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Final Report of Marketing Plan prepared for

Chattha’s – the authentic

Submitted to: Ms. Rabeel Khan


This document contains situation analysis, customer
behavior research and a detailed marketing plan for
Chattha’s – a desi food restaurant located in F-10, Tariq
Market. Situation analysis covers external and internal
factors analysis along with a review of Porter’s
competitive forces followed by detailed comparison of
Chattha’s direct and indirect competitors. Customer
behavior analysis covers primary research (Customer
Submitted by: interviews, focus groups, surveys, observation) and
secondary research (Social media and Food panda
Fahad Iqbal
reviews). The last section focusses on Segmentation,
Irtiza Zafar Targeting and Positioning followed by strategic plan
Umaiya Zahid explaining strategies of 4Ps (i.e. Product, Price, Place
Maryam Doraiz and Promotion) for two selected target segments of
Maheen Bukhari families residing in and local tourists visiting the twin
Saira Parvez Khan cities of Islamabad and Rawalpindi..

12/16/2018
Final Report of Marketing Plan prepared for Chattha’s – the authentic

MKT 535-Marketing Management


Semester Project

Table of Contents
Introduction ............................................................................................................................................................................ 5
Situation Analysis .................................................................................................................................................................... 5
SWOT................................................................................................................................................................................... 5
PESTEL ................................................................................................................................................................................. 5
Porter’s Five Forces Analysis ............................................................................................................................................... 6
Competitor Analysis ............................................................................................................................................................ 6
Direct Competitors .......................................................................................................................................................... 6
Indirect Competitors ....................................................................................................................................................... 7
Substitutes ...................................................................................................................................................................... 7
Consumer Behavior Research ................................................................................................................................................. 7
Objective ............................................................................................................................................................................. 7
Customers’ Identification.................................................................................................................................................... 8
Primary Research ................................................................................................................................................................ 8
Secondary Research ............................................................................................................................................................ 8
Product. ............................................................................................................................................................................... 8
How are the firm's products or services perceived? What are their strengths and weaknesses relative to
competition from the customers' viewpoint? Are there unmet needs? Are there any opportunities for
improvement? Etc. .......................................................................................................................................................... 8
Promotion. .......................................................................................................................................................................... 8
How do the customers learn about the firm's products or services? About competitors? What do they think of the
firm's communication materials? How would you improve the firm's communication activities? ............................... 8
Medium of Learning about Firm’s products ................................................................................................................... 8
Medium of Learning about Competitors ........................................................................................................................ 8
Chattha’s communication materials ............................................................................................................................... 8

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Final Report of Marketing Plan prepared for Chattha’s – the authentic

Suggested Improvements in Firm’s Communication Activities ...................................................................................... 8


Place. ................................................................................................................................................................................... 9
What needs do the channels for this product fulfill? Needs of the customer? Needs of the firm? Is there any conflict
in the channel? How would you improve the firm's channel activities? ........................................................................ 9
Chattha’s Itself ................................................................................................................................................................ 9
Foodpanda ...................................................................................................................................................................... 9
Price. ................................................................................................................................................................................... 9
How do the customers (channel) react to the firms' prices? Are there any actions the firm to set its prices
consistently with its strategy? Is the firm using any marketing cues or marketing theory to affect customer
perceptions of its prices? ................................................................................................................................................ 9
Reaction by Customers ................................................................................................................................................... 9
Actions by Firm Owner.................................................................................................................................................... 9
Use of Marketing Cues to Affect the Perceptions regarding Prices.............................................................................. 10
General Marketing Strategy. ............................................................................................................................................. 10
Current Marketing Strategy .......................................................................................................................................... 10
Suggested Improvements in Firm’s Marketing Strategy ............................................................................................... 10
Insights from Observations ............................................................................................................................................... 11
Secondary Research .......................................................................................................................................................... 11
Marketing Plan ...................................................................................................................................................................... 12
Marketing Strategies ......................................................................................................................................................... 12
Target Marketing: ............................................................................................................................................................. 13
Targeting Strategy ............................................................................................................................................................. 15
Positioning strategy: ......................................................................................................................................................... 15
Current perception of local restaurants in customers’ minds and Chattha’s targeted perception ............................. 15
Target Segment I: Families ............................................................................................................................................ 16
Target Segment II: Local Tourists .................................................................................................................................. 16
Marketing Mix for Value Creation ........................................................................................................................................ 16
Product Strategy: .............................................................................................................................................................. 16
Target Segment: Families .............................................................................................................................................. 17
Target Segment: Local Tourists ..................................................................................................................................... 17
Pricing Strategy ................................................................................................................................................................. 18
Explain your pricing objectives and how they relate to the marketing objectives....................................................... 18
Place Strategy.................................................................................................................................................................... 18
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Final Report of Marketing Plan prepared for Chattha’s – the authentic

Describe your distribution strategy .............................................................................................................................. 18


Channel 1: Direct Distribution .......................................................................................................................................... 19
Channel 2: Indirect Distribution ........................................................................................................................................ 19
Promotion Strategy: .......................................................................................................................................................... 19
Target Segment: Families .............................................................................................................................................. 19
Promotion Tactics ......................................................................................................................................................... 20
Target Segment: Local Tourists ..................................................................................................................................... 22
Promotion Tactics ......................................................................................................................................................... 23
Contingency Plan in case above strategies do not achieve mentioned ROI:................................................................. 24
Monitoring and Control ................................................................................................................................................ 24
Anticipated competitor response ................................................................................................................................. 24
Risk analysis: What are the most crucial risks?............................................................................................................. 25
Conclusion ............................................................................................................................................................................. 25
Appendices ............................................................................................................................................................................ 26
Appendix 1: Figures........................................................................................................................................................... 26
Appendix 2: Tables ............................................................................................................................................................ 29
Appendix 3: Insights from Focus Groups .......................................................................................................................... 34
Appendix 4: Insights from Customer Interviews............................................................................................................... 34
Appendix 5: Insights from Customer Survey (conducted online using GoogleDocs) ....................................................... 36
Appendix 6 – Interviews.................................................................................................................................................... 40
Audio Interview 1 - Transcript ...................................................................................................................................... 40
Audio Interview 2 - Transcript ...................................................................................................................................... 43
Audio Interview 3 - Transcript ...................................................................................................................................... 44
Audio Interview 4 - Transcript ...................................................................................................................................... 46
Audio Interview 5 - Transcript ...................................................................................................................................... 48
Audio Interview 6 - Transcript ...................................................................................................................................... 51
Audio Interview 7 - Transcript ...................................................................................................................................... 52
Audio Interview 8 - Transcript ...................................................................................................................................... 55
Audio Interview 9 - Transcript ...................................................................................................................................... 57
Audio Interview 10 - Transcript .................................................................................................................................... 59

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Final Report of Marketing Plan prepared for Chattha’s – the authentic

Table of Figures

Figure 1: Bird’s eye view of demographical segments whose feedback was taken via survey questionnaire during
customer behavior research ................................................................................................................................................. 26
Figure 2: Customers Perception of Chattha's Products (Meals) ........................................................................................... 27
Figure 3: Chattha's special offers for festivities .................................................................................................................... 27
Figure 4: Deals and offers ..................................................................................................................................................... 28
Figure 5: Length and depth of product ................................................................................................................................. 28

Table of Tables
Table 1: Customer preference for Chattha's in comparison to direct competitors ............................................................. 29
Table 2: Indirect competitors: Reviews and ratings ............................................................................................................. 29
Table 3: Three-variable analysis of customers rating of Chattha’s meal experience and taste to be the best. Total no of
respondents was 61. ............................................................................................................................................................. 29
Table 4: Chattha's in comparison to its competitors from customers’ viewpoint ............................................................... 30
Table 5: Customer reviews about Chattha's location ........................................................................................................... 30
Table 6: Reviews about Chattha's prices from Customers of varying budgets..................................................................... 30
Table 7: Secondary Research Reviews .................................................................................................................................. 31
Table 8: Criteria used for perceptual map ............................................................................................................................ 32
Table 9: Comparison of different segments for Target Markets .......................................................................................... 33

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Final Report of Marketing Plan prepared for Chattha’s – the authentic

Introduction

Chattha’s is a desi food restaurant located in F-10, Tariq Market, Islamabad. During our course of Marketing
Management course, we have chosen this restaurant to be the subject of our semester project. In this document, we
intend to give a thorough marketing plan after detailed market, competitors and customer behavior analysis. We shall
also be setting some marketing objectives and hope that with the marketing plan that is being laid out in this document,
Chattha’s shall be able to achieve those objectives.

Situation Analysis

SWOT

PESTEL

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Final Report of Marketing Plan prepared for Chattha’s – the authentic

Porter’s Five Forces Analysis

Competitor Analysis
Direct Competitors
1. Cheema and Chattha
From in-depth interviews we have deduced that customers closely associate this restaurant to Chattha's. Menu
of both restaurants resembles a lot, but Cheema and Chattha has comparatively lower prices than Chattha's, for
e.g. Chicken Madrasi Handi is of Rs.750 at Cheema and Chattha but its price is Rs. 945 at Chattha's. But Chattha's
has invested more into building a better interior than this restaurant and also provides higher quality service to
its customers.

2. Butt Karahi
This restaurant is located in F-8, Ayyub market, and is a branch of a famous eatery in Lahore. It’s known for its
unique traditional taste. It has slightly lower prices than Chattha's but Chattha's has an edge over it in terms of
the ambience that it provides, and also offers a much more diverse menu as compared to Butt Karahi.

3. Pait Pooja
Pait Pooja is a Modern Dhaba located in G-11 Markaz. It offers variety of Parathas, ranging from Plain Paratha to
Beef Cheese Paratha, to Pizza Paratha. It claims itself to be the universe of parathas.

4. Refreshment Centre
It is located in Commercial market, Rawalpindi, and highly famous for its breakfast, and lunch. It has much lower
prices as compared to Chattha's. Penalties have been imposed on this restaurant by the food authority because
of the low quality and unhygienic food, but still because of its unique taste and low prices it’s highly popular
among the people of twin cities. As compared to this restaurant Chattha's provides higher quality food, and
more comfortable environment to its customers.

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Final Report of Marketing Plan prepared for Chattha’s – the authentic

From Table 1, responses of customer survey show us that among its direct competitors, Chattha's is the most preferred
restaurant because 40% of the customers claimed Chattha's to be their first preference and only 3.3% claimed it be their
last preference. This may be because according to the survey results 73.3% of the customers use internet to find out
about restaurants and Chattha's has a stronger online presence as compared to these restaurants.

Indirect Competitors
The core benefit that customers want is to have food, therefore Chattha's also faces competition except from the desi
eateries in the twin cities.

1. Breakfast spots
According to the customer survey responses 61.7% of the customers consider breakfast to be the most
preferred meal at Chattha's, and insights from in-depth interviews with customers show us that it is also
positioned as a breakfast spot in the minds of customers, therefore few other restaurants in twin cities which
are also famous for their breakfast should also be considered. Street 1 Café and Chaaye Khana are the two major
players; both are known for their quality food and pleasurable dining. Both of these restaurants offer items from
traditional Pakistani breakfast menu and English breakfast as well. Unlike the direct competitors of Chattha's
these two are highly active on social media and engage their customers by offering discounts and promotions to
them.
2. Fine Dining Restaurants
Chattha's is also known for its exceptional service and pleasant dining experience. Few other restaurants that
are known for these are listed in Table 2.

According to the customer survey 73.8% of the customers use internet to find restaurants and out of those,
45.9% use google for this. Therefore, Google reviews have been used to compare these restaurants with
Chattha's. Ratings of all restaurants are somewhat similar, but we can clearly see that Chattha's has highest
number of reviews; this might be an indicator of its large market share.
From our overall competitor analysis, we can conclude that Chattha's is not only outperforming from its direct
competitors but also giving a tough competition to its indirect competitors.

Substitutes
Packaged and Frozen Food
Packaged food (e.g. chip snacks, biscuits, cereals etc.) and frozen food (provided by companies like K&Ns, Menu,
Sufi etc.) at times although fulfill the core benefit of satisfying hunger, but they cannot be considered as a
competitor because they do not provide the meal experience that customers are looking for but they do lie in
the category of substitutes.

Consumer Behavior Research


Objective
Identify the firm's customers. Conduct primary and secondary research on the target segments.

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Customers’ Identification
Our survey helped us find out following segments of the customers based on demographics – age, gender and income.
According to our research, target market emerged as youngsters, students and early-professionals, aged between 20-30
years. Out of our survey sample, most of the people spend less than Rs.5000 per person per month on dining out. 45%
of our survey population keeps a budget of Rs.2500 per person per month while 32% can afford in the range between
Rs.2500 and Rs.5000 per person per month. See Figure 1 for details.

Primary Research
 10 In-Depth Interviews (Insights from these are used in the following text, Transcripts attached in
appendices, audio provided on Google Drive)
 3 Focus Groups (Insights from these are used in the following text, Audio provided on Google Drive)
 5 Observations (Provided below)
 Survey answered by 50+ people and their feedback (Copy of provided on Google Drive)

Secondary Research
 FB and Foodpanda Reviews

Product.
How are the firm's products or services perceived? What are their strengths and weaknesses relative to
competition from the customers' viewpoint? Are there unmet needs? Are there any opportunities for
improvement? Etc.
A business is nothing but what it sells. Figure 2 gives us an idea how customers perceive the meals provided by
Chattha’s. This will help us understand what Chattha’s is known for in the minds of its customers. Table 3 gives us an
idea of how many respondents out of 61 who filled the questionnaire rated meal experience and taste as best on a scale
of 1 to 5. For rest of the details, please refer to Appendix 3 and Appendix 4 for insights from focus groups and
customers’ interviews. Table 4 helps us find out how customers responded in the questionnaire about competitors.

Promotion.
How do the customers learn about the firm's products or services? About competitors? What do they think
of the firm's communication materials? How would you improve the firm's communication activities?

Medium of Learning about Firm’s products


Social media, friends and family (word of mouth).

Medium of Learning about Competitors


Same two resources are used in addition to offering discounts to certain universities and specific Debit/Credit card
holders.

Chattha’s communication materials


Primary mode of communication is Internet/Social media. Secondly, Chattha’s highly depends upon ‘Word of mouth’ for
its promotion and marketing.

Suggested Improvements in Firm’s Communication Activities


1) Try to be on top of Google(through SEO).
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Final Report of Marketing Plan prepared for Chattha’s – the authentic

2) Collaborate with Uber/Careem for showing their ad when ride is passing through F-10.
3) MoUs with universities, institutions and corporate sector for providing discounts.
4) Certain students/or employees of those institutes can be designated as Brand Ambassadors for Chattha’s as well
for preaching about their food.
5) Opening a branch in H sector so that it is closer to hostilities of IIUI, FAST, and NUST.
6) Participation in food festivals through stalls.
7) Development of customized material targeted particularly at foreign visitors who love to try our ethnic flavors.

Place.
What needs do the channels for this product fulfill? Needs of the customer? Needs of the firm? Is there any
conflict in the channel? How would you improve the firm's channel activities?

Chattha’s Itself
The restaurant itself is the primary channel that caters to the needs of the consumers. It offers an opportunity for
outgoing groups and families to spend quality time while enjoying good food. The location of the restaurant is liked as
well. One concern though has been that if it were more prominent, it would have been better. Table 5 shows stats from
our survey questionnaire in this regard.

Foodpanda
Foodpanda is the next channel in line.
This is an important channel to connect such customers to Chattha’s who would like to enjoy their food from the
comfort of their homes. It benefits Chattha’s by increasing their customer base and gives a chance to Chattha’s to
maximize on their social media marketing by delivering their food to customers’ homes. Bykea and other similar
platforms serve as similar channels. The only concern that customers have raised about Foodpanda is delay in food
delivery. Bykea’s performance is considered better in comparison to Foodpanda.

Price.
How do the customers (channel) react to the firms' prices? Are there any actions the firm to set its prices
consistently with its strategy? Is the firm using any marketing cues or marketing theory to affect customer
perceptions of its prices?

Reaction by Customers
We got mixed reviews regarding prices of food items.
Interviewees were mostly of the view that Desi food is generally considered to be less expensive. So based on this
general perception of the consumers, Chattha’s food items are considered to be over-priced by the majority of the
customers whom we interviewed.
A small part of our interviewees’ population considered the prices to be fine keeping in the mind the ambience,
environment and value of the food. When we asked customers in the survey about “Price as compared to Value
Provided”, we got the results as shown in Error! Reference source not found. where most seemed satisfied with the
prices.

Actions by Firm Owner


As per our discussion with the owner Mr. Waqar Chattha, he considers middle and upper-middle class as the target
segment of the restaurant. He told us that the restaurant has been offering consistent prices for last two years but due
to rising inflation and increasing cost of supplies, he plans a surge in the rates sooner, rather than later. However, he

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Final Report of Marketing Plan prepared for Chattha’s – the authentic

fully understands the impact of this price surge on his customers’ base. He plans to compensate for this by bringing a
variety to their menu. Desi food will still be there USP but he plans to broaden the variety of items offered.

Use of Marketing Cues to Affect the Perceptions regarding Prices


Following are some of the marketing tactics that Chattha’s is using to improve customers’ perceptions of its prices (for
the value of food provided)

Partner in Festivities
Chattha’s is open on Eid and all other events and festivities. See Figure 3 for some examples.

Happy Hour
Every day, from 4pm-6pm, Chattha’s offer happy hour during which 20% discounted prices are being offered. This is a
win-win situation for the firm as well as their customers. The firm can attract such customers’ segment during these
hours who can’t afford otherwise. It is a great marketing strategy to attract such customers to make the first visit and
then get to like the taste and services. Also there’s a high probability that customers will buy more items once Chattha’s
has been successful in bringing them to the restaurant.

Khwateen Specials
This is a special offer available each Wednesday evening that attracts ladies in particular. Each of the lady customers is
served free tea and a slice of meetha paratha. This strategy is also aligned with same goals as mentioned above i.e.
attracting more first-time visitors and converting them to their loyal ones. (Reference to Pantene study Deltas and
Omegas).

Special Celebration for Special Days


Chattha’s take every opportunity to celebrate special days like mothers’ day, fathers’day, etc. Recently, on Teachers’
day, they had a special promotional offer called Mithas-bhara Ustad ko Salam. It was a two-pronged strategy where
teachers were given free meal if tagged by their students on social media pages of Chattha’s. This was not only a good
gesture towards teachers but it also aimed at increasing the customer base who visited Chattha’s physically as well as
those who visited Chattha’s social media pages. See Figure 4 for most prominent offers.

Value to Customers
By offering hygienic food made of organic, self-produced spices and a family-oriented environment.

General Marketing Strategy.


What else did you learn from these discussions with customers that can improve the firm's marketing strategy?

Current Marketing Strategy


Use of social media and offering discounts at special events/days and for specific segments like ladies, NUST students
are the major current marketing strategies.

Suggested Improvements in Firm’s Marketing Strategy


1) Customers suggested that Chattha’s should diversify their menu and then market newly added items.
2) Few suggested change of name (rebranding) as well so that perception formed due to the break-up with original
Cheema and Chattha can be put to rest.
3) Perception of being a Punjabi traditional food provider should be broadened as national traditional food
provider.
4) Many suggested that Chattha’s should market itself as a place for celebrating birthdays or special occasions.
5) Discounts should be offered to students other than NUST as well.
6) Social media marketing should give more coverage to their catering offers. It is not that renowned among public.

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Insights from Observations


1) We observed customers talking about restaurant’s staff that how they take great care of hygiene and
cleanliness.
2) We heard customers discussing about the split of original Cheema and Chattha and formation of Chattha’s. They
were also comparing prices, taste and ambience of both restaurants.
3) We observed one of the group sitting next to us asking waiter to replace the Nihari because it was not good in
taste and cold.
4) We heard a customer candidly asking the waiter “Yai desi restaurant hay toh yahan juice bar” kyun banae hay?
5) We heard a group of students asking manager to offer discount deals for students and start a new branch in H-
Sector so students can easily go there.

Secondary Research

Positive Reviews Negative Reviews


1 – Customers had positive feedback regarding the 1 - Inconsistency in menu was the issue we noted from
different discounts and special occasions offerings secondary reviews. Customers complain that the taste of food is
Chattha’s provide. different every time they visit Chattha’s.
2 – More positive feedback was noted about Chattha’s 2 – Customers complained about the food quality and hygiene.
Breakfast as compared to lunch and dinners. Customers complain that they suffered from food poisoning
after dining in Chattha’s.
3 – Customers commented on good ambience of 3 – Customers commented about the higher prices of Chattha’s
restaurant. They were satisfied with the in-restaurant as compared to other restaurants. They mentioned that
environment. Chattha’s is charging comparatively high prices as compared to
other similar restaurants.
4 – Customers commented that Chattha’s is properly 4 – Customers Complained about the limited space and longer
defending their position as “Desi Food Restaurant” by waiting times in rush hours.
offering tasty desi foods.
5 – Customers rated Chattha’s Ramzan offers as best 5 – Many comments reported the behavior of staff was not up
offering Sehri and Iftar Deals on affordable prices. to the mark. Improvement of staff is required according to them.

General Reviews

Attached graph shares the Facebook ratings for Chattha’s


Restaurant. Majority of customers are rating Chattha’s in
4 and 5/5.

Attached picture shows the peak hours of restaurant.


Restaurant is crowded at breakfast timings and dinner
timings.

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Final Report of Marketing Plan prepared for Chattha’s – the authentic

Attached shot shows the Facebook check-ins and page


likes for the Chattha’s Restaurant

Table 7 shows the secondary research reviews that we obtained from social media and other related sites. Below are
some of the sample screenshots from Facebook reviews showing high rated and lower rated comments.

Positive Reviews Negative Reviews

Marketing Plan

Marketing Strategies
Segmentation Strategies: Define the main segments of your market. What characteristics define these segments?

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Final Report of Marketing Plan prepared for Chattha’s – the authentic

Type of Segmentation Segmentation Criteria Chattha’s Segmentation


 Region Islamabad/Pindi

Geographic  Density Urban

 Gender Male/Female

Middle & High Income


 Income
people
Demographic
 Occupation Students, Employed,
Business Professionals,
 Lifecycle Stage Housewives

Singles, Married without


kids, Married with kids

 Social Class Middle and Upper Middle


Class
Psychographic  Interests
Food

 Personality Social and Outgoing

 Benefits Sought Quality Desi food lovers,


Behavioral People looking for good
ambiance
 User Status Existing and potential
customers

Target Marketing:
Evaluate the market segments and make decisions about which among them is most worthy of investment.
Based on the analysis done in Table 9, we believe that Families and local tourist two such segments that are most
worthy of investment. Customer Lifetime Value (CLV) calculated later also strengthens our decision due to their higher
values.

Create a profile of your typical target consumer and describe them in detail.

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Final Report of Marketing Plan prepared for Chattha’s – the authentic

• Geographic Segmentation:
•City: Islamabad/Pindi
Business Person • Demographic Segmentation:
• Age : 22 years and above
•Income: Middle and High
•Nationality: Pakistani

• Geographic Segmentation:
•Density: Urban
•City: Islamabad/Pindi
• Demographic Segmentation:
•Income: Middle & High Income
Family- Oriented •Nationality: Pakistani
•Maital Status: Married
• Psycographic Segmentation:
•Social Class: Middle & Upper Middle
• Behavioral Segmentation:
•Occasion: Special Occasions, celebrations & holidays

• Geographic Segmentation:
•Density: Urban
•City: Islamabad/Pindi
• Demographic Segmentation:
•Age: 13 to 25
High-End Singles •Marital Status: Single
•Nationality: Pakistani
•Occupation: Students
•Educations: High School, College and University level
• Behavioural Segmentation:
•Price Sensitivity: High

• Geographic Segmentation:
•City: Islamabad/Pindi
• Demographic Segmentation:
•Age : 22 years and above
•Income: Middle and High
Foreign Tourist •Nationality: Pakistani
• Psychographic Segmentation:
•Interests: Pakistani food/cuisines
•Personality: Out going & Adventurous.
• Behavioural Segmentation:
•Price Sensitivity: Low

• Demographic Segmentation:
•Nationality: Pakistani
•Social Class: Middle, Upper Middle & Upper Class
Local Tourist • Psychographic Segmentation:
•Interests: Travelling & Desi Food
•Personality: Out going & Adventurous.
•Behavioural Segmentation:
•Price Sensitivity: Medium

• Geographic Segmentation:
•Region: Islamabad/Pindi
•Density: Urban
Working • Demographic Segmentation:
Professionals •Occupation: Working Professionals
•Age: 25 years and above
(White Collar) •Income: Middle and High
• Behavioral Segmentation:
•Occasions: Corporate Lunch/Dinners, gatherings and client
meetings

• Geographic Segmentation:
•Region: Islamabad/Pindi
•Density: Urban
Working • Demographic Segmentation:
Professionals •Occupation: Working Professionals
•Age: 20 years and above
(Blue Collar) •Income: Low
•Behavioural Segmentation:
•Price Sensitivity: High

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Describe the customer lifetime value of your segments and discuss the segments you will want to acquire or retain.

Customer Lifetime Per Local Per Family (Size: 2- Family (5+


Value Determination Tourist 5 members) members)
Average Order Value (A) 700 3500 7500
Repeat Purchase Rate
0.25 0.65 0.55
(B)
Customer Acquisition
100 100 100
Cost (C)
Customer Lifetime
Value(CLV) 833 9,900 16,567
[CLV = A/(1-B) – C]

Please notice that customer acquisition costs are kept constant at Rs. 100 due to the minimal marketing campaigns or
any other promotional tactics being used currently by Chattha’s. They heavily rely on word of mouth in addition to social
media platforms used for advertising their occasional discount offers.

Targeting Strategy
Having selected two target segments (i.e. families and
local tourists), we have chosen “Differentiated
Marketing” as our targeting strategy.

Positioning strategy:
Current perception of local restaurants in customers’ minds and Chattha’s targeted perception

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1
We used this website with following selection criteria to review the perception of competitors in the minds of target
customers. See Table 8 for detailed values for X and Y axis as used in perception map above.
In order to achieve this targeted perception, following are the recommended positioning strategies for two target
segments respectively:

Target Segment I: Families


How do you want your product to be perceived by the market?
The dine-out trend in Pakistan has increased over the past few years. Families usually visit restaurants more frequently
than just on special occasions and festivities. For families residing in Islamabad/Pindi, Chattha’s should be their favorite
desi food spot with good ambiance and exceptional customer service. Chattha’s should be their choice because of the
unique taste and variety of cuisines it offers in desi range. Chattha’s should be considered second home by the families
where they can have good desi food ranging from Paratha Omlette in breakfast to Nihari/Chicken Madrasi in lunch or
dinner in a comfortable environment. It should be that “one-go-to restaurant for them where they can take their family
any time of the day.

Develop an explicit positioning statement here that reflects your key value proposition.
“For families who love desi cuisine, Chattha’s is an Islamabad-based restaurant that provides one-of-a-kind experience
with an exceptional service and awesome food. We offer unique desi taste as we use indigenous spices.”

Target Segment II: Local Tourists


How do you want your product to be perceived by the market?
We know that local tourists are extroverts and discoverers by nature. They are adventurous and love to explore tastes
and traditions of different places that they visit. For local tourists visiting the capital city, we would like Chattha’s to be
known for its ethnic cuisine and traditional ambience that would assist tourists taste the rich flavors of all provinces at
one place as well as experience the cultural artifacts in the form of traditional furniture, crockery and décor.
Thus for local tourists, we would like to position Chattha’s desi food restaurant as an independent item on their
itinerary, not only for a sumptuous meal but for the value of the traditional setting of the place that would help them
cherish the local customs of our countryside.

Develop an explicit positioning statement here that reflects your key value proposition.
“Among the famous feast spots in Islamabad, Chattha’s provides domestic tourists an excellent opportunity to cherish
traditional Pakistani culture with authentic ethnic cuisine to satisfy their discovery- and food-appetite.”

Marketing Mix for Value Creation


Product Strategy:
a. Define your product/service benefits vs competitive products.
b. How does it fulfill the value proposition?
c. What changes are you recommending to the product/service?

In order to answer these questions, we have defined the current product of Chattha’s restaurant first. Being a
restaurant, the hospitality service is a necessary part of their product. Once we understand the product, we can answer
the above questions in terms of both, the product and service aspects of Chattha’s.

1
https://www.tripadvisor.com/Restaurants-g293960-Islamabad_Islamabad_Capital_Territory.html

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Product line = 1 (only offering desi food items)


Length and Depth are shown in the Figure 5. Following diagrams answer the rest of the questions of product
strategy.

Target Segment: Families

Target Segment: Local Tourists

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d. What do you need to do on the branding front to achieve your goals?


In order to increase brand awareness, which is directly related to increased sales and customers, we shall recommend
the following suggestions:
 Logo should include some signage or graphics to show that it is a
restaurant (see current logo on the right-hand side)
 Tagline “The Authentic” should mention “Desi Food” specifically
 Standard color to be used for printed ad’s backgrounds, logos and all
other material used at every branding medium to improve brand
associations
 Consistency in every advertising medium so that message is perceived
same. This will increase their brand recall value.
 All promotion must focus on target customers i.e. local tourists or
families. On the right-hand side is a perfect example where target
audience is clearly indicated through promotion material.

Pricing Strategy
Explain your pricing objectives and how they relate to the marketing objectives.

Estimate cost of goods sold, total revenue, total costs and gross margin.

Chattha’s is currently following a cost-plus pricing strategy i.e. on the basis of cost of production or historical prices. As
they use indigenous spices and ensure highest quality ingredients, their food items are highly priced as compared to the
perceived value of the item by the customers.

We would suggest them to use the value-based pricing i.e. setting prices as per perceived value of the food dishes to the
customers as per the taste and quantity of the serving. From our study of managerial economics, we know that food
served by restaurants has elastic demand, so a little decrease in prices can help them increase their revenue. E.g. price
of Nihari as per the quantity served and taste is overrated
as per customers’ opinions so Chattha’s should reduce the
price a bit and they can earn more revenue using this
strategy for overrated dishes. Another breakfast item
“Halwa Puri” is so much liked by their customers that they
can increase its price a bit as per its perceived value in the
minds of the customers. Hence, value-based pricing shall
be the best strategy for Chattha’s to achieve the
mentioned marketing objectives of increased sales of
Nihari, upsurge in home delivery orders and amplified
customer base.

Place Strategy
Describe your distribution strategy
Chattha’s is using an Exclusive Distribution Strategy because the meals are high-priced and they want to sustain their
brand image of premium and high quality desi food. Chattha’s Distribution Strategy is exclusive- they offer food either

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through their restaurant or through the only intermediary i.e. Foodpanda. Hence, in terms of channels of distribution,
Chattha’s is using a multiple channel arrangement. It has two distribution channels; one being direct and another
indirect distribution channel.

No. of Distribution Channels of Chattha’s: Two

Channel 1: Direct Distribution


Length of Channel 1: Zero

Chattha’s Customers

In Chattha’s direct channel, there is a Chattha’s-to-consumer model where the restaurant sells its products directly to
the end consumer. Customers come and dine-in or take away the meals themselves. The length of this channel is zero
because there is no intermediary involved in this channel. Customers come physically on their own to have meals.

Channel 2: Indirect Distribution


Length of Channel 2: One

Chattha’s Food Panda Customers

In Chattha’s indirect channel, the food is delivered to customers through an intermediary called “Foodpanda”.
Foodpanda is providing a platform to customers through its website and mobile application where they can place orders
and it delivers the food from the Chattha’s to customers. In this channel, customers and Chattha’s are not directly
connected. Customers are served through a third party. Foodpanda is playing the role of an e-tailer in this model.
Foodpanda has its own fleet of riders who take the food from Chattha’s when a customer places an order on their
website and then delivers the ordered items to customers’ homes/offices/hotels or any other mentioned destination.

Promotion Strategy:
a. Outline your integrated marketing communication objectives.
b. Discuss how you will use various promotion tactics to reach the customer.
c. What is the recommended timing and frequency of the marketing communications plan?
d. How much will you spend on marketing communications?

Target Segment: Families

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Promotion Tactics
Promotion Mix Cost per
Elements Description Audience Message Timing Frequency Customer Budget

Improve ratings &


reviews on Foodpanda,
Online & Facebook & Instagram.
Interactive Take orders from Rs.2000 -
Mass Audience Uniform
Marketing directly from Anytime High Minimal 3000
costumers, by the help
of a phone calls.

Distributing discount
Sales Promotions coupons to families in Rs. 1500-
Mass
& Publicity shopping malls, parks & Low 2000
public places. Audience Uniform Quaterly Medium

Make a website, which


has all information
related to Chattha's
Rs.7000-
Website discunts, deals, Mass Audience Uniform Anytime High Minimal
10,000
upcoming events, and
also an option for
placing an order.

Brining in more more


Word of Mouth customers through Nil
regular customers Mass Audience Specific Anytime High Nil

1. For their interactive and online marketing, they can invite local food and trend bloggers to visit Chattha’s and
write reviews as part of their feedback on their own social media pages.
Metrics: ROI, Sales Projection and Marketing expenditure
Target famous Islamabad based vloggers e.g. Humna Raza, she has 175,000 followers on Instagram, or Facebook
page "SWOT's Guide to Islamabad & RWP's Restaurants Cafes Dhabas HBFE & Takeouts", it has 52,000
members. Inviting them for a free lunch/dinner would cost Chattha's approximately Rs.2000-5000, but the
message will reach thousands of potential customers. If a famous vlogger or page posts a review about
Chattha’s , at minimum if it is able to generate 50 families from one post, and taking an approximation that a
family spends 3000-5000 in a single visit, this will increase the sales by 150,000-250,000. This will also improve
the market share of Chattha's, as a lot of customers who are in their purchase decision stage, will choose to visit
Chattha's by coming across these posts on social media.
Action Plan: Discuss timing, who should be responsible for various aspects of implementation and indicate
resources necessary to implement the marketing plan
For this marketing plan, Chattha's does not need some extra resources, manager at Chattha's can make a call to
these vloggers for the purpose of inviting them, and these invites can be done on monthly basis to different
vloggers for the purpose of keeping Chattha's alive in the minds of customers.

2. They can develop their official website through which they can start taking orders online from customers &
deliver through their own delivery boys.
Metrics: ROI, Sales Projection and Marketing expenditure
The cost of building the website is approximately Rs. 7,000 to 10,000, but website will reach a large section of
customers. As highlighted in customer survey, majority of the customers use Google to get information
regarding restaurants. When customers will search for Chattha's after viewing the review posts by several
vloggers or through any other source, finding a website is a very reliable source of information. Here the
customers will also have an option to place their orders online. Building a website will provide an edge to

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Chattha's not only among its direct competitors, but also among its indirect competitor, as none of them has a
website currently except Butt Karahi.
Action Plan: Discuss timing, who should be responsible for various aspects of implementation and indicate
resources necessary to implement the marketing plan
The resource required for this is the person required to make the website and only one-person team will be
required to manage the website; this responsibility can also be allocated to the person already managing their
social media accounts.

3. They can visit shopping malls like Centaurus and Safa Gold, and F-10 Markaz where they can have sales
promotion for families visiting for shopping and can distribute discount coupons to them.
Metrics: ROI, Sales Projection and Marketing expenditure
Families who are out, are most likely to go for a lunch/dinner after shopping, this will increase the chance of
them visiting Chattha's. The cost of printing a coupon is low (Rs.1500 per 100 coupons) but there's a cost of
hiring a people for distribution of these coupons. If we consider that at least 10% people will avail the discounts
so per 100 coupons if five families visit, each family will make give on average Rs. 3000-5000 sales and in total
Rs.30,000 to 50,000 sales are expected.
Action Plan: Discuss timing, who should be responsible for various aspects of implementation and indicate
resources necessary to implement the marketing plan

As visible from above graphs, Centaurus mall is busy on weekends, and especially around 5pm-9pm, so
brochures should be distributed in this time among the people visiting the mall. The cost of printing 100
coupons is somewhat around Rs.1500-2000, but there is an additional cost of hiring person who will be
distributing these coupons.

4. They can provide excellent service and customer satisfaction to the existing customers so that they can spread
positive word of mouth among potential customers. This will help restaurant enhance their customer base.
This strategy does not require any additional resource, existing staff has to be instructed and trained in a
manner that they are able to serve the customers in an exceptional way that these customers become the
ambassadors of Chattha's. The customer survey shows that 91.8% of the customers got to know about Chattha's
through their friends, and family so the restaurant has to ensure the satisfaction of its customers.

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As it is visible from graphs given above that Chattha's is very busy on weekends as compared to weekdays, and
busier at breakfast time as compared to rest of the day. So coupons and discounts should be given for those
time and days when the customer flow is low, weekdays and around 5pm-7pm, tea time.

Contingency Plan in case above strategies do not achieve mentioned ROI:


If the above given marketing strategies do not work in meeting our goals, so we can opt for following contingencies
plans:
Promotion Mix Cost per
Elements Description Audience Message Timing Frequency Customer Budget

Rs 3000 per
columnar
cm, Rs.
30,000 for a
Advertising Ads in cooking/ food columnar ad
Custmozied High
magazines & digests Uniform Quaterly Low in Jang
(Print Media) Audience Sunday
Magazine
(Islamabad
edition)

Events & Setting up food stalls in


Sponsorships eat and family festivals. As per
Mass Audience Uniform Medium High Rs. 25,000+
occurence

1. They can put up their advertisements in food specific corner in digests like Khwateen, Shua etc. and put up
advertisements in cooking magazines like Masala, Dastarkhowan, and Gourmet.
2. Chattha’s can set up their stalls in events coming next year including Coke Fest 2019, Spring Festival 2019 &
Islamabad Eat.

Target Segment: Local Tourists

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Promotion Tactics

Promotion Mix Description Audience Timing Frequency Cost per Budget


Elements (M:Mass; Customer
S:Specific)

Advertising (Print Banners: M Biannually Low Minimum Rs 2,5000 for Banners / Month
Media)
Contract with major bus terminals for
banners display with in terminals and Rs 2,500-3,000 for Brochures /
brochure placement at tables in terminals Month

Advertising Careem Association: S Anytime Medium Minimal Rs 10,500/month on 15%


Promo to Average of 10
(Online and With Careem’s support Chattha’s can
persons/day and Average fare
Interactive issue promo codes and then it offer those
of 250 Rs/day
Marketing) to customers who after dining in plan to
book Careem from there. With that code,
customer is offered some percentage of
discount on Careem Ride

Advertising Tour Agencies affiliation: S Anytime Low Minimal Rs 22,500/month for 3 Trips
with 5% Discount and
(PR and Publicity) Contract with tourism agencies who
Minimum Bill of 5,000 Rs
arrange with-in Islamabad trips who can
then suggest Chattha’s and in return
Chattha’s provide specific discounts to
Rs 1,000-1,500 for
visitors /
Brochures/month
Also brochures placement at their offices

1. They can have contracts with bus services which have routes from different cities to Islamabad. Banners should be
designed which will be displayed on entrance and within terminals of bus stations.
Metrics: ROI, Sales Projection and Marketing expenditure
Bus Terminals have relatively high frequency of tourist. Let’s suppose if on average 1500 travelers visit terminal per
day and 400 of them are coming to Islamabad. Of that if 5 tourists out of these visit Chattha’s and spend 700 Rs on
average per visit, that’s ROI of Rs 3500 per day. If we extrapolate it over a month, we can yield monthly revenue of
Rs 105,000 per month, which is worth the investment.

2. Local tourists are most likely to use ride-hailing service like Careem for intra-city travel. With Careem’s support,
Chattha’s should issue promo codes and offer those to customers who after dining in plan to book Careem from
there. With that code, customer would be offered some percentage of discounts on Careem ride. Also Careem can
send promotion SMS informing Islamabad-based customers about the promo, thus encouraging them to visit
Chattha’s.
Metrics: ROI, Sales Projection and Marketing expenditure
Estimated 10 customers / day who visit Chattha’s by Careem ride spending Rs. 700 on average generates Rs 210,000
per month revenue easily covering the promotion cost

3. Chattha’s should collaborate with travelling agencies who arrange within city tours and get Chattha’s included in the
itinerary for lunch, breakfast or dinner, Chattha’s can give discount to those partner travel agencies.
Metrics: ROI, Sales Projection and Marketing expenditure
On average, if 2 groups visit Chattha’s on the recommendation of partner travel agencies and spend Rs 4000 per
group, that’s sales of Rs 8000 per day and Rs 240,000 per month. With a 5-10% commission to the partner travel
agent, this scheme can still generate decent outcome covering promotion cost.

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Action Plan: Discuss timing, who should be responsible for various aspects of implementation and indicate resources
necessary to implement the marketing plan

Though Chattha’s manager can manage all the tasks mentioned but due to field visits and making contacts with vendors,
it would be better to hire a person who specializes in trade marketing tasks. This way, he can allocate most efficient
vendors for printing, regular check and balance on all the promotion activities as well as finding opportunities for most
effective promotion locations and times.

Contingency Plan in case above strategies do not achieve mentioned ROI:

Promotion Description Audience Timing Frequency Cost per Budget


Mix Customer
Elements
Advertising In-Travel Advertising: Mass Quarterly Medium Low Rs
(Print Media, Prepare short visual 30,000/Month
Outdoor ad which can be for Visual Ad
Media) played on televisions
in buses; Rs
Print small logo along 10,000/Month
with brief for Logo
information about Printing on
restaurant on packs Packs
in which they provide
food and
refreshments.

Advertising FM Radio Mass Biannually Low Minimal Rs 20,000 /


(Broadcast Small audio ad can be Month on
Media) designed for radio average of
listener tourists and 670 Rs/day
that can be Broadcast
broadcasted on
major radio channels

 Chattha’s should enter into agreements with bus services like Daewoo, Bilal Travels, and Faisal Movers by playing
small visual ads on their televisions within the buses on the routes to Islamabad and Rawalpindi. They can also have
agreement about printing Chattha’s logo on the refreshment boxes served within buses.
 Chattha’s should play audio ads on major FM channels for the tourists who listen to FM or who tune in to radio
station while coming on their own conveyance to Islamabad.

Monitoring and Control


How would you implement measures to measure success?
 To measure success in case of promotion tactics proposed for both segments, a feedback form at the end of the
meal can be get filled by the customers about how did they get to know about Chattha's, what persuaded them to
visit Chattha's, and few details about the customers themselves. This will give us idea about how well our marketing
plan is working. Using this we can also compare the investment made on each plan and the increase in customers
and sale through the implementation of that plan.
 We have forecasted the annual marketing objectives; a quarterly analysis will be held if we are in the right direction
of annual forecasted marketing objectives.

Anticipated competitor response


 For both target segments, it is highly predictable that if one or more of the marketing plans proves to be successful
in attracting customers and increasing sales at Chattha's, it will be imitated by the competitors.
 Secondly it is also possible that competitors start offering even more attractive discounts and offers to customers to
drive them away from Chattha's.

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 Thirdly, competitors may lower the prices of their products and services in order to deviate the attention of
customers away from Chattha's

Risk analysis: What are the most crucial risks?


None of the above mentioned marketing strategies will be successful in case of political disturbances and economic
instability (e.g. inflation). Food hospitality industry depends on the availability of leisure time and disposable income and
if these factors are affected so despite the efforts of the restaurant, these marketing plans will fail. Inflation has direct
impact on transport cost and this will hit the local tourists target segment more severely than the families.

Conclusion

This brings us to the end of detailed marketing plan for Chattha’s. We strongly believe that the owner, Mr. Waqar
Chattha can benefit from this detailed plan and can implement it to increase their sales in the twin cities.

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Appendices
Appendix 1: Figures

Figure 1: Bird’s eye view of demographical segments whose feedback was taken via survey questionnaire during customer behavior research

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Figure 2: Customers Perception of Chattha's Products (Meals)

Figure 3: Chattha's special offers for festivities

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Figure 4: Deals and offers

Figure 5: Length and depth of product

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Appendix 2: Tables

Restaurant 1st preference 2nd preference 3rd preference 4th preference 5th preference
Chattha's 40% 36.7% 15% 5% 3.3%
Cheema & 18.3% 38.3% 23.3% 16.7% 3.3%
Chattha
Butt Karahi 23.3% 18.3% 36.7% 8.3% 13.3%
House
Pait Pooja 11.7% 25% 10% 25% 35%
Refreshment 13.3% 3.3% 15% 21.7% 46.7%
Center
Table 1: Customer preference for Chattha's in comparison to direct competitors

Restaurant No. of Reviews Rating


Shakespeare Lounge 288 4.3
Tuscany 1142 4.1
Baau'z 466 4.2
Ginyaki 695 4.3
Chattha's 1154 4.3
Table 2: Indirect competitors: Reviews and ratings

Count of Best Meal Budget and Demographics Count of Best Taste


Budget and Demographics 5000-Above 10
Experience at Chattha's
Female & Married 4
5000-Above 7 Male & Married 3
Female & Married 2 Male & Unmarried 3
Female & Unmarried 1 0-2500 Rs 8
Female & Unmarried 2
Male & Unmarried 4 Male & Married 1
0-2500 Rs 2 Male & Unmarried 5
Female & Unmarried 2 2500-5000 Rs 5
Female & Unmarried 1
2500-5000 Rs 1
Male & Married 1
Male & Married 1 Male & Unmarried 3
Grand Total 10 Grand Total 23

Table 3: Three-variable analysis of customers rating of Chattha’s meal experience and taste to be the best. Total no of respondents was 61.

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Count of Best Count of Best Rating Count of Best Count of Best Count of Best Rating
Budget and Demographics Rating for for Cheema's and Rating for Rating for Pait for Refreshment
Chattha's Chattha's Butt Karahi Pooja Centre
5000-Above 13 3 4 2 3
1st Priority 13 3 4 2 3
0-2500 Rs 8 3 2 4 3
1st Priority 8 3 2 4 3
2500-5000 Rs 3 5 8 1 2
1st Priority 3 5 8 1 2
Grand Total 24 11 14 7 8

Table 4: Chattha's in comparison to its competitors from customers’ viewpoint

Chattha's Location Ranking (Scale of 1 to 5)


Female Male Grand Total
vs Respondents' Occupation
4 18 15 33
Business 1 5 6
Employed 3 5 8
Housewife 4 1 5
Student 10 4 14
5 5 9 14
Business 1 1
Employed 1 4 5
Employed, Student 1 1
Student 3 4 7
3 5 7 12
Business 3 3
Employed 2 2
Housewife 2 2
Student 3 2 5
2 2 2
Employed 1 1
Student 1 1
Grand Total 30 31 61

Table 5: Customer reviews about Chattha's location

Price to Value Ranking (Scale of 1 to 5) vs


Female Male Grand Total
Budget of respondents
4 26% 23% 49%
5000-Above 16% 8% 25%
0-2500 Rs 5% 8% 13%
2500-5000 Rs 5% 7% 11%
3 15% 11% 26%
5000-Above 7% 5% 11%
2500-5000 Rs 3% 5% 8%
0-2500 Rs 5% 2% 7%
5 2% 15% 16%
5000-Above 0% 8% 8%
0-2500 Rs 2% 3% 5%
2500-5000 Rs 0% 3% 3%
2 7% 2% 8%
2500-5000 Rs 5% 0% 5%
5000-Above 2% 2% 3%
Grand Total 49% 51% 100%

Table 6: Reviews about Chattha's prices from Customers of varying budgets

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Positive Reviews Negative Reviews


1 – Customers had positive feedback regarding 1 - Inconsistency in menu was the issue we noted
the different discounts and special occasions from secondary reviews. Customers complain that
offerings Chattha’s provide. the taste of food is different every time they visit
Chattha’s.
2 – More positive feedback was noted about 2 – Customers complained about the food quality
Chattha’s Breakfast as compared to lunch and and hygiene. Customers complain that they suffered
dinners. from food poisoning after dining in Chattha’s.
3 – Customers commented on good ambience of 3 – Customers commented about the higher prices
restaurant. They were satisfied with the in- of Chattha’s as compared to other restaurants. They
restaurant environment. mentioned that Chattha’s is charging comparatively
high prices as compared to other similar restaurants.
4 – Customers commented that Chattha’s is 4 – Customers Complained about the limited space
properly defending their position as “Desi Food and longer waiting times in rush hours.
Restaurant” by offering tasty desi foods.
5 – Customers rated Chattha’s Ramzan offers as 5 – Many comments reported the behavior of staff
best offering Sehri and Iftar Deals on affordable was not up to the mark. Improvement of staff is
prices. required according to them.

General Reviews
Attached graph shares the Facebook ratings for
Chattha’s Restaurant. Majority of customers
are rating Chattha’s in 4 and 5/5.

Attached picture shows the peak hours of


restaurant. Restaurant is crowded at breakfast
timings and dinner timings.

Attached shot shows the Facebook check-ins


and page likes for the Chattha’s Restaurant

Table 7: Secondary Research Reviews

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x-axis y-axis Bubble Size Support Columns

Financial
Market % of
Sr. no Restaurants Effective Total no of
Experience Share (as % EXCELLENT
ness (1 reviews at
Value of total # reviews at
being Tripadvisor
of reviews) Tripadvisor
highest)

1 Monal Islamabad 6.75 1 52.59% 1024 0.45


2 Chaaye Khana 4.95 2 15.56% 303 0.33
3 Khokha Khola 9.60 3 1.49% 29 0.64
4 Qishmisch 8.25 4 1.69% 33 0.55
5 Zamana 6.30 5 3.03% 59 0.42
6 Khiva Revolving Restaurant 10.65 6 1.75% 34 0.71
7 Cheema and Chattha 4.05 7 0.92% 18 0.27
8 Des Pardes 4.20 8 9.04% 176 0.28
9 Highland Country Club 2.40 9 1.54% 30 0.16
10 Sattar Buksh 4.50 10 0.36% 7 0.30
11 Table Talk 4.65 11 2.31% 45 0.31
12 BBQ Tonight 4.50 12 2.67% 52 0.30
13 Habibi 2.85 13 4.47% 87 0.19
14 1969 Restaurant 5.25 14 1.44% 28 0.35
15 Usmania 2.70 15 1.13% 22 0.18
1947
GOAL Chattha's 8 8 4%

Support Columns
1. % out of Total Number of reviews are used to determine Market Share
2. Percentage of Excellent reviews * 15 as x-axis i.e. Experience Value

Table 8: Criteria used for perceptual map

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Identifying
Target Substantial (growth rate) Measurable (Size) Accessible Responsive Actionable
Segments
There are 32.21 million households in Pakistan, bringing the average size of
Urban population: 39.7% of total population (2017)
household to 6.45 persons.
Rate of urbanization: 2.77% annual rate of change (2015-20
est.)
Population of Pakistan:
204,924,861 (July 2017 est.)
The sixth population and housing census results showed that
note: provisional results of Pakistan's 2017 national census estimate the
the number of households in Pakistan increased by 13 million or
Families (residing in country's total population to be 207,774,000
67.6% against the data compiled 19 years ago. Of the total Word of mouth & Social media High Yes
twin cities)
32.21 million, as many as 12.1 million or 37.85% of total
Population Growth Rate of Pakistan:
households are in cities. The number of urban households in all
1.43% (2017 est.)
provinces has increased over 100% during past 19 years when
the country had the last housing
Population of twin cities:
census.[https://tribune.com.pk/story/1491353/census-
Rawalpindi 2.506 million; ISLAMABAD (capital) 1.365 million (2015)
2017/]
http://www.pbs.gov.pk/sites/default/files//tables/POPULATION%20%2815%20YEARS%20AND
High-end Singles 38% %20ABOVE%29%20BY%20MARITAL%20STATUS.pdf
Word of mouth & Social media Medium-High Yes

Dawn news quoted PTDC report on 25th April, 2018: “Following an improvement
in the security situation, tourism in Pakistan has increased by 300per cent over
the past few years, it emerged on Wednesday.
According to the report, 1.75 million tourists visited Pakistan in 2017 alone.
Statistics from the Pakistan Tourism Development Corporation (PTDC) show that
Tourist guide websites like
30pc travelers were domestic.
Tripadvisor,
Local Tourists
Tour operators, High Yes
(visiting twin cities) Ethnicities Proportion in Pakistan:
Social Media &
Punjabi 44.7%, Pashtun (Pathan) 15.4%, Sindhi 14.1%, Sariaki 8.4%, Muhajirs
Word of mouth
7.6%, Balochi 3.6%, other 6.3%

Population of major cities:


Karachi 16.618 million; Lahore 8.741 million; Faisalabad 3.567 million; Multan
1.921 million; (2015)

Rural

No No

Working Proles (Blue


Collar)
No No

Working Proles
Word of mouth & Social media Low-Medium Maybe
(White Collar)

Business Persons Word of mouth & Social media Low-Medium Unlikely

https://www.indexmundi.com/pakistan/demographics_profile.html (Majority of data is taken from here)

Table 9: Comparison of different segments for Target Markets

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Appendix 3: Insights from Focus Groups


Focus Group 1 Focus Group 2 Focus Group 3
Students of MBA Section A Students of MBA Section B Students of BBA
Perception a. Chattha’s is targeting above- a. Punjabi restaurant a. Fancy restaurant
average income customers. with classical b. Preferred for
b. It is a desi food restaurant due to music and mixed-gender
which its products and services are traditional feel. gatherings.
highly compared with the products c. When in large
and services of other desi food groups, boys
restaurants of the twin cities e.g. prefer Chattha’s
Bismillah Tikka House. desi food over
c. Over-priced other food spots
d. It is renowned for Breakfast esp. due to more
And therefore was being serving per person
compared to Rasheed sweets (Isb) in the given
and Refreshments (Pindi). budget.
Strengths a. Preferred for families due to good a. Availability of Desi a. Better
ambience and suitable seating food in Islamabad environment as
space (Refreshments (Pindi) lacks through Chattha’s compared to other
in this aspect). is a blessing as desi restaurants.
b. Late availability of the breakfast on there are fewer b. Serving per person
weekends i.e. till 2pm, so it suits such options. is more as
the late-risers. compared to other
c. Because of being located in F-10, fancy restaurants.
they are able to charge high prices c. Good choice for
for desi food from customers. hostelites.
d. Customers have very few desi
breakfast dine-in spots in
Islamabad so this gives Chattha's a
leverage to charge high prices.
Weaknesses a. Higher prices as compared to a. Room for more a. Crowded
competitors. diversity in the b. Congested
b. Its name positions it as direct rival menu.
of Cheema’s and Chattha’s due to
which there’s a natural inclination
of comparing taste and prices of
every food items.
c. 2-3 hrs long Juma-break
Unmet needs/ a. Nihari’s taste needs to be a. Some of the basic a. More branches
Opportunities improved. types of karahi and can be opened
b. Less branches kebabs are missing near universities.
from the menu. b. Wait time can be
improved on
weekends.

Appendix 4: Insights from Customer Interviews


Source of
Customer knowing Overall Suggestions for
Strengths Weaknesses
Interview number about perception Improvement
Chattha’s
Improve the comfort
Reasonably
Interview#1 Friend Customer dealing Congested seating of their seating,
priced service
specially their kids,

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expand to open an
outlet near university
hub (as H-13)
Jam-packed in
Word of rush hours, overly
Interview#2 mouth and Location and décor priced as Nil Nil
Facebook compared to
competitors
Ground marketing
(e.g. advertisement),
Traditional spices, Traditional
and focus on
Interview#3 Friend menu, quality of Overly priced place to eat
university students
food, serving style desi food
as they are potential
customers
Justified
prices
Have to face a
Friend and according to
Interview#4 Efficient staff delay in serving in Nil
Facebook the value and
rush hours
services
provided
Priced
Congested in rush
justified
Hygiene, cooperative hours, Make restaurant
Interview#5 Relative according to
staff Uncomfortable more spacious
the value
seating
provided
Environment,
services, served Justified Add diversity to the
Interview#6 Friend -
within reasonable prices menu
time
Difficult to find Quality
Interior, breakfast,
the location, traditional Open a branch near
Interview#7 Relative ambience, staff,
especially at first food, but universities
serving time
visit overly priced
Difficult to find a
spot in rush
Ambience,
hours, ordinary Must work on
cleanliness,
Interview#8 Friend taste, overly Nil seating and make it
crockery(specially
priced, more spacious
thalli)
uncomfortable
seating, location
Lower prices and
Difficult to find
Interview#9 Friend Taste, classical music Nil introduce deals for
location
students
Lower prices and
Overly priced
Interview#10 Friend Serving style, music Location introduce deals for
products
students

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Appendix 5: Insights from Customer Survey (conducted online using GoogleDocs)

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Final Report of Marketing Plan prepared for Chattha’s – the authentic

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Appendix 6 – Interviews
Audio Interview 1 - Transcript

Interviewer: Umaiya Zahid (Project Member)

Respondent: Maryam Sarfaraz (Customer)

Date of Interview: 13.10.2018

Interview Duration: 5:10

Interview Setting: Interview was conducted at NUST Cafeteria C1.

START: 0:00

Interviewer: Assalam u Alaikum! What’s your name?

Respondent: Maryam Sarfaraz.

Interviewer: Maryam can you tell me your age?

Respondent: 25 and half.

Interviewer: Okay.

Interviewer: Maryam how many times do you go out for dine in in a month?

Respondent: 4 to 5 times.

Interviewer: And how much money do you spend on it from your monthly budget?

Respondent: Approximately Four to Five thousand.

Interviewer: Alright! Maryam, how did you come to know about Chattha’s?

Respondent: Through my roommates at hostel.

Interviewer: Okay.

Interviewer: Apart from Chattha’s, if you want to visit any restaurant, where would you like to go?

Respondent: It depends on what type of food I want to eat.

Interviewer: Like if you want to eat desi then you go to Chattha’s.

Respondent: Yes, but not all the times. I prefer Bar BQ bazaar sometimes.

Interviewer: Okay.

Interviewer: Other than that in your opinion, which meal is best served at Chattha’s? You can name from the ones you have tried.

Respondent: Daal Chawal.

Interviewer: Okay. How many times have you visited Chattha’s?

Respondent: Umm, from the time I moved to Islamabad I have visited Chattha’s four to five times.

Interviewer: So with whom do you prefer to visit Chattha’s, family or friends?

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Respondent: Obviously friends.

Interviewer: Chattha’s best feature?

Respondent: Their customer dealing.

Interviewer: Hmm. Customer dealing.

Interviewer: Any suggestion you would like to give to Chattha’s for their improvement?

Respondent: I feel like they should make a birthday corner where people can celebrate their birthdays because once I went there with friends and
had to celebrate a birthday but there was no such system. We ourselves did all the arrangements and faced a lot of issues. So basically, a separate
table in the corner could be set up for birthday celebration so that simple celebrations could be done over there.

Interviewer: Okay! Please tell me how was your meal experience over there?

Respondent: Mm, good.

Interviewer: Taste of food?

Respondent: Taste of food…. I actually like their breakfast because of the real Desi taste they have in their breakfast.

Interviewer: What have you tried in the breakfast?

Respondent: Umm, Halwa Puri.

Interviewer: Okay Alright. How much would you rate their breakfast out of 5?

Respondent: 4.5.

Interviewer: Okay. How about their food serving time? Do they serve on time or are there delays?

Respondent: Depends on the no. of people on the table because when we went there as a group of 20 to 22 people and we had to wait for an
hour.

Interviewer: And what about the food serving style? Like the presentation of the food and cutlery that they used for the food serving. So how
was that? What would you say about garnishing?

Respondent: I guess it was quite good.

Interviewer: Okay. Do you think the price they charge for their food is justified according to the value they provide? In your opinion, do they
overcharge/undercharge the meals or the rates are nominal?

Respondent: I guess they are quite reasonable.

Interviewer: So it means the food is not expensive?

Respondent: No.

Interviewer: Because a lot of people complain that they charge too much.

Respondent: No. In my opinion they are quite reasonable. Because if you go to other restaurants, they charge much higher than Chattha’s for such
quality food.

Interviewer: Can you give any example of such restaurants?

Respondent: Umm. Like if you go to BAR BQ Bazar and compare rates there is always a difference of one to two hundred rupees.

Interviewer: Okay fine.

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Interviewer: Tell me something about restaurant’s environment.

Respondent: Umm the same thing. When you are with friends the environment doesn’t matter.

Interviewer: I mean are you comfortable while dining in over there? How about the gentry and all?

Respondent: Yes, quite comfortable.

Interviewer: How was the music?

Respondent: I don’t bother much about music.

Interviewer: Seating arrangement?

Respondent: Chairs should be more comfortable. Families with children face a lot of problems.

Interviewer: What would you comment about waiters?

Respondent: They are kind. They take care of customers very well.

Interviewer: It means they have a good team.

Respondent: Yes, exactly.

Interviewer: And restaurant’s location?

Respondent: Their location is good but I guess they should have a branch near universities for students and hostellers who visit often. F- 1O is a
quite good location but there should be a Chattha’s branch near to universities.

Interviewer: It means you are suggesting that they should go for expansion and should open a small outlet near universities where students can
easily come as in H sector.

Respondent: Yes, exactly because in H sector there is NUST, FAST and Islamic University and a lot other. This area basically is an educational hub so
students would visit often.

Interviewer: Thank you so much Mariam for your time.

Respondent: No problem.

END: 5:10

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Audio Interview 2 - Transcript

Interviewer: Umaiya Zahid (Project Member)

Respondent: Hasaan Sharif (Customer)

Date of Interview: 13.10.2018

Interview Duration: 4:28

Interview Setting: Interview was conducted at Nust Cafeteria, C1.

START: 0:00

Interviewer: Assalam u Alaikum! What’s your name and how old are you?

Respondent: Walaikum Assalam! My name is Hasaan Sharif and I am 19 years old.

Interviewer: Would you like to tell me that how many times do you visit any restaurant for dining in a month?

Respondent: I usually go for dining in a restaurant 8-10 times a month.

Interviewer: How much money do you spend on it from your monthly budget?

Respondent: It’s almost 7000 to 9000 rupees per month.

Interviewer: Alright! So, how did you come to know about Chattha’s?

Respondent: I used to visit Cheema & Chattha’s earlier and I came to know about Chattha’s from there. Instead of that, Facebook page was
created by Chattha’s from where I came across it.

Interviewer: So that means social media marketing and words of mouth were the sources of knowing about the restaurant.

Respondent: Yeah exactly.

Interviewer: If you don’t visit Chattha’s, what other alternatives would you like to choose/visit?

Respondent: As I usually visit Chattha’s to take breakfast so Chaye Khana would be the alternative for that specific purpose and if one wants to
have the same type of meal as Chattha’s has, one might visit Melody and Cheema & Chattha too.

Interviewer: In your opinion, which meal is best served at Chattha’s?

Respondent: Ah! Actually the only dish I have tasted there is Halwa Puri in breakfast.

Interviewer: That’s right. So, how did you find the taste of Halwa Puri? Was it of good quality?

Respondent: Yes, definitely! Taste was so good.

Interviewer: How many times have you visited Chattha’s?

Respondent: Just twice yet.

Interviewer: So how do you like to visit there, with family or friends?

Respondent: I make such plans with my friends usually.

Interviewer: Alright! Any best feature you observed or experienced about it like food quality, ambience, location or anything you like to share?

Respondent: Location, where the restaurant is situated, is good. Moreover, the décor is also attractive with good seating arrangements.

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Interviewer: Ok! Now I will ask some more questions and you have to rate it on a scale from 1 to 5. 1 being the poor and 5 being the best.

Respondent: Yeah sure!

Interviewer: How would you rate their meal?

Respondent: That was very good. I would say 4 out of 5.

Interviewer: How was their service? More specifically, when you placed your order, was it served on time? Was there any delay?

Respondent: Not that much. I guess the food was served in time they have asked for while I placed my order.

Interviewer: As they claim to be a traditional restaurant and serve the food in traditional style. Do you feel it is the true claim they make?

Respondent: Yeah the food was served in traditional way.

Interviewer: What about the prices? Do they charge according to the food and services they provide?

Respondent: In comparison of their competitors, you would find it a little more expensive.

Interviewer: Competitors? Whom you find their competitors?

Respondent: Keeping the similar type of food in mind, Cheema & Chattha came first in line. Other than that, Melody is also one of the competitors.
But again the place and location Chattha’s has is better than its competitors.

Interviewer: What would you like to say about the environment?

Respondent: That was good. When I visited there, things were quite beautifully managed. The music they play was neither so loud nor too slow. I
found the music in accordance with their traditional style, say a classical music what I heard.

Interviewer: How was the seating arrangement?

Respondent: As I said earlier, seating arrangements were quite good. And the interior was designed so well.

Interviewer: What about the waiters?

Respondent: Waiters were very respectful and they deal in a very good manner. They were properly dressed up.

Interviewer: During the rush hours, what did you observe? Does restaurant have enough space to facilitate their customers if they need to wait?

Respondent: In my visits, I had noticed it. Restaurant was jam packed and people were waiting for their turn outside the restaurant. In my opinion,
they must consider this thing to make their customers more comfortable in that case. There should be some space where customers can wait for
their turn.

Interviewer: Alright! Thank you so much for your time.

END: 4:28

Audio Interview 3 - Transcript

Interviewer: Fahad Iqbal (Project Member)

Respondent: Akhter Amin (Customer)

Date of Interview: 15.10.2018

Interview Duration: 6:20

Interview Setting: Interview was conducted at H-13.

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START: 0:00

Interviewer: Assalam u Alaikum! What’s your name?

Respondent: Akhter Amin

Interviewer: Are you studying or doing job?

Respondent: I’m studying MBA.

Interviewer: Age

Respondent: 23.

Interviewer: How often do you dine out per week?

Respondent: It depends on my friends whenever we have get together then we dine out.

Interviewer: How much budget do you spend on dining out?

Respondent: Between 3 to 5 thousand.

Interviewer: So how did you get to know about Chattha’s Restaurant?

Respondent: Actually one of my friends is their regular customer so he took us there once that’s how I knew about it.

Interviewer: Besides Chattha’s, which restaurants you often visit here in Islamabad?

Respondent: In Islamabad, Patty Bridge F-8.

Interviewer: For Desi Meals which restaurants do you visit?

Respondent: I don’t know that much restaurants yet because I recently came here.

Interviewer: Sitting in Chattha’s, which meals do you like the most of Chattha’s?

Respondent: What they actually trying to focus on is traditional meals. So, we actually did lunch in Chattha’s but if you look at their menu then
their specialty is Breakfast.

Interviewer: Ok so you like their breakfast as well?

Respondent: Yes.

Interviewer: So how often do you visit Chattha’s per month or week?

Respondent: As I mentioned earlier it depends on friends gathering and dining out.

Interviewer: So you prefer coming to going to Chattha’s with friends?

Respondent: Definitely because I am hosteller here so for now friends are only company here.

Interviewer: Best features of Chattha’s?

Respondent: Their traditional spices, their way of serving traditionally, quality these are what differentiate them from rest but I think their
environment is better too including surrounding and of course their traditional menu.

Interviewer: Any suggestion for Chattha’s?

Respondent: They should focus on ground marketing because as far as I think their ground marketing is not that much. They should go for gorilla
marketing like advertising etc. Like if I was the owner of Chattha’s, I would have targeted NUST because it has potential and there are lot of
students and they often go out to restaurants.

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Interviewer: So you’re saying that they should offer some discounts to students?

Respondent: Yes. Like they should do ground marketing

Interviewer: Okay Alright. How much would you rate their Meal experience out of 5?

Respondent: 4/5.

Interviewer: Okay. How about their food Taste?

Respondent: 5/5 because food was very good.

Interviewer: Food serving time? Do they serve on time or are there delays?

Respondent: 4/5

Interviewer: Food serving style? You already mentioned that as well but rate it now

Respondent: Yes, they serve in desi style portraying traditional style so that would be rated 5/5

Interviewer: Price compared to value provided?

Respondent: Price... 3/5. I think they should compromise on prices a bit compared to other restaurants.

Interviewer: How do you like In-Restaurant environment?

Respondent: Environment was very good but I will rate it 3/5 as they can improve environment

Interviewer: How about music that was played in restaurant?

Respondent: Music was pleasant for others but I don’t prefer music while eating so I would rate it 2/5 because music while eating somewhat feels
awkward.

Interviewer: In restaurant seating arrangement the way they have placed tables and sofas how would you rate them?

Respondent: 4/5

Interviewer: What about waiters? Their service, manners, dressing?

Respondent: Outclass! 5/5. Too polite

Interviewer: What do you say about restaurant location?

Respondent: I would say 4/5

Interviewer: So you’re saying location is fine?

Respondent: Yeah I would say its moderate, not that good but not bad either.

Interviewer: Any other suggestions?

Respondent: Not any just they should focus on ground marketing.

Interviewer: Thank you so much Sir for your time.

Respondent: Welcome.

END: 6:20

Audio Interview 4 - Transcript

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Interviewer: Umaiya Zahid (Project Member)

Respondent: Tehreem (Customer)

Date of Interview: 13.10.2018

Interview Duration: 4:51

Interview Setting: Interview was conducted at Nust Cafeteria, C1.

START: 0:00

Interviewer: Assalam u Alaikum! What’s your name and how old are you?

Respondent: Walaikum Assalam! My name is Tehreem and I am 25 years old.

Interviewer: Would you like to tell me that how many times do you visit any restaurant for dining in a month?

Respondent: I usually go for dining in a restaurant 3-4 times a month.

Interviewer: How much money do you spend on it from your monthly budget?

Respondent: It’s almost 5000 to 6000 rupees per month.

Interviewer: Alright! So, how did you come to know about Chattha’s?

Respondent: Actually I don’t remember it exactly now. It’s way back. I came to know about it when it started off and I guess some of my friends
recommended it and I also found some of the deals on its Facebook page if I am not forgetting.

Interviewer: If you don’t visit Chattha’s, what other alternatives would you like to choose/visit? Specifically, for Pakistani traditional food?

Respondent: Firstly, I will prefer the Cheema & Chattha’s situated in F-11. Moreover, Tandoori in F-10 and other few got good types of cuisines.
These will be my preferences for now.

Interviewer: Would you like to tell me which meal is best served at Chattha’s in your opinion?

Respondent: Daal Chawal.

Interviewer: Seriously? Did you just say Daal Chawal?

Respondent: (A laughter goes around and she continued) Yeah seriously. Actually I had a breakfast there too but my experience of taking breakfast
was not so great.

Interviewer: In what sense that experience went bad?

Respondent: In fact, I, along with my group, went to take it and we were there with very expectations. We ordered Nihari and believe me that was
something else but not Nihari. It had no taste seriously. So I guess breakfast is not that much good but the other items like Biryani and Daal Chawal
are really good and full of taste.

Interviewer: How often do you visit Chattha’s in a month or six?

Respondent: Only Once in two to three months, I believe.

Interviewer: With whom do you prefer to visit Chattha’s, either family or friends?

Respondent: My family is not settled in Islamabad so it’s the friends of course, with whom I visit the restaurant.

Interviewer: Any best feature you observed or experienced about the restaurant other than food and its taste?

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Respondent: The staff. Yeah exactly, staff is very upright and ethical.

Interviewer: Ok! Now I will ask some questions and you have to rate it on a scale from 1 to 5. 1 being the poor and 5 being the best.

Respondent: Yeah sure!

Interviewer: How would you rate your meal experience?

Respondent: That was good. Say 3.5.

Interviewer: Ok! Taste of Food?

Respondent: (A little pause and continued) Sorry! Make the meal experience 4 out 5 and I would rate 3.5 to the taste.

Interviewer: How is their lead time? Do you have to wait more than what they asked for at the time of order placement?

Respondent: Usually if you visit in rush hours, there might be some delay in delivering the services.

Interviewer: What are the rush hours?

Respondent: The morning hours when people come to take breakfast.

Interviewer: What did you observe whether more families visit Chattha’s or some other group of people do?

Respondent: It’s kind of mix match. At breakfast, I observed that the families were sitting mostly.

Interviewer: What they are charging for the food, do you think that they are providing the value against it accordingly?

Respondent: I think it’s normal. They are charging neither more nor less.

Interviewer: Any comment on its environment?

Respondent: Very elegant. I mean you don’t feel uncomfortable at all when you visit it.

Interviewer: What about Music?

Respondent: Sorry, I literally don’t remember the music. Actually when you are sitting with your friends, you are so busy in gossips. At that
moment you might notice it but later it’s hard to remember.

Interviewer: How was the seating arrangement?

Respondent: Pretty good. Not congested.

Interviewer: What about the waiters?

Respondent: Cooperative and well dressed.

Interviewer: Something you want to say about the location?

Respondent: I mean it’s F-10, a very good location. Though it’s not situated in Markaz but in Tariq Market, a little aside from Markaz. As it’s not
very crowded area so there is no parking issues there. I found it spacious.

Interviewer: Alright! Thank you so much Tehreem for your time.

Respondent: You are welcome.

END: 4:51

Audio Interview 5 - Transcript

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Interviewer: Maryam Doraiz (Project Member)

Respondent: Ayesha (Customer)

Date of Interview: 14.10.2018

Interview Duration: 5:30

Interview Setting: Interview was conducted at Chattha's.

START: 0:00

Interviewer: Assalam u Alaikum! What’s your name?

Respondent: Ayesha.

Interviewer: Age?

Respondent: I am 23 years old.

Interviewer: Okay.

Interviewer: How often do you dine out in a month?

Respondent: Almost 5 to 6 times a month, I go out usually on weekends.

Interviewer: Approximately, how much monthly budget is spent in dining out?

Respondent: Approximately 10 to 12 thousand.

Interviewer: Alright! How did you come to know about Chattha’s?

Respondent: I got to know about it from my sister.

Interviewer: Except for Chattha’s, what other restaurants do you visit?

Respondent: I like a lot of other restaurants, I really like to go to Roasters, Burning Brownie, and Street 1 café is one of my favorites.

Interviewer: Apart from these, is there any other desi restaurant that you visit?

Respondent: Cheema and Chattha’s in F-11, I also like going there.

Interviewer: How often do you visit Chattha’s?

Respondent: Hmmm, I come here once in a month, but I also get their Naashta (Breakfast) delivered through Food Panda.

Interviewer: Which meal/food of Chattha's is your favorite?

Respondent: Naashta is my favorite.

Interviewer: What specifically do prefer to have in Naashta?

Respondent: I like their Halwa Puri.

Interviewer: Whom do you prefer to come with? Your friends or family?

Respondent: Usually friends.

Interviewer: Okay. According to you which features of Chattha's are best?

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Respondent: This place is really hygienic and the staff here is very cooperative, these factors appeal me.

Interviewer: Well, any factor that you think they can improve on?

Respondent: I think it's very congested, so they should make it a bit more spacious. As it becomes very noisy in rush hours.

Interviewer: I will name few features of Chattha's. Please share your view on those?

Respondent: Okay.

Interviewer: Firstly, how was your meal experience here?

Respondent: It has been very good. I am really satisfied.

Interviewer: Fine

Interviewer: What would you like to say about the taste of food?

Respondent: The taste is also really good, and I really like their Naashta.

Interviewer: Here at Chattha's, whenever you ordered food, have they served you on time?

Respondent: Yes, I always get it served in time. I have never experienced a delay here, not even in rush hours.

Interviewer: That’s great.

Interviewer: What would you like to say about their food serving style?

Respondent: It's not very over-the-top but its fine. The taste of food overcomes this.

Interviewer: And what about their prices?

Respondent: The prices here are a bit high but the environment here is good, and their staff is also very cooperative, the services they provide are
also really nice. So I think altogether all of this justifies their high prices.

Interviewer: What do you think about the environment of the restaurant?

Respondent: It is really good here, it's very peaceful.

Interviewer: And what about rush hours?

Respondent: Yes, at that time it becomes a bit noisy. Otherwise it’s fine.

Interviewer: And what about music?

Respondent: My focus is on food, so I never as such noticed the music.

Interviewer: What is your thought about the seating arrangement?

Respondent: As I said before, there seating arrangement is congested and secondly their chairs are not very comfortable.

Interviewer: So you think they need to improve their seating, and what about waiters?

Respondent: They are very nice and cooperative.

Interviewer: Lastly, please share your thoughts about their location?

Respondent: It is a bit isolated, but the plus point is that you can easily find parking.

Interviewer: Thank you, for cooperating.

END: 5:30

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Audio Interview 6 - Transcript

Interviewer: Umaiya (Project Member)

Respondent: Muhammad Agha (Customer)

Date of Interview: 12.10.2018

Interview Duration: 4:26

Interview Setting: Interview was conducted at Chattha's.

START: 0:00

Interviewer: Assalam u Alaikum! What’s your name?

Respondent: Muhammad Agha.

Interviewer: Sir would you like to share your age?

Respondent: I am 41 years old.

Interviewer: Okay.

Interviewer: Sir how often do you dine out in a month?

Respondent: 6 to 7 times.

Interviewer: It means you often go out for hoteling, so can you give an estimate of monthly budget that is spent in dining out?

Respondent: Approximately 16 to 17 thousand.

Interviewer: Alright! How did you come to know about Chattha’s?

Respondent: I got to know about it from a friend of mine.

Interviewer: Okay.

Interviewer: Which meal/food do you prefer to have from Chattha's?

Respondent: I really like their Naashta (Breakfast), Chicken Karahi, Nehaari, Lassi, and Daal Chawal.

Interviewer: How often do you come here in a month?

Respondent: 3 to 4 times.

Interviewer: Whom do you prefer to come with? Your friends or family?

Respondent: Both, I come here with family as well as friends.

Interviewer: Okay. According to you which features of Chattha's are best?

Respondent: Their environment and services, both are very nice. Whenever we order food it’s served within 20 to 25 minutes.

Interviewer: As a customer do you like to suggest any improvement in Chattha's? Whether they should work on the taste of their food, or bring
any improvement to their services, or bring something new to their menu?

Respondent: I think they should bring some new items to the menu. They should bring some more variety to it.

Interviewer: I will name few features of Chattha's. Please share your view on those?

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Interviewer: How is your experience of meal here? Have you experienced something unpleasant here?

Respondent: No I haven't.

Interviewer: How would you rate the taste of food, out of hundred?

Respondent: Hundred.

Interviewer: Here at Chattha's, have you ever experienced a delay in serving of food?

Respondent: Never.

Interviewer: Do you like their serving style?

Respondent: Yes it’s good.

Interviewer: And what about the environment of the restaurant?

Respondent: It is also really good.

Interviewer: Every customer is concerned about prices, what would you say about the prices at Chattha's? Are they justified according to the
value provided?

Respondent: I believe prices here are reasonable. There are few other very expensive restaurants in Islamabad, so as compared to them this place
is reasonable and food here is also really tasty.

Interviewer: What would you like to say about the location of the restaurant? Do you hesitate to come here with family?

Respondent: No, its fine

Interviewer: Are you satisfied with the services provided by waiters, and how is their behavior towards customers?

Respondent: It is very good.

Interviewer: Lastly, which other restaurants do you visit other than Chattha's?

Respondent: Else then this, I go to Tuscany, and Burning Brownie.

Interviewer: Thank you for your time.

Respondent: No problem.

END: 4:26

Audio Interview 7 - Transcript

Interviewer: Maheen Bukhari (Project Member)

Respondent: Umaiya Zahid (Customer)

Date of Interview: 13.10.2018

Interview Duration: 10:20

Interview Setting: Interview was conducted at NUST Cafeteria C1.

START: 0:00

Interviewer: Assalam u Alaikum! What’s your name?

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Respondent: Walaikum Assalam! My name is Umaiya.

Interviewer: Nice name, Umaiya! Would you like to tell me your age?

Respondent: I am 22 years old.

Interviewer: Actually we are doing a project of Marketing Management and we have selected a restaurant named Chattha’s as our business
company and we are taking a review from different customers. So I will be asking some questions and it will be very kind of you to answer
those.

Respondent: yeah sure.

Interviewer: How often do you visit a restaurant to dine out in a month?

Respondent: Actually I am very diet conscious and I don’t like hoteling that much. I am non-resident of Islamabad and live in a hostel. When you
are living with friends, you make some plans for outing. So, I usually dine-out with my friends three to four times a month.

Interviewer: And how much money do you spend on it from your monthly budget?

Respondent: Approximately 4000 to 5000 rupee is spent from my monthly budget.

Interviewer: Have you ever visited Chattha’s?

Respondent: Yes, I have.

Interviewer: Alright! How did you come to know about Chattha’s?

Respondent: Once I visited my uncle’s house that lives in Islamabad. He brought Halwa Puri in breakfast. It was so delicious and that couldn’t stop
me to ask him from where he had brought such palatable meal. He told me about Chattha’s with its brief history that how it has separated itself
from Cheema & Chattha’s restaurant. As I was impressed with the food quality so I decided that I must visit Chattha’s.

Interviewer: Okay. As you said that you are a hostel-resident, you might have visited some other restaurants too. Which are those?

Respondent: Yes, I have visited some cafés like Roasters. I have also visited a big food corner in Centaurus, where many food chains are operating.
But for traditional Pakistani cuisine, I have never been to any restaurant other than Chattha’s.

Interviewer: When did you visit Chattha’s last time?

Respondent: Last week.

Interviewer: In your opinion, which meal is best served there?

Respondent: I had breakfast and lunch at Chattha’s and Halwa Puri and Madrasi Chicken were of great taste. Moreover, Garlic Naan and Parathas
were so fresh and soft.

Interviewer: How many times have you visited Chattha’s?

Respondent: I have visited Chattha’s twice.

Interviewer: So with whom do you prefer to visit Chattha’s, family or friends?

Respondent: I guess Chattha’s is a place where you can visit with family as well as with friends. You make breakfast plans with friends and
sometimes you got your class cancelled and you make lunch plans with friends so I guess it’s a great place overall to visit with your friends and
family.

Interviewer: Which feature did you like the most at Chattha’s?

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Respondent: Actually, the interior and art work always attracts me. I find their interior very beautiful and I liked their art work and hangings on
walls which was very classic. On ground floor they have a side wall furnished with beautiful miniature crockery. Other than that I like the ambiance
very much. I found their staff and their overall team very cooperative and kind as they took our order very politely and their service was so good.

Interviewer: Any suggestion you would like to give to Chattha’s for their improvement?

Respondent: What I feel at Chattha’s was that the restaurant is not very spacious and sometimes you feel suffocated. Though it’s not located at a
commercial area but when customers visit in a large number, it gets much crowded inside the restaurant.

Interviewer: Please tell me how was your meal experience over there?

Respondent: Ummm, that was good. If I would have to rate it, I rate it 4.5 out of 5.

Interviewer: Taste of food?

Respondent: Taste was also very good. So same rating as earlier.

Interviewer: What’s about the food serving time? Have you experienced any delay ever in serving the food?

Respondent: Never. Even whenever I visited Chattha’s, food was served in time. The time in which they promised to serve. Not even during rush
hours. I have never experienced delays.

Interviewer: And what about the food serving style? Like the presentation of the food and cutlery that they used for the food serving. So how
was that? What would you say about garnishing?

Respondent: I feel it’s good but you can’t say outstanding. What I believe if Chattha’s is claiming to be Desi and traditional restaurant, customers
should have that feel sitting there even before having meal. Giving the more cultural insight in serving style would attract more. Like to serve food
in clay crockery. It’s not like they are not doing well enough, but such things can be more attractive. Another thing I would like to add is they have a
juice bar on first floor, I suggest to be more traditional and cultural in style for that corner.

Interviewer: Okay. Do you think the price they charge for their food is justified according to the value they provide?

Respondent: Keeping in mind the locality, as it is located in F-10, a posh area in Islamabad, so they charge quite normal. I don’t think Chattha’s is
overcharging the customers for the services it is providing them.

Interviewer: As compared to their competitors, how do you see the prices? Are they charging more than others?

Respondent: Chattha’s has more prices than its competitors but the environment, the ambiance or the services it is providing, I will not call the
prices overcharged. Prices are being justified.

Interviewer: How did you feel about the environment? If you can rate it too?

Respondent: It was very good, so comfortable to dine-in. I rate it 4.5/5.0. As I mentioned earlier, it’s not very spacious so it gets congested
sometimes. The only reason why I deduct 0.5 in rating.

Interviewer: So Umaiya, Are you a music lover?

Respondent: Yeah I am.

Interviewer: Then you must comment on music played at restaurant.

Respondent: When I visited Chattha’s, coke studio songs were being played. And I am a very big fan of coke studio. So it’s 5 on 5 for me.

Interviewer: That’s great! How was the seating arrangement?

Respondent: Seating is good. As there is always some room for improvements so seating can be improved making the furniture more comfortable.
But it’s still good enough.

Interviewer: What about the waiters?

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Respondent: The waiters well dressed, well-behaved and well mannered. I liked their staff. They are very cooperative and respectful.

Interviewer: As you are living in H-sector, what do you think about the distance you need to travel to visit there?

Respondent: Yeah, what I suggest, they should expand now. The restaurant has got a good name in the market and people are well aware of
Chattha’s, expansion would be more beneficial. Considering H-sector, the educational hub in Islamabad, lot of students are residing here. So
opening a new branch in H sector would attract more students to visit. Still students are going to the restaurant but it’s a little far from the
institutions. Operating a branch in H sector will facilitate the students more.

Interviewer: Thank you so much Umaiya for your time.

Respondent: You are welcome!

END: 10:20

Audio Interview 8 - Transcript

Interviewer: Umaiya Zahid (Project Member)

Respondent: Hira (Customer)

Date of Interview: 14.10.2018

Interview Duration: 5:25

Interview Setting: Interview was conducted at H – 13.

START: 0:00

Interviewer: Assalam u Alaikum!

Respondent: Walaikum Assalam.

Interviewer: What’s your name?

Respondent: Hira.

Interviewer: What’s your Age?

Respondent: Ha-ha. Is that a question to be asked? 26.

Interviewer: Okay.

Interviewer: How often do you dine out in a month?

Respondent: It is like two times in a week.

Interviewer: Okay. Approximately, how much monthly budget is spent in dining out?

Respondent: Most of the times my husband pays the bill so I really don’t know. But sometime if I pay so monthly expense on food is around 8 to 10
thousands.

Interviewer: Alright! How did you come to know about Chattha’s?

Respondent: From my friends! Previously, we used to go to Cheema Chattha and after sometime we got to know that they have a new rival
Chattha’s with a very good menu. So our friends ‘group went there and we tried breakfast for the first time.

Interviewer: Except for Chattha’s, what other restaurants do you visit in the same food category?

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Respondent: For same category food there is restaurant in F-7 named kabli. We eat there. Sometimes we go to Chattha’s. But I am a fast food lover
so I prefer Roasters, Ginyaki and that’s it.

Interviewer: Which meal/food of Chattha's is your favorite? Breakfast/lunch?

Respondent: Naashta (Breakfast) is my favorite.

Interviewer: What have you tried in Naashta (Breakfast)?

Respondent: I have tried their Qeema, lassi and Parathas are good as well.

Interviewer: How often do you visit Chattha’s?

Respondent: We usually go in Ramzan for Sheri and Iftar. And sometimes on a weekend, like once in a month.

Interviewer: Whom do you prefer to come with? Your friends or family?

Respondent: Usually friends.

Interviewer: Okay. According to you which feature of Chattha's is best other than food taste?

Respondent: Their ambiance and cleanliness. I also like their crockery like they use Thaali (steel plates/dishes).

Interviewer: Well, if you would like to give any suggestion to Chattha’s?

Respondent: They have less space for sitting and you can hardly listen to what other person sitting on the same table is saying to you when there is
crowd. Whenever we go in rush hours, like on Saturday morning for breakfast at that time there is too much crowd and noise.

Interviewer: Your views/comments on meal experience at Chattha’s?

Respondent: Once I went there for dinner and had Bar BQ which was average. There was nothing special in it. So that’s the reason I prefer them for
breakfast.

Interviewer: What would you like to say about the taste of food?

Respondent: The taste of food is not that out class.

Interviewer: So how would you rate the taste of food out of 5?

Respondent: If I rate them for the breakfast it would be 4.

Interviewer: Here at Chattha's, whenever you ordered food, have they served you on time?

Respondent: Order is always on time.

Interviewer: That’s great.

Interviewer: How about their food serving style, food presentation or the cutlery they use? What would you say about that?

Respondent: I like their simple and minimalist style for presentation and those Indian thalis (steel dish).

Interviewer: Do you think the prices they charge are justified? Do they provide the exact value against the prices they charge? Like are they
overpriced/underpriced? What would you say?

Respondent: I feel like it is bit over charged but they have to be because the restaurant is in Islamabad. The same food if you eat somewhere else,
the prices would be a bit lower. But overall, I think they are justified.

Interviewer: How did you find the environment of the restaurant?

Respondent: Environment…..?

Interviewer: Like would you prefer to visit with family? Would it be comfortable?

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Respondent: I go with both family and friends. It is fine.

Interviewer: And Music?

Respondent: Music…. I don’t remember. Do they have music? I don’t know or exactly remember. Because we friends go together so we are always
busy talking to each other. I never thought of giving attention to the music.

Interviewer: What about the seating arrangement?

Respondent: The sofas in the corner are comfortable but chairs are not that comfortable.

Interviewer: what about waiters? Are they well behaved and well dressed?

Respondent: Never gave attention to their dressing and behavior too … I never gave a special attention. We only give attention to food (laughs).
We get our food so we don’t look around much. Yeah …. That’s it.

Interviewer: Restaurant’s location?

Respondent: It is not good.

Interviewer: In what sense?

Respondent: The location or market is not main.

Interviewer: So isn’t it good that the area or market is not commercial so you can easily find the parking?

Respondent: But nobody knows where Chattha’s is actually located. It is not on the front but back side of the market. It is really difficult to explain
location to the driver for the first time. But once you have been there next time it would be easy to find the restaurant.

Interviewer: Thank you for your time.

END: 5:25

Audio Interview 9 - Transcript

Interviewer: Umaiya Zahid (Project Member)

Respondent: Umama javed (Customer)

Date of Interview: 13.10.2018

Interview Duration: 3:29

Interview Setting: Fatima hostels block 1.

START: 0:00

Interviewer: Assalam u Alaikum! What’s your name? and what is your age?

Respondent: Walaikum Assalam! My name is Umama javed. I am 25 years old.

Interviewer: Would you like to tell me that how many times do you visit any restaurant for dining in a month?

Respondent: roughly 6 to 7 times.

Interviewer: How much money do you spend on it from your monthly budget?

Respondent: It’s almost 5000 rupees per month.

Interviewer: Alright! So, how did you come to know about Chattha’s?

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Respondent: I came to know about it from one of my friends.

Interviewer: If you don’t visit Chattha’s, what other alternatives would you like to choose/visit?

Respondent: Howdy’s, Ginyaki… We mostly visit these places.

Interviewer: In your opinion, which meal is best served at Chattha’s?

Respondent: I have tried their Paratha and Nihari they were good. I also wanted to try their Siri Paye and INSHAALLAH I will try them next week.

Interviewer: How many times have you visited Chattha’s?

Respondent: Just twice yet. And next week it will be third time.

Interviewer: So how do you like to visit there, with family or friends?

Respondent: I have friends here in Islamabad so I go with them.

Interviewer: Alright! Any best feature you observed or experienced about it like food quality, ambience, location or anything you like to share?

Respondent: taste of desi food and their classic music they play in restaurant.

Interviewer: if you want to give them any suggestion what it will be?

Respondent: I will suggest them to lower their prices. Or make some deals and discounts for students.

Interviewer: Ok! Now I will ask some more questions and you have to rate it on a scale from 1 to 5. 1 being the poor and 5 being the best.

Respondent: Yeah sure!

Interviewer: How would you rate their meal?

Respondent: That was very good. It was 9 out of 10.

Interviewer: How was their service? More specifically, when you placed your order, was it served on time? Was there any delay?

Respondent: it was 10 out of 10.

Interviewer: As they claim to be a traditional restaurant and serve the food in traditional style. Do you feel it is the true claim they make?

Respondent: it was 8 out 10.

Interviewer: What about the prices? Do they charge according to the food and services they provide?

Respondent: as I am a student so I found them a little bit expensive.

Interviewer: What would you like to say about the environment? And music?

Respondent: The environment is good and music is so classic I like that a lot.

Interviewer: How was the seating arrangement?

Respondent: it was 8 out of 10 and furniture is comfortable usual but I had a bad experience today as my seat was broken.

Interviewer: What about the waiters?

Respondent: Waiters are good too I will rate them 9 out of 10.

Interviewer: During the rush hours, what did you observe? Does restaurant have enough space to facilitate their customers if they need to wait?

Respondent: actually the location of restaurant is not fascinating it’s so inside the market so it’s difficult to find Chattha’s. And there is a parking
issue too here.

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Interviewer: Alright! Thank you so much for your time.

END: 3:26

Audio Interview 10 - Transcript

Interviewer: Umaiya Zahid (Project Member)

Respondent: Rimsha (Customer)

Date of Interview: 14.10.2018

Interview Duration: 4:34

Interview Setting: Interview was conducted at Fatima hostels block 1.

START: 0:00

Interviewer: Assalam u Alaikum! What’s your name and how old are you?

Respondent: Walaikum Assalam! My name is Rimsha and I am 27 years old.

Interviewer: Would you like to tell me that how many times do you visit any restaurant for dining in a month?

Respondent: I usually go for dining in a restaurant for 7 to 8 times.

Interviewer: How much money do you spend on it from your monthly budget?

Respondent: It’s almost 5000 to 6000 rupees per month.

Interviewer: Alright! So, how did you come to know about Chattha’s?

Respondent: I came to know about it from a friend.

Interviewer: If you don’t visit Chattha’s, what other alternatives would you like to choose/visit?

Respondent: As I usually visit Ginyaki, howdy and some other outlets in Centaurus mall like Optp etc.

Interviewer: In your opinion, which meal is best served at Chattha’s?

Respondent: It’s Halwa Poori.

Interviewer: How many times have you visited Chattha’s?

Respondent: 4 to 5 times I guess. I used to visit frequently in past but now I don’t go too much. Like I used to visit for once in a month or so.

Interviewer: So how do you like to visit there, with family or friends?

Respondent: I have visited Chattha’s with friends only but I would really like to visit it with friends as well.

Interviewer: Alright! Any best feature you observed or experienced about it like food quality, ambience, location or anything you like to share?

Respondent: I think there serving style is very good.

Interviewer: would you like to give them any suggestion?

Respondent: I have two suggestions for them one is related to their pricing that they should introduce student deals which must be economical for
students as their meals are not very pocket friendly. And other one is related to their restaurant space as it is not very spacious and they have tried

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to fit as many tables as possible in small space so there is very small distance between tables and we don’t experience privacy so it becomes
uncomfortable in rush hours so I will suggest that they must make some waiting areas for waiting customers and increase their space by having
bigger place or they can have an outdoor setup as well.

Interviewer: Ok! Now I will ask some more questions and you have to rate it on a scale from 1 to 5. 1 being the poor and 5 being the best.

Respondent: Yeah sure!

Interviewer: How would you rate their meal?

Respondent: That was very good. Everything is not best obviously but overall it was good.

Interviewer: How was their service? More specifically, when you placed your order, was it served on time? Was there any delay?

Respondent: yes it was quite good always.

Interviewer: As they claim to be a traditional restaurant and serve the food in traditional style. Do you feel it is the true claim they make?

Respondent: I think they need to add a little ore desi touch as it’s not that desi. They should add more desi factor into their meals as it still
somehow portrays the burger perception of Islamabad food. So I miss that desi pan in their food. But I like their desi serving style like thali they
use.

Interviewer: What about the prices? Do they charge according to the food and services they provide?

Respondent: being a student its quiet heavy on pocket but when you go with family you divide the bill so it’s normal with family.

Interviewer: What would you like to say about the environment?

Respondent: ignoring congestion it was quite good.

Interviewer: music?

Respondent: it’s quite good and classic specially the Noor Jahan songs I like that.

Interviewer: How was the seating arrangement?

Respondent: As I said earlier, it’s not that good.

Interviewer: What about the waiters?

Respondent: Waiters were very efficient and so good and kind and they were in so neat and clean uniform.

Interviewer: location?

Respondent: I think they need to find some front side of f 10 as they are on back side and it’s difficult. To find them so I think it will be good for
them.

Interviewer: Alright! Thank you so much for your time.

END: 4:27

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