Riphah International University

9 | PageDes Pardes

Table of ContentsTABLE OF TABLES21. EXECUTIVE SUMMARY:32. Introduction to DES PARDES:42.1 Vision52.2 Mission53. prODUCTS53.1 The Body Shop:53.2 Consumer Products:63.3 Luxury Products:73.4 Professional Products:93.5 Active Cosmetics:114. sITUATION ANALYSIS124.1 SWOT Analysis of Des Pardes124.1.1Strengths134.1.2 Weaknesses134.1.3 Opportunities134.1.4 Threats134.2 PESTEL Analysis of Des Pardes144.2.1 Political Factors144.2.2 Economical Factors144.2.3 Social Factors144.2.4 Technological Factors144.2.5 Environmental Factors144.2.6 Legal Factors144.3 Competitor Analysis of Des Pardes155. MARKET SEGMENTATION OF DES PARDES:155.1 Geographical Segmentation:155.2 Demographical Segmentation:155.3 Psychographic Segmentation:165.4 Behavioral Segmentation:166. TARGET MARKET:167. POSITIONING:168. MARKETING OBJECTIVES:179. MARKETING STRATEGIES:1710. MARKETING MIX:1710.1 Product1710.2 Pricing1710.3 Place/Distribution1710.4 Promotions1811. PROMOTION STRATEGY:1811.1 Promotion Technique:2112. BUDGET FOR MARKETING CAMPAIGN:21

TABLE OF TABLES Table 1: SWOT Analysis of Des Pardes13Table 2: PESTEL Analysis of Des Pardes14Table 3: Competitive Analysis of Des Pardes15Table 4: Segmentation of Des Pardes16

1. EXECUTIVE SUMMARY:

The marketing plan is all about Des Pardes the cosmetics brand. Brief introduction of Des Pardes has been given in this report after that SWOT, PESTEL and competitive analysis also included to highlight the current position of the brand in the Pakistani market. The target customers are teenagers, students and housewives. It is true that beautiful and well-groomed women are more attractive than successful women in the work place therefore women need to take care of them more than before. Marital status also fundamental in order to using the products after marriage some women giving up make-up so these groups need to be encouraged to do make-up again. We use PULL Strategy and Promotional Strategy to enhance the sales of each product of Des Pardes. 4 Ps of marketing mix includes the product, promotions, placement and price details of the Des Pardes. Miss Des Pardes Beauty contest marketing campaign will be running out in order to relaunch the Des Pardes brand in Islamabad city. Venue will be International Islamic university female campus. The marketing cost of this project is approximately Rs.12000.

2. Introduction to DES PARDES:

Des Pardes offers a unique blend of Mughlai Cuisine with fine dining services; this is being done first time in Pakistan. Des Pardes invite all who like to explore good but different food experience in historic background. When the first Des Pardes opened in Islamabad two years back, all the food preparation where ceremoniously undertaken and mixed as were the original recipes from centuries ago.Today Des Pardes continue to keep this tradition sacred to maintain the essential spirit and methodology which goes into preparation of food and that is what has made Des Pardes the most sought after Mughlai and Namak Mandi dining experience in Islamabad.2.1 Branches of Des Pardes2.1.1Said Pur VillageIt is located in the base of Margalla hills in Mughal-era village & to theeast of Daman-e-koh in Islamabad. The village has the foot prints of various civilization, including Greek Buddhist, Mughal & the colonial period.Customers can enjoy the view of Margalla hills & Daman-e-Koh.They can also visit gurdawara in the back of Des Pardes Said Pur Branch.2.1.2 E-11/3 BranchIt is located in E-11/3 Markaz Islamabad. Des Pardes E-11/3 offers a unique blend of Continental, Chinese, Namak Mandi & Mughlai Cuisine with fine dining services.2.1.3 Saddar BranchDes Pardes Rawalpindi Branch, 32-A Haider Road Saddar Rawalpindi, gives fine dining service with excellent food. Des Pardes seats 122 people inside and 24 people on the outside patio.

2.2 Product/ Services Des Pardes deals in Hi-Tea, Lunch, Dinner, Get Together, Takeaway, Home & Delivery, Birthday Parties, and Bakery Items, Theme Wedding, Corporate Events, All Food Arrangements & Outdoor Catering.

3. Environmental ANALYSIS3.1 SWOT Analysis of Des PardesSWOT analysis is a basic, straightforward model that provides direction and serves as a basis for the development of marketing plans. It accomplishes this by assessing an organizations strengths (what an organization can do) and weaknesses (what an organization cannot do) in addition to opportunities (potential favorable conditions for an organization) and threats (potential unfavorable conditions for an organization). SWOT Analysis:3.1.1Strengths Number of branches Premium location Restaurant cleanliness Fresh ingredients Offer catering services and dine-in Highly qualified manager and chef Stainless Steel Kitchen Graceful dine-in environment Wide variety of customers, such as corporate, families and couples.

3.1.2 Weaknesses Open concept kitchen is not visible Live entertainment Staff turnover Inventory depletion Limited restaurant space.

3.1.3 Opportunities Advertising Increasing population Increasing incomes rates Use of social media Increase interest in organic food Customer database Continue to grow business in other major cities of Pakistan. POS systems3.1.4 Threats Rising fuel costs Competition Not implementing green initiatives Economic downturn. Law suits Rate of savings rising High number of restaurants surrounding

Table 1: SWOT Analysis of Des Pardes

3.2 PEST Analysis of Des Pardes3.2.1 Political Factors Prohibition of Smoking and Protection of Non-Smokers Health Ordinance of 2002 CDA Uncertain political situation Instability of Government in underdeveloped markets Taxation policy. Government policies3.2.2 Economical Factors Economic crisis, Energy and fuel crises Competitors pricing Rising fuel costs Rising food prices Inflation

3.2.3 Social Factors Social networking The green movement Dietary needs Multi-cultural Increasing Health Awareness. Increasing change of eating habits towards healthier food. Increasing Working women (Nobody cooking at home) Increasing Media attention and incentives towards "healthy living" from governments and organization3.2.4 Technological Factors Restaurant security systems scheduling systems CRM software, wireless ordering devices and handheld devices

Table 2: PEST Analysis of Des Pardes

4. COMPETITOR ANALYSIS OF DES PARDES:

The Primary competition for Des Pardes in the casual fine dining restaurant industry is La Montana, Usmania Restaurant and Blue Lagoon. These are considered to be Des Pardess direct competitors because they offer high quality of food, acceptable service, and a comfortable atmosphere. 4.1 La MontanaLa Montana is offering grand natural visit of Margalla Hills and Panoramic View of Capital City. It is Just 10 Km drive way from heart of Islamabad, Very Adventurous and lovely track up to Pir Sohawa. La Montana is an upscale, casual dining restaurant with an atmosphere that makes you feel welcome and relaxed. With an elegant dining room and an upbeat lounge to make guests have the best dining experience possible. La Montanas focuses on excellent food quality and services. The companys dynamic offering appeals to many audiences including families, students, couples and business professionals. It has open balconies, halls for all activities and large parking area. La Montana now offering party events, meetings and wedding arrangements. La Montana has many similarities to Des Pardes such as food items, promotional offers, and catering services. La Montana can be considered one of Des Pardes main direct competitors.4.2 Usmania RestaurantUsmania Restaurant is a restaurant with award winning cuisine and professional courteous service in a warm, comfortable atmosphere. Usmania Restaurant is a fine dining Chinese and traditional restaurant offering fresh ingredient, and a large variety of food and appetizers. Usmania Restaurant offers catering, take-out, private events, special events, and offers a casual restaurant experience4.3 Blue Lagoon RestaurantBlue Lagoon Restaurant is a restaurant which operates under the army mess. Blue Lagoon Restaurant is a traditional restaurant offering a large variety of food and appetizers. Blue Lagoon Restaurant offers catering, take-out, private events and special events experiences.

4.4 Perceptional Map4.4.1 Perceptional map between Food Quality and Services Quality

Food QualityDes Pardes

La Montana Blue Lagoon Services Quality Services QualityUsmania Restaurant

Food Quality

Des Pardes is considered as high in food quality as well as services Quality as compared to its competitors such as Blue Lagoon, La Montana and Usmania Restaurant. Des pardes has to maintain its position among its competitors.

Perceptional Map between Efficiency and Price

Efficiency

Usmania RestaurantBlue Lagoon

Des Pardes Price Price

La Montana

Efficiency

Des Pardes is considered as high in food quality as well as services Quality as compared to its competitors such as Blue Lagoon, La Montana and Usmania Restaurant. Des pardes has to maintain its position among its competitors.

Perceptional Map between Location and Cleanliness

Location

Des Pardes La MontanaBlue Lagoon

Usmania Restaurant Cleanliness Cleanliness

Location

4.2 Competitor Array of Des Pardes

Competitor ArrayRestaurants in Islamabad and Rawalpindi

Key Success FactorWeightedDes PardesBlue LagoonUsmania RestaurantLa Montana

Service Quality.281.651.061.281.6

Food Quality.392.761.851.561.8

Efficiency.160.650.550.540.4

Price.150.570.770.740.4

Location.160.680.850.590.9

Cleanliness.291.820.451.071.4

Total1.07.85.25.46.4

Table 23: Competitive Analysis of Des Pardes

Perceptional map:

10. MARKETING MIX:10.1 Product/ service Quality strategies Des Pardes always provides fresh ingredients and in house specialties. Strong relationship building with customers is encouraged, making customers feel welcomed in a classy social environment. They provide customers with a friendly welcome and prompt service. The staff provides friendly service by greeting consumers at the entrance and showing them to their seat. Healthy options are offered throughout the menu in a variety of soups, salads, sandwiches and drinks. They offer a variety of Italian food choices from salads, soups, pizzas, pasta, seafood, and deserts The menu options are continuously being modified. 10.2 Pricing Strategies Des Pardes is priced competitively with fine dining restaurants because of the high value of food it offers in the Islamabad and Rawalpindi Area.

Prices may vary by location and are subject to change.

Des Pardes offers a 10% discount for all items on privileges cards. Des Pardes offers a Hi Tea menu special with a variety of choices to choose from for Rs 599 + tax.. 10.3 Place/Distribution strategies Des Pardes distribution channels include dine-in and take-out and catering.

Hours of operation vary depending on location.

Hours of operation include Monday 11:30am to 9pm and Tuesday to Friday 11:30am to 10pm, Saturday 4pm to 10pm and Sunday closed.10.4 Promotion Strategiesa) Advertising Des Pardes advertises in the Bill Boards that is distributed to Islamabad and Rawalpindi areas. Most promotion is done through word of mouth. Des Pardes also provides Privilege Card that offers10% Discount on all branches of Des Pardes. Des Pardes advertises in the local newspaper The News and "DAWN" . Des Pardes website provides customers with the menu, pictures of the restaurant and upcoming special events.

advertises through social media such as Facebook

b) Sales Promotion Des Pardes offers a Hi Tea menu added new delicious dishes in Hi Tea for Winter Season. Offer 10% Discount on Privilege card in all branches of Des Pardes. They offer 10% off for takeout customers due to the reduction in service required

d) Selling Des Pardes offers in house dining experience, take-out, catering, private functions, family gatherings and run special events. One of Des Pardess selling strategies is to have experienced staff know the food and liquor menu very well. The staff provides information about specials and provides recommendations.

provides easy online reservations

5. MARKET SEGMENTATION OF DES PARDES:Segmentation VariablesData

5.1 Geographical Segmentation:

World RegionAsia

CountryPakistan

CitiesIslamabad and Rawalpindi

DensityUrban

ClimateHot and Dry

5.2 Demographical Segmentation:

Age18-50+

GenderFemale, Male

Family size1-2, 3-4, 5 +

Family life CycleMarried, Unmarried

IncomeRs. 10,000 +

Occupation From middle class to upper class

EducationColleges, Universities

ReligionMajor religion of Islam, Christianity and Hinduism

RaceAsian

NationalityPakistani and Foreigners

5.3 Psychographic Segmentation:

PersonalityAmbitious and compulsive

Social ClassMiddle class, upper class

LifestyleBelievers, Achievers, Experiences markers

5.4 Behavioral Segmentation:

OccasionsParties, Birthdays, Regular Dine In, Special Occasions

BenefitsQuality

User StatusMedium user and Regular user

Attitude towards productPositive

Loyalty Status Medium, Strong

Readiness Stage Aware, Interested

Table 4: Segmentation of Des Pardes

6. TARGET MARKET:

Des Pardes has a broad appeal that attracts individuals who are looking for a casual fine dining experience. Des Pardes main target market is Business Class, with customers ranging in age from 25-60. Evenings and weekends are targeted towards couples between 25-35, and families with an average middle income.

7. POSITIONING:

Des Pardes positions itself as a casual fine dining restaurant offering fresh made, in house meals with excellent service in a relaxed environment.

Des Pardes also offers catering for mostly corporate business and special traditional events. Positioning statement is Classy yet social allowing you to relax and enjoy your company and food in a comfortable environment. "If you missed this place, you have not seen anything in Pakistan

Recommendation1. The website needs to be re-launched as it is currently out of operation.

By re-launching the website, Des Pardes Grill will be addressing one of the major areas of concern for the business. With the new site Des Pardes Grill will be more likely to hit it sales goals and reach target markets. It will also allow more ways for customers to interact with Des Pardes Grill, improving its services, distribution and brand image.

2. Expand the catering business as this is an under-served market for Des Pardes Grill

By expanding the catering services the business offers, Des Pardes Grill will be more likely to achieve its sales projections for 2012. Through catering at community events Des Pardes Grill will improve its public image, creating goodwill, attracting new customers to the restaurant and building upon customer relationships

3. Use social media effectively to create brand awareness and stay connected with customers.

Using multiple social media sites, will give Des Pardes Grill opportunities to become more recognized as a brand. This will also allow them to connect better with clientele, creating stronger customer relationship and brand loyalty to Des Pardes Grill.

4) Continue and expand local advertising in Streetsville by use of newspapers and flyers.

By advertising in the Toronto Star through use of flyer inserts, Des Pardes grill will increase its overall local adverting, potentially drawing in more customers. This will help to reach new proposed target markets and assist in the expansion of services to customers, particularly the catering business.

6. Start using incentives to keep and attract new customers.

Incentives will help attract new proposed target customers to the establishment, through offers that may be appealing to them. These incentives will also help drive sales, as they are designed to promote spending during off peak hours or slower seasons.

Des Pardes Grill should start to implement a loyalty program

Implementing a loyalty program, will give customers the opportunity to be rewarded for their patronage to Des Pardes Grill. By giving customers rewards for their continued support of the business, Des Pardes Grill will grow the relationships it currently has with them.

New customers may also be attracted to the loyalty program rewards, driving them to the restaurant to participate in the program. Des Pardes Grill will also be able to send out emails to loyalty program members, on specific dates such as; birthdays, anniversaries or around the holidays. This is to show customers appreciation for their business, further building upon the brand relationships they share.

9) Bring in live entertainment to create an ambiance for the restaurant.

Live entertainment will help Des Pardes Grill grow sales, as it has the potential to attract customers especially during the summer months. By introducing live entertainment, Des Pardes Grill will be adding another service to its customers, revitalizing an interest in the restaurant. Customer experiences are tied to the ambiance of the restaurant, live entertainment will make the experience more enjoyable for the patrons. By making the occasion a more memorable one, customers are more likely to return because, they have good memories tied to the when they were at the establishment.

10) Expand the use of sponsorships in the local communities.

Sponsorships are a great way to get introduced to new target audiences, as customers are viewing the brand in a non-intrusive way, creating goodwill for the business in the mind of the consumers. By creating a good first impression with target markets, this will lay the ground work for profitable business to customer relationships. Through catering local events, Des Pardes Grill will also be introducing another service that they offer to customers.

http://tribune.com.pk/story/396072/restaurant-chain-fatburger-decides-to-taste-the-local-market/

http://esolpro.com/despardesnew/index.php/contact-us

International Islamic University