pleasure with energy2
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Pleasure with energy !
nTable of Contents1. UnV.............................................................................................
The Idea and its Innovativeness.
Mission.
Vision.
Company Overview.
2. Industry Analysis.............................................................................................
Environmental Analysis.
The Opportunity.
Why Nutritious Food ?
Restaurant Industry.
Indian Population.
3. Product and Related Services.............................................................................................
The Menu.
Guest delight through Services.
4. The Target market.............................................................................................
Major Segments.
Primary Target market.
Guest Demographics.
Guest Psychographics.
Secondary Target market.
Size of target market / Why Pune?
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5. The Competition.............................................................................................
Competitors Profile.
Direct Competitors.Indirect Competitors.
Strength and weakness of competitors.
Market Survey.
Competitive Strategy.
6. Marketing Mix...........................................................................................
Production Mix.Services Mix.
7. Operations...........................................................................................
Facilities.
Hours of operation.
Food Production.
Delivery and Catering.Mascot.
8. Long-Term Development...........................................................................................
Goals.
Strategies.
Milestones.
Future Opportunities.Risk Evaluation.
Back up Strategies.
9. Financial Considerations...........................................................................................10. Bibliography...........................................................................................
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UnVThe Idea and its Innovativeness:While fast and junk food is still not so much a way of life here in India as itis in the west, we are fast heading in that direction. With many junk food players all overthe place, its not going to be long before burgers and pizzas replace rice and dal as our
staple dietat least in the metros.
Here the Idea of medium size restaurants servingNutritious, Fresh and
Tasty Food,Healthy Drinks, Salads and Soups originates. We will also serve
Nutritional versions of traditional and junk food. There will be aspecial menufordiabetic andobese people.
In UnV, a guest is a guest in one's home, not a customer. It becomes a placeto return to: at the end of a day, or during the next vacation (like going home).Mission:To provide an exceptional dining experience to our guests, through
hygienic, nutritious and quality food with outstanding personal services at prices which
will provide value for money. We pledge not only to make our every guest healthy and
happy but also bring Pune on the cuisine map of the world.
Vision:To make every Indian happy and healthy.
Company Overview:
UnV(You and We), an Indian based company, will operate a chain ofmedium size restaurants servingNutritious, Fresh and Tasty Food, Healthy Drinks and
Salads. No synthetic or artificial ingredients, only natural foods. UnVwould consist of a1500 sq. ft commercial space situated in Kalyani Nagar, Pune. Our unique service will be
marketed throughout the Pune under the Brand name UnVWe will provide healthy food in the most
hygienic way than any where in the world. Each recipe would provide a flavor adventure
so you can discover new ways to experience & enjoy the great natural tastes of these
foods. Operations ofUnVwill unfold in four phases. In the first phase company willunfold in Pune. UnVwill exercise strict standards of sanitation, production quality, andpresentation and packaging at all levels of operation.
UnVis classified as a Goods + Serviceoffering to the consumers. The core product
is food, which is tangible. However there are
a lot of services attached to this product,
which is why it falls in this particular
category. The consumer looks for
Experience Qualities
. The marketingimplication for UnVtherefore is that in
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addition to taking care of the dinningqualitiesin the core product, they also needto make the experienceas good aspossible.
Environment AnalysisA. Social Changes:Green Lobby: In todays world health has become the primary need in addition tofood, clothing & shelter. Day by day people have become health conscious.
Changing Social Structure: Post liberalisation, privatisation & globalisation therehas been huge increase in one parent families & two income households in India.
Quality of life: 55% of urban middle class Indians eat out at least once a month. 30%of urban middle class Indians eat out at least twice a month.1
B. Technological Changes: Increasing new cooking techniques usingtechnological equipments. Also increased demand for fast service can be catered through
technology (Drive through, electronic payment modes)
C. Economical Changes:Spending Power: While food accounts for only 9.7% of the total private consumptionexpenditure for an average American person, 15% for the Japanese and 15% for the
British, for the Indian it is the single largest component of their total consumption
expenditure, accounting for as much as 53%.2Fueled by an influx of information-technology companies with gleaming new
buildings and the promise of biotechnology, Pune now has the highest per capita income
in India, about $1,030 per year. 3
The Opportunity:India is going through what experts call a health transition a term used to
describe discernible shifts in demographics, changing lifestyles, and behaviour & disease
patterns. The frenetic pace of urban life has brought affluence & a better quality of life
for millions of Indians but also a destructive lifestyle that has led to a host of medical
crises. 50% is the growth rate for the fitness industry in the last 5 years coinciding withthe need to look good & feel good among urban Indians & availability of the state of the
art equipment.4
Although the restaurant industry is very competitive, the lifestyle changes created
by modern living continue to fuel its strong growth. More and more people have less
time, resources, and ability to cook for themselves.More importantly the growing health
consciousness among the people will help UnV, to position itself for the currentgrowing demand of nutritious food.1. India Today : July 5th 2005
2. Ficci : Food & beverages survey 2006 , February 2006
3. www.kansansity.com
4. India today: Sept 18 2006 (Pg 53)
Why Nutritious Food?Extra foods (sometimes called as junk) are usually low in nutrients and high in
salt, sugar & fat. It causes cardiovascular diseases, cancer, anemia and obesity
World Health Organization has predicted that by 2010, India would house 100
million patients with heart ailments, which would account for 60 per centof the
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worlds heart diseases.
The population ofobese people in India is burgeoning. Statistics show that about
150 million Indians are obese which a good 15 % of total population is. 5
The AIIMS study on Obesity, Diabeties & Heart Disease, 2002-2005 show that
nearly 50 % of urban women above have unhealthy body shapes. Experts say oneof the causes of obesity in women is mental stress due to which they keep
munching on food. 5
Every fourth diabetic in the world is India.
Indian nutritionists say the consumption of fruits and vegetables in India is
abysmally lowless than 150 g a day, against the recommended 400 g 6.
The Restaurant Industry:With more than five thousand ethnic communities represented, India has a very
diverse population. Each region and sub region in India has distinct food traditions and
preferences. Indian consumers typically maintain their distinct food habits even after
migrating to different parts of the country. In large cities and metropolitan areas, some
restaurants serve only specialty regional foods. Some regional fast foods such as samosa,kababs, chola bhatura, pakoda, aloo-paratha, poori-bhaji, dosa, and sambarvadaare popular among Indian consumers and are available in both specialty and multi-cuisine
restaurants throughout India .According to research carried out by the Federation of Hotel and Restaurant
Industries in India (FHRAI) there are approximately 500,000 restaurants in India in the
organized sector. Increasing urbanization and rising disposable incomes mean that Indian
consumers are able to spend more on food. However, only 2.4 percent of their food
expenditure is actually spent in hotels and restaurants (including on premises and take-out
sales). 7 In terms of culinary trends, there is the popularity of health foods, use of freshand authentic ingredients, expansion of quick service, acceptance of new fusion concepts,
restaurants with a focus on entertainment, and ethnic and regional cuisine restaurants and
establishing of the chef entrepreneur. In addition, there are more than 100,000 dhabas(small roadside food stalls) that sell a variety of foods in cities and on highways.8
The organized food retailing market is estimated aroundRs.2400 Crores, andwhich is expected to grow by 40% in 2006.5. India today: Sept 18 2006 ( Pg 65)
6. www.who.int/hpr/nutrition/expertconsultationge.htm
7. www.4hoteliers.com
8. USDA Foreign Agricultural Service ReportU.S. Embassy, November 14, 1999, pp. 2-3.
The independent restaurant accounts for 12 % of that total. India ranks 7th in
the world for weekly fast food consumption. It accounts for overRs.650 Crores annuallyin sales. The amount spent nationally on meals outside home has now become about $5billion a year and is expected to double in about half the time.India Today has reportedthat 50% of the time, Indians eats at local city restaurants. Hence there is a huge scope fornutritional food.
Indian Population :In the 11 years following 1989-90, the total number of households increased by
32%, although the average size of Indian households has declined from 5.9 people perhousehold in 1990 to 5.2 in 2001. What is important is that the number of low-income
urban households has been approximately halved, from 14.9 million households in 1989-
90 to 7.6 million in 2001-02. The number of low-income rural households has alsodeclined from 69 million in 1989-90 to 58 million in 2001-02. The growth in incomes in
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the top band has been experienced by both urban and rural households, both of which
have roughly doubled as a share of the total population over the 1990s.9The members of these households have higher disposable income and have shown
greater propensity to spend on fast foods & restaurants. The percentage of urban
population in India has increased from 21% in 1975 to more than 28% in 2004 . It is
likely to increase to 36% in 2025.10
Most high-income Indians prefer to live in urban areas. Over 70% of affluent
urban Indian consumers live in the ten most populated and cosmopolitan cities in India:
Mumbai, Delhi, Kolkata,Pune, Chennai, Hyderabad, Bangalore, Ahmedabad, Ludhiana,
and Nagpur. The number of dual income households, where both husband and wife work,
is slowly increasing in urban areas. Like their husbands, full-time working women spend
most of their time away from home. As a result, there has been a dramatic change in the
way Indian working wives shop and organize family meals.Houselhold Expenditures ( % of total ) , 1998-9953%14%10%
5%4%14%food, beverages, andtobaccotransportation andcommunicationshousing and energyclothing and footw earhealthother
Source:India: The Structure of Poverty, World Resource Institute,Washington, D.C., May 19, 2004.
9. NCAER (National Council of Applied Economic Research) survey report, March 9, 2004.
10.Leela Visaria, Twnety-First Century India: Population, Economy, Human Development and theEnvironment, Oxford University Press, 2004.
Not surprisingly, even some Indian consumers have started opting for meals awayfrom home on working days. The growing popularity of Delhis Waiters on Wheels(WOW), a supply agency delivering meals to peoples doorsteps from 30 different
restaurants at the same price as one would pay in the restaurants, is an example of Indias
changing food service landscape.11
Gross Domestic Product (1993-94 Prices) at Factor Cost (RsCrore)Trade, hotels, Restaurants, Transport & Communication2003-05 Amount( Rs. Cr)Q1 82117Q2 84196Q3 96330Q4 1029152004-05 Amount(Rs. Cr)Q1 91553Q2 94536Q3 106756Q4 1142952005-06 Amount(Rs. Cr)Q1 102917Q2 105844Annual Average % (April-March)2001-02 8.62002-03 10.1
2003-04* 11.82004-05** 11.4Source: Central Statistical Organization
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* Quick estimates released by CSO. ** Advance estimates released by CSO11. See Adirupa Sengupta, Living Up to the Choices Offered by the Free Market,India Abroad,August 29,
Market Survey : The below table represents the total data collected from asurvey of334 from people in & around Kalyani Nagar .All values are inpercentage.
Questionnaire for a Nutritious restaurantQ.1 How often do you go to a restaurant?Alternate days 25.72%
Weekly 60%
Monthly 14.28%
Q.2 What do you prefer in a restaurant?Veg 67%
Non-Veg 33%
Q.3 Average monthly expense spent in restaurant?0 - 100 1%
100 - 300 9%
300 - 600 20%600 & Above 70%
Q.4 What do you look in for restaurant?Taste 20%
Ambience 9%
Quality 11%
Fast Service 12%
Hygiene 14%
Nutrition 26%
Hang - out 8%
Q.5 How do you rate the following? Excellent Good Fair
Nutritional Value 34% 33% 33%Taste 45% 35% 20%Q.6
What is a maximum price you are willing to pay for a nutritiousfood?Normal 15%
Normal + 10% 31%
Normal + 20% 42%
Normal + 30% 12%
Q.7 How long would you travel for such a restaurant?0 - 3 Kms 40%
3 - 6 Kms 52%6 - 9 Kms 8%Q.8
Would you like to subscribe for a monthly meal for such acuisine?Yes 54%
No 46%
Q.9 Do you prefer eating nutritious food in restaurants?Yes 56%
No 44%
Q.10 If NO then what is the reason?
No Time 2%High Price 12%
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Non - Availability 86%
Q.11 Are you aware of the ill-effects of the junk food?Yes 55%
No 45%
Q.12 Occupation
Student 23%IT Professional 66%
Others 11%
Q.13 Income ( Rs./Month)0 - 10,000 10%
10,000 - 25, 000 27%25,000 - 50,000 43%
50,000 & above 20%
Q.14 Age ( in yrs)15-20 4%20-25 30%25-30 36%30 & Above 30%
The Product and Related ServicesUnVs menu will be medium sized and premium priced offering, whichwill be created by experienced physicians and dieticians. Our goal is to create tasty yet
nutritious food. The Menu is going to be extremely simple, Nutritious yet tasty. We will
keep a small group of constants on the menu & then feature a dietician cum chefs
recommendation that we plan to have 50% of our meals ordered.
Organic Ingredients: The organic element will allow us to be extremely ecologically
conscious. Though this will be adding to the price of our product we are confident our
guest would be delighted.
Nutritional Version of Traditional Recipes: Our chef will have great latitude in
designing & producing menu offerings from many different cultures. (Nutritional
version of Hydrebadi Biryani, Puneri Misal, Gujrati dhoklas.)We will endeavor to
produce all the nutritional versions using authentic ingredients necessary to hold true to
these varied and interesting cultural recipes.
The Menu :We will havethree product levels -
1) Core Product: Different type ofNutritional Menu, salads & health drinks that
will satisfy the basic need of guest.2)Formal Product: When consumers expectations startsgrowing synchronized with increasing competition we
would offer more tangibility to our product. Variety in
Menu likesoups and sugar-free deserts (like fruit
salad). Selection of own toppings to suit their own
tastes and Integration of international contents would
also be provided.
3)Augmented Product: With further high expectations ofconsumers and intense competition, we would offer
more & more intangible features. We will also provide
Nutritional versions of traditional and junk food. Special menu for peoplehaving problem ofdiabetes andobesity designed according to recommendations
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of nutritionists and dieticians.
**Full menu has been attached below
Guests delight through services :There will be four ways in which our guests will get the services
They may come down at our restaurant and get best service from a waitperson.
Separate take-away counter for the guests who prefer parcels.
Home delivery will be offered within specified limit and charges would be
applicable.
Separate drive-through counters
UnVZone: To creates health consciousness among kids through games, movies andtoys.
The Target marketThe market for UnVs product covers a large area of diverse and denselypopulated groups. Although it will be located in a downtown urban setting, it will be a
restaurant where people will have pleasure eating out in a healthy and energetic way.
Major segments
Local Population consisting of
Health conscious people
Nuclear families
Students
IT professionals
Corporate clients
Cuisine tourists
Floating Population consisting of
Business tourists
Cultural tourists
Primary Target Market
Local Population consisting of
Health conscious people
IT professionals
Nuclear families
Students
Guest Demographics
Age Range : 11- 45
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Income range : Rs. 12,000 & aboveGender : Male 70% , Females 30%
Location : In & around Kalyani Nagar
Average Purchase Value : Rs. 55/-
Frequency of Purchase : 12 visits per month
Guest Psychographic
Life Style description : High standard of living & increasing demand for fast
& nutritious food have resulted in high spending ( Approx. 7 % of their
income12)
Major influencers on their choice to purchase ( in order)
1. Product
2. Services
3. AmbienceSecondary Target Market
Diabetic people
Obese people
Cardiac people
Size of Target Market / Why Pune?
Pune is a major industrial centre, growing very fast every year.Just a two hours
drive from Mumbai, is one of the fastest growing industrial centers in Asia and a
hot destination for several IT and ITES companies. Also, known as the
'Education capital' of India, Pune is home to several renowned educationalinstitutions.According to the 2001 census provisional counts, the urbanagglomeration around Pune has a population of4,485,000 in 2005 13.
Every day, government officials say, people register more than 400 new vehicles
in Pune. About4,000 people fly in and out daily, compared with a year ago, when
only 1,800 people did 14.
There are479 ITcompanies registered under STPI, Pune.15 There are40,000 IT
professionals working in Pune.
Fitness - The craze for the perfect figure has forced not only Gen X but also
working professionals, housewives etc. to go on a diet spree There is no need toeat less. Just eat healthy and stay fit. It is important to know your height-weight
ratio and eat right. It surely is on the rise, but with 4 out of 10 youths visiting the
gyms or working out, there is a long way to go.1612. India Today: July 11, 2005
13. www.wikipedia.org
14. www.kansascity.com
15. www.stpp.soft.net
16. http://timesofindia.indiatimes.com/articleshow/1241488.cms
CompetitorsOrganized UnorganizedDirect Indirect
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The CompetitionThere is an enormous number and variety of restaurants globally.
Although this presents an oblivious challenge in terms of market share, it also
indicates the presence of large, strong potential. The newest competitors have made
their successful entry based on an innovative concept or novelty. UnVwill offer aninnovative product in a unique style at a competitive price.
Competitor's Profile:
Competing with UnVfor the target market are these categories of foodproviders:
Independent table service restaurants of similar menu and price structure.
Commercial foodservice companies serving students directly.
Direct Competitors Profile:There are around 400 restaurants in Pune
area. According to statistics obtained from yellow pages, there are 360 restaurants in
Pune including 15 restaurants in and around kalyani nagar.
Hours of operation : 8am-11pm
Years in Business : Last 6 yrs
Product/Service :
1. McDonalds/Burger King Burger
Direct Competitorsinclude Mc Donalds,
Subways, Pizza Corner,Kalyani, Roti etc.
Indirect Competitorsinclude Ready to eat
processed & packaged
foods,Malted beverages, etc.
2. Pizza Hut/Pizza Corner Pizzas
3. Kalyani Restaurant Punjabi & South Indian
4. Roti! Parathas
5. Subway Salads & Sandwiches
Customer profile: Business customers, tourists, teenagers and Kids.
Indirect Competitors Profile:
Malted beverages with nutritional attributes control around 70% of the total
market and energy drinks (brown beverages) account for the rest5.( For e.g.
PepsiCo - Gatorade,Tropicana ; Daburs Real Juice )
Ready to eat processed & packaged foods like MTR foods Chitale, Kaka
halwai. The market for semi-processed/cooked and ready to eat foods is
estimated to be of around Rs 82.9 billion in 2004-05 and is rising rapidly
with a growth rate of 20 percent 17.
Strengths & Weaknesses of Competitors:
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Strengths : Years of experience, Brand Name, up market Locations.Weaknesses: High calories food, unbalanced food, cannot cater to increasing no. of
Customers, taste saturation17. Ficci: Food & beverages survey 2006, February 2006
Perceptual Map Table:
Market Survey of 5 Major Restaurants020406080100ParametersVariety in MenuAffordabilityFast Delivery
Great DiningAccessibilityPizza HutRoti!Burger KingMcDonald'sSubwayBrandParametersPizzaHut Roti!Burger
King McDonald's Subway TotalVariety inMenu 75 69 51 76 63 334Affordability 50 70 70 60 84 334Fast Delivery 70 59 60 76 69 334Great Dining 86 57 55 70 65 334Accessibility 68 60 64 84 58 334
Competitive Strategy:There are two major ways in which we will create an advantage over
our competitors
Standard Benefits: Tasty Food, Ambience, Hygiene and good & fast service.
Differential Benefits: Nutritional food using organic ingredients, Guest not
the customer, Menu Designed by renowned Dieticians, UnV Family will
consist of more than 70% Females.
High employee motivation and good sales attitude.
Introduction ofUnV card and Mascot.
Tie up with Hotel Management Institute.
Regular Campaigns like Healthy Food, Healthy Cityto increase awareness
in society.
Keep the prices low by growing fruits and vegetables in our own farms, thus,ensuring better quality.
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Indians typically spend more money on eating out and purchasing new productsduring festival seasons. To capitalize on the spending habits of Indian consumers,
UnV would haveseasonal or traditional gift vouchers.
Price
UnVwouldinitially follow
premium pricingstrategy, we areincorporating some
organic element
which will increase
our cost but we are
confident our guest
would be
delighted.
We willnever use
low price as a
marketing toolsince the guest
may feel that
quality will be
compromised
which wont be the
case
PromotionFocusing on
unique aspect of the
product theme
(Nutritional and tasty
food) a mix of
marketing vehicles
will be created to
convey: Our
presence, our image
and our message.
Print Media -Local news papers,
magazines,
posters, hoardings
and student
publications.
Broadcast media -
Local
programming,
Website, blogs and
special interestshows, Radio
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Hotel guides.Direct mail-
Subscriber list,
offices for
delivery.Misc...Yellow
pages, charity
shows.
UnVMascot.Place
An ideal place
located in an up
market area at
Kalyani nagarPune.
It will offer
good access to
our guest & for
transportation.
This area is
surroundedby IT
companies,
colleges,
hospitals.
ProductCore Product: Different
type of Nutritional
Menu, salads & health
drinks that will satisfy
the basic need of guest.
Formal Product: When
consumers expectations
starts growing
synchronized withincreasing competition
we would offer more
tangibility to our
product. Variety in
Menu like soups and
sugar-free deserts (like
fruit salad). Selection of
own toppings to suit
their own tastes and
Integration of
international contentswould also be provided.
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Nutritional Version of
Traditional Recipes:Our chef will have great
latitude in designing &
producing menu
offerings from manydifferent cultures.
(Nutritional version of
Hydrebadi Biryani,
Puneri Misal, Gujrati
dhoklas.)
Marketing MixPRODUCT MARKETING MIXThemarketing effort will be split intothree phases;1) Opening - A marketing campaign will be launched before opening.
2) Ongoing - A flexible campaign will be assessed regularly for effectiveness.
3) Point of scale - A well trained staff can increase the average check as well asenhancing the guests overall experience. Word-of-mouth referral is very
important in building a guest.
SERVICE MARKETING MIXPhysicalEvidence
UnVwould usevarious elements tocommunicate and
support the role of its
service to the Guest.
TheLogo ofUnVtalks about pleasure
and energy our Guest
will have after a
Great Dining
Experience.Personnel wearing
UnVuniforms in therestaurant.
All delivery boys
wear excitingnew
rider uniforms with
the UnVlogo to createvisibility on roads and
on ground awareness.
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DcorAmbience of
service
Process
A big emphasis
is being placed on
extensive researchinto the quality and
integrity of our
products andProcess. They will
constantly be
tested for our own
high standards of
freshness, purityand nutritious
values
UnVProductswould be delivered
inspecial heated
pouches to retain
temperature and
freshness.
Automation
People
UnVWill offertraining programsand emphasize on
coaching. We will
conduct Quality
Control Workshopswith expert chefs
UnVwould definethe skills, knowledgeand training required
for each position and
this information
would be
communicated to
each Family
Member.
UnVwill offercompetitive wages
and salaries to allemployees with
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benefit packages
available to key
personnel only.
It will have events
like the Employee
of the monthaward
to reward its internal
customers.
Public Relations
Guest not the
Customer.
Regular
Campaigns like
Healthy Food,
Healthy Citytoincrease awareness
in society.
UnVZone: Tocreates health
consciousness
among kids
through games,
movies and toys.
OperationsFacilities:UnVZone: We will create health consciousness among kids through games,movies and toys.
Wi-Fi Zone: We will provide Wi-Fi facility also, since most of our guests willbe IT professionals
Hours of Operation:The restaurant will be open for lunch and dinner 7 days a week. Service will
begin at 07.00 AM and end at 11:00 PM.
Food Production:Most food will be prepared on the premises. The kitchen will be designed for high
standards of sanitary efficiency and cleaned daily. Food will be made mostly to order and
Inventory will be stored accordingly. Transparency will be maintained in the food
production.
Delivery & Catering:Home delivery will be offered within 5 km radius from place of operation
and charges would be applicable for the same. Separate take-away counter for the guests
who prefer parcel.
Separate drive-through counters providing -
1. Desired food, on order from phone (within 15 minutes).2. Separate ready-to-eat menu for drive-through.
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Long-Term Development & Exit PlanGoals:
UnVis an innovative concept that targets a new, growing market. Weassume that the market will respond, and grow quickly in the next 5 years. Our goals are
to create a reputation of quality, consistency and security (safety of food) that will make
us the leader of a new style of dining.
Strategies:Our marketing efforts will be concentrated on take-out and delivery, the
areas of most promising growth. As the market changes, new products may be added to
maintain sales.
Milestones:After the restaurant opens, we will keep a close eye on sales and profit. If
we are on target at the end of year 1, we will look to expand to a second unit .Constant
Evaluation would be done on a monthly basis. More emphasis on reduction on wastage
would help us in achieving our goals.
Future Opportunities:There is a market segment that prefers to eat this type of nutritional food at
home although they do not have the time to cook. UnVcan provide individuals andfamilies with up to a monthly scheme of prepared meals. Alsocatering to offices may
become a large part of gross sales.
This opportunity will be researched and developed on a trial basis. If
successful, it could become a major new source of income without creating the need for
additional staff or production space.
Risk Evaluation:There is invariably, confusion about which lifestyle is best, which diet is
best , & which exercise or set of exercise are best suited for particular individuals. Thats
the beauty of health it keeps you on toes.
With every new venture, there is a risk involved. The success of our project
hinges on the strength and acceptance of a fairly new market. . After one year, we expect
some copycat competition in the form of other independent units. Chain competition will
be at a later stage. UnVis likely to face constant pressure to increase its product rangegiven Indias fragmented regional cultures, where no single food preference
predominates; UnVneeds to develop new products on a regular basis. Developing newproducts adds complexity and cost and raises the risk of error.
Back up strategy:The increase in competition will give rise to higher stress levels resulting in health
problems and time constraint. This will create need for healthy and nutritious food. And
people will opt for a healthier option i.e. UnV. However, the case of delayedconvergence to expected results for the market cannot be ignored. The places where we
are confident that out strategy will click are
HospitalsSchools
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Gymnasiums.Financial ConsiderationsUnVhas planned the startup strategy infourphases:
1st Phase - The 1st phase will be development of one outlet in Pune which will
cost .( given below)
2nd Phase - The 2nd phase will start after 3rd year with one more outlet in Pune.
Revenue generated in phase 1 will be invested in the 2nd phase. The later part of
2nd phase will consist of one more outlet in Pune itself.
3rd Phase - The 3rd phase will be development of outlets in Tier I and Tier II
cities which will include franchising also. Major chunk of investments will berequired in this phase.
The final phase will cover the global market.
PROJECT COSTLAND & BULDING 1500 sq. ft @ Rs. 8000 Rs. 12000000PLANT AND MACHINERY Rs. 7,87,500TOTAL INTERIORS (INCLUDING TAXES) 1500 sq. ft @Rs. 1000 Rs. 15,00,000OTHER ASSETS Rs. 1,00,000TOTAL Rs. 1,43,87,500
Sales ForecastUnit Sales 2007 2008 2009 2010 2011Food 70,070 79,085 95,357 1,79,494 224,367
Beverages 30,100 38,000 49,400 94,820 118,525
Total unit sales 1,00,170 1,17,085 1,44,757 18,89,761 2,362,201Unit Prices (Rs.)Food 55 57 59 61 63
Beverages 25 27 28 29 30
Sales (Rs.)Food 38,53,850 45,07,845 56,26,063 109,49,134 141,35,121
Beverages 7,52,500 10,26,000 13,83,200 2749780 3555750Total unit sales 46,06,350 55,33,845 70,09,263 136,98,914 176,90,871Direct Unit Costs (Rs.)Food 21 22 22.5 23 24
Beverages 10 11 11.5 12 12.5
Direct Cost Of Sales (Rs.)Meals 14,71,470 17,39,870 21,45,533 41,28,362 53,84,808
Beverages 3,01,000 4,18,000 5,68,100 11,37,840 14,81,563Subtotal Direct Cost ofSales 17,72,470 21,57,870 27,13,633 52,66,202 68,66,371
From 4th year, Additional unit would be would be made according to the phasesdecided.
PersonnelPersonnel Plan 2007 2008 2009 2010 2011Manager 1 96,000 98,000 100,000 180,000 190,000
Waitress 6 216000 234000 252000 468000 486000
Chef 3 432,000 450000 468000 900000 918000
Cleaning 5 120,000 129,000 138,000 258,000 267,000
Nutritionist 1 30,000 32,000 34,000 45,000 47,000
Total People 16 16 16 32 32Total Payroll(Rs.) 894,000 943,016 992,016 1,851,032 1,908,000Profit & Loss 2007 2008 2009 2010 2011
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Sales 4606350 5533845 7009263 13698914 17690871
Total Cost Of Sales 1772470 2157870 2713633 5266202 6866371
Gross Margin 2,833,880 3375975 4295630 8432712 10824500
Gross Margin % 61.52 61.01 61.29 61.56 61.19Operating ExpenseSalaries & Wages 894,000 943,016 992,016 1,851,032 1,908,000
Direct Operating Exp. 420000 544000 600000 1000000 1200000Music & Entertainment 6,000 6,000 7000 16000 18000
Marketing 24000 25000 27000 40000 44000Utility Services 10,000 12,000 12,000 22000 24000
Admin & General 8000 8000 9000 19000 15000
Repairs & Maintenance 12,000 13610 14610 28610 34100
Other Expenses 12,000 14400 16800 26,000 30,000
Total Operating Exp. 1,386,000 1,566,026 1,678,426 3,002,642 3,273,100Profit Before Interest &taxes 1,447,880 1,809,949 2,617,205 5,430,070 7,551,400Taxes Incurred 180985 226244 327151 678759 943925
Net Profit 1,266,895 1,583,705 2,290,054 4751311 6,607,475
Net Profit/Sales 27.5 28.62 32.67 34.68 37.34
Break Even Analysis:Break-even point in Units = Total fixed Cost / (Contribution/Unit)= 1, 43, 87,500 / 36
= 399652 unitsBreak Even point will be achieved during the 4th year of operation!!!
MenuSoups
Healthy Tomato Soup
Corn Chowder
Spinach and Baby Corn Soup
Moong Soup with Paneer
Salads
Pina Colada Salad
Bean Sprouts Salad
Orange and Beetroot Salad
Carrot and Raisin Salad
Fresh Fruit Salad
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Orange and Mint SaladBreakfasts
Protein packed Poha
Nutritious Stuffed Idlis
Vegetable Corn Bake
Snacks
Sprout Chat
Swadisht Vegetable Rolls
Paneer Tikka Kathi Rolls
Palak Methi Puris
Subzis
Paneer Palak Koftas in Makhni Gravy
Palak Baby CornMethi Mutter Pasanda
Bharva Baingan
Healthy Oondhiya
Dals
Dal MakhaniVaal ki Usal
Rasam
Sambhar
Kadhai Chole
Aamthi
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Rice delicacies
Vegetable Biryani
Masala Bhaath
Lemon Rice
Crispy Rotis & Parathas
Methi Makai ki Roti
Rice and Palak Roti
Nutritious Garlic nans
Lazeez Paratha
Methi Paneer Paratha
Bajri Roti
Tangy salads & raitas
Lauki and Pudina RaitaMix Veggie Raita
Spicy Kachumber
Pinapple Cucumber Salad
Chowpati made Healthy
Nutritious Pav BhajiSprouts Bhel
Sprouts Chat
Chat-pati Frankie
Low fat fries
Corn shev puri
Dieters pizza
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Whole wheat vegetable burgerHealthy vada pav
MithaiFruit Sandesh
Low fat Kulfi with Strawberry Sauce
Gajar ka Halwa
Sweet Potato Puran Poli
OthersLow calorie green Chutney
Tomato Chutney
Mint and Coriander Chutney
Low fat Curd
Low fat Paneer
Low fat Milk
Juices
Power~ Instant Energizer
~ Beet Treat
Cleaning~ Melon Punch
Vitality~ Apple Magic
~ Brain Booster
Healing~Ageingfresh complexion express
~High cholesterollow cholesterol shake~Diabetieslemon pleasureveggie boost~Hyper tensionred dynamo
Potassium broth~Stresssuper 7 stress reliever
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Bibliographywww.bplan.comwww.4hoteliers.com
www.whfoods.comwww.who.intwww.businessplans.orgwww.timesofindia.comwww.kansascity.comThe Best Laid Business Plans Sir Richard Branson
Relationship Marketing S. Shajahan
India Today ( Sept 18th ,2006 ; July 5th 2005 )
Ficci : Food & beverages survey 2006 , February 2006
Marketing Management: Philip KotlerWEBSITES
BOOKS
Indira Institute of ManagementParticipants1) AGARWAL SIDDHARTH
2) DEEPESH SINGH