CULTURE BASED RESTAURANT

SOGHAT: HER JAGGA KE

Presented By:
Aqsa Murtaza
Rudaba ul Mulk
Shehzad Waqar Nisar
Naveed Altaf

MAIN IDEA

Name: Soghat
Meaning: Speciality
Tagline: Her Jagga ke
Meaning: Of every place
Theme restaurants with modern touch

SEGMENTATION, TARGETTING
POSITIONING

Targeting and Segmentation

As the restaurant focuses on cultural diversity,

geographic distribution of the major cities was
researched Geographic Segmentation
Cities

Total
Populatio
n

No. of
Migrants

Islamabad/Rawalpindi

4.5 million

2 million

Lahore

6.32
million

1.03 million

Karachi

15-18
million

13-16 million

Peshawar

2.9 million

0.6 million

Quetta

0.5 million

0.1 million

The table shows a large population

migrants on all the cities targeted
These migrants are from all parts of
Pakistan
These migrants are the ones who have
migrated to these cities permanently
because of work or personal reasons

Another segment that is our target market are

the people (students and employees) who live
in cities where do not belong to because of
work or education
These mostly include youngsters from ages 18
onwards as well as adults ranging from age of
25 onwards Demographic segmentation
Most of theseCities
are men and
require ready
Major Universities
made food
Islamabad

Quaid e Azam
University

Lahore

Punjab University

Karachi

Karachi University

Peshawar

Islamia University

Quetta

University of
Balochistan

Positioning

Main positioning will be on the availability of

all Pakistani cuisines in any part of Pakistan
Theme of the restaurants will also be the
same as the cuisines
People who miss the food of their locality will
be targeted through providing them their local
food
Reason able priced food
High quality and hygienic food
Value and unique offering

INDUSTRY & COMPETITION

ANALYSIS

INDUSTRY ANALYSIS

Pakistans food industry is one of the industries that

is a successful one
From small scale Dhabbas to high end restaurants, all
turn out to be profitable if right amount of effort and
marketing is done
Though fast food chains have taken a large business
share from the restaurant chains, still restaurants
and fine dining is a good business in Pakistan.
Restaurant chains in Pakistan include three large
chains:

PC
Marriott
Serena

These are specifically for the upper class

Other chains like

Usmania
Lasania
Red onion
others

Target middle class

There are many other restaurants in the industry in
all cities of Pakistan for all range of customers and at
all range of prices
Our restaurant Soghat specificlly targets the people
who love cultural and traditional food of Pakistan

Competition Analysis

There are several number of restaurant chains

in all cities of Pakistan
Soghats competitive advantage would be
special food from all provinces of Pakistan
No other direct or indirect competitor is
offering such food

Porters five forces: Soghat

Competitive Rivalry (Strong Force)

1.
2.
3.

High number of firms (strong force)

High aggressiveness of firms (strong force)
Low switching costs (strong force)

Bargaining Power of Customers (Strong

Force)

1.
2.
3.

Low switching costs (strong force)

Large number of providers (strong force)
High availability of substitutes (strong force)

Bargaining Power of Suppliers (Weak

Force)

1.
2.
3.

Large number of suppliers (weak force)

Low backward integration (weak force)
High overall supply (weak force)

Threat of Substitutes (Moderate force)

Threat of New Entrants (Moderate
Force)
1.
2.
3.

Low switching costs (strong force)

Moderate capital cost (moderate force)
High cost of brand development (weak force)

PRICING STRATGEY

MEDIA MIX

1. RADIO
FM 101 will be used nationwide and message will
be
delivered in Urdu language, city-wise radio
stations will
RADIO
communicate
message
in localTime
languages
City
Channel
Languag
Approxi
e

Duration
s
Office
hours 810 in the
morning
and 4-6 in
the
evening
also
before
and after
news
breaks

Islamabad

FM 97

Urdu

Lahore

FM 100
Lahore

Punjabi

Karachi

FM 107

Sindhi

Peshawar

FM 104

Pashto

Quetta

FM 89.4
Suno
Pakistan

Pashto

mate
Cost

2. NEWSPAPER
NEWSPAPER
City

Newspap Place
er
ment
of Ad

Islamaba
d
Lahore
Karachi

Daily
Jang, The
News,
Express
News

Peshawar Express
News
Quetta

Front
page,
lower
half

Days

Teasers
Everyd
ay: for
one
week
main
campai
gn ad
2-3
weeks

Appro
x.Cost

3. Billboards
BILLBOARDS
City

Location

Islamabad

Blue area,
Mall Road
Rawalpindi

Lahore

Fortress,
Liberty

Karachi

Peshawar
Quetta

Clifton, Pak
Towers,
Dolman
Saddar,
University
Road

Days
Teaser:
1 week
Main
campaig
n: 2-3
weeks

Approx.
Cost

4. Facebook Page and Website

A facebook page for Soghat would be made to

promote the restaurant
Page will also be available to book and reserve
in the restaurant
Website will also be made in order to show the
presence of Soghat
Website will include maps to locate the exact
location of Soghat

5. Below-the line advertising

For

ADVERTISING CAMPAIGN
Teaser
Main

campaign

TEASER CAMPAIGN

Advertising of Soghat will start with Teaser

campaign in all medias discussed before for 1
week.
Radio ad will be an audio clip just saying
Soghat: Hum sb ke with folk music in the
background
Newspaper ads will just include the name of
restaurant and tagline for a week (add
picture)

Similarly billboards will also inlcude just the

name of