This is a presentation on Barbeque Nation which gives a service marketing aspect to it. The aspects covered are: - Service Blueprint - Service Recovery Strategies - Service Marketing Triangle - I2P2 (Identity, Image, Perception, Position) - Brand Ladder - Competitive Strategy *Please make note that the facts are as received through online sources. Also, some of the service marketing concepts may differ from person to person. This is just to help you to get an understanding of the the brand.*

1. SERVICES
MANAGEMENT

2. INTRODUCTION
• Origin in Indore, MP – Mumbai in 2006.
• HO – Bangalore | CEO – Prosenjit Roy Choudhury
• First outlet in Pali Hill, Mumbai – 50% return customers in first 6
months
• Revenue: 200 crore (2013); 350 crore (2014 expected)
• 2006 to 2008: From single to 13 outlets. Today 37. Plans to add 34
new outlets by end 2016.
• Jaipur (1), Lucknow (1), Guwahati (1), Delhi & NCR (8), Gurgaon (1),
Chandigarh (1), Mohali (1), Ahmedabad (1), Surat (1), Vadodara (1),
Hyderabad (2), Mumbai (6), Pune (4), Bangalore (6) & Chennai (2)

3. INTRODUCTION

4. COMPETITORS

5. SERVICE BLUEPRINT
CUSTOMER
Prepare
drinks
Arrive at
Restaurant
Check avail.
& take seat
Receive
drinks &
starters
Self-serve
from buffet
Ask for bill
Pay bill and
leave
Greet &
take order
Serve
drinks &
starters
Replenish
buffet
counter
Process Bill
Re-heating
of food
Grilling of
starters
Payment
system
CONTACTEMPLOYEES
(Frontofhouse)
VisibleInvisible
SUPPORT PROCESSES
(Back of house)
Physical
Evidence
Exteriors
Parking
Svc. Staff
Décor
Ambience
Drinks tray
Presentation
Menu
Buffet spread
Availability
Taste
Bill

6. BACKEND PROCESS

7. SERVICE RECOVERY
STRATEGY
Treat Customers
Fairly
Fail-safe
the Service
Service
Recovery
StrategiesLearnfrom
Recovery
Experiences
Act
Quickly

8. SERVICE MARKETING
TRIANGLE

9. INTERNAL MARKETING
• Careful selection of employees - 2500 | 18,000 given
Psychometric test – only 15% passed.
• 25% profits earmarked for employees
• 100% reward bonus for meeting standards, No Tips.
50%
25%
25%
Customer
Satisfaction
Staff Satisfaction &
Attrition
Costs & Sales
BRANCH
EVALUATION

10. EXTERNAL MARKETING

11. EXTERNAL MARKETING

12. INTERACTIVE MARKETING

13. Identity | Image | Perception
| Position
1. Identity
2. Image
3.
Perception
4. Position
What The Brand
Stands For And A
Promise To The
Customer
How Customers &
Others Perceive The
Brand
Helps In Deeper
Association & Recall
Location In The Mind
Of The Customer.

14. Identity | Image | Perception
| Position
1. Identity
2. Image
3.
Perception
4. Position
•Unique ‘live-grill’ –
embedded onto the
table,
•A full course buffet
with blend of various
cousines,
•The ambience.
•Pre-fixed price:
Planned budget,
•Excellent quality of
food,
•Appealing dining
experience,
•Efficient and prompt
service quality
Unlimited assembly of
dining experience (food,
music & liquor), consistent
taste, hassle free dining
VFM, Group Dining.

15. BRAND LADDER
ASPIRATIONAL
BENEFITS
FUNCTIONAL ATTRIBUTES
FUNCTIONAL BENEFITS
EMOTIONAL BENEFITS
• Allows feeling of Live
BBQ party
• Youth feeling as food &
ambience is not
traditional, lively new-age
music
• Prompt service instigate
a repeated visit for a
relaxing time
• Special occasions such as B’day,
Anniversary made special by
employees at no extra charge.
• Playing fav music,
complementary cake/dessert,
etc
• Continuous/consistent
serving of food.
• Grill enhances taste
• Parties can be planned
owing to pre-fixed prices

16. Competitive Strategy
Strategies Typology
Market Dominance
Strategy
Nicher
Innovation Strategy Pioneer
Intensive Growth
Strategy
Market Penetration;
Market Development
Growth Strategy Intensive

17. Generic Strategy

18. Bibliography
• http://forbesindia.com/printcontent/35427
• http://www.barbeque-nation.com
• https://www.facebook.com/BarbequeNation
• http://www.foodandhospitalityworld.com/sections/market-
section/1572-barbeque-nation-to-expand-live-grills-to-10-
more-outlets