Team Name: 669368-UBV2916U

Harsh Agarwal

DEEM DILEMMA
Analyzing Vegan Vittals’
Market Position
Executive Summary

The brand is experiencing declining profits due to increased competition in the fast food industry.
Situation The brand may need to re-evaluate its marketing strategies, product offerings, and pricing to remain
competitive in the market.

Strong competition - it is facing stiff competition from other large corporations such as Reliance
Complication Pricing and profitability- experiencing continuous decline in profit since last 2 years

Questions How to navigate the market among the huge corporations entering it?
How to retain customers with an effective marketing strategy?

Unique marketing propositions to expand the reach and establish a brand presence
Solutions
Developing a niche product with a specific target audience in mind
Factors Leading to Diminishing Profits

Surviving Incompetent Business Faulty Pricing Technological

Competition product Environment Strategy Advancement

The entry of The brand faced A favourable As the company's Supply chain
powerful challenges from business earnings are optimization and
corporations into the competing firms, environment acts as declining, this is a merge it with
market intensified which served as a a pivotal factor for a sign that the product technology to make
competition, leading signal to enhance brand to do prices should be it more efficient
to decreased profits product quality, business and earn adjusted in order to
for "Vegan Vittals". differentiate consistent profits. increase profits and
themselves, and decrease costs.
target specific niches
in the market.

Internal Factors External Factors

 Keep a check on micro inefficiencies- Although these expenses may seem minor individually,
they can have a significant impact when accumulated as they can result in a series of
inefficiencies and unnecessary expenses.

Cost structure Review - To address the issue of micro expenses, a strategy could involve
conducting a quarterly assessment of all minor expenditures and informing staff members of
the results. This process could raise awareness and ultimately lead to a decrease in such expenses
Solutions for
Combating
Profit Reduction Focusing on profit margins- To optimize profitability, it would be wise to declutter and
concentrate on niche products, thereby reducing customer confusion.

Supply chain management- A lean and a simple supply chain management would make the
process more efficient and actually reduce the costs.
Blue Ocean strategy

Customer service & Create a campaign and

Better quality support a cause through its
advertisement

Menu options &

Inefficiencies and enhance
Extensive use of single use
operations
plastic

Which factors Which factors that Which factors

Which factors
should be the brand has long should be
should be RAISED
CREATED the competed on REDUCED well
well above the
brand has never should be below the brand’s
brand’s standard?
offered? ELIMINATED? standard?
 Customer retention is the ability of a business to retain its existing customers over a period of
Customer Retention time. It is important for businesses to focus on customer retention as it is more cost-effective to
retain existing customers than to acquire new ones.

Upsell- Once a customer becomes

Entry Product- providing a
Three Model starter product to genuinely
Approach for bring in new customers
Customer Retention according to the chosen target
audience.
Retainers- Typically, it refers
familiar with the brand, it is an
to adding value for the
opportunity to introduce upselling
consumer in the form of an
strategies and offer additional
extra good or service to make
products to generate more
it a habit-forming product.
revenue.

A Hypothetical Scenario
Retainers
A brand is targeting children and teenagers who are more inclined towards
junk food. The brand's strategy in this case would involve the following:
Upsell
Entry Product: A basic burger priced at Rs 49. Entry
Product
Retainers: A platter comprising a combination of burgers and coke, priced at Rs 69.
Upsell: An even bigger platter containing a combination of burger, coke, and fries, priced at Rs 99.
The aim of this strategy would be to attract customers with an affordable entry product, retain
them with a value deal, and encourage them to spend more by offering a larger platter with
additional items ensuring additional profits.
Emphasizing the Pricing strategies Establishing a To stay with Hiring and Enhancing
development of should be aligned strong online trends, leverage training packaging and
high-quality and with the target presence and influencer competent presentation of
unique products audience, and improving marketing and employees is vital products helps
tailored to meet capturing a operational expand its for ensuring differentiate them
the needs of a particular market techniques for franchise presence customer in the marketplace
particular market segment should be franchisees are to capture a larger satisfaction and and improve their
segment. a key focus. critical for success. market share. loyalty. appeal.

Place Promotion

Price Presentation

6 P’s of Marketing People

Product

Utilizing advanced algorithms and
technology to monitor customer
spending habits would enable the
Using statistics
brand to gather valuable feedback
and identify areas for improvement.
Deeper Connections
Marketing in the modern world goes
beyond merely offering sales and
discounts. It involves establishing a
meaningful connection with
customers and taking a stance on
issues that extend beyond traditional
marketing strategies.
Other Marketing Techniques
Perceived and Tangible Value
One could argue that enhancing
perceived value for customers is
crucial, as it can increase brand
awareness and customer loyalty. This
is because customers tend to place a
higher value on products or services
that they perceive as being of high
quality. While improving the tangible
value of the product itself can also
contribute to customer satisfaction
and loyalty.
Appendix
PRIMARY REFERENCES: Pre case module provided for the DEEM DILEMMA

EXTERNAL REFERENCES

ARTICLES VIDEO REFERENCES (YOU TUBE CHANNEL)

Effective Marketing Think School: Case Study Videos
6 P’s of marketing Convey By Innovations: Understanding business
Making a profitable business
CASE STUDIES
Inspiration from Burger King
Inspiration from ONE PLUS
Inspiration from Nestle