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1|Page Des Pardes

TABLE OF CONTENTS TABLE OF TABLES....................................................................................................................................... 2 1. EXECUTIVE SUMMARY:........................................................................................................................... 3 2. INTRODUCTION TO DES PARDES:......................................................................................................... 4 2.1 BRANCHES OF DES PARDES.................................................................................................................... 4 2.1.1Said Pur Village.............................................................................................................................. 4 2.1.2 E-11/3 Branch............................................................................................................................... 4 2.1.3 Saddar Branch.............................................................................................................................. 4 2.2 PRODUCT/ SERVICES.............................................................................................................................. 4 3. ENVIRONMENTAL ANALYSIS.................................................................................................................. 5 3.1 SWOT ANALYSIS OF DES PARDES.......................................................................................................... 5 3.1.1Strengths........................................................................................................................................ 5 3.1.2 Weaknesses................................................................................................................................. 5 3.1.3 Opportunities................................................................................................................................. 5 3.1.4 Threats.......................................................................................................................................... 5 3.2 PEST ANALYSIS OF DES PARDES............................................................................................................ 6 3.2.1 Political Factors............................................................................................................................. 6 3.2.2 Economical Factors....................................................................................................................... 6 3.2.3 Social Factors............................................................................................................................... 6 3.2.4 Technological Factors................................................................................................................... 6 4. COMPETITOR ANALYSIS OF DES PARDES:.......................................................................................... 7 4.1 LA MONTANA.......................................................................................................................................... 7 4.2 USMANIA RESTAURANT........................................................................................................................... 7 4.3 BLUE LAGOON RESTAURANT................................................................................................................... 7 4.4 PERCEPTIONAL MAPPING........................................................................................................................ 8 4.4.1 Perceptional map between Food Quality and Services Quality.....................................................8 4.4.2 Perceptional map between Efficiency and Price...........................................................................8 4.4.3 Perceptional map between Location and Cleanliness...................................................................9 4.5 COMPETITOR ARRAY OF DES PARDES..................................................................................................... 9 5. MARKETING MIX:.................................................................................................................................... 10 5.1 PRODUCT/ SERVICE QUALITY STRATEGIES..........................................................................................10 5.2 PRICING STRATEGIES......................................................................................................................... 10 5.3 PLACE/DISTRIBUTION STRATEGIES...................................................................................................... 10 5.4 PROMOTION STRATEGIES................................................................................................................... 10 5.4.1 Advertising.................................................................................................................................. 10 5.4.2 Sales Promotion.......................................................................................................................... 11 5.4.3 Selling......................................................................................................................................... 11 6. STP OF DES PARDES:............................................................................................................................ 12 6.1 SEGMENTATION..................................................................................................................................... 12 6.1.1 Geographical Segmentation:....................................................................................................... 12 6.1.2 Demographical Segmentation:.................................................................................................... 12 6.1.3 Psychographic Segmentation:.................................................................................................... 12 6.1.4 Behavioral Segmentation:........................................................................................................... 12 6.2 TARGET MARKET.................................................................................................................................. 13 6.3. POSITIONING:...................................................................................................................................... 13

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2|Page Des Pardes 7. AIOD FRAMEWORK:............................................................................................................................... 13 8. RECOMMENDATION............................................................................................................................... 15 9. REFERENCES......................................................................................................................................... 17

TABLE OF TABLES Table 1: SWOT Analysis of Des Pardes..........................................................................................5 Table 2: PEST Analysis of Des Pardes...........................................................................................6 Table 3: Competitive Analysis of Des Pardes..................................................................................9 Table 4: Segmentation of Des Pardes..........................................................................................12

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3|Page Des Pardes 1. EXECUTIVE SUMMARY: The enclosed marketing plan is an analysis of Des Pardes’s business. Brief introduction of Des Pardes has been given in this report after that SWOT, PEST and competitors’ analysis also included highlighting the current position in the Pakistani market. The target customers are individuals, couples, family and business class who are looking for a casual fine dining experience. STP of Des Pardes is also showed in this report. 4 P’s of marketing mix includes the product, promotions, placement and price details of the Des Pardes. Some recommendations are also included such as Re-Launch Website, Maintaining customer data base, Expanding Catering services, using of Social Media and Local Advertisement, introducing Incentives and loyalty programs and promoting live Entertainment and Sponsorships.

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.

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4|Page Des Pardes 2.1 Branches of Des Pardes 2.1.1Said Pur Village

It is located in the base of Margalla hills in Mughal-era village & to the east of Daman-ekoh in Islamabad. The village has the foot prints of various civilizations, 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 Branch

It 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 Branch

Des 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 ANALYSIS 3.1 SWOT Analysis of Des Pardes SWOT 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:

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5|Page Des Pardes

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.

3.1.3 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 systems

3.1.2 Weaknesses     

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

3.1.4 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

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6|Page Des Pardes 3.2 PEST Analysis of Des Pardes

3.2.1 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 policies

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 organization

3.2.2 Economical Factors  Economic crisis,  Energy and fuel crises  Competitors pricing  Rising fuel costs  Rising food prices  Inflation

3.2.4 Technological Factors  Restaurant security systems  scheduling systems  CRM software, wireless ordering devices and handheld devices

Table 2: PEST Analysis of Des Pardes

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7|Page 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 Pardes’s direct competitors because they offer high quality of food, acceptable service, and a comfortable atmosphere. 4.1 La Montana La 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 Montana’s focuses on excellent food quality and services. The company’s 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 Restaurant Usmania 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 experience 4.3 Blue Lagoon Restaurant Blue 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

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8|Page Des Pardes appetizers. Blue Lagoon Restaurant offers catering, take-out, private events and special events experiences.

4.4 Perceptional Mapping 4.4.1 Perceptional map between Food Quality and Services Quality

Food Quality Des Pardes

La Montana Blue Lagoon

Services Quality

Services Quality Usmania 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. 4.4.2 Perceptional map between Efficiency and Price

Efficiency Usmania Restaurant Blue Lagoon Des Pardes

Price

Price

La Montana

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9|Page Des Pardes Efficiency Des Pardes is considered as low in efficiency as well as Price as compared to its competitors such as Blue Lagoon and Usmania Restaurant. Des Pardes has to focus in terms of efficiency as well as price in order to satisfy its customers.

4.4.3 Perceptional map between Location and Cleanliness

Location Des Pardes La Montana Blue Lagoon Usmania Restaurant

Cleanliness

Cleanliness

Location Des Pardes is considered as high in Location as well as cleanliness as compared to its competitors such as Blue Lagoon, La Montana and Usmania Restaurant. Des Pardes has to maintain its position among its competitors. 4.5 Competitor Array of Des Pardes

Key Success Factor Service Quality Food Quality Efficiency Price Location Cleanliness

Competitor Array Restaurants in Islamabad and Rawalpindi Usmania Weighted Des Pardes Blue Lagoon Restaurant

La Montana

.2

8

1.6

5

1.0

6

1.2

8

1.6

.3

9

2.7

6

1.8

5

1.5

6

1.8

.1

6

0.6

5

0.5

5

0.5

4

0.4

.1

5

0.5

7

0.7

7

0.7

4

0.4

.1

6

0.6

8

0.8

5

0.5

9

0.9

.2

9

1.8

2

0.4

5

1.0

7

1.4

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10 | P a g e Des Pardes Total

1.0

7.8

5.2

5.4

6.4

Table 33: Competitive Analysis of Des Pardes

5. MARKETING MIX: 5.1 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. 5.2 Pricing Strategies Premium 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. 5.3 Place/Distribution Strategies Des Pardes distribution channels include dine-in and take-out and catering.Hours of operation vary depending on location.

5.4

Promotion Strategies

5.4.1 Advertising

 Des Pardes advertises in the Bill Boards that is distributed to Islamabad and Rawalpindi areas.  Most promotion is done through word of mouth.

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11 | P a g e Des Pardes  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 . 5.4.2 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. 5.4.3 Selling

 Des Pardes offers in house dining experience, take-out, catering, private functions, family gatherings and run special events.  One of Des Pardes’s 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.

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12 | P a g e Des Pardes

6. STP OF DES PARDES: 6.1 Segmentation Segmentation Variables

Data

6.1.1 Geographical Segmentation: World Region Asia Country Pakistan Cities Islamabad and Rawalpindi Density Urban Climate Hot and Dry 6.1.2 Demographical Segmentation: Age 25-60+ Gender Female, Male Family size 1-2, 3-4, 5 + Family life Cycle Married, Unmarried Income Rs. 15,000 + Occupation From middle class to upper class Education Colleges, Universities Religion Major religion of Islam, Christianity and Hinduism Race Asian Nationality Pakistani and Foreigners 6.1.3 Psychographic Segmentation: Personality Social Class Lifestyle

Ambitious and compulsive Middle class, upper class Believers, Achievers, Experience’s markers

6.1.4 Behavioral Segmentation: Occasions Benefits User Status Attitude towards product Loyalty Status Readiness Stage

Parties, Birthdays, Regular Dine In, Special Occasions Quality Medium user and Regular user Positive Medium, Strong Aware, Interested

Table 4: Segmentation of Des Pardes

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13 | P a g e Des Pardes

6.2 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 20-35, and families with an average middle income. 6.3. 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.” Second positioning statement used is "If you missed this place, you have not seen anything in Pakistan” 7. AIOD FRAMEWORK:

AIOD FRAMEWORK Segments Money & Brains:

Needs/Benefits Healthy and organic meals

Activities Most are homeowner

Interest Prosperous parents

Enjoy upscale luxuries.

Considered as urban elites.

Enjoy outdooring activities.

Health conscious Keep updating themselves about the world.

Opinions Lean towards healthier options due to increasing health concerns and dietary needs.

Demographics • Older couples or families living in urban areas. • All of the people in this segment have gone to university and have whitecollar jobs. • They usually have an average income of Rs.100, 000.

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14 | P a g e Des Pardes

AIOD FRAMEWORK Segments Electric Avenues

Needs/Benefits Activities Presentation of Healthy the food balanced diet Excellence in service and comfortable atmosphere

Leading an active lifestyle Spend their weekends in exploring new things, Spend a lot in shopping

Interest Younger group consisting of either singles or couples. Good Relationship builder

Opinions Looking for a less expensive and more affordable meal while not sacrificing taste and service

Demographics 25-35 white-collar or service jobs University graduates and Middle-class. Income 20,00040,000

Getting promotions

AIOD FRAMEWORK Segments Blue Collar Comfort

Needs/Benefits Healthy higher quality products and delicious continental foods

Activities Weekend outing

Interest Lived in Joint family systems

Gardening Attending social events Like to go parks and restaurants

Living with their children Spend money for home décor

Opinions Leaning towards healthier options

Demographics 36-50

increasing health concerns and dietary needs

Completed high-school or college

Long term oriented

Middle-aged families

upper-middle class

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15 | P a g e Des Pardes

8. RECOMMENDATION 8.1 The website needs to be re-launched as it is currently out of operation. By re-launching the website, Des Pardes will be addressing one of the major areas of concern for the business. With the new site Des Pardes 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, improving its services, distribution and brand image. 8.2 Expand the catering business as this is an under-served market for Des Pardes By expanding the catering services the business offers, Des Pardes will be more likely to achieve its sales projections for 2012. Through catering at community events Des Pardes will improve its public image, creating goodwill, attracting new customers to the restaurant and building upon customer relationships. 8.3 Use social media effectively to create brand awareness and stay connected with customers Using multiple social media sites, will give Des Pardes 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. 8.4 Continue and expand local advertising in Islamabad and Rawalpindi region by use of newspapers and flyers. By advertising in the Toronto Star through use of flyer inserts, Des Pardes 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.

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16 | P a g e Des Pardes

8.5 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. 8.6 Des Pardes 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. By giving customers rewards for their continued support of the business, Des Pardes 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 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. 8.7 Bring in live entertainment to create an ambiance for the restaurant Live entertainment will help Des Pardes grow sales, as it has the potential to attract customers especially during the summer months. By introducing live entertainment, Des Pardes 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. 8.8 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

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17 | P a g e Des Pardes 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 will also be introducing another service that they offer to customers. 9. References  http://despardes.com.pk/  http://tribune.com.pk/story/396072/restaurant-chain-fatburger-decides-to-taste-the-localmarket/  http://www.fcpakistan.com/pages/restaurants.aspx?k=Pindi&City=Rawalpindi  http://www.lonelyplanet.com/pakistan/islamabad-and-rawalpindi/restaurants  http://esolpro.com/despardesnew/index.php/contact-us  http://usmaniarestaurant.com.pk/  http://www.lamontana.pk/  http://www.businesslisting.pk/Punjab/Rawalpindi/Blue-Lagoon-Restaurant-b119201  http://www.slideshare.net/iftikharuddin555/la-montana-restaurant-islamabad-13174611  http://www.scribd.com/doc/55766096/Customer-Satisfaction-in-Restaurants-2  http://www.scribd.com/doc/128236558/Islamabad-Restaurant  http://dawn.com/2012/05/09/famous-eateries-come-under-probe/  http://hamariweb.com/classifieds/welcome_to_despardes_resturant_adid15368.aspx

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