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Launching A Chinese Restaurant [Preetjot 67, Rochelle 5]


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Launching A Chinese Restaurant [Preetjot 67, Rochelle 5]

  1. 1. Mystic Bamboo It’s Chopstick Time !!! Presented By : Preetjot Kaur – 67 Rochelle Fernandes – 5
  2. 2. <ul><li>Situation </li></ul><ul><ul><li>Demographics/ Psychographics of People residing in Pune </li></ul></ul><ul><ul><li>Names of Prominent Restaurants and their Positioning </li></ul></ul><ul><ul><li>Common grievances of existing Chinese / Thai Restaurants </li></ul></ul><ul><li>Objectives </li></ul><ul><li>Strategy </li></ul><ul><ul><li>Promoting the restaurant via new media </li></ul></ul><ul><ul><li>Layout of the restaurant </li></ul></ul><ul><ul><li>Positioning of our Restaurant </li></ul></ul><ul><li>Tactics </li></ul><ul><ul><li>New Media Promotions not leaving aside Advertising, Merchandising, Promotions, Pubic Relations, Loyalty Programs </li></ul></ul><ul><li>Action </li></ul><ul><ul><li>Focus on New Media & Social Media </li></ul></ul><ul><li>Control </li></ul><ul><ul><li>Feedback within Restaurant through Feedback Forms </li></ul></ul><ul><ul><li>Number of clicks/ views generated </li></ul></ul>Flow of the Presentation
  3. 3. <ul><li>Why Pune? </li></ul><ul><ul><li>T he city of Pune has been subject to huge commercial development in the recent past </li></ul></ul><ul><ul><li>Pune is a fast growing IT hub with major companies setting shop here </li></ul></ul><ul><ul><li>It is a place where people enjoy partying & celebrating with family & friends </li></ul></ul><ul><ul><li>A melting pot of cultures with a large population of foreign students as well as students from throughout India </li></ul></ul><ul><ul><li>It is sometimes known as 'The Oxford of the East' because of it's educational institutions and popularity as a student destination </li></ul></ul><ul><ul><li>The culture is fairly cosmopolitan and at the same time it enjoys some traditional culture too </li></ul></ul><ul><li>Why a Restaurant? </li></ul><ul><ul><li>Puneites are foodies at heart </li></ul></ul><ul><ul><li>Restaurants in the city spring up faster here than you can say 'Restaurants‘ </li></ul></ul><ul><ul><li>Pune offers everything under the sun when it comes to cuisine, with restaurants of every variety and taste available just around the corner </li></ul></ul><ul><ul><li>This is the sector one can experiment the most on, to suit the palatable needs </li></ul></ul>Situation Analysis
  4. 4. <ul><li>Why Chinese Food? </li></ul><ul><ul><li>As of now the Pune food market is cluttered with Chinese restaurants but either on the upper scale or the extremely scale </li></ul></ul><ul><ul><li>We want Families to have a Chinese experience of a lifetime </li></ul></ul><ul><ul><li>The ambience which includes the seating, décor, lighting, channel music will help in bringing out this experience in totality </li></ul></ul><ul><ul><li>In the slides to follow you would get a better idea of why we have chosen to launch a Chinese Restaurant </li></ul></ul><ul><li>Which segment of People are we targeting? </li></ul><ul><ul><li>Middle Class Indian Families </li></ul></ul><ul><ul><li>[ Average Income : 25000-30000] </li></ul></ul><ul><li>Where are we setting up base in? </li></ul><ul><ul><li>Koregaon Park Road, Pune </li></ul></ul><ul><ul><li>There's One food lane where you won't have to look far to find a restaurant to your taste...and that's Koregaon Park Road </li></ul></ul><ul><ul><li>Koregaon Park, synonymous with the Osho International Commune, is one of the major tourist attractions in Pune </li></ul></ul>Situation Analysis
  5. 5. <ul><li>Prominent Chinese Restaurants & their Positioning </li></ul><ul><ul><li>Mainland China –Dhole Patil Road/S.B Road </li></ul></ul><ul><ul><li>[Their philosophy - “Harmony in Food”] </li></ul></ul><ul><ul><li>Silk Route - Koregaon Park </li></ul></ul><ul><ul><li>[Chinese, Japanese, Korean, Thai and Vietnamese food] </li></ul></ul><ul><ul><li>Spice Island - Le Meridian </li></ul></ul><ul><ul><li>[ Their Positioning - Luxury Chinese Restaurant] </li></ul></ul><ul><ul><li>Yo China - Kalyani Nagar  </li></ul></ul><ul><ul><li> [An added touch of Indian Flavor to Chinese Food at affordable rates] </li></ul></ul><ul><ul><li>Chung Fa - East Street  </li></ul></ul><ul><ul><li>[Value for money restaurant] </li></ul></ul><ul><ul><li>Chinese Room - East Street  </li></ul></ul><ul><ul><li>[Known for Chinese Seafood] </li></ul></ul>Chinese Restaurants in Pune
  6. 6. <ul><li>Common grievances of customers with regards to Chinese Restaurants: </li></ul><ul><ul><li>Ambience not lively enough – Chinese Room </li></ul></ul><ul><ul><li>Temperature not moderate - Chingari </li></ul></ul><ul><ul><li>No live Kitchen in Place – Taste of China US </li></ul></ul><ul><ul><li>More Spicy Menu - Taste of China US </li></ul></ul><ul><ul><li>Menu is not too spicy – Mainland China </li></ul></ul><ul><ul><li>Interior décor is very old – Great Bay Boston </li></ul></ul><ul><ul><li>Offer more assortment – China Grill </li></ul></ul><ul><ul><li>Interior’s do not suit the theme - Chung Fa </li></ul></ul><ul><ul><li>These grievance have been arrived at after conducting a Primary & Secondary research on Chinese Restaurants in Pune </li></ul></ul><ul><ul><li>There were a number of customer complaints though we have compiled them under the above named categories </li></ul></ul>Customer Grievances
  7. 7. <ul><ul><li>To position Mystic Bamboo as an Authentic Chinese cum Thai Restaurant, that is easy on the budget of middle class families </li></ul></ul><ul><ul><li>To promote Mystic Bamboo via New Media [70%] & other Media [30%] </li></ul></ul><ul><ul><li>To ensure that our promotions via the social medium are able not only to generate publicity / awareness but also to increase out goodwill in the market </li></ul></ul><ul><ul><li>To make Mystic Bamboo an ultimate Chinese Food Destination </li></ul></ul><ul><ul><li>To revive Chinese culture among Puneities </li></ul></ul>Objective Analysis
  8. 8. Strategy Analysis <ul><ul><li>Restaurant to be Launched </li></ul></ul><ul><ul><li>“ Mystic Bamboo” </li></ul></ul><ul><ul><li>Bamboo is one of the four favorite plants along with Chinese plum, orchid and chrysanthemum, the so-called Four Men of Honor (Si4 Jun1 Zi3) by the Chines, which explains the restaurants name </li></ul></ul><ul><ul><li>Tagline </li></ul></ul><ul><ul><li>It’s Chopstick Time!!! </li></ul></ul><ul><li>Target Group </li></ul><ul><ul><li>Middle Class Indian Families </li></ul></ul><ul><ul><li>[ Average Income : 25000-30000] </li></ul></ul><ul><ul><li>Overview of the Restaurant </li></ul></ul><ul><ul><li>A trendy and a stylish restaurant with a cozy seating making it quite relaxing and a right place for entertainment </li></ul></ul><ul><ul><li>The restaurant will be the place where you can engage, energize and relax yourself </li></ul></ul><ul><ul><li>It has a sophisticated and contemporary look and feel. </li></ul></ul><ul><ul><li>Bamboo wood with veneer finishing, frosted opaque glass with the highlight of the golden color metal will enhance the look and the architectural lights will help in creating the right ambience </li></ul></ul>
  9. 9. <ul><li>Design of the Restaurant </li></ul><ul><ul><li>The design of the restaurant aids in revealing the hidden beauty of the Chinese culture </li></ul></ul><ul><ul><li>The lighting and decor will encourage in expression of the borderless potential of the guests </li></ul></ul><ul><ul><li>The signature channel music adds on to the mood </li></ul></ul><ul><ul><li>The design is inclined towards the wooden and metallic touch by the use of golden color metal on the wooden net </li></ul></ul><ul><ul><li>The clever use of mirrors and glasses makes the restaurant look spacious </li></ul></ul><ul><ul><li>The design itself is refreshing and informal </li></ul></ul><ul><ul><li>The sconce and architectural lights provides a sense of relaxation </li></ul></ul><ul><li>Service @ Mystic Bamboo </li></ul><ul><ul><li>Efficient yet imaginative, Luxurious yet informal, Relaxing yet energizing </li></ul></ul><ul><li>Date of the Launch </li></ul><ul><ul><li>Chinese New Year [14 th February, 2010] </li></ul></ul>Strategy Analysis
  10. 10. <ul><li>Social Media </li></ul><ul><ul><li>Developing an interactive website that has online games for children, building a community on Facebook, having a blog on Mystic Bamboo where viewers can comment their views , posting videos taken out by customers on YouTube , Sharing customers experiences through Photo sharing on Flickr </li></ul></ul><ul><li>Advertising </li></ul><ul><ul><li>Initiating attention by grabbing ads in various media, including the internet to let the public know &quot;who, what, where and why&quot; of our operations </li></ul></ul><ul><ul><li>This would include traditional forms of advertising like in newspapers like Midday, Pune Mirror , DNA, Indian Express within the Food categories </li></ul></ul><ul><ul><li>We would also advertise in magazines like Femina, GoPuneCity that carry recopies given out by our head chef. </li></ul></ul><ul><ul><li>We could also carry stories about celebs that visit our restaurant </li></ul></ul><ul><li>Merchandising  </li></ul><ul><ul><li>Suggest point-of-sale attention grabbers for th customers once they enter the restaurant to entice them to buy </li></ul></ul><ul><ul><li>Crockery made of porcelain and Chopsticks will be merchandised to be sold at the store </li></ul></ul><ul><ul><li>Board Games & Toys for childrem will be merchanised imported directly form China </li></ul></ul>Tactics Analysis
  11. 11. <ul><li>Promotions </li></ul><ul><ul><li>Organizing interesting and appealing programs to get prospective customers to make a decision to patronize our restaurant </li></ul></ul><ul><ul><li>Initiating   Exhibitions of Bamboo Carvings, Poems and Painting </li></ul></ul><ul><ul><li>Bamboo Painting is an important part of Chinese traditional painting . This would also give families a chance to see all kinds of bamboos, listen to them as well as feel their spirit with your heart to bring you  </li></ul></ul><ul><ul><li>Having special menu on New Year's Day, The Lantern Festival , Qingming - The Clear & Bright Festival, Dragon Boat Festival - Duanwu Jie, Festival of Qi Xi Jie [Chinese Valentines Day], Moon Festival, Mid-Autumn Festival, Double Nineth[Elder Day], Dong Zhi - Winter Solstice Festivals, and other Ethnic Group Festival </li></ul></ul><ul><li>Public Relations   </li></ul><ul><ul><li>Stimulating activity to keep the best features of the client's restaurant in the public's eye. Developing programs of participation of Mystic Bamboo & the community are also functions of good P.R </li></ul></ul><ul><li>Loyalty Programs   </li></ul><ul><ul><li>To grow the customer base and keep them coming back </li></ul></ul>Tactics Analysis
  12. 12. <ul><li>A Chopstick learning experience </li></ul><ul><ul><li>We would teach people how to eat with chopsticks so that people do not find it difficult or weird when have to eat with chopsticks </li></ul></ul><ul><li>Kitty Party </li></ul><ul><ul><li>Offering 25 % discount to a group of four or more ladies Weekdays in order to increase our footfalls in our Lunch Session. </li></ul></ul><ul><li>Kid's Menu </li></ul><ul><ul><li>A creative menu directed towards attracting Kids which lets them experience their favourite Cartoon characters in relation to food & also keeps them busy with games & puzzles </li></ul></ul><ul><li>Buffet Lunch </li></ul><ul><ul><li>Offering soft drinks and beer on the house for the weekend buffet lunch </li></ul></ul><ul><li>Photo Sharing Contest </li></ul><ul><ul><li>Families can send us snaps of their experience at our restaurant the best of which will be uploaded on the website in addition to a free meal for 4 at the restaurant </li></ul></ul>Promotions
  13. 13. <ul><li>Developing Website </li></ul><ul><ul><li>About the restaurant </li></ul></ul><ul><ul><li>Offers </li></ul></ul><ul><ul><li>Quiz [where the customers can get some discounts] </li></ul></ul><ul><ul><li>Recipe room [where people can write their recipes and the best one will be the recipe of the month made by the chef] </li></ul></ul><ul><ul><li>Contact Us </li></ul></ul><ul><li>Online Games </li></ul><ul><ul><li>Games are the in thing right now so we plan to have online games on prominent networking sites like Facebook, Doof, Café.com, Kongregate, Pogo, Three Rings all of which are social gaming sites </li></ul></ul><ul><ul><li>These games would work around the concept of Chinese food/ culture/ Games </li></ul></ul><ul><li>Facebook / Hi5/ Orkut </li></ul><ul><ul><li>Creating a communities </li></ul></ul><ul><ul><li>Start a forum where people can voice their opinions about Chinese food at Mystic Bamboo </li></ul></ul><ul><ul><li>People can contribute and share their recipes </li></ul></ul><ul><ul><li>Starting communities like Chinese Lovers </li></ul></ul>Action Analysis – New Media
  14. 14. <ul><li>You Tube </li></ul><ul><ul><li>Posting advertisements of Mystic Bamboo </li></ul></ul><ul><ul><li>Customers can create video’s of their experiences at Mystic Bamboo and post them on You Tube </li></ul></ul><ul><ul><li>Loading TV Commercials of Mystic Bamboo on the same </li></ul></ul><ul><ul><li>Merchandising of mystic Bamboo cab be sold on Facebook as Virtual Gifts </li></ul></ul><ul><li>Flickr </li></ul><ul><ul><li>Posting one’s memorable pics on the restaurant website through Flickr </li></ul></ul><ul><ul><li>Organizing a competition where families/ people who come to the restaurant can share their memories with us every month. The best photographs will be loaded on Flickr as well as the “Wall of Memories” at the restaurant </li></ul></ul><ul><ul><li>Celebrities of the city visiting the restaurant could also make it to the e “Wall of Memories” </li></ul></ul><ul><li>E- Blasts </li></ul><ul><ul><li>Sending e releases is a good way to promote your brand </li></ul></ul><ul><ul><li>These will play an important role especially at the launch of the restaurant </li></ul></ul><ul><ul><li>Journalists need not wait for press releases </li></ul></ul><ul><ul><li>Information is available at the click of a button </li></ul></ul>Action Analysis – New Media
  15. 15. <ul><li>Bacn </li></ul><ul><ul><li>This is a tool where by emails can be sent to a specific TG </li></ul></ul><ul><ul><li>E.g. For our Promotions on Kitty Parties we would like to contact Women from the age group of 30 – 45, middle class, in urban areas this tool will help in the same </li></ul></ul><ul><ul><li>This would be a of sending out relevant information </li></ul></ul><ul><li>Media Chat Rooms </li></ul><ul><ul><li>A media chat room would enable journalists to get easy information about mystic Bamboo </li></ul></ul><ul><ul><li>They need not have to worry about receiving press releases they can log on to these media Chat rooms and get in touch with rewspective people they need to get information from </li></ul></ul><ul><li>Wikis </li></ul><ul><ul><li>We plan to make a Wiki Page on Mystic Bamboo </li></ul></ul><ul><ul><li>We would do third using WetPaint & Twiki </li></ul></ul><ul><ul><li>This would help people get an over view of the restaurant, the kind of food they serve, the specialty of the restaurant, the underlying culture, why the name Mystic Bamboo, why in Pune, what do we do, where do we have our presence </li></ul></ul>Action Analysis – New Media
  16. 16. <ul><li> </li></ul><ul><ul><li>This is a site where can register themselves and avail of advertising free of cost </li></ul></ul><ul><ul><li>It is an easier way for people to locate your restaurant and avail of discounts and schemes </li></ul></ul><ul><li>Emails </li></ul><ul><ul><li>Here one could send emails to their customers on the various schemes offers tat the restaurant is coming out with </li></ul></ul><ul><ul><li>Special customers could also be offered certain privileges and this could be emailed to them personally </li></ul></ul>Action Analysis – New Media
  17. 17. <ul><li>Visitors Book </li></ul><ul><ul><li>The visitors book placed at the entrance of the restaurant will help us keep a tab of families coming to our restaurant </li></ul></ul><ul><ul><li>We could also get an idea of the kind of people visiting our restaurant </li></ul></ul><ul><li>Feed Back Forms </li></ul><ul><ul><li>Feedback forms online as well as at the restaurant will help us get an overview of what people want and what they like about the restaurant so that we could make those our selling propositions </li></ul></ul><ul><li>Clicks per Page </li></ul><ul><ul><li>This will help us get an idea of who is viewing our forums & communities </li></ul></ul><ul><ul><li>Clicks per video would also help us know who visible our brand is the minds of out Target Group </li></ul></ul><ul><ul><li>Publicity & Visibility can be determined better with the help of this tool </li></ul></ul>Control Analysis
  18. 18. Websites's-Koregaon-Park:-A-Foodie's-Delight/467 Sources of Research
  19. 19. <ul><li>Proposed Logo’s [Done By Us] </li></ul>Creatives
  20. 20. <ul><li>Banner Ad [Designed By Us] </li></ul>Creatives
  21. 21. <ul><li>Menu Card [Designed By Us] </li></ul>Creatives