The case of nirula’s


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The case of nirula’s

  1. 1. The case of Nirula’s<br />
  2. 2. Mission of Nirula’sThe mission of Nirula’s has been “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”.<br />The case of Nirula’s<br />
  3. 3. What does Nirula offer???<br />Hotel<br />Pegasus Bar<br />Fuel Station Outlet<br />Family Style Restaurant<br />Express <br />Pastry Shop<br />Ice cream Kiosk <br />Potpourri<br />
  4. 4. Facts of the case….<br />
  5. 5. The case of Nirula’s<br />NIRULA’S<br />It is the name that makes your mouth water and tantalises the taste buds.It has been a favourite joint for the citizens of NCR for almost half of the century. <br />Today, the chain includes the Bakery, Confectionery, Cheese Plant, Ice cream Plant, Food Processing Unit and Hot Kitchen.<br />
  6. 6. SWOT ANALYSIS<br /> <br />The case of Nirula’s<br />Strengths<br />Wide variety of food<br />Brand Image<br />Cause Marketing<br />Quality<br />Quick Service<br />Weaknesses<br />Limited Geographic Span<br />High Cost<br />Inefficient utilization of processing capacity<br />Opportunities<br />Young demography<br />Increase in disposable Income<br />Increase in spending on food items outside the house<br />Threats<br />Entry of new brands<br />Limited Customer base<br />Question over employee retainment<br />
  7. 7. Problem statement<br />Though a well established family restaurant, it has restricted itself to a particular geographic area because of their passion for quality but same passion is becoming detrimental to their survival due to new entrants in the market like Mc Donald’s, Pizza hut and others.<br />We hereby present an analysis of the challenges and the suggestions for this problem statement<br />The case of Nirula’s<br />
  8. 8. Nirula’s and the 4 P’s<br />Place: Limited to the geographic area of NCR. Off Late expanding itself international<br />Product: Multi Cuisine, Confectionaries <br />Price: Affordable for middle and lower middle class<br />Promotion: Focus as a Family Restaurant <br />“Wow! Kya Choice Hai”<br />“Its Desilicious”<br />The case of Nirula’s<br />
  9. 9. yyuuummm;;;;<br />
  10. 10. outlets…<br />
  11. 11. WHAT’S NIRULA DOING NOW????<br />
  12. 12. Initiatives taken by the Nirula’s in the recent times:<br />Redefinition of Business model to maintain its position:<br />“Nirula's Uses SAP To Spice Up Offerings” <br />-BiztechIndia,August 12,2009<br />"The creation of the online platform has given us greater visibility into cash flows from procurement to sales. We now have increased clarity into food preferences across each of our restaurants. <br />-SamirKuckreja, CEO and MD, Nirulas.<br /> <br />08/09/2009<br />The case of Nirula’s<br />
  13. 13. Nirula’s gearing up against competitors <br />“Nirula's set to take on McDonald's”<br />,April 11, 2008 <br /> <br /> Confined for decades to regular family restaurant and Potpourri formats, Nirula's is expanding into formats like Nirula's express, fuel station units, food court units, Pegasus bars and ice-cream kiosks. Nirula's has a happy price menu that offers a range-- from burgers to soft-drinks -- at a flat Rs 20<br />08/09/2009<br />The case of Nirula’s<br />
  14. 14. Huge investment for expansion <br />“Nirula’s to invest Rs100cr by 2009”<br /> and wallstreet journal, August 7, 2007<br />“We want to be a national brand in next two-three years with around 200 outlets spread across India and invest Rs 100 crore for opening new outlets besides the existing 52,” SudiptaSen Gupta, senior vice president, marketing and sales told PTI.<br />08/09/2009<br />The case of Nirula’s<br />
  15. 15. what’s there???<br />
  16. 16. What’s new??<br />Summer of 69..<br />
  17. 17. Nirula’s scholar award..<br />
  18. 18. Conclusion:<br />Nirula’s is indeed getting back with a bang by redefining its business models, bringing in new marketing strategies and also by investing in expansions in order to compete with the other players in the market. <br />A complete overhaul of operations with a sharper focus on formats, menu, brand, and ambience and consumer price points would help Nirula’s to get back into the market with a comeback like <br />“Nirula’s of old times is back.”<br />08/09/2009<br />The case of Nirula’s<br />
  19. 19. Thanku)<br />