1.

The context & reasoning for getting into the business, the brand concept and brand positioning. -Subhranil Mazumdar

Context and reasoning of getting into the business of restaurant: A restaurant is hard work. It may seem glamorous and fun, but it all boils down to hard work. Its important to understand all the various jobs that are involved in running a restaurant cum premium lounge cum cafe. From bookkeeping, to cooking to PR, as the owner we are responsible for it all. Moreover successful brands in the market make it more difficult to get into and survive in this competitive market. As increasing numbers of consumers want to dine out or take prepared food home, the number of foodservice operations has skyrocketed from 155,000 about 30 years ago to nearly 900,000 today. But there's still room in the market for your food-service business. Shifting demographics and changing lifestyles are driving the surge in food-service businesses. Busy consumers don't have the time or inclination to cook and want to spend some quality time with their beloveds and enjoy their leisure time. Restaurant business is productive and a very worthwhile business option. The market analysis of this particular business shows good figures which instils confidence for starting the business. In the next five years as the life style of almost every individual will change the need of a good food service provider with entertainment will tend to increase many folds. For fulfilling this rising demand, starting this business can be considered as a smart move. Brand Concepts: Our Vision: Most brands of restaurants want to attract as many potential customers as possible, so they position themselves as broadly as possible. Brands are built by having a narrow focus. With restaurants, one signature dish can often build a brand. The dish doesnt have to be the only thing on the menu, but many times it wouldnt hurt. Our vision is to provide consumers with great food in a fun loving environment so that with food they can enjoy their time here. Brand Identity: Having a name that locks your position in the mind is very effective in building a brand. Using a word out of context to reinforce your position can be powerful. It links your brand name with your position in the mind. It helps people remember who you are and what you stand for. And it helps with word-of-mouth by making your concept easier to describe. The name of our restaurant is THE OTHER HALF giving a strong feeling that other than their busy schedule consumers will be able to spend the other half of their day here. Brand Positioning: Target Consumers: We at THE OTHER HALF consider people from all spheres of life as our valuable consumers. But we look forward for people who want food at late night and find it very difficult to go to a restaurant and also to spend quality time with friends and beloved once. For them we are the best place to be. A wonderful place in the heart of the city and great food, good entertainment for our customers is what we ensure. We ensure making consumers night life exciting. Teenagers would really have a good place to be with friends and have an awesome time here at OTHER HALF. Nature of Competition:

As the competition is very high in restaurant and caf business we tend to provide best service to our valuable consumers. Differentiating point for us will be our service. We will be catering to customers at night by delivering their food at their doorstep even at midnight. Having a look at the competition that we have, we look forward to serve our customers with varieties of other entertainment along with great food.

2.Brand design i.e., designing the brand elements such as name, logo, tagline, etc., as may be relevant, with requisite analysis and reasoning. Rishav Das *******************************************************************

BRAND DESIGN:-

In terms of designing there are few things which play an important role. Things like name, logo and tagline are crucial in terms of capturing human mind. Although the brand name is the central element, visual elements are also critical in building brand equity. Logos are influential when it comes to enhancing brand meaning and awareness. Logos have meanings and association that can change customer perceptions about the product. People connect to the product or place through that logo so it has to be really eye catching and simple because it has to linger in the minds of the visiting customers.

NAME :For very long there has been no effort as such to provide food at night. Its an initiative from our side to make foods which will be fresh, tastier and healthier and at the same time we will be serving food during 2300-800 hours. Seeing at diverse workshifts around the city we hope we will get good response. The name suggests that we are with citizens of Bangalore during the other half of the day. We think this is an

untapped market and we have almost no competitors. Though this has not affected our pricing as its according to the industry standards. As we are looking for global crowd so we have kept different kinds of food items ranging from north to south. As you can see the logo, its a mixture of black and white which indicates that we are aligning with the ambience of night. This will be the USP of our outlet. We will also emphasize in home delivery for people who want to enjoy their food sitting at home.

LOGO:We have deliberately kept a short and simple logo so that it stays in the minds of people without much effort. As we want to make early in-roads so catching the customers eyes is very important. As because we have named it as THE OTHER HALF so we have kept a mixture of black and white. TAGLINE:The tagline was strategically put to reach out people saying there is a lot to do instead of just dozing off. We are a life style setter with a combination of SIT N EAT and home delivery that at the time when majority of the city sleeps. Our target audience is mainly youngsters as in students, freshly graduates and corporate. The tagline has also a sense of naughtiness which will make it all the more grabbing. We will be providing logos which will be 3D as souvenirs when customers will be exiting. We will tell about this in our promotions also, this will create an interest and at the same time we will make space in their mind and home. Apart from delicacies PAN INDIA we will venture in to continental dishes as they are favourites for health conscious people. There will be few dishes from ITALY and SPAIN to make our customers experience a memorable one. There will lip-smacking starters and desserts to support our complete package. We will distribute our business cards with all the relevant data like name place contact details and at the rear will be a small description of what we are into. With youngsters having fresh blood, enthusiasm and having the urge to try something new will support us building our brand.

3.

Marketing programs, advertising and secondary brand associations as may be applicable to the context. -Aman Khatri 10BSP0067

AIDA MODEL
ATTENTION: Our promotional efforts like Flex banner, Flyers, Road Marks, and T-shirts are designed in a way to get the attention of our Target Groups & Audience. Their placements are done in this way that the TA/TG will at least give it one look. Flex banner on a building will automatically get the attention of a passerby and whenever the person goes from that way, the TOH banner would be there. It will create an image of TOH in its subconscious mind. Flyers will be placed either with the newspaper or on workstations of each employee in an office (a collaboration or relationship is required). When a person sees it, he will get a message that some different food is available at TOH, which claim it to be amongst the best. So, lets try something different Road marks on road near TOH will get the attention of passerby in the car or on pavement. Its not necessary that we always pre-decide our destination. Does the customer always need to be aware of a potential restaurant, develop strong feelings (or at least strong enough to try) before deciding on a place to eat? What if the customer sees a restaurant and simply walks in to give it a try? Perhaps the customer saw friends walking out of a restaurant and decided it might be worth exploring, or maybe he or she made the decision simply because he or she was hungry and this was the only convenient place to eat. Thats where road mark will get their attention. When a person wears a t-shirt, the friends can simply ask Dude, where did you get it from? The TOH customer will tell about the T-shirt, how he got it and apart from that, he will share his experience at TOH and about it USP ie. for the nocturnal and early risers. This way, people will come to know about TOH. INTEREST: The interest towards something is generated when we see the thing again and again; it is also due to curiosity to know what the thing is all about, and how it is. The promotional activity described above should be done continuously and for a long time, otherwise the impact would not remain, because we remember the things which come in front of us again and again. Once we lost the habit to see the thing we would not be interested to know about that. Its specialty and positioning will generate the curiosity among the target market.

DESIRE: The target group who has formed the interest after seeing the message provided in the flyers, Flex banner, road marks, T-shirts will search about it and to know more about the TOH. They will ask others or they will surf the net. Now, when they ask the visitors or people around the locality of TOH they will come to know more about it and its possible that they will have the desire to at least try it once.

While surfing on the net, they will come across no. of blogs, reviews about TOH, and it will help in building positive image for TOH. They could also check the website of TOH and its menu. As the target group is interested in experimenting with the taste so they will also think of giving it a try. Apart from that the offers and the schemes provided by the TOH like buddy program with discounts will make them a repeat customer. The special dish on occasions of the particular country will give them a chance to enjoy the specialty and the culture of the other country and will break their boredom from same food. ACTION: Now the visibility of TOH has increased, it would be easier to locate it now. The target audience is focused with the intended message, a lot of awareness is generated thro visibility and promotional strategies. Now, the target audience will give it at least one try. The occasions like celebration of Chinese festival will entertain the people who have desires for this taste.

CONSUMER DECISION MAKING PROCESS

When the consumer is bored with options available and wishes to try something new- experiment with taste, advertising can be used to make consumer realize that there is something new in the town which they should definitely try. We harp on Marketer induced problem recognition by encouraging consumers not to be contended with the mundane food at their corporate canteens, or the daily home cooked food. This is where we pitch in and create an overbearing reason for consumers to switch to TOH. External sources: On internet Where we put blogs, reviews, social media websites like facebook ,twitter, the TOH lovers community, testimonials , flash ads. Personal sources: Friends, relatives, or co-workers where we offer buddy referral. Marketer controlled commercial sources- Banner ads, pamphlets, events, pavement ad, Participating in events like Indian Restaurant Congress organized by Franchise India, etc Public sources: Newspaper ads, magazine ads. Perception : We design our communication strategy based on the ways a consumer searches information (by internet these days). So we try to increase the number of instances by making TOH listed on to as many sites as possible thus increasing its visibility. Hence, the search engine optimization would be helpful in making it appear on the first goggle search page.

In the alternative evaluation customer does not find any restaurant in that price offering cuisines from across the globe. Attitudes:

By demonstrating newness, variety through our ads, harping on awards won, we create favorable attitudes and hence the consumer decision to visit The Other half. The food, ambience the internal marketing by giving a mascot/t- shirt to selected visitors, the You made my day card to waiter by delighted customers. These tactics will make consumers visit again in larger numbers.

STRATEGIES
TIE UPS Service apartment Coffee shops Cab services from airport INCREASING CUSTOMER LOYALTY Loyalty cards are given to customers who are loyal, but how would you make sure that the first time visitor visits again?? We offer the first time customer an offer of a punch card on a bill of above Rs. 1000 After visiting 7 times on the 7th visit the customer gets a 20% off on the food and gets a permanent loyalty membership card through which he/she will be eligible for a certain discount on every visit there after. LOYALTY/VALUE/GIFT CARD PROGRAM It allows you to: Know your customer Send customized e-mail /SMS whenever you need Increase your reach Bind your guest All this and more at a negotiable cost of Rs. 30,000 (with terminal ) or Rs.25,000 (desktop based) and an AMC of Rs. 5,000 per year starting second year of purchase.

TACTICS
INCREASE VISIBILITY Lollipop boards Balloon ads A white board stand for pass by comments

ATTRACTING YOUNGSTERS Choose an opinion leader among the students of a various colleges. Pay commission to the student for spreading the word around through mails, Google groups, messages, fa book etc. INCREASING MONTH END SALES Mention of happy week(last week of the month OR Morning orders) in the menu card. Send the information of the same through mails a week before.

EVERYDAY CHARMS AT TOH

 MONDAYS Offering women to learn the recipe of their choice.

COMMUNICATION
CORPORATE MAIL: The delighted corporate are requested to spread the word through corporate emails FACEBOOK PAGE: BLOG: Testimonials from customers. From the chefs kitchen. RECIPE OF THE WEEK ON LOVERS PAGE: Invitation from customersTo suggest their mid-night or early-mornings cravings. To share their favorite recipe that they would want TOH to cater. PAMPHLETS FOR CAB TO ATTRACT FOREIGNERS: BRUNCH: Forget the alarm clock Catch some ZZZz , Wakeup and drive we have sumptuous somethings for you Lazy Sunday Brunch 10.30 am to 2.00 pm

DELIVORE: Also sent mails to corporate acquaintances at TCS , Mahindra Satyam , Accenture & Wipro.

4.

Measuring & interpreting brand performance including brand audit, methods for tracking sources and outcomes of brand equity for making mid-course changes, if required.
SAJIB GHOSH

The Brand Value Chain is a structured approach to assess the sources and outcomes of Brand Equity and the manner by which marketing activities create brand value. The target customers are the youth and the people who loves travelling and partying during the nights and weekends. In order to create awareness of our restaurant/caf

we focus more on marketing and promotions and come up with unique marketing programs, sponsorships and even host corporate and events. We communicate the services and benefits that we provide and the value we create for the customers. We promote the brand, our USP, ambience, discounts & offers, and how customers will have a quality time if they visit our caf. The promotional programs and events help to position the brand and create awareness. The promotional activities help us to predict the increase in sales and visits of customers during the peak and off peak periods. Workforce/employees play a very important role in the service industry, and we invest and focus a lot in training and development. As it is a premium caf/restaurant so the prices are high but affordable but still customers are willing to pay compared to other brands or cafes due to the excellent food and services provided to them. The prices have been revised and increased two months back and even after that our sales and customer visits have increased to around 10% comparatively. The increase in prices increased the customer visits and as a result we have gained an additional market share of 2%. As the customer base has increased so we have extended our product categories and launched new varieties. Our marketing programs and customer focused activities has given us an edge over our competitors in the industry. The advertise the products and services provided by us and show customers how we understand and try our level best to satisfy their needs and create value for money. Surveys are conducted on regular basis to gather information such as: How often do they visit the restaurant?(1st time/Regularly/Weekends/Occasionally) How did they come to know about it?(Sources) Rate the products and services provided to them?(1-5) Any improvements to be made in any area?(any recommendations) Would they visit or recommend others to visit? Etc. We even offer discounts and invite them whenever the restaurant introduces any new product/dish to loyalty card holders and even inform them through messages whenever any event or programs are to be hosted or organized. Brand value chain helps us to understand where and how value is created and where to look to improve the process and services. Brand Audit are conducted quarterly to gather in-depth information and insights that help us to set long term strategic decisions for the improvement of the brand and the processes, and tracking studies are carried out regularly by the managers/senior employees of the restaurant to take effective and positive short term decisions. Often customers are interviewed or provided with questionnaires to gather valuable information that helps us to measure the brand performance on several key dimensions and improve the grey areas and increase customer satisfaction. Brand tracking surveys helps us to gather valuable information on the status of the brand, Brand Awareness and Usage, Brand Judgments, Brand Performance, Brand Imagery, Brand feelings, Brand resonance and even the efficiency and effectiveness of the advertisement campaigns, marketing programs etc. Brand Awareness and Usage: Tracking the brand helps us to understand the acceptability of the brand by the customers and how much the customers are aware of the products and services provided to them and how they are benefited by choosing this particular brand. Information that can be gathered through a Brand Awareness and Usage Survey: What brands of quick survey restaurants are you aware of? At which restaurant would you consider eating if not this? How often do you visit restaurants for lunch or dinner? Which are your favourite restaurants? How did you come to know about the brand/company?

Brand Judgments: How favorable is your attitude toward The Other Half? How well does The other Half satisfies your needs? How good a value is The Other Half? What do you like best about the company?

Brand Performance: Please indicate your agreement with the following statements: The Other Half . Provides quick, efficient service Clean facilities Is for the whole family Has delicious and hygienic food Has courteous and friendly staff

Brand Imagery: To what extent do people you admire and respect eat at The Other Half? How much do you like people who eat at The Other Half? Is The Other Half a restaurant that you can use in a lot of different situations? To what extent does thinking of The Other Half bring back pleasant memories?

Brand Resonance: I consider myself loyal to the brand I visit the restaurant whenever I can I would go out of my way to eat at The Other Half I really love The Other Half The Other Half is special to me Brand Feelings: Does The Other Half give you the feeling of Fun Self-respect Sense of security Excitement Brand Tracking helps us to track the loyal customers of the brand and at the same time track the customers those are loyal to other brands or those who switch brands, and at the same time distinguish heavy and light customers of the brand. It can also be used to track the suppliers and channel partners to understand their perceptions and actions towards the brand. Tracking Report provides descriptive information as to what is happening with the brand as well as diagnostic information on why it is happening and helps to take day-to-day decisions as well as strategic decisions. Every two week we come up with new advertisements and then try to estimate the increase/decrease of visits due to the promotion. e.g. We did sponsor and host a corporate event and promoted our restaurant by serving few dishes to the top management of XYZ company, and due to this, the visit of the corporate

customers increased by 2%, and we found the enquiries on our website has increased to around 6%. We keep a track of the visits and record the primary information through their log in id. But at times it is difficult to understand whether the increase in visits is a result of changes in the marketing program or due to some other unknown factors.

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