FUN FOOD

TOWN
A LAND OF FOOD & GAME ZONE
INTRODUCTION
 BUSINESS PLAN:

(FOODCOURT)
WE ARE PLANNING TO SET UP A
FOODCOURT IN TRI CITY WHICH
OFFERS DEEP ASSORTMENT OF
TRADITIONAL VARIETY OF
CUISINES AVAILABLE IN VARIOUS
PARTS OF COUNTRY UNDER ONE
ROOF.
EXECUTIVE SUMMARY:
 We will be starting novel concept of food court in PARAS
DOWN TOWN SQUARE ZIRAKHPUR.
 We have chosen to enter particularly to restaurant segment
because as per BIRD OF GOLD report by McKinsey Global
Institute Indian middle class household will swell from
50million to 583 million by 2025.Implies household have
more disposable income and shift towards discretion
spending.
 As per CII estimate 2009 because of increase of rising per
capital income Food industry will grow to US$310 billion by
2015.
 Food Industry is growing at the rate of 13% estimate CSO
(Central Statistical Organization)
PROJECT LOCATION
Biggest mall in tri city having a very good location near
chandigarh area.
Chd-delhi-highway, Chd-Patiala highway, Chd-Shimla
highway.
Far from settlement area.
Due to presence of big retail chain like PANTALOON,
and BIG BAZAR.
Having a good point of BIG CINEMA in front of the
food court area.
 DURATION OF PROJECT
With in one & half month of duration.

RESPONSIBILITY-
Organisation submitting the proposal
with their address

Name – FUN FOOD TOWN

Contacts- Manjeet Manmohan
Ph-09467731072 Ph-09569810163
manjeetsheokand@yahoo.com manu_parneet@hotmail.com
Sec-32 D,#3404 Top floor, chd.
Tel.Ph-0172-4010920,
Thus there is a huge market potential and no player has
tried to offer this concept of serving variety of regional
tastes under one roof. This place will provide a
traditional taste and traditional environment means
ambience of particular food court will resemble to that of
the place from which it belongs, e.g. (Punjab with
vibrant surrounding representing euphoria feeling). It’s a
unique combination in its own concept. After enough
market research, we have found that people miss food
from their native places. They want a place where they can
enjoy their native place food. The food court is all about
catering to need of these types of customers. We will
acquire 12,000 SQ FEET of area in PARAS DOWN TOWN
SQUARE strategically located to be easily accessible for
the customers residing in CHANDIGARH, PANCHKULA
& MOHALI.
Total estimated cost for
the development of the
project is 75-150 lacs
Total area for the project
is 12000 sq feet. 7000 sq
ft area is develop for the
food court and
remaining 5000 sq feet
area is develop for the
game zone. We are in
partnership with the
paras build tech
company.
ORGANIZATIONAL HIERARCHY
 There will be 2 Functional heads for this firm who
will be handling various managerial positions.
 They will be responsible for managerial decision
making.
 For day to day working several staff will be hired on
monthly salary for various positions which include
from sweeper, to clean boy, to accountant, to
assistant manager, to a head for the food court
supervision.
Vision:
To constantly innovate &
provide the best that we can
for our customers … To be
recognized as pioneers in the
multi-brand food court
management in tricity,
utilizing the highest levels of
corporate & with dedicated
employees and partners …
Mission:
 To provide integrated food
management support and
solutions for our partners …
So that every customer gets
highest level of food quality &
outstanding service in a
hygienic & fun dining
environment
MARKETING OBJECTIVE
To achieve annual growth
sale of 25% on yearly basis.
To form strategic Alliance
with, paras build tech.
because we are sensitive to
diverse need of customer.
To become Market leader in
TRICITY…
SWOT ANALYSIS:
 STRENGTH
 Location: - Our food court will be
placed in such an area which can be
easily accessible from all part of city.
 Experienced staff: - Our hired
expertise staff helps us in providing
quality food service to our customer.
 Ambience of place: - The feeling of
being in their native place while
dinning is itself a pleasure experience
which gives us an advantage over
others.
WEAKNESS
 Lack of experience: Food court is a start up and the odds are
laced against it. Will face stiff competition from local players.
 Financing: - Preliminary estimates of sales and expenditures
suggest that it will remain financially stable. However unforeseen
expenditure or poor sales will threaten cash position, which will be
particularly vulnerable in one year.
 Limited personnel: - Since we need expertise staff and to find
and retain it is very difficult because of the competition in the market.
Opportunities:-
Growing market: - restaurants market is growing at
a fast speed and demand for quality food is never ending.
Potential to become a premier food provider: -
because of the experienced and expertise staff we can
deliver quality food products. Also the use of technology
like Surface technology on table makes it quite innovative
and a new experience.
THREATS
 Local Competition (existing and potential): There are firms
which specialize in this concept of food court. Also local players are a
threat to our business since they are also competing for the same
market share.
 Economic downturn: The strong domestic economy has been
good for the Food and hospitality industry. Continued growth is
anticipated. however, unforeseen or unanticipated economic recession
would reduce disposable income and threaten our food court sales
MARKET ANALYSIS
Market Segmentation:
Target Customers:
Age: Our target customers are family members within age
group of 25-40 years.
Income: Our target customer will be seeker (2lac-5lac per
annum), striver (5lac -10lac per annum
Occupation: Professionals, Business man, Corporate
Behavioral: To build loyalty program with target customer.
Positioning: - Traditional Food with deep assortment
and global standard services under one roof.
MARKETING STRATEGY AND
MARKETING MIX
 PRODUCT MIX
 Product: We offer deep assortment of traditional food from different
Regions of country under one roof .We will offer global standard
services and rich ambience.
 PRICING STRATEGIES: Price: We will be using VALUE PRICING
STRATEGY offering just right combination of quality and good services
at fair prices.
 Product bundle pricing: We will combine several products and
offer bundle price at reduced price e.g., we will offer special Flavor
Thali meal at reduce price.
 FUNFOOD TOWN itself is a food court and has more than 10
food brands under its umbrella that offers a perfect cuisine-mix with
an array of food variety to its customers! The brands may be as follows:
MARKETING STRATEGY AND
MARKETING MIX
One or two products in each section will be kept at
low price to attract the customer .The product
whose price is reduced should be price elastic to
pull the customer toward the food court.
 Place: Our main focus is to pull crowd to food court by
running promotional campaigns. Other strategy is to
focus on home delivery and corporate customers with the
effective use of information system to reduce the timing for
logistics.
 Promotion: We will be using Integrated Marketing
Communication which will help food court to develop a consistent,
clear and compelling message which will be in sync with food court
positioning strategy.
 Promotional opportunity: As with robust growth of economy
per capita income is increasing and more shift is toward discretion
spending. Thus offering great opportunity to promote our concept to
target audience. We will be giving important consideration for
spending on promotional budget.
 Objective of Promotion: To ensure awareness, knowledge about
the food court concept to target customer.
 Next stage is to use promotional strategies to develop liking, preference and
conviction for the concept.
 Last stage is to develop conviction and purchase for the selected target
customer.
Promotional Strategies:
 1st Stage
 To ensure awareness and knowledge among target customer. We will be Using
Buzz Marketing (attracting opinion leaders) and word of mouth publicity.
 Advertisement through local media network (cable, newspaper, and
magazine).
 Participating in food fest and organizing food fest competition. Using
SUBLIMINAL advertisement strategy in cinema hall to develop awareness of
product.
 2nd stage of strategy:
 Using direct marketing concept to reach selected customers via Email.
 Organizing cultural event every weekend to pull crowd to food court and
develop liking and preference for the place.
 With the application of data base management system tracking customer
purchase, frequency and preference to build customer loyalty program.
 Positioning Message:
 Our positioning message from every channel of media
vehicle is going to promote traditional Food with deep
assortment and global standard service.
 Evaluation: Implement consumer feed back survey to
selected target consumer to check success of IMC
campaign on parameter like Branding, Image, and
Positioning after three month of promotional activities.
SALES STRATEGIES
To generate majority of revenue for food court by
pulling customer to food court location.
To target corporate office in the town and offering
them special corporate prices.
To target carefully selected customer through
DIRECT MARKETING using E-mail for better
generation of revenue from Home delivery
business.
INNOVATIVE MARKETING
STRATEGIES
 Application of information system(Microsoft surface Technology
Computers)
 In maintaining customer database on parameters like Amount of
purchase, frequency, preference etc. All this activity help us to build
loyalty program with profitable customer.
 We will be using Microsoft latest surface technology computers with
which customer will just have to put menu on surface of computer and
will get all information regarding cuisine of his liking .This will
substitute waiter role and help in cost reduction. Not only this they can
pay bill by using their credit/debit card just moving card over surface
of item order that display on computer surface screen.
To greet Loyal customers on special occasions (marriage anniversary,
birthday anniversery).
STRATEGIC ALLIANCE:
 1. Form strategic Alliance with paras buildtech. This would help us
to cater diverse need of our target customer .
 2. PROMOTIONAL STRATEGY: Installing kiosk in busy place like
railway station ,majestic bus stand, advertising about food court and
help any consumer to download song free of cost, access tourist places
in Bangalore, famous goods produce in Bangalore .one option on the
site provide wealth of information about assortment of product
available with food court.
 3. Setting up a website which offers many services to the
customers.Customer can interact with site, provide their feed back and
write blog about their experience in food court. We can use this site to
offer wealth of information about nutrient content of our products.
 4. We will organize cultural programme every week to pull crowd
towards foodcourt. We will be spending Rs 40,000 per month on this
activity.
ECONOMIC FEASIBILITY
1. As we are introducing new concept of food court in TRICITY for the
first time and our plan is to offer 10 different food sections presenting
rich food culture. So this is the reason why we have acquired 7000sq ft.
area to provide world class services to customers and for rest of the
space we have planned to maintain beautiful GAME ZONE for the
entertainment of the customers. This scale up project of running 10
different food court and strategic alliance partners. We will be
expecting 1000 customer per day from first month of our project. In
addition we will be catering home delivery and corporate customers.
We have estimated to breakeven in 3 years. We have not acquire more
than 12000 sq feet area because this is our first pilot plan .After
successful implementation of plan we will be coming up with large
scale up project.
ECONOMIC FEASBILITY
 2. We have two functional managers for this pilot project
which are going to look after the managing services,
marketing, and operation. The staff is going to be on higher
side because we have to offer deep assortment of product
every day to our customers and provide them with world
class services. That is our main value proposition. As our
revenue increases we can hire more staff depending on
concept of Marginal Revenue per employee contribution.
ECONOMIC FEASBILITY
3. We have budget of Rs 10.5 lacs per year on
advertisement and promotion because our concept
is new in the market. So success of the plan would
depend on how fast effective promotion campaign
will pull crowd to food court location. We also
have recruited marketing head to ensure successful
implementation of plan that is to pull more than
1000 customer to food court on per day basis and
more than 500 home delivery or corporate order
from first month of operation.
SUMMARY
 We have introduce novel concept of offering deep assortment of
traditional food with cultural ambience of surrounding and to match
with world class Services. To offer best taste in our recipe we have
carefully recruited different food chains. On constructing food court
complex to offer our customer ambience. We will be implementing
many new market strategies to break through the clutter and emerge as
leading player in fast food chain in TRICITY. We have done full proof
analysis of financial status. After successful implementation of our first
pilot project in TRICITY, we will be starting our project in other cities
of country. We will also scale up our project by utilizing area for
establishing Gaming zone for all age group.