MarQuethon

“Revival Strategy for Genuine Broaster Chicken in India”

Presented By:

Team MT
(Tejaswi Pant & Mayank Kabra)
 Reasons of GCB’s Failure

 ‘Americanized’ ambience retards Indian customer

PowerPoint
affinity towards the brand
 Lack of a customized menu to satisfy varied
Indian palates
 ‘50% less oily’ is the flagship USP while it is not

Infographics Sampler well communicated

 Inability to optimally utilize all available

marketing channels
 Poor utilization of social media platforms and
food aggregators such as Zomato
 Inability to survive fierce competition from
established players
 Sample 1
How can GCB revive and penetrate the lost Indian market?

Market Research of the primary,

secondary and tertiary customers’ tastes

Capturing Sentiments through active

Social Media Interaction and Digital
Marketing

Competitor Analysis to target the

loopholes and pitch the USP accordingly

Digital transformation by integrating

entire supply chain for end-to-end
visibility to reduce wastage and increase
customer delight

Incentivized Staff Training curated as

per local culture
 Tips and Tricks (PC and Mac)
Creative Strategies

 Integrated food delivery system using aggregators

(Zomato, Swiggy) for enhanced reach and customer
interaction
 Effective utilization of digital marketing platforms such as
Influencer marketing on social media
 Highly active Instagram, Facebook and Twitter pages to
constantly stay connected with customers
 Demographic segmentation to serve the target market
that has both vegetarian and non-vegetarian customer
 Whatsapp marketing for customers with a quick curated
menu and ordering features
 Artificial Intelligence based food recommender based on
customer’s past purchases, trends and seasonality for
customer convenience
Potential Channels that can be utilized by GCB via Food Aggregators in India
Future Expansion Ideas
• To tap into vegetarian and transitioning customer
segment in India, GCB can introduce Plant-based
chicken recipes

• Can expand franchise network to cover Tier II, Tier

III and smaller cities with Dhaba-style outlets and
customizable menu

• Can collaborate with innovative brands such as

Imagine Meats to capture consumer sentiments
on social media

• Strategic partnerships with corporates for their

daily food requirements

• Waiter-less automated restaurants through

robotic process automation, conveyors and use of
AI to cater premium customers