www.domainofhope.com Nirula’s Case Study A case study on Nirula’s by Sushant Kumar. Contact: Email: sushant.

kumar@iiml.ac.in Web: www.domainofhope.com www.domainofhope.com A report by Sushant Kumar Page 1

................................................................... ....................................................................domainofhope............... 4 Weaknesses ............................ 5 Disclaimer ..................................................... .................................... .....................com Contents Nirula’s History .................................... ..com A report by Sushant Kumar Page 2 ................................. 3 Tagline .............................................................................................................. ........................................................................................................... 6 www........ 5 Opportunities .......................................................... 5 References and further r eadings .....................................................www...... 4 Nirula’s Menu . ........................................................................................................ .............................. 4 SWOT Analysis ...................................... 5 Way Ahead f or Nirula’s .................................... ............................................................ ........................................... ........................................................ 3 Nirula’s Business ............................................................................................................................ ..................... ..................................................................................................................................................................... .............................. .......... ..................................... .................................................................................. ............................................................... .......... 4 Strengths ....................................................................................................domainofhope............................................. 4 Recent Developments ................................................ ......... .... 3 Brand P ositioning .......................................... .............. 5 Threat s ................................................................................. 3 Quality Statemen t ................................. ......................

T oday. Tagline it’s desilicious! Quality Statement Quality consciousness is the e company is responsible for duct.domainofhope. the production facilities in Noida. eating place for families including children and young adults. serving the widest variety of Indian and Internationa l food. Meerut and Pathanko t. Chinese Room Re staurant and espresso coffee was first introduced in India in the 1950 s by Niru la s. a restaurant and a bar license. Dehradun. Uttar Pradesh. The Nirula s Family came to Delhi in 1928. at affordable prices. Hot Shoppe.com A report by Sushant Kumar Page 3 foundation of our business and every employee of th delivering the same in terms of good quality of pro experience. beverages and desserts. Its association with Indian Oil Corporation (IOCL) in 2005 has seen the openi ng of new Outlets at fuel stations in New Delhi and Chandigarh.www.                     . Delhi with 12 rooms. Its tie-up with HPCL and has opened more projects in Delhi.La Boheme a modern restaura nt serving Hungarian food & Gufa an Indian specialty restaurant.It is a measurable and continuous improv returns in terms of goodwill and revenue growth. The company ven tured into the fast food business in 1970 s with the Pastry Shop. Brand Positioning Nirula s is warm. India include the Baker y. The company pl ans to venture into a large number of quick service restaurants in every major c ity in India with an aggressive expansion strategy. In the 60 s two specialty restaurants came up. Food Processing Unit and Hot Ki tchen.domainofhope.com Nirula’s History Nirula s is a well-known brand in the hospitality industry. Cheese Plant. Chandigarh. Jaipur.Potpourri restaurant (with the first Salad Bar) and Ice Cream Parlour. Lucknow. The Nirula brothers began "HOTELINDIA" in 1934 at Connaug ht Place. service and an overall ement process with long term www. Ice cream Plant. contemporary. Nirula s has increased its presence in North India with the opening of re staurants in Panipat. Jaipur and Pathankot. Confectionery. Snack Bar. accessible.

A very old name in the food and hospitality industry.www.domainofhope.com A report by Sushant Kumar 4 .domainofhope.com Nirula’s Business Hotels Pastry Shops Potpourri Nirulas Ice Cream Kiosks Pegasus Bar Family Style Restaurants Recent Developments Navis capital bough Nirula’s from its founders for Rs 90 crore in 2006 Navis Capi al has hired Deloitte for improving operations Implemented SAP at backend Facili ty upgradation Total investment of 50 crore on modernization Nirula’s Menu Nirula’s menu contains over 500 items to choose from SWOT Analysis Strengths Nirula’s is a strong brand. especially the NCR region Tie ups with IOCL and HPCL improve its reach Operational effectiveness with Deloitte as consultan t Page www. A strong presence in Northern India.

Way Ahead for Nirula’s The basic problem in Nirula’s case is weak product differentiation. Being a very old brand. rather than improving network. Baskin Robbins for ice creams or Sagar ratna for gou rmet food. In terms of service and quality. Hence differentiation is not possible. Nirula’s needs a differentiated p roduct. Indianization of food is again done by almost everybody.www. Exploring markets in Haryana. Wide menu with wide range of price levels. Opportunities Increase in buying power of youth.php?opti on=com_content&task=view&id=12153 &Itemid=1&issueid=73&sectionid=45&limit=1&limi tstart=0 www. Fast food is a hi ghly segmented industry with strong brands in every segment such as KFC for chic ken. References and further readings Nirula’s website .domainofhope. [Suggested read] http://businesstoday. and Nor th East. Lack of brand positioning rather an unc lear product positioning.com/ Suggest read and reference o Business T oday case study.Mc Donalds for burgers. Mc Donalds . Ineffective utilization of high demand outlets that re sult in long queues. all its competitors fair very highly.domainofhope. Competition from gourmet restaurants such as Sagar Ratna. Pizza Hut. chicken. Threats Aggressive players in fast food segment like KFC.in/index. have a small pric e level range rather than a highly diversified menu and cater to the needs of a smaller set of people so that they identify the brand with a product. Competition in Ice cream segment from Gianis. No t Just Paranthas etc.com Weaknesses A weak brand differentiation. Hence.http://www. Baskin Robbi ns etc.intoday. it has a name in the minds of north Indian peopl e and it can capitalize it differentiating its product from others. By standing fo r quick service they have increased the number of competitors. focus on a niche product. Punjab. Barista.nirulas. Hence Nirula’s ne eds to look into what it is best at. pizza.com A report by Sushant Kumar Page 5 . Domino s with a strong product differentiation and renowned niche products such as burg er. The low est being Rs 15 and the maximum Rs 4299. be it the Mc Aloo Tikke burger of Mc Donalds or Chicken Thali of KFC. Competition in Café segment from café Coffee day.

domainofhope. However.com Disclaimer The contents of this report are based on information generally available to the public from sources believed to be reliable. together with all estimates and fo recasts. www. accurate or complete.www. I have taken due care and caution in compilation of data as this has been obtained from various sources including which it consi ders reliable and first hand. I do not accept any liability whatsoever nor any responsibility for any financial consequences arising from the use of the research or information provided herein.com A report by Sushant Kumar Page 6 . can change without notice. No representation is made that it i s timely. I do not guarantee the accuracy. adequacy or completeness of any information and it is not responsible for any errors or omissions or for the results obtained from the use of such information and espec ially states that it has no financial liability whatsoever to the subscribers / users of this report.domainofhope. The information herein. This report does not purport to be a solicit ation of any advice pertaining to trade and business and readers are advised to consult experts or study / evaluate individual business prospectus and other rel evant legal documents before taking any decisions based on information provided in the site.

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