Presented By: Ms Mageshwari Marimuthu Ms. Sneha A. Chaudhary E-mail: firstname.lastname@example.org/ [email_address] MBA 2009-11 Batch ISMT BS Marketing Management Presented To: Prof. Ashootosh Kulkarni
Penetrating Republic Of China Market With Indian Fast Food Brand “ Dragon Ballz”
Brand Name/ Promotion Area/ Brand Identity Reason behind selecting “Dragon Ballz” brand name for branding Indian Fast Food “Vada paav” in China ???
Dragon is symbol of aggression. And the policy we are using for entering China market is “Entering market through Aggressive Marketing”.
When we say Dragon, China is one of the thing comes to our mind…. Or vice versa. As in some area’s of Republic Of China Dragon is worshiped by Chinese people. Its inseparable part of China’s festivals, Carnivals & games.
We are going to launch our brand “Dragon Ballz” in carnival time only. So entering through colourful dragon filled Carnival will relate nicely with “Dragon Ballz” symbol.
Original traditional shape of our core product “Vada” is round, and Ball too is in shape of perfect round. So we just made Ball word a bit fancy with added zing to it by simply putting “Z” at the end & making it “Ballz” !!!
Every family in China should start its breakfast and therefore its day from the dragon ball.
When They Say “Healthy & Delicious Indian Fast Food”, They mean “Dragon Ballz “!
Operational Strategy/ Mission | Vision Mission: Building a perfect system which governs every step of the way - from purchasing, to making, to delivering the quality food - and to the quick service with nutritional values.
Slightly youth oriented, new independent generation
Eating out is social activity, other people involved
Healthy living, healthy nutritional cooking
Positive attitude towards other cultures (travelers-mentality, positive towards development aid)
who is our CONSUMER ? Taichin 13 years Friends, music School, parents Junk food, spicy food, new meals, Diet food Name Age Likes Dislikes Eats Stijn (Foreigner) 23 years Friends, parties Studying, responsibilities Junk food, fast food, quick meals Evelien 26 years Reading, shopping, her boyfriend Stress, commute Healthy meals, Quick meals Ching & Choubi & Little Eva 4, 34 & 29 years Their daughter, Dancing Stress, budgets Healthy meals, quick meals, quality ingredients
Ownership + FRANCHISE Style Of Expanding Owned Owned Franchised How We Are Expanding Outlets in China
positioning | Chain Of Dragon Ballz Across People’s Republic Of China
Chinese Culture Touched Westernize style look. Young N Warm Quick & nicely packaged Home Delivery. Order over phone. Delivery By Owed display Vehicle Of Dragon Ballz by Uniformed Delivery Boy Drive In To Dragon Ballz Outlet. From Window Instant Counter Choose, Order N Drive away Parcel. Process Of Services OUTLETS PICK UP STYLE RESTAURANT Home Delivery
Back Stage Process: One of the P from 7 P‘s Of Marketing FOOD STORAGE MAINTAIN KITCHEN FACILITIES FOOD PREPARATION FOOD PURCHASE DELIVERY PICK FOOD FROM KITCHEN
Process: One of the P from 7 P‘s Of Marketing FRONT STAGE DELIVER FOOD ON COUNTER COLLECTION OF MONEY TAKE AWAY PARCEL Line Of Visibility
Process: Supplier Of “Dragon Ballz“ NAMES OF SUPPLIERS FOOD MacKev Raw Food Services Potato, onions, Salads Golden West Foods Tomato ketchup, milk shake syrups, multi-temperature distribution Sun Valley Poultry Chicken products Unigate Dairies Milk products Kitchen Range Foods Fruit Pies and Donuts Dairy Produce Packers Cheese slices Coca-Cola Soft drinks
MARKETING campaign Product Low involvement, taste product High perceived quality Brand intangibles: Functional benefits exotic flavors Indian tastes diverse Process benefits convenient mixes broad menu selection simple yet delicious unlimited combinations Relationship benefits Price Place mediumly priced upper-bound pricing Competitive Price Quality focused Dragon Ballz Outlets present in 16 cities. Tier 1 & Tier 2 Level cities.
MARKETING campaign ABOVE THE LINE Mass communication: TV, radio, print media advertising, web & Internet banners OBJECTIVES: Create brand awareness Generate consumer interest Influence purchase intentions Create associations in the mind of the consumer Educate on African cuisine Inform about African culture BELOW THE LINE Brand communication – relationship marketing Public relations Brand website & online community Corporate Social Responsibility Local events (carnivals) Trade shows Media cooperation In-store communication (taste trials) On-street promotion (city centers:taste trials) Customer newsletters / brochures Flavours of India: Dragon Ballz Promotion
authentic Indian ingredients grown in the perfect climate, and topography needed to manufacture the finest blend of peppers, spices, herbs, and vegetables that make up authentic Indian- Chinese Blended cuisine
Dragon ball mainly consists of 2 components the pav or the bread and the ball means “Vada”
The bread has 4 shapes
Product Menu Features Dragon ball mainly consist of 2 components the br Dragon ball mainly consist of 2 components the bread (pav) and the ball Dragon ball mainly consist of 2 components the bread (pav) and the ball Veg
Price of Dragon Ballz products will be competitive one. As we are new to the such segment we are tying to keep price a bit lower than competitor. China currency: Yuan & Rmbn INR Value: 0.7 So generally all topmost players are starting value from 7 Yuan Our product range starts from 6.5 Yuan To Family Package priced @ 60 Yuan We have range of Combo menu packages 1. Economy 2. Regular 3.Family 4Special Package Price factor
Mall billboards, placed in strategic locations where commuters wait (like on buses, trains, ticket counters, petrol pumps etc), can be most effective in pushing the consumer towards an impulse purchase.
Posters and pamphlets distributed vastly amongst commuters on the highway travelling in vehicles.
Printing out city maps or train/bus timetables (with information on Jumbo King's outlets) for commuters and distributing them can be employed.
Local language newspapers and magazines can be cost effective sources of advertising.
FM radio is a popular entertainment source for commuters and professionals and hence the message can spread across far and wide at minimal cost.
College based events & festivals.
Point of purchase displays inside Dragon Ballz outlet will make selling job easier. And it will give good yummy appearance to outlets.
A new launch like Dragon Balls will be well-known for its nutritional values which comes along great quality, if we put lavish delicious look giving display with its nutritional value adding charts in creative manner.
Guerrilla marketing for local & regional area will create nice hype & boom for the same in less expenditure.
The staff at DB will wear a uniform that will be worn by all DB employees across all the outlets. Highest level of Hygiene will be maintained and the uniform colours will be in sync with the colours used in our new logo. i.e. Shiny Red & Bright warm Yellow. People/ Staff/ Uniformity across all Dragon Ballz outlets
Every product is packed in recyclable brown bag packs supporting Nature. The packet will be with the brand and The best quality oil absorbing tissue . Packaging will ensure warm, tasty & easy to handle food, keeping its nutritional values as good as while making. Also it will meet all the standards of attractive packaging & mandatory rules. Packaging standards/ Point Of Purchase