Health Bar

4 Ps
Product

About POSH-TICK
Therefore we have come up with POSH-TICK – a tastier
way.
• The name POSH-TICK is derived from hindi word
paushtik which means healthy.
We went the Indian way for two reasons
a) we didn’t want to use healthy as people attached it
with weight loss & we are focusing on healthy food
for everyone.
b) Indian is the way to go as we are an Indian company
and we will have our branches all over India.

• Also what people usually order is a mixture of Indian
and other foodstuff, & we provide a blend of both.
• The tastier way is purposely included as people
perceived healthy to be bland & we want to tell people
that healthy food and taste are not at two ends but
together
• We don’t want our consumers to mistake us for a diet
chain as we focus on health for everyone as opposed to
low cal ?& diet food. That is why we want our name to
suggest it all for them.

Place
Launch in six cities

HYDERABAD
Reasons For Opening Our Branch In Panchagutta:
• It is the heart of the city.
• Commercial city & colleges too are located here.
• Later another branch will be opened in HI –TECH CITY
-Madhavpur, which is an IT HUB

Chennai
Reasons For Opening Our Branch In Anna Salai:
• It is a commercial place.
• Some of the largest corporate and Indian offices are
established here.
In Anna Salia we would like to open in “Spencer Mall".

BANGLORE
Reasons For Opening Our Branch In Kormangala:
• Posh area.
• We would like to open it in the Forum mall as it attracts both
the working professionals and other young crowd.
• In future we would like to open our chain in Brigade road.
• We would have tie ups with the multinationals like Wipro,
Infosys and Google to give us sections in their food counters.

DELHI
In Delhi, we would like to have two outlets
• Connaught Place
• premier shopping destination.
• commercial and business hub of Delhi.
• Has countless number of Emporia and cinema halls.
2. Gurgaon
• It is the main city of Delhi
• It has major IT firms and other industries.
• It has many malls.

Kolkata
Reasons for opening our brand in Park Street
• It is a commercial Hub
•It forms the heart of Kolkata Metropolis
•There are no health bars in this city

MUMBAI
In Mumbai we would like to have three outlets
• CHURCHGATE
• It houses some of India's premier business headquarters.
• It attracts A number of students from South Mumbai
Colleges and office goers.
• Lower Parel (Pheonix Mills)
• Goregaon (Near Oberoi Mall)

Pricing
Our Menu

Marketing brief
• We are launching a fast-food joint which aims to provide
people healthy, tasty and quick food.
• To change the usual notion of healthy being bland to
tasty through our restaurant.
• Create the want for “healthy at the same time tasty food
option” in our consumer we would like to fulfill their want
to the optimum.
• Kick Start our POSH-TICK in the six metros mentioned
earlier and depending on the progress and increasing in want
if any, would expand our project.

COMMUNICATION BRIEF
PROPOSAL
• Posh- tick a new food- chain in the country is launching its
outlets across the six Metros (Delhi, Mumbai, Hyderabad,
Chennai, Bangalore and Kolkata). It will offer a unique
blend of healthy and tasty fast- food.

POSITIONING STATEMENT
• “Excellent blend of taste and health”
• Available at reasonable price
• Quickly available as it is under the category
of fast- food

• COMMUNICATION STRATEGY
• Advertising, sales promotion and PR Stunts
• MEDIA VEHICLE USED
• Print ads in newspapers and magazines, outdoor
media, radio ads a TVC
• PROMOTIONS
• Tie- ups with gyms, would like to promote the day of
our launch as “Health and Taste day”, create
community groups
• SALES EVALUATION
• Feedback forms from customers
• BUDGET
• 50 Crores
• TIME SPAN
• Eight months

SWOT
Analysis
• Strenghts
• Weaknesses
•Opportunities
• Threats

BRAND
COMMUNICATION
FOR POSH-TICK
• BRAND VISION
Over the period of time we want POSH- TICK to
be recognized as a food- joint that provides the
best HEALTHY, TASTEY AND QUICK food.
• BRAND ESSENCE
Healthy food
• BRAND TRUTH
Will always provide with healthy, tasty and quick
food under any given circumstances
• BRAND BENEFIT
Eating in our restaurant would be always
advantageous as it would provide a blend of tasty
and quick food with the core advantage of being
healthy

• BRAND VALUE
We will provide you with tasty and quick food
with compensating on the health-benefits of it.
We will seek to maintain our promise of
HEALTHY FOOD in every situation
• BRAND PROMISE
The best healthy, quick and tasty food, a
unique blend only at Posh- tick
• BRAND PERSONALITY
Health, hygiene, taste and time conscious, in
tandem with the changing consumer of today

Business Strategy
FOR POSH-TICK WE WOULD FIRST AIM
AT HAVING 25% OF SHARE IN THE
FOOD MARKET. THEN BY 2011 WE
WOULD LIKE TO INCREASE IT TO 32%.
THIS WILL HAPPEN BY OPENING MORE
CHAINS IN THE CITIES OF INDIA.

COMPETITORS FOR
POSH-TICK
Competitors are divided into two sections:
• In respect to the product
• In respect to the advertising

Competitors
(with respect to the product)
• Star one restaurant
• Subway
• HAS juice bar

Competitors
(with respect to advertising)
• Pizza hut
• Dominos pizza
• Mc Donald’s
• KFC

• SECONDARY AUDIENCE
Target Audience • People who just hang-out in these
locations with family, friends etc..
KEY AUDIENCE
EXTERNAL- • INTERNAL- The people with whom
PRIMARY AUDIENCE we will have our tie- ups
People in the age bracket of 15- 50 • PSYCHGRAPHICS- People who
approximately look for healthy and tasty option to
Working professionals in commercial eat at reasonable price. They look for
areas and students who can afford an option which could offer them a
spending 300-500 per visit at our place quick meal at anytime.

STUDENT
Consumer Profile • Age 16-22 years
WORKING PROFESSIONALS • SECA and SECB
• Age 23 to 45 or 50 • Monthly expenses (3000+)
• Both males and females • The new generation with the newer
• Urban ideas
• Monthly income – at least
Rs. 25000
• Married or unmarried

The psychographics STUDENT
(as per the VALS II Lifestlye - Experiencers
segmentation) - Believers
WORKING PROFESSIONALS - (Strivers)
- Achievers
- Experiencers
- And the makers

Positioning • Breaking out the general
perception that health food could be
• “An excellent blend of health and tasty also.
taste”.
Main focus is on: 1. Healthy food
2. Taste of the food

Orion Advertising
and
360 Communications

Analysis

Analysis

Analysis

Analysis

Analysis

Analysis

Analysis

Analysis

Analysis

Analysis

Analysis

Analysis

Analysis

Creative Brief

MARKETING PROBLEM –
• negative thinking whereby people tend to relate healthy food to
less tasty or not at all tasty food.
• credibility of healthy food is always at stake.
TALKING TO –
• WORKING PROFESSIONALS
• STUDENTS

CURRENT CONSUMER BEHAVIOUR –
• Have anything that is easily available and is appetizing to their taste- buds.
• And don’t mind spending anywhere in the range of 300-500.
DESIRED CONSUMER BEHAVIOUR –
• health and taste of food can very well go hand - in – hand

INSIGHT AND PROPOSITION –
• “eat the right way” without compensating on taste.
Tone –
• friendly, realistic and positive

Media Vehicles to be used
Magazines –
• Health, Femina, JLT, Jam, Health & Fitness, Outlook.
Newspaper (PR - planted articles) –
• Bombay Times and Times of India, HT
Newspaper (ad) –
• TOI, BT, HT, DNA
Radio (promotions) –
• Big 92.7 FM

Media Vehicles to be used
Hoardings –
• Near our restuarants. For example, in Mumbai from
Lower Parel Station to Kamla Mills area. In
Goregaon, the area surronding the restaurant. In
Churchgate, From churchgate station to Colaba.

COMMUNICATION SPECTRUM
30% trial
40% Conviction and
Desire
50% Liking and
Preference
60%
Comprehension
90% Awareness
100%
Unawareness

Advertising and
Promotions

Advertising and Other Promotion
• Also, offers like keeping a 10 % discount off after the first three months launch on
student & office ID, this would attract customers initially
• Include tie ups with IT Sector as Hyderabad and Bangalore have cities which are IT
Hubs. ( This would prove to be an effective tool for creating a loyal customer base)
• Sponsoring Recipe sections in magazines and availing discounts through these
sections to the readers and sponsoring contest on Big 92.7 FM.
• We would like to celebrate the day of our launch as ‘Taste and Health’ day.
• Community groups.

Innovative Outdoor

Steffi Lewis
Sanali Lotankar
Hiral Savla
Deeksha Shetty
Rini Singh
Ruma Singhal
Viola Rodrigues
Thank You!