2. 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

3. Company History:
 Long John Silver's Inc. is a United States-based fast-food restaurant that
specializes in seafood.
 The name and concept were inspired by Robert Louis
Stevenson's 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

4. 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

5. Persona 1: Mr. Rahul Sharma
Demographic: 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

6. Persona 2: Miss Seeta Prasad
Demographic: 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

7. Persona 3: Mr. Shiv Kumar
Demographic: 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

8. Location:
Mantri Mall
Approx. 20,000 sq. ft.

9. 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.

10. Menu:
 Basket Combos  Family Meals
 Variety Platters  Kid’s Meals
 Specialty Seafood  Sides & Desserts
 Grilled Selections  Beverages

11. Tagline:
join the frenzy

12. Print Advertisement:

13. 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.

14. Launch:
Pre-Launch Promotions:
 Media coverage including Newspaper, Television, Radio, etc.
 Hoardings
Grand Launch:
 The Manager of Mantri Mall would inaugurate the launch.
 The launch would be covered by all the big Newspapers in Bangalore.

15. Amrita Beri