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8/8/2019 Niche_Bizzart Intro PDF
http://slidepdf.com/reader/full/nichebizzart-intro-pdf 1/7
RANGAT HOTEL LIMITED
Rangat Hotel Limited is an Indian high street vegetarian
restaurant that serves ethnic Indian cuisine - with a variety
of Chaats, Juices and Ice Creams with a turnover of Rs. 100
Cr. Aromatic Spices are the essence of the Indian cuisine.
Rangat offers all kind of flavors to suit the typical Indian
customers ranging from creamy, hot, subtle, tangy, spicy
and many more. Apart from this, they never compromised
with the freshness of food. Variety is the spice of life and
who else to understand this better than Rangat. The
nostalgic aroma of these exotic spices fills the air at Rangat
and takes their customers to the numinous sub-continent
itself. In addition Rangat offers contemporary interiors,
elegant seating and highly admirable service full of
hospitality.
Due to the above mentioned factors, it has been one of the
most successful restaurant chains in Gujarat. It operates in
Ahmedabad, Rajkot, Vadodara and Surat with its company
owned outlets and stands among the first in the platter of its
customers. But bigger national competitors have started
entering the local market with huge investments andseveral outlets with a wide variety of cuisines from across
India. The game is turning big, in every way.
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Core Values
Mission: To have the most comprehensive Indian delicacies
that represents its diverse offering, that aims to satisfy a
unique dining experience.
Vision: To benchmark its exceptional quality vegetarian
cuisine as well as service with other national as well as
international players.
Basic Driving factors
Enthusiasm for great flavor
Voracious Team Hunger
Obsession For Hygiene
Customer Focus
Highly quality conscious
It settled for controlled expansion because of the fear that
growth will affect product quality. Rangat Hotel fears that
expansion can create quality and distribution problems. Soparanoid is the company about sullying its name that even
at outlets where it uses franchises, the company itself does
the managing.
They currently use Advertising channels comprises of
Conventional Media like Newspapers & Radio and outdoor
media like hoardings and banners with internet based
advertisements limited to its website from which it is able todo transactions as well as Reserve bookings.
Rangat Hotel has surmised that the national firms will not
be able to cater to local tastes. The initial boom they
experience will be more out of curiosity on the part of the
customers. But, subsequently, their sales will drop. Rangat
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Hotel also feels that national players with several outlets all
over the country will not be able to maintain the quality
standards.
Now, Rangat is now facing the heat of competition that is
coming to its door and now hurting it. Its sales growth hasbeen stagnant for the last 3 quarters in spite of their
increased marketing support to its outlets. All preconceived
notions have been broken and Rangat is now thinking upon
various growth strategies for the near future.
Various options across the table are increasing its regional
presence in Gujarat or to go for increasing its national
presence by expanding to other states or a delicate mix.They also are thinking on what all modifications they need
to make in the franchising model to accommodate faster
growth. Also, in marketing strategies, Does the same image
that they are carrying needs to be changed with the
changing taste of customers with increasing options
available to them or Should they stick to the legacy that has
proved fruitful to them till now.
Rangat Hotels has recruited you as its new Marketing andBranding manager with expectations that you can chart
out new avenues for the brand. You are expected following
deliverables
1) Future Strategy for the company.
2) A complete IMC Plan for the next year including
small creatives.
Note:- Plan should be in synchronization with
company’s scale and future growth Plans.
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Participation Details:
There will be two rounds as follows:
Round 1: It requires you to submit1) A power point presentation of maximum 5 slides
excluding title and references comprising of strategy
that they should pursue and a broader framework for
IMC Plan which the company should pursue.
2) A Full front page News Paper advertisement that will
mark the commencement of your IMC plan based on
the option you choose.
Round 2: Short listed entries will be invited to IMNU
campus in Ahmedabad to give a presentation on their
strategy in front of the corporate and senior faculty
members of IMNU.
General Guidelines: Each team can have maximum of 2 members from the
same institute. There can be more than one entries from the same
institute or company but not from the sameindividual.
Each entry should have a cover page with the teamname, names of the authors, their e-mail addresses andmobile numbers.
Please make sure that you enter the correct personalinformation, because all the future communicationwill be done on the same.
The subject line of the mail and document shouldfollow the naming format:Bizzart_<YourTeamName>_<CollegeName>
Send in your entries to [email protected]
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Prize money(Rs) - First Prize: 10000Second Prize: 5000
Time line
Round One Launch 21st Jan 2011
Round One submission and last
date of registration
3rd Feb 2011, 23:59:59 PM
Results Round One 4th Feb 2011, 23:59:59 PM
Final Rounds 11th ,12th Feb 2011
In case of any queries or issues, Please contact the event
coordinators:
Bizzart: Gaurav Somani - 7698816223
Deepak Jain – 09687980541 Arjit Gupta: 0990449981
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Bizzart- An IMC Case Study
We, at Institute of Management, Nirma University, (IMNU) take immense
pleasure in announcing once again, our Annual Inter B-School Academic Fest -
Perspective 2011 from February 11-13, 2011.
Perspective as an event is well received by b-school Fraternity with
participation levels that keep on improving with each passing year. The best
of B-school brains have locked horns at our sprawling lush green campus,defending arguments, exhibiting their research, or engaging in dialogues over
debates and case analysis, while some have conquered the vagaries of the
stock market game, or draped their creativity over ad-making competitions
and role plays. The literary types too have had an opportunity to present
papers and review books. In the process, some have, over and above the
enjoyment of intellectual stimulation, also won prizes.
So Perspective has come up with an event called Bizzart – A strategy based
IMC Case Study in Perspective’11.
This case study will be unique in its kind which is basically on strategy but
with a twist of IMC. So , all the creative heads prepare to be at loggerheads
with each other for the same . Top 8 will come down to IMNU to compete
and final winner will emerge from them.
Participation Details:
There will be two rounds as follows:
Round 1: It requires you to submit -
1) A power point presentation of maximum 5 slides excluding title and
references comprising of strategy that they should pursue and a
broader framework for IMC Plan which the company should pursue.
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2) A Full front page News Paper advertisement that will mark the
commencement of your IMC plan based on the option you choose.
Dead line for submission is on or before 11:59:59 PM, 1st
Feb 2011.
Round 2: Short listed entries will be invited to IMNU campus in Ahmedabad
to give a presentation on their strategy in front of the corporate and senior
faculty members of IMNU.
General Guidelines:
Each team can have maximum of 2 members from the same B-school.
There can be more than one entry from the same institute or company
but not from the same individual.
Prize money-
First: 10,000
Second: 5000
Time line
Round One Launch 21st
Jan 2011
Round One submission and registration 3rd
Feb 2011, 23:59:59 PM
Last date of Registration 3rd Feb 2011, 23:59:59 PM
Results Round One 4th
Feb 2011, 23:59:59 PM
Final Rounds 11-12 Feb 2011
In case of any queries or issues, Please contact the event coordinators:
Bizzart:
Deepak Jain – 09687980541 Arjit Gupta: 0990449981
Gaurav Somani - 7698816223