40067433 product launch

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LETTER OF ACKNOWLEDGMENT

It has been a pleasure to be Miss. Ayesha Aman students. We would like to thank

her for giving us the chance to understand and apply the theories of marketing in

our project. Her lectures have been very informative. We are extremely grateful

to her and appreciate her efforts for providing us full support, encouragement

and valuable guidance.

Sincere regards,

Geeta Vaswani

Lizna Tejani

Noureen Amin

Zarmeen Karimi

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Principles Of Marketing

Veggie Dine

LETTER OF TRANSMITTAL

25th July, 2010

Miss Ayesha Aman

Iqra University

Respected Madam,

We are submitting this report, duly on 25-07-2010 that we are asked for. The

report is entitled Product Launch (leather travel wallet).

The purpose of the report is to present the information about the marketing

strategies applied during the launch of product and the analysis of marketing a

product.

Sincerely,

_______________ _____________

Geeta Vaswani Lizna Tejani

_______________ ______________

Noureen Amin Zarmeen Karimi

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Veggie Dine

SYNOPSIS

Our business plan is about veggie dine which is a single-unit, good-sized

restaurant basically focused on healthy and ethnic food. Situated in Karachi

Pakistan, veggie dine͛s emphasis will be on providing ethnic food. We have

launched veggie dine so that the veggie lovers can dine out with their families

which offers its customers top quality food and a great ambience. Veggie dines

aims at providing cuisines for veggie lovers around Karachi Pakistan. Ethnic

recipes will be used to provide the customers with a diverse & unique menu. It

also emphasizes healthy dishes, recognizing the trend within the restaurantindustry for the demand for healthy cuisine. Market research has shown that

although the restaurant industry is very competitive, the lifestyle changes created

by modern living continue to fuel its steady growth. Therefore keeping in mind

this steady growth, we have stepped into the venture of creating and veggie dine

designed the marketing strategies and operating plan of the venture. At the same

time the competition is high, the opportunity is also great.

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Veggie Dine

THE VEGGIE DINE RESTAURANT

PRODUCT NAME

Vegetarian Food

BRAND NAME

The Veggie Dine

MARKETING ENVIRONMENT

MISSION STATEMENT:

Product oriented statement:

We provide variety of veggie meal.

Market oriented statement:

A perfect destination for veggie lovers

COMPANY INTERNAL ENVIRONMENT:

Our company͛s internal environment includes top management, finance,

Research & Development, Purchasing, Manufacturing and Accounting

department. The responsibilities of these departments are that if there is a need

of any creative and innovation product so then our Research and Development

department will first do the required research about that and will make acomplete report which will further processed to different departments like

finance, purchasing etc and after their approval it will finally be approved by the

Top management.

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Veggie Dine

CUSTOMER MARKET:

As we have our own brand so it will only be available in our own retail outlets.

This is because we want to associate our product with a unique and distinctive

identity which will only be achieve by having our own separate store because we

want direct relation with our valued customers.

COMPETITORS:

My competitors would be all those companies who are providing same products

and services that we provide to our customers. In this case Jafferjees &

Moosajees would be our direct competitor because they have the same productsand services.

PUBLICS

Public factors play a vital role in strengthening and weaken our business. If any

one of them does not work properly it will highly affect one͛s business. These

factors include:

y FINANCIAL PUBLIC

y MEDIA PUBLIC

y GOVERNMENT PUBLIC

y CITIZEN ACTION PUBLIC

y GENERAL PUBLIC

y INTERNAL PUBLIC

FINANCIAL PUBLIC:

Commercial banks would be categorized into financial public because they act as

a source of financial support for our company

MEDIA PUBLIC:

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Veggie Dine

Advertising Agencies plays an enormous role in creating our product awareness

into our consumer market which helps us in maximizing our sales volume.

GOVERNMENT PUBLIC:

Government public provides us legal identity and provides certain registration

which helps us to develop trustworthiness in our consumer market.

CITIZEN ACTION PUBLIC:

Citizen action public will affect our business in a way that as we are having our

business in a Muslim state so we cannot use those stuff which are not acceptable

in eyes of our customer market for example: we use sheep, goat and cow grain

leather for our consumer market as it is socially and religiously acceptable for ourconsumers but if we use pig grain leather which is neither accepted in Islam nor

accepted for our consumer market that͛s why we do not use those stuff which are

unethical.

GENERAL PUBLIC:

All those people who use leather products would be categorized in to General

Public.

INTERNAL PUBLIC:

Internal public plays an important role in flourishing our business because they

are one of the important pillars of our company it includes our employees.

MACRO ENVIRONMENT

POLITICAL AND LEGAL ENVIRONMENT:

Political and legal environment will affect our business in a way that if there

would be a political stability our business will smoothly be run and on the other

hand if there would be political instability our business will directly be affected.

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Veggie Dine

DEMOGRAPHICS

AGE:

14 and above because this age normally includes those professionals who use

leather in their daily life.

GENDER:

Both male and female

We have no gender discrimination our product is for both male and female

INCOME:

Rs. 80,000 and above

OCCUPATION:

All

FAMILY SIZE:

Not Specific.

RACE:

No Racial discrimination

RELIGION:

Any religion.

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Veggie Dine

ECONOMIC

Economics plays an important role in strengthening our business because when if

there is an economic stability i.e. boom our business will be encouraged. On the

other hand if there will economic instability like recession or depression then

business will be discouraged.

CULTURAL

Culture will highly affect our business in a way that as we are having our business

in a Muslim state so we cannot use those stuff which are un acceptable in eyes of our customer market for example we use Sheep, goat and cow grain leather for

our consumer market as it is socially and religiously acceptable for our consumers

but if we use pig grain leather which is socially unacceptable that͛s why we don͛t

use those stuff which are unethical.

TECHNOLOGY

As we are in the world of innovation therefore consumers demands for new

products with innovative features. Technology helps us in meeting those

requirements of our valued customer by minimizing our cost of production that

ultimately will result in maximization of our profits.

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Veggie Dine

SEGMENTATION

DEMOGRAPHICS

AGE:

Baby boomers, Generation X and Echo Boomers

GENDER:

Both male and female

INCOME:

80,000 and above

OCCUPATION:

All

FAMILY SIZE:

Not Specific

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Veggie Dine

RACE:

Our products do not have any racial discrimination

RELIGION:

Any religion.

GEOGRAPHIC:

DENSITTY:

As our product is for elite class and business personnel so our density would be

urban

LOCATION:

We would initially start our project from the cities of Lahore, Islamabad & Karachi.

We have chosen these locations because mainly the elite and business class (our

potential users) situated in these areas and areas around them.

CLIMATE:

No Effects

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Veggie Dine

PSYCHOGRAPHICS

LIFE STYLES:

It Includes Personnel who are accustomed into Formal Lifestyle and involved in

Business Activities

PERSONALITY:

people having Business Class Personality

SOCIAL CLASS:

Upper Upper Class, Lower Upper Class and Upper Middle Class

BEHAVORIAL

OCCASIONS:

All social and cultural occasions

BENEFITS:

Convenience for Travelers

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Veggie Dine

USER STATUS:

Elite Class

USAGE RATE:

Medium

LOYALTY STATUS:

Good

ATTITUDE TOWARDS PRODUCT:

A sense of satisfaction with food and good ambience

TARGET MARKET STRATEGY:

We would be targeting main market because we are focusing on upper-upper,

lower upper and upper middle class. We will target our market in a way that we

will first make our customer realize the need of our product its benefit and ease

they will get after using our product.

CONSUMER BEHAVIOR

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Veggie Dine

FACTORS AFFECTING BUYING BEHAVIOR OF THEIR CUSTOMERS:

CULTURAL FACTOR

There Is No Such Cultural Factors As Far As Our Product Is Concerned As It Does

Not Affect Any One͛s Culture. But as our business is in Islamic country so if we use

pig leather than it will highly affect our business as using pig͛s leather is one of the

social taboo in Muslim countries.

SOCIAL CLASS

Social Class Includes The Upper-Upper Class, The Lower-Upper Class And The

Middle Class.

SOCIAL FACTORS

As we are using the leather of those animals whose leather is socially accepted in

this country so there will be no social factor which will affect our business.

PERSONAL FACTOR:

Our product͛s prime focus is towards the personnel who are having a journey or a

tour and to provide them a level of satisfaction and comfort that during their

travel they do not need to worry about their belongings as they all are at safe at a

single travel wallet

AGE GROUP

It will include all those people who travel excluding children because usually their

travel documents are with their parents.

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Veggie Dine

OCCUPATION

All Business Personal Who Are Having Formal Life Style Will Be Attracted Towards

Our Product

ECONOMIC SITUATION:

Poor Economic Condition Such As Recession or Depression Will have great Affect

In Buying Behavior Of Consumer because normally in recession consumer cut

down their luxuries and restrict to their autonomous spending. In the same way

good economic condition like boom will have great impact in flourishing our

business.

LIFE STYLE:

The One Who Is Using Our Product Will Be Having A Formal Life Style Mainly

Business And Elite Class Because It Carries A Level Of Prestige With Itself WhichBusiness And Elite Class Love To Have

PERSONALITY & SELF CONCEPT:

The people who are business personnel having high class personality will go for it

and will feel convenient and self satisfied because for them convenience is the

top most priority and it will definitely Enhance their Level of Prestige.

COMPETITIVE ADVANTAGE:

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Veggie Dine

We use the finest quality of leather and guarantees genuine leather product from

its tanning to final furnishing. Our company is re-known for its quality products in

the market which helps us in gaining customer͛s loyalty.We always have our product available at our retail outlets. We also design

product on customer demand as per their convenience. We do not compromise

in our quality as customer satisfaction is most to us. We are providing additional

features to our customers like Tab with snap button closure, Six credit card slots,

Organizer pockets for passport, air ticket, currency & boarding pass. Inside

zippered pocket, pen holder (pen included).

PRODUCT MIX:

We Provide wide network of leather supplies.

y Women

y Men

y Business

y Travely All & Sundry

PRODUCT LINE:

Travel is further classified into:

y Shirt Cases

y Garment Bags

y Passport Covers

y Travel Wallets

y Travel Bags

y Trolley Bags

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Veggie Dine

y Tie Cases

y Travel Kits

Product and Service Attribute:

PRODUCT QUALITY:

y Soft and genuine leather

y Kevlar® thread

y Durable and Reliable

PRODUCT FEATURES:

y Navigator (Optional)

y A Small Notepad

y Calculator

y Tab with snap button closure.

y Six credit card slots.

y Organizer pockets for passport, air ticket, currency & boarding

pass.

y Inside zippered pocket, pen holder (pen included).

y Size : 225 x 119 mm (Closed)

PRODUCT STYLE:

y Simple & Delicate

PRICE:

PRODUCT PRICING STRATEGY:

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Veggie Dine

Pricing below Competition (Price Penetration)

PRICE ADJUSTMENT:

Not applicable in our case

MARKETING CHANNELS

CHANNEL LEVELS

SALES AND DISTRIBUTION OBJECTIVE:

As we have targeted the niche market and it is difficult to have good sales

proportion in the BEGINNING but later after the awareness of our product there

will definitely be a colossal effect on our sales and as our focus is on elite class

so our profit margin is good. As our target market is elite class so keeping their

loyalty status in mind we are expecting to have good sales proportion in future.

We have a simple distribution objective, we don͛t want our customers to be

worried about the accessibility of our product and for that we will make our

product available at our own outlet in different areas of Pakistan and for the

convenience of our customers we will make our product available in different

famous malls of Pakistan like dolmen mall, paktowers ,millennium mall etc and

especially at one of the core place for the distribution of our product which is

Airport .we also provide our customers the E-commerce so that they will not feelany kind of difficulty in finding our product.

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Veggie Dine

DISTRIBUTION STRATEGY:

DEFENCE TAARIQ ROAD SADAR DOLMEN MALL PAKTOWERS MILLINNEIUM

SALES AND DISTRIBUTION OBJECTIVE

Our distribution objective will highly be focused on availability of our product on

each and every outlet. So that we may not face product shortages which will

ultimately result in loosening market grip. We will ensure that our product is

available whenever you want not only on sales outlets but on online shopping

stores as well. So that our valuable customers would not face any problems in

order to purchase our products.

Our Sales objective would be to provide maximum level of satisfaction and

prestige to our honorable customer. Our prime focus would be to provide best

quality products so that they may result in maximization on Brand Loyalty.

FACTORY OWN OUTLETS RETAIL

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Veggie Dine

INTERNET MARKETING (ELECTRONIC COMMERCE)

As we are accustomed into Electronic World Online marketing or in other words

E-Marketing plays a very important role in strengthening grip over market.

Availability of an online shopping portal not only provides easy to our customer

but also helps them to see variety of products available.

As we are targeting a niche market mainly consists of elite class they will always

prefer to shop online rather than go and buy from stores. We are having a wide

network of supplies and able to deliver demanded products in a time frame of 24

hours. We are just a click away from them.

DISTRIBUTION STRATEGY

PROMOTION

PROMOTIONAL OBJECTIVES

We will aware our customers about our package through effective marketing and

will make them realize that this product is for your own convenience and it will

make your travel easy.

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Veggie Dine

y To enhance the awareness of product among target market.

y To develop a positive image of product.

y To design a promotional campaign in such effective manner so that consumer

can switch over to use our brand from their present brand.

ADVERTISING OBJECTIVES

By advertisement we will create awareness that how it will help them. How much

ease it will provide to them and what are the additional features present inside it,

its other benefits and so on.

ADVERTISING STRATEGY

MESSAGE STRATEGY:

Our Strategy is to make our Customer realize the need of using Travel Wallet

while travelling.

MESSAGE EXECUTION:

We will show our customers that we want your valuable travelling stuff to be safe

and your travelling to be tension free as our motive is to make your travel easy.

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Veggie Dine

ADVERTISING MEDIA

Television,

Billboard,

Newspaper,

Brochure & Magazines

KEY FACTS

STRENGTHSy In Karachi there are very less no/of veggie restaurants.

y Our target market ͞the veggie lovers͟

y Location is good, Clifton is a very porch area there are so many good

restaurants situated over there, and there is good charm of business

growth.

y Well experienced chefs and trained service staff members.

y Providing the variety of delicious veggie meal with quality and hygiene.

y Better quality of services in order to create customer value.

y Pricing strategy is affordable.

WEAKNESSES

y Initially new it will take time in terms of its popularity.

y There is a minority of veggie lovers.

OPPORTUNITIES

y New to Karachi

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y Target market will greatly benefit.

y People will get new variety and taste.

THREATS

y The existing restaurants like bar.b.q. Tonite, nawab, thali inn.

y Thread of new similar entrance.

MARKET SHARE

Our market share will be approx. 40% to 60% because it includes those people

who travel and are of elite class.

40067433 product launch

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