JDN’s Paratha

Taste aisa jo har mann ko bhaye….

Key purchaseCriteria

Relative ImportanceWeightage

(a)

Performance Rating Rating difference

Weighted Rating difference

(b)JDN’s

Paratha

(c)Others Paratha

1.Product Criteria

Ingredients Used 0.2 7.9 7.5 0.4 0.08

Shape 0.1 8.2 8.1 0.1 0.01

Taste 0.2 7.7 5.2 2.5 0.5

Weight 0.05 6.8 6.5 0.3 0.015

Freshness 0.1 8.3 7.6 0.7 0.07

2.Service Criteria

Availability 0.15 7.3 6.2 1.1 0.165

Brand Image 0.15 7.8 6.7 1.1 0.165

Packaging 0.05 8.1 6.9 1.2 0.06

Sum of Weight1 7.7625 6.8375 0.925 0.925

Types of Paratha

•Plain paratha (chapati with added ghee)

•Gobi paratha (stuffed with flavored cauliflower and vegetables)

•Aloo (pronounced Aalu) paratha (stuffed with flavored potato and onions)

•Tomato paratha (stuffed with tomatoes)

•Channa Dal paratha (stuffed with channa dal)

•Paneer paratha (stuffed with cottage cheese)

•Dal paratha (stuffed with boiled and mashed dal)

•Sattu paratha (stuffed with spiced sattu - roasted gram flour popular in Bihar)

•Kerala paratha (popular version pronounced "porotta")

•Roti paratha (Singapore & Malaysia - highly variable)

•Lachha paratha - Tandoori (Punjabi in origin. Round in shape with multiple layers

traditionally prepared in a tandoor.)

Assumed Features

Expected FeaturesDelighting Features

+ ve

- ve

InsufficientFeatures(Low Quantity)

SufficientFeatures

(HighQuantity)

Assumed Features

• Fully Fried• Hot• Tasty• Basic ingredients like Zeera, Methi,Dhaniya

etc..• Good rounded Shape• Satisfy the hunger

Expected Features

• Freshly prepared

• Good Quality Ingredients

• Served with Curd,Chatni, etc..

• Softness and Easy to eat

• Well stuffed

Delighting Features

• Well Garnished

• Availability in number of shapes

• Availability of number of verities

• Usage of Ghee

• Free Mouth freshener (Soaf)

• Additional Cold Drinks (100 ml)

BRAND KNOWLEDGE:-BRAND KNOWLEDGE:-

BRAND AWARE: Highly aware by a large customer group because:

BRAND AWARE: Highly aware by a large customer group because:

Brand recognition-Good marketing, good advertising, sponsor of many program me

Brand recognition-Good marketing, good advertising, sponsor of many program me

Brand recall:-Short name easy to recall & memorized (life is good)

Brand recall:-Short name easy to recall & memorized (life is good)

Brand image=creation of brand image by 4 associated features

Brand image=creation of brand image by 4 associated features

Types of brand association-------Types of brand association-------

Favorability of brand association=best economy & performance

Favorability of brand association=best economy & performance

Strength of brand image=large market share ,hi-tech brand

Strength of brand image=large market share ,hi-tech brand

Uniqueness of brand=technology used ,sound ,flat screen ,stylish product

Uniqueness of brand=technology used ,sound ,flat screen ,stylish product

Attributes=related qualities of LG golden eye television

Attributes=related qualities of LG golden eye television

Attitudes= more useful & affordable for every class

Attitudes= more useful & affordable for every class

Benefits=there are some more benefits which makes it a brand product

Benefits=there are some more benefits which makes it a brand product

Product related=1.Form variants=cover less area, flat TV ,less weight2.Property=Golden eye tech , XD technology3.size=nominal(20”,21”), portable , mega size4.Style=royal looking , flat screen , modern designing

Product related=1.Form variants=cover less area, flat TV ,less weight2.Property=Golden eye tech , XD technology3.size=nominal(20”,21”), portable , mega size4.Style=royal looking , flat screen , modern designing

Non product1.Price=affordable for middle class family2.User imaginary=mostly people view family channel 5-6 hours a day3.Usage imaginary=there is no/less harmful impact on eyes

Non product1.Price=affordable for middle class family2.User imaginary=mostly people view family channel 5-6 hours a day3.Usage imaginary=there is no/less harmful impact on eyes

Functional=•Golden eye function•220 channels•Resolution of picture

Functional=•Golden eye function•220 channels•Resolution of picture

Experiential=feeling of delight, makes everything you watch alive

Experiential=feeling of delight, makes everything you watch alive

Symbolic=Symbolic=

ParathaParatha

Awareness / Familiarity

Information regarding F/A benefit

Formation of Image personality about brand

Feelings associated with brand

Formation of Linkages with experts / Peers and group norms.

Healthy incentives promotion to excite customers into buying product

Purchase Behavior

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R1

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R1R1

R1

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Family Pack Rs.200/- onlyRs.50 off

Line Extension

•JDN’s Paratha•JDN’s Aalu Paratha•JDN’s Paneer Paratha•JDN’s Tomato Paratha•JDN’s Gobi Paratha

Brand Extension

•JDN’s Paratha•JDN’s Vada Pav•JDN’s Pani Poodi•JDN’s Chaat•JDN’s Pav Bhaji

Multi Branding

•JDN’s Paratha•Chandan Paratha•Arvind Paratha

New-Unique branding strategy

•JDN’s Paratha•Lucky Bands•Bhandhan Rhakiya

Thank You

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