JUMBO KING

VADA PAV

IMC Final Project Group 7

 INTRODUCTION

• Began its journey to brand the Vada Pav on 23rd August 2001

• Inspired by western models and applying it to Indian food

• Common man has the right to get hygienic food at an affordable price

• 36 outlets in Mumbai and 9 in Gujarat

• Aggressive plans to increase to 100 outlets

• 35 per cent year- on- year growth

 PRODUCT OFFERING
• Regular Jumbo King Rs. 8
• Brown Bread Jumbo King Rs.
10
• Grilled Jumbo King Rs. 10
• Butter Jumbo King Rs. 12
• Schezwan Jumbo King Rs. 15
• Cholle Jumbo King Rs. 14
• Butter grill Jumbo King Rs. 15
• Cheese Grill Jumbo King Rs. 20
• Pepsi 250 ml Rs. 15
• Lassi Rs. 18
• Mango Lassi Rs. 22
• Extra Cheese Rs. 10
• Extra Butter Rs. 5
 CORE COMPETENCIES

• Quality

• Hygiene

• Size

• Local Taste

• Quick Service
 TARGET AUDIENCE

• GEOGRAPHIC VARIABLES
Country: India
City: Maharashtra & Gujarat

• DEMOGRAPHIC VARIABLES
Age Group: 18-45
Gender: Both male & female
Occupation: College students, Working professionals, Daily commuters
Socio-Economic status: Lower and Middle class

• BEHAVIOURAL VARIABLES
Occasion: Quick bite
Benefit sought: Satisfaction of hunger
Brand loyalty: High
 COMPETITION

• Kirti Vada Pav • McDonalds • Pizza Hut

• Shiv Vada Pav • Haldiram • Dominos
• Shree Krishna Vada • Nirulas
Pav
PRICE, LOCAL QUICK SERVICE,
LIFESTYLE
TASTE VARIETY
AD CAMPAIGN
 AD CAMPAIGN - ANALYSIS

• STRATEGY : Popularizing Jumbo King among the target audience as a

convenient way of having a hygienic snack when in a hurry

• BIG IDEA : To position Jumbo King as the world class new generation
Vada pav

• EXECUTION : The concept of displaying futuristic improved Mumbai and

associating it with Jumbo King Vada Pav

• TACTICS : Print Ads of Jumbo King across Maharashtra

 AD CAMPAIGN - ANALYSIS

• ATTENTION : Ad captures attention with posh & reformed Mumbai

• INTEREST : Interest is developed to find out how home city Mumbai is

so much improved

• DESIRE : Ad fails to evoke any desire for a Vada Pav

• ACTION : Its less likely for person to buy a Jumbo King Vada Pav due
to this Ad
 CAMPAIGN INEFFECTIVENESS

• Difference in objective of Strategy and Execution

• Execution fails to take hygiene factor(USP) into consideration
• Connection between reformed Mumbai & Vada Pav not evident
• Focus on competitors instead of utility
• Need for a Campaign to highlight core competencies of Jumbo King
NEW STRATEGY
 POSITIONING – Bridging the gap
Target customers:
Middle and lower class
Commuters and workers
Positioning:
Based on the attributes of
price, quantity and local taste
Target customers:
Old segments as well as
students, professionals and
daily commuters who are
constantly on-the-go
Positioning:
Based on quick service,
cleanliness, taste, hygiene and
affordability
 CREATIVE STRATEGY–Making the difference

New objectives

• Building the category need for snacks as an alternative for proper food

•Building brand equity for Jumbo King.

• Popularizing ‘Vada Pav’ as a convenient and quick way of a hygienic

snack

• Creating an identity by associating the brand with local flavor, quick

service and convenience
NEW LOGO
 TRADITIONAL ADVERTISING
• Print Medium, Flexi banners with catchy slogans placed in strategic
locations where commuters wait

Let your fingers be the 1st to touch the Vada Pav

 TRADITIONAL ADVERTISING
• Bigger billboards and posters at public transport junctions to reinforce
brand identity and the consumer towards an impulse purchase
 TRADITIONAL ADVERTISING
• TV commercial emphasizing that Jumbo King is a quick, hygienic and
affordable way to your local taste.
 NON-TRADITIONAL ADVERTISING

• PR campaigns to communicate 'health' and 'hygiene' features.

• Press releases talking about the quality standards.
 NON-TRADITIONAL ADVERTISING
• Locations and objects which are associated with Speed and
Convenience should be used to integrate ideas with their execution.
 MEDIA PLANNING - EXECUTION

Print Media
• Effective medium for the franchise since it has the maximum reach
among the target audience.
• Local language newspapers and magazines can be cost effective
sources of advertising.
 MEDIA PLANNING - EXECUTION

Television Media
• Very popular source of entertainment amongst students and
professionals
• Regional channels will hold the key for Jumbo King since they
are cheaper and not averse to advertising 'insignificant' products
like vada pav.

Radio Media
• FM radio channels to send across their message, cheaply and
effectively.
• FM radio is a very popular entertainment source for commuters
and professionals
 MEDIA PLANNING - EXECUTION
Internet Media
• Internet can be a very important medium for advertising when it is
targeting students and professionals
• Strategies such as blogs, banners, websites etc. can be two way
interaction media
 MEDIA PLANNING - EXECUTION
Evaluate expenditure by competitive brands

• Competitors like McDonald's having large budgets can afford to go for

Continuous/Pulsing strategies

• For Jumbo King, a small player, a proper timing strategy has to be

formulated.
• Initially using the entire IMC to build up the brand identity
• Later using less expensive modes for brand recall

• Factors like future growth and expansion should be taken into

consideration.
Feeling Hungry?? – The nearest JUMBO KING store is at Andheri(W) station