A PROJECT STUDY REPORT

ON TRAINING UNDERTAKEN AT

CLARKS BRIJ INDIA PVT. LTD.

REVIEW OF BUSINESS MARKETING PLAN & STRATEGIES OF CROSS PROMOTION

SUBMITTED IN PARTIAL FULFILLMENT FORTHE AWARD OF DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

INTERNATIONAL SCHOOL OF INFORMATICS & MANAGEMENT

SUBMITTED TO:- SUBMITTED BY:-

MS. GEETI MAM SONALI AIRAN

(MBA SEM. 2ND)

ACKNOWLEDGEMENT

At the outset, WE would like to express my sincere and deep felt thanks to our project guide Ms. POOJA MA”AM of HOTEL CLARKS AMER Jaipur to take this opportunity through which I got the chance to pursue my summer internship on PROJECT OF PREPARING THE MARKETING PLAN FOR ALBERT 1589 RESTAURENT & 1589 EXPRESS COUNTERS.

WE would also like to convey my heartfelt thanks to MR. ARJUN KUMAR for his encouragement, advice and strong support in every manner to make this report up to the mark.

DECLARATION

This is to certify that the work done on "SUMMER INTERNSHIP FOR MARKETING

PURPOSE” under the subject ‘PREPARING MARKETING PLAN FOR ALBERT’S

1589 & 1589 EXPRESS OUTLETS’ and a written report submitted by me to MR.

ARJUN KUMAR, HOTEL CLARKS AMER, JAIPUR is in partial fulfillment of the

requirement for the award of degree of MBA. This work has not been submitted anywhere

else for any other degree/diploma.

Declaration by:

Sonali airan

MBA 2nd SEM Student

Table of contents

1589 Albert’s report

Chapter 1. Executive summary

Chapter2. Introduction of hotel industry

History of hotel industry Introduction of hotel industry Classification of hotel industry Awarding of class Star category hotels

Chapter 3. Introduction of Clark’s Group

Chapter 4. Objectives

Chapter 5. Situation analysis

5.1 Company analysis

Vision Mission Values SWOT analysis

5.2 Customer analysis

Type5.3 Competitor analysis

Various restaurant visits

Chapter 6. Research methodology

6.1 type of research

6.2 Sampling selection

6.3 Limitations

Chapter 7. Facts & Findings

7.1 Comparative Analysis

Chapter 8. Marketing plan

8.1 steps in developing marketing plan

8.2 Two promotional plans

8.3 Other suggestions & recommendations

Chapter 9. Conclusion

1589 Express report

Chapter 1: Introduction

Chapter 2: Objectives

Chapter 3: Situational analysis

3.1) company’s analysis vision mission SWOT

3.2)competitor’s analysis various fast food center /outlet’s visit

Chapter 4: Facts & findings

Comparative analysis

Chapter 5: Item proposed

Chapter 6: SuggestionsChapter 7: conclusion

Report on direct marketing & cross promotion

1. Executive Summary

2. Introduction of outlets

Fortis 1589 Express

SWOT Analysis

Observation

SDMH 1589 Express

SWOT Analysis

Observation

3. Direct Marketing

What is direct Marketing

Brief of product given

Steps of Direct Marketing

No. of Product sold

Experience with staff

4. Cross Promotion

What is Cross-promotion

Cross-promotion between Albert’s and Easy Day

Brief

Deliverables by Albert’s

Deliverables by Easy Day

Conditions of food voucher

5. Conclusion

6. Enclosures

1589 Albert’s report

Chapter 1 - EXECUTIVE SUMMARY

In the new economy, competition is global, capital is abundant, product & services are

developed quickly and cheaply. In this environment smart committed creative, globally

asulte, operationally agile business can help to gain competitive advantage. Today’s

business environment is full of dynamism and competition. The new world is full of ideas

and creativity. The service industries are growing rapidly and the emphasis given to the

service aspect has increased to a great extent. It’s not only about the product now, but

also the service of it.

The hotel & restaurant industry is a part of service industry. The restaurant provides a

direct service to the customers. The report focuses on the 1589 restaurant (Clarks group).

The various aspect of it, its comparison with other restaurant a marketing plan .the

service, the taste, the ambience , the level of comfort, the warm welcome etc. All these

attributes are necessary for the successful running of a restaurant .we will see in details

the various opportunities & the ways to improve the service, quality, & awareness.

Chapter 2- INTRODUCTION OF HOTEL INDUSTRY

HISTORY OF HOTEL INDUSTRY

From the ancient time the place providing both safe food and safe

accommodation to the customers is the meaning of Hotel or Hotel Industry

Food, Accommodation and Dress are the 3 most essential things which everyone

need. And Hotel Industry alone provides 2 basic things: - Food and Accommodation.

There are just three front side of the Hotel Industry Earnings:- In providing

Rooms, Banquets and Restaurants.

INTRODUCTION TO THE HOTEL INDUSTRY

According to the British laws a hotel is a place where a “bonafied” traveler can

receive food and shelter provided he is in a position to for it and is in a fit condition to

receive.

Hotels have a very long history, but not as we know today, way back in the 6th

century BC when the first inn in and around the city of London began to develop. The first

catered to travelers and provided them with a mere roof to stay under. This condition of

the inns prevailed for a long time, until the industrial revolution in England, which

brought about new ideas and progress in the business at inn keeping.

The invention of the steam engine made traveling even more prominent. Which

had to more and more people traveling not only for business but also for leisure reasons?

This lead to the actual development of the hotel industry as we know it today.

Hotel today not only cater to the basic needs of the guest like food and shelter provide

much more than that, like personalized services etc. Hotels today are a “Home away from

home”.

CLASSIFICATION OF HOTEL

Hotel can be classified into different categories or classes, based on their

operational criteria. For example the type of accommodation they provide, location of

the property, type of services provided, facilities given and the clientele they cater to can

help categories hotels today.

Hotels today are basically classified into the following categories:

1 Market segment:

• Economy / limited services hotel

• mid market hotel

• All suite hotels

• Time-share hotels

• Condole / Condiminium

• Executive hotels

• Luxury / Deluxe hotels

Property type:

• Traditional hotel

• Motels

• Bread and break fast inns

• Commercial hotel

• Chain hotel

• Casino hotel

• Boutique hotels

• Resorts 1 Spa’s 2 Conference resorts

2 According to size: • Small hotels [150 rooms]

• Medium hotels [up to 299rooms]

• Large hotels [up to 600rooms]

Other classification can be based on:

a) Market segment

b) Property type

c) Size

d) Level of services

e) Owner ship and application

f) Plans

g) Type of patronage

h) Length of guest stay

i) location etc…

a) MARKET SEGMENT

1. Economy hotel:

It provides efficient sanity private rooms with bath. The furnishing and decor are

acceptable to majority of travelers. Food and beverage service may or may not be

available.

2. Mid-market hotels:

They offer comfortable accommodation with private on premises bath. Food and

beverage services and uniformed bell staff. They offer above average luxury.

3. All-Suite hotels:

It offers separate sleeping and living areas along with a kitchenette and a stocked

bar, and offer class service.

4. First class hotels:

They are luxury hotels with exceptional decor better than average food and

beverage service, uniformed bell services. They often have 2 or 3 dining rooms,

swimming pool, spas etc.

5. Deluxe hotels:

They are better and offer more specialized services than first class hotels. They also

provide limousine services.

b) PROPERTY TYPE:

1. Traditional hotels:

They have the basic concept of rooms with break fast, bell desk services and the

other usual services.

2. Motels:

They are located on highways. Guest is given parking right outside their rooms.

The usually have a gas station / workshop attached to them.

3. Resorts:

They are usually situated in tourist locations like on rivers, mountains, jungles, or

the sea. They give more privilege to sports activities leisure and re-creation activities like

manages, sightseeing, adventure sports, etc.

4. Resident hotels:

Where guest stay for longer duration, stay like weeks, months even years.

5. Casino hotels

They are hotels usually in tourist spots and mainly cater to people who are on

holidays. Casino hotels like the name suggest offer gambling facilities along with

accommodations.

c) SIZE

Small hotel – up to 150 rooms

Medium hotels –150 to 299 rooms

large hotels – 299 to 600 rooms

Extra large hotels – above 600 rooms

d) LEVEL OF SERVICES:

1. World-class services:

They target top business executives and provide service s that cater to needs of

such people like lap tops in the rooms, business center, sectarian services.

2. Mid range services:

They appeal to the larger segment of traveling public [tourist]. The services

provided by the hotel are moderate and sufficient to budgeted travelers.

3. Economy / Limited services hotel:

They provide comfortable and inexpensive rooms and meet the basic requirement

of the guest. These hotels may be large of small in size depending on the kind of business

they get. The key factor behind the survival of these hotels is that they are priced very

low and are in the budget of most of the travelers.

e) OWNERSHIP AND AFFILIATION:

1. Independent hotels:

They have no application with other properties. They have their own

management and are single properties with one owner.

2. Chain hotels:

They impose certain minimum standards, levels of service, policies and procedures

to be followed by their entire establishment. Chain hotels usually have corporate offices

that monitor all their properties and one management runs these properties. That is all

the hotels under the chain are completely owned and run by the chain itself.

3. Franchisee hotels:

The franchisee grants the entities, the right to conduct business provided they

follow the established pattern of the franchisee, maintains their standards, levels of

service, practice their policies and procedures

AWARDING OF CLASS:

Awarding of class is done by the HRACC in India. These are a few things listed down that

are taken into consideration while awarding star category to any hotels.

• Number and types of rooms the hotel has

• Elegant and comfortable surroundings

• Rooms efficiency

• Cleanness and sanitation

• Staff size and specialization

• Range and level of services

• Number of Restaurants

• Bars and Beverage services

• Concierge services

• Accessibility to entertainment

• Availability of transportation

• Spa and swimming pool facility

• Reservation and referral services.

STAR CATEGORY HOTELS [INDIA]

One star [*]

Two star [**]

Three star [***]

Four star [****]

Five star [*****]

Five star deluxe [***** deluxe]

THREE STAR CATEGORIES:

For a hotel to be recognized as a three star property the architectural features and

general features of the building should be very good there should be adequate parking

facilities. At least 50% of the rooms must be air-conditioned. Also the ambience and

decor of the place must be ecstatic.

They should provide reservation and information facility apart from reception,

information, bell service at least two gourmet dining facility should be available. The

establishment may or may not have banqueting facility.

They should provide high levels of personalized services. The staff must be well-

trained and proper standards for hygiene and sanitation must be followed. Also all

properties have to keep in mind that proper waste management is done.

FIVE STAR CATEGORIES:

Five star category is only allotted to properties, which have all the qualities of a

three star property and a few additional. Like the entire property must be centrally air-

conditioned. The building of the property must be an attractive one. All the rooms must

be spacious. The property must have proper banqueting facility, business center. Proper

and well-maintained pool and health club a spa is optional.

The property must have 24 hour coffee shop, round the clock room service, a bar,

and a minimum of 1 gourmet restaurant. The staff must be highly trained and a degree of

specialization must be shown. State of art Equipments must be used and the facility

provided in the rooms must be sophisticated.

FIVE STAR DELUXE CATEGORIES:

They are more or less like five star properties with the only difference is that they

are on a larger scale. Five star deluxe properties maintain a very high staff to guest ratio

and very high levels of service is maintained. They in addition to five star properties have

5 to 7 dining rooms, a bar, 24-hour coffee shop, banqueting facility. Spas, fitness centers,

business centers etc

Chapter 3 – INTRODUCTION OF CLARK’S GROUP

In this report we have analyzed and worked upon the 1589 Albert’s Restaurant which is of the Clarke’s Group. The Clarke‘s Group was established by Shri Brijpal Dasji in the year 1949.Since then the group is providing the service and hospitality to the people. Over the years Clarke’s Group of Hotels has defined a benchmark of fine living and expressed high standards in the art of hospitality in all over Indian cities. The various Hotels of Clarke’s Group are:

Clark’s Amer , Jaipur.

Clark’s Shiraz, Agra.

Clark’s Awadh, Lucknow.

Clark’s, Khajuraho.

Clark’s, Varanasi.

The Clarke’s Group expanded 1589 brand of hotels .This brand was established in 2007 in Jaipur .With this brand name the Clarke’s Group endeavored a restaurant naming “1589 Albert’s”, a Creative Dining. It is situated next to the Albert’s Museum. It is a very good destination for families, executives, youngsters, foreigners etc. Its menu is such which attracts localities as well as foreigners. Its simplicity and peaceful atmosphere is its charm. The hospitality and the services given are remarkable. Known for its perky menu, taste bud tangling cuisine, soothing music and supreme service, Alberts 1589 is one of the finest restaurants in Jaipur. There is party facility for up to 150 people on prior booking. There is also a Souvenir shop which is an attraction for the tourists as all the rajasthani items are there in the shop. The shop is a perfect destination for a relaxing afternoon or a quick value meal. There is also a bakery which is egg less, over 90% fats free and with no preservatives, color and essence. Thus we can say it’s a perfect destination for all those who want to have great meal with great fun.

Chapter 4 - OBJECTIVES

1. Make an economical marketing plan including 2 cross promotional strategies to

enhance no of customers.

2. Suggest promotional strategies to promote this restaurant among foreigners as

well as localities.

3. To increase turnover of Albert restaurant.

4. Find out the reasons why albert’s restaurant is not so much popular as it should be

in spite of quality food, service, atmosphere and a good brand image of clarke’s

hotel.

5. To be the best vegetarian restaurant in Jaipur.

6. Comparative study of the various restaurants.

7. To search the new opportunities & developing the strength of 1589 Albert’s.

Section 5 – SITUATIONAL ANALYSIS

5.1Company analysis:

1589 Vision:

To make people away from home feel that they’re among friends and really wanted. Everyone who uses our products and services should leave satisfied. Make a continuous positive contribution to society.

1589 Mission:

To be the best vegetarian family restaurant in Jaipur.

1589 values:

Acceptance - Accommodating to people from all walks to society, religions, caste , color or origin.

Respect - Respect for people senior, junior or equal. Respect for all

cultures, religions and nationalities.

Integrity - Walk the talk

Professionalism - Professionalism should reflect from all what we do.

Trust - A culture of trust must prevail in all parts if our organization.

1589 core value - Honesty

SWOT Analysis:

Strength:

Good location

Brand name(clarke’s group)

Services(friendly & polite staff)

Menu suitable to foreigners as well as localities

Good parking facility

Suitable for peace lover & high middle class

Weakness:

Comparatively higher prices

Less awareness

Less varieties of food

Lack of attractive ambience & decor

Opportunities:

Outdoor catering services( generating revenue)

Participation in various college fests through sponsorships including-canopies ,discount coupons , pamphlets

Increase in food varieties

Introducing membership for customers

Daily & monthly special

Threats:

Various Competitors (veg. restrau.)

Various Non- vegetarian restaurants

Various resto- Lounges

5.2 Customer Analysis:

The restaurant focuses on all the categories of customer’s of all age groups:

Localities

Foreigners

Tourists

Youngsters

Families

Executive class (for corporate lunch & dinner)

Thus we can say that the restaurant is a family restaurant and also is a good destination

for tourists & foreigners. The exotic menu variety offered is very good and its multi-

cuisine menu makes it suitable for the persons of all the regions of the country.

5.3 Competitors Analysis:

The various restaurants which are the competitors of 1589 albert’s have been analysed &

their facts and findings are as follows:

Surya Mahal was started on 3rd March 1985 by Mr. H.S. Pali. Now he is running it along

with his sons Mr. Hardeep and Mr. Daljeet Pali.it is located at MI road, Jaipur.

Meal for two: 300 Rs. Approximately

It is a multi-cuisine, centrally air conditioned

vegetarian restaurant serving North Indian , South

Indian, Chinese, Continental, Mexican, Italian,

Pizza , Thalis , Snacks , packed food, bakery and

confectionery products, beverages etc. It came up with an phenomenon of open kitchen

view in which you can freely enter and see your ordered dish being cooked.

It provides some extra facilities like outdoor parties, Theme parties, Packed food, Bake

Hut (Bakery & confectionery shop). Time to time

it also organizes food festivals like Pizza carnivals,

thali carnivals.

It has a main hall open from morning to evening

and a separate party section exclusively for

birthday parties, wedding parties , theme parties

etc. the total sitting capacity is around 150 people.

The restaurant’s ambience is simple and attractive to such an extent. It is open from

breakfast to dinner. It is a complete family restaurant where you can approach any time

and it suits to everyone’s pocket

It provides lounge facility to attract youngsters whose ambience is dark with dim lights,

dark color sofas and sitting capacity of around 30 people. They serve Thai , Italian ,

Mexican , Mock tails , etc. there.

At Bake hut( bakery of surya mahal ) they have

pastries , croissants , biscuits , patties , burgers ,

sandwiches , etc. except this they provide wedding

cake and birthday cakes of any size and shape as

per the order.

It is listed in all major guides and tour books

Salient Features:

Open for breakfast to dinner. You can approach there any time.

Exclusive meal pack

Food fest

Lounge facility

Has its own bakery (bake hut)

Outdoor catering

Food delivery

VISA, master card and all major credit cards accepted.

Sankalp Restaurant is a south Indian restaurant which is a brand of SRPL (Sankalp

restaurant private limited).

SRPL

SRPL is a chain of specialty based retail restaurant outlets and is now also into

banqueting, hoteliering, processed foods & real estate development. Mr. Ramavtar

Goenka ventured into this business in 1981 with opening a restaurant in Ahmadabad.

Presently, it has more than 60 restaurants across India as well as abroad like in USA. Over

the year this group has grown its business in different business models and in present

time it is working in different brands.

They are:

Sankalp – The Taste of South;

Saffron – North Indian & Barbecue;

Uncle Sam’s Pizza – The Pizzeria & Salad Bar.

Salt and pepper – Catering experts

Real Estate Developers –

Sankalp processed food exports –

Sankalp restaurant

It is located at MI road the hub of shopping malls, restaurants, banks etc.

Meal for two: 250 Rs. Approximately

It offered a variety of south Indian dishes like

variety of dosa, idly , uttappam , rava , ice creams

and some special dishes which are new to

localities as well as foreigners like malabari

porotta (a sort of lachha parantha), appam etc. They have daily or monthly special in their

menu. The ambience is simple but attractive.

Sankalp have been given a certificate from the Guinness book of world records in 1996 for

preparing longest dosa in the world. Nationally Times of India has conferred Times food

award for best south Indian restaurant in 2008 as well as 2009.

Salient features:

Table setting and crockery.

Air conditioner restaurant.

They serve “metha pan” at the end of food instead of “saunf”.

Dasaprakash restaurants are a chain of restaurants of dasaprakash group of hotels.

Dasaprakash means “light of servant of God “. It was founded by Shri Seetharama Rao in

the early 1920’s.

This group of hotels opened its first restaurant in 1989. In Jaipur it is located at Kamal

mansion MI road

Meal for two: 300 Rs. approximately.

It is an south Indian restaurant which offers

south Indian , continental vegetarian

cuisines , ice creams , juices etc. here the

food is prepared by in house trained chefs

and the food is healthy , nutritious and tasty.

It has quite different ambience. It has south

Indian touch in its interior with lot of paintings of south Indian lords on walls which give a

different feeling.

We have had the honour of the hosting various parties to many dignitaries like Pandit

Jawaharlal Nehru, Mrs. Indira Gandhi, Mr. Morarji Desai, Maharaja of Mysore, Maharaja

of Travancore, Dr. V. V. Giri, John Galbraith, Mrs. Jacqueline Kennedy

Salient features:

South Indian Ambience

Air conditioned restaurant

This restaurant was inaugurated on 30th Jan 2005 by the Ex. Education minister of Rajasthan Mr. Ghanshyam Tiwari. This is located at new Sanganer road near sanganer airport away from maddening crowd, hustle and bustle of metropolis.

Meal for two: 450 Rs. Approximately

It is a multi-cuisine vegetarian restaurant which bears its name after an aero plane (In Indian villages aero plane is named as cheelgadi. The purpose behind this name is that the customer can have a close excited look at the taking off and landing of planes from roof top restaurant.

This restaurant offers a wide range of cuisines including north Indian , Chinese , continental , south Indian , Rajasthani , ice creams etc.it has total capacity of around 150 peoples on around 30 tables.

It has rural ambience which is the chief attraction of restaurant. And besides this the restaurant provides many facilities to attract tourist as well as localities like:

Family huts Party lawn Banquet hall Roof top restaurant Free disco thec. for all customers at 7 pm to

10 pm Rooms in rajasthani style Air conditioned restaurant Large parking space

Spice court was initiated by Kr. Kuldeep singh chandela. It is situated at civil lines, posh locality of city.

Meal for two: 450 Rs. Approximately.

It is an multi cuisine restaurant which serves both vegetarian and non-vegetarian food.

For this purpose they have separate kitchens so that they can provide comfort to

vegetarian guests. They have north Indian, Chinese, continental, starters , ice creams etc.

The restaurant has clubhouse ambience with covered restaurant and also an open area.

Salient features of restaurant:

Activities like puppet show , churi shop ,

Rajasthani folk dance

Membership card in which they provide 15%

discount to their customers

Rajasthani thali

Clubhouse ambience

Music

Restaurant’s env. is very pleasant.

This was originally known as Laxmi Misthan Bhandar. In the past time this was a Jain-Vaishnav place which specialized in vegetarian food cooked without onions or garlic.

It is located at Johari Bajar, centre of Jaipur city.

Meal for two:- Rs. 500 approximately

This is 100% pure vegetarian multi cuisine restaurant which offered various varieties of cuisine including Indian, continental, Rajasthani, chinese & south Indian. The main strength of this restaurant is, it offers pure vegetarian food free from the use even onion and garlic and prepared in Desi Ghee.

Outlet of LMB offers a variety of South Indian, Chola Bhatura, Pav Bhaji, Chat, bakery item etc.

Salient Features:

Rajasthani thali with dal batti churma Only restaurant which serves breakfast till dinner. Have special menu named as ‘Vilayti Bhojan’

especially for foreigners. Attractive ambience Good location (In center of city) Specialty in paneer ghewar. decor Credit card accepted. Special arrangement for prior bookings.

This restaurant is located at c-scheme near ahinsa circle & a very famous restaurant among localities.

Meal for two: 450 Rs. Approximately

It is a vegetarian multi cuisine restaurant which offers various varieties of food. It serves

north Indian, continental, Chinese, Thali, ice-creams, soft drinks etc.

The ambience of this restaurant is good, quite attractive but does not have any special

theme.it has a sitting capacity of around 150 people at a time.

It is good for those families or someone who wants to have good food at nominal price in

a good environment.

Salient features:

Good location

Tasty food at nominal price

Waiting at almost every evening (queue time-15min – 30 min)

FOUR SEASONSFOUR SEASONS

Tansukh is a restaurant of kahna group. Kahna is a vegetarian multi cuisine restaurant,

sweet shop & eggless bakery.

It is a chain having another outlet at g-9 to g-15 arya Square, subhash nagar,jaipur

Meal for two- 300 Rs. Approximately

Kahna restaurant is new to Jaipur and in a very short time it becomes popular to most of

the jaipurities. The main reason of its popularity is radio ads.

They offer a wide variety of food from south Indian to north Indian, mini meals to

complete meals, continental to Indian sweets etc. In their outlet we can find different

chats, chola bhatura, pav bhaji, biscuits, pastries, cakes, packed items etc.

Salient features:

Complete family restaurant. Have menu from kid to adult

Home Delivery

Kids menu

Reservation-phone booking

Credit cards accepted

TansukhTansukh

It Is located at surya nagar near goplapura bypass.

Meal for two: 450 Rs. Approximately

Well designed restaurant depicting golden days dinning. Lingering taste of delicacies will really make your taste buds enjoy the best mouth watering food with authentic Indian, Continental and Chinese cuisines. Our multi cuisine restaurant reflects the history of traditional Indian cooking combined with splendor of continental verities gives an ethnic ambience, Our Attentive & Courteous Staff Is Always Ready To Make Your Dinning Experience MemorableOne.Our Chef will conjure up delectable Indian and continental cuisines especially for your. Open from dawn to midnight. ( For Breakfast Brunch, Lunch, HI Tea & Dinner ).

Roof Top – The Machaan Walk Out Into The Cool Dessert Night, Onto The Roof Top And Enjoy Your Private Parties, Get Together Under The Star Studded Sky With Mouth Watering Delicacies Served On Your Buffet. Roof Tops Also Have A Wi-Fi Hotspot For Your Meetings And Has Screens Available For Projectors.

Salient features:

Polite & helpful staff Efficient service &attentive

staff

Good Parking facility

SafariSafari

Tasty food at economical price

1589 Alberts is a brand of clarks group of hotel. Clarks group of hotel has its separate chain of restaurants & outlets named 1589 in which they have:

1589 express

1589 alberts restaurant

1589 kesar kayari

Meal for two: 450 Rs. approximately

1589 Alberts is situated right next to the famous ramparts of Albert hall Museum.

It is a pure vegetarian multi-cuisine restaurant which serves south indian, North Indian,

continental, snacks, shakes, desserts etc. it has separate menu for kids in which it offers

sandwich, French fries, potato croquette, macaroni with cheese.

The restaurant has a capacity of 150 people. This is a good place for those people who

can spent even more money for peaceful place and fine treatment.

The souvenir shop of this restaurant aims to promote

indigenous products made in India. It displays a variety

of handicrafts from various parts of our vast country.

Whether you are looking for coffee table books, unique souvenirs or traditional clothing

this is the place to be. This shop also displays our own unique designs printed using an

ancient Rajasthani technique.

Salient Features:

Souvenir shop

Large parking place

Kids menu

Perfect destination for relaxing afternoon

service

Miscellaneous Restaurants:

The acronym for DMB is doodh misthan bhandar. It is located at banipark near sikar house.

Meal for two: 250 Rs. Approximately

It is a vegetarian multi- cuisine restaurant which offers a wide variety of food from fast

food to heavy complete meal.it offers south indian, north indian, continental, soups, ice

creams etc.

Menu prices of Dmb:

Dal makhani – 80

Paneer makhani – 105

Thali – 120

Zeera rice – 50

Biryani – 80

Manchurian – 80

Chowmein – 65

Dum aloo – 90

Masala dosa - 65

Idly – 50

Salient Features:

DMB

Economical family restaurant Waiting time or queue time (15-20 mins)

It is located near Sahakaar Bhawan, behind Mr.Beans. Basically it’s a restaurant cum

lounge but there is a separate restaurant for the family where no drinks are served . Thus

we can say that it’s a complete family restaurant .It serves the traditional north Indian

food . The menu is:

Bombay jhalfrezi- Rs.160

Butter Paneer- 175

Malai kofta- 160

Vegetable Korma- 150

Dal Peshawari- 150

Naan- 45

Herbal Roti- 30

Vegetable Pulao- 95

Thus we can observe that the prices are comparable to the restaurant like Albert’s 1589 and Spice court.

SPECIAL FEATURES:

The interior is very attractive and impressive. The ambience was extremely good. The service was very fast and the staff was very attentive.

QuillaQuilla

The quality was worth the prices. The over all experience was very good.

It is located at 22 Godam, in Crystal Palm.

Meal for two: Rs.500 approx.

It’s a multi cuisine vegetarian restaurant with north indian, continental and Chinese

cuisines. Its ambience is quite good and the interior was theme based i.e.chinese theme.

The overall décor was good and attractive. The rates of some of the menu items are as

follows:

Sandwich -135

Chola Bhatura -150

Dal Makhani- 150

Navratan Korma -160

Kadhai Paneer- 180

Deserts -80-150

Seasoned rice- 90

Naan -50

Main hall

Chapter 6- RESEARCH METHODOLOGY

6.1 Research:

Exploratory and conclusive research. This is to be done in order to find out the

reasons why alberts restaurant of Clarks amer is not as much famous among

foreigners as well as locals as it should be in spite of quality food , service ,

atmosphere and a good image.

6.2 Sampling:

Universe : Total Jaipur area

Sampling technique:

judgmental sampling of non-probability sampling

(A non-probability sampling technique is that in which each element in the population does not have an equal chance of getting selected)

Sampling Unit:

Restaurant of Jaipur city

Sample size : 10 restaurant

Source of data collection :

Primary data collection (through observation)

Secondary data collection (through internet)

Method : Observation method

Area of We included hotels of almost total Jaipur area

survey: o Dasaprakash - M I Road

o Sankalp - M I Roado Surya mahal - M I Roado Four Seasons - C – schemeo LMB - Johari Bazaro Spice court - Civil lineso Cheelgadi - Sanganer roado Alberts 1589 - JLN roado Hotel safari - New sanganer roado Tansukh res. - Gopalpura, Tonk road

Miscellaneous

o Nirula’s potpourri - crystal palmo DMB - Baniparko Quilla - sahakar bhawan

Timing of survey :

we are provided 20 days for this survey and we tried to cover different restaurants at different times like

o Dasaprakash - 1:30 pm

o Sankalp - 1:00 pm

o Surya mahal - 2:00 pm

o Four seasons - 8:30 pm

o LMB - 8:30 pm

o Spice court - 8:00 pm

o Cheelgadi - 7:30 pm

o Alberts - 1:30 pm

o Hotel safari - 8:30 pm

o Tansukh res. - 8:30 pm

6.3 Limitations :

1. The survey is confined to Jaipur area only.

2. Only 10 to 15 restaurants are included in our survey not all the restaurants.

3. Limited time is available for the survey.

Chapter 6- FACTS & FINDINGS

6.4 Comparative Analysis:

Restro/Food

Four seasons

Sankalp DasaPrakash

Lmb SuryaMahal

Alberts CheelGadi

Spicecourt

TanSukh

Safari

Prese-nce&app.

A G A.A. A.A. A G A G A A.A.

Taste G G G G A.A. G A G A G

FoodQuality

B.A. A.A. G G A.A. G A G A.A. A.A.

Variety A B.A. A.A. G G A.A. G G G A.A.

Spl. MenuFor kids

NO NO NO NO NO YES NO NO YES NO

Service A A A A.A. A E A B.A. G A.A.

Res.Ambie-nce

G G A.A. G A A.A. E E A A

StaffApp.

A G A A.A. A G A A A B.A.

Parking A A P P P E G A G ALocat-Ion

E G G G E G G G G A

Hygi-ene

A A A G A G A G A A

Prices A.A. A B.A. A G B.A. A A G ACom-fort Level

B.A. G G G A G G GA A A

Gentry G G G G A G A G A ALeisure _ YES _ _ YES YES YES YES _ _

timepassDis-Count

NO NO NO NO NO NO NO YES NO NO

DailyWiseSpecial

NO YES NO NO NO NO NO NO NO NO

Miscellaneous restaurants comparative analysis:

Restro/Food

Nirula,s potpourri DMB Quilla

Presence & app.G P A.A.

TasteA B.A. G

Food Quality A.A. B.A. GVariety

A A. B.A.

Spl. Menu For kids NO NO NOService

P P G

Res. Ambience E B.A. EStaffApp.

A.A. B.A. G

Parking A A ALocation E A GHygiene A.A. B.A. A.A.Prices B.A. A G

Comfort level A.A. A GGentry G A E

Leisure time pass _ _ _Discount NO NO NO

Monthly/Daily wise special NO NO NO

P-Poor B.A – Below Average A – Average

A.A. – Above Average G – Good E – Excellent

Chapter 7- MARKETING PLAN

7.1 Steps in Developing Marketing plan:

The step in developing a marketing plan include:

Determine your market

Determine where your business comes from. This could be a four-block area for a small

deli or a 40-mile area for an upscale destination

Check out the competition

Gather some “competitive intelligence” through scouting. Develop a competition profile.

Things you should include in a competition profile include name, address, hours of

operation restaurant theme (e.g. continental, Italian, American) and entree prices . Set up

like a chart and include your restaurant for easy comparison.

Identify your business

Identifying who dines with you is the crux of your marketing plan.

Determine who your customers are (e.g. business people, social people) and why they

dine at your restaurant.

Determine if there is additional business available for your restaurant

Based on your current customer base, determine if there are groups of people not dining

at your restaurant for certain meal periods that could be. For example, maybe you have a

good lunch trade but it consists totally of social people and not business people.

Anticipate the potential new business segments

Once you determine where you can generate new business, advertising and promotion

decision become more focused. Reach these new segments with advertising specifically

oriented towards them.

Determine your competitive edge

Find out what makes you stand out from your competition – do you have the best

location, do you have best quality of food or do have the best atmosphere relative to

your competitive edge , exploit it.

Menu price point

Determine specific dollar amounts that influence a consumer to make a purchase and

price all your menu item accordingly. For example, one price point might be that a bottle

of a wine priced just under $30 of course you must take into account costing issues as

well.

Develop strategies to enhance increases in average check

Some restaurant chains do this very effectively. The wait staff is very proactive in trying to

sell things such as soups, salads appetizers & desserts in addition to customers order

entries. Develop written strategies on how you will “upsell”, include them in the

marketing plan & communicate them to your wait staff.

Determine your restaurant’s annual revenue

This will serve as the basis for your annual marketing budget and should be done as part

of the overall budgeting process.

Evaluate the need for professional memberships

Since “people do business with people the know” it is important for you as a restaurant

owner or manager to participate in professional organization you are a member of and

evaluate their effectiveness in promoting the restaurant.

Employ the good neighbor

Be a good neighbor and take a part in community affairs. Do thing such as provide meals

to the underprivileged or offer your service in catering related events. Obviously, you

need to carefully choose the beneficiaries of your donation since nearly everyone will be

asking. The recognition and publicity received from the right contribution is invaluable

Develop the marketing expense budget

Develop a schedule of expenses which would be a breakdown of your marketing

expenses included in your budget for the year. These line items include such things as:

Direct mail

Entertainment costs (including complimentary meals)

Newspapers

Magazines

Civic & community projects

Donations

A full breakdown of the type of marketing expenses will be available in the 1997

pennsyivania restaurant operations report published by restaurant advisory services later

this year. Marketing expenses should average in the range of 2 to 4 percent of your total

revenues.

The action calendar

Introduce an action calendar to organize the myriad of activities and strategies your

select for implementation. This can take a form of a calendar where you have specific

dates blocked off for your marketing endeavors.

Recap

This plan is for owners and managers to follow. It is blueprint for achieving your revenue

goal.

7.2 TWO PROMOTIONAL PLANS:

If the prices are reduced:

If we reduce the prices by Rs.5 to Rs.15 of each item which is in accordance to

all the other restaurants then we need only to focus over the Advertising and

Promotional part. We can do the advertising by the following methods:

Advertisements for one month in at least one English and one Hindi

newspaper not less than 9x12cms. Which would cost nearly Rs. 20000 to 25000

approximately for single insertion @Rs.240/-per sq cm (or @ Rs.125/-per

square cms for 4 insertions approximately.)

The display of hoardings in the areas like Ajmeri gate, Lakshmi mandir tiraha,

GT etc. can be another way to advertise. If we cover these three areas then our

main locations of jaipur could be covered. This would cover lacs of people. This

would cost us around Rs.1 lac approximately.

Promotion in the Posh colonies like Civil lines , C scheme, Bapu nagar , Vaishali

nagar , Mansaovar etc need to be given extra emphasis because the Clarke’s

clientage resides in these posh localities The banners can be of great help in

these areas like the Vaishali circle, Jacob road etc.

The promotion can also be done by the Express outlets and the premises of the

hotel Clarke’s itself. A LCD display of the restaurant in the outlets and at the

reception of the hotel Clarke’s.

The advertisement in the radio can also be a good option for promotion. The ad

should be made in such a way that attracts all the people with the special

discounts being highlighted. The frequency should be 8-10 times a day.

If the prices are not changed:

If we do not change the prices then we need to emphasize on another things also along

with the advertising plans discussed above. The various other plans are:

The liasoning with the various travel and tourism agencies of Delhi, Mumbai.etc.

The airport, deluxe bus stands and the various tourist spots can also be the places

for the advertising.

The discounts can be of great help if we do not reduce the prices. The various

discount criterions are:

1. A membership form should be filled up by those who are coming to the

restaurant. The form should be charged with some minimum fees like Rs.150

– Rs.200.Those filling the form and becoming the member of the 1589 group

should be given a discount of flat 12%-15% whenever they come in 3 to 5

years. If we do like this our customers will be fixed and this will be helpful in

building customer relation.

2. Another criterion is that we can adopt a policy of progressive discount, eg .

On the first visit the discount is 10%, in the second visit its 12% , in the third

visit its 14% and the maximum limit is of 15% .

3. A free membership plan can also be made in which in the first six months

10% discount can be offered and after six months a discount of 15% can be

offered. This would help to bind the customers for no cost. The membership

of such facility should not be more than 2 years provided the card holder or

member is among the customers.

4. A plan and package for the Kitty parties should be made. This would help in

making the 1589 restaurant among the women fold.

5. Such a plan and package should be made for birthday parties also.

6. An exotic candle light dinner with a soft music of guitar can be a good thing

for attracting the couples and youngsters who want peace and pleasure .A

day should be fixed in a week for such candle light dinner in which all the

preparations should be done accordingly. This day should be fixed like every

Thursday, every Friday but weekends should be avoided .The outer area of

the 1589 can be kept for the regular customers an the inner hall or area can

be kept for the candle light dinners for that particular day. This would

become an USP for the restaurant as our restaurant would be the first to

offer any such facility.

7. Quarterly a day should be fixed in which the discount limit is up to 20% or

25%. This would help in attracting the customers and a customer relation

can be made. This super discount day can be for one day or for 3 days.

All these discounts would be of no use if we do not encash them or promote

them. So all these discounts should be properly promoted with the various

advertising ways discussed above.

The Cross promotional plans:

The cross promotion means to advertise in such a way wherein both the parties who are

joining hands should get the benefits. The plans should be such which help both the

parties to a considerable extent. A main concern should be that both the parties are of

equal name, goodwill etc. The various brands and organizations with which the cross

promotions can be done are:

The tie up with some upcoming and budding names like Easy Day the retail store

of Bharti group. A discount criterion should be there e.g. if bill is equal to or

exceeds Rs.,1000 then a discount coupon of 10% or 15% can be given to them for a

dinner at 1589 with a validity of one month or so.And if the customers take a food

at the restaurant valuing more then or equal to Rs 1000 then a discount of 10% -

15% should be given to them for doing the shopping at Easy Day. The discount

limit can vary according to the worth. So proper slabs should be made.

The tie up with some Electronic brand like Sony etc. can also be considered as the

families can be attracted by such discounts.

The tie up with the established garment brands like Peter England, Cat moss (for

kids), John players etc can also be good.

The tie up with the tour and travel agencies of other states like Delhi, Mumbai etc

can be also done. A commission should be fixed for the agencies e.g if they bring

100 customers then their share could be fixed upto 30% or the commission can be

fixed with the current market patterns.

The most essential ones:

Amongst all these plans the various combinations can be made according to the requirement.

Economic Plan:

The offering of various discounts discussed above can be included in the economy

plan.

The candle light dinners which are for four days in a month can be an economic

plan.

The tie up with the various brand names like Easy Day, Big Bazaar, Shoppers Stop,

Peter England etc.

Choosing one or two advertising means from giving advertisements in

newspapers, giving ads in radios , displaying of banners.

7.3 Some other suggestions:

The variety needs to be increased the inclusion of sizzlers and some other new

innovative menu can help in attracting the customers.

The overall overheads should be analyzed and the proper corrective actions should

be taken.

Making the interior more attractive or theme base

Chapter 8 - CONCLUSION

Through the overall findings & comparisons amongst the various restaurant we can

conclude that albert 1589 is comparable & is far above the general trends of the various

others restaurant . the only thing which is to be taken care is about its promotions , its

various advertising plans .

The basic emphasis should be given to the awareness & the quality maintenance. The

overall interior should be made attractive.

1589 Express report

Chapter 1- INTRODUCTION

Under the brand name of Clarks Group, a fast food outlet chain is there naming 1589

express. The outlet run not only in Jaipur but also in Gurgaon, Rudrapur .The 1589

express outlets serves various fast food items .1589 express is the ultimate destination

for Indian fast and street food. Even though this brand caters to all pockets we do not

compromise on quality and hygiene. If you are looking for a quick Indian snack or a quick

Indian meal 1589 express is the place to visit. You do not need to worry about your

stomach after all our food is all fresh and produced under international norms of hygiene

and quality. In Jaipur there are three 1589 express outlets and they are located in:

Santokda Durlabhji Hospital.

Fortis hospital.

Genpact office.

The outlet in Durlabhji hospital serves various fast food items like samosa, cutlet,

pakora, mini meals like puri sabzi, chole kulche etc. They also provide bakery items like

pastries etc. The overall menu is a good combination of mini meals, snacks and bakery

products. There are 6 tables for sitting purposes .Proper hygiene is maintained and the

place is quite clean and tidy.

The outlet at Fortis also serves the same menu items but the prices are comparatively high because this outlet is air conditioned. There are 5-6 tables and there is open kitchen.

The express mission is to have 15 outlets and /or 10 crore turnover in jaipur by 2015.To be the number one fast food chain in commercial establishments in Jaipur.

Chapter 2 – OBJECTIVE

The objective of the report is to:

To propose three new items for the 1589 express outlets.

To do a comparative study of the various other outlets with 1589 express.

To analyze the various strengths and weaknesses of the 1589 outlet.

To be aware of the recent market trends.

Chapter 3 – SITUATION ANALYSIS

3.1 Company’s Analysis:

Vision:

Everyone who uses our products and services should leave satisfied. Make a continuous

positive contribution to society.

Mission:

To have 15 outlets and / 10 crore turnover in Jaipur by 2015. To be the number one fast

food chain in commercial establishment in Jaipur.

SWOT Analysis:

Strength:

Brand name(Clarks amer)

Hygiene & Cleanliness

Variety (Have bakery items, north Indian, south Indian etc.)

Menu variety according to the recent trand

Weakness:

Confined only to hospitals (Fortis, Durlabji ) & office (Genpect).

Prices of Fortis outlet are high

Quantity is comparatively than other outlets.

Opportunities:

Exploring more area for opening new outlets

Increasing the varieties

Starting the room service

Threats:

Various other outlets in hospital

Hospital canteen

3.2 Various outlets’ visits:

INTRODUCTION

It is a fast food restaurant situated in janta stores, bapu nagar . Due to its location near

university it is very famous amongst the youngster it located at a prime location .the fast

food restaurant offers a variety mini meals & fast food items.

The menu includes the item like pizzas, pao bhaji, chole bhatura, sandwiches etc.

Salient features:

The extensive variety is one of the features of the outlet.

There were around 8 kinds of pizzas, 6 kinds of sandwiches, 8 kinds of

Manchurian ,10 kinds of dosas.

N.R. OUTLETN.R. OUTLET

It is economical & in the reach of the pocket of the pocket of youngster.

Though, the interior is not at all impressive. The décor & atmosphere was very

dull .the chair were not comfortable.

They also have continentals like Manchurian, Chow Mein, Hakka noodles, soups,

confectionary item etc.

The lakshmi misthan bhandar (LMB) is situated in jhoari bazaar. The lmb outlet is very

prime location and it attracts a lot of foreigner tourists as well localities.

This one of the oldest establishments of Jaipur & was famous for ‘dahi bada ‘, sweets &

various chat items.

The LMB now offers an extensive variety of fast food.

Salient features:

It is ISO 900’ and HACPP certified.

It was the first egg less bakery.

Bakery items like biscuits , namkeen, are available.

Some item which are very rare in the fast food outlet like badam milk dahi bada are

there.

The wide variety of fast food items menu

The home delivery feature is very unique

Open kitchen was there the preparation were visible to customer.

The chawla’s is very old establishment. it is located in raja park at a very prime location. Some year back

it was the only good destination for the fast food item like that papdi chat ,gol gapps bhelpuri etc.

Now they have expanded this further to a hotel , though the fast food oulet is still there.

The chawal’s offer a great variety of fast food like chole bhatura, mini meals idly sambhar, dosa ,

Papdi chat .

Salient features:

The extensive variety.

The sitting arrangement facilities.

Proper hygiene is there.

Chawla’s also offer a variety of sweets.

Chawla’sChawla’s

Food CourtFood Court

The Food-court is located at Crystal court, near GT, Malviya nagar.

It is a new establishment opened 3-4 months ago. This outlet provides a good variety og various fast food items.

There are chienese fast food items, Chaat items, south Indian items, & also the soda shop.

Due to its location it is quite popular amongst the youngsters and those who go in crystal court for shopping. There was sitting arrangement also with 4-5 tables.

Salient Features:

Separate counters for south Indian dishes, chinese dishes, chat items, is a good

thing as there is no rush at the counters.

The rates were quite economical & affordable.

Food court offers extensive varieties of fast food.

The mamu’s cafe is located in C-scheme near ahinsa Circle. It has a prime located and its

nearness to the Maharani College, Xavier School has made it more popular amongst the

youngsters.

Mamu’s cafeMamu’s cafe

The Mamu’s cafe also offers a good variety of fast food like spring rolls, burger, chat,

pasta’s, pastries etc. There is setting arrangement also.

Salient Features:

The prime location has made it popular among youngsters.

The extensive variety.

The bakery items are also exclusive and of great variety.

This is located at Jawhar nagar .This outlet provides an extensive variety of the various.

At this fast food centre there are various counters for various items. The items included are Paneer

tikka, Bhelpuri , Pav bhaji, idli dosa, dahi bhalla etc.

Salient Features:

The variety of shakes it offers is very good. The various shakes available are chikoo

shake, guava shake, pineapple shake, chocolate shake etc.

The rates are quite economical.

There are chairs for setting and some standing tables also.

The outlet is very popular. Amongst family, youngsters etc.

National HandloomNational Handloom

KahnaKahna

The kanha is located at tonk road & another outlet has recently opened at queen’s road.

The kanha offers a very vast variety of fast food items. Both the locations of kanha are

very prime and are very popular amongst the family. There is an eggless bakery also with

wide variety of bakery items.

Salient Features:

The kanha is extremely clean n hygienic.

The wide variety of shakes, bakery items, chat items, sweets etc.

The price is worth the food.

The prime location.

A good destination for those who don’t take onion & garlic.

Kanji was basically a sweet’s shop but since some years it has been expanded and a fast

food outlet and a restaurant are also established.

The kanji is famous for samosa’s, papdi chat, etc. It is located at station road, near sindhi

camp bus stand. Due to its good location that is near railway and bus stand. It is quite

popular amongst the tourist as well as locations.

Salient Features:

The extensive variety.

kanji

The affordable rates.

The quality of food.

The open kitchen.

Some other outlets:

The sunrise bakery is a well established brand of bakery and confectionary in jaipur.Though basically the outlet started as a pure bakery shop but now it has included the items like grilled sandwiches, pizzas, veg. puffs. The various bakery items like pastries, brownies, etc are also available there. There are various outlets of sunrise and all are situated at good locations like :

Raja Park Tonk Road. Gaurav Tower , Malviya nagar.

Some prices of some of the menu items are:

Grilled sandwich-35-40 Pizza- 45 Pastries-25-35

SUNRISE BAKERY

The bistro outlet is located at the prime location of Raja Park.It is very popular amongst

the residents of raja park due to its variety , its reasonable rates,and cleanliness.

The prices of some of the items are :

Spring rolls – 65

Chole bhature – 50

Pav bhaji – 49

Continental sandwich- 30-40

Pizza -70 and 90

Combo meals:

Dal makhani +laccha parantha – 60

Manchurian + fried rice - 80

BISTRO (RAJAPARK)BISTRO (RAJAPARK)

Chapter 4 – FACTS & FINDINGS

4.1 Comparative Analysis:

Outlet/Features

Fortis

Durlabhji

N.R. Food court

Kanha

LMB Mamu’sCafé

NationalHandloom

Chawla’s

Kanji

Taste A A A A.A. G G A.A. A.A. A.A. A.A.Quality A.A

.A.A. A A G G A A.A. A A.A.

Presenta A A B.A. A A.A. A.A A A.A. A.A. A

tionVariety A A A.A. A.A. G A.A. A.A. G A.A. A.A.Hygiene A.A

.A.A. A A G A.A. A A.A. A.A. A.A.

Location A A A.A. G G G G A.A. G GPrices

High

Afford

-able

Very Reaso

n-able

Reason-able

Afford-

able

Afford-

able

Reasonable

HighAffor

d-able

Parking Facility

A.A.

A.A. A.A. G B.A P A G A P

Specials/Famous

- - - - TIKKIDahi Bada

- - ChatSamosa

Chapter 5 – ITEM PROPOSED

The items which can be included in the express outlet are:

Shakes. (Of various flavors like pineapple, mango, chocolate, butterscotch.)

Grilled Pizzas or Sandwiches.

Pav Bhaji.

These three items are demanded a lot by the people and can be managed easily in the

1589 express outlet. As we do not make the items there itself and we outsource our

food products so it would be easy for us to manage these three items as the two

amongst these can be outsourced and the shakes can be made there itself without

much problem and pains.

Shakes: They can be made with the help of just a hand

blender or mixer, with essence, flavored syrups, sugar,

milk and ice cream (which is already available

there).The shakes can be made instantly as per the

order without any huge investment cost. The shakes

would help in giving something which is freshly made.

Grilled pizzas or sandwiches: The pizzas or the grilled sandwiches are also of great

demand. The pizzas and sandwiches can also be outsourced as they can be half baked

before and at the time when the order is placed they can be fully baked with just a griller

or microwave. So all that we need is just a half baked sandwich or pizza and a griller.

Pav Bhaji: As the above items are not the

substitutes of the meal and are not in

enough quantity then a quick meal of pav

bhaji can be a good solution for the hunger.

In the hospitals the people prefer such mini

meals.The bhaji can be outsourced and the

pav again needs just an oven or tawa.

So all these three menu items are worth considering as no extra labor or extra investment is required.

Chapter 6 – SUGGESTIONS

The menu variety needs to be increased. Inclusion of the items such as pav

bhaji , Pizza, Chola bhatura, shakes can be of great heap.

The quality of rajma and rice is little less and can be increased because it doesn’t

satisfy the need of one person.

The quality of food needs to be improved to some extent.

Chapter 7 - CONCLUSION

The survey of the various outlets and fast food centers have provided us many facts and

findings .We can conclude that the various outlets though offer a variety of fast food

items but still the variety need to be increased and the 1589 express outlet should be

opened to various other areas also. The analysis has helped us to compare the prices, the

quality, the taste, the variety of the various other outlets with the 1589 express. We can

by this comparison improve the quality, the service etc. of the 1589 express and can

make it a very good destination for the families, youngsters, kids etc.

Report on Direct marketing & Cross-promotion

SECTION 1- EXECUTIVE SUMMARY

Every organization in today’s time focuses on the promotions, advertisements, in totality

the marketing aspect is very much important for the companies. The employees need to

understand the nature of the customers and give them service accordingly .The direct

marketing is one aspect and the other is the promotional and the marketing activity is

the Cross promotion .In this promotions two parties are involved and both are benefited

with a common promotional activity. The cross promotion is very much important for the

organizations today.

The organizations success lies in the how they deal with their customers and how is their

CRM i.e. customer relationship management. The CRM is very much important in the

areas where direct marketing is done and direct services are given such as restraus,

service centers for various electronic devices etc . The customers today are much aware

of their importance as it is rightly said that “Customer is the King.” So to give them the

proper services is very essential today.

In the following report we will see that what the cross promotion exactly is and how a

restrau has used this as a promotional activity. We will see the benefits of cross

promotions, the various aspects of direct services and marketing.

SECTION 2- INTRODUCTION OF OUTLETS

Fortis 1589 express:

SWOT Analysis:

Strength:

Staff Co-ordination

Hygiene

Have good gentry

Comparatively more varieties

Friendly & helpful staff

Weakness:

Decreased varieties (Rice, Brownie, fruit chaat etc.)

Product is not available all the time

Delivery comes only once in a day

Soap is not there at basin

Irregularity of sweeper at the outlet

Opportunity:

Room service

Deliver products twice in a day to reduce Complaints

Can start thali system to increase revenue(very demanding in hospitals)

Threats:

Competitor canteens in hospitals

Complaints about products( Product does not remain fresh till evening)

More varieties offered by other canteens

Observation:

1. Friendly & co-operative staff.2. Sales reduced due to the increase in prices as well as decrease in varieties.3. Good services given to the customer pleases them.4. Product is not available all the time.5. Fluctuation in prices.6. Customers are not too money conscious if they get good quality they do not bother

about money and can pay even more amount.

SDMH 1589 Express:

SWOT Analysis

Strength:

Good & huge Space

Hygiene

Weakness:

Staff is not as friendly as it should be

Comparatively less varieties

High prices (Gentry comes there is not

too materially satisfied as they can pay

such high prices for them ) & this

results in decrease in sales

Handling of complaints is not as it

should be

Opportunity:

By increasing the varieties space can be

best utilized

Can start thali system.

Can start keeping packed biscuits

Threats:

Competitor canteens which have

comparatively lower prices

Observation:

1. The gentry is very money conscious.

2. The low priced items have more sales.

3. Customers demand for dairy products.

SECTION 3- DIRECT MARKETING

What is direct marketing:

Direct marketing is a form of advertising that reaches its audience without using

traditional formal channels of advertising, such as TV, newspapers or radio. Businesses

communicate straight to the consumer with advertising techniques such as fliers,

catalogue distribution, promotional letters, and street advertising.

Direct Advertising is a sub-discipline and type of marketing. There are two main

definitional characteristics which distinguish it from other types of marketing:

The first is that it sends its message directly to consumers, without the use of intervening

commercial communication media.

The second characteristic is the core principle of successful Advertising driving a specific

"call to action." This aspect of direct marketing involves an emphasis on trackable,

measurable, positive responses from consumers (known simply as "response" in the

industry) regardless of medium.

If the advertisement asks the prospect to take a specific action, for instance call a free

phone number or visit a Web site, then the effort is considered to be direct response

advertising.

Direct marketing is predominantly used by small to medium-size enterprises with limited

advertising budgets that do not have a well-recognized brand message. A well-executed

direct advertising campaign can offer a positive return on investment as the message is

not hidden with overcomplicated branding. Instead, direct advertising is straight to the

point; offers a product, service, or event; and explains how to get the offered product,

service, or event.

Brief of product given:

We were given 1 month for direct marketing of their (clarks amer’s) product and in

this time we are given 2 items to be sold. They are as follow:

Cassata pastry:

Cassata pastry is an Italian pastry which is made up of 2 or 3 flavors.

Usually it is half moon shaped. The pastry given to us contains gem layer at the

bottom, cream of kiwi fruit layer at the mid and strawberry fruit cream on top.

Crush of cashew nuts is used for garnishing. Price of this pastry in both the outlets

is 45 Rs.

Feedback:

Overall we had a great experience with this pastry.

The sponge of this pastry is so soft which enhance its flavor.

The presentation of this is very attractive specially its half-moon shape

and combination of three flavor liked by the customers.

Some customer suggested that Cashew should be used in more

quantity for garnishing.

Some customers find its price little higher in comparison of its size.

Some customers praised its taste & some had appreciated the

creativity about providing something new in pastry products.

1589 chocobar:

1589 chocobar is basically Italian cassata pastry which is made on

the concept of chocobar ice-cream. This pastry has a flavor of chocolate and vanilla

both ( chocolate sponge with vanilla cream and a chocolate layer on the top). It is

in the bar shape (cuboid shape).Decide price for this pastry is 30 -35 Rs.

Feedback:

The overall experience with this pastry is not so good. 50% of the

customers like it but 50% was not.

Some customers complained that the sponge is not so soft and has

a burnt taste.

Presentation is not so much attractive.

Some customers complained that it has more egg flavor.

Steps for direct marketing:

We did mouth marketing of our product and for this we have followed certain

steps.

These are:

1. Greet the customer

2. Listen to their order

3. Suggest our product

4. Answer their queries( if any )

5. Serve their order

6. Ensure that they have got their full order

7. Greet them again.

No. of product sold:

For this one month we were given 2 products for direct marketing, 15 days for each

product. For starting 15 days we were given cassata pastry and after that it was

replaced by 1589 Choco bar. List of per day sold item is as follows:

DATEDAY OUTLET TIMINGS NO. OF ITEM

SOLD

CASSATA PASTRY

22-july-2010 Thursday SDMH 12-3 pm 9

23-july-2010 Friday Fortis 3-6 pm Order not

received

24-july-2010 Saturday Fortis 12-3 pm 7

26-july-2010 Monday Fortis 9-12 am 5

27-july-2010 Tuesday SDMH 3-6 pm 3

28-july-2010 Wednesday SDMH 12-3 pm 1

29-july-2010 Thursday SDMH 12-3 pm 4

30-july-2010 Friday Fortis 3-6 pm 1

31-july-2010 Saturday Fortis 12-3 pm 5

1589 CHOCOBAR

02-aug-2010 Monday Fortis 9-12 am 3

03-aug-2010 Tuesday SDMH 3-6 pm 2

04-aug-2010 Wednesday SDMH 12-3 pm 1

05-aug-2010 Thursday SDMH 12-3 pm 1

O6-aug-2010 Friday Fortis 3-6 pm 0

07-aug-2010 Saturday Fortis 12-3 pm 3

O9-aug-2010 Monday Fortis 9-12 am 1

10-aug-2010 Tuesday SDMH 3-6 pm Order not

received

11-aug-2010 Wednesday SDMH 12-3 pm 8

12-aug-2010 Thursday SDMH 12-3 pm 2

13-aug-2010 Friday Fortis 3-6 pm 0

14-aug-2010 Saturday Fortis 12-3 pm 3

Experience with staff:

Fortis :-

Experience with Staff: - Staff of Fortis 1589 express counter was very good in terms of

professionalism and mentoring. We had learnt lots of things there, like how to satisfy

customers in every situation. Mr. Naqvi captin of 1589 express helped us a lot to know

the various types of customers and how we can sale our product to them. A very

important thing which we have learned from Mr. Naqvi is not to loose patience in

extreme tough situation.

Experience with customers: - Experience with customers was both good and bad.

Sometimes customers liked our product and sometimes they do complaints about the

product. Most of the customers in Fortis counter were good and friendly. They listen to

us politely and in a very good manner.

S.D.M.H.

Experience with Staff: - It was the fine experience to work with S.D.M.H 1589 express

counter staff. They helped us to understand the psychology of customers.

Experience with customers: - Experience with customers of S.D.M.H was not so good

because the people over there not respond properly while we discuss with them about

the product. Customers were not at all polite. Some of the customers of S.D.M.H did not

want to listen to us. So the experience was not happening.

SECTION 4- CROSS PROMOTION

What is cross promotion:

Cross promotion is a form of advertising that involves two or more parties. It's a good

way to have other people help you promote your music or product. What happens is

each party helps to promote the other party's product or service.

There are several different forms of cross promotion, but this is the most common.

Basically what you are doing is getting other companies to promote your product. There's

really not a lot to it once everything is setup. The upcoming Olympics is another example

of cross promotions. Companies will help to promote the Olympics by calling themselves

"Proud Sponsors of the 2002 Winter Olympics." In return, they will get to not only place

ads and banners around the various events, but use the brand name of the Olympics to

add credibility to their product.

Cross promotion is also known as barter marketing, co-operative marketing, joint venture

marketing, marketing cooperation, marketing partnerships or barter marketing. Cross

promotion is possible when two parties: who target identical or similar niche markets

who are not directly competing decide they're both better off promoting each other

Three advantages of cross promotion: It is credible marketing as you are referred by

somebody else It helps to reduce marketing costs as most deals are barter deals It allows

to target very specific niche markers in new direct ways. One of the most common

cross-promotion practices consist of link exchanges or banner exchanges. However, there

are many more ways to cross-promote succesfully.

Internet marketing example: Two websites both target the market of young,

English speaking fashion addicts. Website 1 however specialises in discussing footwear &

shoes. Website 2 specialises in discussing watches. Both websites are better off when

they both advertise the other website in a banner or an editorial. This is cross

promotion.

Internet & wireless marketing example: A wireless application start-up & a job

portal for IT people make a deal. Everybody who updates his CV on the job portal may

use the new wireless application for a month free of charge. Once again, both parties

are better off. The wireless company gets free access to new IT savvy customers. The IT

Job portal can offer it's members something no other job portal does. Cross-promotion,

again.

Retail marketing example: Companies A and B both target the latino market for car

owners in Florida. Company A sells car insurance policies through their website.

Company B sells tuning accessoires through a chain of partner garages. Both can meet

up on IntroNiche and decide to do cross-promotion . Company A will send it's database a

newsletter with a special promotion on the tuning accessoires of company B.

Cross Promotion Basics

Most people can think of at least one natural pairing of products in terms of routine usage,

end benefits, or a totally new use that can be exploited via cross promotion. To initiate a

cross-promotion partnership, contact the company's brand manager and reference the

opportunities for joint promotion.

Barriers to Cross Promotion

Cross promotion may require new advertising, sales promotion, and perhaps even packaging

changes. The majority of cross promotions get market awareness through packaging. All

potential promotion initiatives represent potential, unplanned-marketing expenditures.

There also has to be a give-and-take exchange in terms of what the other company benefits

from the association.

Without a clear end benefit and rationale for possible additional money outlays, your cross-

promotion idea might not be viewed as advantageous. Even with one company agreeing to

foot the cross-promotional marketing bills, a company would still want to evaluate the

impact of a marketing pairing on its consumer perceptions and its distribution partners. If

the two products are not viewed as brand equals, a wonderful and natural opportunity to

cross promote may not be realized.

Logic of Cross Promotions

Marketers can learn of noteworthy pairings through information gleaned in market research

from consumers. Cross-promotional ideas often exist naturally, others need to be

manufactured. Shampoo and conditioner is a natural cross-promotion idea. Toothpaste and

toothbrush is another natural cross-promotional duo.

Cross-Promote for Awareness and Trial

Household product companies often cross-promote products to energize a mature brand

such as shampoo by promoting it with a newer product entry such as a feminine-hygiene

deodorant spray. Because the audience is the same, a cross promotion may work. Even here,

pairings work best if there is some logic to their use.

Pairing shampoo with laundry detergent for example is a stretch however. Nevertheless, big

companies often tie brands together, with the awareness and trial benefits of the pairing

outweighing the logic of the duo.

Cross-Promote New Brand

Liquor companies often promote new flavors of an alcohol beverage through cross

promotion. This is a very logical cross promotion of parent and child brands. Absolute Vodka

introduced a number of brand flankers by packaging sample sizes with original Absolute.

These pairings can be quite successful to create both awareness and trial for a new product

introduction.

Steps followed in cross-promotion by our group :

Firstly we visited the Easy Day with which we planned the cross promotion ,to

know its need and to get an overview of the store.

The next step was to prepare a suitable plan and proposal for the promotion

which benefited the requirements of both the organizations i.e. Alberts 1589

and Easy Day.

After this we to fixed an appointment with the marketing head of the Easy Day

i.e. with Mr. Deepak Kapoor.

We explained him about our plan , the various aspects of it and how will it

benefit them.

We then sent him a soft copy of the detailed plan so that he could have a word

with his boss who is at Gurgaon i.e. at the Head quarters. The copy of that mail

is enclosed.

After the discussion with his boss the marketing head requested to visit the

Alberts 1589 restrau and we fixed up the meeting.

The marketing head asked for some more benefits and it was decided that we

can move ahead with this plan further.

We got a mail from him the same day and he asked for the confirmation of the

new plans that he recommended. The copy of that mail is attached.

Finally we sent him the mail confirming some new plans and telling the inability

of approving the others .The copy of this mail is also attached.

Finally we got approval from Mr. Deepak Kapoor of easy day for this cross

promotion on the previous plan.

Cross-promotion between Albert’s and Easy Day:

Duration of activity: 30 days

Brief: The Albert’s 1589 restaurant is providing food vouchers worth Rs.200 to the

first 5 customers of the Easy Day (shopping worth Rs.1000 or above)

Deliverable’s by Albert’s 1589:

150 food vouchers worth Rs. 200 each for a month.

5 food vouchers a day for the first 5 customers (shopping worth Rs.1000 or above)

at Easy Day.

Give brochures of special offers of Easy Day to visitors at the Albert’s 1589

restaurant.

Put Easy Day offers in the form of tent cards on every table of the Albert’s 1589

restaurant.

Posters and standies for displaying the Albert’s 1589 offer at Easy Day.

Deliverables by Easy Day:

2 standies spaces.

Give the vouchers only to the first 5 customers.

CONDITIONS :( for the food voucher)

This voucher is valid up to 7 days.

This voucher cannot be used on Sundays.

Easy Day bill must be presented with the voucher at the restaurant.

Voucher has to be used at one go.

SECTION 5-CONCLUSION

The marketing aspect is very important. This can be easily understood from the above.

The organization’s image is very much connected with the ways it does the marketing.

Whether it’s a cross-promotional activity or direct marketing, the success lies in how

much the customer is satisfied. The customer searches worth for that he pays and where

he finds out the worth is maximum he feels satisfied. In direct marketing the utmost

requirement is the ability to convince and persuade the customers which is again an

important aspect in CRM (customer relationship management). Handling the grievances

of the customers and making them feel as kings is the key to success.

REFERENCES

MARKETING MANAGEMENT BY PHILIP KOTLER

RESEARCH METHODOLOGY IN MANAGEMENT BY C.R. KOTHARI

www.marketingteacher.com

www.1589hotels.com