotions - Radio, Print, POPs
• Promote new stuff more like Thali &
Kebab
• Spicier tadhka bites from Nirulas by
April, 2011
Present Strategy
![Page 15: Brand Presentation on Nirula's](https://reader033.vdocument.in/reader033/viewer/2022052301/54bdd0814a79592e1a8b45a9/html5/thumbnails/15.jpg)
• 25 yr old single man
• Modern in his outlook but a desi heart
• First job
• Often eats out with friends & family
• Always seeks something different
• But quick & tasty
• Loves the ambience of international chains but craves for the desi taste
Target AudienceSec A & A+, 25 – 40 yrs, Men & Women
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One man two sides
Consumer Concerns
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…
“I am today’s king, value my
time or go away”
“ I want my tummy to be full,
without getting bankrupt”
![Page 18: Brand Presentation on Nirula's](https://reader033.vdocument.in/reader033/viewer/2022052301/54bdd0814a79592e1a8b45a9/html5/thumbnails/18.jpg)
“I have an appetite for faces that
smile”
“Wahin quality jab kam daam pe miley,
to koi yeh kyun le… woh na le!!!”
…
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India’s pioneering quick serve restaurant
Catering to Indian palate for 75 years
Market Share : Ξ 9%
Diverse range of menu
Brand Trends
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• Government
–Quality norms
–PFA – Provision of Food Adulteration
–Taxation effects
Environment
Variables
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• Technology
–More Energy efficient
– ‘Thorning Process’ to meet standards
–Machine Oriented
–Man Oriented
…
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• Economic Trends
–Growing disposable income of individuals of 25yrs
–Higher spending power
– “Value for money”
…
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• Socio-Cultural Trends
–More Outgoing
– Likes spending time with near & dear
–Health & Hygiene conscious
…
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• Ecological Trends
–Rising concern for Environment
–Eco friendly approach for waste disposal
…
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• Core benefit – Hunger Solution
• Basic – Choices (desi + western)
• Augmented – Good taste
• Expected– Quality & hygiene
• Potential – Frozen food
Product : Different
Levels
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Nirula’s
Family Style
Restaurants
Hotels
Potpourri
Pegasus Bar
Ice Cream Kiosks
Pastry Shops
Product Lines
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• Pricing
–Fair price
–Wide range
• Factors affecting Pricing
–Technology
–R&D
–Transportation
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• Place
–Delhi / NCR, Panipat, Dehradun, Chandigarh, Jaipur, Meerut and Pathankot
–Malls, transit locations, highways and large commercial complexes making the brand more accessible for consumers
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• Promotion
–Complementary b’day gifts
– Ice Cream of the month
–Nirula’s Coke Combo khao, daredevils ke saath Bali jao
• People
– Address orders as quickly as possible
– Proper Uniforms
![Page 30: Brand Presentation on Nirula's](https://reader033.vdocument.in/reader033/viewer/2022052301/54bdd0814a79592e1a8b45a9/html5/thumbnails/30.jpg)
• Physical Evidence
–Décor is simple
–Cleanliness is maintained
• Process
–Food processing process visible to customers
![Page 31: Brand Presentation on Nirula's](https://reader033.vdocument.in/reader033/viewer/2022052301/54bdd0814a79592e1a8b45a9/html5/thumbnails/31.jpg)
Positioning
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Competitive Environment
Target
Insight
Essence
Benefits
Values & Personality
Reasons to believe
Discriminator
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• All quick service restaurants, cafes and traditional Indian snack/mithaishops
• Mostly in self service segment
• Offering home delivery
Competitive
Environment
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TG
• Brand : Young adult in his mid 20’s
• Creative :
–25 yr old single man, modern yet traditional at heart
–Eats out with family & friends
– Loves ambience & International taste
but craves for desi taste
Target Group
![Page 35: Brand Presentation on Nirula's](https://reader033.vdocument.in/reader033/viewer/2022052301/54bdd0814a79592e1a8b45a9/html5/thumbnails/35.jpg)
“I love the desi taste, because
nothing tastes better”
Insight
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• Biggest quick service menu in town
• Taste of North Indian kitchen
• Quality of products at affordable prices
• Including al time favorites such as HCF
Benefits
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• Values
–Tradition, trust, time honored, quality, inclusive, affordable
• Personality
–Modern desi, young, contemporary, friendly, extrovert
Values & Personality
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• India’s pioneering quick service restaurant
• Range of Indian snacks & meals
• Internal quick serve items with a difference
• Displaying understanding of contemporary India & Indians
• Catering to Indian palate
Reasons to believe
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• Understands the Internal taste and offers Indian & International food items
Discriminator
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Relishing food the Indian way
Brand Essence
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• Initially – based on choice
• Now – based on taste & consistency
USP - “Its desilicious ”
Positioning
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PLC
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Brand Analysis
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– Very old name in hospitality industry
– One of the biggest quick service menu in town
– Quality products at affordable prices
– Strong presence in Northern India, especially NCR region
– Caters to the needs of many
– Ambience
– Hygiene
– Tie ups & CSR
Strengths
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–Undefined product positioning
–Unable to target the customer well
– Limited promotion
–Ambitious Expansion
–Names like Potpourri, Pegasus alienates
–No Brand Association
–Dissatisfied home delivery
Weaknesses
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–Increase in consumer purchasing power
–Exploring markets in Haryana, Punjab, and North East
–Increasing need for good quality food
Opportunities
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–Entry of multinational & local players in the market
–Wide range of Competitors
–Aggressive players in different segments
–Competitor known for his “specialty”
–Consumer inclination not easy to change
Threats
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Competition
Analysis
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• Major Competitors–Haldirams
–Bikanerwala
–McD
–Dominos
–Gianis
• Minor Competitors
–CCD
–Barista
–Nathu’s
–B&R
– Local Restaurants
–Home Cooked food
![Page 50: Brand Presentation on Nirula's](https://reader033.vdocument.in/reader033/viewer/2022052301/54bdd0814a79592e1a8b45a9/html5/thumbnails/50.jpg)
Specialist
Local
Variety
International
• McDonalds•Pizza Hut•Dominos•Subway
Competitive Mapping
• CCD•Barista
• Nathu’s• Bikanerwala• Haldiram’s
• Nirula’s
![Page 51: Brand Presentation on Nirula's](https://reader033.vdocument.in/reader033/viewer/2022052301/54bdd0814a79592e1a8b45a9/html5/thumbnails/51.jpg)
Positioning Map
High Food Quality
Low Food Quality
High VarietyLow Variety
• Nirula’s
• Haldirams
• Bikanerwala
• Pizza Hut
• McD
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Quick food
Slow
Indian choices International choices
• Nirula’s
• Haldirams
• Pizza Hut
• McD
• Dominos
• B&R
![Page 53: Brand Presentation on Nirula's](https://reader033.vdocument.in/reader033/viewer/2022052301/54bdd0814a79592e1a8b45a9/html5/thumbnails/53.jpg)
Family restaurant
Hangout
Limited Variety Good Variety
• Nirula’s
• Haldirams
• McD
• B&R
•Pizza Hut
•Dominos
![Page 54: Brand Presentation on Nirula's](https://reader033.vdocument.in/reader033/viewer/2022052301/54bdd0814a79592e1a8b45a9/html5/thumbnails/54.jpg)
Major Competitor
Analysis
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–High Brand awareness
–High quality image
–Good taste
–High Market Share
–Packed and cooked food
Strengths
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–Seen only as Family restaurant
–Limitation of non-vegetarian food
–Failed healthy menu/ low fat products
–Less promotional offers
–High Price
Weaknesses
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–People preferring more Indian food
–Increased spending power
Opportunities
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–Increased Competition from various Industries
–Health Conscious Consumer Trend
–Value-Conscious Consumer Trend
–Price War Business Practices
Threats
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Required Customer perception -Nirula’s offer a choice of Indian
and western food, with a unique desitaste
“Its desilicious”
Customer Perception – Nirula’sspecialist in junk food, taste is
satisfactory
Positioning
![Page 60: Brand Presentation on Nirula's](https://reader033.vdocument.in/reader033/viewer/2022052301/54bdd0814a79592e1a8b45a9/html5/thumbnails/60.jpg)
Brand desired positioning doesn’t meet the Customer
Perception
The Gap
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How to go about it ?
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• Focused Group discussions
• 15 respondents
• Age – 18–40 yrs
• SEC A
Research &
Insights
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Insights
• Lack of Customer Loyalty
• Ice Creams-the main charm of Nirula’s
• Miss desi taste in other food joints
i.e. can’t consume that on regular basis
• Health conscious consumer trend
• Value conscious consumer trend
Insights
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Marketing Problem
• Lack of “Customer Loyalty”
• Considered as a family restaurant only
• People still unaware of the Menu options
Marketing
Problem
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Marketing objective
• Increase market share in Delhi/NCR
• Influencing new users
• Building loyalty of present users
• Increasing Awareness
Marketing
Objective
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• Create emotional connect via desifood
• Promote Specialties
Communication
Objective
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Strategy
Promotion
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• Problem Area – Consistency
• Solution – Work Upon it
• Result – Increased Customer Loyalty
Internal Areas
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“Customer s & Locations should go
hand in hand”
Strategic Locations – Malls, Amusement Parks & Colleges
Major TG Minor TG
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Colleges
Amity International
IIPM
IIT Delhi
IIFTAffluent Students
N’s - Meets their StandardsWant for Indian - desi food
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Malls
Select City Walk
Sahara Mall
TDI, Rajouri Garden
Centre Stage Mall
Shipra Mall
To target Family & Youth
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Amusement Park
-Adventure Island
-World of Wonders
To target Family & kids
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Tie Ups with Offices for in-delivery parcels
Videocon Tower
Promotion Schemes
Office People
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“Its good to have many things, but it is important to promote
the specialty”
Promotion
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• Promote HCF so that it develops a brand association
• Working on Communication Strategy
Bonding HCF with people over times
Radio & Print
Ads
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Budget• Radio Channels
•Radio Mirchi Rs.1,20,000
Red FM Rs. 1,44,000
Newspapers
HT City Rs. 50,00,000
Delhi Times Rs. 56,00,000
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Why ?
Target office going youth
- Create HCF Community
- Uncle N’s Game - Suggestion
Earn Points, get discounts
Internet
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• Highlighting Nirula’s burger as low fat junk & desi food as
‘healthy and diet food’
Advertorials
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• Creatives–HCF
–Its desilicious
• Place
–IGI Airport, Saket, Def Col, South Ex, North Campus, Rajouri Garden
Outdoor Ads
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• Delhi Metros
–Hand rests present throughout the Metros
–Elevators
Outdoor Ads
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BudgetLocation Cost
IGI Airport Rs. 5,00,000
Saket Rs.4,00,000
Defence Colony Rs.4,50,000
South Extension Rs.8,00,000
North Campus Rs.4,00,000
Rajouri Garden Rs.4,00,000
Delhi Metro Rs.1,50,000
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• Places - Malls Only
• Contest - “Foodilicious by Heart”
• Central Idea – Indians are foodie by heart & Nirula’s caters to all
• Award – 50% Off on menu thrice a month for the family
Objective – Promote Nirula’s specialtiesFamiliarize the tagline
Event 1
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“happy times with Nirula’s”
“Hottie-licious + Heart-ilicious”• Places - Malls
• For Couples
• Ask unexpected questions related to partner’s food habits
• Award – One free Date at Nirula’s
Event 2
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• Promoting Brand symbol
• Sole attracter
• Outside every Nirula’s outlet
Uncle N
Objective – Attract Children
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Personalized messages
Regular Through
Customers Databases
Telephone
Marketing
Objective – Inform about discountsIncrease Awareness
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Total Budget
•Medium Cost Incurred
Radio Rs.2,64,000
Newspaper Rs. 1,06,00,000
Outdoor Rs. 87,50,000
Total Rs.1,96,14,000
Savings: Rs. 3,86,000
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Uncle Foodie has now gone
foodie-licious & crazy-licious
Haven't u????
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Sandeep Nagarke
Madhulika Atri
Priyanka Gandhi
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