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THE CASE OF NIRULA S

GROUP 8

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About Nirulas

Started in 1934

Hotel India Association with IOC

Navis Capital Acquired it in 2006

7 PsCSR

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Loyalty Matrix (For Eating Out)

Source: Business World 2/7/2004

19 27 6 48

0% 20% 40% 60% 80% 100%

1

High Risk

Trapped

Accessible

True Loyals

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Occasion For Eating Out

29

25

25

17

10

10

0 10 20 30 40

1

Out for Movie

Weekend Outing

While Shopping

Family Gettogether

Birthdays,anniversaries,et

c

Treating Friends

Source: Business World 2/7/2004

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Strengths of Nirulas

Quality of Food

Price Hike is Gradual Production after Order

Customization

Focus on All Members of Family Assortment of Products

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Weakness of Nirulas

Slow Expansion

Mainly Focused in DelhiCrowded only in Dusk

No Branding

Less Variety

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The Future

Waterfall Approach

Planned Expansion Grow Nationally before going International

Sprinkle Approach Unplanned Expansion

Outlets all over

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Waterfall Approach

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Sprinkle Approach

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Brand Equity

Create a brand for Nirulas

Availability in Various Retail Outlets Planned Diversification into products

Danone Example

Jamaai Example

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Availability of Nirulas products

Increase Franchises

Identify consumption patterns similar to Delhi

Increase outlets in fuel stations

Popularize other Nirulas products like

Jams and confectionary

Ice-cream

Caf outlets

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Tackle Competition

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Marketing Strategy

Pricing Strategy

Customization of products MOM scheme

Creation of value segment

Family Get Together Place

Coupons and Special Offers

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Benefits of New Value Segment

0

20

40

60

Local Restaurants 56

Speciality Restaurants 20

Dhabas 11

Fast Food 10

1

Source: Marketing Whitebook 2007-08

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Niche Marketing

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Creating Value

The concept of NirulasCorner

Attracting New Users

Market Penetration Strategy

New Market Strategy Geographical Expansion

TGIF offers

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Playful Persuaders

Kids as opinion

leaders Keep your

customer happy

Innovation

required to createloyalty

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Conclusion

Customer Selection Grid

Share of Market Share of Mind

Share of Heart

Try to capture the mind and heart rather thanthe market

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Thank You