2. Presented By: Ms Mageshwari Marimuthu Ms. Sneha A. Chaudhary E-mail: euphoria.eureka15@gmail.com/ [email_address] MBA 2009-11 Batch ISMT BS Marketing Management Presented To: Prof. Ashootosh Kulkarni
13. 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
14. Ownership + FRANCHISE Style Of Expanding Owned Owned Franchised How We Are Expanding Outlets in China
16. 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 OUTLETS PICK UP STYLE RESTAURANT Home Delivery
17. Back Stage Process: One of the P from 7 P‘s Of Marketing FOOD STORAGE MAINTAIN KITCHEN FACILITIES FOOD PREPARATION FOOD PURCHASE DELIVERY PICK FOOD FROM KITCHEN
18. Process: One of the P from 7 P‘s Of Marketing FRONT STAGE DELIVER FOOD ON COUNTER COLLECTION OF MONEY TAKE AWAY PARCEL Line Of Visibility
22. Process: Supplier Of “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
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24. Use Of ERP By Dragon Ballz s ERP Threat of substitutes Growth Capital investment Changing customer eating habits Investor Relations Franchisee Monitoring Standards Customer satisfaction Decentralization Out-to-date strategies Franchisee alienation
27. MARKETING campaign Product Low involvement, taste product High perceived quality Brand intangibles: Functional benefits exotic flavors Indian tastes diverse Process benefits convenient mixes broad menu selection simple yet delicious unlimited combinations Relationship benefits Price Place mediumly priced upper-bound pricing Competitive Price Quality focused Dragon Ballz Outlets present in 16 cities. Tier 1 & Tier 2 Level cities.
28. MARKETING campaign ABOVE THE LINE Mass communication: TV, radio, print media advertising, web & Internet banners OBJECTIVES: Create brand awareness Generate consumer interest Influence purchase intentions Create associations in the mind of the consumer Educate on African cuisine Inform about African culture BELOW THE LINE Brand communication – relationship marketing Public relations Brand website & online community Corporate Social Responsibility Local events (carnivals) Trade shows Media cooperation In-store communication (taste trials) On-street promotion (city centers:taste trials) Customer newsletters / brochures Flavours of India: Dragon Ballz Promotion
48. 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 & Rmbn INR Value: 0.7 So generally all topmost players are starting value from 7 Yuan Our product range starts from 6.5 Yuan To Family Package priced @ 60 Yuan We have range of Combo menu packages 1. Economy 2. Regular 3.Family 4Special Package Price factor
65. Promotion/ Media/ Media Vehicles / Location Information Giving Banner
66. Promotion/ Media / Media Vehicles Home delivery of “Dragon Ballz“ through mobile messages. Even Information about services & food-joint locations can be send through mobile.
78. 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
80. 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
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83. Thank You For All Your Kind Attention !!! See You All @ Dragon Ballz Outlet !!!!
![Presented By: Ms Mageshwari Marimuthu Ms. Sneha A. Chaudhary E-mail: euphoria.eureka15@gmail.com/ [email_address] MBA 2009-11 Batch ISMT BS Marketing Management Presented To: Prof. Ashootosh Kulkarni](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)