THE HOTEL INDUSTRY

A Hotel is defined as “ a place, which supplies boarding and lodging to

travelers”.

The common law states that a hotel is “a place where all who conduct themselves
properly, and who being able and ready to pay for their entertainment are received, if
there be accommodation for them, and who without any stipulated engagement as to
the duration of their stay or as to the rate of comparison, are while there,supplied at
a reasonable cost with their meals, lodging and such services as are necessarily
incident to the use of the house as a temporary home”.

 The share of Travel & Tourism industry to the global GDP was 6.48% in the year 2007
with value of US 3,493.19 billion and industry demand contributed to 13.21% of global
GDP in 2007.

 Middle East was the fastest-growing region in terms of arrivals of international tourists
during 2007

 According to the report by World Travel and Tourism Council, India currently ranks 18th
in business travel and will be among the top 5 nations by the end of 2010.

 India is now emerging as one of the hot destinations for tourism after Singapore,
Thailand, Hong Kong, Malaysia, Philippines, Columbia

SALIENT FEATURES

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  Productivity is based on personal ability factor.

 Business fluctuates by the week/day/hour.

 Constant fluctuations in short term customer demand.

 Irregular job workflow for the workers.

 Subjectivity of standards due to concepts like hospitality, services,

cleanliness.

 Complicated pay system=linked with range of skills.

 Unsociable hours-“The hotel never sleeps”.

 A range of skills for each occupation, example chef

(Chinese/Continential).

GLOBAL SCENARIO
The hospitality and tourism sector is the largest industry in the world.

 Contributes 10.4% of the global GDP & US$5.4 Trillion in 2007

 Employed over 231.2 million people in 2007

 Accounted for 8.3% of Total World Employment in 2007

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  Estimated to be comprised of more than 300,000 hotels and over 8 million
restaurants, as well as countless tourist attractions, travel agencies, tour
operations, cruise lines, tourism driven transportation systems, consulting firms,
and real estate investment companies.

The Asia-Pacific Hospitality Industry

 Asia-Pacific is the region with the greatest growth potential for the hospitality
industry.

 2006 - Average tourism growth of 7.7% across APAC

 Average tourism growth of 2.7% across Americas and 2.5% across Europe

 Total number of tourist arrivals in the Asia Pacific region - over 252 million in
2006.

The UK Hospitality Industry

 The hospitality industry is probably the world’s fastest-growing, employment-

generating profession, employing one in ten people worldwide. In the UK alone,
the industry employs over 1.8 million people. It is estimated that the industry will
require 30,000-35,000 trained people at managerial and supervisory levels every
year till 2010 to fulfil its potential.

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Top ranking countries in terms of absolute tourist arrivals

o China (49 million overseas travelers)

o Malaysia (but inflated due to heavy border traffic)

o Thailand

o Singapore

o Japan

o South Korea

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The Middle East Hospitality Industry

 UAE predicted to average 7% p.a. growth.

 Visitors to Dubai projected to reach 10 million by 2010 & 25 million by 2029.

 Dubai investing $45 billion in infrastructure and tourism.

INDIAN SCENARIO
 Annual Growth Rate = 24 %

 The Travel and Hospitality industries have largely profited from the fast growing
economy of India, mainly due to the 3.5 million tourist arrivals in FY08 (22 %
growth) over the previous period.

 The Average Room Revenues (ARRs) in some metro hotels in India has
increased by 15 % from the last year

 According to the estimates of the World Tourism Organisation, international

tourist inflow in India would be 10 million by 2020,

 According to Government estimates, India needs about 80,000 rooms in all

categories over the next two or three years at an estimated cost of about US$ 8 -
9 billion.

 A major reason for the growing demand for hotel rooms is the underlying boom in
the economy, particularly the growth in the IT and ITES industries. The overall
growth outlook appears buoyant and much of this growth will be driven by the
BPO explosion, IT, Telecom and energy sectors.

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 The average employee to room ratio is 1.8 in hotels in India, across all the
categories, except in the three-star category, where the ratio drops to 1.5 per
room.

 As new rooms are being added, the manpower requirement of the hotel industry
is also increasing.

 It is further reported that jobs in accommodation and food services as a whole

are expected to increase by 17 percent between 2004 and 2014.

 India‟s hotel industry is increasingly being viewed as investment-worthy, both

within the country and outside, and several international chains are keen to
establish or enhance their presence here. It is anticipated that, over the next
three-five years, India will emerge as one of the world’s fastest growing tourism
markets

 There will be a requirement of about 10 million people in the travel Industry in

India. The industry needs manpower, which is highly qualified, has leadership
qualities and a quest to lead the Indian Hotel industry.

 Over the last decade and half the mad rush to India for business opportunities
has intensified and elevated room rates and occupancy levels in India. Even
budget hotels are charging USD 250 per day. The successful growth story of
'Hotel Industry in India' seconds only to China in Asia Pacific.

 'Hotels in India' have supply of 110,000 rooms. According to the tourism ministry,
4.4 million tourists visited India last year and at current trend, demand will soar to
10 million in 2010 – to accommodate 350 million domestic travelers.

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 'Hotels in India' has a shortage of 150,000 rooms fueling hotel room rates across
India. With tremendous pull of opportunity, India is a destination for hotel chains
looking for growth.

 The World Travel and Tourism Council, India, data says, India ranks 18th in
business travel and will be among the top 5 in this decade.

 Sources estimate, demand is going to exceed supply by at least 100% over the
next 2 years. Five-star hotels in metro cities allot same room, more than once a
day to different guests, receiving almost 24-hour rates from both guests against
6-8 hours usage.

 With demand-supply disparity, Hotel India room rates are most likely to rise 25%
annually and occupancy to rise by 80%, over the next two years.

 'Hotel Industry in India' is eroding its competitiveness as a cost effective

destination. However, the rating on the 'Indian Hotels' is bullish.

 'India Hotel Industry' is adding about 60,000 quality rooms, currently in different
stages of planning and development and should be ready by 2012.

 MNC Hotel Industry giants are flocking India and forging Joint Ventures to earn
their share of pie in the race. Government has approved 300 hotel projects,
nearly half of which are in the luxury range.

 The manpower requirements of the hotel industry will increase from 7 million in
2002 to 15 million by 2010.

 With the USD 23 billion software services sector pushing the Indian economy
skywards, more and more IT professionals are flocking to Indian metro cities.

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 'Hotel Industry in India' is set to grow at 24% a year. This figure will skyrocket in
2010, when Delhi hosts the Commonwealth Games.

 Already, more than 50 international budget hotel chains are moving into India to
stake their turf.

Therefore, with opportunities galore the Future

Scenario of Indian Hotel Industry looks rosy.

GROWTH DRIVERS
Rising GDP in developing nations is being rapidly followed by rising living standards in
countries such as China, India, Indonesia, Malaysia and Thailand.

Travel
Asians are on the move.
Recent years have seen outbound travel from Asian countries grow by more than 20% .

The middle class - A changed mind set

People now have the money and are willing to spend it not only on necessities but also
on luxury products, travel, adventure and cultural experiences.

Affordability = Low Cost Carriers (LCC)

Air Asia “Now everyone can afford to fly”
Budget airlines are here to stay - Air Asia, Value Air, Air Sahara, Air Deccan, Kingfisher,
Tiger, JetStar Asia, Star Flyer, Spring Airlines etc
Lower fares = Higher Demand
40% could not afford to fly
30% can now afford to fly more PLUS more business travel

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LCC radically changing travel volumes 45 budget airlines
870 more aircraft in Asia Pacific by 2012 250,000 pax per aircraft p.a.
75,000,000 more tourists by 2008

Access = Technology
Online travel market
Only a decade old
Fastest growing distribution channel in Asia
Advantages for consumers:
 Comparison shopping is easier.
 Consumers understand busy periods command premiums and that “cheap”
comes with some inconvenience.
 Custom designed holidays

Online Suppliers and Distributors: Airlines and Hotels

Cheapest way to sell travel
Eliminate the middle man
Can pass on savings to the consumer

Online sales
USA market - maturing - battle for market share Europe market - still growing rapidly
East Asia - is developing - potential is huge
In Europe, thousands of travelers go abroad each weekend with same ease and cost as
going to a restaurant.
Similar behavior can be expected from Asian travelers as travel habits become more
sophisticated.

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CLASSIFICATION

10
 SWOT ANALYSIS

CURRENT & FUTURE TRENDS

 JOINT VENTURES

MNC Hotel Industry giants are flocking India and forging Joint Ventures to earn
their share of pie in the race. Government has approved 300 hotel projects, nearly half
of which are in the luxury range.

 E-BUSINESS

One of the top strategies for hotel e-business is evolving from selling to
engaging the customer. Hoteliers need to think more like retailers. To succeed, hoteliers
need to fulfill the experience expected by customers, not just think of them as heads in
a bed.

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Another strategy is engaging the customer through social computing, which is the fifth
generation of electronic distribution. Travel plays a big role in social computing, making
social computing a blend of marketing and distribution, The sixth generation for
electronic distribution is mobile technology. Mobile phones are becoming ubiquitous in
many countries. Travelers are an ideal group for mobile-based services and activities.
Frequent travelers are the ones who find the most utility from using mobile services.

Some of the opportunities center around the five important trends affecting hotel e-
business. These trends are: more demanding consumers; more complex distribution
channels; changing business models where companies must give more but expect less
in return; an emphasis on technology and richer content; and a change in the structure
of hotel e-business.

 COMMONWEALTH GAMES

These will be organized by Delhi in 2010. Will provide a boost to the hotel
industry.

 CHANGING FACTORS IN DECISION MAKING

Shaping customers expectations is becoming crucial as customers look for an

„experience‟ rather than just a room. The more compelling the experience for the
customer, the more satisfied the customer will be.
“Content will replace price as a deciding factor for customers,” But who then owns
that content and the customers that are attracted by it? Is it the hotel or is it the online
service? Consumer generated content, which is more and more in demand, is all about
a traveler‟s experience. This is a great way to match content with traveler‟s age group
and interests. It‟s also a way to bolster the customer‟s expectation about what that
experience at the hotel will be like. There‟s an incredible reluctance by hotels to post
consumer generated content, fearing that it will be negative. However, most people that
take the time to write have positive comments about their travel experience.

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  GLOBALIZATION VS LOCALIZATION

Are globalization and localization competing strategies? No. “Any business needs to
think about both,” Globalization is here to stay as evidenced by changes in
demographics and affluence. For instance, Russia is becoming the biggest European
market while India, China and other Asian countries are emerging as important markets,
too. In all of these regions, there‟s a huge rise in an affluent middle class who will be
interested in travel. A globalization strategy needs careful planning, “You can‟t rush into
it. You need to give it some thought,” Don‟t forget about the local aspects of your
strategy. You need to incorporate local and global to be successful.

 FOCUS ON TECHNOLOGY

 GROWTH OF OTHER INDUSTRIES

With the USD 23 billion software services sector pushing the Indian economy
skywards, more and more IT professionals are flocking to Indian metro cities. 'Hotel
Industry in India' is set to grow at 24% a year. This figure will skyrocket in 2010, when
Delhi hosts the Commonwealth Games. A major reason for the growing demand for
hotel rooms is the underlying boom in the economy, particularly the growth in the IT and
ITES industries. The overall growth outlook appears buoyant and much of this growth
will be driven by the BPO explosion, IT, Telecom and energy sectors.
The opening up of the aviation industry in India has resulted in exciting opportunities for
the hotel industry.
The various emerging concepts in India such as service apartments, spas, medical
tourism, wildlife resorts, cruise tourism, adventure tourism etc will boost the hotel
industry in India.

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  BUDGET HOTELS

Already, more than 50 international budget hotel chains are moving into India to
stake their turf.

JOB OPPORTUNITIES

About the Clark’s groups of Hotels

The Clarks Group of Hotels (U.P.Hotels) which is a well established name in Hospitality
Industry in India, which was started by late Shri Brijpal Das Ji way back in 1949, having
more than 100 years of experience of trading Jewellery, Textile and International
Trading. 

To expand its business of Hotels a new company was incorporated in February 1961 in
the name of U.P.Hotels Limited. The first five star hotel of India was registered by
U.P.Hotels Limited in 1962--Hotel Clarks Shiraz of 237 rooms, near the Taj Mahal in
Agra. Thereafter 2 five star hotels were opened in Jaipur of 216 rooms and in Lucknow
of 100 rooms in the year 1973. 

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Hotel Clarks Khajuraho of 105 rooms came up in 1998 at Khajuraho. As on date the
company owns and manages 5 five star hotels in Agra, Lucknow, Jaipur and Khajuraho
& Varanasi under the brand “Clarks” which is also owned by U.P.Hotels Limited.
(www.hotelclarks.com)

Company also promoted a new company in the name of Great Value Hotels Ltd. on the
concept of taking hotels on license basis and running it with its own team of experts and
experienced people. Besides this the company also started two companies in the name
and style of CLARKS BRIJ HOTEL INDIA (P) LIMITED & CLARKS INN which takes
hotels on management contract basis and has already hotels in Sahibabad, Gorakhpur,
Goa, Bangalore, Delhi NCR, New Delhi, and Alwar in its fold (www.clarksinn.in), while
12 others are currently in the pipeline. The Clarks Group of Hotels has also launched a
home-stay programme, ‘Jaipur Pride Project’ in Jaipur and Delhi with an objective of
helping inclusive growth by distributing the wealth of tourism to larger scheme of society
(www.pridehomestay.com). It is the first branded, standardized home stay. 

Recently, a chain of creative fine dining restaurants have also been added to our Clarks
Collection by the brand name of 1589.

About hotel clark’s amer jaipur

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Location :
Hotel Clarks Amer Jaipur is Situated in a green residential area, in the heart of the
city. Ideal for travelers 

Accommodation and Facilities: 

There are 211 Rooms including 14 Penthouses for the guests. Rooms
are extremely cozy with facilities like STD/ISD from room, Internet port in rooms,
Multi-channel TV, 24 hours room service, Business center, Gymnasium,
Secretarial services, Travel Assistance, Bank, Post Office, Mini Golf and more

Nearest Airport and Railway Station

Jaipur Airport is just 2.5 Kms.
Jaipur Railway Station is 12 Kms. 

Special Attractions :
Different Food festivals are a special attraction.

Additional Facilities : 
' TABLU` is Cafe` Bar & Art Gallery, Poolside Bar-
be-que with Rajasthani folk dance. Durbar - dining hall, Asthan - coffee shop,
Dholamaru- Roof Top restaurant, Conferencing Facilities  and more.

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The Pink City beckons you with its colorful traditions. When you check into Clarks
Amer Jaipur the tranquility, the ambience, the culinary delights add to a wonderful
experience.

Hotel Clarks Amer, Jaipur is India's first ISO 9001:2000  accredited hotel by
QSI, USA. The Hotel has also attained ISO 14001:2004 
 
The Environment friendly Hotel has extended its high standards of services to
many distinguished guest, Business delegates, and Tourists. It has one of the
best  Conferencing facilities and infrastructure in India for all categories of
Business meets and conference at Jaipur.  Over the years it has successfully
hosted and extended service for many Residential Conferences, Marriages,
Leisure Groups

The Clarks Group of Hotels providing the right blend of service, luxury and quiet
efficiency. A distinctive feature of the group's hotels is the highly motivated and
well-trained staff that provides the kind of attentive and sensitive service that
is rare today. We are also glad to help organise special theme evenings and group
activities. Meeting rooms at Clarks Group are fully equipped with state-of-the-art
communications systems and presentation facilities to ensure the smooth running
of your business event.

The Clarks Group of Hotels offers you more than just a venue for holding
Conferences, Business Meetings, Seminars, Training Work-Shops and
Symposiums in India.Specialized in Providing with the most modern conferencing
amenities, equipped with the latest modern facilities of conferencing.

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 You can get all of this :-
- Peaceful Ambience
- Modern Amenities - State-of-art Audio-Visual facilities
- Can be arranged to suit client-specific requirements
- U-Shaped
- Theatre Style
- Class-Room Style
- Board Room Style
- Business and Secretarial Facility
- Instant facilities like Photo Copy, Personal e-mail, Fax, Phone facility, Wi-Fi
Wireless Internet Facility
- Banquet Menu
- Most Efficient back-up service

About 1589 Albert,s Restaurant

Known for its perky menu, taste bud tingling cuisine and supreme service, Albert,s 1589
is one of its kind in jaipur. Its ambience is unmatched, inspired by ancient rajasthani and
modern abstract architecture.
The menu (pure vegetarian) provides a selection from a variety of cuisines including
Indian, South Indian, Continental and Italian. We also find Organic salads,sandwiches,
pizzas and an extensive range of delicacies from the in-house bakery.

Location
Beside the Ticketing counter at Albert hall Museum at jaipur .

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Additional Facilities
Banquet and party facility for up to 150 people on prior booking.

Albert,s Souvenir Shop

The unique souvenir shop has a specialized collection put together by Timmie Kumar of
traditional clothing,books,artefacts,souvenirs and more. Most of the items available are
exclusive to the shop and may not be found elsewhere. The shop desined by renowned
designer Ayush Kasliwal is a masterpiece by itself.

Restaurant Market Analysis

Developing a restaurant plan for an existing business or conducting a feasibility study

for a new venture requires a thorough analysis of market conditions. Market conditions
in your area have a significant impact on the profitability of restaurant. The strength of
the local market affects how many customers will serve and the menu prices that you
can charge. This guidebook will help analyze market so that you can gauge the
potential of existing or proposed operation and make more informed operating and
investment decisions. On the pages that follow are a series of checklists help to collect
and analyze information as part of a restaurant market analysis. The checklists, tailored
to the restaurant industry, will serve as a learning tool to help you understand the many
market factors that influence profitability.

Types of Questions Answered

By conducting a market analysis, will be able to answer questions such as:

· What trends are emerging in the food service industry?

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· What are the strengths and weaknesses of competition?

· Is location suitable?

· Does the concept fill a niche in the market?

· What is the potential number of customers he can serve per year?

Applications

This guidebook will provide you with an industry specific market analysis format that can
be used in a feasibility study, of marketing plan. The following will help analyze the
market potential of an existing operation, an expansion or a new development .Existing
operators can use a market analysis to identify opportunities to improve sales. The
analysis can provide valuable information on market conditions to help in forecasting
and budgeting. It also provides a foundation for an effective marketing plan. Prospective
operators can use a market analysis to project sales volume for a new restaurant
venture .The analysis can provide essential information required in a business plan or
feasibility study. Through careful analysis of the market, the risks of a business
investment can be lessened. Using market analysis findings, can estimate the financial
potential of venture by creating financial projections. If a prospective restaurateur,
these projections will help to determine if venture is feasible.

Conducting Your Analysis

The sections that follow include data collection checklists and worksheets. While the
section on projection sales should be the final step, the other sections can be completed

20
in any order. Remember that your efforts in studying the market will provide you with
information to make better, more informed decisions.

Market Analysis Components

· Industry Trends

· Area Characterstics.

· Competition

· Location and Facility

· Knowing Customer

· Projected Sales

1. Restaurant Trends

Studying industry trends is one of the first steps in conducting a market analysis. It will
help you identify opportunities and threats in the industry that may affect your
profitability .Studies on consumer eating and drinking patterns are available from
various sources. Such studies report recent changes and trends in consumer attitudes
and behaviors regarding food away from home. They can identify changing trends
before they become apparent in local market. The following are some of the sources of
restaurant trends that data available

· National Restaurant Association

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· State and Local Restaurant Associations
· Industry Groups (such as the International Food service Manufacturers Association)

· Hospitality Industry Databases (available at many colleges and universities that offer a
hospitality program)

·Restaurant Publications

The following restaurant trends checklist provides a sample of topics might want as
part of market analysis. Use it to complete this part of market analysis.

Growth in Restaurant Sales

 Quick-service vs. table-service
 Chain vs. independent
 Various types of restaurants
 Catering
 Deli, bakery and takeout operations
 Monthly/seasonal dining out patterns
 Restaurant sales outlook

Market Demand
 Economic trends
 Consumer confidence
 Demographic trends
 Food away from home" trends
 Factors that motivate one to dine out
 Eating habits of different market segments

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Menu Preferences
 Appetizers/soups
 Entrees
 Sandwiches
 Desserts
 Nutritional concerns
 Menu pricing
 Vegetarian trends

Restaurant Success Factors

 New and popular concepts/themes
 Customer service innovations
 Pricing practices
 Food production methods
 Labor saving techniques

2. Local Market Area

Demographic and economic statistics will help to determine the restaurant sales
potential of the market area plan to serve. By comparing these statistics with those of
other areas and the state, it will be able to evaluate the strength of market area .The
first step in this analysis is to define the geographic size of market area. Be reasonable
in estimating how far people will travel to reach your site. Once geographic market
area is defined, it should obtain demographic data that describes the people who live
and work in the area. Are there many affluent singles? Elderly with discretionary
income? Families? Descriptions of the population's age, income, education and
gender will help to understand the market area plan to serve. Obtain economic

23
statistics such as restaurant growth trends, eating and drinking place sales, and
tourism visitation data. They indicate the overall economic health of the market area.
This is important since restaurant sales are closely related to local economic
conditions..

Data on market area is available from various sources such as:

.Private marketing data entry forms;

· State and local economic development agencies and State Data Centers;

· Small Business Development Centers;

· County Extension offices;

· Library resource materials such as: Source book of Zip code Demographics and
Sales and Marketing Management In addition to studying economic and demographic
data, should also determine the dining out behaviors and preferences of local
residents. “Lifestyle Segmentation Reports” provided by marketing group data firms
provides a useful source of consumer behavior information. In addition, you can learn
about their favorite foods, frequency of dining out, and preferred restaurants through
survey and focus group research. The market area checklist will help to collect data to
evaluate the market area. The following checklist includes information relevant to
proposed restaurant. Use it to complete this part of market analysis.

Geographic Market Area

 Market area radius (one, two, three miles, etc.)
 Market area

Demographic Characteristics
 Population

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  Age distribution and median age
 Gender
 Ethnic groups

Household income distribution

 Marital status
 Dwelling types
 Households with children
 Education

Economic Characteristics
 Eating and drinking place sales
 Employment levels
 Types of employment
 Number of and growth in restaurant establishments
 Local developments planned
 Seasonality and tourism visitation

Dining Out Preferences and Lifestyles of Local Residents

 Lifestyle segmentation data provided by marketing data firms
 Interview with local residents
 Observe eating habits in other restaurants

Analyzing tourist visitor origin can be a complicated process. As these visitors may be
traveling great distances, it can be more difficult to acquire customer information than
with a traditional analysis of local residents. Nonetheless, understanding these
customers requires obtaining information about their places of origin, as well as data
about their demographics and lifestyles. A technology called ( Geographic Information
Systems ) can be used to solve these problems. Combining GIS with customer
address lists or chamber of commerce inquiry records, allows to profile tourism
customers both geographically and demographically. Furthermore, GIs technology can

25
use this information to search (prospect) for new potential customers in other
communities that match your geographic or demographic criteria.

3. Competition
Existing market area restaurants can provide valuable information to help analyze
demand and market opportunities. It can assess their competitive strengths and
weaknesses and learn from their successes and failures. First, identify how many
restaurants are in your market area. Then, identify those restaurants that appeal
to the types of customers (market segments) that you plan to serve. It should also
identify all other restaurants located in your immediate area because they can also
influence business Consider including bar and grills, catering services, food delivery
services, grocery stores with deli, etc. Refer to the Yellow Pages and your local
Chamber of Commerce for listings of area food-service operations. It is important to
identify any market area restaurants that have closed, and for what reasons. Also, learn
what new restaurants are planned for the market area and determine how they might
affect your proposed operation. After identifying your competition, visit and evaluate
each restaurant. Speak with the manager of each operation if possible. Use the
following checklist to complete this part of your market analysis
Location
 Community traffic patterns
 Proximity to sources of demand
 Accessibility
 Visibility
 Surrounding neighborhood
 Parking availability
 Sign visibility

Appearance/Comfort
 Exterior appearance and theme
 Interior appearance and theme

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  Atmosphere
 Cleanliness
 Heating and ventilation

Menu
 Theme
 Variety and selection
 Signature items
 Price range and value
 Beverage service

Food Quality
 Taste
 Presentation
 Portion size
 Consistency

Service
 Days open
 Hours of operation
 Service style
 Quality of service
 Speed of Service
 Extra services offered

General Information
 Number of seats
 Estimated seat turnover by day and by meal period
 Types of guests served (age, income, origin...)
 Banquet facilities
 Entertainment

27
  Advertising and promotion methods used
 Reviews by food Critics/Ratings in travel guides
 Local reputation
Overall
 Strengths
 Weaknesses

3. Location

Location is a critical consideration because it affects your ability to draw customers. It is

important that the site be visible, accessible, convenient and attractive to the market.
How you evaluate location will depend on the type of restaurant you are planning and
the type of customers hope to serve. Two major choices face prospective
restaurateurs: What kind of restaurant should open and where should he open it?
Typically, will have already selected either a location or a concept for restaurant. It is
important that the location and concept complement each other. It is critical that a site
be chosen based on market factors, not because of a low price. but the Different types
of restaurants will have different location requirements. However, certain elements
should be analyzed regardless of the type of restaurant are planning. Use the following
checklist to complete this part of market analysis.

Description of immediate area

 Residential and commercial profile
 Adjacent land uses
 Proposed developments
 Safety
 Special appeal of location
 Map of area (identify sources of demand, competition and other relevant
landmarks)

Proximity to Customers and Competition

28
  Major demand generators (retail, offices, lodging, hospitals ...)
 Number of potential customers by segment within one-, two-, three-mile radius,
etc.
 List of direct competitors

Traffic Volume
 Street and road patterns
 Speed limit and traffic signs/lights
 Highway/Street traffic counts
 Pedestrian traffic counts
 Peak and off-peak traffic periods

Accessibility
 Proximity to major streets and highways
 Ease of entrance and exit
 Parking (guests and delivery)
 Pedestrian accessibility
 Americans with Disabilities Act (ADA) compliance
Visibility
 Visibility from road
 Effectiveness of sign
 "Curb appeal" of building
 Landscaping
 Exterior lighting

Other Issues
 Zoning
 Environmental Issues
 Easements and restrictions
 Growth Patterns of Surrounding Areas

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5. Projecting Your Sales Potential

At this point in your market analysis, you have completed data collection. You have
analyzed industry trends, market area demographics, economic statistics, competition,
suitability of your location and restaurant concept. You are now read to estimate your
sales potential based on these factors. Sales in a restaurant are a function of the
number of customers you serve (covers) and spending per person (average check). A
key indicator of future sales performance is past sales performance. Existing
restaurants can rely on their historical records for this information. Prospective
operators must look to comparable restaurants for data on their past performance.
While there are no formulas for calculating your sales potential, your prior research will
help you make more informed and reasonable estimates. The steps that follow will help
you estimate your covers,average check and sales potential.

Project Customer Volume

With an understanding of competitive position in the market and with estimates of

volume of other operations, are ready to make projections of customer volume
potential. The customer volume projection worksheet will help you estimate how many
customers, or meal “covers,” will serve. The following instructions will help complete the
worksheet

1 Divide operating year into season that describe the variability of business
(peak season, middle-season, and off-season). Enter the number of weeks in
each season in the appropriate box.
2 For each season, estimate the number of daily covers Sum the daily covers to

30
 determine the weekly total for each meal period
3. Calculate the number of covers per season by multiplying the projected
covers by the number of weeks in that season.

4. Sum the totals from each season to determine your annual covers

Project Your Average Check

Average Check includes both food and beverage sales. It should be projected for each
meal period as there can be significant variations among breakfast, lunch and dinner
menu prices. Be sure average check for each meal period represents an affordable and
acceptable price-value that is consistent with concept and the target markets hope to
attract. Pricing should be competitive with other similar restaurants in market area.

Project Your Sales

Sales are calculated for each meal period by multiplying projected number of covers by
the average check. Use the following worksheet to calculate projected annual sales.

The Next Step: Financial Projection

Once complete market analysis, it will be better equipped to developed realistic

financial projections for proposed restaurant. These projections will help to determine
the financial feasibility of venture. To help for develop restaurant financial projections,
guidebooks and spreadsheet software templates are available through the various
source.

Marketing plan

31
A marketing plan is critical for the development of a successful business. The
following table gives an indication of the marketing process we should be going
through in order to produce a coherent and achievable marketing plan. The large
multi-national companies will spend many months on this and hold many, many
internal meetings to debate the options. Smaller companies should at least consider
the process and attempt to answer the same questions - although it should be much
quicker/easier.

1. Mission What is the

overall goal of
the company?

2. Objectives What are you

trying to achieve
(usually over the
next year) must
be measureable
and specific

3. Strategies What resources

need to be
applied to
achieve these
objectives?

4. Tactics (Plan Which elements

and Time & of the marketing
mix are most
Events)
appropriate?
Which weapons
in the marketing
armoury should
you be using?
Set out the
detailed action
plan including
the time frame

32
 for all elements?

Objective (The objective should be specific and measurable.)

Strategy. ( What resources need to be committed in order to achieve the above

objective)

Tactics (What are the individual activities that need to be carried out in order to fulfil
the above standard)
- PR campaign

- Targeted radio advertisement campaign

- Set up a website able to take enquiries and orders etc.

Situation Analysis

. The restaurant has been well received, and marketing is now critical to its continued
success and future profitability. The basic market need is to offer individuals, families,
and take out customers fresh, creative, attractive, Rajasthani dishes, salads ,aerated
drinks and Milk product like Lassi , Milk shake etc.

Market Demographics

The profile for customer consists of the following geographic, demographic, and
behavior factors:

Geographics

 Our immediate geographic target is the local or urban city

 A 15 mile geographic area is in need of our services

 The total targeted mostly metro Politian city

Demographics

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  Male ,female and kids also
 Ages 5-50, this is the segment mostly targeted
 Young professionals who work close to the location.
 Yuppies.

 Have attended college and/or graduate school

 An Higher income group .

 Eat out several times a week

 Tend to patronize higher quality restaurants

 Are cognizant about their health.

Behavior Factors

 Enjoy a high quality meal without the mess of making it themselves.

 When ordering, health concerns in regard to foods are taken into account.
 There is value attributed to the appearance or presentation of food.

Market Needs

Providing customers with a wide selection of high-quality dishes and salads

that are unique and pleasing in presentation, offer a wide selection of health
conscious choices, and utilizes top-shelf ingredients..

 Selection. A wide choice of dishes ,aerated drinks and salad options.

 Accessibility. The patron can gain access to the restaurant with minimal waits
and can choose the option of dine in or  take out.
 Customer service. The patron will be impressed with the level of attention that
they receive
 Competitive pricing. All products/services will be competitively priced relative to
comparable high-end Indian restaurants.

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Market Trends

The market trend for restaurants is headed toward a more sophisticated customer.  The
restaurant patron today relative to yesterday is more sophisticated in a number of
different ways.

 Food quality. The preference for high-quality ingredients is increasing as

customers are learning to appreciate the qualitative differences.
 Presentation/appearance. As presentation of an element of the culinary
experience becomes more pervasive, patrons are learning to appreciate this
aspect of the industry.
 Health consciousness. As in general the customers are more cognizant of their
health, evidenced by the increase in  individuals exercising and health club
memberships, patrons are requesting more healthy alternatives when they eat
out.  They recognize that an entree can be quite tasty, and reasonably good for
you.
 Selection. People are demanding a larger selection of foods, they are no longer
accepting a limited menu

The reason for this trend is that within the last couple of years the restaurant offerings
have increased, providing customers with new choices.  Restaurant patrons no longer
need to accept a limited number of options.  With more choices, patrons have become
more sophisticated.  This trend is intuitive as you can observe a more sophisticated
restaurant patron in larger city markets.

National Competition

 Pastabilities: offers consumers their choice of Dishes ,noodles, aerated drinks ,

and ingredients, allowing the customer to assemble their dish as they wish.  Food
quality is average.

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  Fresh: has a limited selection but the dishes are assembled with high-quality
ingredients.  The price point is not so high, but the food is quite good. 
 Works: offers that is reasonably fresh, reasonably innovative and at a lower
price point.  The company was sold a few years ago, and consequently the
direction of management has been stagnant lately and has resulted in excessive
employee turnover.
 Perfect : has medium-priced dishes that use average ingredients, no creativity,
and less than average store atmosphere. 

Local Competition

 Restaurant A: This is an upscale Indian restaurant that has a limited selection of

dishes.  Although the selection is limited and price, the dishes are quite good.
 Restaurant B: An Indian restaurant with a decent dishes selection, however
quality is consistent.
 Restaurant C: An upscale restaurant with a large selection of multiple dishes
and varieties o f aerated drinks .  Everything else is mediocre at best and over-
priced. Service can often be good.

Service Offering

We create different varieties of dishes and aerated drinks that are differentiated and
superior to competitors.  Customers can taste the quality and freshness of the product
in every bite. The following are characteristics of the product..

1. Cheeses are all imported.

2. Vegetables are organic and fresh with three shipments a week.
3. Dishes are all top-shelf varieties, organic when possible.

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At , food is not a product, the experience of dining is a service.  Prides themselves on
providing service that is on par with fine dining.  This is accomplished through an
extensive training program and only hiring experienced employees.

Critical Issue

 Continue to take a modest fiscal approach; expand at a reasonable rate, not for
the sake of expansion in itself, but because it is economically wise to. Continue
to build brand awareness which will drive customers to existing stores as well as
ease the marketing efforts of future stores.

Marketing Strategy

Advertising budget is very limited, so the advertising program is simple.  So will do

direct mail, banner ads, and inserts, with inserts in the Register Guard likely to be the
most successful of the campaigns.

Mission

Mission is to provide the customer the finest meal and dining experience. Our
services will exceed the expectations of our customers. 

Marketing Objectives

1. Maintain positive, steady, growth each month.

2. Increase sales per month.
3. Experience an increase in new customers who are turned into long-term
customers.
4. Realize a growth strategy of one store per year.

Financial Objectives

1. Reduce the overhead per store through disciplined growth.

2. Continue to decrease the variable costs associated with food production.
37
Target Marketing

Mostly customer are hungry between the ages of 25 and 50, making up 53% of. The
most defined characteristic of the target market is income.  The different income group
are stores have been very successful in high rent, mixed-use urban and local areas, . 
These areas have a large day and night population consisting of business people and
families who have household disposable incomes .

Positioning

Positioning itself as a reasonably priced, upscale, of the restaurant. Consumers who

appreciate high-quality food will recognize the value and unique offerings of the
restaurant . Patrons will be both single as well as families, ages .

Positioning will leverage their competitive edge:

 Product. The product will have the freshest ingredients dishes, imported
cheeses, and organic vegetables,   The product will also be developed to
enhance presentation, everything will be aesthetically pleasing.
 Service. Customer service will be the priority.  All employees will ensure
that the customers are having the most pleasant dining experience.  All
employees will go through an extensive training program and only
experienced people will be hired. By offering a superior product, coupled
with superior service, restaurant will excel relative to the competition.

Strategy Pyramids

The single objective of restaurant in the ,Jaipur area, commanding a majority of the
market share within five years.  The marketing strategy will seek to first create customer
awareness regarding their services offered, develop that customer base, and work
toward building customer loyalty and referrals

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The message that we will seek to communicate offers the freshest, most creative,
health conscious, reasonably priced, in Jaipur .  This message will be communicated
through a variety of methods.  The first will be direct mail.  The direct mail campaign
will be a way to communicate directly with the consumer.  We will also use banner ads
and inserts in the Register Guard.  This will be particularly effective because the
Register Guard is a popular local paper that is consulted when people are looking
for things to do in Jaipur. 

The last method for communicating message is through a grass roots PR campaign. 
This campaign will leverage personal relationships with people on staff of the
Register Guard to get a couple of articles written about restaurant   One will be from
the business point of view, talking about the opening of the restaurant and the people
behind the venture.  This is likely to be run in the business section.  The second article
will be a food review.  In speaking with many different retailer and restaurant users,
significant increases of traffic followed articles in the Register Guard.  Because of this
level of effectiveness and low zero cost.

Marketing Mix

Marketing mix is comprised of these following approaches to pricing, distribution,

advertising and promotion, and customer service.

 Pricing. Pricing scheme is that the product cost is 45% of the total retail price.
 Distribution. Food will be distributed through a take out model where customers
can call in their order and come to the restaurant to pick it up, come into the
restaurant, place the take out order and wait for it to be completed, or come in
and dine at the restaurant.
 Advertising and Promotion. The most successful advertising will be banner ads
and inserts in the Register Guard as well as a PR campaign of informational
articles and reviews also within the Register Guard.

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  Customer Service. Obsessive customer attention is the mantra.  Philosophy is
that short-term profits. or in the long term, this investment will pay off with a loyal
customer base who is extremely vocal to their friends with referrals.

The Marketing planning process

STEP 1. The SWOT analysis is a very simple but effective means of carrying out
an initial assessment of your business/product.

STEP 2. Objectives & strategies? Must decide on these before we start to spend
that limited marketing budget!!

STEP 3. This is where we start to spend your marketing budget! These are the
actual tactics you will use to promote your business in the most cost-effective
way.One of the 4 'P's. Some products are priced too expensively and hence never
generate the volume they should, and some products are priced too cheaply and
never generate the profit they should.

One of the 4 'P's. Place refers to the means by which your customer acquires
your product. This includes the actual place it is purchased as well as the actual
route of distribution.

What are the products features? What are the benefits of those features? Do you
need all those features? Is it the product the customer is really interested in? Or
is it the back-up service?

Promotion: This is the P that most non marketers are familiar with, as it includes
the elements that most people believe to be marketing such as selling and
advertising etc.

Public Relations is, in my opinion, a vastly underrated and under-used weapon in

the marketing armoury - particularly so because of its potentially low cost

Advertising is the most widely known weapon in the marketing armoury, and
tends to be the most expensive!..

A model for thinking through how to generate sales leads

Clear, concise copywriting can make all the difference to your required end result
- sales!

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The quality of the business decisions you take is dependent upon the quality of
the information you have.

SWOT analysis
SWOT stands for
Strengths Weaknesses Opportunities Threats.

The SWOT analysis is a very simple but effective means of carrying out an analysis
about a restaurant product or services.

Strengths: what are the strengths of product or service ? What makes it better than
other product or services of the restaurant ? Are these strengths being sufficiently
exploited? Are they being sufficiently defended?

Weaknesses: what are the weaknesses of the product or service ? What makes it
inferior to other product or services? Are there strategies should be adopting to off set
these weaknesses? Should be removing these weaknesses completely?

Opportunities: what external factors are there that could be embraced if appropriate
resources were allocated?

Threats: what external factors are there that threaten to reduce market share.

Service Tips From the Inside.

Sales

What does it mean to operator and staff revenues to promote sales? If a professional
waiter serve good quality of service to the customer he can rewarded for that in the
monetary term more.. And it would only take about 8 hours a day for the professional
waiter to offer and present the service.!

Useful Sales Techniques and Scripting

41
Offer regional products! In Northwest region both locals and visitors alike seek the
Northwest experience via local destinations, food and aerated drinks .(also referred to
as culinary tourism). What’s features in your part of the world?

Say to customer, "You need to try some northwest food like Rajasthani thali ,.Dhai
vada , Special Mawa kachori , Dal kachori and Pure ghee Jalabi its add taste in your
meal.

Tray Service : Glassware & Crockery

Balancing glassware:& crockery in the tray so they touch, as it will stabilize the
balance as you move through a crowd. Place glasses on the tray first instead of on the
tables. Transferring the glasses & crockery on a tables from the tray after icing is far too
many extra steps.. Is the tray clean? Do not pick up dirty glassware or crockery by the
mouth/rim of the glass as you can get "cooties"! Wash your hands frequently. Is the
glassware & crockery clean? Is the food served at the proper temperature and is the
glassware &crockery are the same quality or the same size.

Coffee & Espresso How about a refreshing Coffee on the rocks or on the table
Coffee should not be refilled without first asking the customer. They may have just
finished blending their "perfect" cup of coffee with cream and sugar or it's finally cooled
to the temperature they prefer. When offering coffee don't forget to mention your
espresso service and flavored syrups available. Try this script, "Do you prefer ,cold
coffee or hot coffee" or any other drink which the customer like.

Presentation Serve cold drinks cold and hot drinks hot! Blended drinks (slurpee-style)
will separate with the crushed ice floating on the top if they are not delivered promptly
and it ruins the presentation.

42
Selling Verses Informing The idea is not to just sell for the sake of selling. That just
irritates the customer. The professional waiter crafts sales by offering information of
products that match the customers' tastes and values and include items that visitors
may not be aware of which broadens their options. It enhances their Northwest
experience

Marketing Mix – Product

What are the products features?

What are the benefits of those features?

Do you need all those features?

Where a different varieties product or services available to the customer technically it is

easy to charge the cost of the product or services from the customer
These features might be very clever, or even technically brilliant but unless they can be
appreciated by the customer and perceived to be of use by the customer then they
have no relevance. In many occasions the customer was left weather no instruction
booklet at all or was left with a document that more resembled a technical manual! All
the customer really needed was something which sets out in layman's terms exactly
how to use the product or services

! What will be the product or service offer to the customer ? Is it the product are really
interested in or the back-up service behind it? A clear understanding and recognition of
points like this will have a dramatic impact on pricing strategy

43
Depending on how important resources put into this area and how much expertise
choose to develop. It may be that the development of a thorough and efficient services
provided by the restaurant with the competitive edge . Alternatively, removing all
support for product or service and directing customers to alternative restaurant might
enable to reduce your overheads substantially and give your product or services a
different competitive edge - that of cost (and hence price).

If there an opportunity for expanding the product range? In the personal market, if
already have a customer who is satisfied with a product range then sometimes the
inclusion of additional products like this are not as obvious as it might seem and a bit of
lateral thinking is called for.

Marketing Mix – Price

As has been already stated in, price is one of the four Ps in the marketing mix and is yet
another weapon in the marketing armoury. The price decide to charge for a product or
service can support its positioning. Likewise a pricing which appears to be out of
synchronisation with the product and with the other marketing elements will only
confuse customers and hence lead to lower sales

Clearly defined and written pricing policy ?

We always visit the number of restaurant who use clear menu chart or prices this
help the customer to identified food content easily By offering a variety of product at
a lower price you can generate a lot of interest from customers in a relatively short
period of time and give yourself the opportunity to generate more business from those
customers in the fullness of time. A situation commonly encounter is where a company
bases its selling price on the cost of the product plus an internally agreed percentage or
margin. This calculation is done irrespective of product or market sector or customer

44
perceived value Also be aware of the sale price seems to be the low that a customer
considers in making a purchasing choice. A huge amount of research has been done on
this subject. Where as the customer placing an order will generally place price as the
number 1 factor in a list of factors such as delivery, service , functionality, etc;
customers will place it as only the number 3 or number 4 factor.

Marketing Mix – Promotion

Promotion: This is the P that most non marketers are familiar with, as it includes the
elements that most people believe to be marketing such as selling and advertising etc.
Unfortunately it is these same people who underestimate what marketing can do.
A huge amount of work should have been done prior to arriving at this stage in the
market planning process if a promotion is to be successful and profitable Too many
managers who have not been exposed to a market led approach all too often jump
straight to this stage in the process and commence to waste large sums of money and
effort. Even worse, they recruit a full-time marketing person to sort out the ailments of
the company and then expect the marketing person to produce a new corporate
brochure which will suddenly turn around the fortunes of the company.

If a company is not generating the sales or profits it should, then it is

usually not simply a failing of the company's promotional tactics! It is
usually something much more fundamental than this.

Hence the benefit of bringing in a marketing consultant as in order to take a

more global look to the restaurant weaknesses

This P in the marketing mix deals with all the communication such as PR, sales and
services , advertising,..

Marketing Mix – Place

45
Place refers to the means by which your customer acquires product. This
includes the actual place it is purchased as well as the actual route of
distribution. .

The Internet. Needles to say the internet offers a new "Place" to many business
sectors. It has enabled many middlemen to be by passed resulting in a price
advantage to be offered to the customer followed by the inevitable increase in
volume for the seller.This could be selling direct to consumer .

Business growth for you? Is there any way you could generate extra volume on the
internet? Given the relatively low set-up costs, you should be seriously looking at
this avenue! We do not need to set up a complex site, we may be able to set up a
simple income-generating site only I personally favour this approach because it
gives you enormous flexibilty in developing our commercial site - especially
useful for small businesses with little experience in this medium. We literally
develop the site over uncover the secrets to success for your market sector.
Costs are minimal.

Elements of the marketing mix.

Identified the four P's of the marketing mix

Product: Defines the characteristics of product or

service that meets the needs of customers.

Price: Decide on a pricing strategy - do not let it just

happen! Even if we decide not to charge for a service
(a loss leader), we must realize that this is a
conscious decision and forms part of the pricing
strategy.
Promotion: This includes all the weapons in the
marketing armoury - advertising, selling, sales
promotions, Public Relations, etc.
Place (or route of distribution): Some of the revolutions
in marketing have come about by changing this P.
Think of telephone insurance and the internet! A bit
of lateral thinking here
46 might reap rewards for
business.
The leap forward in thinking at the time was that it put the customer at the forefront of
the company thinking. Although marketing has got much more sophisticated over the
years, we still find this model a very useful way of communication .

There are a vast array of circumstances that will dictate which elements of the
marketing mix are to be employed and in which proportion. If we have put sufficient
time into accurately defining marketplace, market segment, product positioning, and
unique selling propositions then it becomes much easier to carry out this task

Public Relations / Media Relations

There is a range of activities which can be included under the "public relations" banner
and might involve liaison with a whole raft of organizations such as opinion formers,
trade associations, influencers and of course journalists. As mentioned earlier however
(literature) the argument needs to be pitched quite differently at all these various
groups. By composing copy aimed at these different groups and incorporating it into
press releases etc. a very efficient and productive communication programmer can be
implemented for relatively little budget. Once again the key is the ability to understand
what information these different readers would find interesting and want to read. Let's
assume you have a locally based or regionally based business,and customers are
therefore local consumers. local newspaper is constantly looking for stories to publish
and most businesses (even yours) will have events every now and again that are worthy
of coverage in the local press. A simple press release can be put together and, provided
it is pitched appropriately, stands every chance of being picked up by the local
journalist. The same situation exists if you are operating in the business to business
environment. These local newspapers still carry business sections of some description
and hence would be interested in local business stories.

If this strategy is successfully followed, over a period of time opportunities invariably

present themselves which really can provide restaurant openings to communicate what
would not be available to any of competitors.

47
Tips for an effective Press Release

The first simple step towards starting a public relations campaign. Here are10 tips to
help your press release makes the news.

1. Make sure the information is as newsworthy as possible.

2. Tell the audience that the information is intended for them and why they should
continue to read it.

3. Start with a brief description of the news, then distinguish who announced it, and
not the other way around.

4. the word should be easy to understand and in local language

5. Make sure the words of release are effective, as they are the most important.

6. Avoid excessive use of adjectives and fancy language.

7. Deal with the facts

8. Provide as much contact information as possible: Individual to contact, address,

phone, fax, email, Web site address.

9. Make sure you wait until you have something with enough substance to issue a
release.

10. Provide all the valuable services which are present in the restaurant.

Promotional schemes

Conversely it can be a very targeted weapon and an appropriate creative approach can
increase its perceived value well above its actual cost. These plastic sleeves were
produced with appropriate "slogans" on the front face. The result of this promotion was
that the restaurant were inundated with requests for this item by consumers and health

48
care professionals involved in promoting safer. This then resulted in considerable
media attention and hence considerable free advertising of the restuarant. It even
resulted in this promotional item being sold to health care professionals as they
proceeded to be of great help in spreading the safer message.

This promotion did not cost money; it actually turned in a profit!

Promotional scheme might be aimed at:

 Local area consumers

 Urban area consumers
 Foriener consumers

The objective of promotional scheme might be:

 to generate new customers.

 to entice current customers to use the product or services more

frequently .

 to entice current customers to offer other goods & services from the
restaurant .

 to reward current customers

Advertising

Advertising is the most widely known weapon in the marketing armoury. This is a paid
medium involving radio, TV, poster-sites, press, or direct mail. Each medium offers
several advantages and disadvantages which I will touch on below.

1. As far as small businesses are concerned, this is the marketing weapon they
are most familiar with and have most experience of.

49
 2. It can be a very expensive weapon and one that has very often left the small
business owners feeling 'cheated' because it has not generated the results they
were looking for.
3. One of the goals of this site is to point out to small businesses that there are a
number of other weapons that can be used to communicate their wares apart
from advertising, and that these other methods need not be expensive.
4. Any advertising that is done by a small business is (or should be) very targetted
and as such would not necessarily fit into any generalised 'rules' I might set out
here.

Television

Television, with its properties of sound and moving pictures, makes it the fastest and
most dynamic medium for selling products and services. Also consider the fact that
most people relax in front of the television and tend to "surrender" to it. The brain be
comes relatively inactive, therefore advertisements with a production quality that are
often far better than the quality of the surrounding programmes can have quite a
dramatic impact on the consumers minds directly.

Television is a useful medium for telling a story or for demonstration purposes. The fact
that viewers are very often in a relaxed mode also leads to one of the disadvantages of
this medium -- namely that the message needs to be easily understood. It is not like a
press advertisement where are you can re-read the information in order to clarify the
message.

With the explosion in television channels this is now not necessarily the case and a
relatively high degree of targeting can be achieved.

Cinema

The cinema is superficially very similar to television. But with two key differences.

50
1. The audience tends to be different age group and it easy to convey message to the
large group at a one time.

2. The audience is much more awake and hence more inclined to become involved in
a more complicated story.

Radio With the high regionalisation of radio stations this

medium can be very popular with small to medium-size companies attempting to build
up a local or regionalbusiness. It goes without saying that the production costs of radio
advertisements are a lot less than a TV or cinema advertisement and of course the cost
of the advertising space itself is a lot less because of the greatly reduced size of
audience.

Press

Press is a static medium - words and still pictures. It is therefore the prime medium for
communicating information in detail and. also, press advertisements can be kept and
referred to at a later date.

Reading is a dynamic activity and the mind is very much awake. The reader is very
likely to be actively seeking information and when the advertising message coincides
with the reader's interest the probability of the sale is massively increased. However, the

51
readers are also very selective and given the huge number of printed advertisements
available it is very easy for them to skip over the vast majority of them.
The key objective therefore in press advertising is to make sure the attention of the
reader is grabbed!

Posters

The poster, because of the way in which it is seen, is very different from newspaper or
magazine advertisements. Reading is usually a private activity and therefore
newspapers and magazines can carry advertisements for personal products which
could look out of place in more public settings such as on television or on posters.
Conversely, the poster is a highly public medium that can be seen by crowds of people
at any one time.

They also have the very distinct advantage of being at very specific locations. This
factor has been extensively used by the large supermarkets who wish to make the local
population aware of the proximity of their local store.

Design an Effective Logo

In order to effectively convey what it takes to create an effective logo, I think it is

important to outline the qualities of an effective logo.

* An effective logo is easy to recognize, even at a glance or at a distance

* An effective logo is easy to remember
* An effective logo tells people who you are
* An effective logo tells people what you do
* An effective logo suggests your service style

52
An effective logo may also have one "bonus" attribute that can make it not only
effective, but outstanding. Your logo may also convey your unique selling point.

Knowing what it is that an effective logo conveys, we can start to look at some design
qualities an effective logo has and doesn't have, and why they are important.

Interior & Exterior ( Colour Scheme)

Hopefully, your restaurant has a color scheme. Your scheme helps identify you and
should consist of two contrasting colors. From those two colors, you can also find
complimentary colors to use in the interior and exterior decoration of your restaurant.
Often, the color black or another third color can be used to make the primary colors
"pop". It's also good to know that certain colors have distinct psychological effects on
how people behave. You may have noticed that many large chain restaurants use the
colors red and yellow in their restaurant designs. These two colors make people feel
"excited". Research has shown that this excitement leads customers to eat more inside
the restaurants they are used in.

Gradients

A gradient is the resulting color pattern when one color fades into another color. This
effect may look artistic and interesting, but it muddles your logo and makes it harder to
recognize at a glance or distance

Bevels and highlights

Effects such as beveling, which makes the center of an object look raised while the
edge appears to "drop down", and highlighting serve to muddle an images appearance

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just as gradients do. While the effects look artistic and make the logo more interesting, it
also makes the logo more difficult to see at a glance or distance, and harder to commit
to memory. In logo design, too much detail results in a bad logo.

Fonts

One of the most common logo design mistakes is using a font that is too hard to read,
or putting a font on a background whose color does not contrast enough with the color
of the font, resulting in lettering that doesn't stand out enough. If the words on your logo
are lost because they are too hard to read, you don't have an effective logo.

Wording

What words you use in your logo and how they are emphasized based on the font size
and color will greatly affect your logo's ability to be recognized and remembered easily.
More importantly, a poorly worded logo will not communicate to your potential
customers who you are and what you do. Without communicating your identity and your
message, your logo might as well be a blue dot with no words.

Shape

An effective logo doesn't just need an easy to recognize color scheme, and words that
effectively convey what the business sells. An effective logo also needs to utilize a basic
geometric shape that helps identify the logo when someone is too far away to read the
words. Along with a basic two color scheme, a shape in a logo makes that logo very
easy to recognize. Think of McDonalds big yellow "M" or Burger King's split yellow
sphere (probably a bun) with a blue swoosh around the name and sphere. They create
basic shapes and color patterns that are easy to recognize as soon as the sign comes
into view, long before you are close enough to read the words.

Overall, you can summarize these design points by just reminding yourself to "keep it
simple"

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Controls

The purpose of marketing plan is to serve as a guide for the organization.   

Marketing Organization

The management , is primarily responsible for marketing activities.  This is in

addition to his other responsibilities, and does depend on some outside
resources for graphic design work, and creativity.

Contingency Planning

Difficulties and risks:

 Problems generating visibility.

 Overly aggressive and debilitating actions by competitors.
 An entry into the market of an already existing restaurant.

Worst case risks may include:

 Determining that the business cannot support itself on an ongoing basis.

 Having to liquidate equipment or intellectual property to cover liabilities.

Cross promotion

What is a Cross Promotion?

When two or more groups (businesses, government agencies, or nonprofit agencies)
with shared values and markets act together to reach their shared markets more
memorably, efficiently, frequently, and credibly. They "walk their talk" by thinking about

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the customer first, rather than the product, and looking for other ways the customer
would gain convenience, savings, awareness, or other benefits through the joint efforts
of multiple vendors reaching out to them.

Benefits of cross promotion :-

Broadens your customer base: When two more companies team up, more
customers can be reached. The team effort will broaden your chances of gaining more
customers. It allows you to reach people that you would not have otherwise targeted.
Since you are working with others who are in touch with other groups of people, you
have the potential of expanding your company's market. You get to meet the clients of
your business partner - and they in turn, get to meet yours, so it amounts to being very
beneficial to both the parties. Cross promotion can also be referred to as networking.

Time saving device: Cross promotion amounts to saving time. Since both businesses
are putting in a lot of effort to promote each other and themselves, more people are
reached at a quicker pace. In cross promotion, the workload gets distributed among the
two or more businesses, and thus the people assigned to carry out marketing tasks can
finish them in the assigned time limit.

Money matters: Cross promotion saves quite a bit of money. Both businesses enjoy
more profit, as more income is generated. The expenses and responsibilities are shared
between the businesses. When there is a combination of two or more businesses in
marketing, it proves to be more beneficial. Cost sharing is a major factor that should be
taken into consideration. Money saved is money earned.

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Increasing the advertising exposure: As we all know, advertising plays a very
important part in increasing business; and cross promotion enables both businesses
involved to gain more exposure. It is like killing two birds with one stone; each business
individually advertises for both of the businesses.

How to Take the Right Steps to Cross-Promoting.

1.Target your specific market. Pick a niche market you want to reach better, more,
differently, memorably, or credibly (for example, frequent business travelers,
entrepreneurs, new parents, Human Relations managers seeking gifts for promoted
employees, outdoor enthusiasts). Consider beginning with entrepreneurs and "Walk
Your Talk" to reach out to them.

2.Start safely and successfully. Choose a "quick-start," low-risk first action to propose
to a potential cross-promotional partner.

3. Propose partnership to someone you know already or who has a very strong mutual
interest in the same market. Demonstrate goodwill and commitment to partnering by
making the first cross-promotional action even more beneficial to your partner than to
you.

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4. Get concrete. Be very specific with your partners about what each of you will
contribute (including time, money, products or services, employees' participation, store
space) and how you will benefit. Then write a simple agreement for all partners to read
and approve.

5. Just do it! Carry out your first cross-promotional action with as much forethought,
care, and fun as you might any newly valued venture or friendship -- which it might be.

6. Plentiful praise. Thank your partner(s), employees, guests, vendors, and any others
who even remotely helped to make the action happen. Also, praise them to each other.

7. De-brief immediately. Immediately after the action, compare notes about the level of
success, needed improvements, and -- if considered mutually successful -- the next
cross-promotional action on which to embark.

CROSS PROMOTION BETWEEN 1589 ALBERT’S AND MOBILE STORE

Brief:-

On Mobile store 1589 Albert’s restaurant presents 10 percent discount on meal on any
mobile purchase below Rs.10000 or meal voucher worth Rs.100 on the purchase of any
mobile above Rs.10000.

Duration of the activity :- 30 days.

Deliverables by 1589 Albert’s restaurant :-

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  Discount of 10 percent on meal for any mobile purchase below Rs. 10000 on
Showing the bill of Mobile store at 1589 Albert’s restaurant.

 Meal voucher worth Rs.100 for any mobile purchase above Rs.10000.

 Keep brochures and offers of Mobile store at 1589 Albert’s restaurant.

 Four posters of A3 size and one standee of 1589 Albert’s restaurant at entrance.

Deliverables by Mobile Store :-

 Allow space for four posters of A3 size and one standee of 1589 Albert’s at store
premise.

 Give meal voucher on purchase of any mobile above Rs.10000.

Terms and Conditions :-

 Offer valid up to 5 days from purchase date of every mobile.

 Must show bill and meal voucher at the time of order.

 Offer valid only from Monday to Saturday.

 There should be minimum bill amount of Rs.300 to avail discount.

Suggestions by the mobile store Regional head(Rajasthan):-

 There is a special meal (thali) package coupons for any mobile purchase above
Rs.10000.

 Select any four mobile store outlet for cross promotion.like

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  Crystal palm
 Gaurav tower
 Apex mall
 Bani park.

 On every outlet one A4 size poster of 1589 ALBERT’s Restaurant and a standee.

What is Direct selling?

Direct selling, which is also called network marketing, is a form of sales where a product
or service is sold face to face. Companies that participate in direct selling hire people
that are given the title of independent contractor, representative, distributor, consultant
or other similar terms. People that are very outgoing and social make the best direct
sellers. Many times, direct selling occurs in the home by hosting parties where an
independent sales representative performs a product demonstration.

Ways to Direct selling?

 First greet the customer with a sweet smile.

 Introduced them with the brand and products.

 Listen the order attentively and serve in a proper way.

 Solve any query of the customer.

 Take the feedback from the customer about the Food Quality and taste.

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Benefits of Direct Selling

 Direct selling is a good way to meet and socialize with people.

 Direct selling offers flexible work schedules.

 Direct selling is a good way to earn extra income.

 Direct selling is a good way to own a business.

 Earnings are in proportion to efforts.

ESCORT FORTIS 1589 EXPRESS OUTLET

POSITIVES POINTS

 The environment of the outlet is hygienic along with well maintained sitting
arrangements.

 The display of the bakery items was quite impressive.

 The staff behavior is attentive and helpful towards the customers.

 The staff behavior is helpful towards the trainees and they also tell some usefull
thoughts .

NEGATIVES POINTS

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  The display menu is not properly maintained and it creates confusion among the
customers about the availability of the products .

 The products prices should be appropriate and there will not be any frequent
alteration in the prices as well as in the size of the product.

 The printer and the premix tea making machines creates regular inconvenience
to the staff .

1589 EXPRESS OUTLET (SDMH)

POSITIVES POINTS

 The environment of the outlet is hygienic along with well maintained sitting
arrangements.

 The display of the bakery items was quite impressive.

 The staff behavior is attentive.

 The staff behavior is helpful towards the trainees and they also tell some useful
thoughts.

NEGATIVES POINTS

 The display menu is not properly maintained and it creates confusion among the
customers about the availability of the products.

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  The products prices should be appropriate and there will not be any frequent
alteration in the prices as well as in the size of the product according to the
customers income level.

 The printer and the premix tea making machines creates regular inconvenience
to the staff .

 There should be arrangement of thali and drinking water.

RESEARCH METHODOLOGY

Phase first .My research is about the restaurant market in jaipur. In which I have to visit
different reputated restaurants in jaipur and obseve the key factors of the restaurant and
fill up the available observation sheet .It is of descriptive type.

Phase second. In this phase we have suggested two bakery items for selling in their
food outlets at santokaba durlabji hospital and escort fortis hospital. Then after we do
direct sell of the bakery items for one hour at their outlets.

Phase third. In this phase we do the cross promotion of the restaurant along with the
mobile store at jaipur.

Title of the study

Market research,review and cross promotion.

Duration of the Training

The summer training has been completed in a period of 60 days.

SOURCE OF DATA COLLECTION

Both Primary and Secondary data was collected.

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Primary data is the first hand information collected directly from my observation . The
tool used here is observation questionnaire .

Secondary data is collected through internet, books, brochure of the restaurant.

ANALYSIS OF PRIMARY DATA

On the basis of outputs (which are shown in the annexure) the various factors which are
taken into consideration while deciding about the key factors which influences the sells
of an restaurant can be interpreted. These ranges of factors begin with services, food
quality, atmosphere etc. .

Significance of the study

Significance of the study is that it will provides lots of useful information about the
different restaurant that can be useful from the perspective of our restaurant.

Sample Size : 10 Restaurants, 10 Food outlets.

Area of Research : JAIPUR

INTERPRITION AND DATA ANALYSIS

I. AN OVERVIEW :This section shows an simple overview of my
observation at the restaurant about the age-group of customers, food ,
services, atmosphere.

(a) Age-profile: age-group wise distribution of customer present at the

restaurant.

S.no. Age-group customers percentage

1. 18-24 9 9%

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 2. 25-34 26 26%
3. 35-44 40 40%
4. 45-54 14 14%
5. 55-64 7 7%
6. 65+ 4 4%
Total 100 100%

age-group
4% 9%
7%

18-24
14% 25-34
35-44
26% 45-54
55-64
65+

40%

INTERPRETATION :

In this survey I found the maximum number of respondents belongs to the age
group of 35-44 years, followed by 25-34 years of age category.

(b) Food : Which aspect of the food impresses more like.

 Taste
 Temperature
 Quality
 Presentation

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 Food quality

presentation
taste
temperature
quality

INTERPRETATION :

It represents that the taste, quality and temperature of the food is impresses more to
me in my observation at the restaurant.

(c)services: Which aspect of the service impresses more to me like.

 Attentive staff
 Efficient service
 Symphathetic handling of complaints
 Staff has adequate food and beverages knowledge
 Friendly and polite behavior of staff

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 Service

Attentive staff
Efficient service
Symphathetic handling of
complaints
staff knowledge about menu
friendly andpolite behaviour of
staff

INTERPRETATION :

It represents that the all aspect of the services at the restaurant are moreover the
same.

FINDINGS

 In this research I found that the customers are looking not only for one aspect of
either the services ,food , atmosphere at the restaurant but all the aspects of the
services.
 Many of the people are not aware about the1589 albert’s restaurant.
 At the 1589 albert’s restaurant the Menu cards are not adequate in no.s or are
not as attractive as other restaurants cards.
 The prices at the restaurants and outlets of the clark’s are quite high .

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 MENU PRICE COMPARISON(Restaurants)

ITEMS(rows Four- Surya Dasa- San- LMB Albert Laz- Dana BM Ta

below) / Sea- Maha prakash kalp (Res.) s eez Pani B n
FOOD OUTLET sons l 1589 Su
(column) kh
Masala dosa 105 71 100 95 85 75 75 50 50

Idly Sambar 55 55 70 55 55 55 65 45 30

Paneer 125 140 155 120 145

Makhani
Navratan 110 150 175 120 175 160
Korma
Dal 100 100 115 125 110 95 90 110
Makhani
Jeera Aloo 85 90 95 125 95 90

Dal Tadka 100 90 110 110 95 65 100

Thali 150 135 200 333 199 210 135 120

Veg. chowmein 110 115 115 155 95 95 75 90

Steamed / Boiled 55 12 45 75 65 80 50 75
Rice
Veg. Biryani 85 35 90 140 155 100 100

Tandoori Roti 11 13 20 12 5 10 10

Naan 28 38 40 26 25 25 35

Veg.Manchurian 120 120 165 115

Aerated / Soft 35 20 25 30
Drinks

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 MENU PRICE COMPARISON(Food Outlets)

ITEMS(rows Fortis Durlabji Red Vinegar Jan Mamu’ Vardh- Café Vinega EP
below) / 1589 1589 fres veg Ahar s aman Exp. r
FOOD Exp. Expres h cafe (G.T)
OUTLET s
(column)
Samosa 10 10 10 20 10 15

Rice 45 40 35 60 30 30

Idly Samber 35 30 25 25 25 30 30

MasalaDosa 45 35 30 35 35 35 50

Tea 10 7 5 4 6 10

Hot Coffee 15 10 7 15 5 25 10 15 15

Veg. burger 35 30 15 45 15 30 25 25

Bread 15 10 20
Pakora

Pastry 40 30 20 20 25 35

Roll 30 30 40 35

Poori Bhaji 40 30

Veg. 45 35 20 50 15 30 25 40
Sandwich

Veg. puff 15 10 10 10 15

Pizza 60 90 79 75

Veg. 45 35 30 50 30 50
uttapam

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RECOMMENDATIONS

 The prices of the restaurant and outlet should be proper according to the market.

 There is a need of more advertising of the restaurant and outlets at the city
level..

 The menu card at the restaurant should be adequate in no. as well as make them
more attractive.

Objectives:

The objective to conduct this study is that what are the factors on which the clark,s amer
jaipur focuses so that their sells at the restaurant will increases significantily.

LIMITATION OF THE RESEARCH

 This research reflects on individual customer in JAIPUR only. So findings and

suggestions given on the basis of this research cannot be extrapolated to the entire

population.

 The research is based on the observation of the researcher so this would not
exactly represent the entire customer perspective

CONCLUSION
The conclusion is that to improve the sell at the restaurant’s and outlet we have to focus
collectively all the aspects of food, atmosphere, services provided to the customers.

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Annexture:- SURYA MAHAL

INTRODUCTION

Cuisine Served: Indian, Continental, Chinese, South Indian, Pizzas, Ice Cream,

Multi- cuisine Vegetarian

Restaurant Address: MI ROAD Jaipur-302001,Rajasthan

Restaurant Telephone #: 0141 - 5112412

Restaurant Capacity: 50-80

Bar Facility: No Liquor Service

Airconditioning: Airconditioned

Smoking Area: Non Smoking Restaurant

Banquet Facility: No Banquet Facilities

Restaurant Entertainment: Take away food service, Free home delivery

Credit Cards Accepted: Diners, VISA, Mastercard

FOOD

 Presentation of food was not impressive & the taste of has not met my
expectations.

 Food quality has to certain degree not met my expectation.

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SERVICE

 The service of the food items were too late and has disappointed me.

 The staff has adequate beverage and food items knowledge.

 They have a personnal at the entrance for welcoming the customers and he
would informed the customers about the space availability.

ATMOSPHERE

 The external appearance of the restaurant is quite impressive and decorated

with the lighting and have a hut like structure.

 Restaurant has a classic view having wooden furnitures and dim light dinner
arrangements.The temperature of restaurant is appropriate and the AC’S are
on.

 Tables are arrange in a well mannerd way having two types of table covers
(white and colored) on it and the crockery is of ceramic made placed well
orderly on table and cutlery is placed on both sides of plate.

 The atmosphere is hygienic.

SPECIAL

 They have thali in the special.

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MENU CONTENTS

ITEMS PRICES

Masala Dosa 71

Idly Samber 55

Navratan Korma 150

Dal Makhani 100

Jeera Aloo 90

Dal Tadka 90

Thali 135

Veg. Chowmein 115

Steamed/Boiled Rice 78

Veg. Biryani 115

Tandoori Roti 12

Naan 35

Lassi 35

Plain raita 47

Green Salad 32

Veg. Burger 61

Veg. Sandwich 40
Chana Masala 84
Rajma Masala 82
Hot Coffee 28
Cold Coffee 55
Tea 22
Black Tea 39

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Cheese Pizza 75

CAFÉ EXPRESS FOOD OUTLET

INTRODUCTION

Cuisine Served: South Indian, Indian,Fast food.

Food outlet Address: Escort Fortis Hospilat,J.L.N Road,Jaipur,Rajasthan

Food outlet Capacity: 20-50

Smoking Area: Non Smoking Food outlet

FOOD

 The presentation of the food is good and they uses simple Known names for
food items like Veg.paties instead of Veg. puff.

 The taste of the food(Burger) has disappoint me.

SERVICE

 The staff is attentive in service and have polite and friendly dealing with
customers.

 The staff has adequate beverage and food items knowledge.

ATMOSPHERE

 The food outlet appearance is good along with the staff appearance.

 The tables are well arranged inside and outside the food outlet area.

 The location of the food outlet is impressive and the food outlet is hygienic too.

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BIBLIOGRAPHY
www.google.com

www.wikipedia.com

www.clarksamer.com

Research method of management by U Author: U Bhojanna

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All Rights Reserved
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