Presenter

Suhail Ali

Kashmiri kitchen Restaurant

INTRODUCTION

• Kashmiri kitchen restaurant

• A new venture

• Offers fine dining,

• Unique Selling Proposition:

• Authentic Kashmiri food

TARGET MARKET

Target Market

45%

35%

20%

Individuals

Families

Takeout

•45% individuals –

professionals and

business

executives

•35% families-

group of relatives

or friends

20% take out

MARKET SEGMENTATION

& TRENDS

MARKET SEGMENTATION

Geographic segmentation:

Immediate geographic target-City of Delhi/NCR

Targeted population:

-Upper class

-Upper middle class

Estimated population is 270,000 people

Demographic segmentation:

• Fine dining targets all age groups

•Kashmiri kitchen targets teenagers and youth

• Professionals and business executives

• Income over Rs. 80,000 per month

Behavior segmentation:

• Value attributed to the presentation of food

•Concerned about health in regard to food

•Craving for authentic food and variety

MARKET TRENDS

• Health consciousness

• Presentation of food

• Selection

• Food quality

•Travel

SWOT ANALYSIS

Strengths

• High trained and quality staff• Located in an upscale area of • Gurgaon/south delhi• High quality food

Opportunities

• Increasing sales opportunities overall

• Monopoly in Kashmiri foods

• Ability to develop long term contacts

Weaknesses

• Unstable brand image• Competitors already exist• Inaccessible to certain

potential customers

Threats

• Competition from local restaurant may challenge

• Fixed taste of Kashmiri cuisine by customers

• Recession in the economy

COMPETITION

Direct competition

• ???????? Need to analysis

COMPETITION

Indirect competition

• ????? ;;;;;;;………• Café Coffee Day: Offers variety of

sandwiches, desserts and drinks. Moderate price, dine in

MARKETING RESEARCH

Question 4

45%

15%

40%60000-80000

Above 80000

30000-50000

Survey conducted among various age group and profession

• Unique perception how to judge a restaurant

• 17% environment & service

• 33% food & hygiene

• 51% value for money

0%

10%

20%

30%

40%

50%

60%

environment andservice

food & hygiene value for money

• How people are to know about a new restaurant

• 38% billboards

• 23% word of mouth

• 28% newspaper

• 11% internet

Question 9

0%

5%

10%

15%

20%

25%

30%

35%

40%

Billboards Internet Word ofmouth

Newspaper

MARKETING MIX

PRICE

PROMOTION SERVICE

PLACE

PRODCUT

MARKETING MIX

PRODUCT

• Dine in restaurant and café

• Authentic Kashmiri foods

• Lively ambience & tastefully decorated

• Café mainly will target youth

PRICING

• Competitive pricing strategy

• Preferred price range Rs.245-600

• Promotional discounts to follow 3 months after launch

PLACE & DISTRIBUTION

• Target market mainly resides in D.L.F and High class Area

• Main M.G Road ideal location

• Approx.---???????

• Ho.Re.Ca

• AIRLINE

• INTDUSTRY OFFICE AREA

PROMOTION

• Billboards & streamers– Pre launch– Launch

campaign (1 week)

BILLBOARDS

SAMPLE

M.G ROAD

• Print ads– Times (D.T) newspaper (4 days)

• Internet– face book or social Media(monthly)

• Word-of-mouth

Launch BoardAnd Print ad

Service

• Impeccable and attentive customer care

• Quick service

• Cooperative servers

• Motivated to satisfy customers

BUDGETING

Expense Forecast

Cost of sales (supplies)

?

Rent ?

Salaries and wages

?

Interest and loan ?

Electricity ?

Repair andmaintenance

?

Fuel for generator ?

Fixtures and fittings

?

Equipment ?

Seating and interiors

?

EXPENSESRs.-?

Salaries Rs.-?

InterestRs..?

SuppliesRs..?

RentRs.-?

MONTHLY EXPENSES & SALES

• Total fixed cost = Rs. ?

• Total variable cost = Rs. ?

• Monthly sales = ?

Weekdays Families 4 X ? = ?Individuals 8 X ? = ? Weekends Families 8 X ? = ?Individuals 2 X ? = ?

Monday to Friday 17800 X ?= Saturday and Sunday 33450 X ?=

Monthly sales = ? .X ? = Rs. ????//

Total fixed cost • Fixture and fittings • Seating and interiors • Equipment

Total variable cost•Supplies

•Rent •Salaries and wages•Interest on loan---?????•Electricity•Repair and maintenance•Fuel for generator•Advertising

BREAK EVEN

• Total fixed cost –

• Total variable cost-

• Variable cost/unit –

• Total cost –

• Price – Rs.300 to 600

• Expected units-

Yearly breakeven at 3650 units

X axis-sales volumeY Axis-sales revenue/cost

MILESTONES

AdvertisingStart Date End Date Budget

Marketing plan completion

Rs.0

Billboard ad campaign #1 (Teaser)

Billboard ad campaign #2 (Launch)

Streamers (D.H.A)

Total Advertising Budget

Web Marketing Start Date End Date Budget

Facebook Rs.0

Total Web Budget Rs,0

Print Media Start Date End Date Budget

Dawn Newspaper

Total Print Budget

Totals

CONTINGENCY PLAN

Difficulties and risks:

• Problems generating visibility

• Aggressive actions by competitors

• Entering the saturated market of an already thriving food and beverage industry

RISKS

• Difficulty in

survival

• Becoming illiquid

• Losing market share and decreasing consumer base

THANK YOU