Punjabi Chaap Corner - Punjabi Food Corner Marketing Plan

1. Executive Summary:

Punjabi Chaap Corner will be a start up in Hyderabad. It will be set up by Mr. R. Singh. He found out that in Hyderabad, there were very few restaurants or eating points where wide variety in chaaps are being sold. As chaap, made up of soyabean, is very famous item of North India and now a day we can see that there are large number of North Indians living in Hyderabad either for jobs or for higher studies. Initially, Mr. Singh has decided to start its operations in Hyderabad only. But with progress, sooner or later, it will try to capture the other parts of the South India.

1. Situation Analysis:

Mr. Singh analyzed the situation using 4 C’s framework. 4 C stands for customer, competitor, company and context.

1. Customer:

Mr. Singh along with his team has done a survey on a sample of people which comprises mostly North Indians. In that, he asked about what the people feel that there is missing in terms of food after coming to Hyderabad. Many people replied different kinds of North Indian dishes and 80% people said they missed chaap and chaap related items the most. The survey was not done on short sample but on a large sample. Initially the survey is done in Hyderabad and Bangalore.

1. Competitor:

Punjabi Chaap Corner would be known for its quality and authentic Punjabi food. Mr. Singh has done deep analysis of market and found out that there are some competitors available but their products are not upto the mark. Some are lacking behind in terms of taste, some in terms of quality. Some are using cheap oil instead of butter. So in terms of competition, Mr. Singh’s company would be secure as there would be little or no competition in the initial days till other good chaap makers come into the market.

1. Company:

Initially Mr. Singh is starting from one unit in Hyderabad. The initial investment would be around Rs. 1.5 million which Mr. Singh would be bearing. He would be in need of finance when he would be expanding in different parts. Initially Mr. Singh would be starting with 4 dishes – afghani, tandoori, haryali and dahi chaap. But gradually he would include gravy items, dal makhani, paneer items, tandoori roti and many more.

1. Context:

In the initial days, Mr. Singh would be taking his Delhi’s restaurant staff members with him so that they could train well the staff members of Hyderabad. They would stay in Hyderabad till the Hyderabad’s staff would get perfect in making authentic Punjabi dishes. Mr. Singh has analyzed that in Tarnaka region, where Mr. Singh would be opening his unit, there are 3 eating points which sell chaaps. The combine revenue they earn in a month is around 4-5 lacs. So, Mr. is expecting that although these units are not able to capture the large amount of target customer but still they are able to earn good revenue, but his corner would be able to capture the target customers with accurate promotions and he estimated that in the initial 6 months, they would be able to generate revnue about 2-3 lacs per month. And after that when more number of items would be included in the menu, the revenue would increase by 40-50%.

1. Market Opportunities and Issues:

The opportunity for this company would be that, North Indians are willing to pay higher prices for Punjabi food items. And if the good quality product at reasonable price would be served to them, it would be like a golden thing for them. The cost for producing chaap and chaap related items is very low as compared to the profit margins. So, as 2600 North Indians are residing in Tarnaka, so if Mr. Singh is able to make 1500 monthly customers, then it would be more than enough for the unit. It could be done through proper advertisement and promotions.

1. Objectives:    

• To achieve 15-18 lacs revenue in the first 6 months.
• After 6 months, rate of return of 40% is expected
• Achieve an average growth of 30% a year from one unit.
• To open up 6 units in Hyderabad in two years.
• To start opening its units in Bangalore from 3rd year.
• To make loyal customers by providing them high quality products at reasonable prices.

1. Marketing Strategy:

It would be to focus on the target customers. Also in the initial days, discounts and good variety of deals would be given so as to make loyal and permanent customers. And on the opening day, the items would be served free, so anyone could come and try as much items as they could.

1. Target Markets:

Mr. Singh would be starting operations first in Tarnaka and then after he has decided to expand its operations to Habsiguda, Madhapur and Hi-tecs.

1. Positioning:

Punjabi Chaap Corned would place itself as value for money brand, one that is reliable, healthy and high in quality. It would be healthy, tasty and fun to eat. It would be able to create value that would be more than customers willingness to pay.