Marketing

Introduction

Methodology

The Business

Entrepreneur’s Background

Market Landscape

Restaurants

Health Restaurants

JP Nagar Demographics

Vaathsalya

Operations

Economic Assessment

Demand – target audience

Production

Competition

City Level Competition

Area Level Competition

Direct Competition

Customer Choices

Customer Behaviour

Economic Model

Recommendations

Annextures

Annex: Questionnaire

Annex: Transcript of conversation with Vaathsalya employees

Annex: Lunch Menu at Vaathsalya on 07-Aug-2015

Annex: Snapshots of complementary products on sale

Annex: Secondary data on Vaathsalya

Annex: Data collected about neighbourhood restaurants

Annex: About demographics of the area

Introduction:

In order to study and understand the various objectives mentioned in our project guidelines pertaining to customer, strategy, demand and supply, costs and profits etc., we refined our search to restaurants in JP Nagar, which we considered to be a good field for conducting our research based on the above mentioned parameters. After analysing the list of restaurants in the area we were particularly interested in Vaathsalya Millet Café.

The health-food market has been growing tremendously owing to the escalating demand for wholesome food at people’s door step as the population has started to realize the importance of having a healthy lifestyle. The segment of health and wellness food is estimated to rise to a whopping Rs. 55,000 crore this fiscal year<reference require>. Due to the increased prevalence of lifestyle diseases in the country, people have now become more aware of the causes of these diseases. This increased awareness has led to the positive growth in health-food market, and this also was a driving factor behind our choice of this restaurant, as it focusses on a currently growing sector and there would be a wide scope for us to explore and study the market.

Methodology

Based on the project guidelines, we refined our search to restaurants in JP Nagar. Within that we chose...