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Marketing Strategy at Ganesh Bhel & Chaat Products Pvt. Ltd.*

CASE STUDY, MARKETING MANAGEMENT
ET Cases - FLAME, 13 Pages
AUTHOR(S) : Dipanjay Bhalerao, Assistant Professor, Indira Institute of Management, Pune

Case Preview

Marketing Strategy at Ganesh Bhel & Chaat Products Pvt. Ltd.

 

“When will Ganesh Bhel become a big company?”, this was the thought echoing in the mind of Mr. Dinesh Gudmewar1, on his way back home, from a function where Ganesh Bhel was awarded the best Bhelpuri brand by Radio Mirchi in January 2015. Dinesh took over the management of Ganesh Bhel, Pune in 2005. Dinesh remembered how his father, Mr. Ramesh Gudmewar (Ramesh)2 had developed the business of Bhelpuri3 with hard work. But being an enthusiastic person, Dinesh dreamt about this business reaching the next level like many big names in the food service retailing. Dinesh knew this would be a great surprise to his family, as nobody in India had ever thought of growing a Bhelpuri business in the corporate way as he was thinking. This very dream made him call for a team meeting at Ganesh Bhel to discuss the roadmap for the future marketing strategy. He did not want to party much, but focus on future roadmap of making Ganesh Bhel & Chaat Products Pvt. Ltd a national player in the emerging fast food market...........

Exhibits

Exhibit I: Marketing and Brand Building at Ganesh Bhel

Exhibit II: Comparative Chart of Marketing of Ganesh Bhel Store vs Traditional Bhel Outlet

Exhibit III: Sample Comparative Data of Key QSRs in Pune City

Exhibit IV: Milestones of Ganesh Bhel

Exhibit V: Changing Fast Food Services Scenario

Exhibit VI: Major Ganesh Bhel Products

Exhibit VII: Organization structure of Ganesh Bhel & Chaat Pvt. Ltd.

Exhibit VIII: Ganesh Bhel’s Business Models

Exhibit IX: Food Retail Sector Scenario in India

Exhibit X: Customers Preferences for Fast Food Services (Rating 0-10)

Exhibit XI: Distribution Parameters and Major Competitors in the Bhelpuri Distribution Segment for Ganesh Bhel

Exhibit XII: Pricing of Select Ganesh Bhel Products

 


1 Dinesh Gudmewar, the current MD of Ganesh Bhel & Chaat Pvt. Ltd. is the second generation businessman with rapid growth and quality oriented mindset.
2 Ramesh Gudmewar founded Ganesh Bhel in 1978.
3 Bhelpuri is a famous dish in the Bhel and Chaat Product Line which a combination of many snacks and vegetables.

Teaching Note Preview

Marketing Strategy at Ganesh Bhel & Chaat Products Pvt. Ltd.

 

Synopsis

Ganesh Bhel has come long way from being a roadside Bhel and fast food retailer to becoming a reputed brand as an organized QSR retailer. The challenge in front of the owner brothers is about bringing the world class service quality standards in all the Ganesh Bhel outlets existing and the future ones. The focus of the owner brothers and MD of Ganesh Bhel, Rupesh Gudmewar and Dinesh Gudmewar is on service P’s and the service design quality to drive the service quality towards world class level. Ganesh Bhel’s business challenge is to meet the service levels of the global peers in this field like McDonalds. Another dimension in the business is to make it a national player by taking it forward through possible distribution strategy. So the case discussion goes on exploring the better options by weaving the pros and cons along side the discussion.

Pedagogical Objectives

• To understand the evolution of Ganesh Bhel’s business model and factors driving its business model
• To understand the marketing challenges of evolving companies for products and services marketing
• To analyze factors for developing the distribution strategy and retail strategy for managing growth
• To understand the growth challenges of growing organizations from SME level to next levels of growth

Case Setting and Positioning

This case study can be taught for service marketing, marketing strategy, new product development, retail operations etc. in MBA courses.

Mandatory Reading

• Swapna Pradhan, “Retailing Management: Text and Case”, 4th Edition, McGraw Hill Education, 2012
• www.ganeshbhel.com
• Harsh V. Verma, “Services Marketing: Text and Cases”, 2nd Edition, Pearson Education Inc., 2009
• Retail Sector report 2016- IBEF
• Philip Kotler, Kevin Lane Keller, “Marketing Management”, 15th Edition, Prentice Hall, 2016"
• Michael E. Porter, “Competitive Strategy: Techniques for Analyzing Industries and Competitors”, The Free Press, 1998

Assignment Questions

I. Analyze the service quality parameters of Ganesh Bhel Vs other top QSRs (Quick Service Restaurants).
II. Find out the service quality improvement areas in 3 service P’s for Ganesh Bhel.
III...........

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Abstract

Indian fast-food service retail industry witnessed sea change in the consumer preferences, since the start of the first decade of this century. The impact of this change was evident in the way services at Ganesh Bhel transformed, which was the most popular destination for its taste of Bhelpuri and other chaat products (A popular traditional Indian tasty and spicy fast food category). In August 2015, at the Ganesh Bhel Head office, Ganesh Bhel management team was going through discussion with Mr. Dinesh Gudmewar, (Director of Ganesh Bhel & Chaat Products Pvt. Ltd) for transforming it from a commodity business into an organized enterprise.

Mr. Dinesh wanted Ganesh Bhel to evolve in to a world class and pan India organization with strong brand name, synonymous to taste and quality. Apart from other challenges of paucity of resources, the major challenge for the founder was to convince his family whether this could be made a reality, as nobody in Bhelpuri business envisioned this before in Pune. The market trend exhibited about the changing consumers taste maturing from mere better quality products and for better service quality as well. Ganesh Bhel had come a long way from a roadside vendor of 1978 to a famous Bhelpuri and Chaat based fast-food store chain. Their business model needed right marketing strategy to turn their dreams of creating an organized fast food service retail company in to reality. It was a critical time for Ganesh Bhel management team to prepare a right marketing strategy for the future growth.

This case study is about overcoming this dilemma of the major decision of spreading wings in to pan India markets and how? Whether to go national by creating more outlets or by distribution? Which distribution strategy would be right fit for Ganesh Bhel & Chaat Products Pvt. Ltd? The case study unfolds various factors for finalizing this major decision of a new evolving business model along with the evolution of a young second generation businessman from early days towards the growth stage. The case study revolves around the marketing transformation of Ganesh Bhel from a local Bhelpuri vendor into an established fast-food retail organization (in Bhelpuri segment) and “Best Bhelpuri Award” by Red FM 93.5 channel. Now Ganesh Bhel management team plans to expand nationally. The case gives opportunity to analyze dilemma of developing marketing strategy for turning small enterprises in to a successful national player.



Pedagogical Objectives

  • To understand the evolution of Ganesh Bhel’s business model and factors driving its business model
  • To understand the marketing challenges of evolving companies for products and services marketing
  • To analyze factors for developing the distribution strategy and retail strategy for managing growth
  • To understand the growth challenges of growing organizations from SME level to next levels of growth

Case Setting and Positioning

This case study can be taught for service marketing, marketing strategy, new product development, retail operations etc. in MBA courses.

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