BRAND

BUILDING
TERM PROJECT
Introduction to Indian restaurants:
Food is something one can't stay away
with; we also love to taste variety of
food around the world. Indian foods
are widely popular in an around US
and UK, Indian dishes are healthy and
spicy too. Looking into current needs
one can easily say this business has lots
of scope to grow.
BRAND AUDIT VIDEO

BRAND AUDIT.mp4
 Green Star Restaurant

1) Brand History
Founder name: Kiran Deshmukh
Manager: Venkatesh
Established in: 2004
Address: Fursungi, Hadapsar, Pune
2) Important information
Turnover: 300000 pa
Staff: 22
Average Salary: 3000 pm
Continued……
Total cost: 30000-40000 pm
Profit: 10000 pm

3)Brand Portfolio: As described in menu

4) Product Attributes:
Simple & Tasty
Fillers
Easy in digestion
Continued…….
4) Mix Elements:
a) Product: Eatables as shown in menu,
Simple & Tasty food

b) Prices: As shown in menu, No discount

ever
Factor of determination is share gain
Strategy is COMPETITION BASED
PRICING

c) Place: Limited to Hadapsar region only

Distribution channel- Direct
• Green star • SUPPO
• Andhra
restaurant RTERS
mill Thali
Equity • Chinese
• Nov 2010 • Behavior
• Affordable
• ABSE prices
• High • PERIPHER
• Taste ALS
NTE
• Home taste in
• Hunger
delivery • Variety
low
E price
• Healthy
•
Advertiseme • DETRACTO
nt RS
• High
Competitio
 COMPETITION
AUDIT VIDEO

COMPE REDDY'S.mp4
 Reddy’s Restaurant:
1) Brand History:
Founder: Bhaskar Reddy
Manager: Jeevan Sharma
Established in: 2008
Address: Fursungi, Hadapsar, Pune
2) Important Information:
Turnover: 200000 pa
Margin: 10%
Facing losses
Staff: 16
Average Salary: 4000 pm
Continued…….

3) Mix Elements:
a) Product: Eatables as shown in menu, Spicy
& Tasty food

b) Prices: As shown in menu, No discount ever

Factor of determination is share gain
Strategy is COMPETITION BASED PRICING

c) Place: Limited to Hadapsar region only

Distribution channel- Direct

d) Promotion: No promotion done

4) Product Attributes:
Spicy food
Lot of Variety

5) Brand Portfolio: As shown in the menu

• Reddy’s • SUPPO
• Chicken
restaurant RTERS
rarra
Equity • Tawa veg
• Nov 2010 • Hygiene
• Ambience
• ABSE • Affordable • PERIPHER

NTE
• Home prices
Good Food at ALS

• Taste
good place • Hunger
delivery
E
• Variety
•
Advertiseme • DETRACTO
nt RS
• High
Competitio
 B & T AUDIT

COMPE B & T.mp4

 B&T Restaurant:
1) Brand History:
Founder: Sevanand Pandey
Manager: Sevanand Pandey
Established in: 15th may, 2010
Address: Fursungi, Hadapsar, Pune
2) Important Information:
Only Loses covering
Staff: 4
Average Salary: 2000 pm
Total cost: 25000 pm
Continued…….

3) Mix Elements:
a) Product: Eatables as shown in menu, Spicy
& Tasty food, lack of variety, Quality but not
Quantity

b) Prices: As shown in menu, No discount ever

Factor of determination is share gain
Strategy is COMPETITION BASED PRICING

c) Place: Limited to Hadapsar region only

Distribution channel- Direct

d) Promotion: No promotion done

4) Product Attributes:
Spicy food
Less Variety
Rich Gravy (Quality)
Healthy

5) Brand Portfolio: As shown in the menu

• B&T • SUPPO
• Quality
restaurant RTERS
• Taste
Equity
• Spicy
• Nov 2010
• Healthy
• Affordable
• ABSE • PERIPHER
ALS
NTE
• Home
• Quality not • Hunger
delivery
E Quantity

•
Advertiseme • DETRACTO
nt RS
• High
Competitio
 CONSUMER
AUDIT VIDEO

CONSUMER AUDIT.mp4
Tools Used:

 Focus Group Discussion

 Questionnaire method
 Random Sampling Method
 Discussion Guide for Green Star Restaurant
Objective: To know the consideration set, current preferences, and need gap in this particular segment.
Information Discussion area Duration
Warm up Warm up, introduction

5 min
Tell us about yourself, what is your daily routine like,
What are the activities of your daily routine like…….
Don’t like……..
Awareness of Discussion on various other restaurants in fursungi area 5 min
Different brands what brands of restaurant do you heard of?
of restaurants. Which are your favorite brands?
Briefly explore: how many times you usually eat at restaurant? 5 min
What are the worst things you experience about restaurants?
What are the good things you experience about restaurants?
Which brand do you usually prefer? Why…….
Explore: Why don’t you change your brand and give 15 min
Chance to other brand to provide you service?
Do you find any need which your brand not fulfills?
Who recommend you to eat food at this particular restaurant?
Are you satisfied with the prices of food?
Are you satisfied with the service of your particular brand?
What are the drivers responsible for your visit of restaurants?
Suggestions: do you think this branded restaurant should provide 10 min
Home Delivery?
If you are the owner of the restaurant which names you suggest
For easily remember?
Anything else you can suggest to restaurant……
Thanks the respondents for their valuable time and close the group.
Findings from FGDs:
 Respondents like Chinese food of green star
restaurant and also some people like “Thali” of green
star restaurant.

Respondents don’t like untidiness of green star

restaurant.

They say prices are optimum.

 Service of green star is average.

Overall dishes are average in taste.

Ambience of green star is not good.

Respondents Description:

No. of respondents: 30
Area covered: Near IBM and GIBM
college and fursungi area.
Respondents on the basis of income:
< 10000/-: 11
10001 to 15000/-: 12
> 15000/-: 07
Level of Satisfaction:(how consumer feel about
restaurant)
Most of the Some of Never
time the time
The 8 17 5
restaurant is
very clean
The portion 3 15 12
sizes are
about right
The staff are 13 12 5
helpful
The general 16 14 0
service is
good
Finding from Questionnaire:
Consumer Audit:
 Purchase Drivers:(Attributes which drive visit
restaurant)

Fast food (Chinese)

Taste
Price
Quality
Fresh food
Purity
Near by
Hierarchy of attributes:

1. Taste
2. Price
3. Quality
4. Fast food (Chinese)
5. Fresh food
6. Purity
7. Near by
Consideration set:
 Sarthi pure veg
 Reddy’s Restaurant
 Angoor bar & Restaurant
 Rajdarbar & Restaurant
 College canteen
 B&T Restaurant
Preferred brands:
 Sarthi pure veg
 Reddy’s Restaurant
 College canteen

Need Gap:
 Fast food and Home delivery
Positioning
1)Segment of Consumers:
Professionals and Students
Middle Class People
On the whole, people with medium purchasing
power

2)Expected Attributes:
Taste
Variety
Hygiene
Ambience
Price
Quick Service
3) Differentiated Attributes:
Taste
Price
Ambience
4) BPS Format:
For “Middle Class people” Little Cheff
promises to provide “fast food” with “great taste
in less price”
5) Our new positioned restaurant would be a fast
food joint in classy infrastructure, self serviced
giving good ambience. We would give only fast
food but very tasty in medium prices as per our
TG.
MARKETING MIX ELEMENTS
1.Product-Fast food dishes

a)Snacks:
Chola bhatura-20/-
Vada pav-10/-
Dabeli-10/-
Missal-20/-
Moong vada-15/-
Samosa-10/-
Utthappa-25/-
Idlis-20/-
Omlette-20/-
b)Beverages:
Tea-10/-
Coffee-12/-
Cold coffee-20/-
Cold drinks-15/-
Fruit juices-15/-

c)Meals

Noodles-35/-per plate
Manchurian-40/-
Veg rolls-20/-
Masala Dosa-30/-
Burger-25/-
Pizza-45/-
Pav Bhaji-35/-
Egg chicken rolls-30/-
Chicken fried rice-55/-
Little Cheff special-75/-
Pricing strategy
Competition based pricing
Discounts-For every purchase of 300+,600ml
cold drink free

Promotion strategy
Banner
Hoardings
Local television advertisement

Place
Direct channel-Hadapsar region
 Overlay Brands & Ideal Point
HIGH PRICE

R
S
LOW HIGH
TASTE TASTE
B&T
IP

LOW PRICE
 Desired Equity Model
• SUPPO
• Quality
RTERS
• Taste
• Ambience
• Affordable
• Hygiene
• ABSE • PERIPHER
ALS
• Home
NTE • Hunger
• High Taste
delivery
E in low Price

• DETRACTO
RS
• Variety
• Waiter
Brand Management
Brand Naming:
After researching on about 150 names most
,we chose five most desirable names-

Little Cheff
Mamma’s choice
Spoon & Dish
Fast food valley
Foodie Goodie
Market Research on Names

1) Quantitative Research- Questionnaires

Sample Size- 30
Respondents: Students of GIBM &
professionals of IBM.
Results:
18 out of 30 favored “Little Cheff”
 BRANDING
RESEARCH VIDEO
BRAND NAME.mp4
2) Qualitative Research – Focus Group
Discussion

Members- Students of GIBM

Conclusions-

a) They favored Little Cheff

b) It sounds young, cute and active
c) Every body relates to a Chef,
Especially food Joints
Final Selection:

We chose “Little Cheff” because it is:

Meaningful
Distinctive
Easy to Recognize
Memorable
Protectable
Legally Available
Naming Process:

Association Theory: To drive the desired

association of consumers to chef
Precisely, Combination Theory- Using a
symbol related to categories i.e. Chef in
restaurant categories.
Brand Logo
After Searching 50 logos we are
shortlisted 7 logos:
Consumer Research (Questionnaire
Responses)
3 Choices

3 Choices

2 Choices

2 choices
7 Choices

3 Choices

10 Choices
Final Selection of Logo
Final Selection:
This is the best logo as:
Easier to learn
Drives brand recognition
Helps create perception
It is simple and clean
Catchy and distinctive
TYPE-Combo logo as it has both the name and
symbolic mark on it.
Selection of colors:
We chose red and black colors because they are
eye catching, loved by majority and show
sophistication, warmth, love, desire and elegance.
BRAND SLOGAN
 Market Research on Slogans

After searching 30 tag lines we selected 5 most

liked ones:

Feel like heaven

Priceless happiness in fewer prices
No one’s guest here
As you come, happy happy mum
Pay little, have more
Quantitative Research: (Questionnaire)

Sample Size: 30
Respondents: Students of GIBM & Professionals
of IBM.

Conclusions:

17 out of 30 favored:

“No one’s guest here”

2) Qualitative Research – Focus Group
Discussion

Members- Students of GIBM

Conclusions-
a) They favored No one’s guest here.
b) It sounds sophisticated.
c) It means that customer becomes so
familiar and likes food that he comes again
like a family member and not a guest.
d) Gives emotional appeal.
Final Selection:

“No one’s guest here”

Reasons are:

Conclusion from research

It is short and simple.

It gives emotional and personal touch.
 Brand Jingle
Jingal.mp3
 Taste
b
Jeb m hi hai,sas
e pais t aa b
Apna a bacht hi hai
Apka ghar a bhi
ap n a a pn a v hai
“Litt e sh
le Ch
eff”.
Selection Process

We selected this jingle because it is:

Catchy
Memorable & Hummable
Drives Brand Awareness
Gives the desire brand personality
Brand Character
 Introduction to Mr. Panku
Character Name: Mr. Panku
Gender: Male
Purpose in Life: To Cook Best Food For My Friends.
He lives in: “Little Cheff Restaurant”
Friends: All of You.
Typical Day in life: Wakes up, exercise (He is
planning to lose weight), cooks food, sings, dances,
waits for his friends (Not Guest), Meets his
girlfriend in the evening, Kisses her at night and
goes to sleep.
His Qualities: Cute, Naughty, Adorable, Loving &
Caring.
Mr. Panku
Reviews about Mr. Panku (Focus group
Discussion)

1) He is Cute and adorable

2) Would easily relate to consumers
3) Memorable
4) Loving & Caring
5) Drives Brand Image
Presented By
Th
an
Yo k
u