Introduction to the Idea:

The name ‘Desi Chaska Point’ indicates our aim that as the Word Chaska means desire ,
fondness for something we tried our best to provide the provide the products that our target
market wants.

In the very starting of our project we conducted a survey regarding what our target market
want through a questionnaire in which we asked questions regarding what type of food ,
Desserts and theme our customers wants.

So right according to their desires we selected desi theme, and desi foods including Biryani,
Golgappa and kashmiri chai.

We decided to keep our stall totally customer oriented, as we arranged each and every
thing as per our target customer wants and we even decided to introduce such a price
tag that would not hurt our customer pocket.

Aim and Objective:

The aim of Desi Chaska Point was to provide best Quality Desi food at one place with finest
quality of ingredients and lowest possible prices and in such a customer oriented manner that
this would maximize our profit and our customer satisfaction as well.

Delegation of Designation Chart:

The Hiring and assigning of duties is always one of the most toughest job in an organization.
For our project total number of workers was 14 that were assigned their tasks right according
to their skill and expertise.

So everyone was very well aware regarding what he or she was suppose to do more over
every department was alloted a departmental head inorder to ensure a fluent working
environment.
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CEO:
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A chief executive officer (CEO) is the highest-ranking executive in a company, whose
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primary responsibilities include making major corporate decisions, managing the overall
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operations and resources of a company, acting as the main point of communication between
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the board of directors (the board) and corporate operations and being the public face of the
company. A CEO is elected by the board of direrctors.

M Ghazanfer Ali was selected as the CEO of Desi Chaska point because of his ability of
critical thinking and having a strong grip on:

Following are the duties of the CEO of

 Marketing
 Public speaking
 Maintaining internal relationships.
 And allocation of resources.
 While focusing mainly on the external affairs and public dealing.

COO:

The chief operating officer (COO) is a senior executive tasked with overseeing the day-to-
day administrative and operational functions of a business. The COO typically reports
directly to the chief executive officer (CEO) and is considered to be second in the chain of
command. In some corporations, the COO is known by other terms, such as "executive vice
president of operations," "chief operations officer," or "operations director."

In our project the COO was working under the administration of CEO while handling all the
internal affairs of the organization.

Madiha khan was selected as COO by the board of directors and the CEO she was selected
for this post because she has a strong grip in:

 Relation management
 Conflict handling
 Good talking and convincing skills.

BOARD OF DIRECTORS:
HR DEPARTMENT:

The functioning of any organization depend upon the productivity of the employees so
definitely for good profitable organization good employees are required and for this purpose
a company entirely depends upon the HR department because this is the department which
serves the function of recruitment so they are responsible for the hiring of the good officials.

In our Business the COO Madiha Khan was held responsible for this operation as Madiha
khan was having full grip on the operations and because of the fact that he was the COO she
was having more skills in term of managing internal relationships and as she knows regarding
the operations importance so she knows which department needs more numbers of
employees. So different departments needs different strength of people and in our business
the main focus was Marketing and sales so she allotted employees right according to the need
of the departments.

Sales Department:

Having a strong sales team is crucial to the success of a company because the sales
department is responsible for making sales, growing your business and retaining existing
customers. Ultimately, the most important function of your sales department is maintaining
relationships with your customers.

A sales department is the direct link between a company’s product or service and its
customers. However, a well-trained sales department does more than making sales.

As it’s very well said:

“A product is not bought it is sold”

In The Sales Department of The Chaka Point Mr. Adil Mirza was appointed as the head
of the Sales department while Ms. Atika Fazil and Ms. Nain Tara Tahir was appointed
as the managers of the sales department.

They were selected to be in the sales department due to the following qualities:

 Empathy
 Confidence
  Ability to listen
 Networking ability
 Multitasking skills

FINANCE DEPARTMNT:

Finance department is one of the most critical and complex department in a business
Businesses run on money, and the financial department of a company is in charge of
making sure that funds are available and that your business is able to access cash in
sustainable ways. Finance is both an art and a science. Managing it effectively requires
judgment and a very expert staff in term of finance and Accounting.

Not only this a finance department requires the officials having the ability of foreseeing
the future aspects in term of remaining budget and investments.

For this task our HR department decided MADIHA KHAN as the director of Finance
department and Eisha Abid a the finance Manager of The Desi Chaska Point.

 Strong maths skills.

 An analytical, enquiring mind.

 Good problem solving skills.

 Good management skills.

 Good prioritization.

 Planning for the future

 Competitor analysis
 Strategic planning

Marketing Department:

A business success depends highly on its marketing Department the role of marketing
Department in the way they should offer anything business is really importantbecause they
serve the function of promoting advertising and making the target market aware regarding
your business your mission your product and your ideas.
so, it can be easily inferred that for a successful business the marketing should be very strong
because the better the image and awareness of your product end business among the target
market would be the more profitable your business is going to be.

Not only the good image of the business ends the Profits, but the marketing Department also
act as a great connection between the external environment the target market and the
organization. without a marketing Department a business can never Flourish the cause of the
fact that a product is not bought but it is sold. so it is the role of the marketing Department to
build as good as possible image of the business in the mind of the consumer so that more and
more consumers will be willing to buy your product

The marketing Department the marketing Department because they have very deep roots
among the target market can also identify what our target market wants and what kind of
offers and products our target market wants.

marketing Department is one of those Department who need a large number ofworkforces not
only workforce but the people with a good personal relation so that they can spread
information regarding the business in most possible people.

the workforce of marketing Department should also have a good convincing and
communicating skills, so this help them to communicate to their target market in a more good
way.

So for the post of marketing Department director Mr. Ahmed Nasir was considered as the
best fit for the post of director because he has a great grip on how to tackle the target market
and how someone can Not only this but Ahmed Nasir after spending a great time with the
target market he was able to identify the type of marketing strategies our business should opt
for.

Ms. Aimenshabbir, Mr. Raja Shahzaib and Ms. Amna kayani were held on the
designationof marketing managers because they were having a good convincing, talking
and communicating style.

Not only this they were also found to the best fit for this position because they were also
having the idea of the Market needs and mindsets.

Research and Development Department:

R&D (Research & Development) plays a very important role in the success of a business.
R&D contributes to sustainability of business .R&D helps a business to have a competitive
edge over its competitors. It is the R&D function that develops plans much ahead other
functions. The R&D function needs to have a clear foresight about future problems that need
solutions. R&D (in its development role) can act as a catalyst for speeding up the growth of
organization by way of introducing breakthrough products in the market.

M Ghazanfer ali was selected as the director of research and development department
because he Designed methods for evaluating the customer needs and wants and what our is
purpose customer desire for the RND director with the help of marketing department
conducted a survey based on questionnaires regarding what kind of theme and food our
audience would love to have.

And with no doubt all the predictions and analysis were right according to end results that we
got.

All the arrangements goals and strategies were after the mutual agreement of the CEO COO
and marketing department based on the suggestion given by the Director of Research and
Development Department.

Promotional Department:

 Marketing your brand or product will include different aspects of manufacturing, promoting
and selling products to the customers. Promotion is a key element in putting across the
benefits of your product or service to the customers. Well-designed marketing and
promotional strategies ensure long-term success, bring in more customers and ensure
profitability for businesses.

And there is no doubt that a good selling of the products of an organization can not be
possible without any promotion or discounts.

So yes promotional department is a must for any organization for a good and handsome sales
ratio.

In Desi Chaka Point M Ghazanfer Ali was chosen for the post of promotional director as he
Was having good planning and managing campaigns to promote the companies’ products
 M Ghazanfer Ali develop detailed plans for promotions in line with the marketing strategy.
He analyzed the target audience to determine the type of promotional offer that would be
most effective.

So our business adapted many promotional activities including fund raising, games ,
discounts offers, discount vouchers/coupons.

And with no doubt all these strategies were proved to be the best for over all catching the
customers and increasing the overall profitability.

PROCUREMENT DEP:

Business profitability depend upon the overall cost of the raw material, Thus, purchasing is
an operation which I of great importance in the procurement of of market exploration to
procure goods and services of desired quality, quantity at lowest price and at the desired time.

In desi chaska point Mr. Ahmed Shehreyar and Mr. Nabel Zaffar were selected for the
vacancy of head of procurement department the reason behind choosing them was they wer
having a great experience in the field and markets.

They were already aware of the best possible quality and the lowest possible cost of the raw
materials and the ingredient of our product.

This really helped our business for making the prices of the products lowest possible as this
was something on which we were able to have a competitive advantage and not only this ut
the use of best quality chicken and rice and other raw material leads towards more number of
satisfied customer increasing the overall profit of our organization.

DECORATION DEPARTMENT:

The impact and influence of the proper decoration cannot be underestimated and they play a
very important role in enhancing the mood and set a perfect ambience for any type of event.
The type of decoration indicates the importance of an event and its significance and
decoration is also very important for the symbolizing of the theme selected for your business.

In our business the Desi chaska point the HR department selected one of the most finest
creative people for the department of Decoration.
Because this was something upon which the attraction of customer really matters the more
creative and good looking your stall would be the more customers would be attracted towards
your stall.

Eisha Abid and Bisma Shah were selected for the vacancies of décor department head the
reason of choosing them was  their creative talent to implement the visual interpretation of
the design we actually wants for our stalls and for technical skills and expertise in
management including budgeting, scheduling and organizing the stalls even before time.
Because for a business the main thing is budget.

They were also responsible for selecting, designing, and sourcing the material required for
the purpose of decoration of the stalls.

Not only the stalls but a very descent , attractive and in matched dressing code was prepared
in relation with the theme and type of products.

Marketing Mix:

The four Ps of marketing are the key factors that are involved in the marketing of a good or
service. They are the product, price, place, and promotion. Often referred to as the marketing
mix, the four Ps are constrained by internal and external factors in the overall business
environment, and they interact significantly with one another.

The four Ps are the four essential factors that come into play when a good or service are being
marketed to the public.

The four Ps are :

 The product (the good or service)

 The price (what the consumer pays),
 The place (the location where a product is marketed)
 The promotion (the advertising).

Our brand has implied the marketing mix in following ways:

The product:
As focusing on a food based business our main products were Food and beverages,
specifically focusing on the menu.

The products that we offered were

 Biryani
 Gol gappa
 Kashmiri chai

There is definitely some reasons in chosing this menu,

 BIRYANI:
1. According to the survey biryani was one of the most highly rated product by our
target market.
2. As our stall timings were 10AM to 3:30PM so after 11AM Is the time when most of
the students want some heavy meal.
3. Another reason of biryani was this was something that we can say was a major
product.
4. Biryani was also something that was attracting our customers after looking on the
price tag and offers that we introduced, and no doubt by its taste as well.

 GOLGAPPA:
1. Golgappa was highly rated by our target customers.
2. Having golgappa on the stall enhanced the attention of the customers.
3. The theme and the matka’s that we used for Golgappa was highly matching with our
Desi theme.
4. Golgappa was also one of those product whose cost was very low while the profit
margin was good enough.
5. As students and faculty of FURC and this is a product that is highly liked by te
females.
 KASHMIRI CHAI:
1. Selecting kahmiri chai was due to the fact that the weather was cold and people
prefer having some hot beverages.
 2. As keeping in consideration the budget kashmiri chai was the best that we could
afford.
3. The topping and the taste of kashmiri chai is always loved by the customers.

The Price:

Pricing plays an important role in a business. In fact pricing requires a great analysis
research. Because very high price will restraint the customers to buy your product while too
low price would reduce the overall profit margin of the product. The reason for this
importance is that where the rest of the elements of the marketing mix are cost generators,
price is a source of income and profits. Through pricing, the organization manages to support
the cost of production, the cost of distribution, and the cost of promotion.

Pricing of the products of The Chaska Point:

Product Pricing
Biryani 150/-
Gol gappa 80/-
Kashmiri chai 80/-

The Director of Research and Development Department after have a detailed survey
regarding the target market suggested to keep the prices in such a range that would not harm
the pockets of our customer.

Not only the price tag of our products we also offered many discounts and discount offers
that was indeed taking the price of the product low that you won’t find any competitive price
anywhere.

So this is how our price tag was so much advantageous for the overall flourishing of our
business.

The Place:

Place decisions outline where a company sells a product and how it delivers the product to
the market. The goal of business executives is to get their products in front of the consumers
most likely to buy them.
Our place for our business was Foundation University Rawalpindi campus so our marketing
department, research and development department and other analysis were working were
being done keeping in consideration our target market.

The place matters a lot for a business in fact a business should introduce the products and
services right according to the customer needs want and desire.

As the Business Desi Chaska point was totally customer

oriented so we tried to introduce the products that were actually demanded by our customers.
We got these results after a detailed survey of o what our target market needs.

As our placement for the business was Foundation University so we were suppose to choose
the products as per the Faculty and Students requirements.

The Promotions:

Promotional offers and discounts are something that highly effects the selling of an
organization in our business the Director Promotional Department M Ghazanfer Ali
introduced such great promotional strategies that really proved beneficial for the business.
Promotional strategies bring in more customers and ensure profitability for businesses.

Following are some promotional Strategies that The Desi Chaska Point opted:

Discount Coupons:

The Desi Chaska point Introduced a 20% off coupon for only 20/- so through this coupon
the customer can obtain A discount of More than 30 rupees by just buying A 20% off coupon
for just 20 rupees.

The reason of introducing this coupon was to introduce some promotional activity that is
apparently very different from our competitor and was looking something really cool that
other customers want.

Another reason for introducing this coupon was to bound our customer to visit our stall and
have some purchasing definitely when someone has Spent some amount on buying this
coupon Then he or she will definitely spend to avail the discount that they have purchased.
And with no other opinion this proved to be very advantages for the Profit of our business.

Funding 10% profit to Edhi Foundation:

We all are living in a time where we can't Find time even for ourselves Then this is
something next to impossible to spare time for others who actually deserves, we have so busy
schedules that we even sometimes forget Sparing time for our families.

Keeping in consideration all these circumstances our business decided to introduce something
that will be highly different and would be something that nobody had even thought about.

We Collaborated with the EDHI foundation and decided to donate 10% of our total profit to
this foundation because winter is a time when thousands of people digest because of cold in
Pakistan so we took this initiative because we know that nobody has the time to specifically
go to some NGO and donate some amount so we took this initiative to facilitate our
customers in this regard.

Even the end result of this strategy was so positive that we observed so many customers
coming to our stall just for the sake of donating that 10% of profit do the Edhi foundation.

Games:

A business should always consider the fact that they should always do something that will
attract the customer towards.

The more customers who will come towards your stall the more profit you will obtain our
business introduced many games that remained a core attention for the customers on the day
our marketing stall was held .

we introduced three categories of games including

 Dart board
 Finding the sharpened pencil
 Flip the bottle challenge
We not only introduced the games but we also offered some rewards on winning the game
that includes

 Delicious chocolates
 50% off coupon
 20% off coupon
 100% off coupon
 Two free products
This was highly notice that the people who were not even willing to buy the product from
our stall were coming towards our stall just for the sake of playing games, and ultimately
when they want something like 20% off 30% off they were actually bound to purchase
something from our stall .
Target market:

A target market refers to a group of potential customers to whom a company wants to sell its
products and services. This group also includes specific customers to whom a company
directs its marketing efforts. A target market is one part of the total market for a good or
service.

As our Business was a project based business So we were bound to specify our Target market
to Foundation University.

So did our marketing and promotional campaigns right according to our target market.

We tried our level best to serve our target market in the best possible way.

Market segmentation:
Market segmentation is the process of dividing a market of potential customers into groups,
or segments, based on different characteristics. The segments created are composed of
consumers who will respond similarly to marketing strategies and who share traits such as
similar interests, needs, or locations.

Desi Chaska Point Segmented its target market so that we can tackle our customers on the
basis of their different characteristics, and their different preferences.

The process of segmentation was done on the analysis done by the RESEARCH AND
DEVELOPMENT DEPARTMENT AND THE MARKETING DEPARTMENT.

DEMOGRAPHIC SEGMENTATION:

Through demographic segmentation we divided our customer in different categories based on

age gender and affording power.

We categorized our products as per the