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    Jumbo King: Vada Pav

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    167supaul
    Jumbo King is a chain of fast food restaurants specializing in vada pav, a popular Indian snack. It began in 2001 with a goal of providing hygienic, affordable food. It now has 45 outlets in Mumbai and Gujarat and aims to reach 100 outlets. The document discusses Jumbo King's product offerings, target audience of lower-middle income Indians, competitors, and an ineffective initial advertising campaign. It then proposes a new strategy focusing on positioning Jumbo King as a quick, clean snack option and a new marketing campaign emphasizing these qualities through various traditional and non-traditional advertising methods.

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    Jumbo King: Vada Pav

    Uploaded by

    167supaul
    310 views24 pages
    Jumbo King is a chain of fast food restaurants specializing in vada pav, a popular Indian snack. It began in 2001 with a goal of providing hygienic, affordable food. It now has 45 outlets in Mumbai and Gujarat and aims to reach 100 outlets. The document discusses Jumbo King's product offerings, target audience of lower-middle income Indians, competitors, and an ineffective initial advertising campaign. It then proposes a new strategy focusing on positioning Jumbo King as a quick, clean snack option and a new marketing campaign emphasizing these qualities through various traditional and non-traditional advertising methods.

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    IMC2_Grp 7_JumboKingVadaPav

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    Jumbo King is a chain of fast food restaurants specializing in vada pav, a popular Indian snack. It began in 2001 with a goal of providing hygienic, affordable food. It now has 45 outlets in Mumbai and Gujarat and aims to reach 100 outlets. The document discusses Jumbo King's product offerings, target audience of lower-middle income Indians, competitors, and an ineffective initial advertising campaign. It then proposes a new strategy focusing on positioning Jumbo King as a quick, clean snack option and a new marketing campaign emphasizing these qualities through various traditional and non-traditional advertising methods.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    310 views24 pages

    Jumbo King: Vada Pav

    Uploaded by

    167supaul
    Jumbo King is a chain of fast food restaurants specializing in vada pav, a popular Indian snack. It began in 2001 with a goal of providing hygienic, affordable food. It now has 45 outlets in Mumbai and Gujarat and aims to reach 100 outlets. The document discusses Jumbo King's product offerings, target audience of lower-middle income Indians, competitors, and an ineffective initial advertising campaign. It then proposes a new strategy focusing on positioning Jumbo King as a quick, clean snack option and a new marketing campaign emphasizing these qualities through various traditional and non-traditional advertising methods.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 24

    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:
    Target customers: Old segments as well as
    Middle and lower class students, professionals and
    Commuters and workers daily commuters who are
    constantly on-the-go
    Positioning: Positioning:
    Based on the attributes of Based on quick service,
    price, quantity and local taste 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

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