MARKETING MANAGEMENT

(Report)

Author(s)

Muhammad Hammad 21-SE-30

Muhammad Obaidullah 21-SE-42
Tasleem Ahmed 21-SE-70
Noor-ul-Ain 21-SE-78
Hira Amjad 21-SE-90

Advisor
Ms. Fatima Tafakhur

DEPARTMENT OF SOFTWARE ENGINEERING

UNIVERSITY OF ENGINEERING AND TECHNOLOGY TAXILA
December 2022
 Table of Contents

1. Executive Summary: .............................................................................................................................. 3

2. Description Of Business: ....................................................................................................................... 3
3. Our Objectives: ..................................................................................................................................... 4
4. 4 P's of marketing……………………………………………………………………………………………………………………………4

• Product and Services............................................................................................................................. 4

• Prices: .................................................................................................................................................... 5
➢ OTHERS ........................................................................................................................................... 8
• Place: ..................................................................................................................................................... 8
i. Target Market: ...................................................................................................................................... 8
ii. Marketing Positioning ..................................................................................................................... 10
• Promotion: .......................................................................................................................................... 10
5. Management Plan ............................................................................................................................... 11
Delivery Charges .................................................................................................................................... 13
6. SWOT Analysis..................................................................................................................................... 13
7. Startup Cost ........................................................................................................................................ 14
 CRISP N’ CRUNCH

1. Executive Summary:
The project is about a new business venture. It covers the core concepts that are involved in the
development and implementation of this new company. Taking the initiative and pulling it towards
something unique and different. This project guides about the company attributes, boosting its
early phases to penetrate through target market identification and segmenting it to different
locations, planning for market positioning, effective pricing strategy, how to promote it to clients
through different mediums and sources and most importantly, the environmental factors that are
associated with the early stages of business development and post variable factors that are major
challenges to the business.

2. Description Of Business:
Our Fast-food business is a new addition in the fast-food industry with high aims to facilitate
people with delicious foods, which have marvelous and delicious ingredients. Our promise is to
give your buds a tasteful ride. Due to increasing needs and demand of foreign cuisine and fast
food in public we decided to launch our fast-food center on a small scale. It’s a partnership-based
business. We provided self -purchasing services and free home delivery within Taxila. We also
signed contract with schools and colleges that we will deliver our products at the time of recess
(break) in schools and colleges. The organization also decided to launch entertainment centers like
playground, cinema etc. which enabled people to enjoy with their friends while eating our food.
3. Our Objectives:
Our six objectives are summarized below:

✓ Understand our customer, competitors, and industry.

✓ Provide the best product and services

✓ Continue to grow our business in the selected fields of interest.

✓ Balance our business goals with our financial objectives.

✓ Provide good quality food at affordable cost to the customers.

✓ Refine the company values and culture by hiring the best people.

4. 4 P’s of Marketing

• Product and Services:

Now a days, there are multiple food chain restaurants that are offering all sort of
different products. However, we at Crisp N’ Crunch take the art of fast-food
cooking to a whole new level. We prepare a variety of food products with our special
and secret recipes. These include several special toppings as well as the provision
of consultancy services for persons with interest in this line of business. All our
products will be freshly sourced and stored. Our equipment will provide the perfect
conditions in helping us produce fresh and delicious fast food. The main competitive
advantage that our business will have is it’s unparalleled and unmatched qualities
and its unique and diverse menu of food. New and more diverse food will be added
in menu as the business grow.

Crisp’ N Crunch will sell all tender and cheesy fast food. Our initial menu selections
will include:
• Burger

• Chicken piece

• Hot wings

• Nuggets

• French fries

• Soups

• Drinks, Coffee & tea

• Ice cream, deserts, salad

• Rice, kebab, rolls

• pizzas

We will provide the delivery service for the university students which also include
girls’ and boys’ hostels. Our service will be available for 24 hours. We will provide
fast services to our customers. Customer will give order by phone call or by using
an app.

• Prices:
The prices of the products available at Crisp N’ Crunch are listed below:
➢ PIZZAS:

Flavors Prices
7-inch 10inch 13inch 16inch

Chicken Tikka 400 650 1000 1300

Fajita 400 650 1000 1300

Pepperoni 400 650 1000 1300

Margherita 400 650 1000 1300

Mexican Chilli Pizza 500 950 1500 1700

Veggie Pizza 350 500 800 1000

Hawaiian Pizza 500 900 1500 1700

➢ BURGERS:

Flavors Prices

Royal Crunch 650/-

Classic Twist 650/-

Jalapeno Cheese 500/-

Double Decker 750/-

Chicken Feta Cheese 750/-

Mushroom Punch 700/-

Stuffed bean 650/-

 ➢ OTHERS:

Nuggets 200/-(5pieces)

Bucket Fries 300/-

BBQ wings 300/-

Honey Mustard Wings 330/-

Hot Wings 250/-

Onion Rings 300/-(5pieces)

Spring Rolls 100/-(1piece)

• Place:
i. Target Market:
As most of the people belongs to the middle class in Taxila so, after evaluation of
various segments, Crisp’ N Crunch has decided to target the market of Urban, Sub-
urban and rural area as well, but everyone can use this product including
businessman, student workers and other peoples. This app will prove to be useful for
people who are in hurry and want to eat on they go. The students and young people
would also be a major buyer of products. People who will dine with their friends and
families will also avail our services. In following diagram, a rough estimate is made
about the target audience of our business based on age of the people.

Sales

11%

Young people
25%
Middle aged people
Old aged people
64%

Another rough estimate is made about the target audience of our business depending on the level
of income. Since our business is oriented toward providing high quality food at affordable cost our
major target audience was the middle class.

Sales

12%

Poor
37%
Middle Class

Wealthy

51%
 ii. Marketing Positioning
As we mentioned our location before that we shall introduce Crisp’ N Crunch in
Taxila. It is supposed to be best areas of Taxila. This location will satisfy our target
market demands. These are one of the educational concerning accommodation areas
as well as on the back of Crisp’ N Crunch there are residential area, in front of our
restaurant there is commercial area as well which are exactly to our demands. All
the mentioned areas are the good markets for Crisp’ N Crunch.

• Promotion:
Product will be announced in all print and electronic media like:

i. Crisp N’ Crunch website:

The Crisp N’ Crunch will have its own website which will contain information about
all the services provided by Crisp N’ Crunch.

ii. Email marketing:

The Crisp N’ Crunch will take full advantage of E-mail marketing. It will send
marketing emails to make itself known.

iii. Collaboration with Food Bloggers and vloggers:

Crisp N’ Crunch will collab with different food bloggers and vloggers. The company
will rely on the social reach that these famous people must promote itself. Food
bloggers will be encouraged to write reviews on the food. The vloggers will be
sponsored and will be invited to our restaurant They will feature our products in their
video and ask the customer to try the food for themselves

iv. Through Newspapers:

Crisp N’ Crunch will also publish about itself in different newspapers.
v. Through Social Media platforms:
Nowadays, the different social media platforms like Facebook, Twitter, and
Instagram etc. play important role in social media marketing. Crisp N’ Crunch will
have accounts on all these platforms.

vi. Through Ads:

The company will also start ad campaigns on internet and cable to promote itself
and make itself known.

5. Management Plan
The management team at Crisp’ N Crunch consists of ;

• Muhammad Obaid Ullah

• Muhammad Hammad
• Tasleem Ahmed
• Noor-ul-Ain
• Hira Amjad

All are highly motivated to give Crisp’ N Crunch a strong managerial back bone.
Together they will be able to adequately perform all the necessary tasks to creating
a successful business. Once things are set up and running smoothly, they will be able
to focus on their individual responsibilities. We will manage orders and delivery
services through mobile app and mobile phones (calls and messages). We will make
an app for food delivery service. Its purpose is to book orders from customer.

Management Functions:
1. Planning:
In this step, the team decided on an objective and determined the course of action
that was necessary . The main objective of the organization was to provide quality
food at the affordable cost and for achievement of this objective initially a small-
 scale restaurant (with limited selection in menu and small dining area) was setup
which was to evolve as more profit was generated. Daily, weekly and monthly
goals were also setup.
2. Organizing:
The team decided how to coordinate human efforts and resources that were
available. Noor-Al-Ain and Hira Amjad were given responsibility to design the
menu of the restaurant and they used different graphic designer tools like adobe
acrobat and adobe illustrator to do so. Tasleem Ahmed was given the job to hire
initial staff(comprising of one chef and two waiters). Obaidullah was tasked to
manage the marketing of the group. After consultation with different members,
Muhammad Hammad was made head/lead. His responsibility included
overseeing different works being done, organizing and arranging different
resources required and making sure that deadlines were being met.
3. Leading:
After cooperation among all team members, Muhammad Hammad was chosen
as the lead member of the project. The lead adopted very lenient attitude toward
his employees. The lead was open to any kind of suggestions or feedback that
was put in front of him. In hard times, where things were not going the right way
the lead motivated his team members. The lead was quite professional in handling
conflicts that arose and encouraged mutual understanding. The lead was also
aware of cultural issues that were present and was skilled in managing diversity.
4. Controlling:
To monitor that all efforts were being spent in the right direction and toward
achieving the objective, daily, weekly, and monthly goals were reviewed. If any
anomaly was found, the root cause was found and eliminated.

Mintzberg’s Managerial Roles:

For the top-level manager Muhammad Hammad, he roles of disseminator,
figurehead, negotiator, liaison, and spokesperson are more important while for
middle managers Hira Amjad, Noor-ul-Ain, Tasleem Ahmed and Muhammad
Obaidullah the role of leader defined by Mintzberg was important.

Management In Global Environment:

The organization had geocentric attitude which meant it adopted different successful
techniques and processes employed in different restaurants around the world and
tried to avoid mistakes done by restaurants who did not survive because of their bad
decisions and management.

Delivery Charges:

• We charge RS 20/- of packaging per order.

• RS 50/- will be charged per order for delivering in any department.

5. SWOT Analysis

S W O T
Strength Weakness Opportunity Threats:
• Friendly • Less space for • Attractive
environment Future • Lowthere
Priceswill
of
Professional future project competitor in
Projects Competitors
• Professionally • Lack of futureCost
Trained waiters • no direct • Increased
trainers Experience as a • Contingencies
• Co facility for
Professionalytr entrepreneur competitor • New Street Brand in
• Legal and Security
specific
ained waiters • Comparatively • demand of the Market
issues
timings equivalent the fast
• Our trained pricing food in this
chef (training area
from Greeks) • Competitors gradually
• High quality Closing Down increases.
of products
6. Startup Cost

Startup cost for Crisp n’ Crunch is almost eighty thousand (80,000) rupees which
includes many expenses as following :

Ovens 12000/-

Ranges and ventilation 5000/-

Stove 2000/-

Cutting boards 450/-

Sinks 3000/-

1500/-
Serving ware

Storage containers 500/-

Packing Material 5000/-

 Washing equipment 3000/-

Gas or electric grill 10,000/-

Storage racks and shelving 5000/-

Ingredients + Soft Drinks 15000/-

Flyers for marketing 5000/-

Delivery Boy (Salary) 9500/- per month

 Total Available Cash: Rs 80,000.00

DAILY SUMMARY
Totals Daily Monthly Annual

Income Rs 10,000.00 Rs 300,000.00 Rs 3,650,000.00

Expenses Rs 6,000.00 Rs 180,000.00 Rs 2,190,000.00

Discretionary Rs 8,000.00 Rs 240,000.00 Rs 2,920,000.00

Savings Rs 4,000.00 Rs 120,000.00 Rs 1,460,000.00

Type Description Daily Monthly Annual

RS 146,0000.00
Income Salary Rs 4,000.00 Rs 120,000.00

Income Commissions/ bonus RS- RS- RS-

Income Planned trips Rs 1,350.00 Rs 40,500.00 Rs 492,750.00

Income Training of employee Rs 1,350.00 Rs 40,500.00 Rs 492,750.00

Income Another 3 Rs 1,350.00 Rs 40,500.00 Rs 492,750.00

Expenses Stoves RS- Rs - Rs 12,000.00

Expenses Grills RS- RS- Rs 17,000.00

Expenses Ingredients
Rs- 5000 Rs 150,000.00 Rs 1,825,000.00