M.Hashir
Aaqiba Faheem
Zehra Abbas
Zoha Nabeel
Sheeba Tajvar
Saad Jamshed

HISTORICAL BACKGROUND
 Lal Qila “A Theme Restaurant” was started in 1998.
 A Mughal Traditional Theme.
 They got inspiration from Shahi Qila.
 First “buffet only” restaurant in Pakistan.
 Ambiance is culturally oriented.
 One of the very rare ISO 9001 Certified Restaurants.
 It is situated on Shahrah-e-Faisal.

MARKETING MIX
Product Price Promotion Place
People Process
Physical
Evidence

PRODUCT
 Lal Qila has over 150 + dishes.
 The Dinner buffet has about 100+ dishes.
 The Lunch buffet has about 60+ dishes.
 Variety of dishes of different cuisines.
 The products are made using premium ingredients.
 Product is aimed at a niche market of the upper-middle social-
class.

PRICE
 Price is completely based on manufacturing costs.
 The products are priced high as the ingredients are expensive.
 The price of the buffet is strategically set.

PROMOTION
 Marketing tool: "WORD OF MOUTH".
 Response of customers causes more people to visit it.
 Facebook is used to market through electronic media.
 They don't promote their restaurant
through print media.

PLACE
 Lal Qila has its main branch in Karachi Pakistan.
 Another franchise is in Lahore.
 Other locations: major cities like Abu Dhabi, Dubai and
Johannesburg.
 Market segment: dining, delivery and catering.

PEOPLE
 Around 250 employees.
 Professional training is given to all employees.
 Highly trained and motivated staff.
 Staff has good communication skills.
 The waiters have a specific dress code.

PROCESS
Effective processes for
preparing, serving and
delivering food.
Reservations
beforehand.
Customers visit and
wait for their turn.
Delivery is available
according to the time.

PHYSICAL EVIDENCE
 Represents a real Mughal Qila.
 Interior designing is an imitation of Lahore’s Red fort.
 The quality is reflected by the packaging and delivering of the
orders.

TARGET CUSTOMERS
 Its focus is to target a specific audience that can afford it.
 Target mostly families or groups of colleagues.
 People of certain income and social class.
 Customer base of about two or three million
people.

UNIQUE SELLING POINT (USP)
ITS AMBIENCE AND
ENVIRONMENT.
VARIETY OF HIGH QUALITY
FOOD.
EXEMPLARY SERVICE LEVEL
AND A GOOD ATMOSPHERE

MARKETING GOALS AND OBJECTIVES
 The marketing tool of Lal Qila is “WORD OF MOUTH”
 Does not use any specific medium for marketing.
 Treat every customer empathetically.

MARKET ANALYSIS
Combination of intrinsic or extrinsic forces.
There are two factors of Analyzing Marketing Environment:
1-Micro Environment
2-Macro Environment

MICRO ENVIRONMENT
 Microenvironment deals with the internal environment.
 The company or business itself is a restaurant.
 They have distinguished suppliers.
 Marketing intermediaries are social media.
 Less competitors.
 Lal Qila is a customer market.

MACRO ENVIRONMENT
 Microenvironment deals with the external environment.
 Demographically; upper middle or upper classes.
 Economically; high purchasing power.
 Naturally; the covid situation was a hard time.

CHALLENGES LAL QILA FACES
 The space is small.
 Location at which Lal Qila is located is Shahra-e-Faisal.
 Sometimes Lal Qila faces customer dissatisfaction.

SWOT ANALYSIS
Strengths Weaknesses Opportunities Threats

SWOT ANANLYSIS
Strengths:
 Lay a ton of accentuation on their word of mouth.
 Strong and efficient supply chain department.
 Extensive menu with a minimum of 100 dishes.
 Service quality.

SWOT ANANLYSIS
Weaknesses:
 Very little space.
 Structure like Lal Qila have high expenses.
 Very high costs are made to maintain ambiance.
 They don't have a wide range of fast food.
 Website which is rarely updated.

SWOT ANANLYSIS
Opportunities:
 Broaden their franchising network.
 Opening franchises in Saudi Arabia and Qatar.
 More focus on providing catering.
 They can further develop their product development department.

SWOT ANANLYSIS
Threats:
 Biggest external threat is the growing number of competitors.
 They cut customer volume.
 Lack of branches.

COMPETITOR ANANLYSIS
 Lal Qilla’s biggest computation is CHUPPAL and CLOCK TOWER.
 They offer the same quality standard of food and service.
 They have a decent market share as well.

CONSUMER ANANLYSIS
 2 million people who have the purchasing power to afford.
 Ambiance also plays a very important role

RETENTION STRATEGY
 Employee retention strategies; reduction in employee turnover.
 Even during the difficulty of the pandemic nobody was terminated.
 There are mentorship programs for employees.
 Restaurant have leaders rather than bosses.
 Customer retention strategies; worked hard to build customer trust.
 Best customer service.
 Lal Qila offers a membership card.

PRODUCT POSITIONING STRATEGY &
PRICING
 Prices are reasonable for the upper and upper-middle class
 Quality is maintained thoroughly.
 The buffet services are priced at a premium level.
 Cost-plus pricing.
 Laal Qila uses this type of method to make the price affordable.

PROMOTION STRATEGY
 Main marketing tool is ‘word-of-mouth’.
 Focus is quality.
 The best the quality, the more the customers flow in.
 Active on social media platforms; Facebook, Instagram, and
YouTube.
 Direct marketing.

DIGITAL MARKETING
 Lal Qila doesn't involve much in marketing and promotion.
 More focus on facebook.
 They target their customers by different deals.
 Sponsor some events and programs.

SUPPLIERS AND CHANNEL MANAGEMENT
 Suppliers:
 Do not rely on any one supplier.
 Different suppliers for different ingredients.
 Channel management:
 Own riders for online delivery.

JOINT VENTURES & PARTNERSHIP
 Lal Qila announced a partnership with Super meal Pakistan.
 Karachi kings announced Laal Qila as their restaurant partner for
Pakistan super league 2020.
 Other co partnerships with the companies and websites like bogo,
vouch,and savyour.
 Lal Qila has planned to have more partnerships and joint ventures
in future.