Team Maverick(IIM Kashipur) presentation at marksense(marketing case study competition) in NITIE,Mumbai

1. Team Maverick

2. Indian Restaurant Market
•Indian Restaurant Industry market size is
around Rs750 billion
•Highly Fragmented industry with 1.5 million
eating outlets
•3000 outlet are organized
•Organized sector is growing at rate of 12%
Trends in the Market
•Rising disposable income, increasing
urbanization and increasing working population
are drivers of growth
•Quick Service segment is growing rapidly at a
rate of 21%
•Expected growth rate is maximum for quick
service followed by casual dining and fine
dining
Challenges faced by this Market
•Obtaining requisite license is a complex task
•Shortage of quality man power to deliver the best
value proposition to customer
•Multiple tax structure in India like VAT, Excise and
Service Tax make the process more cumbersome
•Fragmented market and Rising food cost
Market
Analysis
Marketing
Strategies
Market Analysis
Competition and
SWOT Analysis
Market Research Marketing Mix
Marketing
Strategy
Financial Analysis

3. Competitor Analysis
Strength Weakness
OpportunityThreat
SWOT Analysis of Jumbo King
*Analysis is based upon customer rating, products in the menu and number of outlets in
Mumbai
Low cost of product
Excellent supplier base
Expertise in niche product
i.e. .Vada Pao
Combo offers in Vada Pao
Poor Customer Service
Lack of Trained Staff
Lack of Certification
Vada Pao perceived as
unhygienic product
Goli Vada Pav Expansion
Growing Penetration of foreign
outlets like Subway,Mcd etc
Other brands can also look for
vada pav and provide better
quality
Certification can improve the
perception
Expand into growing tier 2 cities
Providing quick servce can
increase sales
Foreign investments can
stimulate the growth
Competitor analysis indicate that
distribution network is strong for
foreign brand rather than a goli vada
pav
Customer Service rating depend upon
quality of product and service time
Product innovation help to sustain the
growth in that as well foreign brands
are leading by many miles
Short term measure to growth can be
improve service time and quality
Market Analysis
Competition and
SWOT Analysis
Market Research Marketing Mix
Marketing
Strategy
Financial Analysis

4. Primary Research
10%
17%
21%
14%
19%
19%
Most Important factor
you look in Fast Food
Menu
Ambience
Customer Service
Nutritional Value
Opening Hours
Value for Money
60%31%
9%
Frequency of Visit
Daily
Weekly
Monthly
12%
26%
52%
10%
Monthly spending on fast
Food
Rs 100 - Rs
200
Rs 200 - Rs
300
Rs 300 - Rs
400
7%
26%
10%19%
24%
14%
Best Fastfood outlet in
Mumbai
Jumbo King
McDonalds
Goli Vadapav
Subway
KFC
Buger King
69%
31%
D o s o m e q u a l i t y c e r t i f i c a t i o n o f
t h e f o o d o u t l e t i m p a c t y o u r
p e r c e p t i o n ?
Yes
No
69%
31%
Awareness About Jumbo
King
Yes
No
71%
29%
Gender
Male
Female
We did a survey with a sample size of 42
targeting age group of 22-40
There were 7 questions in the survey to find
the preference of target customer
Results indicate that these target customer
prefer customer service most important
McDonalds is the most preferred fast food
outlet
Monthly expenses fall mostly in the range of
300-400 for fast food
Most of the target customer visit daily that
can be related to quick service
Quality certification impact customer’s
perception about the fast food outlet
Most of the customers are aware of jumbo
king but do not prefer it as the best food
outlet
Teenagers are mostly preferring
Fast food
Indians spent estimated $1.3 billion
on chain restaurant
Fast food restaurants are trying to
penetrate and concentrate on 1 & 2
tier cities as they are growing
rapidly
Health food & Health food
supplement is rising segment of this
industry
Wi-Fi in outlets help to attract
customers
60% of Indians are under 30yrs of
age, Creating new appetite for Fast-
food
Internet Penetration in India is
increasing rapidly estimated to
reach 243 mn by 2014
Internet is now impacting the
buying criteria of consumers
Metros’ have more than 58% of
youth spend on Fast food
SecondaryresearchAnalysis
*Primary Research is done on people of age group 22-40yrs residing in Mumbai via Google doc.
and also students from our college who belongs to the same.
Market Analysis
Competition and
SWOT Analysis
Market Research Marketing Mix
Marketing
Strategy
Financial Analysis

5. Market Analysis
Competition and
SWOT Analysis
Market Research Marketing Mix
Marketing
Strategy
Financial Analysis
As compare to its
competitor global rank
of jumbo king website is
higher
Search Engine
optimization is necessary
to improve the ranking
of the website as it will
drive the traffic to the
website
In Facebook and twitter
engagement as well
Jumboking is lagging far
behind its competitors
There is a need of
improvement in the digital
platform marketing to
increase the visibility of
jumbo king to perspective
customers
In Traditional Marketing
as well, Jumbo King is
lagging its competitors
There is a need to
change the way
marketing is done by
Jumbo King by using
Traditional Media
*Analytics data for jumbo king is gathered using alexa.com
Traditional
Marketing
by Jumbo
King
Focusing
upon the
price
Following
franchise
model to do
its marketing
Supply
beverages as
well to cater
the needs of
customers
Hygienic
Vada Pav
Quality
12 varieties
of product in
the portfolio

6. Market Analysis
Competition and
SWOT Analysis
Market Research Marketing Mix
Marketing
Strategy
Financial Analysis
Preorder
booking via Cell
phone
Mobile
Marketing
Search
Engine
optimization
Making Digital
Media Team
Limited
Period Offer
Promotions
through Social
Media
Radio
Broadcasting
through Radio
Mirchi
Making Viral
Video through
YTF
Hire Bloggers
Digital Marketing Strategy for Jumbo King
Organizing
Events on
Facebook page
and associating it
to redeemable
coupons
Increase
engagement
via Twitter

7. Market Analysis
Competition and
SWOT Analysis
Market Research Marketing Mix
Marketing
Strategy
Financial Analysis
Provide training to employees for providing excellent
customer service
Defining Vision and Mission Statement
Advertising Via Pamphlets
Create Price and Premium Segments
Add Pav Bhaji in the product portfolio
Prerecorded call for order booking
F Free Order delivery for ordered amount more than Rs100 in
radius of 5km
Home Delivery within 40 minutes
Special weekend advantage
Promote in Malls through events
Providing Special offers for marriages
Making a logo of Jumbo King
Arranging events in the local vicinity
Collaboration with newspaper
Collaboration with colleges and opening outlet there
Limited Period Offers
Increasing the opening hours
Providing Wi-Fi at outlets
Go for Quality Certification
Privilege Card to increase the customer loyalty
Collaboration with colleges for digital team
engagement
Traditional Marketing Strategy that can be adopted by JumboKing

8. Financials For Traditional Marketing
Variable Expenses
Monthly Expense Number of times per year Total Cost
Training and Development Expenses 10,00,000
Advertising Using Pamphlet 50000 12 600000
Billboard Advertismenet 50000 12 600000
Promotion in Malls 30,000 15 450000
Newspaper Promotions* 16000 12 192000
Promotions through Events 1500000
Fixed Expenses
Number Total Cost
Prerecorded Call Setup 50,000
Scooter 20 1000000
Logo Design by NID 500000
Wi-Fi 100000
Making Privilege Cards 400000
Total Expense 5,392,000
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
Variable Cost
Variable Cost
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
Prerecorded
Call Setup
Scooter Logo Design
by NID
Wi-Fi Making
Privilege
Cards
Fixed Cost Expenses
Fixed Cost Expenses
*Newspaper Promotion only in weekends
Market Analysis
Competition and
SWOT Analysis
Market Research Marketing Mix
Marketing
Strategy
Financial Analysis

9. Financials For Digital Marketing
Monthly Expenses Total Expense
Digital Marketing Team Expense* 70000 x 2 1680000
Facebook Advertisement** 45000 540000
Hiring Bloggers 25000 300000
Making Viral Videos *** 100000
Radio Broadcasting 40000 480000
Search Engine Optimization 10000 120000
Mobile Mareting 100000
Virtual Games Events on facebook 50000
Youtube Adwords 200000
Google Adsense 300000
Total Expense on Digital Marketing 3870000
Total Expense on Traditional Marketing 5392000
Total Expense on Digital Marketing 3870000
Total Expenses on Marketing 9262000
Buffer Money 738000
Digital Marketing
Team Expense*
43%
Facebook
Advertisement**
14%
Hiring Bloggers
8%
Making Viral
Videos ***
3%
Radio
Broadcasting
12%
Search Engine
Optimization
3%
Mobile
Mareting
3%
Virtual Games
Events on
facebook
1%
Youtube
Adwords
5%
Google Adsense
8%
Total Expense
* Digital team consists of two members
** FB ads Charges on No. of Clicks and Visits
plus minimum fixed charges
*** Making 4 videos for promotion
Buffer Money: Is a safety stock
of capital that can be used for
future expenses in case of any
uncertainty.
Market Analysis
Competition and
SWOT Analysis
Market Research Marketing Mix
Marketing
Strategy
Financial Analysis