A

Project Report
On
TO STUDY THE LITTLE ITALYS PROMOTIONAL STRATEGIES TO RETAIN AND ATTRACT
THE NEW CUSTOMERS IN PUNE REGION
At
LITTLE ITALY EXPRESS PVT. LTD.
SUBMITTED TO
SAVITRIBAI PHULE PUNE UNIVERSITY
In partial fulfilment of the requirement for the award of
MASTER IN BUSINESS ADMINISTRATION
SUBMITTED BY
MD MUBASHIR KHAN
MBA (Marketing)
UNDER THE GUIDENCE OF
PROF.RASHMY MORAY

SINHGAD INSTITUE OF BUSINESS ADMINISTRATION AND

RESEARCH, PUNE
2014-2016
1

Sinhgad Institute of Business Administration and Research,

Kondhwa (Bk.), Pune

Institution Approval Letter

Summer Internship Program

MR. MD MUBASHIR KHAN of batch 2014-2016 is granted permission by the institute to do the Summer
Internship Project titled TO STUDY THE LITTLE ITALYS PROMOTIONAL STRATEGIES TO
RETAIN AND ATTRACT THE NEW CUSTOMERS IN PUNE REGION at Pune during 1stJune 2015
TO 31st July 2015.

PROF.RASHMY MORAY

Dr. AVADHOOT D. POL

Project Guide

Director

Place: PUNE
Date:

/2015

CERTIFICATE

This is to certify that the Project Report titled TO STUDY THE LITTLE ITALYS PROMOTIONAL
STRATEGIES TO RETAIN AND ATTRACT THE NEW CUSTOMERS IN PUNE REGION which is
being submitted herewith for the award of Master of business Administration, Pune is the result of the original
research work completed by MD MUBASHIR KHAN under my supervision and guidance and to the best of
my knowledge and belief the work embodied in this Project Report has not formed earlier the basis for the
award of any degree or similar title of this or any other University or examining body.

PROF.RASHMY MORAY

Dr. Avadhoot D. Pol

Project Guide

Director

Place: Pune.
Date: / /2015

DECLARATION

I MD MUBASHIR KHAN, hereby declare that the Project Report titled TO STUDY THE LITTLE
ITALYS PROMOTIONAL STRATEGIES TO RETAIN AND ATTRACT THE NEW CUSTOMERS IN
PUNE REGION written and submitted by me to the University of Pune, in partial fulfilment of the
requirement for the award of Master of Business Administration, is my original work and the conclusions
drawn therein are based on the material collected by myself.

Place: Pune
Date:

MD MUBASHIR KHAN

/ /2015

ACKNOWLEDGEMENT

I take this opportunity to express my profound gratitude and deep regards to my guide PROF.RASHMY
MORAY for his exemplary guidance, monitoring and constant encouragement throughout the course of this
thesis. The help and guidance given by him time to time shall carry me a long way in the journey of life on
which I am about to embark.

I also take this opportunity to express a deep sense of gratitude to Ms. Vihanga Bhosale, General Manager
Corporate Human Resources, Little Italy, Ms. Rucha Mehta, Assistant Marketing Manager, Little Italy,
for their cordial support, valuable information and guidance, which helped me in completing this task through
various stages.

I am obliged to staff members and colleagues of Little Italy for the valuable information provided by them in
their respective fields. I am grateful for their cooperation during the period of my assignment.

Last but not Least; I thank the almighty and my near and dear ones for their constant encouragement without
which this assignment would not be possible.

MD MUBASHIR KHAN

EXECUTIVE SUMMARY

Little Italys Italian cuisine will be the leading Italian restaurant in Pune, OR with a rapidly developing
consumer brand and growing customer base. The signature line of innovative, premium, pasta dishes include
pesto with smoked salmon, pancetta and peas linguini in an Alfredo sauce, and fresh mussels and clams in a
marinara sauce. Little Italy also serves distinct salads, desserts, and beverages.
Little Italy will reinvent the pasta experience for individuals, families, and take out customers with discretionary
income by selling high quality, innovative products at a reasonable price, designing tasteful, convenient
locations, and providing industry-benchmark customer service.
Existing members will be given the first option to subscribe to the additional equity to allow each of them to
maintain their percentage of ownership. The portion not subscribed by existing members will be available for
prospective new investors.

ABSTRACT

The purpose of this project is to explore guests view on Little Italys advertisements. Data were collected by
using sampling method from the guest who came to the restaurant for dining. The result of the research shows
that the guests are more influenced by rebates, offers (like buy one get one free) etc. The findings suggested
some significant of implications which will help advertisers to create advertisement for Little Italy. For example,
frequent advertisements in some famous newspapers like Times of India, the economic times, etc. because the
target group is urban families who are into business and services and they follow the business newspapers.

TABLE OF CONTENTS

SR.NO.

TOPIC

PAGE NO.

1.
1.1. Introduction ..................................................................9
1.2 What is marketing strategy10-13
1.3 Company profile. 14-21
1.3 Brand positioning of Little Italy 22-24
1.4 Types of advertising done in Little Italy. 25-34
2.

RESEARCH METHODOLGY 35

3.

OBJECTIVES OF THE STUDY.36

4.

COLLECTION OF DATA... 37

5.

LIMITATIONS OF THE STUDY... 38

6.

CONCEPTUAL BACKGROUND.. 39

7.

DATA ANALYSIS AND INTERPRETATION. 40-56

8.

MAJOR FINDINGS. 57-58

9.

RECOMMENDATIONS AND CONCLUSIONS...59

10.

BIBLIOGRAPHY 60

11.

APPENDIX.. 61-64

INTRODUCTION

The project is an extensive report on how Little Italy markets its strategies and how the company has been able
in tackling the present tough competition and how it can develop more. Mainly this project studies the
marketing strategies and promotional strategies that are adopted by Little Italy over the years. And also to know
about the market position of Little Italy as a brand, demographics, how successful their promotion has become
and attracted customers till now and what more they can do in future to retain their existing customers and
attract new customers.
Marketing strategy is a process that can allow an organization to concentrate its resources on the optimal
opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. And in order
to retain new customers, it is not only related to its product or services, but strongly related to the way it services
its existing customers and the reputation it creates within and across the marketplace.

WHAT IS MARKETING STRATEGY?

Marketing strategy is commonly defined as a strategy employed by a firm to attain its marketing objectives,
which in turn is related to the achievement of the firms business objectives. In other words, marketing strategy
refers to the marketing goals and action plans that address matters of product/service price, distribution,
communication, and the process of new product development. Marketing strategy is a process that can allow an
organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage. Marketing strategy involves careful scanning of the internal and external
environments which are summarized in a SWOT analysis. Internal environmental factors include the marketing
mix, plus performance analysis and strategic constraints. External environmental factors include customer
analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological,
economic, cultural or political/legal environment likely to impact success. A key component of marketing
strategy is often to keep marketing in line with a company's overarching mission statement. A marketing
strategy should be centered on the key concept that customer satisfaction is the main goal.

The History of Marketing Strategy

The history of Marketing Strategy is identified as a stipulator subject. All authors think marketing Strategy is
relevant to business However few think that Marketing Strategy is of strategic importance to business. While
many authors think that this is a relatively new concept, however marketing strategy concept is perhaps as old as
business itself and no business can be run without having a proper strategy to implement the plans .The history
of marketing strategy is described from its roots in early marketing management & later corporate marketing to
its present state. The historical perspective demonstrates how various strategic approaches can be integrated into
a comprehensive conceptual framework for marketing strategy.

Customer Retention

10

Customer retention is the activity that a selling organization undertakes in order to reduce customer defections.
Successful customer retention starts with the first contact an organization has with a customer and continues
throughout the entire lifetime of a relationship. A companys ability to attract and retain new customers, is not
only related to its product or services, but strongly related to the way it services its existing customers and the
reputation it creates within and across the marketplace.

Marketing mix
The marketing mix is a business tool used in marketing and by marketers. The marketing mix is often crucial
when determining a product or brands offer, and is often associated with the four Ps: price, product, place
and promotion .According to Philip Kotler Marketing Mix is the set of controllable variables that the firm can
use to influence the buyers response.
The service marketing mix is also known as an extended marketing mix and is an integral part of a service
blueprint design. The service marketing mix consists of 7 Ps as compared to the 4 Ps of a product marketing
mix. Simply said, the service marketing mix assumes the service as a product itself. However it adds 3 more Ps
which are required for optimum service delivery.

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Product: Product refers to the goods and services offered by the organization. A pair of shoes, a plate of dahivada, and a lipstick, all are products. All these are purchased because they satisfy one or more of our needs. We
are paying not for the tangible product but for the benefit it will provide. So, in simple words, product can be
described as a bundle of benefits which a marketer offers to the consumer for a price. While buying a pair of
shoes, we are actually buying comfort for our feet, while buying a lipstick we are actually paying for beauty
because lipstick is likely to make us look good. Product can also take the form of a service like an air travel,
telecommunication, restaurant etc. Thus, the term product refers to goods and services offered by the
organization for sale.

Price: Price is the amount charged for a product or service. It is the second most important element in the
marketing mix. Fixing the price of the product is a tricky job. Many factors like demand for a product, cost
involved, consumers ability to pay, prices charged by competitors for similar products, government restrictions
etc. have to be kept in mind while fixing the price. In fact, pricing is a very crucial decision area as it has its
effect on demand for the product and also on the profitability of the firm.
Place: Goods are produced to be sold to the consumers. They must be made available to the consumers at a
place where they can conveniently make purchase. Woolens are manufactured on a large scale in Ludhiana and
you purchase them at a store from the nearby market in your town. So, it is necessary that the product is
available at shops in your town. This involves a chain of individuals and institutions like distributors,
wholesalers, franchise and retailers who constitute firms distribution network (also called a channel of
12

distribution). The organization has to decide whether to sell directly to the retailer or through the
distributors/wholesaler etc. It can even plan to sell it directly to consumers.
Promotion: If the product is manufactured keeping the consumer needs in mind, is rightly priced and made
available at outlets convenient to them but the consumer is not made aware about its price, features, availability
etc., its marketing effort may not be successful. Therefore promotion is an important ingredient of marketing
mix as it refers to a process of informing, persuading and influencing a consumer to make choice of the product
to be bought. Promotion is done through means of personal selling, advertising, publicity and sales promotion. It
is done mainly with a view to provide information to prospective consumers about the availability,
characteristics and uses of a product. It arouses potential consumers interest in the product, compare it with
competitors product and make his choice. The proliferation of print and electronic media has immensely helped
the process of promotion.
People : People is one of the elements of service marketing mix. People define a service. If you have an IT
company, your software engineers define you. If you have a restaurant, your chef and service staff defines you.
If you are into banking, employees in your branch and their behaviour towards customers defines you. In case of
service marketing, people can make or break an organization. Thus many companies nowadays are involved into
specially getting their staff trained in interpersonal skills and customer service with a focus towards customer
satisfaction. In fact many companies have to undergo accreditation to show that their staff is better than the rest.
Definitely a USP in case of services.

Process Service process is the way in which a service is delivered to the end customer. Lets take the example
of two very good companies Mcdonalds and Fedex. Both the companies thrive on their quick service and the
reason they can do that is their confidence on their processes. On top of it, the demand of these services is such
that they have to deliver optimally without a loss in quality. Thus the process of a service company in delivering
its product is of utmost importance. It is also a critical component in the service blueprint, wherein before
establishing the service, the company defines exactly what should be the process of the service product reaching
the end customer.
Physical Evidence The last element in the service marketing mix is a very important element. As said
before, services are intangible in nature. However, to create a better customer experience tangible
elements are also delivered with the service. Take an example of a restaurant which has only chairs
and tables and good food, or a restaurant which has ambient lighting, nice music along with good
seating arrangement and this also serves good food. Which one will you prefer? The one with the nice
ambience. Thats physical evidence. Several times, physical evidence is used as a differentiator in
13

service marketing. Imagine a private hospital and a government hospital. A private hospital will have
plush offices and well dressed staff. Same cannot be said for a government hospital. Thus physical
evidence acts as a differentiator.
This is the service marketing mix (7p) which is also known as the extended marketing mix.

COMPANY PROFILE

Little Italy pioneered the romance that is associated with Italian cuisine in India. They started their journey from
Pune as La Pizzeria at a time when very few people knew about it taste and authenticity of this cuisine. La
Pizzeria was more like a traditional pizza house at the beginning with a limited offering of Pastas & other items.
As the popularity and demand increased they slowly started adding up other items, such as Daily specials pastas, soups & salads along with their existing menu. La Pizzeria became a huge hit with locals and foreigners
alike. It became a preferred dining destination for people of Pune. During the years 1995-2000, Little Italy
became synonymous with World Class Italian Cuisine and a favorite place for celebrities to dine. Eventually,
anyone with a desire for authentic Italian dining experience headed to Little Italy. In the year 2000, they opened
their first franchise outlet and since then there has been no stopping the brand. For them, it was about serving
more people and titillates their taste buds. Now, guests enjoy several of their Italian delicacies in more than 26
outlets across 17 major cities in India. Their goal is to open at least 75 Little Italy restaurants over next four to
five years.

The offering
With 26 restaurants across India and a growth rate of over 40%, they constantly strive to partner with more and
more people who are passionate about the hospitality business. Little Italy has to offer

The opportunity to operate your own business under the brand name of Little Italy.

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Indias most successful and only restaurant offering vegetarian Italian cuisine, a successful and most
recognizable company equity for your future financial security, effective advertising, central supply
source all are goods are ordered and delivered regularly from a central warehouse.

Comprehensive training program, theoretical, practical and on-site knowledgeable field support team,
always available for site selection and lease negotiation.

Unique Selling Proposition

The unique selling proposition of Little Italy is authentic Italian food and is known for its Thin crust
wood burn pizza.
Little Italy chose olive green color of the logo because the color symbolizes vegetarian food and is a
pleasant color which does not distract the guest.

Facilities and Operations

Location urban.
Servicesfine dining, Home delivery, Online Order, banquets, outdoor catering and corporate direct to desk.

Italian Fine Dining:

Little Italy Since 1989 is hailed as one of Indias most popular and respected fine-dining restaurant, offering a
wide selection of authentic Italian cuisine, fine wines, premium cocktails and beer. Located along the trendy and
bustling streets of major Indian cities, the award-winning Little Italy has become a classic social gathering
place. Guests are greeted by the stylish and spacious interior entrance, a warm and cozy ambience, dim lit
environs, soothing music and authentic Italian food. Thats why when they say a romantic dinner for two, they
probably have Little Italy in mind. Pure vegetarian cuisine with wine stow complement food, the place is meant
for fine dining and to relish Italian delicacies. Be it the pastas or the thin crust pizzas, every offering is a genuine
delight.
The restaurant comprises of a chic bar, dining room, alfresco dining area and a longue bar highly ideal for
business entertainments, birthday parties, wine dinners and other social gatherings and can accommodate 15 up
to 100 people.
15

Home Delivery:
Enjoy the Taste of Italian Food without ever once leaving your Home. Dine in; entertain at home in Style with
Little Italys food home delivery. Italy delivered to your doorstep. Menu includes pastas, pizzas, salads and
much more. They also have a Tex Mex section to satisfy guests cravings. Little Italy Indianised Italian is at its
best!!

16

Catering:
Little Italy does Italian food to cater to all party and entertainments requirements. Now people can have the
festival of Italian Food at their event. Menu includes a large variety of antipasti starters followed with soups
pastas and pizzas. They also have a Tex Mex section to satisfy guests cravings the cheese nachos are a
scrumptious indulgence.

17

Banquets:
Pure vegetarian cuisine with winesto complement food, the place is meant for fine dining and to relish Italian
delicacies. Be it the pastas or the thin crust pizzas, every offering is a genuine delight. They can also indulge
guest with Lebaneses , Mexican , Teppanyaki is a style of Japanese cuisine where Chef will prepare few
18

oriental dishes like stir fry, fried rice, noodles, flamb foods and noodles live in front of the guests according to
their preferences.Little Italy, where Indianised options are at its best to suit every celebrations.

Corporate Lunch Boxes:

Little Italy brings Italy to the boardroom to the office doorstep in one convenient pack. A salad, breads, pizza
pasta and not to forget dessert!! All this fabulously hygienically packed and presented to employees for 399 +
taxes.

Party & Brunches:

Weekend Brunches come alive in Little Italy with Pure vegetarian cuisine with winesto complement the food!
While Little Italy celebrates guests time out and off with tantalizing and traditional Italian cuisine. They also
offer a variety of Tex Mex Lebanese and Teppanyaki. Party on with Kyros and their bar that is made to satisfy
19

all the Corporate Gatherings into a memorable evening with foot tapping music to wind down the week. Kyros
is readily available for bookings to celebrate all parties from Corporate and Team Partys to Birthdays and
Anniversarys Cocktail Parties and pretty much any reason to shake a leg!

Loyalty product GREEN CARD CLUB

Little Italys Green Card Club membership is offered via a sign stating Your license to a green
world.According to Little Italy, Green Card Club is customers passport to a whole new world where
authenticity meets class in style. Whether its panache fine dining, good time with friends at the Bar or a
sumptuous dinner with family pampering everyones taste buds with a vegetarian cuisine, Green Card Club gets
you all .Membership of GCC entitles customers to enjoy amazing perks and privileges. Because, GCC is a
dining reward program like no other. Its easy, flexible and highly beneficial. As a member of Little Italy
Privileged Club, Green Card Club, customers are entitled to the following privileges:

Olive Card benefits

A Green Club Olive Membership Card offering you 5% discounts at all outlets of Little Italy across

India.
One hour table reservation.
Bonus points on referrals.
Upgrade to a higher level of membership with Membership Slabs.

Customers can reach the silver card status* by earning 750 GCC points in a calendar year and earn bonus points
during various festive offers.

Silver Card Benefits

A Green Club Silver Membership Card offering you 10% discounts at all outlets of Little Italy across
India.
20

 One hour table reservation.

Bonus points referrals.
Upgrade vouchers.
Activity kit for children below 10 years.
Upgrade to a higher level of membership with membership slabs.
Customers can reach the Gold Card status* by earning 1500 GCC points in a calendar year and earn bonus
points during various festive offers.

Gold card benefits

A Green Club Gold Membership Card offering you 15% discounts at all outlets of Little Italy across

India.
One hour table reservation.
Bonus points referrals.
Upgrade vouchers.
Activity kit for children below 10 years.
Gift vouchers.
Complimentary birthday cake.
Complimentary anniversary cake
Upgrade to a higher level of membership with Membership Slabs.
Customers can reach the Platinum Card status* by earning 2000 GCC points in a calendar year and earn
bonus points during various festive offers.

Platinum Card Benefits

A Green Club Platinum Membership Card offering you 15+% discounts at all outlets of Little Italy

across India.
One hour table reservation.
Bonus points referrals.
Upgrade vouchers.
Activity kit for children below 10 years.
Gift vouchers.
Complimentary birthday gateau.
Complimentary anniversary gateau.
Complimentary bottle of wine.
Complimentary add-on card
Non-expiry of points
21

BRAND POSITIONING OF LITTLE ITALY

Market Segmentation

Geographical segment (urban India).

Demographic segment middle and higher income groups.

Target Marketing

People living in urban areas.

Middle and higher income groups.
Youngsters.
Businessmen and businesswomen.
22

Positioning

Creating brands.
Giving authentic Italian vegetarian food.
Ads and promotion

Marketing Mix

Product: Little Italy group of restaurants

Price: Price is the most important element in deciding the fate of any product or service. Little Italy is
one of the most expensive restaurants in Pune, but still due to its good taste of food and ambience, it has
captured the majority of the market. They use markup pricing strategy and threshold pricing.

Place: Maximum outlets in various cities. Little Italy has total 26 outlets in India, one outlet in Dubai

and one outlet in Nepal.

Promotion: Little Italy always comes up with consumer promotion activities from time to time e.g.
giving gift vouchers, discounts, buy 1 get 1 free, etc. They also come up with various cooking events and
food festivals, to promote their brand. They also conduct press conference to spread awareness.

23

People: people is one of the main element of service marketing mix. The staff of Little Italy is very

good.
Process: Little Italy is very fast at delivering orders on time, in other words we can say they know what

to do and how to it.

Physical evidence: Air conditioned, outdoor seating, valet parking Available, Dine in Available, Free
Wi-Fi Available, and Smoking Area etc.

TYPES OF ADVERTISING DONE IN LITTLE ITALY

Print media advertising

Print media is one advertising technique that has been used by many companies to promote their product or
services. It can be defined as printed, as distinguished from broadcast or electronically transmitted
communications, which includes all newspapers, newsletter, booklets, pamphlets, magazines and other printed
publications. All these have been used for centuries to raise revenues.

Little Italy has used various print media advertising to promote Little Italy, Little Italys offers and services such
as newspaper ad, newsletters and magazines. Little Italy has distributed various coupons through newspapers to
a wider audience whether as a part of newspapers or as a special inserts.

24

25

News letter of Little Italy in the month of Feb. 2014

26

Newspaper ad of Little Italys outlet in Nungambakam

Print media such as newspapers or magazines delivers better advertising because a copy of print media
advertising uses more than two people to receive information and gets in anywhere. So, a copy of print media
creates a huge total number audience to receive information especially about advertisements.

27

Internet advertising
Internet advertising is a form advertising which uses the internet to deliver promotional marketing messages to
consumers. It includes email marketing, search engine marketing, social media marketing, many types of
display advertising (including web banner advertising), and mobile advertising. Like other advertising media,
online advertising frequently involves both a publisher, who integrates advertisements into its online content,
and an advertiser, who provides the advertisements to be displayed on the publishers content. Other potential
participants include advertising agencies that help generate and place copy, an ad server who technologically
delivers the ad and tracks statistics, and affiliates who do independent promotional work for the advertiser.
Online advertising is a large business and is growing rapidly. Online advertising is widely used across virtually
all industry sectors.
Little Italy has done various online advertising such as web banner advertising, floating ad, search engine
marketing, social media marketing, mobile advertising, email advertising and online classified advertising.

E-Mailer for Mothers Day

28

Gift Voucher

29

Floating Ad

30

Events in Little Italy

Little Italy restaurant bring Venice Carnival to Pune

Little Italy, the pioneer of Italian Food in India brought the mouth watering delicacies of Italy to Pune from
16th April, 2015 to 30th April, 2015, everyday from 11.30 am - 3.30 pm and 7.30 pm - 11.30 pm.
Guests indulged themselves with the exotic cuisine from Venice comprising of 5 course meals starting from
Zuppa Di Cetrioli soup to Fagioli E InsalataMista salad to PiattoVegetale starters to Panino Di Verdure
main course and La Pizza Al Cioccolato desserts. The experience of guest was lifetime with some of the most
striking Italian dishes at Little Italy during the Venice Carnival and gave a thrilling welcome to the summer.
Little Italy used various forms of advertising to promote the happening of this event. Such as:

Ad in DNA, pg. 18, 22ndApril.

31

Ad in Pune Mirror, pg 31, 22nd April.

Ad in The Indian Express, pg. 6, 29th April.

32

Press release of Venician carnival

33

Invitation All The Way from Venice

34

Womens day special event

Little Italy in association with Sula Vineyards celebrated womens day on 8 th march, where more than 100
women showed up to the event. Chef SushilWaghmare taught the ladies three top dishes i.e. Bean Tacos - paired
with the Zinfandel Rose, Ravioli Arabiata paired with a fine Chenin Blanc, Risotto Con Asparagi with Sula
Brut. Pairing of wine was taught by MsKavitaChandak.

E-mailer for womens day event

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RESEARCH METHODOLOGY

The relevant data is collected from both secondary sources i.e. internet and through primary sources i.e.
customer survey. The data collected would help in analyzing the competitive landscape Italian restaurants in
India. It would further help in analyzing the positioning of Little Italy in the market and what marketing
strategies they are following to hold their market in such a competitive market. It would further help us in
recommending future strategies which can help brands to enhance their market growth. Also, my primary
research helps us to find the perception and awareness in the mind of customers of Little Italy.
Primary data was collected using the following techniques
Questionnaire method
Observation method
The main tool used was, the questionnaire method. Further observation method has been used continuous with
the questionnaire method, as one continuously observes the surrounding environment who works in.

36

OBJECTIVES OF THE STUDY

To understand and analyze the existing promotional marketing strategy of Little Italy.
To compare various parameters of marketing strategies and promotional strategies.
To study the customer awareness about the advertising of Little Italy.
To find out how Little Italy has been successful in encountering their marketing strategy till now.

37

COLLECTION OF DATA

The data was collected in the form of questionnaire. I have collected data from 60 people and registered their
responses. This data helps us to understand the customer awareness about Little Italy and Little Italys Ad and
also to know the target customer and demographics. The questionnaire was formulated by keeping in mind the
following points:
1.
2.
3.
4.

Giving the respondents clear comprehension of the question.

Inducing the respondents to co-operate.
Giving instructions as to what is needed.
Identifying the needs to be known.

Sources of secondary data

Secondary data were collected to obtain the information on Little Italys history, current position, policies,
services, and advertising done in Little Italy etc., which was collected through the following:

Internet
Newspapers
Magazines
Little Italys newsletters.
Little Italys website

38

LIMITATIONS OF THE STUDY

No project is without limitations and it becomes essential to figure out the various constraints that we underwent
during the study. The following points in this direction would add to our total deliberations:1.
2.
3.
4.
5.

During the study, on many occasions the respondent groups gave us a cold shoulder.
Lack of time is the basic limitation in the project.
Lack of proper information and experience due to short period of time.
Some respondents did not answer all the questions or do not have time to answer.
Due to lack of time I could cover only one P of marketing mix and i.e. Place. There are many outlets of
Little Italy throughout India and two outlets are overseas. I was only able to collect information of those

outlets due to short duration of my project.

6. Some respondents gave biased or incomplete answers in the questionnaire.

39

CONCEPTUAL BACKGROUND

Marketing strategy framework

The framework of marketing strategy includes various elements such as- the Marketing analysis, the Market
selection, the Marketing Mix, Customer Acquisition and Customer Loyalty and Retention. The framework can
be outlined as shown below in the fig.

40

DATA ANALYIS AND INTERPRETATION

The data was collected in the form of questionnaire. I have collected data from 20 people and registered their
responses. This data helps us to understand the customers awareness about Little Italy as well what they expect
from them. The findings are as follows:
1. Age group graph
Response
Between 20 and 30 years
Between 30 and 40 years
Between 40 and 50 years
Between 50 and 60 years
Above 60 year

No. of respondents
50
4
2
2
0

Percentage
86%
7%
4%
3%
0%

The below graph shows the age group of the people who responded to the questionnaire.

AGE GROUP
3%
3%
7%

86%

Between 20 and 30 years

Between 30 and 40 years
Between 40 and 50 years
Between 50 and 60 years
Above 60 year

Interpretation: According to analysis, 86% of the respondents are from the age group between 20 and 30 years
of age.

41

2. Gender
Response
Male
Female

No. of respondents
24
36

Percentage
40%
60%

Below is the graph which demonstrate that how many male and female responded.

GENDER

male
female

40%
60%

Interpretation: As can be understood from the chart that 60% of the respondents were female and 40% male.

42

3. Profession
Response
Student
Service
Business
Others

Percentage
35%
25%
30%
10%

The below graph represents the profession of the customers.

PROFESSION

10%

Student
Service
Business
Others

35%
30%
25%

Interpretation: According to analysis, 35% were students, 25% respondents are into serviceand 30% of the
respondents were into business and 10% others.

Response

No.

of

Percentage

respondents
Below 40000
15
Between 40000 and
20

25%
34%

70000
Between 70000 and

8%

100000
Above 10000
Not responded

43

5
15

8%
25%

4. Monthly income groups

The below graph represents the monthly income of the customers.

MONTHLY INCOME

25%

25%

8%
8%

33%

below 40000
between 40000 and
70000
between 70000 and
100000
above 10000
not responded

The people who didnt responded were some students who dont earn and some of them didnt feel like
answering this question.
Interpretation: According to analysis, many of the respondents were in the income group below 40000 and few
ranged between 40000 to 70000. Hence by the survey it states that the target group is upper middle class people.

Customer response towards the question

1. Do you think about the promotional offers like rebates, free, buy one get one free?
Response

No. of respondents

Percentage
44

Yes
No

45
15

75%
25%

The below pie chart illustrates that people are keen about the promotional offers like rebates, free, buy one get
one free.

25%

yes
no

75%

Interpretation: According to analysis, 75% of the respondents think about the promotional offers like rebates,
free, buy one get one and 25% of the respondents do not. Hence the promo offers do attract the customers and
customers look forward to it.

2. Do your children or grandchildren influence your visit to the restaurant?

Response

No.

of Percentag

respondent

s
45

Yes

36

60%

No

24

40%

40%
yes

60%

no

The pie chart above signifies the responses of the respondents whose children or grandchildren influence their
visit to the restaurant.
Interpretation: According to analysis, 60% of the respondents responded that their children or grandchildren
do not influence their visit to the restaurant and 40% responded yes.

If yes then which type of restaurant?

46

Fast food restaurant

Casual dining
Fine dining
Fast casual

13%

88%

Interpretation: People, who responded yes, 88% of them voted that their children or grandchildren influence
mostly for fine dining restaurants and 12% for casual dining.

47

3.Have you seen Little Italys ad before?

Response
Yes
No
Can't recall

No. of respondents
33
21
6

Percentage
55%
35%
10%

10%

35%

yes

55%

no
can't recall

The above pie chart shows the percentage of respondents who have seen, not seen or cant recall the Little
Italys ads
Interpretation: According to Analysis, 55% of the respondents have never seen Little Italys ad before, 35% of
the respondents have seen and 10% cant recall. Hence the advertising till now has not been that strong which
would influence the customers.

48

4. How do you come to know about Little Italy?

Response

Percentage

Word of mouth

30%

By friend

30%

By email

0%

Passing by

14%

Newspaper

7%

Facebook

3%

SMS

0%

Twitter

0%

Just dial

3%

Zomato

7%

Burrp

3%

Others

3%

49

3%
7%
3%

7%

3% 3%
30%

13%
30%

Word of mouth

E-Mail

By friend

Passing by

Newspaper

SMS

Facebook

Twitter

Just dial

Zomato

Burrp

Others

The above pie chart represents the responses of the respondents who have come to know about Little Italy
through various media.
Interpretation: According to the graph, it is seen that 30% of the respondents came to know about Little Italy
through word of mouth and 30% of the respondents came to know by friend. Hence, it is a type of restaurant
where word of mouth has worked well so they should conduct more events which would help them attract more
customers.

50

5.How often have you heard other people talking about our brand?
Response
Quite often
Very often
Not at all often

Percentage
70%
25%
5%

Not at all often; 5%

Very often ; 25%

Quite often; 70%

Quite often

Very often

Not at all often

The above pie chart represents the number of respondents who heard other people talking about their brand.
Interpretation: According to analysis, 70% of the respondents responded that they have heard other people
talking about their brand quiet often and 25% very often and 5% not at all.

51

6.Which newspapers do you prefer to read?

Response
Times of India
The Indian Express
Pune Mirror
DNA
Sakal
Mid day
Pudhari

Percentage
50%
13%
7%
10%
13%
0%
7%

Pudhari; 7%
Sakal; 13%
Pune mirror; 7%

Times of India; 50%

DNA; 10%
The Indian Express; 13%

Times of India

The Indian Express

Mid day

DNA

Pune mirror

Sakal

Pudhari

The above pie chart illustrates the number of respondents who reads the various newspapers.
Interpretation: According to analysis, 50% of the respondents read Times of India and very few respondents
read the other local newspapers.

52

7.Have you ever used any discount coupons or gift voucher printed in the magazines/newspapers/over the
internet?
Response
Magazine coupon
Internet coupon
Newspaper coupon
Others

Percentage
31%
23%
15%
31%

Newspaper coupon; 15%

Magazine coupon; 31%

Others ; 31%
Internet coupon; 23%

Magazine coupon
Others

Internet coupon
Newspaper coupon

The above pie chart represents the people who uses coupons through various media.
Interpretation:According to the graph, it is observed that 31% of the respondents use magazines coupon, 23%
uses internet coupon, 15% uses newspaper coupon and 31% others.

53

8. How often do you listen to the radio?

Response
Everyday
Occasionally
Rarely
Only while driving/travelling

Percentage
25%
15%
45%
15%

The below pie chart represents how often people listen to the radio.

Everyday ; 25%
Rarely; 45%
Occasionally ; 15%
Only while travelling/driving; 15%

Everyday

Occasionally

Only while travelling/driving

Rarely

Interpretation: According to the graph, it is observed that only 25% of the people listen to the radio every day,
15% occasionally, 15% only while travelling/ driving and 45% rarely.

54

9. Does presence of any celebrity in the advertisement affect your opinion about the product?
Response
Highly
Partly
No affects

Percentage
15%
35%
50%

Highly; 15%

No affects; 50%
Partly; 35%

Highly

Partly

No affects

The above pie chart represents the percentage of respondents who responded that how the presence of any
celebrity in the advertisement affects their opinion.
Interpretation: According to analysis, 35% of the respondents responded that presence of any celebrity in the
advertisement partly affects their opinion about the product, 50% responded no affects and 15% responded that
it highly affects.

55

10. Would you like to visit more often if there are events and activities going on?
Response
Yes
No

Percentage
80%
20%

Yes

No

20%
80%

The above pie chart demonstrates the response of the respondents that whether they would like to visit more
often if there are events and activities going on.
Interpretation: According to analysis, 80% of the respondents responded that they would like to visit more
often if there are events and activities going on and 20% responded no.

56

11. Does your number of visits depend on events, promotions, activities etc.?
Response
Yes
No

Percentage
65%
35%

Yes

No

35%
65%

The above pie chart shows the response of the respondents that how their number of visits depend upon.
Interpretation: According to the analysis, 65% of the respondents responded that their number of visits does
not depend upon the events, promotions, activities, etc and 35% responded yes.

57

MAJOR FINDINGS
According to analysis, 75% of the respondents recorded their strong positiveresponse about the
promotional offers like rebates, free, buy one get one, which attracts them and get awareness about the
offers made by Little Italy.
According to analysis, 60% of the respondents responded that their children or grandchildren do not
influence their visit to the restaurant and 40% responded yes. So therefore Little Italy must do some
more events for the children.
People, who responded yes, 88% of them voted that their children or grandchildren influence mostly for
fine dining restaurants and 12% for casual dining.
According to Analysis, 55% of the respondents have never seen Little Italys ad before, 35% of the
respondents have seen and 10% cant recall. Therefore they should do more promotion to attract
customers or should choose proper media.
According to the graph, it is seen that 30% of the respondents came to know about Little Italy through
word of mouth and 30% of the respondents came to know by friend.
According to analysis, 70% of the respondents responded that they have heard other people talking about
their brand quiet often and 25% very often.
According to analysis, 50% of the respondents read Times of India and very few respondents read the
other local newspapers. Hence, they should focus more on the business newspapers as their target
audience is businessmen and women.

According to the graph, it is observed that 31% of the respondents use magazines coupon, 23% uses
internet coupon, 15% uses newspaper coupon and 31% others.

58

 According to the graph, it is observed that only 25% of the people listen to the radio every day, 15%
occasionally, 15% only while travelling/ driving and 45% rarely.
According to analysis, 35% of the respondents responded that presence of any celebrity in the
advertisement partly affects their opinion about the product, 50% responded no affects and 15%
responded that it highly affects.
According to analysis, 80% of the respondents responded that they would like to visit more often if there
are events and activities going on.
According to the analysis, 65% of the respondents responded that their number of visits does not depend
upon the events, promotions, activities, etc.

RECOMMENDATIONS AND CONCLUSIONS

Recommendation

Little Italy should focus more on their advertising because customers are not much aware about it. They
have many programs to retain customers but they do not do much activity to attract new customers.
59

They should choose right type of media such as internet advertising (Google plus, Google virtual tour,
LinkedIn, etc.).

They should choose business newspapers and magazines because majority of the people who visit to the
restaurants are businessmen or businesswomen.

Conclusion
After analyzing the findings of the research, I can conclude that Little Italy lag behind in their advertising. Their
promotional offers are very nice which they give during festive seasons or on national holidays. But guests are
not so much aware about their advertising. They need to focus more on their advertising medium. They need to
choose right type of media for their advertising. As from the survey it is known that people do like rebates, free
and such offers, so they can utilize this idea. It is seen from the survey that people came to know about Little
Italy mostly from word of mouth and by friend.
By observation I can conclude that mostly upper middle class people visits to the restaurants. So they need to
target those people and choose right type of media.

60

BIBLIOGRAPHY
Books:
Marketing management: by Philip Kotler and Kevin Lane Keller, 13th edition.
Marketing research by Naresh K Malhotra.
Marketing management: An Asian perspective by Philip Kotler, Prentice Hall.

Websites:
www.littleitaly.in: Little Italys official website.
www.slideshare.com
www.scribd.com
Marketing Plan website : www.mplans.com
Business Planning website: www.bplans.com

61

APPENDIX
Questionnaire

QUESTIONNAIRE
1. What is your age?
Between 20 and 30 years
Between 30 and 40 years
Between 40 and 50 years
Between 50 and 60 years
Above 60 years

2. Please specify your gender.

Male

Female

3. Specify your profession

Student

Service

Business

Others

4. Please specify your monthly income.

Below 40000

Between 70000 and 100000

62

Between 40000 and 70000

Above 100000

5. Do you think about the promotional offers like rebates, free, buy one get one free?
Yes

No

6. Do your children or grandchildren influence your visit to the restaurant?

Yes

No

If yes then which type of restaurant?

Fast food restaurant

Casual dining

Fine dining

Fast casual

7. Have you seen Little Italys ad before?

Yes

No

Cant recall

If yes when was the last time you saw it?

8. How do you come to know about Little Italy?

Word of mouth
E-Mail
By friend
Passing by
Newspaper
SMS
Social Websites
63

 Facebook
Twitter
Just dial
Zomato
Burrp
Others

9. How often have you heard other people talking about our brand?
Quite often
Very often
Not at all often

10. Which newspapers do you prefer to read?

Times of India
The Indian Express
Mid day
DNA
Pune mirror
Sakal
Pudhari
64

11. Have you ever used any discount coupons or gift voucher printed in the magazines/newspapers/over the
internet?
Magazine coupon

Internet coupon

Others

Newspaper coupon

12. How often do you listen to the radio?

Everyday

Occasionally

Only while travelling/driving

Rarely

13. Does presence of any celebrity in the advertisement affect your opinion about the product?
Highly
Partly
No affects

14. Would you like to visit more often if there are events and activities going on?
Yes

No

15. Does your number of visits depend on events, promotions, activities etc?
Yes

No

65

66