Easythali, a unit of Ivorysands, is a dine-in restaurant and takeaway located in Hyderabad, India. Easythali has its main branch in Begumpet and is expanding its outlets to other localities in Hyderabad. At present, the average sale is the equivalent of about 150 thali trays per day. Easythali has tied up with food delivery aggregators for the delivery of their products, which has not yielded significant benefits to date.
Some of the areas where Easythali lacked were marketing congruence, including look and feel of both physical assets and website, brand presence, branded customer interaction, pre-defined marketing strategies, search engine optimization, social media optimization and marketing, email marketing, customer relationship management, marketing communication, and brand positioning.
An Integrated Marketing and Communication Strategy needed to be created, with a coherent and consistent branding and positioning so that the current dissonance is reduced, and customers are attracted to the product.