Branded Chain Of Khokas

Company Name:

KATHA CHUNA The name of our brand is Katha Chuna. It reflects the tradition of subcontinent.

Vision:
To let the world experience the true taste of subcontinent. Enabling the world to feel the taste of sub-continent. Providing the best taste with hygienic and quality product.

Mission:
To be the leading betel quid provider in Pakistan by offering best quality product to our valued customers.

Unique Selling Point:

Our unique selling point would be our taste that would distinguish us among the rest.

Values:
Hygiene factors, Quality assurance and customer services are of top priority to us. We believe in giving respects to employees as we want them to give respect to customers. Customers are always first.

Goals & Objectives:

Reviving the symbolic value of paan at ceremonies and cultural events. Educating people about the numerous health benefits of our product. Providing best quality product to the customers through our superior and specialized services. To get recognition from people by offering different new flavors of pan. We will create more opportunities for our business to expand like introducing pan flavored lollipops, chewing gums for kids, pan flavored drinks etc.

PEST/EL ANALYSIS:
Political:
Shutdowns due to strikes and other violent activities. Traders in many parts of the city are suffering from extortionists most of whom are affiliated with political parties.

Economical:
Inflation due to changes in oil pricing.

Social:
Consider paan as harmful for health. Need to educate people about the health benefits of paan.

Legal:
The government of Pakistan has prohibited smoking on public places and has also restricited its advertising and promotion. So any new law regarding the use of tobacco which is one of the main ingredient in pan can directly affect our business.

SWOT ANALYSIS:
STRENGTHS
Location- Our shop will be located at a commercial area thats a high visible location; full of eatables would definitely attract a lot customers. Outstanding quality of input and output- use of finest and healthy ingredients, no harmful ingredients such as tobacco or beetle nuts used in our special paans; and those with tobacco and all only sold as per demand. Taste and unique variations- health conscious paans; no harmful ingredients such as tobacco or beetle nuts used in our special paans; and those with tobacco and all only sold as per demand. South east Asian tradition- complete awareness

WEAKNESSES
Target market characteristics- Due to our premium pricing we would be targeting a niche market and this may lead to lose some potential market.

OPPORTUNITIES
Market potential The consumption of paan has been a very popular cultural tradition throughout Pakistan, with both home-grown and imported ingredients. Having 32 varieties of paan in Karachi, and still new coming up shows theres a much growth potential in this industry.

THREATS
Competition- New entrants- The threat of new entrants in the market is a critical element. Enthusiasm of health consciousness- Consumer attitude towards health care are changing and more people are taking responsibility for their health and this may lead to a decline in sales of paan, as pan with harmful ingredients causes cancer.

SWOT Convergence
Greatest threat is the growing rate of health conscious consumers because of the red mouth sigma and other diseases caused by paan. This only happens when katha and other harmful ingredients such as tobacco and betel nuts are used We would be using different flavorings and creams as an alternate for these ingredients. Moreover we would be creating awareness among our customers about the health benefits of paan through advertising.

THE MARKETING MIX

Product:
Katha Chuna is a branded chain of khokas. Offering 4 different types of paan apart from simple sada khushbu and meetha paan. They are bhola tambaku, kulfi meetha, chocolate meetha and Karachi minakshi.

Place:
Starting from main khadda market. Complete commercial area, would be able to attract large number of customers.

Promotion:
We will be relying on print advertising and word-of-mouth in promoting Katha Chuna.

Price:
Premium price strategy for our product. Charging a bit higher price as compared to other small paan shops because of better quality.

Marketing Strategies
Since we are marketing product in an existing market, therefore the marketing strategy here we are going to use for our product is market penetration according to Ansoff Matrix.

Pricing Strategy
We would be using high quality ingredients and therefore we are going to set high prices as compared to common mediocre Paan shops. As high price signal high quality and would attempt to position the product as quality leader, thus premium pricing strategy would be used.

MEDIA PLAN/ PROMOTIONAL PLAN

Full Page Ad in Dawn magazines on Sunday- We would be using a full page advertisement of Katha Chuna branded chain of khokas for two weeks. And then for another two weeks we would give a half page advertisement. We would also offer free sampling of our unique flavors that only we sell for the first two weeks of opening Internet- We would further use facebook and twitter to promote Katha Chuna. And let a huge number of consumers know about our betel quid shop. Banners- We would also use banners, displaying our paan shop with different varieties that are offered listed on it.

Establish a connection with wedding and party planners as paan is an essential and traditional part of wedding ceremonies and events

PROMOTION COST

Print Advertising Banners(15) Free Sampling

Rs.100,000 Rs.20,000 Rs.30,000

Total cost

Rs.150,000

INITIAL INVESTMENT
Rent&Security Deposit Marketing cost Fixture&fittings Setup cost Generators Total Initial Investment Rs.210,000 Rs.150,000 Rs.5000 Rs.30,000 Rs.25,000 Rs.320,000

PRODUCT INGREDIENT & COST

Bhola Tambaku
Katha Chuna Spari Kranti quivam 420 raja jani Tamaku120 Kapuri Cost/pan= Rs.8.5 Price/pan= Rs.16

Karachi Minakshi
sali supari sweet supari banarasi katha chuna chura fennel seed Amrit Cream chuti & jitan of Japan Khushbu Cost/Pan= Rs.10

Selling price= Rs. 18

Kulfi Meetha
Rose gulkan sweet Sweet Mukhwas Rose syrup coconut jintan fennel seed sugandhi Sweet katha Mewa Sweet khushbu Cost/Pan= Rs. 16 Selling price= Rs.25

Chocolate Meetha
Asharki Rose gulkand Rose syrup Vanilla Coconut jintan dhanna dal Sweet katha Chocolate Sweet khushbu Cost/Pan= Rs. 17 Selling price= Rs.26