Embed Size (px)
DESCRIPTION
This is a presentation on Barbeque Nation which gives a service marketing aspect to it. The aspects covered are: - Service Blueprint - Service Recovery Strategies - Service Marketing Triangle - I2P2 (Identity, Image, Perception, Position) - Brand Ladder - Competitive Strategy *Please make note that the facts are as received through online sources. Also, some of the service marketing concepts may differ from person to person. This is just to help you to get an understanding of the the brand.*
Citation preview
SERVICES MANAGEMENT
INTRODUCTION• Origin in Indore, MP – Mumbai in 2006.
• HO – Bangalore | CEO – Prosenjit Roy Choudhury
• First outlet in Pali Hill, Mumbai – 50% return customers in first 6 months
• Revenue: 200 crore (2013); 350 crore (2014 expected)
• 2006 to 2008: From single to 13 outlets. Today 37. Plans to add 34 new outlets by end 2016.
• Jaipur (1), Lucknow (1), Guwahati (1), Delhi & NCR (8), Gurgaon (1), Chandigarh (1), Mohali (1), Ahmedabad (1), Surat (1), Vadodara (1), Hyderabad (2), Mumbai (6), Pune (4), Bangalore (6) & Chennai (2)
INTRODUCTION
COMPETITORS
SERVICE BLUEPRINTCU
STO
MER
Prepare drinks
Arrive at Restaurant
Check avail. & take seat
Receive drinks & starters
Self-serve from buffet Ask for bill Pay bill and
leave
Greet & take order
Serve drinks & starters
Replenish buffet
counterProcess Bill
Re-heating of food
Grilling of starters
Payment system
CON
TACT
EM
PLO
YEES
(Fro
nt o
f hou
se)
Visi
ble
Invi
sibl
e
SUPPORT PROCESSES(Back of house)
Phys
ical
Evid
ence Exteriors
ParkingSvc. StaffDécorAmbience
Drinks trayPresentation Menu
Buffet spreadAvailabilityTaste
Bill
BACKEND PROCESS
SERVICE RECOVERY STRATEGY
Treat Customers Fairly
Fail-safethe Service
Cultivate Relationships
with Customers
Encourage and Track
Complaints Provide Adequate
Explanati
ons
Learn fro
m Lost
Customers
ServiceRecoveryStrategies
Learn from
Recovery Experiences
Act
Qui
ckly
SERVICE MARKETINGTRIANGLE
INTERNAL MARKETING
• Careful selection of employees - 2500 | 18,000 given Psychometric test – only 15% passed.
• 25% profits earmarked for employees
• 100% reward bonus for meeting standards, No Tips.
50%
25%
25%
Customer Satisfaction
Staff Satisfaction & Attrition
Costs & Sales
BRANCH EVALUATION
EXTERNAL MARKETING
EXTERNAL MARKETING
INTERACTIVE MARKETING
Identity | Image | Perception | Position
1. Identity
2. Image3. Perception
4. Position
What The Brand Stands For And A Promise To The Customer
How Customers & Others Perceive The Brand
Helps In Deeper Association & Recall
Location In The Mind Of The Customer.
Identity | Image | Perception | Position
1. Identity
2. Image3. Perception
4. Position
•Unique ‘live-grill’ – embedded onto the table,•A full course buffet with blend of various cousines, •The ambience.
•Pre-fixed price: Planned budget,•Excellent quality of food, •Appealing dining experience, •Efficient and prompt service quality
Unlimited assembly of dining experience (food, music & liquor), consistent taste, hassle free dining
VFM, Group Dining.
BRAND LADDER
ASPIRATIONAL BENEFITS
FUNCTIONAL ATTRIBUTES
FUNCTIONAL BENEFITS
EMOTIONAL BENEFITS
• Allows feeling of Live BBQ party• Youth feeling as food & ambience is not traditional, lively new-age music• Prompt service instigate a repeated visit for a relaxing time
• Special occasions such as B’day, Anniversary made special by employees at no extra charge.• Playing fav music, complementary cake/dessert, etc
• Continuous/consistent serving of food.• Grill enhances taste• Parties can be planned owing to pre-fixed prices
Competitive Strategy
Strategies Typology
Market Dominance Strategy
Nicher
Innovation Strategy Pioneer
Intensive Growth Strategy
Market Penetration; Market Development
Growth Strategy Intensive
Generic Strategy
Bibliography
• http://forbesindia.com/printcontent/35427
• http://www.barbeque-nation.com
• https://www.facebook.com/BarbequeNation
• http://www.foodandhospitalityworld.com/sections/market-section/1572-barbeque-nation-to-expand-live-grills-to-10-more-outlets
