GROUP LEADER:
Mehreen Raza (06-419)
GROUP MEMBERS:
Qurat-ul-ain Riaz (06-146)
Sidra Tanveer (06-228)
Najma Javed (06-013)
Bilal Hanif (06-267)
Zubair Khalid (06-223)
SUBMITTED TO:
Mr. Muhammad Amir Adam
SUBMITTED ON:
11th November 2008
~Table Of Contents~
Vision …………………………………………………………………………… 1
Products ………………………………………………………………………. 5
Financing ……………………………………………………………………… 6
Marketing ……………………………………………………………………… 7
Expansion ………………………………………………………………………. 11
~MISSION STATEMENT~
• Do What is Right
• Excellence in Performance
• Commitment in Objectives
• Teamwork
• Quality: We are dedicated to continuous improvement in the quality of every
product we make and in every activity we perform.
• Consumers: Our reason for being is to understand, anticipate, and best fulfill
our consumers’ needs.
~SITUATION ANALYSIS~
Target Market:
Competitors:
We analyzed our competitors and studied them and they products they were offering
to the same target market and following were our findings:
- They were offering snacks, bakery items, drinks, and biryani, dunkin donuts,
Cadbury chocolates.
- Since few of the products were a bit expensive so majority of the students
couldn’t afford them for example Cadbury chocolates and dunkin donuts.
- The items that were in demand include biryani, bakery items, drinks & snacks.
Customer Research:
Objective: to understand the needs of our customers better and what they wanted so
that we could deliver the same and satisfy them.
having variety in food products. Hence, we made it our responsibility to provide to our
customers the necessary level of hygiene, quality and variety.
- Gol gapay
- Lassi
- Haleem.
~PRODUCTS~
Product Category:
After thorough study of the customers, competitors and our personal abilities we
selected the following items:
Eatables:
- Gol Gapay
- Biryani
- Haleem
- Bakery Items (Pizza, Shwarma Roll, Club Sandwiches, Burger & Fried Roll)
Entertainment:
Product Presentation:
- Bakery Items: they were neatly displayed in trays and other dishes.
- Biryani & Haleem: they were displayed along with the other bakery items in
their packing.
Sources of Funds: In order to get the business started we had to arrange the money
for investment. Following were the two sources through which we started our
business:
Own self: all the group members made an investment of Rs. 2000 in this
project.
- Pakola: They were a huge help in helping our cause. They provided free of
cost inventory and, most important of all, promotional material in projecting
ourselves as something mature and serious.
- 3M: they helped us by providing a few items on credit, whereas a few other
items we had to buy.
Promotional items
- Stationary items
- Cloth banner.
Operational items
- Bowls
- Cups
- Plates
- Spoons.
Inventory (includes our products)
Pricing: This was a very crucial part, since, everything depended on the prices we
were to set for our products. We had already decided upon an outline for our prices,
but since the money had been arranged, finalization of prices was the next step. We
aimed to set a minimum price for our products which managed to reach our specified
profit goal.
During-business:
In order to keep the business going we had to use/reinvest the daily retained earnings
to buy the inventory for the next day.
~MARKETING~
Brand Name: SAGE, stands for: Spend and Get Energetic!
Moreover, the meaning of the word means ‘wise, judicious, or prudent’. Hence, the
name assures the customers (consumers, partners etc) that they are dealing with the
wise and judicious people. We don’t want our consumers to just spend their money;
but we want to them spend their money wisely and get excited and energetic by
buying the best product and enjoying it too. Because we believe that the key to
success is to keep the customer happy.
Branding:
Logo/ symbol: our logo has a trolley which signifies that we are a retail outlet
and the hand represents that the customers hand which cant stop shopping at
our outlet as they are too energetic!
Color: we used black and silver which differentiated us from our competitors.
We coordinated our banners, shirts, posters and teasers accordingly.
Pre-business:
Teasers:
- We put up the teasers four days before the launch of our retail outlet.
Word of mouth:
- We gave demonstrations a day before so that people would bring the money
if interested.
During-business:
Advertisement:
- We had put up the cloth banner which contained our logo and the companies
which had sponsored us.
- We used posters to let the customers know about the products that we were
offering.
~HUMAN RESOURCE~
Pre-business:
Promotional Items: for designing & making promotional items such as the logo,
teasers and posters for the outlet.
Customer Research:
Setting pricing:
Buying the inventory from the supplier for the first day of operation.
During-business:
Tasks Jobs
Displaying merchandise, customer contact Sales personnel
Entering transactions, handling cash & credit purchases Cashier
Receiving merchandise, inventory storage & control, Inventory
replenishing the inventory. personnel
Keeping a check over the employees and assuring customer Supervisor
satisfaction
~RETAIL OUTLET~
Layout:
S
A
G
E
1
6
3 2
1. Reception
2. 3M products.
4. Cash Counter
5. Eatable Items (ice-cream, drinks, snacks, gol gapay, biryani & haleem)
Objective:
- We had placed the eatable items at one side so that our customers could
easily choose from the wide variety of products.
- We had placed the cash counter near the eatable so that it would be easier
for us to handle the customers and it was convenient for our customers to
pay the cash and receive the items quickly without any delay.
- We had set up the 3M Products at the other corner so that we could play the
advertisements and promote it in a better way.
- We had put up lottery and nominations near the sound system so that when
our customers would come to dedicate a song/ request a song they would
also notice these additional entertainment items.
Store Atmosphere:
Decoration:
We had decorated our outlet according to the previously decided theme (black &
silver). We had put up different posters as well to add a little color to the outlet apart
from the theme. Other than that we had used the promotional material provided by
our sponsors for the products displayed at the outlet too.
~EXPANSION~
- 3M Products
- Biryani
- Bakery Items
- Nestle Juice
- Cold drinks
Following are the items that we added to our product line eventually with the
passage of time:
- Haleem
- Lassi
- Kurleez
- Lays
- Butter puff
- Cocomo
Six heads are better than one. Brainstorming sessions were always fun and
innovative.
Communication and the right approach matters a lot in the corporate world.