MARKETING PLAN OF THE VEGETARIAN HUT

Submitted to: Ms Naima Khurshid (Lecturer) Submitted by: Name and Registration No. MBA-FA09-061 MBA-FA09-015 MBA-FA09-047 MBA-FA09-069 MBA-FA09-045 MBA-FA09-081 09-06-2010 SAHIWAL

Muhammad Shoaib Wajid Ali Shahbaz Ahmad M Faheem Sattar Ahsan Saleem Numan Khalid Date of submission

(MBA-B5) Section A COMSATS INSTITUTE OF INFORMATION TECHNOLOGY

Table of contents
Executive summary..............................................................................................................3 Introduction .........................................................................................................................4 VISION STATEMENT.......................................................................................................5 MISSION STATEMENT....................................................................................................5 TAG LINE OF THE VEGETARIAN HUT........................................................................5 Objectives............................................................................................................................5 Future Plan of the Vegetarian Hut.......................................................................................6 Situational Analysis.............................................................................................................6 The Target Market...........................................................................................................6 Market Location & Customers.........................................................................................7 Market Trends & the Future................................................................................................8 SWOT ANALYSIS ..........................................................................................................8 Strengths..........................................................................................................................9 Weaknesses......................................................................................................................9 Opportunities....................................................................................................................9 Threats..............................................................................................................................9 Competition........................................................................................................................10 Competitor's Profile ............................................................................................................................................10 Environmental Effects.......................................................................................................11 Social effects..................................................................................................................11 Economical factors.........................................................................................................11 Political factors..............................................................................................................11 Demographics factors....................................................................................................11 Marketing Strategies..........................................................................................................12 1: positioning strategies................................................................................................12 PRODUCTES AND SERVICES.......................................................................................12 3: pricing strategies............................................................................................................13 Value Added pricing strategy .......................................................................................13 4: promotion strategies.......................................................................................................14 5: Market research (R&D).................................................................................................14 Our Menus ........................................................................................................................14 Marketing Budgeting Plan.................................................................................................15 Review...............................................................................................................................17 ...........................................................................................................................................17 Reference ..........................................................................................................................18

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Executive summary
Our plan is about of vegetable restaurant. The name our restaurant is “The Vegetarian Hut”. We introduce the different vegetables products in our restaurant. First we open our restaurant in Lahore where rich and diet conscious people live then we open in different cities, we will start another restaurant in Islamabad for expand our business and develop plans for the next unit. Our main target market is diet conscious people who are more than thirty years old. We provide separate sitting place for families, boys and females and also provide noise free place to relax them. We provide the services to our customers they may sit down and get full service from a waitperson we also provide the home delivery service to our customers. In the SWOT analysis of our business we have some strengths and opportunities but we can also face weakness and threats. Right products, quality and service, better product life, experience staff, direct delivery capability these are the strength of our business. Limited budget, Customer service staff needs training, Management cover insufficient these may be the weakness. Could develop new products, Profit margins will be good these are opportunities for our business. Environmental effects would favors larger competitors, possible negative publicity these are the threats of our business

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Introduction
Our plan is all about introducing the vegetables restaurant in Pakistan. Vegetables are most important for health. The main market place of our restaurant is where diet conscious people lived. We introduce the different product line under vegetables that are discussed below. In first we introduce the Traditional vegetables, Chicken fried vegetables, Vegetables Rice Fresh Juices, Vegetables soups, Bar BQ Vegetables, Vegetables recipes. Our restaurant located in model town Lahore where rich and diet conscious people live because we capture those people whose income profile is high mean who lies in rich category. In start we use market skimming strategy after all we use market penetration strategy Our main target market is diet conscious people who are more than thirty years old. We use the direct marketing for connecting the customers. We give the quality of product to the customers and deliver the value preposition to the customers and introduce green marketing1 in our business. The colour of our restaurant is green that will reflect the greenish taste in life. That indicates the attractiveness for customers. To bring innovation in our plan we will use the open location and will introduced hut system. We give many other facilities like WI- FIE technology and shisha for smoking to our customers. And also give free home delivery services. As today’s consumers become more conscious of the natural environment, businesses and health are beginning to modify their own thoughts and behavior in an attempt to address the concerns of consumers. Green marketing is becoming more important to businesses because of the consumer’s genuine concerns about our limited resources on the earth. By implementing green marketing measures to save the earth’s resources in production,
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packaging, and operations, businesses are showing consumers they too share the same concerns, boosting their credibility

VISION STATEMENT
"The Vegetarian Hut vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile. And see the every customer healthy and strong"

MISSION STATEMENT “Be the best employer for our people in each community around the world and pull
towards you customer health”

TAG LINE OF THE VEGETARIAN HUT

“Green is the first step towards maintaining health”

Objectives
The objectives of our restaurant are given as follows: • • • • Our objective is to maintain the quality and provide natural and clean vegetables to the customer We are a quality focused company with an emphasis on providing hygienic and top end quality products to our customers. Our financial goal is earn maximum profits Our goal is to create the image of light satisfying and still nutritious food.

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Future Plan of the Vegetarian Hut
If the business is meeting its projections by ninth month, we will start another restaurant in Islamabad for expand our business and develop plans for the next unit. Our five year goal is to have 3 restaurants in Pakistan with a combined annual profit of between $500,000 and $1,000,000.

Situational Analysis
The Target Market The main target market of The Vegetarian Hut is diet conscious people but the Vegetarian Hut cover the huge population of Lahore The market for THE VEGETARIAN HUT products covers a large area of diverse and densely populated groups. Although it will be located in a model town Lahore, it is an area where people travel to eat out and one that is also frequented by tourists. It is also an area known for and catering to the demographic group

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Demographic segmentation
Age Company targeted from age 30 year to onward Company targeted the educated people also Company targeted the Diet conscious people by providing the low-fat foods

Life style

Income ▬

Company Company targeted the targeted the High social class level of income Company target the gulberg Lahore

Geographic segmentation

Company target Company target the Model town the Defense area Lahore Lahore

Market Location & Customers The model town is one of the most desirable retail locations in Lahore. The Mass. Chamber of Commerce rates it as the third best retail market in the country. There are more than 400 businesses in a 1/4 square mile area with average sales of $50 per square foot. The customer base will come from 3 major segments;

Mature people -- the city of Lahore with a year-round population of 145,000 is centrally located in the model town and also we cover all the area of Lahore Tourists as we know it is the very famous place and tourists visit and they need rented houses for stay. We provide these facility to our customers

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Local citizen -- The Lahore Chamber of Commerce lists over 900 businesses with an average of 12 employees in the model town.

The food concept and product image of The Vegetarian Hut will attract 3 different customer profiles;

The health conscious person of any age or sex -- this includes anyone on a restricted or prescribed diet or those who have committed to a healthy diet.

Curious and open-minded -- "if you try it, you will like it." Through marketing, publicity, and word-of-mouth, people will seek out a new experience and learn that nutritious food can be tasty, fun, convenient, and inexpensive2.

Market Trends & the Future
The idea of a health consciousness through nutritional awareness and dietary change has been slowly building for the last 7 years. The extensive government studies and new Food Guide Pyramid have given everyone a new definition of a balanced, healthy diet. This is not a fad but a true dietary trend Backed by the scientific and medical community, the media, the government, and endorsed by the big food manufacturers. As the Foodservice 2000 report stated, this trend will be even more important by the turn of the century. As people want to stay home more and cook less our strategy of delivering prepared meals on a weekly or monthly arrangement may be a widespread accepted new way of eating.

SWOT ANALYSIS
This SWOT analysis is based on an imaginary situation. The scenario is based on a business-to-consumer manufacturing company, who historically rely on service and
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quality for their success. The opportunity, and therefore the subject for the SWOT analysis, is for the manufacturer to create a new company of its own to distribute its products direct to certain end-user sectors, which are not being covered or developed by its normal distributors. Strengths First mover advantages We are offering a great variety of vegetables for the first time in Pakistan under a single roof. Weaknesses It is difficult to shift people from meat to vegetables. Because in our there is more trend of meat than vegetables. We cannot supply our products to foreign customer because it also need a proper infrastructure and capital to do so.

Opportunities We can also introduce some spicy vegetables dishes with meat and also some meat dishes, so that if any customer wants to have meat he can also take meat which will increase our profit. Threats Chances of negative public relation with religious pressure groups The religious pressure group are against the vegetarian hut because they says that this restaurant is for Hindus they don’t eat meat There is shortage of water in Pakistan, so we can face problem that is lack of vegetables. Because farmers will face problem during irrigation

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Competition
There are over two dozen restaurants in Model town Lahore that sell food at similar prices. Although this presents an obvious challenge in terms of market share, it also indicates the presence of a large, strong potential. The newest competitors have made their successful entry based on an innovative concept or novelty. THE VEGETARIAN HUT will offer an innovative product in a familiar style at a competitive price. Our aggressive plans of take-out and delivery will also give us an advantage to create a good market share before the competition can adjust or similar concepts appear.

Competitor's Profile
THE VEGETARIAN HUT is competing on the following target market
• • •

Independent table service restaurants of similar menu and price structure. Chain " " " " " Commercial food service companies serving business men directly.

Independent operators include Lasani chicken broast, Lahore tikka, chouhdri Restaurant. Most are ethnic based they all are doing very well. Competitive Strategy There are three major ways in which we will create an advantage over our competitors;
• • •

product identity, quality, and novelty3 High employee motivation and good sales attitude Innovative and aggressive service options.

The Vegetarian Hut will be the only restaurant among all the competition which focuses the entire menu on healthy, low-fat cooking. Each of the competitors offers at least one "healthy" selection on their menu. The target market will perceive The Vegetarian Hut as the destination location for healthy, low-fat cooking.
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Once they have tried the restaurant, their experience will be reinforced by friendly, efficient, knowledgeable service. Return and repeat business will be facilitated by accessible take-out and delivery options. At the time of this writing all of the competitors offered take-out

Environmental Effects

Social effects We provide separate sitting place for families, boys and females and also provide noise free place to relax them. We adopt the policies and implement of highly restrictive restaurant smoking policies. We hire guards for the security of our customers and restaurant as well.

Economical factors We make Change (reduce) in the trend in food tax revenue and provide quality food with low cost compare with other vegetables restaurants. We provide different kind of deals for different segments of customers like students, females and children etc. Political factors If political environment is stable then people feel relaxed and visit different restaurants THE VEGETARIAN HUT. as well. If political environment is dynamic then people become tense and avoid making any kind of enjoyed activity.

Demographics factors Demographics may be the most significant factors affecting the success of a fast food restaurant. Restaurant owners should examine the ratios of male to female, average

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income, education levels, and other essential characteristics of the people living nearby. A fast food restaurant's size may have significant effect on its success. Larger buildings can serve more customers at one time. The proximity of one vegetable food restaurant to others may have an effect on its success. A restaurant that is near a similar one must attempt to draw customers from the competition with promises of additional benefits, features and lower prices..

Marketing Strategies

1: positioning strategies. By using differentiation we are doing the positioning as we doing niche marketing. In niche marketing we target the upper class. We create a position in the mind of customer that we provide the best food, high quality, fully nutrition. Upper class people are very conscious about there health. Marketing Strategy Focusing on the unique aspect of the product theme (healthy, tasty foods) a mix of marketing vehicles will be created to convey our presence, our image, and our message. 2: product strategies. Under the product strategy we discussed the products and services that we offered in market

PRODUCTES AND SERVICES
THE VEGETARIAN HUT Restaurant will be offering a menu of food and beverages with a distinctive image. There will be three ways to purchase these products; table service at the restaurant, take-out from the restaurant, and delivery to home or office. Menu THE VEGETARIAN HUT menu is moderate sized, and moderate-priced offering a

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collection of ethnic and Pakistani items with a common theme -- healthy (low-fat, low cholesterol, natural ingredients), flavorful, and familiar. Our goal is to create the image of light satisfying and still nutritious food. There has been an increased awareness of nutritional and health concerns in recent years and a growing market of people who now eat this style of cooking regularly. Production Food production and assembly will take place in the kitchen of the restaurant. Fresh vegetables, meat and dairy products will be used to crate most of the dishes from scratch. The chef will exercise strict standards of sanitation, quality production, and presentation or packaging over the kitchen and service staff. Service There will be three ways a customer can purchase food. They may sit down at one of the 60 seats in the dining room and get full service from a waitperson. A separate take-out counter will service those who wish to pick up their food. Most take-out food will be prepared to order with orders coming from either the telephone or fax. Delivery (an indirect form of take-out) will be available at certain times and to a limited area.

3: pricing strategies.

In our restaurant we provide the high quality food, we provide the best quality of product to the customer and we provide different services to our customers like a WI fie technology in our restaurant. So we chose high price through customers.

Value Added pricing strategy Entry into the market should not be a problem. So we use the value added pricing strategy for give the maximum value to the customer and the store has high visibility with heavy foot traffic all day long. The local resident’s diet conscious people and students always support new restaurants and the tourists do not have fixed preferences.

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4: promotion strategies.

We use these promotional tools for awareness of our restaurant
• • • •

Print media -- local newspapers, magazines and student publications Broadcast media -- local programming and special interest shows Hotel guides, caretaker relations, Chamber of Commerce brochures Direct mail -- subscriber lists, offices for delivery

Distribution Channel We use the green van for delivering the products to the customer and we give free delivery to the customer within 10 kilo meter and after we charge from customers

5: Market research (R&D).

We hire the third party for the market reach (R&D).our basics purpose of the research and development is that w want to know about the changing needs of the customers, we want to know that what customer demand new in our existing product (taste, quality, etc).And what they want knows in our restaurant, and final are customers satisfied from our current services.

Our Menus
Vegetable soups

1. Plane vegetable soup 2. chicken vegetable soup 3. beef vegetable soup 4. jen,s low fat cheesy vegetable soup 5. vegetable beef soup with barley

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Vegetable Rise 1. vegetable fried rice 2. chicken vegetable rice 3. Green vegetable rice 4. vegetable brown rice
Sandwich 1. A Potato salad sandwich 2. Pita Salad sandwich 3. Vegetable sandwich 4. Goat Cheese and Tomato sandwich

RECIPIES 1. Hari March Ka Salan 2. Karahi Aloo 3. Dam Ke Bhindi 4. Keema Bharay Keraily 5. Masala Dar Sagbziyan 6. Palak Paneer

Marketing Budgeting Plan.

We are going to prepare marketing plan of vegetable restaurant because we are going to established new business in Pakistan, we made a budgeting plan for our restaurant. We have a budget of 2 cror rupee to establish our plan. Now we allocate different amount in different parts.

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Method of allocation Creating an annual budget involves estimating about how much money we will spend in different areas of your restaurant. For instance, we know there will be expenses associated with running the business, but here we are starting new business here every month plan will guide us to do changes to achieve our goal, if we do anticipate those expenses and stay within a financial plan from one month to another. An annual budget gives you goals to reach and limits to beat. The budget is also essential to plan for the restaurant's future spending. Here the plan of allocating the financial budget of our restaurant. Plan by Month. We use the monthly plan to estimate our annual budget. By breaking the budget of annual into month we can easily allocate our expenditure and profit which will be useful to achieve our goal and also easier to handle the restaurant affairs. Allocation of Budget As our business is new in Pakistan we should use the monthly allocation First of all we buy our restaurant building in model town Lahore round about 60 lakh .Than we arrange it with our willing now we spend 10% like green paint, sitting arrangement and decoration. 25% of our annual budget will be reserve for different kind of vegetable dishes, 10% of budget allocated for employees’ salaries and remuneration, 15% budget for research, advertisement, sale expanses and the new product research. We reserve the remaining budget for other uses.

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Allocation of budget on other uses 25%

New Product Research. 15%

Marketing Research 6%

Advertisement

Sale Expense

3%

2%

Review
Our plan is about of vegetable restaurant. The name our restaurant is “The Vegetarian Hut”. We introduce the different vegetables products in our restaurant. First we open our restaurant in Lahore where rich and diet conscious people live then we open in different cities, we will start another restaurant in Islamabad for expand our business and develop plans for the next unit. Our main target market is diet conscious people who are more than thirty years old. We provide separate sitting place for families, boys and females and also provide noise free place to relax them. We provide the services to our customers they may sit down and get full service from a waitperson we also provide the home delivery service to our customers. In the SWOT analysis of our business we have some strengths and opportunities but we can also face weakness and threats. Right products, quality and service, better product life, experience staff, direct delivery capability these are the strength of our business. Limited budget, Customer service staff needs training, Management cover insufficient these may be the weakness. Could develop new products, Profit margins will be good these are opportunities for our business. Environmental effects would favors larger competitors, possible negative publicity these are the threats of our business

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Reference
http://pakistanmba.jimdo.com/free-marketing-projects-3/1
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http://www.virtualrestaurant.com/sample.htm sample mktng plans\The Restaurant Business Plan - Sample Demo.htm

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