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Des Pardes
International Islamic University



TABLE OF CONTENTS
TABLE OF TABLES ..................................................................................................................................................... 2
1. EXECUTIVE SUMMARY: ........................................................................................................................................ 3
2. INTRODUCTION TO DES PARDES: .................................................................................................................... 4
2.1 VISION ............................................................................................................ ERROR! BOOKMARK NOT DEFINED.
2.2 MISSION .......................................................................................................... ERROR! BOOKMARK NOT DEFINED.
3. PRODUCTS .............................................................................................. ERROR! BOOKMARK NOT DEFINED.
3.1 THE BODY SHOP: ............................................................................................ ERROR! BOOKMARK NOT DEFINED.
3.2 CONSUMER PRODUCTS: .................................................................................. ERROR! BOOKMARK NOT DEFINED.
3.3 LUXURY PRODUCTS: ....................................................................................... ERROR! BOOKMARK NOT DEFINED.
3.4 PROFESSIONAL PRODUCTS: ............................................................................. ERROR! BOOKMARK NOT DEFINED.
3.5 ACTIVE COSMETICS: ....................................................................................... ERROR! BOOKMARK NOT DEFINED.
4. SITUATION ANALYSIS ........................................................................................................................................... 5
4.1 SWOT ANALYSIS OF DES PARDES ......................................................................................................................... 5
4.1.1Strengths ......................................................................................................................................................... 6
4.1.2 Weaknesses..................................................................................................................................................... 6
4.1.3 Opportunities ................................................................................................................................................. 6
4.1.4 Threats ........................................................................................................................................................... 6
4.2 PESTEL ANALYSIS OF DES PARDES ....................................................................................................................... 7
4.2.1 Political Factors ............................................................................................................................................ 7
4.2.2 Economical Factors ....................................................................................................................................... 7
4.2.3 Social Factors ................................................................................................................................................ 7
4.2.4 Technological Factors ................................................................................................................................... 7
4.2.5 Environmental Factors .................................................................................... Error! Bookmark not defined.
4.2.6 Legal Factors .................................................................................................. Error! Bookmark not defined.
4.3 COMPETITOR ANALYSIS OF DES PARDES ................................................................................................................ 8
5. MARKET SEGMENTATION OF DES PARDES: ................................................................................................. 9
5.1 GEOGRAPHICAL SEGMENTATION: ......................................................................................................................... 12
5.2 DEMOGRAPHICAL SEGMENTATION: ...................................................................................................................... 13
5.3 PSYCHOGRAPHIC SEGMENTATION: ....................................................................................................................... 13
5.4 BEHAVIORAL SEGMENTATION: ............................................................................................................................. 13
6. TARGET MARKET: ................................................................................................................................................ 13
7. POSITIONING: ........................................................................................................................................................ 14
8. MARKETING OBJECTIVES: ................................................................................................................................ 14
9. MARKETING STRATEGIES: ................................................................. ERROR! BOOKMARK NOT DEFINED.
10. MARKETING MIX: ................................................................................................................................................ 11
10.1 PRODUCT ............................................................................................................................................................ 11
10.2 PRICING .............................................................................................................................................................. 11
10.3 PLACE/DISTRIBUTION ......................................................................................................................................... 11
10.4 PROMOTIONS ...................................................................................................................................................... 11
11. PROMOTION STRATEGY: .................................................................. ERROR! BOOKMARK NOT DEFINED.
11.1 PROMOTION TECHNIQUE: .............................................................................. ERROR! BOOKMARK NOT DEFINED.
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Des Pardes
International Islamic University
12. BUDGET FOR MARKETING CAMPAIGN: ....................................... ERROR! BOOKMARK NOT DEFINED.

TABLE OF TABLES
Table 1: SWOT Analysis of Des Pardes ............................................................................................ 6
Table 2: PESTEL Analysis of Des Pardes ......................................................................................... 7
Table 3: Competitive Analysis of Des Pardes ................................................................................. 10
Table 4: Segmentation of Des Pardes .............................................................................................. 13
















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Des Pardes
International Islamic University









1. EXECUTIVE SUMMARY:

The marketing plan is all about Des Pardes the cosmetics brand. Brief introduction of
Des Pardes has been given in this report after that SWOT, PESTEL and competitive
analysis also included to highlight the current position of the brand in the Pakistani
market. The target customers are teenagers, students and housewives. It is true that
beautiful and well-groomed women are more attractive than successful women in the
work place therefore women need to take care of them more than before. Marital status
also fundamental in order to using the products after marriage some women giving up
make-up so these groups need to be encouraged to do make-up again. We use PULL
Strategy and Promotional Strategy to enhance the sales of each product of Des
Pardes. 4 Ps of marketing mix includes the product, promotions, placement and price
details of the Des Pardes. Miss Des Pardes Beauty contest marketing campaign will be
running out in order to relaunch the Des Pardes brand in Islamabad city. Venue will be
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Des Pardes
International Islamic University
International Islamic university female campus. The marketing cost of this project is
approximately Rs.12000.









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 civilization, 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.
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Des Pardes
International Islamic University
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:
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Des Pardes
International Islamic University
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


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Des Pardes
International Islamic University
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













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Des Pardes
International Islamic University
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
Pardess 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 Montanas
focuses on excellent food quality and services. The companys 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.
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Des Pardes
International Islamic University

4.4 Perceptional Map
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.


Perceptional Map between Efficiency and Price

Efficiency


Usmania Restaurant

Blue Lagoon

Des Pardes
Price Price



La Montana



Efficiency

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Des Pardes
International Islamic University
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.



Perceptional Map between Location and Cleanliness



Location

Des Pardes

La Montana
Blue Lagoon

Usmania Restaurant
Cleanliness Cleanliness






Location

4.2 Competitor Array of Des Pardes


Competitor Array
Restaurants 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 6.4
Table 33: Competitive Analysis of Des Pardes


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Des Pardes
International Islamic University

Perceptional map:



10. MARKETING MIX:
10.1 Product/ service Quality strategies
o Des Pardes always provides fresh ingredients and in house specialties.
o 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

o
o The menu options are continuously being modified.
10.2 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..
10.3 Place/Distribution strategies
Des Pardes distribution channels include dine-in and take-out and catering.


Hours of operation vary depending on location.

Hours of operation include Monday 11:30am to 9pm and Tuesday to Friday 11:30am
to 10pm, Saturday 4pm to 10pm and Sunday closed.
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Des Pardes
International Islamic University
10.4 Promotion Strategies
a) 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


b) 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.
They offer 10% off for takeout customers due to the reduction in service required

d) Selling
Des Pardes offers in house dining experience, take-out, catering, private functions, family
gatherings and run special events.
One of Des Pardess 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



5. MARKET SEGMENTATION OF DES PARDES:
Segmentation Variables Data
5.1 Geographical Segmentation:
World Region Asia
Country Pakistan
Cities Islamabad and Rawalpindi
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Des Pardes
International Islamic University
Table 4: Segmentation of Des Pardes

6. TARGET MARKET:

Des Pardes has a broad appeal that attracts individuals who are looking for a casual
fine dining experience.
Density Urban
Climate Hot and Dry
5.2 Demographical Segmentation:
Age 18-50+
Gender Female, Male
Family size 1-2, 3-4, 5 +
Family life Cycle Married, Unmarried
Income Rs. 10,000 +
Occupation From middle class to upper class
Education Colleges, Universities
Religion Major religion of Islam, Christianity and Hinduism
Race Asian
Nationality Pakistani and Foreigners
5.3 Psychographic Segmentation:
Personality Ambitious and compulsive
Social Class Middle class, upper class
Lifestyle Believers, Achievers, Experiences markers
5.4 Behavioral Segmentation:
Occasions Parties, Birthdays, Regular Dine In, Special Occasions
Benefits Quality
User Status Medium user and Regular user
Attitude towards product Positive
Loyalty Status Medium, Strong
Readiness Stage Aware, Interested
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Des Pardes
International Islamic University
Des Pardes main target market is Business Class, with customers ranging in age from
25-60.
Evenings and weekends are targeted towards couples between 25-35, and families
with an average middle income.

7. 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.
"If you missed this place, you have not seen anything in Pakistan


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

By re-launching the website, Des Pardes Grill will be addressing one of the major areas of
concern for the business.
With the new site Des Pardes Grill 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 Grill, improving its
services, distribution and brand image.

2. Expand the catering business as this is an under-served market for Des Pardes Grill

By expanding the catering services the business offers, Des Pardes Grill will be more likely to
achieve its sales projections for 2012.
Through catering at community events Des Pardes Grill will improve its public image,
creating goodwill, attracting new customers to the restaurant and building upon customer
relationships

3. Use social media effectively to create brand awareness and stay connected with customers.
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Des Pardes
International Islamic University

Using multiple social media sites, will give Des Pardes Grill 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 Grill.

4) Continue and expand local advertising in Streetsville by use of newspapers and flyers.

By advertising in the Toronto Star through use of flyer inserts, Des Pardes grill 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.

6. 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.

Des Pardes Grill 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 Grill.
By giving customers rewards for their continued support of the business, Des Pardes Grill
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 Grill 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.

9) Bring in live entertainment to create an ambiance for the restaurant.

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Des Pardes
International Islamic University
Live entertainment will help Des Pardes Grill grow sales, as it has the potential to attract
customers especially during the summer months.
By introducing live entertainment, Des Pardes Grill 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.

10) 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 Grill will also be introducing another service that
they offer to customers.


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

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