grand oceanic

8/3/2019 Grand Oceanic

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ACKNOWLEDGEMENT

One is filled with great sense of pride when students are able to distinguish

themselves in work, even beyond the four walls of the classroom.

This work is a synergistic product of many minds. We are grateful to many trans

generational sources and roots of wisdom that helped us to make this project

viable and also on right time. The material and arrangement has slowly evolved

and has imbued those who have deeply and sincerely immersed in it.

We would like to take this opportunity of expressing our special dept of thanks to

Respected Chabbi madam for giving us such a wonderful project which gave us a

chance to explore the practical side of our studies. We also thank her for the

facilities provided by her making us comfortable. This project also gave us a

chance to increase our knowledge in the fields of Promotion, 4Ps, Targeting and

an experience of live field work.


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SWOT analysis (for competitors)

The local market or hotels

Strengths:

The scattered hotelsproviding high menus from

Kanya Kumari to Himachal

Pradesh and more

concentration in Mumbai has

become a real threat to

GrandOceanic

These hotels are cheaper dueto low cost of production,

thus this hotels are affordable

by lay man also.

Traditionally cooked fishattract more customers.

Preparations as per locality.Items like Solkadhi with

steam rice are served.

Weakness:

No ready to eat dishesavailable which customers

can take away and eat.

The quality of the fishconsumed is very low and

sometimes even stale fish is

used for the cooking purpose.

The centralized hotels useany type of fish with any

ingredients altering achemical reaction resulting in

food poisoning.

Sometimes unhygienicconditions also arise where

bones are not removed.

Opportunities:

The localized restaurantshave several opportunities to

boost their selling like they

can launch innovative

recopies along with their

product and recipes.

Foreign fish recipes likeTentacle soup should also be

prepared in local market.

Threat:

This local market faces aheavy competition from

many other localised

restaurants and 5-star hotels

like Taj and Oberoi.

Even fast food restaurants likMacD posses a immense

threat to this line


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SWOT Analysis (Grand Oceanic)

Strengths:

Strong base only in the line of sea food, which no other restaurant till now hasprovided before.

Ambience and Light Classical music adds to the satisfaction and happiness of thecustomer.

Traditional recipe mixed with modern recipe gives a combination of culture andmodernization in food category.

Ginny & Johnny Merchandise on every meal. Hygiene & Cleanliness

Weakness:

Dining area only for the masses and not the classes due to market skimmingpricing.

Lower personal attention as compared to other local restaurants. Less variety for veggies is the biggest weakness. Inadequate knowledge about foreign recipes. No other franchisee.

Opportunities:

Opening of franchisee in metros. Diversifying the menu to vegetarian. Introduction of Local recipes.

Threat:

Heavy competition from fast food giants like MacD, Subway or KFC Localised competitors including the chaat walas or the bhojanalay. Threats to the caf area from caf joints like CCD or Barista.


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PRODUCT & PRICE

Price:

The pricing strategy which we have adopted is market skimming strategy as we intent to gatheras many customers by providing them with 5 star quality food and services before other

competitors entered into the market.

Supplier will also allow us discount as there will be a bulk purchase done.

Credit terms:

The supplier will be allowing credit period of 26 days. After the expiry of the term period

immediately on the next day the amount will be due for payment. The Purchase department will

take care of this and see to it payment is made in time to have a smooth and efficient flow with

supplier.

PRODUCT VARIETIES:

As we are dealing with service Industry. We are only dealing with only one product that is fish.

There will be various varieties of fish like prawns, crabs, pomfret etc. There will be product

segmentation like Dining floor menu and oceanic special that is ground floor menu. We will be

introduce various dishes like prawns sandwich, fish frank roll, oceanic cone etc. Mostly all the

dishes will be serve with steamed rice.

Dining Floor Menu:

1. Malvani fish curry 450

2. Malvani style pomfret curry 379


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3. Malvani gravy 350

4.

Mase kalvan (curry) 3015. Goan fish curry 400

6. Griddle roasted king fish (surmai tava fry) 700

7. Caldeiradagoan fish 720


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8. Bengali fish curry 5009. Maccher jhol (Bengali fish) 52610.Bhapa muchi (Bengali fish) 42511.Fishermans Basket 70012.Crab curry 750

13.Amritsari fish 50714.Fish korma 60015.Fish moilee 50016.Kerala fish curry 35017.Patrani machhi 65018.Indian tandoori fish 601


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19.Deep fried fish 405

20.Fish kofta curry 57521.Moulded Fish with Worcestershire sauce 150022.Steamed fish herbal 600

23.Prawn malai curry 645


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24.Whole fish stuffed with green chutney 50025.Shrimp Stuffed Fish Fillets 100026.Hydrabadi fish gravy 45027.Mangalorean lady fish curry 70028.Poached prawns 600

29.Seafood Exotica 150030.Sol kadhi 50

Ground Floor Menu:

1. Grilled Zinga Sandwich 352. Oceanic cone 493. Frankies

i) Zinga franky 35ii) Dry prawns Franky 35iii)Pomfret franky 45

4. Tentacles soup 79

5. Fishy Burger

i) Rawas burger 39

ii) Prawns burger 29

iii)Mackerel burger 35

6. Lobster with herb crust 105

7. Quick fish chowder soup 59

8. Crab stuffed mushrooms 65


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9. Crabby patties 75

10. Baked shrimp 35

11. Almond oven fried fish 125

12. Creamy Fish Pie ( Preferable for pregnant ladies) 75

13. Crab muffins 49

14. Sundaes 125

15. Waffle cones 39

16. Fish fries 35

17. Fishy Manchurian dry 35

18. Sushi 89

19. Fish salad tossed 169

20. Chilled Drinks 29

Features:

1) Oceanic Interior will give an essence of fish environment ultimately to target fish lovers.2) It is targeted to social groups like middle class and higher class people.3) There will be dishes from Rs.29/- onwards4) Drinks section to provide good quality an sophisticated liquors,video game section will given

prominence.

5) There should be conference chamber for corporate meetings charges for the same will Rs.5000/- for one meeting.

Quality

All dishes will be hygienic to eat. Proper maintenance will be taken of kitchen accessories. We

will use modern kitchen techniques. It ensures quality for the dishes.


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Packaging

Packaging includes activities of designing and producing the container for a product. In our

hotel, packaging is mainly important for our take away counter. The parcel should be packed in

proper oceanic packets. Dual covers like aluminum foil paper and second outer cover of oceanic

packets.

Consumer Affluence - People are willing to pay more for attractive packaging. Innovation OpportunityScope for innovation (shark head packaging)

Line Modernization

Modernization is carried on continuously. Oceanic targets on improvements to encourage

customer migration to higher valued, higher priced items.


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Promotions

Oceanic has its own different plans of promotion. It will begin its advertising campaign one

month before the exact launch. It is expected to create hype among the consumers. The mascot

SHARKY will distribute pamphlets and toys and balloons for kids.

Advertising

Advertisement will be done on a local cable. For that purpose an animated video will be made.

Also balloon advertising will be done.

Big banners, bill boards and hoarding will be put up in Bandra and prominent places like

Mumbai airport. There will two vehicles for transportation purpose on which pictures displaying

the mascot and will bear the name of the restaurant.

Extensive advertisement on facebook and other social sites will help to publicize the brand toteenagers and oldies alike.

Sales promotion

Oceanic has its own promotional strategies. It promotes it Video games chamber by providing

free coins for activating the games on every rise in the bill over a certain price. Sharky toys are

also provided to kids in the toys section. Particular dishes on ground floor will be free on the day

of inauguration. There will be a Try out counter on first floor in case any customer needs to

check the variety in fish.


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Physical Evidence

Physical evidence is all about the appearance of building, landscaping, vehicles, interiors

and furnishing, staff members, signs, printed materials and other visible clues. All provided

tangible evidence of firms service qualities. Service firms need to manage physical evidencecarefully, as it can have a profound impact on customers impressions

Oceanics physical evidence is of an abstract taste:

1. Chairs: The chairs will be cozy, sleek and comfortable making our customers to feel as ifthey are making themselves at home.

2. Tables: Tables are made out of pure hand crafted rosewood

In the ground floor furniture used will be specially made of cane. There will be approximately 7

to 8 table in the ground floor unlike that of the first floor which has a dining capacity of 95people. The ground floor mainly comprises of the Video games section and the mascot toys

section where petty toys for kids are delivered. This is sort of a busy area where there will be self

service for the customers on various counters with the help of menu disclosed above. The dining

floor comprises of a completely different menu system.


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The large wall aquarium is the USP of Oceanic hotel with the drinks counter. There is also a

separate chamber for conference and meetings. The walls will be painted in shades of blue

inorder to give Oceanic feel. Rest rooms are also available at every floor.

The most important aspect is the presence of mascot SHARKY in the restaurant

as he keeps the environment lively.

PLACE

Place plays an important role in business as the demand for our product and goods and

services depends on the area location where our business is situated. Oceanics location is

situated in such a manner that will give convenience to commercial, teenagers and of course

residential people.

Also a beach side view gives a feel of close to ocean for the people.

.

Coverage:

In the initial stage of oceanic the restaurant which comes under service industry it be located

only at one single place viz. Bandra, in Mumbai (western suburbs). It will be located to such a

area which is surrounded by commercials, malls and which can attract teenagers to fill up their

hunger.


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Logistics and Transportation

Channels

The distribution channel is as follows..

The raw materials i.e. fish will be purchased from a single particular supplier. The purchase

department of OCEANIC will directly make a demand towards the supplier for fish skipping

all the middle-man and other agencies involved in the distribution process adopting a push

strategy of marketing.

Inventory

Proper emphasis will be given on the inventory level. Every Monday and Thursday of each week

new stock will be reaching the restaurant. Incase if the main supplier i.e. from whom always

different varieties of fish taken is unable to supply the stock due to any reason or due to lack In

his inventory, proper arrangement will be made with other supplier to supply the stock in case of

emergency so in these way oceanic will be having three suppliers one main supplier and other

two for second preference. In order to maintain a proper stock with inventory a special

preservation refrigerator having a capacity of storing nearly 5000 fishes into various

compartments .so that the different category fishes can be stored separately so that no two

different categories of fish gets jumbled up.

Pomfret 150

Mackerel 100

Prawns 30

Tuna 25

Salmon 70

Rawas 120

Crab 80

Bombay duck10

Dry prawns 10

Tentacles 5 @ Rs. 75 per kg

Vegetables - 60 @ Rs.20 per kg


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Assortment

The raw material which will be transported by the supplier will get assorted in such a

manner that no two different categories of fishes gets mix-up or jumbled with each other and alsoto have a smooth process.

Transportation

The fish will be transported from the supplier to the restaurant by a van owned by the

restaurant itself. The cost of transportation will be borne by oceanic. Also home delivery

facility will be provided in the local area upto 5kms from the range of restaurant. For these a

scooter will be provided to the delivery boys for convenience.

Vegetable Inventory

Tie up with Veggie Paradise for fresh vegetables on a daily basis. The same will be

paid on monthly basis.

Process

The process begins with making reservations on the telephone and concludes with a departure

from the restaurant after having food and payment of bills on the cash counter. This process also

includes front stage and back stage activities. The process begins when the customer makes a

reservation on the telephone before visiting the restaurant. On the customer arrival at the

restaurant they are escorted to a table and are seated with honour. By the time customer reaches

the dining table he has been exposed to several supplementary front stage services by our mascot

The Sharky Standards are set for these activities like recording reservations, preparing and

delivering food, maintaining facilities and equipments, training and assignment of each staff and

using information technology to maintain database. After seating on the table the customer

reviews the menu and places the order. The waiter takes the order and passes the same in the

kitchen. The chef works his best on the customers order and takes minimum time to prepare the

dish. The waiters take the ready to eat sizzling recipes for the customer to consume at his

respective table. As soon as the meal of the customer gets over our waiter doesnt irritate them

with the regular bill method but presents it only when the customer calls for the bill. This will be

our main training for the waiters. The customers are bade a farewell from The Sharky and is

asked to return back every day.


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People

The people of Grand Oceanic Cafe consist of both the internal staff and customers

The staff of Oceanic is a group of handful picked skilled person for the right post

1. Watchman: (2 persons)

These are situated at the main gates to open the entrance and record the names of

all the people entered into the restaurant. Moreover they are entitled to check the

security of the hotel while looking in the spy cameras for any misdoings.

2. Mascot: (2 persons)

This is the most important aspect of The Grand Oceanic Cafe. A person dressedas our brand item The Sharky is situated at the entrance and the other inside the

restaurant for entertainment and promotional purpose. The mascot gives out free

gifts and key chains to the customers.

3. Cleaners: (4 persons)

They are the sweepers and handle maintenance of mega aquarium. Wherever

there is dirt in the restaurant the cleaners attend there and clean out the place. The

cleaners keep Grand Oceanic Cafe spotless and clean like the deep blue sea.

4. Receptionists: (2 persons)

These are the 2 women employees whose job is to take reservation orders on

telephone and book the tables for them. They check all the database management

like recording customers birthdays and anniversaries.

5. Video Par lour Crew: (2 persons)

They are related with the video game section of the restaurant. They manage the

efficient working of all the video games and handling of tokens and money with

the customers.

6. Bar tenders: (2 persons)

They are expertise in the entire bar tending activities like mixing the mock tails

and all the juggling hand tricks. They even entertain the guests with poem making

and provide them with rich liquor from the globe.


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7. Chefs: (4 persons)

They are handpicked people selected from the most leading institutes of hotel

management in India. They work in 2 shifts and work in Oceanic kitchens to

create new varieties of dishes.

8. Kitchen helpers: (8 persons)

They are the people provided to help aid to the main chef. These are mainly the

active and helpful student group of hotel management schools assisting the main

chef to prepare delicacies.

9. Waiters: (13 persons)

They are spread all over the restaurant. Highly trained in public manners they

attend each and every call of the customers and regard them as their God. They

take the menu and provide the cooked food to the correct customers.

10.Manager: (1 person)

He is the supervisor of every activity going around in Grand Oceanic

Cafe. He patrols the restaurant time to time and checks all the activities.

He is at the highest post and decides the programmes of the hotel.


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BREAK EVEN POINT

Total Initial Investment Rs. 8 Cr.

Cost of Construction Rs. 4Cr.

Furniture Rs. 30L.

Mega Aquarium Rs.82L

Interiors Rs.20L

Cost of Production Rs.10L

Liquor license Rs.8L

Kitchen Accessories Rs.30L

Video Games Rs.5L

Drinks Inventory Rs.8L

Miscellaneous Rs.5L

Advertisement Rs.20L

Total Cost 6.18Cr.


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Calculation:

Variable Expenses:

Purchases Rs.9.8L

Staff Salaries Rs.3L

Bills Payable Rs.2L

Transportation Rs.20,000

Maintenance Rs.1L

Total Expenses Rs.16L

Quarterly Floor Estimated

Sales (A)

Estimated

Cost (B)

Total

(A*B)

Days

(C)

Total

(A*B*C)

Expenses

(E)

January Ground 300 units Rs. 80 Rs.24,000 30 Rs.7,20,000

Dining 130 units Rs.650 Rs.84,500 22 Rs.18,59,000 Rs.16,00,00

Dining

(weekends)

80 units Rs.700 Rs.56,000 8 Rs.4,48,000

Total 510 units Rs.1430 Rs.1,64,500 60 Rs.30,27,000

April Ground 350 units Rs. 80 Rs.28,000 30 Rs.8,40,000

Dining 160 units Rs.650 Rs.1,04,000 22 Rs.22,88,000 Rs.17,00,00

Dining

(weekends)

95 units Rs.700 Rs.66,500 8 Rs.5,32,000


July Ground 370 units Rs. 80 Rs29,600 30 Rs.8,88,000

Dining 180 units Rs.650 Rs.1,17,000 22 Rs.25,74,000 Rs.18,00,00

Dining

(weekends)

110 units Rs.700 Rs.77,000 8 Rs.6,16,000



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Fixed Expenses

Depreciation

Furniture & Aquarium Rs 3,13,888

Land & Building Rs 5,00,000

Tax Rs 2,10,000

Interest & Misc Rs 2,00,000

Total Fixed Expenses Rs 12,23,888

For the month of January-February-March

Taking approximately there are 300 dishes which will be sold at ground floor

Therefore estimated sales is 300 dishes (weekend not considered)

Average Price Rs 80 approx

therefore 300*80*30 days = Rs. 7,20,000

Now at the first floor in dining area

Estimated sales is 130 dishes

Average Price per dish is Rs. 650

Therefore 130*650 = Rs.84,500

For normal days excluding weekends Rs 84,500*22 days = 18,59,000

For weekends in a month

Estimated sales is 80 units

Average price per dish Rs.700

Therefore Rs. 700*80 = 56,000

For all the weekends in the month 56000*8 = Rs. 4, 48,000


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ENTIRE TURNOVER FOR THE MONTH OF JANUARY

Rs 7,20,000 {ground floor for 30 days}

Rs 18,59,000 {dining area for 22 days}

Rs 4,48,000 {dining area for weekends}

Total Sales: Rs 30,27,000-Expenses Rs. 16,00,000

Average Profit for the month of January-February-March Rs. 14, 27,000

Therefore on quarterly basis profit is Rs. 42, 81,000 {Rs. 14,27,000*3m}

For the month of April-May-June

Average Total Sales Rs.36,60,000-Average Expenses Rs.17,00,000

Average Profit for the month of April-May-June is Rs 19,60,000

Therefore on quarterly basis profit is Rs. 58,80,000 {Rs. 19,60,000*3m}

For the month of July-August-September

Average Total Sales Rs.40, 78,000-Average Expenses Rs.18,00,000

Average Profit for the month of July-August-September is Rs 22,78,000

Therefore on quarterly basis profit is Rs. 68,34,000 {Rs. 22,78,000*3m}

Assuming that from September onwards the sales of Oceanic will be same i.e.

Rs. 68,34,000/-


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Month Sales Variable Expenses Fixed Costs

January 30,27,000 16,00,000 12,23,888

February 36,60,000 17,00,000 12,23,888March 40,78,000 18,00,000 12,23,888

April 36,60,000 17,00,000 12,23,888

May 36,60,000 17,00,000 12,23,888

June 36,60,000 17,00,000 12,23,888

July 40,78,000 18,00,000 12,23,888

August 40,78,000 18,00,000 12,23,888

September 40,78,000 18,00,000 12,23,888

October 68,34,000 19,00,000 12,23,888

November 68,34,000 19,00,000 12,23,888December 68,34,000 19,00,000 12,23,888

Total 5,44,81,000 2,13,00,000 1,46,86,656

Sales Forecast 2011

Particulars Amount

Total Sales 5,44,81,000

Less: Variable Costs 2,13,00,000

Contribution 3,31,81,000

Less: Fixed Costs 1,46,86,656

Incomes 1,84,94,344

Profit-Volume Ratio = Contribution/Sales * 100

= 3, 31, 81,000/5, 44, 81,000*100

= 61%


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BEP (sales) = Fixed Cost/P.V. Ratio

= 1, 46, 86,656/61 * 100

= 2, 40, 76,485/-

BEP (units) = Fixed Cost / Contribution per unit

= 1, 46,86,656/1430

= 10,270 units

Break Even Point in months = BEP (units)/production per month

= 10,270/660

= 15 months

Break Even at Approximately 1 years 3 months


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Calculating Break Even point first deducting the profit from January to

September from Total Investment which is 8 crores:

Total Investment 8,00,00,000

Less:1st

quarterly profit 42,81,000

Less:2nd

quarterly profit 58,80,000

Gross Total 6,98,39,000

------------------------------------------------------------------

3rd

quarterly profit (Rs. 68,34,000 ) which is same henceforth on assumption

Therefore Rs. 6,98,39,000/ Rs. 68,34,000

Answer is 10 quarterly months.

Net Total is 12 quarters (adding 2 quarters of 1st

year)

So Break Even Point is obtained in 12*3m=36 months

which is 3 years.


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grand oceanic

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