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WELCOME TO NANDO’S.

04/11/23

TSM 19-Nandos 1

Overview

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About Nando’s Vision & Mission Competitors SWOT Analysis Brand Audit Goals 7 P’s Delhi culture Launch of Nando’s Menu Nando’s in Delhi Competitors Positioning Brand Prism Brand Positioning IMC

About Nando's


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Nando’s was born in 1987. Originated from South Africa with a

Portuguese theme. It was formed by two friends Fernando

Duarte and Robert Brozin. It has specialty of fresh-flamed grill

chicken spiced with Peri Peri. 700 restaurants in 35 countries.

Vision & Mission


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VISION Our vision is to be the premier provider of

chicken to our customers with superior product & outstanding services.

MISSION To be the best chain in the world by offering a

world class chicken experience at affordable prices with consistent quality, value and commitment to its customer base.

POSITIONING of Competitors


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McDonalds

It positions itself as the leader in quick service restaurants.

In order to maintain dominance, they market to a younger set of persons, much in the same way that our “I’m Lovin It” campaign does.

KFC


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KFC corporation positions itself as the world’s most popular chicken restaurant chain, specializing in Original Recipe, Extra Crispy, Twister and Colonel’s Crispy Strips chicken with home style ideas.

Yo! China


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Yo China positions itself as first & largest Chinese fast food chain with its tagline of ‘Chinese food. Chinese Prices’.

It aims to deliver high quality Chinese food at very reasonable prices served in an international ambience.

The restaurant offers fast service and a child friendly atmosphere.

SWOT Analysis.

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Strength

- Consistency of food.

- Successful items.

- Flamed Peri- Peri Chicken.

- Spicy- so will compliment to the Indian Taste buds.

- Spicy but Fat Free, so health conscious people can afford to eat it.

- High on Protein content .

- One can choose their spice levels.

Weakness

- Lack of Marketing activities.

- Not appeal to the vegetarians as the focus is more on chicken items .

- Prices on the menu, which might not be affordable.

Opportunity- Changing Indian lifestyle.- Growing market.- Can fully explore the Indian market as the people are more open to experiment with food.

Threat- Strength of competition.- Mature/overstored industry.- More health-conscious consumers.- Loyalty enjoyed by the present competitors.

McDonalds

SWOT Analysis.

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Strengths• McDonald’s is the market leader in

both the domestic and international markets.

• The company’s outlets are located in areas that are highly known for visibility, traffic volume and ease of access.

Weaknesses• McDonald’s has to deal with the

prospect of Looming market saturation, which could make it difficult to add new outlets.

• There is also an increasing price competition.

• Lack of product innovation is another weakness of McDonalds.

Opportunities• To increase profitability the company

has slowed its expansion of McDonald’s restaurants.

• McDonald’s still has plans for more international expansion.

Threats• The company’s aggressive international

expansion.• Foreign currency fluctuation.• McDonald’s keeps up with competitors.

KFC

SWOT Analysis

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Strengths• KFC had a refocused international strategies.

• Competitive marketing strategy.

• Distribution strategy.

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Weaknesses

Sweeping changes into the culture was initiated.

• Several restructurings led to layoffs . • Conflicts between KFC and PepsiCo cultures.

Opportunities• Overseas expansion with the rapid

economic growth.• Demographic trends.

Threats• Consumer health food trend• Saturated fast food industry in the U.S. market

Brand Audit

KFC McDonalds Yo-China

What comes to your mind when I say the following brands.

Bucket chicken, wings of chicken, their mascot.

Chicken burgers, cone ice cream, Ronald

Fried rice Manchurian, Chilly potatoes, chilly chicken.

When you see other people coming out of these outlets, what thoughts come to your mind

He loves crispy chicken

He just experienced the service which is benchmark in the industry

Big lover of spicy Chinese food.

What role do these brands play in your life.

Global appeal Providing best service in its industry

Best Chinese food.

Memories associated with brands.

Re-union with friends

My first date. Reminds me of my first girlfriend

Awareness levels High High Moderate

Goals


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To engage, inform and retain customers through

effective customer service mechanism.

To achieve market share of 2-3% in 2009-10.

The 7 P’s

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Product


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• Product portfolio primarily comprises of Vegetarian and non-vegetarian food like chicken burger, full chicken ,veg burger , wrap and pita

• Cold drinks, shakes, ice tea , appetizer would be served to cater the need of an Indian consumer along with tea, coffee, cake and dessert .

• Along with this Nando's also provides meal combos with chicken or veg burger and soft drinks

Pricing


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• Penetration Pricing:-keeping the offering low priced to grab the maximum market share.

Competition pricing:- Our focus on price will be less and more on non price competition items such as location and service.

Psychological pricing:- market based approach where the customer psyche is deeply affected. For ex :- Chicken burger with soft drink @Rs49 and festival meal at Rs 99 & above.

Place


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2-Stage channel of distribution Strategically located, readily accessible. Drive through facility.

Promotion


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3600 promotional techniques will be used:

For winning prizes by way of lucky draws and also scratch cards are given when an order is placed on various combo meals.

Various econo and value meals offer greater value for money for the customer.

People


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Friendly and prompt services to customers.

• Appropriate interpersonal skills, aptitude, and service knowledge.

• Responsiveness, reliability, assurance, empathy are the KRA’s

• Transforming the transaction value to the customer life time value.

Process


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The whole process is visible to customers. Allowing customers to view and judge the

hygiene standards.

The customers are invited to check the ingredients used in our food.

The aspect of service process is standardized.

Aims to provide a quality meal in short period of time.

Physical Evidence


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Store design in tandem with the site location and attitude of customers.

Provision of comfort and a cozy seating area

Natural ambience with an eco-friendly touch

Classic pieces of Indian art displayed Rich collection of satisfying music as

varied as the menu

Delhi Culture


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Having chicken from road side shops has its own charm because

Variety and reasonable prices. Delhites have affinity for spicy food. Preference for local flavors. • They are ready to experiment with food.

Nightlife in Delhi.

Launch of Nando's


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Five star hotel with complete press fraternity

Activities Red Carpet of Chilies Song(We will rock you) Tie-up with known AC brand Tie-up with coke Theme nights

Favorite menu

Fry Specialties Fry Chicken 55.00 Fish Amritsari 150.00 Prawns Golden Fried 280.00

Chinese Non-Veg• Chilly Chicken( Dry & Gravy) 120.00• Chilly Chicken( Boneless) 120.00• Chicken Manchurian 120.00

Tandoori Khazana• Tandoori Chicken 180.00 90.00• Afghani Chicken 200.00 100.00• Chicken Tikka 120.00 ( 8 Pcs.)• Chicken Seekh Kabab 110.00 ( 5 Pcs.)• Mutton Seekh Kabab 110.00 (5 Pcs)

Gravy Items Full Half Q.Plate Handi Chicken

(Mixed Gravy in Seekh 300.00 170.00 100.00

Kabab & boiled egg)

• Mutki Chicken 300.00 170.00 100.00

( Mixed Gravy in Gurdey

Kapoorey & Seekh kabab)

• Butter Chicken 280.00 150.00 90.00• Chicken Curry 260.00 140.00 80.00

• Tawa Special• Tawa Chicken 280.00 150.00 90.00• Tawa Chicken 300.00 160.00• (boneless)

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Cont….

• Mutton • Full Half

• Mutton Mughlai 160.00 95.00

• Rogan Josh 150.00 85.00

• Keema kaleji 160.00 90.00

• Rolls• Chicken Seekh Roll 60.00

Each

• Chicken Tikka Roll 65.00 Each

• Shorma 30.00 Each

• Beverages• Mocktails 50.00

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Vegetarian Paneer Masala 80.00 Shahi paneer 80.00 Kadhai Paneer 80.00 Dal Makhani 80.00

Breads Naan 10.00 Parantha 15.00 Rumali Roti 8.00 Tandoori Roti 8.00

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Nando's in Delhi

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Location

Attributes GK-1 CP Rohini

Footfalls High High High

Competitors Very low Very High Moderate

ProspectiveCustomers

Moderate High Moderate

Variety of food Moderate High Low

Accessibility Moderate High Moderate

Ambience & hygiene

High High High

Price High High Moderate

Against whom:-KFC-McDonalds-Republic Of Chicken-Roadside Vendors-Unorganized market

When:-while freaking with friends.-with family.-while shopping.-casual party.

For Whom:-Male/Female-Any age group-Who loves to eat hot and spicy chicken-who is full of life-who loves to laugh-who are true to themselves-who can make life happen.

Why:- to deliver the Nando's experience. Whether that's for our customers or the employees who work hard to make it happen. Here's why we're so different. Nando's is not just about chicken. It's about Pride, Passion, Courage, Integrity and, most of all Family.

Nando’s

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•Fun•Vibrant•Cheeky•Friendly

•Pride•Passion•Courage•Integrity

•Cool•candid

•who love to laugh and love to eat•and is guaranteed to spice up their taste buds. •fun approach to life

•Family-friendly atmosphere •informal Ambience.

•Culture of enthusiasm• traditional


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Brand Prism:

Full of Taste and Flavour

Fun, vibrant, cheeky, friendly.

Light, fun, honest (not spoofy nor over the top)

Informal, courage

You can share a meal and a lot more here

And end up growing your relationships

Affordable dining, chicken and a whole lot more, clean, friendly, non intrusive service

ATTRIBUTESATTRIBUTES

BENEFITSBENEFITS

TONETONE

PERSONIFICATIONPERSONIFICATION

ESSENCEESSENCE

Brand Positioning

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7. Value & Personality 6. Reasons to Believe

5. Benefit

8. Discriminator

4. Insight

2. Competitive Environment 3. Target

Brand Key – Nando’s

9. Essence

1. Root Strengthg

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INTEGRATED MARKETING COMMUNICATION


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Nando itself is such a big brand within itself that it seldom needs any tools for promoting itself but in marketing world only

those brands sell which are promoted and advertised

ADVERTISING

PUBLIC RELATION

CUSTOMER RELATIONSHIP MANAGEMENT

EVENTS

Advertising


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Nando's- brought to India by Indage Hotels, Utilization of brand image.

The ad‘s primary focus on family and fun. The adverts would be telecasted on all G.E.Channels, showing

the adverts in multiplexes like PVRs and the other big Multiplexes

Roping in a host of stars for promoting the brand Separate video which would be shown only on the cable

channel. Taking help of print media as well and have banners,

hoardings and pamphlets. advertising in leading newspapers and local magazines & Yellow Pages also.

Public Relations


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Advertise by word-of-mouth

We will Develop & use a distinctive business card that promotes our brand.

Cultivate the art of talking to people in our work-force.

Cultivate and produce mailing lists; use direct mail to these contacts.

Give away specialty items that include your name & a program invitation--pens, calendars, etc. Read local magazines and newspapers to identify community program opportunities

Develop an informational brochure. Get written references from satisfied clients; use them for promotion to others.

Cont…


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Write a newspaper column or a magazine or journal article on our brand. Make reprints of the article and use them as handouts.

Get involved in political, professional, civic, recreational and social organizations to develop business contacts and create awareness. Promote our brand with banners. Ask satisfied clients for referrals. Send thank-you notes.

Send engraved announcements whenever you do something big.

Nourish your network of business contacts--don't let them whither. Ask to appear on local radio or TV.

CUSTOMER RELATIONSHIP MANAGEMENT


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Do a survey of past clients to get feedback and hear their ideas.

Send birthday or celebration cards to clients reminding them of us.

Use a recall system to encourage clients to come back again; send reminder postcards.

Take a genuine interest in former clients--call them. Give regular customers a special membership card which would give them a discount of 10% if they come on weekends.

On a given day every month we can celebrate as customer’s day and prepare items based on customer’s preferences and taste especially for them and even name our items with their names.

We can also have contests like food making competition and any customer giving their menus which would be selected would be a permanent menu in our menu card and we would name that menu on the person’s name.

EVENTS


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Present a program at a community college or a school parents’ night. Sponsor a community event.

Create a media event--for example, a conference--and invite the press.

We can also organize events like chilies eating competition and the winners and runners-up would get a gift-coupon for a meal in Nando’s. All the participants would get a sample sachet of Peri-Peri sauce.

On the birth anniversary of the outlet we will have major promotion offers like 25% discount to our regular and well-known customers and 10% discount tot all those who come on that day and celebrate with us.

In 20-20 matches especially in the final ones we can collaborate with BCCI so as to give discount coupons of 10% along with tickets. We would be having a small stall somewhere in the stadium and all those people who buy tickets would be getting a discount coupon of 10% and enjoy their snacks or meals between the breaks in the stadium only.

Thank You!


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Presented by:-Neetesh Sharma 08-45Gaurav Soni 08-52Rajiv Arora 08-02Prashant Kapoor 08-29Heena Sharma 08-44Gagan Bhatnagar 08-07

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