MARKETING TERM

REPORT
Group member s:
Haris Fareed
Ayesha Mehmood
Zarnab Saleem
Daniyal Akber

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 INTRODUCTION

 Healthy and hygienic food is the utmost priority of Khanji.

Their food is prepared in compliance with the highest modern
standards of hygiene and sterility.
 Khanji has acquired the ser vices of highly skilled personnel
specially from “NAMAK MANDI” which is a famous food street in
Peshawar.
 The theme of the restaurant is based on the local truck ar t of
Pakistan, whilst also reflecting the cultural and traditional heritage
of the land. Immediately upon entering.
 Khanji is ver y pocket friendly, since they believe that ever yone has
the right to enjoy good food without being burdened economically.
 Situated at F -44/2, Block-4, Scheme-5, Clifton, which is a ver y
approachable and convenient location for people coming from all
areas of the city.

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Here is a picture from the interview.

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 MENU

 The menu reflects the ar t for which Khanji is so famous for with
eye catching illustrations. The menu includes contemporar y sub
continental dishes as well as oriental cuisine.

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 INTRODUCTION OF THE NEW PRODUCT

We introduced a new product which is

called “LAMB KEBABS” (lamb kebabs,
skewered and grilled on charcoal).

“Why did we choose lamb

kebabs?”

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 MARKETING MIX

PRODUCT:
Teenagers

Executive
diners
TARGET MARKET Families

Couples
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 MARKETING MIX

Segmentation:
DEMOGRAPHICS:
 A g e : 1 2 o nw a r d s
I n c o m e : 5 0 K p l us
Gender: all
S o c i a l c l a s s : m i d d le a n d h i g h

 GEOGRAPHICS:
 C o u n t r y: P a k i s t a n
Re g i o n : K a r a c hi , S i n d h
C l i m a te : m i l d - h ot

 P SYC H OG RA PHI C S :
 L i f e s t yl e : A c t u al i z e r s
Va l u e s : l a m b m e a t c o n s um p t io n i s p e r m i s s i b le
Pe r s o n a l i t y: o p e n n e s s to ex p e r ie n c e s
A t t i t ud e : p o s i t i v e

 B E H AV IO RA L :
 Occasion: all
 Re a d i n e s s to b u y : m e d i um to h i g h

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 MARKETING MIX

PRICE:

 Ex factory price : 305

 Profit margin 100%:305+305=610
 Marketing budget 16%:610+97=707
 GST 13%=93
 Retail price:93+707=800rs.

• The cost of lamb kebabs is relatively low than other kebabs .

• It’s a unique food item so higher profit margin can be gained.
• As Khanji focuses on upper middle class so they can charge high
price for this unique product.
• We can offer promotional discounts for initial months to attract
customers.
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 MARKETING MIX

Sales Projection:

 Estimated plates per day : 40 plates

 Estimated plates per month :1200 plates
 Price per plate =800rs
 Monthly sales =960000rs

Marketing budget:

• 97RS per plate.

• 1200 plates per month.
• MONTHLY MARKETING BUDGET = 97x1200=116400rs

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 MARKETING MIX

PLACE:
 COMPETITION:
 Khan Ji’s faces tough competition due to its ideal location and
the density of restaurants around it. New competitors arising
day by day opening with new and exciting themes and
of ferings which are capturing the imagination of locals, such
as the new opening Cloud nan (address: Shop No 4 & 5, Plot
5-E, Bukhari Commercial No 1 , Street 1 ،DHA Phase VI ،
Karachi) With such establishments in mind khanji’s has stif f
competition if they do not entice customers with new and
exciting things they would be at threat of losing potential
customers. Keeping competition in mind khan Ji ’s faces stif f
competition in their own neighborhood.

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 MARKETING MIX

PROMOTION:

 Facebook is the primary

medium through which
KHANJI will market its new
product (Lamb kebab).

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 MARKETING MIX

 BOGO, Vouch
365 and Food
panda.

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 MARKETING MIX

 Special discounts on
bank cards.

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 MARKETING MIX

 Snapchat and Instagram

accounts can be created to
share the introduction of
LAMB KEBAB.
 Free sampling at dif ferent
places (super stores ,
shopping markets , malls.)
 Messages from banks about
KHANJI’s new food item
,special discounts with it
for initial weeks.
 Add it on a list of ‘TODAY’S
SPECIAL ‘ .

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 MARKETING MIX

 Waiter’s suggestion.
 Invite morning show hosts to
record show at KHANJI .
 Take part in recent food
festivals to introduce LAMB
KEBAB, like ‘ GOOD FOOD
TOUR KARACHI ‘

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THE END.

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