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y BUSINESS PLAN:
WE ARE PLANNING TO SET UP A FOODCOURT IN TRI CITY WHICH OFFERS DEEP ASSORTMENT OF TRADITIONAL VARIETY OF CUISINES AVAILABLE IN VARIOUS PARTS OF COUNTRY UNDER ONE ROOF.
Implies household have more disposable income and shift towards discretion spending. y We have chosen to enter particularly to restaurant segment because as per BIRD OF GOLD report by McKinsey Global Institute Indian middle class household will swell from 50million to 583 million by 2025. y Food Industry is growing at the rate of 13% estimate CSO (Central Statistical Organization) y . y As per CII estimate 2009 because of increase of rising per capital income Food industry will grow to US$310 billion by 2015.We will be starting novel concept of food court in PARAS DOWN TOWN SQUARE ZIRAKHPUR.
Chd-Patiala highway. Far from settlement area. Having a good point of BIG CINEMA in front of the food court area. and BIG BAZAR. . Due to presence of big retail chain like PANTALOON.y Biggest mall in tri city having a very good location near y y y y chandigarh area. Chd-delhi-highway. Chd-Shimla highway.
com Manmohan Ph-09569810163 manu_parneet@hotmail.Manjeet Ph-09467731072 manjeetsheokand@yahoo. RESPONSIBILITYOrganisation submitting the proposal with their address Name FUN FOOD TOWN Contacts. chd.#3404 Top floor.y With in one & half month of duration. .Ph-0172-4010920. Tel.com Sec-32 D.
PANCHKULA & MOHALI. we have found that people miss food from their native places.g.Thus there is a huge market potential and no player has tried to offer this concept of serving variety of regional tastes under one roof. After enough market research. The food court is all about catering to need of these types of customers. .000 SQ FEET of area in PARAS DOWN TOWN SQUARE strategically located to be easily accessible for the customers residing in CHANDIGARH. It s a unique combination in its own concept. (Punjab with vibrant surrounding representing euphoria feeling). They want a place where they can enjoy their native place food. This place will provide a traditional taste and traditional environment means ambience of particular food court will resemble to that of the place from which it belongs. e. We will acquire 12.
. 7000 sq ft area is develop for the food court and remaining 5000 sq feet area is develop for the game zone. We are in partnership with the paras build tech company.Total estimated cost for the development of the project is 75-150 lacs Total area for the project is 12000 sq feet.
y . to accountant. to clean boy. to assistant manager. y They will be responsible for managerial decision making.There will be 2 Functional heads for this firm who will be handling various managerial positions. y For day to day working several staff will be hired on monthly salary for various positions which include from sweeper. to a head for the food court supervision.
utilizing the highest levels of corporate & with dedicated employees and partners .y To constantly innovate & provide the best that we can for our customers To be recognized as pioneers in the multi-brand food court management in tricity.
y To provide integrated food management support and solutions for our partners So that every customer gets highest level of food quality & outstanding service in a hygienic & fun dining environment .
y To form strategic Alliance with. y To become Market leader in TRICITY . because we are sensitive to diverse need of customer. paras build tech.y To achieve annual growth sale of 25% on yearly basis.
y Ambience of place: . .Our food court will be placed in such an area which can be easily accessible from all part of city.Our hired expertise staff helps us in providing quality food service to our customer. y Experienced staff: .y STRENGTH y Location: .The feeling of being in their native place while dinning is itself a pleasure experience which gives us an advantage over others.
However unforeseen expenditure or poor sales will threaten cash position. .y Lack of experience: Food court is a start up and the odds are laced against it. which will be particularly vulnerable in one year. y Financing: .Since we need expertise staff and to find and retain it is very difficult because of the competition in the market. Will face stiff competition from local players.Preliminary estimates of sales and expenditures suggest that it will remain financially stable. y Limited personnel: .
Also the use of technology like Surface technology on table makes it quite innovative and a new experience.y Growing market: . . y Potential to become a premier food provider: because of the experienced and expertise staff we can deliver quality food products.restaurants market is growing at a fast speed and demand for quality food is never ending.
Also local players are a threat to our business since they are also competing for the same market share.Local Competition (existing and potential): There are firms which specialize in this concept of food court. Continued growth is anticipated. y Economic downturn: The strong domestic economy has been good for the Food and hospitality industry. unforeseen or unanticipated economic recession would reduce disposable income and threaten our food court sales y . however.
Income: Our target customer will be seeker (2lac-5lac per annum). striver (5lac -10lac per annum Occupation: Professionals. Corporate Behavioral: To build loyalty program with target customer.y Market Segmentation: Target Customers: y Age: Our target customers are family members within y y y y age group of 25-40 years.Traditional Food with deep assortment and global standard services under one roof. . Business man. Positioning: .
y Product bundle pricing: We will combine several products and offer bundle price at reduced price e.y PRODUCT MIX y Product: We offer deep assortment of traditional food from different Regions of country under one roof .g. y PRICING STRATEGIES: Price: We will be using VALUE PRICING STRATEGY offering just right combination of quality and good services at fair prices.. we will offer special Flavor Thali meal at reduce price.We will offer global standard services and rich ambience. y FUNFOOD TOWN itself is a food court and has more than 10 food brands under its umbrella that offers a perfect cuisine-mix with an array of food variety to its customers! The brands may be as follows: .
y One or two products in each section will be kept at low price to attract the customer . Other strategy is to focus on home delivery and corporate customers with the effective use of information system to reduce the timing for logistics. . y Place: Our main focus is to pull crowd to food court by running promotional campaigns.The product whose price is reduced should be price elastic to pull the customer toward the food court.
y Promotion: We will be using Integrated Marketing Communication which will help food court to develop a consistent. Thus offering great opportunity to promote our concept to target audience. y Next stage is to use promotional strategies to develop liking. knowledge about the food court concept to target customer. y Objective of Promotion: To ensure awareness. preference and conviction for the concept. clear and compelling message which will be in sync with food court positioning strategy. y Promotional opportunity: As with robust growth of economy per capita income is increasing and more shift is toward discretion spending. . We will be giving important consideration for spending on promotional budget. y Last stage is to develop conviction and purchase for the selected target customer.
y Advertisement through local media network (cable.y Promotional Strategies: y 1st Stage y To ensure awareness and knowledge among target customer. frequency and preference to build customer loyalty program. . y Organizing cultural event every weekend to pull crowd to food court and develop liking and preference for the place. Using SUBLIMINAL advertisement strategy in cinema hall to develop awareness of product. We will be Using Buzz Marketing (attracting opinion leaders) and word of mouth publicity. y Participating in food fest and organizing food fest competition. y With the application of data base management system tracking customer purchase. and magazine). y 2nd stage of strategy: y Using direct marketing concept to reach selected customers via Email. newspaper.
y Evaluation: Implement consumer feed back survey to selected target consumer to check success of IMC campaign on parameter like Branding. Image. and Positioning after three month of promotional activities. .y Positioning Message: y Our positioning message from every channel of media vehicle is going to promote traditional Food with deep assortment and global standard service.
. y To target carefully selected customer through DIRECT MARKETING using E-mail for better generation of revenue from Home delivery business. y To target corporate office in the town and offering them special corporate prices.y To generate majority of revenue for food court by pulling customer to food court location.
y . y We will be using Microsoft latest surface technology computers with which customer will just have to put menu on surface of computer and will get all information regarding cuisine of his liking .This will substitute waiter role and help in cost reduction. Not only this they can pay bill by using their credit/debit card just moving card over surface of item order that display on computer surface screen. To greet Loyal customers on special occasions (marriage anniversary. frequency.Application of information system(Microsoft surface Technology Computers) y In maintaining customer database on parameters like Amount of purchase. birthday anniversery). All this activity help us to build loyalty program with profitable customer. preference etc.
PROMOTIONAL STRATEGY: Installing kiosk in busy place like railway station . y 3. famous goods produce in Bangalore .Customer can interact with site. This would help us to cater diverse need of our target customer . Setting up a website which offers many services to the customers. We will be spending Rs 40.one option on the site provide wealth of information about assortment of product available with food court. access tourist places in Bangalore.000 per month on this activity.majestic bus stand. y 4. provide their feed back and write blog about their experience in food court. y 2. We can use this site to offer wealth of information about nutrient content of our products. y .y STRATEGIC ALLIANCE: 1. advertising about food court and help any consumer to download song free of cost. We will organize cultural programme every week to pull crowd towards foodcourt. Form strategic Alliance with paras buildtech.
After successful implementation of plan we will be coming up with large scale up project. We have not acquire more than 12000 sq feet area because this is our first pilot plan . This scale up project of running 10 different food court and strategic alliance partners. So this is the reason why we have acquired 7000sq ft. We have estimated to breakeven in 3 years.1. In addition we will be catering home delivery and corporate customers. . As we are introducing new concept of food court in TRICITY for the first time and our plan is to offer 10 different food sections presenting rich food culture. We will be expecting 1000 customer per day from first month of our project. area to provide world class services to customers and for rest of the space we have planned to maintain beautiful GAME ZONE for the entertainment of the customers.
The staff is going to be on higher side because we have to offer deep assortment of product every day to our customers and provide them with world class services. As our revenue increases we can hire more staff depending on concept of Marginal Revenue per employee contribution. and operation. . marketing. We have two functional managers for this pilot project which are going to look after the managing services.y 2. That is our main value proposition.
. So success of the plan would depend on how fast effective promotion campaign will pull crowd to food court location. We also have recruited marketing head to ensure successful implementation of plan that is to pull more than 1000 customer to food court on per day basis and more than 500 home delivery or corporate order from first month of operation.5 lacs per year on advertisement and promotion because our concept is new in the market.y 3. We have budget of Rs 10.
On constructing food court complex to offer our customer ambience. . After successful implementation of our first pilot project in TRICITY. We will be implementing many new market strategies to break through the clutter and emerge as leading player in fast food chain in TRICITY. We will also scale up our project by utilizing area for establishing Gaming zone for all age group. We have done full proof analysis of financial status.y We have introduce novel concept of offering deep assortment of traditional food with cultural ambience of surrounding and to match with world class Services. To offer best taste in our recipe we have carefully recruited different food chains. we will be starting our project in other cities of country.
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