Marketing Mayhem - case study competetion.pptx

this ppt is about a new brand coming in india which is well established in US market i.e. Biryani especially in hyderabad

1. Royal Biryani House PROBLEM STATEMENT 1. Market Saturation : Entering Hyderabad’s saturated market dominated by Paradise(25%), Bawarchi (15%),and Shadaab (12%). 2. Consumer Loyalty: High brand loyalty towards traditional biryani outlets. 3 . Challenge: How can Royal Biryani House differentiate itself and capture the market share. PRIMARY RESEARCH 1. Rs. 1500 crore: Hyderabad’s organized sector biryani market size. 2. Every 6 th order in India is Biryani 3. Over 13 million biryani orders placed in Hyderabad via Swiggy in just 12 months . 4. 15% annual growth rate of biryani market across India. INDUSTRY ANALYSIS 1. Market Growth : Indian biryani market growing at 15% annually . 2. Online Ordering : Swiggy,Zomato reported over 2 biryani order every second nationwide. 3. Rise of cloud kitchen due to increase in demand for home delivery . 4. Trends : Preference for premium dining experience. 5. Increased emphasis on sustainability. 25% market share. 1o% market share. 12% market share. 15% market share Others 38% market share Competetive Landscape

2. Aggressive Marketing Campaign: Promoting 2 months prior launch. 1. Advertising Channels: Hoarding at key locations(airport, IT hubs, malls) Newspaper ads and all types of print media. Social media platforms: Instagram, Facebook, WhatsApp. Influencer marketing with local food bloggers. 2. Pre-launch Events : Offer trials to influencers to create hype. Countdown campaings in Swiggy, Zomato, Uber Eats a week before launch 3. Unique Selling Propositions (USP): Lavish Dining Experience- Royal ambience reflecting the rich tradition of biryani. Varieties- 10 different regional biryanis under one roof. Authenticity- Traditional recipe with premium ingredients CHALLENGES AND OPPORTUNITIES 1. Opportunities: High demand for biryani in Hyderabad. Gap in market for premium, royal dining experience. Increasing awareness and demand for sustainable practices. Corporate catering opportunities. 2. Challenges: Strong competition with established companies. Price sensitivity among consumers. Need to maintain authenticity while while introducing variety. Balancing between offering a luxary experience STRATEGIC TIE-UP 1. Partnerships with: Malls and Corporate Offices: Established food outlets or kiosks. Airline: Provide in-flight meals. Event Organizers: Cater for weddings, conferences, and festivals. 2. Benefits: Increased brand visibility. Diversified revenue streams. Access to a wider customer base. Building customer trust and credibility. QUALITY IN EVERY BITE Rice: Premium Dehradun basmati rice. Spices: Authentic spices sourced from Kerala. Dry Fruits: High-quality nuts from Kashmir. Meat: Fresh, locally sourced chicken and mutton from Hyderabad. MARKET ENTRY STRATEGY

3. AMBIENCE AND PACKAGING Ambience: Royal Luxurious Décor: Grand entrance, plush seating, mood lighting. Traditional Themes: Classic music, art installations, signature scents. Exceptional Services: Staff trained in royal hospitality, greeting customers warmly. Décor walls depicting origin of biryani and ancient tales related to it. Packaging: Materials: Sustainable bamboo and bagasse boxes with elegant matte finish. Design: Embossed texture, deep rich colors, gold accents. Reusable Bags: Jute canvas bags promoting the brand and eco-friendliness. Month 1-2 Month 3 Month 4-6 Month 7-12 Pre-launch marketing and finalizing acquisitions Launch of the flagship restaurant cloud kitchen Customer feedback integration , service refinement loyalty program initiation Expand delivery services, evaluate performances metrics, plan for expansion to other key locations Break Even Analysis Initial Total Investment : ₹10 crore Acquisition of Shadaab Hotel : ₹5 crore Restaurant Setup: ₹3 crore Cloud Kitchens (3 locations): ₹1.5 crore Marketing Expenses: ₹50 lakh Acquisition of Shadaab Hotel : ₹5 crore Operating Costs : Monthly Expenses (staff salaries, utilities, raw materials): ₹50 lakh Average Monthly Revenue : Dine-in Restaurant: ₹40 lakh Cloud Kitchens: ₹30 lakh Total Monthly Revenue: ₹70 lakh Roadmap Next 1 Year