Origin

What An Idea Sirjee..!

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

Why is Jumbo King a success? 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

POSITIONING Bridging the gap

4 Ps of Marketing

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

15 22 10 5

Promotion Print Medium, Flexi banners with catchy slogans placed in strategic locations where commuters wait

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

COMPETITION

SWOT ANALYSIS

SWOT ANALYSIS

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

CREATIVE STRATEGYMaking

the difference

New objectives 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 Building brand equity for Jumbo King. Building the category need for snacks as an alternative for proper food

INDIAS NEW LOGO LARGEST SELLING 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 - EXECUTIONTelevision 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.

THANK YOU !

Feeling Hungry?? The nearest JUMBO KING store is at Andheri(W) station