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Business Plan of a Kids Restaurant in Pakistan named "KIDZERIA"

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Business Plan of a Kids Restaurant in Pakistan named "KIDZERIA"

  1. 1. KIDZERIA By: Imad Ahmad, Saisha Fatima, Sana Maqbool S.Faisal Khursheed & S.Muqaddas Ali
  3. 3. INDUSTRY ANALYSIS… <ul><li>In the past five years the restaurant industry has out-performed the national GNP by 40% </li></ul><ul><li>29 percent of the total production and 17 percent of total employment in the food manufacturing sector </li></ul><ul><li>Retail sales of processed foods are expanding by 10 percent per year in recent years and are currently estimated at about $2.4 billion </li></ul>
  4. 4. USAGE OF FAST FOOD DURING THE DAY <ul><li>Lunch (44%) </li></ul><ul><li>Morning snack (40%) </li></ul><ul><li>Afternoon snack (31%) </li></ul><ul><li>Dinner (19%) </li></ul><ul><li>Evening snack (14%) </li></ul><ul><li>Breakfast (12%) </li></ul>
  5. 5. CONSUMPTION PATTERN <ul><li>Annual consumption of chicken, meat and beef in Pakistan 320 million kgs </li></ul><ul><li>Considering present potential to be 3% in volume consumption 9.6 million kgs </li></ul><ul><li>Raw would be around 60% of total category 5.76 million kgs </li></ul><ul><li>Value added annual volume is 40% of total category 3.84 million kgs </li></ul>
  6. 6. COMPETITOR ANALYSIS <ul><li>Major Competitors </li></ul><ul><ul><li>KFC </li></ul></ul><ul><ul><li>McDonalds </li></ul></ul><ul><ul><li>Other Restaurants with similar offering </li></ul></ul>
  7. 7. HELPFUL In achieving the objectives HARMFUL In achieving the objectives EXTERNAL ORIGIN Attributes of the environment INTERNAL ORIGIN Attributes of the Organization <ul><li>Certified chicken </li></ul><ul><li>Rent </li></ul><ul><li>Variety </li></ul><ul><li>Location </li></ul><ul><li>SMS service </li></ul><ul><li>Theme </li></ul>S W O T <ul><li>Novice </li></ul><ul><li>Financials </li></ul><ul><li>Bird flu </li></ul><ul><li>Unhealthy </li></ul><ul><li>Competitors </li></ul><ul><li>Trend </li></ul><ul><li>Untapped market </li></ul>
  9. 9. DESCRIPTION OF THE VENTURE <ul><li>Mission Statement </li></ul><ul><li>To create a healthy relationship “ sandwiched between” food and children. </li></ul><ul><li>Vision Statement </li></ul><ul><li>Our Vision is to build and maintain a customer-oriented culture that will encourage and nurture service excellence through cleanliness, quality and value to meet the expectations of our customers. Moreover dedicate ourselves in providing the highest quality food and service to children as well as their family. Promoting a nutritious and healthier lifestyle that exceeds our clients' expectations; building a friendly environment where children would love to eat. </li></ul>
  10. 10. GOALS AND OBJECTIVES OF KIDZERIA <ul><li>Market share – Our objective is to attain at least 10% of market share in the first year of KIDZERIA </li></ul><ul><li>Sales: Our goal is to increase our sales every year by 10%. </li></ul><ul><li>Awareness - Our goal is to create 10-20% awareness among the customers in the initial six months. </li></ul><ul><li>New Outlet - We plan to open an outlet at boat basin within five years however if we cover 70% of our costs within a year we will start planning for it. </li></ul><ul><li>Provision of quality food - Our objective is to provide good quality and hygienic food in comparison to other local restaurants and we aim to bring continuous improvement through new cuisine, games etc. </li></ul>
  11. 11. MARKET SEGMENTATION Primary: Children from the age bracket of 5-12 years. Secondary: Parents or elders accompanying their children would be our secondary market as they are the ones who make the purchase decisions and have the buying authority.
  12. 12. MARKET DEMOGRAPHICS <ul><li>Demographic Segmentation </li></ul><ul><li>Gender: Both Male & Female </li></ul><ul><li>Social Class: Upper, Upper-Middle, Middle class </li></ul><ul><li>Behavioral Segmentation </li></ul><ul><li>Benefits: Quality food and Service </li></ul><ul><li>User-Status: Potential users, first-time users, regular users. </li></ul><ul><li>Readiness Stage: Interested, desirous, intending to buy. </li></ul><ul><li>Attitude toward Service: Enthusiastic and Positive. </li></ul><ul><li>Income: Income level (Monthly):- Rs.25000/- and above </li></ul><ul><li>Psychographics </li></ul>
  13. 13. SEGMENTING THE MARKET IN TERMS OF BUYING SITUATION <ul><li>Desired Benefits : Quality food and Service </li></ul><ul><li>Usage : Potential users, first-time users, regular users </li></ul><ul><li>Awareness : People are aware of the taste at fast food restaurants, which will help us in attracting people as they will not be hesitant to dine in. </li></ul><ul><li>Buying Conditions : </li></ul><ul><li>People who visit Dolmen mall and feel hungry </li></ul><ul><li>Children who tend to get attract by our restaurant’s theme </li></ul><ul><li>People who bring their children at KIDZERIA especially for food and fun </li></ul>
  14. 14. DESCRIPTION OF THE VENTURE… <ul><li>Location </li></ul><ul><li>Product </li></ul><ul><li>Service </li></ul>
  16. 16. EQUIPMENTS <ul><li>Kitchen Equipments </li></ul><ul><li>Kitchen Apparels </li></ul><ul><li>Cooking Equipment </li></ul><ul><li>Miscellaneous </li></ul>
  19. 19. PARTNERSHIP DEED <ul><li>Name and Business </li></ul><ul><li>Term </li></ul><ul><li>Capital </li></ul><ul><li>Profit and Loss </li></ul><ul><li>Salaries and Withdraw </li></ul><ul><li>Interest </li></ul><ul><li>Banking </li></ul><ul><li>Books </li></ul><ul><li>Voluntary Termination </li></ul><ul><li>Death </li></ul><ul><li>Arbitration </li></ul><ul><li>Management Duties, Restrictions & Decision making </li></ul>
  21. 21. JOB DUTIES AND RESPONSIBILITIES <ul><li>Finance Department </li></ul><ul><li>HR Department </li></ul><ul><li>Operational Department </li></ul><ul><li>Marketing Department </li></ul><ul><li>Procurement Department </li></ul>
  22. 22. HR POLICIES <ul><li>Annual Leave </li></ul><ul><li>Recruitment and Retention </li></ul><ul><li>Managing and Monitoring Performances </li></ul><ul><li>Compliance </li></ul>
  24. 24. <ul><li>Risks that the venture might face are:- </li></ul><ul><li>Competitors </li></ul><ul><li>Bird-Flu </li></ul><ul><li>Prices of Raw Material </li></ul><ul><li>Employee Turnover </li></ul><ul><li>Marketing Techniques </li></ul><ul><li>Timely Delivery of Raw Materials </li></ul><ul><li>Government Issues </li></ul>
  26. 26. SUPPLIERS <ul><li>K&N </li></ul><ul><li>Mon-Salwa </li></ul><ul><li>Rafhan Oil-Unilever Pakistan </li></ul><ul><li>Youngs Food Private Limited </li></ul><ul><li>Adam’s Milk Food Private Limited </li></ul><ul><li>Dawn Bread </li></ul><ul><li>Minimelts </li></ul><ul><li>Knorr </li></ul><ul><li>Nestle Pakistan </li></ul><ul><li>Pepsi Co. </li></ul><ul><li>Toy Suppliers </li></ul>
  29. 29. MARKETING MIX <ul><li>Products </li></ul>Future Products -zinger burger, brownies, cookies, milk shakes and steaks
  30. 30. DEALS <ul><li>DexterZ Meal </li></ul><ul><li>Chicken Sandwich </li></ul><ul><li>French Fries </li></ul><ul><li>Pepsi </li></ul><ul><li>Free Toy </li></ul><ul><li>Hot-Cross Bun </li></ul><ul><li>Chicken Burger </li></ul><ul><li>French Fries </li></ul><ul><li>Salad </li></ul><ul><li>Pepsi </li></ul><ul><li>Free Toy </li></ul><ul><li>Yummy Noodles </li></ul><ul><li>Noodles </li></ul><ul><li>Pepsi </li></ul><ul><li>Free Toy </li></ul><ul><li>Dreamy Pizza </li></ul><ul><li>Pizza </li></ul><ul><li>Pepsi </li></ul><ul><li>Free Toy </li></ul><ul><li>Poppy Meal </li></ul><ul><li>Chicken Popcorn </li></ul><ul><li>French Fries </li></ul><ul><li>Pepsi </li></ul><ul><li>Free Toy </li></ul><ul><li>Daddy Meal </li></ul><ul><li>Fried Chicken </li></ul><ul><li>French Fries </li></ul><ul><li>Pepsi </li></ul><ul><li>Salad </li></ul><ul><li>1 Bun </li></ul>
  31. 31. PRODUCT POSITIONING <ul><li>KIDZERIA is positioned as High quality product which would be clearly seen by the way we serve our customers, advertising which would portray our restaurant using safe and healthy chicken </li></ul><ul><li>Category Membership: </li></ul><ul><ul><li>McDonalds </li></ul></ul><ul><ul><li>KFC </li></ul></ul><ul><li>Point of Difference </li></ul><ul><ul><li>Point of Parity: </li></ul></ul><ul><ul><ul><li>Category Point of Parity: the category point of parity for KIDZERIA is chicken burger, chicken sandwiches, pizza, noodles, French fries etc. which all other Fast Food Restaurant offers.   </li></ul></ul></ul><ul><ul><ul><li>Competitive Point of Parity: As KIDZERIA has a variety in its product line which would act as a point of competitive parity because competitors of KIDZERIA serve the consumers in specific areas. However providing consumers variety of food items under one roof would be KIDZERIA’s competitive point of parity. </li></ul></ul></ul>
  32. 32. BRAND’S POINT OF DIFFERENCE Value Benefits Attributes
  33. 33. THE CUSTOMER VALUE HIERARCHY Core Product : good quality food and service. Basic Product : Burgers, Sandwiches, Chicken Popcorns etc. Expected : Quick, easy and good customer service Augmented : Reimbursement incase of any inconvenience Potential Product : increase in product line for kids as well as elders
  34. 34. MARKETING MIX… 2 Years Rs 47524050 PLC
  35. 35. MARKETING MIX… <ul><li>Services </li></ul><ul><ul><li>Quick home delivery service, which will be operated by automated phone and SMS system </li></ul></ul><ul><ul><li>Restaurant will provide a kid’s friendly themed environment in collaboration Cartoon Network. </li></ul></ul><ul><li>Distribution </li></ul>
  36. 36. MARKETING MIX… <ul><li>Place </li></ul>
  37. 37. <ul><li>Promotions </li></ul><ul><ul><li>Publication (Teasers, Brochures, Flyers) </li></ul></ul><ul><ul><li>Ads in Home Express </li></ul></ul><ul><ul><li>TV commercials </li></ul></ul><ul><ul><li>Radio Ads </li></ul></ul><ul><ul><li>School Visits </li></ul></ul><ul><ul><li>Signage </li></ul></ul>MARKETING MIX…
  38. 38. <ul><ul><li>Online Tactics </li></ul></ul><ul><ul><li>Loyalty Programs </li></ul></ul><ul><ul><li>Public Relation Tactics </li></ul></ul><ul><ul><li>Comment Cards </li></ul></ul><ul><ul><li>Initial Mural Week </li></ul></ul><ul><ul><li>Mascots </li></ul></ul><ul><ul><li>Student Discount Cards </li></ul></ul>
  40. 40. Launch Post Launch Continuous advertisement in Home Express, distribution of student discount cards, flyers and menu card. Post Launch activity will be carried out on a monthly basis starting from August. MARKETING MIX…
  41. 41. MARKETING MIX… <ul><li>Pricing – going rate price rate </li></ul>Chicken Burger Raw Material Cost 30.62 Administration Expense (Rent, Salaries, Utilities, Maintainance, etc) 5 Selling Expense (Marketing, Promotion etc) 5 Packaging 2 Total Cost 42.62 Cushion if prices increases (3% of Total Cost) 1.2786 Final Cost 43.8986 Profit (63.4%) 76.1014 Retail Price exclusive of General Sales Tax 120
  42. 50. CONTINGENCY PLANS <ul><li>Financial crisis </li></ul><ul><ul><li>Postpone promotional campaigns </li></ul></ul><ul><ul><li>Cut operational and variable costs </li></ul></ul><ul><li>Failure in marketing strategy </li></ul><ul><ul><li>Run Awareness campaign </li></ul></ul><ul><ul><li>Offer 5% discount on showing the last visiting receipt </li></ul></ul><ul><ul><li>Contract with different schools on special occassions like children's day etc. </li></ul></ul><ul><li>Failure in pricing strategy </li></ul><ul><ul><li>Survey customers and change the strategy to perceived value pricing. </li></ul></ul><ul><li>Bird flu </li></ul><ul><ul><li>Promotion campaign with K&N </li></ul></ul>
  43. 51. THANKOOO!!! Questions Please