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Marketing Projectfinal

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Krishna Kumar
Krishna Kumar

The document provides details about an academic project on catering business undertaken by six students under the guidance of Prof. Swati Singh. It includes an introduction to catering business, SWOT analysis of "Foodz Caters" which is the proposed catering venture, marketing feasibility and plan, pricing strategy, place or distribution strategy, promotional strategy, demand forecasting and methods of food production. It also lists some key legal requirements for operating a catering business.

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ITS- MOHANNAGAR, GHAZIABAD PGDM 2011-13 AN ACADEMIC PROJECT ON CATERING BUSINESS UNDER GUIDANCE OF SUBMITTED BY: PROF. SWATI SINGH RAM NARESH SINGH KRISHNA KUMAR NEELIMA GANJU RICHA CHAUHAN SATENDRA NITIN TOMAR 1
ACKNOWLEDGEMENT It gives us immense pleasure to acknowledge the names, who had helped us in successful completion of this project. First of all I would take the opportunity to thank the Almighty God for granting me all the strength I needed. Generous thanks to my project guide PROF.SWATI SINGH without whose guidance and support this project would not have been possible. We are thankful to her for her constant constructive criticism and invaluable suggestions, which benefited us a lot while developing the project on CATERING BUSINESS. She has been a constant source of inspiration and motivation for hard work. She has been very co- operative throughout this project work. Through this column, it would be our utmost pleasure to express our warm thanks to her for her encouragement, co-operation and consent without which we might not have been able to accomplish this project. We would also thank all my colleagues and friends who gave me a lot of support and help. 2
CONTENTS TOPIC PAGE NO Introduction ..4 Swot analysis for foodz caters ...5 Marketing feasibility and marketing plan .6 Pricing strategy .7 Place ...8 Promotional strategy ...9 Demand forecast .10 Method of Production 11 Legal Requirements ...12 Annexure....(I) 3
INTRODUCTION The catering business is one of the most lucrative and profitable home business with a high potential for expansion and growth. When the event is catered on a full time or part time basis , the opportunities are excellent.However catering We will be having our organisation registered well in advance before the operation of our business. We will also take care of the different rules and regulations laid by the government of India. stamina and ability to work under pressure and excellent interpersonal skills. Success greatly depended on reputation. To build a good reputation one should be ready to do hard work and able to work under pressure. Catering is usually done by prearranged contract food and drink provided at a certain cost to a specific number of people. The menu is limited as compared to restaurant. Although both restaurant and catering chefs do prepare the food ahead of time to certain extent but catering chefs prepare their food so that it only needs brief final cooking reheating or assembly prior to service. RATIONAL BEHIND CHOOSING THE PROJECT:- Food is one of the basic necessities for all human. Being away from home good quality food has become dream for all students and working people. There are few hotels who provide food in Gurgaon but there food quality is not up to the mark. DEFINE THE PROJECT TITLE:- FOODZ Caters 4
SWOT ANALYSIS FOR FOODZ CATERS STRENGTHS Excellent staff who are highly trained and very customer attentive. Superior service offerings. Quick response to orders. Good communication between school and catering staff, no time wasted. Control of expenditure. Quality products offering. Good transport facility. Focus on cleanliness of offerings. WEAKNESS Limited marketing budget to develop brand awareness. Difficulty in finding someone with enough skill to support. High cost in hiring good & trained chef for cooking. Competition in the market. Keeping up to date with new food taste and flavours. OPPORTUNITY Growing market Chance to establish ourselves. Opportunity to create new customers in corporate world because of entering new players in the market. THREAT Competition from similar customers in the market. Local established players. Increase in inflation rate. Entering of a new competitor in the market. 5
MARKETING FEASIBILITY AND MARKETING PLAN PRODUCT PLANNING ''Foodz Caters'' :- It is a hypothetical start-up. We five management graduates found an opportunity in the field of catering. We had decided to focus on providing nutritious hygienic quality food which people are lacking. It plans to enter and sustain in the local market of Delhi NCR. It provides lunch & snacks. Social gathering and special celebrations like conference, seminars are the major work options.We will only be dealing in vegetarian food. Because it helps to keep our self more hygienic and usually in INDIA people have non-veg at their dinner time. We have different types of packages which will be targeting to the working professionals. Our offerings will be as follows:- LUNCH We have three different types of Thalis for lunch Platinum plate Diamond plate Silver Plate SNACKS Macaroni Vermicelli Pasta Shakes Juices Ice-creams 6
PRICING STRATEGY Penetrative Pricing- Our potential customers are students and working people who want daily meals. Hence we would enter the market at penetrative price to compete with the existing service provider. Differentiating Pricing-As market strategy is push type differentiating pricing needs to be adopted. Going rate Pricing- We will fix our price of meal after analyzing competitor market. Value Pricing- We will charge a fair price for a high quality offer. Psychological pricing We offer discounts for regular customers, bulkorders, seasonal and festivals discount, price reduction for initial customer. OUR PRICES WILL BE AS FOLLOWS:- LUNCH We have three different types of Thalis for lunch Platinum plate :- Rs.149 Diamond plate:- Rs.99 Silver Plate:- Rs.59 SNACKS (RS. 49 EACH) Macaroni Vermicelli Pasta Shakes Juices Ice-creams 7
PLACE PARTICULAR GEOGRAPHICAL LOCATION OF THE PROJECT AND JUSTIFICATION FOR THE SAME:- We choose Gurgaon and its surrounding area for implementation of catering service. As this is the place we acquainted with and has brighter prospect of catering business pertaining to various educational and professional organizations in the vicinity we have chosen this place as our target market. At this place many of the professionals are seen to be having food nearby road from Dhabas or Thelas. From whom professionals cant expect for Hygienic food. DISTRIBUTION CHANNEL OR STRATEGY:- We will recruit five delivery boys and provide them with vehicles and mobile phones and allocate them different locations nearby Gurgaon. For any special event to fulfil excess demand of our service we recruit two additional delivery boys on part time basis. Customers can place their order through internet and telephone. We assure our customers for delivery in time. 8
PROMOTIONAL STRATEGY We will distribute leaflets in area of operations. Advertise in local news paper like i-next, Aaj etc. Contact all available authorities of local institutions and organisations Offer discount for membership. 9
DEMAND FORECAST After analyzing competitors market we assume that our market demand will be 500 meals per day initially. And on special event it will be around 750 meals. SALES TARGET Our sales target would be 600 meals per day for first six months. By the end of first year we will target 1000 meals per day. On special occasions target would be set of 1500 meals on an average. SALES TEAM STRUCTURE Sales team will consist of regular five boys and part time two boys for delivery. POTENTIAL BUYERS Working people who are away from home& we will also try to get the share of students who reside in hostel or PG. POTENTIAL SUPPLIERS At initial stage we will be appointing one responsible person for marketing the products. We will purchase vegetable and milk products each day and rest of the durable items we will be purchasing on weekly basis. 10
METHODS OF PRODUCTION Food production and assembly will take place in the kitchen. Fresh vegetables, meat and dairy products will be used to create most of the dishes from scratch. The chef will exercise strict standards of sanitation, quality production, and presentation or packaging over the kitchen and service staff. Methods for packing cooked food: We will be keeping standard norms for maintaining hygienic food while packing: We will be having disposable plate and packets for serving food to our customers: THE FOUR MAIN THINGS TO PROCESSED FOR GOOD HYGIENE, THEY ARE: CROSS-CONTAMINATION: Cross-contamination is one of the most common causes of food poisoning. So, to avoid it clean work surfaces, chopping boards and equipment are used before start preparing food. CLEANING: Effective cleaning gets rid of bacteria on hands, equipment and surfaces. So it Helps to stop harmful bacteria from spreading onto food. CHILLING: Chilling food properly helps to stop harmful bacteria from growing. Some foods need to be kept chilled to keep them safe. COOKING: Thorough cooking kills harmful bacteria in food. So it is extremely important to make sure that food is cooked properly. When cooking or reheating food, always check that it is piping hot all the way through. 11
LEGAL REQUIREMENTS Few of them are:- We will be having our organisation registered well in advance before the operation of our business. We will also take care of the different rules and regulations laid by the government of India. Food Safety Act 1990 Food Premises (Registration) Regulations 1991 Food Safety (General Food Hygiene) Regulations 1995 Food Safety (Temperature Control) Regulations 1995 Tax considerations are essential during the formation of a new business and during its entire life. When a business is just starting out, it may have little or no income or assets and the choice of structure may not seriously affect its tax liability. However, as the business grows, the tax implications become more significant. Insurance is a necessary expense. This includes product and personal liability, as well as coverage on the space used for the business, equipment, vehicle used for the business, and worker's compensation for any employees. The sale of liquor, wine or beer requires a license. VAT registration number. 12
ANNEXURE CATERING QUESTIONNAIRE FOR INDIVIDUALS Name : Date : Time : Serving at : Location : CONTACT INFO Phone : Email : Address : SERVICE DETAILS Pick up[ ] Delivery [] Buffet [] Full Service[ ] Cooking Lessons [] UTENSILS Spoons (metal) (plastic) [] Knives (metal) (plastic) [] Napkins (paper) (cloth) [] Cups & Dishes (glass) (plastic) [ ] 13

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Marketing Projectfinal

  • 1. ITS- MOHANNAGAR, GHAZIABAD PGDM 2011-13 AN ACADEMIC PROJECT ON CATERING BUSINESS UNDER GUIDANCE OF SUBMITTED BY: PROF. SWATI SINGH RAM NARESH SINGH KRISHNA KUMAR NEELIMA GANJU RICHA CHAUHAN SATENDRA NITIN TOMAR 1
  • 2. ACKNOWLEDGEMENT It gives us immense pleasure to acknowledge the names, who had helped us in successful completion of this project. First of all I would take the opportunity to thank the Almighty God for granting me all the strength I needed. Generous thanks to my project guide PROF.SWATI SINGH without whose guidance and support this project would not have been possible. We are thankful to her for her constant constructive criticism and invaluable suggestions, which benefited us a lot while developing the project on CATERING BUSINESS. She has been a constant source of inspiration and motivation for hard work. She has been very co- operative throughout this project work. Through this column, it would be our utmost pleasure to express our warm thanks to her for her encouragement, co-operation and consent without which we might not have been able to accomplish this project. We would also thank all my colleagues and friends who gave me a lot of support and help. 2
  • 3. CONTENTS TOPIC PAGE NO Introduction ..4 Swot analysis for foodz caters ...5 Marketing feasibility and marketing plan .6 Pricing strategy .7 Place ...8 Promotional strategy ...9 Demand forecast .10 Method of Production 11 Legal Requirements ...12 Annexure....(I) 3
  • 4. INTRODUCTION The catering business is one of the most lucrative and profitable home business with a high potential for expansion and growth. When the event is catered on a full time or part time basis , the opportunities are excellent.However catering We will be having our organisation registered well in advance before the operation of our business. We will also take care of the different rules and regulations laid by the government of India. stamina and ability to work under pressure and excellent interpersonal skills. Success greatly depended on reputation. To build a good reputation one should be ready to do hard work and able to work under pressure. Catering is usually done by prearranged contract food and drink provided at a certain cost to a specific number of people. The menu is limited as compared to restaurant. Although both restaurant and catering chefs do prepare the food ahead of time to certain extent but catering chefs prepare their food so that it only needs brief final cooking reheating or assembly prior to service. RATIONAL BEHIND CHOOSING THE PROJECT:- Food is one of the basic necessities for all human. Being away from home good quality food has become dream for all students and working people. There are few hotels who provide food in Gurgaon but there food quality is not up to the mark. DEFINE THE PROJECT TITLE:- FOODZ Caters 4
  • 5. SWOT ANALYSIS FOR FOODZ CATERS STRENGTHS Excellent staff who are highly trained and very customer attentive. Superior service offerings. Quick response to orders. Good communication between school and catering staff, no time wasted. Control of expenditure. Quality products offering. Good transport facility. Focus on cleanliness of offerings. WEAKNESS Limited marketing budget to develop brand awareness. Difficulty in finding someone with enough skill to support. High cost in hiring good & trained chef for cooking. Competition in the market. Keeping up to date with new food taste and flavours. OPPORTUNITY Growing market Chance to establish ourselves. Opportunity to create new customers in corporate world because of entering new players in the market. THREAT Competition from similar customers in the market. Local established players. Increase in inflation rate. Entering of a new competitor in the market. 5
  • 6. MARKETING FEASIBILITY AND MARKETING PLAN PRODUCT PLANNING ''Foodz Caters'' :- It is a hypothetical start-up. We five management graduates found an opportunity in the field of catering. We had decided to focus on providing nutritious hygienic quality food which people are lacking. It plans to enter and sustain in the local market of Delhi NCR. It provides lunch & snacks. Social gathering and special celebrations like conference, seminars are the major work options.We will only be dealing in vegetarian food. Because it helps to keep our self more hygienic and usually in INDIA people have non-veg at their dinner time. We have different types of packages which will be targeting to the working professionals. Our offerings will be as follows:- LUNCH We have three different types of Thalis for lunch Platinum plate Diamond plate Silver Plate SNACKS Macaroni Vermicelli Pasta Shakes Juices Ice-creams 6
  • 7. PRICING STRATEGY Penetrative Pricing- Our potential customers are students and working people who want daily meals. Hence we would enter the market at penetrative price to compete with the existing service provider. Differentiating Pricing-As market strategy is push type differentiating pricing needs to be adopted. Going rate Pricing- We will fix our price of meal after analyzing competitor market. Value Pricing- We will charge a fair price for a high quality offer. Psychological pricing We offer discounts for regular customers, bulkorders, seasonal and festivals discount, price reduction for initial customer. OUR PRICES WILL BE AS FOLLOWS:- LUNCH We have three different types of Thalis for lunch Platinum plate :- Rs.149 Diamond plate:- Rs.99 Silver Plate:- Rs.59 SNACKS (RS. 49 EACH) Macaroni Vermicelli Pasta Shakes Juices Ice-creams 7
  • 8. PLACE PARTICULAR GEOGRAPHICAL LOCATION OF THE PROJECT AND JUSTIFICATION FOR THE SAME:- We choose Gurgaon and its surrounding area for implementation of catering service. As this is the place we acquainted with and has brighter prospect of catering business pertaining to various educational and professional organizations in the vicinity we have chosen this place as our target market. At this place many of the professionals are seen to be having food nearby road from Dhabas or Thelas. From whom professionals cant expect for Hygienic food. DISTRIBUTION CHANNEL OR STRATEGY:- We will recruit five delivery boys and provide them with vehicles and mobile phones and allocate them different locations nearby Gurgaon. For any special event to fulfil excess demand of our service we recruit two additional delivery boys on part time basis. Customers can place their order through internet and telephone. We assure our customers for delivery in time. 8
  • 9. PROMOTIONAL STRATEGY We will distribute leaflets in area of operations. Advertise in local news paper like i-next, Aaj etc. Contact all available authorities of local institutions and organisations Offer discount for membership. 9
  • 10. DEMAND FORECAST After analyzing competitors market we assume that our market demand will be 500 meals per day initially. And on special event it will be around 750 meals. SALES TARGET Our sales target would be 600 meals per day for first six months. By the end of first year we will target 1000 meals per day. On special occasions target would be set of 1500 meals on an average. SALES TEAM STRUCTURE Sales team will consist of regular five boys and part time two boys for delivery. POTENTIAL BUYERS Working people who are away from home& we will also try to get the share of students who reside in hostel or PG. POTENTIAL SUPPLIERS At initial stage we will be appointing one responsible person for marketing the products. We will purchase vegetable and milk products each day and rest of the durable items we will be purchasing on weekly basis. 10
  • 11. METHODS OF PRODUCTION Food production and assembly will take place in the kitchen. Fresh vegetables, meat and dairy products will be used to create most of the dishes from scratch. The chef will exercise strict standards of sanitation, quality production, and presentation or packaging over the kitchen and service staff. Methods for packing cooked food: We will be keeping standard norms for maintaining hygienic food while packing: We will be having disposable plate and packets for serving food to our customers: THE FOUR MAIN THINGS TO PROCESSED FOR GOOD HYGIENE, THEY ARE: CROSS-CONTAMINATION: Cross-contamination is one of the most common causes of food poisoning. So, to avoid it clean work surfaces, chopping boards and equipment are used before start preparing food. CLEANING: Effective cleaning gets rid of bacteria on hands, equipment and surfaces. So it Helps to stop harmful bacteria from spreading onto food. CHILLING: Chilling food properly helps to stop harmful bacteria from growing. Some foods need to be kept chilled to keep them safe. COOKING: Thorough cooking kills harmful bacteria in food. So it is extremely important to make sure that food is cooked properly. When cooking or reheating food, always check that it is piping hot all the way through. 11
  • 12. LEGAL REQUIREMENTS Few of them are:- We will be having our organisation registered well in advance before the operation of our business. We will also take care of the different rules and regulations laid by the government of India. Food Safety Act 1990 Food Premises (Registration) Regulations 1991 Food Safety (General Food Hygiene) Regulations 1995 Food Safety (Temperature Control) Regulations 1995 Tax considerations are essential during the formation of a new business and during its entire life. When a business is just starting out, it may have little or no income or assets and the choice of structure may not seriously affect its tax liability. However, as the business grows, the tax implications become more significant. Insurance is a necessary expense. This includes product and personal liability, as well as coverage on the space used for the business, equipment, vehicle used for the business, and worker's compensation for any employees. The sale of liquor, wine or beer requires a license. VAT registration number. 12
  • 13. ANNEXURE CATERING QUESTIONNAIRE FOR INDIVIDUALS Name : Date : Time : Serving at : Location : CONTACT INFO Phone : Email : Address : SERVICE DETAILS Pick up[ ] Delivery [] Buffet [] Full Service[ ] Cooking Lessons [] UTENSILS Spoons (metal) (plastic) [] Knives (metal) (plastic) [] Napkins (paper) (cloth) [] Cups & Dishes (glass) (plastic) [ ] 13