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    Culture Based Restaurant: Soghat': Her Jagga Ke

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    Waqar Nisar
    Soghat" is a proposed culture-based restaurant that will feature dishes from all over Pakistan. It will target migrants living in major cities away from their home regions, as well as students and employees living elsewhere for work or education. The restaurant aims to position itself as providing people with foods from their local areas. It will face strong competition from many existing restaurants, but hopes to stand out by being the only restaurant offering such a wide selection of cultural cuisines from across Pakistan. An advertising campaign is planned using radio, newspapers, billboards, Facebook, and a website to promote the new restaurant.

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    Culture Based Restaurant: Soghat': Her Jagga Ke

    Uploaded by

    Waqar Nisar
    26 views31 pages
    Soghat" is a proposed culture-based restaurant that will feature dishes from all over Pakistan. It will target migrants living in major cities away from their home regions, as well as students and employees living elsewhere for work or education. The restaurant aims to position itself as providing people with foods from their local areas. It will face strong competition from many existing restaurants, but hopes to stand out by being the only restaurant offering such a wide selection of cultural cuisines from across Pakistan. An advertising campaign is planned using radio, newspapers, billboards, Facebook, and a website to promote the new restaurant.

    Original Description:

    project related to advertising and promotion stratagies

    Original Title

    MEDIA MIX (1)

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    Soghat" is a proposed culture-based restaurant that will feature dishes from all over Pakistan. It will target migrants living in major cities away from their home regions, as well as students and employees living elsewhere for work or education. The restaurant aims to position itself as providing people with foods from their local areas. It will face strong competition from many existing restaurants, but hopes to stand out by being the only restaurant offering such a wide selection of cultural cuisines from across Pakistan. An advertising campaign is planned using radio, newspapers, billboards, Facebook, and a website to promote the new restaurant.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    26 views31 pages

    Culture Based Restaurant: Soghat': Her Jagga Ke

    Uploaded by

    Waqar Nisar
    Soghat" is a proposed culture-based restaurant that will feature dishes from all over Pakistan. It will target migrants living in major cities away from their home regions, as well as students and employees living elsewhere for work or education. The restaurant aims to position itself as providing people with foods from their local areas. It will face strong competition from many existing restaurants, but hopes to stand out by being the only restaurant offering such a wide selection of cultural cuisines from across Pakistan. An advertising campaign is planned using radio, newspapers, billboards, Facebook, and a website to promote the new restaurant.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 31

    CULTURE BASED RESTAURANT

    SOGHAT: HER JAGGA KE


    Presented By:
    Aqsa Murtaza
    Rudaba ul Mulk
    Shehzad Waqar Nisar
    Naveed Altaf

    MAIN IDEA

    Name: Soghat
    Meaning: Speciality
    Tagline: Her Jagga ke
    Meaning: Of every place
    Theme restaurants with modern touch

    SEGMENTATION, TARGETTING
    POSITIONING

    Targeting and Segmentation

    As the restaurant focuses on cultural diversity,


    geographic distribution of the major cities was
    researched Geographic Segmentation
    Cities

    Total
    Populatio
    n

    No. of
    Migrants

    Islamabad/Rawalpindi

    4.5 million

    2 million

    Lahore

    6.32
    million

    1.03 million

    Karachi

    15-18
    million

    13-16 million

    Peshawar

    2.9 million

    0.6 million

    Quetta

    0.5 million

    0.1 million

    The table shows a large population


    migrants on all the cities targeted
    These migrants are from all parts of
    Pakistan
    These migrants are the ones who have
    migrated to these cities permanently
    because of work or personal reasons

    Another segment that is our target market are


    the people (students and employees) who live
    in cities where do not belong to because of
    work or education
    These mostly include youngsters from ages 18
    onwards as well as adults ranging from age of
    25 onwards Demographic segmentation
    Most of theseCities
    are men and
    require ready
    Major Universities
    made food
    Islamabad

    Quaid e Azam
    University

    Lahore

    Punjab University

    Karachi

    Karachi University

    Peshawar

    Islamia University

    Quetta

    University of
    Balochistan

    Positioning

    Main positioning will be on the availability of


    all Pakistani cuisines in any part of Pakistan
    Theme of the restaurants will also be the
    same as the cuisines
    People who miss the food of their locality will
    be targeted through providing them their local
    food
    Reason able priced food
    High quality and hygienic food
    Value and unique offering

    INDUSTRY & COMPETITION


    ANALYSIS

    INDUSTRY ANALYSIS

    Pakistans food industry is one of the industries that


    is a successful one
    From small scale Dhabbas to high end restaurants, all
    turn out to be profitable if right amount of effort and
    marketing is done
    Though fast food chains have taken a large business
    share from the restaurant chains, still restaurants
    and fine dining is a good business in Pakistan.
    Restaurant chains in Pakistan include three large
    chains:

    PC
    Marriott
    Serena

    These are specifically for the upper class


    Other chains like

    Usmania
    Lasania
    Red onion
    others

    Target middle class


    There are many other restaurants in the industry in
    all cities of Pakistan for all range of customers and at
    all range of prices
    Our restaurant Soghat specificlly targets the people
    who love cultural and traditional food of Pakistan

    Competition Analysis

    There are several number of restaurant chains


    in all cities of Pakistan
    Soghats competitive advantage would be
    special food from all provinces of Pakistan
    No other direct or indirect competitor is
    offering such food

    Porters five forces: Soghat

    Competitive Rivalry (Strong Force)


    1.
    2.
    3.

    High number of firms (strong force)


    High aggressiveness of firms (strong force)
    Low switching costs (strong force)

    Bargaining Power of Customers (Strong


    Force)

    1.
    2.
    3.

    Low switching costs (strong force)


    Large number of providers (strong force)
    High availability of substitutes (strong force)

    Bargaining Power of Suppliers (Weak


    Force)

    1.
    2.
    3.

    Large number of suppliers (weak force)


    Low backward integration (weak force)
    High overall supply (weak force)

    Threat of Substitutes (Moderate force)


    Threat of New Entrants (Moderate
    Force)
    1.
    2.
    3.

    Low switching costs (strong force)


    Moderate capital cost (moderate force)
    High cost of brand development (weak force)

    PRICING STRATGEY

    MEDIA MIX

    1. RADIO
    FM 101 will be used nationwide and message will
    be
    delivered in Urdu language, city-wise radio
    stations will
    RADIO
    communicate
    message
    in localTime
    languages
    City
    Channel
    Languag
    Approxi
    e

    Duration
    s
    Office
    hours 810 in the
    morning
    and 4-6 in
    the
    evening
    also
    before
    and after
    news
    breaks

    Islamabad

    FM 97

    Urdu

    Lahore

    FM 100
    Lahore

    Punjabi

    Karachi

    FM 107

    Sindhi

    Peshawar

    FM 104

    Pashto

    Quetta

    FM 89.4
    Suno
    Pakistan

    Pashto

    mate
    Cost

    2. NEWSPAPER
    NEWSPAPER
    City

    Newspap Place
    er
    ment
    of Ad

    Islamaba
    d
    Lahore
    Karachi

    Daily
    Jang, The
    News,
    Express
    News

    Peshawar Express
    News
    Quetta

    Front
    page,
    lower
    half

    Days

    Teasers
    Everyd
    ay: for
    one
    week
    main
    campai
    gn ad
    2-3
    weeks

    Appro
    x.Cost

    3. Billboards
    BILLBOARDS
    City

    Location

    Islamabad

    Blue area,
    Mall Road
    Rawalpindi

    Lahore

    Fortress,
    Liberty

    Karachi

    Peshawar
    Quetta

    Clifton, Pak
    Towers,
    Dolman
    Saddar,
    University
    Road

    Days
    Teaser:
    1 week
    Main
    campaig
    n: 2-3
    weeks

    Approx.
    Cost

    4. Facebook Page and Website

    A facebook page for Soghat would be made to


    promote the restaurant
    Page will also be available to book and reserve
    in the restaurant
    Website will also be made in order to show the
    presence of Soghat
    Website will include maps to locate the exact
    location of Soghat

    5. Below-the line advertising

    For

    ADVERTISING CAMPAIGN
    Teaser
    Main

    campaign

    TEASER CAMPAIGN

    Advertising of Soghat will start with Teaser


    campaign in all medias discussed before for 1
    week.
    Radio ad will be an audio clip just saying
    Soghat: Hum sb ke with folk music in the
    background
    Newspaper ads will just include the name of
    restaurant and tagline for a week (add
    picture)

    Similarly billboards will also inlcude just the


    name of

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