Ecstasy

welcomes

“Uncle Foodie”

I love to eat, eat &

eat… I am crazy for

food!!! But…

I am not satisfied…

There is something still

missing. Give me

more…

Welcomes you all to Brand Fest

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

• Challenges such as

–aging workforce

– line optimization

– supply chain management

– Fulfilling the need for proficient maintenance and operational personnel

Food & Beverage

Industry

• Nirula’s

–9% market share

Food & Beverage

Industry

• 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

• Increase employee engagement

• Increase profitability in a structured and sustainable manner

The Game Plan

• 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

• 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

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

To improve the quality of life of our workforce, their families, our local community and society at

large

Vision Statement

• Responsibility & ownership

• Belonging and caring

• Passion to excel and advance

• Customer centricity

• Integrity and fairness

Goals

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

• 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

One man two sides

Consumer Concerns

…

“I am today’s king, value my

time or go away”

“ I want my tummy to be full,

without getting bankrupt”

“I have an appetite for faces that

smile”

“Wahin quality jab kam daam pe miley,

to koi yeh kyun le… woh na le!!!”

…

India’s pioneering quick serve restaurant

Catering to Indian palate for 75 years

Market Share : Ξ 9%

Diverse range of menu

Brand Trends

• Government

–Quality norms

–PFA – Provision of Food Adulteration

–Taxation effects

Environment

Variables

• Technology

–More Energy efficient

– ‘Thorning Process’ to meet standards

–Machine Oriented

–Man Oriented

…

• Economic Trends

–Growing disposable income of individuals of 25yrs

–Higher spending power

– “Value for money”

…

• Socio-Cultural Trends

–More Outgoing

– Likes spending time with near & dear

–Health & Hygiene conscious

…

• Ecological Trends

–Rising concern for Environment

–Eco friendly approach for waste disposal

…

• Core benefit – Hunger Solution

• Basic – Choices (desi + western)

• Augmented – Good taste

• Expected– Quality & hygiene

• Potential – Frozen food

Product : Different

Levels

Nirula’s

Family Style

Restaurants

Hotels

Potpourri

Pegasus Bar

Ice Cream Kiosks

Pastry Shops

Product Lines

• Pricing

–Fair price

–Wide range

• Factors affecting Pricing

–Technology

–R&D

–Transportation

• 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

• 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

• Physical Evidence

–Décor is simple

–Cleanliness is maintained

• Process

–Food processing process visible to customers

Positioning

Competitive Environment

Target

Insight

Essence

Benefits

Values & Personality

Reasons to believe

Discriminator

• All quick service restaurants, cafes and traditional Indian snack/mithaishops

• Mostly in self service segment

• Offering home delivery

Competitive

Environment

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

“I love the desi taste, because

nothing tastes better”

Insight

• 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

• Values

–Tradition, trust, time honored, quality, inclusive, affordable

• Personality

–Modern desi, young, contemporary, friendly, extrovert

Values & Personality

• 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

• Understands the Internal taste and offers Indian & International food items

Discriminator

Relishing food the Indian way

Brand Essence

• Initially – based on choice

• Now – based on taste & consistency

USP - “Its desilicious ”

Positioning

PLC

Brand Analysis

– 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

–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

–Increase in consumer purchasing power

–Exploring markets in Haryana, Punjab, and North East

–Increasing need for good quality food

Opportunities

–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

Competition

Analysis

• Major Competitors–Haldirams

–Bikanerwala

–McD

–Dominos

–Gianis

• Minor Competitors

–CCD

–Barista

–Nathu’s

–B&R

– Local Restaurants

–Home Cooked food

Specialist

Local

Variety

International

• McDonalds•Pizza Hut•Dominos•Subway

Competitive Mapping

• CCD•Barista

• Nathu’s• Bikanerwala• Haldiram’s

• Nirula’s

Positioning Map

High Food Quality

Low Food Quality

High VarietyLow Variety

• Nirula’s

• Haldirams

• Bikanerwala

• Pizza Hut

• McD

Quick food

Slow

Indian choices International choices

• Nirula’s

• Haldirams

• Pizza Hut

• McD

• Dominos

• B&R

Family restaurant

Hangout

Limited Variety Good Variety

• Nirula’s

• Haldirams

• McD

• B&R

•Pizza Hut

•Dominos

Major Competitor

Analysis

–High Brand awareness

–High quality image

–Good taste

–High Market Share

–Packed and cooked food

Strengths

–Seen only as Family restaurant

–Limitation of non-vegetarian food

–Failed healthy menu/ low fat products

–Less promotional offers

–High Price

Weaknesses

–People preferring more Indian food

–Increased spending power

Opportunities

–Increased Competition from various Industries

–Health Conscious Consumer Trend

–Value-Conscious Consumer Trend

–Price War Business Practices

Threats

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

Brand desired positioning doesn’t meet the Customer

Perception

The Gap

How to go about it ?

• Focused Group discussions

• 15 respondents

• Age – 18–40 yrs

• SEC A

Research &

Insights

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

Marketing Problem

• Lack of “Customer Loyalty”

• Considered as a family restaurant only

• People still unaware of the Menu options

Marketing

Problem

Marketing objective

• Increase market share in Delhi/NCR

• Influencing new users

• Building loyalty of present users

• Increasing Awareness

Marketing

Objective

• Create emotional connect via desifood

• Promote Specialties

Communication

Objective

Strategy

Promotion

• Problem Area – Consistency

• Solution – Work Upon it

• Result – Increased Customer Loyalty

Internal Areas

“Customer s & Locations should go

hand in hand”

Strategic Locations – Malls, Amusement Parks & Colleges

Major TG Minor TG

Colleges

Amity International

IIPM

IIT Delhi

IIFTAffluent Students

N’s - Meets their StandardsWant for Indian - desi food

Malls

Select City Walk

Sahara Mall

TDI, Rajouri Garden

Centre Stage Mall

Shipra Mall

To target Family & Youth

Amusement Park

-Adventure Island

-World of Wonders

To target Family & kids

Tie Ups with Offices for in-delivery parcels

Videocon Tower

Promotion Schemes

Office People

“Its good to have many things, but it is important to promote

the specialty”

Promotion

• Promote HCF so that it develops a brand association

• Working on Communication Strategy

Bonding HCF with people over times

Radio & Print

Ads

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

Why ?

Target office going youth

- Create HCF Community

- Uncle N’s Game - Suggestion

Earn Points, get discounts

Internet

• Highlighting Nirula’s burger as low fat junk & desi food as

‘healthy and diet food’

Advertorials

• Creatives–HCF

–Its desilicious

• Place

–IGI Airport, Saket, Def Col, South Ex, North Campus, Rajouri Garden

Outdoor Ads

• Delhi Metros

–Hand rests present throughout the Metros

–Elevators

Outdoor Ads

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

• 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

“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

• Promoting Brand symbol

• Sole attracter

• Outside every Nirula’s outlet

Uncle N

Objective – Attract Children

Personalized messages

Regular Through

Customers Databases

Telephone

Marketing

Objective – Inform about discountsIncrease Awareness

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

Uncle Foodie has now gone

foodie-licious & crazy-licious

Haven't u????

Sandeep Nagarke

Madhulika Atri

Priyanka Gandhi