Embed Size (px)
Citation preview
Unfold the opportunity to make a success story
From a need
to
an idea
Presentation Flow
Introduction
Perceived Opportunity
The Big Idea
Why Rolls
Jobs to be done
The Brand
The Brand Vision
The Brand Mission
Contact
Introduction
Eating out now no more an occasion driven
rather becoming a habit of young/adults.
NRAI reveals, 50% of Country population eat out at least once in
every three months which is eight times in Metros i.e., almost thrice
in every month.
* NRAI: National Restaurants Association of India
Fast food market in India is expected to be worth of US$ 27.57
billion by 2020. Organised sector constitutes about 10% and is
expected to grow at a CAGR of 27% by 2020.
Vegetarian fast food market constitutes of around 45% of the whole
fast food market and is expected to grow at a CAGR of 18% by
2020.
While all these reveal the brighter side
of fast food market, there’re few facts
which make it more challenging.
Introduction contd…
Liking for fast food has always been there in
our nature but unhygienic preparation keep
these away from frequent consumption.
Majority of vendors sell these at roadside
kiosks/shops who neither care for hygiene nor
use standard materials to prepare these food
items. These traditional fast foods are still in an
unorganised sector as players don’t have
glorified outlets like chain QSRs.
* QSR : Quick Service Restaurants
Perceived Opportunity
Consumers do look for hygienically prepared local snacks and
openly accept innovative platters but at the same time sceptical in
trying out unknown taste when it is expensive.
Fast life in smart cities forms habit of eat out most often which
makes consumers explore more eateries that serve food as quick as
they want.
Ambience, look & feel, sitting arrangement and presentation matters
most when it’s a matter of family outing hence family look for a
place to serve them food in peace.
Young Indian Consumers has the passion to visit fast food outlets for
fun and for a change of taste but at the same time home made food is
their first choice. Reason is simple, they have the highest value for
taste and quality followed by ambience and hygiene.
Perceived Opportunity – way out
Consumers nature of exploring hygienically prepared
local fast food and passion to visit glorified fast food
outlets can be clubbed to market an idea which wasn’t
thought ever before.
The Big Idea
Sell branded rolls to fast
food lovers in India.
Make India believe that one of
such local street fast food can
be served so hygienically that it
can’t leave any oil substance in
consumers hand.
Give Indian young adults fun &
enjoyment clubbed with completely
oil free snacks in more than 40+
varieties.
Why Rolls – what exclusive about this product
Rolls have been accepted by all consumer classes for decades and this
happens to be the best evening snacks with light vegetables cutting inside
wrapped in fried paraatha with egg coating available at a reasonable price.
Rolls still exist in an unorganised market as these local vendors lack skills and
don’t have glorified outlets like big MNC chains. To keep costing as low as
possible or gain maximum profit mostly rolls vendors use materials which
usually not taken as healthy items. This practice somehow inculcates
unfavourable attitude amongst the consumer classes.
Why Rolls – market construct
Rolls vendors usually sell at kiosks in any congregation point/high throughput
area or at an established shop popularly known as ROLL CORNER in town
irrespective of their shops’ name.
Rolls vendors lack requisite skill and they never explore new tastes in same
product line. Hence rolls have got very limited space in consumers 'mind so far
as different taste or varieties are concerned.
Jobs to be done
Favourable attitude toward rolls is very crucial for brand’s growth, hence consumer
education to develop positive attitude for this food item needs to be done.
Price conscious and quality conscious both type of consumers together constitute
this market hence to keep varieties from low to high price point and to ensure
superior quality is essential for market and mind positioning.
A strong RTB (reason to believe) is necessary to be positioned in the market which
spreads a good word of mouth and helps in market penetration.
The Brand
A New Generation Rolls Outlet
A brand is not just a name but a set of values, benefits and promises.
* Launched 26th September, 2014.
* Logo TM/registration ® awaited.
The Brand – values, benefits and promises
What it serves - Values
Delicious rolls and puffs, varieties of veg &
non veg rolls, fresh stuff, superior quality
and prepared hygienically.
What consumer gets - benefits
Oil free: product will not leave any oil
substance in your palm.
Hygienic preparation: you can bank upon.
Hospitality: that’s incomparable.
Presentation: that’s not seen ever before
anywhere else.
Variety: more than others, different platters
for veg & non-veg foodies.
Schemes & Periodical Offer
What it claims - Promises
Product is made of standard materials
and prepared in soybean oil which will
not add to any health related issues:
Heart Burn Weight gain Acidity
* Claims aren’t applicable for those who are suffering from any particular health related disorders.
The Brand Vision
To become the most preferred Quick Service
Restaurant brand in the Country.
The Brand Mission
To become the most preferred choice of its
target audiences/customers when they think
of rolls.
Everything is easy
when you crazy about it!
Nothing is easy
When you lazy about it.
For more details on brand,
Visit @ www.facebook.com/justrolls.varanasi
To unfold this opportunity,
Connect to Somen Banerjee
e-mail: [email protected]
Contact
