Launch in India: Long John Silver'sPresentation Transcript
Objectives: 1 Company History 2 Segmentation 3 Location 4 Unique Selling Points 5 Menu 6 Tagline 7 Print Advertisement 8 Audio / Visual Advertisement 9 Layout 10 Launch
Company History: Long John Silvers Inc. is a United States-based fast-food restaurant that specializes in seafood. The name and concept were inspired by Robert Louis Stevensons book Treasure Island. The first restaurant was opened in 1969 in Lexington, Kentucky. Founded by Mr. Warren W. Rosenthal. Formerly a division of Yum! Brands Inc., the company was divested to a group of franchisees in 2011. Countries: United States, Singapore, Canada & Saudi Arabia Number of Stores: 964 in U.S. & 31 in Singapore, Canada & Saudi Arabia (as of 2011) 1969 - 2002 2002 - 2011 2011 - now
Segmentation:Demographic: Psychographical:• Age: 6 – 55 years • Attitude: Looking for change• Sex: All • Values / Morals: Fast – food• Income: Upper Middle Class & lovers above • Level of Understanding: Good• Sense of Affiliation: Love of cheap food with variety Seafood • Factors Motivating: Something new
Persona 1: Mr. Rahul SharmaDemographic: Psychographical:• Age: 25 years • Attitude: Looking for a change• Sex: Male • Values / Morals: Seafood with• Income: Rs. 30,000 pm western touch• Sense of Affiliation: Seafood • Level of Understanding: Good lover tasting fast - food • Factors Motivating: Cheap rates
Persona 2: Miss Seeta PrasadDemographic: Psychographical:• Age: 19 years • Attitude: Young & inquisitive• Sex: Female • Values / Morals: Fast life, fast -• Income: None food• Sense of Affiliation: Love of Fast • Level of Understanding: - food Cheap • Factors Motivating: Trying something new
Persona 3: Mr. Shiv KumarDemographic: Psychographical:• Age: 47 years • Attitude: Old & easy - going• Sex: Male • Values / Morals: Value for• Income: Rs. 50,000 pm money• Sense of Affiliation: Looking for • Level of Understanding: Trying a change from the regional food to fit – in with the newer generations • Factors Motivating: Good cheap food
Location:Mantri MallApprox. 20,000 sq. ft.
Unique Selling Points: Local fishes with western flair. Fishes like Pomphret, Pabda, Rahu, etc. Cooked with 19 secret spices for that perfect Long John Silver’s taste. A dedicated Seafood joint for first time in India. Great tasting pocket – friendly Seafood Will not only cater Seafood lovers, it will also serve delicious vegetarian food. Cool combos available.
Audio / Visual Advertisement: Scene 1: A fisherman is fishing. Scene 2: The fish is being transported to the Long John Silver’s. Scene 3: The cook prepares the batter. Scene 4: He drops the fish in the batter. Scene 5: He then prepares the fish. Scene 6: After that he places the fish on a plate & garnishes it with French – fries & Coleslaw. Scene 7: Then he places the plate on the serving counter. Scene 8: The camera shows the unbundled joy on a kid’s face as he looks at the plate. Scene 9: Then the camera zooms out & shows the entire place full of happy & delighted customers. Scene 10: The screen fades & the logo & the tagline comes on screen.
Launch:Pre-Launch Promotions: Media coverage including Newspaper, Television, Radio, etc. HoardingsGrand Launch: The Manager of Mantri Mall would inaugurate the launch. The launch would be covered by all the big Newspapers in Bangalore.