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KHAMSA DELIZE

BY:
MAHA
MAMOON
SADIA SHAHID
A.MALIK
WASEEM

USAMA
AMIN

MISSION STATEMENT
we prepare fresh, hygienic and delicious food with a fantasied
environment that enables you to explore the true colors of five
different nations. Our friendly ambiance and courteous conduct
will allure people to please themselves

EXECUTIVE SUMMARY
This report is introducing a prototype restaurant at Karachi, KHAMSA DELIZIE
provides a wide range of cuisines from five different countries: Indopak, Mexico,
Italy, Saudi Arabia and china. It incorporates a beautiful blend of different taste
with the charming environment. . Khamsa is a delightful place that delivers best
features and a fine sensation of dining out.
The building is divided into 5 sections each representing a specific country
ornamented with its culture and respective entertainment. Each segment can carry
about 100 persons at a time. It has a hygienic kitchen, colorful play area and comfy
lobby.

Our targeted segment is the elite class: upper upper, lower upper and upper
middle. Our primary objective is to satisfy our customers and achieve a sales
revenue of PKR 21600000.

CURRENT MARKET SITUATION:


Khamsa delizie is entering a growing market with all its essentials and uniqueness.
Food industry in Pakistan has been growing tremendously and has now become the
second largest industry sharing 17 percent of GDP.
According to recent research, Pakistan spends half of their income on food and
beverages. Media reports that In Pakistan, the average person spends 47.7
percent of his or her household budget on food consumed at home. In that
situation, those price spikes become a lot more noticeable.
Pakistan is considered to have favorite pastime as food either its some festivals,
celebrations or mourns.
In order to gain market share in this highly competitive market with brand names
as kolaachi, sajjad, miraj providing extensive catering services with grand essence
of quality and comfort, khamsa delizie must carefully target and cater the
segments who value the product.

MARKET DESCRIPTION:
We are starting a restaurant business in the central city of Pakistan, Karachi. The
main component which makes this restaurant distinctive from all other is that it is
designed according to the five countries namely Indopak, Italy, Saudi Arabia,
Mexico and china.
Khamsa delizie segmented the market on psychographic basis dividing them into
social classes. The targeted segments are the upper middle, lower upper and upper
upper. They include individuals and families with children.
The customers can choose from a large variety as n this restaurant will entertain
people of all ages especially those who prefer a variety of dishes and tastes.

PRODUCT REVIEW:
Our product Khamsa delizie is a recreational restaurant that provides the
customers not only with deliciously diversified food but also entertainment, and

makes the customers know about the culture and taste of five different countries:
Italy, Mexico, China, Indo-Pak and Saudi Arabia.

DIVISION OF RESTURAUNT:
The aim of Khamsa Delizie is to provide finest, delicious and healthiest food yet in
an entertaining way. The environment of our restaurant is made keeping in mind
the culture of Khamsa i.e., Italy, Mexico, China, Indo-Pak and Saudi Arabia. The
restaurant is divided into five sections each depicting its countries culture
beautifully:
RISTORANTE, the Italian section. The flag of Italy welcomes the customers in their
small global Italian world that offers delicious Italian dishes served in Italian styles
by highly trained Italian chefs and waiters dressed in pure Italian outfits along with
a live Italian Folk Dance which shows Italian culture wonderfully and is a big source
of recreation for Karachiites. Painted walls depict the culture of ancient Italy which
shows their wars, celebrations etc.
BISTRO, the Mexican section. Bistro serves the best Mexican food in Karachi ever
and live Mexican theaters and plays catch the e1yes of customers marvelously.
Mexican food is served by the well-dressed chefs in Mexican outfit. Also, in this part
the walls are painted depicting Mexican culture. Mexican spices are kept and hung
on the walls which shows how Mexicans used their spices. 2
(CHANG-THEENGH) represents China. , the beautifully designed red part,
offers mouthwatering Chinese food along with the famous Dragon Dance of china
around the tables of the customers to provide them with an enthralling
environment. Chinese staff is adorn in completely
Chinese outfits and jewels. is decorated beautifully with Chinese lanterns and
dragons and walls are painted which shows Chinese culture.
BAITHAK represents IndoPak. Baithak tries to illustrate the perfect blend of sub
continental taste along with the environment being practiced. Kawali shows by the
best singers of Karachi which holds the interest of every customer visiting. Painted
walls show the Mughal times and displays of ancient jewelry, models of Taj Mahal
and Lal qila catch the eyes of visitors. Food is served by beautifully dressed 3chefs
wearing Mughal dresses.
MATAAM depicts Saudi Arabia. It offers the original Saudi food prepared by the
highly trained chefs dressed accordingly and the customers are enthralled by the
live Mehfil-e-Raqs. This part is decorated with Arabian jewels and is scented with
specific Arabian fragrance.
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Each part of the restaurant is ornamented by the art, crafts, models,


jewels, paintings, lamps
and cultural attractions of their respective
origin in an eye catching manner.
A play area designed exclusively for.
Each section has a room for 100 customers in every part.
The building is designed in a beautifully way that customers visiting one
time will be compelled to
visit it every time out of curiosity and
amazement.
The chefs hired have immense command over their respective countries
specialties.

First year sales revenue is projected to be PKR 21600000, based on average 60


customers every day spending PKR.1200 and the total working days in a year are
estimated as 300 days.

COMPETITIVE REVIEW: Competitive review:


The leaders today in providing quality food and environment at do darya are
Kolachi, Mirage, Al-Sajjad and Port Grand.
Kolachi is targeting the customers not only by providing quality food and services
but customers feel good with the ambience, wooden structures, beautiful lightings
and sea breeze that enthralls the customers. People all over Pakistan have high
opinions about Kolachi and it enjoys a positive word of mouth. 4Mirage is the first
restaurant that offers buffet system located at Do-Darya. Mirage offers servings of
up to 85 dishes ranging from Mughlai, BBQ to Chinese and Thai. Mirage enjoys a
positive word of mouth from customers and they like to visit there for the ambiance
and quality service.
Moreover, Charcoal is another potential competitor located on the coast belt of
Arabian Sea Do-Darya. It offers a wide range of food with taste and quality.
Charcoal targets upper class.
Next is Port Grand which is considered to be an enjoyable place to visit. It provides
various activities like fire dance, circus, magic shows, movie screenings, match
screenings etc. it is the only place in Karachi that provides shopping, dining, leisure
and entertainment experiences. Consumers like to visit this place and maintain
good views about this place.
However. Khamsa Delizie may create a wholly distinct market image as it is the
only restaurant that provides food from five different countries and that too in a
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complete different way. Consumers here are enthralled with cultures, arts and
crafts, cultural dances and other ethnic and cultural activities of Khamsa (Italy,
China, Indo-Pak, Saudi Arabia and Mexico). A critical point of differentiation would
be the beautiful structures, every countrys (Khamsa) own menu card providing
only their native cuisines and recreations according to the countries (Khamsa).

CHANNELS & LOGISTICS REVIEW:


Khamsa Delizie is a hybrid as it is a product and service as well. It provides
recreation and quality food. Therefore, the marketing channel being used is Direct
marketing i.e., producer caters directly to consumer. Using direct marketing
channel increases the positive word of mouth between customers, creating a good
market image of our restaurant and increasing the number of consumers

Direct Marketing Channel

SWOT Analysis
STRENGTH:

High quality theme based business exterior and interior


It is located in the most famous food chain attached with the Arabin sea
called Do-Darya with its alluring breezes.
Security issues are dealt by highly trained and armed guard.
A staff force trained with different languages and courses to deal with every
customer with great ambience.
Offer distinct and hygienic environment delivering features of five different
states that no other business offers.
Customer relationship management

WEAKNESS:

High competition, high risk


Catering to a small market
High cost

OPPORTUNITIES:

Changing economic trends people modernizing in society


Monopoly in market
High population proportion
As our sales expectations are met we will introduce delivery and take away
facilities.
We have a vast area to expand our restaurant.

THREATS:

Inflation in economy
Potential competitors, threat from substitutes like other restaurants and
cafes.
Recession
Law and order situation.

OBJECTIVES:
1st YEAR OBJECTIVES
The business aims to position itself as a high quality food and service provide along with its
unique environment and to earn PKR 21600000 sales revenue.

2nd YEAR OBJECTIVES


If the business turns out well Khamsa delize plans to expand its premises and
introduce facilities such as home delivery, take away and reservations in its second
year operations.

ISSUES
CREATING AWARENESS:
One major issues with the product launch is creating brand awareness which
will require high investments in marketing the restaurant.
DEVELOPING TASTE:
Developing a taste of different countries amongst the Pakistani taste buds
addicted to spices would be an issue for khamsa delize.
HIRING SAFF:
In relation with the theme of the restaurant, the staff required must be
highly professional and well trained according to their designated country. It
makes the hiring costly yet difficult.

MARKETING STRATEGY:
POSITIONING:
Using product differentiation, we are positioning our product as the only restaurant
in Pakistan that provides the deliciously cooked meals along with the fanaticizing
environment of five different countries under one roof. It enthralls the guests with
its entertainment programs and the presentation of catering. The taste which
allures the taste buds of people in the most fascinating way.

Product strategy:

Khamsa Delizie is a recreational restaurant designed especially for food lovers who
like diversity. It offers the perfect combination of entertainment and quality food. It
has the distinct theme based interior and exterior furnishings with best ambiance.
Customers can enjoy food while watching live dances and songs. Food is
exceedingly hygienic and scrumptious with quite inspiring presentation.

Pricing Strategy
Khamsa Delizie will be using psychological pricing keeping an estimated spending
made by a customer about PKR 1200. The pricing strategy adopted on the basis of
customer perception trend usually spread in Karachi i.e., the higher the price of the
product is the finer is the quality. Since the targeted market is the upper upper,
lower upper and upper middle the prices are set a little high but the competitors
pricing is also kept under consideration.

Distribution Strategy
Our channel strategy is to use selective distribution. Initially, we will begin our
restaurant in Karachi targeting the elite class. Then gradually, we will expand our
restaurant outlets in other major cities of Pakistan as well.

MARKETING COMMUNICATION STRATEGY:


Since khamsa delizie is on introductory stage we will first create brand awareness
among public using intensive promotional programs and publicity tactics. We will
advertise a video of our restaurants on all popular channels, newspapers and
magazines. Bill boards can highly attract the crowd. We also welcome sponsors in
khamsa delizie wholl support our restaurant in their premises. Word-of-mouth is
also an effective way for spreading the news. We may offer discounts for business
meetings or parties. To attract and retain customers Khamsa has its own website
and webpages on social media for interaction.

MARKETING REASEARCH:
Market research plays a vital role in the framing of a brand. We are identifying the
contents our targeted segment values by conducting a surveys to figure out the
tastes, entertainment and other features admired by our targeted segment. We
thrive to provide the perfect blend of customers value and satisfaction in the most
convenient way. We sought to have polls and questionnaires regarding the interests
of segment. We are also analyzing customers behavior toward our competitors and
the marketing strategies of our competitors as well.

MARKETING ORGANIZATION
Khamsa delizie will be introduced on 4 august, 2014 With team work and
coordination of all departments, meetings of the management including
finance, marketing, HR, Purchase and board along with permanent members
of the staff and In accordance with their approval, below is the summary of
the action programs we will utilize during the first 6 months to achieve our
stated objectives.

ACTION PROGRAMS:
1. AUGUST
In the month of august, marketing team will emphasize solely on promotions
techniques. They will set up different kinds of campaign through which
awareness would be created in the public. Targeting specific commercial
areas where the lifestyle is usually high would be perfect in this aspect
creating buzz marketing. Finance department will decide the budget for the
campaign activities.

2. SEPTEMBER
During September focus would be primarily on social websites and social
media. Keeping In touch with customers, suppliers and sponsors who are
interested to contact us. Keep updating our customers with the quality of
food we serve, the environment we offer will strike them to visit the place.

3. OCTOBER
In the month of October, the targeted aspects will be starting HOME
DELIVERY door to door SERVICE in near areas to provide customers with
more superiority. The second aspect would be starting some CSR activities
as it will help in welfare of the society and its important cannot be neglected.

4. NOVEMBER
In November we plan to integrate a customer loyalty program issuing loyalty
cards and discounts to special customers who regularly fetch our services.
This would create customer equity and goodwill as well.

5. DECEMBER

In continuity of our campaign well request our customers to fill in opinion


cards and set polls on our social interactive website to gather feedback and
suggestions of our customers to meet the discrepancies and new ideas.
We will surely improve our services and innovate the restaurant and the
meals as well on the year end.

Budget:
Using product differentiation the restaurant is positioned as a high quality
product and service provider. The first year total sales revenue of Khamsa
delizie is projected at PKR 21600000 with an average revenue per customer
PKR 1200, variable costs 500000 and fixed costs of PKR 2500000. We
anticipate a loss of 250000 during first year of working.
MONTHLY AND YEARLY REVENUE PROJECTIONS:
Average revenue per customer: PKR 1200
Forecast number of daily customers: 60
Days of Business: 300 days/year
Expected Revenue for the month: 1200 X 60 X 300 / 12 = PKR 1800000
Expected Revenue for the year: 1200 X 60 X 300 = PKR 21600000.

CONTROLS:-

Continuous control after putting plans into action will help in identifying and
taking measures in order to prevent future problems which may restrict
progress of the organization.
In KHAMSA DELIZES has its own web service for customer queries
which enables us to keep in touch with our customers.
A weekly meeting is setup for all the members in order to resolve the
problems instantly.
Environment, clothing of staff is observed to be neat and clean.
Food supplies and other supplies are maintained to avoid shortage.
Every section has a manager to attend any problem.
Contingency programs are held to meet the environmental changes
and technological Innovation.

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