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Brand Seminar on

The Village(Restaurant)

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Brand Audit:

A comprehensive examination of Brand

To discover sources of brand equity

Brand Inventory:

The purpose of brand inventory is to provide a current, comprehensive

profile of how all the products and services sold by a company aremarketed and branded

Brand Exploratory:

The brand exploratory is research directed to understand whatconsumers think and feel about the brand and its corresponding

product category in order to identify sources of brand equity

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About Village Village, the soul of India is the first unique theme restaurant

which revives the long forgotten traditions and culinary secrets of

the Indian culture and heritage.

Village, the soul of India is the flagship restaurant venture by

Kambala Hospitality Pvt.

Ahmedabadcity.com has tied-up with Village, The Soul ofIndia to

allow its clients to "Gift an experience

Village pampers your visit with a NO TIME LIMIT POLICY

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4 P Analysis

Product

Place

Price

Promotion

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Product

The verandah hosts rural artisans like the kumbhar, the toy maker

and Rajasthani handicrafts to view and buy as memorabilia.

A old wise man welcomes you to the Village by offering a share of

his hookah, to discuss the worldly matters under the wisdom of

the panchayat tree.

The menu is on rotation and changes on a daily basis taking care

to showcase the specialties of each region with special care and

attention.

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Price

under one roof you get to sample 70 tempting

delicacies ranging from appetizers to desserts.Price- Lunch-250

Dinner-450

The menu is on rotation and changes on a dailybasis taking care to showcase the specialties of

each region with special care and attention

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Place

Kandivali

Thane

Vashi

World Trade Center-Mumbai

Ahmedabad

Rajkot

Surat

Indore

Pune

Bangalore

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Promotion

Name: The Village

They have their websitehttp://www.villagethesoulofindia.com

They are also celebrating all Festivals

FB Page

Word-of-mouth

Hoardings

http://www.villagethesoulofindia.com/http://www.villagethesoulofindia.com/

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Brand Exploratory

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Customer Based Brand Equity Pyramid

Salience

Performance Imagery

Judgments Feelings

Resonance

Identity

Meaning

Response

Relationships

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Free Association

The Village

Innovative

(100%)

MustExperience

thing (100%)

Trustworthy

(75%)

Likable(25%)

Value for

money(50%)

Admirable

(25%)

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Brand Image

Strength:

Convenient - (75%)

High Quality - (25%) Ambience - (100%)

Favorability

Convenient - (75%)

High Quality - (25%)

Ambience - (100%)

Uniqueness

Convenient - (75%) High Quality - (25%)

Ambience - (100%)

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Brand Feelings

Excitement,

Self respectRespondent 1

Warmth

Fun

Self-respect

Respondent 2

Respondent 3

Excitement

Confidence

Self- respectRespondent 4

Excitement

Social approval

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Brand Judgment

From SFU study, Ambience stands out in all

strength, uniqueness and favorability aspects.

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Resonance

Brand Substitutability: 75%

Active Engagement: 75%

Brand Loyalty: 25%

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Brand Equity

Salience

Performance Imagery

Judgmen

tsFeelings

Resonance

Self respect (100%)

Excitement (100%)

Fun (25%)

Social approval (25%)

Ambience(100%)

Quality- Price(50%),Serving

style(100%)

Credibility: Innovative(75%),

Likability (75%)

Considerations- Ambience

Concept (100%)

Innovative (100%)

Must experience thing (100%)

Trustworthy (75%)Likable (50%)

Value for money (75%)

Admirable (25%)

25% un-aided recall ( Village

Restaurant )

Brand loyalty (25%)

Active engagement (75%)

Substitutability (25%)

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Current knowledge structure:

Village

Low on recall set

Dinner, Experience

Wide images forexperienced areinnovative, self-

respect, fun,excitement

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SOA

Restaurant Hang out

place

Theme basedrestaurant

Serving Style

Food

Food

Fun Experience

memories

Experience

Concept

Unique

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POP and POD:

Points

ofParity

Price

Quality and Quantity

Industry

PointsofDifferences Theme

Concept

Experience with food

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IMC PLAN

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Objectives:

To get a place in top of mind recall

Build rich and positive SFUs for Village restaurant

from only a Experience taking place to a hang-out

place with family or friends.

Build a strong loyalty among our customers in

order to retain customers.

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Print ad campaign serving the following thing

Build awareness

Build rich and positive SFUs

hang-out place with your family or friends. Entertainment zone (For children)

On Performance (Experience & food quality)

Unique experience

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Creates new strong node for everyone.

Increasing Loyalty

Increased WOM and recommendations

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Recommendation

Develop the existing entertainment zone and

promote it

Open more place to cover whole city.

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