THE HOTEL INDUSTRY

A Hotel is defined as “ a place, which supplies boarding and lodging to

travelers”.

The common law states that a hotel is “a place where all who conduct themselves

properly, and who being able and ready to pay for their entertainment are received, if

there be accommodation for them, and who without any stipulated engagement as to

the duration of their stay or as to the rate of comparison, are while there,supplied at

a reasonable cost with their meals, lodging and such services as are necessarily

incident to the use of the house as a temporary home”.

The share of Travel & Tourism industry to the global GDP was 6.48% in the year

2007 with value of US 3,493.19 billion and industry demand contributed to

13.21% of global GDP in 2007.

Middle East was the fastest-growing region in terms of arrivals of international

tourists during 2007

According to the report by World Travel and Tourism Council, India currently

ranks 18th in business travel and will be among the top 5 nations by the end of

2010.

India is now emerging as one of the hot destinations for tourism after Singapore,

Thailand, Hong Kong, Malaysia, Philippines, Columbia

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SALIENT FEATURES

Productivity is based on personal ability factor.

Business fluctuates by the week/day/hour.

Constant fluctuations in short term customer demand.

Irregular job workflow for the workers.

Subjectivity of standards due to concepts like hospitality, services,

cleanliness.

Complicated pay system=linked with range of skills.

Unsociable hours-“The hotel never sleeps”.

A range of skills for each occupation, example chef

(Chinese/Continential).

GLOBAL SCENARIO

The hospitality and tourism sector is the largest industry in the world.

Contributes 10.4% of the global GDP & US$5.4 Trillion in 2007

Employed over 231.2 million people in 2007

Accounted for 8.3% of Total World Employment in 2007

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Estimated to be comprised of more than 300,000 hotels and over 8 million

restaurants, as well as countless tourist attractions, travel agencies, tour

operations, cruise lines, tourism driven transportation systems, consulting firms,

and real estate investment companies.

The Asia-Pacific Hospitality Industry

Asia-Pacific is the region with the greatest growth potential for the hospitality

industry.

2006 - Average tourism growth of 7.7% across APAC

Average tourism growth of 2.7% across Americas and 2.5% across Europe

Total number of tourist arrivals in the Asia Pacific region - over 252 million in

2006.

The UK Hospitality Industry

The hospitality industry is probably the world’s fastest-growing, employment-

generating profession, employing one in ten people worldwide. In the UK alone,

the industry employs over 1.8 million people. It is estimated that the industry will

require 30,000-35,000 trained people at managerial and supervisory levels every

year till 2010 to fulfil its potential.

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Top ranking countries in terms of absolute tourist arrivals

o China (49 million overseas travelers)

o Malaysia (but inflated due to heavy border traffic)

o Thailand

o Singapore

o Japan

o South Korea

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The Middle East Hospitality Industry

UAE predicted to average 7% p.a. growth.

Visitors to Dubai projected to reach 10 million by 2010 & 25 million by 2029.

Dubai investing $45 billion in infrastructure and tourism.

INDIAN SCENARIO

Annual Growth Rate = 24 %

The Travel and Hospitality industries have largely profited from the fast growing

economy of India, mainly due to the 3.5 million tourist arrivals in FY08 (22 %

growth) over the previous period.

The Average Room Revenues (ARRs) in some metro hotels in India has

increased by 15 % from the last year

According to the estimates of the World Tourism Organisation, international

tourist inflow in India would be 10 million by 2020,

According to Government estimates, India needs about 80,000 rooms in all

categories over the next two or three years at an estimated cost of about US$ 8 -

9 billion.

A major reason for the growing demand for hotel rooms is the underlying boom in

the economy, particularly the growth in the IT and ITES industries. The overall

growth outlook appears buoyant and much of this growth will be driven by the

BPO explosion, IT, Telecom and energy sectors.

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The average employee to room ratio is 1.8 in hotels in India, across all the

categories, except in the three-star category, where the ratio drops to 1.5 per

room.

As new rooms are being added, the manpower requirement of the hotel industry

is also increasing.

It is further reported that jobs in accommodation and food services as a whole

are expected to increase by 17 percent between 2004 and 2014.

India‟s hotel industry is increasingly being viewed as investment-worthy, both

within the country and outside, and several international chains are keen to

establish or enhance their presence here. It is anticipated that, over the next

three-five years, India will emerge as one of the world’s fastest growing tourism

markets

There will be a requirement of about 10 million people in the travel Industry in

India. The industry needs manpower, which is highly qualified, has leadership

qualities and a quest to lead the Indian Hotel industry.

Over the last decade and half the mad rush to India for business opportunities

has intensified and elevated room rates and occupancy levels in India. Even

budget hotels are charging USD 250 per day. The successful growth story of

'Hotel Industry in India' seconds only to China in Asia Pacific.

'Hotels in India' have supply of 110,000 rooms. According to the tourism ministry,

4.4 million tourists visited India last year and at current trend, demand will soar to

10 million in 2010 – to accommodate 350 million domestic travelers.

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'Hotels in India' has a shortage of 150,000 rooms fueling hotel room rates across

India. With tremendous pull of opportunity, India is a destination for hotel chains

looking for growth.

The World Travel and Tourism Council, India, data says, India ranks 18th in

business travel and will be among the top 5 in this decade.

Sources estimate, demand is going to exceed supply by at least 100% over the

next 2 years. Five-star hotels in metro cities allot same room, more than once a

day to different guests, receiving almost 24-hour rates from both guests against

6-8 hours usage.

With demand-supply disparity, Hotel India room rates are most likely to rise 25%

annually and occupancy to rise by 80%, over the next two years.

'Hotel Industry in India' is eroding its competitiveness as a cost effective

destination. However, the rating on the 'Indian Hotels' is bullish.

'India Hotel Industry' is adding about 60,000 quality rooms, currently in different

stages of planning and development and should be ready by 2012.

MNC Hotel Industry giants are flocking India and forging Joint Ventures to earn

their share of pie in the race. Government has approved 300 hotel projects,

nearly half of which are in the luxury range.

The manpower requirements of the hotel industry will increase from 7 million in

2002 to 15 million by 2010.

With the USD 23 billion software services sector pushing the Indian economy

skywards, more and more IT professionals are flocking to Indian metro cities.

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'Hotel Industry in India' is set to grow at 24% a year. This figure will skyrocket in

2010, when Delhi hosts the Commonwealth Games.

Already, more than 50 international budget hotel chains are moving into India to

stake their turf.

Therefore, with opportunities galore

the Future Scenario of Indian Hotel

Industry looks rosy.

GROWTH DRIVERS

Rising GDP in developing nations is being rapidly followed by rising living standards in

countries such as China, India, Indonesia, Malaysia and Thailand.

Travel

Asians are on the move.

Recent years have seen outbound travel from Asian countries grow by more than 20% .

The middle class - A changed mind set

People now have the money and are willing to spend it not only on necessities but also

on luxury products, travel, adventure and cultural experiences.

Affordability = Low Cost Carriers (LCC)

Air Asia “Now everyone can afford to fly”

Budget airlines are here to stay - Air Asia, Value Air, Air Sahara, Air Deccan, Kingfisher,

Tiger, JetStar Asia, Star Flyer, Spring Airlines etc

Lower fares = Higher Demand

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40% could not afford to fly

30% can now afford to fly more PLUS more business travel

LCC radically changing travel volumes 45 budget airlines

870 more aircraft in Asia Pacific by 2012 250,000 pax per aircraft p.a.

75,000,000 more tourists by 2008

Access = Technology

Online travel market

Only a decade old

Fastest growing distribution channel in Asia

Advantages for consumers:

Comparison shopping is easier.

Consumers understand busy periods command premiums and that “cheap”

comes with some inconvenience.

Custom designed holidays

Online Suppliers and Distributors: Airlines and Hotels

Cheapest way to sell travel

Eliminate the middle man

Can pass on savings to the consumer

Online sales

USA market - maturing - battle for market share Europe market - still growing rapidly

East Asia - is developing - potential is huge

In Europe, thousands of travelers go abroad each weekend with same ease and cost as

going to a restaurant.

Similar behavior can be expected from Asian travelers as travel habits become more

sophisticated.

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CLASSIFICATION

10

SWOT ANALYSIS

CURRENT & FUTURE TRENDS

JOINT VENTURES

MNC Hotel Industry giants are flocking India and forging Joint Ventures to earn

their share of pie in the race. Government has approved 300 hotel projects, nearly half

of which are in the luxury range.

E-BUSINESS

One of the top strategies for hotel e-business is evolving from selling to

engaging the customer. Hoteliers need to think more like retailers. To succeed, hoteliers

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need to fulfill the experience expected by customers, not just think of them as heads in

a bed.

Another strategy is engaging the customer through social computing, which is the fifth

generation of electronic distribution. Travel plays a big role in social computing, making

social computing a blend of marketing and distribution, The sixth generation for

electronic distribution is mobile technology. Mobile phones are becoming ubiquitous in

many countries. Travelers are an ideal group for mobile-based services and activities.

Frequent travelers are the ones who find the most utility from using mobile services.

Some of the opportunities center around the five important trends affecting hotel e-

business. These trends are: more demanding consumers; more complex distribution

channels; changing business models where companies must give more but expect less

in return; an emphasis on technology and richer content; and a change in the structure

of hotel e-business.

COMMONWEALTH GAMES

These will be organized by Delhi in 2010. Will provide a boost to the hotel

industry.

CHANGING FACTORS IN DECISION MAKING

Shaping customers expectations is becoming crucial as customers look for an

„experience‟ rather than just a room. The more compelling the experience for the

customer, the more satisfied the customer will be.

“Content will replace price as a deciding factor for customers,” But who then owns

that content and the customers that are attracted by it? Is it the hotel or is it the online

service? Consumer generated content, which is more and more in demand, is all about

a traveler‟s experience. This is a great way to match content with traveler‟s age group

and interests. It‟s also a way to bolster the customer‟s expectation about what that

experience at the hotel will be like. There‟s an incredible reluctance by hotels to post

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consumer generated content, fearing that it will be negative. However, most people that

take the time to write have positive comments about their travel experience.

GLOBALIZATION VS LOCALIZATION

Are globalization and localization competing strategies? No. “Any business needs to

think about both,” Globalization is here to stay as evidenced by changes in

demographics and affluence. For instance, Russia is becoming the biggest European

market while India, China and other Asian countries are emerging as important markets,

too. In all of these regions, there‟s a huge rise in an affluent middle class who will be

interested in travel. A globalization strategy needs careful planning, “You can‟t rush into

it. You need to give it some thought,” Don‟t forget about the local aspects of your

strategy. You need to incorporate local and global to be successful.

FOCUS ON TECHNOLOGY

GROWTH OF OTHER INDUSTRIES

With the USD 23 billion software services sector pushing the Indian economy

skywards, more and more IT professionals are flocking to Indian metro cities. 'Hotel

Industry in India' is set to grow at 24% a year. This figure will skyrocket in 2010, when

Delhi hosts the Commonwealth Games. A major reason for the growing demand for

hotel rooms is the underlying boom in the economy, particularly the growth in the IT and

ITES industries. The overall growth outlook appears buoyant and much of this growth

will be driven by the BPO explosion, IT, Telecom and energy sectors.

The opening up of the aviation industry in India has resulted in exciting opportunities for

the hotel industry.

The various emerging concepts in India such as service apartments, spas, medical

tourism, wildlife resorts, cruise tourism, adventure tourism etc will boost the hotel

industry in India.

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BUDGET HOTELS

Already, more than 50 international budget hotel chains are moving into India to

stake their turf.

JOB OPPORTUNITIES

About the Clark’s groups of Hotels

The Clarks Group of Hotels (U.P.Hotels) which is a well established name in Hospitality

Industry in India, which was started by late Shri Brijpal Das Ji way back in 1949, having

more than 100 years of experience of trading Jewellery, Textile and International

Trading. 

To expand its business of Hotels a new company was incorporated in February 1961 in

the name of U.P.Hotels Limited. The first five star hotel of India was registered by

U.P.Hotels Limited in 1962--Hotel Clarks Shiraz of 237 rooms, near the Taj Mahal in

Agra. Thereafter 2 five star hotels were opened in Jaipur of 216 rooms and in Lucknow

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of 100 rooms in the year 1973. 

Hotel Clarks Khajuraho of 105 rooms came up in 1998 at Khajuraho. As on date the

company owns and manages 5 five star hotels in Agra, Lucknow, Jaipur and Khajuraho

& Varanasi under the brand “Clarks” which is also owned by U.P.Hotels Limited.

(www.hotelclarks.com)

Company also promoted a new company in the name of Great Value Hotels Ltd. on the

concept of taking hotels on license basis and running it with its own team of experts and

experienced people. Besides this the company also started two companies in the name

and style of CLARKS BRIJ HOTEL INDIA (P) LIMITED & CLARKS INN which takes

hotels on management contract basis and has already hotels in Sahibabad, Gorakhpur,

Goa, Bangalore, Delhi NCR, New Delhi, and Alwar in its fold (www.clarksinn.in), while

12 others are currently in the pipeline. The Clarks Group of Hotels has also launched a

home-stay programme, ‘Jaipur Pride Project’ in Jaipur and Delhi with an objective of

helping inclusive growth by distributing the wealth of tourism to larger scheme of society

(www.pridehomestay.com). It is the first branded, standardized home stay. 

Recently, a chain of creative fine dining restaurants have also been added to our Clarks

Collection by the brand name of 1589.

About hotel clark’s amer jaipur

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Location :

Hotel Clarks Amer Jaipur is Situated in a green residential area, in the heart of the

city. Ideal for travelers 

Accommodation and Facilities: 

There are 211 Rooms including 14 Penthouses for the guests. Rooms

are extremely cozy with facilities like STD/ISD from room, Internet port in rooms,

Multi-channel TV, 24 hours room service, Business center, Gymnasium,

Secretarial services, Travel Assistance, Bank, Post Office, Mini Golf and more

Nearest Airport and Railway Station

Jaipur Airport is just 2.5 Kms.

Jaipur Railway Station is 12 Kms. 

Special Attractions :

Different Food festivals are a special attraction.

Additional Facilities : 

' TABLU` is Cafe` Bar & Art Gallery, Poolside Bar-

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be-que with Rajasthani folk dance. Durbar - dining hall, Asthan - coffee shop,

Dholamaru- Roof Top restaurant, Conferencing Facilities  and more.

The Pink City beckons you with its colorful traditions. When you check into Clarks

Amer Jaipur the tranquility, the ambience, the culinary delights add to a wonderful

experience.

Hotel Clarks Amer, Jaipur is India's first ISO 9001:2000  accredited hotel by

QSI, USA. The Hotel has also attained ISO 14001:2004 

 

The Environment friendly Hotel has extended its high standards of services to

many distinguished guest, Business delegates, and Tourists. It has one of the

best  Conferencing facilities and infrastructure in India for all categories of

Business meets and conference at Jaipur.  Over the years it has successfully

hosted and extended service for many Residential Conferences, Marriages,

Leisure Groups

The Clarks Group of Hotels providing the right blend of service, luxury and quiet

efficiency. A distinctive feature of the group's hotels is the highly motivated and

well-trained staff that provides the kind of attentive and sensitive service that

is rare today. We are also glad to help organise special theme evenings and group

activities. Meeting rooms at Clarks Group are fully equipped with state-of-the-art

communications systems and presentation facilities to ensure the smooth running

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of your business event.

The Clarks Group of Hotels offers you more than just a venue for holding

Conferences, Business Meetings, Seminars, Training Work-Shops and

Symposiums in India.Specialized in Providing with the most modern conferencing

amenities, equipped with the latest modern facilities of conferencing.

You can get all of this :-

- Peaceful Ambience

- Modern Amenities - State-of-art Audio-Visual facilities

- Can be arranged to suit client-specific requirements

- U-Shaped

- Theatre Style

- Class-Room Style

- Board Room Style

- Business and Secretarial Facility

- Instant facilities like Photo Copy, Personal e-mail, Fax, Phone facility, Wi-Fi

Wireless Internet Facility

- Banquet Menu

- Most Efficient back-up service

About 1589 Albert,s Restaurant

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Known for its perky menu, taste bud tingling cuisine and supreme service, Albert,s 1589

is one of its kind in jaipur. Its ambience is unmatched, inspired by ancient rajasthani and

modern abstract architecture.

The menu (pure vegetarian) provides a selection from a variety of cuisines including

Indian, South Indian, Continental and Italian. We also find Organic salads,sandwiches,

pizzas and an extensive range of delicacies from the in-house bakery.

Location

Beside the Ticketing counter at Albert hall Museum at jaipur .

Additional Facilities

Banquet and party facility for up to 150 people on prior booking.

Albert,s Souvenir Shop

The unique souvenir shop has a specialized collection put together by Timmie Kumar of

traditional clothing,books,artefacts,souvenirs and more. Most of the items available are

exclusive to the shop and may not be found elsewhere. The shop desined by renowned

designer Ayush Kasliwal is a masterpiece by itself.

Restaurant Market Analysis

Developing a restaurant plan for an existing business or conducting a feasibility study

for a new venture requires a thorough analysis of market conditions. Market conditions

in your area have a significant impact on the profitability of restaurant. The strength of

the local market affects how many customers will serve and the menu prices that you

can charge. This guidebook will help analyze market so that you can gauge the

potential of existing or proposed operation and make more informed operating and

investment decisions. On the pages that follow are a series of checklists help to collect

and analyze information as part of a restaurant market analysis. The checklists, tailored

19

to the restaurant industry, will serve as a learning tool to help you understand the many

market factors that influence profitability.

Types of Questions Answered

By conducting a market analysis, will be able to answer questions such as:

· What trends are emerging in the food service industry?

· What are the strengths and weaknesses of competition?

· Is location suitable?

· Does the concept fill a niche in the market?

· What is the potential number of customers he can serve per year?

Applications

This guidebook will provide you with an industry specific market analysis format that can

be used in a feasibility study, of marketing plan. The following will help analyze the

market potential of an existing operation, an expansion or a new development .Existing

operators can use a market analysis to identify opportunities to improve sales. The

analysis can provide valuable information on market conditions to help in forecasting

and budgeting. It also provides a foundation for an effective marketing plan. Prospective

operators can use a market analysis to project sales volume for a new restaurant

venture .The analysis can provide essential information required in a business plan or

feasibility study. Through careful analysis of the market, the risks of a business

investment can be lessened. Using market analysis findings, can estimate the financial

20

potential of venture by creating financial projections. If a prospective restaurateur,

these projections will help to determine if venture is feasible.

Conducting Your Analysis

The sections that follow include data collection checklists and worksheets. While the

section on projection sales should be the final step, the other sections can be completed

in any order. Remember that your efforts in studying the market will provide you with

information to make better, more informed decisions.

Market Analysis Components

· Industry Trends

· Area Characterstics.

· Competition

· Location and Facility

· Knowing Customer

· Projected Sales

1. Restaurant Trends

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Studying industry trends is one of the first steps in conducting a market analysis. It will

help you identify opportunities and threats in the industry that may affect your

profitability .Studies on consumer eating and drinking patterns are available from

various sources. Such studies report recent changes and trends in consumer attitudes

and behaviors regarding food away from home. They can identify changing trends

before they become apparent in local market. The following are some of the sources of

restaurant trends that data available

· National Restaurant Association

· State and Local Restaurant Associations

· Industry Groups (such as the International Food service Manufacturers Association)

· Hospitality Industry Databases (available at many colleges and universities that offer a

hospitality program)

·Restaurant Publications

The following restaurant trends checklist provides a sample of topics might want as

part of market analysis. Use it to complete this part of market analysis.

Growth in Restaurant Sales

Quick-service vs. table-service

Chain vs. independent

Various types of restaurants

Catering

Deli, bakery and takeout operations

Monthly/seasonal dining out patterns

Restaurant sales outlook

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Market Demand

Economic trends

Consumer confidence

Demographic trends

Food away from home" trends

Factors that motivate one to dine out

Eating habits of different market segments

Menu Preferences

Appetizers/soups

Entrees

Sandwiches

Desserts

Nutritional concerns

Menu pricing

Vegetarian trends

Restaurant Success Factors

New and popular concepts/themes

Customer service innovations

Pricing practices

Food production methods

Labor saving techniques

2. Local Market Area

23

Demographic and economic statistics will help to determine the restaurant sales

potential of the market area plan to serve. By comparing these statistics with those of

other areas and the state, it will be able to evaluate the strength of market area .The

first step in this analysis is to define the geographic size of market area. Be reasonable

in estimating how far people will travel to reach your site. Once geographic market

area is defined, it should obtain demographic data that describes the people who live

and work in the area. Are there many affluent singles? Elderly with discretionary

income? Families? Descriptions of the population's age, income, education and

gender will help to understand the market area plan to serve. Obtain economic

statistics such as restaurant growth trends, eating and drinking place sales, and

tourism visitation data. They indicate the overall economic health of the market area.

This is important since restaurant sales are closely related to local economic

conditions..

Data on market area is available from various sources such as:

.Private marketing data entry forms;

· State and local economic development agencies and State Data Centers;

· Small Business Development Centers;

· County Extension offices;

· Library resource materials such as: Source book of Zip code Demographics and

Sales and Marketing Management In addition to studying economic and demographic

data, should also determine the dining out behaviors and preferences of local

residents. “Lifestyle Segmentation Reports” provided by marketing group data firms

provides a useful source of consumer behavior information. In addition, you can learn

about their favorite foods, frequency of dining out, and preferred restaurants through

survey and focus group research. The market area checklist will help to collect data to

24

evaluate the market area. The following checklist includes information relevant to

proposed restaurant. Use it to complete this part of market analysis.

Geographic Market Area

Market area radius (one, two, three miles, etc.)

Market area

Demographic Characteristics

Population

Age distribution and median age

Gender

Ethnic groups

Household income distribution

Marital status

Dwelling types

Households with children

Education

Economic Characteristics

Eating and drinking place sales

Employment levels

Types of employment

Number of and growth in restaurant establishments

Local developments planned

Seasonality and tourism visitation

Dining Out Preferences and Lifestyles of Local Residents

Lifestyle segmentation data provided by marketing data firms

Interview with local residents

Observe eating habits in other restaurants

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Analyzing tourist visitor origin can be a complicated process. As these visitors may be

traveling great distances, it can be more difficult to acquire customer information than

with a traditional analysis of local residents. Nonetheless, understanding these

customers requires obtaining information about their places of origin, as well as data

about their demographics and lifestyles. A technology called ( Geographic Information

Systems ) can be used to solve these problems. Combining GIS with customer

address lists or chamber of commerce inquiry records, allows to profile tourism

customers both geographically and demographically. Furthermore, GIs technology can

use this information to search (prospect) for new potential customers in other

communities that match your geographic or demographic criteria.

3. Competition

Existing market area restaurants can provide valuable information to help analyze

demand and market opportunities. It can assess their competitive strengths and

weaknesses and learn from their successes and failures. First, identify how many

restaurants are in your market area. Then, identify those restaurants that appeal

to the types of customers (market segments) that you plan to serve. It should also

identify all other restaurants located in your immediate area because they can also

influence business Consider including bar and grills, catering services, food delivery

services, grocery stores with deli, etc. Refer to the Yellow Pages and your local

Chamber of Commerce for listings of area food-service operations. It is important to

identify any market area restaurants that have closed, and for what reasons. Also, learn

what new restaurants are planned for the market area and determine how they might

affect your proposed operation. After identifying your competition, visit and evaluate

each restaurant. Speak with the manager of each operation if possible. Use the

following checklist to complete this part of your market analysis

Location

Community traffic patterns

Proximity to sources of demand

26

Accessibility

Visibility

Surrounding neighborhood

Parking availability

Sign visibility

Appearance/Comfort

Exterior appearance and theme

Interior appearance and theme

Atmosphere

Cleanliness

Heating and ventilation

Menu

Theme

Variety and selection

Signature items

Price range and value

Beverage service

Food Quality

Taste

Presentation

Portion size

Consistency

Service

Days open

Hours of operation

Service style

Quality of service

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Speed of Service

Extra services offered

General Information

Number of seats

Estimated seat turnover by day and by meal period

Types of guests served (age, income, origin...)

Banquet facilities

Entertainment

Advertising and promotion methods used

Reviews by food Critics/Ratings in travel guides

Local reputation

Overall

Strengths

Weaknesses

3. Location

Location is a critical consideration because it affects your ability to draw customers. It is

important that the site be visible, accessible, convenient and attractive to the market.

How you evaluate location will depend on the type of restaurant you are planning and

the type of customers hope to serve. Two major choices face prospective

restaurateurs: What kind of restaurant should open and where should he open it?

Typically, will have already selected either a location or a concept for restaurant. It is

important that the location and concept complement each other. It is critical that a site

be chosen based on market factors, not because of a low price. but the Different types

of restaurants will have different location requirements. However, certain elements

should be analyzed regardless of the type of restaurant are planning. Use the following

checklist to complete this part of market analysis.

Description of immediate area

28

Residential and commercial profile

Adjacent land uses

Proposed developments

Safety

Special appeal of location

Map of area (identify sources of demand, competition and other relevant

landmarks)

Proximity to Customers and Competition

Major demand generators (retail, offices, lodging, hospitals ...)

Number of potential customers by segment within one-, two-, three-mile radius,

etc.

List of direct competitors

Traffic Volume

Street and road patterns

Speed limit and traffic signs/lights

Highway/Street traffic counts

Pedestrian traffic counts

Peak and off-peak traffic periods

Accessibility

Proximity to major streets and highways

Ease of entrance and exit

Parking (guests and delivery)

Pedestrian accessibility

Americans with Disabilities Act (ADA) compliance

Visibility

Visibility from road

Effectiveness of sign

"Curb appeal" of building

29

Landscaping

Exterior lighting

Other Issues

Zoning

Environmental Issues

Easements and restrictions

Growth Patterns of Surrounding Areas

5. Projecting Your Sales Potential

At this point in your market analysis, you have completed data collection. You have

analyzed industry trends, market area demographics, economic statistics, competition,

suitability of your location and restaurant concept. You are now read to estimate your

sales potential based on these factors. Sales in a restaurant are a function of the

number of customers you serve (covers) and spending per person (average check). A

key indicator of future sales performance is past sales performance. Existing

restaurants can rely on their historical records for this information. Prospective

operators must look to comparable restaurants for data on their past performance.

While there are no formulas for calculating your sales potential, your prior research will

help you make more informed and reasonable estimates. The steps that follow will help

you estimate your covers,average check and sales potential.

Project Customer Volume

30

With an understanding of competitive position in the market and with estimates of

volume of other operations, are ready to make projections of customer volume

potential. The customer volume projection worksheet will help you estimate how many

customers, or meal “covers,” will serve. The following instructions will help complete the

worksheet

1 Divide operating year into season that describe the variability of business

(peak season, middle-season, and off-season). Enter the number of weeks in

each season in the appropriate box.

2 For each season, estimate the number of daily covers Sum the daily covers to

determine the weekly total for each meal period

3. Calculate the number of covers per season by multiplying the projected

covers by the number of weeks in that season.

4. Sum the totals from each season to determine your annual covers

Project Your Average Check

Average Check includes both food and beverage sales. It should be projected for each

meal period as there can be significant variations among breakfast, lunch and dinner

menu prices. Be sure average check for each meal period represents an affordable and

acceptable price-value that is consistent with concept and the target markets hope to

attract. Pricing should be competitive with other similar restaurants in market area.

Project Your Sales

Sales are calculated for each meal period by multiplying projected number of covers by

the average check. Use the following worksheet to calculate projected annual sales.

The Next Step: Financial Projection

31

Once complete market analysis, it will be better equipped to developed realistic

financial projections for proposed restaurant. These projections will help to determine

the financial feasibility of venture. To help for develop restaurant financial projections,

guidebooks and spreadsheet software templates are available through the various

source.

Marketing plan

A marketing plan is critical for the development of a successful business. The

following table gives an indication of the marketing process we should be going

through in order to produce a coherent and achievable marketing plan. The large

multi-national companies will spend many months on this and hold many, many

internal meetings to debate the options. Smaller companies should at least consider

the process and attempt to answer the same questions - although it should be much

quicker/easier.

 

1. Mission What is the overall goal of the company?

2. Objectives What are you trying to achieve (usually over the next year) must be measureable and specific

3. Strategies What resources need to be applied to achieve these

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objectives?

4. Tactics (Plan and Time & Events)

Which elements of the marketing

mix are most appropriate?

Which weapons in the marketing armoury should you be using?

Set out the detailed action plan including the time frame

for all elements?

Objective (The objective should be specific and measurable.)

Strategy. ( What resources need to be committed in order to achieve the above objective)

Tactics (What are the individual activities that need to be carried out in order to fulfil the above standard)- PR campaign

- Targeted radio advertisement campaign

- Set up a website able to take enquiries and orders etc.

Situation Analysis

. The restaurant has been well received, and marketing is now critical to its continued

success and future profitability. The basic market need is to offer individuals, families,

and take out customers fresh, creative, attractive, Rajasthani dishes, salads ,aerated

drinks and Milk product like Lassi , Milk shake etc.

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Market Demographics

The profile for customer consists of the following geographic, demographic, and

behavior factors:

Geographics

Our immediate geographic target is the local or urban city

A 15 mile geographic area is in need of our services

The total targeted mostly metro Politian city

Demographics

Male ,female and kids also

Ages 5-50, this is the segment mostly targeted

Young professionals who work close to the location.

Yuppies.

Have attended college and/or graduate school

An Higher income group .

Eat out several times a week

Tend to patronize higher quality restaurants

Are cognizant about their health.

Behavior Factors

Enjoy a high quality meal without the mess of making it themselves.

When ordering, health concerns in regard to foods are taken into account.

There is value attributed to the appearance or presentation of food.

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Market Needs

Providing customers with a wide selection of high-quality dishes and salads

that are unique and pleasing in presentation, offer a wide selection of health

conscious choices, and utilizes top-shelf ingredients..

Selection. A wide choice of dishes ,aerated drinks and salad options.

Accessibility. The patron can gain access to the restaurant with minimal waits

and can choose the option of dine in or  take out.

Customer service. The patron will be impressed with the level of attention that

they receive

Competitive pricing. All products/services will be competitively priced relative to

comparable high-end Indian restaurants.

Market Trends

The market trend for restaurants is headed toward a more sophisticated customer.  The

restaurant patron today relative to yesterday is more sophisticated in a number of

different ways.

Food quality. The preference for high-quality ingredients is increasing as

customers are learning to appreciate the qualitative differences.

Presentation/appearance. As presentation of an element of the culinary

experience becomes more pervasive, patrons are learning to appreciate this

aspect of the industry.

Health consciousness. As in general the customers are more cognizant of their

health, evidenced by the increase in  individuals exercising and health club

memberships, patrons are requesting more healthy alternatives when they eat

out.  They recognize that an entree can be quite tasty, and reasonably good for

you.

Selection. People are demanding a larger selection of foods, they are no longer

accepting a limited menu

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The reason for this trend is that within the last couple of years the restaurant offerings

have increased, providing customers with new choices.  Restaurant patrons no longer

need to accept a limited number of options.  With more choices, patrons have become

more sophisticated.  This trend is intuitive as you can observe a more sophisticated

restaurant patron in larger city markets.

National Competition

Pastabilities: offers consumers their choice of Dishes ,noodles, aerated drinks ,

and ingredients, allowing the customer to assemble their dish as they wish.  Food

quality is average.

Fresh: has a limited selection but the dishes are assembled with high-quality

ingredients.  The price point is not so high, but the food is quite good. 

Works: offers that is reasonably fresh, reasonably innovative and at a lower

price point.  The company was sold a few years ago, and consequently the

direction of management has been stagnant lately and has resulted in excessive

employee turnover.

Perfect : has medium-priced dishes that use average ingredients, no creativity,

and less than average store atmosphere. 

Local Competition

Restaurant A: This is an upscale Indian restaurant that has a limited selection of

dishes.  Although the selection is limited and price, the dishes are quite good.

Restaurant B: An Indian restaurant with a decent dishes selection, however

quality is consistent.

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Restaurant C: An upscale restaurant with a large selection of multiple dishes

and varieties o f aerated drinks .  Everything else is mediocre at best and over-

priced. Service can often be good.

Service Offering

We create different varieties of dishes and aerated drinks that are differentiated and

superior to competitors.  Customers can taste the quality and freshness of the product

in every bite. The following are characteristics of the product..

1. Cheeses are all imported.

2. Vegetables are organic and fresh with three shipments a week.

3. Dishes are all top-shelf varieties, organic when possible.

At , food is not a product, the experience of dining is a service.  Prides themselves on

providing service that is on par with fine dining.  This is accomplished through an

extensive training program and only hiring experienced employees.

Critical Issue

Continue to take a modest fiscal approach; expand at a reasonable rate, not for

the sake of expansion in itself, but because it is economically wise to. Continue

to build brand awareness which will drive customers to existing stores as well as

ease the marketing efforts of future stores.

Marketing Strategy

Advertising budget is very limited, so the advertising program is simple.  So will do

direct mail, banner ads, and inserts, with inserts in the Register Guard likely to be the

most successful of the campaigns.

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Mission

Mission is to provide the customer the finest meal and dining experience. Our

services will exceed the expectations of our customers. 

Marketing Objectives

1. Maintain positive, steady, growth each month.

2. Increase sales per month.

3. Experience an increase in new customers who are turned into long-term

customers.

4. Realize a growth strategy of one store per year.

Financial Objectives

1. Reduce the overhead per store through disciplined growth.

2. Continue to decrease the variable costs associated with food production.

Target Marketing

Mostly customer are hungry between the ages of 25 and 50, making up 53% of. The

most defined characteristic of the target market is income.  The different income group

are stores have been very successful in high rent, mixed-use urban and local areas, . 

These areas have a large day and night population consisting of business people and

families who have household disposable incomes .

Positioning

Positioning itself as a reasonably priced, upscale, of the restaurant. Consumers who

appreciate high-quality food will recognize the value and unique offerings of the

restaurant . Patrons will be both single as well as families, ages .

Positioning will leverage their competitive edge:

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Product. The product will have the freshest ingredients dishes, imported

cheeses, and organic vegetables,   The product will also be developed to

enhance presentation, everything will be aesthetically pleasing.

Service. Customer service will be the priority.  All employees will ensure

that the customers are having the most pleasant dining experience.  All

employees will go through an extensive training program and only

experienced people will be hired. By offering a superior product, coupled

with superior service, restaurant will excel relative to the competition.

Strategy Pyramids

The single objective of restaurant in the ,Jaipur area, commanding a majority of the

market share within five years.  The marketing strategy will seek to first create customer

awareness regarding their services offered, develop that customer base, and work

toward building customer loyalty and referrals

The message that we will seek to communicate offers the freshest, most creative,

health conscious, reasonably priced, in Jaipur .  This message will be communicated

through a variety of methods.  The first will be direct mail.  The direct mail campaign

will be a way to communicate directly with the consumer.  We will also use banner ads

and inserts in the Register Guard.  This will be particularly effective because the

Register Guard is a popular local paper that is consulted when people are looking

for things to do in Jaipur. 

The last method for communicating message is through a grass roots PR campaign. 

This campaign will leverage personal relationships with people on staff of the

Register Guard to get a couple of articles written about restaurant   One will be from

the business point of view, talking about the opening of the restaurant and the people

behind the venture.  This is likely to be run in the business section.  The second article

will be a food review.  In speaking with many different retailer and restaurant users,

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significant increases of traffic followed articles in the Register Guard.  Because of this

level of effectiveness and low zero cost.

Marketing Mix

Marketing mix is comprised of these following approaches to pricing, distribution,

advertising and promotion, and customer service.

Pricing. Pricing scheme is that the product cost is 45% of the total retail price.

Distribution. Food will be distributed through a take out model where customers

can call in their order and come to the restaurant to pick it up, come into the

restaurant, place the take out order and wait for it to be completed, or come in

and dine at the restaurant.

Advertising and Promotion. The most successful advertising will be banner ads

and inserts in the Register Guard as well as a PR campaign of informational

articles and reviews also within the Register Guard.

Customer Service. Obsessive customer attention is the mantra.  Philosophy is

that short-term profits. or in the long term, this investment will pay off with a loyal

customer base who is extremely vocal to their friends with referrals.

The Marketing planning process

STEP 1. The SWOT analysis is a very simple but effective means of carrying out an initial assessment of your business/product.

STEP 2. Objectives & strategies? Must decide on these before we start to spend that limited marketing budget!!

STEP 3. This is where we start to spend your marketing budget! These are the actual tactics you will use to promote your business in the most cost-effective way.One of the 4 'P's. Some products are priced too expensively and hence never generate the volume they should, and some products are priced too cheaply and never generate the profit they should.

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One of the 4 'P's. Place refers to the means by which your customer acquires your product. This includes the actual place it is purchased as well as the actual route of distribution.

What are the products features? What are the benefits of those features? Do you need all those features? Is it the product the customer is really interested in? Or is it the back-up service?

Promotion: This is the P that most non marketers are familiar with, as it includes the elements that most people believe to be marketing such as selling and advertising etc.

Public Relations is, in my opinion, a vastly underrated and under-used weapon in the marketing armoury - particularly so because of its potentially low cost

Advertising is the most widely known weapon in the marketing armoury, and tends to be the most expensive!..

A model for thinking through how to generate sales leads

Clear, concise copywriting can make all the difference to your required end result - sales!

The quality of the business decisions you take is dependent upon the quality of the information you have.

SWOT analysis

SWOT stands for Strengths Weaknesses Opportunities Threats.

The SWOT analysis is a very simple but effective means of carrying out an analysis

about a restaurant product or services.

Strengths: what are the strengths of product or service ? What makes it better than

other product or services of the restaurant ? Are these strengths being sufficiently

exploited? Are they being sufficiently defended?

Weaknesses: what are the weaknesses of the product or service ? What makes it

inferior to other product or services? Are there strategies should be adopting to off set

these weaknesses? Should be removing these weaknesses completely?

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Opportunities: what external factors are there that could be embraced if appropriate

resources were allocated?

Threats: what external factors are there that threaten to reduce market share.

Service Tips From the Inside.

Sales

What does it mean to operator and staff revenues to promote sales? If a professional

waiter serve good quality of service to the customer he can rewarded for that in the

monetary term more.. And it would only take about 8 hours a day for the professional

waiter to offer and present the service.!

Useful Sales Techniques and Scripting

Offer regional products! In Northwest region both locals and visitors alike seek the

Northwest experience via local destinations, food and aerated drinks .(also referred to

as culinary tourism). What’s features in your part of the world?

Say to customer, "You need to try some northwest food like Rajasthani thali ,.Dhai

vada , Special Mawa kachori , Dal kachori and Pure ghee Jalabi its add taste in your

meal.

Tray Service : Glassware & Crockery

Balancing glassware:& crockery in the tray so they touch, as it will stabilize the

balance as you move through a crowd. Place glasses on the tray first instead of on the

tables. Transferring the glasses & crockery on a tables from the tray after icing is far too

many extra steps.. Is the tray clean? Do not pick up dirty glassware or crockery by the

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mouth/rim of the glass as you can get "cooties"! Wash your hands frequently. Is the

glassware & crockery clean? Is the food served at the proper temperature and is the

glassware &crockery are the same quality or the same size.

Coffee & Espresso How about a refreshing Coffee on the rocks or on the table

Coffee should not be refilled without first asking the customer. They may have just

finished blending their "perfect" cup of coffee with cream and sugar or it's finally cooled

to the temperature they prefer. When offering coffee don't forget to mention your

espresso service and flavored syrups available. Try this script, "Do you prefer ,cold

coffee or hot coffee" or any other drink which the customer like.

Presentation Serve cold drinks cold and hot drinks hot! Blended drinks (slurpee-style)

will separate with the crushed ice floating on the top if they are not delivered promptly

and it ruins the presentation.

Selling Verses Informing The idea is not to just sell for the sake of selling. That just

irritates the customer. The professional waiter crafts sales by offering information of

products that match the customers' tastes and values and include items that visitors

may not be aware of which broadens their options. It enhances their Northwest

experience

Marketing Mix – Product

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What are the products features?

What are the benefits of those features?

Do you need all those features?

Where a different varieties product or services available to the customer technically it is

easy to charge the cost of the product or services from the customer

These features might be very clever, or even technically brilliant but unless they can be

appreciated by the customer and perceived to be of use by the customer then they

have no relevance. In many occasions the customer was left weather no instruction

booklet at all or was left with a document that more resembled a technical manual! All

the customer really needed was something which sets out in layman's terms exactly

how to use the product or services

! What will be the product or service offer to the customer ? Is it the product are really

interested in or the back-up service behind it? A clear understanding and recognition of

points like this will have a dramatic impact on pricing strategy

Depending on how important resources put into this area and how much expertise

choose to develop. It may be that the development of a thorough and efficient services

provided by the restaurant with the competitive edge . Alternatively, removing all

support for product or service and directing customers to alternative restaurant might

enable to reduce your overheads substantially and give your product or services a

different competitive edge - that of cost (and hence price).

If there an opportunity for expanding the product range? In the personal market, if

already have a customer who is satisfied with a product range then sometimes the

inclusion of additional products like this are not as obvious as it might seem and a bit of

lateral thinking is called for.

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Marketing Mix – Price

As has been already stated in, price is one of the four Ps in the marketing mix and is yet

another weapon in the marketing armoury. The price decide to charge for a product or

service can support its positioning. Likewise a pricing which appears to be out of

synchronisation with the product and with the other marketing elements will only

confuse customers and hence lead to lower sales

Clearly defined and written pricing policy ?

We always visit the number of restaurant who use clear menu chart or prices this

help the customer to identified food content easily By offering a variety of product at

a lower price you can generate a lot of interest from customers in a relatively short

period of time and give yourself the opportunity to generate more business from those

customers in the fullness of time. A situation commonly encounter is where a company

bases its selling price on the cost of the product plus an internally agreed percentage or

margin. This calculation is done irrespective of product or market sector or customer

perceived value Also be aware of the sale price seems to be the low that a customer

considers in making a purchasing choice. A huge amount of research has been done on

this subject. Where as the customer placing an order will generally place price as the

number 1 factor in a list of factors such as delivery, service , functionality, etc;

customers will place it as only the number 3 or number 4 factor.

Marketing Mix – Promotion

Promotion: This is the P that most non marketers are familiar with, as it includes the

elements that most people believe to be marketing such as selling and advertising etc.

Unfortunately it is these same people who underestimate what marketing can do.

A huge amount of work should have been done prior to arriving at this stage in the

market planning process if a promotion is to be successful and profitable Too many

managers who have not been exposed to a market led approach all too often jump

straight to this stage in the process and commence to waste large sums of money and

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effort. Even worse, they recruit a full-time marketing person to sort out the ailments of

the company and then expect the marketing person to produce a new corporate

brochure which will suddenly turn around the fortunes of the company.

If a company is not generating the sales or profits it should, then it is

usually not simply a failing of the company's promotional tactics! It is

usually something much more fundamental than this.

Hence the benefit of bringing in a marketing consultant as in order to take a

more global look to the restaurant weaknesses

This P in the marketing mix deals with all the communication such as PR, sales and

services , advertising,..

Marketing Mix – Place

Place refers to the means by which your customer acquires product. This

includes the actual place it is purchased as well as the actual route of

distribution. .

The Internet. Needles to say the internet offers a new "Place" to many business

sectors. It has enabled many middlemen to be by passed resulting in a price

advantage to be offered to the customer followed by the inevitable increase in

volume for the seller.This could be selling direct to consumer .

Business growth for you? Is there any way you could generate extra volume on the

internet? Given the relatively low set-up costs, you should be seriously looking at

this avenue! We do not need to set up a complex site, we may be able to set up a

simple income-generating site only I personally favour this approach because it

gives you enormous flexibilty in developing our commercial site - especially

useful for small businesses with little experience in this medium. We literally

develop the site over uncover the secrets to success for your market sector.

Costs are minimal.

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Elements of the marketing mix.

The leap

forward in thinking at the time was that it put the customer at the forefront of the

company thinking. Although marketing has got much more sophisticated over the

years, we still find this model a very useful way of communication .

There are a vast array of circumstances that will dictate which elements of the

marketing mix are to be employed and in which proportion. If we have put sufficient

time into accurately defining marketplace, market segment, product positioning, and

unique selling propositions then it becomes much easier to carry out this task

Public Relations / Media Relations

There is a range of activities which can be included under the "public relations" banner

and might involve liaison with a whole raft of organizations such as opinion formers,

trade associations, influencers and of course journalists. As mentioned earlier however

(literature) the argument needs to be pitched quite differently at all these various

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Identified the four P's of the marketing mix

Product: Defines the characteristics of product or service that meets the needs of customers.

Price: Decide on a pricing strategy - do not let it just happen! Even if we decide not to charge for a service (a loss leader), we must realize that this is a conscious decision and forms part of the pricing strategy.

Promotion: This includes all the weapons in the marketing armoury - advertising, selling, sales promotions, Public Relations, etc.

Place (or route of distribution): Some of the revolutions in marketing have come about by changing this P. Think of telephone insurance and the internet! A bit of lateral thinking here might reap rewards for business.

groups. By composing copy aimed at these different groups and incorporating it into

press releases etc. a very efficient and productive communication programmer can be

implemented for relatively little budget. Once again the key is the ability to understand

what information these different readers would find interesting and want to read. Let's

assume you have a locally based or regionally based business,and customers are

therefore local consumers. local newspaper is constantly looking for stories to publish

and most businesses (even yours) will have events every now and again that are worthy

of coverage in the local press. A simple press release can be put together and, provided

it is pitched appropriately, stands every chance of being picked up by the local

journalist. The same situation exists if you are operating in the business to business

environment. These local newspapers still carry business sections of some description

and hence would be interested in local business stories.

If this strategy is successfully followed, over a period of time opportunities invariably

present themselves which really can provide restaurant openings to communicate what

would not be available to any of competitors.

Tips for an effective Press Release

The first simple step towards starting a public relations campaign. Here are10 tips to

help your press release makes the news.

1. Make sure the information is as newsworthy as possible.

2. Tell the audience that the information is intended for them and why they should

continue to read it.

3. Start with a brief description of the news, then distinguish who announced it, and

not the other way around.

4. the word should be easy to understand and in local language

5. Make sure the words of release are effective, as they are the most important.

6. Avoid excessive use of adjectives and fancy language.

7. Deal with the facts

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8. Provide as much contact information as possible: Individual to contact, address,

phone, fax, email, Web site address.

9. Make sure you wait until you have something with enough substance to issue a

release.

10.Provide all the valuable services which are present in the restaurant.

Promotional schemes

Conversely it can be a very targeted weapon and an appropriate creative approach can

increase its perceived value well above its actual cost. These plastic sleeves were

produced with appropriate "slogans" on the front face. The result of this promotion was

that the restaurant were inundated with requests for this item by consumers and health

care professionals involved in promoting safer. This then resulted in considerable

media attention and hence considerable free advertising of the restuarant. It even

resulted in this promotional item being sold to health care professionals as they

proceeded to be of great help in spreading the safer message.

This promotion did not cost money; it actually turned in a profit!

Promotional scheme might be aimed at:

Local area consumers

Urban area consumers

Foriener consumers

The objective of promotional scheme might be:

to generate new customers.

to entice current customers to use the product or services more

frequently .

to entice current customers to offer other goods & services from the

restaurant .

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to reward current customers

Advertising

Advertising is the most widely known weapon in the marketing armoury. This is a paid

medium involving radio, TV, poster-sites, press, or direct mail. Each medium offers

several advantages and disadvantages which I will touch on below.

1. As far as small businesses are concerned, this is the marketing weapon they

are most familiar with and have most experience of.

2. It can be a very expensive weapon and one that has very often left the small

business owners feeling 'cheated' because it has not generated the results they

were looking for.

3. One of the goals of this site is to point out to small businesses that there are a number of other weapons that can be used to communicate their wares apart from advertising, and that these other methods need not be expensive.

4. Any advertising that is done by a small business is (or should be) very targetted and as such would not necessarily fit into any generalised 'rules' I might set out here.

Television

Television, with its properties of sound and moving pictures, makes it the fastest and

most dynamic medium for selling products and services. Also consider the fact that

most people relax in front of the television and tend to "surrender" to it. The brain be

comes relatively inactive, therefore advertisements with a production quality that are

often far better than the quality of the surrounding programmes can have quite a

dramatic impact on the consumers minds directly.

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Television is a useful medium for telling a story or for demonstration purposes. The fact

that viewers are very often in a relaxed mode also leads to one of the disadvantages of

this medium -- namely that the message needs to be easily understood. It is not like a

press advertisement where are you can re-read the information in order to clarify the

message.

With the explosion in television channels this is now not necessarily the case and a

relatively high degree of targeting can be achieved.

Cinema

The cinema is superficially very similar to television. But with two key differences.

1. The audience tends to be different age group and it easy to convey message to the

large group at a one time.

2. The audience is much more awake and hence more inclined to become involved in

a more complicated story.

Radio With the high regionalisation of radio stations this

medium can be very popular with small to medium-size companies attempting to build

up a local or regionalbusiness. It goes without saying that the production costs of radio

advertisements are a lot less than a TV or cinema advertisement and of course the cost

of the advertising space itself is a lot less because of the greatly reduced size of

audience.

Press

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Press is a static medium - words and still pictures. It is therefore the prime medium for

communicating information in detail and. also, press advertisements can be kept and

referred to at a later date.

Reading is a dynamic activity and the mind is very much awake. The reader is very

likely to be actively seeking information and when the advertising message coincides

with the reader's interest the probability of the sale is massively increased. However, the

readers are also very selective and given the huge number of printed advertisements

available it is very easy for them to skip over the vast majority of them.

The key objective therefore in press advertising is to make sure the attention of the

reader is grabbed!

Posters

The poster, because of the way in which it is seen, is very different from newspaper or

magazine advertisements. Reading is usually a private activity and therefore

newspapers and magazines can carry advertisements for personal products which

could look out of place in more public settings such as on television or on posters.

Conversely, the poster is a highly public medium that can be seen by crowds of people

at any one time.

They also have the very distinct advantage of being at very specific locations. This

factor has been extensively used by the large supermarkets who wish to make the local

population aware of the proximity of their local store.

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Design an Effective Logo

In order to effectively convey what it takes to create an effective logo, I think it is

important to outline the qualities of an effective logo.

* An effective logo is easy to recognize, even at a glance or at a distance

* An effective logo is easy to remember

* An effective logo tells people who you are

* An effective logo tells people what you do

* An effective logo suggests your service style

An effective logo may also have one "bonus" attribute that can make it not only

effective, but outstanding. Your logo may also convey your unique selling point.

Knowing what it is that an effective logo conveys, we can start to look at some design

qualities an effective logo has and doesn't have, and why they are important.

Interior & Exterior ( Colour Scheme)

Hopefully, your restaurant has a color scheme. Your scheme helps identify you and

should consist of two contrasting colors. From those two colors, you can also find

complimentary colors to use in the interior and exterior decoration of your restaurant.

Often, the color black or another third color can be used to make the primary colors

"pop". It's also good to know that certain colors have distinct psychological effects on

how people behave. You may have noticed that many large chain restaurants use the

colors red and yellow in their restaurant designs. These two colors make people feel

"excited". Research has shown that this excitement leads customers to eat more inside

the restaurants they are used in.

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Gradients

A gradient is the resulting color pattern when one color fades into another color. This

effect may look artistic and interesting, but it muddles your logo and makes it harder to

recognize at a glance or distance

Bevels and highlights

Effects such as beveling, which makes the center of an object look raised while the

edge appears to "drop down", and highlighting serve to muddle an images appearance

just as gradients do. While the effects look artistic and make the logo more interesting, it

also makes the logo more difficult to see at a glance or distance, and harder to commit

to memory. In logo design, too much detail results in a bad logo.

Fonts

One of the most common logo design mistakes is using a font that is too hard to read,

or putting a font on a background whose color does not contrast enough with the color

of the font, resulting in lettering that doesn't stand out enough. If the words on your logo

are lost because they are too hard to read, you don't have an effective logo.

Wording

What words you use in your logo and how they are emphasized based on the font size

and color will greatly affect your logo's ability to be recognized and remembered easily.

More importantly, a poorly worded logo will not communicate to your potential

customers who you are and what you do. Without communicating your identity and your

message, your logo might as well be a blue dot with no words.

Shape

An effective logo doesn't just need an easy to recognize color scheme, and words that

effectively convey what the business sells. An effective logo also needs to utilize a basic

geometric shape that helps identify the logo when someone is too far away to read the

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words. Along with a basic two color scheme, a shape in a logo makes that logo very

easy to recognize. Think of McDonalds big yellow "M" or Burger King's split yellow

sphere (probably a bun) with a blue swoosh around the name and sphere. They create

basic shapes and color patterns that are easy to recognize as soon as the sign comes

into view, long before you are close enough to read the words.

Overall, you can summarize these design points by just reminding yourself to "keep it

simple"

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Controls

The purpose of marketing plan is to serve as a guide for the organization.   

Marketing Organization

The management , is primarily responsible for marketing activities.  This is in

addition to his other responsibilities, and does depend on some outside

resources for graphic design work, and creativity.

Contingency Planning

Difficulties and risks:

Problems generating visibility.

Overly aggressive and debilitating actions by competitors.

An entry into the market of an already existing restaurant.

Worst case risks may include:

Determining that the business cannot support itself on an ongoing basis.

Having to liquidate equipment or intellectual property to cover liabilities.

Cross promotion

What is a Cross Promotion?

When two or more groups (businesses, government agencies, or nonprofit agencies)

with shared values and markets act together to reach their shared markets more

memorably, efficiently, frequently, and credibly. They "walk their talk" by thinking about

the customer first, rather than the product, and looking for other ways the customer

would gain convenience, savings, awareness, or other benefits through the joint efforts

of multiple vendors reaching out to them.

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Benefits of cross promotion :-

Broadens your customer base: When two more companies team up, more

customers can be reached. The team effort will broaden your chances of gaining more

customers. It allows you to reach people that you would not have otherwise targeted.

Since you are working with others who are in touch with other groups of people, you

have the potential of expanding your company's market. You get to meet the clients of

your business partner - and they in turn, get to meet yours, so it amounts to being very

beneficial to both the parties. Cross promotion can also be referred to as networking.

Time saving device: Cross promotion amounts to saving time. Since both businesses

are putting in a lot of effort to promote each other and themselves, more people are

reached at a quicker pace. In cross promotion, the workload gets distributed among the

two or more businesses, and thus the people assigned to carry out marketing tasks can

finish them in the assigned time limit.

Money matters: Cross promotion saves quite a bit of money. Both businesses enjoy

more profit, as more income is generated. The expenses and responsibilities are shared

between the businesses. When there is a combination of two or more businesses in

marketing, it proves to be more beneficial. Cost sharing is a major factor that should be

taken into consideration. Money saved is money earned.

Increasing the advertising exposure: As we all know, advertising plays a very

important part in increasing business; and cross promotion enables both businesses

involved to gain more exposure. It is like killing two birds with one stone; each business

individually advertises for both of the businesses.

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How to Take the Right Steps to Cross-Promoting.

1.Target your specific market. Pick a niche market you want to reach better, more,

differently, memorably, or credibly (for example, frequent business travelers,

entrepreneurs, new parents, Human Relations managers seeking gifts for promoted

employees, outdoor enthusiasts). Consider beginning with entrepreneurs and "Walk

Your Talk" to reach out to them.

2.Start safely and successfully. Choose a "quick-start," low-risk first action to propose

to a potential cross-promotional partner.

3. Propose partnership to someone you know already or who has a very strong mutual

interest in the same market. Demonstrate goodwill and commitment to partnering by

making the first cross-promotional action even more beneficial to your partner than to

you.

4. Get concrete. Be very specific with your partners about what each of you will

contribute (including time, money, products or services, employees' participation, store

space) and how you will benefit. Then write a simple agreement for all partners to read

and approve.

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5. Just do it! Carry out your first cross-promotional action with as much forethought,

care, and fun as you might any newly valued venture or friendship -- which it might be.

6. Plentiful praise. Thank your partner(s), employees, guests, vendors, and any others

who even remotely helped to make the action happen. Also, praise them to each other.

7. De-brief immediately. Immediately after the action, compare notes about the level of

success, needed improvements, and -- if considered mutually successful -- the next

cross-promotional action on which to embark.

CROSS PROMOTION BETWEEN 1589 ALBERT’S AND MOBILE STORE

Brief:-

On Mobile store 1589 Albert’s restaurant presents 10 percent discount on meal on any

mobile purchase below Rs.10000 or meal voucher worth Rs.100 on the purchase of any

mobile above Rs.10000.

Duration of the activity :- 30 days.

Deliverables by 1589 Albert’s restaurant :-

Discount of 10 percent on meal for any mobile purchase below Rs. 10000 on

Showing the bill of Mobile store at 1589 Albert’s restaurant.

Meal voucher worth Rs.100 for any mobile purchase above Rs.10000.

Keep brochures and offers of Mobile store at 1589 Albert’s restaurant.

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Four posters of A3 size and one standee of 1589 Albert’s restaurant at entrance.

Deliverables by Mobile Store :-

Allow space for four posters of A3 size and one standee of 1589 Albert’s at store

premise.

Give meal voucher on purchase of any mobile above Rs.10000.

Terms and Conditions :-

Offer valid up to 5 days from purchase date of every mobile.

Must show bill and meal voucher at the time of order.

Offer valid only from Monday to Saturday.

There should be minimum bill amount of Rs.300 to avail discount.

Suggestions by the mobile store Regional head(Rajasthan):-

There is a special meal (thali) package coupons for any mobile purchase above

Rs.10000.

Select any four mobile store outlet for cross promotion.like

Crystal palm

Gaurav tower

Apex mall

Bani park.

On every outlet one A4 size poster of 1589 ALBERT’s Restaurant and a standee.

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What is Direct selling?

Direct selling, which is also called network marketing, is a form of sales where a product

or service is sold face to face. Companies that participate in direct selling hire people

that are given the title of independent contractor, representative, distributor, consultant

or other similar terms. People that are very outgoing and social make the best direct

sellers. Many times, direct selling occurs in the home by hosting parties where an

independent sales representative performs a product demonstration.

Ways to Direct selling?

First greet the customer with a sweet smile.

Introduced them with the brand and products.

Listen the order attentively and serve in a proper way.

Solve any query of the customer.

Take the feedback from the customer about the Food Quality and taste.

Benefits of Direct Selling

Direct selling is a good way to meet and socialize with people.

Direct selling offers flexible work schedules.

Direct selling is a good way to earn extra income.

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Direct selling is a good way to own a business.

Earnings are in proportion to efforts.

ESCORT FORTIS 1589 EXPRESS OUTLET

POSITIVES POINTS

The environment of the outlet is hygienic along with well maintained sitting

arrangements.

The display of the bakery items was quite impressive.

The staff behavior is attentive and helpful towards the customers.

The staff behavior is helpful towards the trainees and they also tell some usefull

thoughts .

NEGATIVES POINTS

The display menu is not properly maintained and it creates confusion among the

customers about the availability of the products .

The products prices should be appropriate and there will not be any frequent

alteration in the prices as well as in the size of the product.

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The printer and the premix tea making machines creates regular inconvenience

to the staff .

1589 EXPRESS OUTLET (SDMH)

POSITIVES POINTS

The environment of the outlet is hygienic along with well maintained sitting

arrangements.

The display of the bakery items was quite impressive.

The staff behavior is attentive.

The staff behavior is helpful towards the trainees and they also tell some useful

thoughts.

NEGATIVES POINTS

The display menu is not properly maintained and it creates confusion among the

customers about the availability of the products.

The products prices should be appropriate and there will not be any frequent

alteration in the prices as well as in the size of the product according to the

customers income level.

The printer and the premix tea making machines creates regular inconvenience

to the staff .

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There should be arrangement of thali and drinking water.

RESEARCH METHODOLOGY

Phase first .My research is about the restaurant market in jaipur. In which I have to visit

different reputated restaurants in jaipur and obseve the key factors of the restaurant and

fill up the available observation sheet .It is of descriptive type.

Phase second. In this phase we have suggested two bakery items for selling in their

food outlets at santokaba durlabji hospital and escort fortis hospital. Then after we do

direct sell of the bakery items for one hour at their outlets.

Phase third. In this phase we do the cross promotion of the restaurant along with the

mobile store at jaipur.

Title of the study

Market research,review and cross promotion.

Duration of the Training

The summer training has been completed in a period of 60 days.

SOURCE OF DATA COLLECTION

Both Primary and Secondary data was collected.

Primary data is the first hand information collected directly from my observation . The

tool used here is observation questionnaire .

Secondary data is collected through internet, books, brochure of the restaurant.

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ANALYSIS OF PRIMARY DATA

On the basis of outputs (which are shown in the annexure) the various factors which are

taken into consideration while deciding about the key factors which influences the sells

of an restaurant can be interpreted. These ranges of factors begin with services, food

quality, atmosphere etc. .

Significance of the study

Significance of the study is that it will provides lots of useful information about the

different restaurant that can be useful from the perspective of our restaurant.

Sample Size : 10 Restaurants, 10 Food outlets.

Area of Research : JAIPUR

INTERPRITION AND DATA ANALYSIS

I. AN OVERVIEW :This section shows an simple overview of my

observation at the restaurant about the age-group of customers, food ,

services, atmosphere.

(a) Age-profile: age-group wise distribution of customer present at the

restaurant.

S.no. Age-group customers percentage1. 18-24 9 9%2. 25-34 26 26%

3. 35-44 40 40%

4. 45-54 14 14%

5. 55-64 7 7%

6. 65+ 4 4%

Total 100 100%

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9%

26%

40%

14%

7%4%

age-group

18-2425-3435-4445-5455-6465+

INTERPRETATION :

In this survey I found the maximum number of respondents belongs to the age

group of 35-44 years, followed by 25-34 years of age category.

(b) Food : Which aspect of the food impresses more like.

Taste

Temperature

Quality

Presentation

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Food quality

presentationtastetemperaturequality

INTERPRETATION :

It represents that the taste, quality and temperature of the food is impresses more to

me in my observation at the restaurant.

(c)services: Which aspect of the service impresses more to me like.

Attentive staff

Efficient service

Symphathetic handling of complaints

Staff has adequate food and beverages knowledge

Friendly and polite behavior of staff

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Service

Attentive staffEfficient serviceSymphathetic handling of complaintsstaff knowledge about menufriendly andpolite behaviour of staff

INTERPRETATION :

It represents that the all aspect of the services at the restaurant are moreover the

same.

FINDINGS

In this research I found that the customers are looking not only for one aspect of

either the services ,food , atmosphere at the restaurant but all the aspects of the

services.

Many of the people are not aware about the1589 albert’s restaurant.

At the 1589 albert’s restaurant the Menu cards are not adequate in no.s or are

not as attractive as other restaurants cards.

The prices at the restaurants and outlets of the clark’s are quite high .

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MENU PRICE COMPARISON(Restaurants)

ITEMS(rows below) /FOOD OUTLET (column)

Four-Sea-sons

Surya Mahal

Dasa-prakash

San-kalp

LMB(Res.)

Alberts1589

Laz-eez

DanaPani

BMB TanSukh

Masala dosa 105 71 100 95 85 75 75 50 50

Idly Sambar 55 55 70 55 55 55 65 45 30

Paneer Makhani

125 140 155 120 145

Navratan Korma

110 150 175 120 175 160

Dal Makhani

100 100 115 125 110 95 90 110

Jeera Aloo 85 90 95 125 95 90

Dal Tadka 100 90 110 110 95 65 100

Thali 150 135 200 333 199 210 135 120

Veg. chowmein 110 115 115 155 95 95 75 90

Steamed / BoiledRice

55 12 45 75 65 80 50 75

Veg. Biryani 85 35 90 140 155 100 100

Tandoori Roti 11 13 20 12 5 10 10

Naan 28 38 40 26 25 25 35

Veg.Manchurian 120 120 165 115

Aerated / SoftDrinks

35 20 25 30

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MENU PRICE COMPARISON(Food Outlets)

ITEMS(rows below) /FOOD OUTLET (column)

Fortis1589Exp.

Durlabji1589Express

Red fresh

Vinegarveg

JanAhar

Mamu’scafe

Vardh-aman

CaféExp.

Vinegar(G.T)

EP

Samosa 10 10 10 20 10 15

Rice 45 40 35 60 30 30

Idly Samber 35 30 25 25 25 30 30

MasalaDosa 45 35 30 35 35 35 50

Tea 10 7 5 4 6 10

Hot Coffee 15 10 7 15 5 25 10 15 15

Veg. burger 35 30 15 45 15 30 25 25

Bread Pakora

15 10 20

Pastry 40 30 20 20 25 35

Roll 30 30 40 35

Poori Bhaji 40 30

Veg. Sandwich

45 35 20 50 15 30 25 40

Veg. puff 15 10 10 10 15

Pizza 60 90 79 75

Veg. uttapam

45 35 30 50 30 50

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RECOMMENDATIONS

The prices of the restaurant and outlet should be proper according to the market.

There is a need of more advertising of the restaurant and outlets at the city level..

The menu card at the restaurant should be adequate in no. as well as make them

more attractive.

Objectives:

The objective to conduct this study is that what are the factors on which the clark,s amer

jaipur focuses so that their sells at the restaurant will increases significantily.

LIMITATION OF THE RESEARCH

This research reflects on individual customer in JAIPUR only. So findings and

suggestions given on the basis of this research cannot be extrapolated to the entire

population.

The research is based on the observation of the researcher so this would not

exactly represent the entire customer perspective

CONCLUSION

The conclusion is that to improve the sell at the restaurant’s and outlet we have to focus collectively all the aspects of food, atmosphere, services provided to the customers.

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Annexture:- SURYA MAHAL

INTRODUCTION

Cuisine Served: Indian, Continental, Chinese, South Indian, Pizzas, Ice Cream,

Multi- cuisine Vegetarian

Restaurant Address: MI ROAD Jaipur-302001,Rajasthan

Restaurant Telephone #: 0141 - 5112412

Restaurant Capacity: 50-80

Bar Facility: No Liquor Service

Airconditioning: Airconditioned

Smoking Area: Non Smoking Restaurant

Banquet Facility: No Banquet Facilities

Restaurant Entertainment: Take away food service, Free home delivery

Credit Cards Accepted: Diners, VISA, Mastercard

FOOD

Presentation of food was not impressive & the taste of has not met my expectations.

Food quality has to certain degree not met my expectation.

SERVICE

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The service of the food items were too late and has disappointed me.

The staff has adequate beverage and food items knowledge.

They have a personnal at the entrance for welcoming the customers and he would informed the customers about the space availability.

ATMOSPHERE

The external appearance of the restaurant is quite impressive and decorated with the lighting and have a hut like structure.

Restaurant has a classic view having wooden furnitures and dim light dinner arrangements.The temperature of restaurant is appropriate and the AC’S are on.

Tables are arrange in a well mannerd way having two types of table covers (white and colored) on it and the crockery is of ceramic made placed well orderly on table and cutlery is placed on both sides of plate.

The atmosphere is hygienic.

SPECIAL

They have thali in the special.

MENU CONTENTS

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ITEMS PRICES

Masala Dosa 71

Idly Samber 55

Navratan Korma 150

Dal Makhani 100

Jeera Aloo 90

Dal Tadka 90

Thali 135

Veg. Chowmein 115

Steamed/Boiled Rice 78

Veg. Biryani 115

Tandoori Roti 12

Naan 35

Lassi 35

Plain raita 47

Green Salad 32

Veg. Burger 61

Veg. Sandwich 40Chana Masala 84Rajma Masala 82Hot CoffeeCold Coffee

28 55

TeaBlack Tea

22 39

Cheese Pizza 75

CAFÉ EXPRESS FOOD OUTLET

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INTRODUCTION

Cuisine Served: South Indian, Indian,Fast food.

Food outlet Address: Escort Fortis Hospilat,J.L.N Road,Jaipur,Rajasthan

Food outlet Capacity: 20-50

Smoking Area: Non Smoking Food outlet

FOOD

The presentation of the food is good and they uses simple Known names for food items like Veg.paties instead of Veg. puff.

The taste of the food(Burger) has disappoint me.

SERVICE

The staff is attentive in service and have polite and friendly dealing with customers.

The staff has adequate beverage and food items knowledge.

ATMOSPHERE

The food outlet appearance is good along with the staff appearance.

The tables are well arranged inside and outside the food outlet area.

The location of the food outlet is impressive and the food outlet is hygienic too.

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BIBLIOGRAPHY

www.google.com

www.wikipedia.com

www.clarksamer.com

Research method of management by U Author: U BhojannaCopyright © 2007, Bharathiar UniversityAll Rights ReservedProduced and PrintedbyEXCEL BOOKS PRIVATE LIMITEDA-45, Naraina, Phase-I,New Delhi-110028

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