Marketing Plan for
Just Around The Bay
Restaurant
Harikrishnan B Menon
CMBA-5
1504

Executive Summary
• Just Around The Bay(JATB) is targeted to corporate
executives, family get2gether & Food & Wine lovers .This is
located in the heart of Mumbai (Andheri West) from
afternoon (Lunch) till post midnight . The primary
marketing objective is to cater Food & Beverages to at least
20000 people in the 1st year &the financial objective is to
achieve revenue of 5 million INR.

Objectives
• Food Cost to be kept below 30% of revenue.
• Promoting and expanding the business as Unique Restaurant.
• Expanding our marketing and advertising in Mumbai to increase our
customer base.
• Customer Satisfaction.
• To create a Healthy and safe Environment.

Mission
• At JATB we have a very clear and precise mission, to
impress our customers by giving them the highest degree
of service possible and by providing them with the freshest,
finest & good quality food at reasonable prices, in a
soothing and comfortable environment.

Vision
• We will maintain our established reputation within our province
and community for a high standard of:
• ​Food quality, creativity and presentation
• Consistent superior service and price value
• ​Sanitation, appearance and overall professional attitude​​​​​​​​​​​

Company Summary
• The Interior Design
• The Restaurant will Feature two venues:
– One will be in the restaurant mainly for dining purpose and
Family.
– Other will be Outdoor for the Customer who wants something
not so heavy like lunch and dinner.
– Lounge( for waiting) and Bar Facilities will be provided.
– Bean Bags will be provided in Lounge.

Company Summary
• The Menu:
– There will be little bit flexibility in the menu at the starting of
the Restaurant.
• The Management:
– One restaurant manager.
– Chef according to need and demand.
– One supply chain and inventory manager.
– Waiters according to the number of tables.

Company Start-Up
• A space has to be rented of in an appropriate location .
• Our start-up costs are mostly expensed equipment, furniture,
painting, reconstruction rent, start-up labor, and legal and
consulting costs associated with opening our restaurant.

Locations and Operations
• Andheri West will be strategically suitable because of the following
reasons:
• In front of Corporate Offices .
• It also have residential societies like Raheja’s & Oberoi’s.
• It doesn’t have even a single restaurant near this area who provides
Food & Wine at the same place .

Operation Criteria:
• The restaurant will be located in Andheri West, Mumbai. The
restaurant will service lunch & dinner and after-hours dining during
the week and weekends.
• Buffet will be Provided in lunch and dinner:
– 799 INR-for Veg.
– 999 INR –for Non Veg.
• Mid-Night Buffet Will be available in Weekends upto 12 am-3 am.
– 600 INR-for veg.
– 800 INR-for Non veg.
• Service will be during the following hours:
– Lunch-12pm-4pm
– Dinner-7pm-11pm

The Menu:
• We will provide the following cuisine:
1) Salads
2) Desserts
3) Drinks(Alcoholic, Non-Alcoholic & Wines)
4) Exclusive North Indian Speciality + Some dishes of Chinese and
Italian, Thai Food, Sea food, Continental.

Market Analysis
• Today in India the trend of specialty restaurants is
increasing
• Dining Experience
• Reasonable Experience

Market Segmentation
• Restaurant and Lounge intends to cater to a wide customer base.
We Want everyone to feel welcome and entertained. We have
defined the following groups as target segments that contribute to
our growth projections:
– Youths and Teenagers
– Families
– The peoples will generally fall in between 15 to 50.

Strategy and Implementation
• We intend to succeed by giving people a combination of excellent
and interesting food in an environment.
• We will focus on establishing a strong identity in our community
with a grand opening.
• We will create an appealing and entertaining environment with
unbeatable quality at an exceptional price.
• All menu items are moderately priced for the area

Competitive Edge
• Competitive edges will be:
– An extraordinary contemporary restaurant design
– Indian & Continental classic menu with featured menu
– Inner and Outer Sector Marketing campaign(i.e “come to town”
promotions)
• Employee Training, Incentive and Retention program.

Marketing strategy
• Marketing strategy will be to promote our food, superior service,
and exciting concepts to draw in the local repeat customers.
Marketing initiatives will concentrate on the following:
• Building and signage(Signage is any kind of visual graphics
created to display information to a particular audience).
• Customer service
• Advertising and promotion

Marketing program
• Media marketing:-
– Billboard advertisement.
– Distribution of pamphlets.
– Advertisement in local newspaper and T.V.

Sales strategy
• Our sales strategy requires consistently high quality food service ,
speed and atmosphere. We can accomplish this by:
– Hiring employees who genuinely enjoy their jobs.
– Continually assessing the quality of all aspects mentioned
above.
– Interacting with our customers personally , so they know that
their feedback goes directly to owners
– Evaluating food choices for popularity

Management summary
• Restaurant manager
• Sommelier
• Finance manager.
• Supply manager.
• Legal advisor.
• Inventory manager.
• Cashier cum receptionist.

Publicity:
Discount Coupons will be available on the Following
Websites.