KATHA CHUNABranded Chain Of Khokas

Company Name:“KATHA CHUNA”

The name of our brand is Katha Chuna. It reflects the tradition of subcontinent.

Vision:“To let the world experience the true taste of subcontinent.”

• Enabling the world to feel the taste of sub-continent.• Providing the best taste with hygienic and quality product.

Mission:To be the leading betel quid provider in Pakistan by offering

best quality product to our valued customers.

Unique Selling Point:Our unique selling point would be our taste that would

distinguish us among the rest.

Values:• Hygiene factors, Quality assurance and customer services are

of top priority to us.• We believe in giving respects to employees as we want them

to give respect to customers.• Customers are always first.

Goals & Objectives:• Reviving the symbolic value of paan at ceremonies and

cultural events.• Educating people about the numerous health benefits of our

product.• Providing best quality product to the customers through our

superior and specialized services.• To get recognition from people by offering different new

flavors of pan.• We will create more opportunities for our business to expand

like introducing pan flavored lollipops, chewing gums for kids, pan flavored drinks etc.

PEST/EL ANALYSIS:Political:• Shutdowns due to strikes and other violent activities.• Traders in many parts of the city are suffering from

extortionists most of whom are affiliated with political parties.

Economical:• Inflation due to changes in oil pricing.

Social:• Consider paan as harmful for health.• Need to educate people about the health benefits of paan.

Legal:• The government of Pakistan has prohibited smoking on

public places and has also restricited its advertising and promotion. So any new law regarding the use of tobacco which is one of the main ingredient in pan can directly affect our business.

SWOT ANALYSIS:STRENGTHS• Location- Our shop will be located at a commercial area that’s a

high visible location; full of eatables would definitely attract a lot customers.

• Outstanding quality of input and output- use of finest and healthy ingredients, no harmful ingredients such as tobacco or beetle nuts used in our special paans; and those with tobacco and all only sold as per demand.

• Taste and unique variations- health conscious paans; no harmful ingredients such as tobacco or beetle nuts used in our special paans; and those with tobacco and all only sold as per demand.

• South east Asian tradition- complete awareness

WEAKNESSES• Target market characteristics- Due to our premium pricing we

would be targeting a niche market and this may lead to lose some potential market.

OPPORTUNITIES• Market potential –The consumption of paan has been a very

popular cultural tradition throughout Pakistan, with both home-grown and imported ingredients. Having 32 varieties of paan in Karachi, and still new coming up shows there’s a much growth potential in this industry.

THREATS• Competition- New entrants- The threat of new entrants in the

market is a critical element. • Enthusiasm of health consciousness- Consumer attitude

towards health care are changing and more people are taking responsibility for their health and this may lead to a decline in

sales of paan, as pan with harmful ingredients causes cancer.

SWOT Convergence

• Greatest threat is the growing rate of health conscious consumers because of the red mouth sigma and other diseases caused by paan.

• This only happens when katha and other harmful ingredients such as tobacco and betel nuts are used

• We would be using different flavorings and creams as an alternate for these ingredients.

• Moreover we would be creating awareness among our customers about the health benefits of paan through advertising.

THE MARKETING MIXProduct:• Katha Chuna’ is a branded chain of khokas.• Offering 4 different types of paan apart from simple sada

khushbu and meetha paan. • They are bhola tambaku, kulfi meetha, chocolate meetha and

Karachi minakshi.

Place:• Starting from main khadda market.• Complete commercial area, would be able to attract large

number of customers.

Promotion:• We will be relying on print advertising and word-of-mouth in

promoting Katha Chuna.

Price:• Premium price strategy for our product.• Charging a bit higher price as compared to other small paan

shops because of better quality.

Marketing Strategies• Since we are marketing product in an existing market,

therefore the marketing strategy here we are going to use for our product is market penetration according to Ansoff Matrix.

Pricing Strategy• We would be using high quality ingredients and therefore we

are going to set high prices as compared to common mediocre Paan shops.

• As high price signal high quality and would attempt to position the product as quality leader, thus “premium pricing strategy would be used.”

MEDIA PLAN/ PROMOTIONAL PLAN

• Full Page Ad in Dawn magazines on Sunday- We would be using a full page advertisement of Katha Chuna branded chain of khokas for two weeks. And then for another two weeks we would give a half page advertisement.

• We would also offer free sampling of our unique flavors that only we sell for the first two weeks of opening

• Internet- We would further use facebook and twitter to promote Katha

Chuna. And let a huge number of consumers know about our betel quid shop.

• Banners- We would also use banners, displaying our paan shop with

different varieties that are offered listed on it.

• Establish a connection with wedding and party planners as paan is an essential and traditional part of wedding ceremonies and events

PROMOTION COST

Print Advertising Rs.100,000

Banners(15) Rs.20,000

Free Sampling Rs.30,000

Total cost Rs.150,000

INITIAL INVESTMENT

Rent&Security Deposit

Rs.210,000

Marketing cost Rs.150,000Fixture&fittings Rs.5000Setup cost Rs.30,000Generators Rs.25,000Total Initial Investment

Rs.320,000

PRODUCT INGREDIENT & COST

Bhola Tambaku Karachi MinakshiKatha sali supariChuna sweet supariSpari banarasi kathaKranti chuna churaquivam fennel seed420 raja jani Amrit CreamTamaku120 chuti & jitan of JapanKapuri KhushbuCost/pan= Rs.8.5 Cost/Pan= Rs.10Price/pan= Rs.16 Selling price= Rs. 18

Kulfi Meetha Chocolate MeethaRose gulkan sweet AsharkiSweet Mukhwas Rose gulkandRose syrup Rose syrupcoconut jintan Vanillafennel seed Coconut jintansugandhi dhanna dalSweet katha Sweet kathaMewa ChocolateSweet khushbu Sweet khushbuCost/Pan= Rs. 16 Cost/Pan= Rs. 17Selling price= Rs.25 Selling price= Rs.26