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PREFACEThe project gives an insight of the demand for Afghani foods in Goa, as well as the new product

which Group two namely ( Tania Shirodkar, Delawar Barekzai, Kedhar, Argha Roy choudhury,

and Roma studying TY BBA in DMs college, affiliated to Goa university Goa-India) came up to

launch in the goan market. This new product is nothing but (MannDish) consists of both Veg and

Non-veg ingredients. It is a special dish that can be cooked as a main dish or side dish.

The project will help to learn about how the product is to be prepared. The research will also

bring to light what all factors a consumer considers at the time of new product such as manndish.

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Table of ContentsS# Topics Page no

1 Executive Summary 32 Key to Success 4

3 Vision 4

4 Mission 4

5 Objectives 5

6 Product (MannDish) 5

7 Market Feasibility 5

8 Business Market Analysis8.1 SWOT Analysis 6

8.2 Porters Five Force Analysis 7

9 Marketing Plan

9.1 Segmentation, Targeting, Positioning 9

9.2 Marketing Mix 10

10 Human Resource Plan 11

11 Financial Plan

11.1 Capital Utilization 12

11.2 Sales Forecaste 12

11.3 Cost structure 13

11.4 P &L Account, Cashflow Statement, Balancesheet 14,15

12 Risk Analysis 16

13 Location Analysis 16

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Manndish is a delicious dish that can be cooked as a main dish or side dish. It is a specialty that

quickly to get appreciation and praise from your guests by serving it at your next home party. It is

also a picnic product, which also your children will be delighted by this (MannDish). This

product is launched by Group 2 (Delawar, Tania, Kedhar, Argha, & Roma ) in Goa. The product

will be officially launched on 15 th Jan 2010 in Mapusa & DMs college, Assagao Bardez Goa.

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Executive Summary

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This product will be launched in two types: veg and non-veg, dish which targets both veg and

non-veg associated consumers. Since this is a new product in the market, and provides a new test

to the customers therefore it will meet its targets and will be a huge success. This product is for

all specialty oriented people especially youth, while going for picnics, having food with friends in

the restaurants, it also target college students and staff as the first market testing will be in the

college campus. The product price ranges from Rs. 15-25/unit depending on the ingredients and

mixtures of the product.

Initially the organizational structure of this business will be consisting of 5 people, CEO which

will also be the finance and marketing head. There will also be a production head which will also

work as production supervisor and 3 staff members who work in marketing and productions.

Total span of control will be 5 people.

Initial capital invested in this business is Rs. 10,000, and depending on the sales of the product

and market viability the investment will increase and hence huge area of the market will be

tapped by this product.

Keys to Success

The keys to success in this business are:

Creating a high level of customer satisfaction in our product, which will lead to

customer retention each month.

Marketing: getting our name out to the public, primarily through an intensive

marketing campaign driven by our customers (word of mouth) with conventional

marketing tactics.

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Great product quality and variety in the same product that will be used to aid in

customer retention and growth.

Finances: as our customer base increases we will be better able to lower our

supply costs by producing more with same equipments available to us.

Exceeding our customers' expectations by offering them a higher quality of food

for a competitive price.

Once the product sales increased and we reach to the breakeven point then, we

also launch a website. MannDish website will be an efficient and convenient place for

customers to register and pay for parties.

Vision

We wish that MannDish be a successful and a favorite dish (Mann-pasand Mann Dish) in the

market and create brand equity with huge profits along with brand name and recognition.

Mission

MannDish is a specialized food business that provides a variety of people with the opportunity to

eat health conscious specialty food (MannDish) with affordable price. The purpose of this

process is to both optimize the time investment needed to prepare the quality of meal (MannDish)

will become known for, within the clients' current schedules, and also for them to practice the

proper health conscious behavior that has become the target lifestyle of a health deficient society.

We will provide a unique and distinctive product that attracts a growing repeat customer base. In

short, we will be in the business of helping our customers to relieve their daily stresses, have

specialty in daily bases, and even provide them this specialty during picnics and other occasions.

Objectives:

To provide specialty and an alternative to present day unhealthy foods.

To capture maximum market and set a new trend called the MannDish through our

marketing operations.

To develop a sustainable start-up business that is profitable.

To achieve a net income of more than 10% of sales by the first year.

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Promoting and expanding the MannDish concept as a unique and specialty food.

Expanding our marketing and advertising in Mapusa and other convenient places of Goa

to increase our customer base.

MannDish

MannDish consist of a spiced meat mixture. This

finished, plattered dish is a sumptuous

arrangement of layers, either boiled or steamed

with the scattering of fresh mint leaves and a little

of the minced lamb to garnish completing it

perfectly. The MannDish are also typically topped

with a very small amount of tomato-based sauce

which can include split peas, red kidney beans, and/or some of the ground meat and onion which

that type of the MannDish will be launched later on, after the initial launch in the market.

Market Feasibility

The product is new in the market and has the test and quality which can attract customers to have

them as specialty that they never tested before. Beside it is plattered, it can be served anywhere

even as a special food for a occasion. Besides there are substitutes available in the market, our

push and pull marketing and advertising strategies will make the product successful in the market

will lead this project to success, as so many people are waiting for this product to be launched in

the market.

Business Market Analysis

SWOT Analysis ( MannDish )

Strengths

MannDish offers several advantages to its target market:

Relatively inexpensive

A specialty during fun, social gathering, party etc.

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The answer for the search of a unique specialty (veg & non-veg caters to the

Indian taste)

Available in every food outlet

An innovative product and will have the benefit of the first move advantage in the

market. And, best of all, not having to decide "Having MannDish the test which you have

never tested before.

Weaknesses

It lasts only for 24 hours in a cool condition.

Production depends on demand

Opportunity

Life style of the people changes very fast, people demand more ready to eat (easy to cook)

products

Semi cook and sell the item

Threats

Other food items available (especially snacks)

Peoples taste changes

Porters 5 Force Analysis

I. Threat of product substitute

The existence of products outside of the realm of the common product boundaries

increases the propensity of customers to switch to alternatives:

Buyer propensity to substitute is high as they can easily substitute with other food

items (especially snacks)

Buyer switching costs is low as they can easily switch to other food items

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Perceived level of product differentiation is high as it is a new product and easily

available.

Number of substitute products available in the market high.

Considering the above mentioned aspects threat of product substitutes is high.

II. Threat of the entry of new competitors

Profitable markets that yield high returns will draw firms. This results in many new

entrants, which eventually will decrease profitability. Unless the entry of new firms can

be blocked by incumbents, the profit rate will fall towards a competitive level.

The existence of barriers to entry is low as everyone can come up with a new product and enter the market and they can also exit the market anytime.

Switching costs is low Capital requirements also low, since no much machineries or equipment are

required. Access to distribution is high

Customer loyalty is medium ( as if a customer like the taste and services provided

they will come again and if a new competitor comes and provides the same product

with same services they may shift to him).

An absolute cost advantage is high as the MannDish business has experience in

this field.

III. Intensity of competitive rivalry

For most industries, the intensity of competitive rivalry is the major determinant of the

competitiveness of the industry.

Sustainable competitive advantage through innovation.

The competition reacts to a certain behavior such as introducing a new product like

MannDish will be more intense. Beside the product is innovative the competition will

be based on the price and quality of the product perceived by the customers. Beside

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http://en.wikipedia.org/wiki/Barriers_to_entryhttp://en.wikipedia.org/wiki/Barriers_to_entry

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In the nutshell we can say that the bargaining power of supplier is low, hence the business

doesnt have the headache to continue with one supplier with higher cost.

Marketing Plan

Segmentation

Segmentation is done, and target segment is selected based on the geographic, demographic and

behavioral aspects. Especially the lifestyle, occasion and attitude of the consumers are

considered. Enthusiastic customers are the first and positive hostile are the second target

segments.

Targeting

Target customers are all specialty oriented people, especially youth who value innovative products and

test something new. Target market may expand with expanding the business and variety of the MannDish.

Positioning

The message ( MannDish- your favorite dish) satisfies you for Rs.50! You deserve it! The

message is targeted to all passing potential customers who want to indulge themselves

inexpensively with a specialty such as MannDish. There also may be a subliminal message for

sinful or forbidden indulgence, too. This unique selling proposition is self-targeting, since only

consumers who like specialty and feel that they deserve an inexpensive indulgence will believe

this message and will be meaningful to them. The benefits of this message are relatively unique:

inexpensive satisfaction plus indulgence. Moreover, MannDish are low in fat. They are high

quality, all natural products with no preservatives or harmful chemicals. MannDish contractors

(hotels, restaurants) make it a point to let customers know that indulging themselves is both

inexpensive and healthy. The positioning strategies may vary after the introduction stage of the

product depending on the response of the consumers.

Marketing MixProduct : MannDish is the specialty made of both vegetables and chicken, catering to both veg

and non-veg associated customers. Packaging of this product can be done as the same

as other food item we parcel but since the product durability is no longer therefore it is

preferred to be consumed on the spot or within 12 hours.

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Price : The product is priced Rs.20/unit and with the discount of Rs.10 if someone purchase

3unites, therefore a complete meal consisting of 3units will cost Rs. 50. In the initial

stage the product is priced a little high because it is a new product and requires enough

advertisement therefore the cost to be covered. But once the quantity of sales grows

which will lead to mass production and economy of scale then the price of the product

will be decreased to Rs. 15 or even Rs. 10 and will earn huge profit and will capture

huge market share.

Place: In the introduction stage the product will be available in Mapusa market (contracted hotels

& restaurants) and DMs college canteens. On special occasions where the customers

give the order for large quantity of MannDish, the order will be taken by the contracted

restaurant or canteen and will be processed to them.

Promotion: Advertisement campaign is through word of mouth and internet (social websites)

and posters. Customers awareness is the most important objective of our business;

therefore we also strive to make communities in (Face book, orkut, Hi5 and other

social electronic networks) to spread out the information about our product and values

provided to our customers.

Human Resource Plan

The business has been managed by the group 2 members who are the founders of the business as

well. An effective leadership and team work made this management a big success.

ORGANIZATIONAL STRUCTURE

There are only two hierarchies in the structure and the CEO who is also head of marketing will be

the main concern in the management. Under him there are production head, marketing staff, and

Account and Admin staff.

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CEO ( Delawar Barekzai)

Production Head(Tania Shirodkar)

Production staff (Kadar Parab)

Account & Adminstaff (Argha Roy choudry)

Marketing Staff (Roma Albuquerque)

CEO:

A CEO task is the overall functioning and leadership of the business. He will observe the

performance of the departments; hence coordinate with all Departments accordingly. The CEO

will also act as financial marketing executive of the business.

Other staff

Marketing staff is responsible for product advertisement and distribution. Their task is also to

observe the market environment and act accordingly. In production 2 people are involved one is

the head and other to assist him/her. Admin staff should be there to maintain the accounts andadministrative functions of the business.

Business Financial Plan

Our Business of (MannDish) estimates January sales to reach Rs. 52500 where in the first month

of running the business we reach to the breakeven point. MannDish has currently 2 contracts and

options for 24 more contracts with hotels and restaurants in Mapusa and Porvorim.

Capital UtilizationThe distribution of my Investment of Rs. 10,000 /- is as follows

1. Stall Rs. 2000/-2. Raw Materials Rs. 1750/-3. Production equipments Rs. 3000/- 5. Advertisements Rs. 1000/-

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6. Transport Rs. 200/-7. Cash reserved Rs. 2050/- Total Rs. 10,000/-

Sales Forecast(Initially our marketing staff estimated that we will sell 100units per day, gradually the sales will increase and by the next twomonths our target sales will reach to 200 units per day)

JAN FEB MARCH

Sales

Sales in Rupees Rs. 52500 Rs. 78750 Rs. 105000

Total Sales Rs. 52500 Rs. 78750 Rs. 105000

Direct Cost of Sales JAN FEB MARCH

Ingredients Rs.22650 Rs. 33975 Rs. 45300

Other Supplies Rs. 1000 Rs. 1000 Rs.1500

Subtotal Direct Cost of Sales Rs.23650 Rs.34975 Rs. 46800

Ingredients required for the production

If we make 40 units of (MannDish) the cost of the ingredients used for 40 units is as follow;

1 kilo minced lamb Rs. 2501 large onion, chopped finely Rs. 32 cloves garlic grated or minced Rs. 0.52 red chillies, chopped finely Rs. 0.51 teaspoon black pepper Rs. 11 tablespoon coriander Rs. 0.5Salt to taste Rs. 0.51 pkt wonton wrappers Rs. 80500 gr natural yoghurt Rs. 204 cloves garlic, minced or grated Rs. 2

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1 bunch of fresh mint Rs. 103 tspns oil Rs. 9

Total Rs. 377/-

In order to make the vegetarian MannDish the cost of 40 units will be Rs.227/-, because insteadof limb we will use vegetables, hence there will be the difference of the cost about Rs. 150/-.

Production Equipments cost

Gas cylinder 1 1500

Pan 1 1000

Plates 20 200

Carrying Treys 10 300

Other equipments 1000Total 4000

Profit & Loss Account

Month Jan Feb MarSales Rs. 52500 Rs. 78750 Rs. 105000

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Salary Structure

CEO 1 4000

Production Head 1 3000

Production Assist 1 1500

Marketing Officer 1 2000

Admin/Account officer 1 1500

Total 12,000

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Cost of Goods .23650 34975 46800

Gross sales revenues 28850 43775 58200

Salaries & Wages 12000 12000 12000

Rent 3000 3000 3000

Transport 200 200 250

Marketing/advertisements 1000 1500 2000

Earnings before interest and taxes 12650 27575 41950

Taxes and interest 3412.5 5118.75 6825

Net profit 9237.5 22456.25 Rs. 35125

Break Even Profit

In profit & loss account 4% of VAT and 2.5% sales tax is calculated and deducted from revenues.Ex: 4% of Rs.52500 is Rs. 2100 and 2.5% of Rs.52500 is Rs. 1312.5.

Cash flow Statement ( By assuming that there is no sales made on credit and all are collectable. Therefore ;)

Particulars Jan Feb MarCash InflowsOpening balance 5437.5 28093.75

Income52500 Rs. 78750 Rs.

105000

Total Cash Inflows52,500 84187.5 133093.

75 Cash Outflows Investing Activities

Cost & Expenses 27650 34975 46800

Operating Activities Salaries and Wages 12000 12000 12000Fixed Business Expenses (Rent) 3000 3000 3000Marketing/ promotion 1,000 1,000 15,000

Tax & Interest 3412.5 5118.75 6825

Total Cash Outflows 47062.556093.7

5 70125

Ending cash balanceRs.5437.

5Rs.2809

3.75Rs.6296

8.75The profit and loss account and cash-flow statement is calculated monthly based; thereforesomeone may not confuse about the finances how the investment has been done.

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RISK ANALYSIS

Food items in general are very risk associated products in the market and many businesses are

concern about how to manage the risk and thereby maintain their sales and position in the market.

The possibility that demand is lower than expected or the possibility that the product maynot be liked by the customers.

Since product substitute are there in the market there MannDish may face tough

competitions.

Since people taste changes very fast, they may leave such a product and may shift to

others or with the variation of the customers disposable income their behavior will also

change.

Since the product cannot be saved from the competitors, hence such kind of food doesnt

have copyright therefore there is the possibility that the product may be copied by the

competitors.

Unable to assure the quality of the product and increasing in number of rejections may

also affect the sales and profit of the business.

Changes in the raw materials prices and inflation rate may also affect the profit of the

business.

LOCATION ANALYSIS

The main production house is located at Mapusa, which is a large market for Specialty and

snacks. We can procure our raw materials from mapusa market very easily. Because our

production house is located close to market and there is no cost of transportation and shipment of

raw materials. The only shipment cost is to ship the product from Mapusa market to far flung

restaurants and hotels, and the two main contractors (two canteens at DMs college) Assagao.

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