Panipuri Branding

7/29/2019 Panipuri Branding

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PANIPURI IN INDIA

Panipuri is among the most common street foods in India and has an Indian essence in every

sense of word.Its origin is traced to be from Uttar Pradesh and it is referred by different

names in different regions of the country- For eg, Patashe In Haryana, Fulki in Central India,Golgappe in Delhi,etc. This shows that product has a very good connect with the people and

is a widely preferred snack.

It is among the most affordable item at a Chaat outlet and is delivered in real time and

fresh to the customers.

A small round hollow fried crumbly goody that explodes in the mouth flooding it with sweet,

spicy and sour water while you bite into the rightly seasoned filling of chickpeas and potato,

this defines delectable. One would rarely find an Indian who is not a fan of this culinary

wonder. Every corner of every street there is a pani puri wala selling you this concoction but

not every concoction tingles your taste buds.

What is interesting is the fact that Panipuri has been a popular product, however, there

hasnt been any particular branding undertaken yet for the product on a nationwide scale.

There are small outlets in some cities which have come up with their own Brand names for

Paanipuri. However , none of them have been holding a recognisable impact in consumer

minds. Building on the prime utility and want satisfying power of the product, we have

designed a Panipuri brand, to cater to the people in the city, as also in the entire country.


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CRUNCH N TWIST! PANIPURI BRAND

Vision:

To create a organised market for Panipuri on a national scale.

Mission:

To develop customer satisfaction by providing hygiene and variety in the

product.

Objectives:

1.)Develop the brand Crunch n Twist! on a local scale using mediums ofintegrated marketing communication to spread awareness about the

same.

2.)Satisfying the needs and wants of customers by serving them the dish asper the requirement and as matched to the brand identity.

3.)Catering Rural areas by differential pricing so as to develop the productbase in nooks and crannies of the city.

4.)Develop ways and mediums to increase customer loyalty.Brand Identity:

Crunch n Twist! stands for a one-of-its-kind Panipuri brand providing different

types of Panipuris to consumers, keeping the safety aspect of the product in

mind.


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Brand Attributes:

PRODUCT:

Product Exclusivity:Crunch n Twist! caters exclusively to making Panipuri products. No other

Chaat items are included in the business. We are trying to come up with as

many new variants as possible inorder to maintain the product exclusivity

we forsee building.

HygieneA major distinguishing aspect of our brand is that it provides Hygienic

Panipuris to customers.

Inorder to maintain Hygiene , we follow the following steps:

Well trained and groomed personnel serving the Puris to customers.Use of hand gloves while carrying out the process of making Panipuri is

mandatory at Crunch n Twist!

Water used is purified from water filters prior to its use.Well checked quality materials used for preparation of the product. VarietyWe are introducing a number of new variants in Panipuri so as to target

people who like trying new flavours in snacks and also to break the

monotony due to stereotypes.

The prime variants at the time of launch of the store are:

HOT TWIST! : Panipuri served with Hot Panipuri water building a one ofits kind taste in the mouths of consuming individuals.

COLD TWIST! : As an alternative to Hot Twist! , we have another flavorcalled Cold Twist! , wherein the customers are served the fillings in the

puri alongwith ice-cold panipuri water.


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MINT TWIST! : A variant which ensures to maintain the freshness for theluxury of your taste-buds, wherein a tint of mint is added to the recipe

which does the trick!

JALJEERA MIX! : Healthy and spicy-A one of its kind variant of ourproduct which caters to Jaljeera loving customers.

MEETHA MAARKE! : This ones for the ones with a sweet tooth!Sweeten your tasting spirits with this flavor!

NIMBOO TWIST! : As Khatta Meetha as Nimbu itself, this variety is amust try for people who love the sweet n sour combination.

CHOCOLATE PURI! : Panipuri with Chocolate fillings and Chocolatesauce!!Tempted? Even we are!:)

PRICE

Pricing varies based on variant of Panipuri chosenA normal non variant Panipuri plate would cost the user Rs 25, with 7

Puris in one plate. The price is fixed keeping the standard Panipuri rates

in the market in mind, along with the additional charge incurred forstore maintenance and hygiene requirements.

Maximum Price (in variant range) : Rs 45From among the 7 variants, the lowest price of a Variant like Cold Twist!

Or Hot Twist! Is Rs 30, while the highest for a product like Chocolate Puri

is Rs. 45.

Differential Pricing for Rural AreasFor Rural areas in the city, the pricing would be relatively cheaper since

the cost of ambience is reduced as the store is replaced by a stall.

In the Rural areas, a normal plate would cost Rs 15, while variants would

maximum cost upto Rs 30. However, the number of Puris in the plate

would be 5 in either of the cases.


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PROMOTION

Developing Cartoon Characters named Crunch and Twist andintegrating them in our promotions like:

Small-sized Newspaper ads,Social media ad campaigns,Roadside Posters, In-theatre hoardings, In-store hoardings, etcCartoons would help providing a Brand Recall value in minds of consumers,

specially kids. So, whenever they see the animated Panipuri around, the

would be reminded of Crunch n Twist!

Viral videos with animated characters Crunch and Twist integratingwith new movies or latest happenings in the town.

Social networks can be made use of for Online advertising andintegrating the viral videos on the same.

Simple pamphlets can be put up in rural areas and also painting wallswith Crunch n Twist! cartoons can be undertaken.


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PLACE

Stores located near public places like Parks, Stations, Bus Stops,Theatres.etc amidst various areas in the city

Old Original Retro Classic Indian Songs would be played at the Crunch nTwist! stores inorder to make the atmosphere soothing and cheerful.

Air-conditioned stores with well designed interiors would be set to sellthe product in the urban areas of the city.

Small stalls targetting the lower middle class, located near shoppingareas for local people belonging to the category


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Documents

Panipuri Branding