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Project
Subject
:
Marketing Management
Assignment Topics Topics
:
Savour Food
Submitted Submit ted To
:
Dr. Imran Mir
Submitted By
:
Mr. Aaqib Sarwar Mr. Qasim Ali Mr. Muhammad Zeeshan Anjum
Dated
:
22nd une! 2"#$
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Introdu%tion Savour Foods& is one o' the 'amous eating (la%es o' )awal(indi and Islamabad. Most o' the (o(ulation o' twin %ities is aware o' *Savour Foods&. It is lo%ated in (o(ulated area o' )awal( )awal(ind indii and Islam Islamaba abad. d. Savour Savour Food Food is (rovid (roviding ing +akista +akistani ni as well well as 'ast 'ast 'ood. 'ood. ,he +akistani 'ood in%ludes +ulao kabab and -hi%ken roast while 'ast 'ood in%ludes urgers and 'ries. I%e %ream is also sold at savour Foods bran%hes. Mohammad /aeem utt is a usiness I%on o' the business business %ommunit0 %ommunit0 o' Islamabad Islamabad and )awal(indi. )awal(indi. 1e is also involved involved in so%ial a%tivities. 1e started selling (ulao at %art at ordon -ollege )oad )awal(indi in earl0 3"4s. ,his was the time when )awal(indi was develo(ing as usiness 1ub and demand o' read0 to eat qualit0 'ood was emerging in (o(ulation. Mohammad /aeem utt reali5ed the need o' the emerging %ustomers at large. 1e started (lanning to develo( the Dining (la%e whi%h ma0 'ul'ill the in%reasing demand o' the %ustomers. For this! he started to (ool sour%es to establish a (ro(er dining (la%e 'or his %ustomers. ,he market resear%h was made b0 him based on his (ersonal e6(erien%e and result was (ositive with res(e%t to 'uture growth o' his business.
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1. Situat Situation ion Analysi nalysis: s: a. Extern External al En Envir vironm onment ent:: i. egulatory: A regulator0 agen%0 7also regulator0 authorit0! regulator0 bod0 or regulator8 is a (ubli% authorit0 or government agen%0 res(onsible 'or e6er%ising autonomous authorit0 over some area o' human a%tivit0 in a regulator0 or su(ervisor0 %a(a%it0. 9ike -DA! )DA! 9abor unions %an e''e%t the savour 'oods srategies and (oli%ies. Savour 'oods work a%%ording to those )egulator0 bodies laws.
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ii.
Political:
Savour Food is +akistani as well as 'ast 'ood eating (la%es. It4s It4s (oli%es are a''te%ted i' there is unstable (olti%al environment . Savour Food has 'ull su((ort o' government4s to manu'a%ture healthier and qualit0 'oods 'or target market and the0 have made signi'i%ant %hanges in (rodu%ts a%%ording to the %ustomers needs.
iii.
Economic:
,he :%onomi% market share 'or Savour Foods in 'ast 'ood %hain is 22;.
. ,he sales o' savour 'ood (er da0 are = million million ru(ees in one bran%h.
iv.
Social
Savour 'oods are (re(aring 'oods (rodu%ts a%%ording to si%ial and %ommunit0 standards as legal and healthier 'or (eo(le. So in this wa0 target market and (eo(le are more satis'ied with their (rodu%t.
v.
!nternational:
Savour 'ood is a lo%al +akistani )estaurant and 'ast 'ood eating (la%e and have no 0et bran%h in an0 other %ountr0. ut in 'uture the0 want to start also a lso in other %ountries like ?A: et%.
b. "orp "orpor orat atee evie evie#: #: i. $ission: ,o be leader in Qualit0 'ood at most reasonable (ri%es and (re'erred %hoi%e o' enthusiasti% man(ower.
$oto: ,o (rovide qualit0 and %lean +akistani 'ood s(e%iall0 and 'ast 'ood genera ll0 at reasonable (ri%es.
Strategic intent: Savour 'ood is a 'ast 'ood eating (la%e. In (ast 0ears the0 (rodu%ed best qualit0 (rodu%ts to their %utomers. It indi%ates %om(an0 %or(orate (lan that %om(an0 (roimise to deliver best qualit0 (rodu%ts whi%h are healthier 'or li'e. ,he Savour 'ood is able to %reate value among %onsumers b0 introdu%ing new (rodu%ts ( rodu%ts %ontinousl0 with business (ro%ess.
ii.
"orporate Plan@ Savour 'ood4s target health %on%ious (eo(le as their target market than the0 (rovide best qualit0! tast0! tast0! healthier 'ood to their %oustomers % oustomers . Savour 'ood has used as a businees (lan to a%hi a%hiev evee goals goals.. ,he0 ,he0 %an %an %han %hange ge thei theirr (rodu (rodu%t %tss a%%or a%%ordin ding g to %ons %onsum umer erss needs needs.
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Marketing (lan o' Savour 'ood %onsist o' to (rodu%e best qualit0 (rodu%ts in a''oradable (ri%e 'or t0(i%all market the0 use best (rmotion sour%es to intar%t intar%t with %ustomers.
iii.
%ong term goals ,o e6(end business to all over +akistan. ,o e6(end business to other %ountries. ,o enhan%e the value o' brand name. ,o ganerate more (ro'it and in%rease the annual e%onomi% growth. ,o satis'ied satis'ied their %ustomer with qualit0! haelth0 tast0 'oods.
iv.
&bjectives: Savour 'ood restaurant obje%tive is to be the (akistans largest and best branded 'oods business (rodu%e with best qualit0 (rodu%ts.
• •
v.
,o build trust and strong business realtionshi( with %onsumers! governmental and authorities. Introdu%e new (rodu%ts and tast0 'oods. Monitor (er'oram%e and results and make %hanges to a%hieve required goals.
&rgani'ational "(a "(art:
c. Prod Product uct "atego "ategory ry evie# evie#:: i.
)eneral Discription: Savour 'ood is one o' the largest 'ast 'oods restaurant. Savour 'oods (rovide (rodu%ts whi%h are healthier and deliver best qualit0 (rodu%ts to their %ustomers. ,he0 do not use an0 harm'ul ingredients. So their (rodu%ts are 'or all (eo(le! ages and gender. All (rodu%ts are a%%ording to -ustomer4s needs and wants. So here %ustomers are more satis'ied with taste o' Savour 'oods.
ii.
Sales Trends:
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+eo(le in now a da0s more %on%ious about their diets and health. Savour 'oods introdu%e best qualit0 brands whi%h are healthier and tast0. Major shares o' brands a%%ording to organi% growth are@ +olao kabab kabab #=;! -hi%ken -hi%ken roast roast #";! #";! urger urger and 'ries 'ries ##; ##; ! 5arda and and kheer #2; B i%eC%reem #";. iii.
Distribution: Savour Savour 'ood 'ood has its own distri distribut bution ion networ network k with with all trans( trans(ora oratio tion n 'a%il 'a%iliti ities. es. ,he0 ,he0 trans(ort their raw materials and su((lies to it4s own bran%hes . ,he distribution (ro%ess %onsist o' 'ollowing ste(s@ )aw material! manu'a%turer! (ro%essing! (rodu%t! (a%kaging! ! trans(oration! distributor! %onsumers and %ustomers.
iv.
Pricing@ +ri%e de(end u(on the market o' (rodu%t. (rodu%t. Avour vour 'oods %harge 'air (ri%es a%%ording a%%ording to the (rodu%t qualit0 qualit0!! %om(etition %om(etition in the market and the0 made (rodu%t a%%ording a%%ording to the bu0ing (ower o' o ' the %ustomers e.g +olao kabab kab ab single #" )s +er (a%ket! -hi%ken roast >3" )s in )awal(indi and Islamabad both.
v.
Pac*aging: Savour 'ood used best material 'or (a%kaging o' (rodu%t in order to (revent 'ood waste and avoide to damage environment ! It also avoided the wastage o' (a%kaging material. Savour 'oods design (a%kaging in su%h a wa0 that it attra%t %ustomers to bu0 b u0 the (rodu%t.
d. "ompet "ompetat ative ive Anal Analysi ysis: s: Descriptions o+ major competitors strengt( and #ea*ness: i. -om(etitors are those entre(reneurs who are also engaged in the same nature o' business. "ompetitors "ompetitors in ice: )i%e 1ut! Student bir0ani! bir0ani! Saeen ee murg (ulao! aoo ee murg (ulao! Eamran (ulao kabab. "ompetitors in +ast +ood: Ma%donals! )ahat bakers! EF-! 1ardees! Mun%hees sna%k bar! Sogo grill! Dant0 'ast 'ood. ,hese all (rovide same (rodu%ts like Savour 'oods and used best distribution sour%es ! make %hanges in (ri%e o' (rodu%ts to %hallenge Savour 'ood in the market. ii. ii. Br Bran and d Pos Posti tion onin ing g and and adv adver erti tisi sing ng:: 1. $edia Spending: Savour 'ood media s(ending rate is lower than their %om(etitors! like Ma%donals! EFuses e6(ensive and all media sour%es and savour 'ood just uses lo%al and less medial sour%e. So it is about $; less media e6(ense than EF-. ,. Sales Promtion@
It was one o' the best advertsing %om(aign used b0 %om(anies to attra%t %ustomers. Savour 'ood done the (romotion o' the (rodu%ts ver0 smartl0 at the starting o' the business in )awal(indi )awal(indi and Islamabad. Islamabad. Savour Savour 'oods tr0 tr0 to (oistionin (oistioning g that their their (rodu%ts (rodu%ts are 'or all ages and healthier 'or ever0 one in this wa0 the0 attra%t large market in both twin %ities.
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e. "ons "onsum umer er Ana Analy lysi sis: s: i. Demograp(ical -actors: I' we look on Savour 'ood restaurant demogr(hi% segemenation then we will 'ind that their their some (rodu%t (rodu%tss are 'or ever0 ever0 one ! (eo(le (eo(le 'rom an0 area! area! %ulture %ulture !age! and an0 belie's et%.
ii.
Brand %oyalty:
A%%ording to latest resear%h Savour 'ood restaurant is one o' the most loved restaurant all over in )awal(indi and Islamabad. It is due to the %onsumers brand lo0alt0. ,he mission o' savour 'ood is to (rovide %onsumers with the best tasting and qualit0 range o' 'ood 'rom morning to night.,he0 are (roviding best qualit0 (rodu%ts to their %ustomers. In this wa0 %ustomers %ustomers be%ome lo0al the0 (ur%hase (ur%hase less %om(eting (rodu%ts available available in market.
Purc(ase ate@ iii. Savour 'ood restaurant (rovide (rodu%ts whi%h are healtheir and tast0. In this wa0 the0 attra%t attra%t health health %on%iou %on%iouss (eo(le (eo(le a'ter a'ter deliver delivering ing best best qualit qualit0 0 (rodu%t (rodu%tss their their %ustom %ustomer er be%ome brand lo0al. ,he0 (ur%hase Savour S avour 'ood (rodu%ts ( rodu%ts and an d giving (er'eren%e to thier (rodu%ts among %om(etitors (rodu%ts . +ur%hase share o' some Savour 'ood (rodu%t are@ )i%e 2".= ; ! milk and i%e %ream (rodu%ts #.; . %old drinks #=.$;!
S&T Analysis: ,he (ur(ose o' S
Strengt(s: • • • • • • • •
reat taste. ood qualit0 'ood. ,ake ,ake home qui%k order servi%e. Di''erent (a%kages 'or di''erent %ustomers. )easonable (ri%es. Su''i%ient with res(e%t to quantit0. ?se o' te%hnolog0 in (rodu%tion o' shami kabab. Idea ado(tion 'rom 'oreign restaurants. Strong brand name in Islamabad and )awal(indi
ea*nesses:
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• • • • •
Inabilit0 to (rovide qualit0 servi%es in rush hours. 9a%k o' knowledge about their %ustomers. 9a%k o' relationshi( building with %ustomers. 9imited to %ertain areas. Hnl0 in the %it0 o' Islamabad and )awal(indi.
&pportunities: •
Man0 (eo(le are living at distant (la%es 'rom the Savour Foods bran%hes. And
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%ustomers have to travel huge distan%e to rea%h the bran%h. So! the0 %an o(en bran%hes in man0 areas o' Islamabad and )awal(indi. +eo(le 'rom 9ahore admire the taste o' Savour Foods and are voting on the
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internet to o(en Savour Foods there. Man0 %ities o' +akistan are unta((ed and the0 also la%k qualit0. ,he Savour Foods %an ta( them as well. 9ike the0 have introdu%ed Zarda in the (rodu%t de(th. ,he0 %an introdu%e other (rodu%ts as -hinese ri%e.
T(reats: • • • • • •
In'lation. +oliti%al instabilit0. instabilit0. In%reased sales ta6 rate. 1igher trans(ortation rates. :%onomi% ba%kwardness omb blasts.
/. Str Strat ategi egicc Planni Planning ng::
a. $ar*et $ar*eting ing &b &bjec jectiv tives: es: Savour 'ood restaurant business obje%tive is to (rovide and market its (rodu%ts in a wa0 that hat %reate ates value alue that %an be sustained ned ove over the long term 'or owners! em(lo0ees!%onsumers! business (artners and national e%onomies in whi%h Savour 'ood restaurant o(erates&.,he aim o' the %reating values 'or the %om(an0 in%lude with im(rove business %ondition'or the 'irm. ,o obtain more reliable and high quali'0 sour%e o' raw materials! im(roved government 'un%tioning and regulator0! em(lo0ed skill and lo0al work'or%e and su(erior qualit0 (rodu%ts whi%h su%%ess'ull0 %om(lete.
b. $ar*et $ar*eting ing Stra Strateg tegies ies:: Savour 'ood de'ine Marketing as the so%ial (ro%ess b0 whi%h the0 obtain what the0 need and want through %reating and e6%hanging values with others.
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Marketing strateg0 in%ludes@ • • • •
1ow to divideCu( markets into meaning 'ull %ustomers 7Segmentation8. -hoose whi%h %ustomer grou(s to be served 7,argeting8. 7,argeting8. -reate market o''ering that best serve targeted %ustomers 7Di''erentiation8. +ositioning the o''er the minds o' %ustomer 7+ositioning8.
c. Targetin rgeting g and segm segment enting ing:: Target $ar*et@ Savour Foods& has targeted the middle %lass and u((er middle %lass %ustomers in )awal(indi and Islamabad. :s(e%iall0 the0 have targeted the working %lass o' the (rivate se%tor! students! small and medium entre(reneurs and the other organi5ations.
$ar*et Segmentation Segmentation@ Savour Food& has divided the market geogra(hi%! demogra(hi%! (s0%hogra(hi%! behavioral segments and a%%ording to the need and demand o' their value able %ustomers. For this! the0 have made di''erent deals at di''erent (ri%es that the individual %ustom %ustomer er and %ust %ustom omers ers in grou grou(s (s %an %an orde orderr a%%or a%%ordi ding ng to thei theirr deman demand d and and need need o' products .
d. "ompet "ompetit itive ive Advan Advantag tages es@ • • •
9eading in ri%e and 'ast 'ood. est qualit0 (rodu%ts to %a(ture large health %on%ious market ,he resear%h and develo(ment %a(abilities allow the -om(an0 to lead the wa0 in innovation among its %om(etitors
e. Positioning and Branding: As Savour Food tr0ing to (ositioing that their (rodu%ts are 'or ever0one and healtheir 'or health. ,he0 do not use %hemi%als and harm 'ul ingredients whi%h are also harm'ul 'or human beings as well as environment. In this wa0 the0 attra%t health %on%ious large market.
0. $ar*eting $ix: Product: Savour Food& (rovides wide range o' +akistani 'oods4 nutritious nutritious and h0gieni% (rodu%ts at a''ordable rate. i.e -hi%ken! )i%e! -hi%ken +ulao 7Single8!+ulao Eabab! Savour Eris(o! Fren%h 'ries! -hi%ken )oast! Savour 1ot Shots! Eheer! Zarda! I%e %ream et%.
Price: Savour 'ood uses di''erent a''ordable (ri%e rate a%%ording to market and %om(etitors. Some Some (rodu% (rodu%tt (ri%e in )s i.e -hi%ke -hi%ken n +ulao +ulao 7Single8 7Single8 #"! +ulao +ulao Eabab #""! Savour Savour
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Eris(o #3$ ! Fren%h 'ries 2""! -hi%ken )oast >3"! Savour 1ot Shots =""! Eheer >" (er serving! Zarda "! I%e %ream 3$.
Place:
ordon -ollege )oad! )awal(indi started in 2""#.
Melod0 Food +ark! Islamabad started in 2"">.
lue Area! Islamabad inaugurated on 2>th Mar%h! 2""$.
-ri%ket Stadium! )awal(indi inaugurated on #>th August! 2""$.
/e6t in Future (lan to start bran%h in 9ahore and Faisalabad.
Promotion: Avour 'ood has ado(ted the %hannels 'or (romotion through lo%al ,! /ews (a(ers! maga5ines! (ersonal selling and dire%t marketing! sales (romotion! (a%kaging et% For this (ur(ose Savour 'ood issues ads about their (rodu%ts to lo%al tv %hannels to intra%t with %ustomers and similarl0 to the news(a(ers! the0 also used hoardings on markets or roads to %ommuni%ate with %ustomers.
. "ontro "ontrolin ling g and Evalu Evaluati ation: on: a. -orc -orcas asti ting ng:: Fore%asting Fore%asting is used b0 %om(anies %om(anies to determine determine how to allo%ate their budgets 'or an u(%oming (eriod o' time. Savour 'ood the largest (a%kaged 'oods (rovider 'ore%a 'ore%ast st sales sales to rise rise #" (er%en (er%entt this this 0ear! 0ear! in line line with with its longCter longCterm m goals! goals! 'ollowing a stronger 0ear in 2"#>. And ho(e to raise #$ ; in ne6t 0ear.
b. Budgeting: A%%ording A%%ording to annual Savour 'ood re(ort in 2"#>! tha0 are o(erating o(erating in two %ities having about >"" em(lo0ees. Savour 'ood had sales o' = millon ru(ees o' one bran%h (er da0 and about #.3$ million (ro'it (er da0. Savour 'ood s(ent $ million )s (er 0ear on media 'or advertisment (ur(ose.
c. Eva Evaluat luatio ion n: savour 'ood is one o' the largest largest restaurant restaurant in )awal(indi )awal(indi and Islamabad. In (ast 0ears the0 deliverd best qualit0 (rodu%ts to their %utomers. Savour 'ood is 'amous restaurants whi%h %ame to the stage it is toda0 b0 gaining su(erior %om(etitive advantage over its rivals. ,he 'o%us (rodu%t di''erentiation strateg0 has been ver0 su%%ess'ul although it ma0 not work 'or other 'irms. ,he %om(an0 is able to %reate
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and deliver value b0 o''ering o''ering distinguish distinguished ed (rodu%ts. We are are sure that Savour 'ood will do better in the 'uture than their %om(etitors and might be the new trends trendsett etter er in some some %riter %riteria ia and also also gain gain its its aboveCav aboveCavera erage ge return returnss to their their %om(an0.
