2.
5C Analysis
1. Company:
o Brand Essence: Behrouz Biryani is positioned as a premium
biryani brand offering a "royal" dining experience, steeped in
tradition and history. The brand is known for its unique recipes
and premium ingredients.
o Strengths: Strong brand recall, premium product positioning,
extensive delivery network, and partnerships with platforms
like EatSure.
o Weaknesses: High pricing compared to local competitors,
limited appeal to price-sensitive consumers, and a niche
market focus.
o Opportunities: Expansion into new geographic areas,
introduction of new product lines, leveraging digital marketing
and influencer partnerships.
o Threats: Intense competition from local biryani brands,
changing consumer preferences, and economic downturns
impacting discretionary spending.
2. Customers:
o Demographics: Primarily urban, middle to high-income
consumers aged 25-45. The target audience includes working
professionals, families, and food enthusiasts.
o Psychographics: Consumers who value premium quality,
authenticity, and a unique dining experience. They are willing
to pay a premium for perceived luxury and convenience.
o Behavior: Frequent online food delivery users, brand
loyalists, and those who seek out food experiences that offer
both convenience and quality.
3. Competitors:
o Direct Competitors: Local biryani brands such as Biryani
Blues, Biryani By Kilo, and Paradise Biryani, which offer similar
products at competitive prices.
o Indirect Competitors: Quick-service restaurants (QSRs) and
other fast-food chains that offer meal options at a lower price
point.
o Competitive Advantage: Behrouz Biryani’s unique selling
proposition (USP) lies in its "royal" recipe and premium
branding, which sets it apart from other biryani providers.
4. Collaborators:
o Supply Chain Partners: Reliable suppliers of premium
ingredients, ensuring the quality and consistency of the
product.
o Delivery Platforms: Collaboration with online food delivery
platforms like Zomato, Swiggy, and EatSure, which helps in
reaching a wider audience.
o Marketing Partners: Partnerships with influencers, food
bloggers, and digital marketing agencies to enhance brand
visibility and credibility.
5. Context:
o Economic: The current economic environment, which affects
consumer spending on premium products.
o Social: Increasing trend towards online food ordering,
particularly in urban areas.
o Technological: Adoption of advanced technologies in supply
chain management and customer engagement through digital
platforms.
o Regulatory: Compliance with food safety standards and
regulations, which is critical to maintaining consumer trust.
3. Segmentation, Targeting, and Positioning (STP) Analysis
1. Segmentation:
o Demographic Segmentation:
Age: 25-45 years
Income: Middle to high income
Occupation: Working professionals, corporate
employees, and business owners
o Geographic Segmentation:
Urban Areas: Major metropolitan cities with a high
density of working professionals.
o Psychographic Segmentation:
Lifestyle: Consumers who prioritize convenience,
quality, and premium dining experiences.
Personality: Status-conscious individuals who seek out
premium brands.
2. Targeting:
o Primary Target Market: Urban, affluent professionals aged
25-45 who value premium quality and convenience in their
food choices. They are likely to order food online frequently
and are willing to spend on premium products.
o Secondary Target Market: Younger consumers (18-24) and
families who occasionally indulge in premium dining
experiences, particularly for special occasions.
3. Positioning:
o Brand Positioning Statement: "Behrouz Biryani delivers
the royal experience of authentic, premium biryani that
transcends ordinary dining, crafted from a long-lost royal
recipe for those who seek the best."
o Positioning Strategy: Behrouz Biryani is positioned as a
luxury, premium brand that offers an unparalleled biryani
experience. The focus is on heritage, authenticity, and quality,
appealing to consumers who are willing to pay a premium for
a unique dining experience.
4. Marketing Mix (4Ps) Strategy
1. Product:
o Product Line Expansion: Introduce new flavors and
variations in biryani to cater to different taste preferences.
o Quality Assurance: Maintain the premium quality by
sourcing the best ingredients and ensuring consistency in
taste.
2. Price:
o Premium Pricing: Continue to employ a premium pricing
strategy, reinforcing the brand's luxury positioning.
o Discounts and Offers: Provide periodic offers and discounts
to attract price-sensitive customers without diluting the
brand's premium image.
3. Place:
o Distribution Channels: Enhance online delivery partnerships
and explore opportunities to open more physical outlets in
high-footfall areas.
o Market Expansion: Expand into new cities and regions with
a growing middle to high-income population.
4. Promotion:
o Digital Marketing: Invest heavily in digital marketing,
including social media campaigns, search engine optimization
(SEO), and influencer collaborations.
o Content Marketing: Develop rich content around the brand’s
heritage and unique selling points to engage and educate
customers.
o Customer Loyalty Programs: Introduce loyalty programs to
encourage repeat purchases and enhance customer retention.
5. Conclusion
The proposed marketing strategy leverages Behrouz Biryani’s strengths
and opportunities while addressing its challenges in a competitive market.
By focusing on premium positioning, targeted marketing, and a robust
digital presence, Behrouz Biryani can enhance its brand equity and
achieve sustainable growth.
