THE IDEA WE PLAN TO SET UP IN FOODCOURT AT

VARIOUS LOCATION IN KOLKATA MOMO

AND CORN CART WHICH OFFERS DEEP

ASSORTMENT OF TRADITIONAL VARIETY

OF CUISINES ESPECIALLY FOCUSSING ON

MOMOS AND CORN.

MOMO AND CORN CART

FACTS AND FIGURESIn the United States alone, consumers spent

about US$110 billion on fast food in 2000 (which increased from US$6 billion in 1970).

As per BIRD OF GOLD report by McKinsey Global Institute Indian middle class household will swell from 50million to 583 million by 2025.Implies household have more disposable income and shift towards discretion spending.

As per CII estimate 2009 because of increase of rising per capital income Food industry will grow to US$310 billion by 2015.

Eating at home remains very much ingrained in Indian culture and changes in eating habits are very slow moving with barriers to eating out entrenched in certain sectors of Indian society. The growth in nuclear families, particularly in urban India, exposure to global media and Western cuisine and an increasing number of women joining the workforce have had an impact on eating out trends.

 Fast food is one of the world’s largest growing food type. India’s fast food industry is growing by 40% a year. Because of the availability of raw material for fast food, Global chains are flooding into the country.

Major players in fast food are:· MCDONALDS· KFC· PIZZA HUT· DOMINOS PIZZA.·CAFÉ COFFEE DAY.· BARISTA. The main reason behind the success of the

multinational chains is their expertise in product development, sourcing practices, quality standards, service levels and standardized operating procedures in their restaurants, a strength that they have developed over years of experience around the world. The home grown chains have in the past few years of competition with the MNCs, learnt a few things but there is still a lot of scope for improvement.

TEAM MEMBERSSHITAL PRADHAN- CREATER AND

INCHARGE OF MENU AND QUALITY. ABDUL- RITESH SINHA-SUPPORT MEMBER

Vision: To constantly innovate & provide the best that we can for our customers. To exceed predictive expectations of customers, rather than just satisfy expectations.

Mission: To provide integrated food management support and solutions for our partners So that every customer gets highest level of food quality & outstanding service in a hygienic & fun dining environment. To balance a society’s expectation regarding environment with the economic burden of protecting the environment.

MARKETING OBJECTIVETo achieve annual growth sale of 25% on

yearly basis. To form strategic Alliance with partners , and

sourcing raw material and to strive to provide end to end service.

To become Market leader.

SWOT ANALYSISSTRENGTH  Location Experienced staff: - Our hired expertise local

staff will help us in providing quality food service to our customer.

 Ambience of place:

WEAKNESSLack of experience: It is a start up and the

odds are laced against it. Will face stiff competition from local players.

Financing: - Preliminary estimates of sales and expenditures suggest that it will remain financially stable. However unforeseen expenditure or poor sales will threaten cash position, which will be particularly vulnerable in one year.

Opportunities:-Growing market: - Food market is growing at a fast

speed and demand for quality food is never ending.Potential to become a premier food provider: -

because of the experienced and expertise staff we can deliver quality food products and service.

THREATS  Local Competition (existing and potential): There are

firms which specialize in this concept of food court. Also local players are a threat to our business since they are also competing for the same market share.

Economic downturn: The strong domestic economy has been good for the Food and hospitality industry. Continued growth is anticipated. However, unforeseen or unanticipated economic recession would reduce disposable income and threaten our food court sales.

TRENDS IN INDIAN MARKETMarketing to children's: fast food outlets in

India target children’s as their major customers. They introduce varieties of things that will attract the children’s attention and by targeting children’s they automatically target their parents because Children’s are always accompanied by their parents.

Low level customer commitment: Because of the large number of food retail outlets and also because of the tendency of customer to switch from one product to other, this industry faces low level customer commitment.

Market Segmentation:Target Customers: Age: Our target customers are family members within age group of

25-40 years. Our focus point will be children for which we will be running special schemes.

Income: Our target customer will be seeker (2lac-5lac per annum), striver (5lac -10lac per annum.

Occupation: Professionals, Business man, Corporate. Behavioral: To build loyalty program with target customer.  Positioning: - Traditional Food with deep assortment and global

standard services under one roof. PRICING STRATEGIES: Price: We will be using VALUE PRICING STRATEGY offering

just right combination of quality and good services at fair prices. One or two products in each section will be kept at low price to

attract the customer .The product whose price is reduced should be price elastic to pull the customer.

Promotional Strategies1st StageTo ensure awareness and knowledge among target

customer. We will be Using Buzz Marketing (attracting opinion leaders) and word of mouth publicity.

 Advertisement through local media network (cable, newspaper, and magazine).

Using SUBLIMINAL advertisement strategy in cinema hall to develop awareness of product.

2nd stage of strategy:  Using direct marketing concept to reach selected

customers via Email. Organizing cultural event every weekend to pull

crowd and develop liking and preference for the place. With the application of data base management

system tracking customer purchase, frequency and preference to build customer loyalty program

SCOPE FOR IMPROVEMENT As majority of customers visit the store weekly

especially weekends. So we can give special offers and discounts to capture more customers and retain loyal customers but no compromise in the quality of food.

It is mostly found that majority of customers are not fully satisfied with the friendliness of staff. So we can conduct soft skill training and make them give more customer service .Regular monitoring of the staff behavior towards customers can be done.

Customers are not aware of the calorie contents exist in the food. So we can display the calorie contents available in a particular food.

SUMMARYWe will be offering deep assortment of

traditional food with cultural ambience of surrounding and to match with world class services. Our main focus is customer ambience and packaging.