Friday, October 07, 2011

JUMBO KING- The Vada Pav Specialist

Company History
Jumbo King began its journey to brand the Vada Pav on 23rd August 2001 with an initial investment of Rs. 200,000. Inspired by western models and applying it to Indian food, Jumbo King believes that the common man has the constitutional right to get hygienic food at an affordable price! Jumbo King has been founded by MBA couple from Symbiosis Dheeraj Gupta and Reeta Gupta. Jumbo King has a team of people spanning the functional areas of operations, business development, franchisee relations and marketing. Operations looks into store running, logistics and training. The head office at Jumbo King is called the Support Centre and the operation team supports the franchisee network and their staff to run the store as per the guidelines laid down by the franchising system of Jumbo King. The business development team looks at increasing the number of outlets by ensuring a new outlet to be opened as fast as possible, for which they do a strong survey and ensure that the outlet is in the best possible area. Franchisee relations have to be maintained by solving their queries and lending a helping hand wherever possible. Marketing looks after the media, promotions, branding etc. Jumbo King celebrates 23rd August as the Vada Pav Day since on that day of 2001 it came into existence. The Journey 23rd August 2001 First Outlet was opened. Currently, we have only 38 outlets in Mumbai and Thane area (20 self-owned and 18 franchises). If we compare this numbers with 20,000 Vada Pav sellers then we have only about 2% market share. Vada Pav in Mumbai is a big business. Whats on Offer? On offer are vada pavs (a potato-based patty in a bun), Pepsi and lassi. This is fast food Mumbai style. Basically, Jumbo King has four Vada Pav recipes, namely Butter, Cheese, Grill and Brown Bread. Further we add flavours and offer about 16 varieties of Vada Pav. For instance, butter range offers Butter Jumbo King, Butter Grill Jumbo King, Butter Cholle Jumbo King.
Assignment By Rajat Sharma[Type text] Page 1

Friday, October 07, 2011

Vada Strategies:
Market Penetration & Development: (Market Development) Distribution through Franchisees- Target to open near to 5000 outlets all over India in a span of 8-9 years. From one outlet in 1991, Jumbo King reached 45 by early this year. It is targeting 250 this year, and has already forayed to Gujarat(Ahmedabad & Baroda) from its home state of Maharashtra and have chalked out drastic expansion plans in Gujarat and Mumbai. According to the company's plans, the funds will be used for setting up more owner-operated outlets (outlets are franchised now), and kiosks within malls, retail chains and airports. A deal has been signed with Bharat Petroleum for kiosks at gasoline pumps. And Jumbo King plans to move inside railway stations; talks are on with Indian Railways for outlets on platforms. Currently, the franchisee relations team is negotiating for 10-12 locations in Mumbai. Two or three people can jointly open a franchise store. Product Innovation: Gupta has changed all the rules by introducing automation, packaging, a larger size, different cheese, round bread (otherwise the pav is square) and flat patties instead of round. New recipe would be Paneer Jumbo King. In the coming 2-3 months would be adding new range of Vada Pav in the menu.

Assignment By Rajat Sharma[Type text]

Page 2