Burger & Consumer = Brand Analyzer

Burger Buzz & Consumer Preference:-

Burger Footprints in Indian Market:-

(1) Burger Market Size in India: - Estimated INR 1000 crore

(2) Quick Service Restaurant Market Size in India: - INR 5500 crore+ & projected over INR 15000 crore + by 2018

(3) World’s largest hamburger chain brand McDonald is leading in Indian market with over 70% market share.

(4) Total Burger Outlets in India: - McDonald 350+, KFC 360+, Subway 470+, Dunkin Donuts 30+

(5) Burger Market Players in India: - McDonald, KFC, Subway, Dunkin Donuts, Johnny Rockets (Launched -2013) Fateburger (Launched in Aug.’14), and Burger King which has launched first outlet in Delhi on Nov.’14. Burger King will be launching soon more 12 outlets within 2-3 months.

(6) Burger Market Players to be forayed in India soon: Carl’s Jr, Wendy’s (To be planned to launch outlet near Apr.-June’15), Dairy Queen and

(7) Potential & Key Region for Burger Market: - Delhi, Pune, Mumbai, Gurgaon, Chandigarh, Ludhiana, Bangalore, Ahmedabad, Surat.

(8) Beef or pork burger market is void in Indian market due to Hinduism religious & people believe cow as sacred animal.

 (9) Significant points in Burger Menu for new players or upcoming players in Indian:-  

(1) Region wise consumer taste and preference is distinguishing

(2) West region market is proportionately much vegetarian than other regional market. However, the non-vegetarian market is faintly growing in burger segment.

(3) Chicken is most favorable stuff in non-veg. burger menu than mutton.

(4) Consumers are likely to prefer crispy or crunchy, medium spicy & spicy with more vegetable ingredients, paneer stuff in burger.

International Quick service restaurant chain is rapidly increasing in Indian market as consumers are adapting & accepting food category in Indian taste. Moreover, it becomes trend like people (Including family, friends group, and married young couple) are eating food outside at least 2 days in a week (chiefly on Weekend) rather than homemade cook.

Personally I am visiting McDonald (Ahmedabad-Gujarat) regularly in different time morning (11.00 am to 12.30 pm), afternoon (2.00 pm to 4.00 pm), evening (5.30 pm to 8.00 pm) and observed different sorts consumers group:

Weekend (But especial Sunday timing)	Type of major consumers visiting McDonald	Type of Meal (Including Veg. / Non-Veg.)
11.00 am to 12.30 pm	young (Including school, college group, company colleagues, employee who are friends meeting once or twice in week), children friends 10-14 age)	Majorly prefer variety of burger & fries
02.00 pm to 4.00 pm	young (Including school, college group, employee who are friends meeting once or twice in week), children friends 10-14 age), young couple (Boyfriend-Girlfriend)	Majorly prefer variety of burger & meal
05.30 pm to 08.00 pm	young (Including college group, employee who are friends meeting once or twice in week), young couple (Boyfriend-Girlfriend), Married couple, Family	Majorly prefer variety of meal rather than only burger
Monday to Friday	Mix audience (Major Young) and also company employee or business person meeting	Both burger & Meal

Menu Strategy = Brand Strategy:

Menu & food taste is most significant & crucial obsession in entire Indian fast food market because there are certain stuff as well as region wise specialty in menu which must be considered before finalize menu. And, brand identity, image, acceptance, equity etc. everything depend on food taste or else result comes to failure. KFC (Yum brand) which is considered as pioneer in chicken, lamb or non-veg. burger/sandwiches globally and it has introduced in India with similar purely non-veg. menu but failed to understand the Indian consumer taste or might be tried to stagnant with only non-veg. menu. Eventually, it has launched veg. menu within 6-8 months in order to gain more consumers. Because of, the proportion of vegetarian is petite much in India than other country.       

Fateburger and Burger King have forayed in India recently while other International brands are in queue and to be planned to launch soon. Simultaneously competition will be elevating and price is also primary factor in competitive market. McDonald is offering low cost with varieties of burger & meal (Cost of one normal burger known as McAlooTiki INR 20-25 only).

Momentous is that it should be required to launch consistently new menu or meal on regular interval because consumers are always ready to taste new items and looking for change in 1-2 month & it can consider as strategy to sustain your consumers. The same is offering new items by McDonald, Subway, Dominos Pizza or Pizza Hut. Recently, McDonald has launched new item menu which is known as McVeggie Twist (Veg. & Non-Veg.), Grilled Chicken, McPaneer etc.

If you will visit http://www.mcdonaldsindia.com/ you will get ample of varieties than other rival brands. It is strength of McDonald that always keeping brand name in new menu begin from "Mc" ease to remember. Normally, people are doing conversation like Let's go to McD..or Let's plan for McD, want you come to McD likewise ..

Hence, consistent new & innovative items can enable to sustain your consumers & build brand image strongly as well as also get the growth in brand. And, must remember that region wise/city wise food taste is difference & volatile in India.   

Burger Taste + Consumer Happiness = Brand Essence!!!

Cadbury : Consumers + Brand Happiness

Chocolates sweetness… Always Taste of Happiness!!! 

Today’s trend of chocolate is being transforming slowly into bar chocolate instead of candy. Youths & middle age consumers are more likely to prefer bar chocolates whereas majorly children are likely preferring candy in India. However, children are also churning smoothly into bar chocolate because now bar chocolates are also available in small packing. Hence it is influencing on candy market. Globally Cadbury is market leader in chocolate segment, as well as in India Cadbury is also leading by 70% market share. 

Journey of Cadbury brands launch globally:

Launch Year	Major Brands Launch	Launch Year	Major Brands Launch
1866	Cocoa Essence	1968	Aztec
1875	Easter Eggs	1970	Curly Wurly
1897	Milk Chocolate and Fingers	1974	Snack
1905	Dairy Milk	1976	Double Decker
1908	Bournville	1981	Wispa (relaunched 2007)
1914	Fry's Turkish Delight	1985	Boost
1915	Milk Tray	1987	Twirl
1920	Flake	1992	Time Out
1923	Creme Egg (launched as Fry's)	1995	Wispa Gold (relaunched 2009 and 2011)
1926	Cadbury Dairy Milk Fruit & Nut	1996	Fuse
1929	Crunchie (launched as Fry's)	2001	Brunch Bar, Dream and Flake Snow
1938	Roses	2009	Dairy Milk Silk [77]
1948	Fudge	2010	Dairy Milk Bliss
1958	Picnic	2011	Big Race oreo
1960	Dairy Milk Buttons	2012	Marvellous Creations and Crispello
1965	Dairy Milk Eclairs	2014	Pebbles
		2014	Cadbury Joy Generator

Cadbury (Mondelez International) has revealed the world’s first flavor-matching Facebook powered vending machine in Australia on 16^th July’14 and that machine is recognized as “Joy Generator”. An auspicious innovation has done by Cadbury which can be exceedingly influence amongst the global chocolate market.  Such an interesting innovative way to stay connected with Social media & understand the consumers likes & interest directly.  Today, companies are quest the ways in order to connect with consumers consistently. Such kind of innovation is giving an opportunity to both consumers as well as brand where brand can sustain its brand image, build strong brand equity & make consumers loyal.

Joy Generator: - http://www.youtube.com/watch?v=BuCQt5V1bWI

This Joy Generator machine is allowing to users log into their Facebook profile & it is identifying automatically user’s personality, likes & interest then automatically best match flavor dispensed from the machine. Cadbury Dairy milk flavor including Milk Chocolate, Hazelnut, Peppermint, Roasted Almond, Fruit & Nut, Rocky Road, Crunchie, Snack, Caramello, Turkish delight, Top Deck and Black Forest.

Key Market Players in U.K.:- Dunhills (Pontefract) Plc.,Kinnerton (Confectionery) Co Ltd, Magna Specialist Confectioners Ltd., Mars Chocolate UK Ltd., Mondelez UK Ltd., Nestlé UK Ltd., Swizzels Matlow Ltd., Tangerine Confectionery Ltd., Thorntons Plc, Wrigley Company Ltd., Zetar Ltd.

Chocolate Market & Consumer Preference Worldwide:-

Country wise consumer behavior & chocolate market analysis

Chocolate consumption scenario 

As mentioned  below statistical analysis UK is became price conscious & ratio of buying their favorite chocolates going down. To increase the buying product ratio, it should be mandatory to launch such innovative & promotional strategy. Commonly, consumers are always willingly ready to buy branded items on promotional base across the globe. Hence, the Joy Generator would be the great paradigm.

The global chocolate market is estimated to be around $85 billion.

 (Mentioned all Statistical figure from various sources)

	UK Market -2014
1	57% of British believe that Milk is top most chocolates & chocolate eaters having eaten milk chocolate in the past six months. 23% British believe that Dark is a favorite for them, while merely 7% opt for the white variety.
2	38% British 55+ age group who are likely to prefer dark chocolate while merely 16% of under-34 age group prefers dark chocolates.
3	40% British chocolate eaters believe that dark is healthier than milk or white and 16% look for chocolate with higher cocoa content.
4	22% of British chocolate eaters look for exciting flavors such as chilli or wasabi in their chocolate.
5	72% British have eaten individual chocolate bars within six month & believe as their one of favorite nation’s chocolates.
6	49% female are eating chocolate as comfort food while men are only 33%.
7	32% British consumers would like to see more chocolate with added health benefits, but low calorie is a priority for just 12%.
8	If price hike in favorite chocolates, then 54% British would buy still their favorite chocolate but less often, 24% would not change buying at all, 15% would switch to less expensive chocolates whereas only 4 % would stop buying.
9	UK has the biggest preference for milk chocolate, but about 20% of the British also like filled chocolate.
10	Price is sensitive factor when buying chocolate for 60% of British chocolate eaters and 40% claim to buy chocolate on the base of promotion.
	Indian Market -2014
1	India's chocolate industry is valued at INR 58bn in 2014 which is expected to grow at a CAGR of 16% to reach INR 122bn by 2019.
2	Chocolate market is growing 15-18% since last 3 years in India.
3	Presently Milk Chocolate market is 75%, Dark Chocolate market is 9% which is expected to grow in upcoming period in India.
4	Slowly Dark chocolate taste is being accepting by India consumers as well as also getting awareness along with health benefits.
5	Leading international market players like Mars, Patchi, Hershey, Lindt & Fererro Rocher already forayed into India as urban Indian consumers are becoming more health conscious and likely prefer to dark chocolates with health friendly ingredients & antioxidants.

Today in India, the chocolate market trend has already been budged into gifting pack chocolate which is being used more as sweets during festival or any occasion rather than traditional sweets items and will be growing subsequently in upcoming period. Moreover, MNC companies are already forayed into Indian market which is offering gift packing chocolates. However, Cadbury is leading in Indian market & been changed entire scenario of festival celebration by offering gift packing chocolates as sweets. If this Joy Generator is supposed to be launched in India, definitely chances are hit the entire market. Though it is depend on precise service (like machine should works well & smoothly, dispensed chocolate bar properly, Facebook profile should privacy etc.) with promotional strategy. This strategy can be threaten for rivals.

I think Joy Generator should be launch in India, enormous untapped market in chocolate bar segment. Brand can enable to give the Joy to consumers.

For Chocolate Segment: - Majorly everyone love chocolates

Innovation + Promotional Strategy = Taste of Brand Happiness with Consumers!!!

Social Brand Association : Helping Women Get Online by Google & MARD

“16 years old brand exceedingly admired across world…

A brand which is very common but ever strong & loyal across the world…

A brand which is also renowned by small children to adult to all age of people across the world…

A brand which is celebrating as well as involving with each festivals & events (including sports) across the world…

A brand which is consistently integrated not only professionally but also socially, emotionally connected with people of India…

A brand quickly comes in mind & on lips whenever finding anything like content, data, pictures/images, video etc either directly or indirectly…

A brand has taken an initiative first time & launched heart touching TVC campaign in the context of burning issue between India-Pakistan and message was conveying for peace & live happily together along with brand existence & connected everywhere country to country as well as easily enable to access...

A brand is providing customized and valuable information across the world…

A brand is one of the most trustworthiness globally…

A brand which has initiated ‘Digital Literacy” program for Women in India…

              Warm Welcome brand GOOGLE in India!!!”

Google “Digital Literacy” program is known as “Helping Women Get Online “(http://www.hwgo.com/)

which has been introduced in Nov. 2013 in collaboration with brand Intel, HUL & Axis Bank & will be completing successfully 1 year very soon, this initiative has transformed into positive result with 35 % women are being used internet which is surpassed 31%  growth being used by men.

1^st phase post:- http://www.viragbrand.blogspot.in/2013/12/google-emotional-in-india.html

Facts & Figure:-

Total Internet Users in India: - 243 million appx. (Till June 2014)

Total Female population in India: - 616 million appx. (Out of which 50% appx. Are below 25 years age)

Total Female Internet users in India: - 60 to 75 million appx. (More than 50% users are between 18-34 age groups).

Campaign Initiative Aim is to help 50 million women & bring them into online in India.

This initiative has reached so far:- Across 1 million women in 5 states, 30 cities & 55 small towns. However first phase of campaign is already reached out across country through TVC & Digital media in context of program awareness.

In 2^nd phase recently Google has launched new campaign in association with MARD (Men against Rape & Discrimination) that initiative has taken by Bollywood Actor-Director Farhan Akhtar. He has initiated MARD campaign in March 2013 with the purpose of ‘to make women empower & give them self-respect (http://www.therealmard.org/index.php).

Television Commercial (Joint Campaign):- http://www.youtube.com/watch?v=n54h4HC8HcU

Brand Strategy & Influence:-

The new joint campaign (Google & MARD) is conveying message to women “Reach for the Sky (Chhulein Aasaman)” and in Television commercial showing each elements which empowering to women. Google & MARD aim is very similar that can building strong confidence & make women more empower where they can enable to solve the various sorts of problem quickly, solely and fly freely. It is very influensive strategy, well-conceptualized, perfect & precisely brand association as well as socially connection with Indian market. Being a corporate social responsibility, Google has vigorously started to connect with Indian people by socially since 2-3 years & also celebrating each festival and events on its home page. Earlier Google has launched 180 Sec. TVC which was trying to connect harmony between India-Pakistan relations along with conveying message Google can connect anywhere in Smartphone too & provide customized search solution.

As of now India has 3^rd position in internet users across the world & will be reaching soon on 2^nd position by surpassing USA. Day by day internet users are increasing in India, people are surfing many stuff online & Google is one of the best tool or medium in order to get accurate information. As per market study, the internet users are higher between 18 to 34 age groups either through smartphone or by computer. Hence, to cover the untapped market or those women who have never been used internet so far, or don’t know anything basic about internet as well as facing many stuff in routine life, Google has initiated this concept where it is providing all basic sorts of solution as well as volunteer can be mentor online & can teach about internet usage. Moreover, Google & MARD associated campaign is building up abundant confidence, self-dependent & make empower to women.

Though, it is specially targeting to housewife (34+ age) who are not aware about internet usage & facing lots of problem. This can be works more if it can approach intensely in rural area too where it has primary requirement. It can give influensive result much better by BTL activity where can easily reach to direct women. Another significant thing is that you can contact on toll free number which is given in Helping Women Get Online website & ask for your basic queries of internet usage.

Today is trend of CSR campaign, many companies are branding & connecting with consumers by socially. So, being a brand whenever you are launching any social campaign (Corporate Social Responsibility), always remember that it effects on your ‘BRAND GROWTH’ along with Sales Growth. Brand growth is possible only when consumers can identify your brand, satisfy with overall result and accept your brand. Same way Google has grown by being brand because highly acceptance in not only Indian market but also in the world as well as People are brand loyal of Google because ordinarily we approaching the Google website for search information rather than other search engine websites.

Hence, Brand growth is similarly important to Sales Growth.  

BRAND ACCEPTANCE + BRAND LOYAL = BRAND GROWTH

Online Free Recharge : E-commerce Curiosity

“E-Commerce Curiosity,

Market becoming Digitally,

Content Driving Fluently…

Companies are offering to Consumers ‘Value for Money’ and

Consumers are becoming Happy! ”

5 year ago (In 2008-09 appx.), it was a time where consumers were visiting retail outlet for their mobile recharge & bill payment, Data card (For Internet) & DTH recharge. Slowly (between 2010-11 & 2011-12) scenario has changed and the same stuff has been churned into online & divided into two sides: first side consumers have been initiated recharge from telecom service provider’s website through online & another side recharge from various sorts of ‘online recharge websites/portals’ for their convenience. Again, stumbled on drastic change (In 2013-14) that online recharge is became extremely easy & convenient today due to increased Smartphone users & internet users, apps presence, payment security & besides consumers are being getting different promotional offers on recharge.

As today, consumers are doing their various sorts shopping through online, so now, the entire competition scenario has switched over into online shopping portals for some specific categories (Including Apparel, Electronics- IT items & Accessories, Stationers, household etc.) because consumers are getting economy price, additional benefits & same branded items which are available at showrooms/outlets. For e.g. competition between Flipkart.com & Amazon.com increasing apart from competition between Lenovo & Dell which is available on Flipkart & Amazon.   

Recharge Trend of Mobile (Pre-paid & Post-paid), Data card & DTH (Direct to Home-TV channel):

(1) The ratio is becoming higher of pre-paid mobile phone & Data pack (Internet) through ‘Free online recharge portals’ rather than telecom service provider’s website and local retail outlets.  

(2) The ratio is becoming higher of Post-paid mobile bill payment through online (including corporate clients) rather than visit direct outlet. Consumers are not yet much preferring bill payment through ‘Free recharge portals’ except the age group of 18-25. Though, it will be escalating soon as online recharge portals are being offering an additional benefits.

 (3) Overall ratio is mixed of DTH (TV channel recharge) between online payment & direct payment at outlet. However, it will be online soon gradually.

There are 20+ online free recharge portals presence across Indian market out of them 2-3 brands (Freecharge, Paytm, Mobikwik) are extremely vigorous & created hype of ‘instant recharge’ & get additional offer.

Media Presence & Brand Analysis:-

(1) Freecharge: - Campaigning on TV commercial & Digital. Recently, introduced TVC which is trying to change perception of parents who are believing that their son/daughter are wasting money unnecessarily and conveying message ‘recharge on freecharge, get free coupon of equal amount of recharge’. Freecharge has integrated with over 60+ brands coupon where consumers can get wide range of offers choice during recharge which is influential & magnetize to target audience. 

(2) Paytm:- Campaigning on TV commercial & Digital. Paytm has also released two TV commercial which is simply conveying ‘instant recharge’. Recharge is done instantly but majority coupons are chargeable & also get cash back some fixed amount as per mentioned in offer by Paytm.

(3) Mobikwik:- Campaigning on Digital. Recharge is might done instantly but need to create influential offer as well as significant thing is need to update mentioned offer & offer period etc. Overall brand is not precisely developed yet.

Being a consumer, I have done personally in-depth analysis of following online free recharge portals:

When I was going through consumer review, referring various websites & read review as well as also taken personal view from different person and I found one of the most important & common stuff is that lots of consumers have been commented negative feedback like amount not refund, recharge not done, payment credited but balance not received, not getting support & feedback from customer care etc.

 In general online shopping/buying transactions are increasing however consumers are not feeling safe or trust or comfortable/convenient. Mostly, consumers are reviewing different websites before buying online. To develop trust & safety is most important for online market. Because entire online market growth is totally rely on ‘word of mouth communication’, consumers are taking opinion from their group relatives, colleagues or friends before buying anything through online. So develop strong trust, your brand reach high & build automatically wide consumers network. Advertisement /campaign can generate only awareness for online market but only trust & word of mouth communication can build strong brand image & identity along with wide consumers’ network.

Build Trust + Build Strong Word of mouth communication = Online Strong Brand Presence !

Online Classified : Olx V/s Quikr

                           Era of Smartphone Mobile, Now Classified Online!  

                                   Mobile Apps, Download Quikr V/s Olx!

Mobile market has been evolved the entire living life style as well as made change in consumers psyche & perception level where consumers can easily get more than 70-80% items through the mobile.  Amongst the all medium, Mobile (Including all sorts of mobile), Social Media & Digital Media are very prominent as a separate medium despite of part of Digital Marketing.

Olx & Quikr are an online classified advertisement medium and became meeting point for consumers to consumers. Both brands have been changed entire scenario of classified advertisement category within 8-10 months and aggressively active in-context of brand awareness and consumers experience with online classified in Indian market.

Founded: - Olx in 2006, Quikr in 2008

Total Online Classified Market in India: - Appx. INR. 1500 to 1800 Crore

Quikr & Olx having identical strategy stuff towards target audience like:-

(1)  Meeting to consumer to consumers only

(2) Take a photo of used goods and upload in free cost on site

(3)360 degree Brand activation & communication campaigning strategy including TVC, Print, OOH, and Digital.

(4) An identical communication in both of the campaign ‘Sell’:-

 Quikr communicating message: - ‘photo khech, quikr pe bech’ i.e. (Take a photo, sell on quikr)

Olx communicating message: - ‘phone ko banao sell phone i.e. (Make your phone sell phone)                  

(5) Subsequently 2^nd phase of brand campaign conveying similar message is that ‘earn from home by selling used goods’.

One of leading e-commerce retailing brand Flipkart which is selling solely new goods online and recently it has integrated with Olx for joint marketing campaign, also have already been initiated few campaigns. The endeavor is urging consumer experience by offering sell used products on Olx and buy new brand from Flipkart. This integrated strategy is like ‘value-for-money’ for not only consumers but also brand too which will be also influencing on cost too.

Flipkart tie up with Olx Advt.

 Though, still it is an essential to develop trust in consumers mind for online classified buying. Both the brands Quikr & Olx have created online classified market in India as well as enriched brand awareness, few categories are being successively well like Job, Real Estate, Mobile phone, other IT products, electronics & furniture stuff, Car & bikes  etc. More than 50% traffic approaching through mobile apps in which mainly between age group 18 to 35.

However, personally I have observed there are numerous complained from consumers who have not been satisfied due to various factor and consumers are also responsible themselves due to their mistaken. I would like to suggest that consumers must have to read buying & selling safety tips before make any final decision or process.

Safety Tips: - http://www.olx.in/safetytips.php

Consumer dissatisfaction is always leaving bad impact on brand image despite of effective brand campaign & selling strategy. Total internet users in India 137 million (Appx.) and out of them only 18% people are buying online (2013 figure). Hence there is enormous opportunity & online buying trend is being increasing in India. It is also influence on newspaper classified because slowly consumers are being diversifying into online classified.

Olx & Quikr should try to launch campaign on safety tips in order to build trust as well as consistently focus on best services where consumer does not have any chance to make complain and if any complain then immediate to take action & resolve it. Only Consumers satisfaction can build brand strong, higher brand vale, and make brand ‘Trustworthiness’.”

In any social media strategy, the most significant element is that consumer/customer conversion ratio (New, Existing or Repeat customers), consumer satisfaction ratio, involvement or interaction metrics with customers rather than increasing page views or unique visitors, no. of fans, followers, likes, favorites, pins etc.

Brand value/equity is always measuring primarily on consumer / customer satisfaction!