S u b m i t t e d t o

SIR RASHID JAHANGIRI(Marketing Management)

S u b m i t t e d b y

UMER JAMSHED (08-MPA-M-10)SALMAN ABBAS (08-MPA-M-40)SOHAIB SALEEM (08-MPA-M-52)

WAQAS SHAHZAD (08-MPA-M-56)

INSTITUTE OF ADMINISTRATIVE SCIENCESUNIVERSITY OF THE PUNJAB, QUID-E-AZAM CAMPUS

LAHORE-PAKISTAN

CONTENTS

ACKNOWLEDGEMENT iEXECUTIVE SUMMARY 01BACKGROUND 01MARKETING PLAN 023.1:Situational Analysis 023.1.1:Market Summary 023.1.2: Market Demographics 023.1.3: Market Needs Analysis 023.1.4: Market Trends 023.1.5: Market Growth 033.1.6: Competition 033.1.7: PEST Analysis 033.1.8: SWOT Analysis 043.2: Marketing Strategy 053.2.1:Mission 053.2.2: Objectives 053.2.3: Market Segmentation 053.2.4: Positioning 053.2.5: Brand Personality3.3: Marketing Mix3.3.1:Price3.3.2:3.3.3:Mission3.3.4:Mission

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PERSONNEL PLAN 064.1: Management Team 064.2: Duties and Responsibilities 064.3: Outsourcing 07FINANCIAL PLAN 075.1: Cost Calculation 075.1.1:Individual Items 075.1.2: Deals 085.2: Price vs. Cost 085.3: Income Statement 095.4: Sales vs. Time 10

ACKNOWLEDGEMENTS

With ungrateful tongue of humblest mortals, we thank Allah Almighty foreverything he bestowed us with which enabled us to undertake this project. Andwe send Darood to the Holy Prophet Muhammad (Peace Be Upon Him) who isthe reason of the creation of the earth and who by virtue of practice is an ever-guiding light for the entire universe towards the straight path.

The work presented here is not quite justified unless we name those mortalswithout support of whom, we couldn’t have been able to undertake this projectwith ease and convenience which we enjoyed. Hereby, we pay high regards toIAS, PU for providing us opportunity to learn and hone our skills for bettertimes.

High respects to our kind teacher Mr. Rashid Jahangiri for the guidance heafforded us in Marketing Management course such that we were able to carryout this project with confidence. Rare teachers possess professional dedicationof her sort.

Thanks to Microsoft and to whoever invented tea and wafers!

PARATTHA GHAR TEAMFebruary 08,2009

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EXECUTIVE SUMMARY

Parattha Ghar - "re-inventing parattha," unlike a typical traditional foodbusiness, will provide a unique recipe of excellent traditional food at valuepricing with a guaranteed hygiene and wholesomeness. Parattha Ghar is theanswer to an increasing demand of people for high-quality and economical food.Customers want value for everything that they purchase with their limitedbudget and at the same time, they are not willing to accept anything that doesnot meet their taste expectations.

The idea originated from the basic understanding of our food traditions whereinpeople have a taste for food and dining out is more of a status symbol. In atypical Lahori setting, food is something everybody is interested in and a widevariety of cuisines are served on menus of hundreds of food points across LahoreMetropolitan. This prompted us to set up a small food business with a uniquerecipe of traditional food item “Parattha”.

Parattha Ghar features unique traditional recipes for low price. We willprimarily be serving top quality chicken parattha roll served with a variety ofsauces. With white meat increasing in demand today alongside an ever-existentinclination of our society towards traditional taste, we believe that our productwill ensure our success.

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COMPANY PROFILEParattha Ghar aims at delighting customers by providing high quality,hygienically ensured traditional recipe and rendering excellent service atvalued pricing.EXHIBIT 1: Company profile

COMPANYNAME

Parattha GharPRODUCT MIX 1. Pratthas

Chicken Parattha Rolls Mutton Prattha Rolls Beef Prattha Rolls Fish Prattha Rolls Plain Pratthas

(Served with Tomato Sauce, Chili-Garlic Sauce, GreenChili Sauce and Savory Sauce)2. Drinks

Cold Drinks* Fresh Juices Traditional Drinks**

*(Complementary with deals)**(Lassi, Shakes, Thandiyai etc.)3. Sweets

Kheer Ferni Halwa Ras Malai

MARKETINGMESSAGE

Re-Inventing Parattha!VISION To revive traditional culinary art to compete withlocal presence of western fast-food chains.

Mission To provide unique recipes of traditional food at valuepricing with excellent service to satisfy customerneeds.PRESENCE 15-Park View Street. Liberty Market, Gulberg III,Lahore.

Web PRESENCE www.paratthaghar.comorder 111-654-654

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BACKGROUND

The development of idea of setting up a food business yielded few distinctrecipes to focus our business on viz., Chicken Biryani, Chicken Platter, ChickenParattha Roll and Coffee Corner. Eachone of these ideas was analyzed forpotential and feasibility in harmony with the wants of the target market.Chicken Platter and Chicken Parattha Roll stood out as the likely candidates;however, a marketing research was carried out to reckon the demand of thetarget market. For this purpose, a questionnaire was developed and given outto a random sample from target market. The questionnaire enabled customersto choose Chicken Parattha Roll or Chicken Platter as a taste of their choicebased on different aspects of each recipe. Approximately 1/3rd of participantsfavored Chicken Parattha Roll which rendered it as the focal product of ourbusiness.MARKETING PLAN

3.1: S I T U A T I O N A L A N A L Y S I SParattha Ghar will be starting business soon and marketing is essential to itssuccess and future profitability. The business offers a unique recipe oftraditional parattha. The basic market need is to offer youth with fresh, highquality, hygienic and value priced deals.3.1.1: Market SummaryParattha Ghar possesses sound information about the market and knows agood deal about the common attributes of target market which largelyconstitutes student population. We will leverage this information to betterunderstand who is served, their specific needs, and how Parattha Ghar canbetter communicate with them.3.1.2: Market DemographicsThe profile for Parattha Ghar customer consists of the following geographic,demographic, and behavior factors:

GEOGRAPHICS Primarily Gulberg, Model Town, DHA, Cantonment,Cavalry Ground, Garden Town, Faisal Town etc. Expansion of delivery.

DEMOGRAPHICS Population around 4-5 million. 52% Female, 48% male. 86.2% Punjabi, 10.2% Muhajirs.

BEHAVIORFACTORS

Enjoy a high quality meal with considerableconcerns regarding food hygiene and subsequenthealth concerns. There is value attributed to the appearance orpresentation of food.

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3.1.3: Market Needs AnalysisTraditional and desi food is the need of our target market. Parattha Ghar isproviding its customers with high-quality unique traditional recipe withpleasing presentation. Parattha Ghar seeks to fulfill the following benefits thatare important to the customers:SELECTION Two variously priced deals as well as individualitems are available for the customers to selectfrom.

ACCESSIBILITY Two variously priced deals as well as individualitems are available for the customers to selectfrom.CUSTOMER

SERVICE Our service is likely to impress the customers withthe level of attention that they will receive.

COMPETITIVEPRICING

Our mission is to provide product at low andaffordable prices.3.1.4: Market TrendsThere is a trend of sophisticated customer prevailing in the market. Thecustomer today has become more sophisticated in a number of different ways:

PRICE Majority of the customers is Price conscious.QUALITY High-quality is preferred and customers havestarted to appreciate the differences in quality.

PRESENTATION Customers seek a sense of presentation about thefood they are served. Better presentation delightsthe customer.SELECTION Customers are rejecting limited menus and aredemanding a larger selection of food items.

AVAILABILITY Availability of the services within a targeted areaat a prime location also play a vital role incustomer satisfaction.BRAND NAME Target population especially youth is brandconscious.

STRONGPROMOTION

Communication of the products and services to thetarget population play an overwhelming part is thesuccess or failure of a business.3.1.5: Market GrowthThere is a tremendous market for food businesses in Lahore because theindigenous as well as other inhabitants have a strong sense for food. Themarket is ever-growing; however, there has been a severe competition in themarket which has arisen in recent years due to opening of good food outletsand growing sophistication among customers. The target market exhibits thesame trend.

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3.1.6: CompetitionThe place where Parattha Ghar will be operating is in Gulberg, which is theone of the main hubs of food business in Lahore.3.1.6.1: Direct CompetitorsThere are many direct competitors which are dealing in the same business aswe will be dealing in. But these competitors are not offering free homedelivery and the dine-in facility of them is also of lower quality that would bea majour point for us to compete with them. These are the directcompetitors: Karachi Parattha, Liberty Karachi Golden Parattha, Liberty Bismillah Parattha, Mozang3.1.6.2 Indirect CompetitorsFew of these businesses are selling high valued traditional food items such asBiryani, Puri, Kabab, Channa Chaat, Paani Puri etc. For Parattha Ghar to besuccessful, it has to come with a strategy to survive this competition fromother traditional food recipes. Moreover, there will be oriental foods such asShashlick, Arabian recipes like Shawarma and Western recipes such asburger will be in the market as well. However, major competition will arisefrom traditional food businesses. So the indirect competitors for PratthaGhar would be: Other traditional foods. Western fast-food franchises.

3.1.7: PEST Analysis

POLITICALFORCES

There are rare chances that political forcesprevalent in the society can influence our business.But Sales Taxes, Value-added Taxes etc. are thefactors that can influence the business of us.ECONOMIC

FORCES Currently, the global economy is in recession andthe scenario isn’t different for our economy whichhas rendered customers as pessimistic and priceconscious. Besides, our target market largelyconstitutes students who are inherently priceconscious. All these factors make our targetcustomer price conscious seeking economical,value-priced products. This scenario provides usample opportunity to target customers withaffordable deals.

SOCIAL ANDCULTURAL

FORCES

Our socio-cultural accept food businesses wellsince they satisfy our traditional roots. Therefore,cultural forces are favorable for our business.TECHNOLOGICAL

FORCES The ever-changing technology is surely a force tobe reckoned as important for our business. We will

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be needing kitchen equipment, refrigerators tostore drinks and fruit trifle and microwave oven towarm food items. Moreover, in the face of currentenergy crisis, generator & UPS systems will behelpful in ensuring uninterrupted power supply.3.1.8: SWOT Analysis STRENGTHS1- Computerized system and devoted staff:Our company’s strength is that our systems are computerized and all themanagerial staff, Chef, waiters are committed very much to their work. Allthe workers are trained in their respective fields; our distribution system isalso very strong.2- Discounts at different Deals:We offer different types of discounts to our customers that will boost up oursales to a tremendous level.3- Pure food free of artificial flavors and preservatives:We use no artificial flavor or preservatives. Moreover our parattha has a 5-7days shelf life (subjected to refrigerated conditions) and people can just ovenit and enjoy the same taste.4- Individuality and respect to the customer:Respect and individuality appeals every customer. So we have grasped thisopportunity.5- Offering Fresh Juices and Traditional Drinks as complementary itemswith relevant deals:This will widen our deals by adding more items whereby enabling us toattract more customers by providing deals containing many desired items.Complementary items greatly enhance the appeal of products.6- Dine-in, Take-away and Free Home Delivery Facility:Customers will have the option to dine in or take away the food with them inspecially designed disposable packaging that is attractive and easy to carry.We are also providing the free home delivery facility to our customers.7- Selection and Variety:We are offering variously priced deals along with an option of buyingindividual items from the deals. This provides variety to the customer tochoose from and it delights the customer. Moreover, we are also offeringvariety in sauces with Chili Garlic Sauce, Tomato Sauce, Green Chili Sauce andSavory Sauce as well as variety in drinks with Coca-Cola, Fanta and Sprite onthe menu for the customers to select from. Besides, we are offeringspecialized products for the people with special needs.8- Diet Parattha:Our diet-parattha suits well to the taste of Diabetic, hypertension and diet-conscious customers.

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WEAKNESSES

1- Lack of Experience in traditional food:We are new in the market so has less knowledge and experience.2- Brand name is not as known as our competitors:Our competitors have developed market relations and people are loyal tothem. In this regard, our brand equity might be lower as compared to thecompetitors. That might be a disadvantage for us.

OPPORTUNITIESMarket is growing at tremendous rate so there is an awful opportunity forthe company to grow and enhance its revenues. Our opportunities to flourishin the market are:1- Attractive, peaceful and soothing environment:We will be providing our customer with the relaxation of mind, calmness ofsoul, unforgettable taste and attractive and pleasant environment that is notthere to our competitors.2- Price-conscious Customers:Our target market is largely composed of students which are inherently priceconscious. This fact provides us with an opportunity to set a low price for ourdeals in harmony to the economical behavior of the customers. Seizing thisopportunity is likely to earn us more customers and profit.3- Free Home Delivery:Our major competitors do not offer home-delivery service and even if theydo, it is within the 2 kilometers radius of the facility. We can exploit thisopportunity by providing city-wide home delivery service. Moreover, thecompetitors do not have any appropriate seating arrangement for the dine-incustomers.4- Goodwill:By the passage of time we will have goodwill in the market. This goodwill will attract more customers. This attraction will result in more sales. More sales will generate more profit. People want to be aware. People need more benefits.

1 The development and expansion of the company is dependent on the profits.

THREATS

1- Competitors' Goodwill:Competitors have already positioned themselves and they have strong

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distribution channels. Our competitors have vast experience of the marketand know the market a lot better than us. This is huge disadvantage and amajor threat for us. Company's biggest threat is its competitors like:1 Karachi Paratha2 Liberty Parath etc.2- Economic Conditions and Govt. Polices:The threats faced by our business are almost the same as any other businesswho is new in the market. The basic threat is the Economic instability andchanging government policies of our country. This trend proves to be majorthreats for newly born businesses.3- Government taxes:As these days, Government is imposing heavy taxes on every industry andremoving subsidies, it might prove challenging for us to bear the burden ofthese heavy taxes.4- Price increase of raw material:Unexpected and sudden change in the prices of raw material can disturb ourpricing thus giving us a hard time.5- Bargaining power of customer:In Pakistan it is customary to bargain at prices. So it might also create someproblem to us.6- Other traditional items:Our core product face a threat in the form of other traditional desi productswhich are also valued by customers such as Biryani, Halwa Puri, Kabab andGol Gappay etc.

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3.2: M A R K E T I N G S T R A T E G YParattha Ghar’s advertising budget is very limited, so the advertising programis simple. Parattha Ghar will do teasers, banner ads, posters and brochures.3.2.1: MissionParattha Ghar’s mission is to provide the customer the unique recipe oftraditional food at value pricing.3.2.2: Marketing Objectives Provide hygienic product with excellent quick service. Design deals which are affordable for the people of all classes. Generate at least Rs. 8,500 in sales on the opening day.

3.2.3: Market Segmentation

GEOGRAPHIC We are targeting Lahore the heart ofPakistan.

Gulberg, DHA, Model Town, Faisal Town,Cantonment and nearby areas are the mainareas that would be the target market forPrattha Ghar.

Estimated size of population is from 4-5million

DEMOGRAPHIC Both male and female are being targeted. Children above 5 years of age, Teenagers (13-19), Younger (20-30), Adults and Older (30-60). Income Level: 10,000+

PSYCHOGRAPHIC Life style and personality of the people is themain psychographic aspect that can be targeted. Health and quality conscious people who alsofocus on the price of any product. Other information could be gathered throughsurveys or from different agencies on demand.

Majority of Parattha Ghar’s customers belong to “Students” segment betweenthe ages of 15-30, making up 65-70% of the total target population.

3.2.4: PositioningPositioning is a way in which the consumer perceives a product in themarketplace. Our strategy is to emphasize the product in such a way that itshould be perceived as unique in the industry that provides distinctadvantage or is otherwise set a part from competitors and brand will becomeour strength.“Our Positioning Strategy is to focus on Purity and Taste and we pride ourselves

in producing unbeatable quality.”

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We are positioning our product by the attributes and benefits. Natural colors and flavors Low priced No preservatives Freshness Good Quality HealthfulParattha Ghar will position itself as a reasonably priced, high quality, tasteoriented restaurant. Parattha Ghar customers who appreciate high-qualityfood will recognize the value and unique offerings of Parattha Ghar. Byoffering a superior product, coupled with superior service, Parattha Ghar willexcel relative to other food businesses.

3.2.5: Brand PersonalityOur brand personality is lovingly, energetic and healthy. Our brandpersonality is based on purity, quality and taste; we are offering tasty Prathawith a wide range of variety focusing mainly the middle class.3.3: M A R K E T I N G M I XParattha Ghar’s marketing mix is comprised of these following approaches toproduct, pricing, distribution, advertising and promotion.3.2.1: ProductThe important thing to remember when offering menu items to potentialcustomers is that there is a huge amount of choice available to thosepotential customers with regard to how and where they spend their money.Therefore Prattha Ghar places considerable emphasis on developing a menuwhich customers want. Market research establishes exactly what this is.However, customers’ requirements change over time. So In order to meetthese changes, we intend to introduce new products over time, and willcontinue to do so.The main product mix of Parattha Ghar is its variety of traditional Paratthaand Parattha Roll.

CORE PRODUCT The core level of our product is itstraditional appetizing taste andwholesomeness that the customers seekand value.

ACTUAL PRODUCT We will offer large variety of high quality,hygienic and wholesome paratthas(chicken, mutton, fish & vegetable)prepared in highly hygienic place which

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will be according to world healthstandards. The style of our paratthas will be totallytraditional. The packaging will be of aluminum foilsand card boxes.

AUGMENTED PRODUCT Parattha Ghar values its customers andtherefore augments its products withadditional bundle of benefits to maximizecustomer satisfaction. Benefits are dine-in facility, take-away facility and free home delivery within 12 kilometer-radius of the facility. Additional charges atthe rate of Rs. 5/KM. will be charged forevery extra distance traveled. We offer our customers with a toll-free line111-654-654 as well as internet presenceat www.paratthaghar.com from where theycan get information on our recipes, dealsand other offerings with respective prices. Parattha Ghar addresses the complaints ofcustomers promptly for which we will havecomplaint boxes placed in the facility. Besides, customers can also place theirconcerns and suggestions on the website.

3.2.2: PriceBefore setting prices we have considered our goals & objectives behind ourpricing strategies.3.2.2.1: Pricing Goals To attain profit To increase profit gradually by maximizing our market share To increase our sales To become one of the big market leaders

3.2.2.2: Pricing ObjectivesThe above mentioned objectives underlie our pricing strategy.* Profit oriented:

- To achieve a target return- To maximize profit

* Sales oriented- To increase sale volume- To maintain or increase market share

* Status quo oriented

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- To stabilize prices- To meet competitionThe main objective of every private organization is to achieve profit.Therefore, the company is mainly "profit oriented" but currently it is alsostriving to achieve better market share as compared to its competitor.Therefore, one can say that company is both profit and sales oriented.

3.2.2.3: Pricing StrategyThe customer’s perception of value is an important determinant of the pricecharged. Customers draw their own mental picture of what a product isworth. A product is more than a physical item; it also has psychologicalconnotations for the customer. The danger of using low price as a marketingtool is that the customer may feel that a low price is indicative ofcompromised quality. It is important when deciding on the price to be fullyaware of the brand and its integrity.So we will have psychological and value based pricing strategy. Asmentioned earlier we will offer high quality product as needed by the marketand offer value added features and services to differentiate our offers tosupport charging prices based on the value of the product.CHICKEN PRATTHA ROLLS

Chicken Roll 50Chicken Chatt-patta Roll 55Chicken Cheese Roll 60Chicken Ginger Roll 60Chicken Cheese Garlic Roll 70Chicken Vegetable Roll 70Chicken Sweet and Sepia Roll 65Chicken Shahi Roll 80Chicken Behari Roll 55Chicken Behari Cheese Roll 65Chicken Arabic Roll 65Chicken Kabab Roll Single 50Chicken Kabab Roll Double 80Chicken Karachi Special 70

MUTTON PRATTHA ROLLSMutton Roll 80Mutton Cheese Roll 90Mutton Krachi Special 99Mutton Vegetable Roll 99Mutton Kabab Roll Single 80Mutton Kabab Roll Double 150

BEEF PRATTHA ROLLSBeaf Roll 40Beaf Cheese Roll 50Beaf Krachi Special 55

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Beaf Behari Roll 55Beaf Kabab Roll 40

FISH PRATTHA ROLLSFish Roll 100Fried Fish Roll 120Grilled Fish Roll 125Fish Keema Roll 100Fish Chatt-Ptta Roll 110Fish Vegetable Roll 115

PRATTHASChicken Prattha 55Chicken Cheese Prattha 65Keema Prattha 45Keema Cheese Prattha 55Aloo Prattha 25Mooli Prattha 20Mix Vegetable Prattha 40Sada Prattha 15Malvari Prattha 20

DRINKSRegular Serving 15500 ml Serving 301.5 litter Serving 65Chati Ki Lassi 15Sweet Lassi 25Traditional Mild Saltish Lassi 15Mango Lassi 40

SWEETSKheer 30Feerni 25Suji Halwa 30Gajar Halwa 40Qulfa 25Ras Mallai 50

DEALSDEAL 1Chicken Parattha Roll (Served with Tomato Sauce, Chili GarlicSauce, Green Chili Sauce and Savory Sauce)+ Fruit trifles+ Drinks 500 ml (Coca-Cola, Fanta, Sprite)PRICE Rs. 85

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DEAL 2Chicken Parattha Roll 2 (Served with Tomato Sauce, ChiliGarlic Sauce, Green Chili Sauce and Savory Sauce)+ French Fried Snacks+ Fruit trifles+ Drinks (Coca-Cola, Fanta, Sprite)

+ Shezan Juices 250ml.PRICE Rs. 120

3.2.3: PlacePlace, as an element of the marketing mix is not just about the physicallocation or distribution points for products. It encompasses the managementof a range of processes involved in bringing products to the end consumer. Sowe chose a place which is ever-crowded at any hour of the day.Parattha Ghar is located at 15 Parkview Street, Liberty market, Lahore.Customers can either dine-in or take out. Food will also be delivered to thedesired location within the area of Gulberg, DHA, Model Town and Cantt forfree (with in 12 kilometers radius from the facility)*. The products will bedelivered directly to the customers through our main franchise. Besides, ateam of delivery personnel will be hired to cater the needs of the customerswho order home delivery.* (Within the Radius of 2 Kilometer free-home delivery will be provided and forthe rest of the part 2 rupees per kilometer will be charged to the customers.)

3.2.4: PromotionThe promotions aspect of the marketing mix covers all types of marketingcommunications. One of the methods employed is advertising, sometimesknown as ‘above the line’ activity. TV advertising makes people aware of afood item and press advertising provides more detail. So our priority will beTV advertising through cable operators in the target area. We will have widerange of different attractive cable ads, Along with use of Posters, banner adsand brochures. We then support it by in-store promotions to get people to trythe product and a collectable promotional device to encourage them to keepon buying the item.The most successful advertising will be teasers, banner ads, brochures andposters. Teasers will be put on at different strategic places 12 days before thelaunch. Posters will replace teasers 6 days prior to the opening followed bybanners and dissemination of brochures.Our promotion strategy is different because we are launching our productfirstly just in Lahore. We are focusing on cable network, some newspapers &posters, Banners, streamers, hoarding Pamphlets etc. Other informationabout promotion activities are stated in advertising plan.3.2.4.1: Promotion Objectives

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To reach maximum customers To cover all aspects of promotion To create a good positioning in minds of people

3.2.4.2: Midium Used for Promotion

CABLE ADS Defence Modle town Faisal Town Gulberg etc.

PRINT MEDIA In The Dawn every Sunday at front Page In The News Every Sunday at front Page In Jung Magazine Every Sunday In Blaze Monthly at Front Page. Every Month in Metro Magazine.

BILL BOARDS Cavalry Ground Mall Road Muslim Town Kalma Chowk Air Port Road Fortress Road Defence Commercial Area Railway Road Model town

3.2.4.2: Communication Plan

TARGET AUDIENCE We have targeted those people who are sensitiveto their health and who want to dine pure andhealthy traditional food as our emphasis is onhealth.

DETERMINERESPONSE OF

PEOPLE

We will create “awareness” of our product throughadvertising campaign so that people when go to havetraditional food can very well distinguish among ourproducts & services and others.MESSAGE

DELIVERYWe are delivering our message through differentsources mentioned earlier to deliver our message andhave tried to position our product in the minds ofpeople.

KNOW ABOUTFEEDBACK

We have also given a toll free numbers so that we canknow about the response of people about our foodand their suggestions to know about anyimprovements or modifications.

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PERSONNEL PLAN

The management team comprises of the founders of the business, with littleback-up. No additional overhead will be added until absolutely necessary.This means that the initial team will have to perform several duties.4.1: M A N A G E M E N T T E A MParattha Ghar is currently the creative idea of Arifa Shaheen, Nida Zulfiqar,Mehmooda Latif, Rabia Anwar and Rabia Akhtar. As the business is small innature, it requires a simple organizational structure. Implementation of thisorganization form calls for all the founders to share their ideas and vote outthe best idea and take it as a mutual decision.

4.2: D U T I E S & R E S P O N S I B I L I T I E SResponsibilities are to be divided among members based on theircompetencies. However, every member has his share of idea in every aspect ofsetting up this business. Key personnel and their responsibilities are:Mr. Sohaib Saleem – Operations and Inventory Manager.Key responsibilities are to look after the operations of the business and toeffectively control the inventory, inventory turn over, maintaining stock andordering appropriate quantities of stock when required.Mr. Umar Jamshed – Finance ManagerHer responsibility is to control financial aspects of the business includinghandling finances, preparing feasibility, setting budgets, funds allocation,keeping track of expenses, recording sales and preparing financial statements.Mr. Waqas Shahzad – Marketing ManagerKey duties and responsibilities include handling marketing part of thebusiness. She is responsible for designing marketing campaign andstrategically using different promotional tools to communicate the product tothe customers. She will handle and manage to put up advertisements atdifferent strategic places in the market.Mr. Salman Abbas – Sales and Services ManagerHer responsibility is to ensure the hygiene and quality of food. Besides, shewill handle the communication of the business and educating the customersabout our products.

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Rabia Akhtar – Accounts ManagerShe will be responsible of handeling the accounts of the business.

FINANCIAL PLAN

5.1: C O S T C A L C U L A T I O N5.1.1: Individual Items

CHICKEN PARATTHA ROLLChicken Parattha Roll Actual Rs. 32Packaging Included in the rollCarrying Tray Sponsored*Sauces Complementary with the rollSauce Containers Sponsored*TOTAL COST Rs. 32

FRUIT TRIFLESFruit Trifle Actual Rs. 05Packaging Sponsored*TOTAL COST Rs. 05

DRINKSDrink 150 ml. Rs. 05Glass Sponsored*TOTAL COST Rs. 05* Sponsored by Punjab Packages.

5.1.2: DealsDEAL 1Chicken Parattha Roll Rs. 32Fruit trifles Rs . 05Drinks Rs. 05Mineral Water 500ml. Sponsored*Packaging and Crockery Sponsored^Miscellaneous Costs Rs. 02

TOTAL COST Rs. 45* Sponsored by Nation Drinking Water^ Sponsored by Punjab PackagesDEAL 2Chicken Parattha Roll Rs. 32Fruit trifles Rs . 05Drinks Rs. 05Shezan Juices 250ml. Sponsored*Packaging and Crockery Sponsored^Miscellaneous Costs Rs. 02

TOTAL COST Rs. 45* Sponsored by Shezan International^ Sponsored by Punjab Packages

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5.2: P R I C E V S . C O S TCOST PRICE

INDIVIDUAL ITEMSChicken Parattha Roll 32 45Fruit Trifle 05 10Drinks 05 05Miscellaneous 02 -Total Rs. 45 Rs. 60DEALSDeal 1 Rs. 45 Rs. 49Deal 2 Rs. 45 Rs. 55Note: To see pricing, refer to exhibit 2

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5.3: I N C O M E S T A T E M E N T

PARATTHA GHARIncome StatementFor the Year Ended April 22, 2009Sales 5,250Less: Cost of goods soldOpening Inventory 0Add: Purchases1 4,800Cost of goods available for sale 4,800Less: Ending Inventory 70Cost of goods sold (4,730)Gross Profit 520Operating ExpensesAdvertising expense2 2100Catering expense 300Miscellaneous expense3 350Total Operating Expenses 2,750Net Income/Loss (2,230)

1PURCHASESChicken Parattha Roll (120*32) Rs. 3840Drinks (70*10) Rs. 700Fruit Trifle Rs. 260Total Rs. 48002ADVERTISING EXPENSESBrochures Rs. 560Teasers Rs. 400Posters Rs. 400Banners Rs. 840Total Advertising Expenses Rs. 21003MISCELLANEOUS EXPENSESRate Cards Rs. 100Identity Cards Rs. 50Stamps & Cash Memo Rs. 200Total Miscellaneous Expenses Rs. 350Since, start-up costs are high for small businesses; it isn’t quite possible forbusinesses to achieve economies of scale with a single-day operation as incase of Parattha Ghar. Besides, the marketing and promotional campaignmatched those of a full-fledged small business which are intended to continue

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for the foreseeable future. For this reason, average total costs per unit areinitially high but as the business continues to operate, average total cost isdistributed over the number of units sold which creates economies of scale.Single day sales of Parattha Ghar has shown promise that the break-even isanticipated in the near future if the business continues to operate.5.4: S A L E S V S . T I M E

TIME (24-HR)

1000 1100 1200 1300 1400 1500 1600 1700 1800SALES (RS.) 0 108 510 980 1210 860 945 475 162

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