Kashmiri kitchen ppt

3,802 views

Published on

marketing strategy

Published in: Business, Travel
1 Comment
3 Likes
Statistics
Notes
  • Nice post! Thanks for sharing useful details about kitchens marketing trends. Now i got a brief idea about this. For best quality kitchens visit http://is.gd/lROwpn
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
3,802
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
114
Comments
1
Likes
3
Embeds 0
No embeds

No notes for slide
  • Everyone knows that a financial audit is very beneficial to keeping a business profitable.  The same is true for marketing.  You have a marketing plan, you're spending money on public relations, advertising and collateral material.  It makes sense for you to know if the money spent on the tools that support your marketing is worth it.  In a marketing audit, QMG evaluates the entirety of your restaurant's marketing collateral, from menus to brochures and advertising, both quantitatively and qualitatively
  • Restaurant Marketing: Positioning Positioning is an underleveraged restaurant marketing component. Positioning is the place you hold in the customers or prospects mind relative to the competition (the cheaper choice, the higher quality choice, et cetera). Effective positioning involves incorporation of your Unique Selling Proposition (U.S.P.).
  • Kashmiri kitchen ppt

    1. 1. Presenter Suhail Ali
    2. 2. Kashmiri kitchen Restaurant
    3. 3. <ul><li>INTRODUCTION </li></ul><ul><li>Kashmiri kitchen restaurant </li></ul><ul><li>A new venture </li></ul><ul><li>Offers fine dining, </li></ul><ul><li>Unique Selling Proposition: </li></ul><ul><ul><li>Authentic Kashmiri food </li></ul></ul>
    4. 4. TARGET MARKET <ul><li>45% individuals – professionals and business executives </li></ul><ul><li>35% families- group of relatives or friends </li></ul><ul><li>20% take out </li></ul>
    5. 5. MARKET SEGMENTATION & TRENDS
    6. 6. MARKET SEGMENTATION <ul><li>Geographic segmentation : </li></ul>Immediate geographic target- City of Delhi/NCR Targeted population: -Upper class -Upper middle class Estimated population is 270,000 people
    7. 7. <ul><li>Demographic segmentation: </li></ul><ul><li>Fine dining targets all age groups </li></ul><ul><li>Kashmiri kitchen targets teenagers and youth </li></ul><ul><li>Professionals and business executives </li></ul><ul><li>Income over Rs. 80,000 per month </li></ul><ul><li>Behavior segmentation: </li></ul><ul><li>Value attributed to the presentation of food </li></ul><ul><li>Concerned about health in regard to food </li></ul><ul><li>Craving for authentic food and variety </li></ul>
    8. 8. MARKET TRENDS <ul><li>Health consciousness </li></ul><ul><li>Presentation of food </li></ul><ul><li>Selection </li></ul><ul><li>Food quality </li></ul><ul><li>Travel </li></ul>
    9. 9. SWOT ANALYSIS
    10. 10. <ul><li>Strengths </li></ul><ul><li>High trained and quality staff </li></ul><ul><li>Located in an upscale area of </li></ul><ul><li>Gurgaon/south delhi </li></ul><ul><li>High quality food </li></ul><ul><li>Opportunities </li></ul><ul><li>Increasing sales opportunities overall </li></ul><ul><li>Monopoly in Kashmiri foods </li></ul><ul><li>Ability to develop long term contacts </li></ul><ul><li>Weaknesses </li></ul><ul><li>Unstable brand image </li></ul><ul><li>Competitors already exist </li></ul><ul><li>Inaccessible to certain potential customers </li></ul><ul><li>Threats </li></ul><ul><li>Competition from local restaurant may challenge </li></ul><ul><li>Fixed taste of Kashmiri cuisine by customers </li></ul><ul><li>Recession in the economy </li></ul>
    11. 11. COMPETITION <ul><li>Direct competition </li></ul><ul><li>???????? Need to analysis </li></ul>
    12. 12. COMPETITION <ul><li>Indirect competition </li></ul><ul><li>????? ;;;;;;;……… </li></ul><ul><li>Café Coffee Day: Offers variety of sandwiches, desserts and drinks. Moderate price, dine in </li></ul>
    13. 13. MARKETING RESEARCH Survey conducted among various age group and profession
    14. 14. <ul><li>Unique perception how to judge a restaurant </li></ul><ul><li>17% environment & service </li></ul><ul><li>33% food & hygiene </li></ul><ul><li>51% value for money </li></ul>
    15. 15. <ul><li>How people are to know about a new restaurant </li></ul><ul><li>38% billboards </li></ul><ul><li>23% word of mouth </li></ul><ul><li>28% newspaper </li></ul><ul><li>11% internet </li></ul>
    16. 16. MARKETING MIX
    17. 17. PRICE PROMOTION SERVICE PLACE PRODCUT MARKETING MIX
    18. 18. PRODUCT <ul><li>Dine in restaurant and café </li></ul><ul><li>Authentic Kashmiri foods </li></ul><ul><li>Lively ambience & tastefully decorated </li></ul><ul><li>Café mainly will target youth </li></ul>
    19. 20. PRICING <ul><li>Competitive pricing strategy </li></ul><ul><li>Preferred price range Rs.245-600 </li></ul><ul><li>Promotional discounts to follow 3 months after launch </li></ul>
    20. 21. PLACE & DISTRIBUTION <ul><li>Target market mainly resides in D.L.F and High class Area </li></ul><ul><li>Main M.G Road ideal location </li></ul><ul><li>Approx.---??????? </li></ul><ul><li>Ho.Re.Ca </li></ul><ul><li>AIRLINE </li></ul><ul><li>INTDUSTRY OFFICE AREA </li></ul>
    21. 22. PROMOTION <ul><li>Billboards & streamers </li></ul><ul><ul><li>Pre launch </li></ul></ul><ul><ul><li>Launch campaign (1 week) </li></ul></ul>
    22. 23. BILLBOARDS
    23. 24. SAMPLE M.G ROAD
    24. 25. <ul><li>Print ads </li></ul><ul><ul><li>Times (D.T) newspaper (4 days) </li></ul></ul><ul><li>Internet </li></ul><ul><ul><li>face book or social Media(monthly) </li></ul></ul><ul><li>Word-of-mouth </li></ul>Launch Board And Print ad
    25. 26. Service <ul><li>Impeccable and attentive customer care </li></ul><ul><li>Quick service </li></ul><ul><li>Cooperative servers </li></ul><ul><li>Motivated to satisfy customers </li></ul>
    26. 27. BUDGETING
    27. 28. Expense Forecast Cost of sales (supplies) ? Rent ? Salaries and wages ? Interest and loan ? Electricity ? Repair and maintenance ? Fuel for generator ? Fixtures and fittings ? Equipment ? Seating and interiors ?
    28. 29. EXPENSES Rs.-? Salaries Rs.-? Interest Rs..? Supplies Rs..? Rent Rs.-?
    29. 30. MONTHLY EXPENSES & SALES <ul><li>Total fixed cost = Rs. ? </li></ul><ul><li>Total variable cost = Rs. ? </li></ul><ul><li>Monthly sales = ? </li></ul>
    30. 31. 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. ????// <ul><li>Total fixed cost </li></ul><ul><li>Fixture and fittings </li></ul><ul><li>Seating and interiors </li></ul><ul><li>Equipment </li></ul><ul><li>Total variable cost </li></ul><ul><ul><li>Supplies </li></ul></ul><ul><li>Rent </li></ul><ul><li>Salaries and wages </li></ul><ul><li>Interest on loan---????? </li></ul><ul><li>Electricity </li></ul><ul><li>Repair and maintenance </li></ul><ul><li>Fuel for generator </li></ul><ul><li>Advertising </li></ul>
    31. 32. BREAK EVEN <ul><li>Total fixed cost – </li></ul><ul><li>Total variable cost- </li></ul><ul><li>Variable cost/unit – </li></ul><ul><li>Total cost – </li></ul><ul><li>Price – Rs.300 to 600 </li></ul><ul><li>Expected units- </li></ul>Yearly breakeven at 3650 units X axis -sales volume Y Axis -sales revenue/cost
    32. 33. MILESTONES Advertising Start 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
    33. 34. CONTINGENCY PLAN <ul><li>Difficulties and risks: </li></ul><ul><li>Problems generating visibility </li></ul><ul><li>Aggressive actions by competitors </li></ul><ul><li>Entering the saturated market of an already thriving food and beverage industry </li></ul>
    34. 35. RISKS <ul><li>Difficulty in survival </li></ul><ul><li>Becoming illiquid </li></ul><ul><li>Losing market share and decreasing consumer base </li></ul>
    35. 36. THANK YOU

    ×