SZABMART REPORT

Sus-chicks

o Fahad Aziz - 2211310

o Muhammad Umer Nawaz - 2211329
o Murtaza Haider -2211332
o Fatima Fakhruddin - 2211312
o Daniyal Kazi -2211318
o Hajrah Hameed -2211316
o Anushay Khan -2211304
o Zainab Arif -2211340
Introduction
For our product regarding this year’s SZABMART, we wanted to come up with something
unique and novel that offered a new experience yet could not be copied. Conventional and easy
items like biryani and baked goods were taken out of the equation as they were bound to be
taken, and we were right. Multiple stalls exist at the event which offer the same or similar
products with no discernible level of differentiation. We wanted to show our potential customers
that we have put a high level of effort into our offering while making it cost-efficient, and the
options named previously were too familiar or ordinary to present. Some of our members had
made teriyaki rolls before, and we decided to present that as our offering while pairing it with hot
chocolate to bring variety. This would deliver the most value to our customers by fulfilling their
basic need for food while taking into consideration their curiosity. Since it is a novel, people
would not usually try this item and hence do not know what to expect. Therefore it gives us a
crucial advantage.

Introducing a one-of-a-kind culinary experience from SZABMART – our Teriyaki Rolls paired
with Hot Chocolate. This unique fusion combines the savory delight of expertly crafted teriyaki
rolls with the rich warmth of specially curated hot chocolate. Imagine a tender chicken rolled in a
soft wrap with our signature teriyaki glaze, creating a perfect balance of spicy and savory.
Accompanied by our velvety hot chocolate, this offering promises a culinary adventure that
stands out at the SZABMART food festival. Our commitment to quality craftsmanship,
affordability, and a novel gastronomic journey makes this a must-try for those seeking an
unparalleled experience.
STP Assignment
Now onto the main elements of the market scan. Due to the nature of our product, there is no
direct competition or substitute. However, many competitors are offering snackable items such
as 90’s Chaska, Rang Sharbaton Ka, Party Onn Hai, Beekery, and Raven’s Ramen among
others from within and external to our section. Online campaigns as well as in-person marketing
have been crucial in keeping our name at the forefront. We gain a significant competitive
advantage through novelty: no one offers what we are offering. This can bolster our numbers
while also encouraging the sales of our secondary product. December has proven to be a cold
month so that will also aid its sales. Our pricing strategy is competitive as well since we are
offering a product that is viewed as ‘highly priced’ at reasonable rates. The survey we
conducted showed us the main variables we needed to consider regarding our plan and helped
to gain knowledge about people’s preconceived notions about our products. It also enabled us
to understand our target market better and cater appropriately to their needs, wants, and
demands since we are looking at everyone who wants to try something new.

For targeting we decided to implement differentiated marketing in which the firm operates in
most segments of the market, but designs tailored programmes for each significantly different
segment. Our approach gives customers autonomy over their products by customizing their
product. For teriyaki rolls, this is in the form of being mild or spicy, and for hot chocolate, this is
via plain or with marshmallows. Integrating full market coverage enables us to serve all
customer groups by creating different offerings of our product, at discounted prices, and based
on bundles.

For positioning, we decided to go with benefit positioning which focuses on being a leader in
certain benefits. As far as uncommon and different items go we are the most significant with our
teriyaki rolls while also offering hot chocolate, considering the weather. This has been reflected
in our brand war content where we claim to be the best option while focusing on our quality and
novelty as our focal points. In our analysis for Sus-Chick, we've pinpointed key strategies to
connect with our audience. We're focusing on the SZABIST 100 Campus for our table, targeting
students from areas like Clifton and Defence who are likely to spend more. On Instagram, our
main platform, we're engaging with a similar-age audience, especially emphasizing computer
science students. Our primary market is students keen to try something unique and those willing
to spend more at SZABMART. Most of our audience is aged 20-24, with slightly more males at
55.7%. We're creating interest through Instagram and found in our survey that 93.5% are willing
to try new food, 58.7% have tried SZABMART food, and 81.9% are interested in combo deals.
Our marketing lets customers customize orders, and we're exploring full market coverage with
different options at discounted prices. The survey indicates that 52.8% prefer mild spiciness,
and 81.1% eat occasionally at the university canteen. Overall, the positive survey responses
show a keen interest in Sus-Chick's unique offerings among our target audience.
Logo
Our logo is bright, flashy, and catchy. It does not contain any generic fonts or elements and is
made fully from scratch. The name is written boldly at the top which catches your eye. It gives
information about our founding year and showcases our two main products which are
highlighted in between stars. In the middle we have the chicken teriyaki roll in the middle of the
logo can be seen as a symbol of the restaurant's commitment to quality and freshness. The roll
is made with simple ingredients that are carefully prepared, and it is served with a variety of
condiments that allow customers to customize their experience. This attention to detail is
evident in all aspects of the restaurant's business, from the food to the service to the
atmosphere. the chicken teriyaki roll in the middle of the "The Sus Chicks" logo is a well-chosen
symbol that represents the brand's commitment to quality, freshness, and fun. It is a logo that is
sure to leave a lasting impression on potential customers.

The logo is compact and fits perfectly within our Instagram profile picture and highlights. It is
also integrated into every content we make and publish on there. It is present in our stories, our
reels, our highlights, as well as our posts while providing no obstruction on the content itself. It is
enough to gain attraction but not enough to lose attention. It is easily recognizable and helps in
promoting our product to many.

Our team developed the logo for "The Sus Chicks" by brainstorming with our family members
some friends and our seniors who have done the SZAB Mart to capture their vision. Then we
created various sketches and mockups to explore different designs and colors. With feedback,
we finalized the most effective and visually appealing version of the logo. The concept aims to
be playful, memorable, and appealing to a young audience, using a wordplay element that
combines "sushi" with the slang term "sus" to suggest the restaurant's unique offerings.

Product Profile
The name Suschicks itself is very catchy and out of the box.
It is important to create creative packaging so that when people carry it around, others can
identify that it is from our stall which piques their interest. Our logo as well as the SZABMART
logo is on there which helps in effective branding while garnering awareness.

The chicken teriyaki rolls in the image offer a delightful blend of spicy and savory flavors,
complemented by tender, juicy chicken and slightly sticky rice. The addition of soya sauce, and
nutty sesame seeds enhances the overall taste. The packaging, a black plastic box with a clear
plastic lid, not only keeps the rolls fresh but also allows customers to view them before opening.
Branded with the restaurant's logo, the packaging exudes a professional and appealing
presentation.
Setting itself apart from competitors, our stall underscores the superiority of our ingredients. For
instance,
"Savor the crispness of tender, juicy chicken and slightly sticky rice, and nutty sesame seeds
handpicked for ultimate freshness."
"Experience the difference with our commitment to using only fresh, never frozen, ingredients in
every roll”

Price
The cost breakdown for our signature teriyaki rolls and hot chocolate is as follows:

For the teriyaki rolls, the seaweed paper amounts to Rs 3300, sushi rice is Rs 1200, and the
marinated chicken totals Rs 700 (2 portions). As for the hot chocolate, the key ingredients
include fresh milk (4x 1.5 liters) costing Rs 1320, 500g of sugar ranging from Rs 200 to Rs 500,
Chocobliss cocoa powder (2x) totaling Rs 800, chocolate chips (6/7x) summing up to Rs 360,
and vanilla essence costing Rs 70. Additional costs include printing and cling paper at Rs 530,
logos at Rs 650, stall expenses at Rs 700, and printing updates at Rs 180 the total cost will be
17460 Rs. we will be making 130 teriyaki rolls so the unit price cost will 110 Rs and Hot
Choclolate price per cup will be 50 Rs

In our commitment to providing a balance of quality and affordability, we meticulously manage

costs without compromising excellence. Our pricing strategy ensures competitive prices while
delivering superior ingredients and presentation. That will help our customers enjoy our culinary
creations, trusting that each cost has been carefully considered to provide the best possible
experience. We eagerly anticipate serving our delectable teriyaki rolls and delightful hot
chocolate.

Promotion
To develop a successful sales promotion campaign, careful planning is necessary to attract new
customers and create demand. Our Instagram page caters to university students of SZABIST so
we needed to keep recent trends in mind along with what’s popular in our age demographic. We
only have the necessary information in our bio. A one-line phrase for catching attention,
SZABMART, date, and venue. Our content is short as well, keeping in mind the reduced
attention spans of our market, which helps in effective communication. We have maintained the
majority of our audience through regular and frequent posts. We started posting before we were
even prompted to post and gained some attention on our coming soon posts. Then we
collaborated all our posts and stories with the SZABMART Instagram account to reach a wider
audience and did a lot of in-person promotion on campus to bolster our page. Each published
content from posts, reels, and stories has our stall name and logo which helps in improving
brand identity. Our prep highlights keep our audience engaged while providing exclusive views
of what happens behind the scenes. This keeps interest and retention high while also providing
complete transparency to our followers. Our first reel in collaboration with SZABMART was “tou
phir anna mat bhoolna” which introduced everyone to the members of Suschicks and generated
hype.“Tou phir jaldi ao aur khaa jao” integrated a popular trend audio into our stall promotion
which was mentioned before..

Sus-Chick Marketing Plan:

Sus Chick's marketing plan outlines strategic goals centered around introducing the innovative
"teriyaki rolls" a desi-inspired product offering a distinct and memorable dining experience. The
primary target audience is B2C, focusing on SZABIST students, faculty, and alumni aged 20-24,
with a specific emphasis on convenient delivery options and exclusive offers for management.
The customer trends identified revolve around seasonality, convenience, and functional
aspects, with a strong presence on Instagram, utilizing reels, posts, and stories for engagement.

In a competitive landscape, Sus Chick positions itself against SZAB Mart's stalls and local
options by highlighting its unique taste and appealing packaging. The market position is crafted
around homemade, hygienic products with a unique taste, presented in trendy packaging. Sus
Chick positions itself as a premium brand with competitive pricing, distributing its offerings
through a managed takeout service.

The key messages emphasize an elevator speech that succinctly communicates Sus Chick's
commitment to providing an innovative and hygienic home-cooked experience. The key
message points include the brand's commitment to being hygienic, different, home-cooked,
well-presented, and budget-friendly. The brand health assessment indicates a strong belief in
uniqueness, effective brand communication.

Brand consistency is acknowledged in visual elements like the company name, logo, and color
schemes. While challenges are identified in maintaining consistency across packaging, Sus
Chick is committed to addressing these issues. The tactical mix involves current strategies such
as personal selling, unique packaging, public relations through alumni engagement, and internet
marketing via Instagram and WhatsApp. Plans include expanding the social media presence,
conducting surveys, and exploring additional advertising channels to enhance brand visibility
and engagement. Overall, Sus Chick strives to carve a niche as a distinctive and innovative
brand in the SZAB Mart market, catering to its target audience's preferences for a premium yet
budget-friendly dining experience.

Instagram:
In today's world, where social media plays a pivotal role in business promotion, our presence at
the SZAB Mart on campus goes beyond just our physical stall. We understand the importance
of platforms like Instagram for reaching our target audience and creating excitement about our
food offerings. At the event, we found Instagram Reels to be an effective tool. This feature
blends creativity and brevity to grab the attention of potential customers. Using visually
appealing content, we showcased the skill and care that goes into preparing our teriyaki rolls.
Through Instagram Reels, we aimed to not only increase our stall's visibility but also offer a
glimpse into the unique culinary experience that awaited those who visited us at the SZAB Mart.
Reels Week

In that we have Posted two Reels

First One was going with the Instagram Trend During Intro Reels Week, we joined in on a trend
that really captured the great stuff we do with our cooking: "so elegant, so amazing, just looking
like a wow." This trend was spot-on in showing off the look and taste we wanted people to
experience with our teriyaki rolls

In our second video, we wanted to make you curious, so we said things like "Wo araaha hai, Wo aanai
wala hai, kon aanai wala hai, SZAB MART ka baap aanai wala hai." These words were chosen to make
you wonder what's happening. As you watched us make teriyaki rolls, these lines added a bit of
excitement and mystery, making you want to know more. We even threw in a playful line like "SZAB
MART ka “baap aanai wala hai" to make it fun. The goal was to get you interested and excited about
what we had cooking at SZAB MART.

In our third reel we were showing off the look and taste we wanted people to experience with
our teriyaki rolls. In our Reels, we shared step-by-step clips of how we make our rolls, the
vibrant colors of our fresh ingredients, and the super neat way we present the final dish. The
trend's expressive style helped us share how awesome and tasty our food is. People watching
liked the fancy vibe of our dishes, and the overall response showed that everyone was pretty
amazed. It all fits perfectly with our goal of leaving a lasting impression during Intro Reels Week

Brand War Week

In our Brand War Week, we made a funny video to share with everyone. In the video, we
pretended to visit other stalls like it was a game. First, we went to a drink stall, took a sip, and
jokingly said, "Ye kiaa paani hai?" Then, we went to a brownie stall, tried a brownie, and jokingly
said, "Yai to pathar hai." We made this video to bring some laughter and fun to our brand
competition, making it a light and enjoyable time for everyone watching. We wanted to show our
brand's personality and have some fun with our audience during the exciting Brand War Week.
Some Images of our post