Ganna Bajana - Khana Peena
Gap Analysis
• Bombay the Hub of entertainment has seen Food
being merged with
- Music: Jazz, Rock, Ghazals etc
- Art: Formal Set up
- Theatre: Formal Set up
• The Film Buff of this city is yet to be tapped when it
comes to food
• Therefore a wholesome Filmy experience in a new
Avtar
Market Segmentation
• Our main segment target market is the fun seeking
Youth and Family ( Sec A – B )
• The Movie Goers, who are avid lovers of Indian Cinema.
• Audience who enjoy Theatrical Recreations
• Festival and Vacation season resident population
• The summer season visitor attendance
• Families with two or more children
Highlights - Consumers 2007
• Estimated income of 44 million Indian Houselds to cross $3,150
per household, equivalent to $17,300 by U.S. Standards.
• The largest clusters are in Delhi and Mumbai, but catching up
are Bangalore, Chennai, Hyderabad and Pune.
• A contrubition of over $ 8 billion towards eating out
• Increase in urban consumption growth @ 20 percent a year.
• Source - DSP Merrill Lynch
Source- Marketing WhiteBook 2007
Source- Marketing WhiteBook 2007
Executive Summary
• One of a kind Dinétainment with the pulse tapping “Bollywood
Theme”
• Welcomes Artists, Musicians, Stand up Comedians, and Re-
enactors to its grounds.
• Musical Shows, Dance and Theatrical Events
• Located at the stretch next to the famous Juhu Beach
• Culinary Expertise – J Inder Singh Kalra
• World - Multi cuisine adapted to Indian palette
• Assorted Selection of Wines & Liqueurs
J Inder Singh Kalra
• Celebrity Food Consultant J Inder Singh Kalra will lead the
management team.
• Jiggs Kalra - food columnist, cookery writer, gastronome and
food consultant.
• Board of Directors of MTR, India's Largest Food Company.
• Chairman & Managing Director of Bawarchi Tolla India's
premier Hotel and Restaurant Consulting company.
• Managing Partner for Fusion Flavours - Frito Lay and MTR.
Highlights – Restaurant
• A dynamic menu of Global Cuisine, an extensive
Liquor list and Entertainment.
• Sprawls over an area 3000 sq ft.
• The USP of the restaurant – Cinema and Culinary
Expertise of J Inder Singh Kalra
• An elaborate World Cuisine Menu - Italian, German,
Moroccan, Mexican, Middle Eastern to Japanese
dishes and Indian Cuisine.
• The restaurant is situated at Juhu Beach
Highlights – Events
• A 200 sq ft stage that rekindles the Cinematic aura.
• A Cine Lovers Paradise
- Old films memorabilia, posters
- Recreation of old films through one act plays
- Dance and Music shows revolving around Bollywood
- Stand – up Comedy and Famous artist look a likes
• Warm staff dressed in Bollywood finery to keep the cinema
pulse tapping
• One to one interactions with performers
• Special request months for reenactments and screenings of
your favorite films.
The Interiors
Services
• Bombay Talkies offers a first-of-its-kind in the
area entertainment and dining concept
• The catering will also entertain and thrill
customers
• We offer our venue and events for
- Events revolving around Weddings
- Ladies Night Out
- Rewards and Recognition Programs
- Corporate Gatherings
- After Parties, Music Launches, Film Launches
Industry Highlights
• The economic boom in the country continues unabated.
• With the GDP of the current fiscal expected to cross the 9% mark
• A consumption boom is sweeping the country
• Corporate earnings are showing an impressive growth momentum
• New job opportunities continue to unfold
• Salaries and disposable incomes continue to rise
• The phenomenal growth of the service sector has had a direct effect
on the Tourism and Hospitality Industry
• courtesy Knight Frank, Hotel Industry Quarter 2 Review
Hospitality Industry Highlights
• The Industry is projected to grow at a rate of 8.8% between 2007-16,
• India placed as the second-fastest growing Hospitality market in the world.
• A total of 4.4 million consumers.
• Estimates show that the sector will account for nearly 5.3 per cent of GDP
and 5.4 per cent of total employment.
• With the GDP of the current fiscal expected to cross the 9% mark
• Corporate earnings are showing an impressive growth momentum
• Salaries and disposable incomes continue to rise
• The phenomenal growth of the service sector has had a direct effect on the
Tourism and Hospitality Industry
• courtesy Knight Frank, Hotel Industry Quarter 2 Review
Objectives
• Build and create a restaurant that celebrates the Legendary combination of Food and
Bollywood
• Celebrating Bollywood through skits, acts, drinks, music, food, show and dance.
• The measurable objectives will be:
– Opening night in full regalia
– Food costs not to exceed 35% total operation
• Deliver a stunning, unbelievable, international menu to the local community that
produces
- 96% satisfaction surveys
- profits in excess of 200% Return on Investment (ROI).
• Continuous analysis and outsider inspections will be held to fine-tune objectives via
- goal planning, Directives, Operations, Objectives ands Milestones (DOOM)
- weekly Best Objectives Review Evaluation (BORE) meetings.
• Business will be conducted monitoring our
- Profit and Loss statement numbers,
- local business owners of restaurants and their marketing ploy, advertising and
profits.
Keys to Success
• Emphasize on Promotions
• Bombay Talkies will focus on attracting target customers who are
usually, fun-seekers, couples and families.
• We will attract customers with live performances and distribution of
brochures.
• We will focus our marketing message towards our events and
culinary expertise.
• An important aspect of the Marketing Mix
• The Plan will include
- Extensive Radio Advertisement
- Periodic Print Advertisements
- Extensive Public Relations
- Outdoor Media
Media Plan
• The Build Up….
- Initiating teasers to provide the consumers with the Right
Connect
• Print media, the First Jhatka
- Target Media: Leading Daily Publications
- Duration: First 2 weeks prior to the launch
• Preferable Page, the listing of Up Coming Movies for being at
the right place at the time (120cc)
• The concept
- Scrumptious Food placed on a graphically created “Now
Showing”
Media Plan
• The 2nd Thumka…
- The 3rd week sees a change in the thematic
approach to the propagation
- The space booked, Header & Footer of
leading dailies
• The caricature of “know actors” punctuate
their famous movies, twisted to talk about
their favorite Food
- Eg. “Tandoor Ke Sholay”
“Murgh –e - Mussalam Aazam”
Media Plan
• The 2nd Thumka…
• During the same period the TG is
planed to be captured in the right
FRAME
• The Dinetainment Campaign on the
Food Plates in Multiplexes to be used
as a creative propagation medium
Media Plan
• The 3rd Blow (Fata Poster Nikla Hero)…
• The movie spoof campaign to be carried
out in specific outdoor medias for 2 weeks
• The prime 6 to 7 locations in Suburbs &
Town would be chosen to get the TG at
their best interest
• Post the launch of the restaurant the
creative change to reveal the name Bombay
Talkies with the punch line Thumka Marke!!
Media Plan
• Post Launch the respective print
media will be used to build in the
name & the concept into the audience
for a month
• Later the Print ads cut down to only
special event propagations
• The special event details would be
also sent via Humorous SMSs to a
database of A & B segment customers
PR Plan
• The entire campaign would be supported with
strong & relevant media coverage
• Target Medias pre Launch would cover stories on
Jiggs Kalra to promote him as the a name that will
be one of the USP of the restaurant
• Target media:
– Food and Culinary Based Magazines
– Business Interviews – Profiling Jiggs Kalra
– Supplement Magazines like, Me
– Interior Magazines
– Entertainment Highlights
• The launch will also receive extensive coverage
boosted by the presence of eminent celebrities for
the same
On Air
• Ever Popular Radio medium will be
used through
• Quizzes & Competition
• Interview with the Chef
• Radio Mentions
• Associations
• Live Coverage of Musicals
Competition and Buying Patterns
• One part of the restaurant market competition depends on reputation, advertising,
and the dining experience of the customer.
• In another, competition centers around location and parking.
• Our restaurant strongly relies on word-of-mouth recommendations over advertising.
• Our pricing for food, taste, and product delivered will exceed local expectations.
• We rely on the world tastes and travels of Jiggs Kalra and team - difficult to equal or
duplicate.
• Actors dressed up, will hand out brochures in malls, events, in parking lots staging
mini-shows.
• Customers choose us due to our personal and face-to-face interaction in a dining
experience.
• Excite a serious businessmen and businesswomen where they can talk with actors.
Website Marketing Strategy
• Website will be virtual business card and Portfolio.
• We will accept reservations online
• Center primarily around distribution of our URL.
• A visit to the website will most always be an after-the-fact event.
- After visiting the restaurant or
- After reading our brochure
- After hearing our commercial on the radio.
• The key to the website strategy will be combining
- a very well designed front end
- with a back end capable of recording leads
- proposal requests
- as well as running our own online marketing program.
• We will sell targeted advertising to specific market groups
Start up
• Start-up expenses include legal costs, artwork, property purchase,
modeling, logo design, computer software, stationery,licenses, and
related expenses.
• Start-up assets required include
- Short-term assets (office furniture, tablewear and glasswear, signage,
and small kitchen equipment and utensils, kitchen and server
uniforms and costumes etc.)
- Initial cash to handle the first few months of operations - as sales and
accounts receivable play through the cash flow.
- Inventory for the first two weeks of operations will need to be ordered
and delivered in the week prior to opening.
• Long-term assets include office computers, serving staff
workstations, kitchen terminals, security and fire alarm systems,
shelving, food storage
.
Confining to the Indian
concept of tradition
and hospitality,
Bombay Talkies
cordially invites you to
join in your
celebratory with our
expertise.
Group 1
• Group 1
• Kaushal Negandhi – 17
• Ritika Darira – 29
• Priti Dutta – 33
• Maulik Shah – 34
• Tarveen Dhingra – 37
• Tashween Ahluwalia - 46
