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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
