An integrated approach is used for the Direct

marketing of the Chinese restaurant

PRODUCT OFFERINGof

INDIANESE

Drown yourself in the exotic ambience of INDIANESE that redefines your outing. the

ambience that grows on your mind. Music that gets you high on life and the aroma and the spices

that will tempt to indulge you spicy Chinese. INDIANESE is known to give you choices that blow on your mind. Cozy ambience and experience for your every mood. We serve joy the best to add

your best experience. Our chefs can actually can show you the kitchen from where we churn out the taste of the mouth watering recipes offered in the

menu, which makes our restaurant the best.

Actual Product

INDIANESE Chinese restaurant provide a wide variety of Chinese food starts with the soup,

starter, main course rice noodles. Rice & noodles starts in the range of 300 and 50 extra

for non-veg. Main course start with 350, we serve non-veg varieties in chicken, lamb, fish,

prawns, crab. We create our own special desert to taste the nectar

Augmented product& Customer value

• Ambience that attract people easily. personalized interaction with customer

• Cocktails & mock tails for desiring people

• Happy hours for 3 to 6 pm• Service: Free home delivery• 10 percent discount on birthday parties

regular customer• My card will be provide to avail 10 %

discount

LOGO

TARGET AUDIENCE

Demographic Male &

Female Age 15 And

above Education –

English literate

Income -25,000 and above

upper Middle class and above

Psychographic Socially active

People interested in getting good service

People who loves food and ready to pay a nominal amount

B2C

B2B Firmographic

Small ,medium and large Business and various organizations

GeographicInitially we are targeting only in Mumbai as we are new in the market

BandraLower parelFortAndheriBorivali

Methodology Used

We will focus on establishing a strong identity in our community with a grand

opening• Direct mailer

Brochure Take away menu Discount offer pamphlet

• Email Email to prospective customer the only difference will

be instead of the form there will be a link given, which when clicked will direct to the official website of restaurant where it shows the picture of dishes

BROCHURE

Take away menu

Email

WEB AD

WEB AD

Social media page

Indianese chinese Restaurant

• When the customer will click on the link he will be directed to the

INDIANESE website. There he will see the variety of Chinese food our

excellent ambience and offers

SMS

Enjoy your dining experience? Check our restaurant for lunch and dinner and relish the amazing Chinese food. To get 20% discount send message “INDIANESE” to 52123

or call us any queries to 1800 424 288.

Database Management

• Managing Data Source: Callers InternetRation cards details from GovernmentYellow pages Telephone directories

It will be managed by a trained data-entry team. The database will be categorized in name, address, age, contact details, complaints product range purchased, amount spent. Customer will given a unique Concode.

•Database will be regularly audited & updated to acquire the accuracy.•The database will be managed on the basis of the payment patterns or purchase patterns . This will help in formulating future plans for more profitable customers.

Managing the Database applications:

JAVA will be used to manage the complete database.

Manage the Data Entry:

Manage the Database:

• Consumer Name: Mr. Sanjay Khurana

• House name or number: Flat #2, Sun tower

• Street or road: Ambat RD.

• Town or City: Mumbai

• Postal code: 400 012

• Sex: M

• Date of birth: 13/5/1980

• Age: 31

• Married: Y

• No of children, ages of children: 2; Boy- 8, Girl- 4

• Geo-demographic indicator: Desirable residential area, young, trendy

• Lifestyle indicators: Business Outlook & Business World

• Interested in current & economic affairs

• Credit history and rating: Good

• Education: Postgraduate level

• Media Preference: Mailers

• Message code: S L 1 3 8

• Dates of contact: 12/01/2012

• Response: Y

• Orders: 5 Lamps

• Returns: N

• Customer complaints: N

• Source of recruitment: 01 mailer

• Concode: 1.666.00.111.001.22

• Service category purchased: 5*S L 1 3 8

• Date of activation: 13/1/2012

• Method of payment: Cheque

• Date of renewal of subscriptions: 0

• Loyalty program details: NIL

Analysis break even profit and loss

• Restaurant hiring expenses (Deposits & Rent) -40,00,000 & 4,00,000

• Salaries to the kitchen team - 2,50,000• Interior and furniture cost for 40 tables-3000000• Appliances and tool-600000• Documentation (insurance & permits)-2,50,000• Raw material needed-80,000• Cost incurred for grand opening-8,00,000.• Cost incurred in marketing- 10,00,000• Cash in hand-5,00,000

• The total fixed cost-1.088 Crore • Maintenance cost monthly - 4.0 lacks• Monthly sales-15,00,000• Marketing includes 15% of sales in first 3 months and then 7

% of sales• Monthly profit for first three months 8,75,000• After 3 months 9,95,000– With this sales I can reach the BEP in 14 Months

THANK YOU