Mission

The mission is to exceed the customers’ expectations in every sense by providing ambiance for every sensory perception. The atmosphere and food will please the customers hearing, taste, smell, touch and sight, and provide an exciting creative environment. The employees will be trained with exceptional customer service and will be empowered to make decisions based on the business philosophies.

Product Development

A one stop Health Food Joint.

IncludesHealth Bar

Salad CentreAll preparations served in low

calorie versions.

Target Customers – Middle Class and Upper Middle Class 16-40 age group.

USP and Pricing

We will guarantee at least 35% lesser calorie content in any dish compared to a normal restaurant, without compromising on taste.

First Health Bar to target the middle class.

Lower profits, more turnout will be out target.

Juices to priced around Rs 50/- and Sandwiches around 60 for example.

To keep initial expenditure minimal, interiors will be simple and light.

Place would be centrally located but with moderate rents.

Advertising through gyms, colleges and organic product vendors.

Sponsoring coupons for college fests and competitions.

Political Factors

Government regulations regarding hygiene, health and food regulations, food standards, etc.

Economic policies of government regarding the restaurant industry and running eating joints; these include licenses, inspections by Health and Food Ministry departments, etc.

Taxing Situations

Economic Factors

Interest rate would impact the cost of capital, the rate of interest being directly proportionate to the cost of capital.

Rate of inflation determines the rate of remuneration of employees and directly affects the price of the restaurant's products. Again, the proportion between the inflation rate and wages/prices is direct.

Economic trends act as an indicator of the sustenance and profitability of business in the chosen region and help in deciding marketing strategy.

Social Factors

Certain cultures abhor certain foods. Therefore knowledge of these cultural facts.

Eating habits of the people.

Shift in mindset of the people of India

Ratio of people preferring to eat out regularly.

Technological/Legal Factors

A good technical infrastructure would lead to better production, procurement and distribution logistics, resulting in reduced wastage and lower costs.

Sound technology may be a decisive factor for food technology innovation, better presentation, more effective business marketing, etc.

Legal and Environment Factors

Certification is developed to show and guarantee to consumers that a product has been produced in consistency with organic standards.

Pricing & Cost Control

Competitive Pricing Model. Revenue calculations arebased upon competitive price comparisons andestablished menu values in the current marketplace.The following are baseline assumptions on AverageCheck Totals, and Average Seat Turns:

Daily average for lunch spending is 300 BDT per person, dinner at 400 BDT per person.

With a focus on Cost Control, we anticipate 6 months to fine tune the restaurant operations and manage our costs within the defined tolerance range between 18-31%.

How much profit should I expect to make?

Customer Attraction

•Coupons

• Sponsorship

• Discount

• Membership Cards

• Decoration

SWOT ANALYSISStrength

Untapped market

Affordable

Location

Quality

Wider choice to the consumer

Health benefits

Weaknesses

• Will take time to start making profit

• Gap in experience

• Funding

• Limited number of outlets

• Need to recruit all new staff and provide training

Opportunities

• Current social and lifestyle changes• Large room for expansion ito tier 2 cities• Rising per capita income• Increase in consumer expenditure on food and beverages

Threats

• Entering the market will be difficult• Finding suitable employees• Weather changes• Price volatility of key raw material

•Marketing strategy is defined as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage.

• Marketing strategies serve as the fundamental underpinning of marketing plans.

• The marketing plan describes what kind of product the company will provide and explains how the product is different from that of the competition.

• A comprehensive plan looks at four essential marketing tools: -

1. Product

2. Price

3. Place

4. Promotions

Product

The main categories of products include Organic food and healthy beverages.

Baked substitutes for fried food.

Takeaway or home deliveries are available.

Use of recycled Paper bags instead of plastic ones.

Fun facts about the product.

Price

The price is on par with the market price.

Competitive pricing is available on bulk orders .

Availability of combos and value meals.

Place

The Physical store will be located in an area close to or inside business park

The products will be conveniently available for customers to buy across multiple platforms like online website or via telephone.

The ambience and the physical presentation of the store would be based on a green theme and the website of the company would have the same theme as well.

Promotion

The aims of promotion are to: Raise awareness Encourage sales Create or change a brand image Maintain market share

The different promotional activities that can be used are: - Advertising e.g. TV, billboards and internet, social media. Sales promotions e.g. Loyalty cards, discounts & free gifts Sponsorship – a business pays to be associated with another firm, event or

cause Direct mailing – sending promotional material to potential customers by

post/email. Public relations – building the relationship between the firm and the

public by enhancing its reputation

Advertising Strategy

1. Web advertising: Own website: The website would feature the location,

menu and promotional offers of the restaurant.

Other websites: Also there will be collaboration with other websites like zomato.com and burrp.com.

2. Social Media advertising: Facebook and Twitter are the major part of the ad

campaign. It would feature all the latest offers, promotions, events in the bar and also news if a celebrity visits, etc.

3. Print Media

As print media has far reaching effect compared to any other form of advertising, During the launch and initial phases of the bar print media would form a major part of the advertising expenditure.

The ads would feature all the details as well as special emphasis would be given on the facebook and twitter links.

This would enable us to eventually focus shift from print media to social media which would save a lot of costs.

4. Mass media:

Radio: Local radio stations can also has a large audience base. In the pretext of a small contest the RJs can give out free coupons of the bar which would lead to people experiencing the place which would encourage more visits and a good word of mouth.

THANK YOU !!