Strategic brand building process : Case study for Kaavya Kitchen Ay
Rana, Sabin (2011)
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023110628657
https://urn.fi/URN:NBN:fi:amk-2023110628657
Tiivistelmä
The thesis focuses on a strategic process to build up a strong brand for Kaavya Kitchen. Marketing is playing a special role in the modem business world. Since brand is an important marketing concept to communicate with the target customer, it is becoming more important for the sustainability of a long run business and also in an expanding business. Kaavya Kitchen intends to expand its business to other cities in Finland with a unique and strong image, in other word "with a strong brand". The thesis will help to achieve the goal of a Kaavya Kitchen with a strategic guidelines and related example.
The thesis has been conducted by a research done in Kaavya Kitchen. The research involves closely communicating with the owner and staff of the restaurant, and also with the customers. Guidelines has been mostly taken by the renowned book and article published by the trustable publishers. The thesis intended to find the process of brand building so it exclude the knowledge of growing and sustaining brand, which are also vital topics to be researched later by Kaavya Kitchen.
Absence of Indian restaurant outside Helsinki and the growing popularity of ethnic restaurants in Finland can be an easy way for Kaavya Kitchen but it needs to make a strong brand in its field to compete with the future competitors. Numerous other researches in the field of customer relation, customer phycology and healthy food have to be done to support this brand building process.
The thesis has been conducted by a research done in Kaavya Kitchen. The research involves closely communicating with the owner and staff of the restaurant, and also with the customers. Guidelines has been mostly taken by the renowned book and article published by the trustable publishers. The thesis intended to find the process of brand building so it exclude the knowledge of growing and sustaining brand, which are also vital topics to be researched later by Kaavya Kitchen.
Absence of Indian restaurant outside Helsinki and the growing popularity of ethnic restaurants in Finland can be an easy way for Kaavya Kitchen but it needs to make a strong brand in its field to compete with the future competitors. Numerous other researches in the field of customer relation, customer phycology and healthy food have to be done to support this brand building process.