ACKNOWLEDGMENT

This studying is on outcome of the initiative taken by Dr. Kavita

Sood (Principal of V. I. H. I. M.) under whose supervision the present
work is completed. I Express my Sincere gratitude to then for encouraging
me to complete the project successfully.

I must not forget to record only thanks to my teachers, friends and

my project guide Mr. Namiraj Jain for their valuable guidance & help
thought the project report without which this project would not have been
completed.

I am indeed very grateful to all of them.

AKSHA JOSHI
B. H. T. M.
3rd year
Rajkot

AKSHAY JOSHI 1
 INDEX

Chapter – 1 Introduction of Tourism

Chapter – 2 Objectives methodology and limitations
Chapter – 3 Introduction of Rajasthan
Chapter – 4 Introduction of City Ajmer
Chapter – 5 Introduction of bar
Chapter – 6 Proposed of bar
Chapter – 7 Marketing mix
Chapter – 8 Demand analysis
Chapter – 9 Conclusion

AKSHAY JOSHI 2
 CHAPTER – 1
INTRODUCTION OF TOURISM

TOURISM :-
Tourism is a basic a several social human activity during the praise
a encouragement of all people a government man’s search for food a
shelter a his curiosity for things gave birth to travel. Traveling was
revolutionized with the invention of the wheel.

People travel for various reason, education, exploration, pilgrimage,

social events recreational, health being some of then, traveling is the
activity of tourists a hence tourism. Tourism has grown to such
dimensions a importance that it has become the second largest industry in
the world a is second only in the arsenal industry. It also has a well
known, impact on the economic cultural, social a educational fields.

Tourism provide a man of education a cultural exchanges a it is an

excellent instrument for the promotion of material integration a in her
national understanding, friendship a peace.

Basis of Tourism :-
The first a foremost basis of tourism is the right if a person to travel
a the freedom to travel. It is very essential for the tourism industry a must
by protected a extended.

Second come education, tourist being educated people have an urge

to widen their knowledge a hence they travel to places of interest.

AKSHAY JOSHI 3
 Third is awareness the education, tourist being educated people
have an urge to widen their knowledge a hence they travel to places of
interest.

Third is awareness the accommodation media has bridge the gap of

unawareness by various mean this has stimulated the tourist to travel.

Tourism Arrival By (2002 – 03) :- (%)

Air 89.2
Sea 0.9
Land 13.0

Purpose of Visit (2002 – 03) :- (%)

Business 3.0
Conference 0.2
Education Employment 0.3
Tourism & Others 97.3

Gender (2002 – 03) (%)

Male 63.7
Female 39.5

Country Tourist Arrival In India :-

Countries other 21,84,043 20,64,218
Than Pakistan & Bangladesh

Pakistan 54,902 52,763

Bangladesh 4,18,441 4,33,317

AKSHAY JOSHI 4
 CHAPTER – 2
OBJECTIVES, METHODOLOGY
AND LIMITATIONS

Purpose :-
To know the market feasibility of a high end mocktail & cocktail
bar in Ajmer.

Scope :-
The envisage induct which is proposed to come up at Ajmer face a
little competition in the segment, in which, it is entering the product has a
power units pricing policy. More over, envisage project has a proposed
clientele of your generation & rich persons. Under thus Line Light there is
a scope of the envisage project to do exceeding by well both in terms of
marketing strategy financial operation.

Objectives :-
1. To understand to present status of hospitality sector in Ajmer.
2. To carry out an optional source of demand & supply.
3. Calculate the demand potential of the proposed Bar.
4. To understand various strategies & the Life of Ajmer for in Bar.

Methodology :-
There are two types of methodology used for this project :-
1. Primary Data.
2. Secondary Data.

AKSHAY JOSHI 5
1. Primary Data :-
In Primary data, I Bars, restaurants & juice parlors for collecting
the information. I had also done the survey by personal interviewing the
customers, & from this the suggestions had came that customer want
some different type of beverages. The main thing was that came to know
about, they prefer each is every type of drink to present at one place.

2. Secondary Data :-
The secondary source of data have been collected from
information’s bureau, Tourism guides, magazines, & many other
websites.

Limitations :-

1. Most of the hoteliers is Restaurant owner s were reluctant to

provide reliable information.
2. The data collected can not be considered 100% reliable as the
out let has not given all the information perfectly, so many of
the things are approximately.

AKSHAY JOSHI 6
 CHAPTER – 3
INTRODUCTION OF RAJASTHAN

Rajasthan, always teeming with colour, joy & Friendliness that’s

unique to this part of the country. Rajasthan, the magical Land set amidst
the desolate desert beauty.

Every thing about Rajasthan fascinates from miles of golden

stretches of send to the kaleidoscope of magnificent for opulent palaces &
marvelous havelis each a spleen did are chotectural creation having a
legend of its own. The beautifully laid out gardens & lakes contracting
perfectly with the hilly ranges are a sight to gladden your eyes.

The cities of Rajasthan still retain the medieval flavor keeping alive
the timeless traditions in their rich art is crafts, colourful bazaars &
virbrant people wearing multi hard costumes & a bright smile. Camels,
oxen & elephants are among the common modes of transport besides
buses & cars a true blend of modernity & traditional.

The land comes alive with exuberant folk dances & music ballads
& spectacular festivities that are on inseparable part of Rajasthan’s
culture. Many beautiful temples dating back over centuries dot the entire
state, making it a popular pilgrim spot for people from many faiths. The
state is an excellent retreat with its arid zone of the Tardiest & the dry
deciduous forest is that offer a rich variety of flora & Fauna.

AKSHAY JOSHI 7
 Rajasthan is also are renowned for exquisite miniature painting &
frescoes, not forgetting the incredibly fabulous Rajasthan fabrics &
jewellery along with a wide range of beautiful handicraft is. A mouth
watering treat of Rajasthani cuisine ranging from desert specialties to
royal delicacies, awaits you during desert specialties to royal delicacies,
awaits, you during your visit. Now more popularly knows as “Heritage
Hotels, they, offer in peaceable services in a royal ambience. If looking
for economy, choose from the mid-range accommodation facilities
available.

So, if you are looking for an out – of – the – ordinary experience,

start out to discover Rajasthan.

Rajasthan is well connected by air, rail & road with all the major
cities of the country. Conducted sight seeing tours, to wrist taxis & RTDC
buses show you around the state. A perfect paradise for tourists.

Rajasthan is the ultimate destination not to be missed. It is an

experience you 11cheris for a lifetime.

AKSHAY JOSHI 8
 CHAPTER – 4
INTRODUCTION OF THE CITY
AJMER

Ajmer situated in the green oasis wrapped in barren hills has been a
witness to an interesting pas to Ajmer 131 km s west of “Jaipur”, situated
in a valley surrounded by “Aravali hills”, it derives the name from
“Ajayameru” believed to be founded in the 7th century by “Raja Ajai pal
chauhan”. The harmonious blend of Hinduism & Islam has gives a unique
character to this pious land, this truly secular city is an ideal example of
religious tolerance is brother hood.

The chahans dominated till the end of the 12th century, “Prith Viraj
Chauhan” was the last great ruler, who was defeated at the hands of
“Mohammad Gauri” in 1193 A. D> Subsequently, it was seized by “Rana
Kumbha” of mewar, then came the muslim rulers of Malwa, who were
thrown out by “Maldeo Rathor” of marwar. Latter on Akbar annexed it to
the mugul empire in 1556, & made it the head quarters for the operations
in Rajputana & Gujarat.

Ajmer is associated with many import historical events. “Sir

Thomas Roe”, the ambassador of king james–I of England, presented his
credential to “Jahangir” here on 10th January 1616, “Dara Shikoli”, the
eldest son of shah Janan was born here & the was of success between the
sons of shah Jahan was won in 1659 by Aurang zeb in the battle of Dorai
near Ajmer.

AKSHAY JOSHI 9
 From 1818, onwards it came under the domain of british Empire,
after concluding a treaty with Duulat Rao Scindia”, the maratha chief. The
British left behind a legancy of excellent educational Institutions as they
found Ajmer to be an ideal location.

Today, Ajmer is a popular Pilgrimage center for the Hindus as well

as musums, Especially famous is the “Dargah Sharif – Tomb” of the “Sufi
saint khwaja Moinuddin Chisti”, which is equally reversed by the Hindus
& Muslims.

Prime Sites

1. The Dargah :-
At the foot of barren hill, is situated India’s most important
pilgrimage center for people form all faiths. It is the spleen did tomb of
the “Sufi saint khawaja moinuddin chisti”, more popularly knows as
“Khwaja sahebor khwaja sharif” The shrine is next only to “Mecca or
Medina for the Muslims of South Asia. The mausoleum has agigantic
gate, which was built by the Nizam of Hyderabad. The saint’s tomb with a
splendid marble dome is in the center of the second court yard which is
surrounded by a silver platform. It is the most marvelous of all the
sanctum & within the sanctuary of the Dargah.

2. Adhai – Din – ka Jhonpra :-

A remarkable Structure, this is a master piece of Indo- Islamic
architecture located on the out skirts of the city, Test beyond the dargah.
As the legend goes, its construction took two & a half day to complete. It
was originally a Sanskrit college, built within a temple. The distinct

AKSHAY JOSHI 10
pillars - & arched “Screen with its ruined minarets make it a splendid
architectural masterpiece.

3. Taragarh Fort :-
A Steep on & a half hour climb beyond the Adhai did ka-Jhonpra
leads to the rains of the Taragarh Fort, perched on a hill. The fort was the
site of the military activity during the mughal period, later used a
sanatorium by the British.

4. Museum :-
Once the royal residence of emperor Akbar, the museum houses a
rich repository of the Mughal & Rajput armour & exquisite sculptures.

5. Man Mahal :-
Along the banks of the pushkar Lake is the former residence of
“Raja Man Singh of Amer”, Man Mahal. Presently it converted to RTDC
sarovar Tourist Bangalow ensuring convenient accommodation to
travelers.

6. Foy Sagar (5 km) :-

A picture sque artificial Lake named after the engineer for who
created it under a famine relief project.

7. Shopping :-
Shopping in Ajmer is an enjoyable experience. One can shop for
antiques, curios, fascinating gold & silver jewellery in contemporary
designs, colourful tie & Dye sarees & embroidered Jodhpuri “Jutis” etc.

AKSHAY JOSHI 11
TRAVEL INFORMATION :-

1. Air :-
Jaipur 131 km is the nearest air port.
2. Rail :-
Regular train services Link Ajmer with important cities.
3. Road :-
A good network of bus services operate from Ajmer to key
destinations around.

4. Local Transport :-
City bus service operates in the city & to pushkar unmettered Taxis,
auto – rickshaws, Tongas are also available.

Standard Hotels :-
Hotel Mansingh Palace.
Hotel Regency.
RTDC Hotel Khadim
Hotel Chitwan.
Hotel Embassy
Hotel Sidharth.

Budget Hotels :-
Shodhraj Hotel
Hindu Hotel
Hotel Anand
Hotel Bhola
Hotel Malwa
Hotel Payal

AKSHAY JOSHI 12
 Hotel Prithviraj
Hotel Surya
Hotel Paramount
Hotel Samrat
Hotel Ambassador
Hotel Moti mahal
Hotel Jai palace

General Information
Area :- 55.76 sq. km
Altitude :- 486 meter.
Climate :- Mean Max. Mean Min.
Summer :- 38.1o C 27.7o C
Winter :- 23.3o C 0-5.5o C
Rainfall :- 38 to 51 Cms.
Clothing :- Summer - Light Tropical
Winter - Woollen.
Best season :- July – March.
Languages :- Rajasthani, Hindi, Urdu, English & Sindhi

AKSHAY JOSHI 13
 CHAPTER – 5
INTRODUCTION OF BAR

If you were to pick up a ten-year-old entertainment guide to almost

any city, you would be astonished at the number of Bars & Restaurants
listed in it that no longer exist, & the number of establishments
flourishing today that did not exist ten year ago.

In real life the Bar is often part of a larger operation that includes
food service. Some of the discussion that follows, there fore, will apply to
a total facility – you could not, for instance, plan the décor of a Bar in a
restaurant without considering the restaurant too. But we will focus only
on those aspects of the total facility that effect the physical setting of the
beverage services.

Today Beverage Service Industry :-

Since 1980, there was has been a steady decline in all its forms
beer, wines, & other spirits. Expert observers relate the drop to a change
in life style among the many people whose focus today’s in on health,
fitness & success on the job these people have stripped sinking, trey
exercise, they water, their weight & their cholesterol count & they keep
their heads clear during working hours. The “Three martini Lunch” has
been replaced by bottled water or fruit juice or sometimes a single glass of
wine there people are moderate drinkers, limiting their consumption to the
one or two drinks a day. In what they are drinking less but drinking better
is becoming a cliché.”

AKSHAY JOSHI 14
Food & Beverage Combinations :-
The most common form of beverage operation is one that is Linked
with some kind of food service drinks are served at the drinking table by
the waiters & waitress also serve the meal. The only added costs are the
wine & liquor, the Bartender, & a minimum investment equipment. The
other necessities, the service personnel in the facilities are already built
into the restaurant operation.

The another type of food & beverage combination on is the bar that
serves Light food in addition to its drinks it is the beverages & the bar
atmosphere that dominate in this also with the food fast on added service
offered to attract customers or to prolong their stet typical foods might
tortilla chips spiced chicken wings, cracker & cheese, raw vegetables etc.
In type of enterprises the major sales volume comes from the bar.

AKSHAY JOSHI 15
 CHAPTER – 6
PROPOSED BAR
Timings :-
Time :- 2:00 pm to 11:00 pm
Area : - 35 x 25 sq fit.
Totally A. C. Bar.

Facilities :-
Cocktails
Mocktails
Juices
Shakes
Fast – food

Cocktails :-

Aperitifs (60 ml)

Pimm’s No. 1 125
Ricard 125
Pernod 125
Dubonnet 125
Compari 125

Vermouth (60 ml)

Martini Bianco, Rosso, Dry 125
Cinzano Bianco, Rosso 125

AKSHAY JOSHI 16
Premium Scotch (30 ml)
Johnnie Walker Blue Lable 800
Royal Salute 21 300
Chivas Regal 12 years 275
Teacher’s 12 years 200

Scotch (30 ml)

Cutty sar, Mackinlay 275
Black & white Teachers 200
100 pipers 150

Malts (30 ml)

Knockando 275
Cardhu 12 years 275
Laphroaig 275

Canadian Whisky (30 ml)

Canadain club 150

Indian Whisky (30 ml)

Royal Challenger 100
Imperial Blue 100
Red Lable 120
Green lable 100
8 pm 60
Gin (30 ml)
Beefeater 120
Gordon’s 120
Gilbey’s London Dry. 80

AKSHAY JOSHI 17
Vodka (30 ml)
Absolute Blue. 120
Finlandia 120
Skyy 120
Smirnoff Blue lable 120
Gorbat schow 80
Smirnoff 80
Vladivar 80

Rum (30 ml)

Mount gay 120
Lemon Hart Golden 120
Old Monk 60
Bacardi 80
Bacardi Limon. 80

Tequila (30 ml)

Sauza Blanco 125
Sauza Gold 125
Silla Blanco 125

Beer
Corona 300
Heineken 125
King fisher 90

AKSHAY JOSHI 18
Classic Cocktails :-
Long island iced Tea 120
Kamikaze 100
Brandy, Alexander 100
Americano 100
White Russian 120
Bloody Mary 100
Grass hopper 100
Harvey Wailbanger 100
Manhattan 120
Old fashioned 100
Caipiroschka 120
Tom Collins 100
Mai Tai 120
Margarita 130
Mojito 100
Daiquiri 100
Pina Colada 120
Screwdriver 100
Gibson 120
Zombie 120

Cigarettes & Cigarillos

India Kings 90
555, classic regular, B & H Regular 100
Phillies Blunt
Don Diego.

AKSHAY JOSHI 19
Mocktails :-
Horse’s Fall 35
Sunburst 40
Shirley Temple 45
Virgin Mary 40
Citaus cup 50
Pin a Colada 50
Coconut Paw Paw 45
Leechi highball 40
All rounder 45
Guava cup 55
Saffron cup 55
Green temptation 40
Fruit cobbiler 60
Peach sution 50
Papaya passion 35

Juices :-
Mango Juice 25
Orange Juice 25
Pineapple 25
Strawberry Juice 25
Raspberry Juice 25
Litchi Juice 25
Mix Fruit Juice 25
Black Current Juice 25
Pomegranate Juice 25

AKSHAY JOSHI 20
Shakes :-
Mango shake 40
Chickoo shake 40
Litchi shake 40
Strawberry shake 40
Banana shake 40
Pineapple shake 40
Mix fruit shake 40
Vanilla shake 40
Chocolate shake 40
Apple shake 40

Fast food :-
Sandwich 37
Burger 37
Pizza 55
Frankies 35
Hotdog 15
Frech Fries 35
Peanut & Waffers 15
Veg. Roll 35
Burger 25
Toppings 25

AKSHAY JOSHI 21
 CHAPTER – 7
MARKETING MIX

Market mix involves basic aspects of marketing that ultimately

have effect on the final market if any product.

1. Product :-
The proposed bar is for a high executive business travelers, holiday
tourist & the local people & the leisure peoples. The facilities & service
offered would be that of a first class establishment.

The facilities & services offered by Bar is :-

Cocktails
Mocktails
Juices
Shakes
Fast food.

2. Place :-
The choice of the location is the must important factor which would
determine the success of a Bar another factor of importance the site. The
site should be close to main commercial area. Competition may be heavy,
but a crowded area may have advantage. People enjoy going where they
have been before, it is familiar & they know how to get there.

On the other hand, such areas do become saturated as new ventures

try to imitate success opening in a new or isolated area may be risky, but

AKSHAY JOSHI 22
it can be rewarding if your research uncovers a large pent-up demand. So
I choose the “Pushkar Road” in Ajmer. Because this the area which is
very commercially & no. of coming tourist are more so that this area will
help me to be regular to the customers.

3. Price :-
In Ajmer there are 4-5 bars – 60 deciding the price is the major
work. They are having a price of facilities around 40, so that why I started
my bar with little lower price segment at between 30-55. So, thus I attract
the more customer & create the market for Bar.

4. Promotion :-
This means how the Bar is promoted. This can be done in various
ways like publicity, advertisement, sales promoting, package scheme,
personal selling’s etc.

To get the profitability result it is necessary to promote the product

suitable. This can be done through marketing communication which has
major tools are :-

Sales Promotion
Advertising
Publicity
Package Scheme
Personal Selling’s.

A) Sales Promotion :-
This can be done to attract more & more tourist i.e. by giving
incentives to the tourist it can be done by providing discounts to the travel

AKSHAY JOSHI 23
assent & the guests & also providing sports bags, Jeans & T-shirt etc by
this guest feels importance & it makes them regular.

On Any Special occasion like Birthday Party, New year Party, we

have to provide mocktail along with fast food to them.

We will also invite The VIP’s, spats by good relation & some
special packages for them.

B) Advertising :-
The packages can be advertise in the market in different ways.

Newspaper can carry advertise to publicize

Eg. :- “Denik Bhaskar” Is the most popular news paper in City
Ajmer.
By distributing broachers etc.
By giving advertisement an cable connection.

C) Publicity :-
The guest are also coming to have the Bar facility must be given the
un limited satisfaction so that they can recommend to other people also
who en certain such facilities therefore in this way publicity can be done
by word of mouth of the tourist & the guests.

I will also invites the celebrities business man, sportsman, VIP’s

film stars so by that awareness about the BAR will be increased.

AKSHAY JOSHI 24
D) Personal selling :-
For that skilled marketing people will be required as contract basic
so that they will make the relation with the people & we can change our
product according to their views on day to day.

AKSHAY JOSHI 25
 CHAPTER – 8
DEMAND ANALYSIS

1. I did a survey & found that out of 100% people, 7.14% spare their
time in Bar, 21.42% people spare 30-40 min in Bar, 14.28% people
spare 50-60 min time in Bar, 30.95% people spare 1-2 hr in Bar to
9.52% people spare their 2-5 hr in Bar.

80

60

40
30.95%

20 21.42 %
14.28%
7.14 % 9.52%
2.88%
0
20-30 30-40 40-50 50-60 1-2 hr 2-5 hr
min min min min

DURATION TIME

AKSHAY JOSHI 26
2. I done the survey & found that out of 100% people 80.95% people
went the bar once in a week, 16.66% people went the Bar twice in a
week, & 2.38% people went the Bar thrice in a week.

100

80 80.95%

60

40

20 16.66%
8.38%
0
Once in Twice in Thrice
a week a week in a
week

AKSHAY JOSHI 27
3. I done the survey & found that out of 100% peoples 92% people
prefer the Alcoholic Drink & 8% people prefer non-alcoholic
Drink.

100
92 %

50

8%
0
Alcoholic Non-
Drinks alcoholic
Drinks

DRINKS PREFERED

4. I done the survey & found that out of 100% peoples 100% people
like to pay in cash.

150

100 100 %

50

0 0% 0%
CASH CREDIT OTHER

Mode of Payment

AKSHAY JOSHI 28
5. I done survey & found that out of 100% peoples, 4.76% people
having less than 5,000 monthly income, 23.80% people having
5000-8000, 21.80% people having 8000-10,000 & 11.90% people
having More than 10,000 monthly income.

70
60
50
40
30
23.80 % 21.80%
20
11.90%
10
4.76 %
0
Less 5000- 80000 to more
than 8000 10000 than
5000 10,000

MONTHLY INCOME

6. I done the survey & found that out of 100% peoples 15% people are
18 – 20 years, 28% people between 20-30 years, 23% people
between 30-40 years, 11.42 % people between 40-50 years, & 7.14
% people between 50-60 year.

40

30 28%
23%
20
15%
11.42%
10
7.14%

0
18-20 20-30 30-40 40-50 50-60

AGE GROUP

AKSHAY JOSHI 29
7. I done the surveys in which 26.14% people are business man,
23.80% are students 14.28% people are others.

50

40

30
26.14%
23.80 %
20
14.28 %
10

0
Businessman Others

OCCUPTATION

8. I done survey on Bar in Ajmer out of which 97.14% people are

male & 2.85% people are female.

100 97.14%

50

2.85%
0
Male Female

GENDER

AKSHAY JOSHI 30
9. In my survey I asked people that, you like to have Bar in your area,
out of which 63% people told “yes” & 22% people told “No” &
15% people not giving answer.

100

63%
50

22%
15%

0
Yes No No
Answer

BAR IN AJMER

AKSHAY JOSHI 31
 CHAPTER – 9
CONCLUSION

This market feasibility of a proposed bar has been carried out on the
basis of comparative study of Bars which are situated in Ajmer & the
study of clientele visiting Ajmer & the clientele Who stay in Ajmer, their
Likes & Dislikes.

This project is sincere efforts for a proposed Hotel to be located at

the center of the city, share the business centers & collages are near by the
bar, which is following reason :-

Ideal location for all.

Maximum luxury offered.
Vigradation in the Lifestyle of people.
Designed as per today’s need.

Ajmer is the city of “Aravali hills”, is one of the most important

city in Tourism point of view in India. It is a city where the tourists,
industrialists, Educationist, commercialist & several other professionals
keep moving into a out very frequents it is a center for many conference,
seminars, company general & annual general meetings, international
sports is events etc, Thus, Ajmer offers abundant clientele industry &
Tourist place of India. & The name which I prefer for my Bar is
“Madhushala”

AKSHAY JOSHI 32