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The Dessert Bar

Table of Contents
Table of Contents.....................................................................................2 Executive Summary.................................................................................3 Ownership................................................................................................3 Vision........................................................................................................3 Mission.....................................................................................................3 Value Proposition......................................................................................4 SWOT Analysis..........................................................................................4 Strengths..................................................................................................4 Weakness.................................................................................................4 Opportunities............................................................................................4 Threats.....................................................................................................4 The Market ..............................................................................................5 Market Segmentation...............................................................................5 Competitor Analysis.................................................................................6 Marketing Mix Strategy............................................................................7 Product.....................................................................................................7 Price.........................................................................................................7 Place & Distribution..................................................................................8 Promotion.................................................................................................8 Marketing Budget...................................................................................11 Financials...............................................................................................11 Exhibits...................................................................................................12 Exhibit 1 The Menu ..............................................................................12 Exhibit 3 The Promotional Banner.......................................................14 Exhibit 4 The Discount Coupons..........................................................14

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Executive Summary
The Dessert-Bar (The D-Bar) is a dessert bar and patisserie located in New Delhi. We are a patisserie and caf where people can sit and enjoy their desserts and beverages while watching them being made from the freshest and organic produce. We aim at being known as the old-fashioned caf while concentrating on providing a variety of desserts old and new style and tastes; all while keeping in mind the nutritious values. With the advent of the western tastes and preferences, artistry of bakery has gained a huge popularity in the market of restaurants. Set in the locality of Chanakyapuri, amidst Embassies and offices and residences of the affluent, The D-Bar endeavours to become the top destination catering to the taste buds of varied palates. Ownership The D-Bar is a sole proprietorship firm. Having learnt the culinary talents from the International Culinary Centre and done an MBA, we would use both our skill sets in establishing the firm. Vision This patisserie intends to revive and preserve the age old art of cafs, cake and pastry making and cake decorating. Our products range from high end artistry to modern and local customs. We believe in customization to get a smile on every customer. You Imagine. We Create. You Enjoy! Mission The patisserie plans to gain a 30-35% market share in the locality and 10% in the city. The D-Bar intends to set up a branch in Saket, New Delhi. We wish to increase customer awareness to the branch of desserts and its vastness.

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Value Proposition
New Delhi being a city synonymous with vibrancy, positivity and life, it becomes the obvious choice for the market for the given industry. We will be providing customized cakes made by specialized cake artists. Cocktail Cupcakes or alcohol filled ones will be the attraction. They will be made available in special party packs as well. And all our cupcakes can be enjoyed with our homemade ice creams.

SWOT Analysis
Strengths Prime Location. Providing customized cakes and desserts. Satisfying the growing need for fresh tastes and designs while being healthy. Graduated from International Culinary Centre. Weakness Quality control is expensive and time consuming. Single outlet enterprise. High prices. Opportunities Emerging market for desserts and cafs. Health conscious customers. Steadily growing industry despite economic recession. Threats Price war with other bakeries and patisseries. Food contamination and spoilage. The D-Bar Page 2

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The Market
The D-Bar focuses on local markets and being set in the capital city of New Delhi makes it a place where people are ready to spend for quality products than travel across the town to get the same services. People now are well travelled and fascinated by new delicate confectionaries. Cooking shows on TV, both Indian and foreign, have created a new buzz in the restaurant business. The market for cafes is currently worth a huge $230 million. The growth rate of this market in India is expected to be at a high 14%. By 2017 the Indian market is expected to be worth $410 million.

Market Segmentation Our market is divided into: Cosy Creatures: This is mainly the age group of 25-54 years of age. They are mainly people driven by success but missing comfort foods. Party Pack: This is the people of the age group of 15-24 years of age. They usually haunt the coffee shops at hotels. Gourmet Dwellers: These are the ones that are experimenting and just entering the cupcake world. Ones driven by the newly picking up cooking culture and ready to shell out some additional bucks to grab a tasty treat and experiment with newer ones. Kiddie Delights: These are the kids and adolescents between 4 and 14 years of age that are simply enjoying their favourite treats.

These represent the groups of people with similar tastes and behaviour patterns.
Potential Customer

Growth

Year 1

Year 2

Year 3

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Cosy Creatures Party Pack Gourmet Dwellers Kiddie Delights Total 10% 10% 15% 15% 12.5% 5000 5000 5000 5000 20000 5500 5500 5750 5750 22500 6050 6050 6613 6613 25326

Competitor Analysis Although a niche, The D-Bar has competition for similar businesses like cafs, bakeries, restaurants and hotels. The top three most popular running cafes have been taken and analysed:1. LEOPOLD CAF, MUMBAI It is like us, also a small caf running as a single outlet enterprise. It caters to a niche segment of Mumbai. Even though it is situated along a busy shopping street it has maintained a very homely, casual and comfortable ambience.

2. GARDEN CAF, RADISSON BLU It is a coffee shop run in an upscale hotel. It is a supplementary service to its other restaurants. Also caters to a niche market segment.

3. CAF COFFEE DAY This is a caf run on a retail style model. It has a huge number of outlets as well as take-away counters run separately. Caf Coffee Day is run in the most organized way among the players in its industry. It has a standardized service level that is followed in all its outlets.

4. THE SWEET BOUTIQUE, DELHI They cater to the upper market and serve high end sweets and cakes. Their USPs are Turkish & Arabic desserts. They have the concept of family packs.

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5. TUPTAKES, DELHI This is a made-to-order confectionary. Orders are taken on the phone and doorstep deliveries are undertaken.

6. ELMAS BAKERY & TEA ROOM, DELHI It is a simple caf but with a dine-in facility.

7. LOPERA, DELHI It is a fast food and bakery joint. It is however known mainly for its classical French cuisine.

Marketing Mix Strategy

Product The D-Bar offers a variety of desserts with a variety of options in tastes and designs to satisfy the need and want of customers. All produce is made with organic ingredients keeping in mind the health aspect of the dessert indulgence. As the list of offerings currently is slightly highly priced, we aim to extend our product line by adding less costing products to meet the needs of people with pockets big and small. With the expansion of this business, The D-Bar intends making its brand known better and growing into the industry further by opening another joint soon. The Product offering is attached as an exhibit.

Price The firm would adopt a price penetration strategy. Due to competition from local players and intention on establishing a niche for itself, The D-Bar cannot dive into price skimming strategy as a

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new operant. Due to be a late mover into the industry, it has to abide by the pricing offered by competitors. The patisserie would revise its prices according to festivals and occasions such as New Years or Valentines Day and adopt segmented time strategy. At first we will adopt the cost-plus pricing strategy to gain customers.

Place & Distribution Located in the heart of the country and strategically in Kailash Colony of New Delhi, we intend to make the most out of the heavy traffic location. The D-Bar values a strong delivery network. It would collaboratively work with the suppliers to form a vertical value delivery network. It will be a single outlet with in-store service only. It is an upmarket location with malls and an affluent residential area.

Promotion

Sales:
Phase 1: Free samples in book stores and kiosks in cultural events and fests to make people aware of the new patisserie in the region and the varied offerings it provides. To Take their feedback and incorporate to make our products more acceptable. Phase 2: Special Offers and discount coupons to attract new customers to try our venture and provide us with new ideas of their tastes and preferences. Phase 3: Loyalty programs for our dedicated, long serving customers.

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Advertising:
Banners: At nearby hot-spots, local functions and events to make the local population aware of the dessert bar and its offers and offerings. Online: Facebook group, Twitter page, Chefs blog to build contacts not only in the region but expanding the awareness set to not only attract more customers but also to be able to set foundation for future venture. Print Media: We will target food and lifestyle magazines that reach homes as well as in-flight magazines in aircrafts.

Public Relations:
Word-of-mouth: Use of friends and relatives to spread the word and gain trust. Sponsoring events: Sponsoring events like providing snacks for the school and collage events, setting up kiosks at carnivals and fests. Food festivals: Specially organized festivals like the beer fest or chocolate fests will be organizwd. Dessert Buffets- Dessert buffets on weekends will be the highlight.

PEOPLE

We will follow a vertical hierarchy structure. We are hoping for it to be:

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PROCESS

There will be a standardized time for service of the desserts. Standard Operating Procedures will be in place. Open-Kitchen style operation will be run so people can see their desserts being made.

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PHYSICAL EVIDENCE

1. Visual: The dcor of the caf will be quaint and homely. The designer cakes and confectionaries on display will add to the vibrance. 2. Smell: The aroma of freshly baked cakes and breads is more than enough. 3. Sound: Guests will be greeted will be greeted by the tinkling of a bell placed on the door. Old school soft music will be played. 4. Taste: There will be a sampling station to tingle the taste buds.

Marketing Budget

Mark etingB udg et

Others 10% Onlineportals 15%

Print Media 30%

Social networking sites Digital Media 20% 25%

Financials

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Exhibits
Exhibit 1 The Menu

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Exhibit 3 The Promotional Banner

Exhibit 4 The Discount Coupons

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