LETTER OF ACKNOWLEDGMENT

It has been a pleasure to be Miss. Ayesha Aman students. We would like to thank
her for giving us the chance to understand and apply the theories of marketing in
our project. Her lectures have been very informative. We are extremely grateful
to her and appreciate her efforts for providing us full support, encouragement
and valuable guidance.

Sincere regards,

Geeta Vaswani
Lizna Tejani
Noureen Amin
Zarmeen Karimi
Principles Of Marketing

LETTER OF TRANSMITTAL

25th July, 2010

Miss Ayesha Aman

Iqra University

Respected Madam,

We are submitting this report, duly on 25-07-2010 that we are asked for. The
report is entitled Product Launch (leather travel wallet).

The purpose of the report is to present the information about the marketing
strategies applied during the launch of product and the analysis of marketing a
product.

Sincerely,

_______________ _____________
Geeta Vaswani Lizna Tejani

_______________ ______________
Noureen Amin Zarmeen Karimi

Veggie Dine
Principles Of Marketing

TABLE OF CONTENTS

SERIAL PAGE
NUMBER DESCRIPTION NUMBER

1 SYNOPSIS 1

2 COMPANY’S INFORMATION 2

3 MICRO ENVIRONMENT 3

4 MACRO ENVIRONMENT 3-4

5 SEGMENTATION 4-5

6 CONSUMER BEHAVIOR 5-7

7 PRODUCT 7-8

8 PRICE 8-9

9 MARKETING CHANNELS 9

10 PROMOTION 10

11 KEY FACTS 10-11

12 11

Veggie Dine
Principles Of Marketing

SYNOPSIS

Our business plan is about veggie dine which is a single-unit, good-sized

restaurant basically focused on healthy and ethnic food. Situated in Karachi
Pakistan, veggie dine’s emphasis will be on providing ethnic food. We have
launched veggie dine so that the veggie lovers can dine out with their families
which offers its customers top quality food and a great ambience. Veggie dines
aims at providing cuisines for veggie lovers around Karachi Pakistan. Ethnic
recipes will be used to provide the customers with a diverse & unique menu. It
also emphasizes healthy dishes, recognizing the trend within the restaurant
industry for the demand for healthy cuisine. Market research has shown that
although the restaurant industry is very competitive, the lifestyle changes created
by modern living continue to fuel its steady growth. Therefore keeping in mind
this steady growth, we have stepped into the venture of creating and veggie dine
designed the marketing strategies and operating plan of the venture. At the same
time the competition is high, the opportunity is also great.

THE VEGGIE DINE RESTAURANT

Veggie Dine
Principles Of Marketing

PRODUCT NAME
Vegetarian Food

BRAND NAME
The Veggie Dine

MARKETING ENVIRONMENT

MISSION STATEMENT:
Product oriented statement:

We provide variety of veggie meal.

Market oriented statement:

A perfect destination for veggie lovers

COMPANY INTERNAL ENVIRONMENT:

Our company’s internal environment includes top management, finance,
Research & Development, Purchasing, Manufacturing and Accounting
department. The responsibilities of these departments are that if there is a need
of any creative and innovation product so then our Research and Development
department will first do the required research about that and will make a
complete report which will further processed to different departments like
finance, purchasing etc and after their approval it will finally be approved by the
Top management.

CUSTOMER MARKET:
As we have our own brand so it will only be available in our own retail outlets.
This is because we want to associate our product with a unique and distinctive

Veggie Dine
Principles Of Marketing

identity which will only be achieve by having our own separate store because we
want direct relation with our valued customers.

COMPETITORS:
My competitors would be all those companies who are providing same products
and services that we provide to our customers. In this case Jafferjees &
Moosajees would be our direct competitor because they have the same products
and services.

PUBLICS
Public factors play a vital role in strengthening and weaken our business. If any
one of them does not work properly it will highly affect one’s business. These
factors include:
 FINANCIAL PUBLIC
 MEDIA PUBLIC
 GOVERNMENT PUBLIC
 CITIZEN ACTION PUBLIC
 GENERAL PUBLIC
 INTERNAL PUBLIC

FINANCIAL PUBLIC:
Commercial banks would be categorized into financial public because they act as
a source of financial support for our company

MEDIA PUBLIC:
Advertising Agencies plays an enormous role in creating our product awareness
into our consumer market which helps us in maximizing our sales volume.

GOVERNMENT PUBLIC:

Veggie Dine
Principles Of Marketing

Government public provides us legal identity and provides certain registration

which helps us to develop trustworthiness in our consumer market.

CITIZEN ACTION PUBLIC:

Citizen action public will affect our business in a way that as we are having our
business in a Muslim state so we cannot use those stuff which are not acceptable
in eyes of our customer market for example: we use sheep, goat and cow grain
leather for our consumer market as it is socially and religiously acceptable for our
consumers but if we use pig grain leather which is neither accepted in Islam nor
accepted for our consumer market that’s why we do not use those stuff which are
unethical.

GENERAL PUBLIC:
All those people who use leather products would be categorized in to General
Public.

INTERNAL PUBLIC:
Internal public plays an important role in flourishing our business because they
are one of the important pillars of our company it includes our employees.

MACRO ENVIRONMENT

POLITICAL AND LEGAL ENVIRONMENT:

Political and legal environment will affect our business in a way that if there
would be a political stability our business will smoothly be run and on the other
hand if there would be political instability our business will directly be affected.

DEMOGRAPHICS

AGE :

Veggie Dine
Principles Of Marketing

14 and above because this age normally includes those professionals who use
leather in their daily life.

GENDER:
Both male and female

We have no gender discrimination our product is for both male and female

INCOME:
Rs. 80,000 and above

OCCUPATION:
All

FAMILY SIZE:
Not Specific.

RACE:
No Racial discrimination

RELIGION:
Any religion.

ECONOMIC
Economics plays an important role in strengthening our business because when if
there is an economic stability i.e. boom our business will be encouraged. On the

Veggie Dine
Principles Of Marketing

other hand if there will economic instability like recession or depression then
business will be discouraged.

CULTURAL
Culture will highly affect our business in a way that as we are having our business
in a Muslim state so we cannot use those stuff which are un acceptable in eyes of
our customer market for example we use Sheep, goat and cow grain leather for
our consumer market as it is socially and religiously acceptable for our consumers
but if we use pig grain leather which is socially unacceptable that’s why we don’t
use those stuff which are unethical.

TECHNOLOGY
As we are in the world of innovation therefore consumers demands for new
products with innovative features. Technology helps us in meeting those
requirements of our valued customer by minimizing our cost of production that
ultimately will result in maximization of our profits.

Veggie Dine
Principles Of Marketing

SEGMENTATION

DEMOGRAPHICS

AGE:
Baby boomers, Generation X and Echo Boomers

GENDER:
Both male and female

INCOME:
80,000 and above

OCCUPATION:
All

FAMILY SIZE:
Not Specific

RACE:

Veggie Dine
Principles Of Marketing

Our products do not have any racial discrimination

RELIGION:
Any religion.

GEOGRAPHIC:
DENSITTY:
As our product is for elite class and business personnel so our density would be
urban

LOCATION:
We would initially start our project from the cities of Lahore, Islamabad & Karachi.
We have chosen these locations because mainly the elite and business class (our
potential users) situated in these areas and areas around them.

CLIMATE:
No Effects

Veggie Dine
Principles Of Marketing

PSYCHOGRAPHICS

LIFE STYLES:
It Includes Personnel who are accustomed into Formal Lifestyle and involved in
Business Activities

PERSONALITY:
people having Business Class Personality

SOCIAL CLASS:
Upper Upper Class, Lower Upper Class and Upper Middle Class

BEHAVORIAL

OCCASIONS:
All social and cultural occasions

BENEFITS:
Convenience for Travelers

USER STATUS:

Veggie Dine
Principles Of Marketing

Elite Class

USAGE RATE:
Medium

LOYALTY STATUS:
Good

ATTITUDE TOWARDS PRODUCT:

A sense of satisfaction with food and good ambience

TARGET MARKET STRATEGY:

We would be targeting main market because we are focusing on upper-upper,
lower upper and upper middle class. We will target our market in a way that we
will first make our customer realize the need of our product its benefit and ease
they will get after using our product.

CONSUMER BEHAVIOR

FACTORS AFFECTING BUYING BEHAVIOR OF THEIR CUSTOMERS:

Veggie Dine
Principles Of Marketing

CULTURAL FACTOR
There Is No Such Cultural Factors As Far As Our Product Is Concerned As It Does
Not Affect Any One’s Culture. But as our business is in Islamic country so if we use
pig leather than it will highly affect our business as using pig’s leather is one of the
social taboo in Muslim countries.

SOCIAL CLASS
Social Class Includes The Upper-Upper Class, The Lower-Upper Class And The
Middle Class.

SOCIAL FACTORS
As we are using the leather of those animals whose leather is socially accepted in
this country so there will be no social factor which will affect our business.

PERSONAL FACTOR:
Our product’s prime focus is towards the personnel who are having a journey or a
tour and to provide them a level of satisfaction and comfort that during their
travel they do not need to worry about their belongings as they all are at safe at a
single travel wallet

AGE GROUP
It will include all those people who travel excluding children because usually their
travel documents are with their parents.

OCCUPATION

Veggie Dine
Principles Of Marketing

All Business Personal Who Are Having Formal Life Style Will Be Attracted Towards
Our Product

ECONOMIC SITUATION:

Poor Economic Condition Such As Recession or Depression Will have great Affect
In Buying Behavior Of Consumer because normally in recession consumer cut
down their luxuries and restrict to their autonomous spending. In the same way
good economic condition like boom will have great impact in flourishing our
business.

LIFE STYLE:

The One Who Is Using Our Product Will Be Having A Formal Life Style Mainly
Business And Elite Class Because It Carries A Level Of Prestige With Itself Which
Business And Elite Class Love To Have

PERSONALITY & SELF CONCEPT:

The people who are business personnel having high class personality will go for it
and will feel convenient and self satisfied because for them convenience is the
top most priority and it will definitely Enhance their Level of Prestige.

COMPETITIVE ADVANTAGE:

We use the finest quality of leather and guarantees genuine leather product from
its tanning to final furnishing. Our company is re-known for its quality products in

Veggie Dine
Principles Of Marketing

the market which helps us in gaining customer’s loyalty.

We always have our product available at our retail outlets. We also design
product on customer demand as per their convenience. We do not compromise
in our quality as customer satisfaction is most to us. We are providing additional
features to our customers like Tab with snap button closure, Six credit card slots,
Organizer pockets for passport, air ticket, currency & boarding pass. Inside
zippered pocket, pen holder (pen included).

PRODUCT MIX:

We Provide wide network of leather supplies.

 Women
 Men
 Business
 Travel
 All & Sundry

PRODUCT LINE:
Travel is further classified into:

 Shirt Cases
 Garment Bags
 Passport Covers
 Travel Wallets
 Travel Bags
 Trolley Bags
 Tie Cases
 Travel Kits

Veggie Dine
Principles Of Marketing

Product and Service Attribute:

PRODUCT QUALITY:

 Soft and genuine leather

 Kevlar® thread
 Durable and Reliable

PRODUCT FEATURES:

 Navigator (Optional)
 A Small Notepad
 Calculator
 Tab with snap button closure.
 Six credit card slots.
 Organizer pockets for passport, air ticket, currency & boarding
pass.
 Inside zippered pocket, pen holder (pen included).
 Size : 225 x 119 mm (Closed)

PRODUCT STYLE:
 Simple & Delicate

PRICE:

PRODUCT PRICING STRATEGY:

Pricing below Competition (Price Penetration)

PRICE ADJUSTMENT:

Veggie Dine
Principles Of Marketing

Not applicable in our case

MARKETING CHANNELS

CHANNEL LEVELS
SALES AND DISTRIBUTION OBJECTIVE:

As we have targeted the niche market and it is difficult to have good sales
proportion in the BEGINNING but later after the awareness of our product there
will definitely be a colossal effect on our sales and as our focus is on elite class
so our profit margin is good. As our target market is elite class so keeping their
loyalty status in mind we are expecting to have good sales proportion in future.
We have a simple distribution objective, we don’t want our customers to be
worried about the accessibility of our product and for that we will make our
product available at our own outlet in different areas of Pakistan and for the
convenience of our customers we will make our product available in different
famous malls of Pakistan like dolmen mall, paktowers ,millennium mall etc and
especially at one of the core place for the distribution of our product which is
Airport .we also provide our customers the E-commerce so that they will not feel
any kind of difficulty in finding our product.

DISTRIBUTION STRATEGY :

Veggie Dine
Principles Of Marketing

FACTORY OWN OUTLETS RETAIL

OUTLETS

DEFENCE TAARIQ ROAD SADAR DOLMEN MALL PAKTOWERS MILLINNEIUM

SALES AND DISTRIBUTION OBJECTIVE

Our distribution objective will highly be focused on availability of our product on

each and every outlet. So that we may not face product shortages which will
ultimately result in loosening market grip. We will ensure that our product is
available whenever you want not only on sales outlets but on online shopping
stores as well. So that our valuable customers would not face any problems in
order to purchase our products.

Our Sales objective would be to provide maximum level of satisfaction and

prestige to our honorable customer. Our prime focus would be to provide best
quality products so that they may result in maximization on Brand Loyalty.

INTERNET MARKETING (ELECTRONIC COMMERCE)

Veggie Dine
Principles Of Marketing

As we are accustomed into Electronic World Online marketing or in other words

E-Marketing plays a very important role in strengthening grip over market.
Availability of an online shopping portal not only provides easy to our customer
but also helps them to see variety of products available.

As we are targeting a niche market mainly consists of elite class they will always
prefer to shop online rather than go and buy from stores. We are having a wide
network of supplies and able to deliver demanded products in a time frame of 24
hours. We are just a click away from them.

DISTRIBUTION STRATEGY

PROMOTION

PROMOTIONAL OBJECTIVES

We will aware our customers about our package through effective marketing and
will make them realize that this product is for your own convenience and it will
make your travel easy.

 To enhance the awareness of product among target market.

 To develop a positive image of product.
 To design a promotional campaign in such effective manner so that consumer
can switch over to use our brand from their present brand.

ADVERTISING OBJECTIVES

Veggie Dine
Principles Of Marketing

By advertisement we will create awareness that how it will help them. How much
ease it will provide to them and what are the additional features present inside it,
its other benefits and so on.

ADVERTISING STRATEGY

MESSAGE STRATEGY:
Our Strategy is to make our Customer realize the need of using Travel Wallet
while travelling.

MESSAGE EXECUTION:
We will show our customers that we want your valuable travelling stuff to be safe
and your travelling to be tension free as our motive is to make your travel easy.

ADVERTISING MEDIA
 Television,
 Billboard,
 Newspaper,
 Brochure & Magazines

KEY FACTS

Veggie Dine
Principles Of Marketing

STRENGTHS
 In Karachi there are very less no/of veggie restaurants.
 Our target market “the veggie lovers”
 Location is good, Clifton is a very porch area there are so many good
restaurants situated over there, and there is good charm of business
growth.
 Well experienced chefs and trained service staff members.
 Providing the variety of delicious veggie meal with quality and hygiene.
 Better quality of services in order to create customer value.
 Pricing strategy is affordable.

WEAKNESSES
 Initially new it will take time in terms of its popularity.
 There is a minority of veggie lovers.

OPPORTUNITIES
 New to Karachi
 Target market will greatly benefit.
 People will get new variety and taste.

THREATS
 The existing restaurants like bar.b.q. Tonite, nawab, thali inn.
 Thread of new similar entrance.

Veggie Dine
Principles Of Marketing

MARKET SHARE
Our market share will be approx. 40% to 60% because it includes those people
who travel and are of elite class.

Veggie Dine