MARKETING PLAN:

North South University

Course: MKT 202

Section: 19

Marketing Plan
Baton Rouge

Submitted to:
Shadman Sahir Ahmed
Department of Marketing and International Business
School of Business and Economics (SBE)

Submitted by:
NAME ID
Sashwot Kharel 1831755630
Munshi Daheyatun Kalbee 1831551030
Md. Kabir Hossain 1421196030
Md, Arifur Rahman 1320134030
Irin Akter Mumu 1231446030
19th April, 2019
Shadman Sahir Ahmed
Lecturer
Department of Marketing and International Business
North South University

Subject: For the Acceptance of group project.

Respected Sir,

With great pleasure, we are submitting our project of Marketing Plan on Baton Rouge.
While preparing this project, we have followed your instructions and guidelines.

This project has been completed with the information provided by interviewing Mr.
Kamrul Hasan (Manager of Baton Rouge). The entire project is based on our interaction
with Mr. Kamrul Hasan who gave us his precious time to answer our queries concerning
the Baton Rouge restaurant. This experience will help us in our academic and future
career life. We hope this project report will be informative as well as comprehensive.

We express our utmost gratitude to you for dedicating your valuable time, expert
guidance and support. We have tried our best to make the project according to your
guidance. We shall be pleased to answer any sort of query you may have regarding this
project report.

We hope with great anticipation that you would like and accept our project. Looking
forward to your co-operation,

Sincerely Yours,

Sashwot Kharel – 1831755630

Munshi Daheyatun Kalbee– 1831551030
Md. Kabir Hossain – 142 1196 030
Md. Arifur Rahman – 1320134030
Irin Akter Mumu – 143 0233 030

Course: MKT 202 Section-19

 Acknowledgement

It is high time that we expressed our deepest gratitude and humble submission to the
almighty and to the people who have supported us in completing such a huge task of
preparing this project within the scheduled time. A project is an essential part of a
course as we can gather practical knowledge through it. We would like to give full
gratitude to our course teacher Shadman Sahir Ahmed, Lecturer, Department of
Marketing and International Business, North South University, who instructed us
and gave us proper guidelines for preparing this project. We sincerely believe that
the road to improvement is a never ending one. Hence, we shall look forward to and
gratefully acknowledge all suggestions received.
CONTENTS

1) Introduction

2) Situational Analysis

3) Strategies on Overcoming weakness

sasand achieving objectives

4) Marketing Mix

5) Strategies on building profitable

sssrelationship with customers

6) References
1) INRODUCTION

1.1 Business Overview

Baton Rouge is a specialized buffet-style restaurant that is located in the heart of Gulshan,
centered at Pink city. It offers an all-you-can-eat service where an individual can eat as
much as they want for a fixed amount of money. The restaurant tries to provide an excellent
environment for the customers to dine and enjoy the wide variety of food from different
cuisines.
With years of successfully running the business, the restaurant is currently facing a
challenge to maintain its popularity and customer base as a result of the rapid increase in
the competition in the area. Such rise in the competition can have a detrimental effect in
the company's long term profitability prospects. As a result it is now necessary for the
business to amend its objectives and strategical and tactical approaches accordingly.

1.2 Mission Statement

The mission statement of the company is to provide consumer with a classy, soothing
atmosphere so they can unwind in the comfort of the restaurant's cozy decor burnished
warmth of mahogany and brass, deep rich colors and soft lamp lighting, while having an
opportunity to enjoy variety of choices at a price that if focused on delivering value.
1.3 Logo and Tagline

The name of the restaurant appears in the logo. The word Baton Rouge is a French word
that literally means 'Red Stick'. This name is chosen to give a smart, sophisticated and
classy tone to their brand. The tagline of the restaurant is 'it's time to get passionate
about food'

1.4 Objectives
The objectives of Baton rouge as follows:

 Outweigh competitors

 Build stronger restaurant brand

 Increase loyalty and satisfaction among

 Open Baton Rouge in new location

 Increase customer traffic even in day time

2) SITUATIONAL ANALYSIS

2.1 Competitor Analysis

Direct Competitor: 1. Bunka

2. Abacus the Café and Restaurant
3. The Atrium Restaurant

Competitor analysis with 4Ps and facility

FACILITY ANALYSIS
Name Parking Wifi Seminar Reservation Credit Catering/ Wheelchair Outdoor Music\ Special Diet
room/ cart Delivery seating karaoke
Meeting
room
Baton Yes Yes Yes Yes Yes Yes Yes No Karaoke Vegetarian
Rouge
Friendly /
Vegan
options/Halal

Bunka Yes Yes Yes Yes Yes NO Yes Rooftop No Vegetarian

Friendly /
Vegan
options/Halal
/Gluten Free
Options
Abacus the Yes Yes NO Yes Yes Yes No no NO Vegetarian
Café &
friendly
Restaurant

The Yes Yes No Yes Yes Yes No Rooftop Yes Vegetarian

Atrium friendly
Restaurant
PRODUCT
Heading Variety Item Variety-menu Variety-Set Cuisines Quality Service
/Meals menu
Baton Buffet 101 Cold appetizer-5 no Indian, Asian Ratings:3.5 Ratings:3.5
Rouge Lunch Hot appetizer-5 , Bangladeshi out of 5 out of 5
Dinner Soup-3
Late Tandori-3
Night Dosa-Live pasta –
Tawa corner-Pizza
Salad-34
Main course-38
Desert-12
Chef special-1
Water
Regular dinner item
Bunka Buffet 102 Appetizer-14 no Japanese , Ratings : 4.5 Ratings : 4.5
Lunch Soup-3 sushi, Asian out of 5 out of 5
Dinner Salad-3
Brunch Rice-4
Noodles-2
Teppanyki-2
Sushi-11
Main course(non-
veg)-25
Main (veg)-6
Desert-11
International-15

Abacus the 90 Bite & bites -4 1.Silver(2) Chinese , Ratings :3.5 Ratings :3.5
Café & Buffet Starter-6 2.Gold(3) Indian , Thai out of 5 out of 5
Restaurant Lunch Soup-6 3.Diamond
Dinner Snacks-3 (4)
Burger choice of-2 4.Platinum
Salad-6 (4)
Continental-12 5. Signature
Steak: 5 (5)
Pizza:4
Pasta-4
Kids menu-3
Water-3
Soft drinks-1
Smoothies-3
Fresh juice-1
Lassi-1
Mock tails-7
Coffe-chocolates-9
Teas-4
 Desert-5
The Atrium Buffet 139 Thai cuisine: no Asian , Thai Ratings : Ratings:
Lunch, Appetizer-10 3.5 out of 5 3 out of 5
Restaurant
dinner Salad-8
Soup-6
Chicken-9
Duck-3
Beef-7
Prawn-5
Fish-6
Crab/Squid/seafood-
5
Vegetable-4
Noodles-3
Rice-5
Tandoor Delights-
Indian Cuisine:
Famous Indian
bread-8
Savory meat dishes-
8
Fish flower-4
Vegetable-5
Salad-2
Rice-4
Cocktail drinks-12
Desert-5
PRICE
Heading Product Price Range (tk) Buffet Price(tk) – Value
price change
always
Baton Rouge 101 600-1200 Dinner-1139 Rating : 3.5 out
Lunch-910 of5
Bunka 102 3390 Rating : 4 out
of5
Abacus the Café 90 600-1200 Lunch-799++ Rating : 3.5 out
& Restaurant Dinner-1099++ of5
The Atrium 139 600-1200 1000++ Rating : 3.5 out
of5
Restaurant

PLACE
Heading Location Atmosphere Channel Coverage
Baton Rouge Plot 15, Block-CEN Rating: 3.5 out of 5 All kind of outdoor Gulshan ,Baridhara
Road 103, Pink city , catering service and Badda
Gulshan avenue,
Dhaka city 1212
Bunka Road96, House 19, Rating: 4.5 out of 5 No Gulshan ,Baridhara
Gulshan 2, Dhaka and Badda
city 1212
Bangladesh
Abacus the Café & Lot SE2 , Road- 138 Rating: 3 out of 5 No Gulshan , Baridhara
Restaurant , Ground Floor , and Badda
Gulshan avenue,
Dhaka City 1212
The Atrium 50&50 Progoti Rating: 4 out of 5 Delivery and Gulshan , Baridhara
Restaurant sharani, Baridhara takeout and Badda,
Dhaka, Bangladesh
880
PROMOTIONS
Heading Advertising Sales Public Relation Social
Promotion media
follower
Baton Social 50% They offer special 199,507
Rouge
Media discount service(dish,discount,atmosphere)
Other for special occasion
discount
By 1 get 1
Bunka Social 50% Same
Media discount
Other
discount
By 1 get 1
Abacus the Social 50% Same 43,145
Café &
Restaurant Media discount
Other
discount
By 1 get 1
The Atrium Social 50% Same 5722
Restaurant
Media discount
Other
discount
By 1 get 1
2.2 SWOT Analysis

The evaluation and analysis of the restaurant's strength, weakness, opportunities and threats
is mentioned below:

Strengths

 The restaurant is located in the 7th floor of the pink city building. This provides the
customer opportunity to enjoy their food with an outstanding view; with the sites
and sound of Gulshan Avenue on one side & Wonderland children’s park on the
other

 The restaurant is stationed in a good location. There is a dense flow of costumers in

Gulshan

 The restaurant employs highly skilled chefs. There are 5 chefs that have expertise
in 5 different cuisines

 The restaurant offers variety to costumers. A customer can enjoy food items from
different cuisines in the same place.

 It also provides catering services for any event.

 It provides platform to host social events like birthday parties, wedding engagement
and gatherings. This is possible as the restaurant can accommodate a lot of people
as it owns 3 exclusive dining halls that can provide service to 475 people (dinning)
and 700 people (standing)

 Provides platform to host corporate meetings, seminars and workshops. Its own a
conference room that can accommodate 100-150 people. Also provides a theater
style meeting room with audio and visual equipment

 Can provide customers with a luxurious private room with Karaoke system for 8-15
people
  Experience

 The restaurant enjoys lower food prices as it buys its ingredients in bulk

Weakness

 Rent is very expensive, because of its location

 The presence of Pink city shopping complex over shadows the location of Baton
Rouge. It is quiet hard to locate baton rouge as its entrance is quiet small and
therefore the shopping mall's billboard is more visible than that of the restaurant

 Food is generally wasted in large quantities

 There is overstaffing

 The business offers large variety of items. But variety may compromise quality

 It often fails to provide the atmosphere it promises in its mission statement. The
atmosphere is primitive in present day context.

 Most of the dinning sets, plates, spoons, forks, and glass are old

Opportunity

 Because of Bangladesh's excellent economic performance there has been a rise in

people's income, which has led to a greater tendency of people to eat outside

 Gulshan is the hub where most of the people come to eat, there is a huge customer
traffic. The restaurant can have the opportunity to increase their profitability
prospect if it can attract and persuade them towards Baton Rouge

 The restaurant also has the opportunity to increase its operation beyond Gulshan
Threat

 There is an intense increase in competition in the area

 There is a possibility of our experienced staff being poached

 Bangladesh is currently an inflationary economy, there may a possible increase in

rent and food prices

 Strengthening of the trade union may lead to increase in the minimum wage
3) Strategic Approach to Internal Management and
111Objective realization/attainment

Here we look at strategies that assists Baton Rouge to achieve objectives, overcome
weaknesses and preserve its strength to grab its opportunities

 One of the important objectives of Baton Rouge is to outweigh competitors to regain

and build its customer base. As Baton Rouge previously failed to recognize and
acknowledge the growing competition in the earlier stages, it cost the restaurant its
popularity and customer base. Baton Rouge needs to be fully aware about its
competitors and their actions. So Baton Rouge should devise a competitor report on
a monthly basis in order to track the behavior of their rivals. In short-term it can be
expensive but understanding competitor is more important in the current situation.
The most important step Baton Rouge needs to take in order to be competitive is to
be more customer focused. With such intense competition among restaurants, Baton
Rouge needs to be costumer centric, in order to create profitable relationship with
existing and potential customers to survive in the market in the long-run

 The business also needs to put more effort in building its Brand image in order to
establish its identity in the market, so costumer will choose Baton Rouge over other
restaurants. The first thing that is required is to live up to its mission statement. The
business should improve its restaurant atmosphere in order to provide a deluxe
experience and at the same time delivering a value price at which costumer can
enjoy their food. The restaurant's atmosphere is not adjusted according to its mission
statement. The problem with Baton Rouge is that it is still holding on to old dinning
sets, plates, spoons, forks, and glasses that is affecting the restaurant's ambiance as
well as hygiene . It is necessary to replace them with new ones and also mandatory
to revamp the decoration and furnishing of the entire place to provide comfort and
convenience to costumers. The restaurant can also provide customers with the
opportunity to enjoy live music. And this can be done every Fridays. The business
also promises costumer to provide value through greater choice with a minimal
fixed price. In doing so quantity should not compromise quality. Quality control can
be established by hiring more chefs and focusing on division of labor and
specialization. This will help a chef to be accountable to a particular dish.
 Other objective of the restaurant is expansion. Baton Rouge sees itself operating in
different locations in the future. With the increase in the scale of operation, Baton
Rouge will be able to serve more customers from the same market segment in
different localities. The restaurant is considering Banani, Uttara or Bashundhara for
expansion. This will help the restaurant to provide better convenience and
accessibility to customer who live far away from Gulshan. This objective of
increasing its size and scale of the business should be prioritized as a long-term goal
and therefore should not be rushed. This objective should be fully pursued when the
business is successful in establishing itself as a superior brand with high recognition
and brand equity. Growth should be seen as a possible option when the current
Gulshan branch cannot accommodate high customer traffic. For a successful
restaurant growth the idea of financial planning should also be brought into the
equation. Business should also be able decide upon the sources of finance that it
would consider. Long-term sources of finance is more suitable for growth and hence
Bank loans can be a way to derive finance for growth. Before pursuing Loan as a
source of finance, business should improve their cash flow in order to successfully
cover the high bank interest and to increase the odds of getting loan in the first place.
It can also strategize earlier by allocating a certain percentage of its sales revenue
towards growth.

 Increasing customer loyalty and satisfaction is essential for Baton Rouge to retain
its existing customer and prevent them from shifting towards the competitors.
Therefore Baton Rouge should also focus on retaining existing one rather that
attracting new ones, as persuading new customer is more expensive. One of the way
of doing this is through hospitality management. By introducing hospitality
management the restaurant will be able to provide better experience with better
customer service. With this the employees will be trained to interact with customers
the right way. Here the employees will present themselves with decency, courtesy,
gentility and politeness in order to value the customer. This will help the customer
to enjoy their food in a warm and hospitable environment.

 Increasing customer traffic in the day time is one of the objectives that Baton Rouge
strives to achieve. It is an important goal that is focused on increasing the
restaurant's overall sales prospect. The restaurant gets most of its traffic primarily
in the evenings or in the weekends, while it endures customer drought at noon. This
obstacle can be dealt with, if the restaurant targets business professionals during the
day time. As this may help Baton Rouge to maximize sales proportionately
 throughout the day, which can enable the restaurant to lower its rent expense. The
business can better develop, extend and utilize its conference room and audio-visual
facilities to provide a professional platform to host workshops, seminars and
meetings, which will help the restaurant to better capitalize on this corporate market
segment. During the day time the restaurant can lower their buffet price, which can
allow the corporate individuals to enjoy variety every day.

 Employees are one of the most essential component of an organization and it is the
restaurants responsibility to value them. Baton Rouge should increase its efforts in
motivating staff members in order to increase productivity as well as to reduce their
chances of being poached. Motivation is key, as it has a significant effect on the
quality of the food as well as customer service being delivered. First step of
motivating employee is by treating them as a member the organization, and giving
them a greater say in the decision making process. Baton Rouge can also provide
bonuses for maintaining quality and for working heavy shifts. Furthermore Baton
Rouge can also utilize its leftovers by giving the employees to take the excess food
home.

 The restaurant can also have the opportunity to increase profit per customer by
introducing a mechanism of buffet layout. The buffet layout of the restaurant is not
in any specific order. The restaurant should introduce a strategic layout in which
keeps stable dishes like vegetables, salads, potatoes, rice and noodles at the starting
line while putting meat items at the end of the buffet line. Because of this the
customer will fill most of its plate with carbs. These items tend be more filling at
the same time tend to have a higher profit margin, so greater the consumption of
these items less they eat and can extracts greater profit. Therefore for an all-you-
can-eat buffet, less customer eats more profit the restaurant makes. The restaurant
can also reduce the amount of food intake by deciding upon the tools given to eat.
If the Baton Rouge provides the customer with a miniature set of tableware, spoons,
forks, plates and desert bowls, the customer will automatically end up taking less
food. By structuring a tactical layout and providing a miniature tableware the
customer will eat less subconsciously while having the perception of getting variety
of food at a limited price
 Overstaffing is another problem Baton Rouge faces. For a buffet style restaurant
there is not much need of waiters, as the customers will serve themselves on their
own. So hiring more staff members will increase cost. But instead the restaurant
can hire the employees on a zero-hour contract, which is more cost effective.
4) Marketing Mix

4.1 Product
Baton Rouge offers Buffet Lunch and Buffet Dinner items, and extraordinary B.B.Q
dinner and all kinds of outdoor catering as both local and international cuisine. This
restaurant also offers private, corporate meeting/conference, seminar, workshop with
reservation, cocktail reception with lunch/ dinner, and take away/lunch box
The product offered by the restaurant is shopping product by nature, when used by final
consumers for consumption. Here the product or service offered is compared by consumers
on quality, price and style. Before choosing a restaurant to dine at, the customers make
comparisons and are concerned about the restaurant's compatibility with their tastes,
preferences and mood.
The consumers opting for the product or service generally have a variety-seeking behavior.
Here the consumers have low involvement but take brand differences into consideration.
The consumer may do a lot of brand switching as there is a lot of choices available at
Gulshan. So Baton Rouge should try its upmost to provide value to consumer in order to
attract and retain them. If they are successful then they can develop brand loyalty, as
customer will shift towards habitual buying behaviour.
 Buffet Lunch 51 Items

 Clear Vegetable Soup

 Green Peas Pollao
 Steam Rice
 Dal Tadka
 Aloo Motor Paneer Masala
Indian  Mutton Rogan Josh
 Morog Mirchi Masala
 Beef Bhuna
 Fried Ruhi Fish
 Beef Tikka
 Spaghetti with Fish & Capsicum
 Pennai Arabita
Italian  Grilled chicken with pepper sauce
 Fish Orley
 Crispy Hash Potato

 Thai Soup Thick

 Spring Roll
Chinese  Egg Fried Noodles
 Fried Rice
 Mixed Vegetable
 Long Bean with Garlic
 Fried Crab with Chilli
 Chicken with Pineapple
 Sweet & Sour Prawn
 Dosa  Plain Dosa / Masala Dosa

 Chicken wings jhal fry

Tawa

 Chicken Tandoori
Tandoori  Fish Tandoori
 Butter Nan
 Garlic Nan
 Dinner Roll
Additional  Butter
 Chicken Pizza
 Luchi / Paratha
 Cream Caramel
 Rice Firni
Dessert  Gilapi
 Patishapta Pitha
 Fruit Salad
 Jilapi
 Orange Cake

 Ring Tomato
 Ring Cucumber
 Beat Root
 Mix Salad
Salad  Spaghetti Salad French Dressing
 Potato Salad
 Fish Salad Lemon Dressing
 Coleslaw Salad
 Fruit Chat Salad
 Eggplant Salad
 Red Bean Salad
 Papaya Salad
 Buffet Dinner 101 Items

 Chicken Vegetable Soup

 Mix Vegetable Pakora
 Steam Rice
 Hydarabadi Masala Pollao
 Dal Tarka
Indian Cuisine  Navratan Korma
 Stuffed Korolla
 Kashmiri Chicken Curry
 Beef Bhuna
 Achari Fish
 Mutton Rogan Josh

 Cream of Mushroom Soup

 Spaghetti with Spicy Tomato
 Cannelloni
 Fussily with Vegetable
Italian Cuisine  Sautéed Potato
 Steam Vegetable
 Chicken with Tariky Sauce
 Potato Puff

 Thai Soup
Chinese  Chicken Dumpling
Cuisine  Fried Potato
 Fried Rice
 Fried Noodles
  Mafu Tafu
 Kang Kong with Garlic Chili
 Eggplant with Soya Sauce
 Fried Crab with Chili
 Steam Crab
 Prawn Chili
 Beef with Capsicum Onion
 Fried Chicken
 Egg Canopy
 Carrot Canopy
Cold Appetizer  Chicken Galantine
 Potato Stepping
 Spinach Canopy

 Plain Dosa / Masala Dosa

Dosa

 Chicken Jhalfrizee
Tawa

 Chicken Tandoori
Tandoori  Fish Tandoori
 Butter Nan
 Plain Nan
 Ring Tomato
 Ring Cucumber
 Beat Root
 Mix Salad
 Macaroni salad Cocktail Dressing
 Potato Capsicum Salad
Salad  Fish Salad Mustard Dressing
 Cabbage, Apple & Peanut salad
 Russian Salad
 Channa Chat
 Red Bean Salad
 Eggplant Salad
 Bean Sprout Salad
 Nicosia Salad
 Dinner Roll
 Butter
Additiona  Vegetable Pizza
 Luchi
 Paratha
 Mutton Nehari
 Chef Special  BBQ Chicken
Items / Each  Roasted Whole Lamb
day any one  Steam Prawn with Garlic
item  Fish with Lemon Butter Sauce

 Cream Caramel
 Rice Firni
 Gilapi
 Cabinet Pudding
 Chocolate Pastry
Dessert  Orange Cake
 Lemon Tart
 Strawberry Moose
 Fruit Custard
 Mix Fruit Pie
 Carrot Halua
 Conafa

4.2 Place
Baton Rouge is located on the 7th floor of the pink city building at Gulsan-2. Being a part
of the building has resulted in a strategic advantage to Baton Rouge as the restaurant has
the opportunity to attract the pink city shoppers towards them. The restaurant is adopting
an exclusive distribution strategy, as its service can be enjoyed only from a specific
location. Because of this reason it is strategizing to open in new locations in order to
provide better accessibility to its target market that is distributed all over Dhaka city
4.3 Promotions
Baton Rouge carries out most of its promotional efforts through social media. The
restaurant is highly dependent on the internet to communicate its marketing message. The
reason for the restaurant choosing this approach is because of its cost effectiveness. But
depending only on a single channel is not judicious when considering the competition level
in Gulshan. Hence other possibilities should also be explored and should choose those
channel and approaches that allows the restaurant to better reach out to their target market.
Due to the growing competition in the area, the restaurant should not only focus on
persuading new costumers but retaining old ones as well, by constantly reminding them of
their existence
4.4 Price

Baton Rouge uses product bundle pricing strategy for the types of product it sells. They
determine their pricing bundles of products sold together. For example, they sell their lunch
or main dish with desserts and appetizer as a combination or bundle. This helps the
restaurant to secure the menu pricing even if all the items in the bundle are not consumed
or served for the customer.

Their pricing strategy need some adjustment for the segment the company is targeting. For
example, they are targeting the youth customers who are in their thirties or below, while
most of them are students and might not afford the expensive packages offered by the
restaurant. Instead, they should offer 25% to 50% off for the students only during weekdays
or school hours. They should also use dynamic and psychological pricing strategy
accordingly
Some the pricing bundle offered by Baton Rouge as follows:

 Chicken Vegetable Soup

 Mix Vegetable Pakora
 Steam Rice
 Hydarabadi Masala Pollao
 Dal Tarka
Indian Cuisine  Navratan Korma
 Stuffed Korolla
550 tk / Buffet serving
 Kashmiri Chicken Curry
 Beef Bhuna
 Achari Fish
 Mutton Rogan Josh

 Cream of Mushroom Soup

 Spaghetti with Spicy Tomato
 Cannelloni
 Fussily with Vegetable
Italian Cuisine  Sautéed Potato
 Steam Vegetable
650 tk / Buffet serving
 Chicken with Tariky Sauce
 Potato Puff
  Thai Soup
Chinese Cuisine  Chicken Dumpling
 Fried Potato
475 tk / Buffet serving  Fried Rice
 Fried Noodles
 Mafu Tafu
 Kang Kong with Garlic Chili
 Eggplant with Soya Sauce
 Fried Crab with Chili
 Steam Crab
 Prawn Chili
 Beef with Capsicum Onion
 Fried Chicken
 Egg Canopy
 Carrot Canopy
Cold Appetizer  Chicken Galantine
 Potato Stepping
175 tk / Buffet serving
 Spinach Canopy

 Chicken Tandoori
Tandoori  Fish Tandoori
 Butter Nan
250 / Platter  Plain Nan
  Ring Tomato
 Ring Cucumber
 Beat Root
 Mix Salad
 Macaroni salad Cocktail Dressing
 Potato Capsicum Salad
Salad  Fish Salad Mustard Dressing
 Cabbage, Apple & Peanut salad
225/ Bowl
 Russian Salad
 Channa Chat
 Red Bean Salad
 Eggplant Salad
 Bean Sprout Salad
 Nicosia Salad
 Dinner Roll
 Butter
Additional  Vegetable Pizza
50 tk/ Each  Luchi
 Paratha
 Mutton Nehari
Chef Special Items / Each day any one item  BBQ Chicken
 Roasted Whole Lamb
999 tk/ Order  Steam Prawn with Garlic
 Fish with Lemon Butter Sauce
 Cream Caramel
 Rice Firni
 Gilapi
 Cabinet Pudding
 Chocolate Pastry
Dessert  Orange Cake
 Lemon Tart
375 tk / Serving
 Strawberry Moose
 Fruit Custard
 Mix Fruit Pie
5) Strategic Approach to Building Profitable
111Relationship with Customers

5.1 Target customers

Baton Rouge targets its offering to people who look for variety and also for those who want
a platform to host various social and corporate events. It tries to target family members,
elderly and couples. Its aims at groups of people, who can enjoy different cuisines at the
same place.

5.2 Market Segmentation

Geographic Demographic Psychographic/

Area: only urban
Location: Gulshan-2, Dhaka
City
Age: 10-65
Gender: Both male, female
Income (monthly/family):
minimum 40,000 thousand
TK & above….
Behavioral
Attitude: positive
Benefit: social acceptance,
augmented and rational
benefits, and also functional
& emotional benefits.
Lifestyle: Excitement,
Sincerity, Ruggedness,
Competence, and
Sophistication

Family size: single, & Joint Volume: Buffet Lunch 51

family Items and Buffet Dinner 101
Items

Education: minimum HSC & Perception: is all about

Above buffet restaurant, family
bonding, official party,
wedding party, and festival
occasion.

Occupation: , households, Culture: Bangladeshi & Mix

Business and job holders,
They segment their market based on different types of occasion like wedding party,
meeting, workshop, seminar, birthday party, official and unofficial party etc. They also
make their segmentation based on the behavioral segmentation like heavy user, and slight
user. They also segment based on income, gender and age.

5.3 Target marketing

Baton Rouge uses a concentrated marketing approach to satisfy the need of the target
market. They are located in a single location and try to target Gulshan customers with their
limited resources. They approach Gulshan customers by offering them variety at the same
location
5.4 Differentiation

Baton Rouge differentiates itself from a normal restaurant by offering an all-you-can eat
buffet where consumers are provided with around 50 to 101 items, which they can enjoy
by paying a fixed price. The differentiating factor is that Baton Rouge provides variety of
choice at a value price.
But this is not enough, with respect to the rise in competition in the area the restaurant
needs to be more customer focused than ever before. It is necessary for the business to be
customer oriented in order to be competitive in the market. Therefore being better at
understanding customer needs and wants can be a differentiating factor. Instead of
providing customers with random options, the restaurant should focus on providing options
that customers are interested in.
Baton Rouge can further differentiate itself by introducing technology in the business. It is
a data analytics software that provide greater assistance to decision making. This software
helps to collect data on the flow of customer traffic and the amount of food being wasted
on various time frames. This can help the business to better analyze customer behavior. As
the software can provide insights on the popularity of food items and can help Baton Rouge
to adjust menu accordingly. It can be an effective approach in minimizing the overall food
wastage. Furthermore the software can help the restaurant to test the effectiveness of a
particular strategy and tactics by the analysis of customer flow before and after the
introduction of the respective strategy.
5.5 Positioning

Baton Rouge focuses on positioning itself in the minds of customers by delivering on the
mission statement it promises. It tends to position itself by being able to provide a greater
diversity in terms of food offering. And at the same promises to provide an elegant, suave,
aesthetic and decorous environment so people can blissfully enjoy their food. Therefore
variety and atmosphere should signal customer towards Baton Rouge.
6) REFRENCES

Baton Rouge Restaurant Retrieve from

https://www.facebook.com/BatonRougeDhaka/

Buffet in a Budget price Retrieve from

https://www.tripadvisor.com/Restaurant_Review-g293936-d850485-Reviews-Baton_Rouge_Restaurant

Dhaka_City_Dhaka_Division.html

Foodies Retrieve from

http://www.foodiez.com.bd/Dhaka/Restaurants/Details/?name=Baton-Rouge&number=ZKTPQ9FYPZ

Baton Rouge Restaurant Retrieve from

http://www.batonrouge-casagreek.com/bato-inside/contacts.htm

Tour to Bangladesh Retrieve from http://www.tourtobangladesh.com/Dhaka-Baton-Rouge-

Restaurant.php