The document outlines a marketing plan for a new restaurant called "Just Around The Bay" located in Mumbai, India that aims to cater to corporate executives, families, and food and wine lovers. The plan details objectives to keep food costs below 30% and attract at least 20,000 customers in the first year, and outlines strategies for promotion, menu options, management roles, and an operating model with lunch, dinner, and late night service.

1. Marketing Plan for
Just Around The Bay
Restaurant
Harikrishnan B Menon
CMBA-5
1504

2. Executive Summary
• Just Around The Bay(JATB) is targeted to corporate
executives, family get2gether & Food & Wine lovers .This is
located in the heart of Mumbai (Andheri West) from
afternoon (Lunch) till post midnight . The primary
marketing objective is to cater Food & Beverages to at least
20000 people in the 1st year &the financial objective is to
achieve revenue of 5 million INR.

3. Objectives
• Food Cost to be kept below 30% of revenue.
• Promoting and expanding the business as Unique Restaurant.
• Expanding our marketing and advertising in Mumbai to increase our
customer base.
• Customer Satisfaction.
• To create a Healthy and safe Environment.

4. Mission
• At JATB we have a very clear and precise mission, to
impress our customers by giving them the highest degree
of service possible and by providing them with the freshest,
finest & good quality food at reasonable prices, in a
soothing and comfortable environment.

5. Vision
• We will maintain our established reputation within our province
and community for a high standard of:
• ​Food quality, creativity and presentation
• Consistent superior service and price value
• ​Sanitation, appearance and overall professional attitude​​​​​​​​​​​

6. Company Summary
• The Interior Design
• The Restaurant will Feature two venues:
– One will be in the restaurant mainly for dining purpose and
Family.
– Other will be Outdoor for the Customer who wants something
not so heavy like lunch and dinner.
– Lounge( for waiting) and Bar Facilities will be provided.
– Bean Bags will be provided in Lounge.

7. Company Summary
• The Menu:
– There will be little bit flexibility in the menu at the starting of
the Restaurant.
• The Management:
– One restaurant manager.
– Chef according to need and demand.
– One supply chain and inventory manager.
– Waiters according to the number of tables.

8. Company Start-Up
• A space has to be rented of in an appropriate location .
• Our start-up costs are mostly expensed equipment, furniture,
painting, reconstruction rent, start-up labor, and legal and
consulting costs associated with opening our restaurant.

9. Locations and Operations
• Andheri West will be strategically suitable because of the following
reasons:
• In front of Corporate Offices .
• It also have residential societies like Raheja’s & Oberoi’s.
• It doesn’t have even a single restaurant near this area who provides
Food & Wine at the same place .

10. Operation Criteria:
• The restaurant will be located in Andheri West, Mumbai. The
restaurant will service lunch & dinner and after-hours dining during
the week and weekends.
• Buffet will be Provided in lunch and dinner:
– 799 INR-for Veg.
– 999 INR –for Non Veg.
• Mid-Night Buffet Will be available in Weekends upto 12 am-3 am.
– 600 INR-for veg.
– 800 INR-for Non veg.
• Service will be during the following hours:
– Lunch-12pm-4pm
– Dinner-7pm-11pm

11. The Menu:
• We will provide the following cuisine:
1) Salads
2) Desserts
3) Drinks(Alcoholic, Non-Alcoholic & Wines)
4) Exclusive North Indian Speciality + Some dishes of Chinese and
Italian, Thai Food, Sea food, Continental.

12. Market Analysis
• Today in India the trend of specialty restaurants is
increasing
• Dining Experience
• Reasonable Experience

13. Market Segmentation
• Restaurant and Lounge intends to cater to a wide customer base.
We Want everyone to feel welcome and entertained. We have
defined the following groups as target segments that contribute to
our growth projections:
– Youths and Teenagers
– Families
– The peoples will generally fall in between 15 to 50.

14. Strategy and Implementation
• We intend to succeed by giving people a combination of excellent
and interesting food in an environment.
• We will focus on establishing a strong identity in our community
with a grand opening.
• We will create an appealing and entertaining environment with
unbeatable quality at an exceptional price.
• All menu items are moderately priced for the area

15. Competitive Edge
• Competitive edges will be:
– An extraordinary contemporary restaurant design
– Indian & Continental classic menu with featured menu
– Inner and Outer Sector Marketing campaign(i.e “come to town”
promotions)
• Employee Training, Incentive and Retention program.

16. Marketing strategy
• Marketing strategy will be to promote our food, superior service,
and exciting concepts to draw in the local repeat customers.
Marketing initiatives will concentrate on the following:
• Building and signage(Signage is any kind of visual graphics
created to display information to a particular audience).
• Customer service
• Advertising and promotion

17. Marketing program
• Media marketing:-
– Billboard advertisement.
– Distribution of pamphlets.
– Advertisement in local newspaper and T.V.

18. Sales strategy
• Our sales strategy requires consistently high quality food service ,
speed and atmosphere. We can accomplish this by:
– Hiring employees who genuinely enjoy their jobs.
– Continually assessing the quality of all aspects mentioned
above.
– Interacting with our customers personally , so they know that
their feedback goes directly to owners
– Evaluating food choices for popularity

19. Management summary
• Restaurant manager
• Sommelier
• Finance manager.
• Supply manager.
• Legal advisor.
• Inventory manager.
• Cashier cum receptionist.

20. Publicity:
Discount Coupons will be available on the Following
Websites.