Marketing Plan

Goli Vada Pav in Marine Drive

GROUP: NOEISIS APARNA J BIVIN BABU GOWRI SANKAR R PAVITHRA P SHYAGINI S

Marine Drive, Kochi

A picturesque promenade in Kochi.
Built facing the backwaters, and is a popular hangout

for the local populace.

Economically thriving part of the city of Kochi. An important centre of shopping activity.

 The important landmarks are:

Current Market Situation

Saturated market.
Intense competition Dimark, Barista, Coffee

Bar.
Market attractiveness - Hangout destination and

High income. Diverse, multicultural, and secular community.

Environment Analysis.
Products offered: fast foods

Product quality: standard quality .

Strengths: thriving part of the city and lot of

tourists.
Weakness: Street view is not that much efficient. Flexible market. The market is mainly segmented for youth.

ANALYSIS OF MACRO ENVIRONMENT

DEMOGRAPHIC FACTORS: Main age group

between 18-50.
SOCIO CULTURAL FACTORS: Mixed culture.

ECONOMIC FACTORS: High and medium level

income.

Customer analysis.
Market is mainly segmented for youth. They prefer mainly fast foods. Variety is the main factor. People prefer trendy and branded foods.

Competitors
Road side vendors

Eg: Rajas ,Yadav Bhelpuri

Restaurants

Coffee Beans, food court, sea shell etc

Other shops

Everest, Rizala coffee shop etc.

SWOT for location

Strength Popular hangout destination High traffic area Opportunities Lifestyle of people food loving people High income Threats Intense competition Weakness Street view is not good

OBJECTIVES
Financial Objective
To reach breakeven within 2 years expecting a constant

growth rate of 10%

Marketing Objectives
a) Product Objective Introduce a new fast food which is universally accepted and can be considered as a mobile and finger food. Offering different flavors but standard size to cater various interest groups.

Contd. . .
b) Product modification objective
Continuously innovates the products according to

market demand. c) Customer service objective

To provide hygiene and quality food.

d) Sales Training Objective

To standardize the service offered.

Contd. . .
e) Marketing communication objective
To introduce Goli Vadapav and successfully penetrate into

the market by generating awareness, demand and brand building. To stimulate trial purchase and repeat purchase of Goli Vada Pav. f) Pricing Objective Offering products at standardized prices. g) Marketing Research Objective To understand the scope of market, recent trends followed, and to know the changing consumer tastes and preferences.

MARKETING STRATEGIES
Product Strategies Product category Market segment Target Market Product benefit Positioning relative to competition Service strategy Expected product life cycle Fast Food Fast food consumers in Kochi Youngsters, Tourists, Working population Hygienic ,less oil fried fast food Mobile food, Finger food Self service Transition from introduction to growth to maturity can be a rapid. But decline can be slowed down by adding variety. Change in flavor as per the culture of Kerala in future.

Expected product modification

Contd..
Channel of distribution strategy Following the one level distribution strategy. Marketing Communications Strategies Overall message to be communicated is that Goli Vada Pav is the new kid in the market and they have a lot of new and unique snack offerings not currently found in the Kerala's fast food industry. Most effective channels-word of mouth and radio. Sales promotions techniques

Contd..
Pricing Strategy Following standardized pricing policy . Marketing research strategy Survey, direct observation, consumer feedback and mystery shoppers.

Tactical plans
Product:
Small kiosks will be set up GCDA shopping complex

in Marine Drive. The vada of Goli Vada Pav will be obtained from the franchiser. The pav will be collected from local bakers. Using the equipments provided by the franchiser, a variety of vada pavs can be produced in the standardized way to satisfy customer needs. The work force will be trained to serve it in the fastest possible way. As time pass by new flavors can be added to the menu.

Contd. . .
Marketing communications Grand opening Marketing communication through flux and banners at strategic locations before opening. Distributing pamphlets in local schools , college , news paper. Radio Advertisement in the most popular radio service. Point of purchase Sales promotion activities such has offering of discount coupons through other shops. The whole plan is implemented by the franchisee with the support of franchiser.

Contd. . .
Marketing Research strategy
Market survey can be done before the introduction to

understand customer perception and after one year to know the customer satisfaction. Consumer feedback option is available in the stores profile in social interworking sites. Mystery shoppers and direct observers are appointed.

Marketing Plan Control

Regular meetings can be arranged with the franchisee to make

sure about quality of product relevance to the price. Goals to be achieved by period Building brand within 6 months after launching. Become the major player in fast food market within 2 years. Tracking the actual progress through consumer feedback system and financial statement evaluation. Corrective actions
Possible Scenario Low awareness High promotional expenses Customer dissatisfaction Corrective action Increase promotion Reduce the number of flux and banners after introduction Do marketing research to know the reason and take corrective actions

Conclusion
Marine Drive is the most suitable location for Goli

Vada Pav in Cochin. Since it is one of the attractive hangout and tourist destination ,there is always a reasonable crowd around. The GCDA building selected for setting up of the franchisee