Case Study Punjabi By Nature Marketing Essay

INTRODUCTION:

Punjabi By Nature will be a Traditional Punjabi Food restaurant and Bar based in the Southall, London UK. Punjabi by Nature will serve traditional authentic Punjabi food to the likes of Locals & Business & Leisure Tourists. The motivation for this business is the maximum Punjabi communities and Indian population living in London and Southall city. The Southall city is near the Heathrow airport and lots of Asian communities living there because Southall is well known as mini Punjab (INDIA), Peoples from Punjabi backgrounds coming from other cities of UK & from countries like India, Canada, Australia & US have no choice but to eat at places like McDonald’s & Pizza Hut because the other small restaurants in the local lingo are not providing hygienic & good quality Punjabi food. In abroad the Asian and Punjabi community like tourist and international students wants to eat the traditional Punjabi food and it’s a dream for them to eat the traditional Punjabi food in abroad countries. In Punjabi by nature will be divided in to two parts one is proper sitting restaurant. Interior of the restaurant will be proper traditional way starting from spoons to all the dishes, tables, clothes, interior decorations and colours. Because when the costumers enter our restaurant they will feel as if they are in the Punjab. Another place for drinking liquor and some events for entertainment like Punjabi events Bhangra, Gidda for Punjabi touch. However, the ambience of culture & tradition will be of particular importance to the design of the restaurant & the way we present our business. No half measures will be taken to ensure the quality of the servings. The Menu will include both vegetarian & non-vegetarian items including the very renowned dishes like the chicken Tikka, The curry’s (vegetarian & non-vegetarian), Lassi (a drink made out of yogurt) & the very traditional Makki Di Roti & Sarso da saag. Gradually efforts will be made to open branches in the town centre’s and nearer to local airports in the leading towns’ and cities in UK like, Bradford, Birmingham, and Manchester.

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Aim, Scope and Objectives

The Aim of the ‘Punjabi by nature’ is to become a regionally prominent quality traditional Punjabi food restaurant & Bar. The scope of the Punjabi Restaurant is based on our mission that every employee strives to provide 100 percent customer satisfaction- for every customer- every visit. This includes fast, friendly and attentive service, accuracy in order taking and filling, and anticipation of customer’s needs and the scope of restaurant are also the Punjabi communities living in London and people who come to London to see Southall which is known as mini Punjab. There are many restaurants in Southall even then it will be a most popular restaurant & Bar because of its services like: parking place, a range of quality food, Punjabi environment, royalty cards, culture events and main thing is membership cards. The objectives of the restaurant and bar are as below:

To provide better quality food

To provide better ambience

To provide better culture of Punjab this will reflect in its food.

To provide better sitting arrangements for singles, families and drinkers.

To provide different Music themes and events for every weekends.

Definitions and project life cycle

Every program, project, or product has certain phase of development know as life-cycle phases. A clear understanding of these phases permits managers and executives to better control resources to achieve goals. Today, there is no agreement among industries, or even companies within the same industry, about the life-cycle phases of a project. This is understandable because of the complex nature and diversity of project. The theoretical definitions of the life-cycle phases of a system can be applied to a project. This phases include: conceptual, planning, testing, implementation and closure.

Work Breakdown Structure

PUNJABI RESTURANT & BAR

RISK

PROMOTION

SERVICES

FOUNDATION

FUTURE NEEDS

5 YEARS BUDGET

FOOD VARITY

MARKETS

ACCIDENTS

PLACE

BAR COUNTER

CUSTOMERS

STANDARDS

MULTI FOODS

LICENCES

ADVERTISES

SALES

FRANCHISES

COST

SITTING

MUSIC

CULTURE PROGRAMES

QUALITY FOOD

FEEDBACK

INTERIORS

IMPROVMENT

PARKING

SECURITY

COMMUNITIES

QUALITY

PROMOTION

SPORTS

STAFF SERVING

Gantt chart

Findings: Business case

The trigger to initiating a project is identifying a business problem or opportunity to be addressed. A business case is created to define the problem or opportunity in detail and identify a preferred solution for implementation. The business case includes:

A detailed description of the problem or opportunity

A list of the alternative solutions available

An analysis of the business benefits, cost risks and issues

A description of the preferred solution

A summarized plan for implementation.

The business case is then approved by an identified project sponsor, and the required funding is allocated to proceed with a feasibility study.

Opportunity

Near to the world biggest airport

It is in the famous place of London

Main population is Punjabi near the restaurant

Punjabi celebrities love to have food in Punjabi restaurant

Threats

No previous experience in the restaurant industry.

The competitors are Haveli, Moti-Mahal, Chandni Chowk and Chindi Cor.

Easy availability of fast food from Global restaurant chains like the local take away, KFC, McDonald’s, Pizza Hut, & burger king.

The time factor is big with today’s customers. Customers don’t have a time to wait till the food cooked.

Target market:

The target market is both domestic & international tourists, international students and the local people. Our target will be to encourage local people towards the Punjabi cuisines and Punjabi culture about which they are not aware. Among the domestic tourists & the locals, mostly people with families are our target audience who want to introduce their children to the proper culture & tradition of the region. The food made in city households is also a type of fusion between Indian & western cuisine because of time restraints, so people depend upon restaurants in the city to get a proper taste of the traditional local food. Also people of Local origin coming from western world countries are forced to take their children to places like McDonalds because there is no better alternative. Another important segment of our customer base will be occasions like marriages & other parties where we can supply our cuisines. We will gradually look into this segment of our customers once we are on our way.

SUPPLIERS-

Our Major Suppliers will be local supermarkets like Tosco, Asda, Morrisons etc a good source to ensure quality vegetables & spices. Punjab is famous for good quality spices so we will import spice from there. Particular emphasis will be laid on establishing good a relation with the suppliers as these are essential for our long term success & continuous growth in the market.

MARKETING STRATEGY-

According to David A. Kirby (2003) ‘Promotion is essential for every new business’. The most effective promotion is word-of-mouth (Kirby, A.D., 2003). But as a new business we can’t afford to rely only on this mode of advertisement. We will use other modes like local newspapers, radio, local TV adds, ads in magazines, posters at university , websites, privilege cards, discount vouchers, special discounts for students, Free Home delivery on time, fliers etc

This marketing strategy might not prove beneficial in the initial stages because of cash restraints because our indirect rivals i.e. the fast food chains pursue a very aggressive advertisement strategy & most of the people probably know the menu’s of these fast food chains by heart. But we don’t have to worry here because our customers will be familiar with our menu as they might have eaten all the traditional cuisines before. It is also important to emphasize here that once we are established we will start to offer a more diverse menu i.e. it will be a fusion of traditional dishes. The recipes for such dishes will be acquired from the UK by the entrepreneur himself & the other versions of such dishes available in Australia & Canada will be acquired through friends & relatives. As an example here the traditional chicken biryani made of rice & chicken is cooked differently with some varied ingredients. A very significant strategy of ours will be to advertise our traditional dance performing groups known as the Bhangra & Giddha groups. We aim to attract a significant portion of the local & international tourists by the means of this cultural & traditional showcase of our love for celebrating life & enjoying good Desi or traditional food. As our restaurant is a family and bar based venture. We should take alcohol license it will be necessary. Furthermore employees will be required to wear traditional dresses so as to add to the feel of the cultural environment.

(TRADITIONAL PUNJABI DRESS)

An average meal for a family of four members will cost between £ 30 to £ 35.

Future Vision-

We will enhance our target market.

We will expand everywhere in UK.

Promotion of Punjabi cuisine as well as culture.

We will upgrade our menu time to time.

PREMISES & EQUIPMENT NEEDS-

First we need a big place will be leased where the entrepreneur has decided to construct the restaurant. The restaurant will acquire approx. 1500 to 2000 square feet and will accommodate approx. 40-50 paxs tables. The premises will have with safety equipments like fire extinguishers, smoke detectors & CCTV. Various cooking utensils, refrigerators, electronic tandoor, burners, crockery & cutlery, microwaves, grills, grinders & mixers & ovens will also be bought.

ROLE IN THE BUSINESS-

Businesses of complex nature can’t be run single handily. People of major importance will be first of all our financers i.e. our family & the bank. The bank is very important because the entrepreneur can’t raise all the funds required by himself or through his family. The business will also require two full time trained & skilled managers along with two part time managers for support. One member of the entrepreneur’s family will always be present at the restaurant to keep an eye on the operations. A staff of 06 attainders & one head chef alongside three assistant chefs will also be hired. One of the most significant people will be the interior designer & the architect of the restaurant who will be able to put the entrepreneur’s vision to reality by providing a traditional & ethnic look to the restaurant both on the inside & the outside. To realise one of the most important marketing strategies i.e. to have live folk dance performances every weekend, an event managers services will also be hired. All the food products will be checked by the entrepreneur himself to ensure quality.

FINANCIAL HIGHLIGHTS

Start-up Summary (all figures in GBP)

Construction costs including interior designs & safety equipment

6000

Seating chairs & tables

1000

Kitchen equipment & utensils

2000

Promotional activities

1200

Staff remuneration (each month)

20000

Staff dresses

500

Insurance (every month)

250

Legal

1000

Miscellaneous

2000

Total start-up Expenses

33,950

Investment (all figures in GBP)

Investors –

Entrepreneur

10000

Bank Loan

23950

Total Investment

33950