学习理论

Presented By:Ms Mageshwari Marimuthu

Ms. Sneha A. ChaudharyE-mail: euphoria.eureka15@gmail.com/ sneha_chaudhary15@yahoo.co.in

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’s Welcome policies for Foreign Investors• Exotic Chinese-Indian taste blend unique product• Changing Save To Spend attitude in China Strength

• Outlet reach is less as compare to competitor’s availability• Short shelf life of product• Localized human resourceWeakness

• Huge customer market as great population (1.4 billion)• Fastest growing Economy• China people enjoy experimenting or trying new food

products

Opportunity

• Language barriers• Unfamiliar with central & local Chinese government• Giant well established food brands in market • Conflicts in western & Eastern cultures

Threats

• 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

In Tire 1 Cities

Style Of Expanding

In Tire 1 & 2 Cities

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

Ethical Responsibility

Economic Responsibility

Environmental Responsibility

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 satisfaction

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

ProductPlace

Price

PeoplePhysical Evidence

Packaging

Promotion

MARKETING campaign

Product

Low involvement, taste productHigh perceived qualityBrand intangibles:

Functional benefitsexotic flavorsIndian tastesdiverse

Process benefitsconvenient mixesbroad menu

selectionsimple yet deliciousunlimited

combinationsRelationship 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

Our product is good, so we expect to create loyal customer with support of mass marketing campaigns. Our product and values are unique and

will therefore attract a customer community with similar values.

Since the food is exotic and extraordinary, it is kind of exciting. Eating out it in a

social setting creates a feeling of warmth and togetherness

Moderate priced food components with an

orientation on Indian food. Style and design fit the Indian+ Chinese feeling’

Furthermore DB is positioned as social-aware company with care

for people in China so buying our products leads to a higher

self esteem of customers.

We offer reasonable quality for a reasonable price like may other

products or services may not offer.We help customers to enjoy an

exotic dinner in a limited amount of time and effort.

Customers are present in all layers of population. People eat

outside, acknowledge importance of healthy, complete food. Eating out is social activity.

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: info@dragonballz.in

Contact Customer Care: (24/7)0558 4543211 (Toll Free)

core brand VALUES & brand Mantra

• Exotic• Best Service• Hygiene• Nutritional• User friendly• Menu solution• Social

awareness• Credibility• Indian• Blend of Indian

spices with Chinese Cuisine

DragonBallz

Dragon Ballz

Chinese

Flavors

Indian fast

Food

Food

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 pumps Supermarkets Movie 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

Packaging

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 !!!!