riphah international university

1 | P a g eDes Pardes

Table of Contents

TABLE OF TABLES........................................................................................................................................ 2

1. EXECUTIVE SUMMARY:........................................................................................................................... 3

2. INTRODUCTION TO DES PARDES:.........................................................................................................4

2.1 BRANCHES OF DES PARDES....................................................................................................................42.1.1Said Pur Village.............................................................................................................................. 42.1.2 E-11/3 Branch............................................................................................................................... 42.1.3 Saddar Branch.............................................................................................................................. 4

2.2 PRODUCT/ SERVICES.............................................................................................................................. 4

3. ENVIRONMENTAL ANALYSIS.................................................................................................................. 5

3.1 SWOT ANALYSIS OF DES PARDES..........................................................................................................53.1.1Strengths........................................................................................................................................ 53.1.2 Weaknesses.................................................................................................................................. 53.1.3 Opportunities................................................................................................................................. 53.1.4 Threats.......................................................................................................................................... 5

3.2 PEST ANALYSIS OF DES PARDES...........................................................................................................63.2.1 Political Factors............................................................................................................................. 63.2.2 Economical Factors....................................................................................................................... 63.2.3 Social Factors................................................................................................................................ 63.2.4 Technological Factors...................................................................................................................6

4. COMPETITOR ANALYSIS OF DES PARDES:..........................................................................................7

4.1 LA MONTANA.......................................................................................................................................... 74.2 USMANIA RESTAURANT........................................................................................................................... 74.3 BLUE LAGOON RESTAURANT...................................................................................................................74.4 PERCEPTIONAL MAPPING........................................................................................................................ 8

4.4.1 Perceptional map between Food Quality and Services Quality.....................................................84.4.2 Perceptional map between Efficiency and Price............................................................................84.4.3 Perceptional map between Location and Cleanliness...................................................................9

4.5 COMPETITOR ARRAY OF DES PARDES.....................................................................................................9

5. MARKETING MIX:.................................................................................................................................... 10

5.1 PRODUCT/ SERVICE QUALITY STRATEGIES..........................................................................................105.2 PRICING STRATEGIES......................................................................................................................... 105.3 PLACE/DISTRIBUTION STRATEGIES......................................................................................................105.4 PROMOTION STRATEGIES...................................................................................................................10

5.4.1 Advertising................................................................................................................................... 105.4.2 Sales Promotion.......................................................................................................................... 115.4.3 Selling.......................................................................................................................................... 11

6. STP OF DES PARDES:........................................................................................................................... 12

6.1 SEGMENTATION.................................................................................................................................... 126.1.1 Geographical Segmentation:.......................................................................................................126.1.2 Demographical Segmentation:....................................................................................................126.1.3 Psychographic Segmentation:.....................................................................................................126.1.4 Behavioral Segmentation:...........................................................................................................12

6.2 TARGET MARKET.................................................................................................................................. 136.3. POSITIONING:...................................................................................................................................... 13

International Islamic University


7. AIOD FRAMEWORK:............................................................................................................................... 13

8. RECOMMENDATION............................................................................................................................... 15

9. References............................................................................................................................................... 17

TABLE OF TABLES Table 1: SWOT Analysis of Des Pardes...........................................................................................5Table 2: PEST Analysis of Des Pardes............................................................................................6Table 3: Competitive Analysis of Des Pardes..................................................................................9Table 4: Segmentation of Des Pardes............................................................................................12



1. EXECUTIVE SUMMARY:

The enclosed marketing plan is an analysis of Des Pardes’s business. Brief introduction

of Des Pardes has been given in this report after that SWOT, PEST and competitors’

analysis also included highlighting the current position in the Pakistani market. The target

customers are individuals, couples, family and business class who are looking for a

casual fine dining experience. STP of Des Pardes is also showed in this report. 4 P’s of

marketing mix includes the product, promotions, placement and price details of the Des

Pardes. Some recommendations are also included such as Re-Launch Website,

Maintaining customer data base, Expanding Catering services, using of Social Media and

Local Advertisement, introducing Incentives and loyalty programs and promoting live

Entertainment and Sponsorships.

2. INTRODUCTION TO DES PARDES:

Des Pardes offers a unique blend of Mughlai Cuisine with fine dining services; this is

being done first time in Pakistan. Des Pardes invite all who like to explore good but

different food experience in historic background. When the first Des Pardes opened in

Islamabad two years back, all the food preparation where ceremoniously undertaken and

mixed as were the original recipes from centuries ago. Today Des Pardes continue to

keep this tradition sacred to maintain the essential spirit and methodology which goes into

preparation of food and that is what has made Des Pardes the most sought after Mughlai

and Namak Mandi dining experience in Islamabad.



2.1 Branches of Des Pardes

2.1.1Said Pur Village

It is located in the base of Margalla hills in Mughal-era village & to the east of Daman-e-

koh in Islamabad. The village has the foot prints of various civilizations, including Greek

Buddhist, Mughal & the colonial period. Customers can enjoy the view of Margalla hills &

Daman-e-Koh. They can also visit gurdawara in the back of Des Pardes Said Pur

Branch.

2.1.2 E-11/3 Branch

It is located in E-11/3 Markaz Islamabad. Des Pardes E-11/3 offers a unique blend of

Continental, Chinese, Namak Mandi & Mughlai Cuisine with fine dining services.

2.1.3 Saddar Branch

Des Pardes Rawalpindi Branch, 32-A Haider Road Saddar Rawalpindi, gives fine dining

service with excellent food. Des Pardes seats 122 people inside and 24 people on the

outside patio.

2.2 Product/ Services

Des Pardes deals in Hi-Tea, Lunch, Dinner, Get Together, Takeaway, Home & Delivery,

Birthday Parties, and Bakery Items, Theme Wedding, Corporate Events, All Food

Arrangements & Outdoor Catering.

3. ENVIRONMENTAL ANALYSIS

3.1 SWOT Analysis of Des Pardes

SWOT analysis is a basic, straightforward model that provides direction and serves as a

basis for the development of marketing plans. It accomplishes this by assessing an

organizations strengths (what an organization can do) and weaknesses (what an

organization cannot do) in addition to opportunities (potential favorable conditions for an

organization) and threats (potential unfavorable conditions for an organization).

SWOT Analysis:



3.1.1Strengths

Number of branches Premium location Restaurant cleanliness Fresh ingredients Offer catering services and dine-in Highly qualified manager and chef Stainless Steel Kitchen Graceful dine-in environment Wide variety of customers, such as

corporate, families and couples.

3.1.2 Weaknesses

Open concept kitchen is not visible Live entertainment Staff turnover Inventory depletion Limited restaurant space.

3.1.3 Opportunities

Advertising Increasing population Increasing incomes rates Use of social media Increase interest in organic food Customer database Continue to grow business in other

major cities of Pakistan. POS systems

3.1.4 Threats

Rising fuel costs Competition Not implementing green initiatives Economic downturn. Law suits Rate of savings rising High number of restaurants surrounding

Table 1: SWOT Analysis of Des Pardes



3.2 PEST Analysis of Des Pardes

3.2.1 Political Factors

Prohibition of Smoking and Protection of Non-Smokers Health Ordinance of 2002

CDA Uncertain political situation Instability of Government in

underdeveloped markets Taxation policy. Government policies

3.2.2 Economical Factors

Economic crisis, Energy and fuel crises Competitors pricing Rising fuel costs Rising food prices Inflation

3.2.3 Social Factors

Social networking The green movement Dietary needs Multi-cultural Increasing Health Awareness. Increasing change of eating habits

towards healthier food. Increasing Working women (Nobody

cooking at home) Increasing Media attention and

incentives towards "healthy living" from governments and organization

3.2.4 Technological Factors

Restaurant security systems scheduling systems CRM software, wireless ordering

devices and handheld devices

Table 2: PEST Analysis of Des Pardes



4. COMPETITOR ANALYSIS OF DES PARDES:

The Primary competition for Des Pardes in the casual fine dining restaurant industry is

La Montana, Usmania Restaurant and Blue Lagoon. These are considered to be Des

Pardes’s direct competitors because they offer high quality of food, acceptable service,

and a comfortable atmosphere.

4.1 La Montana

La Montana is offering grand natural visit of Margalla Hills and Panoramic View of Capital

City. It is Just 10 Km drive way from heart of Islamabad, Very Adventurous and lovely

track up to Pir Sohawa. La Montana is an upscale, casual dining restaurant with an

atmosphere that makes you feel welcome and relaxed. With an elegant dining room and

an upbeat lounge to make guests have the best dining experience possible. La Montana’s

focuses on excellent food quality and services. The company’s dynamic offering appeals

to many audiences including families, students, couples and business professionals. It

has open balconies, halls for all activities and large parking area. La Montana now

offering party events, meetings and wedding arrangements. La Montana has many

similarities to Des Pardes such as food items, promotional offers, and catering services.

La Montana can be considered one of Des Pardes main direct competitors.

4.2 Usmania Restaurant

Usmania Restaurant is a restaurant with award winning cuisine and professional

courteous service in a warm, comfortable atmosphere. Usmania Restaurant is a fine

dining Chinese and traditional restaurant offering fresh ingredient, and a large variety of

food and appetizers. Usmania Restaurant offers catering, take-out, private events, special

events, and offers a casual restaurant experience

4.3 Blue Lagoon Restaurant

Blue Lagoon Restaurant is a restaurant which operates under the army mess. Blue

Lagoon Restaurant is a traditional restaurant offering a large variety of food and

appetizers. Blue Lagoon Restaurant offers catering, take-out, private events and special

events experiences.



4.4 Perceptional Mapping

4.4.1 Perceptional map between Food Quality and Services Quality

Food Quality

Des Pardes

La Montana Blue Lagoon

Services Quality Services Quality

Usmania Restaurant

Food Quality

Des Pardes is considered as high in food quality as well as services Quality as compared to its competitors such as Blue Lagoon, La Montana and Usmania Restaurant. Des Pardes has to maintain its position among its competitors.

4.4.2 Perceptional map between Efficiency and Price

Efficiency

Usmania Restaurant

Blue Lagoon

Des Pardes

Price Price

La Montana

Efficiency



Des Pardes is considered as low in efficiency as well as Price as compared to its competitors such as Blue Lagoon and Usmania Restaurant. Des Pardes has to focus in terms of efficiency as well as price in order to satisfy its customers.

4.4.3 Perceptional map between Location and Cleanliness

Location

Des Pardes

La MontanaBlue Lagoon

Usmania Restaurant

Cleanliness Cleanliness

Location

Des Pardes is considered as high in Location as well as cleanliness as compared to its competitors such as Blue Lagoon, La Montana and Usmania Restaurant. Des Pardes has to maintain its position among its competitors.

4.5 Competitor Array of Des Pardes

Competitor ArrayRestaurants in Islamabad and Rawalpindi

Key Success Factor Weighted Des Pardes Blue Lagoon

Usmania Restaurant

La Montana

Service Quality .2 8 1.6 5 1.0 6 1.2 8 1.6

Food Quality .3 9 2.7 6 1.8 5 1.5 6 1.8

Efficiency .1 6 0.6 5 0.5 5 0.5 4 0.4

Price .1 5 0.5 7 0.7 7 0.7 4 0.4

Location .1 6 0.6 8 0.8 5 0.5 9 0.9

Cleanliness .2 9 1.8 2 0.4 5 1.0 7 1.4

Total 1.0 7.8 5.2 5.4 6.4Table 33: Competitive Analysis of Des Pardes



5. MARKETING MIX:

5.1Product/ Service Quality Strategies

Des Pardes always provides fresh ingredients and in house specialties. Strong

relationship building with customers is encouraged, making customers feel welcomed in a

classy social environment. They provide customers with a friendly welcome and prompt

service. The staff provides friendly service by greeting consumers at the entrance and

showing them to their seat. Healthy options are offered throughout the menu in a variety

of soups, salads, sandwiches and drinks. They offer a variety of Italian food choices from

salads, soups, pizzas, pasta, seafood, and deserts. The menu options are continuously

being modified.

5.2Pricing Strategies

Premium pricing strategies Des Pardes is priced competitively with fine dining restaurants

because of the high value of food it offers in the Islamabad and Rawalpindi Area. Prices

may vary by location and are subject to change. Des Pardes offers a 10% discount for all

items on privileges cards. Des Pardes offers a Hi Tea menu special with a variety of

choices to choose from for Rs 599 + tax.

5.3Place/Distribution Strategies

Des Pardes distribution channels include dine-in and take-out and catering.Hours of

operation vary depending on location.

5.4Promotion Strategies

5.4.1 Advertising

Des Pardes advertises in the Bill Boards that is distributed to Islamabad and

Rawalpindi areas.

Most promotion is done through word of mouth.

Des Pardes also provides Privilege Card that offers10% Discount on all branches of

Des Pardes.



Des Pardes advertises in the local newspaper “The News” and "DAWN".

Des Pardes website provides customers with the menu, pictures of the restaurant

and upcoming special events.

Advertises through social media such as Facebook.

5.4.2 Sales Promotion

Des Pardes offers a “Hi Tea” menu added new delicious dishes in Hi Tea for Winter

Season.

Offer 10% Discount on Privilege card in all branches of Des Pardes.

5.4.3 Selling

Des Pardes offers in house dining experience, take-out, catering, private functions,

family gatherings and run special events.

One of Des Pardes’s selling strategies is to have experienced staff know the food

and liquor menu very well.

The staff provides information about specials and provides recommendations.

Provides easy online reservations.



6. STP OF DES PARDES:6.1 SegmentationSegmentation Variables Data

6.1.1 Geographical Segmentation:

World Region AsiaCountry PakistanCities Islamabad and RawalpindiDensity UrbanClimate Hot and Dry6.1.2 Demographical Segmentation:

Age 25-60+Gender Female, MaleFamily size 1-2, 3-4, 5 +Family life Cycle Married, UnmarriedIncome Rs. 15,000 +Occupation From middle class to upper classEducation Colleges, UniversitiesReligion Major religion of Islam, Christianity and Hinduism Race AsianNationality Pakistani and Foreigners6.1.3 Psychographic Segmentation:

Personality Ambitious and compulsive Social Class Middle class, upper classLifestyle Believers, Achievers, Experience’s markers

6.1.4 Behavioral Segmentation:

Occasions Parties, Birthdays, Regular Dine In, Special OccasionsBenefits QualityUser Status Medium user and Regular userAttitude towards product PositiveLoyalty Status Medium, StrongReadiness Stage Aware, Interested

Table 4: Segmentation of Des Pardes



6.2 Target Market

Des Pardes has a broad appeal that attracts individuals who are looking for a casual

fine dining experience.

Des Pardes main target market is Business Class, with customers ranging in age

from 25-60.

Evenings and weekends are targeted towards couples between 20-35, and families

with an average middle income.

6.3. Positioning:

Des Pardes positions itself as a casual fine dining restaurant offering fresh made in house

meals with excellent service in a relaxed environment. Des Pardes also offers catering for

mostly corporate business and special traditional events. Positioning statement is “Classy

yet social allowing you to relax and enjoy your company and food in a comfortable

environment.” Second positioning statement used is "If you missed this place, you have

not seen anything in Pakistan”

7. AIOD FRAMEWORK:

AIOD FRAMEWORKSegments Needs/Benefits Activities Interest Opinions DemographicsMoney & Brains:

Healthy and organic meals

Most are homeowner

Enjoy upscale luxuries.

Enjoy out-dooring activities.

Prosperous parents

Considered as urban elites.

Health conscious

Keep updating themselves about the world.

Lean towards healthier options due to increasing health concerns and dietary needs.

• Older couples or families living in urban areas.

• All of the people in this segment have gone to university and have white-collar jobs.

• They usually have an average income of Rs.100, 000.



AIOD FRAMEWORKSegments Needs/Benefits Activities Interest Opinions DemographicsElectric Avenues

Presentation of the food

Excellence in service and comfortable atmosphere

Healthy balanced diet

Leading an active lifestyle

Spend their weekends in exploring new things,

Spend a lot in shopping

Younger group consisting of either singles or couples.

Good Relationship builder

Getting promotions

Looking for a less expensive and more affordable meal while not sacrificing taste and service

25-35

white-collar or service jobs

University graduates and

Middle-class.

Income 20,000-40,000

AIOD FRAMEWORKSegments Needs/Benefits Activities Interest Opinions DemographicsBlue Collar Comfort

Healthy higher quality products and delicious continental foods

Weekend outing

Gardening

Attending social events

Like to go parks and restaurants

Lived in Joint family systems

Living with their children

Spend money for home décor

Leaning towards healthier options

increasing health concerns and dietary needs

Long term oriented

36-50

Middle-aged families

Completed high-school or college

upper-middle class



8. RECOMMENDATION

8.1 The website needs to be re-launched as it is currently out of operation.

By re-launching the website, Des Pardes will be addressing one of the major areas of

concern for the business. With the new site Des Pardes will be more likely to hit it sales

goals and reach target markets. It will also allow more ways for customers to interact with

Des Pardes, improving its services, distribution and brand image.

8.2 Expand the catering business as this is an under-served market for Des Pardes

By expanding the catering services the business offers, Des Pardes will be more likely to

achieve its sales projections for 2012. Through catering at community events Des Pardes

will improve its public image, creating goodwill, attracting new customers to the restaurant

and building upon customer relationships.

8.3 Use social media effectively to create brand awareness and stay connected with

customers

Using multiple social media sites, will give Des Pardes opportunities to become more

recognized as a brand. This will also allow them to connect better with clientele, creating

stronger customer relationship and brand loyalty to Des Pardes.

8.4 Continue and expand local advertising in Islamabad and Rawalpindi region by

use of newspapers and flyers.

By advertising in the Toronto Star through use of flyer inserts, Des Pardes will increase its

overall local adverting, potentially drawing in more customers. This will help to reach new

proposed target markets and assist in the expansion of services to customers, particularly

the catering business.



8.5 Start using incentives to keep and attract new customers.

Incentives will help attract new proposed target customers to the establishment, through

offers that may be appealing to them. These incentives will also help drive sales, as they

are designed to promote spending during off peak hours or slower seasons.

8.6 Des Pardes should start to implement a loyalty program

Implementing a loyalty program, will give customers the opportunity to be rewarded for

their patronage to Des Pardes. By giving customers rewards for their continued support of

the business, Des Pardes will grow the relationships it currently has with them. New

customers may also be attracted to the loyalty program rewards, driving them to the

restaurant to participate in the program. Des Pardes will also be able to send out emails

to loyalty program members, on specific dates such as; birthdays, anniversaries or

around the holidays. This is to show customers appreciation for their business, further

building upon the brand relationships they share.

8.7 Bring in live entertainment to create an ambiance for the restaurant

Live entertainment will help Des Pardes grow sales, as it has the potential to attract

customers especially during the summer months. By introducing live entertainment, Des

Pardes will be adding another service to its customers, revitalizing an interest in the

restaurant. Customer experiences are tied to the ambiance of the restaurant, live

entertainment will make the experience more enjoyable for the patrons. By making the

occasion a more memorable one, customers are more likely to return because, they have

good memories tied to the when they were at the establishment.

8.8 Expand the use of sponsorships in the local communities.

Sponsorships are a great way to get introduced to new target audiences, as customers

are viewing the brand in a non-intrusive way, creating goodwill for the business in the

mind of the consumers. By creating a good first impression with target markets, this will

lay the ground work for profitable business to customer relationships. Through catering



local events, Des Pardes will also be introducing another service that they offer to

customers.

9. References http://despardes.com.pk/ http://tribune.com.pk/story/396072/restaurant-chain-fatburger-decides-to-taste-the-local-

market/ http://www.fcpakistan.com/pages/restaurants.aspx?k=Pindi&City=Rawalpindi http://www.lonelyplanet.com/pakistan/islamabad-and-rawalpindi/restaurants http://esolpro.com/despardesnew/index.php/contact-us http://usmaniarestaurant.com.pk/ http://www.lamontana.pk/ http://www.businesslisting.pk/Punjab/Rawalpindi/Blue-Lagoon-Restaurant-b119201 http://www.slideshare.net/iftikharuddin555/la-montana-restaurant-islamabad-13174611 http://www.scribd.com/doc/55766096/Customer-Satisfaction-in-Restaurants-2 http://www.scribd.com/doc/128236558/Islamabad-Restaurant http://dawn.com/2012/05/09/famous-eateries-come-under-probe/ http://hamariweb.com/classifieds/welcome_to_despardes_resturant_adid15368.aspx


http://hamariweb.com/classifieds/welcome_to_despardes_resturant_adid15368.aspx

http://dawn.com/2012/05/09/famous-eateries-come-under-probe/

http://www.scribd.com/doc/128236558/Islamabad-Restaurant

http://www.scribd.com/doc/55766096/Customer-Satisfaction-in-Restaurants-2

http://www.slideshare.net/iftikharuddin555/la-montana-restaurant-islamabad-13174611

http://www.businesslisting.pk/Punjab/Rawalpindi/Blue-Lagoon-Restaurant-b119201

http://www.lamontana.pk/

http://usmaniarestaurant.com.pk/

http://esolpro.com/despardesnew/index.php/contact-us

http://www.lonelyplanet.com/pakistan/islamabad-and-rawalpindi/restaurants

http://www.fcpakistan.com/pages/restaurants.aspx?k=Pindi&City=Rawalpindi

http://tribune.com.pk/story/396072/restaurant-chain-fatburger-decides-to-taste-the-local-market/

http://tribune.com.pk/story/396072/restaurant-chain-fatburger-decides-to-taste-the-local-market/

http://despardes.com.pk/

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