4. Food & Beverage
Industry
• Remains under constant pressure
to meet the changing demands of
today’s consumer
• Need to ensure quality and
compliance
• Keep pace with product lines
5. Food & Beverage
Industry
• Challenges such as
– aging workforce
– line optimization
– supply chain management
– Fulfilling the need for proficient
maintenance and operational
personnel
7. About the Company
• Navis capital bought Nirula’s from
its founders for Rs 90 crore in 2006
• Facility upgradation
• Total investment of 50 crore on
modernization
8. The Game Plan
• Increase employee engagement
• Increase profitability in a
structured and sustainable
manner
9. Execution
• New pay-for-performance
components at all supervisory levels
in the organization.
• Salary reviews for all employees were
based on a Balance Score Card
performance evaluation process
• New reward program named ‘Thoda
Action Ho jaye’
10. Execution
• Delivery Order call centre
• Team of internal auditors created
to assess performance, report non-
conformance and highlight
opportunities for improvement
• POS (Point of Sale) system
• Currently ERP (Enterprise Resource
Planning)
11. Mission Statement
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
12. Vision Statement
To improve the quality of life of
our workforce, their families, our
local community and society at
large
13. Goals
• Responsibility & ownership
• Belonging and caring
• Passion to excel and advance
• Customer centricity
• Integrity and fairness
14. Present Strategy
Relishing food the Indian way…
• Message : Its desilicious
• Promotions - Radio, Print, POPs
• Promote new stuff more like Thali &
Kebab
• Spicier tadhka bites from Nirulas by
April, 2011
15. Target Audience
Sec A & A+, 25 – 40 yrs, Men & Women
• 25 yr old single man
• Modern in his outlook but a desi heart
• First job
• Often eats out with friends & family
• Always seeks something different
• But quick & tasty
• Loves the ambience of international
chains but craves for the desi taste
28. • Place
–Delhi / NCR, Panipat, Dehradun,
Chandigarh, Jaipur, Meerut and
Pathankot
–Malls, transit locations, highways
and large commercial complexes
making the brand more accessible
for consumers
29. • Promotion
– Complementary b’day gifts
– Ice Cream of the month
– Nirula’s Coke Combo khao, daredevils
ke saath Bali jao
• People
– Address orders as quickly as possible
– Proper Uniforms
30. • Physical Evidence
–Décor is simple
–Cleanliness is maintained
• Process
–Food processing process visible
to customers
33. Competitive
Environment
• All quick service restaurants, cafes
and traditional Indian snack/mithai
shops
• Mostly in self service segment
• Offering home delivery
34. Target Group
TG
• Brand : Young adult in his mid 20’s
• Creative :
– 25 yr old single man, modern yet
traditional at heart
– Eats out with family & friends
– Loves ambience & International taste
but craves for desi taste
36. Benefits
• Biggest quick service menu in town
• Taste of North Indian kitchen
• Quality of products at affordable
prices
• Including al time favorites such as
HCF
38. Reasons to believe
• India’s pioneering quick service
restaurant
• Range of Indian snacks & meals
• Internal quick serve items with a
difference
• Displaying understanding of
contemporary India & Indians
• Catering to Indian palate
44. Strengths
– Very old name in hospitality industry
– One of the biggest quick service
menu in town
– Quality products at affordable prices
– Strong presence in Northern India,
especially NCR region
– Caters to the needs of many
– Ambience
– Hygiene
– Tie ups & CSR
45. Weaknesses
– Undefined product positioning
– Unable to target the customer well
– Limited promotion
– Ambitious Expansion
– Names like Potpourri, Pegasus alienates
– No Brand Association
– Dissatisfied home delivery
46. Opportunities
–Increase in consumer purchasing
power
–Exploring markets in Haryana,
Punjab, and North East
–Increasing need for good quality
food
47. Threats
– Entry of multinational & local
players in the market
– Wide range of Competitors
– Aggressive players in different
segments
– Competitor known for his
“specialty”
– Consumer inclination not easy to
change
58. Threats
–Increased Competition from
various Industries
–Health Conscious Consumer Trend
–Value-Conscious Consumer Trend
–Price War Business Practices
59. Positioning
Required Customer perception -
Nirula’s offer a choice of Indian
and western food, with a unique desi
taste
“Its desilicious”
Customer Perception – Nirula’s
specialist in junk food, taste is
satisfactory
60. The Gap
Brand desired
positioning doesn’t
meet the Customer
Perception
62. Research &
Insights
• Focused Group discussions
• 15 respondents
• Age – 18–40 yrs
• SEC A
63. Insights
Insights
• Lack of Customer Loyalty
• Ice Creams-the main charm of
Nirula’s
• Miss desi taste in other food joints
i.e. can’t consume that on regular
basis
• Health conscious consumer trend
• Value conscious consumer trend
64. Marketing
Marketing Problem
Problem
• Lack of “Customer Loyalty”
• Considered as a family restaurant
only
• People still unaware of the Menu
options
65. Marketing
Marketing objective
Objective
• Increase market share in Delhi/NCR
• Influencing new users
• Building loyalty of present users
• Increasing Awareness
66. Communication
Objective
• Create emotional connect via desi
food
• Promote Specialties
79. Outdoor Ads
• Creatives
–HCF
–Its desilicious
• Place
–IGI Airport, Saket, Def Col,
South Ex, North Campus,
Rajouri Garden
80. Outdoor Ads
• Delhi Metros
–Hand rests present
throughout the Metros
–Elevators
81. Budget
Location Cost
IGI Airport Rs. 5,00,000
Saket Rs.4,00,000
Defence Colony Rs.4,50,000
South Extension Rs.8,00,000
North Campus Rs.4,00,000
Rajouri Garden Rs.4,00,000
Delhi Metro Rs.1,50,000
82. Event 1
• Places - Malls Only
• Contest - “Foodilicious by Heart”
• Central Idea – Indians are foodie by heart &
Nirula’s caters to all
• Award – 50% Off on menu thrice a month for
the family
Objective – Promote Nirula’s specialties
Familiarize the tagline
83. Event 2
“happy times with Nirula’s”
“Hottie-licious + Heart-ilicious”
• Places - Malls
• For Couples
• Ask unexpected questions related
to partner’s food habits
• Award – One free Date at Nirula’s
84. Uncle N
• Promoting Brand symbol
• Sole attracter
• Outside every Nirula’s outlet
Objective – Attract Children
85. Telephone
Marketing
Personalized messages
Regular Through
Customers Databases
Objective – Inform about discounts
Increase Awareness
86. Total Budget
Medium Cost Incurred
•
Radio Rs.2,64,000
Newspaper Rs. 1,06,00,000
Outdoor Rs. 87,50,000
Total Rs.1,96,14,000
Savings: Rs. 3,86,000
87. Uncle Foodie has
now gone
Haven't u????
foodie-licious &
crazy-licious
