MUGHAL DARBAR 1

Table of Contents
Table of Contents........................................................................................................... 1
INTRODUCTION....................................................................................7
GROUP:........................................................................................................................... 7
IDEA:............................................................................................................................... 7
...................................................................................................................................... 8
ORGANIZATIONAL PROFILE.............................................................................................8
Name of organization..................................................................................................8
Nature of organization.................................................................................................8
Type of organization....................................................................................................8
MISSION VISION & VALUES..........................................................................................9
OUR MISSION STATMENT................................................................................................9
OUR VISION....................................................................................................................9
OUR VALUES................................................................................................................. 10
OUR SLOGAN................................................................................................................ 10
GOALS & OBJECTIVES..........................................................................11
MANAGERIAL HIERARCHY....................................................................12
General Manager: ........................................................................................................ 12
Retail Manager:............................................................................................................ 13
Marketing Manager:.....................................................................................................13
Accounts Manager:.......................................................................................................13
OPERATIONS OF THE RETAIL OUTLET:..................................................14
EXTERNAL MARKET ANANLYSIS (PEST ANALYSIS).................................16
1)DEMOGRAPHICAL FACTORS:..................................................................................16
a) Age:.......................................................................................................................... 16
b) Gender:....................................................................................................................16
c) Household Size:........................................................................................................16
d) Population:............................................................................................................... 16
2) ECONOMICAL FACTORS:........................................................................................16
 MUGHAL DARBAR 2
a) Income:....................................................................................................................17
b) Consumption Behavior:............................................................................................17
c) Payment Methods:....................................................................................................17
3) TECHNOLOGICAL FACTORS:..................................................................................17
a) Pace of Change: .......................................................................................17
b) Research & Development:........................................................................................17
c) Capital Formation:....................................................................................................18
4) POLITICAL FACTORS:.............................................................................................18
a) Government Policies:...............................................................................................18
b) Price Policies:........................................................................................................... 18
c) Political Stability:...................................................................................................... 18
5) ETHICAL/LEGAL FACTORS:.....................................................................................18
a) Business Law:...........................................................................................................19
b) Social Responsibilities & Ethics:...............................................................................19
6) SOCIAL/CULTURAL FACTORS:................................................................................19
a) Social Class:............................................................................................................. 19
b) Culture:.................................................................................................................... 19
c) Religion:...................................................................................................................19
MARKET INFORMATION SYSTEM..........................................................20
Data sources............................................................................................................. 20
Research approach....................................................................................................20
Contact methods.......................................................................................................20
CONSUMER BEHAVIOR:.......................................................................21
COMPETITORS ANALYSIS:...................................................................22
PRE-MARKETING MIX..........................................................................24
1) SEGMENTATION:-.................................................................................................. 24
Behavioral Segmentation:-..................................................................24
Occasional Segmentation:...................................................................25
b.Traditions & Customs:.....................................................................25
Benefit Segmentation:........................................................................25
Psychological Segmentation:..............................................................25
2)TARGETING:...........................................................................................................27
 MUGHAL DARBAR 3
A.Segmented Marketing:....................................................................27
B.Concentrated Marketing:.................................................................27
Targeting Strategy Use by Our Restaurants..............................................................27
Pattern of Target Market Selection...............................................................................28
PATRON OF TARGETING............................................................................................30
3)POSITIONING..........................................................................................................31
Positioning statement................................................................................................31
Positioning attributes................................................................................................ 31
4)DIFFERENTIATION:..................................................................................................32
MARKETING MIX.................................................................................33
PRODUCT:.................................................................................................................33
Concrete attributes......................................................................................................34
Abstract attributes........................................................................................................34
Tools of brand building used by Mughal Darbar...........................................................35
Mughlai Food, World Wide & Fast Food, Drinks:...........................................................35
PRODUCT LIFE CYCLE:...............................................................................................37
PLACE:.......................................................................................................................39
PRICING:.................................................................................................................... 39
Why Premium Strategy?...............................................................................................39
PROMOTIONAL MIX....................................................................................................40
Advertising ..................................................................................................................40
How Five M’s Were Used.............................................................................................40
Billboards......................................................................................................................41
TV and cable.................................................................................................................41
Banners........................................................................................................................42
Weekly and Fashion Magazines....................................................................................42
Sales Promotion And Publicity .....................................................................................42
We can conduct shows like we can hire different models they will
endorse our product...........................................................................42
Public Relationing ........................................................................................................42
 MUGHAL DARBAR 4
We can offer different deals with our different meals so that we can earn
more and more customers. We will offer discount cards to our gold and
platinum customers............................................................................42
Direct Marketing........................................................................................................... 42
Our website is having enormous information about our offerings and is
providing knowledge about our cuisines, interiors, food hygiene what
changes we do after months or a year and we inform our gold and
platinum customers by mail or by calling them. By pamphlets & through
e-mail................................................................................................42
SWOT ANALYSIS:................................................................................43
Strengths:..................................................................................................................... 43
Weaknesses:................................................................................................................43
Opportunities:............................................................................................................... 44
Threats:........................................................................................................................ 44
BCG MATRIX.......................................................................................45
FINANCIAL PLAN:................................................................................46
FINANCIAL PLAN:..........................................................................................................46
LAND:...........................................................................................................................46
PROMOTION:.................................................................................................................46
PROJECT INVESTMENT..................................................................................................47
ITEMS.......................................................................................................................... 47
COST (Rs)..................................................................................................................... 47
Construction cost all inclusive......................................................................................47
4,807,000..................................................................................................................... 47
Dining &b office Furniture............................................................................................47
942,950........................................................................................................................ 47
Equipment & Machinery...............................................................................................47
15, 67,000.................................................................................................................... 47
Advance rent................................................................................................................47
2,200,000..................................................................................................................... 47
Working Capital............................................................................................................ 47
4,036,000..................................................................................................................... 47
Total.............................................................................................................................47
 MUGHAL DARBAR 5
13,552,950................................................................................................................... 47
MONTHLY WAGES:.......................................................................................................48
DESIGNATION/ TYPE..................................................................................................... 48
NUMBER....................................................................................................................... 48
MONTHLY SALARY (Rs).................................................................................................48
Owner...........................................................................................................................48
5................................................................................................................................... 48
-....................................................................................................................................48
Kitchen Supervisor.......................................................................................................48
4................................................................................................................................... 48
12,000.......................................................................................................................... 48
Cook............................................................................................................................. 48
7................................................................................................................................... 48
24,000.......................................................................................................................... 48
Server........................................................................................................................... 48
10................................................................................................................................. 48
12,000.......................................................................................................................... 48
Menu taker...................................................................................................................48
6................................................................................................................................... 48
9,000............................................................................................................................ 48
Dishwasher................................................................................................................... 48
4................................................................................................................................... 48
10,000.......................................................................................................................... 48
Cleaner......................................................................................................................... 48
2................................................................................................................................... 48
6,000............................................................................................................................ 48
Guard...........................................................................................................................48
3................................................................................................................................... 48
8,000............................................................................................................................ 48
Boatperson...................................................................................................................48
5................................................................................................................................... 48
22,000.......................................................................................................................... 48
 MUGHAL DARBAR 6
Total.............................................................................................................................48
46................................................................................................................................. 48
103,000........................................................................................................................ 48
COST OF CAPITAL......................................................................................................... 48
PROBLEMS FACED BY THE BRAND........................................................49
SUMMARY..........................................................................................50
FUTURE PLANS ..................................................................................51
SUGGESTION & RECOMMENDATIONS ...................................................52
 MUGHAL DARBAR 7

INTRODUCTION

GROUP:
Our group is consisting of FIVE members i.e. Zeeshan Arshad, Zuhaib Hassan,
Amna Sarwar,Fiaza Gulam Nabi and Salman Pervaiz. We are all dedicated to work
and hate plagiarism and this project is totally our own work and struggle.

IDEA:
As we have given the task to start up any business in the city of Lahore which is new
in its concept and do have uniqueness and would be different from other any retail
outlet of its kind. So we are coming with the idea of opening a restaurant which is
unlike any other restaurant in Lahore as well as in Pakistan.
Our idea is open a restaurant into the Baradari inside river Ravi which would be quite
helpful in promoting our own culture through food music and art. The name of the
restaurant will be The Mughal Darbar because it will be open in the historic Baradari
inside river Ravi which is one of the symbols of the great Mughal era.
The food which we will serve is not totally Mughlai food but we are keen to
provide world wide range of food & we will also provide great service to our
valuable customers.
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ORGANIZATIONAL PROFILE

Name of organization
MUGHAL DARBAR

Nature of organization
Local

Type of organization
Profit oriented
 MUGHAL DARBAR 9
MISSION VISION & VALUES

OUR MISSION STATMENT

Every thing we do is inspired of our enduring mission:

“Our aim is to provide happiness and joy through, traditional &world

wide food, music and art at a unique and historic location. At Mughal
Darbar we are dedicated to taking the extra step at every level to be the
best we can be!”
OUR VISION
To achieve sustainable growth, we have established a vision with Clear goals:

• Being a great place to work where people are inspired to be the best they can
be.
• Being a responsible citizen that makes a difference.

• Bringing to the country a portfolio with variety of dishes that anticipate and
satisfy peoples' desires and needs.

• Nurturing a winning network of partners and building mutual loyalty

• Maximizing return to shareowners while being mindful of our overall

responsibilities
 MUGHAL DARBAR 10

OUR VALUES
We are guided by shared Values that we will live by as a company and as
individuals:

• Leadership: “The courage to shape a better future”

• Passion: “Committed in heart and mind”
• Integrity: “Be real”
• Accountability: “If it is to be, it's up sto me”
• Collaboration: “Leverage collective genius”
• Innovation: “Seek, imagine, create, delight”
• Quality: “What we do, we do well”

OUR SLOGAN
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GOALS & OBJECTIVES

• Providing every guest with healthy delicious and fresh food
products served by efficient, friendly employees in an interesting
architectural setting.
• Treating every guest as warmly in our restaurants as they would be
treated as guests in their own homes.
• Assuring an excellent overall value. Not only in terms of the quality
and quantity of food and beverage served, but quality in ambiance
and service as well.
• Remembering that dining out should be entertaining! Therefore
making interesting and historic settings and create attractive, exciting
décor.
• To ensure that all guests and staff are treated with the respect and
dignity they deserve.
• To thank each guest for the opportunity to serve them.
• By maintaining these goals and objectives we shall be assured of a
fair profit that will allow us to contribute to the community we serve.
 MUGHAL DARBAR 12

MANAGERIAL HIERARCHY

Our managerial hierarchy will consist of the following staff.

General Manager:
The GM will be responsible for the all the aspects of regarding restaurant.
Under GM there will be one retail manager, accounts manager, purchase manager
and a marketing manager as well. The responsibilities of the GM will be taken by
Salman Pervaiz
 MUGHAL DARBAR 13
Retail Manager:
The retail manager will be responsible for all the activities regarding the
customers. Under retail manager there will be one retail supervisor who will receive
the customers and both of them will manage the restaurant staff which includes
cooks, waiters, security staff etc. But the main duty of the retail manager will be to
maintain Total Quality Management in every aspect of the restaurant. The retail
manager will be Zeeshan Arshad.
Marketing Manager:
The responsibilities of the marketing manager will be to create awareness
among the potential customers. He will design such billboards and other tools which
will attract customers to our restaurant. There is one marketing assistant who is kind
of a helper for the marketing manager. But the main responsibility of the assistant
manager is that he will take care the ambience of the outlet. And the marketing
managers will be Faiza Gulam Nabi.

Accounts Manager:
The accounts manger will be hired he is not one of us. He must have the
minimum experience of 5 years in any keeping the accounts of any restaurant. He
will responsible for keeping all major transactions of the inventories. Under the
accounts manager there will be 3 assistant managers.

Purchase Manager: The responsibilities of the purchase manager include the

daily, weekly and monthly purchases of inventory. He will be helped by two workers.
He will be also hired and must have experience of minimum 5 years experience in
purchasing.
 MUGHAL DARBAR 14
OPERATIONS OF THE RETAIL
OUTLET:
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The operations we are going to perform in our restaurants
are listed below.
• As soon as any customer will park its car at the parking area situated at the
bank of the river Ravi, our alert crew of boats will receive them and take them
in the boat towards the stairs of the Baradari.

• At the same time our customers will enjoy the boating.

• As soon as they reach stairs, the retail supervisor with two waiters will receive
them and take them towards restaurant.

• While reaching restaurant the customers can choose its favorite table at the
dining area or at open air near the fountains.

• If he or she reserved its table before, then the retail supervisor take them to
their reserved table.

• At soon as they will sit a waiter will take order from them and within 15
minutes their order will deliver.

• After the lunch or dinner the customers will grant with gifts which includes
antique decoration pieces.

• The children with families will be given with free ice-cream and some toys
also.

• After that if customer wants to walk around the Baradarri, our supervisor
himself take them and show them all the arrangements.

• There is also a little zoo there which includes the peacocks which was the most
favorite bird of the Mughal Emperors.
 MUGHAL DARBAR 16
EXTERNAL MARKET ANANLYSIS
(PEST ANALYSIS)
1) DEMOGRAPHICAL FACTORS:
Following factors included in the demographical factors of the pest analysis of
Mughal Darbar Restaurant:

a) Age:
Generally there is no age limit which is focus by us. We are targeting & focusing on
each and every age of the society. But for somehow we target heavily on to the
youngster as compared to the middle & old age because of their consumption
behavior.

b) Gender:
In this case we are generally focusing on the both Males & Females of the society &
similarly target them.

c) Household Size:
Household size plays a vital role in the demographical factor of our Restaurant.
Generally we target the whole family as well as single family members. That’s why
we introduced many family packages which is suitable for the whole family.

d) Population:
Population also plays a vital role in the demographical factor of our Restaurant. In
the light of this population we can make our strategy.

2) ECONOMICAL FACTORS:
Following factors are included in the economical factors of Mughal
Darbar Restaurant:-
 MUGHAL DARBAR 17
a) Income:
Income is an important economical factor. This factor decides which class you are
going to target. In start we are targeting the low & middle class just to check the
demand of such a restaurant. After that now we are also focusing on the upper class
people to offering family packages.

b) Consumption Behavior:
We are also estimated the consumption behavior of the people, their liking and
disliking and make decision accordingly about the new menu.

c) Payment Methods:
Payment method is an important factor in the economical factor. We can check the
behavior of the people regarding the payment methods. Our payment method is cash
as well as plastic money i.e. Credit card.

3) TECHNOLOGICAL FACTORS:
Following are the factors included in the technological factor of the
Restaurant:-

a) Pace of Change:
Pace of change mean rate of change. We have a strategy to introduce new
technology for food whenever we think it is a time to introduce new
technology.

b) Research & Development:

Research & Development is also an important factor in the Technological factor. We
are always support the work of research & development. Their main evidence is that
whenever we introduce new product it require a complete market research.
 MUGHAL DARBAR 18
c) Capital Formation:
Capital formation means stock of machinery. So far this is the weak point that we
have the availability of new and fresh stock of machinery.

4) POLITICAL FACTORS:
Following are the factor involve in the political factors of our Restaurant:-

a) Government Policies:
Although the Government policies is not stickle observed in our country, but we are
obeying all the policies of the Government which is require for us to run this business
activities. We are handling this situation very tactfully and obey the policies of the
Government as prescribe by the government in order to run this kind of business.

b) Price Policies:
Price policies are also an important factor. We are designing our price policies
keeping in view the income & income distribution of the people living in the country.
That’s why all the classes are the target market of our restaurant.

c) Political Stability:
Political stability is important if we want to expand our restaurant business. But so far
in our country there is political instability which is very harmful.

5) ETHICAL/LEGAL FACTORS:
Following are the important factors which is included in the ethical/legal factor of the
Restaurant Business:-
 MUGHAL DARBAR 19
a) Business Law:
Just like the Government Policies the business units which are working in the country
also regulate the law regarding the nature of business. We are fulfilling are the
business law obligation which is require for such a business. We are not offering any
thing that is illegal.

b) Social Responsibilities & Ethics:

Social Responsibilities & Ethics are the important factor. We are trying our level best
to fulfill this factor.

6) SOCIAL/CULTURAL FACTORS:
Social/Cultural Factors includes the following things:-

a) Social Class:
As we discuss earlier that our Restaurant target all the class including the upper
class, upper middle and lower middle class etc.

b) Culture:
Our Restaurant also fulfills the culture aspect. We are not offering any thing that is
illegal in our culture.

c) Religion:
Besides fulfilling the culture aspect we are also fulfilling the religious aspect as well.
We are 100% deal in Halal food.
 MUGHAL DARBAR 20
MARKET INFORMATION SYSTEM
Data sources
While doing the research data was collected by using both, primary and secondary sources.
In secondary sources we analyzed the data already present on internet and through other
sources like competitors sales analysis etc. For gathering the primary data, a survey
questionnaire was surveyed and personal interviews were also conducted. Moreover,
different colleges and universities were visited by our teams of cooking expert to assess to
taste of the youth. It was also an activity of creating hype about the product before its
launch.

Research approach
Approach adopted for the research included questionnaire that included different open –
ended and closed-ended questions to assess the taste, demand and expectations of the people
from a new brand. Theses questions were designed in a way so that data collector can
express its views in open-ended part and then in closed-ended part of the questionnaire,
peoples response under certain possibilities were assessed. Personal interviews of people
were also conducted. Armature cooking shows were organized and sponsored in different
cooking schools and concern colleges, which not only provided the opportunity of assessing
people’s expectations but also became a source of awareness of traditional restaurant among
people, before its launch.

Contact methods
Data collect were contacted in both physical and indirect ways. Questionnaires were given
by hand and interviews were conducted physically. In cooking shows & cooking
competition behavior of people towards different type of dishes and taste were also
observed.
 MUGHAL DARBAR 21

CONSUMER BEHAVIOR:
The people of LAHORE are very much fond of food and they can even travel
to far place to taste good and traditional food. There’s also a class in Lahore who not
only want good food but also want a cool ambiance with prestigious services.

Nowadays every restaurant is almost same as they are providing the same food
like Fast & junk food, Italian, Continental, Chinese, Mexican and desi food as well.
But almost none of them are offering our traditional food and almost every second
restaurant is same so that’s why we are going to give a change in restaurant industry.

For example CUKU’S CAFÉ is also providing some kind of traditional food
and it is situated in red light area but still people are going there because from its roof
a person can have a bird’s eye view of Lahore and some traditional buildings like
BADSHAHI MOSQUE, LAHORE FORT etc. Because of their location competitive
advantage they are charging the premium prices and still people love to visit this
restaurant.

So keeping in view all these aspects we have decided to open a restaurant

which will be unique in its location, building, food, services and to sum extent price
also.
 MUGHAL DARBAR 22
COMPETITORS ANALYSIS:
Lahore is cultural, intellectual and artistic center of the nation. Its
faded elegance, busy streets and bazaars, and wide variety of
Islamic and British architecture make it a city full of atmosphere,
contrast and surprise.
The warm and receptive people of Lahore are known for their
traditional hospitality. This is a city of vivid differences, of
haunting nuances; where bustling bazaars, frenetic streets,
glorious fading elegance, British Architecture and echoing
atmosphere of city's many mosques merge together into a history
that is both dramatic and fascinating.
Lahore is country's undisputed centre of Cultural life. When
somebody is asked to define the particular charm of their city,
Lahoris are apt to shrug and respond with a laconic, 'Lahore is
Lahore'.
Being the center of cultural and literary activities it may rightly be
called the cultural capital of Pakistan.
One of the major factors and aspects to be analyzed in the business is competitor. It is
the force which can cause distortion of greatest extent in the business .in Pakistan and
in the world, there are countless examples Dentonic ruined away hussain manjan.
Now many companies are designing advertising campaigns on the positioning
strategy of competitors. The core function of business is to find out the competitive
advantage so that the product and the business can be differentiated.

Competitors can be categorized as two groups

1. Direct competitors
2 .Indirect competitors
 MUGHAL DARBAR 23
Direct Competitors
Direct competition is the guide line of the strategies. Direct competition explains the
sort of strategy with which a company should poke into the field. If direct
competition is intensive then companies go for innovation

The direct competitors for our restaurant is Cukoos, Village and Fazal-haq, Dera
because all of them are selling the continental dishes along with the environment the
specialty or attractiveness of Cukoos is the place.
Some one can view the whole Badhshahi Mosque and glimpse of Lahore fort from
here, which are the pillars for the popularity of Lahore village, is selling in the plate
of culture .The view and the environment along with food showing the rich culture of
Punjab and Lahore.
Fazal haq also positioned on cultural aspects of Punjab and its food .There are few
more but these are direct competitors who can influence the decisions of our
restaurant because of similar segments and offerings
Indirect Competitors.
Lahore is crowded with a change of restaurant in every corner of the city.
The basic and main source of enjoyment for people is hoteling .That’s why many
hotels have opened .They are positioned for hotels or restaurants for all food .They
also have offers which we are offering but the difference is the environment . So they
can not be ignored or taken as for granted. Basically, in the service sector
differentiation is of the services which we are offering and the environment in which
it is to be served.
If we go more generic then fast food restaurant are also in the domain of competition
as they are also the source of recreation and people love to spend there time over and
develop a bond of association.
 MUGHAL DARBAR 24
PRE-MARKETING MIX
Pre-Marketing includes the following things:
1) Segmentation
2) Targeting
3) Positioning
4) Differentiation

1) SEGMENTATION:-
Segmentation includes the following things:-

Behavioral Segmentation:-
Behavioral Segmentation includes:

Brand Royalty:
In our restaurant we are trying our level best to satisfy our customer & their needs.
We try our best that customer who enjoy from us can enjoy again and again, this will
create brand royalty.

Store Royalty:
We are dealing in variety of dishes which enable the customer to select food in these
large numbers of item which is helpful for us to create store royalty.
 MUGHAL DARBAR 25
Occasional Segmentation:
Occasional Segmentation includes the following things:

a.National Occasions:
Our restaurant always gives importance to the National occasions. That the main
reason that during the EID days or any other occasion we give special discount to our
customer.

b. Traditions & Customs:

Our restaurants always obey the Islamic tradition & custom. Its main evidence is that
we offered 100% halal food to our customer.

Benefit Segmentation:
Benefit Segmentation includes the following things:-
Usage Rate:
Normally in our restaurant the usage rate is high because the people like the royal
food.
c. User Status:
It is our strategy that before including anything in our Menu we can check the user
status, their liking and disliking.

Psychological Segmentation:
Psychological segmentation includes the following things:-

d.Media Usage:
Media plays an important role in promoting the product. We so far use the cable as a
media for the promotion of our product.

e. Usage Situation:
Sometimes the situation urges you to buy. We are attracting our customer with the
delicious food which enables the customer to buy.
 MUGHAL DARBAR 26

SUMMARY OF SEGMENTATION
Market was segmented while considering following characteristics
• Age was major segmenting factor in the process of restaurant.
• Different segments were formed on the basis of their income level and monthly
pay etc.
• Behavior of different people is also a major deciding factor of different
segments.
• Social classes were segmented
• People who have different taste were placed in different segments
• A very important characteristic of the segmentation was different attitude of
people towards the product.
 MUGHAL DARBAR 27

2) TARGETING:
When we discuss targeting it involves some strategies. Following are the
targeting strategies:

A. Segmented Marketing:
Segmented Marketing means that you focus only some of them and drop the rest of
the segments.

B. Concentrated Marketing:
Concentrated Marketing means that you can narrow the market. You can only pick
the smallest segments from the market mostly the Platinum & Gold Customer.

Targeting Strategy Use by Our

Restaurants
On the basis of above segmentation, attractiveness of different segments was
considered. Profitability analysis of different segments and compatibility of different
segments with our product’s features, following segments were targeted.
• Variety seeking and consumption oriented passionate youth, teenagers and
upper & middle income class of the society.
• Self expressive and innovator young working people and families are regarded
as potential customers of our product.
• We are not only targeting the single individual but we are also target
the family needs and wants by offering them the family meal packages
 MUGHAL DARBAR 28

PATTERN OF TARGET MARKET SELECTION

Following are the five pattern of target market selection:-
1) Market Specialization Targeting Strategy.
 MUGHAL DARBAR 29

Lahore Karachi Islamabad

Junk world
wide food

Traditional
food

Local &
western
drinks
 MUGHAL DARBAR 30

PATRON OF TARGETING

Clusters
 MUGHAL DARBAR 31

3) POSITIONING
Positioning statement
“Catch The Taste Of Royals”

Positioning attributes

 Taste
 Variety
 Quality
 Large Menu

Positing attributes are deliberately chosen as abstract as they are not

having any limit and provide a better room for the positioning
 MUGHAL DARBAR 32

4) DIFFERENTIATION:
Product Differentiation
Product is differentiated as good quality food. Our Restaurant image, logo,
environment and symbol are also a differentiation feature of the product. Product has
a very famous name which rightly and precisely describes its exclusiveness for the
people who like the Royal Taste.
Channel Differentiation
Our restaurant (Mughal Darbar) has its own outlet in the famous place bara dari in
the city of Lahore. We are only providing services in that area and we have no
further channel.
Personnel Differentiation
Our staff in the restaurant is enough qualified to deal with the different customer.
We are hiring the staff on the basis of their communication skills so this thing leads
toward the Personnel Differentiation.
Service Differentiation
Services provided by the staff of our restaurant are added benefit of buying product
from our restaurant.
Image Differentiation
Brand’s innovative name, logo, color and symbol are its differentiation features.
 MUGHAL DARBAR 33

MARKETING MIX

PRODUCT:
As we are starting restaurant business so it is a combination of both products as well
as services. The services were described in the operations of the retail outlet part with
diagram and details. And the products or the dishes which we are offering are also
discussed before.

LEVEL OF PRODUCTS
Core benefits Eating & Drinking

Basic Product Mughali Food, World Wide Fast Food, Drinks

Expected Product Variety, Taste, Enjoyment, Experience, Hygienic,

Quality.
Augmented Product Sophistication, New Environment

Potential Product More Variety In Menu & Drinks

 MUGHAL DARBAR 34

PRODUCT HIERARCHY
Need Family Eating & drinking

Product Family Food

Product Class Continental cuisine , Mughlai food

Product Line Briyani, Shahi tikka,Thai

Product Type Beef, Mutton, Chicken, Vegetable

Product Mughal Darbar

PRODUCT ATTRIBUTES
Concrete attributes
Mughal Darbar itself is the concrete product and is having tangible benefits.
Abstract attributes
Abstract attributes are those attributes that are not measurable. Abstract attributes are
the major focus of the marketers today as it has opened up a horizon for focusing on
wants rather than on the needs. Mughal Darbar is focusing on the following abstract
attributes in its advertisement campaigns as well.
• Menu
• Taste
• Quality
• Enjoyment
 MUGHAL DARBAR 35
PRODUCT CLASS
Tools of brand building used by Mughal Darbar
• Professional cooking Shows are arranged and sponsored by the Mughal Darbar
in which different top cooking experts of the country are paid to participate.
Such shows promote sales and build the brand as well.
• Amateur Cooking Shows at renowned schools and colleges/universities are
organized to inculcate the brand loyalty among youth and gives a feeling that
brand is always there to make them aware of the new trends.
• Achieving Brand Loyalty by persistent and consistent offers
• Different companies are contracted as our direct sponsors of the restaurant.

Mughlai Food, World Wide & Fast Food, Drinks:

Mughlai Food
'Mughlai' dishes as they are called have lots of milk and cream with spices to make
rich and spicy meal. Mughlai food is known for its richness. It is famous for the
exotic use of spices, dried fruit and nuts. As Mughals did everything in style and
splendor soothe ate very rich food they reduced the number of intake during the day.
That is the reason why Mughlai recipes are rich in fat, carbohydrates and proteins.
Mughlai cuisine includes many famous dishes and this is also the variety of food
which we will offer such as:

• Kormas
• Pasandas
• Birianies
• Pilaus.
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So with the aim of promoting our own cultural and traditional dishes, at Mughal
Darbar we are planning to offer almost all those dishes and all those services which
are new of its kind but in a traditional way. This is the assortment which will offer in
our menu. These new dishes include traditional Mughlai dishes which are as follows:

• Biryani Badshahi
• Qima Matar
• Meat Darbar
• Mughlai Chiken Pulao
• Murgh Kababs Mughlai
• Murgh Noorjehani
• Seekh Kabab
• Shahi Chiken Korma
• Shahi Kajoo Alu
• Shahi Rogan Josh
• Shahjehani Murgh Masala
• Shami Kabab and many more

These are almost all those dishes which are not offering in any restaurant or hotel in
Lahore. Now the question is how to make all these dishes? As all these dishes are
new in Pakistan but these are not old in our neighbor country India where all these
dishes are still in progress. The recipes of all these dishes are available on internet.
We just download all these recipes and give it to our professional cooks who will
make them in no time. So the development is not a difficult task only the problem is
to find the competent cooks but they are also available in Lahore.
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PRODUCT LIFE CYCLE:

Now there are two analyses in this field

• Industry Life Cycle

• Product Life Cycle

Industry Life Cycle:

As we know that the behavior of the people of Lahore towards food is very much
attractive so that’s why we see many new restaurants opening day by day so in this
perspective we can say that the restaurant industry is at growth stage in the industry
life cycle.
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Product Life Cycle:

As we are going to introduce a new restaurant so definatly our restaurant is at

introductory stage and with the pessage of time it will go towards growth and then
maturty.
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PLACE:
As we know that there are three main rules of retailing i.e. location, location and
location. So keeping in view this aspect we choose the location which is very unique
and the location is Baradarri inside River Ravi. So this will be the edge which cant be
duplicated by any of our potential competitor

PRICING:
Price is the most important factor out of the four P’s of the marketing mix or
marketing plan. It builds a general perception in the consumers mind about the
quality and for some extent quantity of the products or services as well. The need is
to price you’re offering in such a manner that it reflects or creates the true perception
in the mind of the customer. Generally high price is perceived as high quality and low
price is perceived as low or cheap quality.

Why Premium Strategy?

With all these aspects related to price we at Mughal Darbar will charge
premium price in order to give high level and extra services. Another reason of
charging premium price is that we are targeting the upper and upper middle class of
Lahore and also target tourists who will come to visit Lahore. So charging high price
for giving high quality is understandable and this is also helpful in attracting tourists
which will give huge revenues to government. Considering Mughal Darbar and its
services and location we have decided to choose Premium strategy.
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PROMOTIONAL MIX
We have focused on following four tools of promotional mix
• Advertising
• Sales promotion and publicity
• Public relationing
• Direct marketing
All theses promotional tools are briefly discussed in the following lines.
Advertising
Initially informative ads were designed to create hype about the product. Then
persuasive ads were used after the launch of the restaurant.

How Five M’s Were Used

Mission of the ads were decided to be informative, before the launch of the product,
and then persuasive after its launch
Objective As we are having not very huge finances for advertising so the method
adopted is objective task method.
Message was decided to be innovative and when before launching the product
commercially, teams to go to different colleges, public places like shopping malls,
parks where we can give our pamphlets, the format of the messages as shown and
evaluated by the response of the people and then response was assessed.
Following media vehicles are used.
Billboards
• TV & cable
• Banners
• Weakly family magazines/fashion magazines
All are discussed in following lines
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Billboards
Billboards will play a very important role in promoting our product because we can
cover an area of our potential customers. We will select our targeted customers and
we will use that areas billboards and our targeted customers our upper middle class
and elite class.

On these boards people were informed about the innovative name of the product and
most of the attributes advertised were abstract.

Our message on billboard will be this:

“CATCH THE ROYAL TASTE AT MUGHAL DARBAR”

TV and cable
As our main focus is youth, children’s, all family members, then ads were on-aired
on the times and channels, where opportunity to approach the target audience was
maximum.
TV channels like PALY, MUZIK, MTV, AAG, ARY, GEO were selected and were
used to advertised at the times when our target audience was expected to attend the
message. Youth are more interested in the music channels, so they were approached
through theses channel. For our target market of house wife’s, children’s, grand
parents, we approached them in some family programs when they all sit together to
watch T.V.
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Banners
We can place our tool where our targeted audience was more likely to attend it.

Weekly and Fashion Magazines

We have choose low prices weekly magazine

Sales Promotion And Publicity

We can conduct shows like we can hire different models they will endorse our
product
Public Relationing
We can offer different deals with our different meals so that we can earn more and
more customers. We will offer discount cards to our gold and platinum
customers.

Direct Marketing

Our website is having enormous information about our offerings and is providing
knowledge about our cuisines, interiors, food hygiene what changes we do
after months or a year and we inform our gold and platinum customers by mail
or by calling them. By pamphlets & through e-mail.
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SWOT ANALYSIS:
Strengths:
• Location
• Traditional Building
• No competitors around
• Unique Menu
• Boating Facility
• Beautiful Garden all around
• Traditional Mountains
• Mughal Antique Shop
• Online Reservation
• Easily accessible from Ring road and all suburban areas

Weaknesses:
• Lack of finances
• Lack of experience
• Lack of specialized cooks
• Food is not suitable for health conscious people
• Not suitable for those who afraid from water.
• Sometimes water level is extremely low.
• Pollution in RIVER RAVI
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• Transportation of daily inventory

Opportunities:
• Food industry is at growth stage.
• Target market is not price sensitive.
• Location is available for lease.
• Helpful in attracting tourism
• Opportunity to promote culture

Threats:
• Menu could be duplicated
• Threat of flood in MONSOON Season
• Unstable prices of inventory
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BCG MATRIX
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FINANCIAL PLAN:
Our financial plan includes the following things.

FINANCIAL PLAN:
Our financial plan includes the following things.

Initial Investment: Rs. 22million.

LAND:
The building for the restaurant will be taken on rent by the City District Government
Lahore. The current rent for this particular place is Rs. 3500,000 annually which is
around Rs. 291,667/month.

PROMOTION:
The promotion expense includes the expenses of billboards and flyers. The current
rate of big billboards in Lahore city is from Rs. 80,000 to 100,000/month. And the
rates of flyers are from Rs. 150,000 to 300,000. So the total expense for promotion is
around Rs. 800,000.
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PROJECT INVESTMENT
This section will provide the total cost of the project
ITEMS COST (Rs)
Construction cost all inclusive 4,807,000
Dining &b office Furniture 942,950
Equipment & Machinery 15, 67,000
Advance rent 2,200,000
Working Capital 4,036,000
Total 13,552,950
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MONTHLY WAGES:
DESIGNATION/ NUMBER MONTHLY
TYPE SALARY (Rs)
Owner 5 -
Kitchen Supervisor 4 12,000
Cook 7 24,000
Server 10 12,000
Menu taker 6 9,000
Dishwasher 4 10,000
Cleaner 2 6,000
Guard 3 8,000
Boatperson 5 22,000
Total 46 103,000

COST OF CAPITAL

PARTICULAR RATE
Required return on equity 20.0%
Cost of finance 15.0%
Weighted average cost of capital 17.5%
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]

PROBLEMS FACED BY THE

BRAND
Since the launching of the brand, it has faced several problems. Some of those
problems are stated below.
• Limited resources of the company caused it to face serious challenges from its
resourceful and vast experienced competitors. It was an uphill task to survive
and establish in the market in the presence of strong brands.
• Company faced the problem of delays in the interior decors. Even though
theses problems never hampered the sales, as they were more near to reorder
point make innovations. To sort out this problem, company has now decided to
establish its own interior decors unit.
• Initially this restaurant is operational in Lahore and thus restaurant was not
able to sale the product in the entire country, as opening a branch in every city
was financially not feasible for the restaurant.
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SUMMARY
On the basis of the entire report we can summarize following lines.
• The firm that started its business in 2005 is now in profit and is further
exceeding its business by localizing the brand.
• Initially firm recognized it as a follower and it is giving favorable competition
to the industry. As a follower it has adopted the ‘adopter strategy’.
• The target market of the company was recognized as upper and upper middle
income class quality seeking, self expressive, variety seeking and more to
entertain their family, friends & more others.
• Restaurant is not having its own poultry farm and is getting its finished product
from K&Ns. Company’s experts are working with those cattle farms and are
supervising them by giving instructions and specifications .Initially this
strategy was adopted to better allocate the limited finances. In future company
is looking to establish its cattle farm & poultry farm.
• Company launched its product after having a research to assess the
expectations of the market. In this process, questionnaire surveys, face-to face
interviews and market situation of the competitors was analyzed.
• Promotional price was used in the initially. Now company is using brand
pricing and psychological discounts are also given on the important events.
• In promotional mix, advertising, sales promotion, public relationing and direct
marketing were selected. Media vehicles used to attend the target market were
TV, cooking magazines, billboards and banners.
• Product is on its maturity stage.
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FUTURE PLANS
Brand has completed almost three years of its creation and is now planning to
increase its business. Future plans of the business are summarized below.
• Firm has decided to extend its business in the other areas of the country and
internationally as well. So in future firm is looking to extend its restaurant at
historical places throughout the country. More numbers of branches will be an
added benefit for the repute of the brand. Rawalpindi, Faisalabad, Peshawar,
Hyderabad and Quetta are under consideration for launching new branches.
Feasibility analysis has favored theses places.
• To extend its business, firm will need more efficient supply of the finished
products. So firm has decided to establish its cattle farm. It will be a step
towards cost effectiveness and will help to make restaurant’s operations more
efficient. Now restaurant’s cooking experts’ & décor experts have got enough
experience to look after the operations itself and it will become more
convenient for the restaurant to experiment with different dishes. Company has
foreseen this development as a challenge, as it will need more employees to
find the suppliers of beef & mutton.
• To further improve the image of the brand, company has decided to contract
with the top advertising agencies of Pakistan for 2 years and celebrities’ will be
performing in the coming ads of the restaurant. In this way restaurant will be
able to better appeal its target market and brand will be better represented by
those celebrities.
• Limited resources of the company caused it to face serious challenges from its
resourceful and vast experienced competitors.
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SUGGESTION &
RECOMMENDATIONS
In the light of all above findings and conclusions, following suggestions and
recommendations are valid
• Restaurant should have it’s at least cattle farm to reach to cost effectiveness
and to keep a keen check on the quality of the beef & mutton to maintain the
repute of the restaurant.
• Restaurant should globalize its business in other countries as well.
• Restaurant should contract with the well suited showbiz celebrities having
compatible personality with the image of the restaurant.
• Restaurant should have do efforts to promote the business. Any exclusive
product may be of some other type of dishes of another country, can be
approached in this process.
• More branches should be opened in cities where potential customers are in
large numbers. Taking restaurant to such cities will improve brand’s repute and
image.