A PROJECT REPORT ON STRATEGIC MARKET PLANNING
Subject
:
DELIVERING CUSTOMER VALUE THROUGH
MARKETING (205)
SUBMITTED TO:- SUBMITTED BY:-
Aman Singh (MBAN1MG20002)
Dr. Prof Vandana Bharti
Dean SOM Namrata Singh (MBAN1MG2008)
Itm University, Gwalior
Renubala Pradhan (MBANG20040)
EXECUTIVE SUMMARY
• We Foodie Café & lounge will be a business unlike any other in Gwalior. The business will be
a welcoming and adaptable environment, where people can come for a quick coffee, a lunch
meeting, or a night out with friends. We will provide consistent and superior customer service,
offer quality, local and certified food and beverages, and uphold an environment that promotes
creativity at all times. Through these core values we expect to gain high consumer-perceived
value of our product. This perceived value will enable us to penetrate the market and gain market
share.
• The marketing program demonstrates the experience we can provide and how that differs from
our competitors. It communicates our idea of creating an environment which promotes
acceptance and happiness. Within the marketing program we value communicated how we plan
to be profitable while still maintaining our core values.
COMPANY DESCRIPTION
• We Foodie Café & Lounge is a locally owned and operated business in Vinay Nagar,
Gwalior, Madhya Pradesh. We pride ourselves in providing excellent customer service
in a friendly, welcoming and adaptable environment. All of the food and coffee we source
is ethical, sustainable, and local when possible. We strive to enhance the ordinary café
experience by offering the unique element of being able to self-express through many
different forms of art.
• We are very optimistic about the success of our business because of the fact that the
industry is in a high growth stage, generational trends seem to be favouring our product
offerings, and the age demographics in in the City of Gwalior are fitting with our
business objectives and strategies.
We Foodie
Café & Lounge
Vinay Nagar, Gwalior
Madhya Pradesh
Contact- 9340474252
VISION
• To be a leading integrated coffee shop service group in country by delivering consistent quality
product and excellent customer focused service.
• To sell coffee in a fast, friendly environment that appeals to pride conscious health minded
consumers.
Mission
• Attaining best in class productivity and efficiency, Building our brand also.
• Reinventing the business continuously through technology and innovation.
• Reinforcing “The new way coffee shop” by living our values every day
SKILLS & TRAINING
• A well-trained workforce saves your restaurant time
and money, and it also increases your profitability.
Therefore, ensure that every member of your team
from the wait and kitchen staff to the managers
receives solid and continuous training to remain
outstanding in the highly competitive industry. It is also
imperative that you work with professional and
reputable trainers for a desirable outcome.
STRATEGIC ANALYSIS BEHIND THE CAFÉ BUSINESS
• Define your vision.
• Create a detailed business plan.
• Choose a perfect location.
• Find the best supplier.
• Source commercial equipment.
• Design your café.
• Create a menu.
• Hire the right people.
• Market your café.
SITUATIONAL ANALYSIS
To gain a better understanding of the current and
future states of the market we are entering we have
done a SWOT analysis, which is a situational analysis
done to identify the internal strengths and
weaknesses, and the external opportunities and
threats of an organization. We have done a detailed
analysis on three specific areas that will affect our
business: the industry, the competition and the
customers.
MARKET ANALYSIS
• Your market analysis should include an overview of your
industry, a look at your target market, an analysis of your
competition, your own projections for your business, and
any regulations you’ll need to comply with.
• Market research is not only essential in giving you a better
understanding of the current state of the coffee shop
industry, but it also helps you decipher how to mould
different aspects of your business so that it attracts the
right customers.
Competitive analysis
• Target Market:
My target market will be to anyone who enjoys coffee, but I will mainly target people age 18 and older, both
male and female, and who are of the working class. The number of males and females are about the same.
There are lots of residents over the age of 18 .
• Competition analysis:
• My major competitors would be café Coffee house which is located near railway station. One of the
strengths of CCH would be that they serve coffee and cakes. They have also been in GWALIOR since 2002
and they are well known. People may also be brand loyal to their coffee.
• We Foodie Café & Lounge has just begun business, and marketing is essential to its success and future
profitability. The bar offers a place for people to meet in a comfortable, person-meeting environment. The
basic market need is place where singles can meet new similar people. We foodie café & lounge uses a
sophisticated conversation system to enhance and facilitate singles meeting each other.
SWOT ANALYSIS
• One of the best ways to develop your Café’s
potential and to know where you stand among
your competition is by using a technique called
SWOT analysis. SWOT analyses help Cafe’s
identify their strengths, weaknesses,
opportunities, and threats.
MARKETING STRATEGY PLAN
• Price Strategy:
• At The We Foodie Café & Lounge, our pricing strategies will consist of cost-plus pricing ensuring we
make a reasonable margin. We will also incorporate competition based pricing for certain products, to
ensure that our beverage prices will be comparable to other upscale local cafés.
• Promotion Strategy:
• Promotion is the communication between the company and the consumer. In order to make the market
aware of your product offering, you must create a promotion strategy ,Without this, consumers would
most likely be unaware of your existence, regardless of how great your product or service might be. The
We Foodie Café & Lounge will to some extent, take advantage of all five components of the
promotional mix: advertising, sales promotion, personal selling, public relations, and direct marketing.
PRODUCT & BRANDING STRATEGY
At We Foodie Café & Lounge, we strive to provide an environment in which
individuals have access to the resources that allow them to express their creativity. The
majority of cafés follow a similar model that consists of providing hot beverages and a
cozy space. At Our place however, our goal is to enhance the customer’s traditional
café experience by adding a truly valuable element to one’s otherwise run of the mill
experience. The way in which we choose to separate ourselves from our competitors is
centered around allowing the consumer to expand their minds through art, as well as,
meaningful conversation with other creative individuals. Our goal is to establish an
image of acceptance and friendliness. We wish to be seen as a place people can go
where they are not only included, but where they can make.
POSITIONING
• Positioning refers to the process of making target markets aware of your points of
difference. It is essentially how a company and its products are defined in the minds
of the consumer relative to the competitors. Because of the importance of
positioning in the success of a business, we put a lot of thought into choosing how
we would position ourselves in the minds of our two target markets. For middle-aged
educated adults we decided to display our use of local, and ethically sourced
products. We also wanted to position ourselves as the best.
DIGITAL MARKETING
• Digital marketing is the most powerful form of marketing. Using digital
marketing tactics is the most cost-effective way to market your business..
Your customers are on social media, and digital marketing helps you
reach them.
• Having a functional Facebook, Twitter and an Instagram account will put
you directly in touch with customers, both present and potential. Because
of this, they will always be able to contact you in case of any complaint or
grievance thus improving your customer care.
• Customers usually express their views online and being online with them
will let you understand what they want from a restaurant and what they
are saying about you.
IMPLEMENTATION PLAN
• In the month leading up to our opening, we will ensure that we have established a relationship and a
understanding with all of our suppliers.
• In the 2nd Month,The first month of operations will be crucial, and we need to make sure our product and
service is of the utmost quality. The first impressions of our business will be taken from this time frame,
and It is important in order for us to be successful, that these be positive impressions.
• From 3rd Month to 11th Month, During this time period,there will be a lot of trial and (hopefully minimal)
error. We are expecting to learn what works and what doesn’t during so that we can learn and gain insight
industry market and industry.
• By the end of our first year in business, we hope to have gained a large amount of insight into what we can
continue to do to see the business thrive, and what we need to remove from our goals/plans.
CONTINGENCY PLAN
• Despite having a well thought out marketing plan, things do not always work out as expected. In the likelihood
that we are off in our projections we have prepared a contingency plan to help us respond to significant
unexpected events so that we can concentrate our efforts on running the business as smoothly as possible.
• The following are the five basic steps of contingency planning for epidemic, pandemic, or other
emergency situations.
1. Program Management. …
2. Planning. …
3. Implementation. …
4. Testing & Exercise. …
5. Program Improvement.
CONCLUSION
• Although the entire plan was a learning process, we all agreed that figuring out how all of
the pieces fit together really was the most challenging and eye-opening part. Each piece
on its own is relatively simple, but figuring out how each section fits into the bigger
picture of the plan is the difficult part. In this situation, teamwork really paid off.
• The time and effort we put into this plan really paid off when we finally finished and got
to see all of our hard work come together into a cohesive paper. It was especially
rewarding because of the fact that the plan was on a business that we worked together
to create. It was almost as if we were actual business partner creating a marketing plan
for our startup company.
