QMR AssignmentQMR Assignment Jubilant FoodWorks wants to sell more than donutsJubilant FoodWorks wants to sell more than

donuts

Submitted By, Nadia Mohammed Arif,

2012PGP214

Contents
Introduction .......................................................................................................................................... 32 Research Problem ................................................................................................................................. 32 Research Objectives .............................................................................................................................. 32 Qualitative Techniques for Data Collection .......................................................................................... 32 Rationale for Choice of Techniques ...................................................................................................... 32 Detailed Respondent Profile ................................................................................................................. 43 Detailed Interview Guide ...................................................................................................................... 54 Plan for Data Analysis ........................................................................................................................... 64 Secondary Research .............................................................................................................................. 65 Major Competitors ................................................................................................................................ 76 Expected Output from the Study .......................................................................................................... 76 Conclusion ............................................................................................................................................. 86

Introduction
Jubilant Foodworks Ltd wants to establish a strong presence for their brand Dunkin Donuts in India by opening more outlets and offering a more diversified menu suited to the Indian palette. The company wants to sell more than just donuts. They are considering selling coffee, sandwiches, milkshakes etc. The company has already invested about Rs 9 crore to establish the state-of-the-art factory and back-end processes and are experimenting with different formats to chalk out the future expansion strategy. After Delhi, the company is planning to expand its chains in Mumbai and expects to open 80-100 more stores in the next 5 years. JFL will be facing stiff competition from a host of international chains like Starbucks getting into joint ventures with their Indian counterparts.

Formatted: Underline

Research Problem
How to keep alive the Dunkin Donut Brand considering the varied Indian tastes and establish a strong foothold presence in India?

Research Objectives
1. Identifying preference for sugary snacks and patterns of consumption among Indian Consumers 2. Devising a future expansion strategy for Dunkin Donuts both in terms of product variety and number of stores

Qualitative Techniques for Data Collection

Primary Data Collection 1. Observational Research 2. In Depth Interviews Secondary Data Collection Secondary Data has to be gathered regarding the following: Existing Dunkin Donut Store locations in India Current items on the menu and their price ranges Preferable locations for new store establishment Competitor presence in major cities in India Income streams Spending patterns Existing preferences for established brands

Rationale for Choice of Techniques

Observational Research is very useful as it helps in capturing the respondents behaviour in real life situations. Given the problem at hand, observing the purchasing behaviours of

customers at different times of the day can throw light into their preferred snacking patterns this can also be known from the sales records available with the outlet. Why observe it?. This will help us in finding a correlation between the kind of snacks and beverages which are consumed together. Observational Research is generally strong on validation and in-depth understanding of situations. Qualitative interviews are unstructured and focus more on the interviewees perspective. They are flexible and can bring out rich insights into the respondents brand preference, snacking choices etc. The non-traditional line of questioning enables honest data collection. It permits the interviewer to gather not only factual data, but emotional data as well. The interviewee can respond freely and the interviewer need not stick to a fixed set of questions. Interviews also help in overcoming bias which can creep up in other techniques such as Focus Group Discussions. With all such chains providing similar experience, what makes a chain unique needs to be found out. FGD would be better way to start the work after having insights from secondary data. Then if needed you can venture into interviews of selected respondents who are considered as opinion leaders.

Detailed Respondent Profile

The respondents would be divided into 4 main categories: Age : 15 20 yrs Occupation: Student Age : 21 30 yrs Occupation: Post graduate students/Young working professionals Age : 31 40 yrs Occupation: Working professionals

The respondent profile was decided based on the above split of fast food consumption in India age wise. Indians above the age of 40 generally cut short on calories and fast food. Hence, they will not be included in our sample for the purpose of research.

Detailed Interview Guide

1. Introducing Questions o What is your opinion about the Dunkin Donut Brand? o How often do you visit a Dunkin Donut outlet? 2. Follow Up Questions o What are your favourite snacking items? o What is your favourite item in the current Dunkin Donut menu? o Do you have any special preference for beverages? o What is it that you like about Dunkin Donuts? 3. Probing Questions o Would you like to see any other snacks on the Dunkin Donut menu? o What type of hot/cold beverages would you like to have along with your snacks? o Would you recommend Dunkin Donut as a preferred hangout place to a friend? Why? o Are you comfortable with the current pricing of items in the menu? Which items do you think are overpriced?

o Do you have any suggestions to improve the ambience of Dunkin Donut outlets? o Most of these questions are survey questions where you get one word or line answers. You need to know more details about preferences of customers, how they are shaped and is there anything unique that they see in Dunkin which can be enhanced? Will they be comfortable with additional items in the menu? Or do they have preferences for each of the item / timing of day. If so are they willing to shift provided such service is offered in Dunkin outlets?

Plan for Data Analysis

Read the interview response notes and look for common consumption patterns/trends among the participants. Common trends can also be obtained through the information gathered by observational research Draw out meaningful groupings from the gathered data like similarity in preference with respect to age groups, gender or occupation Tabulate the findings to draw meaningful conclusions 15-20 yrs % having visited Dunkin Donuts outlets Reasons for preferring Dunkin Donuts Snack Items Preferred Preference for beverages Average frequency of visit Preference for sugary snacks/ice-cream etc Data emerging from the studies and fitted into the above tabular format can be used to make judgements regarding the additional products which can be included in the menu. This can help diversify the menu to suit Indian snacking preferences and help increase the footfalls and profitability. The data obtained through secondary research will provide a detailed understanding of the competitive scenario and thereby we can identify the favourable locations for new store establishment. 21-30 yrs 31-40 yrs

Secondary Research
Existing Dunkin Donut Outlets in India Location No: of Outlets

New Delhi Gurgaon Noida

11 5 1

Dunkin Donuts outlets in India are currently present only in Delhi, Gurgaon and Noida. The next major expansion plan is in Mumbai. JFL can also consider opening stores in major cities like: Bangalore Chennai Hyderabad Calcutta Cochin Ahmedabad Pune Lucknow Allahabad Bhopal

Current Menu Offerings Item Donuts Dunkin Burgers Sandwiches Salads Dunkin Bites Hot Beverages Cold Beverages Price Range 52 - 500 65-175 60-110 120 59 50 - 130 60 - 135

Major Competitors
Competitor Starbucks Mc Donalds Baskin Robbins Food Segment Coffee Burger Ice - Cream

Expected Output from the Study

Emergence of common snacking patterns within a particular age group Analysing the preference of Dunkin Donuts in comparison to other sugary snacks Tracking down the kind of beverages preferred by the respondents along with their snacks

Designing a diversified product menu by analysing consumption patterns among different age groups Introducing more items suited to the Indian Palette Secondary research can provide insights into the ideal cities for new store locations

Conclusion
This research study will help us in identifying the common Indian preferences for snacks, beverages etc. This aids in identifying gaps in the current product offerings and helps in coming up with a new and diversified product menu suited more to the Indian tastes. This will help in strengthening the brand image of Dunkin Donuts through their specialised offerings. The secondary research will reveal the most suitable cities where new stores can be located.