FINAL PROJECT

SUBMITTED BY:
• HAIDER ASHRAF
• MAKHDOOM SYED ZAIN
• MUHAMMAD SALMAN
• ABDUL KARIM
• TALHA SHARIF
• SAIMA AKRAM
• ESMARA HABIB
• SADIA MURTAZA

SUBMITTED TO:
Prof. Quratulain

SUBJECT:
STRATEGIC MARKETING
RESTAURANT
 ACKNOWLEDGEMENT

“In the name of Allah, the most merciful and beneficent”

I would like to thank Almighty Allah who made us able to complete this
project report by utilizing our skills and knowledge. I am also thankful for
giving us spirit of patience, consistency and courage during our project.
Second, our sincere appreciation goes to our supervisor, Prof. Quratulain
whose guidance and constructive comments was valuable. We express our
sincerest appreciation for her assistance in any way that we may have
asked. To all our dearest friends, a big thank you for their support and
encouragement, MAY ALLAH BLESS YOU ALL.
Last but not least, I wish to express my sincere thanks to all those who
have one way or another helped me in making this project.
Haute cusine was characterized by French cusine in
elaborate preparations and presentations served in
small and numerous courses that were produced by
large and hierarchical staffs at the grand
restaurant are opening in Rahim Yar
Khan.
 TABLE OF CONTENT

CORPORATE INFORMATION _________________________________________1

CEO MESSAGE ______________________________________________________2

INTRODUCTION _____________________________________________________3

NEW CUSINE ________________________________________________________4

VISION & MISSION __________________________________________________6

CORE VALUES ______________________________________________________7

LOGO & SLOGAN ___________________________________________________8

QUALITY POLICY___________________________________________________11

NEW PRODUCT DEVELOPMENT_____________________________________ 12

MARKETING MIX ___________________________________________________13

FOOD MENU ________________________________________________________16

VALUE CHAIN MODEL ______________________________________________42

STRATEGIC MARKETING PROCESS _________________________________ 42

SEGMENTATION ____________________________________________________44

TARGET MARKET ___________________________________________________46

POSITIONING ________________________________________________________46

PRICING STRATEGIES ________________________________________________46

PROMOTION STRATEGIES ____________________________________________47

DISTIBUTION STRATEGY _____________________________________________49

COMPETITORS _______________________________________________________49

SWOT ANALYSIS ______________________________________________________49

PESTEL ANALYSIS ____________________________________________________50

BCG MATRIX _________________________________________________________52

PRODUCT LIFE CYCLE ________________________________________________52

CONCLUSION _________________________________________________________54
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Corporate Information
BOARD OF DIRECTORS
 Mr. HAIDER ASHRAF CEO
 Mr. SYED ZAIN Director
 Mr. MUHAMMAD SALMAN Director
 Mr. TALHA SHAREEF Director
 Mr. ABDUL KARIM Director
 Miss SADIA MURTAZA Director
 Miss SAIMA AKRAM Director
 Miss ASMARA HABIB Director

FINANCE DEPARTMENT
 Mr. ABDUL KARIM Manager

MARKETING DEPARTMENT
 Mr. MAKHDOOM ZAIN Manager

HRM DEPARTMENT
 Miss. Saima Akram Manager

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CEO MESSAGE
The best test of quality is absolute satisfaction of customers. We have the
passion to accomplish the goal of fulfilling the needs of our customers.
Our Asian culture has great food variety. Haute’ Cusine strives to keep
this alive. Culture, as a tough opponent of globalization, is defended
whenever people defend their cusine. Haute’ Cusine is proud that we keep
our culture alive by presenting our Asian food in the manner that attracts
the masses of our society. We assure you that we will keep on doing our
best with vigor, will, honesty and pride.

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INTRODUCTION
We are going to introduce a new restaurant Haute Cusine in Rahim Yar khan that is situated
at west canal road near NCBA&E and occupying in 3 acres and endowed with beautiful
trees and decorated with lots of potted plants and potted trees.
We are offering three different themes which are French, Desert and Floating Cusine. We
believe that you will find Haute Cusine is unique, refreshing and very suitable. We have
400 sitting capacity for each Desert and French Cusine and 200 for Floating Cusine. We
have secure gated parking for up to 200 cars and off road-side parking for another 50 cars
immediately outside our fence.

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FRENCH CUSINE

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FLOATING CUSINE

DESERT CUSINE

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VISION
To be a customer focused resturant with service excellence.

MISSION
To ensure that each customer receives prompt, professional,
friendly and courteous service. To maintain a clean,
comfortable and well maintained premises for our customers
and staff. To provide at a fair price - nutritional, well-
prepared meals - using only quality ingredients. To ensure
that all customers and staff are treated with the respect and
dignity they deserve. To thank each guest for the opportunity
to serve them. By maintaining these objectives we shall be
assured of a fair profit that will allow us to contribute to the
community we serve.

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CORE VALUES

 Our customers are our first priority.

 Profitability for the prosperity of our stakeholers that

allowus to constantly invest, improve and succeed.

 Corporate social Responsibility to enrich the lives of

community where we Serve.

 Recognition and rewards for the talented and high

performing
 Employees.

 Excellence in everything we do.

 Integrity in our dealings.

 Respect for our customers and each others.

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LOGO

Meaning of Yellow in Business

Yellow is an illuminating and uplifting color which stimulates our
analytical processes and assists with mental clarity.

Meaning of Red in Business

Red is a physical color which calls for action to be taken. Its high energy
and strength draws attention to itself and demands to be noticed.

Meaning of Purple in Business

Purple implies wealth, quality, fantasy and creativity. It worked well with
many other colors.

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SLOGAN

Comfort Zone For your Taste Buds.

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QUALITY POLICY

We focus on quality permeates every aspect of our business. Our

standards lead the food industry, and we continue to work towards
international standards for total quality, food safety and the environment.

Haut’e cusine also recognizes the importance of a balanced diet and

lifestyle and continues to seek new quality products which satisfy
customer expectations for taste and value. This dedication to quality earns
the degree of trust customers place the Haut’e cusine’s name.

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NEW PRODUCT DEVELOPMENT

Idea Generation:
The development of a product will start with the concept. The rest of the process will ensure
that ideas are tested for their viability, so in the beginning all ideas are good ideas.
A customer survey is conducted and collected the customer’s suggestion for new food
items. Food expert in our restaurant Encouraging suggestions from employees and partner.
And valuable customers.

Idea Screening:
This step is crucial to ensure that unsuitable ideas, for whatever reason, are rejected as soon
as possible. Ideas need to be considered objectively, ideally by a group or committee.
Specific screening criteria need to be set for this stage, looking at ROI, affordability and
market potential. These questions need to be considered carefully, to avoid product failure
after considerable investment down the line.

Concept Development & Testing:

Using a small group of your true customer base – those that convert – the idea need to be
tested to see their reaction. The idea should now be a concept, with enough in-depth
information that the consumer can visualize it.

Business Analysis:
Once the concept has been tested and finalized, a business case needs to be put together to
assess whether the new product/service will be profitable. This should include a detailed
marketing strategy, highlighting the target market, product positioning and the marketing
mix that will be used. The business experts analyze the appraisal and demand for the
product, the affordability as well.

Product Development:
After approving the new product, the idea passed on to market experts and technical staff
to make arrangements. like raw material, recipes, and method of manufacturing.

Test Marketing:
New food product will offer to taste our regular and value able customers and staff
members and critically analyze the new food product.

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Commercialization:
When the concept has been developed, and tested, final decisions need to be made to move
the product to its launch into the market. The product prices are settle down and the market
team and offering plans are made.

MARKETING MIX
Product:
The important thing to remember when offering menu items to customers is that they have
a choice. They have a huge number of ways of spending their money and places to spend
it. Therefore Haute' Cuisine places considerable emphasis on developing a menu which
customers want. Market research establishes exactly what this is. However, customers'
requirements change over time. What is fashionable and attractive today may be discarded
tomorrow. Marketing continuously monitors customers' preferences.
In order to meet these changes Haute' Cuisine has introduced new products and phased out
old ones, and will continue to do so. Care is taken not to adversely affect the sales of one
choice by introducing a new choice, which will cannibalize sales from the existing one.
Haute' Cuisine knows that items on its menu will vary in popularity. Their ability to
generate profits will vary at different points in their life cycle. Products go through a life
cycle, which is illustrated below

The type of marketing undertaken and the amount invested will be different, depending on
the stage a product has reached. For example, the launch of a new product will typically
involve television and other advertising support. At any time, a company will have a
portfolio of products each in a different stage of its lifecycle. Some of Haute' Cuisine
options are growing in popularity while arguably the Big Mac is at the 'maturity ‘stage.
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Price:
The customer's perception of value is an important determinant of the price charged.
Customers draw their own mental picture of what a product is worth. A product is more
than a physical item; it also has psychological connotations for the customer. The danger
of using low price as a marketing tool is that the customer may feel that quality is being
compromised. It is important when deciding on price to be fully aware of the brand and its
integrity. A further consequence of price reduction is that competitors match prices
resulting in no extra demand. This means the profit margin has been reduced without
increasing sales.

Promotion:
The promotions aspect of the marketing mix covers all types of marketing communications.
The methods include advertising, sometimes known as 'above the line' activity. Advertising
is conducted on TV, radio, cinema, online, poster sites and in the press (newspapers,
magazines). What distinguishes advertising from other marketing communications is that
media owners are paid before the advertiser can take space in the medium. Other
promotional methods include sales promotions, point of sale display, merchandising, direct
mail, telemarketing, exhibitions, seminars, loyalty schemes, door drops, demonstrations,
etc.
The skill in marketing communications is to develop a campaign which uses several of
these methods in a way that provides the most effective results. For example, TV
advertising makes people aware of a food item and press advertising provides more detail.
This may be supported by in store promotions to get people to try the product and a
collectable promotional device to encourage them to keep buying the item. It is imperative
that the messages communicated support each other and do not confuse customers. A
thorough understanding of what the brand represents is the key to a consistent message.

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The purpose of most marketing communications is to move the target audience to some
type of action. This may be to buy the product, visit a restaurant, recommend the choice to
a friend or increase purchase of the menu item. Key objectives of advertising are to make
people aware of an item, feel positive about it and remember it. The more Haute' Cuisine
knows about the people it is serving the more it is able to communicate messages which
appeal to them. Messages should gain customers attention and keep their interest. The next
stage is to get them to want what is offered. Showing the benefits which they will obtain
by taking action, is usually sufficient. The right messages must be targeted at the right
audience, using the right media. For example, to reach a single professional woman with
income above a certain level, it may be better to take an advertisement in Cosmopolitan
than Woman's Own. To advertise to mothers with children, it may be more effective to take
advertising space in cinemas during Disney films. The right media depends on who the
viewers, readers or listeners are and how closely they resemble the target audience.

Place:
Place in the marketing mix, is not just about the physical location or distribution points for
products. It encompasses the management of a range of processes involved in bringing
products to the end consumer. While place is a geographic designation, for the purposes of
marketing, it also refers to how the product or service, is brought to the consumer. Does
your company deliver the product directly, or is it on shelf in a store? The ideal place will
be convenient for the customer and the business accessible for the customer if it is the place
where product is sold at reasonable price. The place, in this case is the ambiance of the
restaurant and the staff. How is the food delivered to the customer? How are they being
presented? What is the experience like dining in the restaurant? Haute Cusine restaurant
use most prominent places where the company’s products are distributed. This element of
the marketing mix indicates the venues or locations where the firm’s products are offered.
Customers can place their orders through the website, through phone call or SMS.

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FOOD MENU
Starters:
Haute’ Cuisine strives to ensure quality to all customers by continually improving the
effectiveness of Quality Management System. To that end, Haute’ Cuisine works to the
highest standards and specifications, not just for product ingredients; every detail of
production, transport, delivery, preparation and service is exhaustively monitored as well.
 Hot and Sour Soup
Soups are healthy and provide you with the best nutrition. Try our delicious hot and
sour soup to enrich your experience of the overall meal.

 Chicken Corn Soup

When it comes to soups our chicken corn soup is most popular among our customers.
Enjoy your meal with this great and healthy starter.

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 Chicken Wings with Hot Sauce

How can you start your meal without trying these delicious wings with hot sauce?

 Mulligatawny Soup
Mulligatawny soup is one of our finest soups, healthy and delicious.
Good
Pick to start your meal.

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 Green Salad
Salad made with fresh vegetables is the best thing to have before or with your
delicious meal. Add a healthy zest to your dining experience.

 Tomato Soup
Try our delicious and nutritious tomato soup for the perfect dose of healthy
vegetables. The perfect way to start your meal.

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 Turkish Salad
Add some Turkish flavor to your meal with our tatty and refreshing Turkish salad
for a complete and fulfilling dining experience.

 Supreme Nachos
Delightful Mexican starter nachos with salsa sauce and sour cream topping.

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BAR-B-Q DISHES:
When it comes to south Eastern lavish touch to our taste buds Bar-B-Q is the one fine
choice to add extravagance in our meal Bar-B-Q adds the tantrums in one’s decision. Our
finely spiced MALAI BOTI is one of the most delicious dishes in our menu WE DON’T
NEED TO PRAISE IT THE FEEDBACK DOES IT ALL......

 BEHARI KABAB
Tender pieces of chicken marinated in extra spices and barbecued on charcoal grill.

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 CHICKEN BEHARI
Tender pieces of chicken marinated in extra spices and barbecued on charcoal grill.

 CHICKEN BOTI
Boneless pieces of Chicken marinated with red chilies, ginger & garlic & served
with tamarind sauce.

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 CHICKEN TIKKA
A quarter Chicken, marinated in red chilies, ginger & garlic & served with
tamarind sauce.

 MUTTON SEEKH KABAB

Lean mutton minced & marinated with green chilies, coriander and onion & served
with tamarind sauce.

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 MUTTON BOTI
If you are an ultimate meat fan, then you should definitely try our special Mutton
Boti Carefully prepared to tantalize your taste buds.

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BAR-B-Q SPECIALITIES
Haute’ Cuisine strives to ensure quality to all customers by continually improving the
effectiveness of Quality Management System. To that end, Haute’ Cuisine works to the
highest standards and specifications, not just for product ingredients; every detail of
production, transport, delivery, preparation and service is exhaustively monitored as well.
 BAR-B-Q CHICKEN SHASHLIK
Cubes of boneless chicken skewered with sliced tomatoes & capsicum & grilled on
charcoal pit.

 BAR-B-Q MUTTON CHOPS

If you are a meat enthusiast, then you should definitely opt for our Bar-B-Q Mutton
Chops. They are marinated and cooked to perfection.

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 BAR-B-Q MUTTON LEG

The Bar-B-Q Mutton Leg is marinated, spiced and cooked to satisfy your meat
loving taste buds.

 BAR-B-Q SPECIAL PLATTER

Platter of grilled Prawns, Fish Tikka,& Mutton Ribs, Reshmi Kabab, Afghani
Chicken boti, Malai Tikka, Chicken Biryani.

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 CHICKEN SATAY
Enjoy our version of the Indonesian delicacy. Our Chicken Satay is perfectly
seasoned, placed on skewers and then BBQ to perfection.

 GOLA KABAB MUTTON

The newest addition to our menu is this grilled Mutton Gola Kabab Guaranteed to
satisfy your meat loving taste buds all year round.

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 GRILLED CHICKEN LIVER

Chicken Liver is packed with essential nutrients and our Bar-B-Que Chicken Liver
is scrumptious, succulent and healthy to the last bite.

 LAHORI CHOPS NEW

If you are a meat enthusiast, then you should definitely opt for our New Lahori
Bar-B-Q Chops. They are marinated and cooked to perfection.

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 MALAI TIKKA
Boneless Chicken pieces marinated in a creamy herb marinade.

 NAMKEEN CHICKEN BOTI

Salted boneless chicken Boti is the newest addition to our vast menu. We
recommend this to our chicken fans who like a salty zest in their meal.

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SEA FOOD SPECIALITIES

White meat has always been a symbol of status in our society and Haute provides this
with a class apart.
 FINGER FISH WITH HOT SAUCE
Finger Fish served with hot sauce and delicious salad.

 FISH KABAB
If you are a seafood fan as well as a Bar-B-Q fan, then you should definitely try our
special Fish Kebabs for a flavorsome seafood experience.

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 FISH TIKKA
Cubes of delicate fish marinated with red chilies, ginger, garlic & coriander seeds,
served with French fries & tamarind sauce.

 FRIED FISH WITH TARTAR SAUCE

Fillet of fish coated with bread crumbs deep fried & Served with fries.

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 FRIED PRAWNS
Crispy Prawns deep fried in our special herbed batter & served with French fries &
hot sauce.

 GRILLED JUMBO PRAWNS

Jumbo Prawns marinated mustard, black pepper & lemon juice, grilled over
charcoal pit. Served with French fries and mustard sauce.

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 GRILLED WHOLE POMFRET

Barbecued Whole Pomfret marinated with a special marinade.

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AFGHAN AND MIDDLE EASTERN

Haute’ Cuisine strives to ensure quality to all customers by continually improving the
effectiveness of Quality Management System. To that end, Haute’ Cuisine works to the
highest standards and specifications, not just for product ingredients; every detail of
production, transport, delivery, preparation and service is exhaustively monitored as well.

 AFGHANI CHICKEN KABAB

Kababs of minced chicken marinated with mild spices and herbs. Grilled to
perfection.

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 AFGHANI CHICKEN BOTI

Cubes of boneless Chicken, marinated with a special Middle Eastern garlic sauce.

 AFGHANI KABAB
Kebabs of minced beef tender loin marinated with mild spices and herbs. Grilled
gently to preserve taste.

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 AFGHANI TIKKA
Afghani special dish served with tomatoes and white sauce.

 BEEF CHAPLI KABAB

A festive Peshawari flat beef kababs seasoned with green chilies dried
pomegranate, coriander, seeds and fried tomato slices. Served with a yoghurt and
coriander sauce.

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 CHICKEN CHAPLI KABAB

A festive Peshawari flat Chicken kababs seasoned with green chilies dried
pomegranate, coriander, seeds and fried tomato slices Served with a yoghurt and
coriander sauce.

 ROYAL KABULI PALAO

Chicken meat steamed gently with Afghani brown rice flavored with brown onion.
Garnished with almonds, raisins, carrot and orange peel.

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 CHICKEN SHISH TAOUK

Boneless chicken cubes marinated in a special sauce.

 AFGHANI ROASTED CHICKEN

Roast Chicken with Afghan Spice Rub.

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STEAK HOUSE
Haute’ Cuisine strives to ensure quality to all customers by continually improving the
effectiveness of Quality Management System. To that end, Haute’ Cuisine works to the
highest standards and specifications, not just for product ingredients; every detail of
production, transport, delivery, preparation and service is exhaustively monitored as well.

 BAR-B-Q TENDER LION STEAK

Beef Fillet marinated in black pepper and olive oil, cooked on charcoal grill.
Served with mesh potato and vegetables on a sizzling platter.

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 CHICKEN STEAK
Chicken breast piece marinated with special sauce and topped with cheese. Served
with French Fries and assorted vegetables on a sizzling platter.

 MEXICAN STEAK
Beef fillet marinated in Mexican sauce, grilled and topped with Jalapeno and salsa
sauce. Served with mesh potato and vegetables on a sizzling platter.

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 MUSHROOM STEAK
Beef fillet marinated in mushroom sauce, grilled and topped with mushrooms.
Served with mesh potato and vegetables on a sizzling platter.

 PEPPER STEAK
Beef steak in a black pepper sauce topped with cheese. Served with French fries
and vegetable on a sizzling platter.

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DESSERTS
Add bliss to your taste buds after having a salty and spicy meal. Try our
Mix of traditional and western desserts.

 FRUIT TRIFLE

 ICE CREAM

 KHEER ZAFRANI

 KULFI

 SUJI HALWA AND PARATHA

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BEVERAGES
Seasonal harshness gives birth to our desires of drinks an all changing weather is no
match to our provisions of beverages a warm cup of TEA in winters and a chilly glass of
FRESHLIME in summers curb the seasons

 TEA

 COLD DRINK

 FRESH LIME with COLD DRINK

 GREEN TEA

 LASSI (sweet or namkeen)

 MINERAL WATER (large)

 COFFEE

 SHAKES

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VALUE CHAIN MODEL

Inbound Logistics: AMC Food Company (all types of food item we will get from
them)
Operations: Preparation of Food, Deep Fryer, Different Types of Machinery
Outbound Logistics: Quality and Hygienic Food, with Best Services

STRATEGIC MARKETING PROCESS

Strategic marketing is a planning process that seeks to establish a clear direction and
unified purpose for all marketing efforts. Its conclusions are documented in a marketing
plan that is regularly updated. In marketing your restaurant, you will acquaint yourself
with your target customer, your competition, brand-building techniques and advertising
opportunities.

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Identify your target market:

Every restaurant attracts a certain group of people. The local fast food restaurant attracts a
different market than an upscale restaurant offering wine lists and caviar. Developing your
marketing plan requires you to have knowledge of your target customer. Research things
such as the needs and wants of your customers, what makes them choose to eat outside the
home and what they will pay for a dinner out.
Research the competition:
In order to stand up to the fierce competition for diners, a restaurant must know what other
establishments are offering. Know their strengths and weaknesses, and the reasons their
diners are loyal to the establishment. Your own restaurant may need to take steps to
improve upon your weaknesses in order to draw customers from other establishments.
Determine what you can do to make your restaurant stand out from the competition or what
you already do that makes your restaurant different.
Build your brand:
Your brand is your reputation and it represents the general expectation of a customer when
they enter your establishment. In order to build your brand, you must solidify your

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reputation. Deliver on your promises, meet and surpass the expectations of your customers
consistently. Quality, impressive customer service is the best way to build your brand.
Update your menu:
Every year or so, you should go over your menu and determine what is selling well and
what needs updating. Maybe there is a group of people not choosing your restaurant
because of your menu choices. Determine if there are menu options you can add, remove
or offer to lure in new business. Publicize your new menu offerings to encourage loyal
customers to return and new customers to venture in to try your restaurant.
Create marketing and advertising opportunities:
Many hotels/motels allow restaurants to leave menus and coupons in the hotel rooms and
lobby areas. If your restaurant is near a convention center, maximize your opportunity for
business during events by leaving menus and coupons or sponsoring an event. Offering gift
certificates is a marketing strategy in itself, as one person is buying the certificate in order
for another to visit your restaurant. Offer entrée samples in busy locations to entice hungry
guests to visit your restaurant. Run specials through local publications with coupons for
new products. Also, enter your restaurant into contests through magazines, newspapers and
other sponsor organizations.

MARKET SEGMENTATION

Geographic Segmentation:

Region Northern Punjab

City Size 60 to 80 Lac (Approx.)
Density of Area Urban
Climate 4 season

Demographic Segmentation:

Age No Age Limit

Sex Male, Female
Marital Status Single, Married, Divorced, Widowed,
Couples

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Income 30,000 +
Education Some high school, high school
graduate, some college, college
graduate, postgraduate

Psychological Segmentation:

Needs-Motivation Shelter, Safety, Security

Personality Innovators
Perception Moderate-Risk
Learning-involvement High-Involvement
Attitudes Positive Attitude

Psychographic Segmentation:

Life Styles Status Seekers, Outdoors Enthusiasts

Sociocultural Segmentation:

Cultures Pakistani, Chinese, American, European

Religion Muslim, Minority
Subcultures Asian
Social Class Middle and Upper Class

Use-Related Segmentation:

Usage Rate Medium

Awareness Aware, Interested, Enthusiastic
Brand loyalty Medium

Use-Situation Segmentation:

Time 12 PM – 12 AM
Location Home Delivery, Restaurant
Person Self, family members, friends, boss, etc.

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TARGET MARKET

We basically target head of the family so that he will bring all the family members. He will
spread a word of mouth in his family, office and workplace. We are targeting elite and
middle class people of Rahim Yar Khan. A new customer is often referred to HC by an
existing customer and visits the website to check it out. There he finds images of the type
of restaurant he thinks his family would enjoy. He visits with his wife, and they are excited
by the ambiance, attention to the details of the era and the quality of the food. This inspires
them to invite their children and grandchildren to the restaurant the next time they are in
town.

POSITIONING

Positioning refers to the place that a brand occupies in the mind of the customer and how
it is distinguished from products from competitors. In order to position products or brands,
companies may emphasize the distinguishing features of their brand or they may try to
create a suitable image through the marketing mix. Once a brand has achieved a strong
position, it can become difficult to reposition it.

You must analyze the demographics of your market to determine if your proposed concept,
menu, and pricing is correct. It is important to understand who your target market is and
develop and price your menu accordingly. If you are opening a restaurant you must develop
a menu that is moderately priced. You should compare your menu prices with your
potential market competitors. Simply perform some market research by visiting these
competitors and taking note of their menu prices. Use this competitive pricing analysis as
a test of reasonableness to determine whether your menu and prices are in line. After you
have determined the type of menu you want to serve that will provide the best price/value
for your target market, even better that your competition, you will have to price the items
on the menu.

PRICING STRATEGY
Cost Plus Pricing:
Restaurants should use cost plus pricing to guarantee a profit because restaurants have to
add all overhead costs that occur when running a restaurant like rent, salary for staff, cooks,
gas, electricity, etc. and after that we should considered the profit. Owner needs to earn a
profit in order to make the business worthwhile to keep open. In this profit, includes wages

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for the owner that can help in to repair the restaurant if damage or it can help them to
expand their restaurant or can open new branch in other cities. This percentage should be
added onto the cost of any food item, leading to prices that pay for food and overhead costs,
and result in a profit.

Value Pricing:
In our restaurant, we are introducing new themes like Floating, Desert, French styles. We
are also introducing Digital order system in which tabs would be installed at dining tables.
Through which customer can order easily and instantly. This will also allow the patient
like (diabetes, blood pressure and heart) to choose the food accordingly. This will create a
value in customer mind.
PROMOTION STRATEGIES

Product promotion is one of the necessities for getting your brand in front of the public and
attracting new customers. There are numerous ways to promote a product or service. Some
companies use more than one method, while others may use different methods for different
marketing purposes. Getting customers to come in and try your food is the first step in
creating a successful restaurant. By using promotional strategies that highlight the taste,
creativity and perhaps affordability of your restaurant items, you can make customers
interested in your restaurant. Effective promotion strategies can also help transform new
patrons into regular customers. We will use cable TV that people can see our ads.
Use a Website:
Many customers use the Internet to find a new local restaurant. We will make website for
our restaurant that clearly lists the directions and you can also our menu on this website.
Customer can place their order through this website and our restaurant will give delivery
in given time.

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Print Media:
Print media is a powerful marketing tool so Haute Cusine would be marketed in
newspapers and magazines. People relate and react to the ads that are printed in the
newspapers so a very slick and organized campaign would be done.
Social Media:
Social media websites such as Facebook, Twitter, Instagram, etc. offer companies a way
to promote products and services in a more relaxed environment. This is direct marketing
at its best. Social networks connect with a world of potential customers that can view your
company from a different perspective. Our restaurant is trying to sell something, the social
network can see a company that is in touch with people on a more personal level. This can
help lessen the divide between the company and the buyer, which in turn presents a more
appealing and familiar image of the company.
Distribute Fliers:
Make fliers with important information about your restaurant, including the address, phone
number, type of cuisine and specials. Selectively distribute these fliers by having an
employee personally hand them out. Try to give fliers to businesses and organizations that
correspond with your type of business.
Billboards:

Placing an ad on a billboard that includes a company name and a memorable image of a

product or service stays visible 24 hours a day, every day of the week. Billboards are an
affordable marketing and advertising medium and tool for restaurant owners and managers.
We promote our restaurant through big billboard. In Rahim Yar Khan, we set our billboard
on 4 or 5 location like Total Pump Belgium Chowk, City Park and etc.

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DISTRIBUTION STRATEGY
We are using Selective Strategy because we are entering in the market with new ideas and
products or services are available only at our own point.

COMPETITORS
• Desert Palm
• Café Lamis
• Canal Country Club
• Stiller’s Restaurant
But according to our new idea or themes that we are introducing in or restaurant there is
no single competitor.

SWOT ANALYSIS

Strength:
 New Themes
 Digital Order System
 Best management.
 Healthy food for diabetes & blood pressure patients.
 Pleasant environment.
 Hotspot facility.
 Provision of hygienic food.

Weakness:
 Our restaurant is new and not established.
 Manual mistakes.

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Opportunities:
 We can expand our restaurant in other cities.
 We will further introduce hall for events.

Threats:
 Our competitor can copy our themes in future.
 Our operating costs are set to increase soon.

PESTEL ANALYSIS
Political:
The political have great impact on the restaurants industry as the government wants to have
influence over the business. Government announces various regulations from time to time
taking care of the health of the people. Because they need to check the standard of
cleanliness in the restaurants. The government wants to check the quality of the food and
ingredients, which are used in the preparation of food. Most of the restaurants do not take
care of their kitchen, where they cook food and wash the dishes. The food preservation is
also important by keeping place clean and tidy.
Economic:
The government fiscal policies can affect the business of this industry. Because, if they
impose taxes on the consumer items, then restaurants will have to enhance the rate of the
food items. The change in the inflation rates can also affect the business as the prices of
ingredients can be increase and then restaurants will have to increase the rate of their food
item which can minimize the margin of profit.

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Social:
In this factor, people are now becoming educated and they are now health conscious about
the food products. They look for quality food and the population growth rate is the major
factor of this business as with the increase in population, the number of restaurants is also
increased. People are becoming aware of the food products and they also check the food
products, which are used to prepare the food. Haute Cusine will offer healthy food to the
people because they care about their customer health. So, we will offer healthy and good
quality food items.
Technology:
Some popular restaurants use the television and IT technology for their publicity. Our
restaurants develop website and give detail of every food that we offer and also mention
our specialty. When people will visit our restaurant, they will see TAB on the dining table
on which they give order (what they want to eat). The customers can give online order to
food chain or make a call or simply send a SMS and the restaurant staff will provide the
ordered products to your home in short time.
Environmental:
There are external factors, which are implied on the consumers of the food companies and
they have to refer to the environmental issues. The governments have made various rules
and regulations to keep food healthy and nutritious for the health of the people. They have
to check the rising rates for environment programs and adopt the sustainable strategies to
grow the business. The climate change is also big issue for the restaurant industry. The
environmental issues are now growing severe and it is great concern for the atmosphere.
Businessmen should aware of these environmental threats and try to avoid then by
following government policies regarding protection of the environment.
Legal:
There are some government agencies, which are working for the regular supply and quality
of the food products. They have implemented some specific rules and regulations to the
control the supply and provision of food products in the market. The restaurants have to
face the regulation not only about food but also wages and welfare of their employees.
They have to follow all these rules so that they can create the lawful atmosphere in the
specific area. They have to keep the quality of their food high, which can be healthful for
the people and take care of the welfare of their employees.

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BCG MATRIX

We entering in the new market with new ideas that’s why we are now at question mark
stage that we can generate high market growth with low market share. They are consuming
a lot of cash but are bringing little in return. However, since these restaurant business is
growing rapidly, they do have the potential to turn into stars. Companies are advised to
invest in question marks if the product has potential for growth. But after sometime, we
can go to star stage because we give good quality and healthy food to our customer at
suitable price that can generate us more profit.

PRODUCT LIFE CYCLE

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Introduction:
The Introduction stage of the product life cycle is where a new product is launched into a
market. In this stage, company research, develop, and then we launch the new product in
the market. This stage of the cycle could be the most expensive for a company launching a
new product. The size of the market for the product is small, which means sales are low,
although they will be increasing. We are at introduction stage because we launching our
restaurant in new market with different idea. We know that in this stage sales are low but
we can increase our sale and can generate more profit if we give good quality food.
Growth:
In the growth stage of the product life cycle, the market has accepted the product and sales
begin to increase. In this stage, the firms can seek to build brand preference and increase
market share. Product quality is maintained and additional features and support service
may be added. This makes it possible for businesses to invest more money in the
promotional activity to maximize the potential of this growth stage. We can enter in this
stage after sometime if we our sale increase and we can generate more profit. If we maintain
our quality of food and give best service to customer, then this stage is very good for us.
This is best stage for any business. So, we want hold this stage to generate more profit in
future.

Maturity:
In maturity stage, the product is established and the aim for the manufacturer is now to
maintain the market share they have built up. This is probably the most competitive time
for most products and businesses need to invest wisely in any marketing they undertake.
They also need to consider any product modifications or improvements to the production
process which might give them a competitive advantage. In future, if we enter in this stage
we will invest more money or introduce new product or new idea to take our business in
the growth stage. We have to keep an eye on our competitors or if there are any new player
are entering in the market.
Decline:
The last of the product life cycle stages is the Decline stage, which as you might expect is
often the beginning of the end for a product. When you look at the classic product life cycle
curve, the Decline stage is very clearly demonstrated by the fall in both sales and profits.
Despite the obvious challenges of this decline, there may still be opportunities for
manufacturers to continue making a profit from their product. Ultimately, for a lot of

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manufacturers it could get to a point where they are no longer making a profit from their
product. As there may be no way to reverse this decline, the only option many business
will have to withdraw their product before it starts to lose them money.

CONCLUSION

Our main vision is to create an image in the minds of the people and introduce them
different themes so that they can also enjoy the beauty of nature. We also offer digital order
system instead of waiting for waiters. We will use an attractive marketing policy and
promotion campaigns to place the restaurant into a unique category and increase its
awareness among the population. Our restaurant will give fresh and diet menu to cater to
the health-conscious customers and most importantly, we are very concerned about
hygiene and healthy food for diabetes & blood pressure patients. These are mainly the core
strengths. We will give incentives to our worker, so they can work hard and provide good
customer service.
Our competitors are Desert Palm Hotel, Canal Country Club, Cafe Lamis but if we talk
about the themes we are giving then no one can compete Haute Cusine.
We hereby invite you to come and experience Haute Cusine. It would be our pleasure to
make a presentation to you.

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Menu Card:
DIGITAL ORDER TAB: