Direct marketing plan for Chinese restaurant,it will help to achieve a great success if you are planing to open a restaurant and trying to get customers from direct marketing activity

1. An integrated approach is used for the
Direct marketing of the Chinese restaurant

2. PRODUCT OFFERING
of
INDIANESE
Drown yourself in the exotic ambience of INDIANESE that
redefines your outing. the ambience that grows on your mind.
Music that gets you high on life and the aroma and the spices
that will tempt to indulge you spicy Chinese. INDIANESE is known
to give you choices that blow on your mind. Cozy ambience and
experience for your every mood. We serve joy the best to add
your best experience. Our chefs can actually can show you the
kitchen from where we churn out the taste of the mouth
watering recipes offered in the menu, which makes our
restaurant the best.

3. Actual Product
INDIANESE Chinese restaurant provide a wide variety of Chinese
food starts with the soup, starter, main course rice noodles. Rice
& noodles starts in the range of 300 and 50 extra for non-veg.
Main course start with 350, we serve non-veg varieties in chicken,
lamb, fish, prawns, crab. We create our own special desert to
taste the nectar

5. Augmented product
& Customer value
• Ambience that attract people easily. personalized interaction
with customer
• Cocktails & mock tails for desiring people
• Happy hours for 3 to 6 pm
• Service: Free home delivery
• 10 percent discount on birthday parties regular customer
• My card will be provide to avail 10 % discount

6. LOGO

8. TARGET AUDIENCE
 Demographic
 Male & Female
 Age 15 And above
 Education –English
literate
 Income -25,000
and above
 upper Middle class
and above
 Psychographic
 Socially active
 People interested in
getting good service
 People who loves food
and ready to pay a
nominal amount
B2C

9. B2B
 Firmographic
Small ,medium and large Business and various
organizations
Geographic
Initially we are targeting only in Mumbai as we are new in the
market
Bandra
Lower parel
Fort
Andheri
Borivali

10. Methodology Used
We will focus on establishing a strong identity in
our community with a grand opening
• Direct mailer
 Brochure
 Take away menu
 Discount offer pamphlet
• Email
 Email to prospective customer the only difference will be instead of
the form there will be a link given, which when clicked will direct to
the official website of restaurant where it shows the picture of dishes

11. BROCHURE

12. Take away menu

13. Email

14. WEB AD

15. WEB AD

16. Social media page
Indianese chinese Restaurant

17. • When the customer will click on the link he will be directed
to the INDIANESE website. There he will see the variety of
Chinese food our excellent ambience and offers

18. SMS
Enjoy your dining experience? Check our restaurant
for lunch and dinner and relish the amazing Chinese food.
To get 20% discount send message “INDIANESE” to 52123
or call us any queries to 1800 424 288.

19. Database Management
• Managing Data Source:
Callers
Internet
Ration cards details from Government
Yellow pages
Telephone directories

20. It will be managed by a trained data-entry team. The database will be categorized in
name, address, age, contact details, complaints product range purchased, amount
spent. Customer will given a unique Concode.
•Database will be regularly audited & updated to acquire the accuracy.
•The database will be managed on the basis of the payment patterns or purchase
patterns . This will help in formulating future plans for more profitable customers.
Managing the Database applications:
JAVA will be used to manage the complete database.
Manage the Data Entry:
Manage the Database:

21. • Consumer Name: Mr. Sanjay Khurana
• House name or number: Flat #2, Sun tower
• Street or road: Ambat RD.
• Town or City: Mumbai
• Postal code: 400 012
• Sex: M
• Date of birth: 13/5/1980
• Age: 31
• Married: Y
• No of children, ages of children: 2; Boy- 8, Girl- 4
• Geo-demographic indicator: Desirable residential area, young, trendy

22. • Lifestyle indicators: Business Outlook & Business World
• Interested in current & economic affairs
• Credit history and rating: Good
• Education: Postgraduate level
• Media Preference: Mailers
• Message code: S L 1 3 8
• Dates of contact: 12/01/2012
• Response: Y
• Orders: 5 Lamps
• Returns: N

23. • Customer complaints: N
• Source of recruitment: 01 mailer
• Concode: 1.666.00.111.001.22
• Service category purchased: 5*S L 1 3 8
• Date of activation: 13/1/2012
• Method of payment: Cheque
• Date of renewal of subscriptions: 0
• Loyalty program details: NIL

24. Analysis break even profit and loss
• Restaurant hiring expenses (Deposits & Rent) -40,00,000 &
4,00,000
• Salaries to the kitchen team - 2,50,000
• Interior and furniture cost for 40 tables-3000000
• Appliances and tool-600000
• Documentation (insurance & permits)-2,50,000
• Raw material needed-80,000
• Cost incurred for grand opening-8,00,000.
• Cost incurred in marketing- 10,00,000
• Cash in hand-5,00,000

25. • The total fixed cost-1.088 Crore
• Maintenance cost monthly - 4.0 lacks
• Monthly sales-15,00,000
• Marketing includes 15% of sales in first 3 months and then 7
% of sales
• Monthly profit for first three months 8,75,000
• After 3 months 9,95,000
– With this sales I can reach the BEP in 14 Months