Ruby Tuesday case on Consumer Promotion

GROUP 09 3MBA C
BANDLAMUDI GARGI PRATYUSHA 1220246 SONA JACOB 1220258 RAVI SHANKAR 1220230 ARYA KUMAR SEN 1220212 SIVA TEJA PV 1220237 NAIR SUDHISH UNNIKRISHNAN 1220223

About the company

Ruby Tuesday is driven by

Uncompromising freshness Quality, gracious hospitality A growing list of restaurants Destined to be the envy of the casual dining business.
Courtesy: http://www.rubytuesday.com/our-story

Our Mission Quality. Passion. Pride.

Quality means freshness. It's fresh 100% USDA Choice or Prime ground beef formed into perfectly grilled, Handcrafted Burgers that redefine an American classic. Passion is people. People who love what they do and take your enjoyment personally. Pride makes us a family. This is our home. You are our guest.
Source: http://www.rubytuesday.com/our-story

Profile of company

Founded in 1972 A publicly owned company Traded on the New York Stock Exchange (symbol: RT) Nearly 900 company-owned and franchised restaurants > 40,000 corporate and franchise team members Operations throughout the U.S. and all over the world
Courtesy: http://www.rubytuesday.com/our-story/profile

Let me tell you its History

It All Started with an Idea as Fresh as the Food Sandy Beall started this restaurant 1st restaurant near the campus of the University of Tennessee in 1972 To nearly 900 restaurants across the United States and around the globe.
Courtesy: http://www.rubytuesday.com/our-story/history

Whats in The menu???

Courtesy: http://www.rubytuesday.com/menu

 Started in 2000 1st Restaurant : at Connaught Place, New Delhi Average monthly restaurant sale: Rs. 18 lakh Average guest check per visit: Rs. 550.00 Average guests per month combining all 12 outlets: 1.10 lakh Target Class: SEC A, B+, B Age group: 25 45 years

Ruby Tuesday in India

Analysis of Food and Beverages Market in India

Dramatic changes due to: Changing socio economic conditions Liberalization of industries Entry of foreign companies Dismantling of quantitative restrictions on import Increase in discretionary income

Major Industry Trends

Great expectations e.g. Great atmosphere apart from delicious food Foodservice Frontier e.g. downward price revision & offer more vegetarian toppings to increase sales volume Eater tainment : something new and exciting to enhance overall dinning experience

The Environmental Challenges for Food and Beverages Industry

Micro Macro

Environment

Environment continued
Proximate Macro Environment e.g. suppliers, distributive intermediaries, competing brands et al..

Environment continued.

demographic

economic

socio culture

External Environment

political

technological

Analysis
Strengths:

SWOT
Weaknesses:
Lacking advertising No well-known specials Loyal customers Fresh food Original drinks

Opportunities:
Expand advertising Getting customer feedback Keep up with competition

Threats:
Friendlys Applebees T.G.I. Fridays

 Liberalization of liquor policy :Serving of liquor contributes 40% of the business to our company. Lowering of personal tax structure: helps prospective customers with incremental disposable income and aspiration to be a patron of fine dining restaurant. Government impetus to the tourism industry like incredible India, Commonwealth games in 2010 etc helping restaurants to add more footfalls in winter season.

Opportunities for restaurant industry

Database of customers helping

To improve / modify the restaurant services

Guiding in menu changes by popularity analysis Tracking the effectiveness in services Ensuring repeat purchases

Product : All American cuisine like platters

The Marketing Mix

Price: Following cost based pricing

Place: 70% of outlets located in top selling malls

Promotions: like food & beverage festival, cross selling

Physical Environment: Standardization

People: Quality service

Area of Concern

How to Break the Clutter?

&

Grab Customers Attention

Thank you

All the best for SIP .

See you after May13...

Reference
www.rubytuesday.com