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Current Market Situation
a) Market Review
When a new student comes to SZABIST or any university for that matter, they have a
general tendency of finding out how the cafeteria of the institute looks like. What is the
kind of food and service being offered at the canteen. That is because for the next four
years, that is going to be the main hub for him or her at SZABIST and it ought to be
good. The general perception of the students, that make our target market, is that the
cafeteria is way below standard and that is misses a lot of essential things that should
ideally be part of any university cafeteria. The opinion of the student body at SZABIST is
so one dimensional when it comes to the standard of the cafeteria because the only
answer they have is UNSATISFACTORY.
b) Current Situation
The current cafeteria is hardly a cafeteria where the only elements present are the blue
benches half of which are broken or too dirty to sit on. We talk about hygiene and how
important it is, but in our cafeteria we get anything but that. The cat families that have
made the cafeteria their own are a serious problem (although it might sound very
childish). The true fact is that no one can have their food in peace with those cats around.
This seems like a minute problem, but it has become a really big issue and is evident if
you walk around the cafeteria and see the annoyed faces of the students as a result of
those cat intrusions. Those cats sit on the same tables we have our food on. Then there is
the temperature issue. The cafeteria gets unbearably hot during the warm seasons. The
fans that are there are either not working or are dangerously hanging down those walls.
Lighting in the cafeteria is abysmal considering the area is also used for students to study.
Dirty walls, overfilled and outdated notice boards, not functioning mobile charger panel,
huge filled dustbins are just a few more things that need to be taken care of. Bottom line
is that for a university ranked so highly for its quality of education is by no means
complemented by the quality of the cafeteria on campus, hence, causing dissatisfaction
for current students and also leaving a poor image on to-be students of SZABIST.
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c) Competitive Review
Even if the food at the canteen is acceptable you still need a proper place to sit and have
the food. This unfortunately is not the case at SZABIST. Most people opt out of having
food at SZABIST and prefer to have it elsewhere. SZABIST is located at such a place
where there are ample amount of choices available to the students. From the McDonalds
to Park Towers Food Court and from all the food outlets and cafes at Zamzama to the
very economically priced Boat Basin, students have a huge choice base to select from.
This is direct competition to SZABIST. Not only do they get better food, they also get
better prices, better ambiance and a hygienic environment to enjoy their food in. Then
there are also many vendors like Pizza Hut, KFC, McDonalds, Hot n Spicy being the
most popular, from where students can order food to the campus.
100 Cafeteria- SWOT Analysis
Strengths:
Due to shortage of time, students prefer to have food from canteen sitting in the
cafeteria and not going out to dine in.
It is the ONLY choice available to students on campus.
Students get so used to life at SZABIST (cafeteria being a major part of it) that
they accept things as they are.
Weaknesses:
The poor conditions of the cafeteria.
No air conditioners.
Food at canteen is limited for choice and not adequate quality.
The cats are a major problem.
Opportunities:
Renovating the cafeteria with enclosed glass doors, proper furniture, air
conditioners etc.
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Run the canteen for four days to perhaps set a standard for the canteen
administration to follow in future.
Threats:
Competition from food outlets at Park Towers, Zamzama and Boat Basin
Admin approvals might be a problem
Objectives
Our general observation and analysis gave us the understanding that students are not
happy with the cafeteria facility at 100 canteen. Therefore our primary objective is to
completely renovate the cafeteria with state of the art features so that it becomes one that
we can be really proud of. Also, we would like to run the canteen for four days and
provide top quality services to students in order to set a bench mark for the canteen
vendors to follow in future. Our focus at the end of the day, is to create a good image of
SZABIST by adding in a lavish cafeteria to its list of endless credentials.
Target Market & Marketing Mix Strategy (Courtesy: Marketing
Strategy)
Target Market:
Our target market would include all the students of SZABIST from all programs. The
services are meant for faculty and administration staff as well.
Marketing Mix Strategy
Product: Our focus areas will be divided into two parts: (1) the renovation of the
Cafeteria and (2) the running of the canteen for four days as part of the launch of the new
look cafeteria. The menu of all four days would be different making sure the students
have a good menu to choose from. Exceptional service will be given to students ensuring
hygienic, top quality food in a hygienic, lavish environment.
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Price: Prices will be at par or even lesser than that available in the market. Students at
SZABIST crave for quality, therefore our focus will not primarily be on prices
Promotion: The entire communication mix or the promotion strategy for the re-launch of
the cafeteria will begin from March when we will actually start telling people what is
going to happen. The promotion again will be in two phases. One that promotes the re
launch of the cafeteria and one that promotes about our class running the canteen.
Posters, flyers, bookmarks etc. will be used to promote what’s happening. Word of mouth
will be primarily used to create hype and anticipation amongst students. Our promotion
strategy would be to create a wave of excitement amongst the students that something
special is happening ONLY for them. Social media like Facebook and Yahoo Groups will
also be used to good effect.
The Renovation Plan
The project plan for the renovation will be divided into three phases. First phase will be
the fund generation phase where we will be working out to find big sponsors. Second
phase will be the actual renovation of the cafeteria and the third and final phase will be
the launch of the cafeteria when we will run the canteen for four days.
Phase 1 – Fund Generation:
The renovation of the cafeteria and also putting up stock in canteen for four days
demands high funds and hence our primary motive will be to gather big money sponsors
to make our project successful. Differently weighted sponsorship proposals have been
designed keeping in mind the appropriate exposure proposition for the firms willing the
sponsor. Following is a list of all propositions that we have included in the proposal:
Renovated Cafeteria will be named after Company Company’s logo placed on one of the walls inside the cafeteria Company’s logo placed along with name on all promotional banners (to be placed
across the campuses and at the venue Company banner placed on campus during promotion of cafeteria Company’s logo on launch day invitations Company’s promotion through our radio partner ZabFM
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Company standees provided by the Company (during promotion of cafeteria) Company logos on canteen glasses and plates during operation of canteen Company’s logo and T-shirts to be worn by the class during the canteen project Company’s computer with internet connection to be placed in cafeteria
(Proposition for companies like Wateen, WiTribe, Qubee etc.)
Phase 2 – Cafeteria Renovation:
This phase would be when the renovation work will actually begin. The following things have been included in the renovation work:
1. Enclosing the area with glass and two entrance/exits doors on both sides2. Abstract/Jotun painting on the back wall and normal paint/texture paint elsewhere
inside the enclosed area3. Replacement of the furniture of the cafeteria4. Installation of new lights and fans5. Installation of air conditioners6. Installation of plasma screen7. Installation of new speakers for ZabFM8. Placement of sponsor logo with canteen name at entrance9. A sponsor wall where logos will be placed/carved on it and remain there forever10. Placement of 2/4 internet access only computers (subjected to approval of admin
and company)11. Installation of new notice boards12. Glass painting the study room windows
NOTE: All the above will be subject to administration approvals.
The renovation process will take about 15 to 20 days and will be launching it with a four day canteen running program done wholly by the class.
Phase 3 – Canteen Running:
This phase comes at a later stage and a team has been assigned to work on this. The idea
is to completely run the canteen for four days with an improvised menu and immaculate
service. Retailers will be approached for stock placements and food will be ordered
beforehand. Prices will be in line of that of the current canteen.
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Action Program
This part of the plan explains all what we have in mind for the Renovation of SZABIST
100 Campus Cafeteria project. With strength of approximately forty students, our class
has been divided into five teams. The Action program mainly includes Research,
Creative and Renovation, Marketing, Finance and Budget, and Logistics.
Research
The Cafeteria of any university is majorly used by the students studying in that
university. Hence in order to work out this project in the best manner possible the first
step of our project is to carry out a research based on our target market that is the students
and faculty of SZABIST and gather their opinions on how they want their university
cafeteria to look like. Not only this, as the project progresses from time to time, ideas and
opinions needs to be gathered not only about the cafeteria but also the canteen, four day
running of which is also included in our project. Hence for a smooth running and efficient
results a research team is made that would be responsible for gathering and analyzing the
required information using the best possible ways.
Progress:
The first step of this team, that is surveying the target market about the renovations of the
cafeteria and as to what they like/dislike about the current cafeteria and canteen plus what
improvements would they like to see, has already taken place. The questionnaire and
results are attached in the Appendix 1 and 2, respectively.
Among the eighty three questionnaires that were returned it was noted that the majority
population was of BBA students since they comprise of a large population of students at
SZABIST. The overall conclusion drawn from the study indicates that the student
population is not very contended by the current cafeteria or canteen. 98% comments
were negative, which included comments like “Looks like a “dhabba?”, dirty walls and
tables, crammed space, poor quality, etc.
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Service and food as well as design were rated low on which when being orally asked they
replied that in looked more like a hospital rather than a university cafeteria where
students come to enjoy class breaks. A new and cheaper menu was requested due to
students being bored of eating the same stuff. When asked, majority students proposed
that food and furniture followed by ambiance needs to be changed. Alteration of
lightening and layout were also emphasized upon.
The ending questions were a bit open ended mainly trying to figure out what exactly the
students were looking for. A very high percentage voted for a “Cat Free environment”
and “the cafeteria being enclosed and air conditioned”. Around 56% respondents also
asked for another, more lively paint scheme which would allow them to enjoy their
lunches.
Creative and Renovation
Since we plan to renovate the SZABIST 100 Campus Cafeteria, the Creative and
Renovation team would be the one to come up with ideas for the outlook of the cafeteria.
They will be working in collaboration with the research team, finance team and the
logistics team in order to come up with the best possible outlook that delights the needs
and wants of our target market, but which also does not exceed our budget and is
affordable and practically possible. By outlook here it means the outlook and seating
arrangements, the color scheme and the placement of decorations and other items. For
this so far only one layout has been derived, however the team plans to come up with
alternate plans as well.
The Outlook and Seating Arrangements
We plan to enclose the current cafeteria with blasted glass walls on both sides so as to
give it a proper cafeteria look. Seating arrangements includes tables and chairs and where
they are going to be located. So far we plan to use either sofa seating with tables in
between or else small square/circle tables and chairs of either plastic but preferably wood,
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samples of which are attached in Appendix 3. The assembling of the tables would be in a
way that in all there are approximately 15 tables of four-seater each, leaving enough
space for people to easily move around. For individual seating, we plan for counter table
near one of the study room and/or around the pillars.
The Color Scheme
The first plan drawn includes painting graffiti on the four walls opposing the study
rooms. The graffiti would be related to student life, picturing all its aspects, samples of
which are attached in Appendix 3. As for the other walls, the team came up using one
wall for the permanent logos of our sponsors and for the left over walls we plan to give it
sponge effects using two shades of one colour. As for the study room windows, ideas of
glass painting or blinds are still being thought upon.
Overall Decorations
For an enclosed area the installation of air conditioners is very important. Furthermore, if
our budget allows us or if we are able to get sponsors, we plan to get a plasma installed
on one of the walls facing the study rooms and an ATM machine on the side wall, replace
the speakers and get a few computers installed as well. Apart from that we have paintings
in mind to decorate the cafeteria with. We also plan to install new notice boards and trash
cans if possible.
Marketing
The job of the marketing team will be divided into two phases and they are as follows:
Phase 1 – Generation of funds through sponsors
Marketing team will engage in relentless pursuit of finding sponsorships to raise funds
for the renovation of the cafeteria. This would include making proposals of different
proportions, sending it to appropriate firms, arranging a meeting with them for any details
they would require about the project, getting approvals from the administration for any
propositions of the firm. They also need to come up with creative ideas about what all
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can be offered to potentially interested firms. For instance, a bank might want to setup an
ATM, an internet service provider might want to set up their computer panels in the
cafeteria with internet connection, food brands might want to have branding in the
cafeteria etc. Primarily, this phase would want the marketing team to generate funds for
the renovation and coordinate with the finance team for recording of any funds that are
generated. This job should be done by the beginning of March.
Once the finances are arranged and agreements with various vendors for renovation, is
completed, we will start marketing the renovation. A marketing campaign will be
initiated which would throw teasers about the renovation project. Give them hints about
the luxuries that wait for them. This would be to create hype, anxiety and excitement.
Phase 2 – Marketing campaign for our canteen execution plan
This campaign would aim to market our four-day stint of running the canteen completely.
We will be promoting the class of hygiene, food, service and ambiance we would be
providing during those four days. Also, that these four days will aim to set a bench mark
for the canteen vendors to continue from once we’re done with the project. Also,
invitations to the faculty and administration will be sent to come and enjoy the new look
cafeteria of SZABIST 100.
Progress:
We have managed to get a sponsor from National Bank of Pakistan (NBP) worth Rs.
50,000 and we’re already in progressive talks with Mountain Dew, Unilever, Shell,
Mobilink, Telenor, Soneri Bank, Shan and many other companies. A sample of the
sponsorship proposal is attached in Appendix 4.
Finance and Budget
The finance team will be managing all the finance of the project. They will be allocating
the budgets to each costing area such as logistical expenses. The total control of the
finances received by the sponsors will be directed to the finance team. In order to
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maintain transparency in the finance team, the team is required to keep all the records for
each rupee spent. The primary focus of the finance team will be to allocate budget to each
costing area. The team will devise a budget in which it will see as to how much money
will be needed for the seating, lighting, paints, doors, woodwork etc. but first an expected
cost of these things will be provided by the logistics team. The finance team will then
approve it.
Logistics
The logistics team is required to provide all the procurement. It is an essential part of the
supply chain mechanism we wish to adopt. The logistics team will be involved in getting
rates of the setup and then supply them accordingly. The team will also take care of the
transportation of all the set up we wish to install. All the expense made by the team will
refunded by the finance department.
More over once upon completion of the cafeteria, the logistics team will then look after
the supply of the merchandise we wish to sell in the canteen. The team will be given the
list of shelf item and they will purchase it from the cheapest location possible but not
compromising much on quality. The team will also be involved in the delivery of
merchandise from the market to the canteen.
Working Mechanism of the Team
The team works in a matrix format. Each member is directly in contact with other teams.
This way, if a logistics person needs some intelligence from any of the department they
get it on time. Moreover the residence of the logistics team is spread throughout Karachi.
Some members are living in Gulistan-e-Johar, some in Nazimabad and some in Defence,
so this makes it easier for the team to get the lowest rates possible. Once the creative and
renovation team give the logistic team a layout, the logistics team starts working on it as
soon as possible. They try to get the cheapest rate possible.
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The logistics team has done the following tasks so far:
1. Went to Jama Cloth, Gizri, Araam Bagh for the quotation of Glass
2. Went to Hassan Square, Lalu khait, Ayesha Manzil, Nursery, Habitt, JF interiors for
the quotation of furniture (Sofas and table chairs both)
3. Went to Saddar for the quotation of Speakers
4. Went to Jotun showroom for the quotation of Paints
5. Went to Light House for the quotation of Lights
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Budgets & Control – Renovation of Cafeteria
Tentative Expense Sheet – Maximum
Tentative Expense Sheet – Minimum
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Particulars Cost
Glass 130, 000 BlastedPaint 75, 000 Graffiti + Normal PaintFurniture 250, 000Lights 50, 000Speakers 15, 000Air Conditioner(s) 140, 000Blinds 3, 000Electric 25, 000Miscellaneous 20, 000
708,000
Particulars Cost
Glass 130, 000 BlastedPaint 35, 000 Normal PaintFurniture 150, 000Lights 50, 000Speakers 5, 000Air Conditioner(s) 105, 000Electric 20, 000Miscellaneous 10, 000
505, 000
APPENDICES
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APPENDIX 1
QUESTIONNAIRESZABIST CAFETERIA
(100 Clifton)
1) Program:
2) Gender:
Male Female
3) What comes to your mind when you think of SZABIST Cafeteria?
4) Are you satisfied with the Cafeteria of 100 Clifton? Yes No
5) Why are you satisfied / dissatisfied with the cafeteria?
6) How would you rate the Cafeteria in terms of design and layout?
1 2 3 4 5 6 7 8 9 10
7) How would you rate the Canteen in terms of service and food?
1 2 3 4 5 6 7 8 9 10
8) What do you normally prefer to have at SZABIST Cafeteria? Please rank the option(s) chosen, with ‘1’ being the first priority.
____Typical Lunch ____Pizza ____Rolls & Samossa ____Biscuits ____Chips ____Cup cakes / Brownie ____Tea or coffee ____Juices and cold drinks ____Ice-cream
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Highest Lowest
Highest Lowest
____Chocolate & toffees ____Mineral Water
9) What other stuff would you like to have?
10) How much money do you normally spend per day on the food-stuff?
Below 20 20-30 30-50 50-100 100-200 200 & more
11) What would you like to change about the Cafeteria? Please rank the option(s) chosen, with ‘1’ being the first priority.
____Food ____Lighting ____Ambience ____Furniture ____Layout ____Other __________
12) What additional facilities do you think the Cafeteria should provide? Please rank the option(s) chosen, with ‘1’ being the first priority.
____Computers ____Television ____Graffiti walls ____Plasma screen ____ATM Machine ____Cat free environment ____Enclosed air conditioned area with glass walls ____Other __________
13) What would you like to suggest in order to improve the Cafeteria of SZABIST?
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APPENDIX 2SURVEY RESULTS
Total Respondents 83 students and faculty.
Q1. Program
BBA: 33.73% MBA: 19.28% BABS: 03.61% BSCS: 04.82% BSSS: 14.46% Law: 14.46% Faculty: 07.22%
Q2. Gender
Male: 54.22% Female: 45.78%
Q3. What comes to your mind when you think of SZABIST Cafeteria?
98% were negative comments which include: Pathetic Area Looks like a “dhabba” Dirty walls and benches Crammed space Food is expensive Quality is poor Same old stuff
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Q4. Are you satisfied with the Cafeteria of 100 Clifton?
Yes: 21.68% No: 78.31%
Q5. Why are you satisfied / dissatisfied with the cafeteria?
Satisfied:22%What
the students need is available
Dissatisfied: 78% Filthy Area, poor service, high prices, seems like a railway station, stuffy, less food variety
Q6. How would you rate the Cafeteria in terms of design and layout?
86% of the respondents ranked “Design and Layout” on the lower range with mean of 7 points.
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Q7. How would you rate the Canteen in terms of service and food?
89% of the respondents ranked food and service on the lower range of scale with mean of 7.5 points.
Q8. What do you normally prefer to have at SZABIST Cafeteria?
Lunch, rolls & samosa followed by tea/coffee and juice/drinks is the overall favorite of our sample size.
Typical Lunch: 74.69% Pizza: 49.40% Rolls & Samosa: 78.30% Biscuits: 60.24% Chips: 72.29% Cup cakes / Brownie: 55.42% Tea or coffee: 73.49% Juices and cold drinks: 68.67% Ice-cream: 00.00% Chocolate & toffees: 53.01% Mineral Water: 65.06%
Q9. What other stuff would you like to have?
59.03% respondents said that they would want a new menu for the canteen including items like French fries, Shawarma, burgers, fresh juices, Dossa, large sitting area, etc.
Q10. How much money do you normally spend per day on the food-stuff?
51.80% spend approx 50-100 daily on the canteen. 48.20% spend approx 100-200 daily on the canteen.
Q11. What would you like to change about the Cafeteria?
Food: 87.95% Lighting: 66.26% Ambience: 79.51% Furniture: 84.33% Layout : 71.08%
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Q12. What additional facilities do you think the Cafeteria should provide?
Computers: 39.75%Television: 63.85%Graffiti walls: 50.60%Plasma screen: 60.24%ATM Machine: 49.39%Cat free environment: 75.90%Air conditioned area with glass walls: 78.31%
Q13. What would you like to suggest in order to improve the Cafeteria of SZABIST?
56.62% respondents commented that they want a more brighter cafeteria area, with improved area and sitting arrangements with better menu with no cats so that they can have a relaxing and more pleasurable lunch experience.
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APPENDIX 3 PICTURES – TABLES AND CHAIRS
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PICTURES – GRAFFITI
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APPENDIX 4SPONSORSHIP PROPOSAL SAMPLE - BIG
5th February, 2010.
Unilever,Karachi.
Subject: Sponsorship required for Cafeteria Renovation Project
SZABIST is one of the exceptional business schools of Pakistan. It not only operates to provide quality education to the students but make extended efforts to give them full exposure and experience of the practical world. We, BBA, Class of 2011, have taken up the project of the renovation of our cafeteria at 100 Clifton as part of our Marketing Management coursework.
The renovation process would include completely revamping the sitting area of our canteen which would include replacement of furniture, enclosed glass doors, graffiti walls, plasma screen, air conditioners and lighting. Also as part of this project, we have taken up the challenge of running the canteen for four days after the launching of our renovated cafeteria. The final launch will be a dinner for the faculty & administration. The cafeteria renovation has to be completed by the end of April.
SZABIST has a student base of more than 2500 students and the cafeteria is the main hub of the university. With such a massive student base, we not only promise lucrative exposure to Unilever but also help generate goodwill for your company.
Being nascent, we are building upon funds and personal resources and therefore would like your company to extend forward their hands of cooperation by sponsoring us to turn this renovation project into a memorable success. We assure that the name of the company would be promoted with high respect and decency.
Your support in this regard would serve as a huge acknowledgment of our efforts and would signal your appreciation of the youth making such endeavors.
Any queries or additional details regarding this endeavor are more than welcome.
Looking forward for assistance and an early response.
Regards, Emad Zafar
Contact Persons:Emad ZafarMarketing DepartmentCafeteria Renovation [email protected]: kindly refer to the next page for the stated packages.
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Proposed Package:
Package 1: Worth Rupees 500,000
Offerings 1. Renovated Cafeteria will be named after UNILEVER2. UNILEVER’s logo placed on one of the walls inside the cafeteria 3. UNILEVER’s logo placed along with name on all promotional banners (to be
placed across the campuses and at the venue4. UNILEVER banner placed on campus during promotion of cafeteria5. UNILEVER’s logo on launch day invitations6. UNILEVER’s promotion through our radio partner ZabFM7. UNILEVER standees provided by the company (during promotion of cafeteria)8. UNILEVER logos on canteen glasses and plates during operation of canteen
Package 3: Worth Rupees 250,000
Offerings 1. UNILEVER’s logo placed along with name on all promotional banners (to be
placed across the campuses and at the venue2. UNILEVER banner placed on campus during promotion of cafeteria3. UNILEVER’s logo on launch day invitations4. UNILEVER’s promotion through our radio partner ZabFM5. UNILEVER standees provided by the company (during promotion of cafeteria)6. UNILEVER logos on canteen glasses and plates during operation of canteen
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SPONSORSHIP PROPOSAL SAMPLE - SMALL
27th January, 2010
Soneri Bank,Karachi.
Subject: Sponsorship required for Cafeteria Renovation Project
SZABIST is one of the exceptional business schools of Pakistan. It not only operates to provide quality education to the students but make extended efforts to give them full exposure and experience of the practical world. We, BBA, Class of 2011, have taken up the project of the renovation of our cafeteria at 100 Clifton as part of our Marketing Management coursework.
The renovation process would include completely revamping the sitting area of our canteen which would include replacement of furniture, enclosed glass doors, graffiti walls, plasma screen, air conditioners and lighting. Also as part of this project, we have taken up the challenge of running the canteen for four days after the launching of our renovated cafeteria. The final launch will be a dinner for the faculty & administration. The cafeteria renovation has to be completed by the end of April.
SZABIST has a student base of more than 2500 students and the cafeteria is the main hub of the university. With such a massive student base, we not only promise lucrative exposure to Soneri Bank but also help generate goodwill for your company.
Being nascent, we are building upon funds and personal resources and therefore would like your company to extend forward their hands of cooperation by sponsoring us to turn this renovation project into a memorable success. We assure that the name of the company would be promoted with high respect and decency.
Your support in this regard would serve as a huge acknowledgment of our efforts and would signal your appreciation of the youth making such endeavors.
Any queries or additional details regarding this endeavor are more than welcome.Looking forward for assistance and an early response.
Regards, Emad Zafar
Contact Persons:Emad ZafarHead of MarketingCafeteria Renovation [email protected]: kindly refer to the next page for the stated packages.
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Proposed Package:
Package 1: Worth Rupees 70,000
Offerings1. Soneri’s logo placed along with name on all promotional banners (to be placed
across the campuses and at the venue)2. Soneri banner placed on campus during promotion of cafeteria3. Soneri’s logo on launch day invitations4. Soneri’s promotion through our radio partner ZabFM5. Soneri standees provided by the company (during promotion of cafeteria)
Package 2: Worth Rupees 50,000
Offerings 1. Soneri’s logo placed along with name on all promotional banners (to be placed
across the campuses and at the venue)2. Soneri banner placed on campus during promotion of cafeteria3. Soneri standees provided by the company (during promotion of cafeteria)
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