Marketing Plan

2006-2007

Restaurant & Bar Outlets

Banqueting

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RICK’S

Key Competitors

• Dublin - Maurya
• Orient Express - Taj Palace
• 1911 – Imperial
• Whisky Bar – Grand Hyatt
• Lounge & Bar – Park Royal
• Golf Bar – Maurya
• Club Lounge - Oberoi
• Polo Lounge - Hyatt
• Island Bar- Shangrila
• 360 degrees – The Oberoi

New entrants year 05-06

EAU 100 seating,300 standing celebrity DJ,CAN BE BLOCKED FOR PVT PARTIES

OPERA LOUNGE 50 seating,75 standing Lounge bar

celeb DJ theme nights,can be blocked for pvt parties, VIP lounge for
ORANGE ROOM 90 lounge seating ,1500 standing club memebers

LAID BACK
WATERS 90 seating DJ music, lounge bar with a trendy interior

ISLAND BAR 70 covers, 75 standing CD music, DJ music to start by mid Jan’06

DJ music, open air beer garden on Sundays, terrace spa by march’06

AQUA 48 seating under 4000 sq ft to open

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CLIMAX 600 pax
New entrants year 06-07
70 seating and net 200 pax seating
SOHO and standing
STRENGTH
• Highly strong Brand image
• Prominent location
• Niche clientele
• Different music strategy as
compared to other bars in Delhi
• Ratio of repetitive guests to that of
first timers is very high
• Constant innovation in cocktail
lists with an introduction of make your own
martinis, with additions every quarter in the
regular cocktail list.
• Well trained, strong & motivated
team
• Only bar in town serving Pan-
Asian Cuisine.
• 80% guest recognition.
• Consistency in maintaining quality
of client profile.
• Has always been top of the mind
choice of corporate honchos
Closed on tue and open at 8 pm on rest days with DJ music
DJ music
SWOT-RICK’S
WEAKNESS
• No alteration, refurbishment or
renovation done since the opening, hence
seems monotonous to regulars with option of
new bars with recent international designs
• Constant supervision required for
maintaining lower music volume as the
sound travels to the rooms, due to acoustic
constraints.
• Limited time factor (1PM) as
compared to stand alones and certain 5 star-
bars
• Lack of seating.
• Limited space for guests keen on
dancing.
• No live entertainment due to
acoustic constraint.
• Difficulty in staff movement when
busy.
• Small tables not suitable for dining.
• Lack of proper exhausting &
cooling system.
• Uncomfortable temperature as the
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 bar gets filled up
OPPORTUNITES THREATS
• Lunch session to be tapped with • Top end bars in the same vicinity opening
higher potential via embassy, corporate and have been opened in 05-06
luncheon semi-formal meetings • Lower restriction on closing time in stand
• Improved and technologically alone bars, luring guests to avail their
advanced and recent sound system would services
result in higher guest satisfaction as the • .Guests’ perception of Rick’s as an
previous sound system is worn out while expensive bar.
other competitive bars and clubs have recent
upgraded sound systems
• To capitalize on the popularity of the bar and
its brand image.
• To make every guest a repeat guest.
• To increase Rick’s database.
• Conduct exciting promotions & events.
• To capitalize on resident guests as this is the
only bar in the hotel.
• To experiment and continuously improve on
the music selection.
• Train the staff on up selling skills and recent
bartending skills in the market on a regular
basis.
• Acknowledge, recognize and remember all
regular guest preferences.
• To constantly innovate and increase our
cocktail list.
• Improve on the quality and variety of food
offered at Rick’s.
• Maximum of revenue comes from
the weekend crowd

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 UPGRADATION PLAN 06-07

Upgradation
points Action Plan
Increased imported
liquor list in menu To add the exclusive brands of Rum, Tequila and Gin to the existing menu
Enhanced ambience Introduction of 2 New candle concepts
Increased weekday Introduction of Celebration packages -weekdays and high profile corporates
usage eg,Shobhna Bhartia.Marketed by Equus
Enhanced ambience Introduction of Mood lighting for enhanced experience for special nights
Enhanced ambience Introduction of IPOD for larger music choice
Enhanced ambience Upgradation of the Bose system
Increased Product
options Introduction of largest selection of steeped vodkas
New target market Martini Lunch on Sundays- Equus
Increased Product
options Reworking the 101 martini menu
Upgrading the complimentary snack selection with introduction of items apart from
Product upgradation pretzels, varietal olives, nachos etc. served currently.
Increased Product
options Introduction of new High End Deluxe Vodkas like CIROC to the current selection
Increased Product
options Introduction of vintage port selection
Recipe cards compiled in a box in alphabetical order, to assist bartender for quick
Process improvement reference

ACTIVITY PLANNER

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 City Scenario

KEY ASSUMPTIONS FOR BUDGET 06-07

 There will be an increase of 5% in the Total covers, 4% in the Average check and resulting in an increase of 7% in the Net revenue.
 The revenue would be driven via increase in the total covers and average check with increased menu pricing
 The brand image will be enhanced and exclusive promotions.
 Non-resident cover increase would be targeted via special Celebrity DJ nights.

PRICING STRATEGY 06-07

TAJ PALACE TAJ MAHAL SHERATON SANGRILA HYATT OBEROI OBEROI

360 BAR
ORIENT Other OUTLET DUBLIN ISLAND (incl. WHISKEY
ITEM EXP Outlets RICKS S (inlc. Tax) BAR DJINNS CLUB Tax) BAR 1911

BEER
Draught 240 165 275 160 150 100 160
Bottle 240 195 180 175 240
Imported
Corona 350 350 350 S 360 300 275 330 330 350 380
Budweiser 350 350 350 S 360 300 275 330 330 300 380
Heinekan 350 350 350 S 360 300 275 330 330 300 380
Guinness 350 360 325 550 330 330 550 380
Btls pints 150 150 180 110 150 180 180 220 220 140 160

Indian(60ml)375
Gin 400 350 375 350 200 400 300 500 660
Vodka 400 350 375 350 200 400 300 500 660
Rum 400 350 375 350 200 400 300 700 500 660
Whisky 450 450 500 450 350 500 300 500 660

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 Imported
Gin
Gordon's 550 500 590 500 400 500 500 700 650 600 760
Beefeater 550 550 590 500 400 500 500 700 650 600 900
B Saphire 590 590 690 500 400 500 500 700 800 700 900
Tanqueray 550 550 690 500 400 500 500 700 800 900

Vodka
Absolute 570 570 590 500 400 500 500 700 800 600 660
Stolichnaya 570 570 590 500 400 700 500 800 800 700 760
Finlandia 590 500 400 500 800 800 600 760
Smirnoff Black 790 N 400 500 800 800 700 900
Flavoured Vodka 700 700 670 N 400 700 500 800 800 900

Rum
Mount Gay 590 N 500 400 500 660
Cpt. Morgan 590 590 590 n 500 450 500
Havana clb3yo 590 n 400 900
Havana clb3yo 790 n 900
Bacardi Spice 790 n 900
Bacardi 8yo 850 n 760

Whiskeys
Regular
JW Red Label 700 700 680 700 400 500 550 800 800 600 760
Ballantines 700 700 680 700 450 500 550 800 800 760
Famous Grouse 700 700 680 700 450 500 550 800 800 760
J&B Rare 700 700 680 700 450 500 550 800 800 600 760
Bells 680 700 550
White label 600

Premium
JW Bl.Label 800 800 850 s 550 700 680 900 900 850 1000
Chivas Regal 900 900 850 s 650 700 680 900 900 850 1100

Dlx prem
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 Blue Label 2900 2900 2800 s 2500 1800 1800 3700 3700 1800 1800
Royal Salute 2400 2400 2400 s 2100 1800 1800 3700 3700 1800 1800

American
Tennessey
Jack Daniel's 700 700 690 700 450 500 500 600 600 700 760
J D Silver Select 1050 850 600 700
Bourbon 500
Woodford Reserve 690 700 850 760
Maker's Mark 790 450 700 760
Jim Beam 700 700 650 450 600 600 600 760
Canadian 500
Canadian club 700 700 650 700 500 800 1100
Seagrams V.O 700 650 800 1100
Irish
Jameson 700 700 690 700 500 500 800 760
Bushmills 690 650 500 800 900
Paddy Old Irish 690 650

Single Malts
Glenkinchie 10yo 950 950 850 s 650 750 650 1040
Taliskar 10yo 1150 1050 850 s 650 750 900 800 1040
Cardhu 12yo 1150 1050 850 s 1350 800 900 900 1440
Glenlivet 12yo 950 950 850 s 650 800 750 1040
Oban14yo 1150 1250 850 s 750 900 1200 900 1440
Laphroaig 10yo 950 1050 1050 s 650 900 1200 1100
Macallan12yo 1150 1050 1050 s 750 800 1200 1200 1440
Glenfiddich18yo 1150 1650 s 900 1200 1980
Glenmorangie 18yo 1150 1650 s 750 900 1200 1980
Glenfiddich10 yo 1150 1050 1050 s 650 750 1040

Liqueur's
Bailey's 570 570 500 s 400 500 550 360 450 540 720
Grand Marnier 570 570 500 s 400 500 550 360 450 540 720
Drambuie 570 570 500 s 400 500 550 360 450 540 720
Kahlua 570 570 500 s 400 500 550 360 450 540 720
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 Cointreau 570 570 500 s 400 500 550 360 450 540 720
Tia Maria 570 570 500 s 400 500 550 360 450 540 720
Benedictine 570 570 500 s 400 500 550 360 540 720
Ameretto 570 570 500 s 400 500 550 360 450 540 720
Galliano 570 570 500 s 500 550 360 540 720

Cognac
V.S
Henessey 700 700 550 700 600 700 575 750 750 550 1080
Martell 550 600 750 750 550 1080
VSOP
Remy Martin 1100 s 750 1000 1000 1250 1250 940 1320
Henessey 1200 1100 750 1000 1000 1250 1250 940 1320
XO
Remy Martin 2800 2400 2750 2000 1800 3000 3000 2000 1980
Henessey 2000 2000 2800 2750 2000 1800 3000 3000 2000 1980

Aperitifs 290-350 s 200 450

Campari 290 150 350 150 200 350 450 330 330 500 360
Sherry 300 290 290 s 200 350 450 330 330 325 360

Tequila
Gold 500 500 620 500 400 500 450 650 650 600 760
Silver 500 500 590 500 400 500 450 650 650 500 760

Port 290 290 290 290 200 450 330 270 360

Intl Cocktails 395 375 625-345 375 250-425 350 375 350 350 470 600
House spl 300-625 300-625 345-375 375 375-550 250 350 480 400
Mocktails 175 175 175 120 125 325 220 225 150 150
Aerated water 100 100 120 100 100 120 75 110 85 125
Juice fresh 145 185 120 s 150 140 100 110 110 170
Juice canned 110 150 100 s 80 140 110 90 120
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MARKETTING STRATEGY

Year 05-06 Trend

In the year 05-06 the market growth in terms of the revenue was 9% while Rick’s showed a positive growth of 14%. Similarly while the market
growth in year 04-05 in terms of covers was 5%, Rick’s showed a positive growth trend of 30% over the previous year.

Opportunity

Rick’s revenue generated was high and managed to maintain its No# 1 position in terms of highest revenue earner and most covers as per the YTD
and the fair share in terms of Rick’s revenue was 20% and the covers was 16% for year 05-06, while in the year 04-05 the revenue fair share was 19%
and cover was 13%.

Threat

This year apart from SOHO (at Ashok Hotel) there are no new entrants in the market but Top night clubs like Orange room (in the same vicinity),
Climax and Elevate take a large share of club hoppers as they operate till early hours of morning as suiting the socialites, hence increasing the limited
competition to an extensive stretch. Island bar and Three sixty remain as not so big threats this year.

Pricing Policy

In the year 04-05 Rick’s was considered the most expensive bar in the city, wherein the trends of revenues lured the competition to increase their
prices that has brought Rick’s to an extremely competitive pricing structure since 05-06, as the menu pricing has already been increased in fast
moving beverage items as per the competition. Leaving no further scope of increase in the prices as we wish to maintain the same prices for the
beverage list but a 10% increase in the food menu, every quarter. Listing the high end spirit collection and choicest cocktails to flaunt and providing
the necessary push for up-selling and increasing the average check by 5% and hence the revenue by 7%.

Cover Strategy

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The covers are targeted to be increased by 4% over last year by following the activity planner with promotions and special evenings and further
increasing the guest database.

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