THE SERVICE

MARKETING PLAN
ON “ EXPERT
PERSONALIZED
CHEF”

Presented By
Hire A Chef.com
United International University
Course Title: Service Marketing
Course Code: MKT 4102

Submitted to
Muhammad Hasan Al Mamun
Assistant professor
School of Business and Economics

Submitted by,
Names ID.No
Anika Tasnima 111 161 218
Asif Arman 111 161 323
Mumu Sazzat 111 161 232

Sharmin Akhtar 111 161 137

Lima Akter 111 161 274

Section: C

Date of Submission: 14TH December, 2019

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Acknowledgement:
At first we are thankful to Allah, who gives us strength to complete this report. Any work such as
this must owe credit to a multiple people. This is our humble effort to present gratitude in
submitting this report which we have truly drawn upon own experience as student of Bachelor of
Business Administration.

First and foremost, we are indebted to our course instructor Muhammad Hasan Al Mamun sir
for his generous guidance through the work. His unstinting support, faith in us, and inspiration
from this project was a tower of strength in putting piece together and a source of
encouragement. So, thanks to our faculty for supporting us and giving us adequate amount of
information.

Moreover, we would like to thank our group member cooperate with each other who has given
us support and helped to carry out our project. We are obliged to all the people who have helped
us.

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Letter of Transmittal

Assistant Professor

School of Business and Economics

United International University

Subject: Submission of service marketing plan on “Expert Personalized Chef”

Honorable sir,

With due respect, we, the undergraduate student of Bachelor of Business Administration (BBA)
under the course “Service Marketing”

Though we are in a learning curve, this report has enabled us to gain insight in the core fact of
service marketing knowledge and functions. So, it becomes as an extremely challenging and
interesting experience. Thank you for your supportive consideration and formulating an idea.
Without your inspiration this report would have been e incomplete one.

If anything in the report is not understood clearly, please feel free to contract to the following e-
mail address. Lastly I would be thankful once again if you please give your judicious advice on
effort.

Sincerely Yours,

AnikaTasnima

On the behalf of the group

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Contents
Executive Summary....................................................................................................................................1
Market Description.....................................................................................................................................2
What is “Expert Personalized Chef”? (Service Description)...................................................................2
Service features:.....................................................................................................................................2
Segmentation, Targeting and Positioning..................................................................................................3
Segmentation..........................................................................................................................................3
Target Market:........................................................................................................................................4
Positioning..............................................................................................................................................4
Goals and Objectives:.................................................................................................................................5
Customer Analysis:.....................................................................................................................................5
Competitors Analysis..................................................................................................................................7
SWOT Analysis of Personalized chef:.........................................................................................................7
Service Marketing Mix................................................................................................................................8
Product....................................................................................................................................................8
Pricing strategies:....................................................................................................................................9
Place or Distribution strategy...............................................................................................................11
Promotion:............................................................................................................................................11
People...................................................................................................................................................12
Process:.................................................................................................................................................14
Physical evidence:.................................................................................................................................15
Environmental Analysis:...........................................................................................................................16
Political factors:....................................................................................................................................16
Economic Factors:.................................................................................................................................16
Technological Factors:..........................................................................................................................16
Social Factors;.......................................................................................................................................17
Legal factors:.........................................................................................................................................17
Financial Analysis:.....................................................................................................................................17

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Executive Summary
The report we about personalized chef. Although this service is already existing in the market
but we want to present it differently by adding different features and changes in delivery. So in
this report we discussed about market description , service features , STP ,goals and objectives
,competitors ,customers ,environmental and financial analysis and we also discussed about
marketing mix (7p’s) based on our selected services with several examples to make clear to the
readers.

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Market Description
In Bangladesh, we have many food services like Uber eats, Pathao Food Service, Food panda,
Domino’s pizza delivery and many other organizations. All of these are controlled by apps or
call on order system. They serve prepared food either foods are prepared by a particular
restaurant or in their own organization. As we know that eating food from outside often
unhygienic, the way of cooking maybe unhygienic, the ingredients of a particular food maybe
rotten or harmful for our health and that is why some people do not want eat from outside. Apart
from that, there are many people who want to diet but do not know how to cook food in a
hygienic way. There are some others who are busy for all the day long and cannot make time to
cook and some others who have big party in their house but cannot make time to arrange all the
things in that time.

So concerning these types of customer needs, we, Hire A Chef.com” brings a services which is
known as expert personalized chef service. Although hiring a chef is existing service which is
familiar to all but Hire A Chef.com will deliver the same service in a unique way.

What is “Expert Personalized Chef”? (Service Description)

Expert Personalized Chef is a chef who is hired by clients and cook foods in the client’s home
kitchens, according to their needs and preferences. This kind of chef take cares of consumer’s
food habits and perform some extra services for clients related with cooking.

Service features:
So there are some unique features that makes different our chef service different from traditional
chef services. They are given below:

Hired from online Here customers can visit our websites and they see the lit of our
expert chef with customer ratings as well as other information
and hire one of chef by sitting at their home.

All time service Here our website is all time open and customers can hire a chef
whenever they want.

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 Timely served Here our chef will be hired for certain time and he has to
complete all the dishes at that time
Customized menu Here our chef is basically try to know all the preferences about
food habit from customers and then he will prepare a delicious
menu according to your preference information.

Grocery Shopping Here our chef will perform the grocery shopping for you. They
purchase all the ingredients from markets according to your
needs just before coming to your home and prepares your meals

In home meal preparation Here personalized chef make consumer feel comfort in preparing
meal every day So our chef will come and prepares delicious
meals for consumers every day or whenever they want

Storage and cleaning Sometimes customers become irritated when they see dirty sink,
service dirty pots, pan and gas stoves. So our chef will package and
storages the food in client’s refrigerator after cooking and leave
their kitchen clean and tidy.
Online Payment Consumer or clients pay their payment at booking time including
hiring fees, ingredient’s amount etc.
Chatting system Customers can talk with our respectable chefs by phone or online
chatting and make all things clear about their needs and demand
at time of hiring.
Other Tangibles We have official website and other social platform where we use
proper signage so that customers can easily find out where to
payment ,how to order or payment etc.

Segmentation, Targeting and Positioning

To serve properly and making our services effectively we have to focus on segmentation,
targeting and positioning.

Segmentation: Segmentation means classification of market. Here we choose

demographic and psychographic segmentation for our service. The reason for choosing these
segment.

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Demographic Segmentation:

 Here we divide our market based on high incomes because our personalized chef work as
a chef as well as perform other works for consumers like – shopping, keeping kitchen
clean, listen customer’s preference and prepare diet chart for them etc. So hiring this type
of chef requires high price and people whose incomes are higher can afford these costs.
 Occupation is also target for our segmentation because this type of services is received by
busy corporate people basically who have no time or less time to cook for themselves.

Psychographic Segmentation:

 Psychographic segmentation basically based on people’s interest and personality. So we

divide our segment for those people who are interested to take hygienic foods and want to
eat delicious food in a fresh environment.
 Foody personalities are our target segmentation who like to eat food everyday whenever
he wants to try new items.

Target Market:
Hire A Chef.com targets some customers to whom we provide our service properly. There are
several target marketing techniques. We choose “Micro Marketing” for our services.

The reason behind choosing Micro Marketing:

As hire A chef will provide individual services as different customers have different
requirements and we have to cook as their requirements. So in that case we have to customize
our services example; if a customer’s wants to diet, our chef will prepare his meals according to
his requirements and if another customer want to enjoy heavy foods, the chef will prepare them
like their requirements. So the recipes, requirements and preferences are varying from person to
person.

Positioning
Positing means the image or what comes in mind when consumers see the products or services.
So here we set the positioning as “Hassel free cooking, eat delicious food, enjoy free time”. So
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here when target customers see the name of our service organization, this quotation will come in
their mind first. So we want to set our service in such a way that customers perceive our service
as this organization serves hygienic food in a healthy environment with their references from
here.

Goals and Objectives:

1st year objectives and goals

 Want to create awareness about our services

 Want to increase the service quality 20%
 Want to increase 20% efficiency of our chefs
 In the first 6 months, we want to sell our services to 5000 customers
 want to earn 49 million BDT according to our Breakeven point result.
 We want to spend 50000 BDT for advertisement purpose
 We want to grab 5% of market shares

2nd year objectives and goals

 Want to increase the service quality by 40%

 Want to increase 50% service efficiency by providing more training to our chefs
 Want to sale our services to 15000 of our target customers
 Want to earn 20% more profits than first year
 Want to invest 50000 BDT more in investment purpose
 Wan to grab doubled market shares than previous years

Customer Analysis:
We have targeting micro marketing and in this target market we have several classes people and
their needs are different form each other. So our services will be provided according to those
differentiated needs. Now we provide a list of target customers and their needs and application of
our services:

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Target Customers Needs How the service will serve based
on the needs

Busy Corporate People Busy corporate people who works all day So these type of people can hire an
long and cannot make time to prepare food expert chef and enjoy the free time
whenever they return home with healthy and delicious foods

Health Conscious People The way of cooking is important for So they hire expert chef to prepare
maintain diet practice. There are some customize diet recipes in a fresh
health conscious people who want to diet environment.
but cannot know how to make foods in
proper way.

Foody Personality People who loves foods and want to try So they can hire a chef who
new and delicious dishes whenever they prepares dishes for them by
want without going outside or ordering maintaining quality of the foods.
from restaurant

People who have less On some occasion or event, there are so So these types of people can hire
time many works have to do simultaneously. So chef who performs shopping and
that is why we cannot make time to cooking in a hygienic way and thus
shopping groceries, cooking and washing save time for the clients
pots properly.

So, a chef cook fresh foods for

Affluent people Affluent people who have habits to take
them and saving the time that will

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 spend for cooking otherwise.
meals in a luxurious way and enjoy the
free time with quality foods.

Competitors Analysis
Competitors service type:

As our selected topic is personalized chef and our competitors are given below

Foodpanda

U ber Eats

Pathao Food D elivery

Traditional chef or catering services

Our competitors serve food which is already made from a selected restaurant or their own
organization. They take order from their customers, collect the selected restaurant’s food and
deliver it to their customers. It is an online based service.

How we are different from competitors:

 So our main difference is, we are providing service by ourselves to our customers in their
own home and the competitors are providing the readymade food service as a home
delivery.

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  A personalized chef has lot of works which are different from home delivery service
providers. Such as, a personalized chef may have to do the grocery shopping which the
home delivery food service providers do not perform
 Target customers are different in perspective of a personalized chef and his competitors.
Like, chef’s targeted customer can be the busiest persons who do not get enough time to
cook, to shop, and to clean the kitchen. Mostly these people hire chefs to ready their food
at home. On the other hand, all type people can order food to get the readymade food at
their home.
 Here, customers can observe the food quality in front of them which is hygienic or not.
But readymade food may not always be hygienic.
 The payment system may vary from the listed chart as the package of only cooking food,
or cooking food with grocery shopping, or preparing food with cleaning kitchen and so
on. But in readymade food service organizations need not have to follow these type of
segmentation. They just take order from selected restaurant and serve those to their home.
To the price of food take the restaurant and service providers take only the delivery
charge. They may also get some amount of % from their contracted restaurant. So here
payment system is different between the personalized chef and food service providers.

SWOT Analysis of Personalized chef:

Strengths:

 Customize service presented in a different way: Customize

service is served differently than the way of traditional chef. It’s an
online based service that is hired by clients to cook food in home
kitchen according to their taste and preferences.

 High skilled chef: Personalized chef is trained to be high skilled chef.

They have initial experience on cooking and other work regarding for
the cooking activities.

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  *Affordable: It’s affordable for both higher luxury life family and also
for medium level income family.

 Any time service: Personalized chef service can be available any

time through the internet.

 Organized tangibles of physical evidence: It have official website

and other social platform where use proper signage that customers
can easily find out where to payment, how to order.

Weakness:

 No popularity: As personalized chef is new service so there is no

popularity among the people about hiring the service.
 Lower investment: As it’s new in the service, so personalized chef
initial investment is low.
 Lack of technical knowledge: Website can be critical to the clients
because of technical knowledge absence.

Opportunity:

 Growing client’s demand: As people corporate life and personal life

become busy day by day so it’s growing client’s demand.

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  Growing organization’s image: With the popularity of personalized
chef it is growing organization’s image in every passing day.

 Skilled chef provides quality food: Skilled chef provide quality food
by considering health, nutrients, taste and preference.

Threats:

 Competitors better offering: Competitors may give the better

offering to the clients.
 Switching service by customers: If competitor offer better then
customers will be switches to the others.
 Low performance destroys image of organization: It is not
providing the best quality or make poor performance then it will
destroy image of the organization.

Service Marketing Mix

Product
Service Description:

Expert Personalized Chef is a chef who is hired by clients and cook foods in the client’s home
kitchens, according to their needs and preferences. This kind of chef take cares of consumer’s
food habits and perform some extra services for clients related with cooking.

Service features

 Hired from online

 All time service
 Timely served
 Customized menu planning

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  Grocery Shopping
 In home meal preparation
 Storage and cleaning service
 Online Payment
 Chatting system
 Other Tangibles

Pricing strategies:
Setting a service price is too tough because of intangible. So here pricing strategies should not be
too high or low. So our service is personalized chef, so here we select two models of pricing
strategies.

 Hourly based pricing

 Value based Pricing

The reason behind of choosing these pricing strategies are given below by illustrating an
example:

Hourly based pricing:

Here our chef will spend certain time for each customer because they have to work as an agent of
customers. Here several tasks are taken specific time, so we use hourly based pricing in that case.
So for per hour we will set a certain amount and set the total amount of hiring by summing up
the tasks with the time spent. Here we use some steps for hourly based pricing

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We provide an example, which will be clearer:

 Suppose, a client wants to hire a chef. At first he has to disclose his requirements first to
the chef via face to face meeting or chatting like what will the tasks he wants the chef
will perform for him, what will be the requirements of cooking, the market preferences
such as from which market, the ingredients will be bought etc.
 Here this client will hire the chef for 12 hours.
 The chef decides suppose, per hour rate is 500 BDT.
 Here, we provide steps 4, 5,6 collaboratively:

Tasks Hours takes for Hourly rates Time*Hourly rates

each tasks
Task 1: Preparing diet chart 2 hours 500 1000 BDT

Task 2: Shopping groceries 3 hours 500 1500 BDT

Task 3: Cooking diet food 3.5 (5 items) 500 1750 BDT

Task 4: Storage and packaging 1 hours 500 500 BDT

Task 5: Cleaning the kitchen after 1.5 hours 500 750 BDT
cooking

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 Total Amount 5,500 BDT

So our chef will receive 5,500 BDT as hourly based pricing rate.

Value based pricing:

We also use value based pricing. Here we set our service price based on what customers willing
to pay by perceiving our service. Here we set our service price as our demand but if customers
want to pay more or less based on their perception of the performance of our chefs, then they can
pay whatever they want. Suppose, if our chef will not perform as client’s requirements client can
pay whatever they want for each tasks. Basically we use this pricing strategies for creating good
relationship with customers as customers understand that we prioritize their preference even in
terms of payment. So thus we will build customers satisfaction and loyalty.

Place or Distribution strategy

Direct Sale:

For our service we use Direct sale because as we already know that service is intangible and it
will produce when customers and service providers are present in the same place. So here our
chefs will provide their service of cooking at customer’s home directly.

Service End
providers Customers

The advantages of direct sale (Personalized Service Perspective)

 Providing personalized approach for every client as their requirements

 Observing customer’s reaction directly such if they are happy or not
 Improving relationship with customers
 Customers can directly observe the chef’s performance

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  Opportunity to earn higher income

Promotion:
Here we use several types of promotional strategies. As our service is existing service but we
want expose our self in a different way. As an existing service, personalized chef is known to all,
that is why we use several promotional strategies so we get more attention than our customers.

Social Sites:
Build up social sites (Facebook, YouTube, Twitters, Instagram, Pinterest),
websites by name of the service organization and here marketers will post their
mission, vision, goals and strategies clearly. Mention service related every
information like service features, benefits, 4 p’s etc. to customers. Update every
single steps about the product if organization change something

Advertisement:
Create visual promotions like promotional videos or presenting satisfied clients
who will get benefit by using that product so that customers get instant attention .

Mobile Marketing
By mobile marketing we can reach their target customers easily. Majority of
people have mobiles, tablets, laptops, and they use these things every day. So here
we will promote our services through by sending emails, SMS or MMS to their
target customers and by doing so customers will know about the services and its
benefits.

Personal Selling
Here our chef directly sells their services at customer’s home. All the cooking
,cleaning and packaging the meals all are perfromed at client's own places

People
Recruitment and selection of chefs:

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Here first of all we will use some steps for recruitment and selection of chefs. So here we first of
all do some activities: Select those chefs who have some experiences about cooking. We then
interviewing them and check if they have enough knowledge about customer’s preferences or
not. If they pass in the interviewing section then, then will be taken for test like we ask them
what recipes they prefer to cook or cook easily and judge based on the tastes, the way of cooking
and the ingredients used for the cooking.

Develop people to deliver service quality:

 Train for technical and interactive skills: After initial recruitment test, if their (chefs)
results are not satisfied enough, they will be taken for training. We will provide On The
Job training to our chefs where chefs learn about every details about cooking on the spot.
If they fail to do or do any kind of wrong, then our trainers will correct them
immediately. We will provide our employees the opportunities of interaction with
customers. We will provide them the opportunities to talk with the customers, solve their
problems and provide information if they have any quires.
 Empower employees means providing our chefs the authorities to perform the services in
their own convenient way. We will provide them to the authority to access the website
and operating power so that they will contract with customers easily.
 We prefer team work because team work gain customers’ satisfaction. Here we all
support our chefs by providing them what they needed to perform the job. So that will
boost their motivation and they will feel that they are in a united situation and thus it will
encourage employee involvement.

Provided needed support system:

Measure internal service quality: To measure internal service quality, we can use SERQUAL
which is used as service dimensions. Now we relate service dimensions with our personalized
chefs service:

Service Related service dimensions with our personalized chefs service

dimensions

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 Reliability Complete cooking within the time that is set based on the customers and
employee agreement.

Responsiveness Willingness to listen customer’s taste and preferences, clients do not

have to wait longer time

Assurance Chef’s knowledge of job ,cooking skills and reputations

Empathy Customize food items for different clients as their requirements and their
taste ,preferences are highly appreciated by our chefs

Tangibles Website design , client’s dress code , website management etc.

Provide supportive technology and equipment: Here we provide some supportive technologies
for our chefs so that he can perform his duty easily.

 Here our chefs have access to our website information and they can access to the
customer’s information which support them to understand what customer’s requirements
are.
 Here our chefs also use online shopping if customer’s provide them less time for
complete their service. There are also shopping guide with them when they perform
shopping for clients. The shopping guide advises and guidance about product quality,
product trends, product performances etc. so that it will be easier for our chefs to shop
within limited time.
 We also provide necessary devices to connect with the portal of Hire A Chef.com. If they
face any problem, they can immediately can contact with us.

Retain the employees:

To retain employees (chefs) we have to:

 Rewarding them (monetary and non-monetary), if they meet all the requirements of
customers exactly what they (customers) want.
 Engaging them to get involved with the organization’ main vision and mission so that
they can find the meaning of their work

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 Perfrom the
additional
wok that Come to Perfrom
Taking order Meeting with customer client's home cooking
by online cutomers want to with all ,serving and
perfrom by ingredients storage
them like
shopping

 Encouraging them to communicate with others in the organizations so that internal

communication will increased

Service recovery:

If our chefs do not meet with the customers’ demands, does not improve the quality of cooking
or does something wrong because of not to listen customer, Hire A Chef.com provide service
recovery strategies. The strategies we follow are given below:

 We replace another chef who perform based on customer’ need and preferences
 We charge the payment whatever customers want to provide even it is very small
amount.

Process:
 Procedures: here we use specific procedures for all customers but the cooking style or
other preferences that vary from customers to customers. The process is given below:
 Mechanism: As our chef will perform at home, so there needs no high level of
mechanisms for cooking. Whatever client have in their house; our chef will try to
perform their service by those tools.

Physical evidence:
Other tangibles

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  Physical evidences are other tangibles and servicescape. But other tangibles are suitable
for our personalized service:

Other tangibles: Uses of tangibles based on this service

Business cards Hire A .com has their business cards where all the information
contract number, location is given
Uniforms Hire A Chef.com provides uniforms that makes differentiated our
chefs from other competitors. We use blue and white combination
shirt ,pant and cap for our chefs.
Websites We have official websites and we structured our website into some
subdivisions so that our customers can understand which option is
used for what purpose
Reports We also provide our annual reports in our official website so that
customers can see our financial performances if they are interested
to see.

Servicescape usage and service scape complexity

 Our servicescape is used by only employee because there is no involvement in customers.

Here the websites and the cooking place is only used by our chefs. As our chefs are
performed in the customer’s home (kitchen), so the servicescape is large enough which is
categorized as elaborate environment.

Environmental Analysis:
Political factors:
 Widely regulations on food industry

Widely regulation imposed on food industry such as cleanliness of commercial kitchen, the
standards for storing, requirements for labors in food business, then it will be tougher for our
chef to satisfy customers if they do not maintain those factors.

Economic Factors:
 More income

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People of many classes are living in this society. So these classes are determined by income or
occupations. So here people who earn quite high income want to spend more money on food.
Sometimes because of being busy, people have the tendency to cook less and eat out some
different items. So growing income have positively affect our selected service. But if income
level will slow down then it will be very negatively affect our service.

 High labor costs

Increasing labor costs negatively affect our services because if the hiring costs of chefs is too
high, it definitely affects badly for both organization and customers.

Technological Factors:
 Automation

If technological innovation is favor for us, then it will be easier for us to deliver our service
effectively. For example, shopping assistant robots, cooking assistant robots etc. help our chefs
to deliver their service more efficiently and quickly. So technological influences can reduce our
costs also.

Social Factors;
 Health Consciousness:

Now a day people are very health conscious and they eat those kind of foods which are good for
health. So that is why they sometimes avoid the local restaurant foods and they want to eat new
items at their own home. So the health consciousness as a social factor can boost up our
personalized chef services.

 People’s perceive about service providers:

If people think that our service is best for them and it fulfill their needs, then it will be good for
us. Otherwise it will impact negatively.

Legal factors:
 Safety standards

Legal factors like safety standards that provides guidelines of how food is stored, cleaned and
prepared and transported. So if our chefs do not follow any of them, then it will be turned into

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legal matters. So Hire A Chef should maintain the safety standards about foods and deliver the
services in this way.

Financial Analysis:
(A) The process of funding: We can collect money from several sources for this project.
First we invest by our own fund or equity and then we financing from several sources.
Like we can take loan from the two bank and some others fund we can take from our
relatives and some others friends. Although this money will not sufficient for the project
then we will take money from the bond holder at a lower interest rate.
(B) Predicted Financial Performance: As we will collect money from the several sources,
so we must be liable for the interest to give all of them. And we will give the dividend to
the shareholder and bond holder and tax for the government. In this business we have two
types of asset, like operating assets and financial assets. We will operate our day to day
activity to meet the regular obligations and then we generate some positive earnings. And
we will able to give dividend our shareholder and interest our bondholder.

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