Description of the Idea

we all know today that coffee joints like Indulge, Dunkin Donuts , Caf coffee day , Espresso and Alao coffee shop, are some of the most popular hangouts which are very famous among youngsters. Coffee is one of the favorite beverages and has become more appealing because of its variety. Coffee cafes are so much prevailing in the market today because everyone wants to be energetic enough to do their daily routine job thats why their focus is moving away from their body fitness and health. Our idea is to promote Sunkist Packaged Products which would include several categories, including Fruit Juice and Fruit Juice Drinks, Carbonated Beverages, Fruit Snacks, Beverage Concentrates, Vitamins, Frozen Fruit Confections, Chilled Fruit Jellies and Powdered Fruit Drinks in our fun based entertainment caf that is Howzatt because the city has never witnessed a cultural change where we would be going from coffee to juices. Howzatt will strive to be the premier cricket theme base cafe in the whole region. Our goal is to be a step ahead of the competition. We want our customers to have more fun during their leisure time. People should be very much conscious about their health and mostly people like the fresh juices and drinks rather than hot coffee and tea because sometime every hour, somewhere in the world, someone is enjoying a Sunkist branded product. Howzatt would boast a menu packed with mouth watering appetizers, a selection of sandwiches, wraps, pastas, burgers and divine desserts. A sizeable range of teas, smoothies, hot & cold beverages and an array of Sunkist products. The aroma of full bodied juices and the taste of wholesome quality food served up in a chic and stylish space makes it an irresistible hangout. Regular visitors have their Loyalty Cards stamped with each juice served so that the sixth cup would be on the house! There is also the Howzatt privileges membership the card that earns you rewards each time you visit. Although reservations are not entertained, the management prefers that parties larger than eight guests call ahead to inform the outlet management so that no one leaves disappointed. There is no doubt that Howzatt is the preferred choice for people of all ages, making it the best in the town.

MISSION STATEMENT

A passion to serve cricket followers through change Tom Peters, the Management Guru states: Any business that does not change will be dead in five years. Businesses dont change for the sake of change, businesses generally change because the consumer either asks or forces them to change. It is not the industry that is forcing change it is consumers.

CORE VALUES AND PHILOSOPHY

Customer satisfaction by providing admirable entertainment with exceptional service and good environment. Be topical, not typical. Constantly involve the team in the ideas loop. More emphasis placed on the caliber and training of frontline people We take great pride to celebrate the passion of cricket. We seek continuous improvement in all that we do. Build trust relationship with customers by promoting care and expertise. We emphasize on innovative, entrepreneurial approach to business. To give separate environment to cricket followers where they can interact with the people of same interest. To serve for society well being.

AIMS
The creation of a unique, innovative, entertaining, atmosphere that will differentiate us from the competition. Provide excellent customer service with a proactive energetic staff. The establishment of platform as a community hub for socialization and entertainment. Encourage the most important value in Cricket sports man spirit

OBJECTIVES
To make Inspirational Grounds for an entertainment environment that would promote cricket lovers in a welcoming atmosphere and for people who follow cricket zealously. The formation of an environment that will bring people closer together.

Consistently aims to provide modish environment with excellent specialty items like beverages, snacks, fast food, cricket magazines, players autobiographies, live and historical moments of the cricket world on big screen.

SWOT ANALYSIS
Howzatt restaurant is well positioned to leverage its strengths and address reasonable threats, weaknesses, and opportunities. The table below highlights these Strengths, Weaknesses, Opportunities, and Threats.

Strengths
Its the first restaurant in the history for cricket lovers. Menu reflects fresh and healthy food. Providing Non-traditional environment. Staff training is structured and designed to assure rapid start-up and success. Live matches on a big 10 feet screen. Cricket library which includes books and DVDs. Prime location. Charity and social responsibility.

Weaknesses
Novice Financials

Opportunities
High growth industry. Improve Customer Service Model. Unique deals & Packages offerings.

Develop more partnerships with sports brands and cricket stars to promote cobranding opportunities.

Threats
Continuous load shedding Shortage of sugar, flour etc. Food contamination. Competition. Economic downturn. Government policies. Ongoing security situation

Operations
Facilities and offices
Howzatt will comprise a space of 250 Square yards space. It will also include well designed interior and seating arrangements and a office that would deal with the management and authority.

Hours of Operation
Hours of operations are from 11:00 am till mid-night.

Employee Training & Education

Employees will be trained not only in their specific operational duties but in the philosophy and applications of our concept.

Systems & Controls

A big emphasis is being placed on extensive research into the quality and integrity of our products. They will constantly be tested for our own high standards of freshness and purity. Food costs and inventory control will be handled by our computer system and checked daily by management.

Food Production

Most food will be prepared on the premises. The kitchen will be designed for high standards of sanitary efficiency and cleaned daily.

Social responsibility
Howzatt management feels that as young entrepreneurs it is our duty to work for the social betterment so therefore we have taken following steps We will donate 2% of our Income to charity organizations for the betterment of society. Howzatt advertisement will be based on social messages. Howzatt management will make sure that there is no pollution or garbage around restaurant. Charity cricket matches will be organized to help organizations those are working for social betterment.

Long-Term Development & Exit Plan

Goals
Howzatt is an innovative concept that targets a huge market. We assume that the market will respond and grow quickly within the next 2 to 3 years. Our goals are to create a reputation of quality, consistency, fun, and security (safety of food) that will make us the leader of a new style.

Strategies
Our marketing efforts will be concentrated on brand positioning. As the market changes, new products may be added to maintain sales.

Milestones

After the restaurant opens, we will keep a close eye on sales and profit. If we are on target at the end of year 1, we will look to expand to a second unit.

Risk Evaluation
With any new venture, there is risk involved. We expect some copycat competition.

Exit Plan
We will open a traditional BBQ restaurant.

PEST Analysis
Political or legal forces
Taxation Law
If government imposes heavy taxes on the industry then it badly effects the industry growth. The taxes impose is from government side and it varies from industry to industry.

Labor Laws
Labor is being privileged here having all the laws. Howzatt also follow these laws like government announce minimum salaries of an employ Rs 6000.

Laws on hiring & promotions

Hiring & promotion is followed by law. People with better capabilities are privileged because they deserve it, for the betterment of the organization. As well as a well educated & skilled experienced person is a precious asset for the company suit should be hired on better term & conditions and be promoted on the basis of it capabilities.

Environmental protection Laws

They do concern for environment and contribute more and more for the betterment of environment.

Foreign trade Regulations

Foreign trade regulation does not affect the overall policy and the working of the howzatt because they operate locally not internationally

Political instability
The government stability also plays a great role for any industry. In Pakistan government face lot of difficulty from the side of terrorism and also its activity that badly effect environment of the country which is totally very upset. Recently in Punjab instability of government creates lot of problem for the industry like shortage of electricity that badly affects the industry operational process. Howzatt have not much affect this condition but in future it may be face some difficulty for operating.

Economic forces
Inflation Rate
Now in Pakistan inflation rate is almost 22.3%.

Economic growth rate

Economy growth rate accelerate is 7+

Social factor
Health consciousness
Today people are more health conscious so howzatt identifying this need of the people.

Demographic trend
In Pakistan the population growth rate is 1.828% in 2008 and total population is 167,762,040 (July 2008 EST.)

Age structure
0-14 years: 15-64 years: 65 years and over 40% (male 33,293,428; female 31,434,314) 56.9% (male 48,214,298; female 46,062,933) 4.1% (male 3,256,065; female 3,542,522)

Key Indicators
Population: Growth rate: Birth rate: Death rate: 164,741,942 (July 2007 EST.) 1.828% (2007 EST.) 27.74 births/1,000 population (2007 EST.) 8 deaths/1,000 population (2007 EST.)

Environmental concerns
About the environmental concerns, howzatt also play it role in this field.

Work life quality

Quality of work life is very safer & environment friendly.

Lifestyle changes
They consider quality life changes and take advantages of accordingly so that customer can convinced as well as it plays a vital role to attain & retain the customer.

Consumer adopts the trend of changing environment because of modern facility as well as globalization they are aware about each and every thing happening all around them.

Technological forces
New Products
Howzatt also focusing concentric and conglomerate diversification because in present era it is not possible for any organization to exist in market for long run by providing just one product. So howzatt are diversifying according to changing demand of customers and trends.

Product innovation
Product innovation is becoming more necessary for the organization because of globalization people are becoming aware about the changes being taken place around them so in order tactical the situation howzatt is focusing on product innovation by introducing new flavor of juices with the passage of time.

Productivity improvement through automation

Automation doesnt matter a lot but to some extent it contributes towards productivity and improvement. Howzatt also increase productivity through automation.

Total spending on R&D

Howzatt also give different flavor to their customer for this purpose it all ways doing R&D and take innovation in their fresh juices according to customer need.

New communication technology

All the modern as well as traditional ways of communication are being adopted by howzatt including through cable, Newspaper and Billboard for better communication among to their customers.

Competition
Porter five forces model
Michael Potter's five forces framework can be used to determine whether the industry is attractive enough to sustain a small or medium size enterprise. The five forces of Entry, Rivalry, Substitutes, Buyers and Suppliers jointly determine the intensity of competition and profit potential for a small and medium size firm in a given industry or market sector. In analyzing each market force, the question is whether it is sufficiently strong to reduce or eliminate industry profits. The focus at this stage is at the industry level because industry dynamics and profits of necessity dictate profits of other firms that enter the industry. Also, in carrying out a five forces analysis we want to be able to answer this question: If the competitive forces in the industry are strong, is there some strategy that firms might employ to defend it, or influence the forces in their own favors?

Threat of new entry

At this particular time howzatt do not has any sort of new entrant threat. Economies of Scale Product Differentiation Capital Requirements Switching Costs Cost Disadvantages Independent of Scale Government Policy

If all these things present in the market then no Entrepreneur want to enter in that market because they know there is no any opportunity for it.

Bargaining power of supplier

The company needs raw material, labors, component and other supplies. These requirement leads to buyers-suppliers relationships between industry and the suppliers. Suppliers, if powerful can exert an influence on the producing industry, such as selling raw materials at high price to capture some of the industry profits. Suppliers have great bargaining power if the company cannot produce its raw materials or other ingredients. Suppliers have weak bargaining

powers, if in the market many suppliers and demand of raw material is low. Howzatt purchase it raw material direct from market rather than buy from supplier. So howzatt do not faces the bargaining power of supplier because they buy direct on low price rather than supplier high price. So howzatt management reduces the bargaining power of supplier in this way to buy direct from market.

Buyer Power
Bargaining power of customer is one of the important forces in the porter five forces. If there are good competitor then the buyer power also increase because they see both competitor and it switching cost is low.

Threats of substitutes
Substitute products refer to products in other industries. To the economist, a threat of substitutes exists when a product demand is affected by the price change of a substitute product. A products price elasticity is effected by substitute product as more substitute become available, demand becomes more elastic since customer have more alternative . A close substitute products constrains the ability of firms in an industry to raise prices. While the treat of substitutes typically impact an industry through price competition. If substitution is easy and substitution is viable, then this weakens your power. The substitute product has a strong affect if the following things are occurred Sales of substitutes are growing rapidly Producers of substitutes plan to add new capacity Profits of producers of substitutes are up There is no substitute in market right now.

Competitive Rivalry

The big factor determining the strength of rivalry is how actively and aggressively are rivals employing the various weapons of competition in jockeying for a stronger market position and seeking bigger sales.

Analyze Target Market behavior

There are two stimuli that insist the consumer to purchase the product that is 1) Consumer internal stimuli 2) Consumer external stimuli

Customer external stimuli

These things include in the external stimuli that influence to buy any service or product.

Family Reference group

Sometimes if there is group of same age people like young generation friends group then any of one or more than two people can insist to drink juices. In external stimuli family also play a major role.

Customer internal stimuli

A person also insist itself to drink juices due to its internal desire to drink the juice. This is the internal stimuli in which person itself to insist to drink juice.

Media play great role

Media also play very imported role in buying process because they give full information about brand. Media also create demand of brand trough use different method. So media have a great role to create awareness in the mind of customer and produce demand to buy that product. It also insists to buy the product.

Factors stimuli to purchase

There are the following factors that insist the person to buy the juices. These are

 Taste & Flavor Fit for body

Thirst
Most persons drink the juices due to taste and different fruity flavors. So many people like to drink juices for taste, for purpose of fit to body and fulfill their thirst. They also prefer to drinking fresh juices that prepare at the point of purchase and give maximum benefit like today people are more health conscious and want maintain their body health for a long a time.

Evaluate the alternative product Who take final decision?

Usually when family go out for drinking fresh juices the main member made the final decision of buy juices. But a single person also can take that decision according to his or her desire. They also implement the purchase transaction. In a family if the main family member implement the purchase transaction and whole family drinks the juices.

Marketing Plan
Marketing Objectives Maximum profit margin
The big price objective howzatt that they provided high quality product and satisfied the customer with its product then howzatt taken premium price to their customer other than our competitors.

Quality leadership

The main objective of howzatt that its responsibility to provided best quality which they promised to their customers. Howzatt successfully fulfills their promised. Howzatt main objective to provide quality products that satisfied the customer need and their requirement so howzatt deliver the quality services.

Long relationships with customer

Howzatt provided superior value to their customer who they promised throwing advertising. So the customers are loyal to howzatt brand and build long term relationships.

Communication objective
Howzatt use different sources to attract their target customer. The objectives of howzatt produce awareness in our customer about new products and also produce awareness to new customer about Sunkist juices.

Segmentation
Market segmentation divides the market into distinct groups of homogeneous consumer who have the similar need and consumer behavior and who require the similar market mixes. We are going to segment the howzatt on bases

Age structure
0-14 years: 15-64 years: 65 years and over

40% (male 33,293,428; female 31,434,314) 56.9% (male 48,214,298; female 46,062,933) 4.1% (male 3,256,065; female 3,542,522)

Youth Local population Colleges and Universities Curious And Open-Minded

Positioning
Positing strategy is at the heart of marketing strategy. It is the act of designing the company offer and image so that it occupies a distinct and valued place in the target customer mind. Howzatt want to

create an image in the mind of customer that Howzatt will strive to be the premier cricket theme

base cafe in the whole region. Our goal is to be a step ahead of the competition. We want our customers to have more fun during their leisure time. People should be very much conscious about their health and mostly people like the fresh juices and drinks rather than hot coffee and tea because sometime every hour, somewhere in the world, someone is enjoying a Sunkist branded product.
Point of difference Cricket library. Live matches on large LCD screen. Product identity, quality, and novelty High employee motivation and good sales attitude Innovative and insistent service options. Sunkist juices

This is the point of differentiate that howzatt always provide good and pure juices which is fit for human body

Brand element
Name
Howzatt is to promote Sunkist Packaged Products which would include several categories, including Fruit Juice and Fruit Juice Drinks, Carbonated Beverages, Fruit Snacks, Beverage Concentrates, Vitamins, Frozen Fruit Confections, Chilled Fruit Jellies and Powdered Fruit Drinks in our fun based entertainment caf that is Howzatt because the city has never witnessed a cultural change where we would be going from coffee to juices.

Slogan & logo

Slogan is the short phrase that communicates descriptive or persuasive information about the brand.

Its more Than Just a Game

Howzatt logo

Marketing mix
Product Place Promotion Price People Physical Environment

1. Product
Design

Quality

Customer satisfaction through offering high quality food with exceptional service and good environment. Branding

Howzatt is based on the theme of cricket.

Develop more partnerships with sports brands and cricket stars to promote branding opportunities. Technology

Big 10 feet screen in the restaurant and cricket library database.

2. Price
Affordable prices for the target market. Howzatt will also provide memberships to the interested customers with reasonable fee.

3. Place
Convenience Excellent environment and easy to access for target market. Howzatt is located in the prime location of Gulshan which is easily accessible and easy to reach. We will hire a place to start this restaurant.

Value

4. Promotion
Special offers Deals, events, packages, membership, free coupons, gifts, membership and sponsorships.

We take great pride to celebrate the passion of cricket. Encourage the most important value in Cricket sports man spirit

Advertising

Magazines, newspaper, promotional banners, flyers and the internet.

own high standards of freshness and purity. Food costs and inventory control will be handled by our computer system and checked daily by the management.

5. People
Employees Energetic and young employees wearing the cricket formal dress. Culture

7. Physical environment
Smart Restaurant interior and decoration will be done on the theme of cricket. Facilities

To promote and celebrate the passion of cricket. Customer service

A Big 10 feet LCD screen with a cricket library with excellent environment. Comfort

Well organized customer service.

6. Process
A big emphasis is being placed on extensive research into the quality and integrity of our products. They will constantly be tested for our

Good seating arrangement with a secure environment for the youth.