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Assignment of Marketing Research

Research Proposal for Samosa Junction

SAMOSA JUNCTION Some time back some crazy head entrepreneur had a brainwave to start a theme based food chain that would specialize in making dishes involving Samosas. Motivated by the success of ventures such as Mc Donalds and KFC in India that entrepreneur decided to give him a shot. So samosa junction sprang into life. Company Profile Robin Home Foods Pvt. Ltd. is a company which was started with a vision to Providing Healthy and Hygienic Food at low cost. The first field of choice of the company was the Fast Food sector and from among the various fast foods that are popular, the Company chose to focus especially on the Maharaja of snacks, the SAMOSA which is eaten in every household. Samosa is made of Maida (Refined Flour) pastry filled with different veg. or non-veg. fillings and deep fried in oil. A perfectly, crisp hot snack to be had with a hot cup of tea. Combined with spicy hot-chana it becomes a complete meal in itself. Robin Home Foods Pvt. Ltd. is manufacturing and marketing 22 varieties of veg. and non-veg. Samosas through its sit-down family restaurants being operated under the brand name of, SAMOSA JUNCTION. Started in Oct. 2008 with its first outlet at Sarabha Nagar Main Market, Ludhiana, Punjab, the company chose to adopt the Franchising Business Model for its expansion and has already reached a landmark figure by having opened 16 franchised outlets in 16 months, a speed unmatched by any other food brand making it the fastest among the Fast Food brands. The company plans to speed up its expansion operations still further with an aim to open 200 franchised outlets in the next five years. The vision of the company is to provide every Samosa lover with the best of Samosas and rid him of the sub standard unhygienic and unhealthy samosa dished out to him by the unscrupulous road side vendor. What is interesting is that the Samosa Junction has given this humble and simple snack the status of MAHARAJA OF SNACKS, as lots of research has gone into transforming the Samosa into a Protein Rich, Low Fat Health Food. Best quality ingredients are used to prepare the Samosa which is fried in healthy, cholesterol free refined oil. Having a balanced combination of Saturated Fats, Mono-unsaturated Fats and Polyunsaturated Fats, which is a known as heart friendly combination. A bite of the protein rich low fat health food Samosa will be enough to make you forget the age old Samosas you have be eating so far. So say goodbye to all the junk food and say Khush-Aamdeed to Samosa Junction...

HISTORY OF SAMOSA Samosa, the Maharaja of Indian Snacks, the very sight of which makes one drool, the golden triangle stuffed with exotic ginger-spiked potatoes, pomegranate seeds, raisins and chopped chilies that originated in the 9th century is believed to have travelled to India from Central Asia. Known as Sanbusak or Sanbusaj in Egypt, Syria and Lebanon the Samosa was praised by Ishaq Ibn Ibrahim-Al-Mausili in a poem written by him in the 9th century. It became a hot favorite Indian cuisine, a food fit for the King whose praises have been sung by none other than Amir Khusro. Ibn Batuta wrote about the Sanbusak as Minced meat cooked with almonds, pistachios, onions and spices placed inside a thin envelop of wheat and deep- fried in the ghee. The Samosa obtained a royal stamp with its inclusion in the Ain-I-Akbari which declared that among dished cooked with wheat there is the Qutab, which the people of Hind called Sanbusaj. The current day Samosas are small, crispy pastries that are usually deep- fried. They are stuffed with an assortment of fillings ranging from mince meat with herbs and spices to vegetables such as cauliflower and potatoes. But whatever the fillings, Samosas are a treasured snack. the perfect companion to a cup of Chai.

SAMOSA JUNCTION An aesthetically designed sit-down family restaurant serving 22 varieties of mouth-watering veg. and non-veg. samosas along with other delicious snacks like BURGERS, CHICKEN NUGGETS & LOLLIPOPS, SPRING ROLLS, FRIES and a host of Hot & Cold beverages is what we call SAMOSA JUNCTION. Besides this, Cash-n-Carry and Kiosk models are also planned to cater to malls, multiplexes, marriages and other high footfall areas. The hallmark of Samosa Junction is that, WE SERVE WITH A SMILE.

Price chart of Samosa Junction

Vegetarian Sam Simple (Take Away) Rs.9.00 Per Plate Sam Special (Dinning) Rs.20.00 Per Plt Thin Slices of best quality low-sugar Pahari Aloo combined with fresh green peas mixed with crunchy green chilies, ginger and best quality condiments. Sam Special Rs.20.00 Per Pc Nuggets of best quality low-sugar Pahari Aloo combined with fresh green peas mixed with crunchy green chilies, ginger, best quality condiments and dry fruits. Sam Spring Rs.25.00 Per Pc Chinese fried noodles flavored with exotic ethnic herbs Sam Sabz Rs.30.00 Per Pc A variety of fresh exotic vegetables lightly boiled and stir fried, garnished with best quality condiments. Sam Pasta Rs.30.00 Per Pc A combination of Macaroni and Pasta cooked in Italian style, garnished with best quality herbs and condiments. Sam Paneer Rs.30.00 Per Pc Cubes of best quality Paneer combined with fresh green peas mixed with crunchy green chilies, ginger, black pepper and best quality condiments. Sam Cheese Chilly Rs.35.00 Per Pc Chinese Cheese Chilly with fresh onions, Capsicums and best quality condiments. Sam Veg Mexican Rs.35.00 Per Pc Fresh steamed beans & corns & marinated with Maxican Salsa. Sam Chaat Rs.30.00 Per Plt Samosa served with fresh curd, boiled channa and garnished wih ginger, coriander and best condiments.

Sam Veggie Burger Vegetable Burger with French Fries. French Fries (Large) French Fries (Small)

Rs.35.00 Per Plt

Rs.35.00 Per Plt Rs.25.00 Per Plt

Sam Grilled Sandwich Rs.50.00 Per Plt Sam Veg Platter Rs.65.00 Per Plt 8 Pcs. Mini Samosa in 4 different Varieties (Cheese Chily, Mix Veg, Pasta & Veg Mexican).

Non-Vegetarian Sam Sublime (Chicken) Rs.45.00 Per Pc Fresh Chicken mince/nuggets marinated and cooked in best quality condiments flavored with exotic ethnic herbs. Sam Spring (Chicken) Chinese fried noodles with chicken and nuts. Rs.40.00 Per Pc

Sam Supreme (Mutton) Rs.49.00 Per Pc Fresh mutton mince/nuggets marinated and cooked in best quality condiments flavored with exotic ethnic herbs Sam Scrumptious Rs.49.00 Per Pc A combination of Chicken Sausages, Salami & Seekh Kebab flavoured with best quality exotic ethenic herbs. Sam Chicken Mexican Rs.49.00 Per Pc Fresh Shredded Chicken with Eng Vegetables and with best condiments. Sam Chilly Chicken Rs.49.00 Per Pc Fresh Chicken Nuggets Cooked with fresh onion, capsicum & best quality condiments.

Sam Mutton Chaat Rs.60.00 Per Plt Mutton Samosa served with cured, Special sauces, best quality condiments. Sam Chicken Nuggets(6Pcs.) Fresh Chicken Nuggets fried & served hot garlic sauce. Sam Chicken Nuggets(9Pcs.) Fresh Chicken Nuggets fried & served hot garlic sauce. Rs.50.00 Per Plt

Rs.70.00 Per Plt

Sam Non Veg Platter Rs.85.00 Per Plt 8 Pcs. Mini Samosa in 4 different Varieties (Sublime, Supreme, secrumptious & Chicken Mexican). Sam Chicke Burger Chicken Burger with French Fries Sam Grilled Sandwich Sweet Treat Sam Temptation Sam Chocolate Sam Gulab Sam Hot Cardamom Tea Coffee Hot Chocolate Sam Cold Cold Coffee Rs. 35.00 Rs. 20.00 Rs. 25.00 Rs. 35.00 Rs. 60.00 per Plt Rs. 40.00 per Plt Rs. 10.00 per Plt Rs.45.00 Per Plt

Rs.65.00 Per Plt

Lemon Lce Tea Coke Glass Coke/Sprite Sam Shakes Mango Shake Chocolate Shake Black Currant Rs. 20.00 Extra with Ice Cream* SAM Combo

Rs. 25.00 Rs. 20.00 Rs. 25.00

Rs. 50.00 Rs. 50.00 Rs. 50.00

Sam VEGGIE BURGER with French fries & Coca Cola

Rs.50.00

Sam VEGGIE SPRING with Coca Cola

Rs.40.00

Sam GRILLED SANDWICH with Coca Cola

Rs.65.00

Sam CHEESE CHILLY with Coca Cola

Rs.50.00

Sam SCRUMPTIOUS with Coca Cola

Rs.60.00

Sam CHICKEN MEXICAN with Coca Cola

Rs.60.00

Sam SPRING (CHICKEN) with Coca Cola

Rs.55.00

Sam CHICKEN NUGGETS with Coca Cola

Rs.65.00

Sam CHICKEN BURGER

Rs.60.00

On comparing the prices of the products of samosa junction with the prices of other leading eating joints providing facilities and culture similar to this, samosa junctions prices are so less with comparable service and product quality. FRANCHISING AT A GLANCE Minimum investment and maximum profit They invite franchisees from all over the country to become their partners in progress and reap this golden harvest Become an entrepreneur with lowest possible investment. You do not require any special skills. All you have to do is to manage the outlet that is quite easy to operate.

They provide comprehensive training, support, business advise, branding, operations, sales promotions and marketing and also help their franchises to negotiate for the cheapest possible rents in the market.. Although, they have a tested and recommended business model but appreciate franchises need to individualize their design, operations etc. They do not to interfere in franchises operations and financials; however provide training and advice as needed. Becoming their franchisee gives a number of great benefits that are not limited to the following:

Low investment (ideal for entrepreneur with low startup capital). Low risk High income Easy to operate and manage Full training provided Assistance with lease negotiations Access to all recipes Regular supply Assistance with marketing, branding and POS Area Required Franchisee Nature of operation Franchisee Fee 500 sq. ft. onwards . Franchisee Operated Franchisor will Charge Rs. 3.0 lacs as non refundable franchisee fee for five yrs. Royalty to Franchisor 5% of net sales of (Gross sales minus sales tax and applicable VAT) License Term Total 5 years and thereafter on mutually agreeable terms. Interiors & Kitchen Total infrastructure and all necessary kitchen equipments with power equipments back-up will provided by the franchisee, all necessary up-gradation will also be provided by the Franchisee (apprx. 9 to 10 lacs as investment towards making restaurant) Running & Operating All such costs will be borne by Franchisee included rental, Salaries, Costs Electricity charges etc. Licenses All Statutory Licenses will be obtained by Franchisee. Technical Requirements & Franchisee shall provide the Technical requirements like civil, Site readiness electricity load, Drainage, Water supply etc. Agreement Detailed License agreement to be signed prior to the operation. Supply and Vending Franchisor will supply Raw Samosa Junction Products on 45% cost of the menu or on supply price fixed by the Franchisor. Rest of the products purchasing will be done by the Franchisee Directly from franchisor authorized vendors only.

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PROBLEMS WE FOUND REGARDING THEIR MARKETING The marketing strategies of the company are not well defined and they are not spending well for advertisement. The sign boards put at the samosa junctions, although are very eye catchy but there placement is not good if we consider their visibility. Moreover people are not much aware about the existence of such kind of eating joint. Since they are from a long time in market but even then to compete they need a sound marketing plan. Some proposals to Robin Home Foods Pvt. Ltd. are:1) The hoardings of the company are very attractive but their placement is not good. 2) There must be a sound advertisement plan for brand recognition among masses. The company is new to market but their business is very innovative and they are offering a great and wide range of products that too at very reasonable price. They have reached a good number of franchises in very less time but they are not very successful in creating brand name for them and awareness among masses about their existence. This is high time now to take solid step towards this critical and sensitive area of business. It will not be justified to compare it with the other big players such as McDonalds etc. The idea of venturing into theme based restaurant chain is innovative and rewarding too, but when you are branding a local favorite item you have to be careful. The Punjabis was too much familiar with mundane samosas which are available at almost every sweet shop and at chai wallahs for much less amount. If you charge customers for samosas that high than the presentation like the samosa chat can probably work but the plain cheese stuffing wont do. More over breaking the monotony of samosa can work wonders. There are lots of varieties of chats which can be included in the menu and will contribute to a larger growth.