THE CASE OF NIRULA ‘S

GROUP 8
About Nirulas

 Started in 1934
 Hotel India
 Association with IOC
 Navi’s Capital Acquired it in 2006
 7 P’s
 CSR
Loyalty Matrix (For Eating Out)

High Risk
Trapped
19 27 6 48
1 Accessible
True Loyals

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

Source: Business World 2/7/2004

Occasion For Eating Out

Out for Movie

10
Weekend Outing
10
While Shopping
17
1
25 Family Gettogether

25 Birthdays,anniversaries,et
c
29
Treating Friends

0 10 20 30 40

Source: Business World 2/7/2004

Strengths of Nirula’s

 Quality of Food
 Price Hike is Gradual
 Production after Order
 Customization
 Focus on All Members of Family
 Assortment of Products
Weakness of Nirula’s

 Slow Expansion
 Mainly Focused in Delhi
 Crowded only in Dusk
 No Branding
 Less Variety
The Future

 Waterfall Approach
– Planned Expansion
– Grow Nationally before going International
 Sprinkle Approach
– Unplanned Expansion
– Outlets all over
Waterfall Approach
Sprinkle Approach
Brand Equity

 Create a brand for Nirula’s

 Availability in Various Retail Outlets
 Planned Diversification into products
 Danone Example
 Jamaai Example
Availability of Nirula’s products

 Increase Franchises
 Identify consumption patterns similar to Delhi
 Increase outlets in fuel stations
 Popularize other Nirula’s products like
– Jams and confectionary
– Ice-cream
– Café outlets
Tackle Competition
Marketing Strategy

 Pricing
Strategy
 Customization of products
– MOM scheme
 Creationof value segment
 Family Get Together Place
 Coupons and Special Offers
Benefits of New Value Segment

60

40

20

0
1
Local Restaurants 56
Speciality Restaurants 20
Dhabas 11
Fast Food 10

Source: Marketing Whitebook 2007-08

Niche Marketing
Creating Value

 The concept of Nirula’s

Corner

 Attracting New Users

– Market Penetration Strategy

– New Market Strategy
– Geographical Expansion

 TGIF offers
Playful Persuaders

 Kids as opinion
leaders
 Keep your
customer happy
 Innovation
required to create
loyalty
Conclusion

 Customer Selection Grid

 Share of Market
 Share of Mind
 Share of Heart

“Try to capture the mind and heart rather than

the market “
Thank You