BRAND MANAGEMENT PROJECT

BRAND AUDIT OF SK FOODS, GIM

GROUP 4
Arpit Sharma |
Bir Vikram Dev | 2020197
Kashish Bhatnagar |
Sanika Chhabra |2020115
Shubham Agarwal |
Vaishakh Garg | 2020059

The company and its performance

SK Food Junction formerly known as DFC is one of the five vendors current present in GIM. It
started in the year 2018 with the purpose to serve the students on campus. The company was
recently re-branded as SK Food Junction and the food junction serves a variety of dishes like
Sandwiches, Pizzas, Momos, Rolls and many more dishes.

The Food Junction has 4-5 staffs and is owned by Sandesh. It is located in the beautiful Campus
of GIM and the shop is located in a small area. The food junction requires to improve on many
fronts and increase their food options. The prices of the items are quite high as compared to other
vendors in the campus as its difficult for the vendor to get the required items and store them in
the refrigeration. Mostly the products are frozen food, so sometimes the food lacks freshness and
the quality take a hit.

Also, the Food Junction has started promoting special food items like Pani Puri and Indori Pohe.
The food items are available on selected days and are channelized to all the students through
WhatsApp. The timings of these special food mostly range from 5 PM to 7.30 PM.

After starting from 2018, the service provided by this junction has been fairly stable. Students
mostly prefer the junction for late night munchies after 11 PM. The campus remains closed after
11PM and that’s when the performance of this food junction is at its peak. But there came time
during the Covid Pandemic when the campus was closed for almost a year and that was a very
difficult time for the food junction as for almost a year the revenue was nil.

But the only shining light in the armor was when the campus was under bubble and almost 900
people were on campus. The food junction has tremendous sales and the price of the food items
were increased to overcome the loss for almost a year. The Average profit margins have
increased during that period. Currently the performance of the food joint is stable and Sandesh
bhaiyya is making sure the business is back to its best once everything returns back to normalcy.
The profit for the co

The brand and its performance

A brand is basically a name, term, sign, symbol, or design, or a combination of them, intended to
identify the goods and services of one seller or group of sellers and to differentiate them from
those of competition.SK Foods with its name, symbol has created a strong brand in the GIM
campus and among the students. Technically speaking, then, whenever a marketer creates a new
name, logo, or symbol for a new product, he or she has created a brand. In fact, however, many
practicing managers refer to a brand as more than that—as something that has actually created a
certain amount of awareness, reputation, prominence, and so on in the marketplace
Brand Elements

Name (SK Foods), logo, symbol, package design, or other characteristic that identifies a product
and distinguishes it from others. These different components of a brand that identify and
differentiate it are brand elements.
A brand is therefore more than a product, because it can have dimensions that differentiate it in
some way from other products designed to satisfy the same need. These differences may be
rational and tangible—related to product performance of the brand—or more symbolic,
emotional, and intangible—related to what the brand represents.
SK FOODS in Goa Institute of Management campus is known to full fill late night cravings of
student and alternate for mess food after studies and to provide good quality foods. From past
many years this band has established itself as quality food provider at economical cost.
SK FOODS initially strives to build a strong image as it helps in fulfilling their business motives.
A strong brand image provides them the following advantages –

 More profits as new customers are attracted to the brand.

 Easily they introduced new varieties of food under the same brand.
 Boosts the confidence of existing customers. Helps in retaining them and better
Business-Customer relationship.

Being the only place in GIM for food outlets the brand has performed really well. In terms of
footfall the entire Batch of GIM students order food from this outlet, whenever they feel hungry.

Brand performance:

Average Footfall of students per hour: 10- 15

No of hours outlet is open: 10 Hr.
Total no of footfall: 50 - 100 per day
Average dishes order per student: 2
Total dishes ordered per day: 100
Average Selling price per order: Rs 100 – 150
Total revenue generated per day: Rs 10000- 15000
Cost incurred: Rs 5000 - 10000
Profit per day: Rs 5000- 10000
Average profit per day = Rs 6000

Getting the information from SK FOODS help us to get an idea about brand performance and its
future growth based on the multiple varieties of food it provides.

Brand performance is typically measured using a combination of the following metrics:

 Audience growth – The Customer for SK foods increases when the food quality in mess
deteriorated. Audience also increases during festive days and there aren't many options
available around the campus that are readily available with quick service and quality
food.
 Audience interactions- Sandesh Bhaiya is the point of contact for students to any order.
The normal time interaction with the brand is good but during the rush hour it is difficult
to take multiple orders and lack of resources also increase the severity of the situation.
This condition led to increase in order time and change in customer perception about the
brand.
 Brand penetration – Being the only option available in campus, the penetration is really
high among students. The quick delivery of food in late night hours, the SK food is the
only option available to them.
 Brand awareness- The high presence of SK food outlet among the students has led to
high brand awareness not only in students but in professors as well. The SK foods should
focus on improving the consistency of food taste, increase the number of items and
improve the management of offline orders while simultaneously working on the
WhatsApp orders with sufficient human resources.
 Sales figures – Sales has seen the high growth in numbers after the pandemic as students
returned to campus. The growth of SK foods depends on the number of students available
in campus. The higher the number higher the chance of sales. With the upcoming batch
of higher students, it is expected that the numbers are going to rise and will led to better
future.
 Competitors and their performance
Assortment Delivery Pickup Experience Payment Sale trend

K-Star Variety in No option Taking out Dine in Done on Pre-paid

cooked veg unless the any food item option, term/mont system
and non veg student is out of the washroom hly basis therefore
food items severely ill premise is area and digitally utilized as per
along with not allowed drinking students
customized water facility wishes but
menu if the food is
required prepared for
all daily
Carasid Veg and non No option 2 mins on an Dine in Digital as Lunch is the
veg ready to available average to option, clean well as peak time
eat fast food prepare the washroom cash because SK
along with food item area and Food opens at
dessert options drinking 4:00 PM
water facility
Jaggu Packaged food No option Since No in house Mostly First to open
items which available everything is dining, digital but since
are ready to ready made custom packaged
make or ready and packed, assortment items are
to eat hand to hand option is available they
delivery available are hoarded
at once for a
day
Kailash Packed ice- No option Quick for Open for the Digital as Most items
Centre creams, juices available packed items longest well as are consumed
and soft drinks but 10mins duration with cash along food
along with on an average a variety of therefore it is
freshly made for the ones he busy
juice, sodas to be throughout
and shakes prepared the day and
night
Off-campus Wide variety No option Travel time is Variety of Digital as Functional on
of cafes, bars available also amazing well as weekdays
and considered experiences cash only, when it
restaurants, therefore available is allowed to
 serving more time based on the go off
delicacies of taking than type of place campus
all kinds on-campus and
options geography

Brand Strategy

Pricing, Positioning and Promotion decisions - in the

last 2-3 years.
 Brand Audit - SK Foods
Interpretation of Survey of customers:
● What words would you use to describe this brand?
Top three ideas that customers of SK Foods:
Monopoly
Tasty
Expensive

● What problem does this brand solve?

Customers use this brand as an:
Alternative to cafeteria/mess food.
Late night food after hours.

● How does this brand make you feel?

This brand is a necessity given the quality of mess food has deteriorated and there aren't
many options available around the campus, especially that are readily available with
quick service.

● Would you recommend this brand to your friends and family?

They would recommend a few items from the menu, but not all.
Also, because of the monopoly of the brand, they feel it is inevitable that the brand will
be used eventually.

● What does the brand’s logo make you think of?

Tasty junk food (Chef's hat and Burger in the logo).

● How good is this brand’s customer service?

 Sandesh Bhaiya is seen as a kind manager but needs to better manage bulk and high
number of orders on a busy day. Also, it was felt that his estimates of food preparation
were usually optimistic.

● How could this brand improve customer service?

Improve the consistency of food taste, increase the number of items and improve the
management of offline orders while simultaneously implementing WhatsApp orders.

Survey the employees:

● How would you describe your brand?
The employees feel that SK Foods provides good pay from a good manager but gets very
hectic sometimes.

● What is the brand’s vision?

To provide good food especially when the students are unsatisfied with the cafeteria's
menu.

● What problem does your brand solve for customers?

They feel that they have done a good job fulfilling their brand's vision of providing a
good alternative for the students' hunger.

● How do you deliver on your brand’s promise? What keeps you from

delivering on that promise?

They say that they have been doing this for a while and their manager does a good job of
keeping themselves on track with the orders.

● What one thing would you do to improve our brand?

They feel that the number of orders gets out of control during some events.
 Your interpretation and conclusions in terms of USP,
SWOT, etc.

Recommendations for improvement

 Ensure accurate and short waiting time for the students
 Hire more trained staffs so that they can work efficiently during rush ours
 Update the Menu to break out the flavour wheel
 If students/customer complains about a meal offer them a freebie, or a discount.
 Use Social Media to show pictures about food and dishes
 Creative restaurant branding starts with a mission
 It’s important that the identity is reflected in every aspect of the business, from the food
junction’s menu ideas to interior design
 More Variety in food like Tandoori Chicken, Rumali Roti, etc
 Use better design in logos, colors, and aesthetics to create a cohesive vis

y try out new ideas/dishes and evolve the brand with a brand book
 Reduce the prices of the products so that students find it value for money