Burger Strategy

Business Strategy –
The business strategy of our company is to grow business of the burger by making it
available to the customers and create value for all our stakeholders at a very low
competitive price but to get profit as well as reducing the cost of the product. We are
focused on giving customer what they really want: quick and delicious burger, with an
overall experience and value for their money that meet their rising expectations.
The current objective is to increase the sales from 10Cr to 15Cr and for achieving this, the
business strategy will be to expand the operations, the choices of burgers and the processes
involved

Marketing Strategy
Traditional Advertising
For a brand that is small, largely regional and warrants a small budget, the most effective means
of reaching out to the public is through the print medium. Small billboards, placed in strategic
locations where commuters wait (like on buses, trains, ticket counters, petrol pumps etc), can
be most effective in pushing the consumer towards an impulse purchase. Slogans like "When
your tank is full, why let your stomach go empty?" and "The law says you can't drink and drive,
but who ever said anything about eating?" can effectively be used by Jumbo King at petrol
pumps and traffic signals. Again catchy statements like "Isn't it time for your stomach to get a
top-up too?" can be used in front of mobile shops and general stores.
Bigger billboards and posters at railways stations and on trains and buses reinforce brand
identity. They can appeal at an emotional level to the consumer regarding the spirit of the city
they live in and tie that in to the brand. A possible campaign of this type for Jumbo King will
emphasize the intimate relation of the food chain with Mumbai city and its people and will aim
at binding the spirit of living in Mumbai with the brand that signifies speed, affordability and
pride in eating a local snack.

Non-Traditional Modes of Advertising

Indian snacks are not exactly renowned for health and hygiene. Since Jumbo King belongs to
this category of food items, PR campaigns could be an effective tool in dispelling any such
concerns that a consumer may have. Newspapers, magazine articles and press releases talking
about the quality of food at Jumbo King and its stringent adherence to hygienic standards can
go a long way in changing customer perceptions about the category and the brand. PR
campaigns talking about the entrepreneurial stories of the young founders of initiatives like
Jumbo King can give a lot of publicity to the concerned brand and this comes at no cost. Other
innovative means of reaching the consumers like printing out city maps or train/bus timetables
(with information on Jumbo King's outlets) for commuters and distributing them can be
employed.
Being a low involvement product with a target customer group that is mostly 'on the go', the
challenges of reaching this segment are many. Designing a really great advertisement and putting
 it on TV or a big billboard on the road in all probability will not translate into sales. Creative
advertisements must be complemented with equally creative ways of placing these
advertisements so that they are noticed. Jumbo King is about speed and convenience and hence
locations and objects which are associated with these attributes (like bus-train time tables,
guides, road signs etc) should be used to integrate ideas with their execution as a part of the
Jumbo King identity.

Media Planning - Showing the World

Both the traditional as well as non-traditional strategies for advertising offer great opportunities
for creative marketers to show off their skills in convincing people to buy their products.
Preparing a catchy and innovative advertising campaign is no easy task and a well prepared
creative plan can work wonders for the company and its products. But that is just one side of
the story. A marketer may have done an excellent job in identifying the target audience and
preparing an excellent commercial for them, but what use is all that if it doesn't reach them?
That is where an effective media strategy comes into the picture. One needs not just be creative
and different in terms of preparing ads, but should also be adept at executing those well prepared
ads to perfection.
Media planning is all about determining the media habits of consumers in the target group and
formulating how this knowledge can be exploited to reach the target group effectively. For a
budget conscious brand like Jumbo King, it becomes even more important to have a judicious
mix of media since targeting all media channels (TV, print, radio etc) can be prohibitively
expensive. Different media channels can have different impact on the customers at different
costs -

Print Media
This can be a very effective medium for the franchise since it has the maximum reach among
the target audience. Since Jumbo King is a budget-constrained and predominantly regional
brand, local language newspapers and magazines can be cost effective sources of advertising.

Television Media
Television is a very popular source of entertainment amongst students and professionals and
this popularity can be tapped by Jumbo King for reaching these people who form a substantial
portion of its target audience. Again regional channels will hold the key for Jumbo King since
they are cheaper and not averse to advertising 'insignificant' products like vada pav.

Radio Media
Jumbo King can also make use of FM radio channels to send across their message, cheaply and
effectively. FM radio is a very popular entertainment source for commuters and professionals
and hence the message can spread across far and wide at minimal cost.

Internet Media
Since Jumbo King aims to target students and professionals, internet can be a very important
medium for advertising in the future. Strategies such as blogs, banners, websites etc can provide
good publicity to Jumbo King with minimum cost incurred and also create an interactive
environment for customers to provide their views about the company and the product.
Another important part of the media stratagem is to evaluate expenditure by competitive brands.
This provides an idea of the relative performance of brands corresponding to the spending
done. In the present case, Jumbo King's competitors like McDonald's, which have large budgets,
can afford to go for Continuous/Pulsing strategies (advertising regularly or with very short
 breaks) on TV. But for smaller players like Jumbo King, it is necessary to carefully choose the
advertising media and formulate a proper timing strategy, also taking factors like future growth
and expansion into consideration.

Order Qualifiers and winners + Operational excellence targets

Order Qualifiers –
• Hot and fresh burger prepared with fresh ingredients
• Ambience or the place to be hygienic
• Proper sanitation of the place and with the current pandemic sanitizers to be placed
at required places
• Hygiene to be maintained in all the operational activities from order placing to
delivery to customer

Order Winners –
• Different variety of burgers according to Indian regional taste , ex – in
Maharashtra spicy food is preferred,
• Also some new trends to be incorporated, example – Crunchy Burger in
which Nacho is added as filling along with patty.
• Pricing strategy based on day, example – on Monday one variety of
burger has offer and similarly for other days
• Customization of burger
• Speed and Quality
•
Operational Excellence –
• ???
• Maybe benchmark for

Operations Strategy –
• Capacity expansion
 • Can handle large orders
• New locations
• Tangible and intangible –
o Tangible -
• Operation Capabilities
• Operations Process
• Technology
• Org structure
Infra requirement –
• Assembly lines
• Counters
• Restroom
•