enrollment no 117320592040 prashant r satpute marketing strategies of petpooja
TRANSCRIPT
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INTRODUCTION
The topic which is taken by me is Marketing Strategies of PetPooja, which studies the
Previous Marketing Strategies of PetPooja and do the reasearh process on Creating the New
Corporate Customers, make the leads of orders to them.When we gone to PetPooja they give us
the training of real life marketing in the real world that is they had given us the opportunity to
work in real market.I have taken the Study of Marketing Strategy of PetPooja which deals with
the current marketing strategies of PetPooja and plan and design the marketing strategies for the
next five year plans,
Marketing Strategies key concept deals with the Services Marketing, Pricing Strategies,
Distribution Strategies, Brand Management Strategies, Account based Marketing, Ethics,
Effectiveness of Marketing, Research Segmentation, Finding the target Customers, Strategy of
dominance of the Brand through Marketing Operations.
Promotional Contents of the Marketing Strategies are Advertising in any of the Public
exposure in various events whether its is in magazines, Newspapers, radio, TV, Youtube,
facebook, twiter, etc digital medias, which can reach out the maximum target customers in
Ahmedabad.
Direct Marketing through the students of Summer Internships Students which deals in the word
of mouth selling and marketing
of PetPooja. Loyality Marketing to the loyal customers,Branding and Advertisementsof PetPooja
are also the marketing Strategies of PetPooja.
PetPooja also include the mobile marketing, internet marketing, Sales Promotions
through vouchers of various value added services from various saloons,movies tickets for the
loyal customers.PetPooja also uses the Printing media such as printing of leaflets and distribute
in to various corporates offices and the retail customers of home.
Promotional Medias such as Printing,Publications, Broadcastings, Out of home
Advertisement,Digital Marketing,Word of Mouth ,Brand Ambassador,etc.
The Project report entitled “Marketing Strategies of PetPooja Multi-Restaurant Delivery
Service”, One Stop Solution for all the restaurants which comes under Prayosha Food Services
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Pvt Ltd. The Evaluation of Marketing Strategies should be analysis has been increasing day by
day. Now- a -days, Marketing Strategies for all the companies in the business should be based on
research analysis and hypothesis which should go under the various statistical tools, so as the
marketing strategies should be well planned, defined and executed as per planned. These days
marketing strategies are great importance.
This project represents the information regarding Marketing Strategies of PetPooja. Generally
Marketing Strategies are carried by the company’s manager, but I have done this project with
respect to enhance my marketing skills to suggest how to increase the market share by
segmenting the market, which means who are our target customers and what are the concern
areas where the company needs to concentrate more, so as the business is going to achieve the
target of the sales, profits. One more thing that Marketing strategies are also going to help
establishing PetPooja as a brand in the Ahmedabad market. Selecting the target corporate
customer is the main thing in marketing, so we
The main objective of the project is to understand how the marketing strategies of the
PetPooja are to be made effective to reach as many as customers in the Ahmedabad. The
perspective of the consumers for the company’s SWOT (Strength, weakness, opportunity and
threats).
Consumer is the king of the market today. He/She is the one who chooses from all the
available brands and selects the company of his will. Idea behind the project is to understand the
consumer’s preference and behavior effectively and efficiently, So as to prepare the marketing
Strategies of the PetPooja. For execution of the project methodology adopted for collection of
data through Questionnaire, processing and analyzing the data.
A sample of 200 people was selected randomly and survey was done as per the
parameters of the Questionnaire. The results of every parameter have been included in this report
and shown graphically (Pie Charts, bar graphs etc.) A complete structure of the research design
has been included.
In this project I have used many statistical instruments like hypothesis and cross
tabulation. This is very important statistical test.
With the help of all data in which I have done cross tabulation of different question with
different factors. This shows that they are dependent or independent on any of the above factor. I
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have also used hypothesis testing in the ranking questions. This shows the consumer’s preference
on which they give highest rank and lowest rank. Highest rank shows that the consumers are
satisfied with that and vise a versa. So they are select rank as per their thinking, experience and
what they believe.
From the all survey which I have done throughout my project is giving me the final
conclusion which shows the current position of the company as well as past of the organization
and the impact of its services over its consumer. So after analyzing all the data I can conclude the
actual as well as future perception of consumer regarding PetPooja. Another purpose of this
project report is to know about the consumer’s practical knowledge (experience) and expectation
from the PetPooja.
Moreover, the knowledge regarding how the services that are provided by PetPooja
impacts its customers. The primary data collected also being analyzed over here with chart, and
by the use of statistical tools the impact of services is also analyzed.
This project provides marketers to understand and predict the future behavior, to create
the market strategies as well as future plans, too. Various factors of the Companies influence the
consumer perception and the buying decision.
The main idea behind the project is to predict the future behavior of the current customers
and their and expectation from the PetPooja. To know consumer’s views and perception about
PetPooja as well as the level of knowledge people have about PetPooja.
Various Statistical tools which are used in the Data Interpretation and Analysis are like
Chi Square, Z- test, hypothesis testing, etc. On the basis of the result obtained through analysis of
the project I have designed and prepared the marketing strategies of PetPooja.
The executive summary of the project which deals to find the research Gap in the
Restaurant Industry is that Why the Restaurant Industry Fails and which leads to the innovative
idea of the Multi Restaurant Delivery Service. According to H.G. Parsa, an associate professor in
Ohio State University's Hospitality Management program, found that about one in four
restaurants close or change ownership within their first year of business.* The big question is
why? Why do so many restaurants fail so quickly? Few other businesses tout such disheartening
statistics. Most restaurants don’t fail because of just one problem. It usually a combination of
problems that finally reach a head and the business can’t be saved.
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There are ten common reasons that many restaurants fail within their first three years.
Previous Research on Restaurant failures leads to the innovative idea of Multi Restaurant
Delivery Service. Multi-Restaurant Delivery Service started with the Vision of finding the
Reasons of failure of the restaurants in Ahmedabad, Which includes the Location, Not able to
provide the Delivery of food to the Customers, Restaurant owners who don’t work, Hiring Poor
Management, Not Paying Taxes, Bad Customer Service, Not Watching the Cash Flow, Keeping
Payroll too high, don’t able to do the Advertising & Marketing, Not Understanding food cost,
Spending too much money before Opening day.
These are among the reasons which are the lead cause of failures of Restaurants. There
are about 1 in every 4 Restaurants fails in Ahmedabad due to the above discussed reasons of
failure. When we analyze the reasons it has been founded that many of the restaurants who are
failed doesn’t have the Delivery System. That’s why we focused on Multi-restaurant Delivery
Service, which leads to the one stop solution for the all the restaurants. This concept is
successfully working in Europe and Australia.
The introduction provides the company background of PetPooja and operational & other
important information provided by the company which would assist in studying the distribution
pattern of PetPooja Company. I had also done some industry analysis about the PetPooja
Company which helps to find the Distribution and delivery pattern and profit making strategies
of the company.
During the summer internship training, I had gone to do the survey, as well as generating
the demand for the food in various corporate companies, institutions, universities, call centers,
etc. I travelled almost all over the Ahmedabad to study the multi-restaurant delivery system and
note down the response from the various corporate companies. So that I can help in the
marketing management of PetPooja by suggesting the marketing strategies of PetPooja. This
Report is divided into Two Parts, First will Give The Basic Information About The Project,
Industry and The Company. The Second Part Consists of Research Analysis and Conclusion on
The Basis of Particular Research Process. At The End I Have Provided a Short List of Reference
Books and Sites that Provided Useful Information During the Project.
From the all survey which I have done throughout my project is giving me the final
conclusion which shows that which are the marketing strategies are needed to implement the
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changes in the PetPooja so as to increase the profit margin, sales, brand improvement, branding
strategies, etc. It also shows that which instrument gives more sustainable and long term profit
margin. One of the most used marketing strategies of PetPooja are, to use the students of various
MBA college in the name of Summer Internship and make them work as a delivery boy, which
also comes under the marketing strategies of PetPooja. In this project I have used many statistical
instruments like hypothesis and cross tabulation. This is very important statistical test which
helps me a lot to design and prepare the marketing strategies of PetPooja.
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LITERATURE REVIEW
A literature review is a body of text that aims to review the critical points of current
knowledge including substantive findings as well as theoretical and methodological contributions
to a particular topic. Literature reviews are secondary sources, and as such, do not report any
new or original experimental work. Also, a literature review can be interpreted as a review of an
abstract accomplishment.
Most often associated with academic-oriented literature, such as a thesis, a literature
review usually precedes a research proposal and results section. Its main goal is to situate the
current study within the body of literature and to provide context for the particular reader.
Unlike other businesses, service businesses have their employees in the full display
where the employees directly communicate and engage into some form of relationship with the
customers. Relatively large number of previous research works has documented that level of
effort put by the employees has direct linkage with the successful operations and, therefore,
increased sales of the organizations (Mattsson, 1994). Indeed, the service employees are
enormously critical to the success of the organization they represent, because they directly
impact customers’ satisfaction (Hartline et al., 2000). The attitudes and behaviors of service
employees can significantly influence customers’ perceptions of the service, and therefore,
service organizations must find ways by which they can effectively manage their service
employees’ attitudes and behaviors so that they deliver high quality services
(Chebat&Kollias,2000).
Such a work environment where the importance of the employee role in organization’s
successful operations is highly emphasized is the restaurant industry. Also, the restaurant
business is where the level of competitiveness is very high and each café wants to survive and
bring profit, striving to survive in business and occasionally to expand its market share.
Generally, the restaurant industry can be described as a somehow complicated and unique in its
environment industry. Its internal structure, management style and organizational culture are
very diversified and present unique characteristics. In essence, the restaurant owners or the
managers are running two critical components of business operations, which are manufacturing
and sales, all under one roof (Biswas and Cassell, 1996). Therefore, restaurateurs must be
concerned with both product quality and the level of service quality provided
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(Bojanic&Rosen,1994).
Professor Geert Hofstede says that the “Culture is more often a source of conflict than of
synergy.Cultural differences are a nuisance at best and often a disaster” (Emeritus Professor,
Maastricht University). However, culture is only one of the factors that affect the employee
efficiency. It is also argued those other factors such as the organizational internal structure, the
reward system of the human resources management, and the motivation system affect the
employee’s efficiency.
Service Marketing: A study by George William R and Hiran C Barksdale (1974)
A study on the marketing activities in the service firms discovered that service marketing is
generally on the low ebb. Service firms tend. To be less marketing oriented; less likely to have
Marketing mix activities carried out in the marketing department; less likely to perform analysis
in the area of service product; more likely to undertake advertising internally rather than go to
specialized advertising agencies; less likely to have overall sales plan; less likely to develop sales
training programmes; less likely to utilize the services of marketing cons~iltants and marketing
research firms; and less likely to spend much on marketing, as a percentage of gross sales.
A Study by Bessom, Richard M and Donald W Jackson Jr (1975)
A Study of 400 service and marketing firms revealed that service firms are less likely to have
marketing departments, to make use of sales planning and training, and to employ marketing
Professionals like consultants, advertising firms and market research agencies.
Making Strategy Work: A Literature Review on the Factors Influencing Strategy
Implementation by Business School, Central University of Finance and Economics, Beijing,
China (1989)
In this study, we review the factors that enable or impede effective strategy implementation, and
survey the state-of-the-art in this domain. We highlight how strategy implementation has been
researched so far – and in which contexts – and how this field may be moved forward. We will
review the 60 identified studies and analyze their research context, their main results, theoretical
bases, the research methods used as well as the analytical techniques employed. Examined
organizational levels and organizational types are two elements of the research context. As the
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core of our literature review, the results section compiles nine factors that influence strategy
implementation success, as well as several frameworks or models that aggregate or relate
relevant factors to each other. We then briefly discuss the theoretical bases of the reviewed
studies. Finally, the research methods and analytical techniques will be reviewed to see which
methods are still underutilized in the context of strategy implementation.
A Study by James F Devlin on service marketing (2000)
He studied as to how attempts can be made to add value when offering services exhibiting
increased complexity, intangibility and impalpability in the eyes of most consumers. It was
found that the features and quality of the core service provided are judged by managers to be
more important in adding value to more complex services; as are organizational factors such as
image and reputation. In addition, price i:j perceived to be significantly more important in adding
value to more simple, rather than complex, offerings.
Marketing Strategies during Recession: A literature Review and Proposed Guidelines by
Volkan PolatYalova University, Turkey &Ahmet Tuncay NergisGebze Institute of
Technology, Turkey (2004)
Some research in management discusses that recession period requires a turnaround strategy and
turnarounds are of increasing relevance (Schendel,Patton, and Riggs 1976; Ham brick and
Schecter 1983; Hofer 1980). Marketing plays a key role in number of decision areas (Cundiff,
1975) and, although the best time to prepare for a recession is while the economy is still
flourishing (Lovelock, 1997), companies need to understand changed customers in recession.
Some firms are caught by surprise when recession strikes and sliding profits may in panic lead to
efforts to curtail costs, often taking such forms as laying off employees, cutting back service
hours, skimping on maintenance, and eliminating value-added service features (Lovelock, 1997).
The effective firms see this situation a chance as creating and manufacturing customers, rather
than creating and manufacturing products or services in both recession and in prosperity
(Christoper, 1975).In recession period, all phases of the marketing mix can contribute (Lynn,
1975). Companies may offer special guarantees and reasonable prices, arrange “trial periods” for
machines, accept success-dependent payment, communicate tangible, visible benefits, develop
new business models and promotion can be rational and spend more for advertising (Simon,
2009; Bohlen et al, 2010; Kotler and Caslione, 2009; Lynn,1975). Increasing interdependencies
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have been developed between firms and between markets and being market oriented has become
the main source of competitive advantage (Mattsson, 2009; Pelham and Wilson, 1996). People
expect firms to address social problems linked to what they sell (Quelch and Jochz, 2009).
Review of Literature Related to the Marketing Strategies of Small Craft and Art-Related
Businesses by Rachel Johnson Research Methods – spring 2006
A review of research from the areas of fine art marketing and small business marketing, as well
as general craft and art-related business strategy, uncovered three major themes that are relevant
to the marketing of small craft and art-related businesses. The first theme is that craft and art-
related businesses base their marketing strategies on different goals and definitions of success
than traditional profit centred businesses (Fillis, 2000, p. 131; Paige & Littrell, 2002). Secondly,
creativity in marketing is important (Fillis, 2000; Paige & Littrell, 2002) and the Internet may be
a significant new area where artists and related businesses can apply their creative marketing
approaches (Clarke & Flaherty, 2002; Lovelace, 1998; Poon & Swatman, 1999; Torres, 2002, p.
236; Wilkinson, 1996). Finally, strategic alliance networks and general
Networking between artists and between small craft or art-related businesses can help all of the
parties involved develop their general marketing practices as well as increase access to
technologically-based marketing avenues. Creative strategies like this example and others, such
as targeting niche, arts-exclusive markets (Clarke & Flaherty, 2002), and pooling resources with
other artists or small arts-related businesses (Torres, 2002), can help the business owners to
achieve their unique personal and art-based business goals.
The field work which I have done going in the market lets me to do the survey in the
form of primary data collection and thus in the end I know that there is no such concept available
in the whole area of the Ahmedabad, and there is no such company who provides such services
in India. Thus we don’t have the literature review on any of such services of the multi-restaurant
delivery services available. I can probably say that this concept of multi restaurant delivery
services are being inspired by Mumbai dabbawalas, but the owner of PetPooja, think it in a
different way so as to provide the delivery services of food to the big corporate customers where
there is demand fo the foods of big restaurants, as well as retail customers who demand the food
on the regular basis or on any occasion.
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RESEARCH METHODOLOGY DEFINITION:-
“Research is a process of finding a problems & way of solving them,
finding the opportunities and meets them and investigation of all problems related to the
respondents in the area during research time.
In simple words Re-Search means Searching the things which has already being done and
find the limitations in them and tries to find out the way to solve it and finally conclude the
decision making parameters that help to improve the product and their selling strategies.
RESEARCH PROCESS:-
Establishing need for research,
Define the problems,
Convert the problems in to respondents survey,
Determine research design,
Methods of assessing data,
Design collection forms,
Collection of data,
Analyzing of data
Prepare a Final Report
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RESEARCH OBJECTIVES OF THE STUDY:-
There are several objectives so that research is needed
Primary Objective.
To Study the current marketing strategies.
To Plan and Design the new Marketing Strategies of PetPooja
To know how much is the demand in the market for the PetPooja Services.
Secondary Objectives.
To know regarding the awareness of PetPooja.
To identify the potential Customers.
To know the popularity of the PetPooja
To understand multi- restaurant service of PetPooja will going to sustain or not.
To know the satisfaction level of the Services of PetPooja’s existing customers.
To find out the overall satisfaction level of Customers of the PetPooja.
To know the well responds level of them.
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To study the different types of competitors available in market
To know what are the service issues occurring in the market about the PetPooja.
To know the Customer Preference about PetPooja Services.
To know from how customers give the order’s from one or more multiple restaurants.
To know the feasibility, reliability, survival strategy of the PetPooja.
To know how the existing customers came to know about the services of PetPooja.
The purpose of the analysis is to determine that whether the multi-restaurant delivery
system is feasible as a business option in the future to establish as a well reputed and
branded company or not.
RESEARCH METHOD:
The goal of the research process is to produce new knowledge or deepen understanding of a
topic or issue. This process takes three main forms (although, as previously discussed, the
boundaries between them may be obscure).
Exploratory research, which helps to identify and define a problem or question.
Constructive research, which tests theories and proposes solutions to a problem or
question.
Empirical research, which tests the feasibility of a solution using empirical evidence.
There are two ways to conduct research:
1. primary research
2. secondary research:
1. Primary Data Sources-
Information collected firsthand from such sources as historical documents, literary texts, Artistic
works, experiments, surveys and interviews .These all are the most important Sources to collect
the data. These data are relevant collected from the primary sources.
2. Secondary Data Sources-
A secondary source is a report on the findings of the primary source while not as authoritative
As the primary sources, the secondary source often provides a broad back ground and readily
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Improves one’s learning curve. Most text books are secondary sources. They report and
summarize
1. Internet
2. Newspaper
3. Magazine
These all are the major secondary sources for collecting the data, data collection by these
Methods sometimes are not relevant.
Research design:
The research will be carried out in the form of a survey which will be do ne in areas
near to Ahmedabad .The populat ion has been segmented on the basis of Employee
Strength and Typ of Industry or Sectors of Corporate Offices
I propose to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to review and critique the industry norms and reports, on which
certain issued shall be selected, which I feel remain unanswered or liable to change, this shall be
further taken up in the next stage of exploratory research. This stage shall help me to restrict and
select only the important question and issue, which inhabit growth and segmentation in the
industry.
The various tasks that I have undertaken in the research design process are:
Defining the information need
Design the exploratory, descriptive and casual research.
Research design- Descriptive research
Descriptive research:
Statement of the problem
Identification of target population and determination of sampling plan
Identification of information needed to solve the problem
Development and selection of instruments for gathering the information
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Design of procedure for information collection
Collection of information
Analysis of information
Generalization and predictions
DATA COLLECTION PLAN
Data Collection is an important aspect of any type of research study. Inaccurate data collection
can impact the results of a study and ultimately lead to invalid results.
Data collection methods for impact evaluation vary along a continuum. At the one end of this
continuum are quantitative methods and at the other end of the continuum are Qualitative
methods for data collection.
PERSONNAL INTERVIEW OF DATA GATHERING
T h is s t ud y in vo lve s d a t a co l le c t io n ( p r imar y r es ea r c h) fr o m d i f fe r e nt
Co r po r a t e Off ic e s indifferent areas of Ahmedabad.
CCoolllleeccttiioonn ooff QQuuaannttiittaattiivvee ddaattaa
PPRREELLIIMMIINNAARRYY IINNVVEESSTTIIGGAATTIIOONN
This phase involved preliminary investigation of the various factors which could possibly affect the
consumer’s perception about the various brands and in turn influence the purchase decisions of the
consumer. We primarily used three methods to identify the various factors..
MMeeaassuurreemmeenntt aanndd SSccaalliinngg PPrroocceedduurreess:: Non-Comparative Rating scale is used in which
respondents evaluate only one object at a time, and for this reason non comparative scales
are often referred to as monadic scales. Non comparative techniques consist of
continuous and itemized rating scales.
We have used continuous rating scale in order to rate the choices for purchase
considerations and the sources of purchase decisions.
QQuueessttiioonnnnaaiirree DDeessiiggnn:: This phase involved the design of the questionnaire on the basis
of the potential factors identified as influencing the customer behavior. Research
problems were listed and then the information needed was identified. The questions were
then prepared in order to fulfill the information requirements as identified earlier.
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SSuurrvveeyy:: Different Survey methods were used for collection of data. The principle method
used was Personal Interviewing of the respondents. Corporate Office interviews were
conducted by us at various locations in Ahmedabad.. Due to the shortage of time, we
conducted a few telephonic interviews to maintain diversity in data.
SAMPLING
TTaarrggeett PPooppuullaattiioonn:: The target population is the collection of elements or objects that process
the information sought by the researcher and about which inferences are to be made. Our target
population involves the users, deciders and buyers of food .The users include the old and the
young population. The deciders and the buyers mostly include the Admin, HR Executives,
Managers, etc who buy the product from the market.
SAMPLING METHOD
Here, we have used probability sampling method this means that a sample procedures
in which each elements of the population has a fixed probability chance of being selected for the
sample. In probability sampling method, We have choose sub – sampling method, that is of
MIXTURE OF QUOTA, RANDOM, & STRATIFIED SAMPLING METHOD, that means
that sample has been selected randomly & Thus there are equal chances for selection of
respondents based on the target segment of the market.
SSaammppllee SSiizzee:: It denotes the number of elements to be included in the study. Due to time
constraints the sample size chosen is very small.
DETERMINATION OF SAMPLE SIZE:
To choose a sample from the population is as follows,
n = (Za/2)²
e2
Here, n=sample size
a/2= 0.025 because a=0.05
=(5/4)²
E= error
n= (1.96)²*(5/4)²
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(0.173)²
= 3.8416*1.5625
0.0299
= 6.0025
0.0299
=200.75
n= 200(approximately)
SSaammpplliinngg TTeecchhnniiqquuee:: A mixture of quota and stratified method was used for sampling, with
care being taken to get responses from customers of different age groups and different family
sizes.
SPECIFING THE SAMPLING PLAN: -
We have to choose SAMPLING PLAN which is as follows:-
SAMPLE SIZE:-200 Respondents
SAMPLE UNIT : 200 New & Existing Corporate Offices.
TYPE OF RESEARCH:-Exploratory Research
SAMPLING PROCEDURE:- Convenience based sampling.
SAMPLING INSTRUMENT: - Questionnaires
SAMPLING TECHNIQUE: -Personal Interview.
EXTENT:-Ahmedabad.
DATA SOURCE:-Primary.
SAMPLING FRAME:-Ahmedabad.
AREA OF THE RESEARCH STUDY:- Ahmedabad
TIME TAKEN:-6 Weeks.
SAMPLE DESIGN:-
The target populat ion for our study is Corporate offices main HR person, or an
Admin person, or any other who manages the Ordering of food for their respect ive
Companies Offices in for their employees and their own management people as well
as working staff. The sample will be selected by a simple random sampling method .
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RESEARCH INSTRUMENT
In this study the research instrument is Questionnaire. It consists of set of question presented
to respondents. The questionnaire is structured & combinations of various close and open ended
questions. Close ended question already have the possible answers and the open ended question
allow the respondents to answer in their own word. Hypothesis testing and cross tabulation is
also used in this survey
CHOICE OF RESEARCH DESIGN:- Research design is helpful to specify the method and procedures for conducting a
particular study.
A research design is the plan strategy of investigation conceived so as to obtain
answer to reserved question and to contact variance.
Various authors have classified the designed in different ways. Different types of
research designed have emerged on account of the different prospective from which a researcher
study can be viewed.
While observation and focus groups are best situated for exploratory research survey
are best suited for descriptive research. We undertake surveys about customers’ knowledge,
beliefs, preference, and satisfaction and so on to measure these magnitudes in the general
population.
Descriptive study could be taken up when he is interested in knowing the proportion
of people in a given population we have behaved in particular manner making project of certain
things or determining the relationship between two or more variables.
Descriptive studies can be divided into to broad categories cross sectional studies
are of two type’s field study and survey data on number of characteristics of sample elements are
collected and analyzed.
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TThheeoorreettiiccaall ffrraammeewwoorrkk
The objective of this research is to identify the factors that influence a person into making a
decision to buy a particular restaurant and more than one restaurant. So as to provide the long
term marketing strategies of PetPooja
As mentioned in the Literature Review, according to industry analysts, this category has grown
only on promotions and for now, except for promotions, nothing seems to be working. Therefore,
ideally, this research should be able to bring to the fore, certain other factors that could lead to a
growth of this segment.
At the very least, the research should corroborate the existing assumptions regarding the
influencing factors, so we can come to decide the various marketing strategies of PetPooja. It
should be in a position to verify that the steps various players are taking to stimulate volumes are
in the right direction, and would eventually lead to an increase in market share.
RReesseeaarrcchh QQuueessttiioonnss
I. What are the different “Customer Segments” depending upon the preferences?
II. What is the perception of people towards the leading brands of Restaurants to influence
them to order from PetPooja rather than the restaurant Food?
III. What are different factors that influence the customer when He/She buys a food from any
restaurant in Ahmedabad?
IIVV.. Who are the major Influencers in the purchase decision of Food?
IIddeennttiiffiiccaattiioonn ooff iinnffoorrmmaattiioonn nneeeeddeedd
After fixing the objective, we started an extensive reading on the topic. The very first question we
needed to clear in our mind was: “What does PetPooja –Multi Restaurant Delivery Service mean?”
The subsequent readings helped us understand the consumer patterns and perceived needs of the
consumers to order the food from PetPooja multi restaurant Delivery Services. Depending upon that, we
listed down several factors that can influence a consumer in buying or not buying a health drink.
The study on “Consumer Behavior” throws light on the prevalent consumer purchase influencers like
Price, Nourishment, Palatability, and Packaging which are included in the purchase influence factors in
the questionnaire, so we can able to design the marketing Strategies of PetPooja.
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The Literature on “Indian Nourishment” shows that the Indian consumer is getting more and more
health conscious and thus there is huge potential for the packaged food from the restaurants in the
market. Here our potential market and target customers are the employees who are working in the
various reputed corporate companies and who are the people responsible and having the authority for
ordering their corporate offices.
Nowadays there can be a number of sources that influence a family in buying a Food from their favorite
restaurants. These sources can be promotions, Peer Group talks (word of mouth) and choice of the
authorized people themselves.
All identified factors were discussed and screened by the research team. In this process, factors that did
not convey much, did not sound authentic or did not differ much from other factors were eliminated.
LDRP-ITR, Gandhinagar. Page 23
RESEARCH DESIGN
The methodology followed for analyzing the consumer behavior of customers such as corporate office’s
admin person, HR Executives, Management people, etc are as shown in the figure.
Preliminary Investigation
Secondary data analysis
Qualitative research
Collection of Quantitative data
Measurement and Scaling Procedures
Questionnaire Design
Survey
Sampling Process
Target population
Sample Size
Sampling technique
Plan for Analysis of Data
Hypothesis test
Z Test
Chi Square
Field Work
LDRP-ITR, Gandhinagar. Page 24
FIELDWORK The survey was conducted keeping in mind the customers and the person who are responsible for
ordering the food from PetPooja such as Admin, HR Executives, Managers, etc and other decision
making authorities of the various corporate companies. The survey was conducted in the Ahmedabad in
the areas of Gujarat. We made several trips to the Various Offices of the Corporate Company who are
our corporate customers who gives their food orders to PetPooja to gather information from relevant
people.
SCOPE OF STUDY
Investment has been subjected to speculations and inefficiencies, which are beached to the
rationality of the investor for any kind of business. But here in PetPooja the company deals with
the multi restaurants delivery service. Here the Scope of Study of PetPooja deals with how the
marketing strategies are prepared and execute in delivering the good services to the customer,
who are the corporate offices as well as tie ups with various restaurants in Ahmedabad, So as to
generate the profit margin which is any company’s primary target. Traditional theory is based on
the two assumptions. Firstly, how much company is ready to invest in delivering the service to
their customer. Secondly what are the target customers which are to be reached at maximum
level by Marketing Strategy, which helps me to make, design, plan and execute the marketing
strategies of PetPooja to make rational decisions.
LDRP-ITR, Gandhinagar. Page 25
LDRP-ITR, Gandhinagar. Page 26
INDUSTRY ANALYSIS
Industry Analysis of US Pizza who started the home delivery of the Pizzas in the home.
Thus taking the idea and finding the Gap that this can be established as a company who can
provide the multi restaurants delivery service to various customers identified and selected as the
target segment of the PetPooja. This Industry analysis presents an overview of the U.S. Pizza
franchise industry including background of its integration into American cuisine and current
trends within the industry. It also outlines the initial costs associated with investing in a pizza
franchise. The report is based on data drawn from online sources and the Franchise Disclosure
Documents (FDD) of a sample of 20 pizza franchises.
From its origins in the Naples-region of Italy, pizza has become a mainstay in the
American diet. According to the latest Pizza Power Report, an annual analysis of the industry by
respected trade publication PMQ Pizza Magazine, there are approximately 65,000 pizza
restaurants in the United States, which combine for over $36 billion dollars in sales per year.
Over 90% of Americans eat pizza at least once per month, and 26% of Americans eat pizza at
least once a week.2
Pizza arrived in the United States in the early 1900s thanks to a large population influx of
Italian immigrants. Up until the mid-1940s, pizza remained confined largely to the areas where
the immigrants had gathered – most notably New York City, Chicago, San Francisco and
Philadelphia. The popularity of pizza in the United States grew with the return of American
troops to the U.S. after being stationed in Italy during World War II. Upon their return, the
troops brought home to the U.S. a demand for the dish they had enjoyed in Italy, which
expedited the mainstreaming of pizza into American cuisine.
Because of this boom in demand, pizzerias began opening all over the country between
the mid-1940s and early-1960s to create enough supply. Franchises that were founded in this
timeframe that would become mainstays and market leaders in the pizza business include Pizza
Hut, Little Caesars, and Domino's.
For prospective pizza franchise buyers, acquiring financing will continue to be a main
challenge, as it has been across all franchise industries. Commodity prices, such as gas and grain
prices, will also have an impact on the rate of growth the pizza industry will experience in the
near future. If the commodity prices rise, pizza franchises may have to consider raising prices to
offset the increases, or find ways of absorbing the extra production costs. Despite these
challenges, the outlook for the pizza industry is positive. Factors such as the increased usage of
mobile internet devices and the popularity of social networking sites have helped pizza
franchises keep pace with the demands and landscape of the marketplace. Additionally,
consumers have become more budget-conscious over the past several years leading to some
diners to trade down from more upscale restaurants to options including pizza establishments.
If you’re looking to get into a diverse industry with stable demand, a franchise within the
pizza industry is an attractive for you. Operating a pizza franchise provides a franchisee
advantages over their independent pizzeria counterparts. These advantages include an established
LDRP-ITR, Gandhinagar. Page 27
business model, access to a larger pool of resources, and the marketing benefits that come with
the experience and branding of a known pizza provider.
The Pizza Restaurants industry has felt the heat over the five years to 2012. Operators
have been substantially affected by changes in consumer spending, intense external competition
and an increase in health consciousness. “Despite these challenges, the industry still expanded as
pizza restaurants adjusted their products to adapt to consumer preferences,” says IBISWorld
industry analyst Mary Nanfelt, and consumer spending returned in 2010, which increased the
demand for overall restaurant food. From 2007 to 2012, industry revenue is forecast to grow an
estimated 1.5% per year to $42.8 billion. In 2012 specifically, revenue is projected to grow 4.5%
as consumer confidence in the economy improves and people indulge in luxuries such as eating
out.
As the economy continues to improve, consumers will increase their purchases of
nondiscretionary goods, such as restaurant pizzas. However, the Pizza Restaurants industry will
continue to be negatively affected by increased competition from grocery stores and increased
health consciousness from consumers. Grocery stores will continue offering a variety of unique
goods, such as made-to-order pizza, which will entice customers away from pizza delivery
shops. Also, says Nan felt, consumers will steer toward healthier foods, so pizza restaurants are
expected to use fresher ingredients and add products on their menu that cater to the more health-
conscious diners, such as entree salads. In line with greater competition, the industry will face
higher ingredients costs as the price of milk and wheat rise. Higher costs will hamper profit
margins in the next five years.
As revenue continues to expand in the next five years, establishments' numbers will follow.
More players will enter the industry as revenue grows steadily and Americans keep demanding
pizza. While there are well-established and well-known pizza brands in the industry, there is also
a large number of small, independent and locally focused pizza restaurants across the United
States. Over the five years to 2012, concentration has increased slightly. As unprofitable
operators have exited the industry, survivors have captured a larger portion of demand,
increasing their presence in the Pizza Restaurants industry. Most of the industry's largest
operators have also grown by successfully introducing new products and expanding their
marketing and promotional activities. Major companies include Yum! Brands Inc. (Pizza Hut),
Domino’s Inc., Papa John’s International Inc. and Little Caesar Enterprises. For more
information, visit IBIS World’s Pizza Restaurants report in the US industry page.
LDRP-ITR, Gandhinagar. Page 28
LDRP-ITR, Gandhinagar. Page 29
COMPANY OVERVIEW
Overview This document is intent to give you brief idea about the innovative
service in food industry of Ahmadabad called as “PetPooja”. It depicts
the introduction of the service, how it works, service offerings and
benefits.
About PetPooja
PetPooja is a part of „Prayosha food service s Pvt. Ltd‟. It is a multi
restaurant delivery service operating through call center and web site
that links individuals and companies with the best local restaurants.
It is launched by the professionals who have more than 7 years of
experience in service industry and having wide range of experience
from supply chain, operations, financial modeling, venture capital,
customer relations, vendor management, business process
engineering, retail management, people management and so on.
PetPooja is associated with almost all major restaurant in Ahmadabad
and also tie up with large corporate. We are one stop solution for any
food from any restaurant for corporate and retail customer and delivery
solution for the restaurants
300 + restaurants
One stop solutions
for all your food
Single point of
contact for food
Eat food of your
choice
Lots of food
options
Choose any food
Choose any
restaurant
Delivery at any
place
Fastest Delivery
Easy to order
Easy way to find
your restaurants
Customized food
solutions
Customized food
solutions
Get best guidance
of what to eat
what to no
Any food, Any
place, Any time –
Are you hungry,
Don’t worry
PETPOOJA
Delivering Happiness
LDRP-ITR, Gandhinagar. Page 30
Company Introduction
What is PetPooja?
PetPooja is a multi restaurant food delivery service to serve lunch-
dinner-snacks to corporate
Let us say, you have a corporate lunch or dinner, where food for more
than 10 people is being ordered. The problem is evident: Not
everybody wants to go for Punjabi or Pav bhaji or Dosa. Not everybody
wants to go for same restaurant Havmor or Sankalp or Barbaque
Nation etc. So what is the solution? Minority is always being
suppressed and all people agree to same choice? Punjabi and
restaurant X. But solution is not supposed to be that way always.
Why can’t we have a service where we order the food from multiple
restaurants?
Why every person in the group has to eat same dish from same
restaurant?
Here is a unique solution. It‟s PetPooja. We are the one-stop-delivery
guys for you. Give us order involving deliveries from multiple
restaurants; we make sure your food reaches at your door step. Our
Business objective is to fulfill the client‟s need for food, of their choice –
from multiple places, and make food available to them conveniently
For companies, it‟s a cost savings, time saving, stress reducing as well
as convenient service that simplifies and streamlines the food ordering
process. It‟s PetPooja- we automates the entire order process, allowing
employees to focus on work, instead of dealing with the hassle of
passing around paper menus, coordinating meal sign-up sheets, and
calling restaurants with multiple orders.
Single point of
contact
All in 1
LDRP-ITR, Gandhinagar. Page 31
How it Works?
Call PetPooja
Group Orders
Happy Customers
Call PetPooja on 079 4008 1234 call center to place your food order
Or
Login www.PetPooja.com for online order
Your order forwarded to particular restaurants.
We collect your food from restaurants
Your food is on the way.
Your delicious food arrives at your place where you are….
Enjoy PetPooja
LDRP-ITR, Gandhinagar. Page 32
.
Where to call ? You just have to call on our call center number. Below is our escalation
matrix structure to serve you better.
We have our two call center number.
1. 079 4008 1234
2. 079 3245 9020
If all lines are engaged you can give orders to our coordinator.
1. 90999 12487
2. 90999 12484
If you have any query, feedback then just call to RM.
1. 90999 12481
2. 90999 12484
LDRP-ITR, Gandhinagar. Page 33
PetPooja Services PetPooja is the best way to order you food for delivery and pick up from
restaurants over 300 + restaurants in Ahmedabad. PetPooja have below
services started first time in India starting from Ahmedabad.
Multi restaurants delivery service
More than 300 + restaurants tie ups
You can demand multi restaurants food on single call
Customized food solutions
Free Delivery from PetPooja for corporate orders only
Single point contact for all restaurants
Company / Group Orders PetPoojas' Group Orders make it easy for a group to order from one or a few restaurants.
The PetPooja system automates the entire order process, allowing employees to focus on work, instead of dealing with the hassle of passing around paper menus, coordinating meal sign-up sheets, and calling restaurants with multiple orders.
Catering service
PetPooja catering service simplifies the entire process of ordering food
from local caterers. PetPooja’s catering experts are available to help you
place orders, set up saved favorites, reconfirm delivery times, and more.
Your company can focus on the reason for the gathering instead of worrying
about the food.
Companies can customize information required at checkout, set any
necessary budget rules or time restrictions and run real-time reports on
catering spend.
Create relationships with a broad network of caterers and gain peace of
mind - all in one place.
Corporate Canteen
PetPooja believes in customized care, we adapt ourselves according to
the needs of the client and provide best quality services at competitive
market rates.
PetPooja’s aim to provide you the best options of canteen service
provider who provide hygienic, healthy and delicious food as per your
customized requirement.
Multi Restaurants
Delivery
Group Orders
Catering Service
Corporate
Canteen
LDRP-ITR, Gandhinagar. Page 34
Restaurants Benefits
Service Features Advantage
Restaurant Marketing
through PetPooja Increasing Brand valuation,
Market awareness about restaurants
More value addition of brand
In summary sales increase
PetPooja Delivery Boys Your food will move in
Ahmedabad
Delivery is free
Saving of money on fixed coast of delivery boys
Trained delivery boys
PetPooja Call Center Centralize Call center for your
restaurants
Marketing of your restaurant through Call Center
Easy and smooth order system
Corporate Sales Increasing sales through our
corporate network
More corporate awareness
Single Marketing platform Reducing the cost of marketing
Easy for everyone to reach you
Cash Collection by PetPooja No investment in collection
channel
Assurance to take money from customers
Restaurant listing on
WWW.PETPOOJA.COM Increasing visibility of your
products
More customers aware about your restaurants
24*7 & 365 days continue marketing
Staff Training
Conferences
Party
Celebration
Birthday
Celebration
LDRP-ITR, Gandhinagar. Page 35
Restaurants Proposal
Service Features Advantage
Tie up with PetPooja for one year
Restaurant listing on PetPooja
Menu listing on PetPooja
Rs. 1500 /- Year
Delivery boy on your order delivery (any
location) 15 % Commission
Commission on our order 15 % Commission
PetPooja Delivery boy on our order delivery
(any location) Free Delivery
Dedicated co-coordinator for cash
management and menu update Free
Commission on our order 15 % Commission
Vehicle on any either of the delivery Free
Any types of marketing till 6 months Free
Staff Training
Conferences
Party
Celebration
Birthday
Celebration
LDRP-ITR, Gandhinagar. Page 36
Terms and Conditions
This Agreement entered into at Ahmedabad dated on the ____________
BETWEEN
Prayosha Food Services Private Limited, a company incorporated under the Companies Act, 1956
having its registered office at “5/Sushilnagar Society-2, Opp. Apang manav Mandal, Drive-in Road,
Memnagar, Ahmedabad - 380052” hereinafter called "PetPooja" (which expression shall unless it be
repugnant to the context or meaning thereof be deemed to mean and include its successors and assigns
) being the party of the FIRST DRAFT;
AND
HAVMOR, a proprietorship firm having its registered office at through its proprietor Mr. ____________
and resident of “________________________________________________________” (which
expression shall unless it be repugnant to the context or meaning thereof be deemed to mean and
include the survivors of the proprietor/his respective heirs and legal representatives and the proprietor for
the time being) being the party of the SECOND PART.
FOR THE PURPOSE OF
Providing services offered by PetPooja to HAVMOR and its customers as agreed between the parties
hereto for the consideration and upon the terms and conditions hereinafter
mentioned.
WHEREAS
1. PetPooja provides service of delivering food ordered online through its portal to the customers.
2. HAVMOR provides restaurant /food services.
NOW THIS AGREEMENT WITNESSETH AS FOLLOWS :
1. HAVMOR agrees to provide its restaurant Menu, which shall contain list of the items sold
alongwith its prices to PetPooja and thereby permits PetPooja to place the Menu so provided on
the website(s) run by the PetPooja for the use of public. HAVMOR would take onus of supplying
Menu information on a periodic basis or as and when there is a change in the Menu items and/or
its price. The information so supplied by HAVMOR would be used for calculating amount to end
customers and commission to be paid to PetPooja.
LDRP-ITR, Gandhinagar. Page 37
2. PetPooja in return of its services (delivery of food), would collect the amount charged from end
customers and would settle with HAVMOR (including the commission charged by the PetPooja)
at first day of the every week ( Monday). Till that day of every week, the PetPooja would keep the
amount collected from the customers.
3. PetPooja shall charge HAVMOR for the services it provides as a percentage of the amount of
order it handled. If the order has come from the PetPooja‟s own channel (website/phone call to
the PetPooja or its employees ), then PetPooja would charge @ 15 % of the amount of order it
handled, to the HAVMOR.
4. If the order has come from the HAVMOR channels (website/phone call to the PetPooja or its
employees), then the PetPooja would charge the 15% of the amount of order it , to the
HAVMOR. The settlement mechanism of the commission would as mentioned in previous clause
(clause no. 2) of the agreement.
5. If the order has come from the PetPooja‟s own channel (website/phone call to the PetPooja or its
employees), then PetPooja would free charge extra delivery or marketing fee to end-customers
(amount declared to end-customers as a separate charge).In that case, The HAVMOR would not
have any right whatsoever in deciding the delivery or marketing fee charged to customers.
Above fees (delivery or marketing) would be charged on in the case when order has come from
the PetPooja‟s own channels.
6. Photos related to HAVMOR and name of HAVMOR, content, menu, dish name and other
credential including owner name, phone no, address and other details shall be place on the
website run by PetPooja for the marketing purpose and HAVMOR permits PetPooja for the same.
PetPooja is charging listing fee to place the details of HAVMOR on PetPooja‟s website. However,
in future PetPooja may decide to charge any consideration for placing the details of HAVMOR on
PetPooja‟s website. If it is so decided, it shall be communicated to HAVMOR and shall be agreed
upon by both the parties on mutual understanding. Till the time agreement is in place, HAVMOR
will not have any problem with the content and their credentials. If the details are provided
wrongly by HAVMOR, which can damage our brand name, PetPooja shall have full right for
damage penalty (decided on case to case basis).
7. For listing restaurant party halls/buffets, Photos and other details like menu, prices, past
customers etc. related to party halls or buffets would be put up on PetPooja site as part of Party
hall listing service and PetPooja would be marketing them through its website.
8. charging listing fee to place the details of HAVMOR on PetPooja‟s website. However, in future
PetPooja may decide to charge any consideration for placing the details of HAVMOR on
PetPooja‟s website. If it is so decided, it shall be communicated to HAVMOR and shall be agreed
upon by both the parties on mutual understanding. Till the time agreement is in place, HAVMOR
will not have any problem with the content and their credentials. If the details are provided
LDRP-ITR, Gandhinagar. Page 38
wrongly by HAVMOR, which can damage our brand name, PetPooja shall have full right for
damage penalty (decided on case to case basis).
9. If restaurant or individual provides Catering services, detail profile (with photos of caterer) of
caterers would be put on PetPooja site and PetPooja would be marketing them through its
website. PetPooja is currently not charging any amount to place the details of caterer on website.
However, in future PetPooja may decide to charge any consideration for placing the details of
caterer on website. If it is so decided, it shall be communicated to caterer and shall be agreed
upon by both the parties on mutual understanding. Till the time agreement is in place, caterer will
not have any problem with the content and their credentials. If the details are provided wrongly
by caterer, which can damage our brand name, PetPooja shall have full right for damage penalty
(decided on case to case basis).
10. If restaurant or individual – in this case HAVMOR wants to participate in the weekly deals
services provided by PetPooja through its website, restaurants or individuals would not share the
same deals (shared with PetPooja) with any other third party including end customers if end
customer has not come from PetPooja channel. In the event, deal is shared without prior
permission from PetPooja, shall have full right for damage penalty (decided on case to case
basis).
11. In the event of strike, fire, flood, lock-out, accidents, interruption of power, inability to procure
raw materials, war, riots viz. major and other causes beyond the control of the PetPooja which
interfere with the normal production and transportation of its products in and out of the premises
of the PetPooja, the deliveries under the agreement may be suspended or delayed for such
period till any of the aforesaid contingency or cause is removed or repaired any in no way
the principal shall be liable for breach of contract.
12. TERMINATION
If either party desires to terminate its agreement, it can do so by giving 90 (Ninety) days notice
period in writing. On termination of this agreement, the PetPooja would not provide its services to
the HAVMOR. It shall be the PetPooja‟s right to decide on continuing the HAVMOR Menu items
on its website(s).
NOTWITHSTANDING anything contained in this clause, the agreement shall be terminated
ipsofacto upon the HAVMOR committing any act of insolvency or going into voluntary liquidation
or making any change in the management which in the opinion of the PetPooja is detrimental to
any interest of the company or permitting any distress
attachment distraint or other proceedings to be taken against them or transferring the entire
undertaking except by way of amalgamation or reconstruction.
13. If any dispute or difference arise on any of the provisions contained in this agreement
such dispute or differences shall be referred to an arbitration in accordance with the provisions
the Indian Arbitration Act, 1940.
LDRP-ITR, Gandhinagar. Page 39
14. All legal proceedings in respect of any matter governed by this agreement shall be subject to
the jurisdiction of the courts of Ahmedabad or Gujarat.
TO THOSE INTENTS AND PURPOSES the parties hereto set their hands Dt. ________ on above
written.
SIGNED AND DELIVERED BY
FOR PRAYOSHA FOODS SERVICES PVT. LTD.
Director
Date: _________________
SIGNED AND DELIVERED BY :
FOR HAVMOR,
Date: _______________
LDRP-ITR, Gandhinagar. Page 40
Corporate’s PetPooja Requirements General corporate have below general requirements for food.
Corporate Food Requirements
Basic fix lunch
Meetings food
Conferences food
Seminars food
Annual Meets / Quarterly Meets/ Sales Meets food
Trainings / Farewells / Ger together food
Birthday celebration food
Festivals celebrations food
Event celebrations food and many more…..
Corporate Food Problems
Very few options for food
Same food in whole trainings
Timely delivery is major headache
Not every restaurants doing delivery
Different food requirements from staff and management
Do not have restaurants knowledge
Have to call each restaurants for every requirements but don’t know restaurants number
Morning and late night delivery ..uffffff……no options
Few options for Food packets
Corporate Food Questions
1. Is it possible to order different food at single place?
2. Is it possible to call only single point contact for all food requirements?
3. Can every restaurants food delivery possible?
4. Can we have someone to guide for different food ?
5. Can it possible to get different food , lunch pack on daily bases?
6. Can we get best quality food as per our price and budget?
7. Can someone guide us for customized food solutions?
8. Can we get at one place al restaurants menu?
9. Can we able to give good, bad and very good dishes reviews.?
Staff Training
Conferences
Party
Celebration
Birthday
Celebration
LDRP-ITR, Gandhinagar. Page 41
PetPooja Corporate Solutions for
Basic fix lunch
Meetings food
Conferences food
Seminars food
Annual Meets / Quarterly Meets/ Sales Meets food
Trainings / Farewells / Ger together food
Birthday celebration food
Festivals celebrations food
Event celebrations food and many more…..
Terms and Conditions We are very transparent to the customers.
Delivery Charge
Free delivery till 10 kms for corporate orders
Minimum order value is Rs. 300/-
More than two restaurant food order, delivery charge of Rs.30/-
Time
General office timings for order is 9:00 am to 9:00 pm
Sunday is closed for food orders
Advance order will be delivered at any place any time including sunday
Price
Food price is as same as the restaurant price
There is no charge on food price from PetPooja
Billing
PetPooja will provide you the food bill inclusive of VAT
Payment
Cash on delivery
Cheque
Credit for 15 days to corporate customers only
General Conditions
Once the order placed it cannot be cancelled.
PetPooja is acting solely as a facilitator of communications between the restaurant/ different food vendors and the customers.
PetPooja shall not be responsible for the quality of goods or services offered by the restaurants and different food vendors to you or for any delayed/defective delivery.
LDRP-ITR, Gandhinagar. Page 42
Company Information’s
Particulars Descriptions
Company Name Prayosha Food Services Pvt.Ltd.
Brand Name PetPooja
Address 2- Mangal Shopping Complex, Above
Yogeshwar Medical Store, Vastrapur,
Ahmedabad-15
Contact No 1. 079 – 4008 1234
2. 079 – 3245 9020
3. 90999 12487
4. 90999 12486
Email [email protected]
Director Mr. APURV PATEL
Nature of Business Service Industry
Current bank ICICI
Bank Account
Number
136705000192
Company PAN Card AAGCP0140D
TIN Number 24073406007
Date_of_registration. 19 May, 2011
LDRP-ITR, Gandhinagar. Page 43
List of Restaurants associated with PetPooja
Associated Restaurant /Food joints–More than 300……
Panjabi Cuisine Restaurant options
Gwalia Groups ( Cine Masala)
Mirch Masala
Tomato’s
Amazo
Panache
902 Dhaba
Tulsi
Topaz
Picca Lili
Tweet Point
Zodiac
Abhilasha
Epicurean Alley
Junglebhookh
WOW
Dinne Bell
Navarang
Vaibhav
Tastey
Anand Snacks
Awadhpuri
Saffron
Eat Smart
Dugli Dums
Meritorious
Curries
Kabir Bavarchi
Epsalon Upper Crust
And many more….
LDRP-ITR, Gandhinagar. Page 44
Gujarati Cuisine Restaurant options
Sasuji
Gopi
Agashiyan
Ame Gujarati
Dadi
Gokul
Rasoi
Gordhan Thal
Corn Fantasy
Jalaram Parotha House
And many more continuous to be added….
Snacks Restaurant options
TGB
Krunal
Jay ambe
Shambhu
Neelkanth
Treat
Tummy Fillers
Jay Bhavani
Purohit
Charbhuja
And many more continuous to be added….
Pizza Restaurant options
US Pizza
Uncle Same’s
Garcia
G2 Pizza
Fresh Cook Real Paprika
Waah
Pizza Hub
And many more continuous to be added….
LDRP-ITR, Gandhinagar. Page 45
Organization Chart of PetPooja-Multi-Restaurant Delivery Service.
LDRP-ITR, Gandhinagar. Page 46
LDRP-ITR, Gandhinagar. Page 47
CONCEPTUAL FRAMEWORK
A conceptual framework is used in research to outline possible courses of action or to
present a preferred approach to an idea or thought. For example, the philosopher Isaiah Berlin
used the "hedgehogs" versus "foxes" approach a "hedgehog" might approach the world in terms
of a single organizing principle; a "fox" might pursue multiple conflicting goals simultaneously.
Conceptual frameworks (theoretical frameworks) are a type of intermediate theory that
attempt to connect to all aspects of inquiry (e.g., problem definition, purpose, literature
review, methodology, data collection and analysis). Conceptual frameworks can act like maps
that give coherence to empirical inquiry. Because conceptual frameworks are potentially so close
to empirical inquiry, they take different forms depending upon the research question or problem.
Several types of conceptual frameworks have been identified, such as
Working hypothesis
Descriptive Categories
Practical ideal types
Models of operations research
Formal hypotheses
These are linked to particular research purposes such as:
Exploration or Exploratory research
Description or Descriptive research
Decision making
Explanation
Prediction
Market ing research is the collect ion and interpretat ion of data that help the
market ing management to get the products more efficiently in to the hands of the
consumers.
American Marketing Association defines, “Marketing research as systematic collection,
recording, analysis,
LDRP-ITR, Gandhinagar. Page 48
in t e r p r e t a t io n a nd r epo r t ing o f in fo r ma t io n a bo u t ex is t i ng o r potential
markets marketing strategies and tactics etc.”
Marketing research and market research should not be confused. Market
r e s e a r c h i s o n e o f t h e m a r k e t s i t s e l f t h a t i s i t s s i z e n o .
o f competitor active in it and their market share.
Market research can be used for estimating the market share but in r e a l it y t he r e ma y
ha ve t o be e l imina t ed beca us e o f c e r t a in factors. Market research is very much
significant in determining t h e m a r k e t p o t e n t i a l .
I n t he r es ea r c h u nd er t ake n fo r t he po t ent ia l bu yer s o f us ing t he
se r v ic e s o f Pe t Po o ja a r e market research has played an important role. Thus
market ing research can help the manufacturer, but here in this case Restaurants
and service provider PetPooja in deciding his potential market in the context of size of
market a n y R e s t a u r a n t s s e e k i n g a n e w m a r k e t w o u l d b e interested in
getting this informat ion because this will help to decide whether or not it is accepted
in the market.
I n t h is w a y r e sea r c h p la ys a n impo r t ant r o le f i r s t l y f i nd o u t market share
& how to the increase the market share.
o T o a n a l y z e t h e p r i m a r y d a t a a n d t h e n d e c i d e s t r a t e
g y f o r increase the market share. A n y m a n u f a c t u r e r w h o h a s
l a u n c h e d a n e w p r o d u c t w o u l d b e interested in getting this
informat ion because this will help to decide whether or not the product is
accepted by the consumers.
LDRP-ITR, Gandhinagar. Page 49
LDRP-ITR, Gandhinagar. Page 50
DATA INTERPRETATION & ANALYSIS OF SURVEY QUESTIONS.
CORPORATE COMPANIES SURVEY QUESTIONNAIRE.
Creating New Corporate Customers which is the Target Customers of PetPooja.
1) A) Do you order the food from the restaurant?
Response Yes No
No of Respondent 158 42
Percentage 70% 30% Chart 1:-
B) If Yes, Will you going to order the food from the restaurants if they provide you the
better service and free food delivery at your place?(Out of 158)
Response Yes No
No of Respondents 127 31
Percentage 80.37% 19.63% Chart:-2
79%
21%
Orders food from restaurant or not?
Yes No
80%
20%
Gives order,when provided the free delivery service
Yes No
LDRP-ITR, Gandhinagar. Page 51
Interpretation
There are 70% of respondents who orders food from restaurants for their employees and
Among that 70% of respondents, 80% of the respondent are going to order the food from
restaurants if they are provided with the better service and food delivery at their place.
2) Have you ever heard of the multi restaurant delivery service (one stop solution for all
restaurants) in India?
Response Yes No
No of Respondents 17 183
Percentage 8.5% 91.5% Chart:-3
Interpretation:-
There are 91% of the respondent said that they haven’t heard such multi restaurant
delivery service in India and about 9% of the respondent have filled up without reading
the question properly or might not understood the concept of Multi Restaurant Delivery
Service in India or else they might have understood PetPooja as a Single restaurant
delivery service only.
8%
92%
Heard about the multi restaurant Service
Yes No
LDRP-ITR, Gandhinagar. Page 52
3) Which kind of Requirement of food is there in your office?(Out of 158)
Response Fix lunch Snacks Cakes Others food items
No of Respondents 79 56 20 3
Percentage 50% 35.4% 12.65% 1.89%
Chart:-4
Interpretation:-
There are about 50% of corporate companies who requires the fix lunch type of food in
there office, So I need to prepare the marketing strategies according to it for the
maximum percentage of our targeted customers.
And about 35% of the companies require the snacks.
And about 13% of the companies requires the Cakes and all, so I need to get the tie ups
with the well branded cakes shops such as monginis, TGB cakes, etc in Ahmedabad, so
the customers who requires the cakes.
And about 2% of the companies require others types of food.
50%
35%
13% 2%
Kind of Requirement of food
Fix lunch Snacks Cakes Others food items
LDRP-ITR, Gandhinagar. Page 53
4) A) Do the small orders of foods such as dabeli, vadapav, tea, coffee,etc gives you the
accurate and registered bill for the corporate, to show in your balance sheet?(Out of 158)
Response Yes No
No of Respondents 38 120
Percentage 24.05% 75.94% Chart:-5
Interpretations:-
Here, Out of the total 158 respondents who gives the orders.
From the pie chart, I can interpret that about 76% of respondent didn’t get the accurate
bills of small orders of foods such as dabeli, vadapav, tea, coffee, etc.
So PetPooja needs to create the new customers who didn’t know that they can get the
accurate and correct bill of such small variety of foods, snacks,etc.
That’s the reason why the PetPooja needs to emphasize our marketing strategies with the
focus of proper and accurate billing procedures.
24%
76%
Small orders bills will help in balance sheet
Yes No
LDRP-ITR, Gandhinagar. Page 54
B) If No, Then if you are provided the bills of such small expenses on such food then,
Will It going to help in your Accounts department to show in the yearly balance sheet?
(Out of 120)
Response Yes No
No of Respondents 98 22
Percentage 81.66% 18.33% Chart:-6
Interpretation:-
Out of 120 respondents, 82% responded that it will going to help in their accounts
department for their yearly balance sheet purpose.
We can interpret that majority of the corporate companies needs the bills of such a small
invoice billings so that they can maintain an accurate record of their expense of their own
corporate company.
And the remaining 22% respondent out of120 said that it will not going to help because
they never count such small amount of bills in their official accounts because they do
celebrate such events on their own expenses so as the professional relations are
maintained.
82%
18%
Helps in Accounts by simple billing
Yes No
LDRP-ITR, Gandhinagar. Page 55
5) If you are provided with the options of ordering the food from more than one restaurant,
Are you going to order the food items? (Out of 158)
Response Yes No
No of Respondents 125 33
Percentage 79.11% 20.89% Chart:-7
Interpretation:-
79% of the corporate companies responded that they are going to order the food from
more than one restaurants, and about 21% of the respondents said No, because they are
having the brand loyalties of US Pizzas, KFC, Pizza Hut, TGB, etc well reputed brands in
Ahmedabad.
Thus I need to design the marketing strategies according to that so as to convert them to
PetPooja customer by offering them the discount and various quality foods from other
available restaurants in Ahmedabad such as Curries, Mehmaan, Ame Gujarati, Bluez,etc
79%
21%
Options of Ordering from petpooja
Yes No
LDRP-ITR, Gandhinagar. Page 56
6) How many of the restaurants provide you the free delivery of food within 10 kms
diameter from your place? (Out Of 158)
Response One Two Three Four
No of Respondents 113 17 16 12
Percentage 71.51% 10.75% 10.12% 7.59% Chart:-8
Interpretation:-
From above, I can interpret that 71.51% of the respondents said that there are one
restaurant who provide them the free delivery within 10 kms of diameter from their place.
And about 10.75% of respondents said that there are two restaurants, who provide them
the free delivery within 10 kms of diameter from their place.
And about 10.12% of respondents said that there are three restaurants, who provide them
the free delivery within 10 kms of diameter from their place.
And about 7.59% of respondents said that there are four restaurants, who provide them
the free delivery within 10 kms of diameter from their place.
020406080
100120
One Two Three Four
No of Respondents 113 17 16 12
Percentage 71.51% 10.75% 10.12% 7.59%
No of Restaurants who provide free delivery within 10 kms
LDRP-ITR, Gandhinagar. Page 57
7) How do you rate the Concept of PetPooja -Multi restaurant Delivery System?(Out of 200)
Response Excellent Good Neutral Poor Bad
No of
Respondents
122 40 16 15 7
Percentage 61% 20% 8% 7.5% 3.5% Chart:-9
Interpretation:-
61% of the respondent rate the concept of PetPooja as excellent, which means marketing
strategies should be highly aggressive. PetPooja is in the introduction period of product
life cycle and there is no competitor available in the market of Ahmedabad. Thus
PetPooja needs aggressive marketing in Ahmedabad Market.
And 20% of the corporate respondents rate the concept of PetPooja as Good & 8% of the
corporate respondents rate the concept of PetPooja as Neutral, & 7% as poor and Only
4% as poor.
61%20%
8%7%
4%
Concept of Petpooja
Excellent Good Neutral Poor Bad
LDRP-ITR, Gandhinagar. Page 58
SURVEY ON EXISTING CORPORATE CUSTOMERS OF PET POOJA (MULTI-RESTAURANT
FOOD DELIVERY SYSTEM)
The Age Factor.
Age
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 to 20 4 2.0 2.0 2.0
21 to 30 42 21.0 21.0 23.0
31 to 40 130 65.0 65.0 88.0
41 to 50 24 12.0 12.0 100.0
Total 200 100.0 100.0
Chart:-10
Interpretation:-
From the above pie chart we can interpret that 65% of the respondents are in the age between 31
to 40, who are the exisiting customers that gives orders to PetPooja.
And about 21% are between the age of 21 to 30.
And about 12% are between the age of 41 to 50.
And about 2% are between the age of 1 to 20.
0% 2%
21%
65%
12%
Age
Valid 1 to 20
Valid 21 to 30
Valid 31 to 40
Valid 41 to 50
LDRP-ITR, Gandhinagar. Page 59
Employee Strength:-
Employee Strength
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 to 50 74 37.0 37.0 37.0
51 to 100 89 44.5 44.5 81.5
101 to 150 15 7.5 7.5 89.0
151 to 200 14 7.0 7.0 96.0
201 plus 8 4.0 4.0 100.0
Total 200 100.0 100.0
Chart:-11
Interpretation:-
From the above pie chart we can interpret that 44% of the respondents/corporate companies are
between 51 to 100, who are the existing customers that give order to PetPooja.
And about 37% are between the employee strength of 0 to 50,And about 8% are between the
employee strength of 101 to 150,And about 7% are between the employee strength of 151 to 200,
And about 4% are between the employee strength of 200 plus
Thus the marketing strategies included to concentrate on the corporate companies who are
having most of the employee strength, here in this case I need to prepare the marketing strategies
for the companies who are having the employee strength of about 100 to 200 plus.
0%
37%
44%
8%7% 4%
EMPLOYEE STRENGTH
Valid 0 to 50 Valid 51 to 100 Valid 101 to 150
Valid 151 to 200 Valid 201 plus
LDRP-ITR, Gandhinagar. Page 60
Company Sector:-
Company Sector
Frequency Percent Valid Percent
Cumulative
Percent
Valid IT 74 37.0 37.0 37.0
BPO 10 5.0 5.0 42.0
FINANCE 32 16.0 16.0 58.0
TELECOM 33 16.5 16.5 74.5
EDUCATION 19 9.5 9.5 84.0
INFRASTRUCTURE 24 12.0 12.0 96.0
AUTOMOBILE 8 4.0 4.0 100.0
Total 200 100.0 100.0
Chart:-12
Interpretation:- From the above pie chart we can interpret that 37% of the
respondents/corporate companies are from IT sector who are the exisiting customers that gives
orders to PetPooja, about 16% -16% are from the Telecom and Finance Sector respectively, and
about 5% are from the BPO sector, and about 10% are Education Sector, and about 12% are
from Infrastructure Sector,and about 4% are from Automobile Sectors.
Thus the marketing strategies included to concentrate on the IT, Telecom, Finance, Infrastructure
and Education sector, who are having capacity of giving the business to PetPooja.
0%
37%
5%
16%
16%
10%
12% 4%
COMPANY SECTOR
Company Sector Valid IT
Valid BPO Valid FINANCE
Valid TELECOM Valid EDUCATION
Valid INFRASTRUCTURE Valid AUTOMOBILE
LDRP-ITR, Gandhinagar. Page 61
Cusine:-
Cusine
Frequency Percent Valid Percent
Cumulative
Percent
Valid PUNJABI 65 32.5 32.5 32.5
GUJARATI 60 30.0 30.0 62.5
SOUTH INDIAN 19 9.5 9.5 72.0
CHINESE 22 11.0 11.0 83.0
ITALIAN 17 8.5 8.5 91.5
OHTERS 17 8.5 8.5 100.0
Total 200 100.0 100.0
Chart:-13
Interpretation:-
From the above I can interpret that mostly about 32% of the existing customers who are surveyed
respondent that they likes Punjabi food. And abou 30% likes Gujarati, and about 11% likes
Chinese food, Italian and other kinds of food.
0%
32%
30%
9%
11%
9%9%
Cuisine
Valid PUNJABI Valid GUJARATI
Valid SOUTH INDIAN Valid CHINESE
Valid ITALIAN Valid OHTERS
LDRP-ITR, Gandhinagar. Page 62
Kind of requirement:-
Kind of Requirement
Frequency Percent Valid Percent
Cumulative
Percent
Valid Fix lunch 108 54.0 54.0 54.0
Snacks 41 20.5 20.5 74.5
Tiffin 17 8.5 8.5 83.0
Others 34 17.0 17.0 100.0
Total 200 100.0 100.0
Chart:-14
Interpretation:-
From the above I can interpret that 54% existing customers of PetPooja likes to order the Fix
lunch and about 34% of the people gives the order of other food items, and about 20% of the
people likes to order snacks, and about 17% of the people likes to give the order of tiffin services
0%
54%
20%
9%
17%
Type of Food Required
Valid Fix lunch Valid Snacks Valid Tiffin Valid Others
LDRP-ITR, Gandhinagar. Page 63
How do you get to know about the services of PetPooja?
Get_To_Know_About_the_Service
Frequency Percent Valid Percent
Cumulative
Percent
Valid Radio 1 .5 .5 .5
Newspaper 3 1.5 1.5 2.0
Leaflets 4 2.0 2.0 4.0
Sales People 143 71.5 71.5 75.5
Friends 30 15.0 15.0 90.5
Websites 19 9.5 9.5 100.0
Total 200 100.0 100.0
Chart:-15
Interpretation:-
From the above pie chart, We can interpret that about 72% of the existing customers get to know
about PetPooja via sales people, and about 15% of the people get to know about PetPooja via
friends, and about 10% is through Websites. 1%,1% and 2% get to know about radio, newspaper
and leaflets.
-1%1% 2%
72%
15%
10%
How do you get to know about petpooja
Radio
Newspaper
Leaflets
Sales People
Friends
Websites
LDRP-ITR, Gandhinagar. Page 64
Descriptive Statistics for all hypothesis.
N Minimum Maximum Mean Std. Deviation
Price_of_Food 200 1.00 5.00 3.2450 .99999
Quality_of_Food 200 1.000 5.000 3.28500 1.149077
Quantity_of_Food 200 1.00 5.00 3.2450 .99999
On_Time_Delivery_of_Food 200 1.00 5.00 2.4700 .95059
Food_Packaging 200 1.00 5.00 3.2800 1.09893
Behavior_of_Delivery_Boys 200 1.00 5.00 2.7600 1.07619
Hottness_of_Food 200 1.00 5.00 2.7650 1.07497
Quality_Of_Communication_
via_Telephone 200 1.00 5.00 3.1200 1.10075
MultiRestaurant_Service 200 1.00 5.00 3.1550 1.03262
Simple_Billing 200 1.00 5.00 2.6800 1.00631
Guidance_in_Selection_of_F
ood 200 1.00 5.00 3.2850 1.14908
Best__Possible_Food_within
_your_Budget 200 1.00 5.00 3.2900 1.11900
Home_Office_Delivery 200 1.00 5.00 2.6550 .92208
Providing_the_Discount_whe
n_in_bulk_order 200 1.00 5.00 3.5250 1.10248
Table 1
LDRP-ITR, Gandhinagar. Page 65
1. Price of the PetPooja food to the Existing Customers?
Step:1 Null Hypothesis H0: μ ≥ 3:-Prices is excellent, good or neutral
Alternate Hypothesis Ha: μ < 3:-Prices is bellow neutral or poor.
Step:2 Since the value of n is 200, which is more than 30. Thus the appropriate
test is Z test
𝒁 =𝑿−𝝁𝝈 𝒏
Step:3 Specify the Type I Error rate.
Since our test is one tailed test we will take α= 0.05
Step:4 Z value :
=0.5000-0.0500=0.4500 = (-1.645).
An observed test statistic must be less than (-1.645) to reject the null hypothesis.
Step:5 Data collection :
𝒁 =𝑿−𝝁𝝈 𝒏
……………………………………………………(Eq) :-1
X = 3.2450 , µ = 3 , σ = 0.9999, n= 200, putting all these values in Equation
1,we get
Step:6 Z=3.465
Step:7 As Z calculated 3.465 is not less than Z α (-1.645). it lies in acceptance
area. Hence, we (fail to reject) means accept the null hypothesis.
Interpretation:
Hence, from the above hypothesis testing, we can see that most of existing
customers rated that the price of the food is neutral, good and excellent category.
Thus PetPooja should continue to maintain the price which is considered as the
topmost priorities by customers to get the best food in best price.
LDRP-ITR, Gandhinagar. Page 66
2. Quality of the PetPooja food to the Existing Customers?
Step:1 Null Hypothesis H0: μ ≥ 3:-Quality of food is excellent, good or neutral
Alternate Hypothesis Ha: μ < 3:-Quality of food is bellow neutral or poor.
Step:2 Since the value of n is 200, which is more than 30. Thus the appropriate test is
Z test
𝒁 =𝑿−𝝁𝝈 𝒏
Step:3 Specify the Type I Error rate.
Since our test is one tailed test we will take α= 0.05
Step:4 Z value :
=0.5000-0.0500=0.4500 = (-1.645).
An observed test statistic must be less than (-1.645) to reject the null hypothesis.
Step:5 Data collection :
𝒁 =𝑿−𝝁𝝈 𝒏
……………………………………………………(Eq) :-1
X = 3.2850, µ = 3 , σ = 1.1490, n= 200, putting all these values in Equation 1,we get
Step:6 The Z(Calculated ) = 3.5098.
Step:7 As Z calculated 3.5098 is not less than Z α (-1.645). it lies in acceptance area.
Hence, we (fail to reject) means accept the null hypothesis.
Interpretation:
Hence, from the above hypothesis testing, we can see that most of existing customers
rated that the Quality of the food is neutral, good and excellent category. Thus PetPooja
should continue to maintain the Quality of food which is considered as the topmost
priorities by customers to get the best Quality of food in best price.
LDRP-ITR, Gandhinagar. Page 67
3. Quantity of the PetPooja food to the Existing Customers?
Step:1 Null Hypothesis H0: μ ≥ 3:-Quantity is excellent, good or neutral
Alternate Hypothesis Ha: μ < 3:-Quantity is bellow neutral or poor.
Step:2 Since the value of n is 200, which is more than 30. Thus the appropriate test is
Z test
𝒁 =𝑿−𝝁𝝈 𝒏
Step:3 Specify the Type I Error rate.
Since our test is one tailed test we will take α= 0.05
Step:4 Z value :
=0.5000-0.0500=0.4500 = (-1.645).
An observed test statistic must be less than (-1.645) to reject the null hypothesis.
Step:5 Data collection :
𝒁 =𝑿−𝝁𝝈 𝒏
……………………………………………………(Eq) :-1
X = 3.2450 , µ = 3 , σ = 0.9999, n= 200, putting all these values in Equation 1,we
get
Step:6 Z=3.4653
Step:7 As Z calculated 3.465 is not less than Z α (-1.645), it lies in acceptance area.
Hence, we (fail to reject) means accept the null hypothesis.
Interpretation:
Hence, from the above hypothesis testing, we can see that most of existing customers
rated that the Quantity of the food is neutral, good and excellent category. Thus
PetPooja should continue to maintain the quantity of food which is considered as the
one of the topmost priorities by customers to get the best food in best price of the
considerable quantity.
LDRP-ITR, Gandhinagar. Page 68
4. On Time Delivery of the PetPooja food to the Existing Customers?
Step:1 Null Hypothesis H0: μ ≥ 3:-On time Delivery is excellent, good or
neutral
Alternate Hypothesis Ha: μ < 3:-On Tine Delivery is bellow neutral or poor.
Step:2 Since the value of n is 200, which is more than 30. Thus the appropriate test is
Z test
𝒁 =𝑿−𝝁𝝈 𝒏
Step:3 Specify the Type I Error rate.
Since our test is one tailed test we will take α= 0.05
Step:4 Z value :
=0.5000-0.0500=0.4500 = (-1.645).
An observed test statistic must be less than (-1.645) to reject the null hypothesis.
Step:5 Data collection :
𝒁 =𝑿−𝝁𝝈 𝒏
……………………………………………………(Eq) :-1
X = 2.470 ,µ = 3 , σ = 0.95059, n= 200, putting all these values in Equation 1,we get
Step:6 Z= -7.886
Step:7 As Z calculated -7.886 is less than Z α (-1.645), it does not lies in acceptance
area. Hence, we reject (fail to accept) the null hypothesis.
Interpretation:
Hence, from the above hypothesis testing, we can see that most of existing customers
rated that the On Time Delivery of the food as bellow neutral, and poor category. Thus
PetPooja should apply the marketing strategies of improving & increasing the number
of Delivery boys in their company so as to provide the On Time Delivery of food which
is considered as the one of the topmost priorities by existing customers of food.
PetPooja’s core business is Multi Restaurant Delivery Service. Thus, They needs to
focus much more on the Delivery pattern and gives the training to their delivery boys.
Thus PetPooja needs to increase the employee staff of the Delivery boys which is very
much necessary when the new customers are added in the business. Thus PetPooja
needs to invest in Delivery boy’s staff.
LDRP-ITR, Gandhinagar. Page 69
5. Food Packaging to the Existing Customers?
Step:1 Null Hypothesis H0: μ ≥ 3:-Food Packaging is excellent, good or
neutral
Alternate Hypothesis Ha: μ < 3:- Food Packaging is bellow neutral or poor.
Step:2 Since the value of n is 200, which is more than 30. Thus the appropriate test is
Z test
𝒁 =𝑿−𝝁𝝈 𝒏
Step:3 Specify the Type I Error rate.
Since our test is one tailed test we will take α= 0.05
Step:4 Z value :
=0.5000-0.0500=0.4500 = (-1.645).
An observed test statistic must be less than (-1.645) to reject the null hypothesis.
Step:5 Data collection :
𝒁 =𝑿−𝝁𝝈 𝒏
……………………………………………………(Eq) :-1
X = 3.2800 , µ = 3 , σ = 1.09893, n= 200, putting all these values in Equation 1,we get
Step:6 Z= 3.6036.
Step:7 As Z calculated 3.6036 is not less than Z α (-1.645), it lies in acceptance area.
Hence, we (fail to reject) means accept the null hypothesis.
Interpretation:
Hence, from the above hypothesis testing, we can see that most of existing customers
rated that the Packaging of the food is neutral, good and excellent category. Thus
PetPooja should continue to maintain the Packaging of food which is considered as the
attraction for the customers to give the orders and business to PetPooja.
Packaging of the aluminum foil, and outside wrappers should be done better to attract
the customers of the PetPooja, which is considered in the marketing strategies of
PetPooja.
LDRP-ITR, Gandhinagar. Page 70
6) Hottness or Freshness of the food to the Existing Customers?
Step:1 Null Hypothesis H0: μ ≥ 3:-Hottness or Freshness of food is excellent,
good or neutral.
Alternate Hypothesis Ha: μ < 3:- Hottness or Freshness of food is bellow
neutral or poor.
Step:2 Since the value of n is 200, which is more than 30. Thus the appropriate test is
Z test
𝒁 =𝑿−𝝁𝝈 𝒏
Step:3 Specify the Type I Error rate.
Since our test is one tailed test we will take α= 0.05
Step:4 Z value :
=0.5000-0.0500=0.4500 = (-1.645).
An observed test statistic must be less than (-1.645) to reject the null hypothesis.
Step:5 Data collection :
𝒁 =𝑿−𝝁𝝈 𝒏
……………………………………………………(Eq) :-1
X = 2.7650, µ = 3 , σ = 1.07619, n= 200, putting all these values in Equation 1,we get
Step:6 Z= -0.1790.
Step:7 As Z calculated -0.1790 is less than Z α (-1.645), it lies in rejection area.
Hence, we (fail to accept) means reject the null hypothesis.
Interpretation:
Hence, from the above hypothesis testing, we can see that most of existing customers
rated that the Packaging of the food is below neutral, or poor category. Thus PetPooja
should do something about the packaging of food, as well as the box which carries the
food at the time of delivering the food, so as to keep the food as much hot as well as
fresh as possible to increase the customer satisfaction as well as to maintain the
customer relationship with PetPooja, Marketing Strategies also include to invest more
in to the bikes as well as in the Container box. So as to keep the freshness and hotness
of the food with it.
LDRP-ITR, Gandhinagar. Page 71
7). Quality of Communication via Telephone of the food to the Existing
Customers?
Step:1 Null Hypothesis H0: μ ≥ 3:-Quality of Comm_Via_telephone is excellent, good
or neutral.
Alternate Hypothesis Ha: μ < 3:- Quality of Comm_Via_telephone is bellow
neutral or poor.
Step:2 Since the value of n is 200, which is more than 30. Thus the appropriate test is
Z test
𝒁 =𝑿−𝝁𝝈 𝒏
Step:3 Specify the Type I Error rate.
Since our test is one tailed test we will take α= 0.05
Step:4 Z value :
=0.5000-0.0500=0.4500 = (-1.645).
An observed test statistic must be less than (-1.645) to reject the null hypothesis.
Step:5 Data collection :
𝒁 =𝑿−𝝁𝝈 𝒏
……………………………………………………(Eq) :-1
X = 3.120, µ = 3 , σ = 1.10075, n= 200, putting all these values in Equation 1,we get
Step:6 Z= 1.5424.
Step:7 As Z calculated 1.5424 is not less than Z α (-1.645), it lies in acceptance area.
Hence, we (fail to reject) means accept the null hypothesis.
Interpretation:
Hence, from the above hypothesis testing, we can see that most of existing customers
rated that the Quality of Communication is neutral, good and excellent category. If the
communication via telephone is not good then that will go to affect the executing the
sales of the PetPooja.
LDRP-ITR, Gandhinagar. Page 72
8). Multirestarant Delivery Service of the food to the Existing Customers?
Step:1 Null Hypothesis H0: μ ≥ 3:-Multi-restaurant Delivery Service is excellent, good
or neutral.
Alternate Hypothesis Ha: μ < 3:- Multi-restaurant Delivery Service is bellow
neutral or poor.
Step:2 Since the value of n is 200, which is more than 30. Thus the appropriate test is
Z test
𝒁 =𝑿−𝝁𝝈 𝒏
Step:3 Specify the Type I Error rate.
Since our test is one tailed test we will take α= 0.05
Step:4 Z value :
=0.5000-0.0500=0.4500 = (-1.645).
An observed test statistic must be less than (-1.645) to reject the null hypothesis.
Step:5 Data collection :
𝒁 =𝑿−𝝁𝝈 𝒏
……………………………………………………(Eq) :-1
X = 3.1550, µ = 3 , σ = 1.03262, n= 200, putting all these values in Equation 1,we get
Step:6 Z= 2.1232.
Step:7 As Z calculated 2.1232 is not less than Z α (-1.645), it lies in acceptance area.
Hence, we (fail to reject) means accept the null hypothesis.
Interpretation:
Hence, from the above hypothesis testing, we can see that most of existing customers
rated that the Multi-Restaurant Delivery Service as neutral, good and excellent
category. Less of the Respondent said that multi restaurant delivery service is as good
and excellent system, Thus the concept of PetPooja needs to expand its marketing
strategies to reach as many corporate as well as to expand the business like the Mumbai
Dabbawalas inMumbai reached.
LDRP-ITR, Gandhinagar. Page 73
9). Guidance in selection of the food to the Existing Customers?
Step:1 Null Hypothesis H0: μ ≥ 3:-Guidance in selection of food is excellent, good or
neutral.
Alternate Hypothesis Ha: μ < 3:- Guidance in selection of food is bellow
neutral or poor.
Step:2 Since the value of n is 200, which is more than 30. Thus the appropriate test is
Z test
𝒁 =𝑿−𝝁𝝈 𝒏
Step:3 Specify the Type I Error rate.
Since our test is one tailed test we will take α= 0.05
Step:4 Z value :
=0.5000-0.0500=0.4500 = (-1.645).
An observed test statistic must be less than (-1.645) to reject the null hypothesis.
Step:5 Data collection :
𝒁 =𝑿−𝝁𝝈 𝒏
……………………………………………………(Eq) :-1
X = 3.2850, µ = 3 , σ = 1.14908, n= 200, putting all these values in Equation 1,we get
Step:6 Z= 3.5076.
Step:7 As Z calculated 3.5076 is not less than Z α (-1.645), it lies in acceptance area.
Hence, we (fail to reject) means accept the null hypothesis.
Interpretation:
Hence, from the above hypothesis testing, we can see that most of existing customers
rated that the Guidance in selection of Food as neutral, good and excellent category.
Less of the Respondent said that Guidance in selection of Food is bellow neutral, poor
,Thus the proper guidance in the selection of the foods needs to be explained to the
existing customer so as to make new customers in the market and its marketing
strategies to reach as many corporate.
LDRP-ITR, Gandhinagar. Page 74
10). Providing the Discount when in bulk order to the Existing Customers?
Step:1 Null Hypothesis H0: μ ≥ 3:-providing the discount when in bulk order rate it as
excellent, good or neutral.
Alternate Hypothesis Ha: μ < 3:- providing the discount when in bulk order
rate is bellow neutral or poor.
Step:2 Since the value of n is 200, which is more than 30. Thus the appropriate test is
Z test
𝒁 =𝑿−𝝁𝝈 𝒏
Step:3 Specify the Type I Error rate.
Since our test is one tailed test we will take α= 0.05
Step:4 Z value :
=0.5000-0.0500=0.4500 = (-1.645).
An observed test statistic must be less than (-1.645) to reject the null hypothesis.
Step:5 Data collection :
𝒁 =𝑿−𝝁𝝈 𝒏
……………………………………………………(Eq) :-1
X = 3.5250, µ = 3 , σ = 1.0248, n= 200, putting all these values in Equation 1,we get
Step:6 Z= 7.2453.
Step:7 As Z calculated 7.2453 is not less than Z α (-1.645), it lies in acceptance area.
Hence, we (fail to reject) means accept the null hypothesis.
Interpretation:
Hence, from the above hypothesis testing, we can see that most of existing customers
rated that the providing the discount when in bulk order of food is as neutral, good and
excellent category. Less of the Respondent said that providing the discount when in
bulk order of food is bellow neutral, poor.
LDRP-ITR, Gandhinagar. Page 75
1) AGE VS CUISINE.
Step:1 Null Hypothesis H0:- Cuisine is dependent on Age.
Alternate Hypothesis Ha:- Cuisine not dependant on Age.
Age * Cuisine Cross tabulation
Cuisine
Total PUNJABI GUJARATI SOUTH INDIAN CHINESE ITALIAN OHTERS
Age 1 to 20 2 1 0 1 0 0 4
21 to 30 21 3 13 3 2 0 42
31 to 40 39 41 5 14 14 17 130
41 to 50 3 15 1 4 1 0 24
Total 65 60 19 22 17 17 200
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 62.747 15 .000
Likelihood Ratio 64.314 15 .000
Linear-by-Linear Association 1.956 1 .162
N of Valid Cases 200
Table:-2
Interpretation.
From the above chi square test we can conclude that, the Asymp sig is less than 0.05 then reject
the null hypothesis, which means Cuisine is not dependent on Age of the food.
LDRP-ITR, Gandhinagar. Page 76
2) EMPLOYEE STRENGTH V/S PRICE.
Step:1 Null Hypothesis :H0:-Price is dependent on Employee Strength.
Alternate Hypothesis :Ha:- Price is not dependent on Employee Strength.
Crosstab
Price_of_Food
Total Very Poor Poor Neutral Good Excellent
Employee Strength 0 to 50 0 0 38 36 0 74
51 to 100 3 11 13 54 8 89
101 to 150 6 7 2 0 0 15
151 to 200 5 7 1 1 0 14
201 plus 1 3 4 0 0 8
Total 15 28 58 91 8 200
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 1.354E2a 16 .000
Likelihood Ratio 138.959 16 .000
Linear-by-Linear Association 46.400 1 .000
Table :-3
Interpretation.
From the above chi square test we can conclude that, the Asymp sig is less than 0.05 then reject
the null hypothesis, which means Employee Strength is independent on price of the food
LDRP-ITR, Gandhinagar. Page 77
3) COMPANY SECTOR V/S PRICE.
Step 1:- Null Hypothesis H0:- Company sector is dependent on price of the food.
Alternate Hypothesis Ha: Company sector is not dependent on price of the.
food.
Company Sector * Price_of_Food Crosstabulation
Price_of_Food
Total Very Poor Poor Neutral Good Excellent
Company Sector IT 0 0 38 36 0 74
BPO 0 0 0 10 0 10
FINANCE 0 2 0 30 0 32
TELECOM 0 3 9 14 7 33
EDUCATION 4 8 6 0 1 19
INFRASTRUCTURE 10 12 1 1 0 24
AUTOMOBILE 1 3 4 0 0 8
Total 15 28 58 91 8 200
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 2.094E2a 24 .000
Likelihood Ratio 216.765 24 .000
Linear-by-Linear Association 53.952 1 .000
Table :- 4
Interpretation:-
From the above chi square test we can conclude that, the Asymp sig is less than 0.05 then reject
the null hypothesis, which means Company sector is independent on price of the food
LDRP-ITR, Gandhinagar. Page 78
4) COMPANY SECTOR V/S AMOUNT(BUDGET) .
Step 1:- Null Hypothesis H0:- Budget/Amount is dependent on Company Sector.
Alternate Hypothesis Ha: Budget/Amount is not dependent on Company
Sector.
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 41.786 24 .014
Likelihood Ratio 43.646 24 .008
Linear-by-Linear Association .008 1 .929
N of Valid Cases 200
Table :5
Interpretation:-
From the above chi square test we can conclude that, the Asymp sig is less than 0.05 then reject
the null hypothesis, which means Amount/Budget is independent on Company Sector.
LDRP-ITR, Gandhinagar. Page 79
5) KIND OF REQUIREMENT V/S EMPLOYEE STRENGTH .
Step 1:- Null Hypothesis H0:- Kind of Requirement is dependent on Employee
Strength.
Alternate Hypothesis Ha: Kind of Requirement is not dependent on Company Sector.
Kind of Requirement * Employee Strength Cross tabulation
Employee Strength
Total 0 to 50 51 to 100 101 to 150 151 to 200 201 plus
Kind of Requirement Fix lunch 69 39 0 0 0 108
Snacks 5 27 0 1 8 41
Tiffin 0 17 0 0 0 17
Others 0 6 15 13 0 34
Total 74 89 15 14 8 200
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 2.316E2 12 .000
Likelihood Ratio 206.133 12 .000
Linear-by-Linear Association 80.164 1 .000
Table :- 6
Interpretation:-
From the above chi square test we can conclude that, the Asymp sig is less than 0.05 then reject
the null hypothesis, which means kind of Requirement is independent on Employee Strengths.
LDRP-ITR, Gandhinagar. Page 80
6) KIND OF REQUIREMENT V/S PRICE OF FOOD.
Step 1:- Null Hypothesis H0:- kind of Requirement is dependent on Price of the food.
Alternate Hypothesis Ha: Kind of Requiremtn is not dependent on Price of
the food.
Kind of Requirement * Price_of_Food Crosstabulation
Price_of_Food
Total Very Poor Poor Neutral Good Excellent
Kind of Requirement Fix lunch 0 5 45 58 0 108
Snacks 1 3 4 33 0 41
Tiffin 2 3 4 0 8 17
Others 12 17 5 0 0 34
Total 15 28 58 91 8 200
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 2.204 12 .000
Likelihood Ratio 178.192 12 .000
Linear-by-Linear Association 56.078 1 .000
Interpretation:-
From the above chi square test we can conclude that, the Asymp sig is less than 0.05 then reject
the null hypothesis, which means kind of Requirement is independent on price of the food.
LDRP-ITR, Gandhinagar. Page 81
7) KIND OF REQUIREMENT V/S HOW EXISTING CUSTOMERS GET TO
KNOW ABOUT THE PET POOJA SERICES.
Step 1:- Null Hypothesis H0:- kind of Requirement is dependent on “How
existing customer get to know about the PetPooja Services”
Alternate Hypothesis Ha: Budget is not dependent on “How existing customer get
to know about the PetPooja Services”.
Get_To_Know_About_the_Service * Kind of Requirement Crosstabulation
Kind of Requirement
Total Fix lunch Snacks Tiffin Others
Get_To_Know_About_the_S
ervice
Radio 0 0 1 0 1
Newspaper 1 0 2 0 3
Leaflets 1 0 3 0 4
Sales People 103 32 8 0 143
Friends 2 9 3 16 30
Websites 1 0 0 18 19
Total 108 41 17 34 200
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 2.001E2a 15 .000
Likelihood Ratio 175.223 15 .000
Linear-by-Linear Association 69.600 1 .000
N of Valid Cases 200
Interpretation:-
From the above chi square test we can conclude that, the Asymp sig is less than 0.05 then reject
the null hypothesis, which means kind of Requirement is independent on “How existing
customer get to know about the PetPooja Services”.
LDRP-ITR, Gandhinagar. Page 82
Swot analysis is a tool for auditing an organization and its environment. It is the first
stage of planning and helps marketers to focus on key issues. SWOT stands for strengths,
weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors.
Opportunities and threats are factors
S Things the PetPooja Company does well.
W Things the PetPooja Company does not do
well.
O Conditions in the external environment that
favor strengths.
T Conditions in the external environment that
do not relate to existing strengths or favor
areas of current weakness.
LDRP-ITR, Gandhinagar. Page 83
OOppppoorrttuunniittiieess
AAnndd
TThhrreeaattss
((EEXXTTEERRNNAALL))
● Social
● Demographic
● Economic
● Technological
● Political/Legal
● Competitive
● Production Costs
● Marketing Skills
● Employee Capabilities
● Financial Resources
● Available Technology
● Company/Brand
Image
SSttrreennggtthhss
aanndd
WWeeaakknneesssseess
((IINNTTEERRNNAALL))
LDRP-ITR, Gandhinagar. Page 84
Strengths-
The only available Multi-Restaurants Delivery Service Company who provides such service.
No Competition of PetPooja available in the Market.
PetPooja believe’s in the customer satisfaction and focuses on the time delivery of foods in the
fresh and hot conditions.
PetPooja has a broader Service line and good reputation among the new customers.
Revenues and increasing market share
Great brands, strong distribution, innovative capabilities
Popular with the HR admin people.
Provide every product of food, from each food category: Dairy Products, Bakery Products,
infant food etc.
Degrade the headaches of bills and free Delivery within 10kms diameter.
The very new concept and execution of the food with proper coordination.
company has good market share in Ahmedabad
Company has a brand among Consumers.
Attractive schemes for Delivery, which no franchise provides
Specialization in Marketing and Distribution of Restaurant in Corporate Market
Weaknesses-
PetPooja does not use the centralized software to execute the coordination.
Failurers of listing all the menus and foods available on PetPooja website.
Does not have a proper and well maintenance of their vehicles which are used in the Delivery
of Foods.
PetPooja does not focus on small Corporate Sectors where the employee strength is small.
Not a proper distribution of work to each and every delivery boys.
No provision for regular replacement of fake orders calls from fake customers.
Company focuses on Zero cost marketing strategies which is not possible without proper
investment on distribution pattern.
Not able to get the Tie ups with the lead restaurants like Havmor, US Pizzas, etc which are well
established brand in Ahmedabad.
Opportunities-
As there is no competition company can attain more profit with the proper distribution pattern
Things to learn from various food delivery services such as US Pizzas, McDonalds, etc
Increase the coverage areas from Ahmedabad to Gandhinagar and Baroda.
Increase market share by improving service
Increase the target consumer every year.
Opportunity to be substitute to other delivery providing Restaurants
PetPooja can go for Monopoly, once they can fully penetrate the whole market.
Threats-
Aggressive marketing strategies of US Pizzas, Dominos Pizza, Sasuji, Bluez, and various other
restaurants are also wants to start up the free delivery services in Ahmedabad.
LDRP-ITR, Gandhinagar. Page 85
Can distract from the core business of Delivery system into manufacturing.
Distribution of delivery of the foods does not take place on time, due to the uncontrollable
factors of rain and untrained delivery boys.
Possibility of active attack by the major competitor, If any of such services are made available
in Ahmedabad, the the marketing strategies of the Company should be redefined, which means
if there arise any completion of well established brand names then the sustainability of the
company should be questioned in the near future.
Decline in market reputation due to ineffectiveness & delivering service.
LDRP-ITR, Gandhinagar. Page 86
MARKET SEGMENTATION
a. Markets consist of buyers. These buyers may differ in their wants, resources, locations, buying
attitudes, and buying practices. Through market segmentation, companies divide large, heterogeneous
markets into smaller segments that can be reached more effectively with products and services that
match their unique needs.
Segmenting Consumer Markets
b. There is no single way to segment a market. Marketers must try different segmentation variables,
alone and in combination, to find the best way to view the market structure.
1. Geographic segmentation divides the market into different geographical units, such as nations,
regions, states, counties, cities, or even neighborhoods. PetPooja Company may operate in one or a few
geographic area such as in Ahmedabad, or it may operate in all areas but pay attention to geographical
differences in wants and needs.
2. Demographic segmentation divides the market into groups based on variables such as age, gender,
family size, family life cycle, income, occupation, education, religion, race, generation, and nationality.
Consumer wants, needs, and usage rates often vary with demographic variables. Demographic variables
are also easier to measure than other variables.
3. Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or
personality characteristics. People in the same demographic group can have very different
psychographic make ups, and marketers often segment by common lifestyles.
4. Behavioral segmentation divides buyers based on their knowledge, attitudes, uses, or responses to a
product.
i. Occasion segmentation groups buyers according to occasions when they get the idea to buy, actually
make the purchase, or use the purchased item.
LDRP-ITR, Gandhinagar. Page 87
ii. Benefit segmentation requires finding the major benefits people look for in the product class, the
kinds of people who look for each benefit, and the major brands that deliver each benefit.
iii. User status groups buyers according to whether they are nonusers, ex-users, potential users, first-
time users, or regular users of the product.
iv. Markets can also be segmented according to usage rate—light, medium and heavy product users.
v. Loyalty status looks at the level of loyalty to brands, stores, and companies.
TARGETING
Target Marketing involves breaking a market into segments and then concentrating your marketing
efforts on one or a few key segments. Target marketing can be the key to a small business’s success. The
beauty of target marketing is that it makes the promotion, pricing and distribution of your products
and/or services easier and more cost-effective. Target marketing provides a focus to all of your
marketing activities.
Here in PetPooja, we have decide the target market and customers are those who are working in big
corporate so that the restaurant foods are reach in bulk quantity.
Thus Target customers of PetPooja is the main HR admin who arrange the foods for their employees for
various occasions such as party, get together, birthday celebration events every month by various IT
companies, training and development session of the various companies, Education institutes, Finacial
companies such as banks & broking firms.
POSITIONING STRATEGY
As already mentioned before, Reliance Communications (previously Reliance Communication) has
believed in introducing innovative techniques and practices in all its marketing strategies --- be it
segmenting, targeting or positioning itself in the market. Starting from the 1st of its kind --- PetPooja
needs to offer to the present day offer of connecting the entire Ahmedabad through ONE STOP
SOLUTION TO ANY KIND OF FOOD, PetPooja always has always believed in making its services affordable
to the people while not compromising on the services offered and at the same time getting substantial
profit margins to sustain its growth. This principle forms the primary basis of Petpooja’s delivery service
positioning strategy.
LDRP-ITR, Gandhinagar. Page 88
Product Differentiation: - PetPooja as a food delivery service should provide the food, in such a way that
quality, price, quantity and freshness of any kind of food to their existing customer should be feel that
the services which are provided by PetPooja should differentiate in the eye of food customers.
Service Differentiation PetPooja as a food delivery service should provide the food, in such a way
that quality, price, quantity and freshness of any kind of food to their existing customer should be
feel that the services which are provided by PetPooja should differentiate in th eye of food
customers.
Channel Differentiation: The Distribution of food should be done in such a way so as to reach
the customer who have order the food on time.
Image Differentiation:-The company petooja should differentiate and create the image of
PetPooja as an option to all the restaurant at the customer’s door step.
LDRP-ITR, Gandhinagar. Page 89
The Process of Preparing the Marketing Strategies are as follows.
1) Customer Analysis:-Analysis of Potential customers of PetPooja are done during the survey
questions, which leads to the foundations that
61% of the respondent rate the concept of PetPooja as excellent, which means marketing
strategies should be highly aggressive. PetPooja is in the introduction period of product life cycle
and there is no competitor available in the market of Ahmedabad. Thus PetPooja needs
aggressive marketing in Ahmedabad Market.
And 20% of the corporate respondents rate the concept of PetPooja as Good & 8% of the
corporate respondents rate the concept of PetPooja as Neutral, & 7% as poor and Only 4% as
poor.
Which suggests that about 81% of corporate who are surveyed responded that they require the
Multi- Restaurant Delivery Service.
LDRP-ITR, Gandhinagar. Page 90
2) Market Analysis:-Market of Ahmedabad in which the potential corporate offices, who
requires the food on the daily basis for the purpose such as meetings, conference, training, get
together
There are about 50% of corporate companies who requires the fix lunch type of food in there
office, So I need to prepare the marketing strategies according to it for the maximum percentage
of our targeted customers.
And about 35% of the companies require the snacks.
And about 13% of the companies requires the Cakes and all, so I need to get the tie ups with the
well branded cakes shops such as monginis, TGB cakes, etc in Ahmedabad, so the customers
who requires the cakes.
3) Competitor Analysis:- As I have found that there is no direct competitor available in the
market who provides the multi restaurant delivery services as such.
But indirect competitor such as Mc Donalds, KFC, US Pizzas who delivers their own product to
the customers and they do have their own delivery systems as a whole for their own foods.
4) Distribution Channel Review:-Distribution Channel of Petpooja delivery Services are based
on bikes scooters, etc and they do not have a big van or such four wheeler to execute the big and
bulk order, also they rely on rikshaws and some local transport.
Thus I suggest that Petpooja needs to improve in the delivery service as it is there core business.
5) Developing the Marketing Mix:-
LDRP-ITR, Gandhinagar. Page 91
4 P’S OF MARKETING MIX
4 P’s of Marketing Mix Current Marketing Strategies Improved Marketing Strategies
PRODUCT A product is seen as an item that
satisfies what a consumer needs or
wants. It is a tangible good or an
intangible service. Intangible
products are service based like the
tourism industry, the hotel or
Restaurant industry and the
financial industry.
Product by PetPooja is nothing, but
it provides the delivery services of
various food prepared by various
well known & renowned
Restaurants in Ahmedabad.
This Product/Services of PetPooja
are for the Corporate Office who
requires the food on various
occasions such as training,
seminars, meetings, birthday
celebration in the company, and
various events
In addition to the current
Marketing Strategies PetPooja
can also enter in the retail
manufacturing of the product by
itself, this can be done when
PetPooja establish as a brand of
itself in the Markets of
Ahmedabad.
This Product/Services of
PetPooja needs to enter in to the
retail customers such as
The marketer must also
consider the product mix.
Marketers can expand the
current product mix by
increasing a certain product
line's depth or by increasing the
number of product lines.
Marketers should consider how
to position the product, how to
exploit the brand, how to
exploit the company's resources
and how to configure the
product mix so that each
product complements the other.
The marketer must also
consider product development
strategies.
PRICE The price is the amount a customer
pays for the product. The price is
very important as it determines the
company's profit and hence,
survival.
The price which is set by PetPooja
is just the same as the restaurants
from which the customer is going
to order. First the budget of the
customer is asked and then they are
recommended the restaurant names
from which the customers can
The Prices should be given
some amount of discount to the
loyal customers of PetPooja if
they agree to give the business
to PetPooja on daily basis.
If the customers do so, then
PetPooja is able to give 5%
discount to such customers.
The price should be as nominal
as restaurants, which will
increase the customer loyalty
towards PetPooja.
LDRP-ITR, Gandhinagar. Page 92
afford the food.
Petpooja does not charge a penny
higher than the restaurant price
from the customers. In fact they do
have tie-ups with the restaurants
from where they earn the profit.
PROMOTION Represents all of the methods of
communication that a marketer may
use to provide information to
different parties about the product.
Promotion comprises elements such
as: advertising, public relations,
personal selling and sales
promotion.
The current promotion strategy of
PetPooja is door to door, but here in
this case corporate office to offices
by sending the sales executive
directly to meet the target
customers and make the marketing
by them.
Promotion by PetPooja is done
through emails, telephone calls, and
maintaining the customers
relationship strong through this
media.
PetPooja also introduced the radio
advertisement in local radio station
93.5 Red Fm of about 20 seconds.
Company had given us the field
work to go and create the business
for PetPooja that is also one of the
marketing promotion strategies.
In addition to the current
marketing strategies of
PetPooja, the promotions should
be done at a local televisions of
Ahmedabad, cable T.V, as well
as banners.
But If PetPooja goes for the
expansion in Gandhinagar &
Baroda, then its should have the
promotion style of penetrating
the customers in Gandhinagar
and Baroda through banners at
the Various Cross Roads
Increase the number of
Employees as right now it is
having a Scarcity of Human
Resource in the form of
Delivery Boys and Sales
executive.
Packaging of the food includes
the brand name of PetPooja.
Uniforms of the Delivery boys
should be designed that it shows
the quality of PetPooja as a
Brand.
PLACE Refers to providing the product at a
place which is convenient for
consumers to access. Place is
synonymous with distribution.
Various strategies such as intensive
distribution, selective distribution,
exclusive distribution and
franchising can be used by the
marketer to complement the other
Refers to providing the product
at a place which is convenient
for consumers to access. Place
is synonymous with
distribution. Various strategies
such as intensive distribution,
selective distribution, exclusive
distribution and franchising can
be used by the marketer to
LDRP-ITR, Gandhinagar. Page 93
aspects of the marketing mix.
Place is preferred by customers, as
PetPooja is multi-restaurants
delivery service, This service is
provided wherever customer wants
which is convenient for them
complement the other aspects of
the marketing mix.
Place is preferred by customers,
as PetPooja is multi-restaurants
delivery service, This service is
provided wherever customer
wants which is convenient for
them
LDRP-ITR, Gandhinagar. Page 94
There is no any multi restaurant delivery service company available in the market except
pet pooja. It means there is no any competitor of pet pooja in the market of Ahmedabad.
Pet pooja comes with new and innovative idea in the market and there are good
feedbacks for that from the customers.
Pet Pooja believes in the customer satisfaction and focuses on the time delivery of foods
in the fresh and hot conditions.
Company really needs to train their delivery boys for timely delivery of food or company
require to pay good compensation to their delivery boys.
From the research it is found that company needs to tie up with all lead restaurants in
Ahmedabad, which is having great brand value and influence on the customers point of
view and from the company’s point of view.
Company provides good credit period to its customers, which leads to increase the sales
of the company.
LDRP-ITR, Gandhinagar. Page 95
Followings are the suggestions and Recommendations.
The Whole execution of taking the orders of food from the customers via a phone call
and website should be centralized software, which will have the
Recommendation of increasing the Staff in the Company to generate the orders and
increase the market share and to cover the whole market of Ahmedabad corporate
companies.
Marketing Strategies needs very much loose shunted as PetPooja only have 4 employees
for marketing the PetPooja brand in the Ahmedabad Market.
PetPooja should list all the menus of the various restaurants on their websits
Company needs to improve timely delivery service
Company needs to provide some schemes and discount.
Quality should not be reduced during delivery of food
PetPooja Company should execute big & bulk orders properly
PetPooja Company requires to tie up with the lead restaurants in Ahmadabad.
PetPooja Company needs to provide some schemes and discount.
Pet pooja is not enough popular with some corporate sectors like INFRA and
TELECOM, and not associate with lead restaurants like pizza hut, KFC, Subway, etc.
Company needs to give proper training to its delivery boys and employees.
Company requires creating more awareness by giving advertisement on television, radio,
news paper etc. Company should expand its business globally as there is no or less
competition in whole market.
LDRP-ITR, Gandhinagar. Page 96
For student
From this Report student will come to know that how is Marketing Strategies of any
company is prepared and get to know, study and plan the marketing strategies of the
company.
From this research student will come to know that which are the feasible marketing
strategy for PetPooja by studying the market segment of PetPooja and how the company
is going to reach and penetrate the Ahmedabad offices.
Student will get knowledge about Hypothesis of analysis which is SWOT Analysis as
well as STP Analysis.
For researcher
From this report researcher can study the statistical data providing in this report and they
can make solution in decision making of the business strategies.
Researcher will come to know that how kind of requirement v/s how existing customers
get to know about the PetPooja services age and employee strength in the company
affects to customers while they render the service of PetPooja.
Researcher will get to know that multi restaurants delivery service as a very great
business opportunity to establish and make it as their own business in the metro cities
which are having huge population as well as very well established corporate offices in
the city.
For company
From this report company will get to know that the target custumer of the company and
how costumer behaves while getting the services from PetPooja
From this report company will come to know that what consumers exactly want from the
Service
Company may prepare the marketing strategies according to this project report.
LDRP-ITR, Gandhinagar. Page 97
Company should know that time to time survey of the existing customers should be done
online so as company can find the strength as well as weakness of the Company. This
will also help the company to study the customer satisfaction which is the top priority of
the PetPooja company to increase the brand value in the market of Ahmedabad.
Company should able to know that the expansion plans of Baroda and Gandhinagar is
feasible or not, which is the next marketing strategy of PetPooja Company.
LDRP-ITR, Gandhinagar. Page 98
The Influence of question content, question wording, response strategy, and primarily
planning on question construction.
In my training I also learnt how to handle the situation, when consumer not interested to
cooperate with you.
I have tried to design the marketing strategies of Pet Pooja, which will help me in the
future from the career point of view.
Finally in personal life, learnt how to manage the time and how to achieve the target
which fulfills the organizations need.
Behavioral pattern in the Organization should be professional.
Professionalism & Organizational behavior is so much necessary to have a great career in
Marketing.
I learnt several marketing strategy,
1. Marketing Plan.
2. Door-to-door selling
3. Reference marketing
I learnt how to communicate with people and that improves my confidence to get into
marketing field.
LDRP-ITR, Gandhinagar. Page 99
LDRP-ITR, Gandhinagar. Page 100
LIMITATIONS OF THE STUDY:
In attempt to make this project authent ic and reliable, every possible
aspect of the topic wa s kep t in mind . N e ver t he le s s , des p it e o f fa c t
co ns t r a int s w er e a t p la y dur ing t he formulation of this project. The main
limitations are as follows:
Time limitation:-
Due t o l imit a t io n o f t ime o n ly fe w pe o p le wer e s e le c t ed fo r t he
s t ud y. So t he sample of consumers was not enough to generalize the findings of
the study
So ur ce o f D a t a : - T he ma in so ur ce o f da t a fo r t he s t ud y wa s
p r ima r y da t a w it h t he he lp o f se l f - administered questionnaires. Hence, the
chances of unbiased information are less.
Personal biases:
Some of the responded may have personal bias due to which they may not have given
correct information and thus the right conclusion may not have been arrived at.
People were also hesitant to disclose the true facts.
Area:
The area for the research work was limited to the some part of ahmedabad city. The
result may have varied, if it was conducted in whole ahmedsbad.
Sample size:
The size of sample in the research study was few because of limitation of time.
So the sample of customers was not enough to generalize the results of the study.
LDRP-ITR, Gandhinagar. Page 101
Majority of the Consumers are satisfied with the availability of the PetPooja Services
because it provides the flexibility of restaurants to the customers, so that they can give
order by one phone call and get the food delivered at their door step.
The Research gets to the conclusion that PetPooja needs to enter in to the tiffin delivering
service like Dabbawala’s in Mumbai, because it has been found out during the survey
that most of the employees of the corporate are demanding the services of providing the
tiffin’s service and they also suggested that it should be around Rs 35 to 40, if the quality
of the food is better, then they can afford up to Rs 50.
PetPooja owns the most of the market share in its own kind of delivery industry.
The Demand for the PetPooja Services are about 91% among the corporate company in
the market.
The Current Marketing Strategies of PetPooja needs to be accelerated as there is no
competition in the Ahmedabad market. But once if the competition arises from some
branded company then it will be difficult for PetPooja to sustain.
The Awareness, Popularity and Branding of PetPooja is about 50% of the the
Ahmedabad, because PetPooja only serves in the western side of Ahmedabad. They need
to expand the business in the Central & Eastern part of Ahmedabad.
I can conclude that there is no direct competitor in the Market who provides such service.
Marketing Strategies in the Introduction phase of the Life Cycle needs excessive
marketing and it has been found out that about 71.5% of the customers came to know
about services of PetPooja through Sales people executive. Thus Marketing Strategies
needs a lot of investment in Human Resource in the Company to execute the marketing
of the PetPooja Service. I can conclude that, they also needs to add the training programs
and increase in the number of delivery boys.
I Can also conclude that Multi Restaurant Delivery Service is feasible and sustainable in
the Ahmedabad Market.
LDRP-ITR, Gandhinagar. Page 102
Books:
Philip kotler, Marketing Management.
P.K. Shrivastav Marketing Management.
Ken black, Business Statistics.
Company’s Introduction:-
Director of PetPooja has given the company profile and how it works.
Website link:
www.petpooja.com
http://www.google.co.in/url?sa==t&crct=j&q=&esrc=s&source=web&cd=2&ved=ocgoQFjAB.p
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LDRP-ITR, Gandhinagar. Page 103
MARKETING STRATEGIES OF MULTI-RESTAURANT DELIVERY SYSTEM”.
FIELD WORK AND CORPORATE COMPANIES SURVEY QUESTIONNAIRE.
Creating New Corporate Customers which is the Target Customers of PetPooja.
Full Organization Name:
Name of Person Completing Questionnaire:-
Designation:-
Approx. Employee Strength:-
Please tick one Company Sector:- IT, BPO, Finance, Bank, Telecom, Infrastructure, Auto.
Any other please specify:-
Address of the Organization:-
Land line Number: CELL Number: E-mail
8) A) Do you order the food from the restaurant?
YES{ } NO{ }
B) If Yes, Will you going to order the food from the restaurants if they provide you the better
service and free food delivery at your place?
YES{ } NO{ }
9) Have you ever heard of the multi restaurant service (one stop solution for all restaurants) in India?
YES{ } NO{ }
10) Which kind of Requirement of food is there in your office?
Fix lunch{ } Snacks { } Tiffin { } Others{ }
LDRP-ITR, Gandhinagar. Page 104
11) A) Do the small orders of foods such as dabeli, vadapav, tea, coffee,etc gives you the accurate
and registered bill for the corporate, to show in your balance sheet?
YES{ } NO{ }
B) If No, Then if you are provided the bills of such small expenses on such food then,
Will It going to help in your Accounts department to show in the yearly balance sheet?
YES{ } NO{ }
12) If you are provided with the options of ordering the food from more than one restaurant,
Are you going to order the food?
YES{ } NO{ }
13) How many of the restaurants provide you the free delivery of food within 10 kms diameter from
your place?
One{ } Two{ } { }Three Four{ }
14) If you are provided with the free delivery within 10 kms (free delivery at your place), Will you
order the food from your favorite restaurant (The Choice of restaurant will be yours, You can
choose more than one restaurants at a time)
YES{ } NO{ }
15) How do you rate the Concept of PetPooja -Multi restaurant Delivery System?
5) Excellent 4) Good 3) Neutral 2) Poor 1) Bad
16) Is there any of events which are coming in the near future, which requires the food from any
restaurants of your choice?
YES{ } NO{ }
If Yes, Give Details
Sr No Tentative Date of
Order
Name of Multi
Restaurant
Selected
Cuisine Time of
Delivery of
Food
Address of
Delivery of
Food
Sincere Thanks for your time and efforts to fill up the questionnaire.
LDRP-ITR, Gandhinagar. Page 105
EXISTING CORPORATE CUSTOMERS OF PET POOJA (MULTI-RESTAURANT FOOD
DELIVERY SYSTEM)
Full Organization Name:___________________________.Name of the person:- ______________________.
Age:- A) {10 to 20}, B) { 21 to 30 }, C) { 31 to 40 }, D) { 41 to 50 }
Designation:-
Approx. Employee Strength:- A) 0 to 50 B) 50 to 100 C) 100 to 150 D) 150 to 200 E) 200 +.
Please tick one Company Sector:- IT, BPO, Finance, Telecom, Infrastructure, Auto, Education, etc
Any other please specify:-
Address of the Organization:-
Landline Number: CELL Number: E-mail
1) Which “cuisine” do you order?
A) Punjabi B) Gujarati C) South Indian D) Chinese E) Italian F)Other
2) Which kind of requirement of food is there in you company?
1) Fix lunch 2) Snacks 3) Tiffin 4)Others
3) How much “amount” do you normally order?
A)Rs 300 -1000 B)1000-3000 C)3001-5000 D)5000-10000 E)More than 10000.
4) How do you get to know about the services of PetPooja?
{1}Radio {2} Newspaper {3}Leaflets {4}Sales People {5}Friends {6 }Website.
5) How many “times” you have ordered the food from PetPooja multi restaurant
delivery System?
1) One time 2) 2 to 5 times 3) 6 to 10 times 4) 11 to 15 times 5)15 times or more.
6) Do you know, that PetPooja provides the “Value added Services” to their regular customers,
who gives the order of around Rs 10,000 or more per month?
LDRP-ITR, Gandhinagar. Page 106
A) Currencies of Various Saloons B) Movie tickets for you families. C) Free gifts.
7) From How many Restaurants do you order the Foods from PetPooja?
A) 1 B) 2 C)3 D) 3 or more
8) How do you rate the “Price” of the Food delivered by PetPooja?
5) Excellent 4) Good 3) Neutral 2) Poor 1) Bad
9) How do you rate the “Quality” of Food in terms of Freshness by PetPooja?
5) Excellent 4) Good 3) Neutral 2) Poor 1) Bad
10) How do you rate the “Quantity” of Food in terms of Freshness by PetPooja?
5) Excellent 4) Good 3) Neutral 2) Poor 1) Bad
11) Do you get the Food Delivered “On Time”?
A) On Time B) Before Time C) Late.
If Late, How much Late?
5) 5 mins 4) 10 mins 3) 15 mins. 2) 20 mins. 1) 30 minutes and more.
12) How do you rate the “On Time Delivery of food” at you Place?
5) Excellent 4) Good 3) Neutral 2) Poor 1) Very Poor
13) How do you rate the “Food Packaging” you receive from PetPooja?
5) Excellent 4) Good 3) Neutral 2) Poor 1) Very Poor
14) How do you rate the “Behavior” of the Delivery Boys ?
5) Excellent 4) Good 3) Neutral 2) Poor 1) Very Poor
15) How do you rate the “Hotness” of the food Delivered to you ?
5) Excellent 4) Good 3) Neutral 2) Poor 1) Very Poor
16) How do you rate the quality of communication by Telephone while giving the order and while
following up the updates of order?
5) Excellent 4) Good 3) Neutral 2) Poor 1) Very Poor
17) How do you rate the Concept of PetPooja -Multi restaurant Delivery System?
5) Excellent 4) Good 3) Neutral 2) Poor 1) Bad
LDRP-ITR, Gandhinagar. Page 107
18) How do you rate the simple billing provided by PetPooja ?
5) Excellent 4) Good 3) Neutral 2) Poor 1) Very Poor
19) How do you rate the PetPooja in the guidance of selection of food?
5) Excellent 4) Good 3) Neutral 2) Poor 1) Very Poor
20) How do you rate the PetPooja in providing you the best possible food within your budget?
5) Excellent 4) Good 3) Neutral 2) Poor 1) Very Poor
21) How do you rate the PetPooja in providing you the Discount when you give the orders in Bulk
Quantity?
5) Excellent 4) Good 3) Neutral 2) Poor 1) Very Poor
22) Do You like to give any suggestions, complains So that the Services of PetPooja can be
improved?
_____________________________________________________________________________.
Sincere Thanks for your time and efforts to fill up the questionnaire.