PRESENTING

CONTENTS

COMMUNICATION

 Internal
 External

MARKETING

 Strategy
 Challenges
 WHAT IS ASHA’S?

 Asha’s Restaurants is part of the WAFI Group

 Started by the world renowned singer Asha Bhosle to express her love for food
 First opened in Dubai in 2002
 In 18 years has expanded to 18 locations internationally
 Started so Asha Ji could share her love for food with the rest of the world
 The cuisine is not traditional rather Contemporary Indian, changing with the
palates of the consumers
 COMMUNICATION – INTERNAL

LEVELS OF MANAGEMENT  Internal company

communication through
Intranet.

Senior
Management
 All gratifications are
(MD / GM / CEO) immediately sent by email to
encourage employees
Operations Marketing Executive
Manager Manager Chef  Weekly team meetings (internal
senior team)
Creative Agency
Restaurant Front
Staff
Media Agency
Restaurant
Kitchen Staff  Weekly team meetings (senior
PR Agency
team + restaurant staff)

 Monthly restaurant staff get

togethers

 Monthly partner
communications – Asha’s Times
 INTERNAL COMPANY COMMUNICATION
(INTRANET)
 In house communications
 Every employee has access to Intranet
 Intranet is the way news is circulated within the employee groups
 Staff and employees constantly get guidelines and know what the management is up to
 MKM group – named after Sheikh Mana Bin Khalifa Al Maktoum– partners with WAFI–
and under WAFI group of hotels is Asha’s
 INTERNAL COMMUNICATIONS WEEKLY TEAM MEETINGS
(INTERNAL SENIOR TEAM)

What?

 Weekly team meetings

 Agenda / Minutes to be made
 Roles / Responsibilities discussion
 Deliverables.

Why?

 To catch up on what is going on so the team is on the same page.

 Great way to be updated / share ideas / share progress etc.
 INTERNAL COMMUNICATIONS – WEEKLY TEAM MEETINGS
(SENIOR TEAM+ RESTAURANT STAFF)

What?

 Weekly team catch-ups

 Agenda / minutes / priorities / ideas sharing

Why?

 Restaurant staff and junior members of staff in touch with senior management
 Not all details are disclosed regarding the company
 INTERNAL COMMUNICATIONS - MONTHLY RESTAURANT STAFF
GET TOGETHERS

What?

 Monthly staff recogniton meeting

 Breakfast + Award Ceremony (Monthly best performer etc.)

Why?

 Motivates staff
 Generates confidence
INTERNAL COMMUNICATIONS – MONTHLY PARTNER
COMMUNICATIONS (ASHA’S TIMES)

What?

 Monthly updates to all

partners and staff.

Why?

 Updates staff
 Motivates them
 Monthly contests / quiz
etc
 SOME BARRIERS WHEN INTERNALLY COMMUNICATING

Locations of Restaurants (international)

 Separate internal management in

every country therefore problems like

 Physical Contact
BIRMINGHAM RESTAURANT
 Being consistent with quality of food
 The company overcomes these
barriers by

 Frequent travelling, however not

possible due to Covid-19
 Short term solution – Weekly
meetings + Content calendar

 MYSTERY SHOPPERS
KUWAIT WATERFRONT RESTAURANT
COMMUNICATION
EXTERNAL
 EXTERNAL COMMUNICATIONS –
ABOVE THE LINE

 Radio Ads

 Social Media Boosting

 Social Media Competitions

 Website
 COMMUNICATION - EXTERNAL

What is above the line

communication?
Communication ​

Use of mass media to promote

brands.​
Above The Line Below the Line

Uses TV, print media, radio and

digital media​
TV In Store Collaterals
Print Media PR
Radio Vouchers Why ?
Digital

Aims towards a very large number of

audience​
 EXTERNAL COMMUNICATIONS- ABOVE THE LINE
(RADIO ADS)

 RADIO ADS

What?

 Monthly radio campaigns

 Monthly radio competition and
mentions

Why?

 Radio Listnership is highest in UAE

 Brand Awareness / Brand Recall
EXTERNAL COMMUNICATIONS – ABOVE THE LINE
(SOCIAL MEDIA BOOSTING)

What?

 Social Media Campaign on

Instagram / Facebook
 Booster by geo targetting
& interests,
 Weekly competitions with
vouchers.

Why?

 Social Media usage is very

high in the target audience
 Consumer recall the brand
even in Covid
SOME BARRIERS TO EXTERNAL COMMUNICATION
Asha’s is an international brand and since restaurants exist all over the world

 Barriers to external communication

 Linguistic Barriers
 Cultural Barriers

 How they overcome these barriers

 Linguistic Barriers overcome through

subtitles in videos and other media
forms

 Cultural Barriers overcome by having

enough knowledge of the target
audience
EXTERNAL COMMUNICATIONS – ABOVE THE LINE
(WEBSITE)
 EXTERNAL COMMUNICATIONS –
BELOW THE LINE

What is below the line communication​

Use of unconventional way of

 In Store Collaterals – Table communication.​
Talker / A1 Board
Uses pamphlets, handbills, stickers,
 In Mall Marketing promotions.​

 Delivery Collaterals Why?

Might include product sampling at

busy places like : malls

​
 EXTERNAL COMMUNICATIONS – IN STORE COLLATERALS –
(TABLE TALKER / A1 BOARD)

What?

 In Store Table Talkers

 Mall Screens

Why?

 Guest Awareness
 EXTERNAL COMMUNICATION – IN STORE COLLATERALS –
(DELIVERY IN COLLATERALS)

\
HOW DOES ASHA’S USE THE 7 SEA’S OF COMMUNICATION
 CONCLUSION

 Successful internal communication– less communication gaps

between the management and employees in Asha’s through various
ways

 Successful external communication– through branding, product

modification and being knowledgeable of pre-existing cultural
barriers

 Successful communication internally + externally is key to a

successful business
“YOU CAN HAVE ALL THE GREAT IDEAS
IN THE WORLD AND IF YOU CAN NOT
COMMUNICATE NOBODY WILL HEAR
THEM” ​

-KARA BLACKBURN​
THANK YOU
 BIBLIOGRAPHY

https://ashasrestaurants.com
http://www.mkmgulf.com/contact.html