Launching a retail store in India

Presented by Group 7: Saloni Banka 4 Ishita Daga 8 Delzeen Mirza 29 Radhika Mundra 30 Nishit Tewari 56

About IHOP
 Founded in 1958  1st restaurant opened on July 7, 1958 at 4301 Riverside Drive in Toluca Lake, Los Angeles, California  The chain has more than 1,532 restaurants in all 50 states, the District of Columbia, Canada, Mexico, Guatemala, Puerto Rico and the U.S. Virgin Islands  Although focus is on breakfast foods such as pancakes, French toast and omelettes, it also offers a menu of lunch and dinner items  Key People: Julia Stewart (CEO) Jean Birch (President)  Revenue US$349.6 million (2006)

IHOP, India
To be launched in Mumbai Only 1 restaurant at Breach Candy Area: 2000 sq. ft. Serves breakfast as well as other snacks Open from 7:30 a.m. to 11:30 p.m.

Positioning Tagline

I-HOP Straight To Your Stomach

Differentiators
 Customized Pancakes

 Building Structure

 Variety of Sauces  Indoor Games

Menu
 Syrups for Sweet Pancakes - Maple Syrup, Strawberry, Blackberry, Chocolate, Honey  Sauces for Savoury Pancakes Italian cheese with herbs, Tomato with basil and olive oil, Cheese and white wine, Paprika Cream, Salsa, Red wine, Mushroom, Pepper.  Pancakes: Veg -Rs 150 , Non-veg -Rs 200  Eggless Pancakes Rs 150  Omlettes: Veg -Rs 150 and Non veg -Rs 200  Soups: Veg -Rs 100, Non- Veg -Rs 140  Salads: Veg -Rs 120, Non- Veg -Rs 160  Sandwiches: Veg -Rs 140, Non- Veg -Rs 200  Beverages: Fresh Fruit Juices Rs 120, Smoothies Rs 140, Aerated Water Rs 80, Tea Rs 80, Coffee Rs 80, Hot Chocolate -Rs 90

Segmentation & Targeting

 Kabir Batliwala
13 year old Studying in class 8 Student of Cathedral and John Connon School Lives at Cuffe Parade with his parents Member of the football team of the school Gets a monthly pocket money of Rs. 5000 Plays football, basketball, Wii Loves hanging out with friends Travels in a chauffeured driven Honda Civic

Segmentation & Targeting

 Anjali Ahuja
27 year old Pursuing Medicine Working at Breach Candy Hospital Lives at Linking Road, Bandra Lives with her roommates Monthly income of Rs. 40,000 Prefers to eat outside Enjoys taking a short break from the hectic work Uses public transport for traveling

Segmentation & Targeting

 Amaya Thadani
37 year old Married for 10 years Has a 4 year old child Lives at Peddar Road Lives with her in-laws in a 3 bedroom flat Works in the H.R. Department of Essar Enjoys shopping and reading Drives a Skoda

Segmentation & Targeting

 Rivaan Kothari
6 year old Studying in Champion High School Lives in a joint family in Walkeshwar Youngest child of the house Has two elder sisters Extremely pampered Highly influenced by the western ways of being Loves eating chocolates Prefers eating out at least once a week

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