The document outlines a marketing strategy for Mainland China to become the preferred dining destination for early diners by promoting campaigns like 'Dine by Nine' and 'Chinese Express'. It highlights the identification of six target segments, tailored product offerings, and customized pricing to attract both existing fine-dining customers and a new audience. The approach emphasizes increasing early dining frequency while ensuring that quality is not compromised despite the introduction of quicker service options.

1. MAINLAND
CHINA
TO BECOME THE DESIRABLE DESTINATION
FOR EARLY DINERS:
PROGRAMS, PLACES, & PROMOTION STRATEGY
INDIAN INSTITUTE OF MANAGEMENT ROHTAK | GROUP 3
MARKETING MANAGEMENT - I
BARATH SINGH (PGP05063) | DIBAKAR BHOWMIK (PGP05065) | DIVYANSHI BHATNAGAR (PGP05066)
CHAUHAN RAKSHIT BHARATKUM (PGP05064) | GANGANDEEP SINGH PANNU (PGP05067)

2. APPROACH
RECOMMEND
IMPLICATION
TO CREATE A MARKETING STRATEGY TO MAKE MLC THE MOST DESIRABLE DESTINATION FOR EARLY DINERS
Increase the frequency and
sustain the existing early diners
(Ex: Expats & Heath conscious)
Encourage the existing fine-
dining customers to come to
early dining
Identify and create space for a
new segment of people who will
fit into early dining.
PAN India : ‘Dine by Nine’ & ‘Chinese Express’ Campaign
Local Outlets : Classified into Residential, Commercial, Multiplex
Offerings: Customized Product, Price and Targeted Promotion based on the 3-Model Findings and Recommendations
Identified Six Target Segments
who can be encouraged for
early dine with customized
product & price incentives
FINDINGS
Identified 3 Key Attributes of
people who come into the
segment of unplanned &
impulsive diners.
Driven by Chinese Food,
Brand Association towards
Mainland China
Increased early-diners share
who late-dined earlier in
Mainland China & Other Fine-
Dine Restuarants
Increased impulsive diners and
breaking into the casual dining
segment of 32% food service
market share
Increased frequency of Existing
Expats & Health-Conscious
Customers who chose
competitors earlier
FINDINGS

3. Key Customer Profile
Drivers &
Vulnerabilities
Incentives &
Offerings
Choosing the Target
Profile
MODEL 1: ENCOURAGE THE EXISTING FINE-DINING CUSTOMERS TO COME TO EARLY DINING
Objective: To Identify key drivers and vulnerabilities to persuade ‘planned’ late-dining segment to start early dining
INTERNAL
INFLUENCE
EXTERNAL
INFLUENCE
APPROACH

4. Key Customer Profile
Drivers &
Vulnerabilities
Incentives &
Offerings
Choosing the Target
Profile
MODEL 1: ENCOURAGE THE EXISTING FINE-DINING CUSTOMERS TO COME TO EARLY DINING
Objective: To Identify key drivers and vulnerabilities to persuade ‘planned’ late-dining segment to start early dining
INTERNAL
INFLUENCE
Sect Segment Involvement Differentiation Vulnerability
Traditional
Belief
Objective Low High Facts Facts Highest 3
Cautious High High
Price, Advertising, Aware of
alternatives
Discounts/Brand
promotion/VP
Lowest 1
Prudent High High
Value proposition for
money, Critic Reports, Word-
of-mouth
VP/External Critic Low 1.5
Laidbacks Low Low convenience, intuition Nothing! High 3
Loyalist Low High Attachment, Relationship attention, loyalty Low 5
Avg.
Visits/Per
Month
Towards Fine-dine Restuarants Findings
Active
Passive
Key Drivers for Decision-
Making
Classification
EXTERNAL
INFLUENCE
APPROACH
Drivers &
Vulnerabilities

5. Key Customer Profile
Drivers &
Vulnerabilities
Incentives &
Offerings
Choosing the Target
Profile
MODEL 1: ENCOURAGE THE EXISTING FINE-DINING CUSTOMERS TO COME TO EARLY DINING
Objective: To Identify key drivers and vulnerabilities to persuade ‘planned’ late-dining segment to start early dining
INTERNAL
INFLUENCE
Age Group Percentage External Influence Attributes
18-23 21% bound by time-limit to dine late
23-30 37%
bound by lifestyle choices, office timings that makes it
uncertain for decision-making
31-40 31%
bound by lifestyle choices, office timings that makes it
uncertain for decision-making
40+ 11%
disciplined, more healthconscious, and not contraint by
time, more freedom to choose!
EXTERNAL
INFLUENCE
APPROACH

6. Key Customer Profile
Drivers &
Vulnerabilities
Incentives &
Offerings
Choosing the Target
Profile
MODEL 1: ENCOURAGE THE EXISTING FINE-DINING CUSTOMERS TO COME TO EARLY DINING
Objective: To Identify key drivers and vulnerabilities to persuade ‘planned’ late-dining segment to start early dining
INTERNAL
INFLUENCE
EXTERNAL
INFLUENCE
APPROACH

7. Six Targets Segments who can be persuaded to break away from internal influence & also the
segment who have least external constraint in early-dine timeline.
MODEL 1: ENCOURAGE THE EXISTING FINE-DINING CUSTOMERS TO COME TO EARLY DINING
Objective: To Identify key drivers and vulnerabilities to persuade ‘planned’ late-dining segment to start early dining
INTERNAL
INFLUENCE
EXTERNAL
INFLUENCE
FINDINGS
Internal/ External 18-22 years Above 40 years
Cautious TG1 TG2
Prudent TG3 TG4
Loyalist TG5 TG6

8. ‘Dine by Nine’
With customized value-added services to targeted segment ‘rather’ than plain price discounts to all.
MODEL 2: ENCOURAGE THE EXISTING FINE-DINING CUSTOMERS TO COME TO EARLY DINING
Objective: To Identify key drivers and vulnerabilities to persuade ‘planned’ late-dining segment to start early dining
RECOMMENDATION

9. ‘Dine by Nine’
With customized value-added services to targeted segment ‘rather’ than plain price discounts to all.
MODEL 1: ENCOURAGE THE EXISTING FINE-DINING CUSTOMERS TO COME TO EARLY DINING
Objective: To Identify key drivers and vulnerabilities to persuade ‘planned’ late-dining segment to start early dining
RECOMMENDATION
Combinations Attributes Offer Recommendations Taglines
TG1&TG2 Price-Conscious
TG1 Price-Conscious
TG3 VP/Experience Giftvoucher Yin&YangTueFest Playyoursong!
TG3 VP/Experience Supplements TreatitChineseway! FreeChampaign&Delicacy
TG5&TG6 Attention/Loyalty Royal SpecialOccasionBookin
TG4 VP/Experience CookTour
TG3&TG4 High-End EnjoytheEmpire'sMeal
TG6 Loyalty/Attention
LoyaltyCards&
QuickBookings
FreeConversationStarters Dine-inStyle!
Friendsgathering/party
Royalfeast
WomenwithloveforChineseCuisine
Mid-agedFamilyDInner
businessoccassions/CorporateMeet
Occasion
Mid-agedFamilyDinner EarlyBirdFamily&Friends
Buffet
Discounts/
CouponFriendsgathering/party
Takeyourdate

10. What other segment
do in the night?
Drivers &
Vulnerabilities
Incentives &
Offerings
Choosing the Target
Profile
MODEL 2: IDENTIFY AND CREATE SPACE FOR A NEW SEGMENT OF PEOPLE WHO WILL FIT INTO EARLY
DINING CATEGORY
Objective: To Identify new segment and their key drivers and provide incentives to start early dining
APPROACH
13-22 22-30 30+ Attributes
Movie/Shopping 19% 22% 21% Quick,Tasty,Filling
Pub/Bar 2% 3% 3% Nil
Food 10% 10% 10% Quick,Convenience,Enjoyable,Experience
EntertainmentParks/Picnics 12% 14% 5% Nil
Hangoutwithfriends 33% 33% 33% Casual,Taste,Extendedtime
Library/Art/Dance/Activities 5% 4% 4%
Sports 8% 6% 7%

11. MODEL 2: IDENTIFY AND CREATE SPACE FOR A NEW SEGMENT OF PEOPLE WHO WILL FIT INTO EARLY
DINING CATEGORY
Objective: To Identify new segment and their key drivers and provide incentives to start early dining
FINDINGS
13-22 22-30 30+ Attributes
Movie/Shopping 19% 22% 21% Quick,Tasty,Filling
Pub/Bar 2% 3% 3% Nil
Food 10% 10% 10% Quick,Convenience,Enjoyable,Experience
EntertainmentParks/Picnics 12% 14% 5% Nil
Hangoutwithfriends 33% 33% 33% Casual,Taste,Extendedtime
Library/Art/Dance/Activities 5% 4% 4%
Sports 8% 6% 7%
Unplanned Target Segment are driven by Quick, Taste, Filling, Convenience.
Planned Causal Diners are driven by Price and Convenience
Format
Share in Total
Chain Market
2013
Cafe 12%
QSR 43%
Forzen
Dessert/Ice
Cream
6%
Casual Dine 31%
Fine Dine 4%
PBCL 4%

12. MODEL 2: IDENTIFY AND CREATE SPACE FOR A NEW SEGMENT OF PEOPLE WHO WILL FIT INTO EARLY
DINING CATEGORY
Objective: To Identify new segment and their key drivers and provide incentives to start early dining
RECOMMENDATION
‘Chinese Express’
Introducing Quick and filling menu’s & 15-minute take-away orders

13. COMMUNICATION STRATEGY
Objective: To communicate the strategy across the 42 outlets of Mainland China
APPROACH Classification of Outlets into three broad categories
Class A (Residential), Class B (Commercial) & Class C (Multiplex)
Locations
Classificat
ions
Nearby
Places Competitors
Income
Class
R-City Mall C Quattro, shvatra(900), punjab grill(800) II
Hiranandani Business ParkC
Suburbia Mall C Shoppers Stop
Infiti Mall C Zafran(750), california pizza kitchen(800) II
Techno Park C 2 malls
Growels Mall C Big Bazaar
Viviana Mall C yellow chilli(650), yoko sizzlers(850) II
orion mall C zafran, chili's(700) II
shopping complex C
College road B
Market B Chutney Chang, Three quarter chinese, Indijoe sizzlers
Neighbourhood A dot.yum- aloft hotels(750), Sake-zuri(1100) I,II
prime Mall C on highway, keys hotelcourtyard marriott
pyramid mall C JW Marriott restaurants- alto vino(1100), paasha(1000) I
Hotel C sigree(650) II
Town centre B Barbeque nation(750) II
Chennai(6) Neighbourhood A
Delhi(1) Local shopping centre B China Garden(700), Chungwa(600), culinaire(1100) II
Mall C
Neighbourhood A smoke house deli(900), chili II
Neighbourhood A ITC Hotels(1000-1200) I
HighTechCity B Nautanki Gali(800), chili, II
Ahmedabad(1) B Souq Bistro & Grills(750) II
Gurgaon(2) Market B Indian Grill room(800), downtown(1100) I,II
Mumbai(9)
Bangalore(5)
Pune(5)
Kolkata(3)
Hyderabad(2)
Mumbai – Full Multiplex Locations
Ideal Target – Unplanned Dine-outs &
Young crowd (18-25), 40+ Movie-goers

14. COMMUNICATION STRATEGY
Objective: To communicate the strategy across the 42 outlets of Mainland China
APPROACH Classification of Outlets into three broad categories
Class A (Residential), Class B (Commercial) & Class C (Multiplex)
Mumbai – Full Multiplex Locations
Targeted Segments & Customized
Communication Strategy
Segment Offer Reccomendation Tagline
TG3 Giftvoucher Yin&YangSpecial Playyoursong!
TG3 Supplements TreatitChinese way! FreeChampaign&Delicacy
TG5&TG6 Chef Special Special OccasionBookin Chef Special
Occasion
Take yourdate
Friendsgathering/party
Royal feast
RECOMMENDATION
BTL Activities & Promotion 1. Online Gift voucher
2. In-mall collaboration on free coupon voucher offering while at
purchasing Movie-tickets/Parking lots/Shopping store
Class C – Multiplex & In-mall Locations.
Close Competitors – Quattro (Rs800), Shvatra (Rs600)
Average P2P – Rs.500 – 1500 per person

15. IMPLEMENTATION STRATEGY
Objective: To take forward the recommendation and phase it for maximum reach and output
PAN INDIA CAMPAIGN Dine by Nine Chinese Express
BTL
LOCAL/OUTLET LEVEL
PROMOTION
Stage 1
Stage 2
Negative Implication: The immediate question of brand dilution of Mainland China’s
five star experience by bringing in Chinese Express, which communicates ‘Express’
resembling speed and fast-food. The Indian psyche of associating fast-food to
sacrificing the taste-buds a little is a common perception. Therefore, we recommend
a strong message (or tagline) within the campaign which ensures the quality is never
compromised in Mainland China.
COMMERCIAL RESIDENTIAL MULTIPLEX

16. APPROACH
RECOMMEND
IMPLICATION
TO CREATE A MARKETING STRATEGY TO MAKE MLC THE MOST DESIRABLE DESTINATION FOR EARLY DINERS
Increase the frequency and
sustain the existing early diners
(Ex: Expats & Heath conscious)
Encourage the existing fine-
dining customers to come to
early dining
Identify and create space for a
new segment of people who will
fit into early dining.
PAN India : ‘Dine by Nine’ & ‘Chinese Express’ Campaign
Local Outlets : Classified into Residential, Commercial, Multiplex
Offerings: Customized Product, Price and Targeted Promotion based on the 3-Model Findings and Recommendations
Identified Six Target Segments
who can be encouraged for
early dine with customized
product & price incentives
FINDINGS
Identified 3 Key Attributes of
people who come into the
segment of unplanned &
impulsive diners.
Driven by Chinese Food,
Brand Association towards
Mainland China
Increased early-diners share
who late-dined earlier in
Mainland China & Other Fine-
Dine Restuarants
Increased impulsive diners and
breaking into the casual dining
segment of 32% food service
market share
Increased frequency of Existing
Expats & Health-Conscious
Customers who chose
competitors earlier
FINDINGS
THE OBJECTIVE CAN BE ACHIEVED WITHOUT DISCOUNTS, BUT WITH FINE LINE OF HIGHER VALUE PROPOSITION

17. THANKS