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    Marketing Term Report Finalized

    Uploaded by

    mansoor khan
    The document introduces a new product called "LAMB KEBABS" for the restaurant Khanji. It discusses conducting market research to identify the target market as families, teenagers, couples, and executive diners between the ages of 12-50+ from middle to high income backgrounds in Pakistan. It proposes a retail price of 800 rupees for the lamb kebabs and projects monthly sales of 960,000 rupees. Promotional strategies discussed include social media marketing on Facebook, discounts on food delivery apps, and sampling at various locations in Karachi.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Marketing Term Report Finalized

    Uploaded by

    mansoor khan
    30 views20 pages
    The document introduces a new product called "LAMB KEBABS" for the restaurant Khanji. It discusses conducting market research to identify the target market as families, teenagers, couples, and executive diners between the ages of 12-50+ from middle to high income backgrounds in Pakistan. It proposes a retail price of 800 rupees for the lamb kebabs and projects monthly sales of 960,000 rupees. Promotional strategies discussed include social media marketing on Facebook, discounts on food delivery apps, and sampling at various locations in Karachi.

    Original Description:

    Marketing report for khanji restaurant

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    The document introduces a new product called "LAMB KEBABS" for the restaurant Khanji. It discusses conducting market research to identify the target market as families, teenagers, couples, and executive diners between the ages of 12-50+ from middle to high income backgrounds in Pakistan. It proposes a retail price of 800 rupees for the lamb kebabs and projects monthly sales of 960,000 rupees. Promotional strategies discussed include social media marketing on Facebook, discounts on food delivery apps, and sampling at various locations in Karachi.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    30 views20 pages

    Marketing Term Report Finalized

    Uploaded by

    mansoor khan
    The document introduces a new product called "LAMB KEBABS" for the restaurant Khanji. It discusses conducting market research to identify the target market as families, teenagers, couples, and executive diners between the ages of 12-50+ from middle to high income backgrounds in Pakistan. It proposes a retail price of 800 rupees for the lamb kebabs and projects monthly sales of 960,000 rupees. Promotional strategies discussed include social media marketing on Facebook, discounts on food delivery apps, and sampling at various locations in Karachi.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 20

    MARKETING TERM

    REPORT
    Group member s:
    Haris Fareed
    Ayesha Mehmood
    Zarnab Saleem
    Daniyal Akber

    1
    INTRODUCTION

     Healthy and hygienic food is the utmost priority of Khanji.


    Their food is prepared in compliance with the highest modern
    standards of hygiene and sterility.
     Khanji has acquired the ser vices of highly skilled personnel
    specially from “NAMAK MANDI” which is a famous food street in
    Peshawar.
     The theme of the restaurant is based on the local truck ar t of
    Pakistan, whilst also reflecting the cultural and traditional heritage
    of the land. Immediately upon entering.
     Khanji is ver y pocket friendly, since they believe that ever yone has
    the right to enjoy good food without being burdened economically.
     Situated at F -44/2, Block-4, Scheme-5, Clifton, which is a ver y
    approachable and convenient location for people coming from all
    areas of the city.

    2
    Here is a picture from the interview.

    3
    MENU

     The menu reflects the ar t for which Khanji is so famous for with
    eye catching illustrations. The menu includes contemporar y sub
    continental dishes as well as oriental cuisine.

    4
    5
    6
    7
    8
    INTRODUCTION OF THE NEW PRODUCT

    We introduced a new product which is


    called “LAMB KEBABS” (lamb kebabs,
    skewered and grilled on charcoal).

    “Why did we choose lamb


    kebabs?”

    9
    MARKETING MIX

    PRODUCT:
    Teenagers

    Executive
    diners
    TARGET MARKET Families

    Couples
    10
    MARKETING MIX

    Segmentation:
    DEMOGRAPHICS:
     A g e : 1 2 o nw a r d s
    I n c o m e : 5 0 K p l us
    Gender: all
    S o c i a l c l a s s : m i d d le a n d h i g h

     GEOGRAPHICS:
     C o u n t r y: P a k i s t a n
    Re g i o n : K a r a c hi , S i n d h
    C l i m a te : m i l d - h ot

     P SYC H OG RA PHI C S :
     L i f e s t yl e : A c t u al i z e r s
    Va l u e s : l a m b m e a t c o n s um p t io n i s p e r m i s s i b le
    Pe r s o n a l i t y: o p e n n e s s to ex p e r ie n c e s
    A t t i t ud e : p o s i t i v e

     B E H AV IO RA L :
     Occasion: all
     Re a d i n e s s to b u y : m e d i um to h i g h

    11
    MARKETING MIX

    PRICE:

     Ex factory price : 305


     Profit margin 100%:305+305=610
     Marketing budget 16%:610+97=707
     GST 13%=93
     Retail price:93+707=800rs.

    • The cost of lamb kebabs is relatively low than other kebabs .


    • It’s a unique food item so higher profit margin can be gained.
    • As Khanji focuses on upper middle class so they can charge high
    price for this unique product.
    • We can offer promotional discounts for initial months to attract
    customers.
    12
    MARKETING MIX

    Sales Projection:

     Estimated plates per day : 40 plates


     Estimated plates per month :1200 plates
     Price per plate =800rs
     Monthly sales =960000rs

    Marketing budget:

    • 97RS per plate.


    • 1200 plates per month.
    • MONTHLY MARKETING BUDGET = 97x1200=116400rs

    13
    MARKETING MIX

    PLACE:
     COMPETITION:
     Khan Ji’s faces tough competition due to its ideal location and
    the density of restaurants around it. New competitors arising
    day by day opening with new and exciting themes and
    of ferings which are capturing the imagination of locals, such
    as the new opening Cloud nan (address: Shop No 4 & 5, Plot
    5-E, Bukhari Commercial No 1 , Street 1 ،DHA Phase VI ،
    Karachi) With such establishments in mind khanji’s has stif f
    competition if they do not entice customers with new and
    exciting things they would be at threat of losing potential
    customers. Keeping competition in mind khan Ji ’s faces stif f
    competition in their own neighborhood.

    14
    MARKETING MIX

    PROMOTION:

     Facebook is the primary


    medium through which
    KHANJI will market its new
    product (Lamb kebab).

    15
    MARKETING MIX

     BOGO, Vouch
    365 and Food
    panda.

    16
    MARKETING MIX

     Special discounts on
    bank cards.

    17
    MARKETING MIX

     Snapchat and Instagram


    accounts can be created to
    share the introduction of
    LAMB KEBAB.
     Free sampling at dif ferent
    places (super stores ,
    shopping markets , malls.)
     Messages from banks about
    KHANJI’s new food item
    ,special discounts with it
    for initial weeks.
     Add it on a list of ‘TODAY’S
    SPECIAL ‘ .

    18
    MARKETING MIX

     Waiter’s suggestion.
     Invite morning show hosts to
    record show at KHANJI .
     Take part in recent food
    festivals to introduce LAMB
    KEBAB, like ‘ GOOD FOOD
    TOUR KARACHI ‘

    19
    THE END.

    20

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