4 P’s

Product
 Offering customer a privracy

 No compromising with the quality of comfort

level

2
Place
 Opening Posh locality of caunat place

 Residence of many top businessmen,middle

class

 Eg. Page 3 personalities etc

3
Price
 The pricing would be kept high

 Tending to attract every youth

 Initially: introductory discounts and other

offers

4
 Promotion
 An aggressive promotional strategy

 Need to create brand awareness

 Print ads in HT and TOI

 Pamphlet distribution with magazines

 Eg. Cosmopolitan, India Today, Femina

 Ads on the Radio Channels 5

Launch
 Preceding the launch
 Advertisements and other promotional activities

 Gather attention

 Gain public interest

 Aggressive marketing
6
Restaurant Layout
 Designed as a dine-in restaurant

 Arrangement in an aesthetic manner

 Special Lounge Corner

 ‘A-la carte’ menu

 Soft music for a soothing environment

7
Contd…
 We will provide
 newspapers and magazines

 Wall of Fame

 Customer Feedback Form

8
Long term plans
 Opportunity of opening a Chocolate Spa

 Depending upon
 Customer feedback and survey

 Expansion to
 other parts of Delhi
 other metro cities
9
Food and Beverage Dept.

 Maintenance and hygiene control

 Hiring of chefs and assistant chefs

 Stock Management

10
Contd…
 Employees at the restaurant:
 6 chefs
 4 assistant chefs
 12 waiters + stewards
 2 Managers
 3 Security Personnel
 4 housekeeping

11
Marketing Dept.

 Responsible for all marketing activities

 Promotional Campaigns

 Advertisements

 Sales
12
Contd…
 1 Sales Manager
 2 Creative Head
 2 Sales Team
 Other Promotional Campaign team (Variable)

13
Contd…
 2 HR Executives

 Experienced professionals

 Accountable to the Head and to BOD

14
Contd…
 Finance Team
 2 Chartered Accountants

 Will audit all financial records

 Responsible for tax return filings

15
Dishes and Pricing
 Chocolate Bars and Candies : Rs 50-300

 Chocolate Pizzas : Rs 500-1800

 Chocolate Paranthas : Rs 200-500

 Chocolate Biryani : Rs 500-750

 Chocolate sandwhich : Rs 200-500

16
Contd…
 Chocolate Pastas: Rs 350-550

 Chocolate Brews : Rs 150-300

 Chocolate Shakes and drinks : Rs 150-280

 Chocolate Cakes: Rs 200 – 2000

 Chocolate Pastries: Rs 50-200

17
Contd…
 Brownies: Rs 80-250

 Chocolate Wafers and Waffles: Rs 100-450

 Chocolate Crepes: Rs 180-500

 Chocolate Doughnut: Rs 50- 100

 Chocolate popcorns : Rs 100-250

18
Contd…
 Ice-creams : Rs 50-500

 Cookies: Rs 150-500

 Low-Calorie chocolates: Rs 150-1000

 Low-Calorie options: Rs 100-600 extra

19
Initial Investments
 Commercial Shop (1500 sq.m.) : Rs. 3 crores

 Infrastructure requirements : Rs. 5 lacs

 Air Conditioning : Rs. 2.25 lacs

 12.5 tonnes: Blue Star

 Generator : Rs. 2 lacs

 Tables, Chairs etc. : Rs. 2 lacs

 Other Decorative enhancements : Rs. 1.5 lacs

20
Initial Marketing Expenses
 Radio Ads
 Average Rate/ 10 sec. 1000
 No. of times/month 360
 No. of Radio Channels 1
 Total Cost of Radio Ads Rs. 3,60,000

 Newspaper Ads
 Avg Rate per sq. cm. 500
 Size of the ad.(in sq.cm.) 30
 No. of newspaper 2
 No. of times/month 30
 Total Cost of Newspaper ads Rs. 9,00,000

 Total Cost of Pamphlets Rs. 5,00,000

 Total Advertising Costs Rs. 17,60,000 21

Salaries
 HR Dept. (in Rs.)
 HR Head 50,000
 HR Executive (2 personnel) 60,000

 Total Salary: Rs.110,000

22
Contd…
 Marketing Dept. (in Rs.)
 Marketing Head 50,000
 Sales Manager 35,000
 Creative Head (2) 40,000
 Sales Team Members (2) 20,000
 Optional Extra Members 20,000
 Variable Salaries 20,000

 Total Salaries : Rs. 185,000

23
Contd…
 F&B Dept. (in Rs.)
 F&B Head 50,000
 Chefs (6) 180,000
 Asst. Chefs (4) 80,000
 Managers (2) 30,000
 Waiters/Stewards (12) 60,000
 House keeping (4) 13,880

 Total Salaries: Rs. 413,880

24
Contd…
 Finance Dept. (in Rs.)
 Finance Head 50,000
 Chartered Accountant (2) 80,000

 Total Salaries : Rs. 130,000

25
Sales
 The average cheque amount expected is Rs 1000

 The average footfall initially expected is 20/day

 Expected to go up to almost 50-55 footfalls later on

 Even higher number in the peak season

26
 Contd…
 Avg. Cheque Amt For 1st Year Rs.1587.5

 Avg. Footfalls/Day For The Year 35

 Total Sales For The First Year Rs. 21,375,000

 Total Costs For The First Year Rs. 50,557,560

 Profits Rs.-29,182,56
27
 Breakeven Analysis

200,000,000

150,000,000

100,000,000 Profits
Amount (inRs)

Costs
50,000,000 Sales

0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
-50,000,000
Years

28
 Cost, Sales, Profit Analysis

200,000,000

150,000,000

100,000,000 Profits
Amount (inRs.)

Costs
50,000,000 Sales
0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
-50,000,000
Years
29
Long term Plans
 After 5 years
 TCW might open up branches in other metros

 After 10 years
 Other branches
 Chocolate Spa facilities

30
Backup Plan
 We could diversify our business and open up
a normal dine-in restaurant along with a bar.

31
Thank You.!!