MARKETING PLAN

ELEGANCE DE GOA
An Assignment In Marketing management-2 FYBBA Submitted by
BY GROUP 4 VISHAL GAONKAR DUNCAN RODRIGUES CAESAR ALEMAO Jr. SINCLAIR FURTADO STAYCY DSOUZA MOHAMMAD AYAZ Department of BBA Rosary College of Commerce and Arts 2011-2014 R-11-16 R-11-32 R-11-01 R-11-15 R-11-08 R-11-35

Executive Summary
VG groups Elegance De Goa will be the leading restaurant in Goa, OR with a rapidly developing consumer brand and growing customer base. The signature line of innovative, premium, pasta dishes include pesto with smoked salmon, pancetta and peas linguini in an alfredo sauce, and fresh mussels and clams in a marinara sauce. VG groups Elegance De Goa also serves distinct salads, desserts, and beverages. VG groups Elegance De Goa will reinvent the continental food experience for individuals, families, and take out customers with discretionary income by selling high quality, innovative products at a competent price, designing tasteful, convenient location, and providing industry-benchmark customer service. The location is just a stones throw away from the Candolim beach. The indoor restaurant Elegance De Goa is directed towards the high class and upper middle class people. The pool side bar H20 is directed towards the youth. The shack Waves and Sands is directed towards sea food lovers and international tourists.

Concept:
The tourism industry in India has been on the rise after a slowdown last year, with markets opening up to new avenues, the people of India are becoming more and more health conscious. When talking about the tourism industry in Goa, majority of the youth are in sync with the latest trends, especially those who have just begun working. As per the census data of 2011 released by the Government of India the per capita income in the state of Goa is the highest i.e. Rs 1, 32,719, with no other state even close to it. This supports the fact that Goans have more disposable income and one can easily see it today. Approximately 5 years back a Mercedes car was considered a novelty, whereas today they no longer occupy the prestigious position in the minds of Goan consumers. Thus this prompted us to come up with our unique restaurant Elegance De Goa. This is a new generation restaurant which is a 3 part restaurant. This restaurant is owned by the VG group. This restaurant is located at a stones throw away from the Candolim beach. This restaurant consists of an indoor restaurant which is called Elegance De Goa where mostly continental food is made and an outdoor poolside lounge bar called H2O and another shack Waves and Sands which would be set

a little further on the beach in tents as a new concept all together. The reason of coming up with a continental restaurant is that there is not any particular restaurant except for any of the 5 star hotels which sell continental food thus we believe that this will be a huge success amongst the Goan youth and the Goan high class alike. The pool side bar is also expected to be a crowd puller here in the youth is targeted more. The shack is directed towards the sea food loving people as its a sea food specialty shack.

Why Goa? And why Candolim?

Goa is one of the states where cost of living is the highest and spending by consumers is also high. Goans are more acclimatized with the west and its culture. The youth of Goa in the age group of 18-30 are the ones that follow the latest fashions and pick up styles that are in vogue. People in Goa are known for their openness to western food and are willing to experiment with new cuisines. Also that the concept of a poolside lounge bar is concept that is sure to draw in the masses. Goa is also well known for its tourism, both domestic and foreign. we have selected only a few that will fit the choice of the target market, while keeping in mind their purchasing power. But strongly believe that this concept will work out as this is something new and something generally is welcome in Goa.

VisionTo be the leading continental restaurant in Goa and to be a leader in customer service. To provide a unique and elegant experience to the customers something that will make the customers come back to us.

Mission
To be a sign of quality and excellence amongst restaurants in Goa and to ensure the customers the best possible meal they could ask for.

Launch:
The launch of our restaurant will be a flashy event as we will get a bollywood star like Malaika Arora Khan to grace the launch of our restaurant and cut the ribbon for us, this will cost us around 30 Lakh rupees but we feel that this is justified and that this

will give us just the launch we want. We will highly publicize our restaurant in Goa to also get the domestic population Goa to throng into our restaurant, but we are very much aware of our target market. The launch will be in the first week of December 2013. We will also invite all prominent people in Goa to grace the event to add glamour and glitz to it. Food and drinks will be on the house for all the invitees. Total number of guest will be 100.

Service Mix: Service:

Our service is our restaurant Elegance De Goa a flashy and elegant ( as the name suggests) restaurant in Goa, situated near the Candolim beach.

This is basic design for the shack it is a tent which will be set up on the beach. It will have dcor designed to suit Goas laid back and easy going style. This style will also appeal to the international tourists very well. The name Waves and Sands gives us pretty much an idea of what the restaurant is a sea food specialty shack.

The restaurant Elegance De Goa is a classy restaurant that is made to suit the taste of the Goan rich as well as the international tourists as well as domestic tourists who believe in indulging in elegance.

The pool side H2O will look like the picture above it is primarily directed towards youth. This bar will also have pool side parties every week end in future we will be thinking about extending this to a larger extent in 3 years time based on its success.

Price:
Elegance Breakfast (Indoor) Opera Breakfast includes the buffet displayed on the counter and your choice of all the below Breakfast items .Please place your order from your table. Breakfast Soups Cream of Mussell Soup Tomato Crab Creamy Potato Chowder Brown Onion Soup Leek and Potato Rs.120 Rs.150 Rs.160 Rs.185 Rs.200 Bacon and mushrooms Sausage and Bacon Cooked bacon Scrambled Eggs Bacon and Eggs Muesli Poached Eggs Tomato Omellette and bacon Quick pizza Breakfast sandwich Kedgeree Bread Breakfast rolls Rich Fruit Loaf Cheesy and Walnut Roll Bilberry Loaf Hot Fruity Muffin Cheese and Raisin Muffin Hot cross Buns Toast bread with Caviar Rs.285 Rs.265 Rs.195 Rs.90 Rs.135 Rs.145 Rs.125 Rs.135 Rs.155 Rs.165 Rs.185 Rs.125 Rs.135 Rs.95 Rs.100 Rs.120 Rs.110 Rs.80 Rs.120

 Meat

Caraway Speed Toast Fingers Chicken soup Cream of spinach Soup Meat Ball and Lentils Soup Tuna Bean Soup Lamb Meat Ball & Lentil Soup Citrus Chicken Soup

Rs.195 Rs.280 Rs.180 Rs.160 Rs.160 Rs.190 Rs.285

Roast Ham Loin of Pork Roast Breast of Lamb Mixed Grill Force Meat Rolls Grilled Lamb Chops Pork and Liver Meat Balls Ragout of Veal Corned Beef Loaf Lamb in Mint Jelly Turkey Pilaff Chicken with cider Fried chicken Joints Cooked Gammon Salads

Rs.75 Rs.100 Rs.100 Rs.120 Rs.225 Rs.285 Rs.220 Rs.295 Rs.185 Rs.235 Rs.245 Rs.220 Rs.175 Rs.275

Ham and apple Salad Caesar salad Magic Mayonnaise Orange salad Vinaigrette Dressing Tuna and Egg Salad Apple and Celery Cole Slav Orange and Tomato Salad Sweets Marzipan fruits Apple and cheery fudge Coconut Ice Walnut fudge

Rs.185 Rs.195 Rs.165 Rs.145 Rs.135 Rs.125 Rs.155 Rs.100 Rs.100 Rs.120 Rs.60 Rs.80

Satin Candies Peppermint Creams Desserts Apricot Trifle Jellied Melon Strawberry Cream Pie Strawberry Orange Mousse Mandarian Orange Delights Criss Cross Table Sherry Whirl Chocolate Mouse Lemon Cream Rice Pear Chocolate Sundae Rs.195 Chocolate Sponge Flam Rs.145 Yoghourt Mould Apricot Glaze Puff Pastry Cheese clairs Cream Horns Wines Bernkasteler Lay Putruch-Grand Boizee Champange White Burgandy White Bordeaux Sherry Pearl Rum Snowman Old Monk Tiesta Simla Top Bacardi Brandy

Rs.45 Rs.55

Rs.120 Rs.130 Rs.140 Rs.140 Rs.150 Rs.190 Rs.205 Rs.195 Rs.200

Rs.125 Rs.190 Rs.80 Rs.60 Rs.90

Rs.9000 Rs.6000 Rs.10000 Rs.7000 Rs.8000 Rs.9000 (30ml) Rs.13 Rs.150 Rs.150 Rs.130 Rs.160

Matell Napoleon 3 star Femy Martin Hemnessy Vodka Red Czar Haywards Alacazar Smirnoff Romanov Cocktails Bloody Marry Screwdriver Grasshopper

Rs.160 Rs.300 Rs.360 Rs.330

Rs.320 Rs.150 Rs.140 Rs.130 Rs.120 Rs.320 Rs.300 Rs.300

SHACK MENU Salads Watercress, butter , lettuce with shrimp salad Shrimp with chillie vinegar Veracruz fish salad Souza stay scallops salad FT sole special salad Rebecca salmon salad Soups Fish & Pea Soup Cool Scallop Soup Tuna Bean Soup Seafood &Spinach Soup-Duc stew Swordfish with Lemon Relish Rs.185 Rs.165 Rs.155 Rs.155 Rs.160 Rs.175

Rs.250 Rs.185 Rs.165 Rs.225 Rs.220 Rs.220

Seafood Rice Mussell Fried Rice Squid Fried Rice Margarita Shrimp Rs.175 Rs.185 Rs.175

Grilled Fish Curried Fish Rice

Rs.165 Rs.175

Grills Beer Corona Budweiser Kingfisher Rs.175 Rs.145 Rs.125 Grilled Fish Grilled Tuna Baked Sole &Ratalouille Seed-Crush Fish Grilled Fish Tacos Rs.165 Rs.145 Rs.155 Rs.165 Rs.165

Gin Tom Collins Dry Martini Gimlet Negroni Rs.350 Rs.370 Rs.280 Rs.250

Place:
This place has been chosen due to its prime location near the Candolim beach, which is one of the most famous beaches in Goa. This area is the tourist hub and buzzes with activity right from the end of rainy season till late may. The area of the restaurant is 1500 sq.m. The restaurant will be extensively designed by one of the top interior designers in Goa and all the furniture will be bought from a leading store in Mumbai. The rate of the land in Candolim is Rs.16500 per square meters hence a huge amount is going into investment. The land is in close proximity of the sea so additional clearences.

Promotion: The Tagline Indulge in Elegance a. Viral Marketing:

A Facebook page will be created for this purpose and will expect at least 500 likes in the first week. This translates into a reach of 500x450 (considering 450 to be the average number of friends in a fans friend list) which equals to a reach to 2, 25,000 people on Facebook. A Twitter account has also be setup to engage the twitterati. The magic of twitter is that if you hashtag a particular word with a #, that particular word gets tagged and your tweet will be listed among others containing the same tag.

Objective of Viral Marketing:

- Reach out to the youth, since an average teen spends a minimum of 30 minutes on Facebook. - It is cheap yet highly effective way to target a large audience. - Create a foundation and set a foundation for building the brand image which will be later reinforced by advertisements appearing in physical forms.

b. Mobile Vans.
These mobile vans will be medium sized pickups taken up on a 1 week hire. The Mobile Vans will be responsible for creating awareness about Elegance De Goa among college students specifically. There will be a total of 6 pickups, 3 for the North and 3 for the South making rounds for1 weeks. Everyday a mobile van will be parked outside a particular college

during the lunch break and then the van will move to the next nearest college to be present there once the college ends. One student will be hired from each college in order to obtain knowledge about college timings. These mobile vans will consist of a music system and a crew of 4 people handing out flyers on a random basis. The flyers will be distributed through the mobile vans itself

Mobile Vans-Objective:
- Create a buzz about the event among college students and encourage their participation in this State level event. - Build the brand image in the minds of college students with advertising in a physical form. Note: The mobile-van advertising campaign will begin in September 2013.

c. Television ads:
This will be done in channels like HCN and Prudent media but only during the initial period and then again during the initial period of the tourist season next year. This will not mostly cater to the high class people as they barely watch this channel or have this channel in their network as they mostly have something like Tata Sky which dont air these channels but this will surely get us eyeballs from the upper middleclass who very much watch this channel. We expect to cover around 5 lakh people who have cable tv in their houses out of which around 25% belong to the upper middle class and small part of it to the high class thus it would still be a good investment. As the advertise is in visualized or video then the charge is 25,000 + service tax of 12.36 % for 1month.

d. Newspaper Print-ads:
Newspaper print ads will be placed a few days in advance for 4 weeks as in once every week in 3 Newspapers, Herald, The Navhind Times and the Times of India. These advertisements will be of 40 by 32 centimeters in dimensions. During the launch a huge print ad will be placed in the above newspapers covering nearly half of the paper. The average rate in these newspapers is Rs. 280 per sq. cm. print ad will be aggressively pursued for like 2 months into the launch after that it will be periodic. Newspaper Herald Display Advertisement Rates (Per Sq.Cm.): Black/White Rs. 140.00 Per Sq.Cm. Colour . Rs. 280.00 Per Sq.Cm. Appointment Advertisement Rates (Per Sq.Cm.): Black/White Rs. 160.00 Per Sq.Cm. Colour . Rs. 320.00 Per Sq.Cm. (Min. size acceptable 5 cms X 8 cms) Classified Display Advertisement Rates (Per Sq.Cm.): Black/White Colour Rs. 150.00 P. Sq.Cm. Rs. 300.00 P. Sq.Cm.

e. Hoardings:
Print ads will be displayed on hoardings along the highways and the coastal belts. These Hoardings will aim at attracting tourists both international and domestic. Eight Hoardings will be placed at strategic locations,4 in the north and 4 in the south. These hoardings will be displayed for 1 months prior to the date of launch of the restaurant.

f. Tie-up with Taxi Drivers:

There will be a tie up with a 100 taxi drivers. This tie up will be informal in nature and taxi drivers will be paid a commission of Rs 350 for every tourist they get for. This will be done to increase footfalls and reach out to a wider customer base but the taxi drivers will have to get the people from the target customer range which will be specified to them. g. Sign boards : The signboards will be put up on various places near the Candolim each sign board costs around Rs. 1000 and we will have 50 signboards in total.

Data analysis
Start up cost Particulars Construction Permits and legalities Land furnishing lighting Airconditioning Computers Internet connection CCTV legal charges Generator Inventory Total Specifications 4 permits and others legalities 1500 sq. mts (Rs.16500/sq. mt) Amount 8455000 600000 24750000 4000000 160000 250000 300000 13500 150000 100000 500000 800000 40078500

central airconditioning

6 cameras in total

Sources of funds Particulars Propretor's Cap Loan amount Amount 15000000 25000000

5 year marketing expenses plan

Marketing expenses Tele ads Newspaper Adverts Hoardings (8) FM, Radio Flyers (10,000 * 3) Sign boards (1,000*50) Online advertising Grand Total Year 1 3,37,080 3,00,000 96,000 25,000 30,000 50,000 50,000 888080 Year 2 2,24,720 84,000 96,000 15,000 nil 50,000 50,000 518720 Year 3 1,68,540 63,000 96,000 15,000 nil 50,000 30,000 422540 Year 4 1,68,540 1,68,000 96,000 15000 nil 50,000 50,000 437540 Year 5 168,540 nil 96,000 15000 nil 50,000 25,000 354540 Total 1,067,420 6,15,000 480,000 85,000 30,000 250,000 2,05,000 1,912,420

Expected Profits for first 3 years

Average estimated no of customers Average estimated Profits per Year per day customers Total working days Total Profits 1 38 300 360 4104000 2 48 350 355 5964000 3 65 400 355 9230000

Total cost of Launch party

Particulars Celebrity charges Food costs Drinks Dj fees Host fees Total cost specifications 1000 per person(100 guests) 1200 per person(100 guests) Amount 3000000 1000000 1200000 35000 15000 5250000

Swot Analysis
Strengths
Entensive menu Excellent customer service Having a pool side bar and a shack Having a strong marketing strategy Having a trained staff who believe in providing their best Our motto the customer is always right

Weaknesses
The concept of continental food not very famous amongst Goan masses Opportunities Using the pool side bars for private parties The concept of the restaurant being a new one will attract the masses The Youth of Goa are definitely a opportunity we will try to explore to the fullest Threats Our competitors especially Poseidons Pearl new restaurant to come up in Anjuna, which also boasts of a new concept. Being stereotyped in any way (for example the youth stereotyping it as boring restaurant considering it serves continental food).

Conclusion
Thus we conclude that our restaurant Elegance De Goa is a breath of fresh air amongst the restaurants and will set forth a further exploration into this concept with more restaurants of this type in other parts of Goa. The marketing of this restaurant will be taken up aggressively to make sure that it clicks with the Goan masses.

Reference
http://www.learnmarketing.net/servicemarketingmix.htm http://www.marketingteacher.com/lesson-store/lesson-services-marketing.html http://mamikikeyu.wordpress.com/2011/03/29/the-application-of-a-modified-marketing-mix-strategy-inthe-marketing-of-services/ http://www.restaurantowner.com/public/214.cfm http://www.restaurantreport.com/management_tips/index.html