brand seminar-the village
TRANSCRIPT
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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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