healthy burger is launched in the market how to establish the burger in the market through digital techniques and different channels what will be the 4ps and stp of the product

1. Product: Nike Burger
Presented by
Manvi Garg

2. SEGMENT ANALYSIS
• In 2016, overall health and wellness food
products segment crossed Rs 10,000cr sales
mark in 2015, less than 10% of the overall
food market, according to a report by
Nielsen.
• Graph by euromonitor showing increasing
Increasing trends of healthy food.
• Survey conducted by
euromonitor for showing
trends of nutritious food in
different Demographics.

3. Nike+ Nike Air
For people with very active lifestyle. Heavy
lifters and those who crave higher calorie
diet
For people who are thriving hard to maintain
a restricted calorie diet, with all the
required nutrition.
Calories: 720 kcal for 225 gm
Total Fat: 36 gm
Saturated Fat: 19 gm
Cholesterol: 75 mg
Total Carbs: 48 gm
Protein: 64 gm
Calories: 180 kcal for 120 gm
Total Fat: 24 gm
Saturated Fat: 6 gm
Cholesterol: 16 mg
Total Carbs: 40 gm
Protein: 34 gm

4. Multigrain bun with
high fiber to help with
digestion
Redmeats like beef are
better sources of iron
andzinc
Healthy sauces which
are less on sucrose and
sodiumcontent
Use of camel cheese
(Camel milk is already
usedto treat
type1 diabetes
3 times higher in vitamin
C than cow’s milk, 10
times higher in iron but
lessvitaminA andB2)
lettuce has about 8 calories and
1 to 2 grams of carbohydrates per
cup. It's high in minerals, such
as calcium, phosphorous,
magnesium, and potassium.
Packed with vitamin C, vitamin
K, andfolate
Low on Fat and
sodium reduces water
retentionin thebody

5. To bring in products that will provide the
required nutrition intake to an athlete*.
To inspire Fast Food consumers to opt for
Healthier
Tastier Fast Food.
Integration of Core Values with the product
Inspiration
Innovation
*If you have a body you are an athlete
To provide with nutrition which enhances your
performance to the maximum and using
ingredients without ill-effect.
Authentic

6. COMPANY YOUTUBE FACEBOOK INSTAGRAM TWITTER
BURGER KING 102K 8.3M 1.8 M 1.8 M
MC DONALDS 398K 79M 3.7 M 3.6M
KFC 435K 55 M 1.6M 1.4M
SUBWAY 89K 24 M 1.3 M 2.3M
COMPETITOR ANALYSIS

7. Porter’s
Five
Forces
Threat of New
Entrant
(Moderate)
Bargaining Power of
Consumers
(Strong)
Existing Rivals
(Strong)
Threat of
Substitute
(Strong)
Bargaining Power of
Supplier
(Moderate)
• High ease of doing
business
• Low switching costs
• Moderate cost of doing
business
• High number of competitors in
segment
• Large variety of products
available in market
• Loyalty towards brand
• High aggressiveness of firms
• Low switching
costs
• High availability of
substitutes
• Satisfactory
performance of
substitutes • Low switching costs
• Large pool of
substitute
availability
• Small volume of
individual purchases
• Large size of individual
suppliers
• High number of
suppliers
• Low forward integration

8. Target
Market
Burgers:
Nike+: High Calorie.
Nike Air: Low Calorie.
Sides:
Salads: To aid digestion
Beverages: From Juices
to Diet Sodas.
Product
Competitive Pricing:
Due to presence of
high competition, the
prices should match
that of the
competition.
Moderately High
Tier – I & Tier II
Cities: Cities with
young and urban
crowd like Bangalore.
High Visibility Locations:
Airports, Mall, Business
Centers etc.
Extensive Advertising:
Using Hoardings, Social
Media and Pamphlets
for initial promotion.
Collaboration with
fitness centers and
nutritionists.
Promotion
Location
Price

9. Positionin
gTargeting
Segmentati
on
Geographical:
•Where people like to spend on
healthy food.
• A bit of variation with region.
Demographic:
•Age Group: 19-39 years.
•Mostly who are concerned
about calories and nutrient.
Psychological:
•People who practice healthy
lifestyle
•People looking to enhance or
maintain their performance in
Sports
The target it based on the
nutritional choice and
healthy lifestyle hence
focusing on content like
using Camel Cheese, Multi-
grain buns, red meat, low
fat content, no sodium
sauces etc.
•Fresh content
•Organic ingredients
•Calorie Friendly
•High on Nutritional value

10. Strengt
h
Threats
Weaknes
s
Opportunit
y
Save Time:
A stringent system of accepting
order and providing the food on
time.
Healthier Choice:
Since, the ingredients used is well
thought of and all of them in right
quantity to provide best product.
Higher Price:
The price maybe a bit on higher
side, as the product used are
healthier and of higher quality.
Bottleneck:
The product might end up being a
niche product with a very limited
consumers thus affecting the growth.
Aware Consumer:
The customers/consumers are
more aware then ever, about
the food that they consume.
Vegetarian Crowd:
About 26% of the population is vegetarian.
This is the crowd that looks towards
alternatives of protein through meat.
Competition:
If companies like McDonalds or Burger king
diversify to low-fat or high carb variant, the
loyal customers wont go for any other brand.
Local Flavor:
India has a very diversified
population, one single flavor cant
work all over the country.

11. Product Road Map
Stores and website
development
14 April, stores
and site launch
Digital advertising
Sales
Review of product

12. SEO
• Search Engine Optimization is very critical for marketing our website
• SEO helps in optimizing the content of our website like
#1. Content is the King:
#2. Use Keywords: gym food, healthy, low/high calories, gluten free,
diet food, food for weight lifters, nutrition, protein diet, healthier,
low/high crabs.
#3. Ensure your page is mobile friendly:
#4. Site Maps:

13. COMMUNICATION PLAN

14. CONTEXTUAL ADVERTISING
Contextual ad serving
ad next to relevant
editorial content

15. BEHAVIORAL ADVERTISING
Potential customer
is at work
Regularly check the
training program for
athletics or weight lifting
Search for healthy food
User goes home
User return to the work
next day
Served the targeted ad
for Nike burgers

16. GEO-TARGETING
Translate web
content into local
language and
optimize for city
specific search
engine
1. Provides opportunity to
target broad keywords or
specific promotions to a
targeted geography
2. Generates larger volume of
qualified clicks for regionalise
sites
3. Ad copy can be custom
tailored to each local
markets.
4. Enhance relevancy leads to
stronger click through
rates(CTR) which in turn
equate to lower cost per
click.

17. E-Mail Marketing

18. PRE-ROLL ADVERTISING
An online video commercial
that appears prior to an online
video, it is typically 5 to 30 sec
in length. Once you click on
certain online videos link you
will view a short commercial
before the video content.

19. DIGITAL MARKETING
TECHNIQUES

20. YOUTUBE MARKETING
• We will upload videos of Nike Burgers, stating the
nutritive facts.
• Attractive, self-designed thumbnails will be used
• YouTube profile bio will be keyword rich
• Videos translated in various languages
• YouTube ads in videos of other channels
• New video each month with a theme
• Celebrity endorsement/promotion ads-Lebron James
• Bumper ads

21. INSTAGRAM MARKETING
• 72% of users purchased a product seen on the
platform.
• Nike’s Instagram includes product photos, but the
majority show real athletes, concerts, and other
types of content that promote the Nike brand
personality as a whole.
• Influencer posts related to occasions
• Engage by encouraging people to share posts and
adding geotags
• Adding hashtags to broaden the post reach
• Look at competitor’s followers to know target
audience
• Focus the feed on lifestyle of athletes like tacobell

22. TWITTER MARKETING
• To target celebrities, athletes
• Get verified on twitter
• Interesting Twitter bio
• Search Keyword Targeting in twitter ads
• Use twitter analytics to review successful
hashtags
• Tweet with images

23. Three Year Projected sales after business
setup in Rs.
Year 1 Quarter 1 Quarter 2 Quarter 3
69,30,000 22,20,000 24,00,000 23,10,000
Year 2 Quarter 1 Quarter 2 Quarter 3
70,00,000 22,25,000 24,00,000 23,75,000
Year 3 Quarter 1 Quarter 2 Quarter 3
83,50,000 23,50,000 35,50,000 24,50,000

24. Profit Projections for Next Three Years
Year 1 Year 2 Year 3
Projected Sales 69,30,000 70,00,000 83,50,000
Cost of Sales 3,50,00,000 75,00,000 68,00,000
Interest 50,000 70,000 75,000
Depreciation 80,000 50,000 50,000
Profit Before Tax (2,93,70,000) 5,82,000 1,43,000
Tax (15%) 0 0 21,450
Profit After Tax (2,93,70,000) (5,82,000) 1,21,450

25. FUTURE SCOPE
1. Expansion in other healthy food products adhering to shift in dietary
patterns
2. Catering low segment also
3. Improving customer experience through emerging technology
4. Establishing itself as a leader in fast food industry

26. Advertisement is…..
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