delikrtzen private limited marketing plan

8/21/2019 Delikrtzen Private Limited marketing plan

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Acknowledgement

We are indebted Mr.Maxwel Ranasinghe, visiting lecturer of department of

Marketing Management University of Sri ayewardenepura, who guided us onthis pro!ect. We also wish to thank "r. #.#.".S.Ranaweera, $ead of

"epartment of %ood Science & 'echnology, (rofessor )rthur *amunuarachi

"epartment of %ood Science& 'echnology and "r. *.(.S.Witanawasam,

consultant of +eneral $ospital olombo for their valuable instructions to

make this effort a reality.

'hank is due to all our group members and those who helped us immensely to

succeed this event.


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CONTENTS

-. /xecutive summary

Summary of Situation analysis

Summary of Marketing Strategy

Summary of *udget and (rofitability

0. 2ntroduction to the industry

$istory of the industry

/volutions and trends

+rowth patterns

(otential

3. 'he ompany

'he name of the company

apital and resources

Management structure

=ision

Mission

5b!ectives SW5' )nalysis

4. 'he Market

ompetitor )nalysis

Strengths and weaknesses of competitors

*uyer *ehavior

(/S'//1 factors

(otential marketing problems

(otential marketing opportunities

6. Marketing 5b!ectives

7. Marketing Strategies

Segmentation

'argeting

(ositioning


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9. Marketing Mix Strategies

(roduct

(rice

(lace

(romotion

(hysical evidence

(rocess

(eople

:. Marketing ontrols

;. %inancial *udgets

-


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E!ec"t#$e S"mma%&

Situation analysis

"eliket>en is a ew 5rgani>ation Which is +oing to launch a new $ealthy diet in 'he

/xisting prepared %ood market. "espite of the market share of other %ood providers, we

can complete, because our offering combines exclusive features at a high price.

We are targeting middle?upper income professionals and specific segments like age group

between 06?3


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Marketing strategy

"eliket>enAs marketing strategy is based on positioning of a healthy friendly diet for all.

P%od"ct 't%ateg#e'

5ur product is with the following Bualities

$ealthiness

leanliness

'aste

=alve

ustomer service

We differentiate our product in menus & packing system.

P%#c#ng St%ateg&

We have recommended fallowing prices per plate for the meals as per the Buestioner

*reakfast Rs;;CD

1unch Rs0


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B"dget and P%o*#ta)#l#t&

+ncome Statement

Note (Rs.000) (Rs.000)

Sales 9,523,900

Cost of sales N1 3,396,790

Gross profit 6,127,110

Other I!o"e N5 109,500

6,236,610

Selli# $ %istri&'tio peses N2 25965*5

+"iistratio peses N3 217*660 -,775,2-5Operati# profit 1,-61,365

ia!ial peses N- 560,-27

Net profit or the /ear 900,938


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+nt%od"ct#on to t,e #nd"'t%&

-#'to%& o* t,e #nd"'t%&

%ood industry is an industry which is lasting from the history. %ood is a basic humanneed. 2t has come up to the present developed situation with lots of changes with the

passage of time.

(rior to the current stage of food industry people used to satisfy their hunger in a simple

way. 'hey hunted animals and grew vegetables, fruits, and paddy by themselves to satisfy

their food need. 'hereupon their consumption pattern was very simple. 5wing to changes

in life style, people switched to a complex consumption pattern.

'he key reasons we have found out for such a change areE

-. +rowth population0. *usy life

3. Scarcity of lands

4. "ual income families

6. $igher education

7. 'echnical "evelopment

9. ompetitive advertising

:. ommunication methodology

2nstant food is an emerging trend for complex life pattern. 'hey got used to the following

Short eats

hinese restaurants

2nstant food

(repared food


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Managing Director

Food and beverage

manager Marketing Manager

Waiters(6)

Drivers(1)

ec!rit"

#$$icer(1)

%as&ier(1)

'ecetionist

ike rider

*!a+it"

%ontro++er

,ssistant

%&e$(2)

%&e$(1)

T,e Com.an&

NAME OF T-E COMPAN/

(EL+KET0EN PR+1ATE L+M+TE(

No2334 5A

Stanle& T,#leke%at,ne Mawat,a

N"gegoda6

CAP+TAL AN( RESOURCES

F#nanc#al

Rs. 6 million

P,&'#cal

'wenty purchases of land

*uilding

"elivery van

%urniture and fittings

5ne motor bike

-"man

La)o% *o%ce

MANAGEMENT STRUCTURE


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When considering the management structure of the "elikat>en GpvtH limited, the chair

person is Mr. Suranga head of this company. 'here are two key departments under his

authority. 'here are

-. %ood and beverage department0. Marketing department

Food and )e$e%age de.a%tment

'he main ob!ective to stables a department like this is to offer high Buality, nutritional

food to our consumers. 'o operate this department very smoothly, we here appointed

a degree holder in food science. $e is responsible for handling function of the

department in a proper manner. Fuality controller is appointed under the control of

food and beverage manager to check the condition & Buality of food. 5ne chief chef

and assistant chefs are responsible for cooking activities.

Ma%ket#ng de.a%tment

"ue to the dynamic situation in the market and market potential the marketing

department or the marketing division of the company should be capable enough to

attract the customers and retain there for a long period. 'here fore we have recruited a

marketing management "egree holder to accomplish this target. )lso we recruit multi

skill drivers who are having both bike and vehicle license.


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=ision

'o be the best healthy food provider in Sri 1anka

Mission

'o make the nation healthy by provision of a nutritional and healthy diet thereby achieving

ob!ectives of the organi>ation, ensuring the !ob security, creating a working environment

that can perform to the best and ultimately achieving social ob!ectives.

5b!ectives

?to achieve a market share of 6@ in year - with unit sales of 6


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'hreats

Strengths of competitors

2nability to change the mind set of the customer

T-E MARKETCom.et#to% Anal&'#'

W,o a%e o"% com.et#to%'7

• "irect competitors? *relude, 'himula, 'he %ab, Rasulpa, "evon

• 2ndirect competitors? %ast foods, *akery products, Samaposha

• (otential competitors? utritional tablets, /nergy bars

Com.et#to%'8 o)9ect#$e'

• 'o be the best food provider

• 'o gain more market shareCleadership

• 'o provide better customer service

W,at a%e t,e 't%ateg#e' t,e& a%e "'#ng7

• Maintaining fairly low price

• Wider coverage outlets

•

Well established brand names and loyal customers

St%engt,' o* t,e com.et#to%'

• Well established grand names

• $igher financial capability

• 'rained labor force

• Strong communication network

• 1ong term public relation

Weakne'' o* t,e com.et#to%'

• 1ack of proactive strategies

• 1ees adaptability of consumer reBuirement

• 1ack of knowledge about marketing field

• (acking and price problem


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-ow a%e t,e& l#kel& to %eact o"% ent%ance7

+m#tat#ng

'here is a risk of imitating our uniBue features by the competitors in the

industry. )s an infant to the industry we have to keep our attention to the market

weather our competitors are following our uniBue strategies.

R"mo%'

"ue to the big competition in the industry competitors may try to developrumors in the customers mind and it also cause to the sales revenue of the company.

Man#."lat#ng 't%ateg#e'

ompetitors may window dress their financial statements and try to give a

wide meaning to their organi>ations. 'hat will influence to mind set of the customers.


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B"&e% )e,a$#o%

)n elementary marketing concept states organi>ation exists to satisfy

consumersA wants and needs. 'hese wants& needs can be satisfied only to the extent that

marketers understand the people or organi>ation that will use the product and services their

trying to sell and that they do so better than their competitors. 2n order to fully understand

customer needs& wants, a marketer has to be aware of the thinking process of the customer

since it is impractical to study consumer thinking process by dissecting the head, marketers

study the behavior of consumer. 2t is assume that behavior is the outward manifestation ofmental intention of a consumer. 'herefore, by analy>ing consumer buyer behavior, a

marketer can estimate the nature thinking process of consumer. 'hen, it is easy to match

products to consumer needs.

'he desired marketing response in this simple model may be

*uying a certain product

ot buying a certain product

*uying at a particular place*uying from a particular dealer

T&.e' o* )"ng )e,a$#o%

Marketing

stimuli

5ther

stimuli

(roduct

(rice

(lace

promotion

/conomics

'echnological

(olitical

ultural

*uyerIs

characteristics

*uyerAs decision

process

ultural

Social

(ersonal

(sychological

(roblem recognition

2nformation search

/valuation

"ecision

post purchase behavior

*uyerAs

decisions

(roduct choice

"ealer choice

*rand choice

(urchase timing

(urchase amount


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onsumer decision making varies with the type of buying decision. 'he type of product

also plays a significant role.

T&.e' o* )"ng )e,a$#o%

$igh involvement low involvement

Significant

"ifferences

*etween brands

%ew differences

*etween brands

PESTEEL FACTORS

=ariety

seeking

behavior

omplex

buying

behavior

$abitual buying

behavior

"issonancereducing

behavior


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Pol#t#cal En$#%onment

(olitical /nvironment in Sri 1anka is always dynamic. this ultimately affects the trade

agreement. as a result of that most of the farmers are not willing to cultivates production is

going down .when agriculture production is less our peoples consuming process is

reduced. as a result of that consumers are try to take their meals from outlets. now we cansee what (olitical factors are affected to food industry.

?cutting subsidiaries on fertili>er, mechanical item, other important maintenance part, etc.

?changing economic policies when changing government

?highly increase taxes on important food.

?some of politician word is badly affected to farmers work.

Econom#cal En$#%onment

"ue to highly increasing inflation rate in Sri 1anka, peopleAs cost of living becomes high.

*ut income does not increase parallel to expenses. 'his leads to people spend less onnutritional food. 'herefore everyday they affect diseases, like gastritis, colestrorole,

bloodpresure, etc. as a result of that peoples healthy life become unhealthy.

Soc#o En$#%onment

hange in lifestyle of makes them be exposed to so many western illnesses. Marketers

highly advertise various foods to attract customers to buy their products. (eople tend to

follow advertisements without concerning the accuracy in them.

?'he packaging of this food is mostly of polythene which is not biodegradable therefore it

affects to environment. So itAs reBuired to introduce a biodegradable packaging system.

Tec,nolog& En$#%onment

?using of technology our traditional fertili>er become chemical fertili>er so we have to use

that, therefore our healthy life goes down. So we would be promoting non?organic fertili>er

otherwise our peopleAs life change very Buickly.

?the change of technology, it has many plus point to our restaurant.

e.g.J?refrigerators, gas cookers, electronic coconut scraper, blenders, water cooling system,

etc.

Et,#cal En$#%onment

?we are affecting that western cultural our advertising campaign also going to unethical

side. ormally we have family /nvironmental culture. So our advertisement is practicing

that type of cycle. We hope to eliminate unethical things from our advertisement.

En$#%onmental


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?our packaging system, we think to use polythine which is above 06 micro minis. 5ur outer

box can be a recycle.

?/"U1 water and other unclean things are dumped into the city drainage system.

?rest of others is to give to use as composted.

Legal En$#%onment

?(atent right to the brand name

?Registration of the company with company registrar

?(rovision in the food act regarding leanliness of food

?(rovision in 1abor act

.

POTENT+AL MARKET


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Potent#al ma%ket#ng O..o%t"n#t#e'

'here is a latent demand for healthy food. 2f we consider the people working in olombo,they have a high demand for healthy food. )s per our business, we are targeting middle

class professionals who work in olombo. 'hey are living a very busy life and have little

concern about their meals.

)s dual income families they lack time to prepare their meals at home. %or their

convenience they have got used to taking outside food. 'hereupon they were exposed to

many western illnesses.

2t is reported 763


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We introduce our healthy diet to the market using following strategies.

36 C,ange t,e att#t"de' o* .eo.le

)s people have little concern for healthiness of food they buy they donAt get enough

nutrients. 'heir primary ob!ective of having some kind of food is merely to satisfy their

hunger need, and also they possess wrong beliefs towards food and avoid very nutritional

food that nourishes us.

We must educate these people on healthy food through '= & radio commercials and paper

articles.

:6 S.ec#al Men"

We introduce our meal as a healthy diet with an impressive slogan of K$ealthy %riendlyL.

We make our restaurant uniBue in the market by offering differentiated menus to ourcustomer.

;6 (#**e%ent#ated men"

*y preventing the nutritional value of food, "eliket>en offers seven differentiated menu.

We offer soup courses, boiled vegetables for dine.

Potent#al ma%ket .%o)lem'

(eople may move to nutritional tablets from normal eating habits

ompetition from instant food products

egative recommendations of professionals

Rules and regulations of government

ew entrances

Potent#al ma%ket o..o%t"n#t#e'

'here is a trend toward healthy products

(eople are more healthy conscious

2ncrease tendency of women to work

ultural shifts

2llnesses from bad food habits

Ma%ket#ng o)9ect#$e' < +''"e'


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5b!ectives

8ear -

We are aiming for 6@ share of the prepared food market with unit sales of 6


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'arget marketing calls for three strategies.

-. Market segmenting

0. Market targeting

3. Market positioning

Ma%ket 'egmentat#on

(e*#n#t#on

K"ividing the market in to distinct groups with distinct needs, characteristics, or behaviors who

might reBuire separate product or market mixesL.

GK(rinciples of marketing, kotler )mstron, -< th editionsLH

Segment#ng .%oced"%e

-. Survey stage

0. )naly>e stage

3. (rofile stage

+eographical

"emographical

(sychological

*ehavioral

Segment#ng .%oced"%e *o% “(el#ket=en>


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Middle Upper

enL. "ifferent crucial factors can be seen under demographical segmentation.

'herefore it is not fare to consider a single factor. 'herefore we will deal with dual attribute

demographic variable basis.

Ta%get ma%ket *o% “(el#ket=en>6


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(e*#n#t#on6

K'he process of evaluating each market segment attractiveness & selecting one or more segments

to eachL.

Gprinciples of marketing, kotler )mstron, -< th editionH

Sta.e' o* ta%get#ng

e & growth

Structural attractiveness

ompany ob!ectiveness & resources

0. "ecide how many and what segment to target.

Single segment

Selective segment

(roduct specification

Market specification.

Ta%get ma%ket 't%ateg#e'

Undifferentiated decide to target different market segments and offer the whole market

with one offer.

"ifferentiated firm decide to target several segments and decides separate segments for

each.

oncentrated firm goes after a large share of few segments or niches.

Micro market products and new market programs to the needs and wants of specific

individuals and local customer groups.


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Po'#t#on#ng OF “(el#ket=en>6

(e*#n#t#on

)rranging for a product to occupy a distinctive and desirable place related to competitive productin the minds of the target customers.

Gprinciples of marketing, kotler )mstron, -< th editionH

B%oade% wa&' o* d#**e%ent#at#ng6

5ffering some thing

*etter

ever

(oster

heaper

P%e'ent ma%ket '#t"at#on6

'o day most of the companies are trying to broaden there positioning strategies to appeal to more

segments. however the companies increase the number of clams for there brands, they risk

disbelief and a loss of clear positioning.

'herefore as a company we reali>e that we should avoid there ma!or positioning errors.


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Select#ng an o$e%all .o'#t#on#ng 't%ateg#e'.

'he company had decided to select $al"e .o'#t#on#ng strategies.

'hat is the full positioning of the brand Gthe full mix of benefits open which it is position..

'here are five wing positioning strategies can be fallows.

More More

More Same

'he Same for 1ess

1ess for Much 1ess

More for 1ess

)t the beginning of the lifecycle we will use more for less. 'hat is better products but lower price.

*ut at the long run difficult to sustain such that best of both positioning. ompany try to deliver

both lose out to more focus competition. 'he "eliket>en brand will adopt positioning strategy ,

decided to serve needs and wants of the target market.

More for more will draw one target market, less for more will draw another. Same for same will

not give any competitive advantages leaving the company in the middle of the pack.

Po'#t#on#ng 'tatement *o% “(el#ket=en>

“To professionals, middle upper & upper level income people in Colombo area who need diet ,

deliketzen is based on “more- more” concept. that is providing a product which is having a

higher ualit! and some what higher price than competitors.”


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P%od"ct

) P%od"ct is anything that can be offered to a market to satisfy a want or need. (roducts

that are marketed include physical goods, services, experiences.events, persons, places,

properties, organi>ations, information and ideas.

"eliket>en is a prepared food provider targeting mainly the above average income working

community or middle and middle upper segments with busy life styles. We provide them

solutions by offering three menus per day for breakfast, lunch and dinner. )ll our menus

are based on traditional Sri 1ankan recopies and we will be using the same old user

friendly traditional names.

We have twenty one set menus per a week, which consists of special menus for each day

and also we offer two menus for every day.

B%eak*a't

Men" 3 Red sambaCsamba Gor basmatiH"hal curry

oconut sambol

%ishCegg G(ara fishH

Men" :J Red sambaCsamba

1unumiris

#iri hodi

)bmbulthiyal

'hese two menus will be available in our restaurant everydayE in addition we offer sevenspecial breakfast menus foe each day of the week.

Monda& '.ec#al String hoppers Gred and whiteH

oconut sambol

(olos

#irimalu curryCegg curry

T"e'da& '.ec#al kadala

(ol GcoconutH

1unumiris

Wedne'da& '.ec#al (ittu Gkurakkan and whiteH

/gg curryCpol curry

1unumiris

T,"%'da& '.ec#al Mun eta

(ol

1umumiris


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F%#da& '.ec#al $oppers

1unumiris

%ish curry

Sat"%da& '.ec#al kiribathCmuneta kribath

1unumiris%ish curry

(uhalu kesel

S"nda& '.ec#al #osGboiledH

oconut sambol

#iri hodi

"ry fish

1unch

%or lunch "eliket>en will offer one main menu of *asmatiCSamba rice, with five recipe

categories which carry several different curries with chicken, fish or egg. 5ur curry

categories are as followsE

-. "hal 0. (otato 3. arrot

(olos *eans )mbaralla

)gunukola salad #arawila Salad

Malumiris elum kola ashew

4. #os 6. (otato

+otukola Mushroom*atu mo!u #arawila

Mango #athurumurunga

"inner

%or "eliket>en dinner menus we are recommending three given menus for each day of the

week which will be available on all days of the week. 2s will consist of a soup, vegetable,

vegetable & egg and a chicken soup. 'he main dinner menus are as follows.

Men" 3 Rice Gred and whiteH

%ishCmeet

*eans

+arlic curry

Wal penel salad

Men" : String hoppers

Men" ; $oppers


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P%od"ct le$el'

2n planning "eliket>enAs market offering, we have to address five product levels. /ach add

more customer value, and the five constitute a customer value hierarchy. 'he core product

is food for hunger. (roviding a solution for hunger. 'he actual product should comprise of

certain amount of carbohydrates, proteins, vitamins, irons, calcium etc to satisfy human body from uncomfortable status. /xpected level food, is that it should be tasty, clean and

no risk for the human system and reasonably priced. 'he augmented nature of the product

is food should be healthy friendly. $elps to maintain a healthy body in long run while

providing higher satisfaction in terms of taste and Buality. 'he potential product will be

prepared for which includes all needed ingredients to maintain an extremely healthy human

body plus giving superior taste with a highly reasonable price.

P%od"ct l#*e c&cle

'he product life cycle asserts that products are born Gor introducedH, grow to reach maturity

and then enter old age and decline. "espite criticisms the (1 has proved to be useful

control device for monitoring the progress of new products after introduction. 'he

profitability and sales position of a product can be expected to change overtime. 'he (1

in an attempt to recogni>e distinct stages of a productAs sales history. $ere is a classic

representation of the (1.

"eliket>en which is still in its introductory phase will take time to find

acceptance and there will be a slow growth in sales. )ccording to this (1 Model we can

expect high unit costs due to law output. 'here may be early teething troubles with

production technology and prices may be high to cover production and sales promotion

costs.

B"ng .a%t#c#.ant' t,%o"g, PLC 'tage'6


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'he introductory stage represents the highest risk in terms of purchasing a new and, as yet

untested product. *uyers reflect thisE they typically consist of the relatively wealthy, to

whom the risk of a loss is relatively small, and the young, who are more likely to make

risky purchases. )s this product is mainly focusing on above average income segment,

targeting innovators and early adapters is worthwhile as their referrals will be an obvious

benefit to gain market share.

'he diffusion of innovation

B%and'

) brand is a name, term, sign, symbol or design intended to identify the product of the

seller and to differentiate it from those of the competitors. 2t amounts to a promise of

consistent Buality and value. *randing is a very general term covering brand names,

designs, trade marks, symbols, !ingles and the like.

B%and name refers strictly to letters, words or group of words which can be spoken.

"eliket>en is for up market segmentE our company logo will highlight this up market and

the luxury nature of our food by using silver color, which indicates the premium nature.

White shows the cleanliness and purity of "liket>en.*y using red for our name logo will

emphasi>e we deliver tasty food.overolly "eliket>en products are extremely healthy

friendly. 'here for this logo will nicely carry the message, "eliket>en, healthy friendly food

for our target market.

B%and $al"e'


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'he overall ob!ective of branding is that the customer should perceive greater value in the

branded good than the unbranded eBualent.there maybe some ob!ective for this perception,

but much brand value in fact exists exclusively in the mind of the purchaser. 'he customer

places a sub!ective valuation on such as style, Buality, masculinity etc.these is known as

brand values. %or "eliket>en, the expected sub!ective brand values to be gained are Buality,

reliability and trust on our healthy meals. learly such customer perceptions are extremelyvaluable and can lead to higher than average retuns.they must also be protected from

erosion or dilution of brand values by neglect or the hostile action of competitors.

B%and $al"at#on

*rands can be valued in money terms. When mergers and acBuisitions take place, some

part of the price may represent brand value. $ow ever current accounting practice does not

allow brands to be shown as assets on the balance sheet. 'his is because a brandAs value

can be extremely volatile, depending on good management and market conditions. %or

"eliket>en in this initial phase of its business and as an infant brand, brand valuation is notdone foe the first twelve months period.

B%and management

2t is usual to appoint a marketing professional to manage a brand. 'his brand manager is

responsible for the long term integration of the cooperate effort that goes in to making a

brand success. *ut under the current situation it is highly recommended for the marketing

manager to manage the brand directly under hisCher supervision as the company is

operating less than one brand at the moment and also due to staffing mattersGkeep the staff

minimumH

Packag#ng

(ackaging has a number of practical functions such as protecting the product assisting the

shopper, as well as contributing to promotional ob!ectives.G (icture of the packaging are

displayed in appendices. H

"eliket>en food products will carry in plastic white color containers, which carries a

transparent has a cover. %or the first year we are planning to have a

Standard si>e package. %or deserts we have two mini versions of the same package.

Bene*#t' o* (el#ket=en .ackag#ng


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• (rotection of the food during distribution, the strong package which will protect the

food items when transporting and also ensures its Buality.

• Selling, as the design and labeling serve promotional ob!ectives of providing

information and conveying an image of "eliket>en.'he cover will carry the

"eliket>en logo will support this ob!ective.

• User convenience, as an aid to storage and carrying. 'he shape and si>e of

"eliket>en food package is highly standardi>ed and user friendly.

• Security, for example especially food needs to be taken a high care. 'he hard cover

will secure the Buality of the package.

• ompliance with government regulations.

• hoice of offering, for the initial twelve months time the si>e of the package is

same, this will be manipulated according to customer reBuirements.


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P%#ce

'his part of the marketing plan outlines the factors that we need to take in to consideration

when setting prices and our recommended pricing approach. Since price will inevitably

affect demand and restaurantAs profit, this is a very important decision that will needcontinuous review.

%actors to take in to consideration

Ma%ket#ng St%ateg&

We have already agreed to position the restaurant as being up market,

5ffering Buality branded food in a highly distinctive ambience.

P%#c#ng O)9ect#$e

'o maximi>e profits whilst providing value and striving for repeat

businessCrecommendations.

Co't'

ri!i#O&e!ties

ri!i#O&e!ties

Or#aiatio +

4areti#

Strate#

Or#aiatio +

4areti#Strate#

Co"petitioCo"petitio

'erser!eptio

'erser!eptio

Other 4areti# "i

8aria&les

Other 4areti# "i

8aria&les

CostsCosts

e#al aRe#'lator

Iss'es

e#al aRe#'lator

Iss'es

-ricingDecisions

-ricingDecisions


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5ur city centre location is expensive. 'his combined with up market positioning means

relatively high costs. Since we are extremely careful about having Buality raw materials our

costs are a higher than competing products. "irect cost constitutes ma!or part of overall

pricing.

5ther marketing mix variables

(roducts and services will be high Bulity.(lace, physical evidence, and ambience in keeping

with the up market positioning. (eople?professional and trained?attracted from competitors

and needing above average remuneration. (romotion in Buality media.

*uyerAs perceptions

We want our prospective guests to see our premises, dOcor and menus as being impressive

as being impressiveE a restaurant in which they will be proud to entertain business

acBuaintances and friends alike. ) venue which discourages rowdiness, and when background music and interior decoration is Buiet and tasteful.

ompetition

'here is of course strong competition around city centre location, but at lunch time and on

%ridayCSaturday demand will exceed supply. )t other times when demand is law,

competiters will offer price incentives. Since the target market segment is above average

income segment and because of its niche nature competition is not our prime concern in

setting pricing strategy.

1egal and regulatory issues

We are of course bound by the national minimal wage act and by the reBuirements of the

'rade descriptions )ct when making special offers. 5ur prices and their amendments are

always under the approval of local authority.

P%#c#ng a..%oac,e' and %ecommendat#on'

'here are three basic pricing approaches to choose fromE

A co't a..%oac,

'his acknowledges that business can not trade indefinitely below cost. We certainly need to

know our fixed and variable costs as to be able to calculate breakeven points. 2n the final

analysis we aim to maximi>e profits, but this does not exclude operating occasionally

below cost or on a marginal cost basis as part of our overall strategy. learly an approach

where we always add a fixed margin to costs would be unworkable in the restaurant

business we have envisaged.

Com.et#to% o%#ented .%#c#ng


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5bviously competitorsE prices have to be taken in to consideration?we are not the only

prepared food provider in the town. 2n order to nurture repeat business we a not thought to

be consistently over price in relation to competition. We are there for recommending that a

daily watch is kept on the pricing policies of six closed competitors that have been

identified elsewhere in the marketing plan.

"emand oriented pricing

'his is our recommended approach. 5ther parts of the marketing plan emphasi>e that our

overall strategy is one of differentiation. We do pricing based on our differentiation focus

on above average income segment of the area. 5ur positioning will be such as to !ustify a

premium price. We are not appealing to bargain hunters but rather people to seeking a

uniBue experience, able and willing to pay for it. 5ur research has shown that there is

adeBuate foe this experience at peak business and social times.

"emand oriented pricing represents the best fit approach for our enterprise. 2t is in line withour salesCprofit ob!ectives. 5ur differentiation strategy. Us strengths and our distinctive

competitive advantage all as outlined in other parts of our marketing plan.

(el#ket=en .%#c#ng per plateH

GRsH

B%eak*a'tD E$e%&da&

G Menu-H ;;

GMenu 0H ;;

Monday sp ;;

'uesday sp 7;

Wednesday sp ;;

'hursday sp 7;

%riday sp ;;

Saturday sp ;;

Sunday sp ;;

L"nc,

Menu 0


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hicken soup 0


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%ixed osts D ₨ 3


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D %ixed ost C ontribution Margin (er Unit

D ₨ 3en we will be using breakeven analysis.

P%#ce l#'t < l#'ted .%#ce

(rice list will be displayed within our restaurant and in our menu cards as well. ompany

web site will also display our prices and their amendments. 'his is attached with the

marketing plan.


39/70

(#'co"nt' and allowance'

ooperate buyers will receive discounts based on their volume of purchase. 'his will start

from 6@ to 3


40/70

(#'t%#)"t#on

"istribution channels provide transport, stock holding and storage, local knowledge,

promotion and display. hoosing distribution channels is very important for a "eliket>en, because once a set of channels has been established, subseBuent changes are likely to be

costly and slow to implement. "istribution channels fall in to one of two categories, "irect

and indirect channels."eliket>en is using direct distribution, when the product goes directly

from producer to consumer without using any intermediary.

"irect distributionE the product going directly from producer to consumer without the use

of specific intermediary. 'his method is described as active since they typically involve the

supplier making the first approach to a potential customer.

C,annel de'#gn dec#'#on'

hannels are designed bearing in the mind the characteristics of customers, the product, the

available distributors and the methods used by competitors. 'here are factors encouraging both direct distribution and the use of intermediaries.

2n setting up a channel of distribution the supplier must consider 6 things.

-. ustomers

We mainly have two types of customers. 'he working community which to which the

company delivers through other company vehicles and customers who directly come to the

"eliket>en restaurant for their meals. 2n both situations direct distribution will be used.

0. (roduct characteristics

(repared food is very perishable in nature. ertain characteristics like this have an

important effect of the channel of distribution.

2. (erishabilityE fresh fruits, prepared meals like "eliket>en food products and

news papers must be distributed very Buickly or they become worthless.

Speed of delivery is therefore a key factor."eliket>en will take an extreme

/xecutives,the working

crowd

ustomers,

who directly

come the

restaurant

"eliket>en


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care not only in delivering products to end users but also to have best raw

materials including fresh vegetables and fruits form our suppliers.

22. ustomisationE customi>ed products tend to be distributed direct."eliket>en is

having special inputs from its suppliers. (roducts are customi>ed, so even for

inbound logistics direct distribution from suppliers will be used.

222. )fter sales servicesCtechnical adviceE when it comes to food industry little after

sales services are needed.

3. "istributor characteristicsJ since we do not expect to use any intermediaries this

factor is not taken in to consideration

4. ompetitorsA channel choiceE for many consumer goods, a supplierAs brand will sit

alongside its competitorsA products and there is little the supplier can do about it. )s

a new company we will have to face difficulties as existing channels are attachedwith competitors and some of them have exclusive contracts with them. *ut as

operating in small scale and as we have our own delivery vehicles, this factor is not

affected on "eliket>en.

6. Supplier characteristicsE a strong financial base gives the supplier the option of

buying and operating their own distribution chanel."eliket>enAs target customer

group is relatively specific, our existing delivery van and two bikes will be adeBuate

to satisfy the forecasted demand from working community. 5n the other hand even

for inbound logistics we use company vehicles.

Facto%' *a$o%#ng t,e "'e o* d#%ect d#'t%#)"t#on c,annel *o% (el#ket=en

-. /xisting channels are linked to competitors.

0. $igher costs involved with using intermediaries

3. Specialised reBuirements reBuired for transportation

4. +eographically concentrated buyers.

Log#'t#c' management

'his involves physical distribution and materials management encompassing the inflow

of raw materials and goods and the out flow of the finished goods.

"eliket>en having two motor bikes and one delivery van is able to manage its

distribution without using any intermediary. Raw materials are also transported using


42/70

company vehicles and all distribution of "eliket>en food products are also done by this

fleet for the first Buarter of the year. 1ogistics management is also under the direct

supervision of the operational manager.

(#%ect d#'t%#)"t#on co$e%age

ugegoda city and any area within 06kms from the company premises.

+CT

"eliket>en is taking orders from telephone and arrange appropriate delivery and go for

customi>ed orders as reBuested by customers. /ven though orders can not placed by e?

mail, the company web site is also distributing information on our food

productsc.5nline ordering will be executed after the first Buarter.

1al"e c,a#n anal&'#'

2n our value chain analysis we have identified recourses and capabilities

'hat can add value.

2nbound logisticsE the receiving of raw materials in done by our staff using

company fleet of vehicles and extreme care is taken when selection and

transporting vegetables and other inputs, and also they are highly secured in

warehousing.

5perationsE this is further explained under process, even though the staff is new

they are highly trained on transforming inputs in to outputs.

5utbound logisticsE same fleet of company vehicles will be used for transportation

too. Since direct transportation is used company itself will take an extreme care ofnitAs products.

Marketing and salesE company will periodically do marketing research and identify

customer reBuirements and do the necessary amendments to the products and

services,


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PROMOT+ON

Marketing communications are the means by which firms attempt to inform, persuade, and

remind consumers? directly or indirectly about the products and brands that they sell. 2n a

sense , marketing communication represent the KvoiceL of the brand and are a means of by

which it can establish a dialogue and build relationship with consumers.

Marketing communications perform many functions for consumers. onsumers can be told

or shown how and why a product is used, by what kind of person, and where and whenE

consumers and learn about who make the product and what the company and brand stand

forE and consumers can be given an incentive or reward for trial or usage. Marketing

communication allow companies to link their brand to other people, places, events, brands,

experiences, feelings, and things. Marketing communication can contribute to brand eBuity

by establishing the brand in memory and crafting a brand imageQQ

(el#ket=en'8 Comm"n#cat#on Plat*o%m'6


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Ad$e%t#'#ng Sale'

P%omot#on

E$ent' 5

e!.e%#ence'

P")l#c

Relat#on'

Pe%'onal

Sell#ng

(#%ect

Ma%ket#ng

(rint

&broadcast ads

/ntertainments %estivals (ublications Sales

(resentations.

/?mail

(ackaging

outlets

(remiums &

gifts

Street

activities

ommunity

relations

Samples =oice mail

(ackaging

inserts

"emonstrations %ax mail

(osters &

leaflets

oupons catalogs

*roachers &

booklets

Rebates

"irectories

*illboards

Symbols &logos

=ideo tapes

Ma%ket#ng comm"n#cat#on' and )%and eI"#t&6


45/70

)s "eliket>en is in the initial phase we donAt have loyal customers and our brand

awareness is very poor. So we have to put a great effort to make the brand awareness

)dvertising*rand

)wareness

Marketing

ommunications

(rogram

*rand /Buity

(ublic

Relations

& (ublisity

"irect

Marketing

*rand

Response

s

*rand

Relationships

(ersonnel

Selling

Sales

(romotio

n

/vents &

/xperience

s

*rand

image


46/70

among customers and to change their mind set to "eliket>en products.So through

marketing communication activities we are going to build *rand eBuity by

• reating awareness of the brand

• 1inking the right associations to the brand image in consumersA memory.

• /liciting positive brand !udgment or feelings.

• %acilitating a stronger onsumer brand connections.

T,e Comm"n#cat#on' P%oce'' Model'6

W,at we e!.ect *%om o"% ad$e%t#'#ng cam.a#gn6

No#'e

lutter of )dvertisements

(ower failures

Sende%

"eliket>enGpvtH 1td

Encod#ng

)dvertisements

Me''age

K$ealthy%riendly "ietL

(ecod#ng

)dvertisements See,read & hear.

Rece#$e%

'arget market.

G(rofessionals,

/xecutivesH

Re'.on'e

'( calls, =isit to

the outlet

Feed)ack

2nBuiries,

Recommends


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• 'he right consumer is exposed to the right message at the right place and at the

right time.

• 'he ad causes the consumer to pay attention to the ad but does not distract from the

intended message.

• 'he ad properly reflects the consumersA level of understanding about the product

and the brand.

• 'he ad correctly positions the brand in terms of desirable and deliverable points?of?

parity.

• 'he ad motives consumers to consider purchase of the brand.

• 'he ad creates strong brand associations with all of these stored communications

effects. So by that we can make an impact when customers are considering making

a purchase.

-ow (el#ket=en de$elo. an e**ect#$e comm"n#cat#on6


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(el#ket=en' ta%get a"d#ence

2dentify target

audience

"etermine ob!ectives

"esign

ommunications

Select channels

/stablish budget

"ecide on media mix

Measure results

Manage integrated

marketing

ommunications


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We start our process with a clear target audience in our mindJ (otential buyers of our

products, deciders, or influencersE individuals, groups, particular publics or the general

public. So our 'arget audience is the working community above the average level of

income.

'he target audience is a critical influence on the communicatorsA decisions on what to say,

how to say it, when to say it, where to say it, and to who to say it.We define our target audience in terms of usage & loyalty. %or that we found answers for

the following Buestions.

• 2s the target new to the category or current user

• 2s the target loyal to the brand, loyal to a competitor or someone who switches

between brands

So our communication strategy differs depending on the usage and loyalty involved.

O"% comm"n#cat#on o)9ect#$e'66

• $ave :


50/70

Ste.' taken )& (el#ket=en to 't#m"late .e%'onal #n*l"ence c,annel'6

• We identify influential individuals & companies and devote extra effort to them.

• We develop advertisements that have high conversation value.• We are going to develop word of mouth referral channels to build business.

Non.e%'onal Comm"n#cat#on c,annel'6

Med#a

(rint media J ewspapers, Maga>ine

*roadcast mediaJ Radio, 'elevision etwork media J 'elephone

/lectronic MediaJ Web (age

"isplay media J *illboards, posters

Sale' .%omot#on'

onsumer promotions J oupons, Rebates

*usiness )nd sales force promotionsJ ontests for employees

E$ent' and e!.e%#ence'.

%estivals, Street activities

(ublic relations.

(ublications, ommunity Relations.

P%e.a%#ng t,e ad$e%t#'#ng Plan


51/70

We start our advertising (lan by setting ob!ectives for advertising. We thought setting

reasonable, achievable ob!ectives is the first and most important step in the advertising

plan. So for the purpose of preparing advertising plan first and foremost we found answers

for the following BuestionsQ

"#$• Who are our target audience

• What sort of people are they $ow do we describeCidentify them

• What do they know, feel, and believe, about the competition

"#%T • What response do we wish to evoke from the target audience

•

What do we want to KsayL, make them KfeelL, KbelieveL, KunderstandL, KknowLabout buying or using our product and service.

• What are we offering

#$" • $ow our ob!ectives to be embodied in an appealing form

• What is our creative strategyCplatform

"#' • Where is the most cost? effective placeGsH to expose our communications

• Where is the most beneficial placeGsH for our communications

"#( • When our communications to be displayedCconveyed to our audience

• What constraints limit our freedom of choice

• "o we have to fit in with other promotional activity on...

-. ompetitorsA products

0. Seasonal trends

3. Special events in the market

')*+T)

• What results do we expect

• $ow would we measure results

• $ow are we going to !udge the relative success of our communications activities


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*T

• $ow much money do the intended activities need

• $ow are we going to control the expenditure

)#*+

• Who is to do what and when

• What is being spent on what, where and when

O"% ad$e%t#'#ng o)9ect#$e'6

)s we are in the introductory stage we want to increase our brand awareness and brand

familiarity. 2n the growth stage we want to improve brand comprehensive and brand image.

)nd in the mature stage we want to make a brand personality and brand relationship.

/%)*'0( C$//*(0C%T0$( ')*T)1..

'o measure communication results we hope to conduct a research. We hope to provide the

following Buestioner to get the overall idea about the success of our communication

procedure.

-. Whether they recall or recognize the message

0. Their previous and current attitudes towards our product, service and the company

3. How many times customers see our brand?

4. What are the points they recall?

5. How they elt about the company?

!. How many customers brought the product, li"e it and tal" to others about it?


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P,&'#cal e$#dence

'o achieve our ob!ective of supplying a convenience service to our customers, we have

made our surrounding, arrangements, and commodities in a convenience manner.

When we consider the location, it has located !ust to the main road. we have always trying

to make a green colour environment which gives attractiveness and safe from the dust .)lso

had facilitated a car park where can park five vehicles at a time.

)t the lobby, there are sofas and chairs for the take away customers if it happens to wait a

while. the sitting area has a air conditioned for the convenience of the customers and to

maintain the cleanliness. the comfortable chairs and tables had arranged in a convenience

manner and playing a classical music. which helps to the customer to leave from the busy

life they spend at least while they are having their meals.. 'he walls has colour washed

with a pleasant looking light colour.to make a calm and Buite surrounding.

)s the main part of the restaurant, we hope to maintain the cleanliness of the kitchen. it has

mainly divided in to three parts called ,arriving area, storing area ,and cooking and

arranging area. the raw materials arrive to the kitchen from a external supply door which

help to supply the raw materials without disturbing our customers and to keep the sitting

area cleanly. for that we have designed a road which directly connect to kitchen. the

ob!ective of establishing a storing area is to protect the nutritional power and fleshliness of

fruits, vegetable and other food items. for this purpose we are using a cool room. in the

cooking and arranging area we use only stainless steel kitchen wears. 'hese are using to

maintain the healthiness. the kitchen and the sitting area has divided from a serving area.

*ehind the kitchen there are two wash rooms for ladies and gents separately. 'he doors ofthem are in somewhat inside the wall because they should not seen by the customers who

are at the sitting area. *etween wash rooms and the kitchen their is a corridor and also the

kitchen has completely separated by a full wall.

'here is a external door for immediate existences and to enter our servants without using

main entrance.


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P%oce''

We are discussing entire process that includes everything from purchase of materials till we

serve the customers.

'hrough all the process we try to maintain cleanliness, healthiness and Buality of our

service.

When we are buying raw materials, we got Buotations from several suppliers and after

taking into consideration Buality, price, after sales service, experience ,continuous supply,

we select a ma!or supplier but to over come unexpected situations we are in touch with two

more suppliers.

Fuality controllers are responsible for checking if the reBuirements are met.

'hereafter all the vegetables will be stored in the cool room and Buality controller is still

responsible for looking to the condition of the stored vegetables. 'his is to avoid spreading

any bacteria to the others thereby maintaining the Buality of our service.

'he meals will be prepared in the in the kitchen and preparing area.We are always highly concerned about the nutritional value, cleanliness and set standards.

)fter the preparation waiters are responsible for arranging the table for visiting customers.

Meanwhile we pack the meals for orders and delivered to the relevant destination.


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PEPOLE

5ne single element that is most difficult to manage is people and it is people who do things

not machines because people run machines. )nd it is the most important and valuable

resource in any company.

We also consider our employees as the most important and valuable resource of the"eliket>en company. So to take the maximum benefit from it we have to manage our sales

force properly.

#anaging the sales orce.

Managing the sales

force

Recruiting and

selecting.

'raining

Motivating

/valuating

Supervising


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Rec%"#tment6

)t the heart of a successful sales force is the selection of effective employees.

•

5ur recruitment is totally handled by the general manager.• When recruiting employees we are highly concern about the attitude, commitment,

behavior, skills, discretion, working experiences, courtesy, honesty, self motivation

and team working ability.

T%a#n#ng and '".e%$#'#on6

• We are going to conduct a on the !ob training program for every employee. 2f we

found any one of the employees need a special training we are going to conduct a

special training to him.

• 5verall supervision of the employees is done by the general manager. )nd alsochief waiter will supervise his followers. hief hef will supervise his followers.

Mot#$at#on6

• We (ay bonus in )pril & "ecember.

• We provide meals, accommodation, medical facilities.

• We provide 3 dress codes for each waiter & chef.

•

We organi>e an annual trip to our employees & their family members.• We give awards to the *est 'eam Worker & to the *est 'arget )chiever.

• We pay a special bonus payment in every month for the target achievers.

E$al"at#on6

We are going to conduct a peer evaluation program to evaluate our employees.

We are going to conduct an evaluation about our employees on the consumersA point of

view. %or that we are giving them a Buestioner to comment.We are going to place a complaint & suggestion box, provide e?mail facilities to make

complaints and suggestions about our staff.


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WA+TERS

Jo) S.ec#*#cat#on6

-. )ge must be between 06?36

0. Minimum - year experience.

3. )bility to speak in /nglish.

Jo) (e'c%#.t#on6

-. Warmly welcome the customers and talk to the customers in a very friendly manner.

0. 'o in?house customers provide menu lists.3. Responsible to place an order within 6 minutes.

4. )chieve targets in every month.

6. #eep tables and floor clean & dry.

(%e'' code6

White long sleeve shirt with a black bow & a black trouser.

C-EF

Jo) '.ec#*#cat#on6

)ge must be between 06?36.

Minimum 0 years experience.

Jo) (e'c%#.t#on6

(rovide foods on time.

(repare meals cleanly.

(%e'' code6

White shirt, black truoser,mask & chef hat.


58/70

(el#ket=en'8 Em.lo&ee %em"ne%at#on 'c,eme6

Remuneration will always be a most important determination of motivation.

Managing director 06


59/70

Managing Director

Food and beverage

manager Marketing Manager

Waiters(6)

Drivers(1)

ec!rit"

#$$icer(1)

%as&ier(1)

'ecetionist

ike rider

*!a+it"

%ontro++er

,ssistant

%&e$(2)

%&e$(1)

O"% Em.lo&ee 't%"ct"%e6


60/70

"eliket>ens grievance handling procedureQQ

We are having an open forum to handle grievenses, /specially we are forcusing on

handling complaints using -EAT.

- E A T $earing /mpathise )pologi>e 'ake responsibility

Ultimately it is a companyAs people who create customers who are the life blood of our

company. 'hatAs why we have a special place for (/5(1/ in our marketing plan.

Role o* .e%'onal 'ell#ng

)s "eliket>en is in the %ood 2ndustry, we must maintain an active sales force which keeps

in close contact with retail buyers. 'he retail contact ensures vigorous promotional activity

in the chain.

'he main advantages of personal selling to usQ.

• 2t is two?way form of communication, giving the prospective purchaser the

opportunity to ask Buestions of the sales people about our product & service.

• 'he sales message itself can be made more flexible and therefore can be more

closely tailored to the needs of individual customers.

• Most importantly, the salesperson can ask for an order and perhaps negotiate on

delivery or special reBuirements.


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SER1+CE UAL+T/6

Service delivery

Word?of

?mouth.communicatio

n

(ersonal needs (ast experience

/xpected

service

(erceived service

Service

delivery

/xternal

communications to

customers

Management

perceptions of customer

expectations.

Service Buality

specifications


62/70

Marketing %ontro+s

2n any organi>ation marketing control plays vital role in order to assure that the company

onforms to set standards to achieve goals and ob!ectives of that organi>ation. )s

deliket>enAs main focus is providing a healthy meal, economical and environmental factors

influence the activities immensely rather than other factors like political, socio cultural,

technological, ethical, and legal.

5ur marketing controls can be divided into sub areas like Buality of service, purchase of

raw materials, advertising, emergency, measures, and production process.

-rod!ction (rocess

"eliket>en provides the meal for breakfast, lunch and dinner. 'o highlight uniBue of therestaurant we provided five differentiated lunch for weekdays and provide special menus

for the weekend.

We are to recruit a food& beverage manager to look into nutrients of vegetable and fruits

we purchase, prepared, food measures to maintain the Buality of raw materials and food.

When we prepare food we highly concern about the health of our customers .'hus we use

stainless steel eBuipment and half the kitchen is covered with stainless steal boards where

we kept vegetable, fruits to be chopped. %rom the knife to pot we use stainless steal baskets

as it is not to harmful to human. G'here is a provision in the food act to use stainless steal

eBuipmentH

2t is evident that some vegetables grow on the ground and some grow under the ground.

Wherever they grow the vegetables can be infected with bacteria. We can easily kill these

bacteria by washing with chlorine mixed water. 2t is chlorine mix water we must use

stainless steal baskets.

)t the cooking level we must boil these vegetable at -


63/70

*!a+it" o$ service

"eliket>enAs ob!ective is not merely providing a meal to satisfy hunger but also make our

customer happy by providing a Buick and friendly service.

%ollowing are the services we provide in addition to our mealE

?Soft background music to customer calmJ?

?'his enables the customer to get rid of hisCher routine life for a while.

?)t the front entrance security officer must accept the customer with a present smile.?)t the reception the receptionist must greet the customer in a polite manner

?Waiterwaitress must reach the customer after heshe takes the seat

?5ffer the menu to the customer make hisher order

?1eave the customer with 6 minutes to make his decision

?2f itAs a male customer a waitress must him if itAs a female customer a waiter must reach

her. 'his is not available on busy hours.?'ill the table is arranged let the customer en!oy the surrounding, and music.

? 'he receptionist must answer the phone at the third ring with a greeting and she must get

all the details down. G all conversations must be going on in /nglish medium but there are

exceptionsH

F%#endl& welcome to t,e c"'tome%

%rom arrival to departure we treat our customers in a friendly manner considering they are

straight of future. We train from security officer to managing director on how to treat our

customer. as we consider the security officers welcome at the entrance is the first and the

last impression, the customer retains.

+nte%#o% de'#gn' and deco%at#on

We donAt use many accessories to decorate inside as it tries the customers mind and eye. we

also thought of painting with light yellow and white. We are to arrange with glass tables as

it reflects simplicity and conveniences.

St%ong comm"n#cat#on C,annel

ustomer 2s free to approach the M" to make any suggestion or complaint as those ideas

strengthen ourselves.

)nd also we provide an online service to satisfy our customer needs over the internet andthe phone. "eliket>en assures them a Buick and Buality service line at the restaurant.'o build our reputation and to exist to market, the suppliersA contribution is very much

significant. 'herefore we donAt confine our supply chain to one supplier as it creates a risk

in future.


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Cleanl#ne''

)s our theme is to provide a healthy diet where highly concern about cleanliness of our

product. We always maintain a clean background especially away from flies to keep the

promise we give to our customer.

'hus it is advisable to bring in clean and washed vegetables fish, meat to store inside the#itchen.

P"%c,a'e o* %aw mate%#al'

'o avoid unexpected delays in supply we carry on our activities with !oin hands of 3 main

vegetable suppliers argills food city, "elkanda vegetable market, (ettah vegetable market.

We follow the some procedure for fruits.*ut we purchase meatCfishCeggs from pettah

market. 5ur purchase is at time is limited to the reBuirement of 3 days. So we make new

purchases once per every 3 days to minimi>e spoilage and wastage.

Ad$e%t#'#ng

(romotional campaign plays a vital role in promoting our brand name. So we should give

the priority to advertising. )s we deal with middle?upper professional we must be in

connection with the internet. So we have design a website WWW.deliket>en.lk to take

online "oers.

)s our target market is middle upper professionals we should convey our massage through

very professional advertisement with less dialogues, Soft music, and valuable tents. 'he

ads should be more symbolic to imply professionalism.

We must not advertise our product using unethical practices. We have planed to prepare our

'.= & radio advertisements in /nglish medium. (ublish our ads in weekend news papers.

'o capture the professional market we better approach business maga>ine line like

Kbusiness todayL, 1M" etc.

Pa&ment5Collect#on o* mone&

We provide a direct service to the customers.We reBuire transtlation on cash basis for oue

individual customers.

)s we have planned to apporach coparate customers in suburb areas.Weexcept their

collection at the end of month.

)t the individual stage we dAont go for outride purchase.it restricts our cash avilability, atthe end of the month we,ll be in a position pay batch the debit.

Eme%ganc& Mea'"%e'

)s we are a nearly erging company.We are inexperienced in this industry.'herefor a lot of

mistakes and unexpected situations may arise out of the activities.

'o overcome such problems we must be well eBuipped with backup plans, such asE

2n connection with more than one vegetableCfruit supplier to avoid daily in supply.

Security eBuipment

http://www.deliketzen.lk/http://www.deliketzen.lk/


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Re'ea%c, S"mme%&

ustomer Survey

5ur %ocus was on middle class professionals. We carried out this pro!ect to find out

their preferences on food, freBuent restaurants, prices and all other food related views.

)s per our research we discussed with professionals likeE

"octors

Marketing /xecutives

'raining "irectors etcJ

Com.an& S"%$e&

)s companies are ordering lunch from outside, we targeted organi>ations to deliver our product. 'he following are the companies we visitedJ

-. )sian )lliance ? entral 5ffice

0. Seylan *ank $ead 5ffice

3. *ank 5f eylon ugegoda

4. (eopleAs *ank ugegoda


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)ppendixesQQ


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Cool Room "otat#on


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Pa.e% Ad$e%t#'ement


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'easer ampaign

(ackage

delikrtzen private limited marketing plan

Documents