2015

ENTERPRENEURSHIP FINAL
PROJECT

HAADIYAH MUJAHID
NAUMAN AKRAM
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Table of contents

1. Executive Summary…………………………………………………………pg 2
2. Industry Analysis ……………………………………...……………………pg 3
3. Management team and Structure…………………………………………….pg 4-5
4. Market Analysis……………………………………………………….….….pg5 -6
5. Marketing Plan ……………………………………..………………… ….…pg 7-11
6. Operational Plan ………………………………………………………….….pg 12 -16
7. Financial Projections…………………………………………………..……..pg17-20
8. Critical Risks…………………………………………………………..……..pg 20-21
9. Market Research………………………………………………………..…….pg22-30
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1. Executive Summary

Ghar ka Sawad is an entrepreneurial start up business which deals with the home-base food
meals. These meals are homemade and are especially targeted to consumers who are either
hostelites , every day office workers , students and the other chunk of population who has a
taste for unique home-flavored food aspirations. It carries the Lahori and non-Lahori based
market. Ghar ka sawad targets the consumer specific needs and thus provides them with a
menu regulating on everyday meals with optional food criteria. The menu has a rotation
cycle every week with day plans to avoid consumer’s loss of interest in the service. The
service is designed especially for the price conscious segment of market and thus on the
everyday meal range competitive pricing is established. While the optional food criteria
carries value based pricing. The brand creates awareness by participation in stalls, through its
social media page and also by promoting in youth based magazines ocassionally.The
operations are run by the managing directors regarding the brand management. While the
cooking is done by the 2 chefs along with 3 helpers. The service delivers by a 3 delivery boys
and the information is maintained by the usage of soft wares restored by the receptionist who
takes orders. The service is situated in the basement of residential premises. The project is an
exclusive idea for targeting the gap segment which turns out to be Ghar ka Sawad’s niche.

The brand is positioned for good quality, optimal prices and flavor from home. The
advantage of brand from the key competitors is its branding. To maintain the consumer
preferences focus group and questionnaire was conducted which entailed a sample size of 6
and 58 sample population. An action plan has been formed for treating the potential risks.
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2. Industry Analysis

Industry players
The key industry comparative players for Ghar ka Sawad are online homemade food services
like ‘Jiya’s kitchen’,’Lunch.pk’, ‘Ammara’s kitchen’ and ‘Nashta washta’. Jiya’s kitchen and
Lunch.pk are based on serving the regular every day homemade meal plans. The cuisine for
these two services includes the desi meals that are regularly cooked at home. They are targeting
the generic consumers who crave for homemade food lunch plan and products. While, looking
into Ammara’s kitchen, this rival is based on providing international homemade cuisine menu in
bulk and orders as a catering service for the women parties, regular lunches etc. Nashta washta
on the other hand only provides home made breakfast on Sundays with special deals that include
the Pakistani menu as well as some continental breakfast menu. These are the direct home-made
food competition in the market.
The other direct completion is the local Dhabaas that include everyday meal items from the
Pakistani cuisine. Their target audience is majorly the workers and people from offices.
Bachelors who cannot prepare their own meals also fall in their target segment, which includes
the people belonging from the city, outside the city and those who live in hostels or personal
accommodations yet lack in preparing meals.
The in direct completion is the Desi Restaurants in Lahore.
Characteristics of industry
The home-made food is different from the restaurants and cafes food. Not a single restaurant or
café is providing a good quality food (that can be termed healthy) at low prices. Restaurants and
cafes are providing junk food, continental food and desi recipes at high prices that hostilites and
our other targeted customers never go to such expensive restaurants or cafés for daily meals.
Their customer service, brand images, physical features, price and promotion strategies are
different.
Different competitive advantages
As the other direct or indirect competitors are providing the same menu but our menu will
change on weekly basis so that our customers will not get bored of it. We are making our kitchen
at a location which the central location for Lahore, many hostels and flats are situated there.
Hostelites and office going people do not have time for cooking on regular basis so that they
have to order food. ‘Ghar ka Sawad’ will fulfill their demand with quality food at affordable
prices.
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3. Management team and Structure

Who are we?

We are two students from Fashion Marketing and Merchandising among which one of us is a
hostelite . This project is an inspiration to provide the gap in the market where non-availability of
home-based food can be filled.
The project is based on introducing brand name ‘Ghar Ka Sawad’ that will provide home-made
food three times a day, on daily basis. The kitchen would be at the basement of the house. Cooks
come Chefs are hired who have expertise in making desi recipes. The point of difference of this
project is to provide food at lower prices than those normally charged by restaurants. The
advantage is to keep the prices fairer in completion in context to the meal suppliers at regular
Dhabbas.
The format of the kitchen is semi-commercial and semi-domestic. In a commercial kitchen the
heat mechanism is kept extremely high for cooking. This heat mechanism brings difference in
taste in a restaurant’s food to the food cooked at home, though followed by the same recipe.
Thus, the establishment of such a kitchen will change the direction of cooking the food which
will actually like the food from one’s own home kitchen. The Idea to provide periodic food to
provide a unique service to the target market which adds value to the business.

Reason for choosing this business

The reason is none of the present food service brands provide such a service to the niche of non-
lahoris who are either workers/ office going / students by occupation. The purpose of this
business is to attract this segment of market and establish a regular customer-base / clientle.
Another reason for this business to propagate is to attract the Lahori customer-base of other
brands that seek for home-made food. The purpose is to hit in line with competition in the
market. Yet to create close consumer associations and develop loyalty.

Company Name
Ghar Ka Sawad

Company description
The name itself is an exemption. It reminds how a common person misses the food of home.
The food straight ‘Maa kay hath ka’. Ghar ka Sawad is a reminiscing of the consumer’s urge and
demand for home oriented food. It is ‘okay’ to have outdoor food for some time, but when it
comes to every-day habitual plan, it fails. Not only does Ghar ka Sawad targets a niche of home-
sick population (Official workers/Students / by occupation) as well as bachelor Lahoris & Lahori
office going segment) and it also targets the consumers who do not have sufficient time for
cooking yet they want homemade food.

The motto is to provide home-made food at door step of the customers. Brand will make a name
by providing a better quality, better taste at affordable prices. This brand will not let its customer
go out to have breakfast, lunch or dinner. And for weekends there will be a special menu for
breakfast that will include Channay, Paya (goat), Bong, Hareesa and Lassi. The brand will home
deliver the hot and fresh food on daily. By doing this company will get full marks for superb and
classy Lahori dishes with reasonable price.
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Initial investment
Rs. 1,400,000.

Logo

Vision "To be the unparalleled leader in the distribution, development and marketing of natural
and organic, wellness, and specialty food deals by fulfilling the highest standards for quality,
consistency, sustainability, product assortments, dependability, value-added support services and
integrity in our business"
Mission “To provide at a fair price - nutritional, well-prepared meals - using only quality
ingredients. To thank each customer for the opportunity to serve them. By maintaining these
objectives we shall be assured of a fair profit that will allow us to contribute to the community
we serve"

4. Market Analysis

Target Market
Target market will be from 20-45, upper middle and middle class. It includes literate people.
Ghar ka Sawad targets food-home-sick non-Lahoris . The target market we are catering is
students living in hostels, office going couples, families who don’t have time to cook at home. It
focuses on people who live in foreign city far from their homes . It aslo includes the Lahori
consumers that order food by online mediums, university and college students.

Why this target market?

 Presently non of the other brands provide services to such a segmented target of food-
home-sick non-Lahoris , people who want home-made food daily and miss their mother’s
food. Though there are players in the market who provide home-made food, but clearly
they haven’t positioned themselves in compliance to this market.
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 This target market is always looking for good quality food and hygienic products for their
daily meals. Ghar Ka Sawad is based on providing different menus that will change
weekly to provide its target market so that they won’t get bored of the same menu.
 Because the brand will offer home-made food to cater office going people, students living
in hostels and people working in cities far from their homes. Such customers seek for
fresh home-made food at their door step. By providing such services that are affordable
also hygienic can fulfill the customer need.
 The Lahori-consumers from universities and colleges who do not agree with the food
from their campus cafeteria and cannot have fast food every day, will be targeted. And
thus the needs of this segment will get covered.
 The segment of office going people who stop / order from a local dhabba during their
lunch timings will buy everyday meals from a hygienic source. So, instead of them
having food made from unhygienic oils and ingredients ‘khula-maal’ they will have
meals produced by properly health-secure ingredients on everyday basis.

Market Characteristics
Geographic’s
The geographic market segmentation is only limited to the territory of Lahore Pakistan currently
and to the people living within this boundary
Demographics
Age 20-45
Gender includes both male and female
The market segment involves all the consumers who are under the category of being students
living in hostels or people employed at different organizations and workers. It also includes the
people from Lahore who have their own residence. They are price conscious people. They earn
from 30,000 to 90,000 rps.

Psychographics
Hostilities living in groups when it comes to groups accommodations it is based on a systems of
sharing expenses such as bills, rent etc. It can be said their lifestyle in hostels is quite different
from what it is back home. As compared to a person living with family, hostilities have to settle
of compromises when it comes to food or other things such as hygiene etc. • Eating preferences
include homemade food When it comes to eating habits of people living in hostels, most of the
time there is no regular time for meals and also meals are skipped because of non-availability on
time. Even though their diet is based on junk foods, but they prefer home cooked food reason
being it is healthy.
• Busy lifestyle People living in hostels and working couples have a busy lifestyle following a
hectic routine, working late hours, most of the time during these busy phases their diet is the last
thing on their mind which results in sickness and also eating too much junk foods make them
sick. They don’t find time to cook for themselves. Demographics: Age 20-45 the geographic
market segmentation is only limited to the territory of Lahore Pakistan currently and to the
people living within this boundary. The market segment involves all the consumers.
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5. Marketing Plan

Approaching the customer base

The customer base for ‘Ghar ka Sawad’ will be approached online. Ghar ka Sawad will have its
own website along with its very active ‘Facebook ‘social- media page. The online marketing of
Ghar ka Sawad will create awareness among the target customers. This online approach will help
pitching the product and services to the customers.

The customer data base will be maintained by soft wares like ‘Volanté customer database
module’ and Ipro. The Volante data base module assist with the organization, tracking and
managing of the consumers. It also entails with details like transaction history, meal plans, and
the customer loyalty track.

The other proposed software for establishing the customer base for Ghar ka Sawad is Ipro. Ipro
is advance analytical American software. This software comes around the price of $99. It is
helpful in managing the cost control, inventory management, ordering. It keeps a track of online
funding, POS (Point of sales) for the small food service businesses. Hence, this software stands
as a viable solution to keep a track with the Ghar ka Sawad’s potential customer base.

These soft wares are also helpful in maintaining and establishing the CRM; customer
relationship management for Ghar ka Sawad.

Product

The product is the service of food provided by online, Sms and call based orders. The food menu
will revolve around the everyday food recipes at home. The menu will be changed weekly. The
menu rotation will keep the consumer from being bored. It will include list of interesting food
items that the consumer would admire.

Exemplary menu with example prices

Naan Rs15

Aloo paratha Rs20

Onion paratha Rs25

Cheese paratha Rs35

Mooli pratha Rs40

Gobi pratha Rs40

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Mix sabzi pratha Rs45

Chanay Rs50

Egg half/fried Rs20

Omlate Rs30

Butter 1pcs Rs15

Curd 1piyali Rs50

Lassi Rs45

Tea Rs20

Weekend Special Breakfast

Hareesa Rs350

Bong Rs300

Paya Rs350

Murgh chanay Rs180

Anda chanay Rs100

Halwa puri Rs80

Lunch

Half Full

Daal mash Rs60 Rs100

Daal chana Rs70 Rs100

Daal makhni Rs70 Rs140

Palak paneer Rs90 Rs170

Saag Rs80 Rs150

Matar paneer Rs90 Rs170

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Mix sabzi Rs80 Rs160

Kari pakora Rs60 Rs120

Other menu items will include Chinese black peeper, Manchurian , egg fried rice and the like.
Also rice dishes of pulao, biryani , matar pulao and khichri.

Placement

The location will be placed on gurumangat road , k block Gulberg 3 Lahore. The service will be
maintained online through website and Facebook page , also the orders will be placed through
Sms and by the calls

Basement of the residential premises will be dedicated to Ghar ka Sawad hence saving the rental
costs .

Pricing

There will be a blend of pricing strategies for Ghar ka Sawad. The reason is that the purpose of
Ghar ka Sawad is to come up with an exclusive food service that has not been provided in the
market to such a niche. The food service of Ghar ka Sawad has a set of menu.

The menu entails

 Desi-home based every day Pakistani food which is referred as ‘Ghar ka Khanna’
 It includes home based baking items that can be enjoyed by the customers ; such as
home based cookies and breakfast croissants, bread, and cake items
 It will include options for flour and eggs : customer preference will be kept in mind
for example in choice of whole-grain flour for a roti, ‘Jo Ki roti’, ‘and Makai Ki
roti’ . So, such choices will bring difference in pricing
 An optional menu will be provided which will carry some specialty dishes and
desserts

Hence, on the basis of above rationale a Product-line pricing strategies will be observed.
For the Desi everyday home menu the prices will be setup cost-based . Also, for its pricing
structure competitive prices of the local dhobis that offer simpler Pakistani food will be kept in
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mind. So, that the consumer gets to have a healthy food at a minimal price , but of course bring
profits to the business.
For the optional food choice and optional menu a slightly higher pricing strategy will be used.
That will be the premium price strategy for certain foods. This value based strategy technique is
used because the food offered is homemade , healthy yet it has a special course other than the
actual basics provided.

Promotion

The promotions of Ghar ka Sawad will include:

 Online Promotions through the social media page

 Promotion by posting on major food pages like: Foodies are Us
 By sending free samples to ‘Food critics’ and ‘Food baggers’ and ask them to review
 By Participation in active bake sales or by participation as a stall in events / functions
organized at school , college , universities
 By publishing an ad in youth magazines like Youth Circle, Campus Magazine, The
Lahore Review, INK Magazine
 Also, by requesting an article/editorial publication in a business magazine , discussing the
introduction of food service in the Pakistani market to fill such a target market gap. This
will include magazines like IBEX and ‘Business Magazine’ Lahore.
 By Sampling in Universities and Colleges by setting stall for a limited duration

Facebook page
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Website
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6. Operational Plan

Day to Day business

The Ghar ka Sawad service will run on online and phone based orders. The choice for personal
order to be picked , will also be available. The set up will only cater the orders, no dine in set
will be present.

What place is it?

Ghar ka Sawad will be placed in a residential premises in Gulberg 3, K block , Gurumangat road
, near Hajvery College Old Campus. Gulberg is the center hub of Lahore. The location is almost
equidistant to the area parameters of Lahore. The major chunk of food chains and restaurants are
located in Gulberg. Hence , relating to food service business as such becomes easier for a
customer. Also, the residential location in which the food service will be available is situated
near to the Vegetable market “Sabzi mandi”. The availabity of the food market and ‘Sabzi
mandi’ to walking distance helps in the daily purchase of fresh food items. This will be
benefactor in business context as fresh buying will lower the inventory and holding costs for the
food.

The main set-up of the service of Ghar ka Sawad will be provided with its separate compartment
in the residential premises. A whole basement of the residence will be dedicated to Ghar ka
Sawad. Having, an advantage and flexibility to one’s own location will save the rental costs to
the business.

The setup of Ghar ka Sawad will have its own spacious kitchen and preparatory space. It will be
a blend of domestic and commercial kitchen. The Kitchen will entail all the necessary required
equipment’s

Equipment for Ghar ka Sawad’s kitchen

Warehouse: Refrigerators and Freezers

Cooking : Cooking stoves

Cooking utensils

Bakery:

Ovens

Mixers
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Utensils

Packaging :

Foil boxes

Cellophane wraps

Aluminum foil wraps

Boxes with Ghar ka Sawad’s logo

Shopping bags with Ghar ka Sawad’s logo

Sanitation : Sanitation sinks

Staff of Ghar Ka Sawad

Chefs/Cooks

There will be total of 2 chefs . Thewill cater with the complete set of menu. These chefs will be
chefs come cook who will know the expertise in desi food and optimal training on making the
allocative and selective optional and continental range.

Helpers

There will be two helpers in the kitchen that will help with managing the kitchen , cutting of
vegetables and other preparatory stuff for the orders.

Delivery

There will be a total of 3 delivery boys. The main focus of delivery of food will be in the areas of
Gulberg, Johar town , Wapda town and area near the thokar. Gulberg is a major commercial
base, people have offices and colleges in the area. There is a large number of private hostels in
gulberg . The areas like Johar town, Wapda town and Thokar also have a large customer base as
many of the universities are a present in that area segment of Lahore and so a lot of private
hostels and houses rented by the people from other cities . So, these areas have been imparted
the major importance.

An additional delivery advantage will the residence own car available. If the delivery runs short,
the personal car along with ther driver will deliver the orders to the required customer desination.
The driver will be allotted a low commission .
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Organogram

Managing Directors

Nauman Akram

Haadiyah Mujahid

chef/cook 1 Main chef/cook 2

Helper 1 Helper 2 Helper 3

Receptionist

Delivery boy 1 Delivery boy 2 Delivery boy 3

Working plan
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Assumed Lay plan of Kitchen

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7. Financial Projections
Initial Investment Break up
The company has one advantage that the place where they operate is already owned by the
owner of company so they have saved the cost of investing on land and building.
Although the initial investment which company had invested in business comprises of:
Kitchen construction cost= Rs 1,200,000
Kitchen utensils cost= Rs 200,000
Kitchen construction cost includes equipments for baking Costs Rs.600,000 , Fixtures and
other items Rs. 300,000 and inventory storage refrigeration room 300,000.
Kitchen utensils cost include the cost of cutlery, cooking ports and other kitchen stuff.
Total initial investment cost is (1,200,000+200,000) =Rs. 1,400,000.

Return on capital employed

ROCE = Earnings before Interest and Tax (EBIT) / Capital Employed

Capital employed = ( Total Assets – Current liabilities )
(1,400,000 - 0)= 1,400,000 as company have no current liabilities.
Earnings before interest and tax = Net profit (Rs. 2,872,000 )
ROCE = ( 2,872,000 / 1,400,000 ) x 100 = 205%
Assumption Sheet
Sale
Average order per day 50
Business open 7 days so 30 days a month
Average price charged per order Rs.300
(50orders x 30days x 12months x 300price)= Rs. 5,400,000 per year
Cost of Sales
Company uses just in time inventory system because of nature of business so no holding
stock or closing stock.
Vegetable cost per month Rs. 30,000
Baking Products cost per month Rs. 25,000
Spices cost per month Rs. 20,000
Other food items per month Rs. 20,000
(30,000+25,000+20,000+20,000x12)=Rs. 1,140,000 per year
Salaries
Company has 2 chiefs each cost Rs. 15,000 per month
(15,000x2x12)=Rs. 360,000 per year
Company has 2 helpers each cost Rs. 8,000 per month
(8,000x2x12)=Rs. 192,000 per year
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Company has 2 delivery boys each cost Rs. 10,000 per month
(10,000x2x12)=Rs. 240,000 per year
Administration Cost
Company has one receptionist costing Rs. 10,000 per month
(10,000x12)=Rs. 120,000 per year
Average Electricity bill is Rs. 96,000 per year
Average Gas bill is Rs. 180,000 per year
Advertisement Cost
This cost includes take away broachers and cards.

Ghar Ka Sawad
Statement of Comprehensive Income
For the year ended Dec 31, 2016

Revenue Rs
Sales 5,400,000
Cost of Sales (1,140,000)
Gross Profit 4,260,000
Salaries
Chiefs (360,000)
Helpers (192,000)
Delivery Boys (240,000)
Administration Cost
Receptionist (120,000)
Electricity Bills (96,000)
Gas Bills (180,000)
Advertisement Cost (200,000)
Net Profit 2,872,000

Ghar Ka Sawad
Statement of Comprehensive Income
For the year ended Dec 31, 2017

Revenue Rs
Sales 8,100,000
Cost of Sales (1,710,000)
Gross Profit 6,390,000
Salaries
Chiefs (540,000)
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Helpers (288,000)
Delivery Boys (360,000)
Administration Cost
Receptionist (120,000)
Electricity Bills (120,000)
Gas Bills (220,000)
Advertisement Cost (200,000)
Net Profit/Profit before tax 4,542,000
Tax @ 20% (908,400)
Profit after tax 3,633,600
Number of orders increased in this year to 75 orders per day.
Cost of sales increased due to increase in order
Vegetable cost per month Rs. 45,000
Baking Products cost per month Rs. 37,500
Spices cost per month Rs. 30,000
Other food items per month Rs. 30,000
Due to increase in customer orders the company hired more employees
3 chiefs
3 helpers
3 delivery boys
Electricity cost also increased to Rs. 120,000
Gas cost increased to Rs. 220,000

Ghar Ka Sawad
Statement of Comprehensive Income
For the year ended Dec 31, 2018

Revenue Rs
Sales 11,880,000
Cost of Sales (2,280,000)
Gross Profit 9,600,000
Salaries
Chiefs (720,000)
Helpers (384,000)
Delivery Boys (480,000)
Administration Cost
Receptionist (240,000)
Electricity Bills (200,000)
Gas Bills (360,000)
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Advertisement Cost (300,000)

Net Profit/Profit before tax 6,916,000
Tax @ 20% (1,383,200)
Profit after tax 5,532,800

Due to increase in demand, more amounts is invested in capital from the retained profits of
last year. New kitchen equipments bought to increase the production.
Number of orders increased to 110 orders per day
Cost of sales increased
Vegetable cost per month Rs. 60,000
Baking Products cost per month Rs. 50,000
Spices cost per month Rs. 40,000
Other food items per month Rs. 40,000
Due to increase in customer orders the company hired more employees
4 chiefs
4 helpers
4 delivery boys
2 receptionists
Electricity cost also increased to Rs. 200,000
Gas cost increased to Rs. 360,000

8. Critical Risks
The critical risks entail the following risks :
 Political implications may cause shifts in economic condition of the country which
will result into price fluctuations of products . Increase in food ingredients/ products
might increase the prices of food products thus changing the pricing strategies
 On Seasonal and national holidays , the hostelites will move back to their initial
cities. This will threat on the sales made by the business as most of the target
population will be unavailable
 Political unrest and strikes can prohibit the supply of products to the market which
will affect the menu management for the company
 Black marketing of vegetables and food products and illegally alleging the items can
be a threat as the shortage of food items will increase the costs on each product and
hence raise in prices
 Initially the low key awareness might be a risk as the business may not be able to
reach its target market

Action plan
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The action plan against it is to come up with a day to day meal plan , monthly based to figure
out what stock to keep for what days in the inventory so that such potential risks will be
saved.

To create awareness to reach the segmented market. To come up with ways to pull the
consumers by creating exclusive deals and loyalty cards.

To make a deal with strong market suppliers so when the black marketing causes afflictions
the business will be saved from price increase and no shortage would be suffered

9. Market Research

Literature Review

Niche markets are reviewed as striking business opportunities. They are important to start up
small businesses that compete against the already present in direct competition in the market.
This way the small business gets a better prospect towards profit generation. Sin food industries
the niche market are organics, local products, heritage varieties, biodynamics, and humanely
treated livestock are a few of the alternative product choices sought by specific consumer
segments. To cater such a niche market the business has to have resources which build new
methods of revenue streaming. This means identifying the gap in the market is crucial for a
business to develop in its early stages. Thus, developing a niche becomes a strategy that serves as
competitive advantage on the already present competition in the market. Thus, it forms a mode
of survival for a start-up business. [ CITATION Thi \l 1033 ]

Eating by ordering food from outside has become convenient for the consumers. But this
behaviour of food consumption has ruptured the appetite cycle of a normal man. Eating out,
apparently sounds appealing, but it causes adverse effects that are later reflected on health in the
long run. Not only this, the effects are also observed in the short run through minor infections
and issues regarding the digestive track. There are numerous benefits of easting healthy at home.
At home / home-made food substitutes natural ingredients and healthy ingredients with the
processed foods. According to BBC the world health organisation recommends the reduction of
consumption of processed foods. Thus it, it is preferred that people should intake food that is
home made instead of ordering / buying food from outdoor restaurants and eat out places.
Homemade food is not only healthy but also real economical.
[ CITATION Ben15 \l 1033 ]
Hostelites have issues with food facilities in their hostelites. Most of the kitchen system at
hostels is dumps. People having food from the hostel mess get stomach problems however they
are compelled to eat the food because of lack of food options, or in either case they have to order
from outside which again detroits health. There is a constant usage of substandard food choices
during the preparation of meals especially rice. The charges of the food are kept higher than then
quality these foods provide thus the food standards of hostels are a dietary fail.
[ CITATION Dai \l 1033 ]
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Thus owing to the above mentioned state there is a need to derive a service for food that provides
quality hygienic food to such a target market at an economical price. The food must revolve
around home based taste and healthy ingredients. Also, it should target the major chunk of
population at Lahore.

Research Methodology

Method Phase Purpose

Online research on Republic To inform the design philosophy of the
Understanding tools required company and come with the style
as methodology of market Diagnostic statement of the customers at republic.
research In order to understand the essentials
for the process-conduction to regulate
the task effectively
Observations To enable the preferences of the
Formative potential Consumer.
Market research
Focus groups and Interviews To highlight findings from the
Summative research conducted.
Questionnaires

Sample sizes

Focus Group
 6 people in total

Questionnaires
 60 people in total

Contemplation
The Questionnaires consisted of mostly closed ended questionnaire which had optional
questions. The questions were based on pricing, food preferences, facts and figures, usage of the
particular product and the intervals through which it is purchased. It consisted of questions
including the consumer preferences about the product
Focused group was conducted with the customers aging from 21-35. Indirect questions were
asked so that the information be analyse the required information
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The focus group questions revolved around the preferences of consumers

Methods of Sampling
 Random sampling for questionnaires
 Convenient sampling for Questionnaires and Focus groups

Questionnaire Analysis

This graph suggests that majority of the population is the younger to middle aged consumers.
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This suggests that the majority of the consumers for the new brand are students. While, there is a
lesser but a visible chunk of working professionals as the target audience.

This suggests that most of the population belongs from Lahore leaving a niche of those who
don’t belong from Lahore. This means that the brand/service should be positioned in a manner
that it caters both the consumers.

The major locations of the population are Gulberg, Johar town, Cantt and Defence. The reason is
Gulberg is the central commercial hub of Lahore. People of offices and private hostels reside in
this area. Johar town has the most of the population because all the major universities are
surrounded by the area or are near or in 5-15 km radius of it.
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This suggests that the consumer preference is in the vote for fresh food. Very less people are
inclined to food which is not fresh.

There is a majority of the population of the sample who eats vegetables on regular basis. Only a
little of the sample doesn’t comply with eating vegetables.

Most of the population eats out on regular basis. Also, a major chunk carries this trend in a
pattern of occasion. The trend of food consumption from eat out places has been increased.

The typical spending range of the consumers begins from 250 and is most extended towards 350,
450 and 550. There is a major chunk of the population who is willing to spend more than 650
rps.
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The higher votes of the population are in the favor of Desi food than Continental, thus proving
the need of the regular meal menu than eating continental cuisine on daily basis

The higher votes of eating non-veg cycle is once a week to second in favor of 3-7 times a week.
This suggests that the majority of the population sample rises in vote for eating non-veg.
However, they prefer having vegetables more.

The pie chart suggests that majority of the population becomes conscious on products; however
there is also a very noted population who never complies with fretting on nutritional value and
calorie count.
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The pie chart suggests that votes in favor of eating healthy had been favorably higher in the
entire population.

The 70% of the population has been in the favor of eating home-made as a preference. While
very minimal eat from outside. The vote for eating from the regular mess had been noted thumbs
down in significance.

The preference to eating microwave/frozen meals have been lesser. This suggests that people
prefer fresh meals more than microwave/frozen meals
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This graph suggests that there is no regularity of pattern in consuming such frozen / microwave
meals. It differed as a personal choice to each consumer.

The graph suggests that following 3 are the main reasons. The food has shorter lead time to be
preparation. Either, it is food that had been self-cooked and freeze, or frozen food that people
bring from home on weekends

Focus Group Analysis

Participants

Hostelites

Nauman : Gujranwala :PIFD Student

Natasha: Karachi: BNU Student

Hajra: Faisalabad: PIFD Student

Office going

Ikram: Faisalabad: Works in Breakout

Lahore Residents
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Usman: Own resident: Parents live abroad :PIFD student

Ayesha : House in Lahore: PIFD student

Analysis

The focus group included 6 people . 3 of them had been hostelites while the 2 of them had been
Lahore based residents and only 1 had been an office worker. The age of the focus group
members had been between 20-28. This suggested that the target audience willing for such a
service was of a younger mind set. The members had been asked about how they regarded to
healthy food routine?All of them agreed that they seek for good quality food that is healthy and a
balance diet. However, there had been subjective answers which primarily consisted of views .
The hostelites had an option that the food from the hostel did not match up to their expectation.
They had been tired of the food menu as well as the timing barrier. One of them quoted as
‘pheka-khana’ tasteless in the context.

The office worker however had a view of transitioning from healthy to non-healthy likewise. The
reason had been preparatory issues the member faced. Sometimes , they brought night leftovers
to lunch, as the worker belonged originally from Faisalabad but was living in a one room rented
in a private hostel where they had an opportunity to cook. On other occasions the member chose
eating from the regular dhaba based restaurants at lunch timings . This routine had been observed
on frequent scheduling.

The hostelites along with the Lahore based residents (all of them students by occupation) during
their institution timings found the food from cafeteria not worthy for every day consumption.
The adjectives they used to define the cafeteria’s very unappealing , less appetizing , same
menu , same taste , boring , un-hygienic (as one of them had faced the hair in the food : this was
the participants view on cafeteria’s food’s hygiene).

Hostelites had been asked about home-made food , all of the hostelites craved for homemade
food and preferred home made over eating out. This they suggested because they said that the
idea of eating out looks attractive, though it phenomenally fails in the longer run. Having food
from outside everyday causes digestive related problems, loss of appetite and health issues. One
of the hostelite quoted that they experience weight loss issues, due to their un- willingness to
mess food and detachment from restaurant based foods or fast foods every day. One hostelite
from Gujranwala said that they bring in frozen food made by mom every weekend , but by the
time the member gets so tired with the frozen food that he gives it to the apartment management
boy without even going through the complete frozen ‘salans’.
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The Lahori residents however had been satisfied by the home made food and found no guilt in
consuming the food / meals from outside. However they had serious concerns with the food
offered at the cafeteria.

When explained to them the concept of Ghar ka Sawad, hostelites and office worker had been
more interested into. This was because they were people belonging from other cities that were
troubled with no proper food and appreciated the idea of the service specifically targeting their
needs. The Lahori residents however said they might not want the home made food as they have
their homes to turn upon for that, but that did not mean they wouldn’t ever try it. They might try
food from service like Ghar ka Sawad when they might not want to cook food at home. Or might
want food for party or lunch in bulk so they might place order for food that actually replicates
the food at home.
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