The document proposes establishing a seafood restaurant called Riverside Restaurant in Baroda, Gujarat. Pre-launch research like traffic analysis and customer surveys will be conducted to determine demand. The target audience is taste-conscious middle to high income individuals. Competition will include other seafood restaurants. Barriers to entry include finding a good location, competing with established restaurants, and lack of start-up capital. Differentiation will be provided through home delivery, maintenance services, and customer training for employees. Pricing will initially offer discounts and then be based on quality and type of seafood. Advertising, sales promotions, events, and public relations will be used for communications.

1. SUBMITTED BY:
UNNATI SAHARKAR (P1143)

2. RIVERSIDE RESTAURANT
• THE RIVERSIDE RESTAURANT
PROVIDING HEALTH AND TASTE.
Establishing a seafood restaurant that
offers variety of sea food.The interior will
be designed in such a way that the
customers feel as if they are having dinner
or lunch on a riverside with a
soothing atmosphere and customers will
feel good and pleasant in such an
atmosphere.

3. PRE LAUNCH RESEARCH
• Research will be conducted to
see as to what is the traffic at the
place where restaurant will be
opened. If it’s a crowdy place
there are chance of getting more
customers.
• Questionnaires will be filled to
check whether there is sufficient
demand for the seafood
restaurant in the area as well as
city.

4. MARKET SEGMENTS
GEOGRAPHIC
CITY: Baroda
DEMOGRAPHIC
• Age: from 12 yrs to 60+, under 12 yrs will also be my
customers as they will accompany with their parents.
• Gender: Male, female.
• Income: From 2 lac p.a

5. PSYCHOGRAPHIC
Lifestyle: culture-oriented, taste-oriented.
BEHAVIORAL
Occasions: regular, special

6. TARGET AUDIENCE
• People who are taste lovers
especially lovers of sea food from
middle class to high income group will
be my target customers.

7. PRODUCT CATEGORY
• Restaurant comes under service category.
CUSTOMER VALUE
• Providing healthy food with taste, ensuring to serve
fresh and best tasted sea foods. Hygienic and pleasant
atmosphere that attracts customers.

8. IDENTIFYING COMPETITORS
• My competition will be directly with other restaurants
offering sea foods.
ENTRY BARRIERS
• LOCATION
• Restaurants live and die by location. Excellent locations
are visible, easily accessible traffic, and surrounded by
businesses that complement the restaurant well. They
also offer plentiful and cheap parking. Even if I do
manage to find a good location, there will be sizable rent
or mortgage costs, which can be difficult to cover during
the initial months of business

9. • COMPETITION
When a new restaurant opens, it is in immediate and
direct competition with nearby restaurants, which might
already have loyal customer bases. Winning these
customers over might be difficult in the initial
stages, especially if my restaurant offers fare similar to
restaurants that have a lock on that niche.
• LACK OF START CAPITAL
Lack of sufficient start-up capital is one of the biggest
barriers to entry in the restaurant industry.
EXIT BARRIERS
• Exit barrier is free as it is monopolistic market. There are
numerous firms waiting to enter the market each with its
own "unique" product or in pursuit of positive profits and
any firm unable to cover its costs can leave the market.

10. INTEGRATION
BACKWARD INTEGRATION
To grow various vegetables, wheat, rice required in own
farm which ensures healthy and unorganic vegetables.
This can help to provide customers taste with health.
FORWARD INTEGRATION:
There can be no forward integration as the product of my
restaurant goes to end users.

11. PRODUCT LEVELS
• CORE BENEFIT:
Restaurant- taste with health.
• BASIC PRODUCT:
sea food served with variety of dishes in an unique way.
• EXPECTED PRODUCT:
Good ambiance, healthy food with taste, clean.
• AUGMENTED PRODUCT
Live music, garden space, all kind of sea food available.
POTENTIAL PRODUCT
Expansion of restaurant into resort and expanding in terms of different place.

12. SERVICE DIFFERENTIATION
• DELIVERY: Free home delivery within 20 kms,
discounts available online with snap deal.
• MAINTENANCE AND REPAIR: maintaining utensils and
plates, service of various equipments used for cooking.
• CUSTOMER CONSULTATION: training the employees
in dealing with customers.

13. SERVICE DISTINCTIONS
People based: As restaurant is service industry so it is
people based as people are needed for making food as
well as delivering
Service processes: fast service, free service within 5 kms.
CATEGORIES OF SERVICE MIX:
Restaurant comes under HYBRID category as equal
proportion of both service and product is required.

14. REFERENCE PRICING
• There will be 10% discount in the initial period of
opening and then original price will be charged.
Going rate pricing: Pricing will be decided on the basis of
rate on going in the restaurant sector of my class of
restaurant. Price will be kept on the basis of quality and
type of sea food served.

15. COMMUNICATION PLATFORMS
ADVERTISING
• Printing ads
• Brochures
• Billboards
SALES PROMOTION
• Contests
• Coupons

16. EVENTS
• Special discounts on festivals.
PUBLIC RELATIONS
• Email newsletters and bulletins
• Event notifications
• SMS alerts
• SMS booking reminders