MARKETING PLAN

FOR CRUSINE
Khubaib Bin Adnan
Wasif Abbas
Muhammad Saad
Sikandar Mirza
Saifullah
To: Dr Usman Ghani
Institute Of Management Sciences
Contents

EXECUTIVE SUMMARY...........................................................................................................................3
ENVIRONMENTAL ANALYSES.................................................................................................................4
TARGET MARKET :.................................................................................................................................5
SWOT ANALYSIS.....................................................................................................................................5
E. Matching strengths to opportunities/ Converting threats and weakness.........................................6
TARGET MARKETS..................................................................................................................................6
TARGET MARKET 1.............................................................................................................................6
TARGET MARKET 2.............................................................................................................................6
TARGET MARKET 3.............................................................................................................................7
7P’S OF MARKETING..............................................................................................................................7
Social media Marketing.....................................................................................................................8
15: Activity Responsibility, and timetable for completion:....................................................................9
BUSINESS GOALS:..................................................................................................................................9
BUDGET REQUIRED FOR BUSINESS..................................................................................................10
CRUISINE
MARKETING PLAN

EXECUTIVE SUMMARY
Our vision is satisfying foodie Cravings by serving tasty and quality eatables
while reaching people directly on wheels, and striving to provide excitingly
ultimate food experience to the thrill seeking food cravers.
Our vision is to be recognized and positioned as the best mobile food brand
in the country for providing delicious and diverse cuisines, prompt service and
delightful food journey. Cravings’ aim is to become a brand of spreading
happiness around society.
Cruisine will be a five member partnership to be launched in Peshawar,
Pakistan. It will be operated through a customized food truck. Chef Wasif
abbas and 4 other member partners will share responsibilities in managing the
major operations of the business.
Cruisine will operate everyday in a week, serving fast casual lunch, dinner
and munchies each day. The menu includes variety of Burgers, wraps, fries,
shakes and exclusive food products. Routes of operations will be designed
according to the potential customers’ area such as different universities,
shopping malls, different marketplaces, festivals and events. With defined and
well-structured operational process, the order will be served hot in around
fifteen minutes.
We will cater to the needs of growing trend of fast casual fresh and
delicious food in market place of Peshawar. Our products will gratify to the
child in all of us; those who prefer a quick and best solution to their hunger
emergency; those who enjoy hanging around in city with families and friends;
and those who desire a quality food experience. The age group we are
targeting is 15-45 years as fast food is basically associated with youthful setup.
We will cater to the thrill-seeking people of our society that are always up for
exciting experiences. Craving is targeting to upper middle class of the society.
The initial capital required for the business is estimated to be 4.9 million
rupees. This fund will be raised by partnership of five investors. Each partner
will contribute twenty percent of the total estimated capital.

ENVIRONMENTAL ANALYSES
Based on fast food restaurant cruisine will provide high quality fast food
near your home. Food industry in Pakistan is the 2nd largest in Pakistan.
Accounts for 27% of its value-added production and 16% of the total
employment in manufacturing sector with an estimated 169 million
consumers, Pakistan holds the world’s eighth largest market when it comes to
food related business. According to survey an average consumer spends 42%
of his/her income on food.
The Marketing Environment
Competitive forces
Customers don’t want the regular burger of fried chicken, but wish for a sense of creativity
in their food and service. Competitors are always looking for new ways to keep their market
share or increase it with new innovation. There is very tough competition in fast food
industry among rivals. There are number of national and international restaurants in the fast
food industry. Companies who cannot provide at the level demanded, they can easily drop
out of the game. The major competitor of cruisine is Grab and GO. While other competitors
will be fast food chains like chief, KFC, Downtown bistro.

Economic forces: if we look at the current economic situation of Pakistan inflation is the
major factor which will be effecting our fast food production as the prices of raw material
(chicken,vegetables,bread etc) are increasing day by day. Unlike us, Market leaders have
established branches and more franchises so they reduced their cost by bulk buying .
Initially we will not be able to get advantages from economies of scale but once we capture
market share subsequently we will have opportunity to expend our brand and get benefits
from it.

Legal and regulatory forces :Cruisine requires different licenses by public authorities
which are Peshawar development Authority, Food Authority, Cantonment Board, Traffic
Police and Rescue 1122. There is always threat for Cruisine by local authorities such as
inspection teams, change in regulations by establishment as well as local development
organizations.

Political forces: as the government has banned the import of luxury items some of our
ingredients such as sauces like (wasabi , steak sauce etc) wont be available in Pakistan
Technological Forces
Right now there aren’t any technological forces against cruisine and its product

TARGET MARKET
Pakistani food industry has vast potential in the market and launching
food truck is the new concept in Pakistan which is being practiced in some areas only.
Launching in Peshawar will be a great opportunity with big challenge for the Cruisine. Our
main target will be students as we will mostly travel and parked near different universities.
The prices of the fast food will be very economical so the students can afford it. As the
universities will be only for daytime so at night our trailer will be at suburb areas like
defence and and Shami road because at these places there aren't any fast food places so we
wont have any competition there.

SWOT ANALYSIS
Strengths:
Our strengths will be that we don’t need any physical place and it wont need any extra
property/capita for cruisine we will only need a caravan for business through which we
would be able to change location according to market requirement . If one market doesn’t
buy our product then we can change location and can go to some other place.

Weaknesses
Our weakness will be the bad weather/climate because not only it can cause technical
difficulties in our trailer but also as we don’t have any indoor place and heater/air condition
to provide people with good place to relax during extreme weather. This will cause less
customer attraction towards cruisine during extreme weather condition.

Opportunities
The opportunities we have are untapped market for our business and our product
as for our business right now there is only one fast food trailer “Grab and Go” available
which is a fast food trailer but it doesn’t travel across Peshawar and only parks in one place.
As for our product some fast food like corn dog etc are not available in Peshawar. The
product can be made for very low price and can be sold for low price. So we have an
opportunity to add this product to our menu.

Threats
The threats can be the new entrants in market and also increase in the price of fuel.
As we are also new in the market if any other entrants come it will make it difficult for us to
capture market and we will have strong competition which will cause less sale. The increase
in fuel can effect us in such a way that as we are based on caravan which require fuel to
operate and move from one place to another and if we wont be able to afford fuel the
whole point of our business will be gone.
Matching strengths to opportunities/ Converting threats and weakness
We can use these opportunities to become our strength such the only thing we
need to provide cheap unavailable fast food items is the recipe and as the market is new it
will be easy for us to enter in market.
To overcome our weakness for extreme weather condition we would provide cold
beverages such as margaritas, slushies’’, shakes, etc. in summer and coffee, tea, soup etc. in
winters.
To overcome the threats we will be facing we would use electric car as our food
truck instead of fuel consuming vehicle, this will not only minimize our threat of increasing
fuel price burt also will be beneficial for the environment as the fuel consuming vehicle will
pollute the environment there a several charging stations available around the city which
can help us if we run out of power moreover we will also have backup generator to charge
the vehicle incase we do not have any other means of charging the vehicle .

Marketing objective:
Attend festival and events
Go all in on social media
Explore location based food truck advertisement
Come up with unique branding
Do food delivery and catering
Offer discounts and promotions
Travel to new places
Host events with local performers
Be generous to those in need

Marketing strategies:
TARGET MARKETS:
TARGET MARKET 1: Our first and most important target market will be students of
universities and colleges
EXAMPLE: we will park our trailer near different universities to provide student with low
price fast food

TARGET MARKET 2: our 2nd target market will be the different suburb
neighbourhoods such as Defence ,shami road etc as there are no competition there and
universities and colleges are not open during night time
TARGET MARKET 3: Our 3rd target market will be commercial areas
EXAMPLE: University Road , Hayatabad, Gulbahar, etc. during weekends because during
weekends universities are closed and most people come to these places to eat.

7P’S OF MARKETING
-Price: Offering reasonable price in which our targeted customers can afford easily which
will be the also the same market price.
Place: No specific place for our food truck we will be having different locations on demand
of customers which is also our point of difference (POD).

-Product: The product like food will be served in a way that it will be easy and fast to
consume without no oiling the hands The service level will be maintained to cater to
customer needs. The product and service will be unique in preparation and presentation
Beverages, continental, fast food etc

Promotions: Using promotional mix e.g. advertising via social media advertising, door to
door, pamphlets , web advertising, inbound & outbound advertising. Using the promotional
mix sales promotions, personal selling and public relations.
Distributing flyers in the targeted areas Promotional coupons at launch, off peak hours and
holidays Using social media for advertisement Door to door promotions.

People: Certified Chef consists with store keeper and a marketing manager. All the
management team are the students of the university.
Recruiting a staff that has an appropriate interpersonal skill to deliver customer services
Recruiting cooking staff that can feel the pulse of the taste required by customers Cooking
staff should be able to manage the kitchen and clean deliver quality in food with consistency

Process
Training and development of the staff Hygiene and ethical codes Provide the best to
customer.

Physical Evidence:
Clean and nice uniform of staff. Safe & hygienic food. Background music, bright and
comfortable lights  Clean truck with dust dins around our truck. Attractive and non plastic
packaging.
Point of Difference: No fix location we can move anywhere. That is our unique selling point
as well.
MARKETING IMPLEMENTATION:
Marketing organization: MARKETING TYPES:

Social media Marketing is a very great opportunity to create hype and massive
marketing because now days every individual whether educated or uneducated in Pakistan
use social media.
Will made a website to also provide updates regarding the new menus, discounts offer and
to stay updated our customers for the new locations etc.
The marketing manager will be responsible to update the menu cards and changing of the
food truck locations on social media.
Online Marketing: By the taking help of web collaborating with famous online website for
the online pop ups for our recent marketing activities going on. With this we will use email
and mobile marketing to keep our customer aware from all the new updates generating
emails and sms to all customers.
Promotional Campaign Proposed promotional program, promotional activity (ies), media
availability, costs, one-year promotional plan outline
Brochures which will be distributed to schools offices tourist points and festivals spot with
attractive and eye catchy content which will grab their attention.
Online responsive by our web manager who will answer the questions of the customer’s
feedback/complaints via social media or website .
As keeping in view of green environment we will not provide food in plastic bags, less fat
calories, kitchen inspection by authorities and open to all for check in balance.
Making the Truck’s ambiance attractive, bold slogan and logo will be visible to all and music
system for the customers.
With regard of national days observed in Pakistan they truck theme such as lights will be
green on Pakistan day or Independence Day, will play anthems and songs according to the
national day.
Provide services of screening(LED) for the fans of cricket & football lovers e.g(cricket
matches fever in Pakistan)
Branding on packaging such as logo of the company with Public service message. 
Interesting campaigns for outdoor advertising.
Provide discount like midnight deals, family deals, student deals and special discount for
specific university students and festivals.
Providing key chains, wall clocks and mugs of the company to loyal customers.  For
promotions we can attract audience by keeping challenges like eating food in minimum
time.
For CSR strategy we will use electric car to for the betterment of environment and less
pollution
For hyper promotions we can set gift prizes and create cooking challenges outdoor.
Providing our customer with the real calories and quantity which is also part of CSR proper
and safe food.
People can also book and rent our designed truck for basis of the photography or for events
etc.
Different lighting theme according to the nature of the event if Pakistan day so green lights.
Arranging contests, coupons, free sampling can also provide a support to our promotional
activities.
Can attract media by making the exterior of the truck more unique and interesting making
the truck attractive for the customer
Special offer display in different universities of Peshawar.

Activity Responsibility and timetable for completion:

BUSINESS GOALS:
First of all, we are going to set our goals like what is needed to be achieved before the time
runs out.
Our first goal is to have 5k+ followers on our social media accounts by the end of the year
2022 and use those accounts for our marketing.
The next goal will be to bring more traffic to our website with the help of our social media
accounts.
Create a bunch of loyal customers and providing them best quality.
Increasing the sales and making more money by the end of the year.
Business expansion like getting another food truck, recruiting new employees and finding
better location for our business.
Creating marketing strategies and plans for the coming year.
Introducing new meals in different events like Eid, Ramadan etc.
Build our brand and make the awareness of our brand with the help of those social media
accounts we created.

ACTIVITIES AND RESPONSIBILITY:

There will be separate managers and employees for everything who will be responsible for
the work they are assigned.
Social media Manager responsible for the awareness of our business by posting daily on the
social media accounts.
Accountant responsible for all of the sales, expenses and revenues etc. He should must keep
record of the data.
Sales Manager is responsible for the sales and the communication with the customers.
Marketing Director is responsible for the analysis of the next year.

EVALUATION:
BUDGET REQUIRED FOR BUSINESS:

The main source of revenue is selling fast food items to customers.

The plan is to make a sale of 25,000 rupees per day that will lead to a total of
78, 00,000 rupees of net sales in a year. The average selling price per unit is
PRs. 150 and the target is to sell 165 units per day to reach the sale of 25000
rupees per day. The gross profit margin is around 50% and net profit margin is
projected around 39%. With this profit margin “Cruisine” will be able to cover
the initial capital amount of 4.9 million rupees in 4 years and after one year we
will be in sound position to grow and expand our business.
The fixed costs of “Cruisine” include salaries of employees, rent of store
and main kitchen etc. The variable costs include food raw materials like oil,
buns, chicken, beef, vegetables etc. Other variable costs include the cost of
utilities, fuel of truck and generator, advertising/printing, packaging materials,
parking fees etc. The fixed cost of one year is estimated at PRs. 400,000 and
variable cost per unit is PRs. 75. The average selling price per unit is PRs 150.
The start-up Costs is projected to be 4.9 million rupees that be raise by
each partner equally which means that each partner will contribute 25% of
total 4.9 million rupees. The profit is share according to the amount invested in
the business that is 20%. The initial investment in the business will be spend
mainly on buying custom made electric truck from topsun motors and buying
customize kitchen equipment to fit in the truck. Others cost include cost of
licensing, branding of truck, food raw materials, deposit paid to rent the store
and main kitchen. So the start-up costs will be generated by partner and
sources of finance is partner’s capital rather than debt financing or any kind of
loan.
The break-even quantity is 5330 units which mean that after selling 5330 units
we are able to break-even or where our revenue is equal to the total cost. At
this point our profit is zero. And to sell 5330 units the time period will be
approximately one month and eight days if we are able to sell 165 units per
day on average. So to reach break-even point is not a big issue and the time
period is almost a month. So after one month we are actually able to make a
profit which is a good sign for our business.