Case Study Punjabi By Nature Marketing Essay

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Punjabi By Nature will be a Traditional Punjabi Food restaurant and Bar based in the Southall, London UK. Punjabi by Nature will serve traditional authentic Punjabi food to the likes of Locals & Business & Leisure Tourists. The motivation for this business is the maximum Punjabi communities and Indian population living in London and Southall city. The Southall city is near the Heathrow airport and lots of Asian communities living there because Southall is well known as mini Punjab (INDIA), Peoples from Punjabi backgrounds coming from other cities of UK & from countries like India, Canada, Australia & US have no choice but to eat at places like McDonald’s & Pizza Hut because the other small restaurants in the local lingo are not providing hygienic & good quality Punjabi food. In abroad the Asian and Punjabi community like tourist and international students wants to eat the traditional Punjabi food and it’s a dream for them to eat the traditional Punjabi food in abroad countries. In Punjabi by nature will be divided in to two parts one is proper sitting restaurant. Interior of the restaurant will be proper traditional way starting from spoons to all the dishes, tables, clothes, interior decorations and colours. Because when the costumers enter our restaurant they will feel as if they are in the Punjab.

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We will gradually look into this segment of our customers once we are on our way. .. Our Major Suppliers will be local supermarkets like Tosco, Asda, Morrisons etc a good source to ensure quality vegetables & spices. Punjab is famous for good quality spices so we will import spice from there. Particular emphasis will be laid on establishing good a relation with the suppliers as these are essential for our long term success & continuous growth in the market. According to David A. Kirby (2003) ‘Promotion is essential for every new business’. The most effective promotion is word-of-mouth (Kirby, A.D., 2003). But as a new business we can’t afford to rely only on this mode of advertisement. We will use other modes like local newspapers, radio, local TV adds, ads in magazines, posters at university , websites, privilege cards, discount vouchers, special discounts for students, Free Home delivery on time, fliers etc . This marketing strategy might not prove beneficial in the initial stages because of cash restraints because our indirect rivals i.e.

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Seating chairs & tables . Kitchen equipment & utensils . Promotional activities . Staff remuneration (each month) . Insurance (every month) . Total start-up Expenses . Investment (all figures in GBP) . Total Investment .

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