Mkt 202-Report on Perkins

7/30/2019 Mkt 202-Report on Perkins

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T ex {x `t~x|z ct yex {x `t~x|z ct ycx~| extt 9 Ut~x | Utztwx{x~| extt 9 Ut~x | Utztwx{Prepared for:Mr. Bashir Hossainr. Bashir HossainCourse InstructorIntroduction to Marketing (MKT 202)Section # 3School of Business AdministrationNorth South University, Dhaka.

Prepared By:Hossain Ashraf Mehdeeossain Ashraf Mehdee051. 486. 030

Sami Rahmanami Rahman051. 490. 030

Kazi Atiqur Rahmanazi Atiqur Rahman051. 476. 030

Tahsin Ahammadahsin Ahammad051. 530. 030

Shahriar Ahmedhahriar Ahmed051. 310. 030


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April 25, 2006

Mr. Bashir Hossain

Course Instructor

Introduction to Marketing (MKT 202.3)

School of Business Administration

North South University, Dhaka.

Sub: Submission of project report.

Dear Sir,

For us, it is a great pleasure to submit the project report on Marketing plans for

Perkins Restaurant & Bakery in Bangladesh. The Report was assigned for better

understanding of all the essential parts of the Marketing functions & strategy.

We admit that it would contribute a lot to have better understanding of our

classroom experience with a practical exposure in the real working arena.

However, we have faced a number of limitations to prepare the report due to

scarcity of organized data, time limitation and little knowledge about marketing

sector. Yet, we have tried our best of ability to complete the project prop-

erly and to produce a meaningful report within the constraints. Still, if you

need any elaboration on any issue, that seems to be inadequately explained in

the report, we shall be glad to oblige.

We, sincerely hope that the report will obtain your approval.

Yours truly,

Hossain Ashraf MehdeeHossain Ashraf Mehdee (051. 486. 030)

Sami RahmanSami Rahman (051. 490. 030)

Kazi Atiqur RahmanKazi Atiqur Rahman (051. 476. 030)

Tahsin AhammadTahsin Ahammad(051. 530. 030)

Shahriar AhmedShahriar Ahmed(051. 310. 030)


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Executive Summary 1

Introduction 2

Perkins At A Glance 3

Current Market Situation 7

SWOT Analysis 16

Objectives & Issues 18

Marketing Strategy 19

Bibliography 24

TTABLEABLEOFOF CCONTENTONTENT


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EEXECUTIVEXECUTIVE SSUMMARYUMMARY

Penetrating in a new geographic market forPerkins Restaurant & Bakery, we The E

Company are going to launch as a franchisee ofPerkins Restaurant & Bakery in the

bakery marketplace of Bangladesh. Being one the proud entrepreneurs to launch as a

franchisee bakery in Bangladesh, we expect to compete successively with the local

competitors in Bakery market with our wide variety of high quality delicious assort-

ment of fresh-baked treats, sparkling clean restaurants, personalized service and un-

surpassed values featured at reasonable prices.

Our primary marketing objectives of this plan are to achieve the 5% of the bakery

product market of the Dhaka city. Meanwhile, we will target to occupy the leader po-

sition in Bakery manufacturer market & to set a new branch in the Chittagong city of

Bangladesh as well.

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IINTRODUCTIONNTRODUCTION

Origin of the Report:

This general report of Marketing is prepared to fulfill the requirements of the intro-

duction to marketing course, instructed by our honorable facultyMr. Bashir Hos-

sain.

Objectives of the Report:

To find out the application of the concept of marketing in practicalsituations;To franchise a bakery in our country;

To describe the overall marketing plan of our bakery.

Limitations of the Report:

Scarcity of pertinent information.

Time Constraint.Lack of experience.

Lack of knowledge about the functional aspect of Marketing planning.

Methodology of the Report:

Search information through the internet;

Gathered and stored data that were relevant;Made necessary assumptions to explain scenarios;Made recommendation.

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PPERKINSERKINS AATT A GA GLANCELANCE

Perkins At A Glance:

Since 1958 Perkins Restaurants have gained

a solid reputation for high quality personal-

ized dining.

The Restaurant Company currently owns

and franchises approximately 500 full ser-

vice Perkins Restaurants and Bakeries in all

around the world.

The Perkins system includes 156 company-owned and operated restaurants and

338 franchised units. More than 50% of Perkins Restaurants are located in

Minnesota, Pennsylvania, Ohio, Florida and Wisconsin and rest 50% around

the world.

In 2003, the company and its franchisees opened 8 new restaurants. Systemwide restaurant sales were $811,000,000.

The Company and its franchisees employ approximately 25,000, encompassing

both full and part time positions all around the world.

Perkins prototype buildings offer flexible development alternatives for tradi-

tional as well as non-traditional sites. The design incorporates a central kitchen

and bakery with separate dining wings for increased efficiency and guest satis-

faction. Prototype buildings can accommodate 150 to 220 seats depending onmarket needs and can be easily expanded when necessary.

Core menu items at Perkins include its famous pancakes, unique premium

omelets, juicy USDA choice steaks, and Bread Bowl salads. Perkins menu

development & innovation ensures that all product offerings recognize & ad-

dress consumers changing tastes & preferences.

Perkins in-store bakeries provide a unique point of difference for the restaurant

chain, serving a mouth-watering selection of premium freshly baked Mammoth

Muffins, cookies, cakes, pies, cheesecakes and specialty pastries each and

every day.

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Perkins Promise of 100% guest satisfaction is the company's commitment to provid-

ing superior service to all customers each and every day. By analyzing our environ-

ment and the great satisfaction from the Perkins made us happy to decide and con-

tribute our money in franchising the Perkins Bakery in our country.

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Franchising Perkins:

"Perkins" has always meant comfortable, family-

oriented restaurants. For the franchise owners,

"Perkins" represents a great opportunity to grow

and prosper.

The soundness of their basic concept and the

ability to adapt to current consumer trends have

made the Perkins brand dominant for more than

40 years.

All franchisees receive personal attention at every levels.

Perkins is always closely involved with their franchisees, providing a network

of support systems they feel are necessary for a successful business. Franchisee

always receives help in site selection and construction management. They pro-

vide a complete on-site opening team, followed by on-going business consult-

ing, marketing, training and purchasing. In addition, their research and devel-

opment efforts are second to none, ensuring the franchisees the best menu in

the business, including signature items the franchisees can trust.

And they do everything they can to make sure their franchisees are well pre-

pared for changes in the marketplace.

Perkins franchisees share in the benefits of PRISM Management Software, a

computer package used by all Perkins restaurants. This software provides ad-

ministrative conveniences from labor scheduling and management to simpli-

fied purchasing and inventory control.

For Perkins Restaurants, today's picture is bright and the long-term outlook is even

better and so we decided to franchise Perkins Bakery and Restaurant and the steps


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we followed to franchise it is given below:

Steps taken to Franchise Perkins

Step 1:

We submitted the Personal and Financial Questionnaire included in this packet

evidencing that net worth and liquidity qualifications have been met. No

money was required at this time.

Step 2:

Attended a Pre-Application Seminar held at one of Perkins corporate offices.

During this one-day meeting, they provide more detailed information about

services, identify the business relationship and outline their application proc-

ess.

Step 3:

Based on their preliminary review of our qualifications and the geographic

area in which we are interested, they invited us to submit an application along

with the $5,000 (U.S.) deposit.

Step 4:

Our completed application along with all necessary supporting documents was

reviewed. Our proposed site was evaluated and approved.

Step 5:

Following approval of our application, a Commitment Agreement was issued.

Upon execution, the balance of the license fee was paid.

Step 6:

Prior to commencement of construction, a pre-development meeting was held.

Company representatives at the meeting include individuals from their Con-

struction and Operations Departments.

Step 7:

After our store open, they will execute our License Agreement. One of their

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experienced New Store Opening (NSO) Teams will be available then to assist

our management teams during the pre- and post-opening periods. Their NSO

Teams will be sent in three waves to ensure effective training and assistance

throughout the entire opening process.

Step 8:

After final construction costs is identified, we will provide them with a final

cost analysis of our project. They will use the information to assist franchisees

in estimating costs incurred with opening future Perkins Restaurant & Baker-

ies.


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CCURRENTURRENT MMARKETARKET SSITUATIONITUATION

Market Description:

For bakery business it is a monopolistic competition market in Bangladesh. Per-

kinss market planning is to keep the current customers and also to attract the new

customers by providing them different options. Perkins target customers are the

final consumers. Along with bakery items we also provide different food option

such as lunch and dinner package. From these, customers can get every kind of

food items according to their need.

Product review:

Perkins always tries to offer foods, which are supreme in quality, tasty, hygienic

and attractive looking. They divide their food section in 4 assortments:

Breakfast:

Perkins love the sizzle of smoked ham, the cracking of farm fresh eggs, and Mam-

moth Muffins rising in the oven. We love the secret-recipe buttermilk pancakes

that were first made us famous back in 1958 by the Perkins. Whipping them up

right here in our kitchen with only the freshest ingredients like real buttermilk and

farm fresh eggs. We love bringing a stack to your table, served with our own spe-

cialty syrups. We serve them with a smile because we know these are the finest

pancakes you cant get anywhere. Same goes for all our breakfast selections like

our Potato Pancakes, our elegant Perkins Eggs Benedicts, and our Tremendous

Twelve platter.

We're proud everything we serve you is the finest robust coffee, 100% Grade A

juices, lean ham, real sausage gravy, fresh eggs prepared to order, and, of course,

fresh-baked muffins and goodies.

Pancakes PlusOur world-famous pancakes are made-from-scratch with our ownsecret recipe batter and served with our Perkins brand syrups

(Maple, Apricot, Twinberry and Sugar Free Maple).

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The Buttermilk FiveFive of our light, fluffy secret recipe buttermilk pancakes.

Short StackA lighter portion of three buttermilk pancakes. Add fruit topping for a nominal charge.

Strawberry PancakesFive secret recipe buttermilk pancakes smothered with strawberry

topping, sprinkled with powdered sugar and a dollop of whipped

topping.

55 Plus Fruit PancakesThree secret recipe pancakes smothered with warm Blueberry or Strawberry topping

and a dollop of whipped topping, sprinkled with powdered sugar.

Egg Beaters no fat, no cholesterol alternative, available upon request for any of our

omelets or scrambled egg entrees

Egg ClassicsServed with hash browns or breakfast potatoes and choice of:

three buttermilk pancakes fresh-baked Mammoth Muffin

white, rye or whole wheat toast

Granny's Country OmeletteAn American food made up with diced ham, onions, American cheese, celery and

green peppers, topped with a savory cheese sauce. With hashed browns tucked inside

and out.

Build Your Own OmeletteStart off with any two ingredients. Want more? Add additional ingredients: Diced

Ham Sausage Mushrooms Tomatoes American Cheese Swiss Cheese Ched-

dar Cheese Monterey Jack Cheese Pepper Jack Cheese Bacon pieces Garden

mix of onion, celery, green peppersEgg Beaters no fat, no cholesterol alternative, available upon request for any of our

omelets or scrambled egg entrees.


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Classic Egg FavoritesTwo farm-fresh Grade AA eggs cooked to order and choice of: Hickory-smoked Ba-

con, Sausage Links, Sausage Patties, and Canadian bacon.

Perkins Steak and EggsA tender 7 oz. top sirloin steak, seasoned and grilled to order, served with two fresh

large eggs cooked to order.

Tremendous TwelveOur hearty breakfast of three large eggs cooked to order, four pancakes, crispy hash

browns or breakfast potatoes and four bacon strips or sausage links. No accompani-

ments.

Mammoth MuffinsBlueberryApple CinnamonCarrot Raisin NutBran or Oat BranCinnamon StreuselLemon Poppy seedBanana NutBoston CreamRaspberry Sour CreamChocolate ChipChocolate Chip Bavarian CreamReduced Fat MuffinSpecialty of the Day

The Cookie JarChocolate ChipOatmeal Raisin WalnutPeanut Butter Chocolate ChipWhite Chocolate Macadamia Nut


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PiesHome style Apple Lattice

Apple, reduced fat

Banana Cream

Home style Blueberry Lattice (seasonal)

Caramel Apple

Home style Cherry Lattice (seasonal)

Chocolate French Silk

Coconut Cream

Heath

Crunch

Lemon Meringue

Peanut Butter Silk

Southern Pecan

Wild berry, reduced fat

Lunch and dinner items:

We offer our customers two kind of lunch and dinner package.

Traditional Bengali lunch package with beverage:

This package we introduce boiled rice with beef, chicken, mutton, dal, prown curry

and beverage.

Chinese lunch and dinner:

Here people can get pure Chinese lunch and dinner, which contains Chinese rice,

vegetables, soup, and salad.

Deserts:

Blue Ribbon pies

Pie Shoppe Specialties

Sweet Touches

Scoop of different flavored Ice Cream


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Kids meal:Perky Bear PancakesThree pancakes served with a sprinkling of chocolate chips and

whipped butter.

Rainbow Pancakes BreakfastColorful sprinkles and whipped topping on two pancakes with

two strips of bacon.

French ToastTwo yummy slices of French bread, coated in a batter of cinna-

mon and grilled to perfection. Served with two strips of bacon.

City SlickerOne fresh egg with two crispy bacon strips or sausage links,

hash browns and choice of toast or pancakes.

There are more specials items for the kids.Grilled Cheese Sandwich*

Kid's Cheeseburger

Kid's Cheese Pizza

Crispy Tenders Basket

Mac & Cheese*

We also offer different types of wedding, birthday, children and picture cakes. Along

with the special items in breakfast, deserts we also offer different kind of sandwiches,

pizzas, rolls, burgers, patties and other special items.


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12

Food SectionTargeted

Segments Names Features

Breakfast

Kids

Kids Meal

The meal is healthy, de-

signed specially for kids

and attractively served.

Teenagers &

others

Any of the Breakfast

Item

All foods are healthy,

hygienic and delicious.

Aged Peoples 1. Egg Classic2. Grannys Country

Omelet

3. Sugar free muffins

and pies

4. Diet sweets, Diet

Our breakfasts for agedpeople are cholesterol

free. They are made with

less calorie. And there

are also sugar free items

along with diet cookies,

Lunch

Kids Kids Meal The lunch is healthy, de-



Teenagers &

others

Any of the Lunch Item All foods are healthy,


Aged Peoples Item named Build

your own lunch

You can choose any

items you want with

plain rice or Chinese

Kids Kids Meal The dinner is healthy,

designed specially for

kids and attractively

served.

Teenagers &

others

Any of the Dinner Item All foods are healthy,


Aged Peoples Item named Build

your own Dinner

You can choose any

items you want with

Dinner


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Food SectionTargeted

Segments Names Features

Deserts

Kids Kids Meal The meal is healthy, de-



Teenagers &

others

Any of the Desert Item All foods are healthy,


Aged Peoples 1.Special sugar and

calorie less ice creams

2.Suger free pies, diet

cookies and sweets.

Our special desserts for

aged people are choles-

terol free. They are made

with less calorie. And

there are also sugar free

items along with diet

cookies, sweets and

Competitive review:

As it is a monopolistic competition market, there are many competitors. Key competi-

tors are:

SHUMIS HOT CAKE:

Hot cake is a very well known bakery. But they have some limitations. Their main

highlighted area in business is to make pastries and cakes. They are also very able to

make different kinds birthday cakes. They follow modern design and ingredients to

make their cakes and pastries. They use new machinery and they made all of their

products without hand touch.

DECENT PASTRYSHOP:

Decent pastry shop was established in 1982. Though they have some branches in the

city, their quality of cake and other food items are not fully market winning product.

KINGSCONFECTIONARY:

One of the most famous confectionary in the city and also in the country. They are


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14

famous for making breads, doughnuts, cakes etc. They also have heavy financial sup-

port and by this they are trying to capture the market. But recently they are struggling

to maintain their quality as the mobile court fined them for their bad environment in

their kitchen.

HOT BREAD:

One of the franchised bakeries in the city. The have the reputation and are doing well

with modern marketing system. They are famous for making breads, doughnuts, cakes

etc.

MR. BAKERS:

One of the franchised bakeries in the city. They are new in our countrys market and

they are doing very good. They are trying to capture the market by their attractive and

innovative products.

Competitors Price Reviews of their different items (in Taka):

Product Shumis Hot

Cake

Decent

Pastry Shop

Kings

ConfectionaryHot Bread Mr. Bakers

Wedding

Cake (per

600 550 600 650 700

Birthday/

Picture/

Children

cake (per kg)

1100 1000 1100 1200 1200

English Cake 70(small) 70(small) 70(small) 70(small) 70(small)

110(med) 110(med) 110(med) 110(med) 110(med)

160(big) 160(big) 160(big) 160(big) 160(big)

Cookies (per

packet)

250-600 200-500 200-600 300-700 250-700

Baby sweet 25-100 25-100 25-100 25-100 25-100


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Breakfast

items

20-150 20-100 20-150 20-250 20-300

Pancakes 60-300 60-300 60-300 60-300 60-300

Muffins (per

piece)

25-70 20-80 25-80 20-90 20 - 90

Desert Items 40-250 20-200 40-250 40-350 40-400

Pastries 10-30 10-30 10-30 10-30 10-30

Product

Name

Shumis Hot

Cake

Decent

Pastry Shop

Kings

ConfectionaryHot Bread Mr. Bakers

Lunch &

Dinner items

None None 75-250 None None

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SWOT ASWOT ANALYSISNALYSIS

Strength:

Since 1958 Perkins Restaurants have gained a worldwide solid reputation for

high quality personalized dining.

Perkins menu offers consumers a comprehensive breakfast, lunch and dinner

selection ranging from the traditional to the innovative.

Early in the morning, while many of others are still sleeping, our bakers are

busy baking up the delicious assortment of fresh-baked treats that have helped

make Perkins a most popular restaurant and agreatlocal bakery.

Perkins will introduce the in-house bake shops in Bangladesh where customers

can either order or take out a wide array of delectable, freshly baked Mammoth

Muffins, cookies, cakes, pies, cheesecakes and specialty pastries each and

every day.

High quality food, sparkling clean restaurants, personalized service and unsur-passed values promises a memorable dining experience.

Consistently serving a wide variety of quality foods in a family-oriented envi-

ronment with genuine care and attention to detail is the foundation of our busi-

ness.

Core menu items at Perkins include its famous pancakes, unique premium

omelettes, juicy USDA choice steaks, Bread Bowl salads, and signature melt

sandwiches. Perkins menu development and innovation ensures that all productofferings recognize and address consumers changing tastes and preferences.

Seniors and children also are special at Perkins.

The chain offers its "Fifty-Five Plus" collection with breakfast, lunch and din-

ner entrees at special value prices for guests 55 years of age or older.

Its Kids' Menu has fun foods like bear pancakes, chicken nuggets and pizza

wheels.

The Company operates or franchises 494 full-service restaurants.

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Weakness:

Prices of different items are relatively higher compared to that of the domestic

competitors.

Starting with only 1 (one) outlet in the whole Bangladesh which may not bring

convenience for the consumers. As a result, target market can not be very

large.

Opportunities:

Perkins restaurants have a new "KidPerks" program with free cookie and

beverage with the purchase of a kid's meal, as well as toys and interactive

games to make Perkins restaurants an even more fun place for children and

families.

Perkins Guest Experience Program offers monthly draw on sales receipt with

exciting gifts in cash or in gift cards.

Perkins gift card which offers much in the similar way a debit card works,

starts from US$ 10 with which, a customer can buy items from any Perkins

outlet in the world.

Effective Marketing in the Target Market can lead to the milestone of Success.

Promotion of different occasions like: Fathers Day, Mothers Day, Family

Day, Teachers Dayetc. in the local society can promote the demand of our

bakery products specially cakes.

Threats:

Most product are all bakery oriented. But, the main food of target market is not

such items.

Competitors lower price in the local market may cause obstacle to allure

enough customers.

Launching of other Franchise Bakery in the local market.


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OOBJECTIVESBJECTIVES & I& ISSUESSSUES

Objectives:

First-year Objectives

In the first year of our operation, our prime objective is to achieve the 5% of

the bakery product market of the Dhaka city. Meanwhile, by our effective mar-

keting & promotional efforts, we will target to occupy the leader position in

Bakery manufacturer market.

Second-year Objectives

In the second year of our operation, our objectives are to penetrate our business

into new geographic market inside Bangladesh. Doing so, we plan to set a new

branch in the Chittagong city of Bangladesh & also to earn break-even by the

end of our second operating year.

Issues:

In recent times, major discrepancy had flashed into publics eyes regarding

manufacturing food items commercially in Bangladesh. Such mal-practitioners

used to manufacture products in unhygienic environment, adding impure or

rotten raw materials, poisonous colors, chemicals and marketing products with-

out manufacturing & expiry dates. Perkins in Bangladesh will bring a new as-

pect for reliability in Bakery products with its high quality food, sparklingclean restaurants, personalized service and unsurpassed values which is our

major issue. Besides, we will be putting our innovative & devoted marketing

efforts to achieve awareness & response.

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MMARKETINGARKETING SSTRATEGYTRATEGY

Perkins marketing strategy is normally based on target marketing, market segmenta-

tion and market positioning. Perkins tries each and every passerby and food lovers to

attract by their lovely features and outstanding quality. We will try to segment care-

fully and efficiently. However since we will retain in our high quality their prices of

foods would be a little cit higher then other food vendors but not beyond people reach.

Perkins arranges their food basically on time wise (breakfast, lunch, dinner), age wise

(kids, teenagers, aged people and others), and season wise (Summer, Rainy, Winter).

Positioning:

Perkins tries to position themselves as an attractive bakery. We will serve the meal

according to the order instantly. However, the most powerful attribute of Perkins is

they would not like to hear any complain about their food quality. We will always

serve the most fresh and hygienic food and ofcourse instantly.

Product Strategy:

Perkins positions their product as nutritious, tasty, hygienic and fresh. We will provide

the kids the Kid Meal; very healthy, vitamins and protein providing meals with at-

tractively decorated and served. Aged people will find foods they need with less calo-

ries, sugar, diet cookies, diet sweets and many more healthy foods. Teenagers and oth-

ers will find almost everything they want from a restaurant and bakery.

Pricing Strategy:

At first the price of all the items will be a little bit more than normal in order to cover

the cost which we have spend to establish the franchised company. However slowly

we will be getting down to cheaper and stable price. The pricing strategies of some of

our products are given below:

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Product Names Prices (in Taka)

1. Pancakes 90 450

2. Egg Classics 100 250

Breakfast items


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20

Product Names Prices (in Taka)

3. Mammoth Muffins 40 90

4. Cookies 10 550

5. Pies 45- 90

6. Breakfast Packages 80 250

Lunch and Dinner items

1. Chinese Foods 110 175

2. Biryanis 75 100

3. Lunch and Dinner Packages 80 155

Desserts

1. Different Kinds of sweets 15 150

2. Sweet Touches 30 100

3. Ice-creams (per scoop) 80

Kids Meal

1. Perky Bear Pancakes 55

2. Rainbow Pancakes Breakfast 60

3. French Toast 50

4. Kids Lunch and Dinner packages 50 80

Wedding Cakes (per kg) 750

Birthday/Picture/Children Cakes 1300

Cakes 400 - 800

Sandwiches 35 60

Burgers 45 90

Pastries 15 - 40

Others

Distribution Strategy:

As far as Perkins is a click and mortar company, our distribution channel will be di-

vided into two parts. First part serve in the store and second part will be serving

online. However online distribution is a bit restricted since we will keep one store


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only in the first year, customers can order through telephones only because order

through internet requires a credit card and also is a bit complicated process for our

home customers. Of course Perkins will be available through the Internet later. At the

recent time our suppliers will supply foods to the final consumers from the store and

through the telephone ordering. Obviously we are very much careful about the hy-

giene of the food.

Marketing Communication Strategy:

We will be advising and announcing our messages through some important medias,

like televisions, channels, billboards, radios, and by sponsoring concerts. People will

have a very distinctive idea what Perkins is and what are their characteristics, which

will make them different from other bakeries. At the beginning we will show an infor-

mative advertisement then we will move onto reminder adds to tick consumers mind

that we exist.

Marketing Organizing:

We will maintain a smooth hierarchy that will reveal our strong structure of our or-

ganization.

Chief Marketing OfficerPerkins Restaurant & Bakery

Sami RahmanSales Manager

Hossain Ashraf MehdeePromotion Manager

Tahsin AhammadAdvertising Manager

Shahriar AhmedProduction Manager

Atiqur RahmanSupply & QualityControl Manager

Regional Sales Promotion Analyst Advertising Analyst Production Analyst

Supply & QualityControl Analyst

Figure 1: Perkins marketing Organization


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Promotional Strategy:

The market is now a day full of promotional activities. Every Company is giving pro-

motions infect very cautiously. Too much promotion will make customers habituated.

For example we will give a concession to coffee in summer so that we can earn a mar-

ginal profit from that or we may make the cold beverage cheaper in winter. Special

days will contain special offers for peoples.

Place Scheme:

We are expecting to open our Perkins outlet at Gulshan Residential area, an aristocrat

location in Dhaka city, in between Gulshan 1 and 2, which is very much attractive and

reachable for our target market. The total floor area of our outlet will be 10,000 SFT;

including our inventory, kitchen and in house bake serve, display and restaurant and

obviously the kids corner!

Actions Plan:

We are expecting that Perkins will be introduced in Bangladesh on July of 2006. We

will start showing informative advertisements in papers from the middle of June. We

will launch some special packages (limited) in the starting to attract the new custom-

ers. Perkins will arrange their product variety according to the seasons. We will divide

the year in three seasons.

Summer:

We would like to have a collection of additional juice and beverage in order to

make the sweated customer fill a cool touch in their throat. There will be lemonade

and fruit juices like mango, orange, litchi, water-melon etc. We will give a conces-

sion on hot drinks; e.g. coffee.

Rainy:

The price of hot drinks; e.g. coffee will be a little higher in the rainy season than

the summer. Some additional juice items of summer will not be available in thispart of year. Many traditional items will be also available at this time.


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Winter:

We will add some traditional pies and cakes in this part of year. The price of hot

drinks will be higher than their usual price in winter season. We will give conces-

sion on fruit juices and lemonade.


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BBIBLIOGRAPHYIBLIOGRAPHY

Principles of Marketing, 1othEdition, Philip Kotler & Gary Armstrong.

http://google.com.bd

http://perkinsrestaurant.com

http://bakeries.com

http://franchise.com

http://franchisegator.com

Mahbub Alam, Sales Manager,Kings Confectionary, Dhanmondi Branch.

Shayan Shafi, Sales Man,Mr. Bakers, Panthapath Branch.

Rafiqul Islam, Sales Man,Hot Breads, Baily Road Branch.

ShumisHot Cake, Panthapath Branch.

Decent Pastry Shop, Shatmasjid Road Branch.

Mkt 202-Report on Perkins

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Transcript of Mkt 202-Report on Perkins