A

Mini Project On

Marketing Plan for Lassi Day Cafe

Submitted By

1. Ms. Bidgar Kaveri Jeevan (PMB23F1015)

2.Ms. Dudhakar Nandini kailas (PMB23F1025)
3.Ms. Barhate Dnyaneshwari kakasaheb (PMB23F1010)
4.Ms. Labade Gayatri Balasaheb (PMB23F1060)
5.Ms. Kaware Shital Ashok (PMB23F1053)

For the requirement of Course 202-Marketing Management-II,

Continuous Internal Assessment (CIA)-II,
Batch 2023-25
April 2024
Under the Guidance
Dr. V. R. Malkar

Submitted to

Dept. of MBA,
Sanjivani College of Engineering
(An Autonomous Institute), Kopargaon
www.sanjivanimba.org.in
 Marketing Plan for Panchkrushna Dairy Pvt. Ltd.

Details of the Firm

Name of Firm Lassi Day Cafe

Owners Name Mr. Vishal Gaikwad
Address Bagul Complex, near Godavari Complex, Station road, Kopargaon.

Phone Nos. 9378007800

Email [email protected]/ [email protected]

Website if any Lassidaycafe.com

Year of
2024
Establishment
Type of Business Frenchise
No. of Employees 4

SWOC Analysis

Strengths:

 Unique Product Variety: Offering a diverse range of products like momos, Burger Pav, Fries, dry
fruit shakes, muds, splice cream and milkshakes sets them apart from traditional cafes.

 Local Franchise Presence: Being a franchise cafe in Kopargaon, they likely benefit from a
recognizable brand and established systems.

Weaknesses:

 Limited Brand Recognition: If the brand is not well-known or if the franchise is new, they may face
challenges in attracting customers.

 Seasonal Demand: Some products like Lassi and milkshakes have seasonal demand, affecting sales
during off-peak times.

1
Mini Project Marketing Management-II 2023-24.
 Marketing Plan for Panchkrushna Dairy Pvt. Ltd.

Opportunities:

 Market Expansion: Potential to expand beyond Kopargaon into different towns or cities in India.

 Menu Diversification: Introducing new products or variations based on customer feedback and
market trends.

Challenges:

 Economic Conditions: Changes in economic conditions can affect consumer spending on

discretionary items like specialty beverages.

 Competitive Pressure: Increased competition from similar cafes or established chains in the area.

Current Marketing Strategies:

 Product Strategies:

 Products: Milkshake, Dry fruit shake, Muds, Fries, crazy bites, momos, burger pav,
cappuccino, on-Nutella, on-mojito, Apple ice cream, etc.

 Quality: They are pricing Higher comparatively than other brands, but also provide Quality
Products.

 Packaging: They follow the packaging Strategies set by the Franchiser, also their packaging
is Good, attractive. They use tetra packaging to increase the shelf life of the products.

 Features: They provide Variety of products in affordable price.

 USP: fresh and healthy, affordable, high genic, love by all age groups.

 Logo:

2
Mini Project Marketing Management-II 2023-24.
 Marketing Plan for Panchkrushna Dairy Pvt. Ltd.

 Slogan: “एक ग्लास मिल्कशेक मितेही हफ्ते भर की energy मिल जाती है !”

 Pricing Strategies: Café Lassi Day uses value-based pricing, which means that they offer items
in different quantities, such as small, medium, and large. They also add extra ingredients, like
chocolate sauce or cream, dry fruits, to beverages at a premium price. This strategy allows them to
cater to customers in different segments, such as students.

 Place (Distribution Strategies):

 Physical Locations: Establishing brick-and-mortar cafes in high-traffic areas like shopping
districts, office complexes, or university campuses.
 Online Orders: Offering delivery through popular food delivery platforms or setting up an
online ordering system for pick-up or delivery.
 Retail Partnerships: Partnering with local grocery stores or specialty food shops to sell pre-
packaged Lassi Day Café products like baked goods or coffee beans.
 Event Catering: Providing catering services for events like weddings, corporate meetings, or
community gatherings.
 Wholesale Distribution: Supplying Lassi Day Café products to cafes, restaurants, or
businesses, either locally or regionally.
By diversifying distribution channels, Lassi Day Café can reach a broader customer base and
increase brand visibility.

 Promotion strategies: They are doing their advertising by using the traditional way-Newspaper,
hoardings, local channels, etc. Digital advertising through social media like Instagram (4K followers),
Facebook, and their own website.
 Location: Find a place that's sunny and hit by the sun most of the time
 Variety: Offer a variety of menu choices and fresh, healthy products
 Customization: Offer product customization to offer variety of taste
 Sustainability: Promote sustainability concepts to customers

3
Mini Project Marketing Management-II 2023-24.
 Marketing Plan for Panchkrushna Dairy Pvt. Ltd.

 Discounts: Offer more discounts on seasonal products

 Hygiene: Maintain hygiene and quality products

 Peoples- Own Observation: Some people like the Lassi Day Cafe franchise because of its
accurate pricing, product quality, and friendly staff. The cafe offers fresh and healthy food,
including traditional and contemporary Lassi and mocktails, at moderate prices. The menu also
includes sandwiches, pizza, burgers, French fries, milkshakes, ice cream and more.
In this Café there were four employees including a Receptionist, Owner and two waiters. They
are well trained, and they have full clarity and knowledge related to their work. They gave the
answers to every question very politely.

 Process:
The process from order to delivery at Lassi Day Cafe typically involves the following steps:
 Order Placement: Customers place their orders either in person at the cafe or through the cafe's website
or mobile app.
 Order Processing: Once the order is received, the cafe staff processes it, prepares the items, and notifies
the kitchen staff.
 Food Preparation: The kitchen staff prepares the food items according to the order.
 Packaging: After the food is prepared, it is packaged securely to maintain freshness and prevent spills
during transport.
 Delivery: The packaged order is handed over to the delivery person, who transports it to the customer's
location.
 Delivery to Customer: The delivery person delivers the order to the customer's doorstep or specified
location.
 Customer Receipt: The customer receives the order and confirms receipt.
 Payment: The customer aces payment either online or upon delivery, depending on the chosen payment
method.
 Feedback: The cafe may request feedback from the customer to improve their services.
This process ensures that customers receive their orders accurately and in a timely manner, maintaining
customer satisfaction.

4
Mini Project Marketing Management-II 2023-24.
 Marketing Plan for Panchkrushna Dairy Pvt. Ltd.

 Physical Environment: Lassi Day Cafe is a fast-food chain with a small format shop that is 150–
200 square feet. The cafe has a cozy atmosphere with comfortable seating and serves a variety of dishes
from around the world, including Indian, Chinese, and Italian cuisines. The menu also offers a selection
of beverages, including Lassi, smoothies, and milkshakes. The physical environment of the Lassi Day
Cafe franchise may include Cozy and inviting atmosphere, Comfortable seating, Warm ambiance,
Friendly and attentive staff, and Extensive and varied menu. The investment range for Lassi Day Cafe
franchise is 5–10 lakhs.

5
Mini Project Marketing Management-II 2023-24.
 Marketing Plan for Panchkrushna Dairy Pvt. Ltd.

Suggested Marketing Plan:

Vision: Creating a vibrant community hub where everyone enjoys quality coffee, delicious food, and a welcoming
atmosphere.

Mission: Provide exceptional service, locally sourced ingredients, and a cozy environment that fosters connections
and promotes a sense of belonging among people

Marketing Objectives (As per firms’ requirement)

 To increase the awareness of Lassi day café:

 Social media campaigns: Develop engaging content and run targeted ads on platforms like Facebook,
Instagram, and Twitter to reach a broader audience and showcase the cafe's offerings.

 Email marketing: Build an email list of subscribers interested in food and dining experiences and send
out regular newsletters with updates, promotions, and special events happening at the cafe.

 Loyalty programs: Implement a loyalty program to reward repeat customers and encourage them to
spread the word about the cafe to their friends and family.

 To increase footfall of Lassi Day Café:

 Promotional Events: Host events like live music nights, themed parties, or community gatherings to
draw in new customers.
 Social Media Campaigns: Utilize platforms like Instagram and Facebook to showcase enticing food
and beverage offerings, special promotions, and engage with the local community.
 Online Reviews and Ratings: Encourage satisfied customers to leave positive reviews on platforms like
Yelp or Google, which can attract new customers searching for dining options in the area.
 Community Involvement: Participate in local events, sponsorships, or charity initiatives to increase
brand visibility and build goodwill within the community.By focusing on these objectives, Lassi Day
Cafe can effectively increase footfall and grow its customer base.

 To enhance the sales Lassi day Café:

6
Mini Project Marketing Management-II 2023-24.
 Marketing Plan for Panchkrushna Dairy Pvt. Ltd.

 Product Promotion: Highlighting unique menu offerings, seasonal specials, or limited-time

promotions to entice customers.
 Targeted Marketing: Identifying and reaching out to specific customer segments through personalized
messaging or targeted advertising based on demographics, interests, or purchasing behavior.

 Enhanced Customer Experience: Focusing on providing exceptional service, implementing loyalty

programs, and offering incentives for repeat visits.
 Online Presence Optimization: Optimizing the cafe's website for search engines, maintaining active
social media profiles, and utilizing online review platforms to build credibility and attract customers.

 build the brand image of Lassi Day Café:

 Brand Awareness: Increase visibility through social media campaigns, local advertising, and
community events to ensure people know about Lassi Day Cafe.
 Unique Selling Proposition (USP): Highlight what sets Lassi Day Cafe apart from competitors,
whether it's their signature drinks, cozy ambiance, or exceptional customer service.
 Quality Assurance: Maintain high standards of product quality and service to reinforce the brand's
reputation for excellence.
 Brand Loyalty: Cultivate a loyal customer base through personalized experiences, special offers for
repeat customers, and rewards programs.

 To Generate leads Lassi Day Café:

 Brand Awareness Campaigns: Execute targeted social media campaigns and local advertising to
increase brand visibility among potential customers.
 Lead Capture Incentives: Offer promotions or discounts to encourage sign-ups for newsletters or
loyalty programs, effectively capturing contact information for lead generation.
 Community Engagement Events: Host engaging events or tastings within the local community to
interact with attendees and gather contact details from interested individuals, nurturing potential leads.
 Referral Program Implementation: Launch a referral program to motivate current customers to refer
friends and family, thereby expanding the customer base and generating new leads through trusted
recommendations.

7
Mini Project Marketing Management-II 2023-24.
 Marketing Plan for Panchkrushna Dairy Pvt. Ltd.

Product Strategy:
 Innovative Menu Offerings: Introduce seasonal specials aligned with holidays and changing
seasons, along with healthier options like smoothie bowls and gluten-free pastries, keeping the menu
fresh and appealing.
 Enhanced Customer Experience: Offer customization options allowing customers to personalize
their orders, while also collaborating with local suppliers to highlight fresh, locally sourced
ingredients, appealing to environmentally conscious consumers.
 Engagement and Loyalty: Implement subscription services and a loyalty program to reward
frequent customers, alongside hosting community events to create a welcoming atmosphere and
attract a diverse clientele.
 Convenient Ordering and Sustainability: Provide mobile ordering and delivery services for
customer convenience, while incorporating sustainability initiatives such as eco-friendly packaging
and reusable cup promotions to differentiate the cafe and appeal to environmentally conscious
consumers.

Pricing Strategy:
 Cost-plus pricing: Calculate the cost of producing each item on your menu and then add a
markup percentage to ensure you cover expenses and make a profit.
 Value-based pricing: Set prices based on the perceived value of your offerings to your
customers. Consider factors like quality, uniqueness, and customer experience.
 Dynamic pricing: Adjust prices based on demand, time of day, or seasonality. You could offer
discounts during slower periods to attract more customers or increase prices during peak hours.
 Psychological pricing: Set prices that end in .99 or .95 to make them seem lower. For example,
instead of pricing an item at $5, price it at $4.99.

Distribution Strategy:
 Online Ordering Platform: Set up an online ordering system via a website or app to reach
customers who prefer the convenience of ordering from home or work.
 Delivery Services: Partner with local delivery services or apps like UberEats, DoorDash, or
8
Mini Project Marketing Management-II 2023-24.
 Marketing Plan for Panchkrushna Dairy Pvt. Ltd.

Grubhub to expand your reach and offer delivery options to customers.

 Social Media Marketing: Utilize social media platforms like Instagram, Facebook, and Twitter to
showcase your products, engage with customers, and promote special offers or discounts.
 Corporate Catering: Target corporate clients by offering catering services for meetings, events, or
office lunches.

Promotion strategy:
 Social Media Campaigns: Create engaging content on platforms like Instagram, Facebook, and
Twitter. Share enticing images of your cafe, menu items, and any special promotions or events.
 Special Events: Host themed nights, live music performances, or community events to attract new
customers and keep existing ones engaged.
 Online Reviews: Encourage satisfied customers to leave positive reviews on platforms like Google,
Yelp, and TripAdvisor to enhance your online reputation.
 Local Advertising: Place ads in local newspapers, magazines, or community websites to reach
potential customers in your area.

Annexure (Reference):

https://lassidaycafe.com/
@lassidaycafeofficial

9
Mini Project Marketing Management-II 2023-24.
 Marketing Plan for Panchkrushna Dairy Pvt. Ltd.

Photographs and Evidences of visit:

10
Mini Project Marketing Management-II 2023-24.
 Marketing Plan for Panchkrushna Dairy Pvt. Ltd.

11
Mini Project Marketing Management-II 2023-24.