Acknowledgement

We are indebted Mr.Maxwel Ranasinghe, visiting lecturer of department of

Marketing Management University of Sri Jayewardenepura, who guided us on
this project. We also wish to thank Dr. K.K.D.S.Ranaweera, Head of
Department of Food Science & Technology, Professor Arthur Bamunuarachi
Department of Food Science& Technology and Dr. B.P.S.Witanawasam,
consultant of General Hospital Colombo for their valuable instructions to
make this effort a reality.
Thank is due to all our group members and those who helped us immensely to
succeed this event.

POWER BLOCK OF GROUP C

Name
1. A.N.D.WEERATHUNGA
2. G.L .T.I .GUNAWARDENE
3. M.H.M.K KARUNARTHANE
4. H.O WITHANAWASAM
5. P.A.S PERERA
6. A.M.G.S PRIYANKARA
7. K.H.L.D SAMPATH
8. A.A.D AMARASINGHE
9. W.P MADUSHANKA
10. D.ABEYDEERA
11. B.G.SANJEEWA
12. R.P.M.R.DAYANANDA
13. T.T.HAPUTHANTHIRI
14. K.M.N.G.K.KALUGALA
15. D.N.ATAPATTU
16. S.C.NAGAHAWATTA
17. H.W.S.SANJEEWA
18. N.K.WELIANGE
19. K.M.D.DHARMADASA
20. U.L.C.PERERA

CPM No
CPM2998
CPM2581
CPM2658
CPM 3030
CPM 2809
CPM 3083
CPM 2911
CPM 1478
CPM 2728
CPM 2405
CPM 2918
CPM 2474
CPM 2588
CPM 2649
CPM 2439
CPM 2755
CPM 2919
CPM3001
CPM 3197
CPM 2811

CONTENTS
1. Executive summary
Summary of Situation analysis
Summary of Marketing Strategy
Summary of Budget and Profitability
2. Introduction to the industry
History of the industry
Evolutions and trends
Growth patterns
Potential
3. The Company
The name of the company
Capital and resources
Management structure
Vision
Mission
Objectives
SWOT Analysis
4. The Market
Competitor Analysis
Strengths and weaknesses of competitors
Buyer Behavior
PESTEEL factors
Potential marketing problems
Potential marketing opportunities
5. Marketing Objectives
6. Marketing Strategies
Segmentation
Targeting
Positioning

7. Marketing Mix Strategies

Product
Price
Place
Promotion
Physical evidence
Process
People
8. Marketing Controls
9. Financial Budgets
10. Appendixes

Research findings

References

Price lists

Media rate cards

Executive Summary
Situation analysis
Deliketzen is a New Organization Which is Going to launch a new Healthy diet in The
Existing prepared Food market. Despite of the market share of other Food providers, we
can complete, because our offering combines exclusive features at a high price.
We are targeting middle-upper income professionals and specific segments like age group
between 25-30, 30-50, and income group Rs 20000-50000 and over Rs 50000.
Middle upper class is a growing Social class which Comprises professionals out of which
most of them are degree holders or higher educated peoples. They mainly work in Colombo
and subwarbs and are dual income families. Therefore enjoying a very busy life. Owing to
not having enough time to prepare their meals at home 80% of them have got used to
taking outside food. They mainly use to visit Chinese restaurants, pastry shops, caravan and
small food outlets to have even one of the three meals of them. The foods they take from
these places are over cooked and over fried and have no nutritional value. Thereupon these
professional are exposed to many western illnesses.
Therefore we have a greater Opportunity to provide a healthy diet for them.

Marketing strategy
Deliketzens marketing strategy is based on positioning of a healthy friendly diet for all.

Product strategies
Our product is with the following qualities
Healthiness
Cleanliness
Taste
Valve
Customer service
We differentiate our product in menus & packing system.

Pricing Strategy
We have recommended fallowing prices per plate for the meals as per the questioner
Breakfast Rs99/=
Lunch
Rs200/=
Dinner
Rs170/=
The above prices reflect a strategy of;
Attracting professional crowd
Achieving the market share
High Quality
Value for money

Distribution Strategy
At the initial stage Deliketzen meal is available only at the Nugegoda Outlet. But we take
orders from organizations in Colombo area to deliver, over the phone and through internet.
By the 3rd year we will open another outlet in Borella to expand our distribution.

Communication strategy
At the initial stage we carry out advertising in English medium to attract the professional
crowd. We will reinforce the brand name and unique features of our product through paper
article it English & Tamil news papers (Eg.Daily news, veera kesari), T.V Advertisements
(Eg.ART TV), radio advertisements (Eg. e Fm, Sun Fm), Billboards and business
magazines (LMD Business today and chartered marketer).
Initially we have planed to carry out a teaser campaign using T.V. advertisements.

Budget and Profitability

Income Statement
Note
Sales
Cost of sales
Gross profit

N1

Other Income

N5

Selling & Distribution Expenses

Administration Expenses
Operating profit
Financial Expenses
Net profit For the Year

N2
N3
N4

(Rs.000)

(Rs.000)
9,523,900
3,396,790
6,127,110
109,500
6,236,610

2596585
2178660

4,775,245
1,461,365
560,427
900,938

Introduction to the industry

History of the industry
Food industry is an industry which is lasting from the history. Food is a basic human
need. It has come up to the present developed situation with lots of changes with the
passage of time.
Prior to the current stage of food industry people used to satisfy their hunger in a simple
way. They hunted animals and grew vegetables, fruits, and paddy by themselves to satisfy
their food need. Thereupon their consumption pattern was very simple. Owing to changes
in life style, people switched to a complex consumption pattern.
The key reasons we have found out for such a change are;
1. Growth population
2. Busy life
3. Scarcity of lands
4. Dual income families
5. Higher education
6. Technical Development
7. Competitive advertising
8. Communication methodology
Instant food is an emerging trend for complex life pattern. They got used to the following
Short eats
Chinese restaurants
Instant food
Prepared food

The Company
NAME OF THE COMPANY
DELIKETZEN PRIVATE LIMITED
No,117 /A
Stanley Thilekerathne Mawatha
Nugegoda.

CAPITAL AND RESOURCES

Financial
Rs. 5 million
Physical

Twenty purchases of land

Building
Delivery van
Furniture and fittings
One motor bike

Human
Labor force

MANAGEMENT STRUCTURE

Managing Director

Food and beverage

manager
Quality
Controller

Marketing Manager
Waiters(6)
Cashier(1)
Receptionist

Chef(1)

Drivers(1)
Bike rider

Assistant
Chef(2)

Security
Officer(1)

When considering the management structure of the Delikatzen (pvt) limited, the chair
person is Mr. Suranga head of this company. There are two key departments under his
authority. There are
1. Food and beverage department
2. Marketing department

Food and beverage department

The main objective to stables a department like this is to offer high quality, nutritional
food to our consumers. To operate this department very smoothly, we here appointed
a degree holder in food science. He is responsible for handling function of the
department in a proper manner. Quality controller is appointed under the control of
food and beverage manager to check the condition & quality of food. One chief chef
and assistant chefs are responsible for cooking activities.

Marketing department
Due to the dynamic situation in the market and market potential the marketing
department or the marketing division of the company should be capable enough to
attract the customers and retain there for a long period. There fore we have recruited a
marketing management Degree holder to accomplish this target. Also we recruit multi
skill drivers who are having both bike and vehicle license.

Vision
To be the best healthy food provider in Sri Lanka

Mission
To make the nation healthy by provision of a nutritional and healthy diet thereby achieving
objectives of the organization, ensuring the job security, creating a working environment
that can perform to the best and ultimately achieving social objectives.

Objectives
-to achieve a market share of 5% in year 1 with unit sales of 50000 units from one outlet
-The achievement of sales revenue is Rs 12.5 in year 1.

SWOT ANALYSIS
Strengths

Rs 2 million capital
Rs 3 million bank mortgage
20 purchases to establish the outlet

Weaknesses

No experience about the industry

No proper distribution system
No brand awareness.

Opportunities

Good market to launch the product

Product differences
Dual income families
Complex life of the people
Need of people to get secured from diseases

Threats
Strengths of competitors
Inability to change the mind set of the customer

THE MARKET
Competitor Analysis
Who are our competitors?

Direct competitors- Brelude, Thimula, The Fab, Rasulpa, Devon

Indirect competitors- Fast foods, Bakery products, Samaposha
Potential competitors- Nutritional tablets, Energy bars

Competitors objectives

To be the best food provider

To gain more market share/leadership
To provide better customer service

What are the strategies they are using?

Maintaining fairly low price

Wider coverage outlets
Well established brand names and loyal customers

Strengths of the competitors

Well established grand names

Higher financial capability
Trained labor force
Strong communication network
Long term public relation

Weakness of the competitors

Lack of proactive strategies

Lees adaptability of consumer requirement
Lack of knowledge about marketing field
Packing and price problem

How are they likely to react our entrance?

Imitating

There is a risk of imitating our unique features by the competitors in the

industry. As an infant to the industry we have to keep our attention to the market
weather our competitors are following our unique strategies.

Rumors

Due to the big competition in the industry competitors may try to develop
rumors in the customers mind and it also cause to the sales revenue of the company.

Manipulating strategies

Competitors may window dress their financial statements and try to give a
wide meaning to their organizations. That will influence to mind set of the customers.

Buyer behavior
An elementary marketing concept states organization exists to satisfy
consumers wants and needs. These wants& needs can be satisfied only to the extent that
marketers understand the people or organization that will use the product and services their
trying to sell and that they do so better than their competitors. In order to fully understand
customer needs& wants, a marketer has to be aware of the thinking process of the customer
since it is impractical to study consumer thinking process by dissecting the head, marketers
study the behavior of consumer. It is assume that behavior is the outward manifestation of
mental intention of a consumer. Therefore, by analyzing consumer buyer behavior, a
marketer can estimate the nature thinking process of consumer. Then, it is easy to match
products to consumer needs.

The desired marketing response in this simple model may be

Buying a certain product
Not buying a certain product
Buying at a particular place
Buying from a particular dealer

Marketing
stimuli
Product

Other
stimuli
Economics

Buyer's
characteristics
Cultural

Buyers decision
process
Problem recognition

Buyers
decisions
Product choice

Price

Technological

Social

Information search

Dealer choice

Place

Political

Personal

Evaluation

Brand choice

promotion

Cultural

Psychological

Decision

Purchase timing

post purchase behavior

Purchase amount

Types of buying behavior

Consumer decision making varies with the type of buying decision. The type of product
also plays a significant role.

Types of buying behavior

High involvement

low involvement

Significant
Differences
Between brands

Complex
buying
behavior

Variety
seeking
behavior

Few differences
Between brands

Dissonance
reducing
behavior

Habitual
buying
behavior

PESTEEL FACTORS

Political Environment
Political Environment in Sri Lanka is always dynamic. this ultimately affects the trade
agreement. as a result of that most of the farmers are not willing to cultivates production is
going down .when agriculture production is less our peoples consuming process is
reduced. as a result of that consumers are try to take their meals from outlets. now we can
see what Political factors are affected to food industry.
-cutting subsidiaries on fertilizer, mechanical item, other important maintenance part, etc.
-changing economic policies when changing government
-highly increase taxes on important food.
-some of politician word is badly affected to farmers work.

Economical Environment
Due to highly increasing inflation rate in Sri Lanka, peoples cost of living becomes high.
But income does not increase parallel to expenses. This leads to people spend less on
nutritional food. Therefore everyday they affect diseases, like gastritis, colestrorole,
bloodpresure, etc. as a result of that peoples healthy life become unhealthy.

Socio Environment
Change in lifestyle of makes them be exposed to so many western illnesses. Marketers
highly advertise various foods to attract customers to buy their products. People tend to
follow advertisements without concerning the accuracy in them.
-The packaging of this food is mostly of polythene which is not biodegradable therefore it
affects to environment. So its required to introduce a biodegradable packaging system.

Technology Environment
-using of technology our traditional fertilizer become chemical fertilizer so we have to use
that, therefore our healthy life goes down. So we would be promoting non-organic fertilizer
otherwise our peoples life change very quickly.
-the change of technology, it has many plus point to our restaurant.
e.g.:-refrigerators, gas cookers, electronic coconut scraper, blenders, water cooling system,
etc.

Ethical Environment
-we are affecting that western cultural our advertising campaign also going to unethical
side. Normally we have family Environmental culture. So our advertisement is practicing
that type of cycle. We hope to eliminate unethical things from our advertisement.

Environmental

-our packaging system, we think to use polythine which is above 25 micro minis. Our outer
box can be a recycle.
-EDUL water and other unclean things are dumped into the city drainage system.
-rest of others is to give to use as composted.

Legal Environment
-Patent right to the brand name
-Registration of the company with company registrar
-Provision in the food act regarding Cleanliness of food
-Provision in Labor act
.

POTENTIAL MARKET

Potential marketing Opportunities

There is a latent demand for healthy food. If we consider the people working in Colombo,
they have a high demand for healthy food. As per our business, we are targeting middle
class professionals who work in Colombo. They are living a very busy life and have little
concern about their meals.
As dual income families they lack time to prepare their meals at home. For their
convenience they have got used to taking outside food. Thereupon they were exposed to
many western illnesses.
It is reported 653000 people are suffering from diabetics in 2000 all over the country.
Majority was reported from Colombo.
So we have an opportunity to provide a special meal which has no significant impact on
such illnesses.
Hambantota is rapid developing district due to new construction of Weerawilla Airport and
the Harbor. Soon there will be a middle upper professional crowd working in these places.
Womens employment is increasing all over the world and busy life restricts their ability of
preparing food at home. This will be a greater opportunity to come up with a healthy diet.
Upward mobility of social classes also persuades the people to buy outside food.

How we capture the market?

We introduce our healthy diet to the market using following strategies.

1. Change the attitudes of people
As people have little concern for healthiness of food they buy they dont get enough
nutrients. Their primary objective of having some kind of food is merely to satisfy their
hunger need, and also they possess wrong beliefs towards food and avoid very nutritional
food that nourishes us.
We must educate these people on healthy food through TV & radio commercials and paper
articles.

2. Special Menu
We introduce our meal as a healthy diet with an impressive slogan of Healthy Friendly.
We make our restaurant unique in the market by offering differentiated menus to our
customer.
3. Differentiated menu
By preventing the nutritional value of food, Deliketzen offers seven differentiated menu.
We offer soup courses, boiled vegetables for dine.

Potential market problems

People may move to nutritional tablets from normal eating habits

Competition from instant food products
Negative recommendations of professionals
Rules and regulations of government
New entrances

Potential market opportunities

There is a trend toward healthy products

People are more healthy conscious
Increase tendency of women to work
Cultural shifts
Illnesses from bad food habits

Marketing objectives & Issues

Objectives
Year 1
We are aiming for 5% share of the prepared food market with unit sales of 50000 plates
from the outlet in Nugegoda.
Year 2
-To achieve 9% share based on unit sales of 90000 from one outlet.
Year 3
-Establishment of a new outlet in Borella.
-To achieve 15% market share from two outlets from the total sales of 130000 units.

Issues
Difficulty to establish a well regarded brand name, linked to a meaningful positioning. We
will have to invest much on marketing to create a memorable and distinctive, brand
image, projecting, quality, value, taste, cleanliness and healthiness.
We must have concern for awareness and responses from our customers so that we can
adjust our marketing effort in necessary.

Marketing strategies

Target marketing calls for three strategies.

1. Market segmenting
2. Market targeting
3. Market positioning

Market segmentation
Definition
Dividing the market in to distinct groups with distinct needs, characteristics, or behaviors who
might require separate product or market mixes.
(Principles of marketing, kotler Amstron, 10 th editions)
Segmenting procedure
1. Survey stage
2. Analyze stage
3. Profile stage
Geographical
Demographical
Psychological
Behavioral
Segmenting procedure for Deliketzen
01. Geographical
Country region

Colombo

Density

sub urban

02. Demography
Family size
- 1-2, 3-4, 5+
Family life cycle
- children, single, young married, married with children, retied, students,
unemployed.
Occupation
- professional & technical, managers, officials, proprietors, clerical,
sales, supervisions, students, un employees.
Income
- Over 50000
Between 20000-50000
Between 30000-20000
Below 20000
Education
under graduates, graduates, members of the professional
bodies, Executives
.
03. Psychological
Middle

Middle Upper
04. Behavioral
Occasions

regular, special

Benefits

quality, service, economy, convenious, speed.

User state

non user, ex user, potential user, first time user, regular user.

Loyalty status

none, median, strong.

Reading stage

unaware, aware, informed, interested, desirous, intending to buy.

Attitudes toward products enthusiastic, positive, indifferent, negative.

By considering all the factors we decided to use demographical basis for segmenting the market
for deliketzen. Different crucial factors can be seen under demographical segmentation.
Therefore it is not fare to consider a single factor. Therefore we will deal with dual attribute
demographic variable basis.

Target market for Deliketzen.

Definition.
The process of evaluating each market segment attractiveness & selecting one or more segments
to each.
(principles of marketing, kotler Amstron, 10 th edition)

Stapes of targeting
01. Evaluate the attractiveness of each segments.

2.

Size & growth

Structural attractiveness
Company objectiveness & resources

Decide how many and what segment to target.

Single segment
Selective segment
Product specification
Market specification.

Target market strategies

Undifferentiated decide to target different market segments and offer the whole market
with one offer.

Differentiated firm decide to target several segments and decides separate segments for
each.

Concentrated firm goes after a large share of few segments or niches.

Micro market products and new market programs to the needs and wants of specific
individuals and local customer groups.

Positioning OF Deliketzen.
Definition
Arranging for a product to occupy a distinctive and desirable place related to competitive product
in the minds of the target customers.
(principles of marketing, kotler Amstron, 10 th edition)

Broader ways of differentiating.

Offering some thing

Better
Never
Poster
Cheaper

Present market situation.

To day most of the companies are trying to broaden there positioning strategies to appeal to more
segments. however the companies increase the number of clams for there brands, they risk
disbelief and a loss of clear positioning.
Therefore as a company we realize that we should avoid there major positioning errors.
01. under positioning feeling ever to relay position and company at all.
02. over positioning giving buyers too narrow picture of the company.
3.

Confused positioning leaving buyers with a confused image of the company.

Differences can be promoted.

We can suggest fallowing differences to promote our Deliketzen brand

Important
Distinct
Superior
Communicate
Affordable
profitable

.
Deliketzen will promote all of those differences.

Selecting an overall positioning strategies.

The company had decided to select value positioning strategies.
That is the full positioning of the brand (the full mix of benefits open which it is position..
There are five wing positioning strategies can be fallows.
More More
More Same
The Same for Less
Less for Much Less
More for Less
At the beginning of the lifecycle we will use more for less. That is better products but lower price.
But at the long run difficult to sustain such that best of both positioning. Company try to deliver
both lose out to more focus competition. The Deliketzen brand will adopt positioning strategy ,
decided to serve needs and wants of the target market.
More for more will draw one target market, less for more will draw another. Same for same will
not give any competitive advantages leaving the company in the middle of the pack.
Positioning statement for Deliketzen
To professionals, middle upper & upper level income people in Colombo area who need diet ,
deliketzen is based on more- more concept. that is providing a product which is having a
higher quality and some what higher price than competitors.

Product
A Product is anything that can be offered to a market to satisfy a want or need. Products
that are marketed include physical goods, services, experiences.events, persons, places,
properties, organizations, information and ideas.
Deliketzen is a prepared food provider targeting mainly the above average income working
community or middle and middle upper segments with busy life styles. We provide them
solutions by offering three menus per day for breakfast, lunch and dinner. All our menus
are based on traditional Sri Lankan recopies and we will be using the same old user
friendly traditional names.
We have twenty one set menus per a week, which consists of special menus for each day
and also we offer two menus for every day.

Breakfast
Menu 1:

Red samba/samba (or basmati)

Dhal curry
Coconut sambol
Fish/egg (Para fish)

Menu 2:

Red samba/samba
Lunumiris
Kiri hodi
Abmbulthiyal

These two menus will be available in our restaurant everyday; in addition we offer seven
special breakfast menus foe each day of the week.
Monday special:

String hoppers (red and white)

Coconut sambol
Polos
Kirimalu curry/egg curry

Tuesday special:

kadala
Pol (coconut)
Lunumiris

Wednesday special:

Pittu (kurakkan and white)

Egg curry/pol curry
Lunumiris

Thursday special:

Mun eta
Pol
Lumumiris

Friday special:

Hoppers
Lunumiris
Fish curry

Saturday special:

kiribath/muneta kribath
Lunumiris
Fish curry
Puhalu kesel

Sunday special:

Kos(boiled)
Coconut sambol
Kiri hodi
Dry fish

Lunch
For lunch Deliketzen will offer one main menu of Basmati/Samba rice, with five recipe
categories which carry several different curries with chicken, fish or egg. Our curry
categories are as follows;
1. Dhal
Polos
Agunukola salad
Malumiris
4.

Kos
Gotukola
Batu moju
Mango

2. Potato
Beans
Karawila
Nelum kola

3. Carrot
Ambaralla
Salad
Cashew

5. Potato
Mushroom
Karawila
Kathurumurunga

Dinner
For Deliketzen dinner menus we are recommending three given menus for each day of the
week which will be available on all days of the week. Is will consist of a soup, vegetable,
vegetable & egg and a chicken soup. The main dinner menus are as follows.
Menu 1:

Rice (red and white)

Fish/meet
Beans
Garlic curry
Wal penel salad

Menu 2:

String hoppers

Menu 3:

Hoppers

Product levels
In planning Deliketzens market offering, we have to address five product levels. Each add
more customer value, and the five constitute a customer value hierarchy. The core product
is food for hunger. Providing a solution for hunger. The actual product should comprise of
certain amount of carbohydrates, proteins, vitamins, irons, calcium etc to satisfy human
body from uncomfortable status. Expected level food, is that it should be tasty, clean and
no risk for the human system and reasonably priced. The augmented nature of the product
is food should be healthy friendly. Helps to maintain a healthy body in long run while
providing higher satisfaction in terms of taste and quality. The potential product will be
prepared for which includes all needed ingredients to maintain an extremely healthy human
body plus giving superior taste with a highly reasonable price.

Product life cycle

The product life cycle asserts that products are born (or introduced), grow to reach maturity
and then enter old age and decline. Despite criticisms the PLC has proved to be useful
control device for monitoring the progress of new products after introduction. The
profitability and sales position of a product can be expected to change overtime. The PLC
in an attempt to recognize distinct stages of a products sales history. Here is a classic
representation of the PLC.

Deliketzen which is still in its introductory phase will take time to find
acceptance and there will be a slow growth in sales. According to this PLC Model we can
expect high unit costs due to law output. There may be early teething troubles with
production technology and prices may be high to cover production and sales promotion
costs.

Buying participants through PLC stages.

The introductory stage represents the highest risk in terms of purchasing a new and, as yet
untested product. Buyers reflect this; they typically consist of the relatively wealthy, to
whom the risk of a loss is relatively small, and the young, who are more likely to make
risky purchases. As this product is mainly focusing on above average income segment,
targeting innovators and early adapters is worthwhile as their referrals will be an obvious
benefit to gain market share.
The diffusion of innovation

Brands
A brand is a name, term, sign, symbol or design intended to identify the product of the
seller and to differentiate it from those of the competitors. It amounts to a promise of
consistent quality and value. Branding is a very general term covering brand names,
designs, trade marks, symbols, jingles and the like.
Brand name refers strictly to letters, words or group of words which can be spoken.

Deliketzen is for up market segment; our company logo will highlight this up market and
the luxury nature of our food by using silver color, which indicates the premium nature.
White shows the cleanliness and purity of Dliketzen.By using red for our name logo will
emphasize we deliver tasty food.overolly Deliketzen products are extremely healthy
friendly. There for this logo will nicely carry the message, Deliketzen, healthy friendly food
for our target market.

Brand values

The overall objective of branding is that the customer should perceive greater value in the
branded good than the unbranded equalent.there maybe some objective for this perception,
but much brand value in fact exists exclusively in the mind of the purchaser. The customer
places a subjective valuation on such as style, quality, masculinity etc.these is known as
brand values. For Deliketzen, the expected subjective brand values to be gained are quality,
reliability and trust on our healthy meals. Clearly such customer perceptions are extremely
valuable and can lead to higher than average retuns.they must also be protected from
erosion or dilution of brand values by neglect or the hostile action of competitors.

Brand valuation
Brands can be valued in money terms. When mergers and acquisitions take place, some
part of the price may represent brand value. How ever current accounting practice does not
allow brands to be shown as assets on the balance sheet. This is because a brands value
can be extremely volatile, depending on good management and market conditions. For
Deliketzen in this initial phase of its business and as an infant brand, brand valuation is not
done foe the first twelve months period.

Brand management
It is usual to appoint a marketing professional to manage a brand. This brand manager is
responsible for the long term integration of the cooperate effort that goes in to making a
brand success. But under the current situation it is highly recommended for the marketing
manager to manage the brand directly under his/her supervision as the company is
operating less than one brand at the moment and also due to staffing matters(keep the staff
minimum)
Packaging
Packaging has a number of practical functions such as protecting the product assisting the
shopper, as well as contributing to promotional objectives.( Picture of the packaging are
displayed in appendices. )
Deliketzen food products will carry in plastic white color containers, which carries a
transparent has a cover. For the first year we are planning to have a
Standard size package. For deserts we have two mini versions of the same package.

Benefits of Deliketzen packaging

Protection of the food during distribution, the strong package which will protect the
food items when transporting and also ensures its quality.
Selling, as the design and labeling serve promotional objectives of providing
information and conveying an image of Deliketzen.The cover will carry the
Deliketzen logo will support this objective.
User convenience, as an aid to storage and carrying. The shape and size of
Deliketzen food package is highly standardized and user friendly.
Security, for example especially food needs to be taken a high care. The hard cover
will secure the quality of the package.
Compliance with government regulations.
Choice of offering, for the initial twelve months time the size of the package is
same, this will be manipulated according to customer requirements.

Price
This part of the marketing plan outlines the factors that we need to take in to consideration
when setting prices and our recommended pricing approach. Since price will inevitably
affect demand and restaurants profit, this is a very important decision that will need
continuous review.

Factors to take in to consideration

Pricing
Pricing
Objectives
Objectives
Organization
Organization
And
And
Marketing
Marketing
Strategy
Strategy

Legal and
Legal and
Regulatory
Regulatory
Issues
Issues

Pricing
Pricing
Decisions
Decisions
Costs
Costs

Competition
Competition

Other
Other
Marketing
mix
Marketing mix
Variables
Variables

Buyers
Buyers
Perception
Perception

Marketing Strategy
We have already agreed to position the restaurant as being up market,
Offering quality branded food in a highly distinctive ambience.

Pricing Objective
To maximize profits whilst
business/recommendations.

Costs

providing

value

and

striving

for

repeat

Our city centre location is expensive. This combined with up market positioning means
relatively high costs. Since we are extremely careful about having quality raw materials our
costs are a higher than competing products. Direct cost constitutes major part of overall
pricing.

Other marketing mix variables

Products and services will be high qulity.Place, physical evidence, and ambience in keeping
with the up market positioning. People-professional and trained-attracted from competitors
and needing above average remuneration. Promotion in quality media.

Buyers perceptions
We want our prospective guests to see our premises, dcor and menus as being impressive
as being impressive; a restaurant in which they will be proud to entertain business
acquaintances and friends alike. A venue which discourages rowdiness, and when
background music and interior decoration is quiet and tasteful.

Competition
There is of course strong competition around city centre location, but at lunch time and on
Friday/Saturday demand will exceed supply. At other times when demand is law,
competiters will offer price incentives. Since the target market segment is above average
income segment and because of its niche nature competition is not our prime concern in
setting pricing strategy.

Legal and regulatory issues

We are of course bound by the national minimal wage act and by the requirements of the
Trade descriptions Act when making special offers. Our prices and their amendments are
always under the approval of local authority.

Pricing approaches and recommendations

There are three basic pricing approaches to choose from;

A cost approach
This acknowledges that business can not trade indefinitely below cost. We certainly need to
know our fixed and variable costs as to be able to calculate breakeven points. In the final
analysis we aim to maximize profits, but this does not exclude operating occasionally
below cost or on a marginal cost basis as part of our overall strategy. Clearly an approach
where we always add a fixed margin to costs would be unworkable in the restaurant
business we have envisaged.

Competitor oriented pricing

Obviously competitors; prices have to be taken in to consideration-we are not the only
prepared food provider in the town. In order to nurture repeat business we a not thought to
be consistently over price in relation to competition. We are there for recommending that a
daily watch is kept on the pricing policies of six closed competitors that have been
identified elsewhere in the marketing plan.

Demand oriented pricing

This is our recommended approach. Other parts of the marketing plan emphasize that our
overall strategy is one of differentiation. We do pricing based on our differentiation focus
on above average income segment of the area. Our positioning will be such as to justify a
premium price. We are not appealing to bargain hunters but rather people to seeking a
unique experience, able and willing to pay for it. Our research has shown that there is
adequate foe this experience at peak business and social times.
Demand oriented pricing represents the best fit approach for our enterprise. It is in line with
our sales/profit objectives. Our differentiation strategy. Us strengths and our distinctive
competitive advantage all as outlined in other parts of our marketing plan.
Deliketzen pricing (per plate)
(Rs)
Breakfast; (Everyday)
( Menu1)
(Menu 2)
Monday sp
Tuesday sp
Wednesday sp
Thursday sp
Friday sp
Saturday sp
Sunday sp

99
99
99
69
99
69
99
99
99

Lunch
Menu

200

Dinner
Soup; vegetable
Vegetable and egg

120
150

Chicken soup 200

Menu 1;
Menu 2;
Menu 3;

200 & 170

99
99

Analysis of breakeven analysis in setting prices

Breakeven analysis is similarly concerned with costs and revenues but works on a total
rather than marginal basis.

Breakeven analysis results(average)

Fixed Costs = 3026381.00

Variable Costs = Number of units * 108.00
Total Revenue = Number of units * 190.00
Total Costs = 3026381.00 + Number of units * 108.00
Breakeven sales (BES) = 7012330.00
Breakeven in number of units sold (BEU) = 36907
Fixed Costs =

3026381.00

Variable Cost Ratio =

70.04 %

Contribution Margin Ratio =

29.96 %

Selling Price =

190.00

Contribution Margin Per Unit = 82.00

Target Profit =

2082619.00

Breakeven Analysis
(Breakeven Sales)
= Fixed Costs / Contribution Margin Ratio
= Fixed Costs / (1 - Variable Cost Ratio)
= 3026381.00 / (1 70.04 %)
= 7012330.00 of sales must be achieved for turning a profit.

(Breakeven Unit Sales)

= Breakeven Sales / Selling Price
= 7012330.00/ 190.00

= Fixed Cost / Contribution Margin Per Unit

= 3026381.00 / 82.00
=36907 units must be sold to make profits.

Target Profit Analysis

Breakeven Sales for Target Profit (BEST)
= (Fixed Cost + Target Profit) / Contribution Margin Ratio
= ( 3026381.00 + 2082619.00) / 29.96 %
= 17052737
Breakeven Unit Sales for Target Profit (BEUT)
= (Fixed Cost + Target Profit) / Contribution Margin Per Unit
= ( 3026381.00 + 2082619.00) / 82.00 = 62305 units
Income Statement

Sales = BEU * Selling Price =

(-) Variable Costs = BEU * Selling Price * Variable Cost Ratio =
(=) Contribution Margin =
(-) Fixed Costs =
(=) Net Income =

11837950.00
6728940.00
5109010.00
3026381.00
2082619.00

To achieve the target profit of 2082619.00 , 62305 units of product must be sold,
which corresponds to 11837950 of sales.
Marginal costing
Marginal analysis is the examination of what happens to a firms cost and revenues when
production or sales volume is changed by 1 unit.
For Deliketzen we will be using breakeven analysis.

Price list & listed price

Price list will be displayed within our restaurant and in our menu cards as well. Company
web site will also display our prices and their amendments. This is attached with the
marketing plan.

Discounts and allowances

Cooperate buyers will receive discounts based on their volume of purchase. This will start
from 5% to 30% of the listed price. Special price reductions will be available on festival
seasons.

Payment period and credit terms

Normal credit period will be 4 weeks, coporate clients are granted credits by an official
request. Credit period will vary according to the purchase history of specific clients.

Distribution
Distribution channels provide transport, stock holding and storage, local knowledge,
promotion and display. Choosing distribution channels is very important for a Deliketzen,
because once a set of channels has been established, subsequent changes are likely to be
costly and slow to implement. Distribution channels fall in to one of two categories, Direct
and indirect channels.Deliketzen is using direct distribution, when the product goes directly
from producer to consumer without using any intermediary.
Direct distribution; the product going directly from producer to consumer without the use
of specific intermediary. This method is described as active since they typically involve the
supplier making the first approach to a potential customer.

Deliketzen

Executives,
the working
crowd

Customers,
who directly
come the
restaurant

Channel design decisions

Channels are designed bearing in the mind the characteristics of customers, the product, the
available distributors and the methods used by competitors. There are factors encouraging
both direct distribution and the use of intermediaries.
In setting up a channel of distribution the supplier must consider 5 things.
1. Customers
We mainly have two types of customers. The working community which to which the
company delivers through other company vehicles and customers who directly come to the
Deliketzen restaurant for their meals. In both situations direct distribution will be used.
2. Product characteristics
Prepared food is very perishable in nature. Certain characteristics like this have an
important effect of the channel of distribution.
I. Perishability; fresh fruits, prepared meals like Deliketzen food products and
news papers must be distributed very quickly or they become worthless.
Speed of delivery is therefore a key factor.Deliketzen will take an extreme

care not only in delivering products to end users but also to have best raw
materials including fresh vegetables and fruits form our suppliers.
II. Customisation; customized products tend to be distributed direct.Deliketzen is
having special inputs from its suppliers. Products are customized, so even for
inbound logistics direct distribution from suppliers will be used.
III. After sales services/technical advice; when it comes to food industry little after
sales services are needed.
3. Distributor characteristics: since we do not expect to use any intermediaries this
factor is not taken in to consideration
4. Competitors channel choice; for many consumer goods, a suppliers brand will sit
alongside its competitors products and there is little the supplier can do about it. As
a new company we will have to face difficulties as existing channels are attached
with competitors and some of them have exclusive contracts with them. But as
operating in small scale and as we have our own delivery vehicles, this factor is not
affected on Deliketzen.
5. Supplier characteristics; a strong financial base gives the supplier the option of
buying and operating their own distribution chanel.Deliketzens target customer
group is relatively specific, our existing delivery van and two bikes will be adequate
to satisfy the forecasted demand from working community. On the other hand even
for inbound logistics we use company vehicles.

Factors favoring the use of direct distribution channel for Deliketzen

1. Existing channels are linked to competitors.
2. Higher costs involved with using intermediaries
3. Specialised requirements required for transportation
4. Geographically concentrated buyers.

Logistics management
This involves physical distribution and materials management encompassing the inflow
of raw materials and goods and the out flow of the finished goods.
Deliketzen having two motor bikes and one delivery van is able to manage its
distribution without using any intermediary. Raw materials are also transported using

company vehicles and all distribution of Deliketzen food products are also done by this
fleet for the first quarter of the year. Logistics management is also under the direct
supervision of the operational manager.

Direct distribution coverage

Nugegoda city and any area within 25kms from the company premises.
ICT
Deliketzen is taking orders from telephone and arrange appropriate delivery and go for
customized orders as requested by customers. Even though orders can not placed by email, the company web site is also distributing information on our food
productsc.Online ordering will be executed after the first quarter.

Value chain analysis

In our value chain analysis we have identified recourses and capabilities
That can add value.
Inbound logistics; the receiving of raw materials in done by our staff using
company fleet of vehicles and extreme care is taken when selection and
transporting vegetables and other inputs, and also they are highly secured in
warehousing.
Operations; this is further explained under process, even though the staff is new
they are highly trained on transforming inputs in to outputs.
Outbound logistics; same fleet of company vehicles will be used for transportation
too. Since direct transportation is used company itself will take an extreme care of
nits products.
Marketing and sales; company will periodically do marketing research and identify
customer requirements and do the necessary amendments to the products and
services,

PROMOTION
Marketing communications are the means by which firms attempt to inform, persuade, and
remind consumers- directly or indirectly about the products and brands that they sell. In a
sense , marketing communication represent the voice of the brand and are a means of by
which it can establish a dialogue and build relationship with consumers.
Marketing communications perform many functions for consumers. Consumers can be told
or shown how and why a product is used, by what kind of person, and where and when;
consumers and learn about who make the product and what the company and brand stand
for; and consumers can be given an incentive or reward for trial or usage. Marketing
communication allow companies to link their brand to other people, places, events, brands,
experiences, feelings, and things. Marketing communication can contribute to brand equity
by establishing the brand in memory and crafting a brand image

Deliketzens Communication Platforms.

Advertising

Sales
Promotion

Events /
experiences

Public
Relations

Personal
Selling

Direct
Marketing

Print
&broadcast ads
Packaging
outlets
Packaging
inserts
Posters &
leaflets
Broachers &
booklets
Directories
Billboards
Symbols &
logos
Video tapes

Entertainments

Festivals

Publications

E-mail

Premiums &
Street
gifts
activities
Demonstrations

Community
relations

Sales
Presentations.
Samples

Coupons
Rebates

Marketing communications and brand equity.

Voice mail
Fax mail
catalogs

Brand
Awareness

Advertising
Sales
Promotio
n
Events &
Experience
s

Brand
image

Marketing
Communications
Program

Public
Relations
& Publisity

Brand Equity
Brand
Response
s
Brand
Relationships

Personnel
Selling
Direct
Marketing

As Deliketzen is in the initial phase we dont have loyal customers and our brand
awareness is very poor. So we have to put a great effort to make the brand awareness

among customers and to change their mind set to Deliketzen products.So through
marketing communication activities we are going to build Brand equity by

Creating awareness of the brand

Linking the right associations to the brand image in consumers memory.
Eliciting positive brand judgment or feelings.
Facilitating a stronger Consumer brand connections.

The Communications Process Models.

Sender
Deliketzen
(pvt) Ltd

Encoding
Advertisements

Message
Healthy
Friendly Diet

Decoding
Advertisements See,
read & hear.

Noise
Clutter of Advertisements
Power failures

Feedback
Inquiries,
Recommends

Response
TP calls, Visit to
the outlet

What we expect from our advertising campaign.

Receiver
Target market.
(Professionals,
Executives)

The right consumer is exposed to the right message at the right place and at the
right time.
The ad causes the consumer to pay attention to the ad but does not distract from the
intended message.
The ad properly reflects the consumers level of understanding about the product
and the brand.
The ad correctly positions the brand in terms of desirable and deliverable points-ofparity.
The ad motives consumers to consider purchase of the brand.
The ad creates strong brand associations with all of these stored communications
effects. So by that we can make an impact when customers are considering making
a purchase.

How Deliketzen develop an effective communication.

Identify target
audience

Determine objectives

Design
Communications

Select channels

Establish budget

Decide on media mix

Measure results

Manage integrated
marketing
Communications

Deliketzens target audience

We start our process with a clear target audience in our mind: Potential buyers of our
products, deciders, or influencers; individuals, groups, particular publics or the general
public. So our Target audience is the working community above the average level of
income.
The target audience is a critical influence on the communicators decisions on what to say,
how to say it, when to say it, where to say it, and to who to say it.
We define our target audience in terms of usage & loyalty. For that we found answers for
the following questions.

Is the target new to the category or current user?

Is the target loyal to the brand, loyal to a competitor or someone who switches
between brands?
So our communication strategy differs depending on the usage and loyalty involved.

Our communication objectives..

Have 80% brand awareness within the target customer group.

Build brand loyalty among 40% of the customers within first 8 months.
Making 60% of the target audience aware on the concept of Healthy Diet.

Selecting the communications channel

Steps taken by Deliketzen to stimulate personal influence channels.

We identify influential individuals & companies and devote extra effort to them.
We develop advertisements that have high conversation value.
We are going to develop word of mouth referral channels to build business.

Nonpersonal Communication channels.

Media
Print media
: Newspapers, Magazine
Broadcast media: Radio, Television
Network media : Telephone
Electronic Media: Web Page
Display media : Billboards, posters

Sales promotions
Consumer promotions
: Coupons, Rebates
Business And sales force promotions: Contests for employees

Events and experiences.

Festivals, Street activities

Public relations
.
Publications, Community Relations.

Preparing the advertising Plan

We start our advertising Plan by setting objectives for advertising. We thought setting
reasonable, achievable objectives is the first and most important step in the advertising
plan. So for the purpose of preparing advertising plan first and foremost we found answers
for the following questions

WHO

Who are our target audience?

What sort of people are they? How do we describe/identify them?
What do they know, feel, and believe, about the competition?

WHAT

What response do we wish to evoke from the target audience?

What do we want to say, make them feel, believe, understand, know
about buying or using our product and service.
What are we offering?

HOW

How our objectives to be embodied in an appealing form?

What is our creative strategy/platform?

WHERE

Where is the most cost- effective place(s) to expose our communications?

Where is the most beneficial place(s) for our communications?

WHEN

When our communications to be displayed/conveyed to our audience?

What constraints limit our freedom of choice?
Do we have to fit in with other promotional activity on...
1. Competitors products?
2. Seasonal trends?
3. Special events in the market?

RESULTS
What results do we expect?
How would we measure results?
How are we going to judge the relative success of our communications activities?

BUDGET

How much money do the intended activities need?

How are we going to control the expenditure?

SHEDULE

Who is to do what and when?

What is being spent on what, where and when?

Our advertising objectives.

As we are in the introductory stage we want to increase our brand awareness and brand
familiarity. In the growth stage we want to improve brand comprehensive and brand image.
And in the mature stage we want to make a brand personality and brand relationship.

MEASURING COMMUNICATION RESUTS..

To measure communication results we hope to conduct a research. We hope to provide the
following questioner to get the overall idea about the success of our communication
procedure.
1. Whether they recall or recognize the message?
2. Their previous and current attitudes towards our product, service and the company?
3. How many times customers see our brand?
4. What are the points they recall?
5. How they felt about the company?
6. How many customers brought the product, like it and talk to others about it?

Physical evidence
To achieve our objective of supplying a convenience service to our customers, we have
made our surrounding, arrangements, and commodities in a convenience manner.
When we consider the location, it has located just to the main road. we have always trying
to make a green colour environment which gives attractiveness and safe from the dust .Also
had facilitated a car park where can park five vehicles at a time.
At the lobby, there are sofas and chairs for the take away customers if it happens to wait a
while. the sitting area has a air conditioned for the convenience of the customers and to
maintain the cleanliness. the comfortable chairs and tables had arranged in a convenience
manner and playing a classical music. which helps to the customer to leave from the busy
life they spend at least while they are having their meals.. The walls has colour washed
with a pleasant looking light colour.to make a calm and quite surrounding.
As the main part of the restaurant, we hope to maintain the cleanliness of the kitchen. it has
mainly divided in to three parts called ,arriving area, storing area ,and cooking and
arranging area. the raw materials arrive to the kitchen from a external supply door which
help to supply the raw materials without disturbing our customers and to keep the sitting
area cleanly. for that we have designed a road which directly connect to kitchen. the
objective of establishing a storing area is to protect the nutritional power and fleshliness of
fruits, vegetable and other food items. for this purpose we are using a cool room. in the
cooking and arranging area we use only stainless steel kitchen wears. These are using to
maintain the healthiness. the kitchen and the sitting area has divided from a serving area.
Behind the kitchen there are two wash rooms for ladies and gents separately. The doors of
them are in somewhat inside the wall because they should not seen by the customers who
are at the sitting area. Between wash rooms and the kitchen their is a corridor and also the
kitchen has completely separated by a full wall.
There is a external door for immediate existences and to enter our servants without using
main entrance.

Process
We are discussing entire process that includes everything from purchase of materials till we
serve the customers.
Through all the process we try to maintain cleanliness, healthiness and quality of our
service.
When we are buying raw materials, we got quotations from several suppliers and after
taking into consideration quality, price, after sales service, experience ,continuous supply,
we select a major supplier but to over come unexpected situations we are in touch with two
more suppliers.
Quality controllers are responsible for checking if the requirements are met.
Thereafter all the vegetables will be stored in the cool room and quality controller is still
responsible for looking to the condition of the stored vegetables. This is to avoid spreading
any bacteria to the others thereby maintaining the quality of our service.
The meals will be prepared in the in the kitchen and preparing area.
We are always highly concerned about the nutritional value, cleanliness and set standards.
After the preparation waiters are responsible for arranging the table for visiting customers.
Meanwhile we pack the meals for orders and delivered to the relevant destination.

PEPOLE
One single element that is most difficult to manage is people and it is people who do things
not machines because people run machines. And it is the most important and valuable
resource in any company.
We also consider our employees as the most important and valuable resource of the
Deliketzen company. So to take the maximum benefit from it we have to manage our sales
force properly.

Managing the sales force.

Managing the sales
force

Recruiting and
selecting.

Training

Supervising

Motivating

Evaluating

Recruitment.
At the heart of a successful sales force is the selection of effective employees.

Our recruitment is totally handled by the general manager.

When recruiting employees we are highly concern about the attitude, commitment,
behavior, skills, discretion, working experiences, courtesy, honesty, self motivation
and team working ability.

Training and supervision.

We are going to conduct a on the job training program for every employee. If we
found any one of the employees need a special training we are going to conduct a
special training to him.
Overall supervision of the employees is done by the general manager. And also
chief waiter will supervise his followers. Chief Chef will supervise his followers.

Motivation.

We Pay bonus in April & December.

We provide meals, accommodation, medical facilities.
We provide 3 dress codes for each waiter & chef.
We organize an annual trip to our employees & their family members.
We give awards to the Best Team Worker & to the Best Target Achiever.
We pay a special bonus payment in every month for the target achievers.

Evaluation.
We are going to conduct a peer evaluation program to evaluate our employees.
We are going to conduct an evaluation about our employees on the consumers point of
view. For that we are giving them a questioner to comment.
We are going to place a complaint & suggestion box, provide e-mail facilities to make
complaints and suggestions about our staff.

WAITERS
Job Specification.
1. Age must be between 25-35
2. Minimum 1 year experience.
3. Ability to speak in English.

Job Description.
1.
2.
3.
4.
5.

Warmly welcome the customers and talk to the customers in a very friendly manner.
To in-house customers provide menu lists.
Responsible to place an order within 5 minutes.
Achieve targets in every month.
Keep tables and floor clean & dry.

Dress code.
White long sleeve shirt with a black bow & a black trouser.

CHEF
Job specification.
Age must be between 25-35.
Minimum 2 years experience.

Job Description.
Provide foods on time.
Prepare meals cleanly.

Dress code.
White shirt, black truoser,mask & chef hat.

Deliketzens Employee remuneration scheme.

Remuneration will always be a most important determination of motivation.
Managing director
Marketing manager
Quality controller
Food & beverage manager
Chief Chef
Assistant chef
Waiter
Driver
Bike rider
Security
Receptionist
Cashier

25000
18000
10000
18000
10000
7500
6000
7000
6000
7000
6000
8000

Our Employee structure.

Managing Director

Food and beverage

manager
Quality
Controller

Marketing Manager
Waiters(6)
Cashier(1)
Receptionist

Chef(1)

Drivers(1)
Bike rider

Assistant
Chef(2)

Security
Officer(1)

Deliketzens grievance handling procedure

We are having an open forum to handle grievenses, Especially we are forcusing on
handling complaints using HEAT.

H E A T
Hearing

Empathise

Apologize

Take responsibility

Ultimately it is a companys people who create customers who are the life blood of our
company. Thats why we have a special place for PEOPLE in our marketing plan.
Role of personal selling
As Deliketzen is in the Food Industry, we must maintain an active sales force which keeps
in close contact with retail buyers. The retail contact ensures vigorous promotional activity
in the chain.
The main advantages of personal selling to us.

It is two-way form of communication, giving the prospective purchaser the

opportunity to ask questions of the sales people about our product & service.
The sales message itself can be made more flexible and therefore can be more
closely tailored to the needs of individual customers.
Most importantly, the salesperson can ask for an order and perhaps negotiate on
delivery or special requirements.

SERVICE QUALITY.
Service delivery
Word-of
-mouth.communicatio
n

Personal needs

Past experience

Expected
service
Perceived service

Service
delivery

Service quality
specifications

Management
perceptions of customer
expectations.

External
communications to
customers

Marketing Controls
In any organization marketing control plays vital role in order to assure that the company
Conforms to set standards to achieve goals and objectives of that organization. As
deliketzens main focus is providing a healthy meal, economical and environmental factors
influence the activities immensely rather than other factors like political, socio cultural,
technological, ethical, and legal.
Our marketing controls can be divided into sub areas like quality of service, purchase of
raw materials, advertising, emergency, measures, and production process.

Production process
Deliketzen provides the meal for breakfast, lunch and dinner. To highlight unique of the
restaurant we provided five differentiated lunch for weekdays and provide special menus
for the weekend.
We are to recruit a food& beverage manager to look into nutrients of vegetable and fruits
we purchase, prepared, food measures to maintain the quality of raw materials and food.
When we prepare food we highly concern about the health of our customers .Thus we use
stainless steel equipment and half the kitchen is covered with stainless steal boards where
we kept vegetable, fruits to be chopped. From the knife to pot we use stainless steal baskets
as it is not to harmful to human. (There is a provision in the food act to use stainless steal
equipment)
It is evident that some vegetables grow on the ground and some grow under the ground.
Wherever they grow the vegetables can be infected with bacteria. We can easily kill these
bacteria by washing with chlorine mixed water. It is chlorine mix water we must use
stainless steal baskets.
At the cooking level we must boil these vegetable at 100oC or more as the level below
100oC doesnt destroy any harmful bacteria.
The hotness at the food at which the meal should be go to the table, depends on persons
preference. there is no specify provision for hotness of the food.
If there is a big time gap between cooking and serving, we can use microwave oven to
prepared food there in until the order comes from the customer.
(Use of a microwave oven to heat previously prepared food make no impact on nutrients of
food or health)

Quality of service
Deliketzens objective is not merely providing a meal to satisfy hunger but also make our
customer happy by providing a quick and friendly service.
Following are the services we provide in addition to our meal;
-Soft background music to customer calm:-This enables the customer to get rid of his/her routine life for a while.
-At the front entrance security officer must accept the customer with a present smile.
-At the reception the receptionist must greet the customer in a polite manner
-Waiter\waitress must reach the customer after he\she takes the seat
-Offer the menu to the customer make his\her order
-Leave the customer with 5 minutes to make his decision
-If its a male customer a waitress must him if its a female customer a waiter must reach
her. This is not available on busy hours.
-Till the table is arranged let the customer enjoy the surrounding, and music.
- The receptionist must answer the phone at the third ring with a greeting and she must get
all the details down. ( all conversations must be going on in English medium but there are
exceptions)
Friendly welcome to the customer
From arrival to departure we treat our customers in a friendly manner considering they are
straight of future. We train from security officer to managing director on how to treat our
customer. as we consider the security officers welcome at the entrance is the first and the
last impression, the customer retains.
Interior designs and decoration
We dont use many accessories to decorate inside as it tries the customers mind and eye. we
also thought of painting with light yellow and white. We are to arrange with glass tables as
it reflects simplicity and conveniences.
Strong communication Channel
Customer Is free to approach the MD to make any suggestion or complaint as those ideas
strengthen ourselves.
And also we provide an online service to satisfy our customer needs over the internet and
the phone. Deliketzen assures them a quick and quality service line at the restaurant.
To build our reputation and to exist to market, the suppliers contribution is very much
significant. Therefore we dont confine our supply chain to one supplier as it creates a risk
in future.

Cleanliness
As our theme is to provide a healthy diet where highly concern about cleanliness of our
product. We always maintain a clean background especially away from flies to keep the
promise we give to our customer.
Thus it is advisable to bring in clean and washed vegetables fish, meat to store inside the
Kitchen.
Purchase of raw materials
To avoid unexpected delays in supply we carry on our activities with join hands of 3 main
vegetable suppliers Cargills food city, Delkanda vegetable market, Pettah vegetable market.
We follow the some procedure for fruits.But we purchase meat/fish/eggs from pettah
market. Our purchase is at time is limited to the requirement of 3 days. So we make new
purchases once per every 3 days to minimize spoilage and wastage.
Advertising
Promotional campaign plays a vital role in promoting our brand name. So we should give
the priority to advertising. As we deal with middle-upper professional we must be in
connection with the internet. So we have design a website WWW.deliketzen.lk to take
online Doers.
As our target market is middle upper professionals we should convey our massage through
very professional advertisement with less dialogues, Soft music, and valuable tents. The
ads should be more symbolic to imply professionalism.
We must not advertise our product using unethical practices. We have planed to prepare our
T.V & radio advertisements in English medium. Publish our ads in weekend news papers.
To capture the professional market we better approach business magazine line like
business today, LMD etc.
Payment/Collection of money
We provide a direct service to the customers.We require transtlation on cash basis for oue
individual customers.
As we have planned to apporach coparate customers in suburb areas.Weexcept their
collection at the end of month.
At the individual stage we dont go for outride purchase.it restricts our cash avilability, at
the end of the month we,ll be in a position pay batch the debit.
Emergancy Measures
As we are a nearly erging company.We are inexperienced in this industry.Therefor a lot of
mistakes and unexpected situations may arise out of the activities.
To overcome such problems we must be well equipped with backup plans, such as;
In connection with more than one vegetable/fruit supplier to avoid daily in supply.
Security equipment

Research Summery
Customer Survey
Our Focus was on middle class professionals. We carried out this project to find out
their preferences on food, frequent restaurants, prices and all other food related views.
As per our research we discussed with professionals like;
Doctors
Marketing Executives
Training Directors etc:

Company Survey
As companies are ordering lunch from outside, we targeted organizations to deliver our
product. The following are the companies we visited:
1.
2.
3.
4.

Asian Alliance - Central Office

Seylan Bank Head Office
Bank Of Ceylon Nugegoda
Peoples Bank Nugegoda

Appendixes

Cool Room Quotation

Paper Advertisement

Teaser Campaign

Package