1. 学习理论

2. Marketing Management Presented To: Prof. Ashootosh Kulkarni Presented By: Ms Mageshwari Marimuthu Ms. Sneha A. Chaudhary E-mail: euphoria.eureka15@gmail.com/sneha_chaudhary15@yahoo.co.in MBA 2009-11 Batch ISMT BS

3. Penetrating Republic Of China Market With Indian Fast Food Brand “Dragon Ballz”

5. When we say Dragon, China is one of the thing comes to our mind…. Or vice versa. As in some area’s of Republic Of China Dragon is worshiped by Chinese people. Its inseparable part of China’s festivals, Carnivals & games.

6. We are going to launch our brand “Dragon Ballz” in carnival time only. So entering through colourful dragon filled Carnival will relate nicely with “Dragon Ballz” symbol.

8. Operational Strategy/ Mission | Vision Vision: Every family in China should start its breakfast and therefore its day from the dragon ball. When They Say “Healthy & Delicious Indian Fast Food”, They mean “Dragon Ballz “! Mission: Building a perfect system which governs every step of the way - from purchasing, to making, to delivering the quality food - and to the quick service with nutritional values.

10. Continuous great Growth in the China Economy.

11. Increasing attitude, from save to spend.

12. Growth in the Middle Class population due to arrival of IT , Biotechnology and the Service sector.

13. Increasing middle class ability to afford higher value imported products.

14. Desire of Middle class to shop in organized retail outlets and purchase high quality , diverse and foreign branded products & trying new food.

15. Existing effective distribution chain for shelf stable retail products.

16. Growth in the Organized Retail & food Industry.

17. More than 2 Billion potential new customers.

18. Diversified population, especially in bigger cities.

19. Used to other than traditional food.

22. Positive: tasty, original , easy to prepare, reliable, every day life, well known for its mixes of spices; good herbal mixes; young generation: Thai, Chinese & Indian dishes, quality

23. Negative: pricy, not too innovative, ingredient (not meal) supplier; eliminating Tracy

25. Reasonable prices/ Competitive price

26. Cover geographic region (Tier 1 & Tier 2 Cities)

27. Adjusted to Chinese consumer preferences

28. User friendly service; fast in delivery (Less 80 sec)

29. Fighting for the 11% of share of walletpositioning | points of DIFFERENCE Combination of food taste and development aid First and only umbrella brand of Indian fast food on the China market Brand with best reason to identify itself with Social responsibilities. Supports Recycling

32. Sex: All

33. Geographic

34. Across the China

35. Tier 1 & Tier 2 Cities

36. Behavioral

37. Eager to try new food / Cross borders culinary

38. Active in eating out a few times a week

39. Slightly youth oriented, new independent generation

40. Psychographics

41. Eating out is social activity, other people involved

42. Healthy living, healthy nutritional cooking

43. Positive attitude towards other cultures (travelers-mentality, positive towards development aid)mass marketing

46. Sex: All

47. Geographic

48. Across the China

49. Tier 1 & Tier 2 Cities

50. Behavioral

51. Eager to try new food / Cross borders culinary

52. Active in eating out a few times a week

53. Slightly youth oriented, new independent generation

54. Psychographics

55. Eating out is social activity, other people involved

56. Healthy living, healthy nutritional cooking

58. How We Are Expanding Outlets in China Ownership + FRANCHISE Style Of Expanding Owned Owned Franchised

59. positioning | Chain Of Dragon Ballz Across People’s Republic Of China

60. Process Of Services Chinese Culture Touched Westernize style look. Young N Warm OUTLETS PICK UP STYLE RESTAURANT Home Delivery Drive In To Dragon Ballz Outlet. From Window Instant Counter Choose, Order N Drive away Parcel. Quick & nicely packaged Home Delivery. Order over phone. Delivery By Owed display Vehicle Of Dragon Ballz by Uniformed Delivery Boy

61. Process: One of the P from 7 P‘s Of Marketing FOODPREPARATION PICK FOOD FROM KITCHEN Back Stage MAINTAIN KITCHEN FACILITIES FOOD STORAGE FOOD PURCHASE DELIVERY

62. Process: One of the P from 7 P‘s Of Marketing FRONT STAGE TAKE AWAY PARCEL DELIVER FOOD ON COUNTER COLLECTION OF MONEY Line Of Visibility

63. Process: “Dragon Ballz“ Supply Chain Three E‘s Of Dragon Ballz Supply Chain Vision Sustainable Supply Chain: Ethical: Making sure that there supply are for their employees, from safe area, and treated will. Environmental: sourcing of materials ensuring the design of their products, their manufacture, distribution. Economic:delivering affordable food, engaging in equitable trade practices, limiting the spread of agricultural diseases.

64. Process: “Dragon Ballz“ Supply Chain Management

65. Process: Kitchen‘s Layout Of “Dragon Ballz“

66. Process: Supplier Of “Dragon Ballz“

68. Increase efficiency

69. Improve investor relations

70. Reduce costs

73. Dragon Ballz will be having good responsible brand identification & image.

74. Brand will always stay in news without spending much.

75. Brand will enjoy belongingness from people from China.

76. Recycle & Eco-Friendly Packaging

77. DB (Dragon Ballz)-Recycle:

78. Brown Bags – 100% recyclable

79. Corrugated Boxes - 35% recyclable mandate

80. Human Resource

81. Authorized Certificate to every employee working in Dragon Ballz outlet.

82. Good reward system & fair wages

83. Hiring most of the students from China.

84. Poor & street Children Education

86. Product MARKETING campaign Quality focused Dragon Ballz Outlets present in 16 cities. Tier 1 & Tier 2 Level cities. Place Low involvement, taste product High perceived quality Brand intangibles: Functional benefits exotic flavors Indian tastes diverse Process benefits convenient mixes broad menu selection simple yet delicious unlimited combinations Relationship benefits Price mediumly priced upper-bound pricing Competitive Price

87. MARKETING campaign Promotion OBJECTIVES: Create brand awareness Generate consumer interest Influence purchase intentions Create associations in the mind of the consumer Educate on African cuisine Inform about African culture ABOVE THE LINE Mass communication: TV, radio, print media advertising, web & Internet banners BELOW THE LINE Brand communication – relationship marketing Public relations Brand website & online community Corporate Social Responsibility Local events (carnivals) Trade shows Media cooperation In-store communication (taste trials) On-street promotion (city centers:taste trials) Customer newsletters / brochures Flavours of India: Dragon Ballz

88. Product

89. Food Habitat Of China

91. Non-veg Fast Food

92. Deep Fries

93. Baked Buns in Flavors

94. Fried Spicy Buns

95. Supplementary food

97. Potato wada, Spring onion wada, Samoda, Soya mix Wada, Dry fruit Delight wada, Paneer mix wada,

98. Black pepper sprinkled wada, Mushrooms mix wada, Capsicum Fried Wada, Sweet Corn special.

99. Non-veg Fast Food

100. Prawns, Chicken, Mutton, Barbeque, Turkey.

101. Deep Fries: Coriander Potato Bhajia, Onion Bhajia, Fenugreek Bhajia, Potato Bhajia, Chilli Bhajiya

102. Baked Buns in Flavors

103. Fried Spicy Buns

104. Garlic bread, Sesame Salty butter bread, Honey oat, Parmesan Oregano, Plain wheat Bread & Seven Grain Bread

105. Supplementary food

106. Noodles with Indian spice blend, Papad Chat, Dumshum (Boiled Rice Flour with spicy & veggie inside)

107. Spicy Fruit Punch with bread, Coriander chilly Chutney, Green Mango Sour N Spicy Chutney, Dates & Tamarind sweet & sour Chutney, Indian Pickles, Barbeque Sauce, Mayonnaise Sauce, Mustard sauce

108. Soups

109. Vegetable Stew, spicy Soul curry, Mushrooms with sour n spicy taste

113. Dragon Ballz uses only all natural ingredients

114. Concept:

116. Square

117. Winged

120. That’s fishy

121. Quirky

122. Cartur

123. Prawns

124. Lamb shambs

125. Duck it

126. Pomfret

129. TIER 1 CITIES 1)Hangzhou 2)Suzhou 3)Dalian 4)Shenyang 5)Tianjin 1) Macau 2) Shanghai 3) Hong Kong 4)Guangzhou 5) Beijing

130. MACAU Hong Kong BEIJING GUANGZHOU SHANGHAI

132. The quality is standard and is same in all outlets ; fast in delivery (Less than 80 sec)

133. Nutritional

134. Every customer can have a look at the special wall which has the nutritional value and calorie count of the food items

135. The oil used is palm oil as it does not have trans fats hence prevents coronary blockage

136. The traditional Chinese low table is provided

137. Tea is provided to any customer who buys above 5 Yuan

140. Drive – in

141. Home delivery

143. People/ Staff Woman Giving Traditional Welcome

144. People / Staff Staff (Front & Back Stage) Delivery Boys

145. Price Factor

146. Price factor Price of Dragon Ballz products will be competitive one. As we are new to the such segment we are tying to keep price a bit lower than competitor. China currency: Yuan & Rmbn INR Value: 0.7 So generally all topmost players are starting value from 7 Yuan Our product range starts from 6.5 Yuan To Family Package priced @ 60 Yuan We have range of Combo menu packages 1. Economy 2. Regular 3.Family 4Special Package

147. Promotions & Advertising

149. Regional

150. National How Advertising in Aggressive in way will help “Dragon Ballz”???

151. A new launch like Dragon Balls need to be well-known & must get Brand Identity.

152. Makes selling job easier as Known & branded product.

153. Gives good appearance to outlets through POP Advertising.

154. People develop more confidence on healthy note & hygiene quality of food product if advertized well.

157. Building brand equity for Dragon Ballzalo ng with working on the concept of core Vada-Pav & Indian Blend fast food.

159. Chinese: z学习理论

160. Brand logo

161. Color Scheme

162. Warm& Bright Colour Scheme

163. Accordind to Chinese Style

164. Slogan:

165. 1. Exotic Flavors of India

166. 2. Wotz on d menu yaa ???

167. Jingle

169. Marketed in an Indian Westernize theme setting.

171. core brand VALUES &brand Mantra

173. Posters and pamphlets distributed vastly amongst commuters on the highway travelling in vehicles.

174. Printing out city maps or train/bus timetables (with information on Jumbo King's outlets) for commuters and distributing them can be employed.

176. College based events & festivals.

177. Point of purchase displays inside Dragon Ballz outlet will make selling job easier. And it will give good yummy appearance to outlets.

178. A new launch like Dragon Balls will be well-known for its nutritional values which comes along great quality, if we put lavish delicious look giving display with its nutritional value adding charts in creative manner.

180. @ petrol pumps

181. Supermarkets

182. Movie halls n malls

183. Events @ carnivals

184. Special dragon rides walah events

185. Traditional crowd

186. College events

187. Radio publicity

189. Promotion/ Media/ Media Vehicles/ Just after Launch

190. Promotion/ Media/ Media Vehicles/ Carnival Branding

191. Promotion/ Media/ Media Vehicles/ Through Carnival

192. Promotion/ Media/ Media Vehicles/ Print & Outdoor Banner Ads For encouraging youth for repeated buying.

193. Promotion/ Media/ Media Vehicles/ Chasing their Emotional Sense & Family Bonding.

194. Promotion/ Media/ Media Vehicles / Emotions & Family Bonding.

195. Promotion/ Media/ Media Vehicles/ Location Information Giving Banner

196. Promotion/ Media/ Media Vehicles Home delivery of “Dragon Ballz“ through mobile messages. Even Information about services & food-joint locations can be send through mobile.

197. Promotion/ Media/ Media Vehicles / Approaching Corporates

198. Promotion/ Media/ Media Vehicles/ Outdoor/ Neon Signs & Banners

199. Promotion/ Media/ Media Vehicles/ outdoor/ At Public places

200. Promotion/ Media/ Media Vehicles / Display in front of Food joint of “Dragon Ballz“ or malls

201. Promotion/ Media/ Media Vehicles/ Print Media/ Newspaper

202. Promotion/ Media/ Media Vehicles / Print Media/ Magzine

203. Promotion/ Media/ Media Vehicles/ Public areas/ Stations/ more footfall & visibility

204. Promotion/ Media/ Media Vehicles/ Public areas/ more footfall & visibility

205. Physical Evidence

206. Physical Evidence/ Places, Location Selection For Outlets of “Dragon Ballz“ DB outlets will increase and be seen in all the hot spots across all the metros & Tier 2 cities. The places which are frequently visited by people like Tian'anmen Square and Jiefang Road,Dongzhimen, near venatian Macau, Shenzhen will have a DB outlet. Also malls with food courts will have DB outlet.

207. People

208. People/ Staff/ Uniformity across all Dragon Ballz outlets The staff at DB will wear a uniform that will be worn by all DB employees across all the outlets. Highest level of Hygiene will be maintained and the uniform colours will be in sync with the colours used in our new logo. i.e. Shiny Red & Bright warm Yellow.

209. Packaging

210. Packaging standards/ Point Of Purchase Every product is packed in recyclable brown bag packs supporting Nature. The packet will be with the brand and The best quality oil absorbing tissue . Packaging will ensure warm, tasty & easy to handle food, keeping its nutritional values as good as while making. Also it will meet all the standards of attractive packaging & mandatory rules.

212. Brown Bags – 100% recyclable

213. Corrugated Boxes - 35% recyclable mandate Perform in 4 areas : 1st – food warm , 2nd – food tasty , 3rd – easy to handle , 4th – meet standard of Attractive appearance

215. Reasonable prices/ Competitive price

216. Cover geographic region (Tier 1 & Tier 2 Cities)

217. Adjusted to Chinese consumer preferences by adopting & blending their cuisine

218. User friendly service; fast in delivery (Less than 80 sec)

219. Fighting for the 11% of share of wallet.