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
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