Jumbo King Market Analysis

1. Jumbo King
Market Analysis and Value Creation
–Prof. Vivek Padgaonka
MBA E&Fb Division B Group - 6r
2013-2015

3. Brief About Market and Concept
• The indian food industry : rs 247,680 crore in 2013,
• Growth rate : 11 per cent to touch rs 408,040 crore by 2018.
• The QSR market will double to Rs 7,000 cr 2015-16
• Next three years, new store additions will increase by 16-18 per cent
annually, global players and new ventures.
• Market share of customers spending on fast food is 2.6%
• The road side vendors in mumbai sell 1.5 lakhs vadapav per day.

4. • In August 2001, in a small suburb of Mumbai, an experiment to wrap and
serve the vada pav began with initial investment of Rs.2 Lakhs.
• The kitchen was modernized, electric friers with timers were installed
and a standardized product was served to the millions of railway
commuters that dot the metropolis of Mumbai.
• A franchising program, now hugely successful, was built around the
product. Stores were opened in bustling locations away from railway
stations too.
• In April 2014, Jumboking sold its 100 millionth vada pav.
• As more and more cities embrace “vadapower”- Jumboking’s format has
evolved to a crisp 200-300 sq feet at busy locations for those who don’t
have time for a relaxed meal in the middle of their work or shopping or
play.
• Jumboking is eyeing more products that can be had on the move.
Innovation and customer service is a way of life at Jumboking.

5. 4Ps
• PRODUCT
• Core product- Vada Pav,
• Offers different variety in core
product which is hygienic
• Newly added Jumbosa i.e. Samosa
with a different avatar
• PRICE
• Vada pav ranging from ₹ 15 - ₹ 55
available
• PLACE
• 75 stores across 12 regions
• Amratvati, Aurangabad, Bengaluru,
New Delhi, Indore, Lucknow,
Mumbai, Mysore, NCR, Pune ,
Raipur, Hyderbaad, Nagpur
• Largest vada pav chain in India
• PROMOTION
• Some of the Marketing Campaigns
For Jumbo king are-
• “Grab, Eat n Go”
• “Food for the Rush”
• “Hungry!! Get Jumbo”
• “Nothing is Worst than Wasted
Time- Get Jumbo King”

6. MENU OF JUMBOKING

7. Segementation
Geographic
variables
• Location:
metropolitan cities
• Density of area:
urban
Demographic
variables
• Age group: 18-30
• Occupation: college
students, working
class, executives
• SEC: Middle class
Psychographic
variables
• Lifestyle:
contemporary and
fast paced
• Attitude: hygiene
and health
conscious
Behavioural
variables
• Occasion: quick bite
• Benefit sought:
satisfaction of
hunger
• Brand loyalty: high

8. • TARGETING
• Busy, young country-india, for a generation that’s always on the move
• POSITIONING
• The concept of vada pav, a regional colossus of a food item,
infused contemporary flavours, a market for vadapower
• Vadapower – fast, portable, filling
• DIFFRENTIATION
• Size & Quality

9. POD
• Hygienic paper wrapping
• Range of products
• Location
POP
• Product

10. Kesar Alloys And Metals Pvt. Ltd. 10
Competitive
Rivalry
Threat of
New
Entrants
Bargaining
Power of
Suppliers
Threat of
Substitutes
Bargaining
Power of
Buyers
LOW
Low capital requirement
Initial scale of operation need not be large
Land requirements are low, availability of
location is very high.
Raw materials
Procurement cost is less.
No intermediaries as direct service to
customers.
LOW
• Raw material used is
mundane and universally
available.
• Large numbers of
suppliers.
• Switching cost is very low.
MEDIUM TO HIGH
Product to product substitution
ranges from medium to high
depending on the geographical
location and taste preferences
HIGH
large numbers of small and
unorganized players already
existent
Cost of switching between
brands is very low
High
Many International QSR, Local Restaurant ,
Street food sellers with High volumes
competing.
Porter’s 5 Force

11. •NEED RECOGNITION
• Need to purchase Vada Pav
• Hunger as a basic need
• Cultural preferences shaped by regional cuisine
• Personal preference for hygienic food products due to
high levels of awareness
• Quick on the go food for fast-paced urban life
• Passive knowledge through recommendations by
acquaintances and media coverage
• Value for money desired from the product
CONSUMER BEHAVIOUR ANALYSIS

12. CONSUMER BEHAVIOUR ANALYSIS
•SEARCH FOR INFORMATION
• Environmental influences are significant in shaping the
consumer’s decision making process
• Recommendations from the friends and acquaintances
• Preference for the local cuisine.
• Preference for the food which facilitates fast paced life.
• Good experiences written in newspapers articles covering
the chain
• Location of outlets in unfamiliar locations as well as new
additions to the menu.

13. • This exposure is reinforced by wide spread coverage in main
stream media
• Strategic location of Jumbo King Vada Pav outlets at busy
locations such as railways stations, bus depots and office
complexes.
• High acceptance of Vada Pav as a fast food item across
Mumbai
• Very low inertia on the part of consumers to show a high
propensity to establish a relationship with
Jumbo King Vada Pav as a brand.
CONSUMER BEHAVIOUR ANALYSIS

14. USP
High acceptance of the brand because the Jumbo King Vada Pav
offers a unique value proposition of a popular fast food item like
Vada Pav being served in hygienic conditions with high level of
quality and consistency

15. VALUE PROPOSITION
• Hygiene
• Value for money
• Preference for regional cuisine
• Convenience
• Quick service
• Easy availability
• Portability of food item

16. VALUE CREATION
•Taking a traditional mass product and introducing the
differentiating factor of size and hygiene
•Making the product available across the country

17. RECOMMENDATIONS
•Taking the product international and making
the product localized to the markets
• Spanish Spicy Vadapav
• Italian saucy Vadapav
• French Creamy Vadapav

18. Thank You
Piyush Jajodia B036
Amit Jain B023
Harsh Kumar Jhunjhunwala B017
Deeksha Darak B027
Ekta Agarwal B043
Karan Malviya B021