Mohd Aamir (IIM Kashipur) - Restaurant Industry

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Name: Mohd Aamir

College: IIM, Kashipur

MBA Batch: 2014-16

Summer Internship Industry: Restaurant Industry

Location: New Delhi, India

Profile: Sales Executive & Marketing Researcher

Brief Project Description & Responsibilities:

Market research on consumer segmentation in order to provide B2C for our clients and also sales executive of “customer connect” product.

What was the overview of the project? Elaborate with some details

This project deals with the overall restaurant industry in Delhi. Initially I started by understanding the demographic position of the city where we find that the city is surrounded by NCR region which brings a huge customer to the city restaurants. I started my study initially by understanding each of its part separately and try to understand the behaviour of consumers in different part of the city in order to provide a solid business solution to our clients. First we have started by understanding the revenue model of market leader zomato. After that we try to understand the traditional foodies perspective in Delhi. Through different sources we find the growth in this industry, % wise share of restaurants in Delhi, and possibility of any new market. Together with we find a good research paper on west Delhi which is based on survey of some consumers that provide some unique findings. We also had developed survey for south delhi and east delhi which is a potential market. With the help of survey we also find some things which seems to be useful for serving our clients. We have tested them on various parameters like distance, food quality, influence, their source of finding restaurants etc

Share your daily routine & overall summer internship experience.

In order to pitch new clients we have to fix advance meeting with them. The day begins with meetings and pitching of our products.

It was a quite good learning experience as it give me a brief idea of sale in the market apart from that market research part make me learn how to implement the theoretical knowledge I had gained.

How was the selection process conducted?

Through CV shortlist then final interview

What were your key learnings from the summer internship?

1- Working of restaurant industry in Delhi.

2- Understanding consumer behaviour and their spending as how often they visit restaurants.

Three tips would you give to your juniors

1- First try to understand the business of your summer internship company.

2- Get required help from existing employees in order to understand what you are required to do.

3- Regular homework is necessary in order to give some unique results

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