Lazeez Mughlai Restaurant

Advertising Pitch

Submitted by- Neha Mishra

Roll no- 051422
SIMC Bangalore
Client Brief
Name: Lazeez
Location: Delhi (2 restaurants) then
extend to Mumbai and Bangalore
Space: 100 Cover
Specialty: Mughlai food and environment
friendly décor, high class ambiance
Cuisine And Operational Strategy
Mughlai cuisine
 
 Menu comprising of: Chaamp Masala, Chicken Biryani,
Chicken Korma, Chicken Tikka, Chole, Jhinga Malai
Curry, Kesar Chawal, Murgh Achaari, Naan, Palak Gosht
etc
 Cuisine strongly influenced by Persian,
and Turkic cuisines of Central Asia
 Tastes vary from extremely mild to spicy, and associated
with a distinctive aroma and the taste of ground and
whole spices.
  Elaborate buffet of main course dishes with a variety
of accompaniments.
 Ambiance and Decor
This establishment is set apart by its friendliness
to the environment in every possible way.
Walls are almost entirely glass, allowing natural
light to illuminate the interior.
Tables and chairs are constructed from
sustainable materials.
Disposable utensils are made from
biodegradable or renewable materials.
The mughlai tradition is maintained by masterful
chefs as well as by the modern.
 Special Offers
Special package for Birthdays and Kitty
parties
Provision for takeaways and home
delivery
◦ 2500 INR and above
◦ Within 3 km radius
 Industry Overview
Average growth rate: 4.5%
Employs around 13.3 Million people
 The foreign restaurants are setting up
bases to cater to the vast consumer market
in the country. 
Future: Increase in demand
Significant rise in the consumer patterns,
the profit of this industry
 PAST FIVE YEARS
Rapid increase in foreign investment
National restaurants spreading reach
Variety of cuisines coming up
Increase in spending capacity of people
MAIN COMPETITORS
Delhi
o Northern Spice
o La Ville Mughals Restaurant
o HaveliTaj Mahal Hotel,
o Alkakori Alkauser Mughlai Foods And Restaurant

Mumbai
o Mughals Restaurant
o Bade MiyaTulloch Road,
o Ayub‘s

• Bangalore
o Transit food Lounge
o Arsalan Restaurant 
SWOT ANALYSIS
Strength
Good quality food
Environment conscious
Distinct and attractive décor
Suitable for informal get together as well
as formal business meetings
Apt locations
Weakness

Little
expensive compared to the
competitors
Not very attractive for youth
 Opportunity
Huge Mughlai cuisine market
Over dominance of fast food in the market. People
are bored of similar tasting food
Continue to Grow Business in the whole country
Update website decor to encourage more dine-in
business.
Improve Customer Service Model.
Continue to expand channel opportunities to include
event wagons.
Threats
Popularity of Instant food
Newly launched cuisines
Fast food culture
Segmenting
Demographic

◦Urban
◦SEC A
◦Male and female
◦Age: 25-55
◦Working professionals

Psychographic

◦Gourmet
◦Environment conscious
◦Likes spending quality time
Targeting
Professionals for-
◦ Business lunch/dinner
◦ Family get together
◦ Parties
People intending to spend Quality time
• People looking for a contemporary social
environment with artistically plated menu items
and is willing to pay an extra price for it
Positioning

“Great taste with royal service”

Marketing Objectives
 Year 1 –15 Restaurants in Metros and
mini metros.
 Ensure 70-80% occupancy on weekdays
 100% occupancy on weekends
 Min. budget - 30 crores
Advertising Objectives
Extension to other metros and mini
metros
◦ Example: Pune, Bangalore
Make Lazeez the Top brand in Mughlai
Cuisine in consumers’ mind
70% market share in one year
Advertising Campaign

Name of the campaign: “Taste dunes”

Rationale: Talks about the desire of the
tongue
Emotional approach
Advertising Strategy

Logo: Depicting food in relation to nature

Tagline: “For the gourmet in you.”

Brand ambassador: Shabana Azmi
◦ Mass appeal in the TG
◦ Credible
 Prelaunch Strategy
Teaser campaign- OOH
 Bill boards
◦ Showing people running in one direction
without any copy on the hoardings
◦ Classy images related to dining
In malls and shopping complexes
POST LAUNCH ADVERTISING
STRATEGY
 OOH
Bill boards in crowded commercial areas
◦ Emphasis on visuals: food and décor

This will form the major portion of

advertising as majority of eating decisions
are taken outdoors
 Ambient Advertising

In metros as the majority of professionals

use this mode of transport in Delhi.
 Around malls and market places
 Newspaper

Full page print advertisement focusing on

attractive visuals of restaurant food and
decor
Copy focusing on environment
Emotional approach
Newspaper: Times of India, Hindu
Mention of the special offers
 Magazines

Ads in magazines like Femina, Health

and Nutrition, Outlook
Attractive visuals
Emotional appeal
 Internet

Floating ads on home pages of lifestyle

websites, city guides etc.
Advertisements on social networking sites
Well developed restaurant website
Media Strategy
Continuous scheduling of ads
Medium reach, high frequency
Popular media vehicles in all mediums to
be used
 Budget
Advertising tool Media vehicle Budget Total Budget

OOH (inclusive of Hoardings and 48 lakhs 48 Lakhs

prelaunch billboards
campaign)
Print Newspaper 20 lakhs 39 Lakhs
Magazine 19 lakhs
Internet Floating ad 21 lakhs 24 Lakhs
Ads on social 3 lakhs
networking sites
Ambient Malls, metros, 29 lakhs 29 Lakhs
shopping complexes

Total Budget/ restaurant=1.40 Crores

Therefore, total yearly budget: 15 restaurants * 1.40 crore= 21 Crores
PR Strategy
Organize food festivals
Invite food experts to review restaurant
on various parameters
Fan page on social networking sites
In film placement of the restaurant
THANK YOU