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