Appu Vada Pav .

Group A1 :Dipti Parab

Jeeni vargheseRupali Padval

Sandhya PandeyTakshasheela Kangne

Desi Vada Pav with modern tadka ……

Introduction

• Vada Pav is considered staple teatime snack in Maharashtra

• A popular vegetarian fast food dish, It consists of a batata vada sandwiched between two slices of a pav.

• The compound word batata vada refers In Marathi to a vada made out of batata, the latter referring to a potato.

• It is the cheapest and most easily available snack – all railway stations and every ‘galli‘ or street would have at least a couple of vadapav stall

“You test it…. you love it”

CREATE NEW CUSTOMERS AND SUSTAIN THEM …….

THE CHALLENGE

To create a stand in the Crowded market saying that this is the best option available today to meet your hunger in fast food industry…

Build the brand APPU as no other player has any brand equity today.

Survey

• Age group

• Profession15-20 21-25 26-30 31-35 36- above

0

2

4

6

8

10

12

10 10

52 3

Govt Pvt Self emp Business Students0

2

4

6

8

10

12

1

12

5

2

10

• How often ?

• Preference

7

13

7

1 2DailyOnce in a weekOnce in 2 weeksMonthlyOthers

PRICE & TASTE

HYGINE 100% Veg OTHERS02468

10121416

Segmentation• GEOGRAPHIC VARIABLES

CITY: MUMBAIDENSITY OF AREA: URBAN

Mumbai Population : 1.4 crore populationMostly situated in mall having independent franchises.

• DEMOGRAPHIC VARIABLESAGE GROUP: 18-30GENDER: BOTHOCCUPATION: College Students , Working class, Executives, socio-Economic SOCIO-ECONOMIC STATUS: Middle class onwards

• PSYCHOGRAPHIC VARIABLES LIFESTYLE: CONTEMPORARY AND FAST PACED ATTITUDE: HYGIENE AND HEALTH CONSCIOUS PLACE TO CHILL OUT WITH FRIENDS AND FAMILIES

BEHAVIOURAL VARIABLES OCCASION: QUICK BITE BENEFIT SOUGHT: SATISFACTION OF HUNGER BRAND LOYALTY: HIGH INCOME: MIDDLE CLASS AND ABOVE

Target Market

Initial focus on Metros, Malls, Multiplex, stations & colleges, busines town (like nariman point, BKC)

Exposure to verity in vada pav. Target people is younger people. (office, college, school, worker.)

Positioning A place for an entire family to enjoy. Phone ghumao, ghar bulao, APPU VADA PAV.

DIFFRENTIATION Highlighting Brand, Food, Variety.

http://en.wikipedia.org/wiki/File:Mumbaicitydistricts.png

Elasticity of Demand

• Perfect Elastic Demand : A fractional change in the price

may a fractional change in the Quantity of demand.

Percentage change in quantity demandedη = ------------------------------------------- Percentage change in price

SUPPLY ANALYSIS

Vada pav, a commodity sold out of every corner in city MUMBAI.• Essentials :

– Very low cost – Control essential commodities like potato, wheat, chana & oil.

• Advertisement : – First establish vada pav as a viable category before

establishing the brand itself.

• Franchise : – Analysis of national & international chains like McDonald’s,

Subway and Starbucks .– Understand the do’s & don’ts of good franchise system.

The money

Investment : Loan upto Rs. 10 lakhs.

Appu Vada pav outlet at 9 different locations near railway stations.

All the money from the business will be ploughed back into buying new stores in near future.

The money from this investment will take the product to a completely different league.

Menu Card• APPU VADA PAV REGULAR Rs. 6• APPU VADA PAV CHEESE Rs. 15• APPU VADA PAV CHOLE Rs. 12• APPU VADA PAV SCHEZWAN Rs. 13• REGULAR COMBO Rs. 20• CHEES COMBO Rs. 20

NEW FLAVOURS : • APPU VADA PAV NOODLS Rs. 25• KOLHAPURI CUT VADA Rs. 25• CHICKEN / MUTTON VADA PAV Rs. 30• VADA PAV WITH MEASTERED SAUCE Rs. 30

and many more

Strength

COST

TEST

QUALITY

Opportunity

EXPANSION OF BUSINESS

VARIETY IN VADAPAV

DEVELOPMENT OF NEW CUSTOMER

DEVELOPMENT OF NEW PRODUCT

START SELLING DRINKS (like cold drinks tea, coffee etc.)

Competition

• Local Vendors• Railway Platform

Vendors• Desi Vada Pav• Goli Vada Pav• Jumboking Vada

Pav

JUMBO

KING

GOLI VADA

LOCAL VEND

ERRESTAURANT

SHIV VADAPA

V

NEW PLAYER

INDIRECT COMPeTITION

APPU VADA PAV

MEDU VADA

DOSA

BURGERIDLI SAMBHAR

SAMOSA

KACHORI

MARKETING MIX

PRODUCT Core product - VADA PAV

Product Variation: Variety in products – Kolhapuri cut vada pav– Noodles vada pav– Chicken / Mutton vada pav etc.

Continuously innovation of products

Price

Includes not only the list price, but also discounts, financing and other options such as leasing.

Special offers such as happy meal, value meal, combo meal.

Prize for simple vada pav is Rs. 6

Various types vada pav prizes varies accordingly.

Promotion

PRINT MEDIA TELIVISION MEDIA

RADIO MEDIA INTERNET MEDIA

TRADITIONADVERTISIN

G

NON TRADITIONALADVERTISING

MEDIA

PLANNING

Place

PRIME LOCATIONEASILY ACCESSABLEHOME DELIVERY

MARKET STRUCTUREIdeal Customer

Deviate from ideal

Pure Competition

1. Many sellers

2. Homogeneous products

3. Relative ease of entry

Oligopoly

1. Few sellers(interdependence)2. identical orDifferentiated Product3. BTE

Imperfect orMonopolisticCompetition1. Many sellers2. differentiatedproducts3. relative ease ofentry

Monopoly

1. one seller

2. No close Substitutes

3 complete BTE

Perfect competition

Infinite buyer and seller.

Zero entry/exit Barriers.

Perfect information.

Transactions are cost less.

Firms aim to maximize the profits

Homogeneous product.

MARKETING STRATEGIES

• MAINLY THROUGH P.R.

• LCDs AT OUTLETS

• DUPLICATED THE MacDONALDS MODEL

• POSITIONING

• BRAND AWARENESS

• TARGETING COLLEGE STUDENTS

• BRAND BUILDING

• CELEBRATING VADA PAV DAY

Planning to cover Gujarat & Maharashtra completely.

Different pricing pattern for different location.

Planning to come up with Dabeli & chaat stores.

Future plan

Clean fast food brand which tastes the same any where you eat in the city.

You don’t have to stay hungry for a long time.

To become the leader in fast food restaurants.

To represent the brand as a culture of social gathering for families and group.

Conclusion

'If a Burger can get listed, why not a Vada Pav?'

phrase

THANK YOU !

Bye bye see you at APPU Vada pav .