INTERNAL EVALUATIONS:

Agency Management
ASSIGNMENTS: Prepare the Business Plan to start your own Micro agency. Then the Select any one of
the product out of the following and complete the assignments as given in the instructions:

INSTRUCTIONS:
a. First Prepare the Business Plan to start your own Micro Agency. (Format attached , You
can also Choose your own format)
b. From the following list select any one product and complete c, d and e.
i. Sports shoes show room
ii. Restaurant
iii. Body Deodorant outlet
iv. Super Market
v. Multi Brand store selling consumer durables items
vi. Jeweler shop
c. Prepare the Communication Plan worksheet (Format attached , You can also Choose
your own format)
d. Do the GAP analysis ( Format attached)
e. Support your advertising strategy with any two IMC tools(BTL activities / Brand
activations). Mention which BTL activities you are going to use for the campaign. Each
activity should be described in one paragraph.
f. Submission date: 18th February 2022
g. Method of Submission: CR to create GOOGLE link and share with the students. All
students to submit the assignment on the Link. CR to share link with me and maintain the
record who have not submitted.

Format of the business plan for starting an Agency:

ITEMS DESCRIPTION

1. Business description. What kind of
Agency do you want to start? What
does your industry look like? What will
it look like in the future?
2. Your business bio on social media:
The plan is for a designer jeweler shop. We
will offer a great selection of gemstone
jewelry in various designs, colors and sizes.
Our jewelry will include bracelets, necklaces,
earrings and rings. All of the pieces will be
designed and created keeping in mind class
and elegance. We will stock a wide selection
of jewelry and will offer a service to make
custom pieces for shoppers as well.
Wear your Elegance / Elegance you can wear
 Define your biggest asset Our chefs would be the most valuable asset
in the agency. A good chef ensures happy
customers and that is the ultimate goal –
customer satisfaction.

Your purposes Besides customer satisfaction, quality

USP
How you are remarkable
Positioning of your product or service
services and an extra ordinary dining
experience, it is equally important for us to
ensure our staff is happy and content with
their workplace.
To offer something unique that makes people
want to come back for more every single time
is the purpose of our agency.
What makes our brand different is the aim of
providing a custom-made experience to the
buyer. We will sell to these customers by
suggesting color combinations and styles for
various outfits and occasions demonstrating
our knowledge of fashion design. The USP is
customer service targeted at individual
shoppers.
Our restaurant would be an escape from
reality. Interiors would be carefully designed
to compliment the serotonin rush that one gets
after having some good food.
12 different cuisines would be monitored by
12 different head chefs to make sure the food
that is prepared offers the touch and
authenticity of the respective country.

Write the slogan for your offerings or brand You just can’t get enough.
or service

My Message To My Target Market Give it your nothing.

Literally. When you visit our restaurant just
do nothing, be present in the moment, indulge
your senses completely, let’s get those
endorphins flowing.

3. Target segment—who would be interested The brand would focus on one primary
in your product or service? What do they market, women. We will concentrate our
really want? marketing efforts on professional women, as
well as those who like to dress up when going
out for the evening.
4. My Message To My Target Market A dream that you’d want to experience.
Great food, good music, some drinks and
something unique in every corner of the
room. Indulge in a little self-care experience.
5. Reach—how do you reach the people in 1) Social Media Marketing – gen z being
your target segment? the trend setters on social media would
absolutely love to show off an aesthetic
dining place on their Instagram, so being
the most active on social media platforms
would be our number 1 goal.
2) TVCs/ Ads
3) Referrals – offering a 5% discount if they
refer a family to visit our restaurant.

6. Who are your Potential clients? Gen Z, Millennials and Adults aged between
16 – 45 would be our potential clients.

7. What are your plans for future growth? Because we provide a luxury dining
experience, we should consider the fact that
people do not every time would want to come
into the restaurant to try something new,
offering home deliveries, pickups, drive
throughs and partnering with food delivery
apps would be the next step.
Also keeping up with new technology and
integrating modern techniques while keeping
the traditions alive is something that we
would need to keep working on.
8. What will be the legal structure of your I would opt for a LLC – limited liability
Agency company to start a restaurant. Being the sole
proprietor is the biggest gamble and who
wans to get into the trouble of partnership.
LLC offers tax flexibility, profits to be split
anyway that I like, I’d make sure every term
and condition has been written on a
document.

9. Name one client Anna – a foodie, a woman in her early 30s

managing work, finding a partner to settle
with. She has got some big plans for her
career, she lives with her family and hardly
gets time for herself.

10. Describe what you have done for She visits our restaurant to spend some time
that client with herself. She orders food through the
mobile phone placed at her candle lit table.
She lays back into the massaging sofa to
relax, a soft background music is heard. Food
is served and eaten. This basically shows how
our restaurant is not just a ‘family place’ but
is open for anyone and everyone. Our
restaurant has the warmth that welcomes
everyone and it definitely leaves you feeling
content, calm and relaxed.
 Format of Communication plan worksheet
Name of the company:
Brand Name:
Purpose of the campaign:
1. Introduction
(Briefly explain why you are proposing this plan.
Identify
Strengths, Weaknesses, Opportunities and Threats
(SWOT). Include relevant research, observations.)
2. Back Ground to the campaign
A brief statement of what you want the advertising to 2) Targeting audience
accomplish or what you want the
Consumer to do after exposure to the message.
3. Campaign Objectives and
Strategies
DineLuxe
Cuisineville 12
To generate brand awareness, the first
campaign should always aim at increasing the
visibility as we’re starting out, we aim to grab
the attention of the audience.
This campaign would be an important first step
towards establishing and identifying our market
base.
Strengths – Higher brand awareness, interacting
with the target market, exposure
Weakness – might be confusing
Opportunities – Grabbing attention might lead to
a huge opening and prebooking
Threats – ineffective advertising
Through advertising we plan to achieve –
1)Brand awareness
3) Increase in sales
Expected consumer behaviour
Creating a buzz on social media
Mass participation in the contest
Pre booking the table
Starting with social media, because our target
audience includes teenagers and millennials, we
can create a buzz around the brand name what is
12 Cuisineville? And what exactly does 12 here
represents, arranging a contest where people
who guess correctly stand a chance to win a
prize.
This would in turn gather a huge response
because who doesn’t love free gifts?
Including influencers to create the hype.
What is the role of advertising and other elements of
communication in this campaign? If it is a multi-
focussed campaign, please specify for each element.
4. Key Lessons and Development
Include anything you have observe while doing
research.
5. Timing / Seasonality
Please specify your preferred campaign timings and
considerations to particular events that should be
considered
6. Communication goals
Refer Communication Pyramid given below
7. Marketing Objectives
For TVC, we plan to run an ad portraying the
complete luxury dining experience by using visual
appeal and how it is a must to visit this place at least
once in a lifetime, but we plan to keep them guessing
what exactly this place offers- food/ it is a restaurant
ad.
Everyone gets bored of seeing the same marketing
pattern of the products, we would try to be as subtle
as possible when it will come to marketing and let
audience guess.
TVC would target people between age 20 – 45.
This marketing technique segregates the audience
and targets them where it’s easy to influence .
Hiring a great team is the key to keep your
customers happy and satisfied.
Choosing the right location is equally important.
One should always be willing to learn and change,
adapting to customer’s taste and their willingness to
try something new every once in a while.
Our campaigns would be up and running during the
holiday season that is during the months of
November and December. With Diwali around the
corner and Christmas & new year’s lights all over
the country, our target audience ( teenagers to older
adults ) would be willing to try new places and catch
a break.
November – Social media and TVC creating the
hype through contests, reels and ads.
Grand Opening in the last week of November.
90% brand awareness via imc tools
70% knowledge through research, feedback and
survey – regarding the customer taste preference,
suggestions and recommendations.
40% liking – how customers respond to the
campaign
25% preference
20% trial
5% use
(3-5 doable, measurable outcomes.) in terms of sales Blowing up our social media via contests, campaigns
and market share objective reaching to minimum of 10k people in a month.
Increasing sales by 15%
Brand awareness 90%
Bookings rate increase by 10% every month.
Engagement increase by 30%
8. Creative Considerations
Creating relatable content so as to target teenagers,
Please supply any information regarding the potential gen Z and millennials. Probably posting memes and
content of the creative message, which will help puns every once in a while.
Subtle yet impressionable marketing via ads, TVCs.
provide creative team with stronger considerations in
Breaking stereotypes framed around restaurants-
terms of idea generation. normalizing taking yourself out an a dinner date.

9. Positioning statement 12 Cuisineville – There’s always something more.

(Briefly describe what you would like the brand’s
image to be in the hearts and minds of others. What
makes you unique? Example: Amul taste of India,
Coke taste the feeling
We offer 12 different cuisines keeping the
authenticity of taste and quality intact while
providing a never experienced before luxury dining
experience, it is literally paradise on earth.
Be it the food, the dining, the aesthetics we keep
adding and innovating which makes you keep
coming back for more.

10.Key message
A clear and simple statement of those real or
perceived consumer needs and wants
which the product or service will satisfy or that
consumer problem which the product or service
will solve better than will its competition.
11.Evaluation measures
(How will you know what worked and what didn’t?
Refer back to your objectives.)
Redefining the luxury dining experience.
12 cuisineville will offer people the taste from 12
different countries under one roof, there’s no need to
go to a Chinese restaurant to eat some good chow
mein or to an Italian place to have pasta. It is no
ordinary restaurant, keeping up with the latest
technology, 12 cuisineville would provide a calm,
relaxing, soothing dining experience.
Recliners, massage sofas, candle light tables are just
to name a few.
Measuring results via keeping track of the
engagement rate through Instagram insights and
analytics tool.
Monitoring campaign performance and reach.
Keeping record of the sales.
Experimenting with social media content to see what
works the best for us.
 Format of the GAP ANALYSIS
GAPS ANALYSIS REMEDY
1. GAP 1: Not Knowing what Menu analysis should be a Going through the menu
customers expect quarterly process, but its often with a fine-toothed comb
neglected. Current conditions make helps identify items that
it imperative to do one now. have margins to play
No matter how much we with, in addition to dishes
emphasize on the experience, if we that are dragging down
set up a restaurant people are there your gross profits.
for the food, so we should start by
analyzing their likes and dislikes.

2. GAP 2:The wrong service
quality standards
Hygiene plays a significant role in It is essential for any
the perception of a restaurant. restaurant to follow the
Customers can get highly cleanliness and hygiene
disappointed if the plates in which standards to ensure that
the food is serviced are dirty, not to your customer has an
mention restroom cleanliness overall positive
complaints. impression. Making sure
to pay attention to little
details as they can make a
huge difference.

3. GAP 3: The Service It is an undisputed that excellent Training the staff

Performance Gap customer service is a must for any members in a way that
restaurant and if one fails to should aim at making the
provide reliable customer service customers happy. Making
there might be a possibility that sure each staff member
you will lose out on valuable undergoes the required
customers. training and is aware of
the expectations that our
customer’s expect from
our restaurant’s service.
4. GAP 4: When promises do not One of the significant turn-offs that The customer is always
match delivery lead to poor restaurant service is right is the well known
delays. Any issue or concern of proverb amongst all
any customer should be taken care people associated with
of on a priority basis. the restaurants.
Ensure accurate wait
timings.
Deal with customer
complaints and concerns.
5. GAP 5: Expected Service-
perceived Service Gap