Presentation on Integrated Marketing Communication
1. Pitch Deck: Food Darzee
Submitted to: Nilesh Sir
Submitted by: Group 1
Ayush Chudiwala
Aamir Shah
Ojas Ukhe
Neel Shetty
Prasoon Sharma
2. • Food Darzee is a subscription based meal service where we assign you a
personal nutritionist to plan your meals and the meals are then delivered to your
doorstep.
• The company comprises a group of passionate nutritionists,
doctors and culinary experts who have come together to create an
organization that provides a unique customer experience churning
out nutrition, food, fitness.
• The brand introduces to a highly specialised programme, where
one can lose 10% of your body weight or more in 40 days or less.
• It’s a brand that promises to help you achieve your health
goals while serving meals that are rich in flavour,
nutrition and quality .
‘Tailor-Made Nutrition at Your Doorstep’,
ABOUT FOOD DARZEE
5. Age group : 25 – 55
Geography :Tier 1 and Tier 2 cities
Gender: Male and Female
Interest : Fitness and Healthy regime
Occupation :Working professionals
Behavioural : Health conscious people
Lifestyle : Urban
TARGET SEGMENT
7. Objective
To increase awareness about the
service provided by Food Darzee
Enhance the Social Media
Presence
Enhancing consumer
consideration for he brand
8. Instagram
Media Uploads Followers Following Average Likes Average Comments Engagement Rate
1115 78,746 21 260 2 0.33%
Facebook
Handle- Food Darzee
Page Likes- 31,076
Currently 1330 people are talking about them
DIGITAL PRESENCE
9. Yustrength
About Yustrength
Founder: Yusuf Nalwala
Year of launch: 2013
Location: Mumbai
Business Model- Subscription based
Menu- Gluten-free, Ketogenic, Organic and Vegan
Celebrity clients-Malaika Arora, Sonakshi Sinha, Bobby Deol and more
Average meal price-500
COMPETITOR ANALYSIS
Social Media Presence
Instagram- Yustrength
Followers- 6146
Facebook-
Followers- 1875
10. Healthie
About Healthie
Founder: Rajesh Sawhney
Year of launch: 2017
Location: Delhi-NCR
Business Model- Subscription based
Menu- Gluten-free, Ketogenic, Organic and Vegan
No of Customers-30000
COMPETITOR ANALYSIS
Social Media Presence
Instagram- Healthie_in
Followers- 7195
Facebook- Healthie
Followers- 132,041
11. Purple Basil
Founder: Dhananjai Raja Kuttikad and Rashmi Ghale
Year of launch: 2016
Location: Bengaluru
Business Model- Subscription based
Menu- Gluten-free, Ketogenic, Organic and Vegan
No of meals daily-3000
Social Media Presence
Instagram- Purple Basil Food
Followers- 1216
Facebook- Purple Basil
Followers- 2226
COMPETITOR ANALYSIS
12. BRAND TONALITY
Food Darzee has a CAREGIVER tonality
Reasons-
• They curate customized meal plan for the
clients
• Create meals based on preferences of the
client and deliver to their door step
• Make sure they don’t repeat dishes at least
in 30 days
• Personal Nutritionists follows up on regular
basis and help one achieve their set goals
13. CULTURE: (Values of the
company)
Innovation: Turning unhealthy cravings
into a superfood.
SELF IMAGE: (Relationship the
user develops with the brand):
I believe in healthy living and health regime is
of utmost importance.
RELATIONSHIP: ( What
relationship people have with the
brand)
A brand which provides finest of the
quality, immensely reliable and worth a
shot.
PHYSIQUE: ( How the brand
looks from outside)
A key like shape depicting letter ‘F’ and ‘D’
as the initials of the company , showcasing
that we are the key to get you back in
shape.
PERSONA: (If the product was a
human how would it look like?)
Person who is empathetic, ingenious and
desires to standout from the rest.
REFLECTION: (The way others will
perceive when you use the brand)
Some one who is flamboyant , health conscious
and experimenter.
14. MAIN CAMPAIGN
Insight:
With increasing awareness towards physical
and mental health amongst people in India,
major chunk of the population is trying to
adapt to a sustainable and healthy lifestyle
Challenges:
-Lack of time to focus on self
-Lack of availability of one stop health
solutions
-Distractions during the journey of achieving
the healthy lifestyle goal
Campaign Idea:
#YourFitnessStory
Through this campaign we can promote the idea
“At Food Darzee we believe that each one deserves to
have their perfect fitness story which they can flaunt
Punch line- While you write your fitness story let us be the
director to make it a successful one
-List down an achievable and practical goal with health
experts at Food Darzee
-Break down the plan and get customized meals delivered
to your door step based on your dietary preferences
(We don’t repeat dishes in at least 30 days and deliver you
in the city no matter where you are during your meal time)
-Monitor and achieve the goal in specified time
Write your perfect fitness story to inspire more people
Strategy for this campaign
-Awareness
-Engagement
-Action
Platforms:
Instagram
Facebook
25. #HelloHealthyKitchen
IP FOR FOOD DARZEE
• Doing a fun cooking session of 10-12 minutes with
a celebrity/influencer like Shilpa Shetty or Kusha
Kapila in the Food Darzee Kitchen
• Showcasing a quick Keto/Low Carb recipe
• Quiz sessions conducted by celebrity/influencer
guests for viewers and winners win a free weekly
meal subscription
• Sharing tips and tricks of loosing weight the right
way
