MARKETING CHALLENGES WHILE OPENING A RESTURANT IN A RURAL

MARKET WITH SPECIAL REFERENCE TO SERVICES.

NIKETAN-AP KA APNA SADAN

OUTLOOK

RELATED TO VILLAGE

MISSION STATEMENT OF OUR RESTAURANT

To have positive effect of our products on the health and well being of our customers (and our staff).

To have positive impact that our business practices and choices will have on the environment.

 To maintain high quality of attitude, fairness, understanding, and generosity between management, staff, customers, and vendors.

VISION STATEMENT

To achieve multi faceted success in long run. To deliver quality in terms of services and

products. To give our efforts an “essence of purpose”

and meaning beyond our financial goals.

WHY RURAL MARKET

OPPORTUNITIES:: RISE IN LEVEL OF LITERACY INCREASE IN PURCHSING POWER BRAND LOYALTY OF RURAL CUSTOMERS RISING AWARENESS. AREA NOT TOUCHED BY OTHER MARKETERS

WHEN TALKING OF HOSPITALITY SECTOR.

THREATS OF RURAL MARKETING

PRICE SENSITIVITY OF RURAL CUSTOMERS. USE OF LOCAL LANGUAGE. UNDERSTANDING THE PSYCHE OF RURAL

CUSTOMERS. SEASONAL DEMANDS

CHOICE OF LOCATION

JITVAPUR VILLAGE , BIHARFEATURES: CONSERVATIVE PEOPLE CASTE RIGIDITY POPULATION APPROX: 4000 ; 600 FAMILIESREASON FOR SELECTING: AWARENESS AMONG PEOPLE MORE DISPOSABLE INCOME CULTURALLY RICH WELL CONNECTED WITH RAIL AND ROAD

LINK TO NEARBY CITIES.

MARKETING CHALLENGES

LANGUAGE STANDARD OF LIVING EDUCATION LEVEL APPROACH PERCEPTION RESOURCES STRATEGIES

SEGMENTATION AND TARGETING

BASED ON THE INCOME GROUP AFFLUENT MIDDLE CLASS POOR BASED ON THE RELIGION DEMOGRAPHIC BASED ON AGE FAMILY SIZE BEHAVIOURALISTIC USAGE RATE OCCASIONS

POSITIONING

MARKETERS WHO - UNDERSTAND RURAL CUSTOMERS. VALUE THEIR BELIEFS RESPECT THEIR PERCEPTION WORK FOR THE BENEFIT OF CUSTOMERS

PRICING

REASONABLE PRICING KEEPING IN MIND THE PRICE SENSITIVITY OF RURAL CUSTOMERS.

OUR EXPENSES WOULD INCLUDE: MANPOWER VEGETABLES AND OTHER RAW MATERIAL ARRANGEMENT FOR 24 HOUR WATER

AVAILABILITY TRANSPORTATION

ADVERTISING

THROUGH MEDIUM WELL ACCEPETED BY RURAL CUSTOMERS:

“NUKKAD NATAK” THROUGH PROMINENT RADIO STATIONS. PROPER USE OF GRAPHICS AND PICTURES TO

MAKE AN INSTANT IMAGE ON THE MINDS.

PROMOTION

PROMOTIONAL ACTIVITIES WOULD INCLUDE: FOLK NIGHTS : DANCE PERFORMANCES

AND LOCAL ART FORMS. VARIOUS RECREATIONAL ACTIVITIES :

KUSHTI, NAUTANKI(MUSICAL PLAYS DEPICTING A STORY)

COMPETITIONS: COOKERY COMPETITIONS TO PROMOTE LOCAL DISHES, OTHER COMPETITONS PROMOTING THE REGION.

FOOD PRODUCTION

MOST FOOD WILL BE PREPARED ON THE PREMISES. THE KITCHEN WILL BE DESIGNED FOR HIGH STANDARDS OF SANITARY EFFICIENCY AND CLEANED DAILY.

OPEN KITCHEN TO ENSURE CUSTOMER SATISFACTION TOWARDS MAINTENANCE OF HYGIENE AND SANITATION.

VEGEBTALES AND RAW MATERIAL WILL BE BOUGHT BY LOCAL VEGETABLE TO PROVIDE THEM WITH A SENSE OF SECURITY.

4 AS OF RURAL MARKETING

AVAILABILITY : WILL TRY TO MAINTAIN AVAILABILITY OF OUR PRODUCTS AS PER THE DEMAND OF VILLAGERS.

AFFORDABILITY : OUR PRICING POLICY WILL BE SUCH THAT IT WOULD BE WITHIN AFFORDABLE RANGE OF OUR CUSTOMERS.

ACCEPTABILITY : OUR PRODUCTS WILL BE SUCH THAT THEY WILL BE EASILY ACCEPTED BY OUR CUSTOMERS ON GROUNDS OF ETHICAL PRACTICES.

AWARENESS : WE WILL SPREAD AWARENESS AMONG OUR CUSTOMERS REGARDING SOCIAL ISSUES AND HOW THE SCENARIO IS CHANGING.

CSR

SENSE OF SECURITY AMONG VILLAGERS(PRODUCTION OF RAW MATERIALS)

PROVIDE EMPLOYMENT TO LOCAL PEOPLE. NIGHT SCHOOLS ADULT EDUCATION LOCAL PEOPLE AS OUR CONSULTANTS PROMOTION OF LOCAL ART FORMS IN

NEARBY CITIES AND STATES BY ARRANGING EXHIBITIONS ETC.

MENU ITEMS SHOULD BE CHEAP LOCAL FAVOURITES FAST FOOD WITH LOCAL TEXTURE GOOD QUALITY OF URBAN FOOD ITEMS.

PRODUCTS AND SERVICES FOOD : MENU WOULD INCLUDE WIDE VARIETY OF LOCAL AS

WELL AS OTHER DISHES. BEVERAGES : DRINKS WOULD INCLUDE A WIDE RANGE

INCLUDING TEA ,COFFEE TO BUTTER MILK AND FRUIT JUICES KEEPING IN MIND THE HEALTH CONSCIOUSNESS AMONG PEOPLE.

CATERING : DURING LOCAL FESTS(MELAS) AND PARTIES. LODGING : A SMALL LODGE FOR TRAVELLERS PASSING BY

THAT VILLAGE FOR NIGHT STAY. COMMUNITY HALL : A LARGE HALL FOR PUBLIC

GATHERINGS,PARTIES,GET TOGETHERS. HOME DELIVERY : LIMITED TO JITVAPUR , TO MAKE THE

PEOPLE FEEL MORE COMFORTABLE AND ENJOY THE TASTE AT THEIR OWN PLACES.

PCO : 24 HOUR FACILITY AVAILABLE FOR STD AND ISD CALLS.

THINK GLOBAL ACT LOCAL