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Mainland China - Early Diner Strategy

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Marketing strategy to overcome the challenge of low customers between 7-9 PM, typically called the Early diners.

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Mainland China - Early Diner Strategy

  1. 1. MAINLAND CHINA TO BECOME THE DESIRABLE DESTINATION FOR EARLY DINERS: PROGRAMS, PLACES, & PROMOTION STRATEGY INDIAN INSTITUTE OF MANAGEMENT ROHTAK | GROUP 3 MARKETING MANAGEMENT - I BARATH SINGH (PGP05063) | DIBAKAR BHOWMIK (PGP05065) | DIVYANSHI BHATNAGAR (PGP05066) CHAUHAN RAKSHIT BHARATKUM (PGP05064) | GANGANDEEP SINGH PANNU (PGP05067)
  2. 2. APPROACH RECOMMEND IMPLICATION TO CREATE A MARKETING STRATEGY TO MAKE MLC THE MOST DESIRABLE DESTINATION FOR EARLY DINERS Increase the frequency and sustain the existing early diners (Ex: Expats & Heath conscious) Encourage the existing fine- dining customers to come to early dining Identify and create space for a new segment of people who will fit into early dining. PAN India : ‘Dine by Nine’ & ‘Chinese Express’ Campaign Local Outlets : Classified into Residential, Commercial, Multiplex Offerings: Customized Product, Price and Targeted Promotion based on the 3-Model Findings and Recommendations Identified Six Target Segments who can be encouraged for early dine with customized product & price incentives FINDINGS Identified 3 Key Attributes of people who come into the segment of unplanned & impulsive diners. Driven by Chinese Food, Brand Association towards Mainland China Increased early-diners share who late-dined earlier in Mainland China & Other Fine- Dine Restuarants Increased impulsive diners and breaking into the casual dining segment of 32% food service market share Increased frequency of Existing Expats & Health-Conscious Customers who chose competitors earlier FINDINGS
  3. 3. Key Customer Profile Drivers & Vulnerabilities Incentives & Offerings Choosing the Target Profile MODEL 1: ENCOURAGE THE EXISTING FINE-DINING CUSTOMERS TO COME TO EARLY DINING Objective: To Identify key drivers and vulnerabilities to persuade ‘planned’ late-dining segment to start early dining INTERNAL INFLUENCE EXTERNAL INFLUENCE APPROACH
  4. 4. Key Customer Profile Drivers & Vulnerabilities Incentives & Offerings Choosing the Target Profile MODEL 1: ENCOURAGE THE EXISTING FINE-DINING CUSTOMERS TO COME TO EARLY DINING Objective: To Identify key drivers and vulnerabilities to persuade ‘planned’ late-dining segment to start early dining INTERNAL INFLUENCE Sect Segment Involvement Differentiation Vulnerability Traditional Belief Objective Low High Facts Facts Highest 3 Cautious High High Price, Advertising, Aware of alternatives Discounts/Brand promotion/VP Lowest 1 Prudent High High Value proposition for money, Critic Reports, Word- of-mouth VP/External Critic Low 1.5 Laidbacks Low Low convenience, intuition Nothing! High 3 Loyalist Low High Attachment, Relationship attention, loyalty Low 5 Avg. Visits/Per Month Towards Fine-dine Restuarants Findings Active Passive Key Drivers for Decision- Making Classification EXTERNAL INFLUENCE APPROACH Drivers & Vulnerabilities
  5. 5. Key Customer Profile Drivers & Vulnerabilities Incentives & Offerings Choosing the Target Profile MODEL 1: ENCOURAGE THE EXISTING FINE-DINING CUSTOMERS TO COME TO EARLY DINING Objective: To Identify key drivers and vulnerabilities to persuade ‘planned’ late-dining segment to start early dining INTERNAL INFLUENCE Age Group Percentage External Influence Attributes 18-23 21% bound by time-limit to dine late 23-30 37% bound by lifestyle choices, office timings that makes it uncertain for decision-making 31-40 31% bound by lifestyle choices, office timings that makes it uncertain for decision-making 40+ 11% disciplined, more healthconscious, and not contraint by time, more freedom to choose! EXTERNAL INFLUENCE APPROACH
  6. 6. Key Customer Profile Drivers & Vulnerabilities Incentives & Offerings Choosing the Target Profile MODEL 1: ENCOURAGE THE EXISTING FINE-DINING CUSTOMERS TO COME TO EARLY DINING Objective: To Identify key drivers and vulnerabilities to persuade ‘planned’ late-dining segment to start early dining INTERNAL INFLUENCE EXTERNAL INFLUENCE APPROACH
  7. 7. Six Targets Segments who can be persuaded to break away from internal influence & also the segment who have least external constraint in early-dine timeline. MODEL 1: ENCOURAGE THE EXISTING FINE-DINING CUSTOMERS TO COME TO EARLY DINING Objective: To Identify key drivers and vulnerabilities to persuade ‘planned’ late-dining segment to start early dining INTERNAL INFLUENCE EXTERNAL INFLUENCE FINDINGS Internal/ External 18-22 years Above 40 years Cautious TG1 TG2 Prudent TG3 TG4 Loyalist TG5 TG6
  8. 8. ‘Dine by Nine’ With customized value-added services to targeted segment ‘rather’ than plain price discounts to all. MODEL 2: ENCOURAGE THE EXISTING FINE-DINING CUSTOMERS TO COME TO EARLY DINING Objective: To Identify key drivers and vulnerabilities to persuade ‘planned’ late-dining segment to start early dining RECOMMENDATION
  9. 9. ‘Dine by Nine’ With customized value-added services to targeted segment ‘rather’ than plain price discounts to all. MODEL 1: ENCOURAGE THE EXISTING FINE-DINING CUSTOMERS TO COME TO EARLY DINING Objective: To Identify key drivers and vulnerabilities to persuade ‘planned’ late-dining segment to start early dining RECOMMENDATION Combinations Attributes Offer Recommendations Taglines TG1&TG2 Price-Conscious TG1 Price-Conscious TG3 VP/Experience Giftvoucher Yin&YangTueFest Playyoursong! TG3 VP/Experience Supplements TreatitChineseway! FreeChampaign&Delicacy TG5&TG6 Attention/Loyalty Royal SpecialOccasionBookin TG4 VP/Experience CookTour TG3&TG4 High-End EnjoytheEmpire'sMeal TG6 Loyalty/Attention LoyaltyCards& QuickBookings FreeConversationStarters Dine-inStyle! Friendsgathering/party Royalfeast WomenwithloveforChineseCuisine Mid-agedFamilyDInner businessoccassions/CorporateMeet Occasion Mid-agedFamilyDinner EarlyBirdFamily&Friends Buffet Discounts/ CouponFriendsgathering/party Takeyourdate
  10. 10. What other segment do in the night? Drivers & Vulnerabilities Incentives & Offerings Choosing the Target Profile MODEL 2: IDENTIFY AND CREATE SPACE FOR A NEW SEGMENT OF PEOPLE WHO WILL FIT INTO EARLY DINING CATEGORY Objective: To Identify new segment and their key drivers and provide incentives to start early dining APPROACH 13-22 22-30 30+ Attributes Movie/Shopping 19% 22% 21% Quick,Tasty,Filling Pub/Bar 2% 3% 3% Nil Food 10% 10% 10% Quick,Convenience,Enjoyable,Experience EntertainmentParks/Picnics 12% 14% 5% Nil Hangoutwithfriends 33% 33% 33% Casual,Taste,Extendedtime Library/Art/Dance/Activities 5% 4% 4% Sports 8% 6% 7%
  11. 11. MODEL 2: IDENTIFY AND CREATE SPACE FOR A NEW SEGMENT OF PEOPLE WHO WILL FIT INTO EARLY DINING CATEGORY Objective: To Identify new segment and their key drivers and provide incentives to start early dining FINDINGS 13-22 22-30 30+ Attributes Movie/Shopping 19% 22% 21% Quick,Tasty,Filling Pub/Bar 2% 3% 3% Nil Food 10% 10% 10% Quick,Convenience,Enjoyable,Experience EntertainmentParks/Picnics 12% 14% 5% Nil Hangoutwithfriends 33% 33% 33% Casual,Taste,Extendedtime Library/Art/Dance/Activities 5% 4% 4% Sports 8% 6% 7% Unplanned Target Segment are driven by Quick, Taste, Filling, Convenience. Planned Causal Diners are driven by Price and Convenience Format Share in Total Chain Market 2013 Cafe 12% QSR 43% Forzen Dessert/Ice Cream 6% Casual Dine 31% Fine Dine 4% PBCL 4%
  12. 12. MODEL 2: IDENTIFY AND CREATE SPACE FOR A NEW SEGMENT OF PEOPLE WHO WILL FIT INTO EARLY DINING CATEGORY Objective: To Identify new segment and their key drivers and provide incentives to start early dining RECOMMENDATION ‘Chinese Express’ Introducing Quick and filling menu’s & 15-minute take-away orders
  13. 13. COMMUNICATION STRATEGY Objective: To communicate the strategy across the 42 outlets of Mainland China APPROACH Classification of Outlets into three broad categories Class A (Residential), Class B (Commercial) & Class C (Multiplex) Locations Classificat ions Nearby Places Competitors Income Class R-City Mall C Quattro, shvatra(900), punjab grill(800) II Hiranandani Business ParkC Suburbia Mall C Shoppers Stop Infiti Mall C Zafran(750), california pizza kitchen(800) II Techno Park C 2 malls Growels Mall C Big Bazaar Viviana Mall C yellow chilli(650), yoko sizzlers(850) II orion mall C zafran, chili's(700) II shopping complex C College road B Market B Chutney Chang, Three quarter chinese, Indijoe sizzlers Neighbourhood A dot.yum- aloft hotels(750), Sake-zuri(1100) I,II prime Mall C on highway, keys hotelcourtyard marriott pyramid mall C JW Marriott restaurants- alto vino(1100), paasha(1000) I Hotel C sigree(650) II Town centre B Barbeque nation(750) II Chennai(6) Neighbourhood A Delhi(1) Local shopping centre B China Garden(700), Chungwa(600), culinaire(1100) II Mall C Neighbourhood A smoke house deli(900), chili II Neighbourhood A ITC Hotels(1000-1200) I HighTechCity B Nautanki Gali(800), chili, II Ahmedabad(1) B Souq Bistro & Grills(750) II Gurgaon(2) Market B Indian Grill room(800), downtown(1100) I,II Mumbai(9) Bangalore(5) Pune(5) Kolkata(3) Hyderabad(2) Mumbai – Full Multiplex Locations Ideal Target – Unplanned Dine-outs & Young crowd (18-25), 40+ Movie-goers
  14. 14. COMMUNICATION STRATEGY Objective: To communicate the strategy across the 42 outlets of Mainland China APPROACH Classification of Outlets into three broad categories Class A (Residential), Class B (Commercial) & Class C (Multiplex) Mumbai – Full Multiplex Locations Targeted Segments & Customized Communication Strategy Segment Offer Reccomendation Tagline TG3 Giftvoucher Yin&YangSpecial Playyoursong! TG3 Supplements TreatitChinese way! FreeChampaign&Delicacy TG5&TG6 Chef Special Special OccasionBookin Chef Special Occasion Take yourdate Friendsgathering/party Royal feast RECOMMENDATION BTL Activities & Promotion 1. Online Gift voucher 2. In-mall collaboration on free coupon voucher offering while at purchasing Movie-tickets/Parking lots/Shopping store Class C – Multiplex & In-mall Locations. Close Competitors – Quattro (Rs800), Shvatra (Rs600) Average P2P – Rs.500 – 1500 per person
  15. 15. IMPLEMENTATION STRATEGY Objective: To take forward the recommendation and phase it for maximum reach and output PAN INDIA CAMPAIGN Dine by Nine Chinese Express BTL LOCAL/OUTLET LEVEL PROMOTION Stage 1 Stage 2 Negative Implication: The immediate question of brand dilution of Mainland China’s five star experience by bringing in Chinese Express, which communicates ‘Express’ resembling speed and fast-food. The Indian psyche of associating fast-food to sacrificing the taste-buds a little is a common perception. Therefore, we recommend a strong message (or tagline) within the campaign which ensures the quality is never compromised in Mainland China. COMMERCIAL RESIDENTIAL MULTIPLEX
  16. 16. APPROACH RECOMMEND IMPLICATION TO CREATE A MARKETING STRATEGY TO MAKE MLC THE MOST DESIRABLE DESTINATION FOR EARLY DINERS Increase the frequency and sustain the existing early diners (Ex: Expats & Heath conscious) Encourage the existing fine- dining customers to come to early dining Identify and create space for a new segment of people who will fit into early dining. PAN India : ‘Dine by Nine’ & ‘Chinese Express’ Campaign Local Outlets : Classified into Residential, Commercial, Multiplex Offerings: Customized Product, Price and Targeted Promotion based on the 3-Model Findings and Recommendations Identified Six Target Segments who can be encouraged for early dine with customized product & price incentives FINDINGS Identified 3 Key Attributes of people who come into the segment of unplanned & impulsive diners. Driven by Chinese Food, Brand Association towards Mainland China Increased early-diners share who late-dined earlier in Mainland China & Other Fine- Dine Restuarants Increased impulsive diners and breaking into the casual dining segment of 32% food service market share Increased frequency of Existing Expats & Health-Conscious Customers who chose competitors earlier FINDINGS THE OBJECTIVE CAN BE ACHIEVED WITHOUT DISCOUNTS, BUT WITH FINE LINE OF HIGHER VALUE PROPOSITION
  17. 17. THANKS

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