1. Ecstasy
welcomes
“Uncle Foodie”

2. I am not satisfied…
I love to eat, eat &
There is something still
eat… I am crazy for
missing. Give me
food!!! But…
more…

3. Welcomes you all to Brand
Fest

4. Food & Beverage
Industry
• Remains under constant pressure
to meet the changing demands of
today’s consumer
• Need to ensure quality and
compliance
• Keep pace with product lines

5. Food & Beverage
Industry
• Challenges such as
– aging workforce
– line optimization
– supply chain management
– Fulfilling the need for proficient
maintenance and operational
personnel

6. Food & Beverage
Industry
• Nirula’s
–9% market share

7. About the Company
• Navis capital bought Nirula’s from
its founders for Rs 90 crore in 2006
• Facility upgradation
• Total investment of 50 crore on
modernization

8. The Game Plan
• Increase employee engagement
• Increase profitability in a
structured and sustainable
manner

9. Execution
• New pay-for-performance
components at all supervisory levels
in the organization.
• Salary reviews for all employees were
based on a Balance Score Card
performance evaluation process
• New reward program named ‘Thoda
Action Ho jaye’

10. Execution
• Delivery Order call centre
• Team of internal auditors created
to assess performance, report non-
conformance and highlight
opportunities for improvement
• POS (Point of Sale) system
• Currently ERP (Enterprise Resource
Planning)

11. Mission Statement
To give joyful moments to
generations through delicious and
affordable, Indian and
International choices in fun-filled
and friendly environment by
innovative and passionate people

12. Vision Statement
To improve the quality of life of
our workforce, their families, our
local community and society at
large

13. Goals
• Responsibility & ownership
• Belonging and caring
• Passion to excel and advance
• Customer centricity
• Integrity and fairness

14. Present Strategy
Relishing food the Indian way…
• Message : Its desilicious
• Promotions - Radio, Print, POPs
• Promote new stuff more like Thali &
Kebab
• Spicier tadhka bites from Nirulas by
April, 2011

15. Target Audience
Sec A & A+, 25 – 40 yrs, Men & Women
• 25 yr old single man
• Modern in his outlook but a desi heart
• First job
• Often eats out with friends & family
• Always seeks something different
• But quick & tasty
• Loves the ambience of international
chains but craves for the desi taste

16. Consumer Concerns
One man two sides

17. …
“I am today’s king, value my
time or go away”
“ I want my tummy to be full,
without getting bankrupt”

18. …
“I have an appetite for faces that
smile”
“Wahin quality jab kam daam pe miley,
to koi yeh kyun le… woh na le!!!”

19. Brand Trends
India’s pioneering quick serve
restaurant
Catering to Indian palate for 75 years
Market Share : Ξ 9%
Diverse range of menu

20. Environment
Variables
• Government
– Quality norms
– PFA – Provision of Food Adulteration
– Taxation effects

21. …
• Technology
– More Energy efficient
– ‘Thorning Process’ to meet standards
– Machine Oriented
– Man Oriented

22. …
• Economic Trends
– Growing disposable income of
individuals of 25yrs
– Higher spending power
– “Value for money”

23. …
• Socio-Cultural Trends
– More Outgoing
– Likes spending time with near & dear
– Health & Hygiene conscious

24. …
• Ecological Trends
– Rising concern for Environment
– Eco friendly approach for waste
disposal

25. Product : Different
Levels
• Core benefit – Hunger Solution
• Basic – Choices (desi + western)
• Augmented – Good taste
• Expected– Quality & hygiene
• Potential – Frozen food

26. Product Lines
Family
Style
Restaurant
s
Pastry Hotels
Shops
Nirula’s
Ice
Cream Potpourri
Kiosks
Pegasus
Bar

27. • Pricing
–Fair price
–Wide range
• Factors affecting Pricing
–Technology
–R&D
–Transportation

28. • Place
–Delhi / NCR, Panipat, Dehradun,
Chandigarh, Jaipur, Meerut and
Pathankot
–Malls, transit locations, highways
and large commercial complexes
making the brand more accessible
for consumers

29. • Promotion
– Complementary b’day gifts
– Ice Cream of the month
– Nirula’s Coke Combo khao, daredevils
ke saath Bali jao
• People
– Address orders as quickly as possible
– Proper Uniforms

30. • Physical Evidence
–Décor is simple
–Cleanliness is maintained
• Process
–Food processing process visible
to customers

31. Positioning

32. Competitive Environment
Target
Insight
Benefits
Values &
Discriminator Essence Personality
Reasons
to believe

33. Competitive
Environment
• All quick service restaurants, cafes
and traditional Indian snack/mithai
shops
• Mostly in self service segment
• Offering home delivery

34. Target Group
TG
• Brand : Young adult in his mid 20’s
• Creative :
– 25 yr old single man, modern yet
traditional at heart
– Eats out with family & friends
– Loves ambience & International taste
but craves for desi taste

35. Insight
“I love the desi taste, because
nothing tastes better”

36. Benefits
• Biggest quick service menu in town
• Taste of North Indian kitchen
• Quality of products at affordable
prices
• Including al time favorites such as
HCF

37. Values & Personality
• Values
–Tradition, trust, time honored,
quality, inclusive, affordable
• Personality
–Modern desi, young,
contemporary, friendly, extrovert

38. Reasons to believe
• India’s pioneering quick service
restaurant
• Range of Indian snacks & meals
• Internal quick serve items with a
difference
• Displaying understanding of
contemporary India & Indians
• Catering to Indian palate

39. Discriminator
• Understands the Internal taste
and offers Indian & International
food items

40. Brand Essence
Relishing food the Indian way

41. Positioning
• Initially – based on choice
• Now – based on taste & consistency
USP - “Its desilicious ”

42. PLC

43. Brand Analysis

44. Strengths
– Very old name in hospitality industry
– One of the biggest quick service
menu in town
– Quality products at affordable prices
– Strong presence in Northern India,
especially NCR region
– Caters to the needs of many
– Ambience
– Hygiene
– Tie ups & CSR

45. Weaknesses
– Undefined product positioning
– Unable to target the customer well
– Limited promotion
– Ambitious Expansion
– Names like Potpourri, Pegasus alienates
– No Brand Association
– Dissatisfied home delivery

46. Opportunities
–Increase in consumer purchasing
power
–Exploring markets in Haryana,
Punjab, and North East
–Increasing need for good quality
food

47. Threats
– Entry of multinational & local
players in the market
– Wide range of Competitors
– Aggressive players in different
segments
– Competitor known for his
“specialty”
– Consumer inclination not easy to
change

48. Competition
Analysis

49. • Major Competitors
– Haldirams
– Bikanerwala • Minor Competitors
– McD
– CCD
– Dominos
– Barista
– Gianis
– Nathu’s
– B&R
– Local Restaurants
– Home Cooked food

50. Competitive Mapping
Specialist
• McDonalds
•Pizza Hut
•Dominos
• CCD •Subway
•Barista
Local International
• Nathu’s • Nirula’s
• Bikanerwala
• Haldiram’s
Variety

51. Positioning Map
High Food Quality
• McD • Haldirams
• Pizza Hut • Nirula’s
• Bikanerwala
Low Variety High Variety
Low Food Quality

52. Quick food
• McD
• Nirula’s
• B&R
• Haldirams
Indian choices International choices
• Pizza Hut
• Dominos
Slow

53. Family restaurant
• Haldirams
• Nirula’s
Limited Variety Good Variety
•Pizza Hut
• McD
•Dominos
• B&R
Hangout

54. Major Competitor
Analysis

55. Strengths
–High Brand awareness
–High quality image
–Good taste
–High Market Share
–Packed and cooked food

56. Weaknesses
–Seen only as Family restaurant
–Limitation of non-vegetarian food
–Failed healthy menu/ low fat
products
–Less promotional offers
–High Price

57. Opportunities
–People preferring more Indian
food
–Increased spending power

58. Threats
–Increased Competition from
various Industries
–Health Conscious Consumer Trend
–Value-Conscious Consumer Trend
–Price War Business Practices

59. Positioning
Required Customer perception -
Nirula’s offer a choice of Indian
and western food, with a unique desi
taste
“Its desilicious”
Customer Perception – Nirula’s
specialist in junk food, taste is
satisfactory

60. The Gap
Brand desired
positioning doesn’t
meet the Customer
Perception

61. How to go
about it ?

62. Research &
Insights
• Focused Group discussions
• 15 respondents
• Age – 18–40 yrs
• SEC A

63. Insights
Insights
• Lack of Customer Loyalty
• Ice Creams-the main charm of
Nirula’s
• Miss desi taste in other food joints
i.e. can’t consume that on regular
basis
• Health conscious consumer trend
• Value conscious consumer trend

64. Marketing
Marketing Problem
Problem
• Lack of “Customer Loyalty”
• Considered as a family restaurant
only
• People still unaware of the Menu
options

65. Marketing
Marketing objective
Objective
• Increase market share in Delhi/NCR
• Influencing new users
• Building loyalty of present users
• Increasing Awareness

66. Communication
Objective
• Create emotional connect via desi
food
• Promote Specialties

67. Strategy
Promotion

68. Internal Areas
• Problem Area – Consistency
• Solution – Work Upon it
• Result – Increased Customer
Loyalty

69. “Customer s & Locations should go
hand in hand”
Strategic Locations – Malls,
Amusement Parks & Colleges
Major TG Minor TG

70. Colleges
Amity International
IIPM
IIT Delhi
IIFT
Affluent Students
N’s - Meets their Standards
Want for Indian - desi food

71. Malls
Select City Walk
Sahara Mall
TDI, Rajouri Garden
Centre Stage Mall
Shipra Mall
To target Family & Youth

72. Amusement Park
-Adventure Island
-World of Wonders
To target Family & kids

73. Tie Ups with Offices for in-delivery
parcels
Videocon Tower
Promotion Schemes
Office People

74. Promotion
“Its good to have many things,
but it is important to promote
the specialty”

75. Radio & Print
Ads
• Promote HCF so that it develops a
brand association
• Working on Communication
Strategy
Bonding HCF with people over times

76. Budget
• Radio Channels
•
Radio Mirchi Rs.1,20,000
Red FM Rs. 1,44,000
Newspapers
HT City Rs. 50,00,000
Delhi Times Rs. 56,00,000

77. Internet
Why ?
Target office going youth
- Create HCF Community
- Uncle N’s Game - Suggestion
Earn Points, get discounts

78. Advertorials
• Highlighting Nirula’s burger as
low fat junk & desi food as
‘healthy and diet food’

79. Outdoor Ads
• Creatives
–HCF
–Its desilicious
• Place
–IGI Airport, Saket, Def Col,
South Ex, North Campus,
Rajouri Garden

80. Outdoor Ads
• Delhi Metros
–Hand rests present
throughout the Metros
–Elevators

81. Budget
Location Cost
IGI Airport Rs. 5,00,000
Saket Rs.4,00,000
Defence Colony Rs.4,50,000
South Extension Rs.8,00,000
North Campus Rs.4,00,000
Rajouri Garden Rs.4,00,000
Delhi Metro Rs.1,50,000

82. Event 1
• Places - Malls Only
• Contest - “Foodilicious by Heart”
• Central Idea – Indians are foodie by heart &
Nirula’s caters to all
• Award – 50% Off on menu thrice a month for
the family
Objective – Promote Nirula’s specialties
Familiarize the tagline

83. Event 2
“happy times with Nirula’s”
“Hottie-licious + Heart-ilicious”
• Places - Malls
• For Couples
• Ask unexpected questions related
to partner’s food habits
• Award – One free Date at Nirula’s

84. Uncle N
• Promoting Brand symbol
• Sole attracter
• Outside every Nirula’s outlet
Objective – Attract Children

85. Telephone
Marketing
Personalized messages
Regular Through
Customers Databases
Objective – Inform about discounts
Increase Awareness

86. Total Budget
Medium Cost Incurred
•
Radio Rs.2,64,000
Newspaper Rs. 1,06,00,000
Outdoor Rs. 87,50,000
Total Rs.1,96,14,000
Savings: Rs. 3,86,000

87. Uncle Foodie has
now gone
Haven't u????
foodie-licious &
crazy-licious

89. Sandeep Nagarke
Madhulika Atri
Priyanka Gandhi