Marketing phase.pptx

7/29/2019 Marketing phase.pptx

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Why McDonalds is not going Organic ?

The answer is..because they were never compelled to.

In an effort to remake their tarnished image of selling fat junk food, plastic food and food

that is made of refuse from meat factories, McDonalds is spending One Billion Dollars on a

Make over for its locations in Canada. But will McDonalds improve their real problem-

food quality and finally go organic? Or will they still keep serving Mystery McNuggets?

McDonalds doesnt qualify to be an expert on nutritional needs of Canadians but this movewill not address the quality of their product which is poor nutrition, plastic foods and refuse

from slaughter factories.The changes are superficial decorating a pig and putting lipstickon it but its still a pig.

What is this
http://www.politicolnews.com/mcdonalds-mystery-mcnuggets/http://www.politicolnews.com/mcdonalds-mystery-mcnuggets/http://www.politicolnews.com/mcdonalds-mystery-mcnuggets/http://www.politicolnews.com/mcdonalds-mystery-mcnuggets/


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The factory food that fast food chains uses is actually refuse from meat packing slaughter

houses and is made from: tendons, eyeballs, muscle tissue crawling in bacteria, washed in

ammonia then artificial flavours and dyes are used to make it look like meat.

Bugs, bacteria, rotting food is made into a pink sludge that McDonalds uses as food in theirmystery servings. We say mystery because most fast food chains do not follow the FDA rules

that insist that McDonalds put a description of the food and where it was derived but they are

not labelling their food ethically.

VIDEO TO BE SHOWN HERE


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Doing business without advertising is like winking at a girl in the dark. You know

what you are doing but nobody else does. - Steuart Henderson Britt

People need to be educated so that they can make intelligent moral choices Gary L. Francione

Your brand is formed primarily, not by what your company says about itself, but what

the company does.

Jeff Bezos

People don't buy what you do; they buy why you do it. And what you do simply

proves what you believe

Simon Sinek

Your uniqueness is your greatest strength, not how well you emulate others.

Simon S. Tam

90 percent of all Gillette shavers are bought by women for the men in their lives

Martin Lindstrom

(influence matters .results dontcoz results follow)
http://www.goodreads.com/author/show/1448642.Steuart_Henderson_Britthttp://www.goodreads.com/author/show/137384.Gary_L_Francionehttp://www.goodreads.com/author/show/948321.Jeff_Bezoshttp://www.goodreads.com/author/show/3158574.Simon_Sinekhttp://www.goodreads.com/author/show/6481707.Simon_S_Tamhttp://www.goodreads.com/author/show/118712.Martin_Lindstromhttp://www.goodreads.com/author/show/118712.Martin_Lindstromhttp://www.goodreads.com/author/show/6481707.Simon_S_Tamhttp://www.goodreads.com/author/show/3158574.Simon_Sinekhttp://www.goodreads.com/author/show/948321.Jeff_Bezoshttp://www.goodreads.com/author/show/137384.Gary_L_Francionehttp://www.goodreads.com/author/show/1448642.Steuart_Henderson_Britt


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nicoIts different ! BySahil verma 10804784Ajitabh Srivastava 10804178

Sarvendra pratap 10801170

Akshi Parashar 10803262

Harmanjote Kaur 10800063

Shivi aggarwal 10802519


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YOUR SUGGESTIONSOURBENEFIT

This is just to type down the on-the-spot suggestions and queries(if any left

unanswered) from audiences side


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We take Pride in introducing

UnicoOur Motive

To lend some relevance and make sense out ofOrganic idea of food


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Many millets would have gone extinct with the usual

corporate monopolization and genetic modification if

Organic movement had not started.

Organic farms, restaurantsand caf who are promoting

the habit of Organic food

products.

Lets see what people what people whoare actually doing it have to say aboutORGANIC RELEVANCE

(A small video will be shown regarding a small

organic caf running In New Delhi)


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Something about Organic Agriculture in India

About 1/3rdof the organic agricultural land (12.5 million

ha) is in transition/ developing markets and emerging

markets.

Out of this 12.5 million ha land .4.43 million ha organicfarming land is in India (even more than China)

When we have that amount of

production which is sufficient enough

to put Organic consumption as anascent habit in our routine then why

not do good for ourselves ?

Then why

exporting

80% yield

Source : PHD Research Bureau, compiled from economic survey of India 201011.


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Before selecting the target ( which might not be even interested in our

venture)

We did some research ( at least tried to find out facts regarding ) people

of Punjab and all those who are settled here.

Punjab stands Pattern of percapita income of the Indian states Share of Punjab out of total Investment proposals in India is 0.85%(In 2011, out of Rs.1199856 crore of Investment Rs.10144 crore of

Investment was proposed in Punjab)

Share of Punjab in food grain production has declined over the years. I thas come down to around 11% in FY2011 from around 13% in FY2001. (Oneof the reasons stated is intensive chemical culture of farming , So Organic

ideology does make sense here )

Agro based, food processing & beverages leads the opportunity ventures youcan go for , in Punjab

Source : PHD Research Bureau, compiled from economic survey of India

201011.


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Indian Organic Food-Market Size

Source : http://www.jaivikindia.com/presentations/session-1/Girish-Aivalli.pdf


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SWOT ANALYSIS OF ORGANIC FOOD BUSINESS

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QSPM analysis of Organic Food Business


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COMPETITIVE ANALYSIS OF ORGANIC FOOD BUSINESS

Strengths and Weaknesses


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Opportunities and

Weaknesses


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SEGMENTATION

Individuals: people that dine in by themselves.

Families: a group of people, either friends or a

group of nuclear relatives dining together.

Take out: people that prefer to eat Unico's food in

their home or at a different location than the actualrestaurant.

Dieting Women

Young and Happy couples

Ageing health conscious individuals

Athletes

Customers focused on environmental

sustainability


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PositioningUnico will position itself as a reasonably priced, upscale, organic

restaurant. LPU consumers who appreciate high-quality food will recognize

the value and unique offerings of Unico's organic food.

Patrons will be both single as well as families, ages 15-45.

Unico's Organic food positioning will leverage their competitive edge:

Product. The product will have the freshest ingredients including homemadepasta, imported cheeses, organic vegetables , cereals, and top-shelf

meats. The product will also be developed to enhance presentation,

everything will be aesthetically pleasing.

Service. Customer service will be the priority. All employees will ensure thatthe customers are having the most pleasant dining experience. All employees

will go through an extensive training program and only experienced people

will be hired. By offering a superior product, coupled with superior service,

Unico will excel relative to the competition.


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Strategy Pyramids Initial Market strategy will be to educate potential customers about not only how

unhealthy other fast food options are, but also how their selections are not thataffordable with regard to negative externalities to a persons health and negative effects

on the local community and environment.

By advertising that Unico will provide healthy convenient choices that are also

affordable we look to capture the part of the market that contains the growing number of

health conscious consumers. Initial incentives of discounts and rewards for comingbackUnico can start to build brand value and trust within the community.

TIE UP WITH LPU FOR PROMOTION

This campaign will leverage personal relationships with people on staff of the Lovelyeditorial pages and Lovely World to get a couple of articles written about Unico's. One

will be from the business point of view, talking about the opening of the restaurant and

the people behind the venture. This is likely to be run in the business section. The

second article will be a food review.

The same will be communicated via LPU UMS


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Marketing Mix

Unico's marketing mix is comprised of these following approaches to pricing, distribution,

advertising and promotion, and customer service.

Pricing. Unico's pricing scheme is that the product cost is 45% of the total retail price.

Distribution. Unico's food will be distributed through a take out model where customers

can call in their order and come to the restaurant to pick it up, come into the restaurant,

place the take out order and wait for it to be completed, or come in and dine at therestaurant.

Advertising and Promotion. The most successful advertising will be banner ads and

inserts in UMS and as well as a PR campaign of informational articles and reviews also

within the Lovely news.

Customer Service. Obsessive customer attention is the mantra. Unico's philosophy is that

whatever needs to be done to make the customer happy must occur, even at the expense of

short-term profits. In the long term, this investment will pay off with a fiercely loyal

customer base who is extremely vocal to their friends with referrals.


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THE MENUThe menu is going to be extremely simple but changing every day. We will keep a small

group of constants on the menu and then feature a chef's recommendation that we plan

to have 85% of meals ordering. This will help us to reduce waste and plan ingredients

and purchasing.

We are going to encash Ethnic Organic ingredients and recipes . (Our chef will have

great latitude in designing and producing menu offerings from many different world

cultures. We will endeavor to procure all the traditional, authentic ingredients necessary

to hold true to these varied and interesting cultural recipes.)

We are going to have ..what we call side items also The fruit cups would include things like cut apples, oranges, grapes, strawberries,

blueberries, raspberries and bananas. The vegetable cups would include things celery,

tomatoes, carrots, broccoli, cauliflower, and cucumbers

As far as beverages go Unico will not provide any soda, juice, or other drink that is high

in sugar content, high fructose corn syrup, or artificial sweeteners. Appropriate drink

selections will be unsweetened tea, green tea, low sugar juices or electrolyte rich

beverages, and a variety of low fat organic milk options.

Agenda : By keeping the options in our menu simple Unico will be able to save onoperating costs.


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We are PROMOTING itDIFFERENTLY

1. We will get a memorable phone number, such as 1800-Lettuce.

2. We will Obtain a memorable URL and email address and include them on ALL

marketing material.

3. Consider a vanity automobile tag with our company name.

4. Get a toll free number. These are really cheap and make it easy for people from

anywhere in Phagwara-Jalandhar belt to call/fax to our office.

5. Phone on-hold messages. When customers are on-hold, impart usefulinformation about your company.

6. Posters. These can be anything we want but should add logo and visibility to youridentity. They can be used everywhere.

7. Signs. it would include contact information such as logo, phone and web address,

especially if there is a lot of traffic. Signs with the same information should be put on

vehicles., road diversions and signboards.


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Other than this we are going to have

promotions via

Internet ( social media specifically)

Direct mail

Brochures

Seminars

Awareness camps in schools and colleges

Pam hlets

WORD OFMOUTH


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PRICING AND BUDGETING

An excel file will be showed to

display the prices and some

constraints that we are facing whilecoming to a decision regarding

finalization of suppliers


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THANK YOU !

Date post:	03-Apr-2018
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