Launching a restaurant with a unique concept of creating ones own pizza.

1. Retail
Management
Strategy
Submitted by,
Vivekraj Shah
Avril Rodrigues
Mary Divya

2. RETAIL STRATEGY STATEMENT
To be an inspiring restaurant where
one can not only gain a luxurious
dining experience but also come
and create innovative pizzas.

3. BRAND NAME – LUIGI’S CASA
• Friendly connect
• Easily recallable for our
target market
• Italian – Pizza
• Tagline – “Lets create
something delicious”

4. LOCATION
• Dadar region of Mumbai
• Highest and densely populated
ward in Mumbai
• This will give Luigi’s a wide market of
120 thousand households that are in
Dadar (India Online Pages, 2013).

5. REASONS FOR CHOOSING
• Favorable demographic
population
• Growth of the middle class
• Growing disposable income
• Emerging organization
• Change in Fad

6. DIFFERENTIATION - USP

7. MARKET OPPORTUNITIES
• Mumbai - 20,000 restaurants (Times of
India, 2013).
• Population in 2013 -13 million, an
increase of about 4.2% since 2011.
• Population density - 55,749 people per
square mile (World Population Statistics,
2014).

8. KEY CHALLENGES
• Licensing and permits
• Competition
• Consistency in food
• Manpower
• High price of real estate

9. Advertising, word of mouth,
innovative pizza contest
T
Food and Beverages with
special preference to Pizza Nominal or mid end
pricing – Rs. 100 to
150
Dadar
MARKETING MIX

10. MERCHANDISE MIX
Desserts
Cold drinks
Hot drinks
Food
Pizzas

11. SEGMENTATION and TARGETING
Family Tourists Couples/ Friends Working Professionals
Usage Regular Seldom Regular Rare
Purpose Recreation Dining Recreation Dining
Sex Male/Female Male/Female Male/Female Male/Female
Benefit Socialize Satiate Socialize Satiate
Age NA NA 16-30 years 22-60 years
Income Above Rs.1.6 lakh Above Rs.1.6 lakh Above Rs.1.6 lakh Above Rs.1.6 lakh
City Dadar Dadar Dadar Dadar
Influencer Others Self Self and others Self
Price Sensitivity Low Low Medium Medium
Segment attractiveness High Low High Low

12. Suppliers of
raw materials
and
ingredients
• Pizza
development
• Dining
• Customer
Engagement
• Connect with
friends and
family
• Creative
stimulation
• Innovative
Pizza
Contest
• Social
Media
Brick & Mortar
• Family
• Couple
• Friends
• Manpower Cost
• Advertising Cost
Dining Services
Chef

13. BUDGETING
Total Servicable Tables 15
Project Cost (in INR)
Interior Designing Charges 50,000
Customized Pizza Ovens 300,000
Electrical & Water Installation 50,000
Furniture and Fixtures 100,000
Cuttlery and Crockery 100,000
Kitchen Setup Cost 100,000
Preoperative Expenses 746,000
Linens and Uniforms 20,000
Licences and Permits 50,000
KIOSKS (Chinese Imported) 300,000
Other Setup Costs 20,000
Raw Material (Food/Coal/Ingredience) 50,000
Pre Opening PR and Advertising 100,000
Contingency Cost (Buffer) 14,000
TOTAL 2,000,000

14. Budgeting Contd..
Salaries 636,000
Utilities 30,000
Advertising 60,000
MiscellaneousExpenses(Repairsetc) 20,000
TOTAL 746,000
Preoperative Expensesfor6months
(FixedCostComponentinINR) Salaries(inINR) # MonthlySalary Total
Manager 1 12,000 12,000
Cook+Helper 2 30,000 60,000
Waiters 4 6,000 24,000
BusBoy 2 5,000 10,000
TOTAL 106,000