Problem Statement: How to find the market of a

dish of INR 2crore?

Key Stakeholders: Producing Company,
Customers,
Question1: If INR 2 crore is the cost or Marked
Price? Assuming Ans: Marked Price
Question 2: Then Im focusing on creation of
market side instead of pricing side. Ans: Ok
I would like to break my analysis into four parts
here before recommending any action plan.
These are - 1) Product, 2) Customer, 3) Company
and 4) Competition + Industry
Product:
-

Cuisine type.
Benefits of the dish (Tangible and Intangible)
Differentiation power
Trendy?
Any other similar product?

Customer:
- Segment: Demographic, Psychographic, Price
Sensitivity
- Need
Company:
- Brand
- Expertise of cooks
- Vendors (distribution channels)
Competition:

Barriers to entry
Best Practices
Suppliers
Concentration

Now to build market:

Market = P * I * T * A
P = Total Target Population
I = Incidence of buying
T = Times of purchase
A = Amount spend/ purchase
Recommendations:
1)
Differentiated Positioning (Attracting
target population): Position as experience,
not merely food.
2)
Increasing the incidence: e.g. last prewedding feast/ Aiburo bhaat for a
son/daughter of Multi-Millionaire
3)
Try to make it too prestigious occasion
which marks some very special moments
4) Increase the sense of competitiveness to
achieve the experience