Market planning of a resturant (asteria)

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JAIPURIA INSTITUTE OF MANAGEMENT, JAIPUR
Course: Marketing Planning and Control
Term: 4th
Term
Marketing plan for “ASTERIA”
Submitted By:
1 Aditya Bhatnagar PGFA1803
2 Gagandeep Sethi PGFA1816
3 Nisha Khator PGFA1828
4 Samridhi Kabra PGFA1843
5 Shubham Jain PGFA1848
6 Siddharth Jain PGFA1850
7 Vidushi Mathur PGFA1858
8 Divya Maheshwari PGFB1815
9 Jyoti Sharma PGFB1820
Submitted to: Dr. Swati Soni
Date: 07.10.2019

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ACKNOWLEDGEMENT
This is not possible to prepare this report without the help and support of others. This one is
surely not exception.
We would like to extent my obligations towards everyone who helped me to complete this
project report. Without their guidance, help I would not made headway in this project report.
We would like to pay gratitude towards Dr Swati Soni my faculty mentor. We are also in debt
to my industry mentor Ms. Akshita (owner of asteria) & Mr. Naresh (General Manager at
Asteria).
We also acknowledge our heartfelt thanks to placement team of “Jaipuria institute of
Management” for their support in completing my summer internship programme.”
Thank You
Group 3

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Table of Contents
ACKNOWLEDGEMENT..........................................................................................................2
DISCLAIMER............................................................................................................................ 4
EXECUTIVE SUMMARY.........................................................................................................5
INTRODUCTION ...................................................................................................................... 6
INDUSTRY ANALYSIS............................................................................................................. 8
ORGANIATION OVERVIEW................................................................................................. 11
MARKET DESCRPITION....................................................................................................... 12
PRODUCT REVIEW............................................................................................................... 13
COPMPETITIVE REVIEW..................................................................................................... 14
DISTRIBUTION STRATEGY ................................................................................................. 15
MARKETING STRATEGY..................................................................................................... 15
POSITIONING......................................................................................................................... 16
PRODUCT STRATEGY .......................................................................................................... 17
PRICING STRATEGY............................................................................................................. 18
RECOMMEND CHANNEL DESIGN...................................................................................... 19
Communication Strategy.......................................................................................................... 20
BUDGET FOR ADVERTISING............................................................................................... 21
IMPLEMENTATION & CONTROL MECHANISM............................................................... 22

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DISCLAIMER
“This report has been prepared from different open and private source believed to be reliable
(set out at relevant places throughout the report and listed out all references at the end of the
report.)
This document is for Information purposes only and not intended to be a substitute for
professional, technical or legal advice. It may also be noted that the deals covered in this
document have been tracked on the basis of announcements
Whilst due care has been taken in the preparation of this document and information contained
herein, nor other legal entities in the group to which they belong, accept any liability.”

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EXECUTIVE SUMMARY
India is one of the fastest growing economy of the world. Famous foodie once said “the only
thing that he loved better than talking about food is eating. Here we just have to take the second
choice”. So we all chew some facts and figures from the world of food and drink. The food and
beverage industry is made up of many other segments. Which are driven by the consumer. The
development of the industry is moved mostly by developing nations such as India, China and
Brazil as the economy of the countries are developing and individuals are of working class.
The report will evolve around the segment and sub segment of food and beverages industry
which has the suitable potential for the growth of the industry where emphasis is given upon
the food and beverage industry and discussion about one of the organization of this sector. We
have highlighted the views of the organization player and their personal views of the industry
its growth and potential keeping in mind the factors affecting it. Also the market plan has been
discussed in this which has been suitably incorporated in the relevant section of this report.

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INTRODUCTION
India is one of the fastest growing economy of the world. Service sector is depositing one-third
of India’s GDP. The food and beverage is as old as the human’s food service industry being a
subpart of food and beverage industry is growing at a rapid pace. As per IFSI report it has seen
a tremendous growth from last three years growing at “11% CAGR between 2015 and 2018.
The industry is estimated at Rs. 4,23,865 crore in 2018-19 while the predicted increment is Rs.
5,99,784 crore at a CAGR of 9% by 2022-23”
With the increase in the disposable income and the changing pattern of utilization, Indians are
progressively eating out which is driving up the development in the nourishment administration
industry and is required to keep on developing.
Key highlights of food service industry
Being an unorganised sector is has a vast scope for development
 Quick service restaurants are emerging as the one of the large segment
 Global cousins are gaining popularity such as Mexican, Italian, Thai , Japanese and
restaurants are focusing upon it
 Omen delivery of food is getting into new trend for the convenient aspect.
 Localisation of the menu is also becoming popular for enriching the experience of the
success key.
Facts and Statistics
 India is expected to be the 5 the largest consumer market by 2025 according to CII .The
liberalisation in 1999 has minimised the barriers and developed more retail system for
transportation and logistics
 The huge population is an advantage as half of the population is below 30 and many of
them are focusing upon a lavish lifestyle/.

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 The beverage industry except alcoholic beverages accounts up to $16 billion being tea and
coffee as the most popular beverages
 The global food and beverages market was estimated to be over $5650 billion as of 2017.
 The market size of the food and beverages industry across the nation was estimated to be
around 46 billion U.S. dollars in 2020.
 The food and beverage industry in India constituted about 40 percent of its consumer-
packaged goods industry.
 Revenue in the Food & Beverages segment amounts to US$570m in 2019.
Global trends in F&B
Internet: consumer are more focusing upon this technology by making good choices and
moreover this facility is persuading the consumer to buy foxod online.
Sustainability: organizations are going towards feasible procedures for nature. They are
attempting to minimize the wastage of food and water.
Taxes and Regulation: With the consumer mindfulness, more governments are taking
initiative against the undesired food. Controlling in certain nations have forced on certain
things so as to build their cost and along these lines cut down utilization.
Consumers: they are attracted by the business to attempt to entice them with sustenance
instead of taste. No big surprise that worldwide food market is evaluated to contact $trillion.
CURRENT MARKET SITUATION
POTENTIAL SIZE OF MARKET
Food and Beverages industry would be worth over $5650 Billion as of 2017.The food and
Beverages industry in India is constituted about 40 percent of its consumer packaged goods
industry. The food sector is poised for further growth, with the aim to achieve a bigger
contribution to the world food trade every year. The sixth largest food and grocery market in
the world is witnessing exponential growth, with online delivery players like Swiggy, Tomato,

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and Food Panda among others setting up partnerships across the country. The size of the online
food delivery market in the country was 300 million U.S. dollars in 2016. Revenue in the food
and beverages segment amount to US$570 million in 2019.
INDUSTRY ANALYSIS
Food and beverage industry is growing at boom as India is famous destination for food and
beverages thus to study it as a part of the sector it’s important to study the industry as a whole.
PESTLE
For the internal and the external study of the industry in examining the scope of organization
and studying the maro environment of the industry.
P- Political
E- Economic
S- Social
T- Technological
E- Environmental
L- Legal
Political: “Government holds an integral part in the decision of the companies of food and
beverage industry. It is one of the major factor that affect the business in terms of performance,
strategies, decision making in a business. Tax is a big player affecting business because of the
role of taxation it affects the overall profit of the business. Recently government has proposed
the bill regarding the hike in prices of beer and banning on the tobacco products. As the beer
prices will increases then will go up in order to meet the profit then the company will increase
the price to meet the profits of the business.”

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Economic: “Food and beverage industry is serving the consumer determining the target of the
market will make a good impact on the company in terms of sales. Movement in economic
factor such as interest rate, enchant] get rate, taxation changes affects the food and beverages
industries in making the decisions of the operations and behaviour. Also exchange rate
movement affects the propensity to import, the degree of protection of import substituting
industries. The demand and supply cycle is solid and F&B brand will profit by the present
circumstances. “The state of the world wide economy is a vital factor that influence the
conditions of F&B industry. The current recession proved that depending on economic
conditions, customer willingly cut on their travel expenses.”
Social: “Social dimension of the environment consist of consumer, lifestyle, and values. The
change in the trend affect the business. The change in the desire of the food and beverages also
the requirements of the services of the customer affect the environment of the organization.
Now a day consumers are not faithful as in past, presently they can buy undoubtedly change to
another item or locate another nearby substitute to supplant it. Buyer’s decision for food and
drinks will be influence by the two significant attributes, for example food from other country
can be tasted in the same restaurant now. In this manner, the maker or the foodies needs to
pursue the interest of the purchases, as they will effortlessly go to different contenders that
offer greater quality and lower cost item.”
Technological: “This 21 century is all about the technology and innovations and food and
beverage industry is not away from it. Technology has embed facilities to the customers such
as online/ cloud kitchen. In a nutshell, technology is an enabler for the F&B industry to connect
and earn more revenue and connectivity in the market. The innovation progression in
assembling the nature of existing items could improve the proficiency and higher calibre of
item. Innovation will additionally help in the effective publicizing. Also by utilizing web
Facebook are in the pattern these days, so the majority of the food maker would utilize these
to approach customers at minimal effect around the world”
Environment: “Sustainability is the key to hospitality industry. Every major industry is now
focusing on eco-management. Hotels, restaurants and travel operators are also becoming

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environment focused, with more and more developments pouring in. For hotels, the major
concerns are their ecological impact, waste management and disaster management. Planes can`t
fly in stormy climate and if a calamity happens, it influences the whole business. Occasional
tourism and changing seasons influence demand and supply of tourism in different regions.
Vacationers don`t rush to a territory all the year round like you might not want to go to places
nearer to the equator in hot season. In this manner, natural or environmental variables majorly
affect tourism industry. Urban communities that are greener and cleaner get travellers in bigger
numbers”
Legal: “The functioning of any industry is only possible when there is a legal framework
guiding it through. And for hospitality, it is of complex nature because it involves public safety
and labour laws. Also, the industry is supposed to follow the age law. Factory is affected by
the health and safety laws and any situations or war conditions in the country will lead to drastic
changes in the functioning of the hospitality industry. This is when the government becomes
very flexible in terms of safety of citizens, which may further put a negative effect on the
business”

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ORGANIATION OVERVIEW
Asteria is a casual dining longue and café bar established on 27th September 2017, providing
foods and beverages in variety.
Serving north Indian, fast food, Italian, Mexican, street food as a menu and wine and beer also
around the world.
Being an open roof top café they provides both outdoor and indoor services with live sports
screening , night life and live music.
Featured collection
Roof top: roof top café is in trend among the people enjoying the drinks and dine under the
open sky.
Live music band: they also provide the facilities of live music band daily and Saturday as an
special celebrity night which act as the cherry on the top.
Celebrity Night: On every Saturday night there is an special celebrity band night which
attracts a large crowd and because of the media coverage they easily get promoted.

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MARKET DESCRPITION
Market segment is the initial step for any organization. It is the foremost step which determines
the division of the customers in smaller groups on the basis of similar characteristics which
help in later to make decision regarding the targeting segment and the positioning of the product
and services it is providing.
Targeting of the potential customer has been done on the three factors:
Demographic: arteria has been divided its customer on the basis of the demography which
differentiate the customers on the basis of the gender, race, occupation, age , income ,
education, family etc. on the basis of demography the customers are segmented are youth and
family.
Geography: On the basis of geographical segment arteria has segmented its potential customer
as urban area customers.
Psychographic: division of the market on the basis of the traits, value they share is
psychographic segmentation. Asteria has segmented its customer as people with good lifestyle
and lavish lifestyle.

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PRODUCT REVIEW
Ansoff Matrix
According to the Ansoff Matrix Asteria lies in the Market penetration strategy since the market
and the products are already existing in the market and Asteria will have to develop new
customers and retain the existing ones in order to sustain in the market. In order to show its
advantage over others Asteria offers its customers an amazing ambience with Rooftop and the
tables being surrounded by water. The food offered is of great quality with good taste to suit
every taste bud since it is a multi-cuisine restaurant offering Indian, Chinese, Mexican and
Italian food. Asteria also provides a wide variety of Alcoholic as well as Non- alcoholic
beverages. Asteria also uses various marketing techniques in order to attract its customers. It
also provides offerings like that of a live band which attracts a huge number of customers.

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COPMPETITIVE REVIEW
SWOT ANALYSIS
 STRENGTHS
Celebrity Nights: - They Call celebrities at their restaurants for live music which attracts
more customer so that they can meet the celebrity.
Multi Cuisine with Signature Dishes: - They offer many signature dishes in their menu
in all the cuisines they offer to customers.
 WEAKNESS
Rainy Weather: - Due to bad weather conditions in rainy season customers do not prefer
outdoor seating which effects their business
 OPPORTUNITIES
Having Unpaid Promotions: - When they call up Celebrities then they attract media people
along with them which indirectly promotes the business.

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Famous Bands for Live Music: - Restaurant can call up high known band for live music on
regular basis which can attract more and more customers.
 THREATS
Loss in Revenue due to rainy weather: - Due to rainy weather when customer avoid visiting
open places in rainy weather so they face high losses in their revenue.
Competitor pricing: - This market is a high competition market because of which competitors
have to play a game with pricing of their products and customers visit places with less pricing
and good ambience.
DISTRIBUTION STRATEGY
The pipeline through which goods and services reaches to their customer is the distribution
channel. They are further divided into two parts direct channel and indirect channel.
They uses different channels or the distribution:
Restaurants website: they have their own website for booking of the table and food delivering
as one of its channel. Customers visit the website for booking tables and ordering food.
Third party site: they are also using third party medium as one of the source for the food
distribution the channels the channels they are using is Zomato and as cloud kitchen as their
“Harry`s deli by Asteria”.
Social media: they use multiple social media network as distribution channel they are using
Instagram, Facebook for bookings of the tables.
MARKETING STRATEGY
Shoutout on Instagram:
Asteria regularly posts pictures of their customers on their Instagram page. They also keep
posting about the events that are going to take place so that the customers are aware of what
all is going to happen and they can visit Asteria at that time.
Publicizing on Facebook:

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Asteria regularly posts about their events, offers, discounts on their Facebook page in order to
reach a large audience and to increase its awareness.
Whatsapp Messages:
Asteria sends messages about discounts, offers, and events also whatever new is launched on
the WhatsApp accounts of their regular customers in order to retain them and keep them posted
about any new thing.
Use of Zomato for reviews: Asteria reads all reviews about them on Zomato and accordingly
tries to improve themselves in order to keep the customers satisfied.
Live music and bands:
Live music sessions are always conducted in Asteria to keep the guests entertained and this is
also one of their USP as many customers visit Asteria because of the live music and the
ambience.
Celebrity nights:
Asteria keeps organizing celebrity nights in order to attract more and more customers. Recently
they have called celebrity singer Ananya Birla in order to perform for the guests in Asteria.
POSITIONING
It is a process of establishing a value in the mind of people for the services and products
provided.“It is the process of establishing and defending a valuable position for products and
services relatives to the competition. Positioning can encompass branding, advertising,
promotion, pricing, product development , sales distribbution and operations.”
High quality : the quality of the food they are providing is the way they arey are positioning
themselves in the market by providing good taste . They are the serving the premium class.

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KEY CUSTOMER CHARACTERISTICS
The target customers of Asteria are mainly Youngsters which includes students and working
professionals and then family and premium customers who want to visit Asteria. The reasons
for youth visiting café is to hang out with their friends and family, to entertain themselves
during their free time, to refresh themselves from their busy schedule. Moreover, it is a place
where you get delicious food with a good ambience.
PRODUCT STRATEGY
Following are the offering which is provided by Asteria to their customer at its best
They provide multi cuisine facilities such as Italian, Mexican, Indian, and Chinese with
speciality of one or more dishes in each cuisine. Which helps them to earn a good margin.
They also focuses upon different beverages which includes coffee, shakes, juices, beer,
whiskey and soups having speciality in each. Coffee is the main beverage which is consumed
Food
Indian
Mexican
Italian
F o o d
Chinese
Beverages
F o o d
Tea & Coffee
I t a l i a n
F o o d
F o o d
Juices
F o o d
Beer
Shakes
Whiskey
Soups
Live Bands

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the most. They are also providing cocktails and spirits from different part of world and beer as
most consumed spirit among them.
Consumers goes with the trend and this is what they require in food menu and the services
provided by food and beverage industry. So focusing upon the product offerings they are
focusing upon the trends in the food and beverage industry and the food menu revision.
Menu revision: they are focusing upon the best services to be provided to its customers by
frequently changing its menu as per the requirement by adding new dish and making changes
in the existing dishes by improvising them
Trends: every now and then there is one or the other dish which is in trend so they focus on the
trending dishes by providing to their best and moreover as the café provides multi cuisine
dishes so they do have their own speciality in some or the other dish from each cuisine.
PRICING OBJECTIVE
Restaurants tend to have a small profit margin. Because of that, it is very important that
restaurants explore as many food pricing strategies as it can and to choose the most effective
strategies. If it fails to do so, then it won’t stay in business very long. To help your restaurant
arrive at the very best pricing strategies, you should conduct plenty of research on food prices
and the fluctuations they endure; how your competitors are pricing their own menus; and the
level of demand you’re getting from your customers. All of these factors will not only inform
the menu pricing strategies you should go for but also what kind of profit margin would make
the most sense.
PRICING STRATEGY
Competition Based Pricing
This pricing method focuses on information from the market rather than production costs.
The price of competing products is used a benchmark. The business may sell its product at

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a price above or below such benchmark. Setting a price above the benchmark will result in
higher profit per unit but might result in less units sold as customers would prefer products
with lower prices. On the other hand, setting a price below the benchmark might result in
more units sold but will cause less profit per unit. In a perfectly competitive market, sellers
almost have no control over prices. It is solely determined by the supply and demand, and
products are sold at the market price. One of the advantages of competition-based pricing
is that no complex computations are required. Sellers simply follow a market price, or a
price set by market leaders. Also, in a highly competitive market, the burden of price-based
marketing is lifted. However, other forms or marketing efforts might be needed. When
sellers adopt the same price as those charged by competitors, certain marketing efforts must
be made to attract sales since price is not a major factor; it is neither an advantage nor a
disadvantage. Additional efforts include aggressive advertising, better customer support,
market saturation, etc
Value Based Pricing
“This could easily be called “Customer-Based Pricing” because that is effectively what it
is. Instead of looking inwardly at your own company, or laterally towards your competitors,
with value-based pricing strategy you look outward. You look for pricing information from
the people who are going to make a decision depending on your price: your customers. The
goal of value-based pricing is to figure out how much your customers are willing to pay for
your product, so that you can maximize your revenue by charging each customer the exact
amount they are willing to pay. At this point, you're at an equilibrium with your customer
base, providing exactly the right amount of value for the price you're charging”.
RECOMMEND CHANNEL DESIGN
As Asteria is following a Direct Channel which include a Producer that is the company itself
and the Consumer where the food produced is directly served to the customer without the use
of intermediaries.
So as to increase its customer segment and revenue the organisation can use an indirect channel
as well which includes the third party intermediaries like Zomato & Swiggy or a delivery
system with themselves in which the food can be delivered within a range of 3-4 Kms which
will help in generating revenue and the quality of the food will also remain the same. Also the
indirect channel can be used to reach out to customers in terms of marketing like advertisements

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on television or in newspapers or with some discount promos or offers so as to reach out to the
masses.
COMMUNICATION STRATEGY
A communication strategy is designed keeping in mind the communication objectives of
the company. If the objective of the company is to target a niche market then the
communication strategy is designed that way to reach out to only selected customers like
either through social media websites or Whatsapp groups, while to reach out to a whole lot
of customers the company will adopt a completely different channel like using television
or print media as a source of marketing or communication.
And asteria being targeting a niche market is using these techniques for the promotion
 Shoutouts on Instagram: promoting through Instagram as paid and unpaid
promotion both
 Publicizing through Facebook: through its pages they are communicating on
Facebook
 Sending WhatsApp Messages: they are sending messages to the existing customers
and also to the regular customers for the latest updates and the promotion.
 Tie-Ups with various corporates like Genpact: they have a tie-up with organization
where they are providing discounts to the employees of the organization and latest
updates about the changing menu etc.
 Celebrity Nights: they have celebrity night occasionally on different celebrations
such as Holi, valentine’s day, friendship day and other occasions , which helps in
there promotion as media coverage is done for free and they get publicized for free.
 Live music and band: live music and band is one of the major offering of asteria as
the public enjoy this with their food and this helps in promotions

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MARKETING OBJECTIVES FOR A YEAR
Below mentioned are the main marketing objective of asteria which are further explained
below:
• To create awareness.
• To impart knowledge.
• Stimulating a want or desire.
• Increase the % of consumers in the current market.
• Encourage the consumers to visit more frequently.
• To increase customer satisfaction and loyalty.
The marketing objectives of Asteria for a year is to create more awareness about the café to the
new customers and about the products which Asteria offers to their customers so that more and
more people get to know about them. To impart knowledge about their facilities and services
provided to attract more customers. To stimulate a want or desire for their customers by
offering delicious food with good ambience, live music and celebrity nights. To also encourage
their current or regular customers to visit more frequently to the place. The main motive is to
increase the percentage of consumers in the target market and increase the customer satisfaction
and loyalty so that Asteria is known by everyone and by that it can also increase their
profitability and brand name.
BUDGET FOR ADVERTISING
The budget for Advertising is less as the advertising is mainly done through social media like
WhatsApp, Facebook and Instagram. The Asteria has its own social media pages on which they
keep updating about the events which are upcoming so that the customers get to know about it
and through sending WhatsApp messages about the events to their current customers.
The investment which is done is only to make fliers which is designed by freelancers. That
means the advertising is more economical and budget friendly for Astoria as it does not cost
much to the company.

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IMPLEMENTATION & CONTROL MECHANISM
1. Tracking & Managing Inventory for Food cost Control: proper check and control is kept
on the track of food keeping in mind the sustainable rules they try to avoid the wastage of
food and piling up of the inventory which as a result helps in minimizing the cost and kept
a good tacking record for the inventor and least wastage with its optimum usage.
2. Creating a promotion through social media: promotion through social media is an cost
effective mechanism as the market is niche and they are targeting the youth and 30% of the
population is young generation why are using social media so they are using it for the
promotion as it is cost effective and efficient also targeting and creating a brand positioning
on huge crowd through social media.
3. Creating Influencers for marketing: they are creating an influencer for the marketing
strategy and monitoring and controlling the plan.
4. Monitoring the ideal & Physical Stock: physical stock is the one which if kept idle will be
of no use and will give the organization a huge cost being a food and beverage industry so
proper check mechanism is done for keeping the physical stock.
5. Keeping a track of customers from various media sources: they are using a proper database
of its customers whether they are new or existing they keep a proper record for the future
promotional offers and strategy and maintaining a good cliental relations.
6. Tracking the customers coming through reference: they also keep a record of the customers
who are coming through references as here they provide a good discount to the referring
person and referred customers also where both are benefitted the new customer and the old
customer and the organization also ad they are able to retain the customer and get new
relations also.
So planning is an ongoing process which never ends as loopholes are rectified and then again
a new plan is made to rectify them and making the organization more popular and earning good
amount of profit from it.

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