AN ASSIGNMENT

ON
BRAND VALUE PROPOSITION

A CASE STUDY OF FUN BYTE

Submitted to Submitted By

Er. VIKRAM SANDHU DALJIT SINGH

CBM, GNDU MBA, GNDU

 INDEX

Sr. No. Topic Page

No.
1. Brand value proposition- An Introduction 3

2. Definition and Example 3

3. Characteristics of BVP 3

4. Benefits of BVP 4

5. Brand Value Proposition in Context to Fun Byte 4

6. Introduction to Fun Byte 4

7. Mission and vision Statement 5

8. Objectives of Fun Byte 5

9. BVP adopted by Fun Byte 6

10. Suggestion to increase the brand value 6

11. Bibliography 9

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Brand Value Proposition – An Introduction

Brand value proposition statements help a society understand how effectively the
brand is meeting member and customer needs. Then the society can develop
specific actions to remedy any inconsistencies. Brand value propositions are
statements built off the brand contract and brand promise that are measurable over
time.

Definition

Emotional, functional and self-expressive benefits delivered by the brand that

supple value to the customer. Brand value proposition provides the rationale for
making one brand choice over another

Example

Dell has made its Brand Value proposition by Providing good after sale and
customized services

Characteristics of Strong Value Propositions

 You must differentiate your offer from your competitors’ offers.

 You may match a competitor on every dimension of value except one.

 You need to excel in at least one element of value.

 In this way you become the best choice for your optimum customer.

 There is a difference between the value proposition for your company and
your product. You must address both.

Crafting a value proposition requires substantial reflection on what is unique about

your company and your products and services.

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Benefits Of Brand Value Proposition

 Create a strong differential between you and your competitors

 Increase not only the quantity but the quality of prospective leads

 Gain market share in your targeted segments

 Assist you in enhancing tools that will help you close more business

 Improve your operation efficiency

Brand Value Proposition in Context to Fun Byte

Introduction to the Fun Byte

The initial concept of fun byts™ Restaurants is a registered trademark under

A.S.F. ENT. It is a franchisor which seeks to find entrepreneurs, or franchisees to
partner with them. The franchisee buys the right to operate the funbyts™ franchise
according to company contract. A.S.F Enterprises is a privately owned company,
located in Chandigarh, India. Here, at corporate headquarters people work to their
best for franchise and customers. Fun Byts began its journey in the month of June
2008 last year to brand sandwiches and to deliver healthy options to its customer at
affordable prices. Fun Byts has been ideated by two business graduates Amit Arora
and Pranav Wadhwa. Fun Byts has also re-engineered its operations repeatedly in
its 2 years in India to address the special requirements of a vegetarian menu.
Vegetable products are 100% vegetarian, i.e. they are prepared separately, using
dedicated equipments and utensils. Only pure vegetarian oil is used as a cooking
medium. Cheese and sauces are completely vegetarian and egg less. Separation of
vegetarian and non-vegetarian food products is maintained throughout the various
stages of procurement, cooking and serving.

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Mission Statement

“To be the best food chain worldwide by providing high quality food with
exceptional service at affordable price”

Vision

“To be the best food chain worldwide by providing tools and knowledge to
Entrepreneur, so that they can successfully compile in QSR”.

Objectives of Fun Byte

 "Coming together is a beginning, staying together is progress, and working
together is success, we know our success depends upon the initiative we take
individually and our ability to work as a team.
 In our way of working we attach a great importance to customer satisfaction,
feedback, fairness and mutual respect for everyone.
 To develop a rich brand identity amongst its customers and employees as
well as partners alike.
 To provide 100% total customer satisfaction by operating its Outlets in the
long-standing commitment to the Fun Byts Promises.
 We believe in creating a sense of urgency and emphasize on innovative,
entrepreneurial approach to business.

Brand value proposition adopted by Fun Byte

 Specializes in different varieties of sandwiches which are not available

nearby at any restaurants
 Quality of the food stuff provided by Fun Byte is of high standards
 Focused strategy adopted by Fun Byte to serve the customers
 Affordability factor also play vital role for its brand value proposition
 Service delivery is very good

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  Preparation of food stuff is very hygienic as pure vegetable oil is used to
prepare the stuff
 Separation of vegetarian and non-vegetarian food products is maintained
throughout the various stages of procurement, cooking and serving.
 Friendly environment between the retailer and the customer is also very
helpful to increase the brand value proposition
 The location of the store is also very good which is also very important to
increase the brand value proposition
 Being a part of society, highly active in social activities
 Taking initiatives to polish the talent by sponsoring different cultural and
educational events

These are some of the strategies which are currently adopted by fun byte which
have helped Fun Byte to generate huge revenues but this is the beginning still
many more steps have to be taken forward to accomplish its mission that is to be
the best food chain worldwide.

Suggestions to Fun Byte to increase the Brand value

An increase in brand value can help drive revenue growth through higher
consumer demand, improve gross margin by commanding a premium on prices
and reduce business costs through improved supplier agreements. One method of
valuing a brand is to take the market value of a company (total shares of stock
outstanding multiplied by the company stock price) and subtract the value of its
assets (found on the balance sheet). Using this methodology, for example Coca-
Cola ranks as one of the world’s most valuable brands. Consumers choose Coca-
Cola billions of times per day because of its authenticity, refreshment, originality,
consistency and taste. The more The Coca-Cola Company can improve consumer
demand for its brands, the more consumers will consume their products. Therefore
for any brand, more consumption translates into more revenue and more profit.

So here are my five strategies to improve your brand:

 Improve your understanding of what your brand means.

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 Taking our first example, there are a variety of reasons why people choose
to drink Coke. Many people drink Coke because of the way they are
perceived by others. It has a certain “coolness” factor. Others drink Coke
because they know they will gain social acceptance. Some drink Coke for
the increase in energy it gives them. Still others drink Coke for its
refreshment and great taste. By keeping abreast of how consumers perceive
their brands, Coke continuously meets their consumers’ expectations. This
enables the Coca-Cola brand to maintain tremendous brand value. In similar
manner fun byte has to understand that what customer perceives about the
brand name and accordingly make strategies to serve the customers.

 Innovate your products to meet your consumers’ unknown needs

When Nintendo launched the Wii, they revolutionized the way people play
video games. Nintendo created a product consumers hadn’t even dreamt of.
In so doing, Nintendo not only delighted avid video game players they also
converted millions who never played video games into Wii players. With
games like Wii Sport and Wii Fit that enhance both skills and fitness,
Nintendo eliminated the inactive aspect of video games – one of its biggest
negative perceptions – and, in turn, permitted consumers hours of guiltless
entertainment. Talk about a brand value builder!

Thus there can be lots of scope for Fun Byte to innovate new recipes and
attract the more customers

 Be consistent and reliable.

In thousands of restaurants all around the world, people consume

McDonald’s burgers and fries millions of times a day. The fries they eat in
the morning taste just like those they eat at night. The Big Mac they buy in
Beijing is delivered to them in the same amount of time as the one they buy
in Baton Rouge. The menu board, the restrooms and the seating area look
the same in every restaurant. For this consumers reward McDonald’s with
their patronage more than any other fast food restaurant. And, while
McDonald’s food usually does not rank first in taste, they consistently rank
first in market share and revenue. When consumers can trust that their brand

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 experience will be the same every time, they will value that brand more and
more over time. Similarly fun byte can be consistent and reliable with
quality of the food Products

 Stay Passionate

There are six strategies for building brand value. The last strategy is to let
your passion shine through in everything you do. Consumers love brands
whose owners are as passionate as they are. That “never rest on your laurels”
attitude translates into exciting and superior products that continue to wow
and delight consumers. One of the reasons people love the Apple brand so
much is because of the passion expressed by Apple employees. Despite
being the little guy, Apple enjoys going toe-to-toe with Microsoft. As a
result, there is no other computer or mobile technology brand as loved as
Apple.

So adopting these strategies as well Fun Byte can achieve ecstatic success.

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Bibliography
 http://www.google.co.in/search?
hl=en&biw=1259&bih=623&defl=en&q=define:brand+value+proposition&
sa=X&ei=RouUTeuOGIjRrQft4bHzCw&ved=0CBYQkAE
 http://www.brandlicensingexpert.com/blog/bid/34362/Five-strategies-to-
increase-the-value-of-your-brand
 http://www.funbyts.com/about_us.html
 http://www.trace.eu.org/admin/news/file/Enhancing_BrandValue_Tracking+
Tracing
 http://www.brandlicensingexpert.com/blog/bid/34362/Five-strategies-to-
increase-the-value-of-your-brand
 http://www.marketingexperiments.com/improving-website-
conversion/powerful-value-propositions.html

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