The document provides details on the marketing plan for a proposed new healthy food restaurant. It discusses the mission to exceed customer expectations through sensory experiences. It will target middle and upper middle class customers aged 16-40. The unique selling point is providing at least 35% lower calorie dishes without compromising taste. Advertising will be through colleges, gyms and organic vendors. The marketing mix discusses products like healthy foods and beverages, pricing to be competitive, locations in business parks, and promotions using discounts, loyalty programs, and digital/print advertising.

2. Mission
 The mission is to exceed the customers’ expectations in
every sense by providing ambiance for every sensory
perception. The atmosphere and food will please the
customers hearing, taste, smell, touch and sight, and
provide an exciting creative environment. The
employees will be trained with exceptional customer
service and will be empowered to make decisions based
on the business philosophies.

3. Product
Development
 A one stop Health Food Joint.
 Includes
Health Bar
Salad Centre
All preparations served in low
calorie versions.
 Target Customers – Middle Class
and Upper Middle Class 16-40
age group.

4. USP and Pricing
 We will guarantee at least 35% lesser calorie content in any
dish compared to a normal restaurant, without
compromising on taste.
 First Health Bar to target the middle class.
 Lower profits, more turnout will be out target.
 Juices to priced around Rs 50/- and Sandwiches around 60
for example.

5.  To keep initial expenditure minimal, interiors will be
simple and light.
 Place would be centrally located but with moderate
rents.
 Advertising through gyms, colleges and organic
product vendors.
 Sponsoring coupons for college fests and competitions.

6. Political Factors
 Government regulations regarding hygiene, health
and food regulations, food standards, etc.
 Economic policies of government regarding the
restaurant industry and running eating joints; these
include licenses, inspections by Health and Food
Ministry departments, etc.
 Taxing Situations

7. Economic Factors
 Interest rate would impact the cost of capital, the rate of
interest being directly proportionate to the cost of capital.
 Rate of inflation determines the rate of remuneration of
employees and directly affects the price of the restaurant's
products. Again, the proportion between the inflation rate
and wages/prices is direct.
 Economic trends act as an indicator of the sustenance and
profitability of business in the chosen region and help in
deciding marketing strategy.

8. Social Factors
 Certain cultures abhor certain foods. Therefore
knowledge of these cultural facts.
 Eating habits of the people.
 Shift in mindset of the people of India
 Ratio of people preferring to eat out regularly.

9. Technological/Legal Factors
 A good technical infrastructure would lead to better
production, procurement and distribution logistics,
resulting in reduced wastage and lower costs.
 Sound technology may be a decisive factor for food
technology innovation, better presentation, more effective
business marketing, etc.

10. Legal and Environment Factors
 Certification is developed to show and guarantee to
consumers that a product has been produced in
consistency with organic standards.

11. Pricing & Cost Control
 Competitive Pricing Model. Revenue calculations are
based upon competitive price comparisons and
established menu values in the current marketplace.
The following are baseline assumptions on Average
Check Totals, and Average Seat Turns:
 Daily average for lunch spending is 300 BDT per
person, dinner at 400 BDT per person.
 With a focus on Cost Control, we anticipate 6 months
to fine tune the restaurant operations and manage our
costs within the defined tolerance range between 18-
31%.

12. How much profit should I expect to
make?

13. Customer Attraction
•Coupons
• Sponsorship
• Discount
• Membership Cards
• Decoration

14. SWOT ANALYSIS
Strength
 Untapped market
 Affordable
 Location
 Quality
 Wider choice to the consumer
 Health benefits

15. Weaknesses
• Will take time to start making profit
• Gap in experience
• Funding
• Limited number of outlets
• Need to recruit all new staff and provide training

16. Opportunities
• Current social and lifestyle changes
• Large room for expansion ito tier 2 cities
• Rising per capita income
• Increase in consumer expenditure on food and beverages
Threats
• Entering the market will be difficult
• Finding suitable employees
• Weather changes
• Price volatility of key raw material

17. •Marketing strategy is defined as a process that can allow an organization to
concentrate its resources on the optimal opportunities with the goals of
increasing sales and achieving a sustainable competitive advantage.
• Marketing strategies serve as the fundamental underpinning of marketing
plans.
• The marketing plan describes what kind of product the company will provide
and explains how the product is different from that of the competition.
• A comprehensive plan looks at four essential marketing tools: -
1. Product
2. Price
3. Place
4. Promotions

18. Product
 The main categories of products include Organic food
and healthy beverages.
 Baked substitutes for fried food.
 Takeaway or home deliveries are available.
 Use of recycled Paper bags instead of plastic ones.
 Fun facts about the product.

19. Price
 The price is on par with the market price.
 Competitive pricing is available on bulk orders .
 Availability of combos and value meals.

20. Place
 The Physical store will be located in an area close to or
inside business park
 The products will be conveniently available for
customers to buy across multiple platforms like online
website or via telephone.
 The ambience and the physical presentation of the
store would be based on a green theme and the
website of the company would have the same theme as
well.

21. Promotion
The aims of promotion are to:
 Raise awareness
 Encourage sales
 Create or change a brand image
 Maintain market share
The different promotional activities that can be used are: -
 Advertising e.g. TV, billboards and internet, social media.
 Sales promotions e.g. Loyalty cards, discounts & free gifts
 Sponsorship – a business pays to be associated with another firm, event or
cause
 Direct mailing – sending promotional material to potential customers by
post/email.
 Public relations – building the relationship between the firm and the
public by enhancing its reputation

22. Advertising Strategy
1. Web advertising:
 Own website: The website would feature the location,
menu and promotional offers of the restaurant.
 Other websites: Also there will be collaboration with
other websites like zomato.com and burrp.com.
2. Social Media advertising:
 Facebook and Twitter are the major part of the ad
campaign. It would feature all the latest offers,
promotions, events in the bar and also news if a celebrity
visits, etc.

23. 3. Print Media
 As print media has far reaching effect compared to any
other form of advertising, During the launch and
initial phases of the bar print media would form a
major part of the advertising expenditure.
 The ads would feature all the details as well as special
emphasis would be given on the facebook and twitter
links.
 This would enable us to eventually focus shift from
print media to social media which would save a lot of
costs.

24. 4. Mass media:
 Radio: Local radio stations can also has a large
audience base. In the pretext of a small contest the
RJs can give out free coupons of the bar which
would lead to people experiencing the place which
would encourage more visits and a good word of
mouth.
THANK YOU !!