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CHINESE RESTAURANT

MARKETING PLAN
Bilal Hamid
BBE / 537
9/12/2009
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TABLE OF CONTENTS
Contents Pae !
Executive Summary
3
!ar"et Nee#$
%
!ar"et A&a'y$i$
%
!ar"et Tre&#$ ((
5
!ar"et )r*+t, ((
5
!i$$i*& ((
5
Service -..eri&/
(( 0
1*$iti*&i&/
(( 0
S2-T Summary
(( 7
-34ective 5 Strate/y
(( 6
Bra&#i&/ 5 !e$$a/i&/
( 9
Strate/y 1yrami#$
(( 10
!ar"eti&/ !ix
( 11
7i&a&cia' A&a'y$i$
12 8 17
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Executive Summary9
M"# C$en Leon Tan is a C$inese National an e%&e"t 'oo( )$o is inte"ested in o&enin
a C$inese Resta*"ant in Ka"a'$i# He $as t$e 'a&ital o+ Rs# ,-...-...#
M"# Tan $as di"e'tl/ in0ested Rs# 1-2..-... in t$e 3*siness and $old 3a'( Rs#
1-,..-... +o" 4o"(in Ca&ital Manaement#
He "ented a 3*nalo) in PECHS- and &aid Rs# 5..-... to land6lo"d as se'*"it/ de&osit#
His main in0estment )as on +i%t*"es# He $i"ed 2 &eo&le to "*n t$e "esta*"ant +"om
)$i'$ 1 a"e '$e+s#
T$e lo'ation o+ t$e "esta*"ant is s*""o*nded 3/ t$e "esidential 3*nalo)s- )$e"e $e
estimated 1..-... &otential '*stome"s#
M"# Tan7s is +ollo)in t$e lon te"m +inan'ial o38e'ti0e t$e"e+o"e $e 'a"e+*ll/ &"i'es
t$e men* 3e'a*se $e *nde"stands t$at t$e"e is ood ma"(et "o)t$ +o" $is 3*siness
in 962 /ea"s time#
T$e Resta*"ant $as a 'lea" mission o+ t"eat '*stome" on 3est &ossi3le le0els +o"
ea"nin "e&eat 3*siness#
M"# Tan7s o++e"in in'l*des 1.. : sele'ted meals and desse"ts )it$ t$e a0e"ae item
'ost Rs# 1;<# M"# Tan set $is 'ont"i3*tion ma"in +o" t$e 1
st
/ea" is 19= )$i'$ $e $as
t$e &lan to "ise in t$e 'omin /ea"s in "ation )it$ t$e o&e"atin 'ost#
M"# Tan7s Ma"(etin o38e'ti0es in'l*de ad0e"tisement and e0ents a""anements- 3*t
sin'e $e 'annot a++o"d to s&a"e la"e ma"(etin 3*det $e is mainl/ $e is "el/in on
)o"d o+ mo*t$#
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T$e estimated sales and in'ome statements +o" t$e "esta*"ant is atta'$ed- )$i'$
&"edi'ts t$at it )o*ld ta(e a3o*t 2#, >ea"s ? 9,-... '*stome"s to M"# Tan to 3"ea(
e0en )it$ t$e total 'ost @in0estmentA#
!ar"et Nee#$9
T$e Cit/ o+ Ka"a'$i $as "eat &otential +o" '*lt*"al di0e"si+ied +oods# T$e
Ka"a'$itees lo0e +ood and t$e/ li(e to e%&e"ien'e in it#
T$e"e a"e almost 9.: C$inese Resta*"ants a"e o&e"atin in 'it/- 3*t small B*antit/
o+ t$em a"e t"*l/ satis+/in t$e taste and "eB*i"ements o+ t$ei" '*stome"s#
Most o+ t$e C$inese Resta*"ants o&e"atin in t$e Cit/ a"e "*n 3/ t$e Lo'als-
T$e"e is a need +o" a t"*l/ sini+i'ant C$inese "esta*"ant )$i'$ is o&e"atin *nde"
nati0e C$inese '$e+s#
M"# C$en Leon Tan is t$e C$inese National# He $as e%&e"ien'es in C$inese
'oo(in# It )o*ld i0e $im a o&&o"t*nit/ to +ill t$e ma"(et need#
T$e 'ons*me"s )ill +eel t$e di++e"en'e and an e%'itin e%&e"ien'e#
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!ar"et A&a'y$i$
G"o)t
$
1..5 1.1. 1.11
1*te&tia' Cu$t*mer$
A#u't$ 9= 1..-..
.
1.9-..
.
11.-19
.
Tee& a/e ,= 29-... 27-2.. 7.-<.,
-..ice em:'*yee$ 1= <-... <-.2. <-111
T*ta' %(50; 106<0
00
175<0
00
163<0
75
!ar"et Tre&#$9
T$e"e is a Ma"(et T"end "isin t$at &eo&le t"/ to '$oose $ealt$/ +ood "at$e" t$an
t$e 8*n( +ood#
T$is Ma"(et T"end is a"isin d*e to 0a"io*s diseases s*'$ as 'a"dia' a""est- $i$
'$oleste"ol et' )$i'$ o''*"s d*e to t$e $i$ '$oleste"ol +ast +oods#
T$e media is 0i3"ant on t$is iss*e also#
On t$e ot$e" $and- C$inese +ood a"e )o"ld6)ide "eno)ned +o" t$ei" $ealt$/
in"edients )$i'$ a"e not onl/ ood +o" stoma'$ 3*t also ood +o" t$e $ealt$#
T$e T"end o+ ta(in $ealt$/ +ood )ill 'ontin*e to "o) in t$e +*t*"e#
!ar"et )r*+t,9
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T$e"e is an o0e"all Ma"(et G"o)t$ seen in t$e "esta*"ant sements#
T$e"e a"e man/ inte"national +ast +oods '$ains a"e s*''ess+*ll/ o&e"atin in t$e
ma"(et#
T$e "o)t$ in Ta"et Ma"(et o+ C$inese Resta*"ants is also ood#
T$e"e is a sement o+ &eo&le )$o en8o/ t$e 'alm en0i"onment +o" t$ei" eatin o*t
and at$e"ins#
T$e C$inese Resta*"ant is t$e &la'e )$e"e one 'an e%&e"ien'e t$e easte"n '*lt*"al
0al*es#
!i$$i*&9
O*" mission is to deli$t t$e '*stome" )it$ o*" se"0i'e and +ood#
P"o0ide '*stome" t$e )el'omin en0i"onment )$e"e t$e/ +eel 'om+o"ta3le
to e%&e"ien'e ne) +ood
And o++e" t$em t$e 3est 0al*e +o" t$ei" mone/- &"o+ita3l/C
Service -..eri&/9
T$e Resta*"ant )ill o++e" C$inese dis$es )it$ 0a"iations men*s in C$o&s*e/- Fis$- P"a)n-
4onton- C$i'(en- Bee+- Noodle- Ri'e- Hot D Cold E"in(s- I'e6'"eam and Fa"io*s So*&s#
1*$iti*&i&/9
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T$e main &ositionin o+ t$e "esta*"ant is +o'*sed on t$e +amil/ o"iented &ea'e +*ll-
$ealt$/ and B*alit/ dine o*t e%&e"ien'e#
T$e o0e"all &ositionin is t$e 0al*e added '*stomiGed se"0i'e )$e"e '*stome" is
0al*ed and "es&e'ted#
S2-T Summary9
T$e e%&e"tise o+ M"# Tan in C$inese 'oo(in is t$e main st"ent$ o+ "esta*"ant- )$e"e
$e is 'on+ident +o" t$e "e&eat 3*siness# T$e o++e"in in'l*des 0a"iet/ o+ C$inese dis$es
t$e a"ea is s*ited +o" t$e "esta*"ant 3*t to initiate t$e 3*siness t$e la"e" o&e"ational
e%&enses )o*ld 3e "eB*i"ed to meet t$e B*alit/ as )ell as t$e e'onomi'al '"ises#
Stre&/t,$9
M"# C$an Leon Tan $as $is t"*e e%&e"tise in t$e a"ea o+ Coo(in C$inese Eis$es#
He is 'on+ident t$at $is e%&e"ien'e and e%&e"tise is 3ette" t$an an/3od/ in t$is
&a"ti'*la" a"ea#
4e o++e" $ome deli0e"/ in t$e 1 (m s*""o*ndin a"ea#
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T$"o*$ o*" )e3site- '*stome"s 'an lea"n mo"e a3o*t t$e $ealt$/ +ood and ta(e
ad0antaes o+ lea"nin a3o*t t$e in"edients )e *se in o*" +ood#
2ea"&e$$e$9
Additional +*nds a"e needed to maintain t$e B*alit/ o+ t$e e%&e"ien'es o++e"ed and
meet +*t*"e &"o"am demands#
4e donHt $a0e la"e 3*det o+ ma"(etin t$e"e+o"e )e +i"st "el/ on )o"d o+ mo*t$#
T$e t"ainin and o"ientation o+ ne) sta++ is "eB*i"ed#
-::*rtu&itie$9
T$e a"ea o+ PECHS is st"atei'all/ is on ood lo'ation +o" Resta*"ant- as it is
s*""o*nded )it$ 3*nalo)s- and t$e in'ome le0el o+ &eo&le a"e 0e"/ ood#
In ene"al &eo&le li(e to dine o*t and 'a"in o*t di++e"ent e0ents in "esta*"ants-
t$e"e+o"e t$e o&&o"t*nities a"e o30io*s#
T$e"e is no C$inese "esta*"ant in t$at a"ea )$o is o++e"in $ome deli0e"/#
T,reat$9
Ec*&*my9 +*ll "e'o0e"/ +"om '*""ent "e'ession ma/ ta(e time#
T,e BB= $:*t$I o++e"in t"aditional BBJ +ood to &eo&le on +e)e" &"i'es t$an o*"s#
>*a# S,e##i&/I 'ost mo"e 'a&ital to maintain t$e Ai" 'onditionin en0i"onment
$en'e dist*"3s &"i'e st"*'t*"e as )ell#
7i&a&cia' -34ective$9
To al)a/s maintain a minim*m 'as$ 3alan'e o+ Rs# 1..-...#
To a'$ie0e sales o+ Rs# 19-...-... in /ea" one
!ar"eti&/ -34ective$9
T$e o38e'ti0e is to &"o0ide a e%&e"ien'e o+ eatin C$inese +ood in a "ela%ed
en0i"onment to as man/ &eo&le as &ossi3le#
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On a0e"ae 3asis t$e o38e'ti0e is to ain 3*siness t)i'e a mont$ +"om a sinle
'*stome"- )$et$e" itHs dined in o" ta(e a)a/#
T$e o38e'ti0e is to a)a"e &eo&le a3o*t t$e 3ene+its o+ $ealt$/ +ood t$"o*$
)e3site and ot$e" media#
Tar/et !ar"et Strate/y9
T$e +i"st ta"et ma"(et st"ate/ is t$e +amilies and 'o*&les to en8o/ meal at
"esta*"ant#
T$e se'ond ta"et ma"(et st"ate/ to int"od*'e meals to t$e teen ae "o*& )$o
s&end 1.. to 9.. on BBJ and on Fast +ood#
T$i"d Ta"et ma"(et st"ate/ is to int"od*'e o*" men*s in t$e s*""o*ndin
'om&anies $ead o++i'es "esidin t$e nei$3o"$ood 3*nalo)s +o" t$ei" 3*siness
l*n'$ o"de"s deli0e"/#
Bra&#i&/9
4it$ o*" (ind o+ o++e"in- 3"andin is a slo) &"o'ess o+ )o"d o+ mo*t$ and "e&eat
3*siness# 4e do $o)e0e" need to *se t$e loo on o*" )e3site and on &"omotional
3"o'$*"es )$i'$ de&i'ts t$e im&o"tan'e o+ $ealt$/ diet# 4e also need to al)a/s )o"(
to)a"ds esta3lis$in o*"sel0es as t$e a'(no)leded e%&e"ts in o*" +ield#
!e$$a/i&/99
Ad*ltsI Ta(in $ealt$/ and 3alan'e +ood $el&s n*"t*"in 3ette" +amil/
and "elations$i&#
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Teen aeI H/ieni' and lo) +at +ood is ood +o" de0elo&in minds#
O++i'e em&lo/eesI Ee0elo& 3ette" "elations$i& )it$ /o*" '*stome"s 3/ o++e"in t$em
$ealt$/
B*siness l*n'$#
Strate/y 1yrami#$9
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!ar"eti&/ !ix9
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1r*#uct !ar"eti&/9
P"od*'tI $i$ B*alit/ and $ealt$/ +ood a''om&anied 3/ &e"sonal se"0i'e- di++e"entiated +"om
'om&etition B*alit/ )it$ t$e o0e"all 3"and st"ate/ $as &"o0en to 3e a s*''ess+*l a&&"oa'$
ene"atin $i$ le0els o+ "e&eat 3*siness#
1rici&/9
Our pricing needs to match our positioning, we cannot afford high end or cheap prices therefore we go for the economical pricing
strategy:
The average pricing of the most demanded items are as follows: -
Average Soup Menu Price: Rs !"#
Average $houpsuey Menu Price: Rs !%&
Average 'ish Menu Price: Rs &("
Average Prawns Menu Price: Rs &))
Average $hic*en Menu Price: Rs !+(
1r*m*ti*&9
Our Promotion Strategy focus on html ,ased -mails a,out our meals, menu additions, update menu pricing and services to
our customers
The email addresses will ,e o,tained through the feed,ac* forms which we ,ring with the ,ill to the customer
A#verti$i&/9
4e do not $a0e a la"e ad0e"tisin 3*det and )ill not 3e ad0e"tisin in t$e &"int media#
Instead )e dist"i3*te o*" 3"o'$*"es in t$e ta"et ma"(et t$"o*$ ne)s&a&e" $a)(e"s#
4e also +o'*s on So'ial Res&onsi3ilit/ Ma"(etin 3/ in0itin $os&italiGed '$ild"en +o" +"ee
l*n'$ and o++e"in sinle +"ee l*n'$ 'o*&ons to nei$3o"$ood s'$ool '$ild"en so t$e/ 3"in
t$ei" &a"ents +o" l*n'$- et'#
T$is 'am&ain 'an $el& ainin t$e "esta*"ant "es&e't in t$e a"ea- 3"and "e'onition and
&"int media 'o0e"ae as )ell as it )ill $el& att"a'tin ne) +amilies to 0isit t$e "esta*"ant#
Im:'eme&tati*&9
4e )ill manae im&lementation 3/ $a0in a )ee(l/ meetin )it$ t$e sta++ to ma(e s*"e t$at )e
a"e on t"a'( )it$ o*" &lan#
7i&a&cia'$9
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Total B*det ,-...-...
Hold Mone/ +o" 4o"(in Ca&ital Manaement 1-,..-...
Sa+et/ Ee&osit @Land lo"dA 5..-...
Balan'e 1-7..-...
S*&&lies D P*"'$ases
A?Cs 1.;-...
Gen6sets 7..-...
C*tle"/ 19.-...
Ca"&et D Ee'o"ation 1.-...
Coo(in Rane 1.-...
Eee& +"eeGe" D F"ide <.-...
F*"nit*"e 1..-...
Stationa"/ D P"intin 9-...
Com&*te" D Comm*ni'ation 19-...
Mis' 9-...
Se'tion Total 1-<2<-...
Balan'e <<7-...
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1r*#uct C*$ti&/ 9
@Ra) Mate"ial : Ca""iae inA
A0# So*& Men* Cost KKKKKKKKKKKKKK# 115
A0# C$o*&s*e/ Men* Cost KKKKKKKKKK# 1,1
A0# Fis$ Men* Cost KKKKKKKKKKKKKK## <.<
A0# P"a)n Men* CostKKKKKKKKKKKKK# 151
A0# C$i'(en Men* CostKKKKKKKKKKKK# 191
I&c*me 7*reca$t$9
Fo"e'asted In'ome Statement
1..5
Sales 1-.1
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7-1.9
Cos
;;
,-,<5
G"oss P"o+it
1
32<000
O&e"ational
E%&ensesI
7ix C*$t
Rent
19.-
...
Ltilities
,.
-...
Sala"ies @% 2A
5.
-...
Se'tion Total
1;
.-...
Ma"(etin D P"omotional E%&ensesI
B"o'$*"es P"intin D
Eist"i3*tion
19
-...
S&e'ial In0itation D F"ee
Co*&ons
1.
-...
Banne"s D Sin3oa"d
1.
-...
Se'tion Total

99-...
EBIT
@1.
1-<<,A
EAT
?20
2<33%@
Fo"e'asted In'ome Statement
1.1.
Sales
1-5.
1-99.
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Cos
1-91
<-.;7
G"oss P"o+it
3
76<%03
O&e"ational
E%&enses
Fi% Cost
Rent
12.-
...
Ltilities
9.
-...
Sala"ies @% 2A
52
-...
Se'tion Total
<.
2-...
Ma"(etin D P"omotional E%&enses
B"o'$*"es P"intin D
Eist"i3*tion
9
-...
S&e'ial In0itation D F"ee
Co*&ons
1.
-...
Banne"s D Sin3oa"d

6
Se'tion Total

19-...
EBIT

97-,2<
In'ome Ta% 9=

1-;7<
EAT

5%<590
Fo"e'asted In'ome Statement
1.11
Sales
5-77
7-.52
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Cos
;-9.
1-;1<
G"oss P"o+it
1<2
75<273
O&e"ational
E%&enses
Fi% Cost
Rent
17.-
...
Ltilities
2.
-...
Sala"ies @% 2A
1.1-
...
Se'tion Total
<<
1-...
Ma"(etin D P"omotional E%&enses
B"o'$*"es P"intin D
Eist"i3*tion
9
-...
S&e'ial In0itation D F"ee
Co*&ons
1.
-...
Banne"s D Sin3oa"d

6
Se'tion Total

19-...
EBIT
51
;-17<
In'ome Ta% 9=

,2-,1,
EAT
6
61<600
C*&tri3uti*& !ar/i&9
I+ t$e "esta*"ant sets $i$e" &"i'e its sales )ill a++e't- and i+ "esta*"ant sets t$e lo)e" &"i'e so its
&"o+its# T$e"e+o"e t$e "esta*"ant s$o*ld set mode"ate &"i'e and sea"'$ )a/s to lo)e" +i%ed and
&"od*'t 'ost to a'$ie0e t$e Ta"et P"o+it#
Cont"i3*tion Ma"in 1..5 19=
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Cont"i3*tion Ma"in 1.1. 1;=
Cont"i3*tion Ma"in 1.11 11=
Brea"8eve& A&a'y$i$9
To B"ea(6e0en )it$ total in0estment o+ ,-...-... t$e "esta*"ant $as to se"0e 9,-...
'*stome"s#

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