Penetrating Republic Of China Market <br />With Indian Fast Food Brand<br />“Dragon Ballz”<br />
Brand Name/ Promotion Area/ Brand Identity<br />What’s in a name???<br />Well... So much !!!!<br />Reason behind selecting “Dragon Ballz” brand name for branding Indian Fast Food “Vada paav” in China ???<br /><ul><li>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” !!!</li></li></ul><li>what is our BUSINESS | Product | Service?<br />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.<br />
Operational Strategy/ Mission | Vision<br />Vision: <br />Every family in China should start its breakfast and therefore its day from the dragon ball. <br />When They Say “Healthy & Delicious Indian Fast Food”, They mean “Dragon Ballz “!<br />Mission: <br />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. <br />
Why China | Drivers & Opportunities<br /><ul><li>Stability of Government for Foreign investors as long as they creates employment opportunities.
User friendly service; fast in delivery (Less 80 sec)
Fighting for the 11% of share of wallet</li></ul>positioning | points of DIFFERENCE<br />Combination of food taste and development aid<br />First and only umbrella brand of Indian fast food on the China market<br />Brand with best reason to identify itself with Social responsibilities.<br />Supports Recycling<br />
what SEGMENT do we target?<br /><ul><li>Demographic:
How We Are Expanding Outlets in China<br />Ownership + FRANCHISE<br />Style Of <br />Expanding<br />Owned<br />Owned<br />Franchised<br />
positioning | Chain Of Dragon Ballz Across People’s Republic Of China<br />
Process Of Services<br />Chinese Culture Touched Westernize style look.<br />Young N Warm<br />OUTLETS<br />PICK UP<br />STYLE<br />RESTAURANT<br />Home<br /> Delivery<br />Drive In To Dragon Ballz Outlet.<br />From Window Instant Counter Choose, Order N Drive away Parcel.<br />Quick & nicely packaged Home Delivery.<br />Order over phone.<br />Delivery By Owed display Vehicle Of Dragon Ballz by <br />Uniformed Delivery Boy<br />
Process: One of the P from 7 P‘s Of Marketing<br />FOODPREPARATION<br />PICK FOOD FROM<br />KITCHEN<br />Back Stage<br />MAINTAIN KITCHEN<br />FACILITIES<br />FOOD STORAGE<br /> FOOD PURCHASE <br />DELIVERY<br />
Process: One of the P from 7 P‘s Of Marketing<br />FRONT STAGE<br />TAKE AWAY<br /> PARCEL<br />DELIVER FOOD<br />ON COUNTER<br />COLLECTION<br />OF MONEY<br />Line Of Visibility<br />
Process: “Dragon Ballz“ Supply Chain <br />Three E‘s Of Dragon Ballz Supply Chain Vision<br />Sustainable Supply Chain:<br />Ethical: Making sure that there supply are for their employees, from safe area, and treated will. <br />Environmental: sourcing of materials ensuring the design of their products, their manufacture, distribution.<br />Economic:delivering affordable food, engaging in equitable trade practices, limiting the spread of agricultural diseases.<br />
Dragon Ballz will be having tie-ups with NGO’s working in China.</li></li></ul><li>Place<br />Promotion<br />Product<br />7 P’s Of Marketing<br />Price<br />Packaging<br />Physical Evidence<br />People<br />
Product Length<br />Product length:-<br /><ul><li>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.</li></li></ul><li>PRODUCT development<br /><ul><li>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
Taste big bite of DB Special Indian menu</li></li></ul><li>PRODUCT development<br />Dragon ball mainly consists of 2 components the pav or the bread and the ball means “Vada”<br />The bread has 4 shapes <br /><ul><li>Bun shaped
Triangular </li></li></ul><li>Product Menu Features<br />Veg <br />Dragon ball mainly consist of 2 components the br<br />Dragon ball mainly consist of 2 components the bread (pav) and the ball <br />Dragon ball mainly consist of 2 components the bread (pav) and the ball <br />Imperial delite<br />From the garden<br />Tofu caps <br />Korn Bean<br />Mushy cheese<br />Span<br />
Product Menu Features<br />Non veg<br />Non veg<br /><ul><li>Dixi chic
Price factor<br />Price of Dragon Ballz products will be competitive one.<br />As we are new to the such segment we are tying to keep price a bit lower than competitor.<br />China currency:<br />Yuan & Rmbn<br />INR Value: 0.7<br />So generally all topmost players are starting value from 7 Yuan<br />Our product range starts from 6.5 Yuan To Family Package priced @ 60 Yuan<br />We have range of Combo menu packages<br />1. Economy<br />2. Regular<br />3.Family<br />4Special Package<br />
Promotions Media & Media Vehicles <br /><ul><li>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.</li></li></ul><li>Promotions Media & Media Vehicles Continues... <br /><ul><li>FM radio is a popular entertainment source for commuters and professionals and hence the message can spread across far and wide at minimal cost.
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. </li></li></ul><li>Promotions Media & Media Vehicles <br />China’s social media landscape is constantly growing, innovating, evolving.<br />So we are trying to cover market through innovative & new techniques of promotions.<br />Discounting Coupons <br />to corporate<br /><ul><li>Free gift hamper vouchers
Physical Evidence/ Places, Location Selection For Outlets of “Dragon Ballz“<br />DB outlets will increase and be seen in all the hot spots across all the metros & Tier 2 cities.<br />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.<br />Also malls with food courts will have DB outlet.<br />
People/ Staff/ Uniformity across all Dragon Ballz outlets<br />The staff at DB will wear a uniform that will be worn by all DB employees across all the outlets. <br />Highest level of Hygiene will be maintained and the uniform colours will be in sync with the colours used in our new logo.<br />i.e. Shiny Red & Bright warm Yellow.<br />
Packaging standards/ Point Of Purchase<br />Every product is packed in recyclable brown bag packs supporting Nature.<br />The packet will be with the brand and The best quality oil absorbing tissue .<br />Packaging will ensure warm, tasty & easy to handle food, keeping its nutritional values as good as while making.<br />Also it will meet all the standards of attractive packaging & mandatory rules.<br />
Packaging standards/ Point Of Purchase<br /><ul><li>DB (Dragon Ballz)-Recycle: