SERVICES MANAGEMENT

INTRODUCTION• Origin in Indore, MP – Mumbai in 2006.

• HO – Bangalore | CEO – Prosenjit Roy Choudhury

• First outlet in Pali Hill, Mumbai – 50% return customers in first 6 months

• Revenue: 200 crore (2013); 350 crore (2014 expected)

• 2006 to 2008: From single to 13 outlets. Today 37. Plans to add 34 new outlets by end 2016.

• Jaipur (1), Lucknow (1), Guwahati (1), Delhi & NCR (8), Gurgaon (1), Chandigarh (1), Mohali (1), Ahmedabad (1), Surat (1), Vadodara (1), Hyderabad (2), Mumbai (6), Pune (4), Bangalore (6) & Chennai (2)

INTRODUCTION

COMPETITORS

SERVICE BLUEPRINTCU

STO

MER

Prepare drinks

Arrive at Restaurant

Check avail. & take seat

Receive drinks & starters

Self-serve from buffet Ask for bill Pay bill and

leave

Greet & take order

Serve drinks & starters

Replenish buffet

counterProcess Bill

Re-heating of food

Grilling of starters

Payment system

CON

TACT

EM

PLO

YEES

(Fro

nt o

f hou

se)

Visi

ble

Invi

sibl

e

SUPPORT PROCESSES(Back of house)

Phys

ical

Evid

ence Exteriors

ParkingSvc. StaffDécorAmbience

Drinks trayPresentation Menu

Buffet spreadAvailabilityTaste

Bill

BACKEND PROCESS

SERVICE RECOVERY STRATEGY

Treat Customers Fairly

Fail-safethe Service

Cultivate Relationships

with Customers

Encourage and Track

Complaints Provide Adequate

Explanati

ons

Learn fro

m Lost

Customers

ServiceRecoveryStrategies

Learn from

Recovery Experiences

Act

Qui

ckly

SERVICE MARKETINGTRIANGLE

INTERNAL MARKETING

• Careful selection of employees - 2500 | 18,000 given Psychometric test – only 15% passed.

• 25% profits earmarked for employees

• 100% reward bonus for meeting standards, No Tips.

50%

25%

25%

Customer Satisfaction

Staff Satisfaction & Attrition

Costs & Sales

BRANCH EVALUATION

EXTERNAL MARKETING

EXTERNAL MARKETING

INTERACTIVE MARKETING

Identity | Image | Perception | Position

1. Identity

2. Image3. Perception

4. Position

What The Brand Stands For And A Promise To The Customer

How Customers & Others Perceive The Brand

Helps In Deeper Association & Recall

Location In The Mind Of The Customer.

Identity | Image | Perception | Position

1. Identity

2. Image3. Perception

4. Position

•Unique ‘live-grill’ – embedded onto the table,•A full course buffet with blend of various cousines, •The ambience.

•Pre-fixed price: Planned budget,•Excellent quality of food, •Appealing dining experience, •Efficient and prompt service quality

Unlimited assembly of dining experience (food, music & liquor), consistent taste, hassle free dining

VFM, Group Dining.

BRAND LADDER

ASPIRATIONAL BENEFITS

FUNCTIONAL ATTRIBUTES

FUNCTIONAL BENEFITS

EMOTIONAL BENEFITS

• Allows feeling of Live BBQ party• Youth feeling as food & ambience is not traditional, lively new-age music• Prompt service instigate a repeated visit for a relaxing time

• Special occasions such as B’day, Anniversary made special by employees at no extra charge.• Playing fav music, complementary cake/dessert, etc

• Continuous/consistent serving of food.• Grill enhances taste• Parties can be planned owing to pre-fixed prices

Competitive Strategy

Strategies Typology

Market Dominance Strategy

Nicher

Innovation Strategy Pioneer

Intensive Growth Strategy

Market Penetration; Market Development

Growth Strategy Intensive

Generic Strategy

Bibliography

• http://forbesindia.com/printcontent/35427

• http://www.barbeque-nation.com

• https://www.facebook.com/BarbequeNation

• http://www.foodandhospitalityworld.com/sections/market-section/1572-barbeque-nation-to-expand-live-grills-to-10-more-outlets