8/8/2019 Marketing FOGO
1/14
Its Pure!!!
Hello Foodies! I am
your Health MasterFOGO. Welcome to
my restaurant
Its Pure!!!
By
Procrastinating Marvels
8/8/2019 Marketing FOGO
2/14
`
FOGO Gyan
Its Pure!!!isallabout
providing healthyand
enrichingorganic food
Oh! You wantto know
what Organic Foodis?
Organic foodsare products
derived fromorganic
farming which sustains
agricultural productivity
while avoidingsyntheticfertilizersand pesticides.
Organic foodismore rich in Vitamins,
Minerals,and Fibre and retainsthe level
ofnutrients for much longer.
You will have more energythroughconsuminglow levelsoftoxicsand
chemicals, which are otherwise presentin
nonorganic food products.
8/8/2019 Marketing FOGO
3/14
FOGO Gyan
Whats in it
for you? Organic foodismore rich in Vitamins,Minerals,and Fibre and retainsthe level
ofnutrients for much longer.
You will have more energythrough
consuminglow levelsoftoxicsand
chemicals, which are otherwise presentin
nonorganic food products.
Environmentand humanbenefit.
8/8/2019 Marketing FOGO
4/14
Its Pure!!!
VisionTobe atrustworthyandinnovative global
leader in providinggenuine organic food &productsolutions for healthyliving.
MissionTomake people health consciousand
encourage themto eat healthyorganicfood. We wanttocreate an enjoyable place
for customers todine anda rewarding
place for the employeesto work.
8/8/2019 Marketing FOGO
5/14
Executive Summary
Its Pure!!! is a concept based restaurant,
serving organic food, located in Pune.
The restaurant will focus on offering high-quality
service and extremely clean, non-greasy food
We intend to expand the model to food stalls,
processed food and other organic products across
all parts ofthe country Create Brand Awareness ofIts Pure!!! through
Brand Element Mr. FOGO
8/8/2019 Marketing FOGO
6/14
FeasibilityPlan
Market Survey
ConductedbyACNielsen andItsPure.
The results were coinciding.
75% people are aware aboutorganic foodanditsbenefits
65% people willingto paya premiumof20 25% fororganic food
Amountspend per outing per person 47.2% 100 250/50%250 500
People eatoutatleastonce a week Top 2 parametersondecidinga restaurant Foodtaste andfoodnutrition
45.5%are notaware ofchemicalsin food
8/8/2019 Marketing FOGO
7/14
Feasibility
Finances
InitialInvestment ( ` )
WorkingCapital 10,00,000
Interior and
Development 16,50,000
Licencing Costs 5,25,000
Rentsand Deposits 6,30,000
Initial
Advertisements 7,00,000
Total 45,05,000
First Quarter ExpensesandRevenue
Expenses (`) Revenues (`)
Salaries 40,5000 Revenues 33,00,000
ElectricityCosts 1,80,000
Advertisements 3,00,000
Rent 3,15,000
Interestto pe paid 1,12,625
Costof Food 14,40,000
Total 27,82,625
NetProfitin 1st
Quarter 517375
Break EvenAnalysis (`)
NetProfitin 1st Quarter 5,17,375
NetProfitin 2nd Quarter 5,43,243
NetProfitin 3rd Quarter 3,67,376
NetProfitin 4th Quarter 3,85,744
Profitin 1st Year 18,13,740
Profitin 2nd Year 22,67,174
Profitin 3rd Year 28,33,968
8/8/2019 Marketing FOGO
8/14
SWOTAnalysis
Strengths
The growing trend of dining out.
Already a successful concept in
developed countries.
Growing inclination towards a healthy
lifestyle.Suitable economic conditions in India.
Weakness
Comparatively costlier than non-organic
food products.
Organic market is not consumer demand
based, but supply driven.
High rental and manpower rates in thetargeted city.
Opportunities
Early Moversadvantage.
New concept for the consumersand will
create interest.
willstrike achord with the consumers
with Go Green andenvironment
friendliness attitude.
Good SupplyChainmanagement.
Threats
The clientele issome whatniche.
A relativelynew conceptand hence the
risk involved.
Fashion ofjunk foodamongyoungsters.
8/8/2019 Marketing FOGO
9/14
COMPETITORS
Dominos
Pizza Hut
Mc Donalds Establishedchainslike BJN, Motimahal,
Rajdhani
Other local Hotels & Restaurants
8/8/2019 Marketing FOGO
10/14
Industry
New
Entrants
Suppliers
Substitutes
Buyers
8/8/2019 Marketing FOGO
11/14
Promotion Strategy
BrandElementMr. FOGOTargeting Health Centres, Gyms, YogaClasses Hospitals
RadioAds
Pamphlets
SocialNetworking Sites
Website Promotion
Health Check-up campaigns
VisitingCollegesandCorporate Houses
Discountcoupons
Wi-fi enabled premises
Tie-up with foodcriticsandmagazines
8/8/2019 Marketing FOGO
12/14
PromotionsAndBranding
8/8/2019 Marketing FOGO
13/14
SecondaryAssociations
8/8/2019 Marketing FOGO
14/14
Thank you
QuestionsPlease!