jumboking-100129061319-phpapp02

7/29/2019 jumboking-100129061319-phpapp02

http://slidepdf.com/reader/full/jumboking-100129061319-phpapp02 1/17

Done by:Mamta Pai – Roll No 42

Vartika Gupta – Roll No 239MBA[AD]

S.I.MC.

BATCH 2010



The Indian fast food industry is slowly witnessing a rapid turnaround from

being a small, indigenous and an unorganized practice to a multi-billion,

lucrative and highly specialized business.

Many of the traditional dishes have been adapted to suit the emerging fast

food outlets. Localization strategies adopted by fast food chains,

customization of menus, positioning of their product is common now.

Bringing this internationally, is one of the recent new steps that have taken overthe food industry. Provision of the Indian touch and taste, is now becoming a

world wide phenomenon.



150,000 vada- pav‟s are sold every day in Mumbai alone. Thus, we have immense

potential to reach a large target audience and beyond

Looking at opening 5000 stores in the next 8-10 years time

A huge NRI & expat population also craves for Vada Pav, thus after successfullytapping the Indian market Jumbo King should go international

Currently Jumbo King only has its outlets near railway stations but we plan to

expand into food courts and malls.



Started on 23rd August 2001

Access to hygienic food at affordable prices

Largest seller of vada- pav‟s in Mumbai

43 stores, mostly in Mumbai and other towns in Maharashtra

75% of vada-pav purchasers are 16 to 25 years old

Expanded to 35 outlets in five cities, catering to about 40,000 people every day.





McDonald's, Haldiram's, Nirula's etc have focused on a lifestyle positioning with a

view to attract middle class families and young adults who work in Mumbai.

With Mcdonalds introducing their Aloo Tikki & Pizza Mcpuff at Rs 20/- it was

imperative for us to set a competitive price as well.

Pizza Hut, Dominos etc have tried to attract customers with their proposition of

quick service and a large product variety on offer.

Though the above mentioned might not be direct competition, but their value

proposition is similar to us. Quick, Convenient and hygienic. They might thus be the

preferred choice over us.



Price conscious but pleasure-seeking middle class Indian consumer has certainly

taken up this new wave of fast food in good spirits.

On the other hand, Jumbo King has till now targeted the middle and lower class

commuters and workers mainly in Mumbai and has positioned itself based on the

attributes of price, quantity and local taste.

Students and young professionals who are always on the move. Usage of public

transport is common here.

The next set we are targeting is the group that prefers a drive thru. A just-pick -up

their food from an outlet and continue with their day

Further down the line, expansion of the business internationally targeting the Indians

who live abroad.



Three Fold Strategy:

Building the category need for snacks as an alternative for proper hygienic Indian

fast food

Building brand equity for Jumbo King along with working on the concept of Vada-

Pav

„Consistency' rule offering products of uniform size, price and quality in all the

markets where it is operated



Product

3 Varities of Vada Pav in different flavours but standard size.

Jumbo Sada – The classic Vada Pav

Jumbo Masala - Added with the various tantalizing flavours of IndiaJumbo Schewan – Wada Pav with a hint of Chinese flavour

We will shall also serve Pepsi,Mirinda,7up ,Mountain Dew as we currently do.

Price

Jumbo Sada – Rs 6/-

Jumbo Masala - Rs 8 /-

Jumbo Schewan – Rs 12/-



JK presence currently is clustered around Mumbai and Maharashtra.

We plan to expand it further to all the metros by this year and then the tier 2cities.

We will definitely be looking to spread footprints across the globe starting

with the middle eastern countries seeing the huge NRI market there.

Each JK Vada-Pav will be wrapped in paper ,that will have the Jumbo King branding

on it. Each wrapper will be of a different colour depending on the variant ordered.

The Standard will be blue. The masala yellow and the Schewan – red. We shall offer

the dry masala, ketchup and mustard sauce as well with every Vada-Pav.



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 towardsan impulse purchase.

Posters and pamphlets distributed vastly amongst commuters on the highway travelling invehicles.

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.

FM radio is a popular entertainment source for commuters and professionals and hencethe message can spread across far and wide at minimal cost.

College based events & festivals



Physical Evidence JK 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 Koregoan

Park and Kalyani nagar in Pune or Bandra & Lokhandwala in Mumbai will have

a JK outlet.

Also malls with food courts will have a JK outlet.

People

The staff at JK will wear a uniform that will be worn by all JK employees across all the outlets.Highest level of Hygiene will be maintained and the uniform colours will be insync with the

colours used in our new logo.



Modifications to the company's logo to make it look more stylish and convey the

impression of speed (fast food), e.g.-Subway

Play on the Desi aspect and make the communication more Indian emotional feel.We give Jumbo King a tagline saying “Dil se desi”

Straight out of the heart of Maharashtra in Western Indian, Vada-Pav has iconic

status in India. It used to be "poor mans food", but we through Jumbo King we will

make this a staple fast food diet.

Naming of the brand in English, but the communication will be conveying the Desi-

factor, instantly striking a chord with Indians staying in India & abroad



Jumbo King is positioned as the fast food for daily commuters, that just

pick up the Vada Pav on the go.

Now, Jumbo King will be positioned as the “Indian burger”, with Indian

flavouring and masalas added.

Through our communication we want to bring out the true taste of and the

taste of Vada Pav. Make it more tempting than any burger outlet.



Create uncontested market space

Branding of Vada-Pav but keeping the price economical and adding the hygiene

factor. The Indian burger becomes quite irresistible

Make the competition irrelevant

The biggest competition comes from fast food joints like McDonalds, Subway etc.

We are harping on every the “dil se desi” aspect and leveraging Vada Pav as the

Indian’s favorite snack to eat on the move.

Create and capture new demand

We plan to set up outlets close to our competition along with various peculiar

positions which will get their customers to come try our Vada-Pav over the burgers.

Break the value-cost trade-off

It is a value for money product and we also should provide greater value to ensurerepeat consumers

Align the system of a in pursuit of differentiation & low cost

Our Vada-Pav is definitely cheaper than a burger and it’s what most Indians still

prefer over a burger.



Breaking Conventions

Jumbo King as being the branded Vada Pav is breaking the

convention itself

The next step s to break into the league with the big players and

give them a tough challenge

The unconventional route we will use by handing people

Jumbo King coupons instead of change at Railway stations &

Bus counters. This can be redeemed at the various outlets.



Thank You

Documents

jumboking-100129061319-phpapp02