This PPt is about the research my team members and I carried out in the city of Gurgaon .purpose of ppt is to do the branding of chicken tikka and how to increase the market share of it in gurgaon.this research includes both organised and unorganised retail outlets of gurgaon

1. Let The Presented By
Bharat Uppal
Shivali Kapoor
Gaurav Arora
Shivam Gupta
Naveen Kr Saini

2. Introduction
• Chicken tikka is a dish originating in South
Asia where it remains popular in
both Pakistan and India. It is traditionally small
pieces of boneless chicken baked using
skewers in a clay oven called a tandoor. The
word tikka means "bits" or "pieces". It is also a
chicken dish served in Punjabi cuisine.
ThePunjabi version of the dish, however, is
grilled over red-hot coals, and does not always
contain boneless pieces. This is one of India's
most popular dishes.

3. About the Product
• Course Starter
• Place of origin India and Pakistan
• Region or state North India
• Serving
temperature Hot
• Main ingredients Chicken, yogurt, red chili
powder, ginger and garlic
paste, lemon juice
Now, it also comes under ready to eat food.

4. Purpose of research
• To know the consumer behavior
• Convert it into a brand
• How we are going to manage its packaging
• Calculate market share

5. Areas Explored

6. Retail Audit Sheet

7. Data Collection
We have collected our data basically by means
of primary data research method which
includes :
• Questionnaire
• Conducting surveys at both organized &
unorganized retail outlets

8. Questionnaire :

10. Face to Face Surveys :

11. Findings
People from different areas have different
opinions about it –
• Lack of awareness among people in rural
areas
• Hardly, there are one or two Dhabas serving
chicken tikka that too after 5 p.m in some
30kms stretch
• While in urban area, restaurants and hotels
are serving it 24*7

12. Continue. . .
• Mostly people enjoy Chicken tikka being
served with drinks at ahaatas, pubs etc.
• Chicken tikka masala, tandoori chicken,
chicken malai tikka n many more are some
alternatives of chicken tikka
• When asked, bar owners who responded their
words were “ bhaisaaab ye to ab khaane wale
ke taste or mood pe depend karta h “

13. • Market share of chicken tikka is approx. 20%
• Strange, but consumption of chicken tikka is
more during the summers than in winters
• In urban area, one or two outlets also provide
frozen chicken tikka i.e ready to eat, but
people are not used to it as they prefer to “eat
fresh & healthy” tikka

14. Problems
• As said before, lack of awareness among
people in rural area that’s why chicken tikka
stores often tend to be lower in rural than in
urban area
• Whereas in urban area, investment in terms
of high cost labour
• There are so many other choices/alternatives
available

15. • A poll found that 40% of Indians do not eat
non-veg and among rest 60%, some Indians
do not eat non-veg food on Tuesday, Thursday
& Saturday
• There are also some people who don’t eat
non-veg in navratri, which happens twice in
a year

16. Strategies
• To increase the awareness among
people, we will provide combo offer that
if someone buy any roasted veg item
than he/she will get 100 gram chicken
tikka for free or if someone buy chicken
tikka pack of 250 gram ,then we will
provide him/her 100 gram free .

17. Continue. . .
• We will outsource our chicken tikka to various
Dhabbas and non veg restaurant who didn’t sell
chicken tikka
• We will provide various discount on days like
Thursday and Saturday , so that consumption of
chicken tikka increases more and more .
• We will tie up with various pg’s and travel agencies .
• We will also provide 10 % discount to the customers
who order chicken tikka before 4 pm.

18. • To be cost effective, we have decided to resort
to single packaging technique .

19. Why should we invest?
• It is a 365 days business so investing in such a
business will yield returns on regular basis.
• Profit margin is 20% and business cost
effective.
• In accordance with the customer
questionnaire reviews, there is potential
demand of product.
• We are resorting to get memorandum of
understanding signed by other established
outlet for profit sharing.

20. Thank You
!!!!!