Marketing Mix

1. A STUDY ON MARKETING MIX
With reference to I ENJOY FOODS (JUPITER GROUP),
VISAKHAPATNAM
A Project Report submitted in partial fulfillment of the requirement for the award of
INTEGRATED MASTERS OF BUSINESS ADMINISTRATION
Submitted by
S.PRUDHVI RAJ
(Reg: 1234111117)
Under the guidance of
Mr.A.Arun kumar
TEACHING ASSOCIATE
GITAM INSTITUTE OF MANAGEMENT
GITAM UNIVERSITY
(2011-2016)

2. DECLARATION
I, SANA PRUDHVI RAJ hereby declare that this project report entitled “A STUDY ON
MARKETING MIX With reference to I ENJOY FOODS(JUPITER GROUP),
VISAKHAPATNAM submitted by me under the guidance of Mr.A.Arun Kumar,
TEACHING ASSOCIATE GITAM INSTITUTE OF MANAGEMENT, GITAM
University, Visakhapatnam, is my own and has not been submitted to any other University or
Institute or published earlier.
SANA PRUDHVI RAJ
1234111117

3. CERTIFICATE
This is to certify that this report entitled “A STUDY ON PERFORMANCE APPRAISAL
With reference to I ENJOY FOODS(JUPITER GROUP) VISAKHAPATNAM” submitted
by SANA PRUDHVI RAJ in partial fulfillment of the requirement for the award of the
Integrated Degree of Business Administration, GITAM INSTITUTE OF MANAGEMENT,
Visakhapatnam is a bona-fide work carried out by him under my guidance.
VISAKHAPATNAM Signature of Guide
DATE:

4. ACKNOWLEDGEMENT
I would like to express my sincere gratitude to Prof. K. Siva Rama Krishna, Dean &
Principal, GITAM INSTITUTE OF MANAGEMENT, Visakhapatnam, for giving me the
opportunity to do this project work.
It is my great privilege to thank Prof. P. Sheela, Vice-Principal, GITAM INSTITUTE OF
MANAGEMENT for permitting me to do the project.
I take this opportunity to record my everlasting thanks and hearty feelings of gratitude to our
IMBA Programme Coordinator Mrs. K.Kusuma, my project guide Mr.A.Arun Kumar and
my class coordinator Mrs. Gowri Lakshmi, Assistant Professor, for her constant
encouragement and guidance for the successful completion of Project work.
I convey my deepest sense of reverence to Mr. Devi Prasad Panda, General Manager, I
ENJOY FOODS (JUPITER GROUP), Visakhapatnam for providing me such a platform to
stage my dreams even during an odd time. I am grateful to them for their constant guidance
and moral support without which this work would not have seen the light of the day.

5. CONTENTS OF PROJECT REPORT
S. No Chapters Page no.
1 Chapter -1: Theoretical Framework
a) Topic related concept
b) Review of Literature
1-10
2 Chapter-2: Organizational Profile
a) Industry Profile
b) Organizational Profile
11-14
3 Chapter-3: The Present Study/Methodology
a) Need//significance of Study
b) Objectives of study
c) Scope of study
d) Research design
e) Data collection method
f) Limitations of the study
15-17
4 Chapter-4: Analysis of Study 18-40
5 Chapter-5: Findings, Suggestions & Conclusions 41-44
6 Bibliography 45
7 Annexure 46-48

6. Chapter -1
Theoretical Framework

7. TOPIC RELATED CONCEPT
Definition of 'Marketing':-
The activities of a company associated with buying and selling a product
or service. It includes advertising, selling and delivering products to people.
People who work in marketing departments of companies try to get the attention
of target audiences by using slogans, packaging design, celebrity endorsements
and general media exposure.
Many people believe that marketing is just about advertising or sales.
However, marketing is everything a company does to acquire customers and
maintain a relationship with them. Even the small tasks like writing thank-you
letters, playing golf with a prospective client, returning calls promptly and
meeting with a past client for coffee can be thought of as marketing. The
ultimate goal of marketing is to match a company's products and services to the
people who need and want them, thereby ensure profitability.
The 7 ‘P’s of marketing taking the wider view:-
Product :-
As the product is the item being sold to the customer, the thing that will bring in
money, its features and design need careful consideration. Whether the firm is
manufacturing the product or purchasing the product for resale, they need to
determine what product features will appeal to their target market. The food is
crucial. Quality assurance in the food service industry is very important to the
health of the business. If the product (menu) can be differentiated amongst
competitors and stand out with a unique value to customers, it'll work out well
for the restaurant. When an organization is considering introducing a product
into a market, they should ask themselves the following questions:
1. Who is the product aimed at
2. What benefit will customers expect from it
3. What will be its advantage over competitor products? Or its unique selling
point?
4. How does the firm plan to Position the product within the market?

8. The answers to these questions will help a firm design, package and add value
to its products.
Price:-
There are lots of different pricing strategies but all most at least cover your costs
unless the price is being used to attract customers to the business (loss leader).
A product is worth as much as people are prepared to pay for it. The amount
your target market are prepared to pay for your product depends on its features
and the target market's budget. You will also need to consider Competitor
Pricing and factors within your Marketing Environment. Effective pricing
involves balancing a range of factors. Pricing strategies need to be employed
effectively here. Is your restaurant an ethnic theme? Is it a luxury dining
experience? If there's an intangible value added in the experience of dining here,
then a premium can certainly be charged. For example, if you have the exact
same cuisine as another restaurant in the area, but your restaurant is built on top
of a mountain or has an ocean view, or offers live music and a full-service bar,
you can probably charge 40% more than the restaurant that has none of that.
Promotion:-
A successful product or service means nothing unless the benefit of such a
service can be communicated clearly to the target market. Promotion is any
activity to raise awareness of a product or to encourage customers to purchase a
product. Advertising is a form of promotion but not all promotions are
advertisements. Promotional activities for consumer sales will be different to
promotional activities for business to business sales. This is pretty self-
explanatory. How is the restaurant perceived by the community? If it's a large
and happening place, how is it perceived in the greater area or even the nation?
All of this needs to be managed by effective promotions. The message the
restaurant sends out (either through advertisements, press features, or word of
mouth) needs to be able to generate awareness and interest among potential
customers and existing customers alike. Factors governing Promotion-mix
1. Nature of product
Different types of products require different promotion mix. In case of
consumer goods, advertisement is considered to be the most important because
the goods are non-technical and produced on a large scale. But for industrial
goods personal selling is regarded as the most important tool because the
products are technical in nature, costly and persuasion is considered essential
for their sale.
2. Type of the market
If the number of customers is quite large and they are spread over a vast area,
advertisement is more helpful because it can reach people everywhere. However

9. if number of customers is not very large and they are concentrated
geographically, personal selling and sales promotion may be more effective.
3. Stage of the product life cycle
The promotional mix depends upon the stage of the product in product life
cycle. During introduction, heavy expenditure is incurred on advertisement
followed by personal selling and sales promotion. During the growth stage,
customers are aware of the benefits of product. Hence advertisement alongwith
personal selling will be more effective. At the maturity stage, competition is
more intense. Sales promotion becomes the most important tool to boost sales.
The following things will influence how a firm chooses to promote its product:
Promotional campaign purpose
The budget for the promotional campaign
Legal rules about what you can promote and
How the target market for the product the marketing environment in which the
firm operates.
Place:-
The Place element of the marketing place is about where the product is made,
where is it stored and how is it transported to the customer. The place for each
of these things should ensure that the product gets to the right place at the right
time without damage or loss. The ideal place will be convenient for the
customer and the business Accessible for the customer if it is the place where
the product is sold Low cost or free for the customer if it is the place where the
product is sold Reasonable cost to the business. The place, in this unique case,
is the ambiance of the restaurant and the staff. How is the food delivered to the
customers? How are they being presented? What is the experience like dining in
the restaurant? All of this needs to be taken into consideration because the
component of the "PLACE" for a restaurant entails the entire process of getting
the food into the customer's mouth. That includes the experience from when
they first arrive to park their cars, and being seated promptly and offered quality
service, to when the bill arrives on the table and they leave the restaurant.
People:-
People are an essential ingredient in service provision; recruiting and training
the right staff is required to create a competitive advantage. Customers make
judgments about service provision and delivery based on the people
representing your organisation. This is because people are one of the few
elements of the service that customers can see and interact with. The praise
received by the volunteers (games makers) for the London 2012 Olympics and
Paralympics demonstrates the powerful effect people can create during service
delivery.

10. Staff requires appropriate interpersonal skills, aptitude, and service knowledge
in order to deliver a quality service. This is pretty self-explanatory. How is the
restaurant perceived by the community? If it's a large and happening place, how
is it perceived in the greater area or even the nation? All of this needs to be
managed by effective promotions. The message the restaurant sends out (either
through advertisements, press features, or word of mouth) needs to be able to
generate awareness and interest among potential customers and existing
customers alike.
Processes:-
This element of the marketing mix looks at the systems used to deliver the
service. Imagine you walk into Burger King and order a Whopper Meal and you
get it delivered within 2 minutes. What was the process that allowed you to
obtain an efficient service delivery? Banks that send out Credit Cards
automatically when their customers old one has expired again require an
efficient process to identify expiry dates and renewal. An efficient service that
replaces old credit cards will foster consumer loyalty and confidence in the
company. All services need to be underpinned by clearly defined and efficient
processes. This will avoid confusion and promote a consistent service. In other
words processes mean that everybody knows what to do and how to do it. The
process is such that the offerings of the service are more utilized and impart
more value to the service. With current competition the process of delivering
the service can create the competitive difference.
Physical evidence:-
Physical evidence is about where the service is being delivered from. It is
particularly relevant to retailers operating out of shops. This element of the
marketing mix will distinguish a company from its competitors. Physical
evidence can be used to charge a premium price for a service and establish a
positive experience. For example all hotels provide a bed to sleep on but one of
the things affecting the price charged, is the condition of the room (physical
evidence) holding the bed. Customers will make judgments about the
organisation based on the physical evidence. For example if you walk into a
restaurant you expect a clean and friendly environment, if the restaurant is
smelly or dirty, customers are likely to walk out. This is before they have even
received the service.

11. REVIEW OF LITERATURE
From the mid seventies we can note that scholars makes the distinction between
small and large businesses in terms of needs, level of sophistication and range
of strategic planning. Bracker and Pearson (1986), Rue and Ibrahim (1998),
Perry (2001) and Wijewardena, Zoysa, Fonseka and Perera (2004) all formulate
definitions of strategic planning which take the uniqueness of small businesses
into account and allow for the fact that small businesses cannot draw on
management and material resources in a manner similar to that of large
organizations.
Empiric studies' findings indicate at a correlation between strategic planning
and performance. Nevertheless, the findings are mixed. A survey of twenty-six
experimental studies enabled Miller and Cardinal (1994) to identify a significant
positive connection between strategic planning and small business performance.
Robinson (1982) found a significantly high level of profitability as well as an
increase in sales and returns on sales and the number of full time employees in a
group of small businesses that employed external consultants for the purpose of
strategic planning. Compared with other businesses, Bracker and Pearson
(1986) discovered a significant increase in income and remuneration per
entrepreneur in businesses that prepared strategic plans (the highest of four
designated levels of strategic planning). No significant increase was detected in
the measure salary expenditure divided on the sum total of sales. A significant
differentiation in the rate of sales increase was found by Rue and Ibrahim
(1998) in small businesses that incorporated written planning (basic or
sophisticated), as opposed to other businesses.
Perry (2001) detected a significant differentiation in the degree to which
planning was conducted in small businesses that did not applied for bankruptcy

12. as opposed to those that did. Wijewardena et al. (2004) define three levels of
planning: no written planning; basic planning; and detailed planning. The
findings indicate that the level of planning stands in direct proportion to the
level of increase in sales. Yusuf and Saffu (2005) classify three levels of
planning: low; moderate; and high. A connection was found between increase in
sales and the low level of planning. No correlation was found between strategic
planning and increases in market share or in profitability.

13. CHAPTER-2
ORGANISATION PROFILE

14. ORGANIZATION PROFILE
I ENJOY FOODS:-
Nestled in the plush up market area of Waltair Uplands near the city center, lies
our 3 storied Food outlet which will be the first of its kind in the city and will
offer European dining options along with a generous hint of Indian food to suit
the local palate. With the best staff from the local and Indian market, we
constantly pursue to deliver a supreme quality product to our patrons. This
unique endeavor led by Mr. Y Raghuram (of Jupiter Group) and managed by
Industry veterans Mr. Lanka Dinakar (DK Hospitality Solutions) and Chef
Kunal Arolkar (Professional Hotelier India), operates under two major brands –
“JUPITER CUISINE & YALLOP”
Created to elevate Vizag’s dining experience and create a high-class
environment to enjoy our sumptuous offerings, and take the time to indulge in
delectable products ranging from different parts of the country and even
transcending borders and reaching as far as Italy and China. It gives the people
a reason to try different food each time they visit our Outlet but always leave
with the same feeling of satisfaction.
Through our Crunch Loyalty Program we would like to offer more benefits of
regularly patronizing our outlets and with rapid expansion plans in tow, it is one
loyalty program that will award its Members with interesting benefits and
opportunities.

15. JUPITER GROUP:-
Starting as an Automobile showroom & Repair Centre by Mr. Y
Venkatagiri and passed on the business skill & vast experience of more than
three decades to his son Mr Y Raghuram- Our current Chairman & Managing
Director. Jupiter Group has seen many successful diversifications in their
avatars from Automobiles to Consumables – the most recent one being I Enjoy
Foods Vizag which is their Food & beverage parent company which house the
brands- Yallop Gourmet, Jupiter Cuisine, Crunnchh Loyalty Program –Belief in
the Best and our soon to be launches Luxury Banqueting facility. We also aim
to pioneer many different Food concepts into the conservative yet curious food
market in Vizag & AP. Jupiter Group is committed to making Vizag at par with
any other city in the World & this belief is echoed in the high-quality that has
become synonymous with the Jupiter brand.
MISSION STATEMENT:-
“To provide consistent high-quality products to the community and exceed our
customer’s expectations thereby creating a lasting consumer loyalty. “
AIM:-
“We, at I ENJOY FOODS VIZAG VISAKHAPATNAM, aim to strive to
provide the best efforts, services and products to our customers and bring
world-class concepts to local markets.”
GOALS OF I ENJOY FOODS:-
• Achieving financial targets
• Market dominance
• Unique customer experience
• Cost managing
• Safety and security
• Competency of associates
VALUES AT I ENJOY FOODS:-

16. • Passion for excellence
• Exceed expectations
• Innovation
• Sense of urgency
• Social responsibility
• Joy at work
YALLOP GOURMET:-
According to the market demand for high-quality pastry & bakery
products in Visakhapatnam, YALLOP GOUMET will tastefully showcase the
signature French pastry delicacies of Pastry Chef Kunal Arolkar (Professional
Hotelier India) with a touch of European breads, bakery products, breakfast
rolls and even a few Indian specialties. The Pastry shop creates a lasting first
impression since it is situated at the entrance and provides different pastry
delicacies which can cater to the desires of our local patrons. A variety ranging
from simple yet delectable Pastries, Petit Fours, Pralines, Éclairs, Puffs
Croissants, Muffins & cupcakes, Cookie selections and Mini Mousse lines to
spoil our patrons for choice.
Looking towards the future, we also aim to introduce short European-
styled Pastry& bakery workshops where enthusiasts can learn more about their
favorite delicacy and recreate it, instead of simply purchasing the experience.
Mega Crunch members get attractive rates at Yallop Gourmet when it comes to
larger birthday cakes through their 5% discount facility, and also special invites
to our food events.
JUPITER CUISINE:-
Under the expert guidance of Our Expert Kitchen brigade , JUPITER
CUISINE is Vizag’s unique fine dining restaurant will serve a multi-cuisine
experience ranging from tasty Italian treats, Continental wonders and European
desserts to even a salad and sandwich bar for the calorie conscious, to provide
simple creations, creatively crafted, well-presented and made with local
ingredients. The restaurant will aim to cater to the Upper-middle and the
affluent classes of Vizag’s society and occasional food promotions would re-

17. iterate our efforts to introduce surprisingly new cuisine options to the city. In
order to cater to the local palate, we have also included South Indian dishes in
our menu.
Our European Connection would not only be limited to our menus and
will also include timely food promotions & short workshops which will aim to
introduce various International cuisines to the eager local taste-buds. Ranging
from our health conscious salad section to our fresh Sandwich & Panini counter
and our concise yet delicious spread, Jupiter Cuisine definitely has a bit of
everything for each of our patrons. In order to take our guest’s experience to the
next level, we also have introduced Kitchen Walk-ins & an Invite to the Chef’s
Table for a select few regular patrons. Apart from these, we have many other
benefits for Members of our Loyalty program- Crunnchh.
MANAGEMENT TEAM
MR. Y RAGHURAM
Mr. Y Raghuram- Managing Director of the Jupiter group& I Enjoy
Foods Vizag, took up the passion of creating a lasting food & beverage
establishment in the city, and thus put together a concept team to realize his
vision. His contribution to the city has left no stone unturned and now it has
become his mission to provide an International experience to the local taste
buds.
MR. DEVI PRASAD PANDA
Mr. Devi Prasad Panda- GM Operations at I Enjoy Foods Vizag is a
Industry veteran with over 11years of F&B managerial experience ranging from
India, the Caribbean to South Asia and the Maldives, and is a goldmine of
knowledge for the F&B Service Excellence which will soon be Vizag’s most
sought after dining destination.
CHEF KUNAL AROLKAR

18. Chef Kunal Arolkar, Executive Chef in-charge of Kitchen Operations
with over 8 years of Kitchen management experience ranging from India, the
Maldives to Switzerland and Africa and he specializes in fine European Pastry
& Bakery delicacies and also operates a free-lance kitchen consultancy –
Professional Hotelier India.
EXPERT TEAM
Under the guidance of the management, we present to you – Chef
Subhankar Mondal, Chef Amol Shewale, Chef Soumen Mukherjee, Chef
Ranjeet Sekhar & the rest of the Kitchen brigade. Come experience the capable
hosting brilliance of Mr Pius Gomes & Mr Avinav Pathak and their service
team to exceed your expectations.
OTHER SERVICES
BANQUETING & FUNCTIONS
The Banqueting Space offered by I ENJOY FOODS VIZAG, will
effortlessly combine European elegance with true Indian hospitality values and
will present a variety of Options for which a separate menu can be suggested by
our Kitchen team and your choice of table set-up can be arranged-
BREAKFAST / LUNCH MEETINGS
Our team would be privileged to hold your business meetings at our
Conference room and Private Dining Floor, upon confirmed reservation of the
booking. Stationery requirements can be taken care of, but would mandate a
pre-payment of the same.
KITTY PARTIES, BIRTHDAY & SOCIAL FUNCTIONS
Our team will help you arrange at our banqueting space, your Social
events, Kitty parties, Birthday parties & even help you source a DJ and other

19. necessities, apart from offering sumptuous Food & Beverage options to ensure a
great time
INTERVIEWS, CONFERENCES & AUDITIONS
Our team will also help you arrange at our banqueting space, a perfect
setting for conferences, team events, Auditions and even Interview Sessions
along with a Tea/Coffee & snack options.
THEME NIGHTS
Our team will help you arrange at our banqueting space, Theme nights
which will make a perfect setting to celebrate those special festivals &
occasions in our lives and create memories which you will cherish.

20. CHAPTER-3
METHODOLOGY

21. OBJECCTIVES OF STUDY:-
• To know the organizational setup of the Jupiter group.
• To analyze the product mix strategies of the company.
• To know the pricing policies followed by the company.
• To know the promotional methods followed by the company.
SIGNIFICANCE OF THE STUDY:-
To gain knowledge and this study will serve as a theoretical model for
future studies of the same nature if ever the existing problem has penetrated in
this case will exist in the future. Future researchers will benefit from this study,
and it will provide them the facts needed to compare their study during their
respective time and usability.
RESEARCH DESIGN:-
A research design encompasses the methodology and procedure
employed to conduct scientific research. Although procedures vary from one
field of inquiry to another, identifiable features distinguish scientific inquiry
from other methods of obtaining knowledge. In general, scientific researchers
propose hypotheses as explanations of phenomena, and design research to test
these hypotheses via predictions which can be derived from them.
The design of a study defines the study type, research question and
hypotheses, independent and dependent variables, and data collection methods.
There are many ways to classify research designs, but some examples include
descriptive (case studies, surveys), correlational (observational study), semi-
experimental (fieldexperiment), experimental (with random assignment),
review, and meta-analytic, among others. Another distinction can be made
between quantitative
Collection of Data:-
Data Collection is an important aspect of any type of research study.
Inaccurate data collection can impact the results of a study and ultimately lead

22. to invalid results. The collection of data or information is done through
principle sources i.e., primary data and secondary data.
PRIMARY DATA:-
Primary Data is data that has not been previously published, i.e., the data is
derived from a new or original research study and collected at the source, e.g.,
in marketing information that is obtained from first hand sources by means of
surveys, observation or experimentation.
SECONDARY DATA:-
It is a report on the findings of the primary source. While not as authoritative s
the primary source, the secondary source often provides a board background
and readily improves one’s learning curve. Most text books are secondary
sources; they report and summarize the primary sources. Annual reports,
magazines, record books, etc.
LIMITATIONS OF STUDY:-
As the study moves around the marketing aspects, the overall
performance of the organization cannot be ascertained without taking into
consideration of the other function aspects such as finance, production and
administration.
Un willingness of the company employees to provide certain required
information for project to maintain secrecy.

23. CHAPTER-4
ANALYSIS OF STUDY

24. MARKETING MIX OF I ENJOY FOODS:-
Product = the food.
This restaurant is well known for its exceptionally good food, and people come
from far and wide to sample it. The restaurant knows it can sell its food to many
customers, and will strive to maintain the quality, plus providing new and
seasonal variants. In case of services, the ‘product’ is intangible, heterogeneous
and perishable. Moreover, its production and consumption are inseparable.
Hence, there is scope for customizing the offering as per customer requirements
and the actual customer encounter therefore assumes particular significance.
However, too much customization would compromise the standard delivery of
the service and adversely affect its quality. Hence particular care has to be taken
in designing the service offering.
Place = the restaurant.
Obviously this is the establishment where the food can be sourced, served and
eaten. It will contain enough seating during busy periods, and will be where the
distributors will deliver the raw ingredients and other commodities that go
towards what the restaurant provides. Since service delivery is concurrent with
its production and cannot be stored or transported, the location of the service
product assumes importance. Service providers have to give special thought to
where the service would be provided. Thus, a fine dine restaurant is better
located in a busy, upscale market as against on the outskirts of a city. Similarly,
a holiday resort is better situated in the countryside away from the rush and
noise of a city.
Price = how much it costs.
The reputation of this food and the restaurant commands high prices. This is
calculated to be the correct value for the food that is served, and satisfies the
kind of clientele that is willing to pay for it. Pricing of services is tougher than
pricing of goods. While the latter can be priced easily by taking into account the
raw material costs, in case of services attendant costs - such as labor and
overhead costs - also need to be factored in. Thus a restaurant not only has to
charge for the cost of the food served but also has to calculate a price for the

25. ambience provided. The final price for the service is then arrived at by including
a mark up for an adequate profit margin.
Promotion = the incentives that market the restaurant and its
food.
The restaurant may be full at the weekends, but special mid-week or early bird
offers will provide more covers to make the business viable. The restaurant’s
reputation will also ensure word-of-mouth referral and other awareness
methods. Since a service offering can be easily replicated promotion becomes
crucial in differentiating a service offering in the mind of the consumer. Thus,
service providers offering identical services such as airlines or banks and
insurance companies invest heavily in advertising their services. This is crucial
in attracting customers in a segment where the services providers have nearly
identical offerings.
These 4 Ps are known as the physical elements of the marketing mix, because
they are tangible and can be touched; even promotion is apparent through
leaflets and coupons advertising their special offers, and price is the monetary
value that is exchanged. We now look at the 3 new elements of the services
marketing mix - people, process and physical evidence - which are unique to the
marketing of services.
People = the waiters, chefs and cleaners.
These are the people who are involved in the marketing process, such as serving
the customers, cooking the food and cleaning up afterwards, as without them the
restaurant would fail to exist. In this case it does not represent the customers.
They are a defining factor in a service delivery process, since a service is
inseparable from the person providing it. Thus, a restaurant is known as much
for its food as for the service provided by its staff. The same is true of banks and
department stores. Consequently, customer service training for staff has become
a top priority for many organizations today.
Processes = the methods of providing the service.
How the restaurant is managed is paramount to a good business, as unless
everyone involved knows what their functions are to ensure the smooth running
of the establishment, none of the customers will receive good service, or the
excellent food they expect, or a clean and respectable place to eat it in. The

26. process of service delivery is crucial since it ensures that the same standard of
service is repeatedly delivered to the customers. Therefore, most companies
have a service blue print which provides the details of the service delivery
process, often going down to even defining the service script and the greeting
phrases to be used by the service staff.
Physical Evidence = the ambiance and décor of the restaurant.
The environment of a business, especially which provides a good experience for
its customers, is vital to ensure consistency, continuity and good practice. This
includes the staff’s uniforms, table linen, plates and cutlery, restaurant’s
decoration and style of the menus, all relevant to continue the reputation of the
establishment. Since services are intangible in nature most service providers
strive to incorporate certain tangible elements into their offering to enhance
customer experience. Thus, there are hair salons that have well designed waiting
areas often with magazines and plush sofas for patrons to read and relax while
they await their turn. Similarly, restaurants invest heavily in their interior design
and decorations to offer a tangible and unique experience to their guests.
These last 3 Ps are the service elements of the marketing mix, because they
represent the intangible side of the business. Service cannot be termed as a
touchable commodity, it is what makes or breaks a business, establishes its
reputation, style and value, and when performed correctly can ensure continued
and escalated success that can be developed to a higher realm.

27. SWOT ANALYSIS:-
Strengths:-
• I ENJOY FOODS holds a very good name in Visakhapatnam city.
• They have large partnerships with other companies that provide them
with their desired products; this increases the goodwill of the company.
• I ENJOY FOODS is one of the most reputed firms who are socially
responsible.
• Loyal employees & management & customer are their biggest strength.
• I ENJOY FOODS makes sure that cultural & regional barriers are kept in
mind while providing food to different customers
Weakness:-
• They face quality issue at times. This affects the business as they are
running.
• The hotel industry in India is heavily staffed. This can be gauged from
the facts that Indian hotel companies have to staff to ratio of 3:1.
• The services offered by this is limited to value added services and it is not
comparable to the existing other 5star hotels.
Opportunities:-
• It can open up online services for their customers so that they can easily
order their desired meals sitting at home.
• Discounts given on every food item may help them gain more customers.
• They can go for a joint venture with the retailers they work with.
• They can introduce healthy hamburgers and healthy drinks for the people
who are health conscious.
• In order to be environment friendly, they can use packing material which
can be recycled later or material that does not create pollution.

28. Threats:-
• Emerging competition of similar outlets is becoming a problem
for I enjoy foods.
• Health issue also becomes a problem when it comes to food.
• People facing heart problems and obesity accuse I enjoy foods
for not providing them with the healthy food.
• I enjoy foods is operating in a fully fledged economy where
competition is increasing day by day therefore they should work
effectively to overcome their drawbacks

29. SURVEY RESPONSE ANALYSIS:-
1. How often do you visit restaurants?
20
50
15 15
everyday
alternate
weekends
once in a month

30. 2. Time of the day do you prefer to eat
5
15
35
45
morning
noon
evening
night

31. 3. How often you eat at I enjoy foods.
10
15
40
35
every day
alternate
weekends
once in a month

32. 4. Are you satisfied with the services provided here
80
15
5
yes
some times
not at all

33. 5. Is the product line is adequate.
39
29
32 yes
no
havent thought
about that

34. 6. What is the main problem faced at I enjoy foods
40
10
5
20.4
long queues
wrong orders
hygienic
problems
no problems

35. 7. Unique selling prepositions.
30
10
520
35 product verirty
hygiene
ambience
quick service
location

36. 8. Which area do you think it need the most improvement
7
13
15
19
24
22
better music
more space
food quality
more veriety
low price
no suggetions

37. 9. Do you think it will be triumphant over all its time
10
25
70
yes
maybe
havent thought
about it

38. Based on all your experience with the restaurant how would you rate the
relationship with I enjoy foods
50
25
15
10
excellent
good
average
bad

39. FINDINGS
• Majority of respondents are male.
• Most of the respondents belong to the age group of 30 to35.
• Maximum of the respondents have above 5 to 10 years of work
experience.
• Majority of the respondents are under graduates.
• Due to high tax rates like service tax, vat, etc by government resulting in
raise of price.
• This is the first thing that makes I enjoy foods so successful, by having an
effective and efficient system in place
• The restaurant is having daily targets and which varies from regular days
and weekends.
• All the staff is seen to be very potential in doing their work assigned to
them.
• I also observed that there is more increase of customers and the amount
of the sales.
• It is also observed that there is a good response from the customers and
word of mouth type promotion is developed because of receiving a good
service here.

40. SUGGETIONS
• The price of hotels should be made affordable to the common man.
• The restaurant has to make some changes in product mix with regard to
quality.
• Employees having low performance could be called individually,
encouraged and monitored closely to make improvements.
• Be a Kid Friendly Restaurant – they has to give some attention to take
care of the kids. There are many ways to make dining out with young
children easier on parents, increasing the likelihood they will come back.

41. Conclusion
From the above discussion it can be concluded that in a service related business
as in case of a restaurant the need of education and training cannot be ignored.
The basis of a strong and loyal customer base that is satisfied and happy with
the services, there is a need to provide proper and systematic training to the staff
members right from the front desk employees. And the way of using the
marketing mix strategies will also affect sales and development of the restaurant
Executives are also required to be trained on a different front to acquire some
special skills required to be successful in hospitality workplace which is
characterized with high attrition rate and low job satisfaction among employees.
Computers can be used as an efficient and low cost medium of providing
training to employees of a café. However, there is a need to install suitable
equipment as per the designed training program so as to make the whole system
affordable even for a small scale service oriented company. Through this project
report and market survey we saw the how I enjoy foods and Jupiter group was
formed and through the marketing mix, we saw how they make use of their
product, price, place, promotion mixes.

42. CHAPTER-5
BIBILIOGRAPHY

43. BIBILIOGRAPHY
McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach.
Homewood, IL: Irwin.
Jump up ^ Booms, Bernard H.; Bitner, Mary Jo (1981). "Marketing Strategies
and Organization Structures for Service Firms". Marketing of Services.
American Marketing Association: 47–51.
Kotler, P. and Keller, K. (2006), Marketing and Management, Pearson Prentice
Hall, Upper Saddle River, NJ, USA
REFERENCES:
• https://www.boundless.com/business/marketing-and-the-customer-
relationship/marketing-strategies/the-marketing-mix/
• www.citehr.com
• www.wikipedia.com
• www.slideshare.com
• www.ienjoyfoodsvizag.com
• www.marketing91.com

44. CHAPTER-6
ANNEXURE

45. QUESTIONNAIRE
Name: ____________________ age: ________
Gender: _________ occupation: _______________
Please spare a few minutes of your valuable time to answer this
simple Questionnaire.
How often do you visit restaurants?
Everyday Alternate days Weekends once in a month
What time of the day do you prefer to eat at restaurant?
Morning Noon Evening Night
How often do you eat at I enjoy foods?
Everyday Alternate days Weekends Once in a month
Are you satisfied with the services provided by them
Yes Sometimes Not at all satisfied
Is the product line of I enjoy foods adequate?
Yes No Haven’t Thought About That
What is the main problem you faced at I enjoy foods?
Long queues Wrong orders Hygienic problems Other problems
No problems
What are the unique selling prepositions of I enjoy foods?
Product variety Hygiene Ambience Quick service Location

46. Which area do you think need an improvement?
Better music more space quality food More variety low price
nothing
Do you think I enjoy foods will be triumphant over all its competitors?
Yes Maybe Haven’t Thought About That
Based on all your experience with the restaurant how would you rate the relationship with
I enjoy foods
Excellent good average bad