Product details

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Abstract

Started in August 2001 by Dheeraj Gupta (Gupta), Jumboking Foods Pvt Ltd (Jumboking) completed 16 years in the fast food industry. Generally, 'vada pav' was a street food in Mumbai served with chutney and onions. But slowly, it was offered in stalls and restaurants throughout India. Seeing the popularity of 'vada pav', Gupta adopted the business. Gupta differentiated Jumboking by focusing on hygiene, and slowly the business grew with word of mouth publicity. Over the years, Jumboking tried to expand its business operations and as part of that, looked for strategic partners who were willing to invest '0.65 billion to 1 billion'. Jumboking was also investing in marketing related activities to compete with fast food chains like Carl's Jr, Dominos, McDonald's and Burger King. Besides, Jumboking realised the growing importance of social media and thus promoted its brand on various social media websites like Facebook, Twitter etc. Further, to celebrate its 16th anniversary, Jumboking came up with a new billboard campaign 'Always loved it' across the city and positioned vada pav as an 'Indian burger', by launching different flavours like schezwan, crispy veg, corn palak, nachos, etc. Popular actress Pooja Chopra was the face of the new campaign. With all such initiatives, would the aspirational Indian brand be able to strengthen its position in the wake of stiff competition from multinational food retailers and also succeed in expanding its presence across the country?
Location:
Industry:
Other setting(s):
2017

About

Abstract

Started in August 2001 by Dheeraj Gupta (Gupta), Jumboking Foods Pvt Ltd (Jumboking) completed 16 years in the fast food industry. Generally, 'vada pav' was a street food in Mumbai served with chutney and onions. But slowly, it was offered in stalls and restaurants throughout India. Seeing the popularity of 'vada pav', Gupta adopted the business. Gupta differentiated Jumboking by focusing on hygiene, and slowly the business grew with word of mouth publicity. Over the years, Jumboking tried to expand its business operations and as part of that, looked for strategic partners who were willing to invest '0.65 billion to 1 billion'. Jumboking was also investing in marketing related activities to compete with fast food chains like Carl's Jr, Dominos, McDonald's and Burger King. Besides, Jumboking realised the growing importance of social media and thus promoted its brand on various social media websites like Facebook, Twitter etc. Further, to celebrate its 16th anniversary, Jumboking came up with a new billboard campaign 'Always loved it' across the city and positioned vada pav as an 'Indian burger', by launching different flavours like schezwan, crispy veg, corn palak, nachos, etc. Popular actress Pooja Chopra was the face of the new campaign. With all such initiatives, would the aspirational Indian brand be able to strengthen its position in the wake of stiff competition from multinational food retailers and also succeed in expanding its presence across the country?

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Location:
Industry:
Other setting(s):
2017

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