1. History and Overview A niche opportunity in 2003 inspired Mr. Rafiq Rangoonwala to vision Indulge as a workable business in Pakistan.

Indulge came into existence in year 2003. Initially the concept went through series of Concept Leaders who came up with the conceptual explanation of the concept and executed the idea with a kiosk which was opened in Dolmen Mall Karachi in 2003, which had 70% menu contribution of Hot and Cold beverages and 30% of light snacks plus bakery. Based on customer feedback regarding value, a total menu restructuring was executed. Changes in menu shifted the concept more into a complete dining restaurant with complete meals. A complete store with new vision opened in Park Towers in 2004, approximately after 6 months of opening of Dolmen Mall Kiosk. It had some issues regarding the type of its furniture that looked like some coffee shop and did not suit fine dining standards making it a concept that may be called Casual dine / Lounge ( Due to sheesha as well ). Indulge opened in Lahore in the basement of KFC on M.M. Alam on January 17th, 2007. Indulge started its operations in 2003, with the initial concept of a cafe. This was the time, when only a few cafes were present in the market, giving Indulge the advantage of a pioneer. In order to create awareness and increase customer traffic, Indulge introduced the concept of Sheesha, which was entirely new to the Lahoris, and it took them some time to get used to this product. Soon, it became their unique selling preposition, as no other caf at that time was offering Sheesha. However, people were not really aware of Sheesha, and it took Indulge some time to attract customers on this feature only.

2. Key Challenges Facing the Brand The biggest challenge faced by Indulge is the positioning of the brand in Lahore, which is mainly due to lack of brand awareness and the USP of the brand. The competitive environment of cafs and restaurants in Lahore brings a lot of challenges for Indulge. Although Indulge belongs to the same owners, who own the franchise of KFC in Pakistan, it is not known to many. Whereas KFC enjoys great popularity, Indulge is hardly known to anyone, and even after aided recall, most of the people do not have any attachments to it. Key Challenges Soon after the origin of Indulge, Cafes became the new trend in the food industry, and a mushroom growth was observable. Along with that came competition from other cafes that were offering similar products including Sheesha. Indulge has many competitors in the market, who are serving almost the same target audience. Especially, as far the concept of Sheesha and caf is concerned, till date, Jammin Java is considered the biggest rival. Another challenge faced by Indulge is the volatile government regulations regarding Sheesha. In D.H.A. Lahore, this product is completely banned and offering it can result in huge penalties for the cafes and restaurants. Also, Indulge faces these problems, and there were many times, when they had to take it off their menu card. However, Indulge portrays itself to be ethical, and strictly follows the rules

and regulations imposed by the government. Moreover, it does not serve it to customers below eighteen years of age. Since future is uncertain, Indulge does not want to be associated with a caf whose unique selling preposition is Sheesha only. Therefore, it is moving away from this image by focusing on other features. 3. Brand Inventory a) Brand Architecture i) Brand Architecture (Graphically) ii) Brand in Portfolio iii) Hierarchy Relationship b) Branding and Marketing Programs i) Brand Graphics Brand Name The name of the brand indulge is quite inspiring, as it means treating yourself and getting involved in something. And what can be more satisfying and indulging than a nice meal. The name can, thus, be easily associated with food. Moreover, this brand name is descriptive as it suggests benefits of using the brand, that is literally to indulge yourself. The logo of Indulge consists of its brand name and the color is orange. Orange is referred to as a vibrant color, and denotes energy and warmth, which can be associated with the welcoming nature of the caf, that wants to attract customers. Further, it stimulates emotions and appetite, and it demands attention. This color goes perfectly with the concept of a casual, fun, vibrant and modern caf. ii) iii) Brands Past and Current Advertising Campaigns Marketing Mix of Indulge Product Indulge is a chain restaurant owned by Cupola, which owns and runs the KFC franchises in Pakistan. Indulge is referred to as casual dining, i.e. it is a casual dine-in caf, which provides a friendly and relaxing dining experience. Unlike KFC, where you would mostly find fast food, Indulge offers a vast menu, such as soups, salads, burgers, sandwiches, pizzas, steaks, pasta, desserts, hot and cold beverages and Sheesha. The ambience at Indulge is welcoming. Price Compared to other cafes in Lahore, Indulge is reasonably priced, i.e. the items on the menu are moderate. In order to attract youngsters, who might have budget constraints, Indulge offers good food at affordable price.

Distribution Since Indulge is a chain; it is present at various places across Pakistan, with the only branch in Lahore being on M.M.Alam Road, which is the trendy food street of the city. Other locations are Karachi, Multan and Mall Road in Murree. at the following locations: Promotion In order to increase customer awareness and customer traffic, Indulge distributes leaflets, uses billboards. Moreover, it organizes musical nights regularly, where the caf can be booked and tickets are sold. Also movies nights are part of their marketing plans, and till date, there has been a great response. Indulge also offers students discounts occasionally, and at times, discount coupons are given to attract new customers.

c) Competitive Brands and Market Situation

Lahore is bombarded with Cafs opening up at the most prime locations of the city. Over the past few years, the trend towards places to eat and hang out, have increased immensely. However, this represents a major threat for Indulge. Some of its key competitors are as follows:

KAPS

Open from 9:00am to 4:00am on weekdays and 24 hours on weekends Attractive entrance, flower shop present at the entrance of the caf. Showpieces and artistic items well displayed and highlighted A very attractive menu that gives the right image of the food and brand. Complimentary items offered to customers with great presentation. High prices in menu. Huge variety of steaks offered according to the taste that the customers follow. A huge variety of fresh juices, shakes, tea and coffee Sheesha Memberships are offered for families, bachelors, children and good discounts obtainable. Peak time after 9:00 in the evening.

JAMMIN JAVA Open from 9:00am to 1:00am on weekdays and from 9:00am to 3:00am on Weekends Tempting entrance with products at display

Presentable and comfortable furniture Take away menu displayed at the front High priced menu Hot selling items are steaks and bakery Sheesha with multiple flavors. Food items include a variety of ITALIAN recipes as well. Wide variety of ice-creams, coffee and fresh fruit juices Discounts to students. Peak time 9:00 in the evening till closing. Separate lounges for Smokers and Non-smokers. GELATO AFFAIRS

Ordinary entrance Visible display of items Italian ice cream served ( USP ) An ordinary variety of Bakery items. At-least 7-10 items offered with ice-cream with a vast variety of flavors. Well designed menu to make customer order more Comfortable furniture Average ambiance Discounts for students HOT SPOT

Large display of bakery items A variety of coffee and cake and ice cream items displayed In the menu Specialty in ice-creams and cakes/brownies A normal variety of juices or drinks offered High priced menu Good ambiance Furniture giving underground look to the cafe A music JUKE-BOX available for customers to play songs of their choice Lighting complimenting the overall ambiance Walls full of pictures , posters and comics COFFEE TEA & COMPANY

Dine-in and take away Large display and variety of products 24hours operations

4. Brand Exploratory 5. One-one-one interview with Mr. Salman, Branch Manager Indulge, Lahore

6. When Indulge came into existence, it wanted to establish a hangout place for youngsters in the form of a caf that offered bakery items, beverages, snacks, desserts and Sheesha. It performed well until the city, and especially the Gulberg area experienced mushroom growth of cafs. Soon, it realized that the caf had to reposition itself from being a chill-out place for youngsters to something different. Currently, Indulge is in a transition phase, where it is trying to change its image or positioning. The new idea is to become a family-oriented caf, where people can come with their families and children and have a nice time at Indulge. Its tagline Casual Dine-in depicts two opposite features, i.e. casual and dine-in, which is mostly associated with formal restaurants. Since Sheesha has a negative perception among many people, Indulge is trying to shift towards other items on the menu, such as their drinks, to become more sophisticated. That is why the logo does not have any particular picture of Sheesha. The R&D department at Indulge is continuously conducting in-house market research, and developing and testing new products. Those products, that do not receive good response, are discarded from the menu, and others are added. Currently, the focus of Indulge is to offer different varieties of rice dishes a concept, that is totally new in the caf-cum-restaurant section. However, Indulge does not have a flagship product, and neither does it want to have one. According to the management, people should enjoy and remember the experience and not necessarily one item on the menu only.

One-on-one Interview with Mr. Hamza Mehmood, student of Lahore School of Economics Another one-on-one interview was conducted with Mr. Hamza Mehmood, who is 22 years old and currently a BBA 3 Marketing student at the Lahore School of Economics. In his free time, Hamza likes to hang out with his friends in Cafs, and their favorite activity is to smoke Sheesha. Hamza himself smokes cigarettes as well. Being a student, not much time is left to go out a lot, which is why he and his friends like to spend their time in the Cafs right outside Lahore School of Economics like Sub Zero or Caf Tahire. On the weekends, locations like M.M.Alam Road are chosen for reasons such as convenience or multiple alternatives. Being a regular Sheesha smoker, i.e. atleast three to four times a week, Hamza prefers Cafs like White Lounge, Dream Lounge and Moods Caf. Hamza did have brand awareness of Indulge, as he was able to remember the brand when we mentioned it. However, his first reaction was I dont like it. Further, he told us that he himself and his friends escaped from there due to bad food quality. He told us that his friend used to go there and he forced us to go there, which shows that only due to his friend, he came to know about Indulge, because according to him no other medium was used by Indulge to create brand awareness. Moreover, the experience was disappointing; also he doesnt find any unique selling preposition that is offered by Indulge. The only three words that came into his mind that he could relate to Indulge were It Needs Improvement, which clearly shows that he was not satisfied with anything related to Indulge, and a lot had to be done to attract youngsters like him. Hamza does not like the quality of food and especially Sheesha at Indulge as he believes that the one we get at MiniGolf is much better than any other caf. The interviewee believes that MiniGolf has the best Sheesha in Lahore because they were the pioneers of Sheesha smoking in Lahore. His views regarding student discounts were very clear as he said I prefer quality rather

than discounts. Hamza believes that Indulge must improve its sitting; as it is not comfortable, environment, music and above all, food quality. Hamza thinks that if Indulge was a person, it would definitely be a male in shabby condition, wearing weird jeans and shirt, someone who woke up from the bed and came on the ground. When we asked him whether he associated food or Sheesha with Indulge, his immediate response was that both things come to his mind. We also got to know, that people dont visit a Caf for one thing only, i.e. food or Sheesha. Rather, it is both things together.