Launch in India: Long John Silver's
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Transcript of 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