C H AT T H A ’ S
-
the authentic
GROUP MEMBERS:
MARKET
S E G M E N TAT I O N
TARGET MARKET
Refer to Table-9 in the
document
C U S TO M E R P RO F I L I N G
Differentiated Marketing Strategy
Families
Target Segments
Local Tourists
Customer Lifetime Value
POSITIONING
STRATEGY
• Target Segment I: Families
FAMILIES
“For families who love
desi cuisine, Chattha’s
is an Islamabad-based
restaurant that
provides one-of-a-kind
experience with an
exceptional service and
awesome food. We
offer unique desi taste
as we use indigenous
spices.”
• Target Segment II: Local
Tourists
LOCAL
TO U R I S T S
“Among the famous
feast spots in
Islamabad, Chattha’s
provides domestic
tourists an excellent
opportunity to cherish
traditional Pakistani
culture with authentic
ethnic cuisine to satisfy
their discovery- and
food-appetite.”
THE FOUR P’S
FA M I L I E S
LO C A L
TOURISTS
• Logo should include some signage or graphics to
show that it is a restaurant.
• Tagline “The Authentic” should mention “Desi
Food” specifically.
• Standard color to be used for printed ad’s
backgrounds, logos and all other material
Consistency in every advertising medium so that
message is perceived same.
• All promotion must focus on target customers
i.e. local tourists or families
CHATTHA’S
ON
THE
BRANDING
FRONT..!!!
PRICING STRATEGY
• Chattha’s is currently following a cost-plus pricing strategy .
• They use indigenous spices and ensure highest quality ingredients.
• Food items are highly priced as compared to the perceived value of the
item by the customers.
• Suggestion: Use value-based pricing i.e. setting prices as per perceived
value of the food dishes to the customers as per the taste and quantity
of the serving.
• Reason?
• Elastic Demand.
PLACE STRATEGY
• Channel 1: Direct Distribution
• Length of Channel 1: Zero
CHATTHA’S
CUSTOMERS
• Channel 2: Indirect Distribution
• Length of Channel 2: One
CHATTHA’S
FOOD PANDA
CUSTOMERS
PROMOTION
STRATEGY
6M Families
• For their interactive and online marketing, they can invite local food and trend
bloggers to visit Chattha’s and write reviews as part of their feedback on their own
social media pages.
• Metrics: ROI, Sales Projection and Marketing expenditure
• Action Plan: Chattha's can make a call to these v-loggers for the purpose of inviting
them on monthly basis.
• They can develop their official website through which they can start taking orders
online from customers & deliver through their own delivery boys.
• Metrics: ROI, Sales Projection and Marketing expenditure
• Action Plan: One Person required to make the website and manage the website;
this responsibility can also be allocated to the person already managing their social
media accounts.
• They can visit shopping malls like Centaurus and Safa Gold, and F-10 Markaz where
they can have sales promotion for families visiting for shopping and can distribute
discount coupons to them.
• Metrics: ROI, Sales Projection and Marketing expenditure
CONTINGENCY PLAN FOR FAMILIES
6M LOCAL TOURISTS
CONTINGENCY PLAN FOR LOCAL TOURISTS
Promotion
Mix
Elements
Description
Audience
Timing
Frequency
Cost per
Customer
Budget
Advertising
(Print Media,
Outdoor
Media)
In-Travel Advertising:
Prepare short visual
ad which can be
played on televisions
in buses;
Print small logo along
with brief
information about
restaurant on packs
in which they provide
food and
refreshments.
Mass
Quarterly
Medium
Low
Rs
30,000/Month
for Visual Ad
FM Radio
Small audio ad can be
designed for radio
listener tourists and
that can be
broadcasted on
major radio channels
Mass
Advertising
(Broadcast
Media)
Rs
10,000/Month
for Logo
Printing on
Packs
Biannually
Low
Minimal
Rs 20,000 /
Month on
average of
670 Rs/day
Broadcast
MONITORING & CONTROL
• A feedback form at the end of the meal can be get filled by the customers.
• Using this we can also compare the investment made on each plan and the
increase in customers and sale through the implementation of that plan.
• We have forecasted the annual marketing objectives; a quarterly analysis will be
held if we are in the right direction of annual forecasted marketing objectives.
ANTICIPATED COMPETITOR RESPONSE
• It is highly predictable that if one or more of the marketing plans proves to be
successful in attracting customers and increasing sales at Chattha's, it will be
imitated by the competitors.
• Competitors might start offering even more attractive discounts and offers to
customers to drive them away from Chattha's.
• Competitors may lower the prices of their products/services also.
RISK ANALYSIS
• Political disturbances
• Economic instability (e.g. inflation)
THANK YOU…!
ANY QUESTIONS?