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Despite the continued efforts, Azam Emba is not very appealing to young adults. Demands are quite higher on weekends, whereas there are fewer people on weekdays, attenuated by the effect of the ongoing pandemic. Sourcing is a challenge, as the farmers are in different districts, and to collect all these uncommon ingredients, the travel distance is around at least 45 km. In view of the above case, try to answer the following: a) What is your evaluation of the current product strategy? Provide suggestions with rationale. b) Recommend an integrated communication plan for Azam Enmba for the next two quarters with a total budget of Bs, 2 Lacs. Clearly mention media vehicles and implementation plan with outcome metrics. c) What changes can be done with the delivery of offerings to enhance the appeal with the current generation and have adequate demand around the week?

Despite the continued efforts, Azam Emba is not very appealing to young adults. Demands are quite higher on weekends, whereas there are fewer people on weekdays, attenuated by the effect of the ongoing pandemic. Sourcing is a challenge, as the farmers are in different districts, and to collect all these uncommon ingredients, the travel distance is around at least 45 km. In view of the above case, try to answer the following: a) What is your evaluation of the current product strategy? Provide suggestions with rationale. b) Recommend an integrated communication plan for Azam Enmba for the next two quarters with a total budget of Bs, 2 Lacs. Clearly mention media vehicles and implementation plan with outcome metrics. c) What changes can be done with the delivery of offerings to enhance the appeal with the current generation and have adequate demand around the week?

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Aiam Emba Private Limited is an Adivasi slow-food eatery or restaurant which also serves as a training center based in Ranchi, Jharkhand. The aim of the company is to bring Adivasi cuisine to light in India's food industry, promote conscious and healthy eating habits within the community and also generate direct and indirect employment to trībal community women and uplift the tribal culture and identity. Ajam Embaremains the only restaurant serving the native cuisine of a state with a 26.3 percent indigenous population. Despite a great range of food (the local tribal community knows close to 9,000 varieties of green leafy vegetables) and cuisine, the state's indigenous cuisine is relatively obscure in mainstream culinary culture. Ajam Eaba had a team of 15 women from poor Indigenous communities to work on food production (pre-Covid). It has catered to more than 5000 people in the first two years after starting and currently, it serves up to 40 people in a day. The dishes are made of traditional products like jute flower curry (sanej phoo), rice tea (chaur chai), and other traditional produce found in Jharkhand. Ajam Emba represents the indigenous culture as its core by keeping the interior full of cultural elements from various native tribes, e.g., preparing forgotten indigenous recipes to cook in earthen pots over wood fires, and serving on leaves of native plants, sohrai paintings, and traditional musical instruments welcome patrons at the slow-food restaurant; mud thatched walls embellished with an attractive cane and bamboo artifacts. The customers on arrival are greeted by tribal art and artifacts – fishing balls, þamboo baskets, inscriptions in tribal languages, umbrellas made with leaves of gungu (a local medicinal tree), and walls decorated with khovar (age-old tribal paintings), and they are made to remove shoes and wash hands as in the tribal practices. They combine elements from various tribal groups, including the Santhals. 9raon, Ho, and Munda. Ajam Emba, on the other hand, is not a tribal art museum. It's a four-year-old restaurant that serves traditional tribal cuisine while also preserving one of humanity's oldest concepts: living in peace with nature. This is an attempt to revive the lesser-known sustainable and simple rural life of the hinterlands, at the heart of Jharkhand's capital. Aiam Emba's menu has over 20 traditional foods from four distinct tribes, including the Santhali, Orean, Ho, and Munda tribes. Steamed foods such as Daal Pitha and Dungu Peetha (Rice Flour Dumplings) are available, as well as Ant egg Bhurji, Handi Mutton, Red Rice, Maar Ihor (Herb Soup). Dhuska, Flower Chutneys, and many more traditional meals. While these meals are relatively unknown, they all have high nutritional content and provide a glimpse into the amazing simplicity of the science underpinning indigenous food development through time. The staff is mainly hired from women who come to take cooking lessons and are given a salary which empowers the women and their families. In the indigenous societies of Jharkhand, women play an important role in the production process and economic activities, but with little or no recognition. So, Ajam Enba doesn't just employ women but ensures that they receive adequate training on how to cook these recipes and gain recognition as a chef or a kitchen worker to provide the women workers with a greater sense of dignity and pride and provide more opportunities to them in future. The staff does not use any machine and does everything manually with their hands. While ensuring Ajam, Emba's, human resources are adequately compensated and empowered, all of whom are fairly compensated. The raw food ingredients are sourced directly from local farmer markets or weekly haats on a weekly basis to stock up native varieties of grains, including brown rice and finger millets. One example of sourcing from tribal people is Gondhli, a type of millet produced by people of Munda tribe, used in desserts in the restaurant. Traditional varieties are procured from millet farmers, local fishermen, and forest producer collectors. Currently, they are linked with at least 30 farmers practicing traditional farming or forest produce collectors who are getting a fair price for their produce. They have also started working with NGOS and individuals to support backend rural suppliers/ producers/collectors. This is done with the aim to reach out better income to more communities and promote sustainable production and harvesting of natural produce.
Transcribed Image Text:Aiam Emba Private Limited is an Adivasi slow-food eatery or restaurant which also serves as a training center based in Ranchi, Jharkhand. The aim of the company is to bring Adivasi cuisine to light in India's food industry, promote conscious and healthy eating habits within the community and also generate direct and indirect employment to trībal community women and uplift the tribal culture and identity. Ajam Embaremains the only restaurant serving the native cuisine of a state with a 26.3 percent indigenous population. Despite a great range of food (the local tribal community knows close to 9,000 varieties of green leafy vegetables) and cuisine, the state's indigenous cuisine is relatively obscure in mainstream culinary culture. Ajam Eaba had a team of 15 women from poor Indigenous communities to work on food production (pre-Covid). It has catered to more than 5000 people in the first two years after starting and currently, it serves up to 40 people in a day. The dishes are made of traditional products like jute flower curry (sanej phoo), rice tea (chaur chai), and other traditional produce found in Jharkhand. Ajam Emba represents the indigenous culture as its core by keeping the interior full of cultural elements from various native tribes, e.g., preparing forgotten indigenous recipes to cook in earthen pots over wood fires, and serving on leaves of native plants, sohrai paintings, and traditional musical instruments welcome patrons at the slow-food restaurant; mud thatched walls embellished with an attractive cane and bamboo artifacts. The customers on arrival are greeted by tribal art and artifacts – fishing balls, þamboo baskets, inscriptions in tribal languages, umbrellas made with leaves of gungu (a local medicinal tree), and walls decorated with khovar (age-old tribal paintings), and they are made to remove shoes and wash hands as in the tribal practices. They combine elements from various tribal groups, including the Santhals. 9raon, Ho, and Munda. Ajam Emba, on the other hand, is not a tribal art museum. It's a four-year-old restaurant that serves traditional tribal cuisine while also preserving one of humanity's oldest concepts: living in peace with nature. This is an attempt to revive the lesser-known sustainable and simple rural life of the hinterlands, at the heart of Jharkhand's capital. Aiam Emba's menu has over 20 traditional foods from four distinct tribes, including the Santhali, Orean, Ho, and Munda tribes. Steamed foods such as Daal Pitha and Dungu Peetha (Rice Flour Dumplings) are available, as well as Ant egg Bhurji, Handi Mutton, Red Rice, Maar Ihor (Herb Soup). Dhuska, Flower Chutneys, and many more traditional meals. While these meals are relatively unknown, they all have high nutritional content and provide a glimpse into the amazing simplicity of the science underpinning indigenous food development through time. The staff is mainly hired from women who come to take cooking lessons and are given a salary which empowers the women and their families. In the indigenous societies of Jharkhand, women play an important role in the production process and economic activities, but with little or no recognition. So, Ajam Enba doesn't just employ women but ensures that they receive adequate training on how to cook these recipes and gain recognition as a chef or a kitchen worker to provide the women workers with a greater sense of dignity and pride and provide more opportunities to them in future. The staff does not use any machine and does everything manually with their hands. While ensuring Ajam, Emba's, human resources are adequately compensated and empowered, all of whom are fairly compensated. The raw food ingredients are sourced directly from local farmer markets or weekly haats on a weekly basis to stock up native varieties of grains, including brown rice and finger millets. One example of sourcing from tribal people is Gondhli, a type of millet produced by people of Munda tribe, used in desserts in the restaurant. Traditional varieties are procured from millet farmers, local fishermen, and forest producer collectors. Currently, they are linked with at least 30 farmers practicing traditional farming or forest produce collectors who are getting a fair price for their produce. They have also started working with NGOS and individuals to support backend rural suppliers/ producers/collectors. This is done with the aim to reach out better income to more communities and promote sustainable production and harvesting of natural produce.
Despite the continued efforts, Azam Emba is not very appealing to young adults. Demands are quite higher on weekends, whereas there are fewer people on weekdays, attenuated by the effect of the ongoing pandemic. Sourcing is a challenge, as the farmers are in different districts, and to collect all these uncommon ingredients, the travel distance is around at least 45 km. In view of the above case, try to answer the following: a) What is your evaluation of the current product strategy? Provide suggestions with rationale. b) Recommend an integrated communication plan for Azam Emba for the next two quarters with a total budget of Bs 2 Lacs. Clearly mention media vehicles and implementation plan with outcome metrics. c) What changes can be done with the delivery of offerings to enhance the appeal with the current generation and have adequate demand around the week?
Transcribed Image Text:Despite the continued efforts, Azam Emba is not very appealing to young adults. Demands are quite higher on weekends, whereas there are fewer people on weekdays, attenuated by the effect of the ongoing pandemic. Sourcing is a challenge, as the farmers are in different districts, and to collect all these uncommon ingredients, the travel distance is around at least 45 km. In view of the above case, try to answer the following: a) What is your evaluation of the current product strategy? Provide suggestions with rationale. b) Recommend an integrated communication plan for Azam Emba for the next two quarters with a total budget of Bs 2 Lacs. Clearly mention media vehicles and implementation plan with outcome metrics. c) What changes can be done with the delivery of offerings to enhance the appeal with the current generation and have adequate demand around the week?
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