Download - Dragon ballz presentation !!!!
学习理论
Presented By:Ms Mageshwari Marimuthu
Ms. Sneha A. ChaudharyE-mail: [email protected]/ [email protected]
MBA 2009-11 BatchISMT BS
Marketing Management
Presented To:Prof. Ashootosh Kulkarni
Penetrating Republic Of China Market
With Indian Fast Food Brand“Dragon Ballz”
Brand Name/ Promotion Area/ Brand Identity
Reason behind selecting “Dragon Ballz” brand name for branding Indian Fast Food “Vada paav” in China ???Dragon is symbol of aggression. And the policy we are using for entering China market is “Entering market through Aggressive Marketing”.
When we say Dragon, China is one of the thing comes to our mind…. Or vice versa. As in some area’s of Republic Of China Dragon is worshiped by Chinese people. Its inseparable part of China’s festivals, Carnivals & games.
We are going to launch our brand “Dragon Ballz” in carnival time only. So entering through colourful dragon filled Carnival will relate nicely with “Dragon Ballz” symbol.Original traditional shape of our core product “Vada” is round, and Ball too is in shape of perfect round. So we just made Ball word a bit fancy with added zing to it by simply putting “Z” at the end & making it “Ballz” !!!
What’s in a name???Well... So much !!!!
Unique Selling Proposition: Umbrella brand for a wide range of authentic Indian fast food that
enables you to experience the most delicios and varied Indian spices blended with chinese cuisine.
what is our BUSINESS | Product | Service?
Vision: 1.Every family in China should start its breakfast and therefore its day from the dragon ball. 2.When They Say “Healthy & Delicious Indian Fast Food”, They mean “Dragon Ballz “!
Operational Strategy/ Mission | Vision
Mission: Building a perfect system which governs every step of the way - from purchasing, to making, to delivering the quality food - and to the quick service with nutritional values.
• Stability of Government for Foreign investors as long as they creates employment opportunities.
• Continuous great Growth in the China Economy.• Increasing attitude, from save to spend.
• Growth in the Middle Class population due to arrival of IT , Biotechnology and the Service sector.
• Increasing middle class ability to afford higher value imported products.
• Desire of Middle class to shop in organized retail outlets and purchase high quality , diverse and foreign branded products & trying new food.
• Existing effective distribution chain for shelf stable retail products.
• Growth in the Organized Retail & food Industry.• More than 2 Billion potential new customers.• Diversified population, especially in bigger cities.
– Used to other than traditional food.– So time for introduction of Dragon Ballz.
Why China | Drivers & Opportunities
In China | SWOT Analysis
• China: sunny, touristic, poor/ Middle class, temples, Chinese, tea, rice fields, exotic islands, nice very foodie, traditional culture, basic living, Communism, tropical climate
• Positive: tasty, original , easy to prepare, reliable, every day life, well known for its mixes of spices; good herbal mixes; young generation: Thai, Chinese & Indian dishes, quality
• Negative: pricy, not too innovative, ingredient (not meal) supplier; eliminating Tracy
• Exciting, competent, sincere
Dragon Ballz brand equity | qualitative research findings
• Complete, healthy food• Reasonable prices/ Competitive price• Cover geographic region (Tier 1 & Tier 2 Cities)• Adjusted to Chinese consumer preferences• User friendly service; fast in delivery (Less 80 sec)• Fighting for the 11% of share of wallet
positioning | points of PARITY | EQUALITY To other similar brands
positioning | points of DIFFERENCE
Combination of food taste and development aid First and only umbrella brand of Indian fast food on the China market Brand with best reason to identify itself with Social responsibilities. Supports Recycling
what SEGMENT do we target?
• Demographic:– Income: Average, medium
Upper lower, higher– Age: 04 – 65 (~67,8%) – Sex: All
• Geographic– Across the China– Tier 1 & Tier 2 Cities
• Behavioral– Eager to try new food / Cross borders culinary– Active in eating out a few times a week– Slightly youth oriented, new independent generation
• Psychographics– Eating out is social activity, other people involved– Healthy living, healthy nutritional cooking– Positive attitude towards other cultures (travelers-mentality, positive towards
development aid)
mass marketing
what SEGMENT do we target?
• Demographic:– Income: Average, medium
Upper lower, higher– Age: 04 – 65 (~67,8%) – Sex: All
• Geographic– Across the China– Tier 1 & Tier 2 Cities
• Behavioral– Eager to try new food / Cross borders culinary– Active in eating out a few times a week– Slightly youth oriented, new independent generation
• Psychographics– Eating out is social activity, other people involved– Healthy living, healthy nutritional cooking– Positive attitude towards other cultures (travelers-mentality, positive towards
development aid)
who is our CONSUMER?
Taichin
13 years
Friends, music
School, parents
Junk food, spicy food, new meals,Diet food
Name
Age
Likes
Dislikes
Eats
Stijn (Foreigner)
23 years
Friends, parties
Studying, responsibilities
Junk food, fast food, quick meals
Evelien
26 years
Reading, shopping,her boyfriend
Stress, commute
Healthy meals, Quick meals
Ching & Choubi &Little Eva
4, 34 & 29 years
Their daughter, Dancing
Stress, budgets
Healthy meals, quick meals,quality ingredients
Ownership + FRANCHISE
Style Of Expanding
Owned
Owned
Franchised
How We Are Expanding Outlets in China
positioning | Chain Of Dragon Ballz Across People’s Republic Of China
Chinese Culture Touched Westernize style look.
Young N Warm
Quick & nicely packaged Home Delivery.
Order over phone.Delivery By Owed display
Vehicle Of Dragon Ballz by Uniformed Delivery Boy
Drive In To Dragon Ballz Outlet.
From Window Instant Counter Choose, Order N
Drive away Parcel.
Process Of Services
PICK UPSTYLERESTAURANT
Home Delivery
Back Stage
Process: One of the P from 7 P‘s Of Marketing
FOOD STORAGE
MAINTAIN KITCHENFACILITIES
FOOD PREPARATION
FOOD PURCHASE DELIVERY
PICK FOOD FROMKITCHEN
Process: One of the P from 7 P‘s Of Marketing
DELIVER FOODON COUNTER
COLLECTION OF MONEY
TAKE AWAY PARCEL
Line Of Visibility
Sustainable Supply Chain:• Ethical: Making sure that there supply
are for their employees, from safe area, and treated will.
• Environmental: sourcing of materials ensuring the design of their products, their manufacture, distribution.
• Economic: delivering affordable food, engaging in equitable trade practices, limiting the spread of agricultural diseases.
Process: “Dragon Ballz“ Supply Chain Three E‘s Of Dragon Ballz
Supply Chain Vision
Process: “Dragon Ballz“ Supply Chain Management
Process: Kitchen‘s LayoutOf “Dragon Ballz“
NAMES OF SUPPLIERS FOOD
MacKev Raw Food Services Potato, onions, Salads
Golden West Foods Tomato ketchup, milk shake syrups, multi-temperature distribution
Sun Valley Poultry Chicken products
Unigate Dairies Milk products
Kitchen Range Foods Fruit Pies and Donuts
Dairy Produce Packers Cheese slices
Coca-Cola Soft drinks
Process: Supplier Of “Dragon Ballz“
• Enterprise Resource Planning • Increase efficiency• Improve investor relations• Reduce costs• Enterprise Resource Planning System
provide a good solution to Dragon Ballz challenges.
Use Of ERP in Process By Dragon Ballzs
Use Of ERP By Dragon Ballzs
ERP
Threat of substitutes
GrowthCapital
investment
Changing customer
eating habits
Investor Relations
Franchisee Monitoring Standards
Customer satisfactio
n
Decentralization
Out-to-date
strategies
Franchisee alienation
• Recycle & Eco-Friendly Packaging• DB (Dragon Ballz)-Recycle:• Brown Bags – 100% recyclable
• Corrugated Boxes - 35% recyclable mandate
Social Responsibility/ Initiatives
• Human Resource• Authorized Certificate to every employee working in Dragon Ballz
outlet. • Good reward system & fair wages
• Hiring most of the students from China.• Poor & street Children Education• Dragon Ballz will be having tie-ups with NGO’s working in China.
• Benefits comes along with Social Responsibility.• Dragon Ballz will be having good responsible brand identification & image.
• Brand will always stay in news without spending much.• Brand will enjoy belongingness from people from China.
7 P’s Of Marketing
People
MARKETING campaign
Product
Low involvement, taste productHigh perceived qualityBrand intangibles:Functional benefits
exotic flavorsIndian tastesdiverse
Process benefitsconvenient mixesbroad menu selectionsimple yet deliciousunlimited combinations
Relationship benefits
Price
Place
mediumly pricedupper-bound pricing
Competitive Price
Quality focused Dragon BallzOutlets present in 16 cities.Tier 1 & Tier 2 Level cities.
MARKETING campaign
ABOVE THE LINEMass communication: TV, radio, print media advertising, web & Internet banners
OBJECTIVES: Create brand awareness
Generate consumer interestInfluence purchase intentions
Create associations in the mind of the consumerEducate on African cuisine
Inform about African culture
BELOW THE LINEBrand communication – relationship marketingPublic relationsBrand website & online communityCorporate Social Responsibility Local events (carnivals)Trade showsMedia cooperationIn-store communication (taste trials)On-street promotion (city centers:taste trials)Customer newsletters / brochures
Flavours of India:Dragon Ballz
Promotion
Product
Food Habitat Of China
Product width:-No. of different product lines Dragon Balllz has food product width of 7 • Veg fast food• Non-veg Fast Food• Deep Fries• Baked Buns in Flavors• Fried Spicy Buns• Supplementary food• Soups & Juices
Product Width
Product depth:-No of different variants in product line
• Veg fast food:
• Potato wada, Spring onion wada, Samoda, Soya mix Wada, Dry fruit Delight wada, Paneer mix wada,
• Black pepper sprinkled wada, Mushrooms mix wada, Capsicum Fried Wada, Sweet Corn special.
• Non-veg Fast Food• Prawns, Chicken, Mutton, Barbeque, Turkey.
• Deep Fries: Coriander Potato Bhajia, Onion Bhajia, Fenugreek Bhajia, Potato Bhajia, Chilli Bhajiya
• Baked Buns in Flavors
• Fried Spicy Buns• Garlic bread, Sesame Salty butter bread, Honey oat, Parmesan Oregano, Plain wheat Bread & Seven Grain
Bread
• Supplementary food• Noodles with Indian spice blend, Papad Chat, Dumshum (Boiled Rice Flour with spicy & veggie inside)• Spicy Fruit Punch with bread, Coriander chilly Chutney, Green Mango Sour N Spicy Chutney, Dates &
Tamarind sweet & sour Chutney, Indian Pickles, Barbeque Sauce, Mayonnaise Sauce, Mustard sauce
• Soups• Vegetable Stew, spicy Soul curry, Mushrooms with sour n spicy taste
• JuicesSugar cane juice, Kokam Juice, Panhe (boiled green mango drink )
• BeveragesCoffee, Herbal Tea, Hot Chocó Dip
Product Depth
Product length:-
• The ‘length’ refers to the sum total of number of items in each product lines.
• Product length for Dragon Ballz is 60 including food & beverages.
Product Length
PRODUCT development
• authentic Indian ingredients grown in the perfect climate, and topography needed to manufacture the finest blend of peppers, spices, herbs, and vegetables that make up authentic Indian- Chinese Blended cuisine
• Dragon Ballz uses only all natural ingredients
• Concept:– Taste big bite of DB Special Indian menu
Dragon ball mainly consists of 2 components the pav or the bread and the ball means “Vada”The bread has 4 shapes Bun shaped Square Winged Triangular
PRODUCT development
Product Menu Features
Dragon ball mainly consist of 2 components the brDragon ball mainly consist of 2 components the bread (pav) and the ball
Dragon ball mainly consist of 2 components the bread (pav) and the ball
Veg Imperial delite
From the garden
Tofu caps
Korn Bean
Mushy cheese
Span
Non veg
Product Menu Features
Non veg•Dixi chic•That’s fishy •Quirky •Cartur •Prawns •Lamb shambs •Duck it •Pomfret•Braised beacon
Place
Place In China Tier 1 & Tier 2 cities
• TIER 1 CITIES
1) Macau2) Shanghai3) Hong Kong4)Guangzhou5) Beijing
• TIER 2 CITIES
1)Hangzhou2)Suzhou3)Dalian4)Shenyang 5)Tianjin
MACAU Hong Kong
GUANGZHOU
SHANGHAI
BEIJING
Place Features Inside Food-joint Dragon Ballz
Caters to all taste palate The quality is standard and is same in all outlets ; fast in delivery (Less than 80 sec) Nutritional Every customer can have a look at the special wall which has the nutritional value and calorie count of the food items The oil used is palm oil as it does not have trans fats hence prevents coronary blockage The traditional Chinese low table is provided Tea is provided to any customer who buys above 5 Yuan A warm welcome to every customer in the traditional way
Place Features: Inside Food-joint Dragon Ballz‘s Warranty
The standards adhered throught
all outlets
Place Features Inside Food-joint Dragon Ballz Services
A warm welcome to every customer Counter services Drive – in
Home delivery
Mobile food stall
People(Staff) @ Outlet
People/ Staff
Woman Giving Traditional Welcome
Delivery BoysStaff
(Front & Back Stage)
People / Staff
Price Factor
Price of Dragon Ballz products will be competitive one.As we are new to the such segment we are tying to keep price a bit lower than competitor.
China currency:Yuan & RmbnINR Value: 0.7
So generally all topmost players are starting value from 7 YuanOur product range starts from 6.5 Yuan To Family Package priced @ 60 Yuan
We have range of Combo menu packages1. Economy2. Regular3.Family4Special Package
Price factor
Promotions &
Advertising
Geographic Segmentation For Media Local Regional National
How Advertising in Aggressive in way will help “Dragon Ballz”???A new launch like Dragon Balls need to be well-known & must get Brand Identity. Makes selling job easier as Known & branded product.Gives good appearance to outlets through POP Advertising. People develop more confidence on healthy note & hygiene quality of food product if advertized well.It stays on top of their mind always, so they might feel like buying it as tempting Ad campaigns work well.
Brand/ Promotion Area
brand BUILDING BLOCKS
Three Fold Strategy: • Building the category need for snacks as an alternative for
proper hygienic Indian fast food. • Building brand equity for Dragon Ballzalo ng with working on
the concept of core Vada-Pav & Indian Blend fast food.
• ‘Consistency' rule offering products of uniform size, price and quality in all the markets where it is operated.
Advertising Objectives
brand ELEMENTS
• Brand name: Dragon Ball
• Chinese: z学习理论
• Brand logo
• Color Scheme• Warm& Bright Colour Scheme• Accordind to Chinese Style
• Slogan:• 1. Exotic Flavors of India• 2. Wotz on d menu yaa ???
• Jingle• Packaging: Chinese Style
Bright in colors & scenery
Type face & text placement: intricate fonts, a bit old school; lots of informative text
Marketed in an Indian Westernize theme setting.
URL: www.dragonballz.ine-mail: [email protected]
Contact Customer Care: (24/7)
0558 4543211 (Toll Free)
core brand VALUES & brand Mantra
Mall 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.
Posters and pamphlets distributed vastly amongst commuters on the highway travelling in vehicles.
Printing out city maps or train/bus timetables (with information on Jumbo King's outlets) for commuters and distributing them can be employed.
Local language newspapers and magazines can be cost effective sources of advertising.
Promotions Media & Media Vehicles
FM radio is a popular entertainment source for commuters and professionals and hence the message can spread across far and wide at minimal cost.
College based events & festivals.
Point of purchase displays inside Dragon Ballz outlet will make selling job easier. And it will give good yummy appearance to outlets.
A new launch like Dragon Balls will be well-known for its nutritional values which comes along great quality, if we put lavish delicious look giving display with its nutritional value adding charts in creative manner.
Guerrilla marketing for local & regional area will create nice hype & boom for the same in less expenditure.
Promotions Media & Media Vehicles Continues...
Discounting Coupons to corporate
Free gift hamper vouchers@ petrol pumpsSupermarketsMovie halls n malls
Events @ carnivals Special dragon rides walah events Traditional crowd College events Radio publicity Mobile reminders
China’s social media landscape is constantly growing, innovating, evolving.
Promotions Media & Media Vehicles
So we are trying to cover market through innovative & new techniques of
promotions.
Promotion/ Media/ Media Vehicles / Before Launch
Promotion/ Media/ Media Vehicles / Just after Launch
Promotion/ Media/ Media Vehicles / Carnival Branding
Promotion/ Media/ Media Vehicles / Through Carnival
Promotion/ Media/ Media Vehicles /Print & Outdoor Banner Ads For encouraging youth for repeated buying.
Promotion/ Media/ Media Vehicles / Chasing their Emotional Sense & Family Bonding.
Promotion/ Media/ Media Vehicles/ Emotions & Family Bonding.
Promotion/ Media/ Media Vehicles / Location Information Giving Banner
Promotion/ Media/ Media Vehicles
Home delivery of “Dragon Ballz“ through mobile messages.
Even Information about services & food-joint locations can be send through mobile.
Promotion/ Media/ Media Vehicles / Approaching Corporates
Promotion/ Media/ Media Vehicles/ Outdoor/ Neon Signs & Banners
Promotion/ Media/ Media Vehicles/ outdoor/ At Public places
Promotion/ Media/ Media Vehicles / Display in front of Food joint of “Dragon Ballz“ or malls
Promotion/ Media/ Media Vehicles/ Print Media/ Newspaper
Promotion/ Media/ Media Vehicles/ Print Media/ Magzine
Promotion/ Media/ Media Vehicles/ Public areas/ Stations/ more footfall & visibility
Promotion/ Media/ Media Vehicles/ Public areas/ more footfall & visibility
Physical Evidence
DB outlets will increase and be seen in all the hot spots across all the metros & Tier 2 cities.
The places which are frequently visited by people like Tian'anmen Square and Jiefang Road, Dongzhimen, near venatian Macau, Shenzhen will have a DB outlet.
Also malls with food courts will have DB outlet.
Physical Evidence/ Places, Location Selection For Outlets of “Dragon Ballz“
People
The staff at DB will wear a uniform that will be worn by all DB employees across all the outlets.
Highest level of Hygiene will be maintained and the uniform colours will be in sync with the colours used in our new logo.i.e. Shiny Red & Bright warm Yellow.
People/ Staff/ Uniformity across all Dragon Ballz outlets
PackagingPackaging
Every product is packed in recyclable brown bag packs supporting Nature.
The packet will be with the brand and The best quality oil absorbing tissue .
Packaging will ensure warm, tasty & easy to handle food, keeping its nutritional values as good as while making.
Also it will meet all the standards of attractive packaging & mandatory rules.
Packaging standards/ Point Of Purchase
Packaging standards/ Point Of Purchase
• DB (Dragon Ballz)-Recycle:
• Brown Bags – 100% recyclable
• Corrugated Boxes - 35% recyclable mandate
1. 1st – food warm ,2. 2nd – food tasty ,3. 3rd – easy to handle ,4. 4th – meet standard of Attractive appearance
Perform in 4 areas :
• Complete, healthy nutritional value adding delicious Indian blended fast food.
• Reasonable prices/ Competitive price• Cover geographic region (Tier 1 & Tier 2 Cities)• Adjusted to Chinese consumer preferences by adopting &
blending their cuisine• User friendly service; fast in delivery (Less than 80 sec)• Fighting for the 11% of share of wallet.• Eco friendly
Summary of overall product & service @ “Dragon Ballz“
Thank You For All Your Kind Attention !!!
See You All @ Dragon Ballz Outlet !!!!