The project was all about the 7ps of Service marketing mix

1. ANALYSIS OF 7Ps in A CATERING SERVICE
&
PROBLEM ANALYSIS IN THE SERVICES
For
Prepared by:
Mr Rajat Subhra Rout
Mr Amrit Kumar Dhal
Mr Pradosh Moharana
Mr Mayank Gupta
Mr Suman Sahoo
On behalf of:
The Mishra Catering Services
Plot No-30,Jayadav Vihar
Near Ginger Hotel
Bhubaneswar
Phone: +91 9337636010
+91 9861465500,
Website: www.mishracatering.com

2. 2
Declaration
The present study was undertaken for a Catering Service
i.e. The Mishra Catering Services. The findings in this
report are original and presented to the decision-makers
of the organization concerned. Though may not be the
absolute truth, but under the limitations of the study, the
findings can be indicative of a bigger picture about the
market of Odisha for Catering service.
By
Mr Rajat Subhra Rout
Mr Amrit Kumar Dhal
Mr Pradosh Moharana
Mr Mayank Gupta

3. 3
Contents
Description Page
Introduction 4
7 Ps of Services Marketing 5 - 13
Problem Statement 14
Methodology 15
Exhibit -1: Interviewed Customers 16
Exhibit -II: Event Types 17
Exhibit -III: How people organize the event 18
Exhibit -IV: How people choose the Organizer 19
Exhibit -V: Existing Customer feedback 20
Exhibit –VI : Media impact 21
Exhibit –VII : Feedback about Quality & Pricing 22
Exhibit –VIII : Feedback about Staff Behavior & Dealings 23
Exhibit –IX : Customer Feedback 24
Exhibit –X : Customer Choice 25
Conclusion & Suggestions 27 - 28
Questionnaire 29 - 30

4. 4
Mishra Catering Services
Mishra Catering service is a pioneer in the Catering service industry in Odisha. The
organization was started by Mr Sushant Mishra in the capital of Odisha, Bhubaneswar in the
year of 2009. By this date the organization has proved its efficiency and reached the heights
of success. The one man army with his aggressiveness and strategy has proved himself to be
the best catering service provider in the State.
He started the organization with 6 employees in Jayadev Vihar. Now he has expanded his
service to 19 districts of Odisha with 1 Head Office in Bhubaneswar, 4 Sub Branches in
Jajpur, Angul, Berhampur & Rourkela. The organization consists of 5 Supervisors and more
than 150 Employees.
Within these xx Years The Mishra Catering Service has been changed from a caterer to an
Event Manager which is providing the below mentioned services:-
 Catering Service(All Types)
 DJ Sounds & Lights
 Theme & Decor
 Invitation Card
 Wedding Car
 Video & Photography
 Destination Wedding Arrangement etc.
Recently they have entered into event organization of the Educational Institutions like KIIT,
NISER, IIT Bhubaneswar, SBI Annual Conference meet, GIET Gunupur Techno Cultural
Fest, GCE Keonjhar Techno Cultural fest etc

5. 5
7 Ps of Service Marketing
Product
The products provided in catering services are perishable and intangible. The brand of the
Service maker depends on the quality of the service they provide. The quality in catering
service depends on the On time delivery, Quality of the food, Hygienic food etc. All these
can be maintained by Proper Service Blue Print. This service blue print describes how the
product will be.
In the Mishra Catering Service they provide all kinds of Food i.e Indian, Chinese, Thai
Food, Continental as per the customer requirement. Along with catering they also provide
Event Management Service, Bridal Make Up, Car Décor, Video & Photography etc.

6. 6
Place
As Bhubaneswar is the capital of Odisha so he started his business from Bhubaneswar.
Later he spread the business to 19 districts. Again to run the operation and co-ordinate
smoothly he established 4 sub branches in 4 districts in Angul, Jajpur, Rourkela &
Berhampur. To run the business smoothly and provide service in a perfect manner he
recruited more employees which is 150 above now. He established all these branches to
regulate and cover the entire state properly. He also gets orders from Chhatishgarh and
Jharkhand that’s why he chose all these 4 places to provide services in time and in a proper
way. Customers can also order by Phone, on website or at office.

7. 7
PRICE
The pricing of the service is the aspect that helps the organization to sustain and compete in
the market with its competitors. Out of all the options the Mishra catering service initially
adopted the penetration pricing as
 It was a new brand at that time.
 The competition was higher in the market than that of now.
 All the big players in the market now were the new entrants at that time, so
competition was huge.
But now as the Mishra Catering Service is a brand in the Odisha market so it is adopting
Premium Pricing as it is providing the Best Quality in the catering service. As per the
pricing strategy mentioned by the service provider the normal rule he is following is :-
Service Price =
Service operating / manufacturing cost + Profit Margin( i.e. 35% to 40% of the
Manufacturing Cost)
 Higher the types of service provided higher the % he applies.
 Higher is the distance of the destination from the ware house, higher the % he
applies.
 The services like the event management of the Techno Cultural Fests of the
Educational institutions he charges up to 40% because the customers never want to
use the design that was used previously in others.

8. 8
PRomotion
The promotion or the Advertising is the strategy to make the market aware about your
organization. In promotion the company exposes its Types of Services, its Quality of
Service & its Prodigiousness in the market. By promotion the company creates its brand
image in the customers mind. SO that during the process of selecting the service provider
the name should come first in the customers’ mind.
The Mishra Catering service usually gets business by reference and social media
advertising. So in order to get huge number of business the Mishra catering service has to
opt for rigorous marketing. This is a major concern.
Note : The problem statement we have provided at the end of the report is based on
the Promotional activity and Man power analysis for the better business result of the
Mishra Catering Service.

9. 9
PEOPLE
The people in the Service industry signifies the employees or the workers who are directly
or indirectly involved in the trade of the service. These are
 Customer Contact Employees(Representatives, Account Managers)
 Back office Employees
 Contractual Employees
In the Mishra Catering Service the Head office is accompanied with One Service Manager,
2 Accountants, Ware house Department, Designing Team, Marketing Team & Project
Execution Team. The Branch offices are equipped with a Supervisor, Ware house
Department & Project Execution Team. The designing team in the Head Office design the
blue print for all events from Bhubaneswar. The Financial department operates from the
Head office.
For Bhubaneswar Branch

10. 10
For Other Branches
The Ground Staffs are hired on contractual basis and the vehicles are also hired for extra
work. For different areas these people and vehicles are hired on local basis to reduce the
extra working cost. All these staffs who directly come in customer contact they have to
follow certain dress code (According to the event) along with they are provided with all
kind of training like
 How to greet the client.
 How to serve the food.
 How to maintain neatness.
 How to offer service in a sophisticated way etc.

11. 11
Physical evidence
The elements of marketing mix which customers can actually see or experience when they
use a service, and which contribute to the perceived quality of the service, e.g. the physical
evidence of a bank could include the state of the branch premises, as well as the delivery of
the banking service.
The Physical evidence includes the Servicescape which describes the physical evidence
where the service is produced and delivered. They prepare the theme of the design as per the
event. For marriage ceremony, it is different and for College cultural fest, it is different
In the Mishra catering service the Mishra Catering service includes
 The Decoration done in the Event.
 The Dress code and neatness of the staffs.
 The Design of the decoration.
 The lighting process
 The Food Stall Design etc

12. 12
PRocess
It is the element of service marketing mix. The service process. refers to how a service is
provided or delivered to a customer. Processes involve the procedures, tasks, schedules,
mechanisms, activities and routines by which a service is delivered to the customer in a
proper way.
The Mishra Catering Service follows the below process::

13. 13
In actual practice the last part of the process is the dismantling of all the accessories and
taking the feedback of the customers. Taking feedback of the customers is the crucial and
most essential part because the future development and modification of the service depends
upon the customer feedback.

14. 14
Problem Statement
In our 6 days of survey we have encountered with 2 existing problems
 The lack of promotional activity.
 The management of Man Power for quick processing of the services
The solution to these 2 Problems will definitely give more profit to the
organization. For this we went for a customer survey (20 Existing Clients)
as well as the market survey (50 New Customers) in the market.
Methodology
With the primary purpose of this study being to assess the potential of a location in
penetrating the psychology of existing customers of The Mishra Catering Services and
understanding the potential of the market, the details of the entire process have been
described in the subsequent paragraphs.
Objectives
1. To know the major Drawbacks in the Branding of Mishra Catering Service.
2. To know the lack in the promotional process.
3. To construct a proper promotional platform to reach each and every client and
organization.
4. To understand overall decision making process of Customers in order to lead the
organization for its future endeavors in the most productive way possible.
Scope of study
The scope of the present study aimed at understanding several areas as mentioned above and
was aimed at getting the information from the following activities:
1. Customers’ Survey

15. 15
2. Promotional Activity Analysis
3. Census collection
Data collection
Data were collected from both secondary as well as primary sources fulfilling our objectives
of study. The information collected can be put under the following heads, viz.
1. Customers profiling survey (It included understanding customers’ decision making
parameters and the guiding factors for customers, e.g. Pricing, Promotions, Facilities
etc.)
In order to get these data, the several following sources were used.
1. Secondary data sources: Informal interactions with the Owner and Employees of the
Organization.
2. Primary data sources: In-depth survey and observation study undertaken with regard to
the customers and the guests at an event.

16. 16
Exhibit No 1
Interpretations
1. We interviewed 70 customers out of which 20 were existing customers and 50 new
customers.
2. We interviewed 20 existing customers to get the details like
 How they came to know about Mishra Catering Service?
 Why they chose Mishra?
 How was their experience with the service provided?
 The loopholes.
3. We interviewed 50 new customers to get the details like
 Whether they know the Mishras or not?
 If not then what to do to get the Mishras to the front?
 What strategies should be followed to make the Mishras renowned?
 What promotional strategies should be followed to make it popular?
Normally we chose the 50 customers from the log book for the upcoming events in
Bhubaneswar from the Office of the Mishra Catering service.From this survey we found the
below mentioned observations and solutions to make the Promotional strategy stronger and
the Process more effective.

17. 17
Exhibit No 2
The types of event that used to or going to happen!!!!!
Interpretations
1. 43% of the total events are normally wedding ceremony, which is followed by 33%
of Institutional events which comprises the measure share of the events happening in
the Bhubaneswar Market.
2. This scenario suggests that The Mishra Catering service has a great opportunity to
acquire the market.
3. The designs of the back drops can be used as the back drop of the cultural fest of the
Institutions. Again the designs can be used there which will cause the Organizer a
huge profit with low investment

18. 18
Exhibit No 3
How people organize the events!!!!!
Interpretations
This is a very crucial factor in deciding the kind of behavior people usually show to
organize an event.
1. Most of the respondents that is up to 91% opt for Event Organizer to free themselves
of risk and burden. Again only those people depend up on themselves who have a
huge man power back up. So this suggests that the Mishra catering service has a huge
opportunity.
2. Again in the current market the people want all in one service . As the Mishra catering
service is providing all service then it is a great opportunity for them to conquer the
market.

19. 19
Exhibit No 4
How people Choose the Event Organizer !!!!!
Interpretations
As far as the choosing an event organizer is concerned most of the customers like 73% opt
for the Renowned and best quality provider in the market. For this the Mishra catering
service should go for best service and high promotion. So that it can attract more customers
towards it. Because the greater will be the promotion the more the customers will ask for the
service. The better will be the service the longer will be the customer relation and there will
be an enduring business. This survey suggest that the Organization should focus on the
Promotional and Manpower (Service Supply Strategy) Activities.

20. 20
Exhibit No 5
How the existing customer find the Mishra Catering Service !!!!!
Interpretations
1. Most of the respondents (around 60%) found the Mishra Catering Service from their
friends.
2. From social media only 15% get the idea about Mishra Catering Service
These 2 statement suggest that the promotion and advertisement strategy of the Mishra
catering Service is very weak and miserable. They are getting business from the
references. Even the marketing people are engaged in the face to face marketing. So the
Mishra Service should adopt new strategy for their promotion.

21. 21
Exhibit No 6
Media Preference among customers!!!!!
Interpretations
Most of the respondents preferred Whatsapp, Televison and the Facebook as the most
preferable media. 66% people prefer whatsapp over other media and 13% people Facebook
as the first priority. So to reach each and every door step the Mishra catering service should
advertise in Whatsapp, Facebook and TV ads. The 2nd
exhibit in this page shows that 36%
of the new customers are unknown about the Mishra Catering service which is a great loss
to organization. So the solutions are mentioned in the solution page separately.

22. 22
Exhibit No 7
What the customers reply about Mishra Catering Service!!!!!
Interpretations
This survey suggest the existing customers are highly satisfied with the Product quality and
the Pricing of the product or the service. All these things made the Mishra catering service
renowned in the Bhubaneswar Market.

23. 23
Exhibit No 8
How the customers respond towards the staff behavior!!!!!
Interpretations
While the customers are highly satisfied with the Quality and Pricing of the services but
approximately 55% people are not highly satisfied with the staff behavior and the process of
the service providing. When the respondents are asked about the reasons several facts came
to the front which should be taken care of. The reasons for the dissatisfaction are
 Rude behavior
 Improper Dressing
 Late Arrival
 Careless operation
 Conflict among the staffs etc

24. 24
Exhibit No 9
Customers’ Feedback!!!!!
Interpretations
Most of the respondents (60%) were found highly satisfied with the service of Mishra
Catering Service. Again 20% of the customers are not satisfied as expected. But there was
negative response from another 20% of the customers. There are many reasons for this
dissatisfaction which should be rectified to maintain the long term customer relation. The
different reasons are mentioned below:-
 Late processing
 Rude behavior
 Unhealthy condition
 Lack of commitment
 Conflict among the staffs
 Improper physical evidence
 Repeat design etc

25. 25
Exhibit No 10
Customers’ Choice!!!!!
Interpretations
 Most of the respondents (84%) of the new customers stated that they will definitely
go with Mishra Catering service after listening the service quality and the feedback of
the existing customers.
Again 16% of the customers denied for opting Mishra Catering Service. The reasons
are
1. They are loyal to their previous service providers.
2. The customers are dependent on their friends to take decisions.
3. The premium pricing is not affordable for some customers.
4. Some customers deny because they are unknown to the Brand.
The above Exhibits suggests that there are some drawbacks in the
Promotional Strategy and the Man Power management. To be a pioneer in
the Event Organizing industry the Mishra Catering service should take care of
all these drawbacks.

26. 26
Conclusion and suggestions
With the information collected from the Bhubaneswar Market, the following areas may be
taken as key Points for the betterment of the business. The 2 basic problems are
 Lack of Promotional strategy
 Lack of Man Power Analysis
Here as per the study we have given the solutions to the problems which may help the
organization to close their loopholes.
1. Promotional Activity
As found from the study, 80% of the business they are getting from reference and friends or
from the existing customers. The business they are getting is just 20% of the complete
market. So they need to develop and adopt Promotional strategies like
 Rigorous advertisement in the local TV channels.
 Promotion through the facebook pages
 Broadcasting through whatsapp messages
 Digital marketing
 Banner promotion.
 Sponsoring the Ollywood movies or the TV serials.
 Promotion through banner and pamphlets near Shopping Malls, Movie
Theaters, Traffic Signals
 Sponsoring the Techno Cultural fest or Sports events of reputed Colleges and
Universities.
 Giving the reference of Famous events they have organized during face to
face conversation with customers.
 Special offers for the Government events and Big guns of the Market.
All these steps may enhance the Brand Image and exposure of the organization in the
market which will result in a greater popularity and profit making among the new
customers in the Market.

27. 27
2. Man Power Analysis ( Processing Strategy)
The survey done by us with the existing customer suggested that 15% of the existing
customers hesitated to go with the Mishra Catering Services in future. The reasons are
 Late processing
 Rude behavior.
 Unhealthy condition
 Lack of commitment
 Conflict among the staffs
 Improper physical evidence
 Repeat design etc
For the above mentioned drawbacks there are solutions which are stated below:-
 Hiring the educated and decent employees
 The local employees should be experienced and multi taskers.
 The staffs should be put through job rotation.
 The management team should take allowance time for processing.
 The designs should not be re used entirely but it should be re modified and used.
 All the departments should be equipped with a supervisor.
 There should be a target based task and the On time finishers should be rewarded.
 The apparels of the staffs should be neat and clean and the staffs should be well
behaved.
 The management should stick to their commitment.
 To regulate the process on time they should be tracked on the site digitally(For this
we have developed an App which we are going to present to the organization)
These are the things which will help the organization to satisfy their customers and maintain
an enduring business relationship.


28. 28
Annexure
Questionnaire
Dear sir/ madam
This survey is being undertaken for the purpose of academic requirement. The information
provided by you will remain strictly confidential.
Please cooperate with us by providing the relevant information.
………………………………………………………………………………………………
Name:
Address for correspondence
Tel no. Mobile:
Email:
Please put  mark against the appropriate answer:
1. Event Type?
(Wedding Ceremony / Thread Ceremony / Institutional Events / Company Parties /
Household Small Parties)
2. How would you like to organize the event?
(By Yourself / By an event Manager)
3. What is the thing you give the most priority in an event Organizer?
(Brand / Quality / Price / Commitment / Staff Dealings)
4. Who is generally the decision maker in deciding the Event Manager?
(you alone/ friends or relatives/ anybody else ……….)
For Existing Customer
5. How did you came to know about the Mishra Catering Service?
(From friends / From Social Media / From Advertisement/ From other events)
6. What is the quality of the service?

29. 29
(Good / Average / Excellent)
7. How will you rate the price as per the quality of services provided?
(Good / Average / Excellent)
8. How was the behavior and decorum maintained by the staffs?
(Good / Average / Excellent)
9. Feedback? (__ / 5 ) ??
For New Customer
10.How do you know about the Mishra Catering Service?
(From friends / From Social Media / From Advertisement / Unknown / From Other
Event)
11.Which media do you use the most?
(TV / FB / Whatsapp / Radio / Others )
12.How will you choose the event manager?
( All in one / Separate service providers )
13.Would you like to opt for an event manager like Mishra Catering Service?
( Yes / No )
……..Thanks for your valuable time & cooperation……