This document provides a group project report for a marketing management course. It includes an analysis of the restaurant industry covering topics such as the economy, laws and regulations, costs, competition, and technology. It then presents the group's proposed restaurant concept called La' Giardino, including its mission statement, SWOT analysis, target market, marketing goals, and marketing mix strategies. The key details are that the group proposes an Italian garden-themed restaurant targeting upper and middle-income families in the Shahrai Faisal area of Karachi, Pakistan with competitive pricing and a focus on fresh, healthy foods.

1. MARKETING MANAGEMENT
GROUP PROJECT REPORT
Group Members :
 SYED ZIYAD BIN HASAN (11091)
La' Giardino Restaurant:
Economy:
During an economic recession, limited-service restaurant sales might increase since consumers
opt to use relatively inexpensive dining options such as fast-food while full-service restaurant
sales are more likely to plunge due to high menu prices. Market share: full-service versus
limited-service restaurant sales the economy still plays a major role in industry trends, as
wholesale food costs rise and employment stabilizes. ... With hot button issues like health care
and minimum wage affecting labor costs, this is also impacting the need for restaurant
operations to be more efficient.
Our business economy is growing over time so we are a responsible organization so we
Lawsand Regulations:

2. Rules can be described as the guidelines or instructions for doing something correctly. these are
the principles that govern the conduct or behavior of a person in an organization or country. On
the other hand, regulations refer to the directives or statutes enforced by law, in a particular
country. Restaurants and quick-serve restaurant franchises can find it challenging to stay
compliant with the many regulations that apply to the foodservice industry. Violations can be
costly and dangerous – many regulations for the foodservice industry carry significant fines for
non-compliance, and failing to follow proper procedures in a restaurant can lead to illness or
injury. Managers and owners who do not stay current with laws that apply to their restaurants
can put themselves, their staff, and their customers at risk.
Costs:
Cost inflation:
Food-at-home prices are up just 0.4% annually, while restaurant prices are up 2.6%, a gap of
2.2 percentage points. The inflation gap has been there for three years now and partially explains
why consumers have been eating out less. It's easy to cut out restaurants when budgets get tight.
Cost of restaurant supplies/food
A profitable restaurant typically generates a 28%-35% food cost. Coupled with labor costs,
these expenses consume 50%-75% of total sales. Because of the impact food cost makes on an
operation, food cost is one of the first things we examine at a troubled property.
Competition(increasing/decreasing)
n fact, as a general rule, the higher the level of competition, the more demand there is for the
product or service that has inspired that high level of competition. ... Before you can develop a
winning competitive strategy, you need to understand the market forces that affect competition.
At what stage in the product life cycle would you consider themed restaurants?
Explainwhy.
Like any other product, your restaurant concept also has a life cycle. In this article, we will
help you understand your restaurant's life cycle dynamics and prepare you for managing
each phase as you move your concept along in the marketplace.
When first planning to open your restaurant, your goal is to get open, your strategy is to get
open and all support tactics involve getting open. On one hand, you can't wait to hear the
register start ringing. On the other, you just know that you're going to forget something.
All in all, it's hard to think past opening day -- until after opening day. Then your goal is to
do a better job tomorrow. Your strategy is to learn from your opening-day mistakes. But

3. there is no time to plan any corrective tactics. You close the front door at 11 p.m., get
home around 1 a.m., and open the back door maybe seven hours later, often sleep-deprived.
You've likely been warned of the reactive life of a restaurateur, constantly caught up in
managing the business for today with no time to get ahead of the learning curve. There is,
however, a way to be a proactive restaurateur.
Technology:
technology has always had a strong, positive impact on the restaurant industry. The
combination just makes sense. Restaurants want to deliver a flawless, convenient, and
enjoyable experience to their customers. Technology offers a means to speed up processes and
improve the customer experience.
Social factors/changes
There is no doubt that society is continually changing. The tastes and fashions are a great
example of this change. One of the most significant differences is the growing popularity of
social media. Social networking sites like Facebook have become very popular among younger
people. The young consumers have grown used to mobile phones and computers.
The younger generation prefers to use digital technology to shop online. Older people will
perhaps stick to their traditional methods. The effect of changing society is often discussed. You
must also understand that these changing factors have a toll on businesses too. Changes in social
factors can impact a firm in many different ways.
Companies often focus on these changes in depth. To do so, they employ environmental analysis
such as PEST analysis. STEP is a variation of PEST. Extended versions include PESTLE,
STEEP, and STEEPLE analysis. The “S” in all these analyses indicates social or socio-cultural
factors. Other factors you should assess are political, economic, technological, environmental,
ethical, and legal.
Businesses choose an environmental analysis depending on the nature of operations. However,
all of them study the social factors.
In the social step for these analyses, you have to look carefully at the social changes. You will
also have to look into the cultural changes which take place in your business environment.
Market research is a critical part of this step. It is vital to see the trends and patterns of society.

4. To understand the impacts better, you might need to study the factors in detail. Most companies
analyze population growth and age structure. They also show interest in consumer attitudes and
lifestyle changes. Your analysis can show if there are faults in your marketing strategy. It can
also help find new ideas.
Below is a list of social factors which impact customer needs and the size of markets:
 Lifestyles
 Buying habits
 Education level
 Emphasis on safety
 Religion and beliefs
 Health consciousness
 Sex distribution
 Average disposable income level
 Social classes
 Family size and structure
 Minorities
 Attitudes toward saving and investing
 Attitudes toward green or ecological products
 Attitudes toward renewable energy
 Population growth rate
 Immigration and emigration rates
 Age distribution and life expectancy rates
 Attitudes toward imported products and services
 Attitudes toward work, career, leisure, and retirement
 Attitudes toward customer service and product quality

5. The social aspect focuses on the forces within society. Family, friends, colleagues, neighbors,
and the media are social factors. These factors can affect our attitudes, opinions, and interests. So,
it can impact the sales of products and revenues earned.
The social factors shape who we are as people. It affects how we behave and what we buy. A
good example is how people’s attitude towards diet and health is changing in the UK. Because of
this, UK businesses are seeing some changes. More people are joining fitness clubs. There is also
a massive growth in demand for organic food.
Products often take advantage of social factors. The WiiFit, for instance, attempt to deal with
society’s concern about children’s lack of exercise.
Population changes are also directly affecting organizations. The supply and demand of goods
and services in an economy can change with the structure of the population. The decline in birth
rates means demand will decrease. It also indicates greater competition as the total consumers
fall.
World food shortage predictions can lead to call for more investment in food production. An
increase in the world’s population can have the same effect. African countries like Uganda are
facing a food shortage. They are reconsidering the rejection of genetically modified foods now.
Mission Statement:
Our main focus is on our mission statement which is “Keep it Fresh and Unique”
We provide fresh, healthy, nutritious, and great tasting food at reasonable prices in a clean,
friendly, and convenient environment. This aim makes us different from others.
SWOT
Strengths:
 Financial strong
 Food quality
 Innovative foods & fresh
 Marketing & customer engagement

6. Weaknesses
 calorie-heavy menu
 dissatisfied franchisees.
Opportunities
 innovative & healthier menu
 expansion in the Asian market
 partnership with another brand
 market opportunities born of changing customer demographics.
Threats:
 Intensify competition
 Poor economic situation globally
 Strength dollar
Brand Ambassador:
Our brand ambassador is “Shah Rukh Khan”. Because Shah Rukh is the most celebrity in Asia.
Our restaurant's main focus is to expand all over Asia and became a leading brand in the food
industry so the shah rukh is most beneficial for our business.
CompetitiveStrategy:
We are is one of the best firms that is which we launch in the fast-food industry. We are
successful through a reasonable price of food. Because we offered nutritional value while raising
awareness about health. Additionally, it has expanded into different markets through the use of
innovative and creative strategies. Our aim of the organization is to expand rapidly in
international markets while we offering quality food at affordable rates.
Marketing Goals:
The aims and objectives of La Gardino are not only to sell the food also to make money and
make a profit, but they are also to expand as a business whether that’s to be an aisa wide business
or just to open up a few more restaurants around the country to provide a better and faster service
for the customer, to beat competitors.

7. TargetMarket:
Type of
segmentation
Segmentation
criteria
target segment
Geographic
Region Domestic/international
Density Urban/rural
Demographic
Age 8 – 65
Gender Males & Females
Life-cycle stage Bachelor Stage: young, single people not living at home
Newly Married Couples: young, no children
Full Nest II: youngest child six or over
Income Low and middle
Occupation Students, employees, professionals
Behavioral Degree of
loyalty
‘Hardcore loyal’ and ‘Switchers’
Benefits sought Cost benefits, time efficiency
Personality Easygoing & careless
User status Potential and regular fast food eaters
Psychographic Social class Lower, working, and middle classes
Lifestyle our targets Resigned, Struggler and Mainstreamer individuals
according to Cross-Cultural Consumer Characterization
developed by Young & Rubican
Marketing Mix Descriptions:
Visual Merchandising:

8. Visual merchandising is multi-dimensional and hoteliers can choose from various ideas
when designing displays. Most noticeably, merchandising is no longer considered an
afterthought, it has emerged as something that restaurant and foodservice owners now
consider a must – something as important as the kitchen design and the menu.
Color Is King:
We use color because is powerful; it can either make or break the store’s visual displays.
Our hotel or the foodservice joint might have an erratic display but if the colors
coordinate well, the display can still work well together. Consider using contrasting
colors or monochromatic colors for creating intriguing and eye-catching displays for our
business.
Use Menu as a Power Tool:
we also use the menu because it is the greatest marketing tool and should be used
beyond simply listing the dishes and their prices. The average customer will spend
around three minutes looking at the menu, so it needs to attract them to not only order
the most profitable items but want to order more than just one. The menu should be
designed in such a way that it entices the customers to come back to try other dishes.
Price:
Our price is reasonable because we target segment is to target all classes
Place:
The place of our franchises and stores is near to parks or amusement parks, at food streets and
also sell on online e-stores like food panda or ueat, and also sell son our digital channel.
Promotion:
We promote our restraints on social media and through banks and also higher the high-level
production agencies.
Product:
Our product is eatable so our product mix is shown as:
Part 8

9. RestaurantName:La' Giardino
Slogan:Food Full Of Mood
Tagline:Enjoy The Flavors Of Nature
Why weselected this name and design?How does it promote the restaurant's
image?
La' Giardino is an Italian two-word phrase that means "The Garden". The basis of our
restaurant is that it is a Garden themed restaurant which comprises of all green plantations and
beautiful fragranced flowers around and all over the place, with Italiano Cuisine presenting a
massive hit. The main idea of our garden-themed restaurant is because it provides a very relaxing
and blissful vibe to our customers, the calming and relaxing atmosphere of our garden will
improve people’s moods and reduces the likelihood of stress-related depression. plants and
greenery increase levels of positive energy and help people feel secure and relaxed. Karachi, a
city which is a crowded and stressful place to live, also comes in the list of most populated cities

10. in the world. Our garden-themed restaurant fits best with Karachi's people. Its a great Blissful
place for them to experience
How does your taglineimpactyour intended targetmarket?
Our tagline provides the main idea of our quality products and services which means that our
delicious, aromatic food will cheer you up with the essence of nature and greenery vibes which
will surely change your mood. It has a positive influence on our target market near the Shahrai
Faisal area.
Our focus is on the upper and middle-income level families living and shopping in the area. La
Giardino will focus on the income level of at least $50,000 and above, and 98% of families
living and shopping in the area. We focus on these specific groups because these are the types of
people who frequently will visit our restaurant. They are the ones that are willing to spend their
money on good dining and service at a value price.
Merchandising:
La'Giardino offers a variety of merchandising items and products which are available to our
customers to buy and shop while waiting for their order. This includes the following items
 PENS, KEY-CHAINS, NAME TAGS, BADGES
 T-SHIRTS, SHOES WITH LABEL AND LOGO OF OUR RESTAURANT
 CHILDREN'S TOYS
 HOUSING DECOR ITEMS
 THEMED PLATES AND SILVERWARE UTENSILS
 NOTEPADS AND STICKERS
We will sell our merchandising goods in our outside garden area. Whereas setting prices for your
products can be tough. Set prices too high, and you miss out on valuable sales. set them too low,
and you miss out on valuable revenue. Thankfully, pricing doesn’t have to be a sacrifice or a shot
in the dark. We will use the prestige-pricing strategy for our merchandising products and goods.
It is also known as premium pricing and luxury pricing, a prestige pricing strategy is when
companies price their products high to present the image that their products are high-value,
luxury, or premium. Prestige pricing focuses on the perceived value of a product rather than the
actual value or production cost. Prestige pricing is a direct function of brand awareness and
brand perception. Brands who apply this pricing method are known for providing value and
status through their products — which is why they’re priced higher than other competitors.
Because our products are luxurious, exclusive, and rare.
Visibility:

11. Our customers will get to know as we will use the strategy to set up our merchandise in a highly
visible and high traffic area of your establishment. A lobby area or near the cash registers is the
best place to place merchandise. The goods will be seen each time customers enter and leave
your restaurant. We will also add a small flyer in your check presenters that are given to every
table when they are ready to close out their bill.
Positioning-StrategicPartnership or Sponsorship
A target market refers to a group of customers to whom a company wants to sell its products and
services, and to whom it directs its marketing efforts.
Dividing a target market into various segments is as simple as dividing the population into
groups that can be measured by key characteristics. These include gender, age, income levels,
race, education, religion, marital status, and geographic location.
Consumers that fall into these groups tend to value the same products and services, which is why
narrowing down these segments is one of the most important factors to determine the target
market.
Demographics of our target market is Shahrai Faisal area its road is about 18km long in
Pakistan's largest city having head offices of all major local and multinational firms that are
working all over Pakistan. It's the busiest route across one million vehicles pass through it. It's
the central market to meet up with upper and middle-class people at one point. Shahram Faisal is
the strongest center point to make a business worthy and it helps us to meet our target audience.
The marketing mix deals with how a business uses price, product, distribution, and promotion to
market and sell its product. It is known as a "mix" because each ingredient affects the other and
the mix must overall be suitable to the target customer. Our marketing mix is unique as it is
targeted to the busiest center throughout the city connecting with areas like bahadurabad, Tariq
road, karsaz road. The people are the mix up of middle class and upper class, people around this
area busy in shopping malls, nearby schools, and major head offices which is the main reason for
our targeting
We have a lookout at the actual buying history of your target market. The most reliable indicator
of a customer who will make future purchases is one who has already made similar purchases in
the past. The purpose of targeting your market to habitual buyers is to spend your marketing
efforts on the most lucrative customers who are most likely to take advantage of your offers
Capitalized Hours

12. If you don’t already do so, you should track when you make the most sales. Understanding
macro trends in your customers’ patterns can help you maximize your profits. Most restaurants
will find that they are slower on certain days of the week, certain times of the year, and even
certain times during the day.
You can turn those slow times into some of your busiest hours by offering specific discounts and
specials. Many restaurants find that Mondays and Tuesdays are slower than other days of the
week. If that is the case for your business, consider offering daily specials on Monday and
Tuesday.
For example, Monday could be a day when you offer half-off appetizers. Tuesday could be a day
where you offer Happy Hour pricing for the entire afternoon. Those specials will help incentivize
people to visit during times that are historically slow for your restaurant.
Similarly, Happy Hour discounts are often used to draw in customers at times that are usually
slow for your business. Many times, this is the downtime between the lunch rush and the dinner
hour. Use discounts and specials to get customers in the doors, and they will come back as long
as the service and the food meet their expectations
Part 11 Physical Setting Of Our Restaurant

13. Part 12 Print Advertisment

14. Survey Form Result:

15. Link: https://docs.google.com/forms/d/e/1FAIpQLSeOwrjJCj-
_VYOXcF8f86tiK0IP3KO4x2fB3TKUojCx-8CdpQ/viewform?usp=sf_link
Result:

19. Our Menu: