This presentation is made is a strategy that Torrp It Up needs to adapt in the online space. It includes both change in brand identity and online strategy.

1. Torrp it up

2. Critical Evaluation-Facebook
 Neither product branding or brand name is prominent.
 It is filled with offer’s and pictures but no brand interaction on the same
 Multiple product endorsed over one main product for the day, confusing all the
product offerings.

3. Critical Evaluation-Facebook
 Pictorial representation are not at all sumptuous and appealing for one to feel the
urge to go and have one.
 All India festivals across multiple cultures in India need to be celebrated with all
activeness in order to keep the page going interesting and have more interaction.

4. Critical Evaluation-Twitter
 No Interactions & re-tweet
 Being a quick reader lot of cross promotional offers can be twitted, liking the
same with Facebook.
 Total no. of Followers need to be increased only once the content is made
interesting.

5. Brand Comparison
Torrp-it-up
 Wide product range
 Competitive pricing over
Subway
 Better Service
 Low brand recognition
 Positioning- Not Clear (World
of Flavor V/s Eating Healthy)
 Less noticeable shops in high
street
 Location Notifier - Weak
 Local Feel
Subway
 High brand recognition
 Perceived healthy
 Less variety
 Positioning- Clear (Eating
healthy)
 Noticeable shops in high
streets
 Location Notifier- Strong
 Global & International Feel

6. Digital Plan
Phase 1 – Brand Visibility, Product
Showcase, Better product shots, to
enhance creatives- 6 months
Phase 2 – Contest, Sweepstakes
offers, Online events, active
interactions- 12 months plan post
that ongoing event once settled
Phase 3- Interactive mobile
application

7. Digital Plan –Phase 1
 Presence increase to all social
media platforms including G+, YT,
Pintstorm, Tumbler, Stumble upon,
Google maps
 Existing presence in FB & Twitter
needs to be modified as per a
standard template and design which
spreads across to the above.
 New product shots with a fresh look
and feel as food in digital is all about
photos and more..
 To increase presence tie up with
food, cinema, coffee chain etc.
websites to advertise on

8. Digital Plan –Phase 2
 All the actives will be as followed:
 Cover page –Big picture of the product can be changed each day
 Facebook Page Tab – should be used to promote all our activities
 Photo updates- Interesting photo updates maintain a standard template.
 Contest & Sweepstakes – Design exclusive pages for the same for each social media
platform individually
 Geo Tagging- This can be done across all social media platform to increase campaign in
specific geographic areas.
 Embed Videos- Make AV’s of the brand to be put up, or animated AV season to make it
viral.
 Hashtags – Use trending & niche hashtags for twitter & instagram
 Engage with Menu items- Take photos of the menu or tent cards in restaurant & get your
customers to upload their favorite items.
 Photo Contest- To get users involved upload pic on instagram

9. Digital Plan – Phase 3
Mobile Application
FEATURES:
 Select the nearest Torrp-it-up location that takes smartphone orders
 Build your sandwich, your salad or your breakfast the way you like it.
 You can see every sandwich in mouth-watering detail
 Review the nutritional information on each sandwich
 If you are registered, we will remember your information
 Watch the calories and the price change as you build your sandwich.
 See the nutritional information in detail on your custom sandwich

10. Digital Plan – Phase 3
 Toast your sandwich
 Build your own combo meal
 Share your cart with other users to allow them to bump their orders over. Great for group
orders!!!
 Locate any Torrp- It –Up in the India with address, phone number and driving directions
 Pay cash or with credit card
 Any specials or discounts are applied automatically!
TIPS:
 Save your favorite sandwiches in your favorites
 Repeat past orders with one tap

11. Campaign
Route 1
Eat Healthy Be Healthy
TG-
• College Students
• Office workers
• Health conscious male and female

12. Campaign Route 1
 YouTube-
 AV of behind the scenes of fresh vegetables sources to packaging
 AV of in store making of Torrp-It-Up
 Facebook & Twitter-
 Health tips of the day
 Health tips from experts and dietitians who are endorsing the products at
Torrp-It-Up
 Contest- Healthy week of the month where the record of the diet plan will be
deigned by the expert on board dietitians which will include Torrp-It-up product
range with discount coupons. After the week the contestant will be checked by
the dietitians the the best progress would win the contest.

13. Campaign Route 1
 Pintstorm- Pictures of the store, healthy product portfolio, Pictures of the winners
of the contest, pictures of the best moment of the healthiest contestant in the
contest.
 Website Promotion- Tie up with food, Cinema, Health tips, college campus
websites to promote the health contest and Torrp-It-Up brand
 Google Ad Words- Promote the offers and the contest together on Google ad
words. This would push the netizen to the FB page where event page designed
on FB(FB Landing page) will be used where one has to fill the form and the event
details would be mentioned.
 ATM Center(Offline)- Print on the ATM receipts the name of the outlet along with
the address. E.g.. HDFC ATM at Bandra can have the same which guides to
outlet near Bru Café. Similarly outlets can be identified and executed accordingly.
This directly helps increase sales and measure ROI by giving discount on the
ATM receipt by tearing a part of the counterfoil.

14. Campaign
Route 2
Enjoy the world of flavors!!!
TG-
• College Students largely
• House wife's

15. Thank You