nirula's int mktg final

8/6/2019 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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nirula's int mktg final

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