USHA PRAVIN GANDHI COLLEGE OF MANAGEMENT

PROJECT REPORT ON: COCKTAILS

SUBMITTED BY: NIRAV PAREKH ROLL NO. 63 TYBMS DIV. B

SUBJECT: ENTERPRENEURSHIP PROFESSOR: DEEPALI MADAM

INDEX INTRODUCTION IDEA TO COME UP WITH COCKTAIL HISTORY OF COCKTAIL CURRENT SCENARIO FINANCIAL PLANS PLACE , PEOPLE AND PRICE PROMOTIONAL STRATEGIES CALORIE CHART ANNEXURE

Introduction on Cocktail

A cocktail is a style of mixed drink. Originally a mixture of liquor, sugar, water, and bitters, the word has gradually come to mean almost any mixed drink containing alcohol. A cocktail today usually contains one or more types of liquor and flavorings and one or more liqueurs, fruit juices, sugar, honey, water, ice, soda, milk, cream, herbs, bitters, etc.

Until the 1970s, cocktails were made predominantly with gin, whiskey or rum, and less commonly vodka. From the 1970s on, the popularity of vodka increased dramatically, and by the 1980s it was the predominant base for mixed drinks. Many cocktails traditionally made with gin, such as the gimlet, or the martini, may now be served by default with vodka. The true creation of a popular cocktail can be traced to the nineteenth century. One early written reference to the term "cocktail" (as a drink based on spirits with other spirits and additives) can be found in an American magazine, The Balance, published in May 1806. It stated that a "Cocktail is stimulating liquor, composed of spirits of any kind, sugar, water, and bitters..."

Idea to come up with COCKTAIL A place to chill

Today the world is changing everyone wants best of everything and people prefer going to a specialize for a particular field like for coffees we have caf shops, Ice cream we have different parlors we have juice corners etc then I noticed that that though the demand for cocktails is increasing all over India, we dont have any specialized outlet for it where we can have world class cocktails. Then after research on net and surveys I noticed that cocktails cover 8% of the total beverage industry and the demand is increasing continuously, which I found a good scope to have future in thus this gave me an idea to start up a trendy COCKTAIL outlets where all types of cocktails along with world class cocktails would be served .

Even after research on net I tried to have first hand survey of the people to convince myself before deciding anything, where I landed up for a decision that people would be keen to come in such an outlet if someone started it this motivated me more towards the idea of starting a specialized outlet for COCKTAILS.

History of cocktail

The earliest known printed use of the word "cocktail," as originally determined by David Wondrich in October 2005 , was from "The Farmer's Cabinet", April 28, 1803, Drank a glass of cocktail excellent for the head ... Called at the Doct's. found Burnham he looked very wise drank another glass of cocktail." The second earliest and officially recognized known printed use of the word "cocktail" (and the most well-known) was in the May 13, 1806 edition of the Balance and Columbian Repository, a publication in Hudson, New York , where the paper provided the following answer to what a cocktail was: "Cocktail is a stimulating liquor composed of spirits of any kind, sugar, water, and bitters it is vulgarly called a bittered sling and is supposed to be an excellent electioneering potion, inasmuch as it renders the heart stout and bold, at the same time that it fuddles the head. It is said, also to be of great use to a Democratic candidate: because a person, having swallowed a glass of it, is ready to swallow anything else." The Sazerac, which is one of the oldest known cocktails, dates back as far as the 1850s

The first publication of a bartenders' guide who included cocktail recipes was in 1862: How to Mix Drinks; or, The Bon Vivant's Companion, by "Professor" Jerry Thomas. In addition to listings of recipes for Punches, Sours, Slings, Cobblers, Shrubs, Toddies, Flips, and a variety of other types of mixed drinks were 10 recipes for drinks referred to as "Cocktails". A key ingredient which differentiated "cocktails" from other drinks in this compendium was the use of bitters as an ingredient, although it is not to be seen in very many modern cocktail recipes. The first "cocktail party" ever thrown was allegedly by Mrs. Julius S. Walsh Jr. of St. Louis, Missouri, in May 1917. Mrs. Walsh invited 50 guests to her mansion at noon on a Sunday. The party lasted one hour, until lunch was served at 1pm. The site of the first cocktail party still stands. In 1924 the Catholic Archdiocese of St. Louis bought the Walsh mansion at 4510 Lindell Blvd., and it has served as the local archbishop's residence ever since. During Prohibition in the United States (19201933), when the sale of alcoholic beverages was illegal, cocktails were still consumed illegally in establishments known as speakeasies. The quality of the alcohol available was far lower than was previously used, and bartenders generally put forth less effort in preparing the cocktails.

Current Scenario:

Today In India you will find specialized outlets for all the requirements we have Coffee shops, Malls for shopping , Hookah Parlor Ice cream Parlors and Beverages Comer and food Court too. See the increasing demand for the Cocktails, today the demand for cocktail is increasing daily in India but we dont have any specialized place to hang out and have a glass of cocktail.

Thus I decided to come up with the one stop corner for Cocktails where Worlds Best cocktail would be served naming it COCKTAILS - A Place to chill..

Financial Plans:
The Finance or we can say investment involved to start the outlets in the best locations that is in the cream area and in metropolitan cities is approximately around 70 lakhs per outlet which includes the infrastructure and interior and all the inventory to be maintained would be around 10 lakhs thus approximately the project cost around rupees 1 crore. Per outlet as other expenses for first few months such as maintenance, employees, electricity etc are also involved which also need to be taken into consideration while calculating the total investment involved in setting up the new business. I will take the loan from the Bank of India as it provides the lowest lending rates which is the first criteria to take the loan also the formalities to be followed are much easier and convenient against the loan I would have to keep the papers of my outlet with the bank as security so that if of any reason I am not able to repay the loan, the bank will capitalize on my outlet. Also I have personal investment of around 50 lakhs, from my savings which would help me to run the business smoother and frequently.There is huge amount of risk but high risk only helps us to fetch us high profit, I am also planning to contact advertisers and sponsor which would help me to have an additional income ultimately helping me to reduce my financial burden.

Place / Location:
All the Cocktails outlets would be opened near beaches and Sea shore areas where people can enjoy the surrounding as well as the drink. The first five outlets of Cocktails would be opened in the metropolitan cities i.e. Mumbai, Delhi, Bangalore, and Chennai.

People:
There target group we trying to target are generally between 18 40 who generally would like to have cocktails, but we are expecting to have our maximum number of customers to be teenagers who can have a nice place to hang out with a glass of cocktails.

Price:
The COCKTAILS would be serving cocktails of all types along with worlds best cocktails. The prices for world best cocktails would be of premium rates whereas other cocktails would be of affordable price.

Promotional strategies:

All the 4 outlets would be starting on 13th may.2006 which is widely known as World Cocktail day, which would help us o create hype and get maximum customers Also advertisements on audio visual vans moving all over the city will help us to fetch up more and more customers. Also for first week of the opening we would try to come up with new schemes such as combo 499, 1 on 1 free etc. On the day of opening we planning to call upon some celebrities, which help us to automatically get media attention without any cost.

The research was carried out before deciding the target group to know the tastes and habits of the age group i.e.between 18 35 and we have landed up deciding that the people between this age group are very diet freaks and calorie and health conscious as they want to be fit. Thus Cocktails could be a good substitute for them either then having other junk food and also along with our menu we have decided to give the calorie chart which would help them more to decide their drink along with their taste.

Calorie Chart
The calorie conscious tend to be diligent about plotting their daily allotments. (Let's just say that the peanuts and hors d'oeuvres are the real culprits, but the drinks get the blame for weakening a dieter's resolve.) This chart gives an estimate of calories per ounce of each class of drink. Remember that mixers have additional calories.

Calories per Ounce Drink 22 to 24 Wines 26 to 28 Champagne 10 to 16 Beer 85 to 105 Liqueurs 65 to 74 Spirits

The Drinks we planning to serve amongst it some are:

Moulin Rouge A cocktail of brandy and pineapple juice topped with champagne Brandy Gump A simple but quite zippy brandy based cocktail.

Between the Sheets A brandy based cocktail with cointreau, rum and lime juice. Frozen Alexander Brandy based, chocoltae flavoured drink with crme de cacao & vanilla ice-cream. East India A delicious potion of brandy blue curacao, pineaople juice and bitters. Brandy Cuban A quick n easy recipe for brandy cocktail with lime juice fizzed with cola.