A PROJECT STUDY REPORT

ON TRAINING UNDERTAKEN AT

CLARKS BRIJ INDIA PVT. LTD.

REVIEW OF BUSINESS MARKETING PLAN & STRATEGIES

OF CROSS PROMOTION

SUBMITTED IN PARTIAL FULFILLMENT FOR

THE AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION

INTERNATIONAL SCHOOL OF INFORMATICS & MANAGEMENT

SUBMITTED TO:- SUBMITTED BY:-

MS. GEETI MAM SONALI AIRAN

 (MBA SEM. 2ND)

ACKNOWLEDGEMENT

At the outset, WE would like to express my sincere and deep felt thanks to our project
guide Ms. POOJA MA”AM of HOTEL CLARKS AMER Jaipur to take this
opportunity through which I got the chance to pursue my summer internship on
PROJECT OF PREPARING THE MARKETING PLAN FOR ALBERT 1589
RESTAURENT & 1589 EXPRESS COUNTERS.

WE would also like to convey my heartfelt thanks to MR. ARJUN KUMAR for his
encouragement, advice and strong support in every manner to make this report up to the
mark.
 DECLARATION

This is to certify that the work done on "SUMMER INTERNSHIP FOR MARKETING
PURPOSE” under the subject ‘PREPARING MARKETING PLAN FOR ALBERT’S
1589 & 1589 EXPRESS OUTLETS’ and a written report submitted by me to MR.
ARJUN KUMAR, HOTEL CLARKS AMER, JAIPUR is in partial fulfillment of the
requirement for the award of degree of MBA. This work has not been submitted anywhere
else for any other degree/diploma.

Declaration by:

Sonali airan

MBA 2nd SEM Student

 Table of contents

1589 Albert’s report

Chapter 1. Executive summary

Chapter2. Introduction of hotel industry

• History of hotel industry

• Introduction of hotel industry

• Classification of hotel industry

• Awarding of class

• Star category hotels

Chapter 3. Introduction of Clark’s Group

Chapter 4. Objectives

Chapter 5. Situation analysis

5.1 Company analysis

• Vision

• Mission

• Values

• SWOT analysis
 5.2 Customer analysis
• Type
5.3 Competitor analysis

• Various restaurant visits

Chapter 6. Research methodology

6.1 type of research

6.2 Sampling selection

6.3 Limitations

Chapter 7. Facts & Findings

7.1 Comparative Analysis

Chapter 8. Marketing plan

8.1 steps in developing marketing plan

8.2 Two promotional plans

8.3 Other suggestions & recommendations

Chapter 9. Conclusion

1589 Express report

Chapter 1: Introduction

Chapter 2: Objectives

Chapter 3: Situational analysis

3.1 ) company’s analysis

 • vision

• mission

• SWOT

3.2 )competitor’s analysis

• various fast food center /outlet’s visit

Chapter 4: Facts & findings

• Comparative analysis

Chapter 5: Item proposed

Chapter 6: Suggestions

Chapter 7: conclusion

Report on direct marketing & cross promotion

1. Executive Summary

2. Introduction of outlets

• Fortis 1589 Express

 SWOT Analysis

 Observation
 • SDMH 1589 Express

 SWOT Analysis

 Observation

3. Direct Marketing

• What is direct Marketing

• Brief of product given

• Steps of Direct Marketing

• No. of Product sold

• Experience with staff

4. Cross Promotion

• What is Cross-promotion

• Cross-promotion between Albert’s and Easy Day

 Brief

 Deliverables by Albert’s

 Deliverables by Easy Day

 Conditions of food voucher

5. Conclusion

6. Enclosures
 1589 Albert’s report

Chapter 1 - EXECUTIVE SUMMARY

In the new economy, competition is global, capital is abundant, product

& services are developed quickly and cheaply. In this environment
smart committed creative, globally asulte, operationally agile business
can help to gain competitive advantage. Today’s business environment
is full of dynamism and competition. The new world is full of ideas and
creativity. The service industries are growing rapidly and the emphasis
given to the service aspect has increased to a great extent. It’s not only
about the product now, but also the service of it.

The hotel & restaurant industry is a part of service industry. The

restaurant provides a direct service to the customers. The report
focuses on the 1589 restaurant (Clarks group). The various aspect of it,
its comparison with other restaurant a marketing plan .the service, the
taste, the ambience , the level of comfort, the warm welcome etc. All
these attributes are necessary for the successful running of a restaurant
.we will see in details the various opportunities & the ways to improve
the service, quality, & awareness.
 Chapter 2- INTRODUCTION OF HOTEL INDUSTRY

HISTORY OF HOTEL INDUSTRY

From the ancient time the place providing both safe food and
safe accommodation to the customers is the meaning of Hotel or Hotel
Industry

Food, Accommodation and Dress are the 3 most essential

things which everyone need. And Hotel Industry alone provides 2
basic things: - Food and Accommodation.

There are just three front side of the Hotel Industry

Earnings:- In providing Rooms, Banquets and Restaurants.

INTRODUCTION TO THE HOTEL INDUSTRY

According to the British laws a hotel is a place where a “bonafied”

traveler can receive food and shelter provided he is in a position to for it
and is in a fit condition to receive.
 Hotels have a very long history, but not as we know today, way
back in the 6th century BC when the first inn in and around the city of
London began to develop. The first catered to travelers and provided
them with a mere roof to stay under. This condition of the inns prevailed
for a long time, until the industrial revolution in England, which brought
about new ideas and progress in the business at inn keeping.
The invention of the steam engine made traveling even more
prominent. Which had to more and more people traveling not only for
business but also for leisure reasons? This lead to the actual
development of the hotel industry as we know it today.
Hotel today not only cater to the basic needs of the guest like food and
shelter provide much more than that, like personalized services etc.
Hotels today are a “Home away from home”.

CLASSIFICATION OF HOTEL
Hotel can be classified into different categories or classes, based
on their operational criteria. For example the type of accommodation
they provide, location of the property, type of services provided,
facilities given and the clientele they cater to can help categories hotels
today.

Hotels today are basically classified into the following

categories:

1 Market segment:
• Economy / limited services hotel
• mid market hotel
• All suite hotels
• Time-share hotels
• Condole / Condiminium
• Executive hotels
• Luxury / Deluxe hotels

Property type:
• Traditional hotel
• Motels
• Bread and break fast inns
• Commercial hotel
• Chain hotel
• Casino hotel
• Boutique hotels
• Resorts 1 Spa’s 2 Conference resorts

2 According to size:

• Small hotels [150 rooms]

• Medium hotels [up to 299rooms]
• Large hotels [up to 600rooms]

Other classification can be based on:

a) Market segment
b) Property type
c) Size
d) Level of services
e) Owner ship and application
f) Plans
g) Type of patronage
h) Length of guest stay

i) location etc…

a) MARKET SEGMENT

1. Economy hotel:
It provides efficient sanity private rooms with bath. The furnishing
and decor are acceptable to majority of travelers. Food and beverage
service may or may not be available.
2. Mid-market hotels:
They offer comfortable accommodation with private on premises
bath. Food and beverage services and uniformed bell staff. They offer
above average luxury.

3. All-Suite hotels:
It offers separate sleeping and living areas along with a
kitchenette and a stocked bar, and offer class service.
4. First class hotels:
 They are luxury hotels with exceptional decor better than average
food and beverage service, uniformed bell services. They often have 2
or 3 dining rooms, swimming pool, spas etc.
5. Deluxe hotels:

They are better and offer more specialized services than first class
hotels. They also provide limousine services.

b) PROPERTY TYPE:

1. Traditional hotels:
They have the basic concept of rooms with break fast, bell desk
services and the other usual services.
2. Motels:
They are located on highways. Guest is given parking right
outside their rooms. The usually have a gas station / workshop attached
to them.
3. Resorts:
They are usually situated in tourist locations like on rivers,
mountains, jungles, or the sea. They give more privilege to sports
activities leisure and re-creation activities like manages, sightseeing,
adventure sports, etc.
4. Resident hotels:
Where guest stay for longer duration, stay like weeks, months
even years.
5. Casino hotels
 They are hotels usually in tourist spots and mainly cater to people
who are on holidays. Casino hotels like the name suggest offer gambling
facilities along with accommodations.

c) SIZE

Small hotel – up to 150 rooms

Medium hotels –150 to 299 rooms
large hotels – 299 to 600 rooms
Extra large hotels – above 600 rooms

d) LEVEL OF SERVICES:

1. World-class services:
They target top business executives and provide service s that
cater to needs of such people like lap tops in the rooms, business
center, sectarian services.
2. Mid range services:
They appeal to the larger segment of traveling public [tourist].
The services provided by the hotel are moderate and sufficient to
budgeted travelers.
3. Economy / Limited services hotel:

They provide comfortable and inexpensive rooms and meet the

basic requirement of the guest. These hotels may be large of small in
size depending on the kind of business they get. The key factor behind
the survival of these hotels is that they are priced very low and are in
the budget of most of the travelers.
e) OWNERSHIP AND AFFILIATION:

1. Independent hotels:
They have no application with other properties. They have
their own management and are single properties with one owner.
2. Chain hotels:
They impose certain minimum standards, levels of service, policies
and procedures to be followed by their entire establishment. Chain
hotels usually have corporate offices that monitor all their properties
and one management runs these properties. That is all the hotels under
the chain are completely owned and run by the chain itself.
3. Franchisee hotels:
The franchisee grants the entities, the right to conduct business
provided they follow the established pattern of the franchisee,
maintains their standards, levels of service, practice their policies and
procedures

AWARDING OF CLASS:

Awarding of class is done by the HRACC in India. These are a few things
listed down that are taken into consideration while awarding star
category to any hotels.

• Number and types of rooms the hotel has

• Elegant and comfortable surroundings
• Rooms efficiency
• Cleanness and sanitation
• Staff size and specialization
• Range and level of services
• Number of Restaurants
• Bars and Beverage services
• Concierge services
• Accessibility to entertainment
• Availability of transportation
• Spa and swimming pool facility
• Reservation and referral services.
STAR CATEGORY HOTELS [INDIA]

One star [*]

Two star [**]
Three star [***]
Four star [****]
Five star [*****]
Five star deluxe [***** deluxe]

THREE STAR CATEGORIES:

For a hotel to be recognized as a three star property the

architectural features and general features of the building should be
very good there should be adequate parking facilities. At least 50% of
the rooms must be air-conditioned. Also the ambience and decor of the
place must be ecstatic.
 They should provide reservation and information facility apart from
reception, information, bell service at least two gourmet dining facility
should be available. The establishment may or may not have
banqueting facility.
They should provide high levels of personalized services. The staff
must be well- trained and proper standards for hygiene and sanitation
must be followed. Also all properties have to keep in mind that proper
waste management is done.

FIVE STAR CATEGORIES:

Five star category is only allotted to properties, which have all the
qualities of a three star property and a few additional. Like the entire
property must be centrally air- conditioned. The building of the property
must be an attractive one. All the rooms must be spacious. The property
must have proper banqueting facility, business center. Proper and well-
maintained pool and health club a spa is optional.

The property must have 24 hour coffee shop, round the clock room
service, a bar, and a minimum of 1 gourmet restaurant. The staff must
be highly trained and a degree of specialization must be shown. State of
art Equipments must be used and the facility provided in the rooms
must be sophisticated.

FIVE STAR DELUXE CATEGORIES:

 They are more or less like five star properties with the only
difference is that they are on a larger scale. Five star deluxe properties
maintain a very high staff to guest ratio and very high levels of service
is maintained. They in addition to five star properties have 5 to 7 dining
rooms, a bar, 24-hour coffee shop, banqueting facility. Spas, fitness
centers, business centers etc
 Chapter 3 – INTRODUCTION OF CLARK’S GROUP
In this report we have analyzed and worked upon the 1589 Albert’s
Restaurant which is of the Clarke’s Group. The Clarke‘s Group was
established by Shri Brijpal Dasji in the year 1949.Since then the group is
providing the service and hospitality to the people. Over the years
Clarke’s Group of Hotels has defined a benchmark of fine living and
expressed high standards in the art of hospitality in all over Indian
cities. The various Hotels of Clarke’s Group are:

Clark’s Amer , Jaipur.

Clark’s Shiraz, Agra.

Clark’s Awadh, Lucknow.

Clark’s, Khajuraho.

Clark’s, Varanasi.

The Clarke’s Group expanded 1589 brand of hotels .This brand was
established in 2007 in Jaipur .With this brand name the Clarke’s Group
endeavored a restaurant naming “1589 Albert’s”, a Creative Dining. It
is situated next to the Albert’s Museum. It is a very good destination for
families, executives, youngsters, foreigners etc. Its menu is such which
attracts localities as well as foreigners. Its simplicity and peaceful
atmosphere is its charm. The hospitality and the services given are
remarkable. Known for its perky menu, taste bud tangling cuisine,
soothing music and supreme service, Alberts 1589 is one of the finest
restaurants in Jaipur. There is party facility for up to 150 people on prior
booking. There is also a Souvenir shop which is an attraction for the
tourists as all the rajasthani items are there in the shop. The shop is a
perfect destination for a relaxing afternoon or a quick value meal. There
is also a bakery which is egg less, over 90% fats free and with no
preservatives, color and essence. Thus we can say it’s a perfect
destination for all those who want to have great meal with great fun.

Chapter 4 - OBJECTIVES

1. Make an economical marketing plan including 2 cross promotional

strategies to enhance no of customers.

2. Suggest promotional strategies to promote this restaurant among

foreigners as well as localities.

3. To increase turnover of Albert restaurant.

4. Find out the reasons why albert’s restaurant is not so much

popular as it should be in spite of quality food, service, atmosphere
and a good brand image of clarke’s hotel.

5. To be the best vegetarian restaurant in Jaipur.

6. Comparative study of the various restaurants.

7. To search the new opportunities & developing the strength of 1589

Albert’s.
 Section 5 – SITUATIONAL ANALYSIS

5.1 Company analysis:

• 1589 Vision:

To make people away from home feel that they’re among

friends and really wanted. Everyone who uses our products and
services should leave satisfied. Make a continuous positive
contribution to society.

• 1589 Mission:

To be the best vegetarian family restaurant in Jaipur.

• 1589 values:
 Acceptance - Accommodating to people from all walks
to society, religions,

caste , color or origin.

Respect - Respect for people senior, junior or

equal. Respect for all

cultures, religions and nationalities.

Integrity - Walk the talk

Professionalism - Professionalism should reflect from

all what we do.

Trust - A culture of trust must prevail in all

parts if our organization.

1589 core value - Honesty

• SWOT Analysis:

Strength: Weakness:

Good location Comparatively higher prices

Brand name(clarke’s group) Less awareness

Services(friendly & polite Less varieties of food

staff)
Lack of attractive ambience &
Menu suitable to foreigners decor
as well as localities

Good parking facility

 Suitable for peace lover &
high middle class

Opportunities: Threats:

Outdoor catering Various Competitors (veg.

services( generating restrau.)
revenue)
Various Non- vegetarian
Participation in various restaurants
college fests through
Various resto- Lounges
sponsorships including-
canopies ,discount coupons ,
pamphlets

Increase in food varieties

Introducing membership for

customers

Daily & monthly special

5.2 Customer Analysis:

The restaurant focuses on all the categories of customer’s of all age

groups:

 Localities

 Foreigners

 Tourists
  Youngsters

 Families

 Executive class (for corporate lunch & dinner)

Thus we can say that the restaurant is a family restaurant and also is a
good destination for tourists & foreigners. The exotic menu variety
offered is very good and its multi-cuisine menu makes it suitable for the
persons of all the regions of the country.

5.3 Competitors Analysis:

The various restaurants which are the competitors of 1589 albert’s have
been analysed & their facts and findings are as follows:

Surya Mahal was started on 3rd March 1985 by Mr. H.S. Pali. Now he is
running it along with his sons Mr. Hardeep and Mr. Daljeet Pali.it is
located at MI road, Jaipur.
Meal for two: 300 Rs. Approximately

It is a multi-cuisine, centrally air

conditioned vegetarian restaurant
serving North Indian , South Indian,
Chinese, Continental, Mexican, Italian,
Pizza , Thalis , Snacks , packed food,
bakery and confectionery products, beverages etc. It came up with an
phenomenon of open kitchen view in which you can freely enter and see
your ordered dish being cooked.

It provides some extra facilities like outdoor parties, Theme parties,

Packed food, Bake Hut (Bakery &
confectionery shop). Time to time it also
organizes food festivals like Pizza
carnivals, thali carnivals.

It has a main hall open from morning to

evening and a separate party section
exclusively for birthday parties, wedding parties , theme parties etc. the
total sitting capacity is around 150 people.

The restaurant’s ambience is simple and attractive to such an extent. It

is open from breakfast to dinner. It is a complete family restaurant
where you can approach any time and it suits to everyone’s pocket
It provides lounge facility to attract youngsters whose ambience is
dark with dim lights, dark color sofas and sitting capacity of around 30
people. They serve Thai , Italian , Mexican , Mock tails , etc. there.

At Bake hut( bakery of surya mahal )

they have pastries , croissants , biscuits ,
patties , burgers , sandwiches , etc.
except this they provide wedding cake
and birthday cakes of any size and shape
as per the order.

It is listed in all major guides and tour books

Salient Features:

• Open for breakfast to dinner. You can approach there any time.

• Exclusive meal pack

• Food fest

• Lounge facility

• Has its own bakery (bake hut)

• Outdoor catering

• Food delivery

• VISA, master card and all major credit cards accepted.

Sankalp Restaurant is a south Indian restaurant which is a brand of SRPL
(Sankalp restaurant private limited).

SRPL

SRPL is a chain of specialty based retail restaurant outlets and is now

also into banqueting, hoteliering, processed foods & real estate
development. Mr. Ramavtar Goenka ventured into this business in 1981
with opening a restaurant in Ahmadabad.

Presently, it has more than 60 restaurants across India as well as

abroad like in USA. Over the year this group has grown its business in
different business models and in
present time it is working in
different brands. They are:

• Sankalp – The Taste of South;

• Saffron – North Indian & Barbecue;

• Uncle Sam’s Pizza – The Pizzeria & Salad Bar.

• Salt and pepper – Catering experts

• Real Estate Developers –

 • Sankalp processed food exports –

Sankalp restaurant

It is located at MI road the hub of shopping malls, restaurants, banks etc.

Meal for two: 250 Rs. Approximately

It offered a variety of south Indian

dishes like variety of dosa, idly ,
uttappam , rava , ice creams and some
special dishes which are new to
localities as well as foreigners like malabari porotta (a sort of lachha
parantha), appam etc. They have daily or monthly special in their menu.
The ambience is simple but attractive.

Sankalp have been given a certificate from the Guinness book of world
records in 1996 for preparing longest dosa in the world. Nationally Times
of India has conferred Times food award for best south Indian restaurant
in 2008 as well as 2009.

Salient features:

• Table setting and crockery.

• Air conditioner restaurant.

 • They serve “metha pan” at the end of food instead of “saunf”.

Dasaprakash restaurants are a chain of restaurants of dasaprakash

group of hotels. Dasaprakash means “light of servant of God “. It was
founded by Shri Seetharama Rao in the early 1920’s.

This group of hotels opened its first restaurant in 1989. In Jaipur it is

located at Kamal mansion MI road

Meal for two: 300 Rs.

approximately.

It is an south Indian restaurant

which offers south Indian ,
continental vegetarian cuisines , ice
creams , juices etc. here the food is
prepared by in house trained chefs
and the food is healthy , nutritious
and tasty.

It has quite different ambience. It has south Indian touch in its interior
with lot of paintings of south Indian lords on walls which give a different
feeling.
We have had the honour of the hosting various parties to many
dignitaries like Pandit Jawaharlal Nehru, Mrs. Indira Gandhi, Mr. Morarji
Desai, Maharaja of Mysore, Maharaja of Travancore, Dr. V. V. Giri, John
Galbraith, Mrs. Jacqueline Kennedy

Salient features:

• South Indian Ambience

• Air conditioned restaurant

This restaurant was inaugurated on 30th Jan 2005 by the Ex.

Education minister of Rajasthan Mr. Ghanshyam Tiwari. This is located
at new Sanganer road near sanganer airport away from maddening
crowd, hustle and bustle of metropolis.

Meal for two: 450 Rs. Approximately

It is a multi-cuisine vegetarian restaurant

which bears its name after an aero plane
(In Indian villages aero plane is named as
cheelgadi. The purpose behind this name
is that the customer can have a close
excited look at the taking off and landing of planes from roof top
restaurant.
This restaurant offers a wide range of cuisines including north Indian ,
Chinese , continental , south Indian , Rajasthani , ice creams etc.it has
total capacity of around 150 peoples on around 30 tables.

It has rural ambience which is the chief attraction of restaurant. And

besides this the restaurant provides many facilities to attract tourist as
well as localities like:

• Family huts

• Party lawn

• Banquet hall

• Roof top restaurant

• Free disco thec. for all customers at

7 pm to 10 pm

• Rooms in rajasthani style

• Air conditioned restaurant

• Large parking space

Spice court was initiated by Kr. Kuldeep singh chandela. It is situated at

civil lines, posh locality of city.

Meal for two: 450 Rs. Approximately.

It is an multi cuisine restaurant which serves both vegetarian and non-
vegetarian food. For this purpose they have separate kitchens so that
they can provide comfort to vegetarian guests. They have north Indian,
Chinese, continental, starters , ice creams etc.

The restaurant has clubhouse ambience with covered restaurant and

also an open area.

Salient features of restaurant:

• Activities like puppet show , churi

shop , Rajasthani folk dance

• Membership card in which they

provide 15% discount to their
customers

• Rajasthani thali

• Clubhouse ambience

• Music

• Restaurant’s env. is very pleasant.

This was originally known as Laxmi Misthan Bhandar. In the past time
this was a Jain-Vaishnav place which specialized in vegetarian food
cooked without onions or garlic.

It is located at Johari Bajar, centre of Jaipur city.

Meal for two:- Rs. 500 approximately

This is 100% pure vegetarian multi

cuisine restaurant which offered
various varieties of cuisine including
Indian, continental, Rajasthani, chinese
& south Indian. The main strength of
this restaurant is, it offers pure
vegetarian food free from the use
even onion and garlic and prepared in Desi Ghee.

Outlet of LMB offers a variety of South Indian, Chola Bhatura, Pav Bhaji,
Chat, bakery item etc.

Salient Features:

• Rajasthani thali with dal batti churma

• Only restaurant which serves breakfast till dinner.

• Have special menu named as ‘Vilayti Bhojan’

especially for foreigners.

• Attractive ambience

• Good location (In center of city)

• Specialty in paneer ghewar.

• decor

• Credit card accepted.

 • Special arrangement for prior bookings.

FOUR SEASONS
This restaurant is located at c-scheme near ahinsa circle & a very
famous restaurant among localities.

Meal for two: 450 Rs. Approximately

It is a vegetarian multi cuisine restaurant which offers various varieties

of food. It serves north Indian, continental, Chinese, Thali, ice-creams,
soft drinks etc.

The ambience of this restaurant is good, quite attractive but does not
have any special theme.it has a sitting capacity of around 150 people at
a time.

It is good for those families or someone who wants to have good food at
nominal price in a good environment.

Salient features:

Good location
Tasty food at nominal price

Waiting at almost every evening (queue time-15min – 30 min)

Tansukh
Tansukh is a restaurant of kahna group. Kahna is a vegetarian multi
cuisine restaurant, sweet shop & eggless bakery.

It is a chain having another outlet at g-9 to g-15 arya Square, subhash

nagar,jaipur

Meal for two- 300 Rs. Approximately

Kahna restaurant is new to Jaipur and in a very short time it becomes

popular to most of the jaipurities. The main reason of its popularity is
radio ads.

They offer a wide variety of food from south Indian to north Indian, mini
meals to complete meals, continental to Indian sweets etc. In their
outlet we can find different chats, chola bhatura, pav bhaji, biscuits,
pastries, cakes, packed items etc.

Salient features:

Complete family restaurant. Have menu from kid to adult

Home Delivery

Kids menu

Reservation-phone booking

Credit cards accepted

Safari
It Is located at surya nagar near goplapura bypass.

Meal for two: 450 Rs. Approximately

Well designed restaurant depicting golden days

dinning. Lingering taste of delicacies will really make
your taste buds enjoy the best mouth watering food
with authentic Indian, Continental and Chinese
cuisines.
Our multi cuisine restaurant reflects the history of
traditional Indian cooking combined with splendor of
continental verities gives an ethnic ambience, Our
Attentive & Courteous Staff Is Always Ready To Make
Your Dinning Experience MemorableOne.
Our Chef will conjure up delectable Indian and
continental cuisines especially for your. Open from
dawn to midnight. ( For Breakfast Brunch, Lunch, HI
Tea & Dinner ).

Roof Top – The Machaan Walk Out Into The Cool

Dessert Night, Onto The Roof Top And Enjoy Your
Private Parties, Get Together Under The Star Studded
Sky With Mouth Watering Delicacies Served On Your
Buffet. Roof Tops Also Have A Wi-Fi Hotspot For Your
Meetings And Has Screens Available For Projectors.

Salient features:

• Polite & helpful staff

• Efficient service
&attentive staff
• Good Parking facility

• Tasty food at economical

price

1589 Alberts is a brand of clarks group of hotel. Clarks group of hotel

has its separate chain of restaurants &
outlets named 1589 in which they have:

1589 express

1589 alberts restaurant

1589 kesar kayari

Meal for two: 450 Rs. approximately

1589 Alberts is situated right next to the famous ramparts of Albert
hall Museum.

It is a pure vegetarian multi-cuisine restaurant which serves south

indian, North Indian, continental, snacks, shakes, desserts etc. it has
separate menu for kids in which it offers sandwich, French fries, potato
croquette, macaroni with cheese.

The restaurant has a capacity of 150 people. This is a good place for
those people who can spent even more money for peaceful place and
fine treatment.

The souvenir shop of this restaurant aims

to promote indigenous products made in
India. It displays a variety of handicrafts from
various parts of our vast country. Whether
you are looking for coffee table books, unique souvenirs or traditional
clothing this is the place to be. This shop also displays our own unique
designs printed using an ancient Rajasthani technique.

Salient Features:

• Souvenir shop
• Large parking place
• Kids menu
• Perfect destination for relaxing afternoon
• service
 Miscellaneous Restaurants:

DMB
The acronym for DMB is doodh misthan bhandar. It is located at
banipark near sikar house.

Meal for two: 250 Rs. Approximately

It is a vegetarian multi- cuisine restaurant which offers a wide variety of

food from fast food to heavy complete meal.it offers south indian, north
indian, continental, soups, ice creams etc.
Menu prices of Dmb:

 Dal makhani – 80

 Paneer makhani – 105

 Thali – 120

 Zeera rice – 50

 Biryani – 80

 Manchurian – 80

 Chowmein – 65

 Dum aloo – 90

 Masala dosa - 65

 Idly – 50

Salient Features:

• Economical family restaurant

• Waiting time or queue time (15-20 mins)

Quilla
It is located near Sahakaar Bhawan, behind Mr.Beans. Basically it’s
a restaurant cum lounge but there is a separate restaurant for the
family where no drinks are served . Thus we can say that it’s a complete
family restaurant .It serves the traditional north Indian food . The menu
is:

Bombay jhalfrezi- Rs.160

Butter Paneer- 175

Malai kofta- 160

Vegetable Korma- 150

Dal Peshawari- 150

Naan- 45

Herbal Roti- 30

Vegetable Pulao- 95

Thus we can observe that the prices are comparable to the restaurant
like Albert’s 1589 and Spice court.

SPECIAL FEATURES:

• The interior is very attractive and impressive.

• The ambience was extremely good.

• The service was very fast and the staff was very attentive.

• The quality was worth the prices.

• The over all experience was very good.

It is located at 22 Godam, in Crystal Palm.

Meal for two: Rs.500 approx.

It’s a multi cuisine vegetarian restaurant with north indian, continental

and Chinese cuisines. Its ambience is quite good and the interior was
theme based i.e.chinese theme. The overall décor was good and
attractive. The rates of some of the menu items are as follows:

Sandwich -135

Chola Bhatura -150

Dal Makhani- 150

Navratan Korma -160

Kadhai Paneer- 180

Deserts -80-150

Seasoned rice- 90

Naan -50

Main hall

Chapter 6- RESEARCH METHODOLOGY

6.1 Research:

Exploratory and conclusive research. This is to be done in

order to find out the reasons why alberts restaurant of Clarks amer
is not as much famous among foreigners as well as locals as it
should be in spite of quality food , service , atmosphere and a good
image.

6.2 Sampling:

Universe : Total Jaipur area

Sampling judgmental sampling of non-probability sampling
technique
(A non-probability sampling technique is that in which
:
each element in the population does not have an equal
chance of getting selected)

Sampling Restaurant of Jaipur city

Unit:
Sample 10 restaurant
size :
Source of Primary data collection (through observation)
data
Secondary data collection (through internet)
collection
:
Method : Observation method
Area of We included hotels of almost total Jaipur area
survey:
 o Dasaprakash - M I Road

o Sankalp - M I Road

o Surya mahal - M I Road

o Four Seasons - C – scheme

o LMB - Johari Bazar

o Spice court - Civil lines

o Cheelgadi - Sanganer
road

o Alberts 1589 - JLN road

o Hotel safari - New sanganer

road

o Tansukh res. - Gopalpura, Tonk

road

Miscellaneous

o Nirula’s potpourri - crystal

palm

o DMB - Banipark

o Quilla - sahakar
bhawan

Timing of we are provided 20 days for this survey and we tried to

survey : cover different restaurants at different times like

o Dasaprakash - 1:30 pm

o Sankalp - 1:00 pm
 o Surya mahal - 2:00 pm

o Four seasons - 8:30 pm

o LMB - 8:30 pm

o Spice court - 8:00 pm

o Cheelgadi - 7:30 pm

o Alberts - 1:30 pm

o Hotel safari - 8:30 pm

o Tansukh res. - 8:30 pm

6.3 Limitations :

1. The survey is confined to Jaipur area only.

2. Only 10 to 15 restaurants are included in our survey not all the

restaurants.

3. Limited time is available for the survey.

 Chapter 6- FACTS & FINDINGS
6.4 Comparative Analysis:

Restr Four Sanka Dasa Lm Sury Alber Che Spi Tan Safari
o seaso lp Praka b a ts el ce Suk
/Food ns sh Mah Gad cou h
al i rt
Prese A G A.A. A. A G A G A A.A.
- A.
nce&
app.

Taste G G G G A.A. G A G A G

Food B.A. A.A. G G A.A. G A G A.A. A.A.

Qualit
y
Varie A B.A. A.A. G G A.A. G G G A.A.
ty

Spl. NO NO NO NO NO YES NO NO YES NO

Menu
For
kids
Servi A A A A. A E A B.A G A.A.
ce A. .

Res. G G A.A. G A A.A. E E A A

Ambi
e-nce
Staff A G A A. A G A A A B.A.
App. A.
Parki A A P P P E G A G A
ng
Locat E G G G E G G G G A
-
Ion
Hygi- A A A G A G A G A A
ene
Prices A.A. A B.A. A G B.A. A A G A
Com- B.A. G G G A G G GA A A
fort
Level
Gentr G G G G A G A G A A
y
Leisu _ YES _ _ YES YES YES YE _ _
re S
time
pass
Dis- NO NO NO NO NO NO NO YE NO NO
Count S
Daily NO YES NO NO NO NO NO NO NO NO
Wise
Speci
al
Miscellaneous restaurants comparative analysis:
Restro
Nirula,s potpourri DMB Quilla
/Food
Presence & app.
G P A.A.
Taste
A B.A. G
Food Quality A.A. B.A. G
Variety
A A. B.A.
Spl. Menu For
NO NO NO
kids
Service
P P G
Res. Ambience E B.A. E
Staff
A.A. B.A. G
App.
Parking A A A
Location E A G
Hygiene A.A. B.A. A.A.
Prices B.A. A G
Comfort level A.A. A G
Gentry G A E
Leisure time pass _ _ _
Discount NO NO NO
Monthly/Daily
wise special NO NO NO

P-Poor B.A – Below Average

A – Average

A.A. – Above Average G – Good

E – Excellent

Chapter 7- MARKETING PLAN

7.1 Steps in Developing Marketing plan:

The step in developing a marketing plan include:

Determine your market

Determine where your business comes from. This could be a four-block

area for a small deli or a 40-mile area for an upscale destination

Check out the competition

Gather some “competitive intelligence” through scouting. Develop a

competition profile. Things you should include in a competition profile
include name, address, hours of operation restaurant theme (e.g.
continental, Italian, American) and entree prices . Set up like a chart
and include your restaurant for easy comparison.

Identify your business

Identifying who dines with you is the crux of your marketing plan.

Determine who your customers are (e.g. business people, social people)
and why they dine at your restaurant.

Determine if there is additional business available for your

restaurant

Based on your current customer base, determine if there are groups of

people not dining at your restaurant for certain meal periods that could
be. For example, maybe you have a good lunch trade but it consists
totally of social people and not business people.

Anticipate the potential new business segments

Once you determine where you can generate new business, advertising
and promotion decision become more focused. Reach these new
segments with advertising specifically oriented towards them.

Determine your competitive edge

Find out what makes you stand out from your competition – do you have
the best location, do you have best quality of food or do have the best
atmosphere relative to your competitive edge , exploit it.

Menu price point

Determine specific dollar amounts that influence a consumer to make a
purchase and price all your menu item accordingly. For example, one
price point might be that a bottle of a wine priced just under $30 of
course you must take into account costing issues as well.

Develop strategies to enhance increases in average check

Some restaurant chains do this very effectively. The wait staff is very
proactive in trying to sell things such as soups, salads appetizers &
desserts in addition to customers order entries. Develop written
strategies on how you will “upsell”, include them in the marketing plan
& communicate them to your wait staff.

Determine your restaurant’s annual revenue

This will serve as the basis for your annual marketing budget and should
be done as part of the overall budgeting process.

Evaluate the need for professional memberships

Since “people do business with people the know” it is important for you
as a restaurant owner or manager to participate in professional
organization you are a member of and evaluate their effectiveness in
promoting the restaurant.

Employ the good neighbor

Be a good neighbor and take a part in community affairs. Do thing such

as provide meals to the underprivileged or offer your service in catering
related events. Obviously, you need to carefully choose the
beneficiaries of your donation since nearly everyone will be asking. The
recognition and publicity received from the right contribution is
invaluable

Develop the marketing expense budget

Develop a schedule of expenses which would be a breakdown of your

marketing expenses included in your budget for the year. These line
items include such things as:

Direct mail

Entertainment costs (including complimentary meals)

Newspapers

Magazines

Civic & community projects

Donations

A full breakdown of the type of marketing expenses will be available in

the 1997 pennsyivania restaurant operations report published by
restaurant advisory services later this year. Marketing expenses should
average in the range of 2 to 4 percent of your total revenues.

The action calendar

Introduce an action calendar to organize the myriad of activities and

strategies your select for implementation. This can take a form of a
calendar where you have specific dates blocked off for your marketing
endeavors.
Recap

This plan is for owners and managers to follow. It is blueprint for

achieving your revenue goal.

7.2 TWO PROMOTIONAL PLANS:

 If the prices are reduced:

• If we reduce the prices by Rs.5 to Rs.15 of each item which

is in accordance to all the other restaurants then we need only
to focus over the Advertising and Promotional part. We can do
the advertising by the following methods:

• Advertisements for one month in at least one English and

one Hindi newspaper not less than 9x12cms. Which would
cost nearly Rs. 20000 to 25000 approximately for single
insertion @Rs.240/-per sq cm (or @ Rs.125/-per square cms for
4 insertions approximately.)
• The display of hoardings in the areas like Ajmeri gate,
Lakshmi mandir tiraha, GT etc. can be another way to
advertise. If we cover these three areas then our main locations
of jaipur could be covered. This would cover lacs of people. This
would cost us around Rs.1 lac approximately.

• Promotion in the Posh colonies like Civil lines , C scheme,

Bapu nagar , Vaishali nagar , Mansaovar etc need to be given
extra emphasis because the Clarke’s clientage resides in these
 posh localities The banners can be of great help in these areas
like the Vaishali circle, Jacob road etc.

• The promotion can also be done by the Express outlets and

the premises of the hotel Clarke’s itself. A LCD display of
the restaurant in the outlets and at the reception of the
hotel Clarke’s.

• The advertisement in the radio can also be a good option for

promotion. The ad should be made in such a way that attracts
all the people with the special discounts being highlighted. The
frequency should be 8-10 times a day.

 If the prices are not changed:

If we do not change the prices then we need to emphasize on another

things also along with the advertising plans discussed above. The
various other plans are:

• The liasoning with the various travel and tourism agencies

of Delhi, Mumbai.etc.

• The airport, deluxe bus stands and the various tourist spots can
also be the places for the advertising.
• The discounts can be of great help if we do not reduce the prices.
The various discount criterions are:

1. A membership form should be filled up by those who

are coming to the restaurant. The form should be charged
with some minimum fees like Rs.150 – Rs.200.Those filling the
form and becoming the member of the 1589 group should be
given a discount of flat 12%-15% whenever they come
in 3 to 5 years. If we do like this our customers will be fixed
and this will be helpful in building customer relation.

2. Another criterion is that we can adopt a policy of

progressive discount, eg . On the first visit the discount is
10%, in the second visit its 12% , in the third visit its 14% and
the maximum limit is of 15% .

3. A free membership plan can also be made in which in the

first six months 10% discount can be offered and after six
months a discount of 15% can be offered. This would help to
bind the customers for no cost. The membership of such
facility should not be more than 2 years provided the card
holder or member is among the customers.

4. A plan and package for the Kitty parties should be made.

This would help in making the 1589 restaurant among the
women fold.
5. Such a plan and package should be made for birthday
parties also.

6. An exotic candle light dinner with a soft music of guitar

can be a good thing for attracting the couples and
youngsters who want peace and pleasure .A day should
be fixed in a week for such candle light dinner in which all the
preparations should be done accordingly. This day should be
fixed like every Thursday, every Friday but weekends should
be avoided .The outer area of the 1589 can be kept for the
regular customers an the inner hall or area can be kept for
the candle light dinners for that particular day. This would
become an USP for the restaurant as our restaurant would be
the first to offer any such facility.

7. Quarterly a day should be fixed in which the discount

limit is up to 20% or 25%. This would help in attracting the
customers and a customer relation can be made. This super
discount day can be for one day or for 3 days.

All these discounts would be of no use if we do not

encash them or promote them. So all these discounts
should be properly promoted with the various
advertising ways discussed above.
The Cross promotional plans:

The cross promotion means to advertise in such a way wherein both the
parties who are joining hands should get the benefits. The plans should
be such which help both the parties to a considerable extent. A main
concern should be that both the parties are of equal name, goodwill etc.
The various brands and organizations with which the cross promotions
can be done are:

• The tie up with some upcoming and budding names like

Easy Day the retail store of Bharti group. A discount criterion
should be there e.g. if bill is equal to or exceeds Rs.,1000 then a
discount coupon of 10% or 15% can be given to them for a dinner
at 1589 with a validity of one month or so.And if the customers
take a food at the restaurant valuing more then or equal to Rs
1000 then a discount of 10% -15% should be given to them for
doing the shopping at Easy Day. The discount limit can vary
according to the worth. So proper slabs should be made.

• The tie up with some Electronic brand like Sony etc. can also
be considered as the families can be attracted by such discounts.

• The tie up with the established garment brands like Peter

England, Cat moss (for kids), John players etc can also be good.
 • The tie up with the tour and travel agencies of other states
like Delhi, Mumbai etc can be also done. A commission should be
fixed for the agencies e.g if they bring 100 customers then their
share could be fixed upto 30% or the commission can be fixed with
the current market patterns.

 The most essential ones:

Amongst all these plans the various combinations can be made

according to the requirement.

Economic Plan:

• The offering of various discounts discussed above can be

included in the economy plan.
• The candle light dinners which are for four days in a month can
be an economic plan.
• The tie up with the various brand names like Easy Day, Big
Bazaar, Shoppers Stop, Peter England etc.
• Choosing one or two advertising means from giving
advertisements in newspapers, giving ads in radios , displaying of
banners.
7.3 Some other suggestions:

• The variety needs to be increased the inclusion of sizzlers and

some other new innovative menu can help in attracting the
customers.

• The overall overheads should be analyzed and the proper

corrective actions should be taken.

• Making the interior more attractive or theme base

Chapter 8 - CONCLUSION

Through the overall findings & comparisons amongst the various

restaurant we can conclude that albert 1589 is comparable & is far
above the general trends of the various others restaurant . the only
thing which is to be taken care is about its promotions , its various
advertising plans .

The basic emphasis should be given to the awareness & the quality
maintenance. The overall interior should be made attractive.
 1589 Express report
Chapter 1- INTRODUCTION
Under the brand name of Clarks Group, a fast food outlet chain is there
naming 1589 express. The outlet run not only in Jaipur but also in
Gurgaon, Rudrapur .The 1589 express outlets serves various fast food
items .1589 express is the ultimate destination for Indian fast and street
food. Even though this brand caters to all pockets we do not
compromise on quality and hygiene. If you are looking for a quick Indian
snack or a quick Indian meal 1589 express is the place to visit. You do
not need to worry about your stomach after all our food is all fresh and
produced under international norms of hygiene and quality. In Jaipur
there are three 1589 express outlets and they are located in:

• Santokda Durlabhji Hospital.

• Fortis hospital.
• Genpact office.

The outlet in Durlabhji hospital serves various fast food items like
samosa, cutlet, pakora, mini meals like puri sabzi, chole kulche etc.
They also provide bakery items like pastries etc. The overall menu is
a good combination of mini meals, snacks and bakery products. There
are 6 tables for sitting purposes .Proper hygiene is maintained and
the place is quite clean and tidy.
 The outlet at Fortis also serves the same menu items but the prices
are comparatively high because this outlet is air conditioned. There
are 5-6 tables and there is open kitchen.

The express mission is to have 15 outlets and /or 10 crore turnover in

jaipur by 2015.To be the number one fast food chain in commercial
establishments in Jaipur.

Chapter 2 – OBJECTIVE

The objective of the report is to:

• To propose three new items for the 1589 express outlets.

• To do a comparative study of the various other outlets with 1589
express.
• To analyze the various strengths and weaknesses of the 1589
outlet.
• To be aware of the recent market trends.

Chapter 3 – SITUATION ANALYSIS

3.1 Company’s Analysis:

Vision:

Everyone who uses our products and services should leave satisfied.
Make a continuous positive contribution to society.

Mission:

To have 15 outlets and / 10 crore turnover in Jaipur by 2015. To be the

number one fast food chain in commercial establishment in Jaipur.

SWOT Analysis:

Strength: Weakness:

Brand name(Clarks amer) Confined only to hospitals (Fortis,

Durlabji ) & office (Genpect).
Hygiene & Cleanliness

Variety (Have bakery items,

north Indian, south Indian etc.) Prices of Fortis outlet are high

Menu variety according to the

recent trand
Quantity is comparatively than other
outlets.
Opportunities: Threats:

Exploring more area for opening Various other outlets in hospital

new outlets
Hospital canteen
Increasing the varieties

Starting the room service

3.2 Various outlets’ visits:

N.R. OUTLET INTRODUCTION

It is a fast food restaurant situated in janta stores, bapu nagar . Due to
its location near university it is very famous amongst the youngster it
located at a prime location .the fast food restaurant offers a variety mini
meals & fast food items.

The menu includes the item like pizzas, pao bhaji, chole bhatura,
sandwiches etc.

Salient features:

• The extensive variety is one of the features of the outlet.

• There were around 8 kinds of pizzas, 6 kinds of sandwiches, 8

kinds of Manchurian ,10 kinds of dosas.

• It is economical & in the reach of the pocket of the pocket of

youngster.

• Though, the interior is not at all impressive. The décor &

atmosphere was very dull .the chair were not comfortable.

• They also have continentals like Manchurian, Chow Mein, Hakka

noodles, soups, confectionary item etc.
The lakshmi misthan bhandar (LMB) is situated in jhoari bazaar. The
lmb outlet is very prime location and it attracts a lot of foreigner tourists
as well localities.

This one of the oldest establishments of Jaipur & was famous for ‘dahi
bada ‘, sweets & various chat items.

The LMB now offers an extensive variety of fast food.

Salient features:

• It is ISO 900’ and HACPP certified.

• It was the first egg less bakery.

• Bakery items like biscuits , namkeen, are available.

• Some item which are very rare in the fast food outlet like badam
milk dahi bada are there.

• The wide variety of fast food items menu

• The home delivery feature is very unique

• Open kitchen was there the preparation were visible to customer.

Chawla’s
The chawla’s is very old establishment. it is located in raja park at a
very prime location. Some year back
it was the only good destination for the fast food item like that papdi
chat ,gol gapps bhelpuri etc.
Now they have expanded this further to a hotel , though the fast food
oulet is still there.
The chawal’s offer a great variety of fast food like chole bhatura, mini
meals idly sambhar, dosa ,
Papdi chat .
Salient features:

• The extensive variety.

• The sitting arrangement facilities.

• Proper hygiene is there.

• Chawla’s also offer a variety of sweets.

Food Court
The Food-court is located at Crystal court, near GT, Malviya nagar.

It is a new establishment opened 3-4 months ago. This outlet provides a

good variety og various fast food items.

There are chienese fast food items, Chaat items, south Indian items, &
also the soda shop.
Due to its location it is quite popular amongst the youngsters and those
who go in crystal court for shopping. There was sitting arrangement also
with 4-5 tables.

Salient Features:

• Separate counters for south Indian dishes, chinese dishes, chat

items, is a good thing as there is no rush at the counters.

• The rates were quite economical & affordable.

• Food court offers extensive varieties of fast food.

Mamu’s cafe

The mamu’s cafe is located in C-scheme near ahinsa Circle. It has a

prime located and its nearness to the Maharani College, Xavier School
has made it more popular amongst the youngsters.

The Mamu’s cafe also offers a good variety of fast food like spring rolls,
burger, chat, pasta’s, pastries etc. There is setting arrangement also.

Salient Features:

• The prime location has made it popular among youngsters.

 • The extensive variety.

• The bakery items are also exclusive and of great variety.

National Handloom

This is located at Jawhar nagar .This outlet provides an extensive variety

of the various.

At this fast food centre there are various counters for various items. The
items included are Paneer

tikka, Bhelpuri , Pav bhaji, idli dosa, dahi bhalla etc.

Salient Features:

• The variety of shakes it offers is very good. The various shakes

available are chikoo shake, guava shake, pineapple shake,
chocolate shake etc.

• The rates are quite economical.

• There are chairs for setting and some standing tables also.

• The outlet is very popular. Amongst family, youngsters etc.

 Kahna

The kanha is located at tonk road & another outlet has recently opened
at queen’s road.

The kanha offers a very vast variety of fast food items. Both the
locations of kanha are very prime and are very popular amongst the
family. There is an eggless bakery also with wide variety of bakery
items.

Salient Features:

• The kanha is extremely clean n hygienic.

• The wide variety of shakes, bakery items, chat items, sweets etc.

• The price is worth the food.

• The prime location.

• A good destination for those who don’t take onion & garlic.

kanji
Kanji was basically a sweet’s shop but since some years it has been
expanded and a fast food outlet and a restaurant are also established.

The kanji is famous for samosa’s, papdi chat, etc. It is located at station
road, near sindhi camp bus stand. Due to its good location that is near
railway and bus stand. It is quite popular amongst the tourist as well as
locations.

Salient Features:

• The extensive variety.

• The affordable rates.

• The quality of food.

• The open kitchen.

• Some other outlets:

SUNRISE BAKERY
The sunrise bakery is a well established brand of bakery and
confectionary in jaipur.Though basically the outlet started as a pure
bakery shop but now it has included the items like grilled sandwiches,
pizzas, veg. puffs. The various bakery items like pastries, brownies, etc
are also available there. There are various outlets of sunrise and all are
situated at good locations like :

• Raja Park

• Tonk Road.

• Gaurav Tower , Malviya nagar.

Some prices of some of the menu items are:

• Grilled sandwich-35-40

• Pizza- 45

• Pastries-25-35

BISTRO
(RAJAPARK)
The bistro outlet is located at the prime location of Raja Park.It is very
popular amongst the residents of raja park due to its variety , its
reasonable rates,and cleanliness.

The prices of some of the items are :

• Spring rolls – 65

• Chole bhature – 50

• Pav bhaji – 49

• Continental sandwich- 30-40

• Pizza -70 and 90

Combo meals:

• Dal makhani +laccha parantha – 60

• Manchurian + fried rice - 80

 Chapter 4 – FACTS & FINDINGS

4.1 Comparative Analysis:

Outlet/ Fo Dur N.R. Foo Kan LMB Ma Natio Cha Kan

Featur rti lab d ha mu’ nal wla’ ji
es s hji cou s Handl s
rt Caf oom
é
Taste A.A
A A A G G A.A. A.A. A.A. A.A.
.
Qualit A.
A.A. A A G G A A.A. A A.A.
y A.
Presen A.A
A A B.A. A A.A A A.A. A.A. A
tation .
Variet A.A
A A A.A. G A.A. A.A. G A.A. A.A.
y .
Hygien A.
A.A. A A G A.A. A A.A. A.A. A.A.
e A.
Locati
A A A.A. G G G G A.A. G G
on
Prices Affo
Very Re
rd
Reas aso Affo Affo Reaso Affo
Hi - Hig
on n- rd- rd- n rd-
gh abl h
- abl able able able able
e
able e
Parkin
g A.
A.A. A.A. G B.A P A G A P
Facilit A.
y
Specia
Dahi Sa
ls/ TIK Cha
- - - - Bad - - mos
Famou KI t
a a
s
 Chapter 5 – ITEM PROPOSED

The items which can be included in the express outlet are:

• Shakes. (Of various flavors like pineapple, mango, chocolate,

butterscotch.)
• Grilled Pizzas or Sandwiches.
• Pav Bhaji.

These three items are demanded a lot by the people and can be
managed easily in the 1589 express outlet. As we do not make
the items there itself and we outsource our food products so it
would be easy for us to manage these three items as the two
amongst these can be outsourced and the shakes can be made
there itself without much problem and pains.

Shakes: They can be made with the help of

just a hand blender or mixer, with essence,

flavored syrups, sugar, milk and ice cream

(which is already available there).The shakes

can be made instantly as per the order

without any huge investment cost. The shakes would help in giving

something which is freshly made.

Grilled pizzas or sandwiches: The pizzas or the grilled sandwiches

are also of great demand. The pizzas and sandwiches can also be

outsourced as they can be half baked before and at the time when the

order is placed they can be fully baked with just a griller or microwave.

So all that we need is just a half baked sandwich or pizza and a griller.
Pav Bhaji: As the above items are

not the substitutes of the meal and

are not in enough quantity then a

quick meal of pav bhaji can be a

good solution for the hunger. In the

hospitals the people prefer such

mini meals.The bhaji can be

outsourced and the pav again needs just an oven or tawa.

So all these three menu items are worth considering as no extra labor or
extra investment is required.

Chapter 6 – SUGGESTIONS

• The menu variety needs to be increased. Inclusion of the

items such as pav bhaji , Pizza, Chola bhatura, shakes can be of
great heap.

• The quality of rajma and rice is little less and can be

increased because it doesn’t satisfy the need of one person.

• The quality of food needs to be improved to some extent.

 Chapter 7 - CONCLUSION

The survey of the various outlets and fast food centers have provided us
many facts and findings .We can conclude that the various outlets
though offer a variety of fast food items but still the variety need to be
increased and the 1589 express outlet should be opened to various
other areas also. The analysis has helped us to compare the prices, the
quality, the taste, the variety of the various other outlets with the 1589
express. We can by this comparison improve the quality, the service
etc. of the 1589 express and can make it a very good destination for the
families, youngsters, kids etc.

Report on Direct marketing & Cross-promotion

 SECTION 1- EXECUTIVE SUMMARY

Every organization in today’s time focuses on the promotions,

advertisements, in totality the marketing aspect is very much important
for the companies. The employees need to understand the nature of
the customers and give them service accordingly .The direct marketing
is one aspect and the other is the promotional and the marketing
activity is the Cross promotion .In this promotions two parties are
involved and both are benefited with a common promotional activity.
The cross promotion is very much important for the organizations today.

The organizations success lies in the how they deal with their customers
and how is their CRM i.e. customer relationship management. The CRM
is very much important in the areas where direct marketing is done and
direct services are given such as restraus, service centers for various
electronic devices etc . The customers today are much aware of their
importance as it is rightly said that “Customer is the King.” So to give
them the proper services is very essential today.

In the following report we will see that what the cross promotion exactly
is and how a restrau has used this as a promotional activity. We will see
the benefits of cross promotions, the various aspects of direct services
and marketing.

SECTION 2- INTRODUCTION OF OUTLETS

 • Fortis 1589 express:

SWOT Analysis:

Strength: Weakness:

Staff Co-ordination Decreased varieties (Rice,

Brownie, fruit chaat etc.)
Hygiene
Product is not available all the
Have good gentry
time
Comparatively more varieties
Delivery comes only once in a day
Friendly & helpful staff
Soap is not there at basin

Irregularity of sweeper at the

outlet
Opportunity: Threats:

Room service Competitor canteens in hospitals

Deliver products twice in a Complaints about

day to reduce Complaints
Can start thali system to
increase revenue(very
demanding in hospitals)
products( Product does not remain
fresh till evening)
More varieties offered by other
canteens

Observation:

1. Friendly & co-operative staff.

2. Sales reduced due to the increase in prices as well as decrease in

varieties.

3. Good services given to the customer pleases them.

 4. Product is not available all the time.

5. Fluctuation in prices.

6. Customers are not too money conscious if they get good quality
they do not bother about money and can pay even more amount.

• SDMH 1589 Express:

SWOT Analysis

Strength: Weakness:
Good & huge Space Staff is not as friendly as it
Hygiene should be
Comparatively less varieties
High prices (Gentry comes there
is not too materially satisfied as
they can pay such high prices
for them ) & this results in
decrease in sales
Handling of complaints is not as
it should be

Opportunity: Threats:
By increasing the varieties Competitor canteens which
space can be best utilized have comparatively lower prices
Can start thali system.
Can start keeping packed
biscuits

Observation:

1. The gentry is very money conscious.

2. The low priced items have more sales.

3. Customers demand for dairy products.

SECTION 3- DIRECT MARKETING

• What is direct marketing:

Direct marketing is a form of advertising that reaches its

audience without using traditional formal channels of advertising, such
as TV, newspapers or radio. Businesses communicate straight to the
consumer with advertising techniques such as fliers, catalogue
distribution, promotional letters, and street advertising.

Direct Advertising is a sub-discipline and type of marketing. There are

two main definitional characteristics which distinguish it from other
types of marketing:
The first is that it sends its message directly to consumers, without the
use of intervening commercial communication media.

The second characteristic is the core principle of successful Advertising

driving a specific "call to action." This aspect of direct marketing
involves an emphasis on trackable, measurable, positive responses from
consumers (known simply as "response" in the industry) regardless of
medium.

If the advertisement asks the prospect to take a specific action, for

instance call a free phone number or visit a Web site, then the effort is
considered to be direct response advertising.

Direct marketing is predominantly used by small to medium-size

enterprises with limited advertising budgets that do not have a well-
recognized brand message. A well-executed direct advertising
campaign can offer a positive return on investment as the message is
not hidden with overcomplicated branding. Instead, direct advertising is
straight to the point; offers a product, service, or event; and explains
how to get the offered product, service, or event.

• Brief of product given:

We were given 1 month for direct marketing of their (clarks

amer’s) product and in this time we are given 2 items to be sold.
They are as follow:
  Cassata pastry:

Cassata pastry is an Italian pastry which is made

up of 2 or 3 flavors. Usually it is half moon shaped. The pastry
given to us contains gem layer at the bottom, cream of kiwi fruit
layer at the mid and strawberry fruit cream on top. Crush of
cashew nuts is used for garnishing. Price of this pastry in both the
outlets is 45 Rs.

Feedback:

 Overall we had a great experience with this pastry.

 The sponge of this pastry is so soft which enhance its

flavor.

 The presentation of this is very attractive specially its

half-moon shape and combination of three flavor liked by
the customers.

 Some customer suggested that Cashew should be used

in more quantity for garnishing.

 Some customers find its price little higher in comparison

of its size.

 Some customers praised its taste & some had

appreciated the creativity about providing something
new in pastry products.
  1589 chocobar:

1589 chocobar is basically Italian cassata pastry

which is made on the concept of chocobar ice-cream. This pastry
has a flavor of chocolate and vanilla both ( chocolate sponge with
vanilla cream and a chocolate layer on the top). It is in the bar
shape (cuboid shape).Decide price for this pastry is 30 -35 Rs.

Feedback:

 The overall experience with this pastry is not so good.

50% of the customers like it but 50% was not.

 Some customers complained that the sponge is not so

soft and has a burnt taste.

 Presentation is not so much attractive.

 Some customers complained that it has more egg

flavor.

• Steps for direct marketing:

 We did mouth marketing of our product and for this we have
followed certain steps.

These are:

1. Greet the customer

2. Listen to their order

3. Suggest our product

4. Answer their queries( if any )

5. Serve their order

6. Ensure that they have got their full order

7. Greet them again.

• No. of product sold:

For this one month we were given 2 products for direct marketing,
15 days for each product. For starting 15 days we were given
cassata pastry and after that it was replaced by 1589 Choco bar.
List of per day sold item is as follows:

DAY OUTLET TIMINGS NO. OF ITEM

DATE
SOLD
CASSATA PASTRY
22-july-2010 Thursday SDMH 12-3 pm 9
23-july-2010 Friday Fortis 3-6 pm Order not
received
 24-july-2010 Saturday Fortis 12-3 pm 7
26-july-2010 Monday Fortis 9-12 am 5
27-july-2010 Tuesday SDMH 3-6 pm 3
28-july-2010 Wednesday SDMH 12-3 pm 1
29-july-2010 Thursday SDMH 12-3 pm 4
30-july-2010 Friday Fortis 3-6 pm 1
31-july-2010 Saturday Fortis 12-3 pm 5
1589 CHOCOBAR
02-aug-2010 Monday Fortis 9-12 am 3
03-aug-2010 Tuesday SDMH 3-6 pm 2
04-aug-2010 Wednesday SDMH 12-3 pm 1
05-aug-2010 Thursday SDMH 12-3 pm 1
O6-aug- Friday Fortis 3-6 pm 0
2010
07-aug-2010 Saturday Fortis 12-3 pm 3
O9-aug- Monday Fortis 9-12 am 1
2010
10-aug-2010 Tuesday SDMH 3-6 pm Order not
received
11-aug-2010 Wednesday SDMH 12-3 pm 8
12-aug-2010 Thursday SDMH 12-3 pm 2
13-aug-2010 Friday Fortis 3-6 pm 0
14-aug-2010 Saturday Fortis 12-3 pm 3

• Experience with staff:

Fortis :-

Experience with Staff: - Staff of Fortis 1589 express counter was very
good in terms of professionalism and mentoring. We had learnt lots of
things there, like how to satisfy customers in every situation. Mr. Naqvi
captin of 1589 express helped us a lot to know the various types of
customers and how we can sale our product to them. A very important
thing which we have learned from Mr. Naqvi is not to loose patience in
extreme tough situation.

Experience with customers: - Experience with customers was both good

and bad. Sometimes customers liked our product and sometimes they
do complaints about the product. Most of the customers in Fortis
counter were good and friendly. They listen to us politely and in a very
good manner.

S.D.M.H.

Experience with Staff: - It was the fine experience to work with S.D.M.H
1589 express counter staff. They helped us to understand the
psychology of customers.

Experience with customers: - Experience with customers of S.D.M.H was

not so good because the people over there not respond properly while
we discuss with them about the product. Customers were not at all
polite. Some of the customers of S.D.M.H did not want to listen to us. So
the experience was not happening.

SECTION 4- CROSS PROMOTION

• What is cross promotion:

Cross promotion is a form of advertising that involves two or more
parties. It's a good way to have other people help you promote your
music or product. What happens is each party helps to promote the
other party's product or service.
There are several different forms of cross promotion, but this is the
most common. Basically what you are doing is getting other companies
to promote your product. There's really not a lot to it once everything is
setup. The upcoming Olympics is another example of cross promotions.
Companies will help to promote the Olympics by calling themselves
"Proud Sponsors of the 2002 Winter Olympics." In return, they will get to
not only place ads and banners around the various events, but use the
brand name of the Olympics to add credibility to their product.

Cross promotion is also known as barter marketing, co-operative

marketing, joint venture marketing, marketing cooperation, marketing
partnerships or barter marketing. Cross promotion is possible when two
parties: who target identical or similar niche markets who are not
directly competing decide they're both better off promoting each other
Three advantages of cross promotion: It is credible marketing as you are
referred by somebody else It helps to reduce marketing costs as most
deals are barter deals It allows to target very specific niche markers in
new direct ways. One of the most common cross-promotion practices
consist of link exchanges or banner exchanges. However, there are
many more ways to cross-promote succesfully.
• Internet marketing example: Two websites both target the market
of young, English speaking fashion addicts. Website 1 however
specialises in discussing footwear & shoes. Website 2 specialises in
discussing watches. Both websites are better off when they both
advertise the other website in a banner or an editorial. This is cross
promotion.

• Internet & wireless marketing example: A wireless application

start-up & a job portal for IT people make a deal. Everybody who
updates his CV on the job portal may use the new wireless application
for a month free of charge. Once again, both parties are better off. The
wireless company gets free access to new IT savvy customers. The IT
Job portal can offer it's members something no other job portal does.
Cross-promotion, again.

• Retail marketing example: Companies A and B both target the

latino market for car owners in Florida. Company A sells car insurance
policies through their website. Company B sells tuning accessoires
through a chain of partner garages. Both can meet up on IntroNiche
and decide to do cross-promotion . Company A will send it's database a
newsletter with a special promotion on the tuning accessoires of
company B.

Cross Promotion Basics

Most people can think of at least one natural pairing of products in terms
of routine usage, end benefits, or a totally new use that can be exploited
via cross promotion. To initiate a cross-promotion partnership, contact the
company's brand manager and reference the opportunities for joint
promotion.

Barriers to Cross Promotion

Cross promotion may require new advertising, sales promotion, and

perhaps even packaging changes. The majority of cross promotions get
market awareness through packaging. All potential promotion initiatives
represent potential, unplanned-marketing expenditures. There also has to
be a give-and-take exchange in terms of what the other company benefits
from the association.

Without a clear end benefit and rationale for possible additional money
outlays, your cross-promotion idea might not be viewed as advantageous.
Even with one company agreeing to foot the cross-promotional marketing
bills, a company would still want to evaluate the impact of a marketing
pairing on its consumer perceptions and its distribution partners. If the two
products are not viewed as brand equals, a wonderful and natural
opportunity to cross promote may not be realized.

Logic of Cross Promotions

Marketers can learn of noteworthy pairings through information gleaned in
market research from consumers. Cross-promotional ideas often exist
naturally, others need to be manufactured. Shampoo and conditioner is a
natural cross-promotion idea. Toothpaste and toothbrush is another
natural cross-promotional duo.

Cross-Promote for Awareness and Trial

Household product companies often cross-promote products to energize a
mature brand such as shampoo by promoting it with a newer product
entry such as a feminine-hygiene deodorant spray. Because the audience
is the same, a cross promotion may work. Even here, pairings work best if
there is some logic to their use.
Pairing shampoo with laundry detergent for example is a stretch however.
Nevertheless, big companies often tie brands together, with the awareness
and trial benefits of the pairing outweighing the logic of the duo.

Cross-Promote New Brand

Liquor companies often promote new flavors of an alcohol beverage
through cross promotion. This is a very logical cross promotion of parent
and child brands. Absolute Vodka introduced a number of brand flankers
by packaging sample sizes with original Absolute. These pairings can be
quite successful to create both awareness and trial for a new product
introduction.

• Steps followed in cross-promotion by our group :

• Firstly we visited the Easy Day with which we planned the cross
promotion ,to know its need and to get an overview of the store.
• The next step was to prepare a suitable plan and proposal for
the promotion which benefited the requirements of both the
organizations i.e. Alberts 1589 and Easy Day.
• After this we to fixed an appointment with the marketing head of
the Easy Day i.e. with Mr. Deepak Kapoor.
• We explained him about our plan , the various aspects of it and
how will it benefit them.
• We then sent him a soft copy of the detailed plan so that he
could have a word with his boss who is at Gurgaon i.e. at the
Head quarters. The copy of that mail is enclosed.
• After the discussion with his boss the marketing head requested
to visit the Alberts 1589 restrau and we fixed up the meeting.
• The marketing head asked for some more benefits and it was
decided that we can move ahead with this plan further.
• We got a mail from him the same day and he asked for the
confirmation of the new plans that he recommended. The copy
of that mail is attached.
• Finally we sent him the mail confirming some new plans and
telling the inability of approving the others .The copy of this mail
is also attached.
• Finally we got approval from Mr. Deepak Kapoor of easy day for
this cross promotion on the previous plan.
• Cross-promotion between Albert’s and Easy Day:

Duration of activity: 30 days

Brief: The Albert’s 1589 restaurant is providing food vouchers

worth Rs.200 to the first 5 customers of the Easy Day (shopping
worth Rs.1000 or above)

Deliverable’s by Albert’s 1589:

• 150 food vouchers worth Rs. 200 each for a month.

• 5 food vouchers a day for the first 5 customers (shopping worth

Rs.1000 or above) at Easy Day.

• Give brochures of special offers of Easy Day to visitors at the

Albert’s 1589 restaurant.

• Put Easy Day offers in the form of tent cards on every table of the
Albert’s 1589 restaurant.

• Posters and standies for displaying the Albert’s 1589 offer at Easy
Day.
 Deliverables by Easy Day:

2 standies spaces.

Give the vouchers only to the first 5 customers.

CONDITIONS :( for the food voucher)

This voucher is valid up to 7 days.

This voucher cannot be used on Sundays.

Easy Day bill must be presented with the voucher at the restaurant.

Voucher has to be used at one go.

SECTION 5-CONCLUSION

The marketing aspect is very important. This can be easily understood

from the above. The organization’s image is very much connected with
the ways it does the marketing. Whether it’s a cross-promotional
activity or direct marketing, the success lies in how much the customer
is satisfied. The customer searches worth for that he pays and where he
finds out the worth is maximum he feels satisfied. In direct marketing
the utmost requirement is the ability to convince and persuade the
customers which is again an important aspect in CRM (customer
relationship management). Handling the grievances of the customers
and making them feel as kings is the key to success.
 REFERENCES

• MARKETING MANAGEMENT BY PHILIP KOTLER

• RESEARCH METHODOLOGY IN MANAGEMENT BY C.R. KOTHARI

• www.marketingteacher.com

• www.1589hotels.com