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WELCOME TO NANDO’S. 08/08/09 TSM 19-Nandos
Overview 08/08/09 TSM 19-Nandos <ul><li>About Nando’s  </li></ul><ul><li>Vision & Mission </li></ul><ul><li>Competitors </...
About Nando's <ul><li>Nando’s  was born in 1987. </li></ul><ul><li>Originated from South Africa with a Portuguese theme. <...
Vision & Mission <ul><li>VISION </li></ul><ul><li>Our vision is to be the premier provider of chicken to our customers wit...
POSITIONING of Competitors <ul><li>McDonalds   </li></ul><ul><li>It positions itself as the leader in quick service restau...
KFC <ul><li>KFC corporation positions itself as the world’s most popular chicken restaurant chain, specializing in Origina...
Yo! China <ul><li>Yo China positions itself as first & largest Chinese fast food chain with its tagline of ‘Chinese food. ...
SWOT Analysis. 08/08/09 TSM 19-Nandos
<ul><li>Strength </li></ul><ul><li>-  Consistency of food. </li></ul><ul><li>-  Successful items. </li></ul><ul><li>-  Fla...
<ul><li>McDonalds </li></ul>SWOT Analysis. 08/08/09 TSM 19-Nandos
<ul><li>Strengths </li></ul><ul><li>McDonald’s is the market leader  in both the domestic and international markets.  </li...
<ul><li>KFC </li></ul>SWOT Analysis 08/08/09 TSM 19-Nandos
<ul><li>  Strengths </li></ul><ul><li>KFC had a refocused international strategies. </li></ul><ul><li>Competitive marketin...
Brand Audit KFC McDonalds Yo-China What comes to your mind when I say the following brands. Bucket chicken, wings of chick...
Goals <ul><li>To engage, inform and retain customers through  </li></ul><ul><li>effective customer service mechanism. </li...
The 7 P’s 08/08/09 TSM 19-Nandos
Product <ul><li>Product portfolio  primarily comprises of  Vegetarian and non-vegetarian food like chicken burger, full ch...
Pricing <ul><li>Penetration Pricing :-keeping the  offering low priced to grab the maximum market share. </li></ul><ul><li...
Place <ul><li>2-Stage channel of distribution </li></ul><ul><li>Strategically located, readily accessible. </li></ul><ul><...
Promotion <ul><li>360 0  promotional techniques will be used: </li></ul><ul><li>For winning prizes by way of lucky draws a...
People <ul><li>Friendly and prompt services to customers.  </li></ul><ul><li>Appropriate interpersonal skills, aptitude, a...
Process <ul><li>The whole process is visible to customers. </li></ul><ul><li>Allowing customers to view and judge the hygi...
Physical Evidence <ul><li>Store design in tandem with the site location and attitude of customers. </li></ul><ul><li>Provi...
Delhi Culture <ul><li>Having chicken from road side shops has its own charm  because  </li></ul><ul><li>Variety and reason...
Launch of Nando's <ul><li>Five star hotel with complete press fraternity </li></ul><ul><li>Activities </li></ul><ul><li>Re...
Favorite menu <ul><li>Fry Specialties </li></ul><ul><li>Fry Chicken  55.00 </li></ul><ul><li>Fish Amritsari   150.00 </li>...
Cont…. <ul><li>Mutton  </li></ul><ul><li>Full  Half </li></ul><ul><li>Mutton Mughlai  160.00  95.00 </li></ul><ul><li>Roga...
Nando's in Delhi 08/08/09 Location Attributes GK-1 CP Rohini Footfalls High High High Competitors Very low  Very High Mode...
Against whom: -KFC -McDonalds -Republic Of Chicken -Roadside Vendors -Unorganized market When: - while freaking with frien...
<ul><li>Fun </li></ul><ul><li>Vibrant </li></ul><ul><li>Cheeky </li></ul><ul><li>Friendly </li></ul><ul><li>Pride </li></u...
Full of Taste and Flavour Fun, vibrant, cheeky, friendly. Light, fun, honest (not spoofy nor over the top) Informal, coura...
7. Value & Personality 6. Reasons to Believe 5. Benefit 8. Discriminator 4. Insight 2. Competitive Environment 3. Target B...
INTEGRATED MARKETING COMMUNICATION <ul><li>Nando itself is such a big brand within itself that it seldom needs any tools f...
Advertising <ul><li>Nando's- brought to India by Indage Hotels, Utilization of brand image. </li></ul><ul><li>The ad‘s pri...
Public Relations <ul><li>Advertise by word-of-mouth  </li></ul><ul><li>We will Develop & use a distinctive business card t...
Cont… <ul><li>Write a newspaper column or a magazine or journal article on our brand. Make reprints of the article and use...
CUSTOMER RELATIONSHIP MANAGEMENT <ul><li>Do a survey of past clients to get feedback and hear their ideas.  </li></ul><ul>...
EVENTS <ul><li>Present a program at a community college or a school parents’ night. Sponsor a community event.  </li></ul>...
Thank You! <ul><li>Presented by:- </li></ul><ul><li>Neetesh Sharma  08-45 </li></ul><ul><li>Gaurav Soni  08-52 </li></ul><...
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  • Manufacturer-retailer-consumer. Chain.
  • .The employees in our restaurant have a standard uniform and we will be focusing specially on Staff should have the
  • The food manufacturing process at our restaurant will be completely transparent i.e. the whole process is visible to the customers. In fact, we would allow our customers to view and judge the hygienic standards by allowing them to enter the area where the process takes place. process which aims to provide a quality meal in short period of time in a consistent manner which can be one of the reason behind our growth
  • eg. Kake da Hotel in C.P, Rajinder da Dhaba in Safdarjung Enclv.
  • The Nando&apos;s Franchise Experience   The experience as a franchisee is also characteristic of our family-like spirit and dynamic company culture. The Nando’s team helps choose and negotiate site locations and rental deals to get restaurants up and running. Franchisees are provided with intensive training that covers human resources, operations, administration and marketing, and receive ongoing guidance and feedback on growing their business.   In particular, Nando’s franchisees are exposed to an ever-growing brand that stands out from the crowd with its cheeky advertising campaigns and headline-grabbing marketing. The Nando’s brand is fun and irreverent and has the courage to do what others just think about. Don’t be a chicken and contact us today.   To register your interest, make an enquiry via the form to the right or contact Nando’s Head Office via the contact buttons. To find out more about Nando’s simply visit our website.   Contact Nando&apos;s : (all fields are mandatory) Send to similar companies Pie Face Billy Baxters Pty Ltd Trampoline RP Vending Systems (Business Opportunity) Global Burgers Store my details for future Quick requests Keep me informed of other related opportunities Website Contact Details
  •   make life happen. They, like the 15th Century Portuguese Explorers, believe in faith, justice and good luck, always believing that if you can dream it you can do it. They have a sense of pride in everything they do. The Nandocas are team players but are not afraid to be individuals. Nandocas are interested in the solution not the problem. They are true to themselves, they have fun, and they love the sound of laughter. They work with the community to make a difference in people&apos;s lives. They strive to make each customer’s experience a magical one and they continually search for adventure. But most importantly Nandocas love to prepare and share their flame-grilled peri-peri chicken with everyone.
  • The model has 6 dimensions on which a brand is to be evaluated. Physical Facet talks about what the product is, what does it do, how does it add value to customers, how does it fill up the gap in the market. Brand personality is measured using those traits/features of consumer personality that are directly related to brands. Proper care should be taken not to confuse it with consumer&apos;s reflection. Brand personality is closely linked with self image and image of the consumer. Questions to be asked are: 1) What are the features of consumer personality? 2) What are the features of brand if it was a person? This depends on the functional aspect of the product and the gap it would fill. Brand Culture: As the name signifies, it talks about the culture of the brand. The values and the principles will follow from the culture and it is these values which will bind the customers. Remember HSBC&apos;s &amp;quot;The World&apos;s local bank&amp;quot;. Questions which need to be asked:- 1) Is the brand&apos;s culture global? 2) What are the values for which the brand stands for? 3) How would customers take the values of such a brand? Brand Relationships: No prizes for guessing what would this be about! Yes, after all every brand has to maintain healthy relationships with customers. All marketing collaterals are intended to do just that. Therefore to gauge the identity, this had to feature. 1) How would Sales describe the relationship attributes for their customer management process? 2) How would Customer support describe their approach to increasing customer satisfaction? 3) How does the brand want to be seen by customers in marketing communication? Customer Reflection: Every product is designed to satisfy some need of the intended customer base. A consumer has to be reflected in a way, which would show how he or she could image himself consuming a particular good. For example, in India anyone consuming Pepsi Cola would imagine himself to be young and Thums up (another cola drink from Coke stable) to be adventurous. For this aspect, questions are to be put to customer experience team about What would the users imagine while using the product? Customer Self Image: Consumers get attracted to those brands in which they see their own traits, for example, a man who is muscular and strong would smoke Marlboro. This goes hand in hand with brand personality.
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  • Transcript of "Finalllllllllllll Nando"

    1. 1. WELCOME TO NANDO’S. 08/08/09 TSM 19-Nandos
    2. 2. Overview 08/08/09 TSM 19-Nandos <ul><li>About Nando’s </li></ul><ul><li>Vision & Mission </li></ul><ul><li>Competitors </li></ul><ul><li>SWOT Analysis </li></ul><ul><li>Brand Audit </li></ul><ul><li>Goals </li></ul><ul><li>7 P’s </li></ul><ul><li>Delhi culture </li></ul><ul><li>Launch of Nando’s </li></ul><ul><li>Menu </li></ul><ul><li>Nando’s in Delhi </li></ul><ul><li>Competitors Positioning </li></ul><ul><li>Brand Prism </li></ul><ul><li>Brand Positioning </li></ul><ul><li>IMC </li></ul>
    3. 3. About Nando's <ul><li>Nando’s was born in 1987. </li></ul><ul><li>Originated from South Africa with a Portuguese theme. </li></ul><ul><li>It was formed by two friends Fernando Duarte and Robert Brozin. </li></ul><ul><li>It has specialty of fresh-flamed grill chicken spiced with Peri Peri. </li></ul><ul><li>700 restaurants in 35 countries. </li></ul>08/08/09 TSM 19-Nandos
    4. 4. Vision & Mission <ul><li>VISION </li></ul><ul><li>Our vision is to be the premier provider of chicken to our customers with superior product & outstanding services. </li></ul><ul><li>MISSION </li></ul><ul><li>To be the best chain in the world by offering a world class chicken experience at affordable prices with consistent quality, value and commitment to its customer base. </li></ul>08/08/09 TSM 19-Nandos
    5. 5. POSITIONING of Competitors <ul><li>McDonalds </li></ul><ul><li>It positions itself as the leader in quick service restaurants. </li></ul><ul><li>In order to maintain dominance, they market to a younger set of persons, much in the same way that our “I’m Lovin It” campaign does. </li></ul>08/08/09 TSM 19-Nandos
    6. 6. KFC <ul><li>KFC corporation positions itself as the world’s most popular chicken restaurant chain, specializing in Original Recipe, Extra Crispy, Twister and Colonel’s Crispy Strips chicken with home style ideas. </li></ul>08/08/09 TSM 19-Nandos
    7. 7. Yo! China <ul><li>Yo China positions itself as first & largest Chinese fast food chain with its tagline of ‘Chinese food. Chinese Prices’. </li></ul><ul><li>It aims to deliver high quality Chinese food at very reasonable prices served in an international ambience. </li></ul><ul><li>The restaurant offers fast service and a child friendly atmosphere. </li></ul>08/08/09 TSM 19-Nandos
    8. 8. SWOT Analysis. 08/08/09 TSM 19-Nandos
    9. 9. <ul><li>Strength </li></ul><ul><li>- Consistency of food. </li></ul><ul><li>- Successful items. </li></ul><ul><li>- Flamed Peri- Peri Chicken. </li></ul><ul><li>- Spicy- so will compliment to the Indian Taste buds. </li></ul><ul><li>- Spicy but Fat Free, so health conscious people can afford to eat it. </li></ul><ul><li>- High on Protein content . </li></ul><ul><li>- One can choose their spice levels. </li></ul><ul><li> Weakness </li></ul><ul><li>- Lack of Marketing activities. </li></ul><ul><li>- Not appeal to the vegetarians as the focus is more on chicken items . </li></ul><ul><li>- Prices on the menu, which might not be affordable. </li></ul>Opportunity - Changing Indian lifestyle. - Growing market. - Can fully explore the Indian market as the people are more open to experiment with food. <ul><li> Threat </li></ul><ul><li>- Strength of competition. </li></ul><ul><li>- Mature/overstored industry. </li></ul><ul><li>- More health-conscious consumers. </li></ul><ul><li>Loyalty enjoyed by the present </li></ul><ul><li>competitors. </li></ul>
    10. 10. <ul><li>McDonalds </li></ul>SWOT Analysis. 08/08/09 TSM 19-Nandos
    11. 11. <ul><li>Strengths </li></ul><ul><li>McDonald’s is the market leader in both the domestic and international markets. </li></ul><ul><li>The company’s outlets are located in areas that are highly known for visibility, traffic volume and ease of access. </li></ul><ul><li>Weaknesses </li></ul><ul><li>McDonald’s has to deal with the prospect of Looming market saturation, which could make it difficult to add new outlets. </li></ul><ul><li>There is also an increasing price competition. </li></ul><ul><li>Lack of product innovation is another weakness of McDonalds. </li></ul><ul><li> Opportunities </li></ul><ul><li>To increase profitability the company has slowed its expansion of McDonald’s restaurants. </li></ul><ul><li>McDonald’s still has plans for more international expansion. </li></ul><ul><li> Threats </li></ul><ul><li>The company’s aggressive international expansion. </li></ul><ul><li>Foreign currency fluctuation. </li></ul><ul><li>McDonald’s keeps up with competitors. </li></ul>
    12. 12. <ul><li>KFC </li></ul>SWOT Analysis 08/08/09 TSM 19-Nandos
    13. 13. <ul><li> Strengths </li></ul><ul><li>KFC had a refocused international strategies. </li></ul><ul><li>Competitive marketing strategy. </li></ul><ul><li>Distribution strategy. </li></ul><ul><li>16 </li></ul><ul><li>Weaknesses </li></ul><ul><li>Sweeping changes into the culture was initiated. </li></ul><ul><li>Several restructurings led to layoffs . </li></ul><ul><li>Conflicts between KFC and PepsiCo </li></ul><ul><li>cultures. </li></ul><ul><li> Opportunities </li></ul><ul><li>Overseas expansion with the rapid economic growth. </li></ul><ul><li>Demographic trends. </li></ul><ul><li> Threats </li></ul><ul><li>Consumer health food trend </li></ul><ul><li>Saturated fast food industry in the U.S. market </li></ul>
    14. 14. Brand Audit KFC McDonalds Yo-China What comes to your mind when I say the following brands. Bucket chicken, wings of chicken, their mascot. Chicken burgers, cone ice cream, Ronald Fried rice Manchurian, Chilly potatoes, chilly chicken. When you see other people coming out of these outlets, what thoughts come to your mind He loves crispy chicken He just experienced the service which is benchmark in the industry Big lover of spicy Chinese food. What role do these brands play in your life. Global appeal Providing best service in its industry Best Chinese food. Memories associated with brands. Re-union with friends My first date. Reminds me of my first girlfriend Awareness levels High High Moderate
    15. 15. Goals <ul><li>To engage, inform and retain customers through </li></ul><ul><li>effective customer service mechanism. </li></ul><ul><li>To achieve market share of 2-3% in 2009-10. </li></ul>08/08/09 TSM 19-Nandos
    16. 16. The 7 P’s 08/08/09 TSM 19-Nandos
    17. 17. Product <ul><li>Product portfolio primarily comprises of Vegetarian and non-vegetarian food like chicken burger, full chicken ,veg burger , wrap and pita </li></ul><ul><li>Cold drinks, shakes, ice tea , appetizer would be served to cater the need of an Indian consumer along with tea, coffee, cake and dessert . </li></ul><ul><li>Along with this Nando's also provides meal combos with chicken or veg burger and soft drinks </li></ul>08/08/09 TSM 19-Nandos
    18. 18. Pricing <ul><li>Penetration Pricing :-keeping the offering low priced to grab the maximum market share. </li></ul><ul><li>Competition pricing :- Our focus on price will be less and more on  non price competition  items such as location and service. </li></ul><ul><li>Psychological pricing :- market based approach where the customer psyche is deeply affected. For ex :- Chicken burger with soft drink @Rs49 and festival meal at Rs 99 & above. </li></ul>08/08/09 TSM 19-Nandos
    19. 19. Place <ul><li>2-Stage channel of distribution </li></ul><ul><li>Strategically located, readily accessible. </li></ul><ul><li>Drive through facility. </li></ul>08/08/09 TSM 19-Nandos
    20. 20. Promotion <ul><li>360 0 promotional techniques will be used: </li></ul><ul><li>For winning prizes by way of lucky draws and also scratch cards are given when an order is placed on various combo meals. </li></ul><ul><li>Various econo and value meals offer greater value for money for the customer. </li></ul>08/08/09 TSM 19-Nandos
    21. 21. People <ul><li>Friendly and prompt services to customers. </li></ul><ul><li>Appropriate interpersonal skills, aptitude, and service knowledge. </li></ul><ul><li>Responsiveness, reliability, assurance, empathy are the KRA’s </li></ul><ul><li>Transforming the transaction value to the customer life time value. </li></ul>08/08/09 TSM 19-Nandos
    22. 22. Process <ul><li>The whole process is visible to customers. </li></ul><ul><li>Allowing customers to view and judge the hygiene standards. </li></ul><ul><li>The customers are invited to check the ingredients used in our food. </li></ul><ul><li>The aspect of service process is standardized. </li></ul><ul><li>Aims to provide a quality meal in short period of time. </li></ul>08/08/09 TSM 19-Nandos
    23. 23. Physical Evidence <ul><li>Store design in tandem with the site location and attitude of customers. </li></ul><ul><li>Provision of comfort and a cozy seating area </li></ul><ul><li>Natural ambience with an eco-friendly touch </li></ul><ul><li>Classic pieces of Indian art displayed </li></ul><ul><li>Rich collection of satisfying music as varied as the menu </li></ul>08/08/09 TSM 19-Nandos
    24. 24. Delhi Culture <ul><li>Having chicken from road side shops has its own charm because </li></ul><ul><li>Variety and reasonable prices. </li></ul><ul><li>Delhites have affinity for spicy food. </li></ul><ul><li>Preference for local flavors. </li></ul><ul><li>They are ready to experiment with food. </li></ul><ul><li>Nightlife in Delhi. </li></ul>08/08/09 TSM 19-Nandos
    25. 25. Launch of Nando's <ul><li>Five star hotel with complete press fraternity </li></ul><ul><li>Activities </li></ul><ul><li>Red Carpet of Chilies </li></ul><ul><li>Song(We will rock you) </li></ul><ul><li>Tie-up with known AC brand </li></ul><ul><li>Tie-up with coke </li></ul><ul><li>Theme nights </li></ul>08/08/09 TSM 19-Nandos
    26. 26. Favorite menu <ul><li>Fry Specialties </li></ul><ul><li>Fry Chicken 55.00 </li></ul><ul><li>Fish Amritsari 150.00 </li></ul><ul><li>Prawns Golden Fried 280.00 </li></ul><ul><li>Chinese Non-Veg </li></ul><ul><li>Chilly Chicken( Dry & Gravy) 120.00 </li></ul><ul><li>Chilly Chicken( Boneless) 120.00 </li></ul><ul><li>Chicken Manchurian 120.00 </li></ul><ul><li>Tandoori Khazana </li></ul><ul><li>Tandoori Chicken 180.00 90.00 </li></ul><ul><li>Afghani Chicken 200.00 100.00 </li></ul><ul><li>Chicken Tikka 120.00 ( 8 Pcs.) </li></ul><ul><li>Chicken Seekh Kabab 110.00 ( 5 Pcs.) </li></ul><ul><li>Mutton Seekh Kabab 110.00 (5 Pcs) </li></ul><ul><li>Gravy Items </li></ul><ul><li>Full Half Q.Plate </li></ul><ul><li>Handi Chicken </li></ul><ul><li>(Mixed Gravy in Seekh 300.00 170.00 100.00 </li></ul><ul><li>Kabab & boiled egg) </li></ul><ul><li>Mutki Chicken 300.00 170.00 100.00 </li></ul><ul><li>( Mixed Gravy in Gurdey </li></ul><ul><li>Kapoorey & Seekh kabab) </li></ul><ul><li>Butter Chicken 280.00 150.00 90.00 </li></ul><ul><li>Chicken Curry 260.00 140.00 80.00 </li></ul><ul><li>Tawa Special </li></ul><ul><li>Tawa Chicken 280.00 150.00 90.00 </li></ul><ul><li>Tawa Chicken 300.00 160.00 </li></ul><ul><li>(boneless) </li></ul>08/08/09 TSM 19-Nandos
    27. 27. Cont…. <ul><li>Mutton </li></ul><ul><li>Full Half </li></ul><ul><li>Mutton Mughlai 160.00 95.00 </li></ul><ul><li>Rogan Josh 150.00 85.00 </li></ul><ul><li>Keema kaleji 160.00 90.00 </li></ul><ul><li>Rolls </li></ul><ul><li>Chicken Seekh Roll 60.00 Each </li></ul><ul><li>Chicken Tikka Roll 65.00 Each </li></ul><ul><li>Shorma 30.00 Each </li></ul><ul><li>Beverages </li></ul><ul><li>Mocktails 50.00 </li></ul><ul><li>Vegetarian </li></ul><ul><li>Paneer Masala 80.00 </li></ul><ul><li>Shahi paneer 80.00 </li></ul><ul><li>Kadhai Paneer 80.00 </li></ul><ul><li>Dal Makhani 80.00 </li></ul><ul><li>Breads </li></ul><ul><li>Naan 10.00 </li></ul><ul><li>Parantha 15.00 </li></ul><ul><li>Rumali Roti 8.00 </li></ul><ul><li>Tandoori Roti 8.00 </li></ul>08/08/09 TSM 19-Nandos
    28. 28. Nando's in Delhi 08/08/09 Location Attributes GK-1 CP Rohini Footfalls High High High Competitors Very low Very High Moderate Prospective Customers Moderate High Moderate Variety of food Moderate High Low Accessibility Moderate High Moderate Ambience & hygiene High High High Price High High Moderate
    29. 29. Against whom: -KFC -McDonalds -Republic Of Chicken -Roadside Vendors -Unorganized market When: - while freaking with friends. - with family. -while shopping. - casual party. For Whom: -Male/Female -Any age group -Who loves to eat hot and spicy chicken -who is full of life -who loves to laugh -who are true to themselves -who can make life happen. Why: - to deliver the Nando's experience. Whether that's for our customers or the employees who work hard to make it happen. Here's why we're so different. Nando's is not just about chicken. It's about Pride, Passion, Courage, Integrity and, most of all Family. Nando’s 08/08/09 TSM 19-Nandos
    30. 30. <ul><li>Fun </li></ul><ul><li>Vibrant </li></ul><ul><li>Cheeky </li></ul><ul><li>Friendly </li></ul><ul><li>Pride </li></ul><ul><li>Passion </li></ul><ul><li>Courage </li></ul><ul><li>Integrity </li></ul><ul><li>Cool </li></ul><ul><li>candid </li></ul><ul><li>who love to laugh and love to eat </li></ul><ul><li>and is guaranteed to spice up their taste </li></ul><ul><li>buds. </li></ul><ul><li>fun approach to life </li></ul><ul><li>Family-friendly </li></ul><ul><li>atmosphere </li></ul><ul><li>informal Ambience. </li></ul><ul><li>Culture of enthusiasm </li></ul><ul><li>traditional </li></ul>08/08/09 TSM 19-Nandos Brand Prism:
    31. 31. Full of Taste and Flavour Fun, vibrant, cheeky, friendly. Light, fun, honest (not spoofy nor over the top) Informal, courage You can share a meal and a lot more here And end up growing your relationships Affordable dining, chicken and a whole lot more, clean, friendly, non intrusive service ATTRIBUTES BENEFITS TONE PERSONIFICATION ESSENCE Brand Positioning
    32. 32. 7. Value & Personality 6. Reasons to Believe 5. Benefit 8. Discriminator 4. Insight 2. Competitive Environment 3. Target Brand Key – Nando’s 9. Essence 1. Root Strength g 08/08/09 TSM 19-Nandos
    33. 33. INTEGRATED MARKETING COMMUNICATION <ul><li>Nando itself is such a big brand within itself that it seldom needs any tools for promoting itself but in marketing world only </li></ul><ul><li>those brands sell which are promoted and advertised </li></ul>08/08/09 TSM 19-Nandos ADVERTISING PUBLIC RELATION CUSTOMER RELATIONSHIP MANAGEMENT EVENTS
    34. 34. Advertising <ul><li>Nando's- brought to India by Indage Hotels, Utilization of brand image. </li></ul><ul><li>The ad‘s primary focus on family and fun. </li></ul><ul><li>The adverts would be telecasted on all G.E.Channels, showing the adverts in multiplexes like PVRs and the other big Multiplexes </li></ul><ul><li>Roping in a host of stars for promoting the brand </li></ul><ul><li>Separate video which would be shown only on the cable channel. </li></ul><ul><li>Taking help of print media as well and have banners, hoardings and pamphlets. advertising in leading newspapers and local magazines & Yellow Pages also. </li></ul>08/08/09 TSM 19-Nandos
    35. 35. Public Relations <ul><li>Advertise by word-of-mouth </li></ul><ul><li>We will Develop & use a distinctive business card that promotes our brand. </li></ul><ul><li>Cultivate the art of talking to people in our work-force. </li></ul><ul><li>Cultivate and produce mailing lists; use direct mail to these contacts. </li></ul><ul><li>Give away specialty items that include your name & a program invitation--pens, calendars, etc. Read local magazines and newspapers to identify community program opportunities </li></ul><ul><li>Develop an informational brochure. Get written references from satisfied clients; use them for promotion to others. </li></ul>08/08/09 TSM 19-Nandos
    36. 36. Cont… <ul><li>Write a newspaper column or a magazine or journal article on our brand. Make reprints of the article and use them as handouts. </li></ul><ul><li>Get involved in political, professional, civic, recreational and social organizations to develop business contacts and create awareness. Promote our brand with banners. Ask satisfied clients for referrals. Send thank-you notes. </li></ul><ul><li>Send engraved announcements whenever you do something big. </li></ul><ul><li>Nourish your network of business contacts--don't let them whither. Ask to appear on local radio or TV. </li></ul>08/08/09 TSM 19-Nandos
    37. 37. CUSTOMER RELATIONSHIP MANAGEMENT <ul><li>Do a survey of past clients to get feedback and hear their ideas. </li></ul><ul><li>Send birthday or celebration cards to clients reminding them of us. </li></ul><ul><li>Use a recall system to encourage clients to come back again; send reminder postcards. </li></ul><ul><li>Take a genuine interest in former clients--call them. Give regular customers a special membership card which would give them a discount of 10% if they come on weekends. </li></ul><ul><li>On a given day every month we can celebrate as customer’s day and prepare items based on customer’s preferences and taste especially for them and even name our items with their names. </li></ul><ul><li>We can also have contests like food making competition and any customer giving their menus which would be selected would be a permanent menu in our menu card and we would name that menu on the person’s name. </li></ul>08/08/09 TSM 19-Nandos
    38. 38. EVENTS <ul><li>Present a program at a community college or a school parents’ night. Sponsor a community event. </li></ul><ul><li>Create a media event--for example, a conference--and invite the press. </li></ul><ul><li>We can also organize events like chilies eating competition and the winners and runners-up would get a gift-coupon for a meal in Nando’s. All the participants would get a sample sachet of Peri-Peri sauce. </li></ul><ul><li>On the birth anniversary of the outlet we will have major promotion offers like 25% discount to our regular and well-known customers and 10% discount tot all those who come on that day and celebrate with us. </li></ul><ul><li>In 20-20 matches especially in the final ones we can collaborate with BCCI so as to give discount coupons of 10% along with tickets. We would be having a small stall somewhere in the stadium and all those people who buy tickets would be getting a discount coupon of 10% and enjoy their snacks or meals between the breaks in the stadium only. </li></ul>08/08/09 TSM 19-Nandos
    39. 39. Thank You! <ul><li>Presented by:- </li></ul><ul><li>Neetesh Sharma 08-45 </li></ul><ul><li>Gaurav Soni 08-52 </li></ul><ul><li>Rajiv Arora 08-02 </li></ul><ul><li>Prashant Kapoor 08-29 </li></ul><ul><li>Heena Sharma 08-44 </li></ul><ul><li>Gagan Bhatnagar 08-07 </li></ul>08/08/09 TSM 19-Nandos
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