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    Presenter: Suhail Ali

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    This document provides a summary of a marketing plan for a new Kashmiri cuisine restaurant called Kashmiri Kitchen. It discusses the target market as professionals and families in Delhi earning over 80,000 rupees per month. A SWOT analysis finds strengths in trained staff and quality food while weaknesses include new brand and competition. Market research found customers prioritize value, food quality, and environment. The marketing mix will include competitive pricing, a prime location, promotions through billboards and print ads, and excellent customer service. Key expenses are rent, salaries, supplies and advertising. Breakeven is estimated at 3650 units monthly with a contingency plan to address risks like low visibility.

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    Presenter: Suhail Ali

    Uploaded by

    babu197
    23 views36 pages
    This document provides a summary of a marketing plan for a new Kashmiri cuisine restaurant called Kashmiri Kitchen. It discusses the target market as professionals and families in Delhi earning over 80,000 rupees per month. A SWOT analysis finds strengths in trained staff and quality food while weaknesses include new brand and competition. Market research found customers prioritize value, food quality, and environment. The marketing mix will include competitive pricing, a prime location, promotions through billboards and print ads, and excellent customer service. Key expenses are rent, salaries, supplies and advertising. Breakeven is estimated at 3650 units monthly with a contingency plan to address risks like low visibility.

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    This document provides a summary of a marketing plan for a new Kashmiri cuisine restaurant called Kashmiri Kitchen. It discusses the target market as professionals and families in Delhi earning over 80,000 rupees per month. A SWOT analysis finds strengths in trained staff and quality food while weaknesses include new brand and competition. Market research found customers prioritize value, food quality, and environment. The marketing mix will include competitive pricing, a prime location, promotions through billboards and print ads, and excellent customer service. Key expenses are rent, salaries, supplies and advertising. Breakeven is estimated at 3650 units monthly with a contingency plan to address risks like low visibility.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    23 views36 pages

    Presenter: Suhail Ali

    Uploaded by

    babu197
    This document provides a summary of a marketing plan for a new Kashmiri cuisine restaurant called Kashmiri Kitchen. It discusses the target market as professionals and families in Delhi earning over 80,000 rupees per month. A SWOT analysis finds strengths in trained staff and quality food while weaknesses include new brand and competition. Market research found customers prioritize value, food quality, and environment. The marketing mix will include competitive pricing, a prime location, promotions through billboards and print ads, and excellent customer service. Key expenses are rent, salaries, supplies and advertising. Breakeven is estimated at 3650 units monthly with a contingency plan to address risks like low visibility.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 36

    Presenter

    Suhail Ali

    Kashmiri kitchen Restaurant

    INTRODUCTION
    Kashmiri kitchen restaurant A new venture Offers fine dining,

    Unique Selling Proposition:


    Authentic Kashmiri food

    TARGET MARKET
    45% individuals
    Target Market

    professionals and
    business executives
    20% Individuals 45% Families Takeout 35%

    35% families- group of relatives or friends

    20% take out

    MARKET SEGMENTATION & TRENDS

    MARKET SEGMENTATION
    Geographic segmentation:

    Immediate geographic targetCity of Delhi/NCR Targeted population:


    -Upper class -Upper middle class Estimated population is 270,000 people

    Demographic

    Behavior segmentation:
    Value

    segmentation:
    Fine dining targets all age groups Kashmiri kitchen targets teenagers and youth attributed to the presentation of food Craving for authentic food and variety Concerned about health in regard to food

    Professionals and business executives


    Income over Rs. 80,000 per month

    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
    ????? ;;;;;;; Caf Coffee Day: Offers variety of sandwiches, desserts and drinks. Moderate price, dine in

    MARKETING RESEARCH
    Question 4

    60000-80000 Above 80000 30000-50000

    40%

    45%

    15%

    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

    60% 50% 40% 30% 20% 10% 0% environment and food & hygiene service value for money

    How people are to know about a new restaurant 38% billboards 23% word of mouth 28% newspaper 11% internet

    Question 9
    40% 35% 30% 25% 20% 15% 10% 5% 0% Billboards Internet Word of mouth Newspaper

    MARKETING MIX

    PRODCUT

    PRICE MARKETING MIX

    PLACE

    PROMOTION

    SERVICE

    PRODUCT
    Dine in restaurant and caf Authentic Kashmiri foods Lively ambience & tastefully decorated Caf 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 Board And 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 and maintenance ? ? ? ? ? ?

    Fuel for generator Fixtures and fittings Equipment


    Seating and interiors

    ? ? ?
    ?

    EXPENSES Rs.-? Rent Rs.-?

    Salaries Rs.-?

    Interest Rs..?

    Supplies Rs..?

    MONTHLY EXPENSES & SALES


    Total fixed cost = Rs. ? Total variable cost = Rs. ?

    Monthly sales = ?

    Total fixed cost Fixture and fittings Seating and interiors Equipment Weekdays Families Individuals Weekends Families Individuals 4X? 8X? 8X ? 2X? =? =? = ? = ? Total variable cost Supplies Rent Salaries and wages Interest on loan---????? Electricity Repair and maintenance Fuel for generator Advertising

    Monday to Friday 17800 X ?= Saturday and Sunday 33450 X ?= Monthly sales = ? .X ? = Rs. ????//

    BREAK EVEN
    Total fixed cost Total variable cost Variable cost/unit Total cost
    Yearly breakeven at 3650 units

    Price Rs.300 to 600


    Expected unitsX axis-sales volume Y Axis-sales revenue/cost

    MILESTONES
    Advertising Marketing plan completion Start Date End Date Budget Rs.0

    Billboard ad campaign #1 (Teaser)


    Billboard ad campaign #2 (Launch) Streamers (D.H.A) Total Advertising Budget Web Marketing Facebook Total Web Budget Print Media Start Date End Date Budget Start Date End Date Budget Rs.0 Rs,0

    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

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