4 P’s

2

Product Offering customer a privracy

No compromising with the quality of comfort level

3

Place Opening Posh locality of caunat place

Residence of many top businessmen,middle class

Eg. Page 3 personalities etc

4

Price The pricing would be kept high

Tending to attract every youth

Initially: introductory discounts and other offers

5

Promotion An aggressive promotional strategy

Need to create brand awareness

Print ads in HT and TOI

Pamphlet distribution with magazines

Eg. Cosmopolitan, India Today, Femina

Ads on the Radio Channels

6

Launch Preceding the launch

Advertisements and other promotional activities

Gather attention

Gain public interest

Aggressive marketing

7

Restaurant Layout Designed as a dine-in restaurant

Arrangement in an aesthetic manner

Special Lounge Corner

‘A-la carte’ menu

Soft music for a soothing environment

8

Contd… We will provide

newspapers and magazines

Wall of Fame

Customer Feedback Form

9

Long term plans Opportunity of opening a Chocolate Spa

Depending upon Customer feedback and survey

Expansion to other parts of Delhi other metro cities

10

Food and Beverage Dept.

Maintenance and hygiene control

Hiring of chefs and assistant chefs

Stock Management

11

Contd… Employees at the restaurant:

6 chefs 4 assistant chefs 12 waiters + stewards 2 Managers 3 Security Personnel 4 housekeeping

12

Marketing Dept.

Responsible for all marketing activities

Promotional Campaigns

Advertisements

Sales

13

Contd… 1 Sales Manager 2 Creative Head 2 Sales Team Other Promotional Campaign team (Variable)

14

Contd… 2 HR Executives

Experienced professionals

Accountable to the Head and to BOD

15

Contd… Finance Team

2 Chartered Accountants

Will audit all financial records

Responsible for tax return filings

16

Dishes and Pricing

Chocolate Bars and Candies : Rs 50-300

Chocolate Pizzas : Rs 500-1800

Chocolate Paranthas : Rs 200-500

Chocolate Biryani : Rs 500-750

Chocolate sandwhich : Rs 200-500

17

Contd…

Chocolate Pastas: Rs 350-550

Chocolate Brews : Rs 150-300

Chocolate Shakes and drinks : Rs 150-280

Chocolate Cakes: Rs 200 – 2000

Chocolate Pastries: Rs 50-200

18

Contd…

Brownies: Rs 80-250

Chocolate Wafers and Waffles: Rs 100-450

Chocolate Crepes: Rs 180-500

Chocolate Doughnut: Rs 50- 100

Chocolate popcorns : Rs 100-250

19

Contd…

Ice-creams : Rs 50-500

Cookies: Rs 150-500

Low-Calorie chocolates: Rs 150-1000

Low-Calorie options: Rs 100-600 extra

20

Initial Investments Commercial Shop (1500 sq.m.) : Rs. 3 crores

Infrastructure requirements : Rs. 5 lacs

Air Conditioning : Rs. 2.25 lacs 12.5 tonnes: Blue Star

Generator : Rs. 2 lacs

Tables, Chairs etc. : Rs. 2 lacs

Other Decorative enhancements : Rs. 1.5 lacs

21

Initial Marketing Expenses Radio Ads

Average Rate/ 10 sec. 1000 No. of times/month 360 No. of Radio Channels 1

Total Cost of Radio Ads Rs. 3,60,000

Newspaper Ads Avg Rate per sq. cm. 500 Size of the ad.(in sq.cm.) 30 No. of newspaper 2 No. of times/month 30

Total Cost of Newspaper ads Rs. 9,00,000

Total Cost of Pamphlets Rs. 5,00,000

Total Advertising Costs Rs. 17,60,000

22

Salaries HR Dept. (in Rs.)

HR Head 50,000 HR Executive (2 personnel) 60,000

Total Salary: Rs.110,000

23

Contd… Marketing Dept. (in Rs.)

Marketing Head 50,000 Sales Manager 35,000 Creative Head (2) 40,000 Sales Team Members (2) 20,000 Optional Extra Members 20,000 Variable Salaries 20,000

Total Salaries : Rs. 185,000

24

Contd… F&B Dept. (in Rs.)

F&B Head 50,000 Chefs (6) 180,000 Asst. Chefs (4) 80,000 Managers (2) 30,000 Waiters/Stewards (12) 60,000 House keeping (4) 13,880

Total Salaries: Rs. 413,880

25

Contd… Finance Dept. (in Rs.)

Finance Head 50,000 Chartered Accountant (2) 80,000

Total Salaries : Rs. 130,000

26

Sales The average cheque amount expected is Rs 1000

The average footfall initially expected is 20/day

Expected to go up to almost 50-55 footfalls later on

Even higher number in the peak season

27

Contd… Avg. Cheque Amt For 1st Year Rs.1587.5

Avg. Footfalls/Day For The Year 35

Total Sales For The First Year Rs. 21,375,000 Total Costs For The First Year Rs. 50,557,560

Profits Rs.-29,182,56

28

Breakeven Analysis

-50,000,000

0

50,000,000

100,000,000

150,000,000

200,000,000

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Years

Amou

nt (i

n Rs

) Profits

Costs

Sales

29

Cost, Sales, Profit Analysis

-50,000,000

0

50,000,000

100,000,000

150,000,000

200,000,000

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Years

Amou

nt (i

n Rs

.)

Profits

Costs

Sales

30

Long term Plans After 5 years

TCW might open up branches in other metros

After 10 years Other branches Chocolate Spa facilities

31

Backup Plan We could diversify our business and open up

a normal dine-in restaurant along with a bar.

Thank You.!!