Kashmiri kitchen ppt
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Transcript of Kashmiri kitchen ppt
Presenter
Suhail Ali
Kashmiri kitchen Restaurant
INTRODUCTION
• Kashmiri kitchen restaurant
• A new venture
• Offers fine dining,
• Unique Selling Proposition:
• Authentic Kashmiri food
TARGET MARKET
Target Market
45%
35%
20%
Individuals
Families
Takeout
•45% individuals –
professionals and
business
executives
•35% families-
group of relatives
or friends
20% take out
MARKET SEGMENTATION
& TRENDS
MARKET SEGMENTATION
Geographic segmentation:
Immediate geographic target-City of Delhi/NCR
Targeted population:
-Upper class
-Upper middle class
Estimated population is 270,000 people
Demographic segmentation:
• Fine dining targets all age groups
•Kashmiri kitchen targets teenagers and youth
• Professionals and business executives
• Income over Rs. 80,000 per month
Behavior segmentation:
• Value attributed to the presentation of food
•Concerned about health in regard to food
•Craving for authentic food and variety
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
• ????? ;;;;;;;………• Café Coffee Day: Offers variety of
sandwiches, desserts and drinks. Moderate price, dine in
MARKETING RESEARCH
Question 4
45%
15%
40%60000-80000
Above 80000
30000-50000
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
0%
10%
20%
30%
40%
50%
60%
environment andservice
food & hygiene value for money
• How people are to know about a new restaurant
• 38% billboards
• 23% word of mouth
• 28% newspaper
• 11% internet
Question 9
0%
5%
10%
15%
20%
25%
30%
35%
40%
Billboards Internet Word ofmouth
Newspaper
MARKETING MIX
PRICE
PROMOTION SERVICE
PLACE
PRODCUT
MARKETING MIX
PRODUCT
• Dine in restaurant and café
• Authentic Kashmiri foods
• Lively ambience & tastefully decorated
• Café 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 BoardAnd 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 andmaintenance
?
Fuel for generator ?
Fixtures and fittings
?
Equipment ?
Seating and interiors
?
EXPENSESRs.-?
Salaries Rs.-?
InterestRs..?
SuppliesRs..?
RentRs.-?
MONTHLY EXPENSES & SALES
• Total fixed cost = Rs. ?
• Total variable cost = Rs. ?
• Monthly sales = ?
Weekdays Families 4 X ? = ?Individuals 8 X ? = ? Weekends Families 8 X ? = ?Individuals 2 X ? = ?
Monday to Friday 17800 X ?= Saturday and Sunday 33450 X ?=
Monthly sales = ? .X ? = Rs. ????//
Total fixed cost • Fixture and fittings • Seating and interiors • Equipment
Total variable cost•Supplies
•Rent •Salaries and wages•Interest on loan---?????•Electricity•Repair and maintenance•Fuel for generator•Advertising
BREAK EVEN
• Total fixed cost –
• Total variable cost-
• Variable cost/unit –
• Total cost –
• Price – Rs.300 to 600
• Expected units-
Yearly breakeven at 3650 units
X axis-sales volumeY Axis-sales revenue/cost
MILESTONES
AdvertisingStart Date End Date Budget
Marketing plan completion
Rs.0
Billboard ad campaign #1 (Teaser)
Billboard ad campaign #2 (Launch)
Streamers (D.H.A)
Total Advertising Budget
Web Marketing Start Date End Date Budget
Facebook Rs.0
Total Web Budget Rs,0
Print Media Start Date End Date Budget
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