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Contents
Introduction......................................................................................................................................4

Growth and Profitability..................................................................................................................4

Vision...............................................................................................................................................5

Mission............................................................................................................................................5

Marketing Plan to Marketing Action...........................................................................................5

Executive Summary.........................................................................................................................6

Current Market Situation.................................................................................................................7

Market Plan for Sufi Water..........................................................................................................7

Marketing Plan for Vegetable Oil and Ghee................................................................................9

PEST Analysis...............................................................................................................................11

Industry Scenario Analysis............................................................................................................13

Marketing Analysis........................................................................................................................17

Micro Economic factors affecting Sufi market..........................................................................17

Customers..............................................................................................................................17

Consumer Markets.................................................................................................................17

Competitors............................................................................................................................17

Demographic Segmentation:.....................................................................................................17

Psychographic Segmentation:....................................................................................................18

SWOT Analysis:............................................................................................................................19

Characteristics affecting Consumer behaviour..........................................................................22

Consumer Needs and Wants: (Maslows Hierarchy).................................................................22

Research Methodology..................................................................................................................23

Primary Research.......................................................................................................................23

Secondary Research...................................................................................................................24
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Marketing Strategy........................................................................................................................25

Positioning.................................................................................................................................25

Marketing Mix...............................................................................................................................26

Product Strategy.........................................................................................................................26

Pricing Strategy.........................................................................................................................27

Placement Strategy....................................................................................................................27

Promotion Strategy....................................................................................................................28

Conclusion.....................................................................................................................................30

Menu............................................................................................................................................31

Appendix A....................................................................................................................................41

Magazine Ad..............................................................................................................................41

Pamphlet....................................................................................................................................42

Appendix B....................................................................................................................................43

Questionnaire.............................................................................................................................43
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Introduction
Sufis Dining Lounge, a restaurant being set up under the Sufi group of companies, is preparing
to launch a one of a kind and unique restaurant in Lahore. The Sufi industry came into existence
in 1952, when the Chief Executive of Sufi group took an initiative and began with the
manufacturing of soap. Over the passage of time the products associated with the Sufi Group
include:

1. Sufi Soap and Chemical Industries (Pvt) Limited

Sufi Bath Soap, Sufi Powder, Toilet Soap, Sufi Vermicelli, Sufi Mini, Sufi Darja Awwal,
Suf Glycerine, Sufi Brown, Sufi Special Quality, Sufi Super, Sufi Nirol and Sufi Poly
Bag 1 kg; 1/2 kg, Safon Dish Washing liquid.

2. Hamza Vegetable Oil Refinery and Ghee Mills (Pvt) Limited

Canola Cooking Oil, Soya Bean Cooking Oil, Banaspati Ghee, Sun Flower Cooking Oil.

3. Hadayat Soap and Chemical Industries (Pvt) Limited

Safon Dish Washing Soap

4. Hadayat Food Stuffs Industries (Pvt) Limited

Sufi Mineral Water

Growth and Profitability


As of 2012, Lahores gross domestic product (GDP) by purchasing power parity (PPP) was
estimated at $40 billion with a projected average growth rate of 5.6 percent. Lahore's GDP is
projected to be $102 billion by the year 2025, with a slightly higher growth rate of 5.6% per
annum. Food and restaurant businesses open early in the morning, and operate till past midnight.
The target market of Sufis Dining Lounge is the elite which has a significant purchasing power
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as well. The past growth rate of the restaurant business has been 5-6 % per annum hence this
industry seems to be a viable one to target.

The restaurant industry is in the top 10 profitable service sectors of Pakistan. Hence, the
expansion of Sufi group into establishing a high end restaurant would yield maximum results in
terms of profit if managed and handled with expertise.

Vision
Sufis Dining Lounge envisions itself as the leading restaurant for consumers that fall in the
bracket of high-income, elite class. Not only does it plan on having a 5-10% market share in a
course of 6-8 years but also plans on being the only food joint that fulfills both hedonic needs of
consumers as well as their need for recognition, affiliation, uniqueness and power. It would do so
by standing out as the most luxurious and exotic dine out restaurant in Lahore, providing
perfection on the plate each times in terms of quality as well as taste. Not only does this
restaurant plan on positioning itself in the minds of consumers as being the best through its main
two focus points, food and entertainment, but also through a friendly and cooperative staff that
will cater to all of the needs of its consumers.

Mission
The mission of Sufis Dining Lounge is to provide a means of entertainment for the elite class of
Lahore coupled with their favorite past time, that is, dining out with friends or family.

Marketing Plan to Marketing Action


We have started well in advance of the submission date and tried to cover all the aspects of the
marketing plan. All the team members participated equally and we have put in our best efforts so
that the brand could be a success. We have done research of the targeted market, analysed it and
made a marketing plan that would help us in launching our brand. We did have a time, budget as
well as geographical constraints but the whole team made their best possible efforts in covering
the whole of the market.
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Executive Summary

Our restaurant plans to concentrate on the elite, providing food, entertainment and the chance to
experience the dining of tomorrow, as is also stated in our tag line which says the futuristic
dining experience. Our initial plan is to locate our restaurant on M.M Alam road, being not only
the hub of Lahore, but also having most of our competitors locate their food joints in the same
vicinity. Once we have established a string foothold in that locality, we plan to expand in other
major areas of Lahore such as Defense, Model Town and Bahria Town. As for our future outlook,
upon becoming a well-known, established restaurant in Lahore, we will start moving towards
other major cities in Pakistan such as Islamabad and Karachi. Our new restaurant, Sufis Dining
Lounge, is a blend of foods from across the globe. We will ensure not only the best quality food
for our consumers, but also entertainment, from the start of their dining experience, till the very
end.
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Current Market Situation

Market Plan for Sufi Water


1. Product:

The product is Sufi finest water of Sufi group. It is pure and good for health and is
standardized (UHT) finest water. It never compromises on quality as they are
using the latest technology and its available in every city and town of Pakistan.
Sufi finest water is certified by ISO 22000-2005 food safety management
system which is the highest global standard for food safety to ensure your health.

Packaging and Range:

Sufi water is available only in bottles in the following packaging:

250 ml
500 ml
1 Liter
1.5 Liter

Slogan:

Your Trust-Our Secret Ingredient

2. Price:

Prices of Sufi finest water are within the customers buying power as they are
offering quality product with acceptable price. They are using penetrating pricing
strategy as their prices are relatively low than their competitors ( Nestle pure life
& Aquafina etc.).

Target Market:

The product caters the upper class, middle class as well as lower class people.

3. Placement:
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It has the complete distribution process as it uses indirect channel for distribution,
for instance:

Manufacturer Distributer Wholesaler Retailer Consumer

It is available in all major cities of Pakistan and also in all major stores of Lahore
which include:

HKB
Akbari Store
Raheem Store
Al Fatah
Macro
Hyper Star (etc.)
4. Promotions:

Sufi water through its very good promotional strategy has got very good market share for
this product because they have used door to door marketing strategy for the very first
time which has worked well for them. This strategy was a big tool that now Sufi water is
competing brands like Aquafina and Nestle. Following strategy is being used by Sufi
water for its promotion:

Advertisements:

It uses the word pure in advertisements which convinces people to buy the product
thinking of it to be pure.

Online advertisements
Billboards
Kiosk Activities
Broachers
Buntings
Danglers
Door to door service (DDS)

Marketing Plan for Vegetable Oil and Ghee


1. Product:
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The product is vegetable oil and banaspati ghee. It is a Sufi product and is available in
different product range and stylish packaging. It has been in market for a very long time
and it is at maturity stage.

The company is currently producing oil under the following tiers.

Banaspati Ghee.
Soya Bean Oil.
Sun Flower Oil .
Canola Oil.

The product range is available in:

a. Tin Packs of:


16 Liters
10 Liters
5 Liters
2.5 Liters
b. Bottles of:
5 Liters
3 Liters
1 Liter
c. Poly pack of:
1 kg
kg
kg

The Industry is segmented in 2 categories.

1- BANASPATI GHEE.

2- COOKING OIL.

Overall market share is:

GHEE = 30 % OIL = 70 %

Product Features:
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It is tested by the international market. It never compromises on quality and is a rich source of
Vitamin A, D & E. It enjoys strong brand image and is using latest technology in its production
units. It has the largest market share due to its consistent quality.

2. Price:
Sufi sets prices through market surveys. Their prices are competitive base prices. They
often set their prices according to the prices of their competitors like Dalda.
Target Market:
Sufi is targeting the upper class and the middle class. Their ranges vary in prices.
3. Placement:
It is not directly sold to consumers. It has the complete distribution process and it uses
indirect channel for distribution.
Manufacturer Distributor Wholesaler Retailer Consumer
It is available in all leading stores of Pakistan like:
HKB
Akbari Store
Raheem store
Al Fateh Store
Metro
Hyper Star
4. Promotions:
Sufi cooking oil and banaspati ghee is using different promotional strategies to promote
their product. For instance:
Advertisements

They are focusing on health conscience people in their advertisements

Through TV ads
Through billboards
By creating web page
Online ads
Door to door selling (DDS)
Newspaper ads (specially Sunday Magazines)
Through promotional activities on their placements

PEST Analysis
Situation being analyzed:
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PEST analysis (political, economic, social, and technological) assesses a market, including
competitors, from the standpoint of a particular proposition or a business.

Political:

We have analyzed that the political situation to start up a high- end restaurant are not very
favorable, this is due to the high inflationary pressures and if this trends remains there is a chance
that the volume of customers may be reduced. With high inflation creates economic disparity, the
rich or wealthy class is going to be even more spendthrift. We are targeting the upper and upper
middle class. Secondly the laws and regulations with this government are not highly strict and
are match able. The government had completed a year and political instability had been reduced
so we can see a healthy business environment for at least three years or more years till this
government remains.

The taxation policy with this government had been tightened and the revenues had been reduced
because of that, but still the business optimization is increasing because of the image of this
government. This is because in their previous rule the growth rate of business was increased.

Economic:

The basic considerations in analyzing the economic situation are the interest rate, the rate of
inflation, the trend of disposable income and the rate of employment. We have analyzed that the
interest rate had been increased greatly which have made the cost of capital to increase greatly.
Therefore to start up a high end restaurant with such innovation is tough job financially. The rate
of inflation as discussed before had both its disadvantages and advantages in the interest of the
business.

The trend of disposable income had been in the balance this is mainly because of the high
inflation and increased income taxes. The location of the restaurant is amongst the elite
restaurants, shopping malls, and cinemas and is considered as the hub of the elite class therefore
we have planned to increase the prices according to the areas competition and with the unique
selling point of providing entertainment while having lunch, dinner, tea or at any time of the day.
The employment rate of the country is low and there has always been a demand of jobs, this is
because the Lahore is considered as an earning city labor comes across all the rural areas of
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Punjab to find jobs in Lahore. The minimum wage rate is ten thousand but there is no shortage of
labor.

Social:

The social or cultural trends are very favorable for the restaurants and food business. Lahore is
known as the city of food. And the people here are greatly influenced by the western culture and
even their food is greatly preferred dishes such as steaks, pizzas had become the common fast
food. The trend of womens working had also increased and with that the eating habits of people
have changed, people prefer to order food or dine out instead of cooking at home. Secondly the
youth had also developed the habit of eating out while in the break from work or collages. Apart
from this in Lahore people does not have much options of entertainment so, they go out to eat
and have fun while eating and are known as foodies.
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Industry Scenario Analysis


Major players in this industry are:

Veranda Bistro
Veranda Bistro was started in 2004 and is located in Gulberg II. It is a well-established restaurant
and quite popular with the upper class. Its food styles include Greek and Mediterranean, Italian,
Middle Eastern, Moroccan, Pizza, Seafood and Thai. Its price range is between Rs1082- Rs3246.
Veranda Bistro is famous for its buffet and outdoor seating. It also offers a catering service.

California Grill

California Grill was established in 2006 and is located in Gulberg III. California Grill combines
the concept of bistro dining and classic steakhouse. Its food styles include Italian, Mexican,
American, seafood and steakhouses. The price per head is Rs1430. California Grill is a well
renowned brand and is one of the top places to go in Lahore for steaks.
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Caf Aylanto

Caf Aylanto is located on MM Alam road. Caf Aylanto has become a name, which represents
high quality cuisine and refined sophistication. Its food styles include continental, European,
Italian, seafood and steaks. Its per head price is between Rs800-Rs1000. Its specials services
include special customized menus available with advanced notice and valet parking.

Freddys Caf

Freddys Cafe is the most admired domestic eateries caf in Lahore. Freddys Cafe dining room
is an all-day favorite to its Guests by means of innovative look & delicious food offers. It is
located on MM Alam road. Its food styles include Afghani, Continental and Thai. The price per
head is Rs725. Freddys Caf is known for its ambiance and its buffet is rated one of the best in
Lahore.
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Gunsmoke

Gun Smoke Restaurant is located on MM Alam road. It prolongs to give hard competition to its
opponents (The Dining Grill and Copper Kettle) by means of its extensive range of burgers and
steaks. Its food styles include American, steaks and BBQ. The price per head is between Rs1000-
Rs1500. Its waiters wearing funky cowboy gears and the interior is a cross between a ranch and
a cowboy bar.

La Atrium

La Atrium is located in Gulberg III. La Atrium in its existence substantiates the idea of healthy
and hygienic cuisine experiences, which makes it distinct from its competitors. It offers French
and Italian fusion cuisine. The price per head ranges between Rs1100 to Rs1200. La Atrium is
affluently capacitated with seating space for its 120 guests settled in its gild interiors, while the
entire space is equipped with high speed Wi-Fi facility.
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Cosa Nostra
Cosa Nostra is a place for people to sample some of exclusive Italian food. This restaurant surely
is, unlike any other place in Lahore. Cosa Nostra in Italian means our thing and is slang for
Italian mafia. Either way the name fits in place that is known for doing its own thing that is
different than the rest. Cosa Nostra app enable you order take away by chosing your order from
menu and make reservation in Advance.

Caf Zouk

Caf Zouk Lahore, for over 12 years of operations has carved out a niche market for their fine
cuisine and claim excellent standards of service. It would not be an exaggeration to state that
Caf Zouk is the most popular restaurant in Pakistan, and receives visitors from all over the
country and abroad. The Project is managed professionally and through a systems approach,
rigorous quality control is maintained and monitored constantly. The price range per head is
between Rs. 1000-1500, providing a large helping, variety of items to chose from and excellent
ambiance.
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Marketing Analysis

Micro Economic factors affecting Sufi market

Customers
We value our customers. Customers are one of the main factors that affect the business of any
company. The customers of Sufi range from a very young age to the old people. Our target
customers also include an age bracket of 15 to 40, but since it is a fine dine where families also
come, small children with the families will also be counted as customers.

Consumer Markets
This segment includes individuals and households where the Sufi purchases are at its highest.
We plan to target these consumers along with a new market of food loving customers.

Competitors
As mentioned above, our main competitors would include Freddies, Gunsmoke, Aylanto, Zouk ,
Cosa Nostra, etc. These competitors are the most famous in todays Pakistan and we plan to keep
our restaurant up to the mark in competition with these restaurants.

Demographic Segmentation:
1. Age:
Our basic aim is to target consumers within the age bracket of 15 to 40 The primary
reason is that people between these ages are more outgoing and active foodies which
makes them an easy segment to cater. Furthermore this age bracket is keen to try newer
places and are more risk taking regarding food as compared to others.

- Gender:
The restaurants aim is to provide food with entertainment to both, male and female.
Therefore, since females in todays age tend to show similar levels of interest in
entertainment and fine dining as do males, therefore, no restriction has been placed as far
as gender is concerned.

- Income:
The restaurant aims to target individuals from an elite class, with high income levels, who
truly value the unique concept of fine dine and high end products , extraordinary and
luxurious dining experience. Therefore, we aim to target only such individuals who have
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the capacity to pay for the most exotic, perfect dine-out experience, available in town.
Thus, even when talking about the students who do not earn, only those enthusiasts are
targeted who have a handsome sum of pocket money available to spend.

Psychographic Segmentation:
- Social class:
The typical consumer of our restaurant shall be one that belongs to upper social class,
which is characterized as being one that is wealthy, educated, influential and has large
amount of money available to spend on such high-end recreation. These generally include
people who either have huge amounts of new money, resulting from investments and
new business ventures etc, or, people who have old money. These are the people who
have been rich for generations and include individuals from aristocratic families. We also
aim to target the people who enjoy a fine dine more than once a week at least.

- Lifestyle and personality:


People who value the importance of quality leisure time spent in an interactive meeting
with friends or colleagues and have an extravagant lifestyle are likely to form the typical
clientele of our restaurant. Such individuals are believed to have a high regard for them,
and in order to satisfy their self-esteem needs, they are constantly in search of unique
opportunities. They seek joy in spending for themselves and on themselves, to mark their
own identity that makes them unique and special from the rest. Thus it may also include
people who strive to exert a social influence on others to gain power and prestige.
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SWOT Analysis:

Strengths: Weaknesses:
Ideal location Restricted space for operations
Strong Unique Selling Proposition. (USP) Little economies of scale
High quality and greater variety.
Brand awareness of Sufi group

Opportunities: Threat:
Increasing trend towards healthy eating Possible chances of entry by competitors
Potential for increased market share due to to take up a share of profits
the unique idea Existing competition
A growing upper class Imposition of high taxes
Declining global economic trends
Deteriorating security conditions.

The management of Sufis Dining Lounge has identified a number of strengths and weaknesses
resulting from its internal resources. These, together with the threats and opportunities in the
external environment need to be examined thoroughly to ensure a sustainable and profitable
business and also to allow efficient planning.
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Strengths

Ideal location: MM Alam Road, being one of the busiest roads of Lahore, offers an ideal place
for the startup of our restaurant. Due to its importance for commercial purposes, the elite class
often visits it.

Strong USP: Sufis Dining Lounge claims to offer food with entertainment a phenomenon
being introduced for the first time in Pakistan, paralleled by no other. We promise to win the
hearts of our visitors and offer them a truly all-engaging, and enthralling experience all together.

High quality food: Particular attention will be placed on establishing and practicing international
quality standards at the restaurant to ensure optimum quality with incomparable taste. Besides, it
will also offer a greater variety of cuisine and bring together the tastes, from all over the world,
under one roof.

Brand awareness of Sufi group: Since consumers are already well aware of the Sufi group in
Pakistan and highly satisfied with the quality and range of products provided by them, they
would therefore automatically have a perception of a very high-end restaurant since it is being
introduced under the name of the Sufi group of companies.

Weaknesses

Restricted space for operations: The space available for opening the restaurant might limit our
chances of expanding its scale of operations in near future. Furthermore, non-availability of a
large parking area might present a challenge for the restaurant too.

Little economies of scale: Sufis Dining Lounge has a high cost structure and a relatively small
scale of operations. The two coupled together, put a strain on the restaurants resources and make
the investment comparatively more risky.

Opportunities

Increasing trends towards healthy eating: Research has proven a guaranteed shift of consumers
towards healthy eating as a result of increasing awareness, particularly among the elite class.
Sufis Dining Lounge has an opportunity to capitalize upon this shift and earn profits.
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Potential for increased market share due to the unique idea: Since the competition lacks the idea
of food with entertainment, there is a high potential for the restaurant to earn decent market
share in near future due to its unique concept. At the same time, research shows that more people
crave for idea of entertainment together with a perfect dine in experience.

A growing upper class: Demographics show that the number of people belonging to the upper
class is growing as more elite class migrates from adjacent areas to Lahore due to worsening
security conditions.

Threats

Possible chances of entry by competitors to take up a share of profits: as the idea is embraced by
a growing majority of people, more competitors are likely to enter the market to share the profits.

Competition: Sufis Dining Lounge is aiming to tap an industry that already has a lot of high end
competitors. It is also opening up in the hub of Lahore where numerous well established
restaurants are already present. This will also be an edge towards attracting elite customers, but
will also pose to be a big weakness.

Imposition of high taxes: Such high-end projects often attract the attention of government
agencies. Therefore, the restaurant might face high taxes.

Declining global economic trends: In general, the global economy is experiencing a downturn.
Sufis Dining Lounge will have to take this threat and other economic considerations into account
before making any decisions, and ascertain the impacts of each on the revenue and profitability
of the business.

Deteriorating security conditions: The economy of Pakistan is characterized by a certain degree


of volatility and uncertainty resulting from the poor law and order situation. Sufis Dining
Lounges future sales and profitability depends crucially on the stability of the economy.

For a better, well defined segmentation, a multiple segmentation strategy will be used. In order
to serve our valuable consumers to the best of our abilities, we plan upon targeting the segments
mentioned above
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Characteristics affecting Consumer behaviour


Cultural Factors: Different communities and groups of people shape up the
culture. In Pakistan going out for food with family and friends is now considered a
part of the evolving culture. It is a must to go out for a nice fine dine on a good
family gathering day or when old friends meet up.
Social Factors: Social factors include consumer groups, family and status. The
family members can affect the buying behaviour. If in the family there are more
people who prefer fine dine over casual dining or eating at home then this can be a
positive sign for our restaurant.
Personal Factors: As known that buyers behaviour is also influenced by personal
characteristics such as age and the lifecycle stage, occupation and personality. If an
individual has started to fine dine at a young age, then with age his usage would
take a different shape. If he has become more conscious in terms of class and status,
then he would start eating at a fine dining restaurant rather than a causal one. Whilst
on the other hand if his occupation allows him to spend without considering the
price then he might go for fine dining instead of casual restaurants. Psychological
Factors: A persons buying behaviour is affected by the motivation, perception,
learning and self-beliefs. For instance, if a person is highly satisfied with the food
at a restaurant and consumes it in his gathering with friends and family then he
would be able to motivate others to try it too through word of mouth.

Consumer Needs and Wants: (Maslows Hierarchy)


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The experience of our restaurant attends to some needs of the customers as identified by
Maslows hierarchy of needs. Firstly, it gives the belongingness to our customers who can enjoy
the beautiful ambience of our restaurant with their families. They can spend the quality time with
their friends in a technologically advanced world.

This restaurant also establishes self-esteem for our customers. They can associate themselves
with an exclusive class only i.e. the financial elite of the society. They would earn the respect
from the others when they share their experiences of our restaurants.

After enjoying their first experience at our Sufis Dining Lounge customers can reach the self-
actualization level. This restaurant is precisely what a customer requires from a restaurant
because a food lover can now enjoy his experience by not only getting the quality of food but
also from the environment provided to them.

Research Methodology

Primary Research
In our primary research conducted, 77% were women and 23% were men. Of these respondents
we found out that nearly 42% of the sample dines out once or twice a week while 26% dine out
more than twice a week. Almost 58% of the sample goes out for fast food, 16% for traditional
food, 7% for Chinese and Thai and almost 19% of the people for other cuisines such as Japanese,
or Italian, etc. This can work to our advantage as we can serve on our menu with different kinds
of burgers using our own companys made patties and chickens. Also we can serve a good
amount of Italian and other forms of cuisines which will attract a new market segment towards
our restaurant helping us increase the market share. The ambiance that majority preferred was of
a friendly and casual one i.e 81%, and that is what we aim at- to provide a fine dine futuristic
experience with a friendly and casual style ambiance. Talking about the next query, nearly 45%
of the people prefer spending more than a Rs.1000 for their food with only 20% ready to spend
less than that while 35% want to spend only 1000 per head. Keeping this in mind we plan to
work on a menu which is affordable yet worthy of taste and flavours and not compromising on
the quantity and quality. The price range of our food has been kept between Rs. 700-1200 for
everyone to be able to afford our food and enjoy it. This will help us make sure that the provision
of exceptional services justifies the price charged to the customers - to make it a worthwhile
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experience for them. We will be undertaking the cost of food, other costs such as the fixed costs
i.e. Rent, wages etc, the customer base and competition. We also found out the favourite
restaurants that people like to visit these days, Zouk being one of the most visited ones. This will
help us know the number of competitors we have in market and help us compare what we have
against their giving. Moreover, most people (68%) preferred soft music as a choice for music
with their food at our restaurant. While nearly 26% said they would prefer songs by famous
artists and only 3% each said they would like heavy music or melodies. This result helps us see
the preference of music in people and as our restaurant plans to offer food with entertainment,
our main motive will be to have an audience choice live music session every weekend;
whichever music the customers like that week, we will arrange for a live music jam session by
underground bands and surprise visits by renowned artists in order to keep our customers intact
and happy while they enjoy a good meal.

In the primary research we found out that 39% of the sample population goes out for fine dining
once a month whereas 23% of the people go out once a week. This can be used for advantage as
we are a fine dine restaurant and are targeting the audience which prefers fine dining. When
selecting what is the most important aspect according to which they choose which restaurant they
want to go to, around 74% of the sample population said that they select the restaurant according
to the food quality that is being served. According to 58% of the sample population, they like
their food to be flavourful as compared to being crafted or not. It rather be presented in a simple
way but should be flavourful. The basic reason as to why people dont dine out is because they
like eating at a friends or a relatives place whereas 16% of the population said that the price is
too high of such fine dine restaurants. As to what 77% of the sample population said, live music
is one of the characteristics which will attract a lot of customers. When it comes to special events
and dining out, birthdays are the most popular among the sample population.

Secondary Research
Having a population of more than 186 million in Pakistan in 2014, the Lahori population is
generally known for their love of food and eating. Along with the traditional and modern
restaurants of Lahore, the Western food chains have gained popularity recently. Food chains like
McDonalds, Pizza Hut, Hardees, KFC, Dominos, Subway, and Gun Smoke have appeared all
over the city. On the other hand the food streets and havelis in the historic locales of Lahore such
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as Anarkali, Fort Road, Gawalmandi, etc have also started attracting people after being renovated
and restored. Moreover, some of the trendiest restaurants are located on the M.M.Alam Road in
Gulberg. All classes of Lahori citizens are attracted there towards the high-class culinary outlets,
traditional, ethnic, or theme restaurants. The fact that Lahoris are known for their exquisite taste
in food has led to the production of some of the most versatile, classy, and inviting restaurants of
the world. Some restaurants offer the perfect ambiance where the blend of food and music is
exceptional.

There are about 25,000 outlets which can be loosely classified as restaurants but not all of them
are high-quality restaurants. In a research conducted by Food Connection Pakistan,
approximately 2000 restaurants can be classified as high-quality restaurants.

Therefore, we are targeting that market which is a high-quality restaurant offering food for the
upper and middle class.

Marketing Strategy
Differentiation

Keeping customer satisfaction at the heart of decision-making, Sufis Dining Lounge plans to
create for its target market a greater value through its offering. In order to differentiate its market
offering from those of competitors, Sufis Dining Lounge will integrate entertainment with food,
a concept proposed and initiated by Sufis Dining Lounge for the first time in Pakistan. While
others continue to strive for better clientele, our perfect and complete, fun-filled dine-in
experience should surely win the hearts of its customers. The restaurant is aimed at serving the
elite class who is always craving for means of entertainment. We will be providing them with
live weekend night entertainments not offered by our competitors along with small servings of
desserts on the house to lighten up the evening of our guests.

Positioning
Therefore, using product differentiation as a weapon, Sufis Dining Loungeplans to use a More
for More positioning strategy and position the restaurant as the entertaining and high-end
restaurant where elite can make good memories and spend quality time together. This customer-
oriented approach to enrich customers with a worthwhile experience would be the differentiating
S u f i s D i n i n g L o u n g e | 26

feature of the restaurant. Coupled with entertainment, Sufis Dining Lounge promises to deliver
its customer the best value with finest standards.

Marketing Mix

Product Strategy
Our restaurant will provide a variety of dishes along with a soothing ambience for our customers.
It will be opened from 10a.m till midnight seven days a week. Well install Microsoft surface
tables over the tables. Therefore, the customers will not only savor the delicacies of fresh,
healthy and delicious food but will also get rid of looking for a waiter every time they need
something and enjoy a unique optimized experience of freedom, privacy and latest technology.
Our trademark wouldn't just be this- the food served in our restaurant will meet highest standards
of hygiene and cater to local and global canons of taste. Our customers will be afforded an
opportunity to enjoy an unprecedentedly huge variety of sea food, incredibly delicious chicken
and beef steaks, an ever burgeoning variety of sandwiches, insanely wholesome snacks, a
brigade of local dishes prepared by the maestros in the field and much more. The menu is given
at the end.

Furthermore, the distinguishing feature, apart from the menu and a relatively new ambiance will
be a special yet complimentary fruit juice drink given to the customers as they enter. There will
be a cozy dining room to which the customers will enter and a separate elegant lounge too.
Restaurant will be having comfortable furnishings with a very cozy and warm dcor with
soothing tones. It will be a place for small chit chats, grabbing drinks and also business meetings
for all. There will be platters also served (refer to the menu) for extra comfort and please. It will
have an ala carte service in which waiters will be responsible for taking the order and placing it
in the kitchen and bringing the warm food direct to the customers. Our services will include

Escorting the customers to their table and holding chairs for women
Escorting customers to the restrooms
Crumbing the tables in between courses.
Replacing napkins when needed
Serving food directly on the plate to the customers.
S u f i s D i n i n g L o u n g e | 27

The trained staff will be qualified enough about the restaurant and its service that they will be
able to answer all the questions of a customer regarding the food items (menu). They will also be
taking menu recommendations. The service will be relaxed and friendly hiring the best people
available and training and motivating them and retaining the most efficient staff possible
although cashiering will be done when the customer orders the item on the Ipad and brought to
the customers as they are done. The waiters will also be well dressed in a proper uniform as the
image of the restaurant is reinforced from the personalities and professionalism to grooming and
attire. Every minute detail will be undertaken such as also the crockery and cutlery used will be
stainless steel and of imported quality.

Pricing Strategy
It is one of the important and crucial stages in strategy making. After doing a comprehensive
analysis we have decided to adopt value added pricing strategy. By applying this strategy we will
support higher prices by giving value-added features and services to our valued customers. Well
make sure that the provision of exceptional services justifies the price charged to the customers -
to make it a worthwhile experience for them. We will be undertaking the cost of food, other
costs such as the fixed costs ie. rent, wages etc, the customer base and competition. The prices
are shown along with the menu given below.

Placement Strategy
Since service delivery is parallel with its production and may be accumulated or transported, the
location of the service product presumes significance. A fine dining restaurant like Sufis is
better placed in a busy, expensive and upscale market as opposed to the suburbs of Lahore. Being
the center for a number of various activities of profitable nature and situated in the middle of the
city Lahore, MM Alam Road offers almost the best location for the startup of our restaurant.
Easily accessible, this area is the center of attention for the elite class who visits the place every
now and then due to its attractions and for a perfect dining experience. The choice of location has
been done keeping in view the importance of the area, as it is frequently visited by food lovers in
search of new opportunities for an exciting and exquisite dine-in experience. Not just this, but
placement in a posh area would also be a good measure for the image of the restaurant and as
many shops are located in that particular area, people might just end up eating there once theyre
done with their shopping.
S u f i s D i n i n g L o u n g e | 28

Also as our restaurant plans to offer food with entertainment, our main motive will be to have an
audience choice live music session every weekend; whichever music the customers like that
week, we will arrange for a live music jam session by underground bands and surprise visits by
renowned artists in order to keep our customers intact and happy while they enjoy a good meal.

Promotion Strategy
Since a service contribution can be easily imitated, promotion becomes essential in
differentiating a service offering in the mind of the consumer. Selection of the means for
promotion will purely be based on the projections of media consumption patterns, evaluated by
an expert advertising agency. An effort will be made to integrate the different mediums through
which we will reinforce the brand name and communicate the main points of differentiation to
our target customers. We will think about a Tweet up by inviting Twitter followers for a gathering
at the restaurant where we may serve appetizers and a complimentary drink from our menu.
During this time we will thank them for coming and share with them that we are an all-occasion
restaurant destination. Keeping in mind the social media, we will also build a Facebook Fan page
that showcases a friendly, dress-down atmosphere so that people begin to see the restaurant
differently. We will promote our new Fan page via social and traditional media and may also
offer Facebook-only promotions that will help get the word out. Furthermore, social media such
as Facebook will primarily be used to keep our customers updated and to stay connected with
them. We will also build our own website where we can mention our seasonal offers, special
discounts to students and our target market, and our standard menu. The correct kind of
entertainment is the key component in providing the absolute dining experience. A common
mistake that many restaurants make is that they play their own preference of music rather than
actually considering what the customers want to hear. We will have a juke box consisting of
international music through which customers would be able to play music of their preference.
Not just this, but during the weekends we will have live violin, piano and live music
performances sessions during dinner time. Also, a separate game section will be set up consisting
of a play area and video game machines for children, where we would have a trained workforce
to look after them. However, above the line promotional strategies will include the use of
magazine adverts to catch the attention of target audience. Opinion leaders will also be employed
as a strategy to spread our unique concept, which is all ready to be embraced. We will provide
students as well as tourists with 10 to 15 percent discount coupons so that they return to us for
S u f i s D i n i n g L o u n g e | 29

additional food purchases in the future. Also, we will mark an early expiration date on the
bounce back of diners who visit 2 to 3 months so as to encourage rapid returns. We will also
create our very own reward cards through which we can offer the customer an advantage of free
desert offering on every purchase of 10 meals. Since we are focusing on providing any day
service rather than special occasions service, therefore we will create more alertness and
awareness through the provision of our customized T-shirts and caps in different schools and
colleges as well as the sale of china coffee cups with our logo in the local market. We will offer
special services to our elite customers i.e. loyal and special customers on their special events
such as special service, choice of interior, entertainment as well as food especially cooked and
prepared by recognized chefs. We will also store our special customers name, email id and date
of birth in our computer so as to offer valuable discounts and gifts to them on their special day.

Magazine:

Sufis Dining Lounge plans to advertise its ad in the weekly magazine, Sunday times, that
is read widely by the people of Lahore, the target market of our restaurant. The primary
reason for selecting this media is that a colorful, interactive, well designed magazine ad is
more likely to be received positively by the consumer, who can keep a copy of it with
them, and refer back to it whenever they want, and retain it in their long-term memory.
Furthermore, the reason that a TVC was not used as a promotion strategy is because,
TVCs are aimed at a mass market, or a bigger market. However, since The Dining Table,
on the contrary, is targeting a small niche in Lahore, therefore, employing a TVC as
marketing technique would be a mere promotional wastage.

Pamphlets and flyers

Pamphlets with a glimpse of our menu will also be spread in the different areas. This is to
make our consumers aware of our services and the food we provide.
S u f i s D i n i n g L o u n g e | 30

Conclusion
In the future, depending on how the new concept is received by the target market, Sufis Dining
Lounge might have to take some austere measures, such as reducing its prices and changing its
target market. Therefore, initially it should try to attract, and capture as many elite consumers as
possible, to maximize sales and profits, and cover its costs in the initial years of the restaurants
life. This phenomenon is supported by the 80/20 rule already discussed above. Sufis Dining
Lounge will be prepared to face any challenges as far as the political stability of the country is
concerned, and develop a proper contingency plan.
S u f i s D i n i n g L o u n g e | 31

Menu
Appetizers

1. Salsa & Chips


pkr 410/-
Large helping of our crispy flour tortilla chips, served with
spicy fresh salsa
2. B.B.Q Wings
pkr 475/-
Chicken wings, tossed in hickory b.b.q sauce

3. Mozzarella Sticks
pkr 500/-
Mozzarella cheese slices, golden fried, served with marinara
sauce

4. Fry Basket pkr


470/-
Combination of onion rings, French fries, served with garlic
mayo and b.b.q sauce

5. Supreme Nachos
pkr 550/-
Tortilla chips topped with jalapeno cheese sauce, black olives,
jalapeno peppers, salsa and sour cream

6. Roasted Quesadillas
pkr 550/-
Char-grilled flour tortilla filled with mozzarella cheese, roasted
chicken, tomatoes and onions, served with jalapeno peppers,
salsa and sour cream
S u f i s D i n i n g L o u n g e | 32

7. Fried Calamari pkr


600/-
Hand battered, golden fried calamari rings, served with French
fries with our homemade marinara sauce and fresh lemon

8. Sample Platter pkr


690/-
A winning combination of fried mozzarella, tangy buffalo
wings, fried mushrooms, chicken tenderloins and onion rings,
served with honey mustard, ranch, cocktail and marinara
sauce
9. Baked potatoes
pkr 350/-

Soups

10. Soup of the day


pkr 370/-
11. Hot & Sour
pkr 400/-
12. Chicken Mushroom
pkr 450/-
13. Cream of Chicken
pkr 450/-

Salads

14. Spicy Chicken Caesar Salad


pkr 555/-
S u f i s D i n i n g L o u n g e | 33

Our classic Caesar salad with fried chicken bits topped with
spicy Caesar dressing
15. Mediterranean Salad
pkr565/-
16. Greek Salad
pkr435/-

Burgers

(Made using Sufi ingredients for the patties)

17. Classic Cheeseburger


pkr 580/-
Grilled beef, topped with cheese, lettuce, onion and mayo

18. Jalapeno Burger


pkr 550/-
Grilled beef with cheese topped with sauted mushroom, onion
and jalapeno mix

19. B.B.Q Burger


pkr 500/-
Grilled chicken breast topped with hickory b.b.q sauce and
cheese served with lettuce, tomato, onion and French fries

20. New Orleans Burger


pkr 550/-
Grilled boneless chicken breast, marinated in Cajun slices
topped with sauted mushrooms, onions and cheese

21. Buffalo Burger


pkr 565/-
S u f i s D i n i n g L o u n g e | 34

Crispy fried, tossed in our famous buffalo wing sauce, topped


with cheese and ranch dressing

22. Cordon Blue Burger


pkr 565/-
Crispy golden fried boneless chicken breast, stuffed with
cream sauce and herbs, topped with cheese served on
baguette

Sandwiches

23. Steak Sandwich


pkr 450/-
Grilled fillet steak, topped with sauted tomato, onions and
capsicum served in baguette with lettuce, mayo and cheese

24. Club Sandwich


pkr 475/-
Club classic sandwich with chicken, cheese, egg, lettuce,
tomato, onion and mayo, served in a baguette

Steaks

25. The Dining Fire Steak


pkr 825/-
Marinated in spicy southwest sauce marinade served with
spicy garlic herb butter

26. Mexican Steak


pkr 905/-
Topped with spicy Mexican salsa sauce
S u f i s D i n i n g L o u n g e | 35

27. Peppercorn Steak


pkr 865/-
Served with mushroom cream sauce

28. Italian Steak


pkr 850/-
Coated in Italian bread crumbs, golden fried, topped with
grilled salami, tomato sauce, mushroom cream sauce, sliced
black olives and cheese

29. Twin Steak


pkr 785/-
Served with mushroom and crack black pepper sauce
30. French Onion Steak
pkr 875/-
Grilled steak topped with creamy black peppercorn sauce,
grilled onions and cheese

31. Hawaiian Steak pkr


900/-
Grilled steak topped with creamy mushroom sauce, grilled
pineapple slice and cheese

32. Tarragon Steak pkr


950/-
Served with fresh tarragon cream sauce
33. Steak & Shrimp pkr
1000/-
Combination of grilled steak with creamy black peppercorn,
sauce and fried shrimp with cocktail sauce

Chicken
S u f i s D i n i n g L o u n g e | 36

(All Chicken Entrees are served with your choice of baked potato,
mashed potato, herb rice or French fries along with chef vegetables)

34. Dining special Chicken


pkr 815/-
Char grilled marinated in spicy southwest marinade

35. Chicken Supreme


pkr 855/-
Golden-fried topped with black olives, capsicum and
mushroom, cream cheese sauce

36. Black Pepper Chicken


pkr 845/-
Grilled chicken breast served with crack black peppercorn
sauce

37. Mexican Chicken


pkr 810/-
Char grilled chicken with spicy Mexican salsa sauce

38. Italian Chicken


pkr 805/-
Pan-fried, topped with grilled salami, tomato sauce, mushroom
cream sauce, sliced black olives and cheese

39. Chicken Shashlick


pkr 795/-
Char grilled chicken skewers with sweet and spicy tomato
garlic sauce

40. Chicken Tarragon


pkr 840/-
Grilled chicken breasts with our creamy tarragon sauce
S u f i s D i n i n g L o u n g e | 37

41. Twin Chicken


pkr 795/-
Served with mushroom sauce and crack black peppercorn
sauce

42. Hawaiian Chicken


pkr 985/-
Grilled boneless chicken topped with creamy mushroom sauce,
grilled pineapple salami and cheese
43. Chicken & Mushrooms
pkr 985/-
Deep-fried and topped with mushrooms and mozzarella
cheese, served with fried mushrooms

Jewels from the Sea

44.Sushi deluxe
pkr1400/-
A classic combination of succulent sushi with three exotic
sauces

45. Grilled Tandoori Fish


pkr 860/-
Pan grilled fillet of fish, marinated in tandoori spices served
with garlic butter

46. Fish & Chips


pkr 865/-
Crispy battered fried fillet of fish served with coleslaw, cocktail
sauce and fresh lemon

47.Battered Fried Shrimps


pkr 825/-
S u f i s D i n i n g L o u n g e | 38

Shrimps, crispy fried, served with coleslaw, cocktail sauce and


fresh lemon

48. Grilled Shrimp Scampi Skewers


pkr 955/-
Pan grilled shrimps, served with garlic herb butter and fresh
lemon

49. Seafood Platter


pkr 1015/-
Golden fried fish, battered fried shrimp and fried calamari

Taste of Italy

(All Italian Entrees are served with fresh garlic bread)

50. Chicken Lasagna


pkr 815/-
Thin sheets of pasta layered with chicken, mushroom and
cheese, cooked in tomato basil sauce

51. Spicy Chicken Pasta


pkr 760/-
Penne pasta tossed in spicy marinara sauce topped in a
creamy cheddar-jalapeno sauce

52. Rattlesnake Pasta


pkr 755/-
Sauted chicken breast tossed with penne in a creamy
cheddar-jalapeno sauce
S u f i s D i n i n g L o u n g e | 39

53. Cajun Chicken Pasta


pkr 780/-
Chicken breast cooked in Cajun spices served over pasta in a
Parmesan cheese sauce

54. Cannellini Chicken Parmesan


pkr 850/-
Boneless chicken with Italian breadcrumbs, golden fried,
topped with black olives, mushrooms, capsicum and cream
cheese sauce

Sides

55. Chef Vegetables


pkr 305/-
56. Baked Potato
pkr 125/-
57. French Fries
pkr 250/-
58. Bread Basket
pkr 125/-

Extras

59. Black Olives


pkr 125/-
S u f i s D i n i n g L o u n g e | 40

60. Jalapeno Peppers


pkr 125/-
61. Mushrooms
pkr 135/-
62. Cheese or Sauces
pkr 50/-
63. Salsa & Sour Cream
pkr 305/-

Desserts

64. Chocolate Mousse


pkr 510/-
Made with imported Belgium chocolate and fresh cream

65. Moca Cake Ala Mode


pkr 560/-
A slice of rich moist chocolate malt cake with a scoop of vanilla
ice cream
66. Chocolate Decadence
pkr 390/-
Combination of imported Belgium chocolate and coffee, served
warm with vanilla ice cream and coco powder
67.Apple Pie pkr
365/-

Delicious apples simmered in their own juices, flavored with


cinnamon, vanilla and brown sugar, sprinkled with crumbles,
served with vanilla ice cream and caramel topping
S u f i s D i n i n g L o u n g e | 41

Ice Cream

(Order two scoops of your choice of ice cream, topped with whipped
cream and sauce to find out pkr305/-)

68. Dining Brownie Extreme


pkr 315/-
Layer of chocolate brownie, chocolate ice cream, hot chocolate
sauce, topped with a second layer of warm chocolate brownie,
vanilla ice cream, hot caramel sauce and whipped cream

Hot drinks

69. Flavored Teas


pkr 180/-
70. Black Coffee
pkr 150/-
71. Espresso
pkr 225/-
72. Cappuccino
pkr 235/-
73. Latte
pkr 245/-
74.Flavored Latte
pkr 415/-
S u f i s D i n i n g L o u n g e | 42

French vanilla, caramel, hazelnut, praline, pumpkin spice,


toasted marshmallow, cheesecake, and almond rocha

75. Cafe Mocha


pkr 415/-
Rich espresso and dark chocolate syrup steamed with milk and
topped with whipped cream and dark chocolate sauce

Cocktails

76.Melon Kiwi Surprise


pkr 305/-
Combination of orange, juice melon and kiwi

77.Pine Light pkr 215/-

Combination of pineapple juice with coconut and watermelon

78. Peachy Keen


pkr 215/-

A tantalizing blend of orange juice, peach and grenadine

79. Tropical Sunset pkr


305/-
A blend of orange juice with passion fruit, lime and grenadine
80. Mango Peach Joy
pkr 305/-
A refreshing concoction of pineapple juice, peach and mango

81. Coconut Grove


pkr 320/-

A tropical delight of melon and coconut, mixed


82. Lemonade pkr
305/-
Your choice of mint, lime each, passion fruit or strawberry
S u f i s D i n i n g L o u n g e | 43

83. Iced Tea pkr


415/-
Choose from lime, mango, peach or raspberry

Frozen Specialties

84. Pina Colada


pkr 315/-
Combination of pineapple juice, coconut milk and cream
blended with crushed ice

85. Blue Colada


pkr 415/-
Combination of blueberry, pineapple juice, coconut milk and
cream blended with crushed ice

86. Cookies & Cream


pkr 320/-
Oreo cookies and ice cream blended with milk and cream

87. Margaritas
pkr 255/-
Choice of strawberry, lime, blueberry and peach

88. Milk Shake


pkr 315/-
Your choice of traditional frozen smoothie, French vanilla,
mocha and caramel

Cold Coffees

89. Frappuccino
pkr 325/-
S u f i s D i n i n g L o u n g e | 44

The Dining version of cold coffee on the rocks white chocolate,


caramel, mocha

90. Blended Frozen Coffee


pkr 325/-
Your choice of frozen blended coffee, topped with real whipped
cream white chocolate, caramel, mocha

91. Sufi Water


a) Small pkr 70
b) Large pkr 120
92. Soda Can pkr
120/-
Imported
93. Soft Drinks
pkr 160/-*
Soft drinks with fresh lime
S u f i s D i n i n g L o u n g e | 45

Appendix A

Magazine Ad
S u f i s D i n i n g L o u n g e | 46

Pamphlet
S u f i s D i n i n g L o u n g e | 47

Appendix B

Questionnaire

Your age?

15 - 19

20 - 24

25 - 29

30 +

Gender?

Male

Female

How frequently do you dine out?

Once or twice a week

More than twice a week

Once or twice a month

What do you mostly prefer to eat when you go out?

Fast Food

Traditional Pakistani Food

Chinese or Thai

Other
S u f i s D i n i n g L o u n g e | 48

What kind of ambiance do you prefer?

Friendly and Casual

Formal

How much are you willing to spend every time you dine out?

Less than 1000 per head

1000 per head

More than 1000 per head

What kind of restaurants do you regularly visit and why?

Fast Food

Casual Dining

Fine Dining

Family Style

Who do you generally go out with?

Friends

Family

Colleagues

Which is your favourite restaurant, the one which you can visit any time
and never get bored of the food/environment? Please specify:

What kind of music do you prefer in the background?

Soft music
S u f i s D i n i n g L o u n g e | 49

Heavy music

Melodies

Songs from famous artists

How many times do you go out for a fine dine?

Once a month

Twice a month

Once a week

Rarely (Once in many months)

When going to a Restaurant which criteria is the most important one for
you?

Restaurant Concept

Dining Environment

Food Quality

Service

Price

Convenience

Other:

How would you prefer the food to be served?

Simple

Crafted

Flavorful
S u f i s D i n i n g L o u n g e | 50

Why dont you go more often to the restaurant (except fast food
restaurants)?

There is no restaurant nearby

Restaurants near my home are of poor quality

I do not see the point of going to a restaurant

The service takes too long (wastage of time)

Restaurants always offer the same types of dishes

I prefer to eat at home or at friends/relatives place

I do not trust the restaurants (food quality, hygiene, etc.)

I do not feel comfortable in restaurants

I do not have anyone to go to restaurants with

The prices are too high

Other:

What would attract you if offered as part of a restaurant?

Live music

Classical music

Cultural hub acts

For which kind of special events do you go to restaurants?

Birthday

Anniversary

New Year

Mother's Day/Father's Day

National holidays
S u f i s D i n i n g L o u n g e | 51

Other: