BBQ Product Crosses BBQ Product Crosses Over the Lines of Varied Over the Lines of Varied

TastesTastesPresented by,Presented by,

Amith Amith Kumar SinghKumar Singh

Amran VaniAmran Vani Ankith Ankith

AppaiahAppaiah

About Rich’sAbout Rich’s

Established in the year 1945 by Established in the year 1945 by Robert E. Rich.Robert E. Rich.

Located in Buffalo, New York.Located in Buffalo, New York. One of the largest bakery chains in One of the largest bakery chains in

the world.the world. Pioneers in introducing the frozen Pioneers in introducing the frozen

bakery food.bakery food. Wide network across the world Wide network across the world

including India.including India.

Problems Problems

Very narrow Very narrow market.market.

Necessity to meet Necessity to meet the varied tastes the varied tastes of people of of people of various regions.various regions.

Lack of knowledge Lack of knowledge about consumer about consumer requirement.requirement.

Facts from the CaseFacts from the Case

BBQ was a regional delicacy.BBQ was a regional delicacy. Ruby, the waitress of Port- O- Rama Ruby, the waitress of Port- O- Rama

with her southeast accent had more with her southeast accent had more rapport with the customers.rapport with the customers.

Vivid persona of Ruby appealing to Vivid persona of Ruby appealing to the people.the people.

Further expansion of the barbecue Further expansion of the barbecue market in the southeast. market in the southeast.

Product requirement and Product requirement and popularitypopularity

Report on the no. of consumers who Report on the no. of consumers who prefer. Rich’s Southern Barbecue.prefer. Rich’s Southern Barbecue.

Feedback from the consumers.Feedback from the consumers. Quality. Quality. Taste.Taste.

Rich’s or the OTHERSRich’s or the OTHERS

Rating the product in comparison Rating the product in comparison with other leading brands.with other leading brands.

F 5 – 5 important factors for rating F 5 – 5 important factors for rating the product.the product.

QualityQuality TasteTaste PricePrice ServiceService AvailabilityAvailability

Ruby – Is she the right Ruby – Is she the right one?one?

Renowned personality.Renowned personality. Regional accent.Regional accent. Public interpretation.Public interpretation. Knowledge about the product.Knowledge about the product. Marketing mantra- “Its my product”.Marketing mantra- “Its my product”.

Thank YouThank You