BUSINESS PROPOSAL

COMPLIED BY: AKANKSHA SUDAN PALAK JOLLY RITU DAHIYA -11BSP0826 SARYU BATRA

SUBMITTED TO: MS. EKTA RANI CHAUHAN

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BUSINESS PROPOSAL
INDUSTRY-PROCESSED MILK AND DERIVATIVES SECTOR- RETAIL BEVERAGE OUTLETS MEXICANA-LOUNGE , MILKYWAY-MILKSHAKE BAR

Proposal to: MS. EKTA RANI CHAUHAN

22nd, August, 2011

S.No

CONTENTS

1.

EXECUTIVE SUMMARY

2.

INTRODUCTION MISSION & VISSION

3.

DESCRIPTION OF THE THEME -MEXICANA -MILKYWAY INDUSTRY ANALYSIS -COMPETITION -FEASIBLITY 7 PS -PRODUCT MIX, PRICE, PLACE, PROMOTION MIX, PEOPLE,PROCESS & PHYSICAL EVIDENCE STP (SEGMENT, TARGET, POSITIONING) LAUNCHING PLAN

4.

5.

6.

7.

8.

SUMMARISED COST

9.

FINANCIAL PLAN

Executive summary

Our company BEVRIC is a beverage company .Our company is selling services through a lounge set up and milk beverage retail outlet .We plan to open one lounge format and five beverage retail outlet .Our target market youth and urban youth professionals. We plan to launch our product in Delhi initially and then later .We shall expand to other parts of the country. We choose delhi because of the large market opportunity .We plan to launch our restaurants in the malls. Our lounge theme is unique in nature it is something that has never been done before. We have taken Mexico as our theme .Our theme based restaurant is named Mexicana it represents the captivating and bright culture of Mexico .We also plan to open milk beverage retail outlet named milky way it is symbolic of it being a milk bar .In the retail outlet we have used more of blue color .We have promotional campaign which is inclusive of many promotional activities that we have undertaken .We have used associations with brand like Sugar free, Talwalkar, PVR, DT Cinemas, FUN Cinemas . WE will be doing drive campaign, radio advertisement, pamphlets, audio video advertisement to name a few .Our promotional campaign resorts to colleges under Delhi University and malls.

INTRODUCTION
BEVRIC is a privately owned company established in Delhi. We mainly deal in milk based beverage. Our companys motive is to provide unrivaled, absolute premium quality milkshakes. Our major focus is on customer satisfaction. We sell an experience and with menu offerings of uncompromising freshness, quality and health. We plan to operate in two formats Theme based Lounge Milkshake bar

MEXICAN THEME BASED LOUNGE

MILKYWAY BARS 5

Both store formats are company owned and operated.

OBJECTIVE
We understand that every individual has different needs we try to capture those needs. It is our goal to provide healthy choices for all beverage consumers, including those that have diabetes or are at risk of developing diabetes and therefore we have category named slim shape in which the milk we use is 98% fat free , we also have milk with high energy boosters for body builders, we cater to the kids and the teenagers with our fun shakes and laggards who we have classy which has all basic flavors .We provide health drinks to the people which is nutritious and healthy and value. As our business grows, we will open more outlets in other parts of the country also.

Vision.
Wow at every moment of truth A commitment beyond the market Fulfillment of the society needs.

Mission
Promote the nature. To make peoples moment good. To provide the best services to customers. No compromise with the quality at any cost. To be a best brand in hotel industries. 6

SWOT analysis
STRENGHTS: To be a profitable organization Strong Quality Quick Service Attractive packaging Cleanliness Taste

WEAKNESS: Market stabilization Insufficient capital Lack of promotional activities

OPPORTUNITIES: Increasing the demand of burgers Improved market portfolio Increasing sales through the country Promotional activities to increase the brand image

THREATS: Market brands such as: Govt. policies Increased competition.

Our Future We will transform BEVRIC, into a consumer focused supplier of a range of nutritious and innovative milk beverages. 7

Our owners We will maximize our profits without compromising on the quality. Our employees We will provide a safe, fun and vibrant work place where people want to work. Our objectives will be achieved by recruiting, and training people. We will provide an environment which will be professionally challenging and encouraging each employee to achieve the objective of the company

Our community We will make the world a better place by supplying nutritious milk beverages and by being a responsible and compassionate member of our community. Our consumers We will be consumer focused in everything we do. We will continue to invest in new approaches and ideas to provide milk beverages that are of the highest: Quality Value Taste Convenience

DESCRIPTION OF THE MEXICAN THEME LOUNGE-MEXICANA

Our lounge is based on the Mexican theme. Mexican culture reflects the complexity of the country's history through the blending of pre-Hispanic civilizations and the culture of Spain. We use bright colors like red and orange for the walls also we have indigenous Spanish craft as people of Mexico use a lot of bright colors. Overall ambience of the restaurant is very lively and vibrant. Seating arrangement is simple and sweet we use pine and oak wood furniture for the seating arrangements. We have also dedicated a corner of a room to Mechanical bull Simulator. We have the waiters dressed in the Mexican dress wearing trousers, sombreros, cotton shirts, and ponchos. The ponchos are of green, and orange color. We also have Latin music playing in our lounge .To add to the beauty of the place we have a chandelier in the middle of the room, its of gerbera design keeping in mind the love for flowers that Mexican have. We also have vases of fresh flowers on the tables. The bar panel is behind the seating the bar panel is of wood with intricate designing on it. We have emphasized use of pine wood to give it that antique touch.

LOUNGE LOCATION IN DELHI-MEXICANA

TDI, Jasola (South Delhi) Build-up Area: 1200Sq.Ft. Rent- 2,50,000

Lease period is 5 years

Why a lounge in Jasola? -FREE FROM CONGESSION OF SOUTH DELHI -HOST OF UPPER MIDDLE CLASS RESIDENTIAL COLONIES -APPROX 3.5 LAKH PEOPLE COMMUTE FROM THIS ROUTE

MILKY WAY-THE SHAKE BAR

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It is a Milkshake Bar serving authentic Milkshakes in many flavors. It is backed up by a Milkshake bank which has more than 100 flavors in it. Also serve mouthwatering snacks. Our Research and Development team constantly works on development of new flavors with all new refreshing taste. Retail chain covering Delhi.

Other unique features MILKWAY EXPRESS COUNTER- This is a special counter in the store especially for take-away. Unique Loyalty Programs MILKY WAY RETAIL CHAIN LOCATION V3S Mall, Vikas Marg (West Delhi) Built-up Area: 600 Sq. Ft. Located at a prime location, near proposed metro station on vikas marg . Rent - Rs. 98,000 Lease Period is 9 years

DLF Star Mall ,Gurgaon 11 Built-up Area:700 Sq.Ft.

Space in DLF Star Mall on the First Floor having DT Cinemas, DT Diners Food Court and Reliance Retail Rent-1,20,000. Lease period is 6 years

Galleria Mall - DLF, Mayur Vihar I (South Delhi) Built-up Area: 713 Rent- 1,78,250 Lease period is 9 years

West Gate Mall, Rajouri Garden (East Delhi) Built-up Area: 900 Sq.Ft. Rent-1,62,000 Lease period is 9 years

Kings Mall-Rohini (East Delhi) Built-up Area:620 Sq.Ft Rent-1,50,000 Lease period is 6 years.

INDUSTRY ANALYSIS RETAIL INDUSTRY SCENARIO IN DELHI & NCR Delhi, a modern cosmopolitan city, is the best example of a multi-ethnic and multicultural society with an ever-expanding economy. Being the capital city, it has an affluent population comprising a cosmopolitan mix from across the country. Delhi is ranked as the second largest market in the country in terms of size and socio-economic profile and it's steadily increasing quality of life, a booming 12

economy and consumer market makes it one of the hottest destinations for Retail segment.

(NCR) is primarily being planned in the new malls. An estimated 75 malls would be in place by 2007, all this development is taking place, keeping the rising demand for real estate by the retail brands. Retail industry is set to grow by leap and bound by 2010.

FESABLITY OF LOUNGE-CULTURE IN DELHI . Lounge Culture is not new for Delhi. The fact that city already has many theme based lounges have proved that Delhi has appetite for theme based lounge culture some of the theme based lounges in Delhi are as follows. 1. MOETS(DEFENCE COLONY) - The Moet's Restaurant was established in the then up coming Defence Colony Market in early 60's from where it pioneered the Bar-Be-Que style of dining 2. SHALOM (GREATER KAILASH)-Mediterranean Lounge Bar and restaurant 3. POLO LOUNGE (THE GRAND HAYATT) - Traditional English dcor, leather Chesterfield chairs and wooden paneling. 4. TUSKERS (THE METROPOLITAN HOTEL) - The Lounge Bar, based on the SouthAfrican theme.

Competition

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Milkshakes in Delhi or any where in India is not a part of organized retail business . Most of the flavored milk sellers are local manufacturers and Dairy-Cooperatives. NESTLE FUNSHAKE BRITANNIA MILKMAN PARLE NJOI AMUL (COOL CAF,COC MOTHER DAIRY CHILLZ LOCAL SELLERS LIKE GAGA FLAVOUED MILK, KEVENTERS MILK

When we consider of organized retail outlets in beverage industry, key players in Delhi are Caf Coffee Day-Chain throughout NCR region Barista Coffee Shop-Chain throughout NCR region Brown Sugar-Greater Kailash Le Caf-Lajpat Nagar Ego Caf-Lajpat Nagar Blooms-Nehru Place Ilario-Noida Madras Coffee House-CP Star beans Coffee Caf-CP

Although these retail outlets do not manufacture milkshakes but we face indirect competition from these Caf. We share a common target markets to some extent. There is no direct competition because there is no exclusive milkshake bar in Delhi.

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THE 7 Ps
PRODUCT MIX MENU WITH PRICING FOR MEXICANA
REGULAR LARGE 100 110 90 100

CLASSIC Butter treat (butterscotch) Dark temptation (chocolate) Vanilla Mango delight FUN SHAKES Dolly mix(strawberry & cherry) Cadbury caramel(chocolate and coffee) Coco pops(dark chocolate , chocolate chips and ferrero rocher ) Love hearts(strawberry , chocolate chips, vanilla ,and walnuts)

70 80 60 70

70 70 80 90

90 100 110 120

MUSCLE BUILDER Bourville- (Choco) Mars- (Rasp-berry ) Hercules(hazelnut) Rambo(coconut,honey,walnut) * Choose any booster
PROTEIN CALCIUM ENERGY-BOOSTER

80 70 85 90

130 110 135 145

SLIMMER Tic tac (pear) Revels-(peach) Passion fruit(mixed fruit) Wham(maple syrup and apple extract ) HIGH SKIMMED AND TONNED MILK & SUGARFREE BASE BATIDOS Mexican delight (fruits of our choice with a scoop of vanilla icecream ) Strawberry ripple(Fresh Strawberries and a scoop ehite chocolate cream ) Saffron fountain (banana chunks, nut corn flakes, and saffron ) Chocolate fudge (walnut, coffee and butterscotch ice cream) 15

70 70 90 85

90 90 110 110

110 100 90 85

150 140 120 115

AUTHENTIC MEXICAN BATIDOS

MEXICAN APPTIZERS Cheese Crisps -Flour tortilla covered with melted cheeses and topped with your choice. Quesadillas flour tortilla, stuffed with melted cheeses and your choice Nachos Deep fried corn tortilla chips covered with melted cheeses, topped with jalapeno peppers .Special Nachos tortilla chips covered with refried pinto beans, then melted cheeses, jalapeno peppers, sour cream Mexican Wraps- Authentic Mexican wraps with salsa sauce, available in both Veg & Non-Veg Flavors.

MENU FOR MILKYWAY

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PRODUCTS CATEGORY We offer a good variety of milkshakes under four categories CLASSIC-These are basic flavored shakes with refreshing taste of simplicity. These are basically targeted towards the modern youth professionals and older people who look for simplicity. FUNSHAKES-These are more kids oriented shakes with vibrant and jazzy flavors. MUSCLE BUILDER-This is another tantalizing category in the menu where in we offer exciting flavors with health supplements. These are targeted towards the youth who want to show off their bodies. 17

SLIMMER-This category is especially for the youth who look to have cal-free and sugar-free drinks. Today everyone wants to have excellent waistline and body, and we have dedicated this part of menu for these people.

BATIDOS-These are authentic Latin American shakes with fresh fruits as main ingredient. This is our premium category shakes for the elite, urban class.

PRODUCT SOURCESThe Main ingredient in our milkshakes is the solid and liquid concentrates. These concentrates are imported. The specification of our flavors is decided by our Research and Development team. We have an annual contract with MOTHERDAIRY to supply us milk.

The eatables in our stores are catered by different vendors. For example Eatables in our stores is outsourced to

PRICING
Considering that our major customer is in 15-30 age group which is mainly consisting the youth and young urban professionals, we have tried to derive a policy whereby we can satisfy all its customers. The price for a Milkshakes and eatables ranges from Rs.70 to Rs.150.Thus we try so satisfy our customers from all the segments with our price variations.

PLACE

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 TDI, Jasola (South Delhi)

V3S Mall, Vikas Marg DLF Star Mall ,Gurgaon Galleria Mall - DLF, Mayur Vihar I (South Delhi) West Gate Mall, Rajouri Garden (East Delhi) Kings Mall-Rohini (East Delhi) While deciding we considered many factors in consideration like Mall Infrastructure All Malls which we have choosen state of the art infrastructure .Some of the Malls have been constructed by big builders like DLF,ANSALS,TDI.. Presence of Multiplexes-Our Target audience relates to the multiplex audience so we have kept in mind the presence of multiplexes .The Malls which we have selected have Multiplex like PVR cinemas, DT cinemas, FUN cinemas. Area Coverage-We have tried to cove a big portion of Delhi by opening our outlets in SOUTH, EAST, and WEST DELHI & GURGAON 19

PEOPLE
The people at BERVIT are characteristically trained to be Pleasant, Polite and Positive. They ensure you have a refined experience, uninterrupted visit and provide an escape from the daily pressures of life. Their uniforms would be in shades of BLUE & WHITE(MILKYWAY) TRADITIONAL MEXICAN CLOTHES IN COLOURS OF ORANGE & GREEN(MEXICANA) Contribute to the overall laid-back feeling of the Lounge and Milkshake Bar.

PROCESS
The order process at MILKYWAY is based on self-service, where the customer goes to the counter to place his order. Its a flexible delivery process, where we wait for some time for the customer to pick up the order but if the customer takes too long then the order is delivered on his table. The order process at our Lounge-MEXICANA is a completely different from above. we provide full-service to the customer. Right from the time he enters the lounge ,our waiters assist him throughout the period .

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PHYSICAL EVIDIENCE
LOGOS

MEXICANA-The orange in the logo basically the effect to promote our laid- back atmosphere and also represents the Latin-American culture. The swirl adds to live and vibrant nature of the lounge. MEXICANA is an appealing name which describes our theme of Mexico completely. MILKYWAY- The round SWIRL in the logo stands for the invigorating and Uplifting nature of our shakes and the ambience at Milky way .The cool blue and white color hints about the milky nature of our beverage. Blue also adds to the cool and refreshing nature of the Milky way.

IN-HOUSE MAGZINE (Milk Express)

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We have IN-House magazine called Milk Express which have sections sports, bollywood gossips, and health tips sections. This magazine is updated bi-monthly and is available at all our outlets.

PROMOTION MIX
SALES PROMOTION MILK-O-HOLIC CARD We will use a special Milk-o-Holic Card for rewarding our customers. It will be a loyalty program to gain new customers and retain the existing ones. This Card entitles members to a 10% discount on all food and beverage bills. The members also receive surprise gifts, along with special offers and invitations from us. SHAKEAWAY CARD We use a special Shakaway Card for its sales promotion activities. The Shakaway Card entitles our customer to one complimentary Shake when he is done sipping seven. It is available at all our outlets.. No membership fees, no references required. Fill out the card to be a member. As a Card holder, customer earns one stamp on the card every time he purchases the beverage. He simply has to present the card to the cashier when he is place the order at any of our outlets. Once the seven stamps are collected, it can be redeemed for complementary shake. We hope that this card will help drive sales growth, and increase customer retention.

ASSOCIATIONS
1. MULTPLEXES

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We share common target market so we wish to associate with these multiplexes .The Malls in which we operate have following multiplexes DT cinemas-DLF star Mall PVR Cinemas-TDI mall Jasola Fun Cinemas-V3S Mall, Vikas Marg We have our outlets all these Places We plan to give inaugural discount coupons on purchase of at least two movie tickets. 2 .SUGARFREE NATURA

We plan to use it as an ingredient in the slim category of our MILKSHAKE BAR. 3. TALWARKARS

We want to associate our Body Builder category shakes with TALWALKARS GYM. We will give special discounts to gym members. 23

RADIO ADVERTISING
We also have radio advertisement for our Lounge Mexicana a slice of Mexico in

the heart of delhi Another one for MILKYWAY-in this chaotic world want a starry life come to

milky way the super healthy way

COST SLAB-2 according to RADIO CITY SLAB MENU Recall Rate-15% @ 6PM-9PM slot 2.5 lacs (Delhi Region) for a minimum of 10 second jingle PAMPHLET Milkyway your answer to a healthy, nutritious and tasty drink (to be written underneath the pamphlet).Total cost of the pamphlet is 1, 22,500 rupees (cost of paper 1.75 * number of pamphlets to be printed are 72000)

OUR PAMPHLET

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STP (SEGMENTATION TARGETING POSITIONING) MARKET SEGMENTATION

GEOGRAPHIC SEGMENTATION Region-South, East, West Delhi and Gurgaon Density- urban Metro size- 14 million

DEMOGRAPHIC SEGMENTATION: 25 AGE AND LIFE-CYLE- 18-23 (Students), 23-30(Urban youth professionals)

GENDER-Male and Female

INCOME-High Income(5lk and above),Middle Income(2-5lk) and Low Income(below 2lk) GENERATION-Present(Students and young working bachelors) SOCIAL CLASS-Affluent Class, Upper Middle ,Middle Class

TARGET MARKET
Students (college and school) Urban working professionals

CUSTOMER PROFILE:
Geographic region- Delhi City size-14 billion Density-Urban and semi-urban Age-18-30 Gender-Male and Female Occupation-Students, Urban working professionals Income-Salary, Pocket money Education-High school graduate, graduate and post-graduates Social Class-Upper class, working class, middle and lower class User status-First time user

POSITIONING
We want our Lounges and Bar to be place for meeting each other and get together of 15 to 29 years old. We wish to portray it as hangout place. It is for those who are young or young at heart. We want to position our brand as experiential lifestyle brand. 26

LAUNCHING PLAN
PRE-LAUNCH PHASE APRIL 10, 2012-By then all are outlets will be furnished and ready for operations. APRIL 12, 2012-The recruitments will start in the first week of April and will be completed by 12th April. LAUNCH PHASE APRIL 15, 2012-MEXICANA the Lounge will open in TDI Mall, Jasola on April 15, 2012. It will inaugurated by the beauty-goddess KATRINA KAIF. All local media persons invited for exclusive preview of the lounge. Local Media would include life-style channels like NDTV Good Times, METRO NATION and Print media major like TOI & HT. APRIL 21, 2012-Just after opening of the lounge, all retail outlets of the MILKYWAY SHAKE BAR will open.

POST LAUNCH After all the stores are operating serious launch campaign will start. We plan to have road drive campaigning for our MILKSHAKE bar promotion For this, we hire 6 trucks, each covering different locations of the Delhi university Campus. Delhi University is among largest universities in the world having more than 3,00,000 students This drive will continue for a week. Our target 14 well known colleges of delhi university. 27

 In this campaign we hire 6 undergraduates or graduates for each truck.

For this drive-campaign we have designed a program which as follows: We have lucky draw in which the winners would get free coupons which they can use at our outlet for one milk shake free with another or 20% off on large glass of milkshake We will give discounts coupon for 20%,25%,30 or 35% off on selected milkshakes, which can be redeemed at any of our outlets. suitable offs on customer designed combo meal Other activities include in this campaign are singing , dancing , quiz games and tongue twister COSTING OF LAUNCH PLAN
TRUCK HIRING STUDENTS HIRING EVENT MANAGER VINYL WRAPS GIFTS AND PRICES TOTAL COST 12,000 10,000 8,000 6,000 8,000 44,000

SUMMARISED COSTING MALL RENT (Monthly Rent) TDI, Jasola (South Delhi)- 2,50,000 V3S Mall, Vikas Marg (West Delhi) -Rs. 98,000 DLF Star Mall ,Gurgaon -1,20,000 Galleria Mall - DLF, Mayur Vihar I (South Delhi) - 1,78,250 West Gate Mall, Rajouri Garden (East Delhi) Rent-1,62,000 Kings Mall-Rohini (East Delhi) -1,50,000 28

Average Maintenance charges By Mall Management-Rs 20,000 SETUP COST MEXICANA (LOUNGE)-20 Lacs MILKYSHAKE BARS- 3-5 Lacs ADVERTISEMENT COST RADIO- Rs.2.5 lacs (Detailed description on promotions page) PAMPLETS-Rs1, 22,500 (Description on promotions page) RECRUITMENTS/TRAINING-Rs 2, 00,000 LAUNCHING DRIVE COST-Rs 44,000

INAUGRATION BY KATRINA KAIF-Rs 3, 00,000 (according to industry sources)

Innovative programs:
"Stay your own way "Yes I Can! training program Gold points plus guest loyalty program - Offering greater flexibility and freedom to earn points faster than any other hotel loyalty program. Express yourself EVENT SPONSORSHIP: Trade Shows in March 2010 in India

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 Event Profile: Held at Pragati Maidan, New Delhi, Delhi, India. The event proves to be successful in tapping robust growth rate of information and communication technology and is characterized as largest event of respective sector. Venue: Pragati Maidan New Delhi, Delhi, India

ISSUE SPONSORSHIP:
Holding seminars for AIDS awareness. Donation for CRY (Child Rights And You). Providing Services In Kind To Many NGOs. Holding Workshops For Physically Challenged.

Financial Projections
There are 6 Business Partners. Each Business Partner will contribute / invest an amount of Rs 2,00,000 from their own and ICICI Bank has agreed to give us a loan of Rs. 4,00,000 @ of 12% per annum .i:e 1% per month i:e Rs 4,000 per month.

Banners, Posters &Accessories Kitchen Stock Property on Rent Furniture Washroom Air Conditioner 30

R s- 1,50, 000 Rs- 1,25,000 Rs- 1,00,000 Rs- 1,00,000 Rs- 1,00,000 Rs- 50,000 Rs50,000

 Electricity Charges L.C.D P.C 2 Chef Miscellaneous Music System Wi-Fi+ Internet Connection Interest rate charged by the bank Water Charges 1 Sweeper Registrar

RsRsRs-

30,000 30,000 20,000

Rs- 20,000 RsRsRsRsRsRsRs10,000 10,000 4,000 4,000 2,000 1,500 1,000

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