Escolar Documentos
Profissional Documentos
Cultura Documentos
ON TRAINING UNDERTAKEN AT
ACKNOWLEDGEMENT
At the outset, WE would like to express my sincere and deep felt thanks to our project
guide Ms. POOJA MA”AM of HOTEL CLARKS AMER Jaipur to take this
opportunity through which I got the chance to pursue my summer internship on
PROJECT OF PREPARING THE MARKETING PLAN FOR ALBERT 1589
RESTAURENT & 1589 EXPRESS COUNTERS.
WE would also like to convey my heartfelt thanks to MR. ARJUN KUMAR for his
encouragement, advice and strong support in every manner to make this report up to the
mark.
DECLARATION
This is to certify that the work done on "SUMMER INTERNSHIP FOR MARKETING
PURPOSE” under the subject ‘PREPARING MARKETING PLAN FOR ALBERT’S
1589 & 1589 EXPRESS OUTLETS’ and a written report submitted by me to MR.
ARJUN KUMAR, HOTEL CLARKS AMER, JAIPUR is in partial fulfillment of the
requirement for the award of degree of MBA. This work has not been submitted anywhere
else for any other degree/diploma.
Declaration by:
Sonali airan
• Awarding of class
Chapter 4. Objectives
• Vision
• Mission
• Values
• SWOT analysis
5.2 Customer analysis
• Type
5.3 Competitor analysis
6.3 Limitations
Chapter 9. Conclusion
Chapter 1: Introduction
Chapter 2: Objectives
• mission
• SWOT
• Comparative analysis
Chapter 6: Suggestions
Chapter 7: conclusion
1. Executive Summary
2. Introduction of outlets
SWOT Analysis
Observation
• SDMH 1589 Express
SWOT Analysis
Observation
3. Direct Marketing
4. Cross Promotion
• What is Cross-promotion
Brief
Deliverables by Albert’s
6. Enclosures
1589 Albert’s report
From the ancient time the place providing both safe food and
safe accommodation to the customers is the meaning of Hotel or Hotel
Industry
CLASSIFICATION OF HOTEL
Hotel can be classified into different categories or classes, based
on their operational criteria. For example the type of accommodation
they provide, location of the property, type of services provided,
facilities given and the clientele they cater to can help categories hotels
today.
1 Market segment:
• Economy / limited services hotel
• mid market hotel
• All suite hotels
• Time-share hotels
• Condole / Condiminium
• Executive hotels
• Luxury / Deluxe hotels
Property type:
• Traditional hotel
• Motels
• Bread and break fast inns
• Commercial hotel
• Chain hotel
• Casino hotel
• Boutique hotels
• Resorts 1 Spa’s 2 Conference resorts
2 According to size:
a) Market segment
b) Property type
c) Size
d) Level of services
e) Owner ship and application
f) Plans
g) Type of patronage
h) Length of guest stay
i) location etc…
a) MARKET SEGMENT
1. Economy hotel:
It provides efficient sanity private rooms with bath. The furnishing
and decor are acceptable to majority of travelers. Food and beverage
service may or may not be available.
2. Mid-market hotels:
They offer comfortable accommodation with private on premises
bath. Food and beverage services and uniformed bell staff. They offer
above average luxury.
3. All-Suite hotels:
It offers separate sleeping and living areas along with a
kitchenette and a stocked bar, and offer class service.
4. First class hotels:
They are luxury hotels with exceptional decor better than average
food and beverage service, uniformed bell services. They often have 2
or 3 dining rooms, swimming pool, spas etc.
5. Deluxe hotels:
They are better and offer more specialized services than first class
hotels. They also provide limousine services.
b) PROPERTY TYPE:
1. Traditional hotels:
They have the basic concept of rooms with break fast, bell desk
services and the other usual services.
2. Motels:
They are located on highways. Guest is given parking right
outside their rooms. The usually have a gas station / workshop attached
to them.
3. Resorts:
They are usually situated in tourist locations like on rivers,
mountains, jungles, or the sea. They give more privilege to sports
activities leisure and re-creation activities like manages, sightseeing,
adventure sports, etc.
4. Resident hotels:
Where guest stay for longer duration, stay like weeks, months
even years.
5. Casino hotels
They are hotels usually in tourist spots and mainly cater to people
who are on holidays. Casino hotels like the name suggest offer gambling
facilities along with accommodations.
c) SIZE
d) LEVEL OF SERVICES:
1. World-class services:
They target top business executives and provide service s that
cater to needs of such people like lap tops in the rooms, business
center, sectarian services.
2. Mid range services:
They appeal to the larger segment of traveling public [tourist].
The services provided by the hotel are moderate and sufficient to
budgeted travelers.
3. Economy / Limited services hotel:
1. Independent hotels:
They have no application with other properties. They have
their own management and are single properties with one owner.
2. Chain hotels:
They impose certain minimum standards, levels of service, policies
and procedures to be followed by their entire establishment. Chain
hotels usually have corporate offices that monitor all their properties
and one management runs these properties. That is all the hotels under
the chain are completely owned and run by the chain itself.
3. Franchisee hotels:
The franchisee grants the entities, the right to conduct business
provided they follow the established pattern of the franchisee,
maintains their standards, levels of service, practice their policies and
procedures
AWARDING OF CLASS:
Awarding of class is done by the HRACC in India. These are a few things
listed down that are taken into consideration while awarding star
category to any hotels.
Five star category is only allotted to properties, which have all the
qualities of a three star property and a few additional. Like the entire
property must be centrally air- conditioned. The building of the property
must be an attractive one. All the rooms must be spacious. The property
must have proper banqueting facility, business center. Proper and well-
maintained pool and health club a spa is optional.
The property must have 24 hour coffee shop, round the clock room
service, a bar, and a minimum of 1 gourmet restaurant. The staff must
be highly trained and a degree of specialization must be shown. State of
art Equipments must be used and the facility provided in the rooms
must be sophisticated.
Clark’s, Khajuraho.
Clark’s, Varanasi.
The Clarke’s Group expanded 1589 brand of hotels .This brand was
established in 2007 in Jaipur .With this brand name the Clarke’s Group
endeavored a restaurant naming “1589 Albert’s”, a Creative Dining. It
is situated next to the Albert’s Museum. It is a very good destination for
families, executives, youngsters, foreigners etc. Its menu is such which
attracts localities as well as foreigners. Its simplicity and peaceful
atmosphere is its charm. The hospitality and the services given are
remarkable. Known for its perky menu, taste bud tangling cuisine,
soothing music and supreme service, Alberts 1589 is one of the finest
restaurants in Jaipur. There is party facility for up to 150 people on prior
booking. There is also a Souvenir shop which is an attraction for the
tourists as all the rajasthani items are there in the shop. The shop is a
perfect destination for a relaxing afternoon or a quick value meal. There
is also a bakery which is egg less, over 90% fats free and with no
preservatives, color and essence. Thus we can say it’s a perfect
destination for all those who want to have great meal with great fun.
Chapter 4 - OBJECTIVES
• 1589 Vision:
• 1589 Mission:
• 1589 values:
Acceptance - Accommodating to people from all walks
to society, religions,
• SWOT Analysis:
Strength: Weakness:
Opportunities: Threats:
Localities
Foreigners
Tourists
Youngsters
Families
Thus we can say that the restaurant is a family restaurant and also is a
good destination for tourists & foreigners. The exotic menu variety
offered is very good and its multi-cuisine menu makes it suitable for the
persons of all the regions of the country.
The various restaurants which are the competitors of 1589 albert’s have
been analysed & their facts and findings are as follows:
Surya Mahal was started on 3rd March 1985 by Mr. H.S. Pali. Now he is
running it along with his sons Mr. Hardeep and Mr. Daljeet Pali.it is
located at MI road, Jaipur.
Meal for two: 300 Rs. Approximately
Salient Features:
• Open for breakfast to dinner. You can approach there any time.
• Food fest
• Lounge facility
• Outdoor catering
• Food delivery
SRPL
Sankalp restaurant
Sankalp have been given a certificate from the Guinness book of world
records in 1996 for preparing longest dosa in the world. Nationally Times
of India has conferred Times food award for best south Indian restaurant
in 2008 as well as 2009.
Salient features:
It has quite different ambience. It has south Indian touch in its interior
with lot of paintings of south Indian lords on walls which give a different
feeling.
We have had the honour of the hosting various parties to many
dignitaries like Pandit Jawaharlal Nehru, Mrs. Indira Gandhi, Mr. Morarji
Desai, Maharaja of Mysore, Maharaja of Travancore, Dr. V. V. Giri, John
Galbraith, Mrs. Jacqueline Kennedy
Salient features:
• Family huts
• Party lawn
• Banquet hall
• Rajasthani thali
• Clubhouse ambience
• Music
Outlet of LMB offers a variety of South Indian, Chola Bhatura, Pav Bhaji,
Chat, bakery item etc.
Salient Features:
• Attractive ambience
• decor
FOUR SEASONS
This restaurant is located at c-scheme near ahinsa circle & a very
famous restaurant among localities.
The ambience of this restaurant is good, quite attractive but does not
have any special theme.it has a sitting capacity of around 150 people at
a time.
It is good for those families or someone who wants to have good food at
nominal price in a good environment.
Salient features:
Good location
Tasty food at nominal price
Tansukh
Tansukh is a restaurant of kahna group. Kahna is a vegetarian multi
cuisine restaurant, sweet shop & eggless bakery.
They offer a wide variety of food from south Indian to north Indian, mini
meals to complete meals, continental to Indian sweets etc. In their
outlet we can find different chats, chola bhatura, pav bhaji, biscuits,
pastries, cakes, packed items etc.
Salient features:
Kids menu
Reservation-phone booking
Safari
It Is located at surya nagar near goplapura bypass.
Salient features:
1589 express
The restaurant has a capacity of 150 people. This is a good place for
those people who can spent even more money for peaceful place and
fine treatment.
Salient Features:
• Souvenir shop
• Large parking place
• Kids menu
• Perfect destination for relaxing afternoon
• service
Miscellaneous Restaurants:
DMB
The acronym for DMB is doodh misthan bhandar. It is located at
banipark near sikar house.
Dal makhani – 80
Thali – 120
Zeera rice – 50
Biryani – 80
Manchurian – 80
Chowmein – 65
Dum aloo – 90
Masala dosa - 65
Idly – 50
Salient Features:
Quilla
It is located near Sahakaar Bhawan, behind Mr.Beans. Basically it’s
a restaurant cum lounge but there is a separate restaurant for the
family where no drinks are served . Thus we can say that it’s a complete
family restaurant .It serves the traditional north Indian food . The menu
is:
Naan- 45
Herbal Roti- 30
Vegetable Pulao- 95
Thus we can observe that the prices are comparable to the restaurant
like Albert’s 1589 and Spice court.
SPECIAL FEATURES:
• The service was very fast and the staff was very attentive.
Sandwich -135
Deserts -80-150
Seasoned rice- 90
Naan -50
Main hall
6.2 Sampling:
o Sankalp - M I Road
o Cheelgadi - Sanganer
road
Miscellaneous
o DMB - Banipark
o Quilla - sahakar
bhawan
o Dasaprakash - 1:30 pm
o Sankalp - 1:00 pm
o Surya mahal - 2:00 pm
o LMB - 8:30 pm
o Cheelgadi - 7:30 pm
o Alberts - 1:30 pm
6.3 Limitations :
Restr Four Sanka Dasa Lm Sury Alber Che Spi Tan Safari
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Prese A G A.A. A. A G A G A A.A.
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Taste G G G G A.A. G A G A G
Identifying who dines with you is the crux of your marketing plan.
Determine who your customers are (e.g. business people, social people)
and why they dine at your restaurant.
Once you determine where you can generate new business, advertising
and promotion decision become more focused. Reach these new
segments with advertising specifically oriented towards them.
Find out what makes you stand out from your competition – do you have
the best location, do you have best quality of food or do have the best
atmosphere relative to your competitive edge , exploit it.
Some restaurant chains do this very effectively. The wait staff is very
proactive in trying to sell things such as soups, salads appetizers &
desserts in addition to customers order entries. Develop written
strategies on how you will “upsell”, include them in the marketing plan
& communicate them to your wait staff.
This will serve as the basis for your annual marketing budget and should
be done as part of the overall budgeting process.
Since “people do business with people the know” it is important for you
as a restaurant owner or manager to participate in professional
organization you are a member of and evaluate their effectiveness in
promoting the restaurant.
Direct mail
Newspapers
Magazines
Donations
• The airport, deluxe bus stands and the various tourist spots can
also be the places for the advertising.
• The discounts can be of great help if we do not reduce the prices.
The various discount criterions are:
The cross promotion means to advertise in such a way wherein both the
parties who are joining hands should get the benefits. The plans should
be such which help both the parties to a considerable extent. A main
concern should be that both the parties are of equal name, goodwill etc.
The various brands and organizations with which the cross promotions
can be done are:
• The tie up with some Electronic brand like Sony etc. can also
be considered as the families can be attracted by such discounts.
Economic Plan:
Chapter 8 - CONCLUSION
The basic emphasis should be given to the awareness & the quality
maintenance. The overall interior should be made attractive.
1589 Express report
Chapter 1- INTRODUCTION
Under the brand name of Clarks Group, a fast food outlet chain is there
naming 1589 express. The outlet run not only in Jaipur but also in
Gurgaon, Rudrapur .The 1589 express outlets serves various fast food
items .1589 express is the ultimate destination for Indian fast and street
food. Even though this brand caters to all pockets we do not
compromise on quality and hygiene. If you are looking for a quick Indian
snack or a quick Indian meal 1589 express is the place to visit. You do
not need to worry about your stomach after all our food is all fresh and
produced under international norms of hygiene and quality. In Jaipur
there are three 1589 express outlets and they are located in:
The outlet in Durlabhji hospital serves various fast food items like
samosa, cutlet, pakora, mini meals like puri sabzi, chole kulche etc.
They also provide bakery items like pastries etc. The overall menu is
a good combination of mini meals, snacks and bakery products. There
are 6 tables for sitting purposes .Proper hygiene is maintained and
the place is quite clean and tidy.
The outlet at Fortis also serves the same menu items but the prices
are comparatively high because this outlet is air conditioned. There
are 5-6 tables and there is open kitchen.
Chapter 2 – OBJECTIVE
Everyone who uses our products and services should leave satisfied.
Make a continuous positive contribution to society.
Mission:
SWOT Analysis:
Strength: Weakness:
The menu includes the item like pizzas, pao bhaji, chole bhatura,
sandwiches etc.
Salient features:
This one of the oldest establishments of Jaipur & was famous for ‘dahi
bada ‘, sweets & various chat items.
Salient features:
• Some item which are very rare in the fast food outlet like badam
milk dahi bada are there.
Chawla’s
The chawla’s is very old establishment. it is located in raja park at a
very prime location. Some year back
it was the only good destination for the fast food item like that papdi
chat ,gol gapps bhelpuri etc.
Now they have expanded this further to a hotel , though the fast food
oulet is still there.
The chawal’s offer a great variety of fast food like chole bhatura, mini
meals idly sambhar, dosa ,
Papdi chat .
Salient features:
Food Court
The Food-court is located at Crystal court, near GT, Malviya nagar.
There are chienese fast food items, Chaat items, south Indian items, &
also the soda shop.
Due to its location it is quite popular amongst the youngsters and those
who go in crystal court for shopping. There was sitting arrangement also
with 4-5 tables.
Salient Features:
Mamu’s cafe
The Mamu’s cafe also offers a good variety of fast food like spring rolls,
burger, chat, pasta’s, pastries etc. There is setting arrangement also.
Salient Features:
National Handloom
At this fast food centre there are various counters for various items. The
items included are Paneer
Salient Features:
• There are chairs for setting and some standing tables also.
The kanha is located at tonk road & another outlet has recently opened
at queen’s road.
The kanha offers a very vast variety of fast food items. Both the
locations of kanha are very prime and are very popular amongst the
family. There is an eggless bakery also with wide variety of bakery
items.
Salient Features:
• The wide variety of shakes, bakery items, chat items, sweets etc.
• A good destination for those who don’t take onion & garlic.
kanji
Kanji was basically a sweet’s shop but since some years it has been
expanded and a fast food outlet and a restaurant are also established.
The kanji is famous for samosa’s, papdi chat, etc. It is located at station
road, near sindhi camp bus stand. Due to its good location that is near
railway and bus stand. It is quite popular amongst the tourist as well as
locations.
Salient Features:
SUNRISE BAKERY
The sunrise bakery is a well established brand of bakery and
confectionary in jaipur.Though basically the outlet started as a pure
bakery shop but now it has included the items like grilled sandwiches,
pizzas, veg. puffs. The various bakery items like pastries, brownies, etc
are also available there. There are various outlets of sunrise and all are
situated at good locations like :
• Raja Park
• Tonk Road.
• Grilled sandwich-35-40
• Pizza- 45
• Pastries-25-35
BISTRO
(RAJAPARK)
The bistro outlet is located at the prime location of Raja Park.It is very
popular amongst the residents of raja park due to its variety , its
reasonable rates,and cleanliness.
• Spring rolls – 65
• Chole bhature – 50
• Pav bhaji – 49
Combo meals:
These three items are demanded a lot by the people and can be
managed easily in the 1589 express outlet. As we do not make
the items there itself and we outsource our food products so it
would be easy for us to manage these three items as the two
amongst these can be outsourced and the shakes can be made
there itself without much problem and pains.
are also of great demand. The pizzas and sandwiches can also be
outsourced as they can be half baked before and at the time when the
order is placed they can be fully baked with just a griller or microwave.
So all that we need is just a half baked sandwich or pizza and a griller.
Pav Bhaji: As the above items are
So all these three menu items are worth considering as no extra labor or
extra investment is required.
Chapter 6 – SUGGESTIONS
The survey of the various outlets and fast food centers have provided us
many facts and findings .We can conclude that the various outlets
though offer a variety of fast food items but still the variety need to be
increased and the 1589 express outlet should be opened to various
other areas also. The analysis has helped us to compare the prices, the
quality, the taste, the variety of the various other outlets with the 1589
express. We can by this comparison improve the quality, the service
etc. of the 1589 express and can make it a very good destination for the
families, youngsters, kids etc.
The organizations success lies in the how they deal with their customers
and how is their CRM i.e. customer relationship management. The CRM
is very much important in the areas where direct marketing is done and
direct services are given such as restraus, service centers for various
electronic devices etc . The customers today are much aware of their
importance as it is rightly said that “Customer is the King.” So to give
them the proper services is very essential today.
In the following report we will see that what the cross promotion exactly
is and how a restrau has used this as a promotional activity. We will see
the benefits of cross promotions, the various aspects of direct services
and marketing.
SWOT Analysis:
Strength: Weakness:
Observation:
5. Fluctuation in prices.
6. Customers are not too money conscious if they get good quality
they do not bother about money and can pay even more amount.
SWOT Analysis
Strength: Weakness:
Good & huge Space Staff is not as friendly as it
Hygiene should be
Comparatively less varieties
High prices (Gentry comes there
is not too materially satisfied as
they can pay such high prices
for them ) & this results in
decrease in sales
Handling of complaints is not as
it should be
Opportunity: Threats:
By increasing the varieties Competitor canteens which
space can be best utilized have comparatively lower prices
Can start thali system.
Can start keeping packed
biscuits
Observation:
Feedback:
Feedback:
These are:
For this one month we were given 2 products for direct marketing,
15 days for each product. For starting 15 days we were given
cassata pastry and after that it was replaced by 1589 Choco bar.
List of per day sold item is as follows:
Fortis :-
Experience with Staff: - Staff of Fortis 1589 express counter was very
good in terms of professionalism and mentoring. We had learnt lots of
things there, like how to satisfy customers in every situation. Mr. Naqvi
captin of 1589 express helped us a lot to know the various types of
customers and how we can sale our product to them. A very important
thing which we have learned from Mr. Naqvi is not to loose patience in
extreme tough situation.
S.D.M.H.
Experience with Staff: - It was the fine experience to work with S.D.M.H
1589 express counter staff. They helped us to understand the
psychology of customers.
Without a clear end benefit and rationale for possible additional money
outlays, your cross-promotion idea might not be viewed as advantageous.
Even with one company agreeing to foot the cross-promotional marketing
bills, a company would still want to evaluate the impact of a marketing
pairing on its consumer perceptions and its distribution partners. If the two
products are not viewed as brand equals, a wonderful and natural
opportunity to cross promote may not be realized.
• Put Easy Day offers in the form of tent cards on every table of the
Albert’s 1589 restaurant.
• Posters and standies for displaying the Albert’s 1589 offer at Easy
Day.
Deliverables by Easy Day:
2 standies spaces.
Easy Day bill must be presented with the voucher at the restaurant.
SECTION 5-CONCLUSION
• www.marketingteacher.com
• www.1589hotels.com