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Launch in India: Long John Silver's

Launch in India: Long John Silver's






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    Launch in India: Long John Silver's Launch in India: Long John Silver's Presentation 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.
    • Menu: Basket Combos  Family Meals Variety Platters  Kid’s Meals Specialty Seafood  Sides & Desserts Grilled Selections  Beverages
    • Tagline: join the frenzy
    • Print Advertisement:
    • 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.
    • Amrita Beri