Samosa in london/england. Introducing traditional food product of India in London

1. INTRODUCING SAMOSAS IN LONDON
By Harshad & Kenrick
Indian Education Socitey
Mumbai, India

2. TARIQUE PE TARIQUE
SAMOZZAS

5. Current Market Scenario
 The market for eating out continues to enjoy good levels of
growth and is projected to be worth 35.7 billion by the mid
of 2020, a rise of over 25% since 2014
 Despite new eating out styles and cuisine continuing to
come to market there remains a core popularity embracing
both traditional foods such as pub food and fish and chips
and the older established ethnic cuisine like Indian
 Pub catering remains consistently the most popular eating
out venue attracting a broad scope of consumers

6. Samosa Specifications
 Veg samosas: Paneer samosas, Cheese samosas, Spanish Samosas,
Chinese Samosas, Palak Paneer Samosas, Punjabi Samosas, Onion
Samosas, DosaWrap Samosas, Bread Samosas
 NonVeg Samosas: Chicken Samosas: Peppered, Barbeque, Grilled.,
Mutton Samosas, Beef Samosad, Fish Samosas, Minced Meat Samosas
 Accompaniments
 Samosas are served with relishing, finger licking and refreshing chutneys. It is
made of peanuts, cashews, fresh herbs, fresh chilies, ginger, garlic and fresh
green mangoes or lime juice with spcies.
 Size and shapes
 Samosas will be available in various shapes like pyramidal, triangle, cone etc.

7. Post purchase
Behaviour
Purchase
Evaluation
of Alternatives
Information Search
Need Recognition
Cultural, Social,
Individual and
Psychological
Factors affect
all steps
Need Recognition
Shopper's Decision-Making
Process

8. Post purchase Behaviour
SATISFACTION OR DISSATISFACTION
WHETHER U MADE RIGHT DECISIONS
Purchase
Evaluation of Alternatives
GOLI , SHIV VADA , STREET VENDORS
Information Search
FRIENDS ,RELATIVES(WORD OF MOUTH)
PUBLIC SOURCES ETC
Need RecognitionNeed Recognition
HUNGER ,REFRESHMENT
Shopper's Decision-Making Process
A five-step process used by Shopper's when buying goods or services
TARIQUE PETARIQUE
SAMOSA

9. STP
Differentiated market
We have segmented the market on the basis of
food habits into main categories:Veg & Non
Veg
 On the basis of research it has been ascertained
that majority of people in England are nonVeg
 Our sales volum would be very low if we catered
only to the veg market, hence we even cater to
the non veg market Sales
Non Veg
Veg

10. Target Market
 Children: Samosa available in attractive sizes and shapes
 Teenagers:They are major junk food consumers.We will
target them with the tastier and more nutritious samosas
 Housewives:We do not have the frozen samosas and
samosa leaves which will enable easier preparation of
samosas
 Office employees:They prefer faster breakfast and the
available options are burgers, fries, and other junk food.We
also plan to extend samosas in this segment by depicting
the nutritional superiority of samosas over other fast foods
 Elderly people:The samosas prepared for the elderly
people are easy to digest, less calories and high nutritional
value

11. Tarket Market Graph
Office Employees
Teenagers
Housewives
Children
Elderly People

12. Positioning:
 We will be pyschologically positioning samosas in the minds of people through the ads depicting
the nutritional value of samosas and the ill effects of other junk food. Our tag line ‘Simply Samosa’
is the main basis of psychological positioning
 Physical Positioning:
 Pubs: Samosas will be served as an item in the regular menu. Research also shows that pub
catering remains consistently the most popular eating out venue attracting a broad scope of
consumers
 School & Office Canteens: Samosas served here will cater to the office employees and school
children who will prefer junk food and fast food
 Malls & Multiplex: Certain dedicated outlets have been set up in prominent malls and
multuplexes in UK
 Cafes: Different varieties of Samosas will be served in the leading café outlets in UK
 Samosa ExclusiveOutlets:These are certain outlets set up across UK which houses a variety of
samosas. Some outlets even offer customised samosas

13. Promotional Strategies
 As we have to fight fast foods like fries and burgers, we need to undertake rapid promotional
strategies
 Bookrelease – A book titles ‘Autobiography of Samosa’ to be launched, containing recipes of
different kinds of samosas
 Cooking show – Dedicated special edition cooking sh ows
 Balloon display – A huge samosa shaped balloon will be put up in major cities in UK
 Samosa Dude/Babe –We will have men / women dressed up like samosas and we will sell
samosas through them in various localities
 Print ads –This is one of the main strategy where we shall undertake rapid promotion of
samosa sales
 Annual fest –We will also host an annual samosa fest where people can have a taste of the
best samosas made

14. Competition Tackling
 Nutritional value : We use vegetables that proven to be healthy and also
chutneys with the samosas are served also very healthy.All this without
compromising without the taste factor.
 Econonmical: Compare to other fast food like burgers and fries, samosas are
considerably economical.
 Product Range: We have widw range of samosas in both veg and non veg
variants
 Advertisements: We shall undertake rapid advertisement program so that the
samosas occupy prominent place in the minds of the consumers along without
other fast foods
 Publicity: Various write ups will be given in the newspapers and magazines to
increase awareness about samosas

15. Innovations
SAMOZZA:
Here we intended to make samosa plus pizza.This will be helping in catering to the
needs of those consumers who have great liking towards pizza and want to try
sometinng more than normal pizza
SAMBURG:
This is also an innovation where in the cutlet in between the burns will be replaced
by slim samosas .This gain will help us in catering the burger –loving –consumer.
SAMWHICH:
As the same suggests this is a samosa-sandwich.
NON – DEHYDRATING SAMOSA
STC ascertained through research that most of the fast foods prepared are highly
dehydrating after consumption .Therefore samosas are prepared with less of
dehydrating components

16. Innovative Names For Our
Outlets
o Samosa Corner
o Chamosa
o Swami’s Samosa
o Global Samosa
o Samozza Lair
o Samosa Eurpa
 Samosa Lane
 Samburger
 A la Samosa
 PlanetYumm
 Haldiram samosa fort

17. Nutritional Comparison

18. ADVERTISMENTS