Business Plan of a Kids Restaurant in Pakistan named "KIDZERIA"

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Information about Business Plan of a Kids Restaurant in Pakistan named "KIDZERIA"

Published on June 27, 2009

Author: imadbaig

Source: slideshare.net

KIDZERIA By: Imad Ahmad, Saisha Fatima, Sana Maqbool S.Faisal Khursheed & S.Muqaddas Ali

INDUSTRY ANALYSIS

INDUSTRY ANALYSIS… In the past five years the restaurant industry has out-performed the national GNP by 40% 29 percent of the total production and 17 percent of total employment in the food manufacturing sector Retail sales of processed foods are expanding by 10 percent per year in recent years and are currently estimated at about $2.4 billion

In the past five years the restaurant industry has out-performed the national GNP by 40%

29 percent of the total production and 17 percent of total employment in the food manufacturing sector

Retail sales of processed foods are expanding by 10 percent per year in recent years and are currently estimated at about $2.4 billion

USAGE OF FAST FOOD DURING THE DAY Lunch (44%) Morning snack (40%) Afternoon snack (31%) Dinner (19%) Evening snack (14%) Breakfast (12%)

Lunch (44%)

Morning snack (40%)

Afternoon snack (31%)

Dinner (19%)

Evening snack (14%)

Breakfast (12%)

CONSUMPTION PATTERN Annual consumption of chicken, meat and beef in Pakistan 320 million kgs Considering present potential to be 3% in volume consumption 9.6 million kgs Raw would be around 60% of total category 5.76 million kgs Value added annual volume is 40% of total category 3.84 million kgs

Annual consumption of chicken, meat and beef in Pakistan 320 million kgs

Considering present potential to be 3% in volume consumption 9.6 million kgs

Raw would be around 60% of total category 5.76 million kgs

Value added annual volume is 40% of total category 3.84 million kgs

COMPETITOR ANALYSIS Major Competitors KFC McDonalds Other Restaurants with similar offering

Major Competitors

KFC

McDonalds

Other Restaurants with similar offering

HELPFUL In achieving the objectives HARMFUL In achieving the objectives EXTERNAL ORIGIN Attributes of the environment INTERNAL ORIGIN Attributes of the Organization Certified chicken Rent Variety Location SMS service Theme S W O T Novice Financials Bird flu Unhealthy Competitors Trend Untapped market

Certified chicken

Rent

Variety

Location

SMS service

Theme

Novice

Financials

Bird flu

Unhealthy

Competitors

Trend

Untapped market

DESCRIPTION OF THE VENTURE -KIDZERIA-

DESCRIPTION OF THE VENTURE Mission Statement To create a healthy relationship “ sandwiched between” food and children. Vision Statement Our Vision is to build and maintain a customer-oriented culture that will encourage and nurture service excellence through cleanliness, quality and value to meet the expectations of our customers. Moreover dedicate ourselves in providing the highest quality food and service to children as well as their family. Promoting a nutritious and healthier lifestyle that exceeds our clients' expectations; building a friendly environment where children would love to eat.

Mission Statement

To create a healthy relationship “ sandwiched between” food and children.

Vision Statement

Our Vision is to build and maintain a customer-oriented culture that will encourage and nurture service excellence through cleanliness, quality and value to meet the expectations of our customers. Moreover dedicate ourselves in providing the highest quality food and service to children as well as their family. Promoting a nutritious and healthier lifestyle that exceeds our clients' expectations; building a friendly environment where children would love to eat.

GOALS AND OBJECTIVES OF KIDZERIA Market share – Our objective is to attain at least 10% of market share in the first year of KIDZERIA Sales: Our goal is to increase our sales every year by 10%. Awareness - Our goal is to create 10-20% awareness among the customers in the initial six months. New Outlet - We plan to open an outlet at boat basin within five years however if we cover 70% of our costs within a year we will start planning for it. Provision of quality food - Our objective is to provide good quality and hygienic food in comparison to other local restaurants and we aim to bring continuous improvement through new cuisine, games etc.

Market share – Our objective is to attain at least 10% of market share in the first year of KIDZERIA

Sales: Our goal is to increase our sales every year by 10%.

Awareness - Our goal is to create 10-20% awareness among the customers in the initial six months.

New Outlet - We plan to open an outlet at boat basin within five years however if we cover 70% of our costs within a year we will start planning for it.

Provision of quality food - Our objective is to provide good quality and hygienic food in comparison to other local restaurants and we aim to bring continuous improvement through new cuisine, games etc.

MARKET SEGMENTATION Primary: Children from the age bracket of 5-12 years. Secondary: Parents or elders accompanying their children would be our secondary market as they are the ones who make the purchase decisions and have the buying authority.

MARKET DEMOGRAPHICS Demographic Segmentation Gender: Both Male & Female Social Class: Upper, Upper-Middle, Middle class Behavioral Segmentation Benefits: Quality food and Service User-Status: Potential users, first-time users, regular users. Readiness Stage: Interested, desirous, intending to buy. Attitude toward Service: Enthusiastic and Positive. Income: Income level (Monthly):- Rs.25000/- and above Psychographics

Demographic Segmentation

Gender: Both Male & Female

Social Class: Upper, Upper-Middle, Middle class

Behavioral Segmentation

Benefits: Quality food and Service

User-Status: Potential users, first-time users, regular users.

Readiness Stage: Interested, desirous, intending to buy.

Attitude toward Service: Enthusiastic and Positive.

Income: Income level (Monthly):- Rs.25000/- and above

Psychographics

SEGMENTING THE MARKET IN TERMS OF BUYING SITUATION Desired Benefits : Quality food and Service Usage : Potential users, first-time users, regular users Awareness : People are aware of the taste at fast food restaurants, which will help us in attracting people as they will not be hesitant to dine in. Buying Conditions : People who visit Dolmen mall and feel hungry Children who tend to get attract by our restaurant’s theme People who bring their children at KIDZERIA especially for food and fun

Desired Benefits : Quality food and Service

Usage : Potential users, first-time users, regular users

Awareness : People are aware of the taste at fast food restaurants, which will help us in attracting people as they will not be hesitant to dine in.

Buying Conditions :

People who visit Dolmen mall and feel hungry

Children who tend to get attract by our restaurant’s theme

People who bring their children at KIDZERIA especially for food and fun

DESCRIPTION OF THE VENTURE… Location Product Service

Location

Product

Service

BACKGROUND OF ENTREPRENEURS Who are WE ???

EQUIPMENTS Kitchen Equipments Kitchen Apparels Cooking Equipment Miscellaneous

Kitchen Equipments

Kitchen Apparels

Cooking Equipment

Miscellaneous

PERSONNEL REQUIRED

ORGANIZATIONAL PLAN

PARTNERSHIP DEED Name and Business Term Capital Profit and Loss Salaries and Withdraw Interest Banking Books Voluntary Termination Death Arbitration Management Duties, Restrictions & Decision making

Name and Business

Term

Capital

Profit and Loss

Salaries and Withdraw

Interest

Banking

Books

Voluntary Termination

Death

Arbitration

Management Duties, Restrictions & Decision making

ORGANIZATION CHART

JOB DUTIES AND RESPONSIBILITIES Finance Department HR Department Operational Department Marketing Department Procurement Department

Finance Department

HR Department

Operational Department

Marketing Department

Procurement Department

HR POLICIES Annual Leave Recruitment and Retention Managing and Monitoring Performances Compliance

Annual Leave

Recruitment and Retention

Managing and Monitoring Performances

Compliance

RISK ASSESSMENT

Risks that the venture might face are:- Competitors Bird-Flu Prices of Raw Material Employee Turnover Marketing Techniques Timely Delivery of Raw Materials Government Issues

Risks that the venture might face are:-

Competitors

Bird-Flu

Prices of Raw Material

Employee Turnover

Marketing Techniques

Timely Delivery of Raw Materials

Government Issues

MERCHANDISING PLAN

SUPPLIERS K&N Mon-Salwa Rafhan Oil-Unilever Pakistan Youngs Food Private Limited Adam’s Milk Food Private Limited Dawn Bread Minimelts Knorr Nestle Pakistan Pepsi Co. Toy Suppliers

K&N

Mon-Salwa

Rafhan Oil-Unilever Pakistan

Youngs Food Private Limited

Adam’s Milk Food Private Limited

Dawn Bread

Minimelts

Knorr

Nestle Pakistan

Pepsi Co.

Toy Suppliers

STORAGE NEEDS

MARKETING MIX

MARKETING MIX Products Future Products -zinger burger, brownies, cookies, milk shakes and steaks

Products

DEALS DexterZ Meal Chicken Sandwich French Fries Pepsi Free Toy Hot-Cross Bun Chicken Burger French Fries Salad Pepsi Free Toy Yummy Noodles Noodles Pepsi Free Toy Dreamy Pizza Pizza Pepsi Free Toy Poppy Meal Chicken Popcorn French Fries Pepsi Free Toy Daddy Meal Fried Chicken French Fries Pepsi Salad 1 Bun

DexterZ Meal

Chicken Sandwich

French Fries

Pepsi

Free Toy

Hot-Cross Bun

Chicken Burger

French Fries

Salad

Pepsi

Free Toy

Yummy Noodles

Noodles

Pepsi

Free Toy

Dreamy Pizza

Pizza

Pepsi

Free Toy

Poppy Meal

Chicken Popcorn

French Fries

Pepsi

Free Toy

Daddy Meal

Fried Chicken

French Fries

Pepsi

Salad

1 Bun

PRODUCT POSITIONING KIDZERIA is positioned as High quality product which would be clearly seen by the way we serve our customers, advertising which would portray our restaurant using safe and healthy chicken Category Membership: McDonalds KFC Point of Difference Point of Parity: Category Point of Parity: the category point of parity for KIDZERIA is chicken burger, chicken sandwiches, pizza, noodles, French fries etc. which all other Fast Food Restaurant offers.   Competitive Point of Parity: As KIDZERIA has a variety in its product line which would act as a point of competitive parity because competitors of KIDZERIA serve the consumers in specific areas. However providing consumers variety of food items under one roof would be KIDZERIA’s competitive point of parity.

KIDZERIA is positioned as High quality product which would be clearly seen by the way we serve our customers, advertising which would portray our restaurant using safe and healthy chicken

Category Membership:

McDonalds

KFC

Point of Difference

Point of Parity:

Category Point of Parity: the category point of parity for KIDZERIA is chicken burger, chicken sandwiches, pizza, noodles, French fries etc. which all other Fast Food Restaurant offers.  

Competitive Point of Parity: As KIDZERIA has a variety in its product line which would act as a point of competitive parity because competitors of KIDZERIA serve the consumers in specific areas. However providing consumers variety of food items under one roof would be KIDZERIA’s competitive point of parity.

BRAND’S POINT OF DIFFERENCE Value Benefits Attributes

THE CUSTOMER VALUE HIERARCHY Core Product : good quality food and service. Basic Product : Burgers, Sandwiches, Chicken Popcorns etc. Expected : Quick, easy and good customer service Augmented : Reimbursement incase of any inconvenience Potential Product : increase in product line for kids as well as elders

MARKETING MIX… 2 Years Rs 47524050 PLC

MARKETING MIX… Services Quick home delivery service, which will be operated by automated phone and SMS system Restaurant will provide a kid’s friendly themed environment in collaboration Cartoon Network. Distribution

Services

Quick home delivery service, which will be operated by automated phone and SMS system

Restaurant will provide a kid’s friendly themed environment in collaboration Cartoon Network.

Distribution

MARKETING MIX… Place

Place

Promotions Publication (Teasers, Brochures, Flyers) Ads in Home Express TV commercials Radio Ads School Visits Signage MARKETING MIX…

Promotions

Publication (Teasers, Brochures, Flyers)

Ads in Home Express

TV commercials

Radio Ads

School Visits

Signage

Online Tactics Loyalty Programs Public Relation Tactics Comment Cards Initial Mural Week Mascots Student Discount Cards

Online Tactics

Loyalty Programs

Public Relation Tactics

Comment Cards

Initial Mural Week

Mascots

Student Discount Cards

IMPLEMENTATION PLAN Pre-Launch MARKETING MIX…

Launch Post Launch Continuous advertisement in Home Express, distribution of student discount cards, flyers and menu card. Post Launch activity will be carried out on a monthly basis starting from August. MARKETING MIX…

MARKETING MIX… Pricing – going rate price rate Chicken Burger Raw Material Cost 30.62 Administration Expense (Rent, Salaries, Utilities, Maintainance, etc) 5 Selling Expense (Marketing, Promotion etc) 5 Packaging 2 Total Cost 42.62 Cushion if prices increases (3% of Total Cost) 1.2786 Final Cost 43.8986 Profit (63.4%) 76.1014 Retail Price exclusive of General Sales Tax 120

Pricing – going rate price rate

 

 

 

 

 

 

 

 

CONTINGENCY PLANS Financial crisis Postpone promotional campaigns Cut operational and variable costs Failure in marketing strategy Run Awareness campaign Offer 5% discount on showing the last visiting receipt Contract with different schools on special occassions like children's day etc. Failure in pricing strategy Survey customers and change the strategy to perceived value pricing. Bird flu Promotion campaign with K&N

Financial crisis

Postpone promotional campaigns

Cut operational and variable costs

Failure in marketing strategy

Run Awareness campaign

Offer 5% discount on showing the last visiting receipt

Contract with different schools on special occassions like children's day etc.

Failure in pricing strategy

Survey customers and change the strategy to perceived value pricing.

Bird flu

Promotion campaign with K&N

THANKOOO!!! Questions Please

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