SITUATIONAL ANALYSIS

 Aggregate Market Factors

 Market Size
According to the Ac Nielsen Health and wellness Consumer Survey in June 2017
• 38 % Indians believe that bad food habits like consuming junk & oily food and
adulterated food have an adverse affect on health
• 36 % believe that bad, irregular habits like consumption of alcohol/cigarettes and lack
of exercise & nutritious diet are factors contributing to poor health.
• 69% of Indians are altering their diets to tackle obesity and associated diseases
(diabetes and cardiovascular).
As per the AC Nielsen Global Online survey on 15 February 2016:
• India along with Ukraine is the second most willing nation to pay a premium for food
that is safe (85%).
• 69 % Indians want to shift to Organic food and agree that it is safer than
conventionally produced food.
Calculation of customers in India
Population of India:- 133.92 cr
0.69*133.92cr=92.4cr
0.38*92.4cr=35.11cr
0.85*133.92cr=113.83cr
 Market Growth:
India organic food market is projected to grow at a CAGR of over 23% by 2023
  PRODUCT LIFE CYCLE

 Product Life Cycle:

Products, like people, have life cycles. The product life cycle is broken into four stages:
introduction, growth, maturity, and decline. but in our business there are five stages in light
of the fact that yet to design the business we are just making a plan for the opening of an
organic restaurant in future, so still we are in the stage of development.

1. Research and Development: A product begins with a thought , and within the
confines of recent business, it is not likely to travel further until it undergoes
research and development and is found to be feasible and potentially profitable.
At that time , the merchandise is produced, marketed, and unrolled .

2. Introduction: The product introduction phase generally includes a

considerable investment in advertising and a marketing campaign focused on
making consumers conscious of the merchandise and its benefits. Assuming the
merchandise is successful, it enters its growth phase. The introductory phase of
our business is once we started our restro during a target city i.e. Chandigarh.
 3. Growth: Once the introductory phases are over, the product starts showing better
returns on investment. Your customers and channels begin responding. This is a stage
where competition may step in to squash the product before it has completely
launched.

4. Maturity: One of the problems associated with maturity stages in a technologically

advanced environment is the problem of duplication. Not only is the product available
in duplicate markets, but also there are several competing products which arise with
the same features and capabilities. As a result, the USP’s of the product become less
attractive. Along with competition, Penetration pricing becomes a weapon for
competitors.

5. Decline: 1 product, 10 competitors, minimum profits, huge amount of manpower and

resources in use – A typical scenario which a product might face in its last stage. In
this stage the expenditures begin to equal the profits or worse, expenses are more than
profits.

In this manner, it turns into a regular situation for the item to leave the market. It additionally
gets favorable for the organization as the organization can utilize assets it was spending on
the declining item on a by and large extraordinary venture.
  Competitors

1. Birdsong Organic Café, Mumbai

2. Café organica
3. California Burritos, Bengaluru

 Comparison in the Features with Competitors

Feature GREEN-EATS Birdsong Organic Café organica California

Café, Mumbai Burritos,
Bengaluru

Ambience Yes Yes No No

Meals(B,L,D) Yes Yes Yes Yes

Store Yes No No No

Home Delivery Yes Yes Yes Yes

As in addition we provide store whereas others not provide the same. And for this reason we are
always remaining ahead from the competitors. In store we provide the organic food items like
organic wheat, pulses, vegetables, fruits etc. this is the plus point for our business to provide
them the items what they are already eating.
  SMART OBJECTIVE OF ORGANIC RESTURENT

Growing market share is the objective of most organizations, large or small. Objectives are
SMART and used to support increasingly objectives. So, objectives for expanding market
share could look like the following:

1. Specific: We will target to those who are habitual or health conscious about their
health and try to target middle class family, new customer by coming with new
scheme, offers and taste with reasonable price.
2. Measurable: We will be able to measure our goal by tracking new customers,
growth in new markets, and overall growth in current markets.
3. Achievable: Our first concern will be to retain on the trust of loyal customer apart
from that we will try to attract new customer.
4. Relevant: After taking these measure we will bw able to attain our goals which will
help us in growing our market share
5. Time-bound: The steps which we are taking we can assume we will be able to
achieve till the 2nd quarter of this year.
  Marketing-mix of organic food Restaurant

In modern marketing economy the arrangement of natural farming turns into a progressively
significant factor in the advancement of domestic and worldwide economic systems. In such
relations it is not possible to successfully sell products without necessary specific skills and
knowledge of market policy and marketing-mix, which represent fundamental factors of a
successful and profitable sale of these products. It means that there is no market economy
without marketing, and that marketing goals cannot be reached without marketing-mix.
Relevant characteristics of the term organic food marketing are the procedure of product
planning, value framing, promotion and selling of these product to customer for fulfill their
requirements, wishes and requests. In the focus of marketing activities of an organic food
producer there is the customer with his evolving needs, wishes and preparation to purchase
organic food products. Accomplishing objectives of market economy, for example promoting
business of a organic food producer, speaks to characterizing showcasing instruments, i.e.
marketing mix. Since marketing-mix of organic food represents a dynamic bond between an
organic food producer and a customer on a very demanding and selective organic food
market, combining marketing elements must be prepared timely and consistently. Marketing-
mix of organic food products should satisfy space and time dimensions through activities of
an organic food producer, bearing in mind that space dimension refers to current and
potential markets, and time dimension relates to short-, medium- and long-term marketing
activities on the current and potential market.

1. Product

Organic food as an product is the most significant marketing-mix variable. Before organic
food producers enter the organic product market, they ought to be pre-pared to compare best
to the desires of their customers by the structure, reason and capacity. What organic food
consumers are most interested in are the following items: production program, product
quality, packaging material, packing, product labelling, and price setting. This is closely
related to the product image that implies everything a consumer creates about the product as
an image, atmosphere or a feeling.
2. Price

Value makes the second component of marketing-mix, which brings pay, while other
marketing-mix components represent costs. The product price must be in line with product’s
basic characteristics and features. Thus, it must closely correspond to product’s quality,
design, packaging, etc., exemplifying at the same time the realised productivity. By the price
policy of organic food producers tend to influence an increasing demand and a quantitative
improvement of consumption structure. Price and demand are usually inversely proportional.
In any case, cost isn't just impacted by request, yet additionally by a quick changing taste of
customers, prices and availability of other products that could function as a substitute for
organic food, as well as customers’ income.

3. Promotion

To assist customer with choosing the acquisition of certain organic products, makers
advertise their items in media. People were think that organic food are mainly for high living
standard people and they never afford. Therefore, it is necessary to promote a change of old
habits concerning nutrition, influencing higher health standards, capacity for work and the
overall satisfaction of the population. Producers tend to inform or encourage customers or
consumers to purchase their products, whereby they use all possible media. The most
important media by which promotion messages are sent to the final consumers are the
following: newspaper, TV, radio, post, and new media like satellite cable TV, etc. A very
important information for producers when creating a promotion/advertising message is who
decides in the family on the purchase of a certain product, so that they can address that
particular person in their message.

4. Place

It is important for a seller to choose market for selling their product and how theiy provide
goods to the customer. Choosing the right location is not always easily as it contain many
element e.g. rest picture of the territory, attraction nearby, customers access, parking and
competitor. And it has been observed that if anything goes wrong in the marketing plan using
marketing mix can be rectify or changeable but location is not very easy to change.
5. Physical evidence

It is significant marketing mix factor that will helps the restaurant to improve their marketing
strategies. Restaurant should consider their physical proof, for example, decoration, lounge
area, table structure, menu cards, plates, garbs, and in general administrations cape. Physical
proof speaks to the item quality and fascination for the customer.

6. Process

Customer payments through all modes of payment the delivery taken up by Zomato and
Swiggy Customer online onboarding on app When he /she visits and then maintain the
record. In restaurant process also play important role as serving time, overall operations and
information. There are many sort of procedures, in restaurant for the most part management
should looks at the system used to deliver the food and service for example food serving
time. Other case of procedure is the manner by which client will pay and how to fundamental
all records and bills set up.

7. People

In restaurant industry people are assuming significant role specially chef as they are the back
bone of the business. Studies show that numerous restaurants get unique taste and restaurant
named on their chef names. Management need haired able individuals and prepared them as
indicated by restaurants polices and system to convey the best service and food.

 Marketing budget

1. Advertisement cost through Newspaper, pamphlets, magazines = 40K

2. Television ads = 10K
3. Direct mailing ads = 5K
4. Social media ads = 10K
5. Endorsements = 50K
6. Location and property = 7-10K
7. Kitchen, grocery and packaging = 1.5K
8. Furniture cost and designing = 5K
 9. Staff cost = 20-40K
10. Technology and POS software = 20K

Segmentations, Targeting and Positioning

Segmentation-

Price: person spending upto 2K-5K in a week in a restaurant.

Location: people residing in Punjab

Lonely rich (office worker), young happy couples, the rich hippies, dieting women

Targeting – health conscious, weight conscious people, people on special diets, active people

Positioning- organic green healthy food with ambience.