Marketing FOGO

8/8/2019 Marketing FOGO

1/14

Its Pure!!!

Hello Foodies! I am

your Health MasterFOGO. Welcome to

my restaurant

Its Pure!!!

By

Procrastinating Marvels


2/14

`

FOGO Gyan

Its Pure!!!isallabout

providing healthyand

enrichingorganic food

Oh! You wantto know

what Organic Foodis?

Organic foodsare products

derived fromorganic

farming which sustains

agricultural productivity

while avoidingsyntheticfertilizersand pesticides.

Organic foodismore rich in Vitamins,

Minerals,and Fibre and retainsthe level

ofnutrients for much longer.

You will have more energythroughconsuminglow levelsoftoxicsand

chemicals, which are otherwise presentin

nonorganic food products.


3/14

FOGO Gyan

Whats in it

for you? Organic foodismore rich in Vitamins,Minerals,and Fibre and retainsthe level

ofnutrients for much longer.

You will have more energythrough

consuminglow levelsoftoxicsand

chemicals, which are otherwise presentin

nonorganic food products.

Environmentand humanbenefit.


4/14

Its Pure!!!

VisionTobe atrustworthyandinnovative global

leader in providinggenuine organic food &productsolutions for healthyliving.

MissionTomake people health consciousand

encourage themto eat healthyorganicfood. We wanttocreate an enjoyable place

for customers todine anda rewarding

place for the employeesto work.


5/14

Executive Summary

Its Pure!!! is a concept based restaurant,

serving organic food, located in Pune.

The restaurant will focus on offering high-quality

service and extremely clean, non-greasy food

We intend to expand the model to food stalls,

processed food and other organic products across

all parts ofthe country Create Brand Awareness ofIts Pure!!! through

Brand Element Mr. FOGO


6/14

FeasibilityPlan

Market Survey

ConductedbyACNielsen andItsPure.

The results were coinciding.

75% people are aware aboutorganic foodanditsbenefits

65% people willingto paya premiumof20 25% fororganic food

Amountspend per outing per person 47.2% 100 250/50%250 500

People eatoutatleastonce a week Top 2 parametersondecidinga restaurant Foodtaste andfoodnutrition

45.5%are notaware ofchemicalsin food


7/14

Feasibility

Finances

InitialInvestment ( ` )

WorkingCapital 10,00,000

Interior and

Development 16,50,000

Licencing Costs 5,25,000

Rentsand Deposits 6,30,000

Initial

Advertisements 7,00,000

Total 45,05,000

First Quarter ExpensesandRevenue

Expenses (`) Revenues (`)

Salaries 40,5000 Revenues 33,00,000

ElectricityCosts 1,80,000

Advertisements 3,00,000

Rent 3,15,000

Interestto pe paid 1,12,625

Costof Food 14,40,000

Total 27,82,625

NetProfitin 1st

Quarter 517375

Break EvenAnalysis (`)

NetProfitin 1st Quarter 5,17,375

NetProfitin 2nd Quarter 5,43,243

NetProfitin 3rd Quarter 3,67,376

NetProfitin 4th Quarter 3,85,744

Profitin 1st Year 18,13,740

Profitin 2nd Year 22,67,174

Profitin 3rd Year 28,33,968


8/14

SWOTAnalysis

Strengths

The growing trend of dining out.

Already a successful concept in

developed countries.

Growing inclination towards a healthy

lifestyle.Suitable economic conditions in India.

Weakness

Comparatively costlier than non-organic

food products.

Organic market is not consumer demand

based, but supply driven.

High rental and manpower rates in thetargeted city.

Opportunities

Early Moversadvantage.

New concept for the consumersand will

create interest.

willstrike achord with the consumers

with Go Green andenvironment

friendliness attitude.

Good SupplyChainmanagement.

Threats

The clientele issome whatniche.

A relativelynew conceptand hence the

risk involved.

Fashion ofjunk foodamongyoungsters.


9/14

COMPETITORS

Dominos

Pizza Hut

Mc Donalds Establishedchainslike BJN, Motimahal,

Rajdhani

Other local Hotels & Restaurants


10/14

Industry

New

Entrants

Suppliers

Substitutes

Buyers


11/14

Promotion Strategy

BrandElementMr. FOGOTargeting Health Centres, Gyms, YogaClasses Hospitals

RadioAds

Pamphlets

SocialNetworking Sites

Website Promotion

Health Check-up campaigns

VisitingCollegesandCorporate Houses

Discountcoupons

Wi-fi enabled premises

Tie-up with foodcriticsandmagazines


12/14

PromotionsAndBranding


13/14

SecondaryAssociations


14/14

Thank you

QuestionsPlease!

Marketing FOGO

Documents

Transcript of Marketing FOGO