Target customers

Families : Weekends As family comes to celebrate their weekend we have to concentrate more on combi & family pack products on weekends IT professionals : Weekdays 1pm to 4pm Mostly IT crowd around will fall between this particular time to have a brunch or munch so we need to have special Fast-track products which will be made available easily, fast and can be easily consumable College students : Everyday morning 10 to 12pm and 4pm to 7pm College students of morning batch will come to have their breakfast and students of afternoon batch will always come post 4pm Mall Employees : Afternoon 1pm to 4pm As internal mall employees disperse for their lunch timings around 1pm to 3pm we need to have mini lunch items exclusively for them whereas between 4pm to 3pm a brunch combi like TEA+Bajiyas OR TEA+Vadapav will drive internal customers Directly to outlet

Product offerings

Break fast Lunch Brunch Dinner

VEG Non-VEG

To beat competitors and offer something that will follow our vision and mission statement, We need to offer products which will be instant and less time consumable Apart from this we need to also offer gift vouchers to corporate every month which they can Redeem every month’s first week Food products must carry green color for veg items and red color for Non veg items

VEG Non-VEG VEG Non-VEG VEG Non-VEG

Gift vouchers must be valid for three months only. Types of gift vouchers : Corporate : Specially distributed to internal employees, clients, IT and BPO companies. Which can Be redeemed only during every month’s first week OR till 15th Regular : Gift vouchers which any one can gift any one and valid for 6 months from the date of Issue. Promotional : Promotional voucher of Rs.100 each. Will distributed for any promotional type Like radio, mall, event, tie-ups which can be redeemed only on purchase of minimum one single Item of Rs.50 and to be redeem on full amount. No exchange and refund

Product offerings

• We need to have a wall where we will mention ingredients of products synonyms of product names in hindi and english

• Diet and health messages of products like thalipeeth, Chapati, Mattha

• Value and competitor’s differentiation • Brochures and pamphlets can be best media to educate

products availability • Facebook page updation, SMS, and emailers alerts like “ had Thalipeeth today to have a mixture of healthy grains and pulses in your body? Rush to Maharashtrian Darbar Marketcity .

Product Education

Internal Visual

Elements

Entrance : Two zaalar Dress Code : T-shirt with logo branding and special offer batches Red T-shirt and dark yellow cap Lady promoters on weekend : A typical nauvaari dressed lady at entrance to welcome and serve special clients specially ladies Or doing free samplings of new launches

VEG NON-VEG

Customer Ambience

• As we said in our mission and vision statement that we will offer traditional products with Modern facilities and equipments, we will make a rich ambience through historical architecture and A/c inside it

• Evening time we make customers see LIVE making of their cultural and cheapest food e.g. Bhajiyas, Vadapav, moog bhaji etc.

• Food will be served in plastic and use n throw dish

• Special food like lunch, dinner can also be served on banana leafs

• Pure Puneri Lunch can also be served in steel OR metal plates

Customer View layout

Product merchandising

Product will be displayed through indicative pictures only A model shoot along with product shoot with a story and theme Effective and strong VM : Dangler 3d standee Staff badges Cash counters

Indicative Visual

Product positioning

To beat competitior’s menu we need to relaunch VADA PAV by giving reminder to customers Saying BURGER KE CHAKKAR MEIN vada pav BHULGAYE? TASTE NOW the real Indian Burger VADA PAV

Salient features of Vada Pav : Varieties and types of vada pav : Punyacha Vada Pav, mumbaicha Vada Pav and Jumbo Vada

Pav LIVE DEKHO INSTANT KHAO : Vada pav will be made LIVE in front of cash counters same like

the Regular Vada pav stalls To bring people to indian menu : Vada pav being an Indian menu we need to remind

consumers prefer Indian menu than a revised version of VADA PAV a burger

Brand Guidelines

LOGO story : The red color in logo symbolizes the warm blood of Maratha Warriors also it denotes the color of Curtains which was used in old Maratha Darbars also red color emphasizes celebration, enjoyment And togetherness The tutari in the logo symbolizes traditional sound which is normally used whenever there is an Achievement OR welcome ceremony of rich guests and honorable personalities The yellow & golden color symbolizes rich and prestigious culture of Maharashtra

LOGO positioning : For all promotions and properties , LOGO must be used on the TOP of line, down right, corner Or center of the communication

Descent & celebrations colors suppose to be used. Shades of violet,purple,red dark/pale/bright Yellow for regular promos to be used

Descent & celebrations colors suppose to be used. Shades of violet,purple,red dark/pale/bright Yellow for regular promos to be used Communication language should in marathi+hindi+english

Amit Kalyankar

Vikas Patil Prajkta Wani

Sharwari Lohakare

Anand Kulkarni Dhanshri Heblikar

Suggested Brand facilitators

Launch

Online

Innovation

Tie-ups and associations

Print

Marketing plan

ONLINE

Facebook updation : Firstly to start updating personal a/cs and ask friends and relatives to share It on their a/cs. After that to start a page and ask visiting customers to join facebook Twitter : To start and tweet healthy and useful tips along with promotions . To post everyday Happenings on twitter like customer experience, total number of customers visited,launches Youtube : To upload launch video and product offerings on YouTube post launch E-mailers : To shoot out mail to all corporate database and e-mail database on every month’s interval Event and happenings site listing : To tie-up with Buzz in town.com, events in pune and Justdail to share latest offers and launches online in short Listing MD on online portal

Print

To post an ad in in house print production To tie-up with Sakhi and Madhurangan by giving exclusive offer their club members and logo mentioning in their events and ads Printing of parking coupons for Pheonix parking with discount offer. Standee at parking area, lift, entrance and multiplex Renewal coupons, once the customer buys any product he/she will be given a discount coupon for next purchase same as dominos and pizza hut

Innovation

First ever a restaurant will be doing teasers To start teasers through E-mails , face book updation, posters and in house print

Brand associations

To do barter co-branded tie-up with leading retailers like : Lifestyle, Pantaloons, Big Bazaar, Multiplexes and gaming zones by offering them exclusive offers and providing them co-branded coupons Also tie-up with corporate companies and hospitals, schools (for teachers) by providing free deliveries and value add on services Free sampling at mall on special celebrations

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