ASSIGNMENT 2

PART 3 SEGMENTATION AND PLACE MIX

1. What is the geographic scope of the market you intend to serve and why have
you so chosen?

Geographic means to add new places and new disciplines. We start our business in
Jalal Pur Jattan and next target is Gujrat, Kharian, and all over the Pakistan after 3
years of establishment of our business. Because of, in these area life style are
changed day by day and the reason is that, after establishing of university of
Gujrat, education level will also increase, it would change the people thinking and
in these areas mostly people are in foreign countries.
We chose Ludhiana. Because it is a centrally located district in Malwa region of
Punjab.
2. What customer needs will your product or service satisfy.
Our customer needs are fresh hygiene food. We will provide them this facility to all
PG (Boys) & Corporate Offices.
3. List and describe the main types of customer for your product/service.
Students & Corporate Offices.
4. Which of these market segments will you concentrate on and why?
Students and Employees who come from other cities/country and staying in PG. It
is not easy to maintain a healthy diet there as most of the things are not under
their control. We can fulfill their requirement till their expectations.
5. Match the features of your product/service to the benefits on offer to
customers in each of your chosen market segments.
High Grade Quality: We will provide good quality food so as to increase our
customer satisfaction.
Low Cost: We will provide at our services at lowest cost as compared to the
market cost.
6. Is the market you are aiming at currently rising or falling? What is the trend
over the past few years?
Since necessity of food, the market demand for home cooked food remains
constant. The demands for these products are never bearish or bullish. Which
means it is always stable.
7. What would be the approximate market size (in units) what share of the
market are you aiming at initially?
a. 50-60 customer. Mostly Students (Reference to Boys PG)
PART 4 COMPETITION ANALYSIS

8. List and briefly describe the companies with whom you will be competing
directly.
Tiffin Service with whom we compete directly like Ravi Tiffin Service, Annapurna
Banquets & Cafeteria and other local provider. As we are new in the market we
have tough competition with these marketers who are there in the market for so
long.
9. What, in the light of this competitive analysis, do you believe to be the critical
factors for success in your business sector
We believe that we can surpass our competitors with our high quality and hard
work. Modern day management techniques, making economic orders and
achieving economies of scale.
10. What is unique about your business that makes it stand out from the
competition?
We have the modern-day techniques with which we make our purchases easy.
Having knowledge and skill which helps to make a goodwill in the customers. And
also, people can order from Online/App which.

PART 5 PRICE MIX AND PRICING STRATEGY

11. List all the costs you are likely to incur in making or marketing your product.
Purchase Cost: This differs from product to product.
Salary: Salary to the supplier and cook.
12. Using the costs as calculated above and your profit objective, calculate the
optimal price you should charge.
Different areas have different prices depend upon the distance and presence of
ingredients which will vary from breakfast – lunch - dinner.
13. Is there a possibility for charging differentiated prices for different price
segments?
With a price segmentation strategy, we offer the same product at different
prices to different groups according to the quantity order
PART 6 ADVERTISING AND PROMOTION

14. Prepare an advertising and promotional plan for the upcoming year,
explaining:
a) What is the objective of your advertising?
1. To promote the Sale of Tiffin Service.
2. To build the goodwill of our business.
3. To generate more revenue.
4. To inform the customers about our service and upcoming facilities.
5. To increase market share.
b) What message you will use to achieve these results.
The food that lengthen life ; eat well and spend less.
c) What media you will use and why.
a. Print Media and Social Media (Online) will be used because they have many
advantages benefits like:
b. We are targeting at a particular geographical area so local newspaper would be
best medium. It is less costly and it has the advantages of using it in different
languages.
c. We also use Facebook/Whatsapp (Business app) for getting customer from
local.
d) How much you will spend.
Yearly expenses of advertisement are Rs. 4000/- which will ± 5% - 10% according
to the growth of business.

PART 7 PLACE AND DISTRIBUTION

15. What channels of distribution are used in your field, which do you plan to
use and why?
In our field customer like Students & Corporate Offices will have preorder and
then we will deliver the required order through front load tricycles.
16. Your online channels and e Commerce plan?
We will develop an App or deliver order through third party delivery provider like
Swiggy.
PART 8 SALES OPERATIONS

17. Who will sell for you?

We will look after sales effort and monitor them.
18. Will you use point of sale material, leaflets, brochures or videos, for
example?
Yes, we’ll use leaflets & brochures, and we will show our customer reviews or
experience on our app or online.
19. Will you make your product yourself or buy it in and why?
We will make products ourselves with the help of helper, after the succession of
our establishment we will hire people for making products and deliver to various
places.
20. If you are making a product, describe the production process.
a. Purchase of Vegetable on weekly basis
b. Preparing food according to order to cater the demand.
c. Deliver to the customer.
21. What plant and equipment will you need, what can it do, how much will it
cost and where will you get it
a. Gas Connection = Rs. 5000/- (check kar le)
b. Utensils = Rs. 7000/- (Check kar le)
c. Equipment (Cooking Station) - Local Market = Rs. 7000/-
d. Tiffin Box: Rs. 250/- per piece (Online)
e. Delivery Vehicle = Rs. 6000/- (check kar le)
Total Approximate cost = Rs. 40000/-
PART 9 SALES FORECAST

22. Provide details of all customers you expect to sell to over the forecast period,
and how much you expect to sell to each segment
a. Students & corporate office are the main target segment but student segments
is our first preference to cater because student’s ratio in the city are now
increasing day by day.
23. Prepare a sales forecast by value and volume for each major product group
throughout the whole period of the business plan up to 2 years, monthly first
year and quarterly in the second year.
a. We will provide package starting from Rs. 175/- (per day), firstly we have
target minimum 60 customer per day so we can reduce the cost for the first
quarter.
b. After achieving the targeted customer, we will proceed further upto 100
customer for the second quarter.
c. After having successful running of our business, we will look for providing
catering services for Kitty party, marriages and other functions.
24. Give an estimate of the likely market share that these forecasts imply.
a. Estimated about 60%-65% share around our working area.