PHASE I PHASE I UNDERSTANDING THE INDUSTRY ANALYSIS INDUSTRY

QUICK SERVICE RESTAURANT INDUSTRY

Fast food - anything prepared and served very quickly. Quick service restaurant constitute a major part of the Fast food industry in India. Many international players have ventured in this market like Mc Donald's, dominos etc.

GROWTH OF QSRS

Quick service restaurant Industry is anticipated to grow at a CAGR of around 34% during 2011-2014.
(Source: http://www.htrends.com)

The consumer spending on processed food has increased at an average rate of 7.6 % annually from 2008 to 2010
(Source:Associated Chambers of Commerce and Industry in India - Assocham. From Rediff business report)

Vada pav alone is a 2000 crore industry. Almost 1 lakh vada pavs are sold everyday in Mumbai itself. Out of this Jumbo King manages to sell 10,000 everyday.

(Source: www.telegraphindia.com)

MARKET COMPETITORS
Primary Competitor Secondary Competitor Jumbo king Goli Vada pav, Shiv Vada pav, Mc Donalds,etc

Unbranded Competitor

Shree Krishna (Dadar), Stall Outside Mithibai, Amrut Bhuvan (Lower Parel) etc

Substitutes

Street Chaat. (samosa, paani puri, dosa etc.)

PHASE II COMPETITOR ANALYSIS

JUMBO KING

Vada pav is the favorite fast food of Mumbai . The first Vada pav emerged 45 years ago. Deeraj Gupta was inspired from burger king and introduced Jumbo King in Mumbai. The first Jumbo king was introduced in Malad East targeting the commuters on the station on 23rd August 2001. They have a total of 43 outlets in Mumbai and Gujrat.

WHY IS JUMBO KING A SUCCESS

Quality Hygiene Size Local taste Quick service

TARGET GROUP

They targeted the age group of 17-35 out of which 75% was from the age group of 17-25. They primarily targeted the daily commuters. Social economic status of lower and middle class . People on the go.

BRAND PERSONALITY

Brand personality is the way a brand speaks and behaves. Jumbo king personality SINCERITY

BRAND IDENTITY

It is the outward expression of a brand, including its name, trademark, communications, and visual appearance. The name Jumbo king was inspired by burger king. They have used vibrant colors and bold letters to catch the attention of the on going traffic. The tagline is say wow to vada pav which is simply to connect with and understand

BRAND POSITIONING

It is the development of a brands position in the market by heightening customer perception of the brands superiority. JK is positioned as the fast food for daily commuters.

PHASE III OUR BRAND ANALYSIS

FULL STOPTO YOUR HUNGER.

Revolutionary in the Indian market. It would be 100% organic. It will maintain the same local taste of the vada pav, hygienic and well packaged. Vada pav at Rs. 15 onwards. Vada Pav recipes: Butter, Cheese, Grill and Brown Bread (with 40 different varieties) Mobile vans with automated kitchen inside.

TARGET GROUP
Geographic Variable - Mumbai Suburbs Demographic Variable Age group- 15 to 35 Gender- both Occupation- College students and working class Socio economic status- Middle class onwards Physiographic variables Lifestyle- Contempary & Fast paced attitude. Hygiene & health conscious. Behavioral Variables Occasions- Quick bite Benefit sought- Satisfaction to hunger Income- Middle class and above

OUR BRAND IDENTITY

OUR BRAND MASCOT

CHEFU WHY CHEFU ?

Because it represents; Hygiene Standard Happy to help attitude

BRAND PERSONALITY
Excitement

Daring Imaginative Spirited Up to date

OUR BRAND POSITIONING

Brand positioning strategyBrand benefits and attributes

Finally a tasty and healthy Vada pav

MARKETING STRATEGIES

Flyers and leaflets containing menu for free home delivery around 2km radius. Newspaper ads, food magazine ads, food critic reviews. Outdoor advertising in form of cut outs and standees.

CATCHY SLOGANS FOR STANDEES

"The law says you can't drink and drive, but who ever said anything about eating?" Isn't it time for your stomach to get a top-up too?"

Offices

Recharge Store

Bus Stop
Next stop .. Full Stop !!

Petrol Pump
"When your tank is full, why let your stomach go empty?"

THANK YOU