0 evaluări0% au considerat acest document util (0 voturi)
218 vizualizări5 pagini
Jumbo King Vada Pav is a small local fast food chain in Mumbai that sells vada pavs (a popular local snack). While it faces competition from large international chains, it has found success through its local flavor and affordable prices. To continue growing, it needs to expand its customer base and markets. The document analyzes Jumbo King's marketing strategies, including repositioning itself to appeal to students and professionals in addition to its current lower-income customers. It recommends traditional advertising like billboards as well as non-traditional methods like PR campaigns and distributing maps and schedules to promote the brand's message of fast service, local taste, and affordability.
Jumbo King Vada Pav is a small local fast food chain in Mumbai that sells vada pavs (a popular local snack). While it faces competition from large international chains, it has found success through its local flavor and affordable prices. To continue growing, it needs to expand its customer base and markets. The document analyzes Jumbo King's marketing strategies, including repositioning itself to appeal to students and professionals in addition to its current lower-income customers. It recommends traditional advertising like billboards as well as non-traditional methods like PR campaigns and distributing maps and schedules to promote the brand's message of fast service, local taste, and affordability.
Drepturi de autor:
Attribution Non-Commercial (BY-NC)
Formate disponibile
Descărcați ca DOCX, PDF, TXT sau citiți online pe Scribd
Jumbo King Vada Pav is a small local fast food chain in Mumbai that sells vada pavs (a popular local snack). While it faces competition from large international chains, it has found success through its local flavor and affordable prices. To continue growing, it needs to expand its customer base and markets. The document analyzes Jumbo King's marketing strategies, including repositioning itself to appeal to students and professionals in addition to its current lower-income customers. It recommends traditional advertising like billboards as well as non-traditional methods like PR campaigns and distributing maps and schedules to promote the brand's message of fast service, local taste, and affordability.
Drepturi de autor:
Attribution Non-Commercial (BY-NC)
Formate disponibile
Descărcați ca DOCX, PDF, TXT sau citiți online pe Scribd
Faculty Contributor: Seema Gupta, Assistant Professor
Student Contributors: Ankur Bhargava, Anuj Pradhan, Mayur Kapur, Pranay Shetty In a space dominated by Ioreign giants, a small local player Jumbo King Vada Pav tries to make his mark by a judicious mix oI creativity, identiIication oI the right customer and eIIicient use oI the resources at its disposal. The critical question is: can it grow to become the market leader in this category? The article analyses the various aspects related to brand building and brand positioning in the given context and looks at the role to be played by diIIerent media channels to achieve the desired marketing results. With the rapid growth oI Iast Iood chains, catering outlets and Iood joints across the country, the Indian Iast Iood industry is slowly witnessing a rapid turnaround Irom being a small, indigenous and an unorganized practice to a multi-billion, lucrative and highly specialized business. Alongside the likes oI McDonald's, Subway and Pizza Hut, a large number oI Indian Iood chains are ready to give the Ioreign giants a run Ior their money. A prominent name in this category is Jumbo King Vada Pav. Given its unique value proposition and strong local positioning, it can quickly become a tough competitor to other Iood chain Iranchises, Indian or otherwise. It needs a strategy to optimally utilize its resources to achieve eIIective results in terms oI customer attraction, increasing sales, advertising and proper use oI media. This article provides an integrated marketing view oI the various strategies suitable Ior a Iast Iood joint like the Jumbo King. 1umbo King - The 1ourney So Far Jumbo King began its eventIul journey to brand the vada-pav on 23rd August 2001. Deriving inspiration Irom the western Iast-Iood model and applying it to Indian cuisine, Jumbo King was launched with the intention oI addressing the constitutional right oI the common man to have access to hygienic Iood at aIIordable prices. Today, Jumbo King is the largest seller oI vada-pavs in Mumbai, and the Iirst company to launch a marketing campaign built around Mumbai's most popular Iood item 1 . Jumbo King currently has 43 stores, mostly in Mumbai and other towns in Maharashtra. Around 150,000 vada-pavs are sold every day in Mumbai alone 2 . The realization is clear - there is still a lot oI untapped potential in the market, and expansion is a must Ior growth in the Iuture. However, taking the concept oI selling vada pavs outside the city oI Mumbai is a big challenge. Moreover, increasing awareness and sales even within Mumbai alone poses signiIicant challenges. Hence what is required is to Iind a distinct gap in the market, target an expanded customer base, reposition accordingly and send out the message as creatively and eIIectively as possible. Competitive Positioning - Filling the Gap While players like McDonald's, Haldiram's, Nirula's etc have Iocused on a liIestyle positioning with a view to attract middle class Iamilies, other players like Pizza Hut, Dominos etc have tried to attract customers with their proposition oI quick service and a large product variety on oIIer. A price conscious but pleasure-seeking middle class Indian consumer has certainly taken up this new wave oI Iast Iood in good spirits. On the other hand, Jumbo King has till now targeted the middle and lower class commuters and workers mainly in Mumbai and has positioned itselI based on the attributes oI price, quantity and local taste. To grow exponentially and expand into other markets, it is essential to target the right type oI customer. In today's changing scenario, students, proIessionals and daily commuters have become prominent customer segments and Jumbo King cannot aIIord to overlook them, given their high propensity to consume snacks. Repositioning involves identiIication oI the right customers, in addition to the existing ones and also understanding what the customers really want Irom the product. In Jumbo King's case, the new target group oI proIessionals, students and commuters makes it imperative to emphasize quick service, cleanliness, taste and aIIordability. At present, it is observed that most oI the Iood chains and outlets, Indian or otherwise, are banking on the extensive variety on oIIer and the ambience oI the joint. There is hardly anything speciIically adapted Ior people who are constantly on-the-go. Moreover, Iew outlets target medium and low income groups signiIicantly. Hence an association needs to be developed between Jumbo King and travelers which will position it as the obvious choice Ior daily commuters and the medium-to-low income groups. This will signiIicantly garner more leverage when it comes to expansion outside Mumbai since positioning on price, hygiene and service is a good bet to build on in a new market. Creative Strategy - Making the Difference IdentiIying the right advertising objectives beIore embarking on a creative strategy is crucial to the success oI the entire marketing plan. This aspect becomes even more critical when one is dealing with a repositioning due to previously entrenched perceptions oI the brand. An essential Ieature oI the product (vada pav) which should be considered is that it doesn't need a person to ask the question again and again - "Should I buy it or not?". People buy vada pavs whenever they Ieel hungry and don't think twice about it. Hence to make something unusual out oI the ordinary, the strategies oI advertising should include highlighting the beneIits oI the product in creative ways, running an awareness drive to attract new customers and projecting vada pav as a snack which can change people's liIestyles. IdentiIying the right advertising objectives becomes even more critical when one is dealing with a repositioning due to previously entrenched perceptions oI the brand. In Jumbo King's case the advertising objectives are mainly twoIold - building the category need Ior snacks as an alternative Ior proper Iood and building brand equity Ior Jumbo King. The 'Indian Iast Iood' category needs to be popularized among the target audience as a convenient way oI having a hygienic snack when in a hurry. In what is largely an unbranded market as oI now, Jumbo King has a unique opportunity to create a brand identity Ior itselI similar to that oI McDonald's in the US. Creating such an identity would entail associating the brand with local Ilavor, Iast service, convenience and travel. As an example oI a brand identity creation strategy, one can consider suitable modiIications to the company's logo to make it look more stylish and convey the impression oI speed, while retaining a number oI elements maniIest in the old logo. Another exercise can involve developing brand taglines to be delivered in regional languages (Marathi is the obvious choice in the present case). Catching the attention oI commuters, most oI who are in a hurry, is not an easy task and thereIore identiIying bottlenecks (which require commuters to wait e.g. elevators) where the message can be eIIectively delivered is crucial. Even in modes oI delivery both traditional and nontraditional modes oI advertising should be employed. Traditional Advertising For a brand that is small, largely regional and warrants a small budget, the most eIIective means oI reaching out to the public is through the print medium. Small billboards, placed in strategic locations where commuters wait (like on buses, trains, ticket counters, petrol pumps etc), can be most eIIective in pushing the consumer towards an impulse purchase. Slogans like "When your tank is Iull, why let your stomach go empty?" and "The law says you can't drink and drive, but who ever said anything about eating?" can eIIectively be used by Jumbo King at petrol pumps and traIIic signals. Again catchy statements like "Isn't it time Ior your stomach to get a top-up too?" can be used in Iront oI mobile shops and general stores. Bigger billboards and posters at railways stations and on trains and buses reinIorce brand identity. They can appeal at an emotional level to the consumer regarding the spirit oI the city they live in and tie that in to the brand. A possible campaign oI this type Ior Jumbo King will emphasize the intimate relation oI the Iood chain with Mumbai city and its people and will aim at binding the spirit oI living in Mumbai with the brand that signiIies speed, aIIordability and pride in eating a local snack. Non-Traditional Modes of Advertising Indian snacks are not exactly renowned Ior health and hygiene. Since Jumbo King belongs to this category oI Iood items, PR campaigns could be an eIIective tool in dispelling any such concerns that a consumer may have. Newspapers, magazine articles and press releases talking about the quality oI Iood at Jumbo King and its stringent adherence to hygienic standards can go a long way in changing customer perceptions about the category and the brand. PR campaigns talking about the entrepreneurial stories oI the young Iounders oI initiatives like Jumbo King can give a lot oI publicity to the concerned brand and this comes at no cost. Other innovative means oI reaching the consumers like printing out city maps or train/bus timetables (with inIormation on Jumbo King's outlets) Ior commuters and distributing them can be employed. Being a low involvement product with a target customer group that is mostly 'on the go', the challenges oI reaching this segment are many. Designing a really great advertisement and putting it on TV or a big billboard on the road in all probability will not translate into sales. Creative advertisements must be complemented with equally creative ways oI placing these advertisements so that they are noticed. Jumbo King is about speed and convenience and hence locations and objects which are associated with these attributes (like bus-train time tables, guides, road signs etc) should be used to integrate ideas with their execution as a part oI the Jumbo King identity. Media Planning - Showing the World Both the traditional as well as non-traditional strategies Ior advertising oIIer great opportunities Ior creative marketers to show oII their skills in convincing people to buy their products. Preparing a catchy and innovative advertising campaign is no easy task and a well prepared creative plan can work wonders Ior the company and its products. But that is just one side oI the story. A marketer may have done an excellent job in identiIying the target audience and preparing an excellent commercial Ior them, but what use is all that iI it doesn't reach them? That is where an eIIective media strategy comes into the picture. One needs not just be creative and diIIerent in terms oI preparing ads, but should also be adept at executing those well prepared ads to perIection. Media planning is all about determining the media habits oI consumers in the target group and Iormulating how this knowledge can be exploited to reach the target group eIIectively. For a budget conscious brand like Jumbo King, it becomes even more important to have a judicious mix oI media since targeting all media channels (TV, print, radio etc) can be prohibitively expensive. DiIIerent media channels can have diIIerent impact on the customers at diIIerent costs - Print Media This can be a very eIIective medium Ior the Iranchise since it has the maximum reach among the target audience. Since Jumbo King is a budget-constrained and predominantly regional brand, local language newspapers and magazines can be cost eIIective sources oI advertising. Television Media Television is a very popular source oI entertainment amongst students and proIessionals and this popularity can be tapped by Jumbo King Ior reaching these people who Iorm a substantial portion oI its target audience. Again regional channels will hold the key Ior Jumbo King since they are cheaper and not averse to advertising 'insigniIicant' products like vada pav. Radio Media Jumbo King can also make use oI FM radio channels to send across their message, cheaply and eIIectively. FM radio is a very popular entertainment source Ior commuters and proIessionals and hence the message can spread across Iar and wide at minimal cost. Internet Media Since Jumbo King aims to target students and proIessionals, internet can be a very important medium Ior advertising in the Iuture. Strategies such as blogs, banners, websites etc can provide good publicity to Jumbo King with minimum cost incurred and also create an interactive environment Ior customers to provide their views about the company and the product. Another important part oI the media stratagem is to evaluate expenditure by competitive brands. This provides an idea oI the relative perIormance oI brands corresponding to the spending done. In the present case, Jumbo King's competitors like McDonald's, which have large budgets, can aIIord to go Ior Continuous/Pulsing strategies (advertising regularly or with very short breaks) on TV. But Ior smaller players like Jumbo King, it is necessary to careIully choose the advertising media and Iormulate a proper timing strategy, also taking Iactors like Iuture growth and expansion into consideration. Conclusion Devising a marketing plan Ior any brand requires a combination oI consumer insights, creative thinking and strategic execution. An integrated approach needs to be reiterated to eIIectively bring out the intended message to the target consumers. In Jumbo King's case, it is oI utmost importance to position the brand along parameters such as aIIordability, local taste and quick service since these Ieatures can diIIerentiate it Irom the existing competition. The target audience should incorporate the new breed oI potential customers like students, proIessionals etc which will play a key role in determining the success oI brands in the Iuture. Creative techniques assume a very important role Ior upcoming brands like Jumbo King since they are looking at getting new customers and expanding to new markets. Innovative ways oI disseminating messages can work wonders in such situations. Again, media planning is an integral part oI any creative strategy and Ior Jumbo King to reach to maximum number oI prospects; the sources should be picked judiciously. In a nutshell, brands like Jumbo King have a lot oI potential and given the right mix oI strategy and advertising, such brands can achieve phenomenal success in the Iuture.