MARK-SENSE NERUL,NAVI MUMBAI,MAHARSHTRA

Team Name- “Marketers” By

Nishith Dubey MMS

Marketing Strategy of Jumbo King

Business StrategyFranchise Model

Training and Monitoring the franchisee(In Future 70% Franchisee and 30% Own Stores) Achieve Good Quality, Cleanliness and Value for Money to customers

Product Differentiation Develop Good supplier network operation and Distribution system Achieve consistent product taste and Quality across India.

Build a Brand Building a brand reputation for long term

Marketing Mix (4P’s)Product

Core product- Vada Pav, Offers different variety in core product and best Hygiene factor Newly added Jumbosa i.e. Samosa with different avatar, Lassi, Pepsi Bring best product of quality and of best features as per the preference and demand of the target market

Marketing Strategy of Jumbo King

Marketing Mix (4P’s) (contd.)Place

The product will be available to customers at the Right Place, at the Right Time and in the Right Quantity Jumbo king stores in Mumbai where having Maximum Footfalls or Students Crowd Currently in Expansion Mode Targeting Pan India

Price Vada pav ranging from ₹ 12 - ₹ 75 available targeting Middle class and lower Class people

Promotion Some of the Marketing Campaigns For Jumbo king are-

“Grab, Eat n Go”“Food for the Rush”

“Hungry!! Get Jumbo”“Nothing is Worst than Wasted Time- Get Jumbo King”

Marketing Strategy of Jumbo King

Marketing Mix (4P’s) (contd.)Promotion (contd.)

Advertising The right message is to be communicated to the right people through the right media. Main objective of Advertising for jumbo King is- make people aware about the Product. Promotions through Television, Radio, Hoardings and Bus shelters. Print Ads and Advertising are the most Important medium for promotion for jumbo king.

Sales Promotion Jumbo King has to organizes several sales promoting contest and programmes where footfalls of the

People are high like Malls, Annual Fest of colleges where they distribute free Discount Coupons Public Relation

In PR, Jumbo King has to open Facebook page and Employees has to start interacting with public By interacting they can get consumer’s feeling towards the brand.

Marketing Strategy of Jumbo King

Marketing Mix (4P’s) (contd.)Promotion (contd.)

Direct Marketing For Direct Marketing, Jumbo king Offers Home Delivery at Selected Outlets Also Jumbo king having website where they mentioned their Menus , different offers and contact number of their outlets.

Positioning Strategy Jumbo king has to Position Itself as ‘THE HYGENIC VADA PAV’ in Mumbai targeting young set of customers mainly Students. Price is also the key factor in Jumbo King In other states, Jumbo King has to Position Itself as, “This product is something that Mumbaikers Eat on the go” and have to try Bollywood Connections with the Brand.

Factors Affecting Sales

In Fast Food and Snacks items everyone is competition for everyone else.

In Mumbai, the real competitor for Jumbo King is the man selling vada pav on the roadside.

In other States the competitor is local vendors selling different snacks items like Idli, Samosa.

Also Some international Chains like Dominos whose cheapest pizza is ₹ 35 and KFC, McDonalds where cheapest burgers are of ₹ 25 is affecting the sales.

Some national chains like Udipi restaurants in Indian cities and low cost Indian Railway Catering Services in railway stations are the competitor of Jumbo king.

Jumbo King sell just vada pav. The familiarity of Vada Pav in other states is also one the factors that would affect Sales of Jumbo King.

Factors Affecting Sales

Jumbo King still have to work on Distribution model. They have to maintain their Quality across Pan India.

In Future they have to target places like cinema halls, food courts of shopping malls, railways stations and Airports.

In other states the Print Ads, Word of Mouth and Public Relations are the marketing strategy has to followed by Jumbo king.

The positioning strategy that Vada Pav is something that Mumbaikar’s eat and connection with Bollywood helps Jumbo King to capture some Market Share in other states.

Marketing Campaign on other states-

“Think Like Bombay, Eat Like Mumbai”

Marketing Budget AllocationCategory Estimated

QuantityEstimatedCost per Unit

EstimatedSubtotal

Notes

Advertising Brochures 1000 50 50000 Hand Brouchers is to be given to customersTelevision 2 1000000 2000000 Advirtsment in 2 channelsRadio 4 100000 400000 Advirtsment in 4 main radio channelsNewspapers 5 200000 1000000 Advirtsment in 5 Top newspaper according to regionBillboards 35 50000 1750000 Billiboards in different places having medium visibilityBus shulters 100 15000 1500000 Non Illuminated Bus shelters in different areas with maximum visibility Advertising Costs Total 67,00,000

Promotions Product discounts 400 100 40,000 Discounts on particular purchase and bulk ordersSpecial offers 300 200 60,000 Special offers on particular days like frienship,Valentime days Promotions Costs Total 1,00,000

Public Relations Social Media Marketing 2 30000*12 864000 Hiring Marketing professionals for handeling social mediaEmployee Interactions 3 30000*12 1296000 Hiring Employees for Research about consumer behaviour Public Relations Costs Total 21,60,000

Direct Maketing Home Delivery Services 10 1,00,000 1000000 Home Delivery services at selected 10 outletsWebsites 1 1,00,000 100000 Website maitanence and increased GUI Direct Marketing Costs Total 11,00,000

Maketing Grand Total 100,60,000

67%1%

21%

11%

Total Marketing Budget

AdvertisingPromotionsPublic RelationsDirect Maketing

1%

30%

6%

15%26%

22%

Advertising Budget

Brochures Television RadioNewspapers Billboards Bus shulters

THANK YOU