PAKWAN RESTAURANT

SUBMITTED BY:
M.Jawad Haider Muddasser Abbasi Akhter Ali Isma Hayat
SUBMITTED TO: AZIZA MUNIR

SP13-MBA-041 SP13-MBASP13-MBASP13-MBA-026 SP13-MBA-029

Khadija Zubair

Marketing Theory And Practice

Acknowledgement
Appreciation goes to those who have contributed in making of this Project. These acknowledgements have a great importance for us. We know better than anyone that our parents, our teachers and class fellows made this report possible.

Our instructorMs. AZIZA being gracious by nature has always been good and helpful to every student. Her able-guidance and didactic efforts always stand us in good stead. We acknowledge the debt of gratitude from the citadel of our heart, because without her valuable guidance and instruction our present academic pursuit might not have been of much value.

We are and shall remain extremely beholden to her for all the time to come.

Marketing Theory And Practice

Marketing Plan Of PAKWAN RESTURANT: Executive Summary

Pakwan restaurant will be the best service provider in the Islamabad area. It is owned by a group of people Jawad Ahmed, Mudasir Abbasi, Akhter Ali, Isma Hayat and Khadija Zubair, young entrepreneurs who have recently been doing master in business administration. And they are having the courage to establish a new business in a new market about a new Service. Additionally, the restaurant will provide excellent service, efficiently and expertly .The restaurant will be based in taramri Islamabad, Pakistan. This area has a number of benefits in terms of the market that it will provide for the business.

Vision statement:
Our vision is to become a good service provider in taramri Islamabad.

Mission statement:
To provide people with healthy and tasty food. Our first responsibility is to the financial well being of the restaurant. We will try to meet these goals by providing better quality food, cultural and pleasant environment. We will try to provide a good relation between staff , customer, management . All these responsible actions that result will give our efforts a sense of purpose and meaning beyond our basic financial goals.

Market description:
We are planning to target the middle class and above for people of every age of Pakistan, initially starting from Taramri Islamabad. There is no concept of any other restaurant in Taramri so it will so it will attract our target market and biggest advantage that we will get is that we dont have any COMPETITOR.

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Customer Analysis:
Major Segments:
Pakwan restaurant is entering its first year of operation. Marketing will be critical to generate significant demand for the services. The basic market need is for high quality unique services as well as restaurant equipment. Our major segments what we will cover based on potential and interest and need. We will be targeting universities, colleges, hostel students. We will also target local people of taramri, high and low class people. 1. Local people of Taramri 2. Universities, colleges and hostel students 3. High class and lower class.

Market Analysis:
The Pakwan restaurant possesses good information about the market and know a great deal about the target customers. This information will be leveraged to better understand who is served, their specific needs.

Target Market:
In target marketing our potential customers would be all social class males and females and students because they are having a busy life in studies and mostly they spend time out of home. Demographic segmentation Target customers are Male and Female above 12 and onwards Geographic Segmentation Country Pakistan Psychographic Segmentation All classes Compulsive, ambitious outgoing, Social class City Taramri Islamabad Personality City Taramri Islamabad All social classes Age Gender Income

Marketing Theory And Practice Behavioral Segmentation Occasions Regular special Benefits occasion; Quality, service User status , First time user,

occasion; economy, convenience

regular user

holiday ; seasonal

Estimated Market share:

We will cover Islamabad, Rawalpindi of Pakistan on initial level and according to statistics 70% of the total population in Rawalpindi and Islamabad are students and employees . So we have potential to cover 80% market share.

Business overview:Pakwan

a single unit, medium size restaurant serving healthy , contemporary

style food. This restaurant will located at taramri Chowk near national bank Islamabad.

INDUSTRY ANALYSIS:
Nowadays the restaurant industry is very competitive .More and more people have less time, resources and to cook for themselves. A pakwan restaurant will be well positioned for the current interest lighter ,healthier food at low prices.

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The restaurant industry today:

The food services business is the third largest industry in the country. Independent restaurant accounts for 15 % of that total. The average Pakistan spends 15% of his/her income on meals away from home. This number has been increasing for the past seven years. In the past five years the restaurant industry has out-performed the national GNP by 40%. .

Future trends & strategic opportunities:

The predicated growth trend is very positive both in short and long-term projections. People will be compelled to eat more meals away from home. Consumers will spend a great proportion of their food rupee away from home. Independent operators and enter operators and entrepreneurs will be the main sources of new restaurant concepts. Nutritional concerns will be critical in all types of food services operations, and food flavors will be important. Environmental concerns will receive increased attention.

SWOT Analysis:
SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors. The following SWOT analysis captures the key strength and weaknesses within the company, and describes the opportunities and threats facing pakwan restaurant. STRENGTHS: Good relationships with many perspective customers in the target market. Well trained employees Provide excellent services

Marketing Theory And Practice There is no competitor that occurs in the pakwan restaurant market.

WEAKNESSES: The need for reliance on outside investors. No public awareness. The need to have a fairly constant volume of business to support the necessary service staff. High investment

OPPORTUNITIES: If we succeeded in our mission then we will capture the whole market as we have no real competitors Participation within a steadily growing industry. A high likelihood of repeat business. The ability to decrease the fixed costs as a percentage of an individual sale as volume increases. No competition and this will make the restaurant more efficient and more profitable.

THREATS: New competitors A slump in the economy, reducing discretionary spending. The perception that there is not a difference in quality between PAKWAN RESTURANT restaurant than others.

Marketing Theory And Practice

4Ps of Marketing; Product, Promotion, Place, Price: 4Ps

Products & related services :
Pakwan restaurant will be offering a menu of food and beverages with a distinctive image. There will be three ways to purchase these products ; tables services at the restaurant; take out from the restaurant

Services:
Event management Entertainment Special offers Corporate social responsibility Salon and barber service Wifi access B.Q night Online reservations Discount Availability Students packages Membership cards Discounts

Musical night Desi food Security Walls

Marketing Theory And Practice High class furniture Cultural services Ramadan service Eid Milad Nabi

Non smoking environment

Place
Place includes company activities that make the service available to target customers so that the customer feel at ease. As our object is captured more market shares for this we have to capture more customers by giving maximum satisfaction. For this purpose we will follow the following key aspects of placing a product in the market: Channels Coverage Locations

Channels:
Channel containing one or more intermediaries We will use direct marketing channel for our pakwan restaurant Service in order to capture the whole market share.

Coverage:
We will place our restaurant service in the best places of Islamabad so that it would easily be available and so that more people can avail this service and we can gain large market share.

Location:
The places where our service would be available would be different areas of Islamabad which are having our most targeted customers in the specific areas.

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Promotion:
We will start our promotion with 1. Leading TV channels 2. Local newspapers 3. Bill boarding's 4. Advertising 5. Personnel selling 6. Sales promotion 7. Public relations

Price:
Value based pricing :Value based pricing is the setting of the product/ service price , based on the benefits .It provides to consumers .By contrast, cost plus pricing is based on the amount of money it takes to produce the product .Companies that offer unique or highly valuables features or services are better positioned to take advantage of value based pricing, than companies whose products/services are relatively are distinguishingable from those of their competitors.

The Break-even point (zero profit)

BEP (Units) = Total Fixed Costs

Price - Variable costs BEP (PKR) = Fixed Costs

Contribution Margin Ratio = Fixed Costs (PriceVariable costs) / V. Costs Product Life Cycle:

Marketing Theory And Practice

A marketing theory in which products or brands follow a sequence of stages including: introduction, growth, maturity, and sales decline. Pakwan Restaurant at the production stage after it is developed we will first do the introduction of the product with high promotion and market penetration strategy so we can get a large market share.

Our Service:
Service name:
Pakwan restaurant Service

Service slogan:
Taste of Good Food

Service logo:

Budget:
We made investment for Pakwan Restaurant Pakistan, Taramri Ismalabad. PKR 10000000 to introduce our service in

Marketing Theory And Practice

Market strategy:
Our market strategy based on positioning of market penetration . Our primary target market is students, middle to upper class of Taramri Islamabad. The marketing strategy will be to develop brand equity, increase customer awareness of pakwan restaurant, and build the customer base. The strategy will use several different methods to achieve these goals.

Marketing Objectives
Increase repeat customers. Steadily increase market share every quarter. Develop brand awareness and acceptance, quantified by a decrease in customer acquisition costs.

Financial Objectives
Increase the profit margin by 5% a quarter. Achieve a double-digit growth rate each year for at least the first three years. Develop efficiencies in the delivery of the service through advanced training and workflow analysis.

Positioning Strategy:
Pakwan Restaurant seeks to position themselves as the best service provider in the Islamabad area. This positioning will be achieved by leveraging their competitive edge:

Product Strategy:
Our service includes all the featured described in earlier. We introduced a very healthy and tasty food in Taramri Islamabad.

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Pricing Strategy:
We are starting a new business so in introduction stage we would use penetrating prices to make valuable customers.

Advertising Strategy:
We will do advertising by using electronic media as well as print media; we will launch different commercials in order to peruse all the ages, genders, religions, arrears etc. We will also use local Cable, Radio, Signboards, and Pop-ups on the internet, Newspapers, Magazines etc.

Controls:
The purpose of our marketing plan is to serve as a guide for the organization .We are planning tight control measures to closely monitor quality and service satisfaction. We will have special teams who will check whether our food Quality is according to standard or not. Budget: Item Date Completion Cost RS 7,000 Number of hits at 2,000 per month Measure of Success

Website build

16th December

Paid

search

engine 16th December to

10,000

All sites listed carrying web link

advertisement increase exposure

Cost to pressure test 16th December operations

100,000

Smooth performance of B&B

Marketing Theory And Practice Five color brochure 16th December 10,000 All sites carrying information in a prominent location

printed and distributed throughout the region Advertisement in RACV 16th December and other travel 200,000

Monthly slot secured for five months. Advertorial accepted

magazines Newspaper advertisement for local paper Site hosting costs 16th December 15,000 Secured and feature on the first page of Google search Cost of publishers 16th December 500,000 One article written and published over the next month in all major travel magazines and paper 16th December 15,000 Featured on page 3

evening x 3

supplements Advertising and editorial 16th December in Victorian Garden 10,00,000 Feature article

Program Wages Food expenses Total 16th December 16th December 500,000 1500,000

Action Plan

Action

August

September

October

November

December

Who

Marketing Theory And Practice Development of website Prepare logo 16th 16th Jawad Haider Muddasir Abbasi

and brand order stationery Link website to key sites Open website to public Pressure test 16th 16th tourism 16th

Akhter Ali

Jawad Haider

operation with family friends Visit all local tourist offices Place advert in Royal Auto and other magazines Introduce business local and to 16th key 16th 16th 16th 16th 16th and

groups other

businesses. Distribute brochure and

Marketing Theory And Practice special offers. Prepare newspaper advert and 16th

place in local paper Web specials 16th

to be released on sites Invited writers and publishers week Grand Opening of B&B for 16th Jawad & 16th

Muddasir

local groups Submit an 16th

advertorial to House Garden Beautiful Gardens Republish brochure Victorian Open Garden Scheme Open Day 16th Muddasir 16th Jawad and and

Marketing Theory And Practice Web for days offered specials feature to be 16th Akhter Ali

Conclusion:
Our service is and its not in the market so far. We want to provide an ease to the Restaurant service user. We are charging low price level just to introduce our service. The service would initially introduce in Islamabad. Our Restaurant will provide a traditional food items. We hope that our service would get success in the market.