Dragon ballz presentation !!!!
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Dragon ballz presentation !!!! Presentation Transcript

  • 1. 学习理论
  • 2. Presented By: Ms Mageshwari Marimuthu Ms. Sneha A. Chaudhary E-mail: euphoria.eureka15@gmail.com/ [email_address] MBA 2009-11 Batch ISMT BS Marketing Management Presented To: Prof. Ashootosh Kulkarni
  • 3. Penetrating Republic Of China Market With Indian Fast Food Brand “ Dragon Ballz”
  • 4. 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” !!!
    What’s in a name??? Well... So much !!!!
  • 5.
      • Unique Selling Proposition: Umbrella brand for a wide range of authentic Indian fast food that enables you to experience the most delicios and varied Indian spices blended with chinese cuisine.
    what is our BUSINESS | Product | Service ?
  • 6.
    • Vision:
    • 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.
  • 7.
    • Stability of Government for Foreign investors as long as they creates employment opportunities.
    • Continuous great Growth in the China Economy.
    • Increasing attitude, from save to spend.
    • Growth in the Middle Class population due to arrival of IT , Biotechnology and the Service sector.
    • Increasing middle class ability to afford higher value imported products.
    • Desire of Middle class to shop in organized retail outlets and purchase high quality , diverse and foreign branded products & trying new food.
    • Existing effective distribution chain for shelf stable retail products.
    • Growth in the Organized Retail & food Industry.
    • More than 2 Billion potential new customers.
    • Diversified population, especially in bigger cities.
          • Used to other than traditional food.
          • So time for introduction of Dragon Ballz .
    Why China | Drivers & Opportunities
  • 8. In China | SWOT Analysis
  • 9.
    • China: sunny, touristic, poor/ Middle class, temples, Chinese, tea, rice fields, exotic islands, nice very foodie, traditional culture, basic living, Communism, tropical climate
    • Positive: tasty, original , easy to prepare, reliable, every day life, well known for its mixes of spices; good herbal mixes; young generation: Thai, Chinese & Indian dishes, quality
    • Negative: pricy, not too innovative, ingredient (not meal) supplier; eliminating Tracy
    • Exciting, competent, sincere
    Dragon Ballz brand equity | qualitative research findings
  • 10.
    • Complete, healthy food
    • Reasonable prices/ Competitive price
    • Cover geographic region (Tier 1 & Tier 2 Cities)
    • Adjusted to Chinese consumer preferences
    • User friendly service; fast in delivery (Less 80 sec)
    • Fighting for the 11% of share of wallet
    positioning | points of PARITY | EQUALITY To other similar brands positioning | points of DIFFERENCE
    • Combination of food taste and development aid
    • First and only umbrella brand of Indian fast food on the China market
    • Brand with best reason to identify itself with Social responsibilities.
    • Supports Recycling
  • 11. what SEGMENT do we target?
    • Demographic:
      • Income: Average, medium
      • Upper lower, higher
      • Age: 04 – 65 (~67,8%)
      • Sex: All
    • Geographic
      • Across the China
      • Tier 1 & Tier 2 Cities
    • Behavioral
      • Eager to try new food / Cross borders culinary
      • Active in eating out a few times a week
      • Slightly youth oriented, new independent generation
    • Psychographics
      • Eating out is social activity, other people involved
      • Healthy living, healthy nutritional cooking
      • Positive attitude towards other cultures (travelers-mentality, positive towards development aid)
    mass marketing
  • 12. what SEGMENT do we target?
    • Demographic:
      • Income: Average, medium
      • Upper lower, higher
      • Age: 04 – 65 (~67,8%)
      • Sex: All
    • Geographic
      • Across the China
      • Tier 1 & Tier 2 Cities
    • Behavioral
      • Eager to try new food / Cross borders culinary
      • Active in eating out a few times a week
      • Slightly youth oriented, new independent generation
    • Psychographics
      • Eating out is social activity, other people involved
      • Healthy living, healthy nutritional cooking
      • Positive attitude towards other cultures (travelers-mentality, positive towards development aid)
  • 13. 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
  • 14. Ownership + FRANCHISE Style Of Expanding Owned Owned Franchised How We Are Expanding Outlets in China
  • 15. positioning | Chain Of Dragon Ballz Across People’s Republic Of China
  • 16. 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
  • 17. 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
  • 18. 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
  • 19.
    • Sustainable Supply Chain:
    • Ethical: Making sure that there supply are for their employees, from safe area, and treated will.
    • Environmental: sourcing of materials ensuring the design of their products, their manufacture, distribution.
    • Economic: delivering affordable food, engaging in equitable trade practices, limiting the spread of agricultural diseases.
    Process: “Dragon Ballz“ Supply Chain Three E‘s Of Dragon Ballz Supply Chain Vision
  • 20. Process: “Dragon Ballz“ Supply Chain Management
  • 21. Process: Kitchen‘s Layout Of “Dragon Ballz“
  • 22. 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
  • 23.
    • Enterprise Resource Planning
    • Increase efficiency
    • Improve investor relations
    • Reduce costs
    • Enterprise Resource Planning System provide a good solution to Dragon Ballz challenges.
    Use Of ERP in Process By Dragon Ballz s
  • 24. Use Of ERP By Dragon Ballz s ERP Threat of substitutes Growth Capital investment Changing customer eating habits Investor Relations Franchisee Monitoring Standards Customer satisfaction Decentralization Out-to-date strategies Franchisee alienation
  • 25.
    • Recycle & Eco-Friendly Packaging
    • DB (Dragon Ballz)-Recycle:
    • Brown Bags – 100% recyclable
    • Corrugated Boxes - 35% recyclable mandate
    Social Responsibility/ Initiative s
    • Human Resource
    • Authorized Certificate to every employee working in Dragon Ballz outlet.
    • Good reward system & fair wages
    • Hiring most of the students from China.
    • Poor & street Children Education
    • Dragon Ballz will be having tie-ups with NGO’s working in China.
    • Benefits comes along with Social Responsibility.
    • Dragon Ballz will be having good responsible brand identification & image.
    • Brand will always stay in news without spending much.
    • Brand will enjoy belongingness from people from China.
  • 26. 7 P’s Of Marketing People
  • 27. 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.
  • 28. 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
  • 29. Product
  • 30. Food Habitat Of China
  • 31.
    • Product width :-
    • No. of different product lines
    • Dragon Balllz has food product width of 7
    • Veg fast food
    • Non-veg Fast Food
    • Deep Fries
    • Baked Buns in Flavors
    • Fried Spicy Buns
    • Supplementary food
    • Soups & Juices
    Product Width
  • 32.
    • Product depth :-No of different variants in product line
    • Veg fast food:
    • Potato wada, Spring onion wada, Samoda, Soya mix Wada, Dry fruit Delight wada, Paneer mix wada,
    • Black pepper sprinkled wada, Mushrooms mix wada, Capsicum Fried Wada, Sweet Corn special.
    • Non-veg Fast Food
    • Prawns, Chicken, Mutton, Barbeque, Turkey.
    • Deep Fries: Coriander Potato Bhajia, Onion Bhajia, Fenugreek Bhajia, Potato Bhajia, Chilli Bhajiya
    • Baked Buns in Flavors
    • Fried Spicy Buns
    • Garlic bread, Sesame Salty butter bread , Honey oat, Parmesan Oregano, Plain wheat Bread & Seven Grain Bread
    • Supplementary food
    • Noodles with Indian spice blend, Papad Chat, Dumshum (Boiled Rice Flour with spicy & veggie inside)
    • Spicy Fruit Punch with bread, Coriander chilly Chutney, Green Mango Sour N Spicy Chutney, Dates & Tamarind sweet & sour Chutney, Indian Pickles, Barbeque Sauce, Mayonnaise Sauce, Mustard sauce
    • Soups
    • Vegetable Stew, spicy Soul curry, Mushrooms with sour n spicy taste
    • Juices
    • Sugar cane juice, Kokam Juice, Panhe (boiled green mango drink )
    • Beverages
    • Coffee, Herbal Tea, Hot Chocó Dip
    Product Depth
  • 33.
    • Product length:-
    • The ‘length’ refers to the sum total of number of items in each product lines.
    • Product length for Dragon Ballz is 60 including food & beverages.
    Product Length
  • 34. PRODUCT development
    • 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 Ballz uses only all natural ingredients
    • Concept:
      • Taste big bite of DB Special Indian menu
  • 35.
    • Dragon ball mainly consists of 2 components the pav or the bread and the ball means “Vada”
    • The bread has 4 shapes
    • Bun shaped
    • Square
    • Winged
    • Triangular
    PRODUCT development
  • 36. 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
    • Imperial delite
    • From the garden
    • Tofu caps
    • Korn Bean
    • Mushy cheese
    • Span
  • 37. Non veg
    • Dixi chic
    • That’s fishy
    • Quirky
    • Cartur
    • Prawns
    • Lamb shambs
    • Duck it
    • Pomfret
    • Braised beacon
    Non veg Product Menu Features
  • 38. P lace
  • 39. Place In China Tier 1 & Tier 2 cities
    • TIER 1 CITIES
    1) Macau 2) Shanghai 3) Hong Kong 4)Guangzhou 5) Beijing
    • TIER 2 CITIES
    1)Hangzhou 2)Suzhou 3)Dalian 4)Shenyang 5)Tianjin
  • 40. MACAU Hong Kong GUANGZHOU SHANGHAI BEIJING
  • 41. Place Features Inside Food-joint Dragon Ballz
    • Caters to all taste palate
    • The quality is standard and is same in all outlets ; fast in delivery (Less than 80 sec)
    • Nutritional
    • Every customer can have a look at the special wall which has the nutritional value and calorie count of the food items
    • The oil used is palm oil as it does not have trans fats hence prevents coronary blockage
    • The traditional Chinese low table is provided
    • Tea is provided to any customer who buys above 5 Yuan
    • A warm welcome to every customer in the traditional way
  • 42. Place Features: Inside Food-joint Dragon Ballz‘s Warranty The standards adhered throught all outlets
  • 43. Place Features Inside Food-joint Dragon Ballz Services
    • A warm welcome to every customer Counter services
    • Drive – in
    • Home delivery
    • Mobile food stall
  • 44. P eople (Staff) @ Outlet
  • 45. People/ Staff Woman Giving Traditional Welcome
  • 46. Delivery Boys Staff (Front & Back Stage) People / Staff
  • 47. P rice Factor
  • 48. 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
  • 49. P romotions & Advertising
  • 50.
    • Geographic Segmentation For Media
    • Local
    • Regional
    • National How Advertising in Aggressive in way will help “Dragon Ballz”???
    • A new launch like Dragon Balls need to be well-known & must get Brand Identity.
    • Makes selling job easier as Known & branded product.
    • Gives good appearance to outlets through POP Advertising.
    • People develop more confidence on healthy note & hygiene quality of food product if advertized well.
    • It stays on top of their mind always, so they might feel like buying it as tempting Ad campaigns work well.
    Brand/ Promotion Area
  • 51. brand BUILDING BLOCKS
  • 52.
    • Three Fold Strategy:
    • Building the category need for snacks as an alternative for proper hygienic Indian fast food.
    • Building brand equity for Dragon Ballzalo ng with working on the concept of core Vada-Pav & Indian Blend fast food.
    • ‘ Consistency' rule offering products of uniform size, price and quality in all the markets where it is operated.
    Advertising Objectives
  • 53. brand ELEMENTS
    • Brand name: Dragon Ball
    • Chinese: z 学习理论
    • Brand logo
    • Color Scheme
    • Warm& Bright Colour Scheme
    • Accordind to Chinese Style
    • Slogan:
    • 1. Exotic Flavors of India
    • 2. Wotz on d menu yaa ???
    • Jingle
    • Packaging: Chinese Style
    • Bright in colors & scenery
    • Type face & text placement: intricate fonts, a bit old school; lots of informative text
    • Marketed in an Indian Westernize theme setting.
    • URL: www.dragonballz.in
    • e-mail: [email_address]
    • Contact Customer Care: (24/7)
    • 0558 4543211 (Toll Free)
  • 54. core brand VALUES & brand Mantra
  • 55.
    • 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.
    Promotions Media & Media Vehicles
  • 56.
    • 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. 
    Promotions Media & Media Vehicles Continues...
  • 57.
    • Discounting Coupons
    • to corporate
    • Free gift hamper vouchers
    • @ petrol pumps
    • Supermarkets
    • Movie halls n malls
    • Events @ carnivals
    • Special dragon rides walah events
    • Traditional crowd
    • College events
    • Radio publicity
    • Mobile reminders
    China’s social media landscape is constantly growing , innovating , evolving . Promotions Media & Media Vehicles So we are trying to cover market through innovative & new techniques of promotions .
  • 58. Promotion/ Media/ Media Vehicles / Before Launch
  • 59. Promotion/ Media/ Media Vehicles / Just after Launch
  • 60. Promotion/ Media/ Media Vehicles / Carnival Branding
  • 61. Promotion/ Media/ Media Vehicles / Through Carnival
  • 62. Promotion/ Media/ Media Vehicles / Print & Outdoor Banner Ads For encouraging youth for repeated buying.
  • 63. Promotion/ Media/ Media Vehicles / Chasing their Emotional Sense & Family Bonding.
  • 64. Promotion/ Media/ Media Vehicles / Emotions & Family Bonding.
  • 65. Promotion/ Media/ Media Vehicles / Location Information Giving Banner
  • 66. Promotion/ Media / Media Vehicles Home delivery of “Dragon Ballz“ through mobile messages. Even Information about services & food-joint locations can be send through mobile.
  • 67. Promotion/ Media/ Media Vehicles / Approaching Corporates
  • 68. Promotion/ Media/ Media Vehicles/ Outdoor/ Neon Signs & Banners
  • 69. Promotion/ Media/ Media Vehicles/ outdoor/ At Public places
  • 70. Promotion/ Media/ Media Vehicles / Display in front of Food joint of “Dragon Ballz“ or malls
  • 71. Promotion/ Media/ Media Vehicles / Print Media/ Newspaper
  • 72. Promotion/ Media/ Media Vehicles / Print Media/ Magzine
  • 73. Promotion/ Media/ Media Vehicles/ Public areas/ Stations/ more footfall & visibility
  • 74. Promotion/ Media/ Media Vehicles/ Public areas/ more footfall & visibility
  • 75. Physical Evidence
  • 76.
      • DB outlets will increase and be seen in all the hot spots across all the metros & Tier 2 cities.
      • The places which are frequently visited by people like Tian'anmen Square and Jiefang Road, Dongzhimen, near venatian Macau, Shenzhen will have a DB outlet.
      • Also malls with food courts will have DB outlet.
    Physical Evidence / Places, Location Selection For Outlets of “Dragon Ballz“
  • 77. People
  • 78. 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
  • 79. Packaging
  • 80. 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
  • 81. Packaging standards/ Point Of Purchase
    • DB (Dragon Ballz)-Recycle:
    • Brown Bags – 100% recyclable
    • Corrugated Boxes - 35% recyclable mandate
        • 1 st – food warm ,
        • 2 nd – food tasty ,
        • 3 rd – easy to handle ,
        • 4 th – meet standard of Attractive appearance
    Perform in 4 areas :
  • 82.
    • Complete, healthy nutritional value adding delicious Indian blended fast food.
    • Reasonable prices/ Competitive price
    • Cover geographic region (Tier 1 & Tier 2 Cities)
    • Adjusted to Chinese consumer preferences by adopting & blending their cuisine
    • User friendly service; fast in delivery (Less than 80 sec)
    • Fighting for the 11% of share of wallet.
    • Eco friendly
    Summary of overall product & service @ “Dragon Ballz“
  • 83. Thank You For All Your Kind Attention !!!  See You All @ Dragon Ballz Outlet !!!!