The case of Nirula’s

The case of Nirula’s

Mission of Nirula’s

The mission of Nirula’s has been “To give joyful moments to generations through delicious and affordable, Indian and International choices in fun-filled and friendly environment by innovative and passionate people”.

What does Nirula offer???

HotelPegasus BarFuel Station OutletFamily Style RestaurantExpress Pastry Shop Ice cream Kiosk Potpourri

Facts of the case….

The case of Nirula’s

NIRULA’S It is the name that makes your mouth

water and tantalises the taste buds. It has been a favourite joint for the citizens of NCR for almost half of the century.

Today, the chain includes the Bakery, Confectionery, Cheese Plant, Ice cream Plant, Food Processing Unit and Hot Kitchen.

The case of Nirula’s

SWOT ANALYSIS 

Strengths1) Wide variety of

food2) Brand Image

3) Cause Marketing4) Quality

5) Quick Service

Opportunities1) Young demography

2) Increase in disposable Income3) Increase in spending on food items outside the

house

Threats1) Entry of new

brands2) Limited Customer

base3) Question over

employee retainment

Weaknesses1) Limited

Geographic Span2) High Cost3) Inefficient

utilization of processing capacity

Problem statement

Though a well established family restaurant, it has restricted itself to a particular geographic area because of their passion for quality but same passion is becoming detrimental to their survival due to new entrants in the market like Mc Donald’s, Pizza hut and others.

We hereby present an analysis of the challenges and the suggestions for this problem statement

The case of Nirula’s

The case of Nirula’s

Nirula’s and the 4 P’s

Place: Limited to the geographic area of NCR. Off Late expanding itself international

Product: Multi Cuisine, Confectionaries Price: Affordable for middle and lower

middle class Promotion: Focus as a Family Restaurant

“Wow! Kya Choice Hai”“Its Desilicious”

yyuuummm;;;;

outlets…

WHAT’S NIRULA DOING NOW????

The case of Nirula’s

Initiatives taken by the Nirula’s in the recent times:

Redefinition of Business model to maintain its position:

“Nirula's Uses SAP To Spice Up Offerings”

-Biztech India,August 12,2009"The creation of the online platform has given us

greater visibility into cash flows from procurement to sales. We now have increased clarity into food preferences across each of our restaurants.

-Samir Kuckreja, CEO and MD, Nirulas. 08/09/2009

The case of Nirula’s

Nirula’s gearing up against competitors

“Nirula's set to take on McDonald's”

-Rediff.com,April 11, 2008   Confined for decades to regular family

restaurant and Potpourri formats, Nirula's is expanding into formats like Nirula's express, fuel station units, food court units, Pegasus bars and ice-cream kiosks. Nirula's has a happy price menu that offers a range-- from burgers to soft-drinks -- at a flat Rs 20

08/09/2009

The case of Nirula’s

Huge investment for expansion

“Nirula’s to invest Rs100cr by 2009”Livemint.com and wallstreet journal, August

7, 2007

“We want to be a national brand in next two-three years with around 200 outlets spread across India and invest Rs 100 crore for opening new outlets besides the existing 52,” Sudipta Sen Gupta, senior vice president, marketing and sales told PTI.

08/09/2009

what’s there???

What’s new??

Summer of 69..

Nirula’s scholar award..

The case of Nirula’s

Conclusion:

Nirula’s is indeed getting back with a bang by redefining its business models, bringing in new marketing strategies and also by investing in expansions in order to compete with the other players in the market.

A complete overhaul of operations with a sharper focus on formats, menu, brand, and ambience and consumer price points would help Nirula’s to get back into the market with a comeback like

“Nirula’s of old times is back.”08/09/2009

Thanku )