presentation on chokhi dhani. prepared by: varun pandhi sumit arora aayush aagarwal aachal triphati harsh lodhi ankur chaudhary section f mba ib

1. SUBMITTED BY-
SUMIT ARORA
VARUN PANDHI
HARSH LODHI
AAYUSH AGARWAL
ACHAL TRIPATHI
ANKUR CHAUDHARY

2. THEME RESTAURANTTHEME RESTAURANT
Theme restaurantsTheme restaurants are restaurants in which theare restaurants in which the
concept of the restaurant takes priority overconcept of the restaurant takes priority over
everything else, influencing the architecture, food,everything else, influencing the architecture, food,
music, and overall 'feel' of the restaurant. The foodmusic, and overall 'feel' of the restaurant. The food
usually takes a backseat to the presentation of theusually takes a backseat to the presentation of the
theme, and these restaurants attract customers solelytheme, and these restaurants attract customers solely
on the premise of the theme itself.on the premise of the theme itself.

3. ABOUT CHOKHI DHANIABOUT CHOKHI DHANI
 Built in the year 1989, Chokhi dhani is a place whereBuilt in the year 1989, Chokhi dhani is a place where
every day is a celebration. Started by Mr. Gul andevery day is a celebration. Started by Mr. Gul and
Subhash Vaswani, Chokhi dhani, with the gradualSubhash Vaswani, Chokhi dhani, with the gradual
passage of time has evolved as a traditional Rajasthanipassage of time has evolved as a traditional Rajasthani
village and extended to hotel resorts, village fairs andvillage and extended to hotel resorts, village fairs and
water & amusement parks. Stretching over more thanwater & amusement parks. Stretching over more than
18 acres of land, Chokhi dhani represents the colorful18 acres of land, Chokhi dhani represents the colorful
essence of Rajasthani culture. Be it the traditionalessence of Rajasthani culture. Be it the traditional
welcome with tikka and aarti or rajasthani hospitalitywelcome with tikka and aarti or rajasthani hospitality
and food or its ethnic decoration, Choki dhani presentsand food or its ethnic decoration, Choki dhani presents
the true picture of this royal land.the true picture of this royal land.

4. SPECIALITIESSPECIALITIES
 Beside all the contemporary facilities like BusinessBeside all the contemporary facilities like Business
meeting hall, Banquet Hall, Recreational facilities,meeting hall, Banquet Hall, Recreational facilities,
Health Club, Swimming Pool, Spa, Steam and SaunaHealth Club, Swimming Pool, Spa, Steam and Sauna
baths, Jacuzzi, a Gym and Massage facility, Beautybaths, Jacuzzi, a Gym and Massage facility, Beauty
Parlor, Discotheque, Bar, Multicuisine Restaurant etc,Parlor, Discotheque, Bar, Multicuisine Restaurant etc,
Chokhi dhani has some more charms like RajasthaniChokhi dhani has some more charms like Rajasthani
Kalbeliya Dance or Ghoomer or other folk dance andKalbeliya Dance or Ghoomer or other folk dance and
music to captivate the attention of each and everymusic to captivate the attention of each and every
onlookeronlooker

5. BRAND OBJECTIVEBRAND OBJECTIVE
 CATEGORY NEEDCATEGORY NEED -Chokhi Dhani is not just a restaurant. It is an experience-Chokhi Dhani is not just a restaurant. It is an experience
connecting every Indian to their basic roots and acquainting them to the rustic flavors ofconnecting every Indian to their basic roots and acquainting them to the rustic flavors of
India.India.
 BRAND AWARENESSBRAND AWARENESS -- Because Chokhi Dhani doesnot indulge in aggressive marketingBecause Chokhi Dhani doesnot indulge in aggressive marketing
and mainly through word of mouth and tourist catalogues, it is popular only amongst the tourists.and mainly through word of mouth and tourist catalogues, it is popular only amongst the tourists.
 BRAND ATTITUDEBRAND ATTITUDE -- The restaurant culture is very much prevalent in urbanThe restaurant culture is very much prevalent in urban
India. However, the concept of chokhi dhani is not very similar to that of a restaurantIndia. However, the concept of chokhi dhani is not very similar to that of a restaurant
alonealone
 BRAND PURCHASE INTENTION -BRAND PURCHASE INTENTION - Chokhi Dhani is a mix between aChokhi Dhani is a mix between a
heritage village and a theme restaurant. Though the concept of the same is not new, thereheritage village and a theme restaurant. Though the concept of the same is not new, there
is a need to introduce it to the Indian populationis a need to introduce it to the Indian population

6. BRAND PERSONALITYBRAND PERSONALITY
(1) Ethnic (2)Royal(1) Ethnic (2)Royal
(3) Hospitable (4) Exquisite(3) Hospitable (4) Exquisite
Chokhi Dhani is a cross between a heritage village and theme restaurant. Chokhi Dhani is a royal
experience. It’s a marked territory owned by the customers where each customer is the king and is
attended to personally. It is a grand festival that is celebrated each day of the year because you, the
customer, rule not only our land but also our hearts. And as a token of gratitude our staff -the
peasants welcome you to best of everything that we have to offer. Our mascot are puppets-
Kisaan and Yashoda (the peasant and his nurturing wife).
Kisaan is a genuine and down to earth common peasant who’ll entertain you- the royalty, with
utmost politeness and gratitude while his wife Yashoda will pamper you the way you wish your
mother did.

7. BRAND IDENTITYBRAND IDENTITY

8. MARKETING COMMUNICATIONMARKETING COMMUNICATION
 ADVERTISEMENTSADVERTISEMENTS
 SALES PROMOTIONSALES PROMOTION
 PUBLIC RELATIONSPUBLIC RELATIONS
 PUBLICITYPUBLICITY
 EVENTS AND EXPERIENCESEVENTS AND EXPERIENCES
 INTERACTIVE MARKETINGINTERACTIVE MARKETING

9. STRATEGY AND IMPLEMENTATION OF THESTRATEGY AND IMPLEMENTATION OF THE
MARKETING COMMUNICATIONMARKETING COMMUNICATION
 DESIGNING THE COMMUNICATIONDESIGNING THE COMMUNICATION
 SELECT THE COMMUNICATIONSELECT THE COMMUNICATION
CHANNELCHANNEL
 INTERACTIVE& WOM MARKETINGINTERACTIVE& WOM MARKETING

10. EVALUATING THE RESULT ACHIEVED BY MARKETINGEVALUATING THE RESULT ACHIEVED BY MARKETING
MIX COMMUNICATIONMIX COMMUNICATION
 The impact of sales promotion which can beThe impact of sales promotion which can be
monitored through the increase in the sale and finalmonitored through the increase in the sale and final
revenue.revenue.
 Analysis of how effective the advertisements were inAnalysis of how effective the advertisements were in
catching the target market attention and draw interest.catching the target market attention and draw interest.
This can be ascertained with the help of regular recallThis can be ascertained with the help of regular recall
and recognition tests.and recognition tests.
 Keep a check on creation of unexpected touch pointsKeep a check on creation of unexpected touch points
as one of the method of IMC here is through word ofas one of the method of IMC here is through word of
mouth publicity.mouth publicity.