Launch in India: Long John Silver's

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

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

Segmentation:

Demographic:

• Age: 6 – 55 years• Sex: All• Income: Upper Middle Class &

above• Sense of Affiliation: Love of

Seafood

Psychographical:

• Attitude: Looking for change• Values / Morals: Fast – food

lovers• Level of Understanding: Good

cheap food with variety• Factors Motivating: Something

new

Persona 1: Mr. Rahul Sharma

Demographic:

• Age: 25 years• Sex: Male• Income: Rs. 30,000 pm• Sense of Affiliation: Seafood

lover

Psychographical:

• Attitude: Looking for a change • Values / Morals: Seafood with

western touch• Level of Understanding: Good

tasting fast - food• Factors Motivating:

Cheap rates

Persona 2: Miss Seeta Prasad

Demographic:

• Age: 19 years• Sex: Female• Income: None• Sense of Affiliation: Love of Fast

- food

Psychographical:

• Attitude: Young & inquisitive• Values / Morals: Fast life, fast -

food• Level of Understanding:

Cheap• Factors Motivating: Trying

something new

Persona 3: Mr. Shiv Kumar

Demographic:

• Age: 47 years• Sex: Male• Income: Rs. 50,000 pm• Sense of Affiliation: Looking for

a change from the regional food

Psychographical:

• Attitude: Old & easy - going• Values / Morals: Value for

money• Level of Understanding: Trying

to fit – in with the newer generations

• Factors Motivating: Good cheap food

Location:

Mantri MallApprox. 20,000 sq. ft.

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.

Menu:

Basket Combos Variety Platters Specialty Seafood Grilled Selections

Family Meals Kid’s Meals Sides & Desserts Beverages

Tagline:

join the frenzy

Print Advertisement:

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.

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.

Amrita Beri