Solving it the ‘Ramu’s Way’

The restaurant has been named according to the case given

As per the case, we need to first identify the major factors which are quintessential to Ramu’s
marketing plan.

For that we first need to have a detailed SWOT analysis of Ramu’s hotel-Zaayka

Strength Weakness
 His Management Knowledge  Limited Target Audience
 Family expertise in Cooking  Small Operating Level

Opportunities Threat
 Further Expansion  Competition from a Big Player
 Innovative Marketing Means  Loosing out the market share

Based on the analysis, we would be adopting a comprehensive 5 step

marketing plan strategy for Ramu to acquire his desired market share and also
the trust of his customers along with expansion.
STEP1 –
Retaining the existing customers-
Start focusing on your existing customers first, since they are eating your traditional cooked
food for last 3 months. Launch an offline campaign called ‘GHAR KA KHANA’.

Advertise your food in local existing Enclave,

showing the healthy and nutritive power of the
food that is being made in the restaurant in the
traditional way.

STEP2 –
Reaching the customers personally-
Start the ‘TIFFIN SERVICE’ for working class people who don’t have time to
make food in the morning. Launch a ‘Tiff No.’ which can be called upon to give
tiffin orders and other home food services, this will help the hotel in its
expansion (explained in step4)

STEP3 –
Invest on existing infrastructure-
This is the first step of expansion, invest on the existing hotel, give it a
traditional look, the ambience and the atmosphere, enhance customer
experience, take feedbacks and analyze it to improve
STEP4 –
Launching the Brand-
Get the hotel registered on google maps, make its presence online, tie up the
hotel with all the local online food delivery apps where consumers can order
the food hassle-free

STEP5 –
Hotels on wheel-

This mode of expansion will not involve setting up of a big restaurants but
launching small ‘Go-cart food outlets’ where traditional food will be served on
a take-away basis, this will be set up outside local societies

SUMMARY of the PLAN-

Rahul will first target its existing customers,will try to make them more
habitual of its food and its taste with online campaigns, enhancing customer
experiences and extra services.
Once done, Rahul will establish his identity through online media and will start
competing against XYZ chain of hotels by physically going close to its target
customers through small go cart food outlets.