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Des Pardes

TABLE OF CONTENTS
TABLE OF TABLES....................................................................................................................................... 2
1. EXECUTIVE SUMMARY:........................................................................................................................... 3
2. INTRODUCTION TO DES PARDES:......................................................................................................... 4
2.1 BRANCHES OF DES PARDES.................................................................................................................... 4
2.1.1Said Pur Village.............................................................................................................................. 4
2.1.2 E-11/3 Branch............................................................................................................................... 4
2.1.3 Saddar Branch.............................................................................................................................. 4
2.2 PRODUCT/ SERVICES.............................................................................................................................. 4
3. ENVIRONMENTAL ANALYSIS.................................................................................................................. 5
3.1 SWOT ANALYSIS OF DES PARDES.......................................................................................................... 5
3.1.1Strengths........................................................................................................................................ 5
3.1.2 Weaknesses................................................................................................................................. 5
3.1.3 Opportunities................................................................................................................................. 5
3.1.4 Threats.......................................................................................................................................... 5
3.2 PEST ANALYSIS OF DES PARDES............................................................................................................ 6
3.2.1 Political Factors............................................................................................................................. 6
3.2.2 Economical Factors....................................................................................................................... 6
3.2.3 Social Factors............................................................................................................................... 6
3.2.4 Technological Factors................................................................................................................... 6
4. COMPETITOR ANALYSIS OF DES PARDES:.......................................................................................... 7
4.1 LA MONTANA.......................................................................................................................................... 7
4.2 USMANIA RESTAURANT........................................................................................................................... 7
4.3 BLUE LAGOON RESTAURANT................................................................................................................... 7
4.4 PERCEPTIONAL MAPPING........................................................................................................................ 8
4.4.1 Perceptional map between Food Quality and Services Quality.....................................................8
4.4.2 Perceptional map between Efficiency and Price...........................................................................8
4.4.3 Perceptional map between Location and Cleanliness...................................................................9
4.5 COMPETITOR ARRAY OF DES PARDES..................................................................................................... 9
5. MARKETING MIX:.................................................................................................................................... 10
5.1 PRODUCT/ SERVICE QUALITY STRATEGIES..........................................................................................10
5.2 PRICING STRATEGIES......................................................................................................................... 10
5.3 PLACE/DISTRIBUTION STRATEGIES...................................................................................................... 10
5.4 PROMOTION STRATEGIES................................................................................................................... 10
5.4.1 Advertising.................................................................................................................................. 10
5.4.2 Sales Promotion.......................................................................................................................... 11
5.4.3 Selling......................................................................................................................................... 11
6. STP OF DES PARDES:............................................................................................................................ 12
6.1 SEGMENTATION..................................................................................................................................... 12
6.1.1 Geographical Segmentation:....................................................................................................... 12
6.1.2 Demographical Segmentation:.................................................................................................... 12
6.1.3 Psychographic Segmentation:.................................................................................................... 12
6.1.4 Behavioral Segmentation:........................................................................................................... 12
6.2 TARGET MARKET.................................................................................................................................. 13
6.3. POSITIONING:...................................................................................................................................... 13

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Des Pardes
7. AIOD FRAMEWORK:............................................................................................................................... 13
8. RECOMMENDATION............................................................................................................................... 15
9. REFERENCES......................................................................................................................................... 17

TABLE OF TABLES
Table 1: SWOT Analysis of Des Pardes..........................................................................................5
Table 2: PEST Analysis of Des Pardes...........................................................................................6
Table 3: Competitive Analysis of Des Pardes..................................................................................9
Table 4: Segmentation of Des Pardes..........................................................................................12

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Des Pardes
1. EXECUTIVE SUMMARY:
The enclosed marketing plan is an analysis of Des Pardess business. Brief introduction
of Des Pardes has been given in this report after that SWOT, PEST and competitors
analysis also included highlighting the current position in the Pakistani market. The target
customers are individuals, couples, family and business class who are looking for a
casual fine dining experience. STP of Des Pardes is also showed in this report. 4 Ps of
marketing mix includes the product, promotions, placement and price details of the Des
Pardes. Some recommendations are also included such as Re-Launch Website,
Maintaining customer data base, Expanding Catering services, using of Social Media and
Local Advertisement, introducing Incentives and loyalty programs and promoting live
Entertainment and Sponsorships.

2. INTRODUCTION TO DES PARDES:

Des Pardes offers a unique blend of Mughlai Cuisine with fine dining services; this is
being done first time in Pakistan. Des Pardes invite all who like to explore good but
different food experience in historic background. When the first Des Pardes opened in
Islamabad two years back, all the food preparation where ceremoniously undertaken and
mixed as were the original recipes from centuries ago. Today Des Pardes continue to
keep this tradition sacred to maintain the essential spirit and methodology which goes into
preparation of food and that is what has made Des Pardes the most sought after Mughlai
and Namak Mandi dining experience in Islamabad.

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Des Pardes
2.1 Branches of Des Pardes
2.1.1Said Pur Village

It is located in the base of Margalla hills in Mughal-era village & to the east of Daman-ekoh in Islamabad. The village has the foot prints of various civilizations, including Greek
Buddhist, Mughal & the colonial period. Customers can enjoy the view of Margalla hills &
Daman-e-Koh. They can also visit gurdawara in the back of Des Pardes Said Pur
Branch.
2.1.2 E-11/3 Branch

It is located in E-11/3 Markaz Islamabad. Des Pardes E-11/3 offers a unique blend of
Continental, Chinese, Namak Mandi & Mughlai Cuisine with fine dining services.
2.1.3 Saddar Branch

Des Pardes Rawalpindi Branch, 32-A Haider Road Saddar Rawalpindi, gives fine dining
service with excellent food. Des Pardes seats 122 people inside and 24 people on the
outside patio.
2.2 Product/ Services
Des Pardes deals in Hi-Tea, Lunch, Dinner, Get Together, Takeaway, Home & Delivery,
Birthday Parties, and Bakery Items, Theme Wedding, Corporate Events, All Food
Arrangements & Outdoor Catering.
3. ENVIRONMENTAL ANALYSIS
3.1 SWOT Analysis of Des Pardes
SWOT analysis is a basic, straightforward model that provides direction and serves as a
basis for the development of marketing plans. It accomplishes this by assessing an
organizations strengths (what an organization can do) and weaknesses (what an
organization cannot do) in addition to opportunities (potential favorable conditions for an
organization) and threats (potential unfavorable conditions for an organization).
SWOT Analysis:

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3.1.1Strengths
Number of branches
Premium location
Restaurant cleanliness
Fresh ingredients
Offer catering services and dine-in
Highly qualified manager and chef
Stainless Steel Kitchen
Graceful dine-in environment
Wide variety of customers, such as
corporate, families and couples.

3.1.3 Opportunities

Advertising
Increasing population
Increasing incomes rates
Use of social media
Increase interest in organic food
Customer database
Continue to grow business in other
major cities of Pakistan.
POS systems

3.1.2 Weaknesses

Open concept kitchen is not visible

Live entertainment
Staff turnover
Inventory depletion
Limited restaurant space.

3.1.4 Threats
Rising fuel costs
Competition
Not implementing green initiatives
Economic downturn.
Law suits
Rate of savings rising
High number of restaurants surrounding

Table 1: SWOT Analysis of Des Pardes

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3.2 PEST Analysis of Des Pardes

3.2.1 Political Factors

Prohibition of Smoking and Protection
of Non-Smokers Health Ordinance of
2002
CDA
Uncertain political situation
Instability of Government in
underdeveloped markets
Taxation policy.
Government policies

3.2.3 Social Factors

Social networking
The green movement
Dietary needs
Multi-cultural
Increasing Health Awareness.
Increasing change of eating habits
towards healthier food.
Increasing Working women (Nobody
cooking at home)
Increasing
Media
attention
and
incentives towards "healthy living" from
governments and organization

3.2.2 Economical Factors

Economic crisis,
Energy and fuel crises
Competitors pricing
Rising fuel costs
Rising food prices
Inflation

3.2.4 Technological Factors

Restaurant security systems
scheduling systems
CRM software, wireless ordering
devices and handheld devices

Table 2: PEST Analysis of Des Pardes

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Des Pardes

4. COMPETITOR ANALYSIS OF DES PARDES:

The Primary competition for Des Pardes in the casual fine dining restaurant industry is
La Montana, Usmania Restaurant and Blue Lagoon. These are considered to be Des
Pardess direct competitors because they offer high quality of food, acceptable service,
and a comfortable atmosphere.
4.1 La Montana
La Montana is offering grand natural visit of Margalla Hills and Panoramic View of Capital
City. It is Just 10 Km drive way from heart of Islamabad, Very Adventurous and lovely
track up to Pir Sohawa. La Montana is an upscale, casual dining restaurant with an
atmosphere that makes you feel welcome and relaxed. With an elegant dining room and
an upbeat lounge to make guests have the best dining experience possible. La Montanas
focuses on excellent food quality and services. The companys dynamic offering appeals
to many audiences including families, students, couples and business professionals. It
has open balconies, halls for all activities and large parking area. La Montana now
offering party events, meetings and wedding arrangements. La Montana has many
similarities to Des Pardes such as food items, promotional offers, and catering services.
La Montana can be considered one of Des Pardes main direct competitors.
4.2 Usmania Restaurant
Usmania Restaurant is a restaurant with award winning cuisine and professional
courteous service in a warm, comfortable atmosphere. Usmania Restaurant is a fine
dining Chinese and traditional restaurant offering fresh ingredient, and a large variety of
food and appetizers. Usmania Restaurant offers catering, take-out, private events, special
events, and offers a casual restaurant experience
4.3 Blue Lagoon Restaurant
Blue Lagoon Restaurant is a restaurant which operates under the army mess. Blue
Lagoon Restaurant is a traditional restaurant offering a large variety of food and

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appetizers. Blue Lagoon Restaurant offers catering, take-out, private events and special
events experiences.

4.4 Perceptional Mapping

4.4.1 Perceptional map between Food Quality and Services Quality

Food Quality
Des Pardes

La Montana
Blue Lagoon

Services Quality

Services Quality
Usmania Restaurant

Food Quality
Des Pardes is considered as high in food quality as well as services Quality as
compared to its competitors such as Blue Lagoon, La Montana and Usmania
Restaurant. Des Pardes has to maintain its position among its competitors.
4.4.2 Perceptional map between Efficiency and Price

Efficiency
Usmania Restaurant
Blue Lagoon
Des Pardes

Price

Price

La Montana

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Efficiency
Des Pardes is considered as low in efficiency as well as Price as compared to its
competitors such as Blue Lagoon and Usmania Restaurant. Des Pardes has to focus
in terms of efficiency as well as price in order to satisfy its customers.

4.4.3 Perceptional map between Location and Cleanliness

Location
Des Pardes
La Montana
Blue Lagoon
Usmania Restaurant

Cleanliness

Cleanliness

Location
Des Pardes is considered as high in Location as well as cleanliness as compared to
its competitors such as Blue Lagoon, La Montana and Usmania Restaurant. Des
Pardes has to maintain its position among its competitors.
4.5 Competitor Array of Des Pardes

Key Success
Factor
Service
Quality
Food Quality
Efficiency
Price
Location
Cleanliness

Competitor Array
Restaurants in Islamabad and Rawalpindi
Usmania
Weighted Des Pardes
Blue Lagoon
Restaurant

La
Montana

.2

1.6

1.0

1.2

1.6

.3

2.7

1.8

1.5

1.8

.1

0.6

0.5

0.5

0.4

.1

0.5

0.7

0.7

0.4

.1

0.6

0.8

0.5

0.9

.2

1.8

0.4

1.0

1.4

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Total

1.0

7.8

5.2

5.4

6.4

Table 33: Competitive Analysis of Des Pardes

5. MARKETING MIX:
5.1 Product/ Service Quality Strategies
Des Pardes always provides fresh ingredients and in house specialties. Strong
relationship building with customers is encouraged, making customers feel welcomed in a
classy social environment. They provide customers with a friendly welcome and prompt
service. The staff provides friendly service by greeting consumers at the entrance and
showing them to their seat. Healthy options are offered throughout the menu in a variety
of soups, salads, sandwiches and drinks. They offer a variety of Italian food choices from
salads, soups, pizzas, pasta, seafood, and deserts. The menu options are continuously
being modified.
5.2 Pricing Strategies
Premium pricing strategies Des Pardes is priced competitively with fine dining restaurants
because of the high value of food it offers in the Islamabad and Rawalpindi Area. Prices
may vary by location and are subject to change. Des Pardes offers a 10% discount for all
items on privileges cards. Des Pardes offers a Hi Tea menu special with a variety of
choices to choose from for Rs 599 + tax.
5.3 Place/Distribution Strategies
Des Pardes distribution channels include dine-in and take-out and catering.Hours of
operation vary depending on location.

5.4

Promotion Strategies

5.4.1 Advertising

Des Pardes advertises in the Bill Boards that is distributed to Islamabad and
Rawalpindi areas.
Most promotion is done through word of mouth.

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Des Pardes also provides Privilege Card that offers10% Discount on all branches of
Des Pardes.
Des Pardes advertises in the local newspaper The News and "DAWN".
Des Pardes website provides customers with the menu, pictures of the restaurant
and upcoming special events.
Advertises through social media such as Facebook .
5.4.2 Sales Promotion

Des Pardes offers a Hi Tea menu added new delicious dishes in Hi Tea for Winter
Season.
Offer 10% Discount on Privilege card in all branches of Des Pardes.
5.4.3 Selling

Des Pardes offers in house dining experience, take-out, catering, private functions,
family gatherings and run special events.
One of Des Pardess selling strategies is to have experienced staff know the food
and liquor menu very well.
The staff provides information about specials and provides recommendations.
Provides easy online reservations.

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6. STP OF DES PARDES:

6.1 Segmentation
Segmentation Variables

Data

6.1.1 Geographical Segmentation:

World Region
Asia
Country
Pakistan
Cities
Islamabad and Rawalpindi
Density
Urban
Climate
Hot and Dry
6.1.2 Demographical Segmentation:
Age
25-60+
Gender
Female, Male
Family size
1-2, 3-4, 5 +
Family life Cycle
Married, Unmarried
Income
Rs. 15,000 +
Occupation
From middle class to upper class
Education
Colleges, Universities
Religion
Major religion of Islam, Christianity and Hinduism
Race
Asian
Nationality
Pakistani and Foreigners
6.1.3 Psychographic Segmentation:
Personality
Social Class
Lifestyle

Ambitious and compulsive

Middle class, upper class
Believers, Achievers, Experiences markers

6.1.4 Behavioral Segmentation:

Occasions
Benefits
User Status
Attitude towards product
Loyalty Status
Readiness Stage

Parties, Birthdays, Regular Dine In, Special Occasions

Quality
Medium user and Regular user
Positive
Medium, Strong
Aware, Interested

Table 4: Segmentation of Des Pardes

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6.2 Target Market

Des Pardes has a broad appeal that attracts individuals who are looking for a casual
fine dining experience.
Des Pardes main target market is Business Class, with customers ranging in age
from 25-60.
Evenings and weekends are targeted towards couples between 20-35, and families
with an average middle income.
6.3. Positioning:
Des Pardes positions itself as a casual fine dining restaurant offering fresh made in house
meals with excellent service in a relaxed environment. Des Pardes also offers catering for
mostly corporate business and special traditional events. Positioning statement is Classy
yet social allowing you to relax and enjoy your company and food in a comfortable
environment. Second positioning statement used is "If you missed this place, you have
not seen anything in Pakistan
7. AIOD FRAMEWORK:

AIOD FRAMEWORK
Segments
Money &
Brains:

Needs/Benefits
Healthy and
organic meals

Activities
Most are
homeowner

Interest
Prosperous
parents

Enjoy upscale
luxuries.

Considered
as urban
elites.

Enjoy outdooring
activities.

Health
conscious
Keep
updating
themselves
about the
world.

Opinions
Lean
towards
healthier
options due
to increasing
health
concerns
and dietary
needs.

Demographics
Older couples
or families
living in urban
areas.
All of the
people in this
segment have
gone to
university and
have whitecollar jobs.
They usually
have an
average
income of
Rs.100, 000.

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AIOD FRAMEWORK
Segments
Electric
Avenues

Needs/Benefits Activities
Presentation of Healthy
the food
balanced diet
Excellence in
service and
comfortable
atmosphere

Leading an
active
lifestyle
Spend their
weekends in
exploring
new things,
Spend a lot in
shopping

Interest
Younger
group
consisting
of either
singles or
couples.
Good
Relationship
builder

Opinions
Looking for a
less expensive
and more
affordable
meal while not
sacrificing
taste and
service

Demographics
25-35
white-collar or
service jobs
University
graduates and
Middle-class.
Income 20,00040,000

Getting
promotions

AIOD FRAMEWORK
Segments
Blue Collar
Comfort

Needs/Benefits
Healthy higher
quality products
and delicious
continental
foods

Activities
Weekend
outing

Interest
Lived in Joint
family
systems

Gardening
Attending
social events
Like to go
parks and
restaurants

Living with
their children
Spend
money for
home dcor

Opinions
Leaning
towards
healthier
options

Demographics
36-50

increasing
health
concerns and
dietary needs

Completed
high-school or
college

Long term
oriented

Middle-aged
families

upper-middle
class

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8. RECOMMENDATION
8.1 The website needs to be re-launched as it is currently out of operation.
By re-launching the website, Des Pardes will be addressing one of the major areas of
concern for the business. With the new site Des Pardes will be more likely to hit it sales
goals and reach target markets. It will also allow more ways for customers to interact with
Des Pardes, improving its services, distribution and brand image.
8.2 Expand the catering business as this is an under-served market for Des Pardes
By expanding the catering services the business offers, Des Pardes will be more likely to
achieve its sales projections for 2012. Through catering at community events Des Pardes
will improve its public image, creating goodwill, attracting new customers to the restaurant
and building upon customer relationships.
8.3 Use social media effectively to create brand awareness and stay connected with
customers
Using multiple social media sites, will give Des Pardes opportunities to become more
recognized as a brand. This will also allow them to connect better with clientele, creating
stronger customer relationship and brand loyalty to Des Pardes.
8.4 Continue and expand local advertising in Islamabad and Rawalpindi region by
use of newspapers and flyers.
By advertising in the Toronto Star through use of flyer inserts, Des Pardes will increase its
overall local adverting, potentially drawing in more customers. This will help to reach new
proposed target markets and assist in the expansion of services to customers, particularly
the catering business.

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8.5 Start using incentives to keep and attract new customers.

Incentives will help attract new proposed target customers to the establishment, through
offers that may be appealing to them. These incentives will also help drive sales, as they
are designed to promote spending during off peak hours or slower seasons.
8.6 Des Pardes should start to implement a loyalty program
Implementing a loyalty program, will give customers the opportunity to be rewarded for
their patronage to Des Pardes. By giving customers rewards for their continued support of
the business, Des Pardes will grow the relationships it currently has with them. New
customers may also be attracted to the loyalty program rewards, driving them to the
restaurant to participate in the program. Des Pardes will also be able to send out emails
to loyalty program members, on specific dates such as; birthdays, anniversaries or
around the holidays. This is to show customers appreciation for their business, further
building upon the brand relationships they share.
8.7 Bring in live entertainment to create an ambiance for the restaurant
Live entertainment will help Des Pardes grow sales, as it has the potential to attract
customers especially during the summer months. By introducing live entertainment, Des
Pardes will be adding another service to its customers, revitalizing an interest in the
restaurant. Customer experiences are tied to the ambiance of the restaurant, live
entertainment will make the experience more enjoyable for the patrons. By making the
occasion a more memorable one, customers are more likely to return because, they have
good memories tied to the when they were at the establishment.
8.8 Expand the use of sponsorships in the local communities.
Sponsorships are a great way to get introduced to new target audiences, as customers
are viewing the brand in a non-intrusive way, creating goodwill for the business in the

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mind of the consumers. By creating a good first impression with target markets, this will
lay the ground work for profitable business to customer relationships. Through catering
local events, Des Pardes will also be introducing another service that they offer to
customers.
9. References
http://despardes.com.pk/
http://tribune.com.pk/story/396072/restaurant-chain-fatburger-decides-to-taste-the-localmarket/
http://www.fcpakistan.com/pages/restaurants.aspx?k=Pindi&City=Rawalpindi
http://www.lonelyplanet.com/pakistan/islamabad-and-rawalpindi/restaurants
http://esolpro.com/despardesnew/index.php/contact-us
http://usmaniarestaurant.com.pk/
http://www.lamontana.pk/
http://www.businesslisting.pk/Punjab/Rawalpindi/Blue-Lagoon-Restaurant-b119201
http://www.slideshare.net/iftikharuddin555/la-montana-restaurant-islamabad-13174611
http://www.scribd.com/doc/55766096/Customer-Satisfaction-in-Restaurants-2
http://www.scribd.com/doc/128236558/Islamabad-Restaurant
http://dawn.com/2012/05/09/famous-eateries-come-under-probe/
http://hamariweb.com/classifieds/welcome_to_despardes_resturant_adid15368.aspx

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