BENAZIR BHUTTO SHAHEED UNIVERSITY

LYARI KARACH

ASSIGNMENT OF PRINCIPAL OF MARKETING

THE SPICY KITCHEN

“Taste that Melt heart”
GROUP MEMBERS
 Sameer khudabaksh (F.P)
 Urooba Ghani
 Nimra Hussain
 Sehrish Mannan
 Abdul Wahab
 Syed Waseem Jaffri

Under The Supervision Of

Sir Kamran Ali
 QUESTION NO 01

For this project we have selected “Food selling” business, first of all we select name of our business that
was “THE SPICY KITCHEN” with slogan “taste that melt your heart” and design our special and unique
logo then we conduct a survey to enlist our menu then we arrange sampling so that student taste our
products and be familiar with our flavours, on the mean time we got reviews from our faculty members
and we analyse each and every review and finally on 24 th march we place our first stall in the main
campus of the university and till 8th of April we have 7 selling days on our bank that generates revenue
of Rs: 18959 out of which we have expenditure of Rs: 14725 and gain profit of Rs: 4225.

QUESTION NO 02

Building a client base for a restaurant more difficult than essentially opening your doors, preparing
extraordinary dinners, and trusting your companions and customers come in to eat. We thought out of
the box when brainstorming about what our restaurant can offer. The genuine force and energy
of the spicy kitchen comes from the mindful help given by our team members, and the
unbelievably delicious Macronies, sandwich, Oreo delight and different courses set up by our
kitchen group. Every day that we are open, 3 supervisors are on the job. One administrator
arranges the appropriate execution of the kitchen, with the goal that all food comes out
prearranged perfectly, and on time. The other administrator takes care of the customer needs
and wants. Our team members are amazingly prominent, setting aside the effort to welcome
each client sooner or later in their visit. Our customer policy is simple. All clients should leave
cheerful about our food and services. And third administrator checkout the financial activities.
MENU
Our menu consist of different product with affordable prices. We set the prices according to
the purchasing power of our customer.
 QUESTION NO 03

We Basically worked on two marketing management orientation;

1. PRODUCT CONCEPT;

As our project is of food selling, so quality and hygienic is the fundamental instrument to make our
project successful, we devotes our focus on quality rather than quantity and make sure to provide our
customers best possible product. Most of the students of our university favour quality over quantity
that’s also lead us to adopt this marketing management orientation.

2. MARKETING CONCEPT;

Due to wide variety of food and cuisine we target our customers (UNIVERSITY STUDENTS)and from a
short but effective survey and sampling we design a menu that was based on consumes choice that help
us to boost our progress compare to others.

QUESTION NO 04

We determine a customer’s transactional worth , we can look that what customers want to purchase
and what affordable price they want, we can target the market boys and girls both but mostly girls
because our business is inside university and mostly girls purchases things inside university so we can
segment our market in behavioural we can check purchase occasion benefit sought, user status, usage
rate, attitude toward product and loyalty status . The market position of our product is good because
our product price is affordable than other competing market.

QUESTION NO 05

The target market of our project is that at the starting, we survey the customer in University that what
kind of food do people liked by the survey we find our target customer , Our target customer was the
Girls of our University and secondly we find out our competitor, what kind of food they provide and
then we made a menu as like which attracts our target customer, who likely to purchase our food not
only one time but again in again.

After it we sample some food for our customers that at the beginning we attract our customers toward
our food by our sampling that’s why we choose the target market that our customers can quickly
attract and trust easily into our food so we can get more profit in less time.
 QUESTION NO 06

A combination of factors that can be controlled by a company to influence to purchase its products.

Marketing mix factors.

 PRODUCT

We design our menu and developed the right product or service for our target market. We tried that
our product or service must satisfy a specific consumer need.

1. Branding: we designed our kitchen name, slogan, logo to identify our products. Our brand name
speed up customers identify the product they want.
2. Packaging: This involves promoting and protecting our product. It can make our product more
convenient to use or prevent it from spoiling or being damaged. Good packaging makes
products easier to identify and promotes our spicy kitchen. We had invest a lot on packaging
just because of the customer attraction.

 PRICE

1. When we were setting e a price for our product, two basic things in our mind. First was
competition in our target market place,
2. Also estimated customers’ reactions to possible product prices. Because todays customer is very
smart. They quickly judge faults.
3. Purchasing power of our customers is very low so we set prices according to their power of
purchasing.

 PLACE

1. This involves all the decisions in getting the right product to our target market’s environment.
2. Placement decisions, such as accessing the right distribution channels, the convenient way for
customer to choose the product
3. We had displayed our products on the forefront of the market where customer easily find out
our kitchen.
4. We had designed our menu according to the place because right product for right place.

 PROMOTION

The spicy kitchen promote their product through social media sites like Facebook, WhatsApp, Instagram.
We advertise our product in healthy aspect, low price aspects. Through budget friendly deals. Before
enter into the market we provide samples of our product to our new customers. After testing procedure
we innovate our product according to the demands of consumers. We had successfully fulfilled our loyal
customers needs and wants.

QUESTION NO 07

Firstly we can communicate our marketing offering with sales promotions and mention our special
pricing or offers for the product and collect feedback of all customers and after sale promotions we can
update our customers with discounts and offers through advertising, personal selling, menu cart ,digital
marketing we can run the campaign through the use of Facebook, Instagram and What's app.

the outcome of those campaigns was our group was very good response by advertising our product on
social media most of our customers communicates with us by WhatsApp and Instagram and we also got
more feedback of the product by these two social media sites. the thing we learn is to communicating
with strangers and convincing them to purchase our product.

QUESTION NO 08

Our pricing strategy is that firstly we consider the cost of product and expense and set a price of break
even, We made the strategy that we took a price lees then our competitor so we can get the benefit So
at the first, we set the low price in menu card which attract the customer towards our food then we
made our deal with merging the two varieties / items of food with 20% of discount that our customers
like to purchase,

Then we used the Price Skimming Strategy by adding the new item in menu card then fixed the high
price as compared the previous price that we can get our break even so If we got the break even then
we can maximize our profit easily, Which we have got.

QUESTION NO 09
 QUESTION NO 10

Following are the things that we have learnt from our project;

1. Customer dealing and communication skills, by this projected communicated many customers
and smartly handled tricky situations and build good relation with customers.
2. Price setting, we learnt pricing strategies in our course, here we implemented and observe wide
boost in our sale.
3. Marketing and content strategies , such as advertisement , planning , research, target income ,
target audience etc.
4. Customer relationship, we have learnt the importance of customer relationship to establish
business and steps to maintain good customer relationships.
5. Teamwork and coordination, most important skill we learnt from this project is team work and
team coordination working with mates to get ideas from them and strategies making to
accomplish our target.