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Ruby
Tue
sday
cas
e on
Co
nsum
er P
rom
otion
GROUP 093MBA C
BANDLAMUDI GARGI PRATYUSHA 1220246 SONA JACOB 1220258
RAVI SHANKAR 1220230 ARYA KUMAR SEN 1220212
SIVA TEJA PV 1220237NAIR SUDHISH UNNIKRISHNAN 1220223
Abou
t the
com
pany
Ruby Tuesday is driven by Uncompromising freshness Quality, gracious hospitality A growing list of restaurants Destined to be the envy of the casual dining
business.Courtesy: http://www.rubytuesday.com/our-story
Our
Miss
ion
Qua
lity.
Pas
sion.
Prid
e.
• Quality means freshness. It's fresh 100% USDA Choice or Prime ground beef formed into perfectly grilled, Handcrafted Burgers that redefine an American classic.
• Passion is people. People who love what they do and take your enjoyment personally.
• Pride makes us a family. This is our home. You are our guest.
Source: http://www.rubytuesday.com/our-story
Profi
le o
f com
pany
• Founded in 1972• A publicly owned company• Traded on the New York Stock
Exchange (symbol: RT)• Nearly 900 company-owned and
franchised restaurants• > 40,000 corporate and franchise team
members• Operations throughout the U.S. and all
over the world
Courtesy: http://www.rubytuesday.com/our-story/profile
Let
me
tell
you
it’s H
istor
y• It All Started with an Idea as Fresh as the
Food• Sandy Beall started this restaurant• 1st restaurant near the campus of the
University of Tennessee in 1972• To nearly 900 restaurants across the United
States and around the globe.
Courtesy: http://www.rubytuesday.com/our-story/history
Wha
t’s in
The
men
u???
Courtesy: http://www.rubytuesday.com/menu
Ruby
Tue
sday
in In
dia • Started in 2000
• 1st Restaurant : at Connaught Place, New Delhi
• Average monthly restaurant sale: Rs. 18 lakh
• Average guest check per visit: Rs. 550.00• Average guests per month combining all
12 outlets: 1.10 lakh• Target Class: SEC A, B+, B• Age group: 25 – 45 years
Anal
ysis
of F
ood
and
Beve
rage
s M
arke
t in
Indi
aDramatic changes due to:• Changing socio economic conditions• Liberalization of industries• Entry of foreign companies• Dismantling of quantitative restrictions
on import• Increase in discretionary income
Maj
or In
dust
ry T
rend
s• Great expectationse.g. Great atmosphere apart from
delicious food• Foodservice Frontiere.g. downward price revision & offer
more vegetarian toppings to increase sales volume
• Eater – tainment : something new and exciting to
enhance overall dinning experience
The
Envi
ronm
enta
l Cha
lleng
es fo
r Fo
od a
nd B
ever
ages
Indu
stry Environment
Micro Macro
Environment continued……
• Proximate Macro Environment
e.g. suppliers, distributive intermediaries, competing brands et al…..
External Environment
Envi
ronm
ent c
ontin
ued…
……
.
SWOTStrengths:• Loyal customers• Fresh food• Original drinks
AnalysisWeaknesses:• Lacking advertising• No well-known
specials
Threats:• Friendly’s• Applebee’s• T.G.I. Fridays
Opportunities:• Expand advertising• Getting customer
feedback• Keep up with
competition
Opp
ortu
nitie
s for
rest
aura
nt
indu
stry
• Liberalization of liquor policy :Serving of liquor contributes 40% of the business to our company.
• Lowering of personal tax structure: helps prospective customers with incremental disposable income and aspiration to be a patron of fine dining restaurant.
• Government impetus to the tourism industry like incredible India, Commonwealth games in 2010 etc helping restaurants to add more footfalls in winter season.
Data
base
of c
usto
mer
s hel
ping
To improve / modify the restaurant services
Guiding in menu changes by popularity analysis
Tracking the effectiveness in services
Ensuring repeat purchases
The
Mar
ketin
g M
ixProduct : All American cuisine like platters
Price: Following cost based pricing
Place: 70% of outlets located in top selling malls
Promotions: like food & beverage festival, cross selling
Physical Environment: Standardization
People: Quality service
Area
of C
once
rn
• How to Break the Clutter?&
• Grab Customer’s Attention
Than
k yo
u……
……
All the best for SIP ………………….
See you after May’13……………...