Strategies adopted by jumbo king for future expansion across India

1. MARK-SENSE
NERUL,NAVI MUMBAI,MAHARSHTRA
Team Name- “Marketers”
By
Nishith Dubey
MMS

2. Marketing Strategy of Jumbo King
 Business Strategy
Franchise Model
 Training and Monitoring the franchisee(In Future 70% Franchisee and 30% Own Stores)
 Achieve Good Quality, Cleanliness and Value for Money to customers
Product Differentiation
 Develop Good supplier network operation and Distribution system
 Achieve consistent product taste and Quality across India.
Build a Brand
 Building a brand reputation for long term
Marketing Mix (4P’s)
Product
 Core product- Vada Pav, Offers different variety in core product and best Hygiene factor
 Newly added Jumbosa i.e. Samosa with different avatar, Lassi, Pepsi
 Bring best product of quality and of best features as per the preference and demand of the target market

3. Marketing Strategy of Jumbo King
Marketing Mix (4P’s) (contd.)
Place
 The product will be available to customers at the Right Place, at the Right Time and in the Right Quantity
 Jumbo king stores in Mumbai where having Maximum Footfalls or Students Crowd
 Currently in Expansion Mode Targeting Pan India
Price
 Vada pav ranging from ₹ 12 - ₹ 75 available targeting Middle class and lower Class people
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”

4. Marketing Strategy of Jumbo King
Marketing Mix (4P’s) (contd.)
Promotion (contd.)
 Advertising
 The right message is to be communicated to the right people through the right media.
 Main objective of Advertising for jumbo King is- make people aware about the Product.
 Promotions through Television, Radio, Hoardings and Bus shelters.
 Print Ads and Advertising are the most Important medium for promotion for jumbo king.
 Sales Promotion
 Jumbo King has to organizes several sales promoting contest and programmes where footfalls of the
People are high like Malls, Annual Fest of colleges where they distribute free Discount Coupons
 Public Relation
 In PR, Jumbo King has to open Facebook page and Employees has to start interacting with public
 By interacting they can get consumer’s feeling towards the brand.

5. Marketing Strategy of Jumbo King
Marketing Mix (4P’s) (contd.)
Promotion (contd.)
 Direct Marketing
 For Direct Marketing, Jumbo king Offers Home Delivery at Selected Outlets
 Also Jumbo king having website where they mentioned their Menus , different offers and contact number of their outlets.
Positioning Strategy
 Jumbo king has to Position Itself as ‘THE HYGENIC VADA PAV’ in Mumbai targeting young set of customers mainly
Students.
 Price is also the key factor in Jumbo King
 In other states, Jumbo King has to Position Itself as, “This product is something that Mumbaikers Eat
on the go” and have to try Bollywood Connections with the Brand.

6. Factors Affecting Sales
In Fast Food and Snacks items everyone is competition for everyone else.
In Mumbai, the real competitor for Jumbo King is the man selling vada pav on the roadside.
In other States the competitor is local vendors selling different snacks items like Idli, Samosa.
Also Some international Chains like Dominos whose cheapest pizza is ₹ 35 and KFC, McDonalds where
cheapest burgers are of ₹ 25 is affecting the sales.
Some national chains like Udipi restaurants in Indian cities and low cost Indian Railway Catering Services in
railway stations are the competitor of Jumbo king.
 Jumbo King sell just vada pav. The familiarity of Vada Pav in other states is also one the factors that would
affect Sales of Jumbo King.

7. Factors Affecting Sales
Jumbo King still have to work on Distribution model. They have to maintain their Quality across Pan India.
In Future they have to target places like cinema halls, food courts of shopping malls, railways stations and
Airports.
In other states the Print Ads, Word of Mouth and Public Relations are the marketing strategy has to
followed by Jumbo king.
The positioning strategy that Vada Pav is something that Mumbaikar’s eat and connection with Bollywood
helps Jumbo King to capture some Market Share in other states.
Marketing Campaign on other states-
“Think Like Bombay, Eat Like Mumbai”

8. Marketing Budget Allocation
Category
Estimated
Quantity
Estimated
Cost per Unit
Estimated
Subtotal
Notes
Advertising
Brochures 1000 50 50000 Hand Brouchers is to be given to customers
Television 2 1000000 2000000 Advirtsment in 2 channels
Radio 4 100000 400000 Advirtsment in 4 main radio channels
Newspapers 5 200000 1000000 Advirtsment in 5 Top newspaper according to region
Billboards 35 50000 1750000 Billiboards in different places having medium visibility
Bus shulters 100 15000 1500000 Non Illuminated Bus shelters in different areas with maximum visibility
Advertising Costs Total 67,00,000
Promotions
Product discounts 400 100 40,000 Discounts on particular purchase and bulk orders
Special offers 300 200 60,000 Special offers on particular days like frienship,Valentime days
Promotions Costs Total 1,00,000
Public Relations
Social Media Marketing 2 30000*12 864000 Hiring Marketing professionals for handeling social media
Employee Interactions 3 30000*12 1296000 Hiring Employees for Research about consumer behaviour
Public Relations Costs Total 21,60,000
Direct Maketing
Home Delivery Services 10 1,00,000 1000000 Home Delivery services at selected 10 outlets
Websites 1 1,00,000 100000 Website maitanence and increased GUI
Direct Marketing Costs Total 11,00,000
Maketing Grand Total 100,60,000
67%1%
21%
11%
Total Marketing Budget
Advertising
Promotions
Public Relations
Direct Maketing
1%
30%
6%
15%
26%
22%
Advertising Budget
Brochures Television Radio
Newspapers Billboards Bus shulters

9. THANK YOU