1

KATHMANDU UNIVERSITY SCHOOL OF MANAGEMENT

(KUSOM)

Balkumari, Lalitpur

MARKETING PROJECT REPORT ON

FIT-TREAT

SUBMITTED TO:

Mrs. Sunanda Sharma

Marketing Department

SUBMITTED BY:

Group 6

PreshikaRajyaLaxmi Shah (20326)

AshmaSharma (20327)

BinduGaireSharma(20328)

Britika Sharma (20329)

Mihika Shrestha (20330)

Submission Date: 31st July, 2020

1
 i

ACKNOWLEDGEMENT

We sincerely present gratitude towards the Kathmandu University School of

Management (KUSOM) for including Marketing Management and Decisions as part of
our course.

Also, we would like to thank our faculty Mrs. Sunanda Sharma for her guidance for this
course and for letting we perform this project as part of our course. Your guidance has
been one that helped us patch our project success. This project helped us to enhance our
knowledge and competence towards this subject and field. Also it helped us to know the
market very closely and also how the market actually works.

Then, we would like to thank our friends who have helped us with their valuable
suggestions and guidance and have been helpful in various phases of the completion of
the project.

Lastly, we would like to thank each and everyone who have helped us directly and
indirectly to complete this project successfully.

Group 6

MBA Spring 2020

 ii

LIST OF ABBREVIATIONS

CRM Customer Relationship Management

E-Commerce Electronic Commerce

E.G. Example

Email Electronic Mail

IMC Integrated Marketing Communication

KUSOM Kathmandu University School of Management

MBA Master in Business Administration

M-Commerce Mobile Commerce

MR. Mister

POD Points-of-Difference

POP Points-of-Parity

SBU Strategic Business Unit

 iii

SWOT Strength, Weakness, Opportunities and Threats

ROI Return on Investment

Vs Versus

VMS Vertical Marketing System

 iv

TABLE OF CONTENTS

ACKNOWLEDGEMENT......................................................................................................................i
LIST OF ABBREVIATIONS.................................................................................................................ii
CHAPTER I: INTRODUCTION............................................................................................................1
Brief Introduction to FitTreat- Your Ultimate Guide...................................................................1
Mission.......................................................................................................................................2
Vision..........................................................................................................................................2
Goals...........................................................................................................................................2
Core Marketing Concepts...........................................................................................................3
Needs, Wants and Demands...................................................................................................3
Target Markets, Positioning and Segmentation..........................................................................3
Offerings.....................................................................................................................................4
Competition................................................................................................................................4
Company Orientation towards the Marketplace: The Product Concept.....................................4
CHAPTER II: DEVELOPING MARKETING STRATEGIES AND PLANS...................................................6
Marketing and Customer Value..................................................................................................6
The Value Delivery Process.........................................................................................................6
The Value Chain..........................................................................................................................6
Primary Activities....................................................................................................................6
Secondary Activities................................................................................................................7
SWOT Analysis............................................................................................................................8
Strengths................................................................................................................................8
Weakness................................................................................................................................8
Opportunities..........................................................................................................................8
Threats....................................................................................................................................8
CHAPTER III: SCANNING THE MARKETING ENVIRONMENT, FORECASTING DEMAND AND
CONDUCTING MARKETING RESEARCH.........................................................................................10
Analyzing the Macro Environment...........................................................................................10
 v

Needs and Trends.....................................................................................................................10

Demographic Environment...................................................................................................10
Socio Cultural Environment..................................................................................................11
Natural Environment............................................................................................................12
Technological Environment..................................................................................................12
Political and Legal Environment............................................................................................12
The Marketing Research...........................................................................................................12
Research Objective...............................................................................................................12
Research Plan.......................................................................................................................13
Sampling Plan.......................................................................................................................13
Findings.................................................................................................................................13
CHAPTER IV: CREATING CUSTOMER VALUE AND CUSTOMER RELATIONSHIPS............................14
Maximizing Customer Lifetime Value.......................................................................................14
Measuring Customer Lifetime Value........................................................................................15
Cultivating Customer Relationships..........................................................................................16
Customer Relationship Management.......................................................................................16
Attracting and Retaining Customers.....................................................................................16
Building Loyalty.....................................................................................................................17
Customer Databases and Database Marketing.........................................................................17
Website Features of Fit Treat...................................................................................................18
CHAPTER V: ANALYZING CUSTOMER MARKETS............................................................................20
What Influences Customer Behavior?......................................................................................20
Cultural Factors.........................................................................................................................20
Social Factors............................................................................................................................20
Key Psychological Process.........................................................................................................21
Motivation............................................................................................................................21
Perceptions...........................................................................................................................21
Emotions...............................................................................................................................22
CHAPTER VI: ANALYZING BUSINESS MARKETS..............................................................................23
The Business Buying Behavior..................................................................................................23
Buying Situations......................................................................................................................23
Participants in Business Buying Process....................................................................................23
 vi

The Buying Center....................................................................................................................24

Stages in the Buying Process.....................................................................................................24
CHAPTER VII: IDENTIFYING MARKET SEGMENTS AND TARGETS...................................................27
Bases for Segmenting Customer Markets.................................................................................27
CHAPTER VIII: CRAFTING BRAND POSITIONING AND CREATING BRAND EQUITY.........................29
Determining and Establishing a Brand Positioning...................................................................29
Determining a Competitive Frame of Reference......................................................................29
Identifying Optimal Points-of-difference and Points-of-Parity..................................................29
Points- of - Difference...............................................................................................................29
Points- of -Parity.......................................................................................................................29
Brand Mantras..........................................................................................................................30
Establishing Brand Positioning..................................................................................................30
Communicating POD’s and POP’s.........................................................................................31
Differentiation Strategies..........................................................................................................31
Competitive Strategies..............................................................................................................32
CHAPTER IX: SETTING PRODUCT STRATEGY..................................................................................35
Product Characteristics.............................................................................................................35
Product Differentiation.............................................................................................................35
Service Differentiation..............................................................................................................36
Packaging and Labeling.............................................................................................................38
CHAPTER X: DEVELOPING PRICING STRATEGIES AND PROGRAMS...............................................39
Pricing Strategy.........................................................................................................................39
Adapting the Price....................................................................................................................42
Price Discounts and Allowances............................................................................................42
Promotional Pricing..............................................................................................................42
Differentiated Pricing............................................................................................................42
Responding to Competitor’s Price Changes..............................................................................43
CHAPTER XI: DESIGNING AND MANAGING INTEGRATED MARKETING CHANNELS.......................44
Channel-Design Decisions.........................................................................................................44
Channel Integration and System...............................................................................................44
Vertical Marketing System........................................................................................................45
E-Commerce Marketing Practices.............................................................................................45
 vii

CHAPTER XI: Designing and Managing Integrated Marketing Communications and Mass
Communications...........................................................................................................................46
Developing Effective Communications.....................................................................................46
Deciding on the Marketing Communication Mix......................................................................49
Advertising................................................................................................................................49
i. Word of Mouth Advertising..........................................................................................49
ii. Social Media Advertising...............................................................................................49
Sales Promotion........................................................................................................................50
Public Relations........................................................................................................................50
Direct Marketing.......................................................................................................................50
Managing the Integrated Marketing Communications Process................................................51
CHAPTER XII: EFFECTS OF COVID-19 ON FITTREAT.......................................................................52
References................................................................................................................................53
 CHAPTER I: INTRODUCTION

Brief Introduction to FitTreat- Your Ultimate Guide

We, a group of five young and energetic minds, have come up with an idea of initiating a
new start-up that is focused on preparing and delivering healthy diets at people’s
doorstep. The name of our start-up is FitTreat and it intends to be the ultimate guide for
the people looking for healthy diets and maintaining fitness, hence the tagline.

We understand cooking a meal is a tedious process, even more when it comes to

preparing a healthy diet with the right proportion of all the necessary ingredients and
adding to the labor is the difficulty in getting all the required ingredients. It is a
wholesome exercise where we have to invest a lot of our time and resources. And given
the busy schedule and unhealthy eating habits of people these days, we are hopeful that
we have come up with the right solution. We intend to prepare customized healthy meal
packages to customers at an affordable price and safely deliver them at the right time.

This is a budding concept in Nepal as there are very few start-ups that provide customers
with healthy meal packages and help them in their journey of health and fitness. We plan
to deliver a maximum of three meals per day including breakfast, lunch and dinner. We
have various meal plans like keto meal, carb-conscious meal, gluten free meal, diabetes
friendly meal and so on. The customers need to sign up for the meal plan they are looking
for and we do the rest. We also have a variety of detox drinks. Some consumers might
want to prepare their meal by themselves but have a hard time finding the right
ingredients and deciding the right proportions. For this, we also deliver the required
ingredients in the right proportions for the meal they wish to prepare.

Our initial target customers are the ones who are fitness conscious and give high
importance to their diets; celebrities from models to athletes; and the people having
health issues who need to take good care of their diets. We will have a competent
nutritionist who will make the diet charts and plan the meal requirement for different
 2

customers. After the planning is customized as per the customers, we prepare and deliver
the packages regularly. We have subscription offers and certain discounts for the
customers who subscribe for our meal plans for at least 3 months and for one time or
general customers, normal price will be offered.

We are really looking forward for the business to kick off soon as we know people are
getting more and more conscious about their health and fitness these days. If a company
can provide them with an umbrella of meals including drinks at an affordable price to
help them remain in shape and improve their health, they will surely dive into it. We start
small and target limited customers in the beginning and then slowly expand our business.
After all the market research and surveys done, we are positive about our action.

Mission

FitTreat’s mission is to create and promote healthy yet tasty and interesting diets to
motivate people towards healthier lifestyles.

Vision

FitTreat’s vision is to change the way people perceive healthy food. We believe that
everyone should have access to the best ingredients and affordable solution to enjoy life
in a healthy way. So everything we do is aimed at creating a convenient food system to
ensure healthy food to all.

Goals

1. To make people acknowledge the importance of healthy eating in their day to day
lives.

2. To make people understand that healthy food doesn't necessarily need to be bland
or boring but can come in varieties with great taste.

3. To deliver nutritious food to busy, working consumers safer, faster and with
convenience.
 3

Core Marketing Concepts

Needs, Wants and Demands

i. Needs: Food is the basic requirement of all human beings. And eating healthy is
the need of everyone these days. With the increasing focus on health, eating healthy is a
strong need for people.

ii. Wants:When people eat healthy by spending a reasonable amount of time and
money in it that becomes a want. They want to spend a certain amount to fulfill their need
of eating healthy.

iii. Demands: In our case, the demand of the people is the healthy meal packages that
customers would want from us. We are positive that the demand for our product cum
service will take a rise with time.

Target Markets, Positioning and Segmentation

We have used the geographic, demographic, psychographic and behavioral segmentation

to focus on the people of the Kathmandu valley only. Talking about the target market,
initially, the target customers will be the fitness enthusiasts, celebrities and people with
health issues who need to work on their diets from around the Kathmandu valley. Mostly,
our customers will be the people between the age group of twenty and mid-forties. For
the people with health issues, a little aged people will also be considered.

After a certain time of doing business, we can collaborate with gyms and health clubs so
that we can target more number of customers. We would like to offer our products and
services to the customers in such a way that they link our service with health. People
should be able to synonymously use the name Fit-treat with health and fitness. If anyone
wants to work on their physical fitness and healthy diet, Fit-treat should be the first name
that comes to their mind. Hence, to act as an ultimate guide for these health enthusiasts,
we are taking a step forward in the market.
 4

Offerings

We offer various kinds of meal packages as per the choice of the customers. We will
have keto meal plan, low-carb meal plan, gluten free meal plan, weight-gain meal plan,
so on. Customers can select the meal plan that is appropriate for them. Besides the meal
packages, we also offer various detox drinks and snacks for the customers. Single meal
will also be offered besides the subscription-based meals. We make sure the meals are
customized on an individual basis. For this, we will hire a full- time nutritionist who will
prepare the diet charts for the customers and the meals will be prepared accordingly. We
take complete information of all the customers so that we take into consideration the
various food allergies that the customers might have before offering any meals.

Competition

At this modern age of cut-throat competition, we are no exception in having a

competition for our start-up. But, the good news is that we have very few countable
competitors in the market. We try our best in outrunning our competitors. We also plan to
go to the websites of our competitors and tap in their customers and followers so that we
can lure them towards our business. To differentiate from our competitors, we have
multiple meal plans according to the requirement of customers and the timing of
deliveries (e.g. 4/6/9/12/14 meals per week). Our meals are heavily customized which
might add to the cost but ensures end result. Not only prepared foods, we also deliver
proportioned ingredients needed for specific food-items.

Company Orientation towards the Marketplace: The Product Concept

Our company is guided by the Product Concept of marketing where a high priority is put
onto our offerings and services. We believe the quality of our service and offerings will
have a major impact on the customers and they will soon be in favor of our services. We
deliver healthy diets to the customers along with the guarantee to achieve the required
goal of the customers, be it weight gain, weight loss, muscles gain etc. We will provide a
service better than any of our competitors with the added benefit of customization and
 5

varieties. We promise diverse options so that the customers don’t feel monotonous and
feel excited about eating healthy meals. By focusing on what the customers actually look
for, we strive hard to provide the best of what’s available. We prepare the optimum
quality food and offer them at an affordable price to the customers. As we have our own
website and social media handles, people have the ease to know about us better and place
an order.
 6

CHAPTER II: DEVELOPING MARKETING STRATEGIES AND PLANS

Marketing and Customer Value

The Value Delivery Process

We have different types of customers with different needs, buying criteria and
preferences in the market. As a business, our main motto is to provide quality service that
creates more value for the customers as and when needed.

The Value Chain

Our value chain has two sets of activities: primary and secondary that will help us create
more value for the customers. The primary activities are mainly concerned with preparing
and delivering our food items while the secondary activities are concerned with
supporting the business and keeping it in place.
 7

Marketi Outbou
Inbound Operatio
ng and nd Service
Logistics ns sales logistics

Strategic Operate from a Customized

Social media
relationship with prime location; Self-delivery of service with
marketing;
suppliers; Preparing diet meals; timely delivery of
Word of mouth
Effective supply charts, baking and No intermediaries items;
advertisement
chain management cooking Special packages

Figure 1 : Value Chain Table

Primary Activities

i. Inbound logistics: The input requirement of our business ranges from fresh fruits
and vegetables to dry fruits and many more. We intend to buy the dry and non-perishable
ingredients in bulk from a single supplier whereas the perishable goods will be bought
regularly so as to maintain the freshness. For the meat, eggs, fruits and vegetables, we tie
up with Metrotarkari and for some green vegetables, we also keep in contact with local
suppliers. All the machineries and equipment required including refrigerator, oven,
blender etc. will be bought from a known supplier in Mahaboudha.

ii. Operations: The major operations of our business include portion measurement,
preparation of diet charts, baking and cooking, safe packaging and finally efficient
delivery.

iii. Outbound logistics: Safe and timely delivery is one of the most important aspects
of our business as it affects the customer satisfaction. We deliver our food items in a
thermal delivery box. To ensure quick delivery, we deliver during no traffic periods.

iv. Marketing and sales: Our initial marketing strategy will be social media
marketing including our website and various social media handles. After gaining a certain
 8

customer base, word of mouth advertising will add to our business. We also plan to create
associations with various fitness centers and health clubs so that it is easy for us to tap in
our potential target customers.

v. Service: To provide quality service, we make sure all our staff are updated and
ready for any crucial circumstances. We also provide special packages to a few lucky
customers and also make a few offers like “One meal free on a weekly plan” to attract
more customers.

Secondary Activities

Secondary activities include all the infrastructures, human resource management

activities, technology management etc. that are required to keep the business operational.
We will locate our business in a central location of Kathmandu that ensures timely
delivery. We would be renting a flat equipped with all the kitchen essentials. Initially, we
will have two delivery persons and later, we can partner with food delivery businesses if
our business flourishes to the extent that we are unable to meet the delivery requirements
all over the valley. We plan to hire 2 chefs and 1 nutritionist for the preparation of
healthy and qualitative diets. We also will apply modern technologies for order
placement and advertising. With the improvement of business, we will develop a user
friendly app that will enhance the customer experience and satisfaction.

SWOT Analysis

For the situation analysis of our service, we have conducted a SWOT Analysis to know
what are our advantages and the limitations in the market and how are we going to
overcome the limitations through our advantages.

Strengths

i. Emerged as the market leader in its category.

 9

ii. Customized for customers as we offer varieties of menus and options to the
customers.

iii. Website/Pages which gives all the options in great details.

iv. Customers can choose nutritious proportioned meals that reduce food wastages.

v. Trained and competent nutritionist to manage diets that adds to the trust factor.

Weakness

i. Seasonal produce for food (All ingredients might not be available every season).

ii. Highly customized food increases cost which might lead to less number of
customers.

Opportunities

i. Technological boom and increased use of technology has made online food
delivery popular.

ii. Focus on a specific target market.

iii. Number of health conscious people is increasing every day.

Threats

i. Customer retention due to higher cost.

ii. Businesses with similar concepts are operating.

 10

iii. Political and economic instability, especially at this time of pandemic.

Strengths Weakness

● Emerged as a market leader ● Unavailability of seasonal

ingredients

● Customized food
● Costly due to customization

● Reduced food wastage

● Trained and Competent

nutritionist

Opportunities Threats

● Technological Boom ● Customer retention

● Popularity of online delivery ● Growth of similar business

● Specific target market ● Political and economic stability

● More health conscious people

Figure 2 : SWOT Analysis

 11

CHAPTER III: SCANNING THE MARKETING ENVIRONMENT,

FORECASTING DEMAND AND CONDUCTING MARKETING
RESEARCH

Analyzing the Macro Environment

Needs and Trends

Fittreat has come to a realization that people these days are not only consuming unhealthy
foods because of their will but also because of their inconvenience in their ever so busy
lives. Keeping light on the needs of people, it is clear that people these days not only
want to eat healthy food to achieve fitness goals but also to protect themselves from
diseases in later stages of life.

There is no doubt that health and fitness has come out in the megatrend category in recent
years, not only to look attractive but also to feel strong.

Demographic Environment

i. Population age mix

Although health certainly has no age limitations, our main priorities will be on people
above 21 years of age. The young adults will be benefited to achieve their fitness goals
and to remain attractive. The elderly people will be benefited to fight themselves against
diseases such as cholesterol and high blood pressure. People with diabetes will also be
benefited, no matter the age.

ii. Educational Groups

Needless to say, people who are educated seem to more acknowledge the benefits of
super foods available in their market.
 12

Economic Environment

i. Income distribution

There is no doubt about the fact that healthy foods are expensive and are deeply
instigated in the market and it is true to some extent. If we look at the fruit section, we
can understand that avocados and kiwis are expensive but apples and oranges are one of
the healthiest fruits too, which we have been consuming since birth. So FitTreat has
decided to touch the middle income group and the high income group.

Socio Cultural Environment

i. View of ourselves

People might want to enjoy our products because they want to like what they see in the
mirror or their routine health reports. FitTreat would never be successful if the person's
realization to change doesn't come from within.

ii. View of others.

We see how social media influences our daily lives from the minute we open our eyes
first thing in the morning. This is one of the major ways to know how much other
people's lives seem to matter to us. We just want to be liked. People clicking hundreds of
pictures and choosing one to upload on social media could be taken as an advantage by
our start up. FitTreat will help them to look attractive for their social pages. Likewise
they could also be influenced by their nutritionist or their doctors.

iii. View of the society

 13

Society plays a vital role in determining how people should live their lives. But societal
rules might sometimes be an obstruction to one's happiness. The stigma that the brides
should always be thin and fit can be taken as one of the examples.

iv. Existence of their Subcultures

FitTreat knows the importance of the beliefs that are deeply rooted in people's culture and
lifestyle. For example, cow is a national animal and is considered a goddess in Hindu
religion. Therefore, beef shall not be included in the menu keeping in touch with the
customers' sentiments.

Natural Environment

Since FitTreat has obtained the gift of super delicious and healthy food from nature, we
do not believe in over processing them into a final product destroying the goodness and
nutrients they possess. Likewise, in return, FitTreat assures that the foods are prepared
with little emissions of the smoke, causing no hazards to the environment that might lead
to concern.

Technological Environment

Since we would take orders on our social networking pages and our own FitTreat App,
we are substantially dependent on the benefits that have been provided by the radical
changes in the technological environment. The Internet shall be a blessing for our
business.

Political and Legal Environment

One cannot neglect the political and legal environment while doing business. Like any
other companies in the country, we do hope to find political stability. Continuous strikes
and road blockades including the border blockades that we have from time to time, where
more or less food ingredients come from, can hamper our pricing and delivery aspects to
 14

a large extent. Likewise, from the beginning of the registration till the end of dissolution,
we are guided by the legal environment.

The Marketing Research

FitTreat focuses on the preparation and sale of finished meals in order to meet the need
for fast, healthy, and balanced food. These meals are for all individuals who do not have
enough time or desire to prepare meals.

Research Objective

To understand people’s view about healthy food and to know how people perceive
healthy meals providing business.

Research Plan

We have used both qualitative and quantitative research to know ‘what’ people thought
about healthy foods and ‘why’ they are willing to eat healthy or pay the price to buy
healthy meals. We have relied on primary data collected through questionnaires prepared
on Google forms.

Sampling Plan

Data is collected from 55 people and for the data collection we have surveyed people
living in Kathmandu as our target market is people living in Kathmandu. Mostly,
information is collected from people between the ages of 15 to 40 years.

Findings

Most of the samples were of age group 20 to 30 years and were either students or
employed. Majority of the people were somehow health conscious and wanted to develop
healthy eating habits now. Their habit of eating healthy was mainly influenced by some
friends and family and the food they eat largely depended on their culture or religion. For
the majority, eating healthy meant eating foods containing low calories. People were
 15

talking more about nutrition and healthy foods and checking nutrition facts on their
purchase. Most of them were less price sensitive as they prefer healthy food over prices
and about half of these people wanted to try the services of a food prep business like ours
even though some of them have already come across businesses that provide healthy food
in Kathmandu. So through this small market survey, we can see that a healthy meal prep
business has a prospect to be successful in Kathmandu.

CHAPTER IV: CREATING CUSTOMER VALUE AND CUSTOMER

RELATIONSHIPS

Maximizing Customer Lifetime Value

We can maximize customer lifetime value by targeting small customers at first and
slowly move on to others as per the subscriptions. Also midsize customers who receive
goods, services and pay full price for our service. The techniques we are going to adopt
for higher customer lifetime values are as follows:

i. Better communication based on well-researched buyer personas and customer

segmentation
 16

FitTreat tries to make the customers feel amazing by polishing the profile of the
customers. It is better if we listen to our customers very carefully and give our feedback
to them with the help of our designated nutritionist. It is very necessary for us to read the
history of our customers and also listen to our customer’s profile as we deliver the food
as per their likes and dislikes. We also need to know whether the food that they order is
suitable for their health or not (including allergies or lactose intolerance if any). So,
knowing their health history and their taste is very important for us.

ii. Go above and beyond

FitTreat needs to do something special for the customers, not just nurturing the
customers. So we are going out of our way to make our service unique and memorable to
our customers so that customers do not feel our service is boring. This also leads to a
positive impact on our customers about our service.We are sending quick responses to
our customers and also a special message thanking them and to order again and again
from our service center. We also deliver the gifts to those customers who order very
unique foods from our service center. Special and weekly offers to the customers will
help us sustain them.

iii. Loyalty programs

iv. FitTreat can organize loyalty programs such as the customer who orders our food
frequently can be rewarded, some discount to those customers etc. in order to encourage
our customers to be loyal to our service.

v. Stay relevant with online presence

As FitTreat service is an online service, we will be active on social media every time. A
person will be assigned just to respond to all the messages and inquiries as well as
potential and present orders. Moreover, it is not only our service delivery station but also
 17

one of the easy platforms to enhance our brand. More active participation on social media
and more information about our services to the customers will help to boost our service.
This also will help our brand to stick on the mind of customers as ‘Healthy food delivery
is FitTreat”. We can even boost our advertisements on social platforms helping us to
reach several citizens at one time.

vi. Up our level of customer service

Those individuals who first interact with our customers must be customer expert pro so
that customers have the opportunity to give feedback to us and we can know where we
need to improve our service.

Measuring Customer Lifetime Value

Customer lifetime value is the total amount of money that a customer will spend from
acquisition through the end of the relationship with a business. In case of FitTreat, we can
measure customer lifetime value by using simple formula:

Customer Lifetime Value = Average order total * Average number of purchases in a year
* Average retention time in years

This will help Fittreat know about the lifetime value of the customers based on existing
data. The measurement of the customer lifetime value is calculated at the end of the year.
This helps us to measure the performance of FitTreat as well.

Cultivating Customer Relationships

FitTreat is using information about customers to enact precious marketing designed to

build strong long-term relationships with their customers. FitTreat can adopt the
following principles to cultivate its relationship with the customers.
 18

a. Continuous learning and acknowledgment about the customers.

b. Anticipating customer needs beforehand.

c. Handle different customers differently.

d. Interact with the customers.

e. Increase value for customer and value of the customers as well.

f. Enable information sharing and interaction across the organization.

Customer Relationship Management

CRM includes the processes, strategies and the platform that FitTreat is using to interact
with their customers. For now, FitTreat is using just social media to interact with their
customers. But in future FitTreat will expand its software platform to interact with its
customers and potential clients.

Moreover, team members can use mobile apps on the go to access customer history
anytime and anywhere, create and update work orders.

Attracting and Retaining Customers

FitTreat is an online delivery service. Its main attraction towards the customer is its own
service i.e. healthy food with excitement. FitTreat is trying to attract customers through
online advertising and also to advertise through direct marketing. Delivery persons can
leave the brochures of FitTreat with its food delivery to the customers so that other
customers also can know about FitTreat services.
 19

Also, FitTreat will be providing discounts to those customers who frequently order from
this platform. Special and attractive offers can be introduced at various occasions such as
wedding seasons or festive occasions. This strategy also helps to attract customers
towards FitTreat service.

Building Loyalty

FitTreat is continuously organizing loyalty programs such as rewarding the continuous

buyers of the product and also delivering discounts to those customers and also may
organize many more programs to build loyalty of the customers towards FitTreat service.
This helps to create deep connections with the customers and also a key to long-term
success of the organization. Interaction with the customers about their health and
providing services as per their condition also makes them trust FitTreat’s service and they
also feel free to share their thoughts about the service which also makes them feel special
and can be loyal towards FitTreat.

Customer Databases and Database Marketing

Database marketing is a form of direct marketing using databases of customers or

potential customers to generate personalized communications in order to promote a
product or service for marketing purposes. A database of customers consists of
comprehensive information about individual customers including customer’s past
purchases, demographics, psychographics, media graphics and other useful information.
Our company operating as an online delivery service uses customer database marketing
for three important purpose:

● Connect to customers

● Increase orders

● Encourage frequent visits

 20

FitTreat is an advanced digital food ordering company, so it is crucial to use customer

database management to market our products online. For that, we will be using website
data to gather and store customer’s information to reach out to our customers. Our
customer database consists of the following information:

Basic customer information like Name, E-mail Id, Phone number, Location and Address,
Food preferences/Ordering habits. This information will help us to track an individual
customer’s profile that tells us about their behavior, purchase details, most ordered
dishes, customer’s preferences. Sales information like what are the food items customers
order frequently, what are the payment methods used by the customers, when and what
are the food items ordered. Through the sales information, we could make a personalized
loyalty card for each customer.

Other personal details include customers’ likes or dislikes of certain food items, if
customers are allergic to certain food items or ingredients, customer’s birthdays, etc. We
could promote our business by sending birthday cards to the customers along with the
meal ordered on their birthdays.

Website Features of Fit Treat

● Menu catalogue: This is the main highlight of the website, which offers the
current available food items along with their prices given for ordering. It is placed in the
website’s homepage making it easily accessible for our customers.

● Meal page: The meal page of our website includes types of meals that the
customers would want to order as per their need. It includes detailed meal description,
nutrition values, and ingredients.

● Ordering meals: Only the meals listed in the menu catalogue will be available for
ordering by the website. Before making an order, the customer has to log in to his/her
 21

account. If the customer is a new user, he/she must register into our customer account
before placing an order.

● Customer feedback: Our Company’s website consists of rating food items after
we deliver the order. This will help us to measure the level of customer satisfaction.

However, we will be using this valuable customer’s information to market our products
through email and text/SMS marketing. The contact details entered by the customers are
stored in the database. Our company uses database information to market to people on
their phones, send promotional emails and advertise our products based on each
customer’s profile. We will use emails and text-messaging schemes that will address
exclusive offers, discounts availability on certain items, menu specials, greeting and
wishes on special occasions and festivals.
 22

CHAPTER V: ANALYZING CUSTOMER MARKETS

What Influences Customer Behavior?

The behavior of customers is influenced by various factors. In terms of eating habits,

their behavior has a strong influence of cultural factors and social factors.

Cultural Factors

We, as a human being, have been brought up in various cultures, subcultures and vast
dimensions of social boundaries. Like behavior and lifestyle, the culture that is deeply
rooted within us determines the food that we consume in our daily lives. For eg: during
Dashain and Tihar festivals, Nepalese Hindus heavily consume meat whereas in India
and even some parts of Terai, Hindus fast for the entire nine days of Navratri. FitTreat
needs to fit into the daily lifestyle of people and be aware of the culture that binds them.
For eg: Consumption of Duck and Buff does not prevail in most of the Brahmins and
Chettri households. (In both the above examples, we need to understand that there are
always some exceptions).

Social Factors

In addition to cultural factors, we are social beings, living amongst the various norms of
the society. Some of the social factors affecting our food consumption are discussed
below:

i. Reference Groups

Reference Groups can be classified into two categories mainly. Those are the primary and
secondary groups. Primary groups are the ones to whom an individual interacts with,
frequently and continuously. Such groups include family, friends, relatives, etc. Our
consumption is affected by this group to a large extent. For eg: When white rice is
cooked at home, it is cooked for everyone. It is easier to consume the rice than to prepare
 23

something else and eat the same old salad or soup while watching people devour the food
you want to eat. Similarly, when you go out with your friends, your order mostly consists
of the food of your friend’s choice.

Secondly, there are secondary groups. This includes people we do not meet on a regular
basis and when we do, it's always formal such as religious, professional and trade union
groups. For example, when people visit work, they eat what their colleagues order in the
canteens or that beef isn't consumed by Hindus.

Likewise, FitTreat will focus on Aspirational Groups such as aspiring models or the
future celebrities or can help people to exclude themselves from the disassociative groups
of messy eaters and obese people.

ii. Roles and Status

FitTreat would primarily focus on people of middle income to high income groups and
also white collars than the blue ones. As such, people are proven to be more health
conscious since they are sitting at their desks all day without any active movements in
their body, who are likely to have high cholesterol levels and blood sugar levels. Also,
they are the ones to afford the healthy delicious foods that FitTreat has to offer.

Key Psychological Process

Motivation

People have changed the way they view fitness as in case of earlier days. Before it was
just the celebrities who were inspired to look fit and toned for the camera. But nowadays,
with booming fitness clubs and ongoing trends of adventures, tour and sports, people
want to maintain an active lifestyle. Normal people also want to look good and feel
strong. They are motivated to do so because for one, they are constantly surrounded by
the social networking platforms and for the other, they have begun to understand the
 24

importance of healthy foods. Motivation could also come in the form of occasions such
as a brother's wedding or one's own, could be Dashain or just another summer season.

Perceptions

The way people perceive healthy food is that they would be quite expensive as compared
to the ''normal'' day to day food that we consume in our day to day lives. Customers need
to understand that they are not just paying for the food they receive but also for the time
consuming work of choosing the ingredients, prepping and converting the ingredients
into a delicious meal. It is in the best interest of FitTreat to change how people perceive
the healthy foods around them.

Emotions

Emotions act as the driving force which compels people to take charge. If we look at
today's youth, they want to feel and look attractive. They are constantly active on their
social network 24/7 posting pictures and expecting other people to like them. People have
become more conscious about how they look than in the past. These insecurities could
possibly be a silver lightning for our company.
 25

CHAPTER VI: ANALYZING BUSINESS MARKETS

The Business Buying Behavior

FitTreat is a company that provides healthy meals, so we buy various ingredients and
other raw materials such as fruits, meat, veggies, nuts, tiffin boxes etc. to use in our meal
preparation process to prepare the final meal for our end consumers. We will be buying
almost all of the ingredients and materials from the local suppliers so that we can support
and encourage domestic producers. The buying behavior of FitTreat can be influenced by
the government and regulatory environment. We intend to purchase our materials from
the local suppliers so any decisions made by the government to protect and promote local
producers can directly impact our company’s purchase decisions.

Buying Situations

FitTreat normally plans to do straight rebuy, where it involves reordering of supplies on a

routine basis form the suppliers on an approved list. The fresh ingredients like fruits and
vegetables are ordered on a daily basis whereas food like rice, oats etc. are purchased on
 26

a monthly basis. In case if the existing supplier fails to maintain product and service
quality, the company will do modified rebuy. Here, we specify the product specifications,
prices, delivery requirements and other. The price of ingredients can be changed
according to various circumstances like weather, transportation etc. so we have to be in
touch with alternative suppliers as well. Almost all of the ingredients, packaging
materials and other necessary materials will be purchased locally and we will be using
multiple suppliers (Fruits like strawberry, kiwi directly from fruit farms, organic foods
like red rice, quinoa, and chia seeds from Juas store or Kathmandu Organics) as one
supplier cannot fulfil the demand of the company. We will be ordering the perishable
foods on a daily basis from Metrotarkari to keep them fresh and other foods will be
bought in bulk. Orders are mostly communicated directly to the suppliers through phone.

Participants in Business Buying Process

At the initial phase, there will be few employees i.e. around 7 to 8 in the company. Due to
this, there aren’t many options for participation in the buying process. The initiator
usually will be the main chef and the decider, approver and the buyer will be the store
manager who is responsible for keeping record of each and every activity happening in
the company.

The Buying Center

A buying center is a group of people within an organization who make business purchase
decisions. Since FitTreat is a small meal preparation business almost all of the people
working will be a member of the buying center. The initiator will be the chefs and
nutritionist who will be using various ingredients to prepare meals, the decider, approver
and the buyer in the purchase decision process would be the store manager.

Stages in the Buying Process

i. Problem Recognition
 27

The buying process of the business begins when someone in the company recognizes a
problem or need that can be met by acquiring a good or service. As our business is new
and we will be developing new meal plans, we will need new equipment, materials and
professional services. The problem for us is the availability of all the ingredients
especially fresh fruits, vegetables and meat as prompt delivery is necessary for these
items to remain fresh.

ii. General Need Description and Product Specification

Once the general need is agreed upon, we will then narrow down the options by
specifying what the needed items must offer. As our business is focused on providing
high quality prep meals, we will be considering the raw materials’ quality and price and
for some ingredients durability as well. The performance specification is designed for the
needed items or ingredients. Product specification will consist of general information like
production method, delivery, expiration date, transport and storage, package size,
possible contamination, nutritional values, dispatch and storage methods, labelling etc.
moreover, we will be breaking the final product into items so that we could analyze cost
components in our final product and make cost effective purchase decision.

iii. Supplier Search

Now, we need to identify the most appropriate suppliers for our purchase. For this, we
will look in company files and trade directories, contact suppliers for information, solicit
proposals from known vendors, examine websites, catalogs, and trade publications. We
will be conducting vendor analysis which is a formal and systematic evaluation of current
and potential vendors by focusing on price, quality, delivery service, availability and
overall reliability.

iv. Proposal Solicitation

 28

The list of qualified suppliers are further shortened based on some critical factors like
routine order products with reliable delivery, reasonable price, supplier reputation and
flexibility. Beside local producers of vegetables, fruits and meat, Metro Tarkari,
Kathmandu organics, Juas store and Khetibazar are few suppliers that we have taken into
consideration. We will then invite these suppliers to submit proposals and to have some
formal discussion.

v. Supplier Selection

A supplier-evaluation model which includes desired supplier attributes (price, product

reliability, supplier flexibility, supplier availability etc.) and their relevant importance
will be used to select the supplier. They need to maintain strict safety and health
standards, so that we never have to worry about tainted products. Each of the suppliers'
offers are rated by using the model. Then, we will attempt to negotiate with preferred
suppliers for better prices and terms before making the final decision. We will also decide
on the number of suppliers to use.

vi. Order Routine Specification

After selecting suppliers, we will be negotiating the final order, the quality and the
quantity needed, the expected time of delivery, return policies and so on. A blanket
contract can be established with the suppliers for seasonal fruits in order to prevent price
fluctuations of fruits during a certain period of time. For ingredients that are more durable
like chia seeds, brown rice, dry fruits, quinoa etc. we will sign long-term contracts with
suppliers to ensure a steady flow of materials. Here, the contract price remains stable and
the job of managing food costs becomes more consistent since there are no price
fluctuations.

vii. Performance Review

 29

After the ingredients or items have been delivered, we will review the purchase to see if it
meets acceptable standards. We may be providing formal or informal review and
feedback regarding product performance as well as supplier’s performance. We will be
contacting the end user asking for their evaluation of the quality of our meals through
surveys and interactions, through which we can also get an idea about the quality of
ingredients used to prepare those meals. For example, if our company ordered some fresh
meat that arrived late or was damaged or if the customers provide feedback that the meat
seemed different than normal days, then we may decide not to buy from that supplier
again.
 30

CHAPTER VII: IDENTIFYING MARKET SEGMENTS AND TARGETS

Bases for Segmenting Customer Markets

FitTreat is segmenting its customers by considering the geographic, demographic,

psychographic and behavioral segmentation.

i. Geographic Segmentation

In the initial years, FitTreat will be operating only within Kathmandu valley. So, the
geographical segmentation for FitTreat will be Kathmandu valley for now. As the
business expands, we will be expanding geographically as well.

ii. Demographic Segmentation

Under this segmentation FitTreat has used the following variables to segment its market.

● Age and Lifestyle Stage: Young people, Healthy and Unhealthy people.

● Gender: All males and females

● Generation: Youngsters to Elders.

● Income: Middle income to High Income Groups.

● Social Class: Middle Class to Upper Class.

iii. Psychographic Segmentation

 31

FitTreat segments its customer groups under this segmentation on the basis of higher
resource and lower resource. They are mentioned below:

● Achievers (who focus on career and family) - can be celebrities such as models,
actors and athletes.

● Experience (who seek variety and adventures)- they can be females who are
getting married and want to lose their weight or even travelers going on a mountain
expedition or hike who want to have an active body.

● Strivers (who are trendy and fun loving) - can be food bloggers

● Survivors ( who are concerned about change)- those people who love nutritious
foods such as beetroot, avocado, oats and so on can experience same food with new taste
and experiments

iv. Behavioral Segmentation

In behavioral segmentation, FitTreat divides buyers into groups on the basis of their
knowledge of, attitude towards, use of, or response to a product.

● Occasions- Wedding and festive seasons, where people want to lose weight;
seasonal fruit juice with snacks. For example: special food of dragon fruits in June with
15% off.

● User Status - Those customers who want to lose weight and want to change their
diet from unhealthy to healthy diet, all of them are first- time users.
 32

● Usage Rate- After the first time use of our product, they like our service and food,
if they keep on ordering our product they will be segmenting from light product to middle
product to high product user.

● Buyer Readiness Stage- At first, they will not be aware of our service. We need to
make them aware about the products to customers. If one customer of a certain office
places an order and likes our services, then he can suggest other colleagues to use our
service.

● Loyalty Status- If we are successful in satisfying the customers with varieties of

taste, they will keep ordering our product and will be loyal to our services.

● Attitude-People with healthy eating habits, preferring healthy food rather than
junk foods, people who are eager to lose weights.

CHAPTER VIII: CRAFTING BRAND POSITIONING AND CREATING

BRAND EQUITY

Determining and Establishing a Brand Positioning

Determining a Competitive Frame of Reference

Compan Target Customers Benefits Value Propositions

y and
Products
 33

➢ Customers who ➢ Customization, ➢ One stop for

want to enjoy Competency, customized diets
FitTreat healthy diets, lose Quality as well as
weight as well as Focused, Quick healthy
stay fit Delivery ingredients
approved by a

➢ Celebrities, competent
Figure 3: FitTreat Value Proposition

Identifying Optimal Points-of-difference and Points-of-Parity

Points- of - Difference

FitTreat is delivering healthy meals by adding exciting tastes to boring and healthy foods.
FitTreat also delivers the foods that the customer’s order which is recommended to them
by the nutritionist as per their health conditions. Hence, it provides caring and a friendly
service.

Points- of -Parity

As FitTreat is an online delivery company, FitTreat receives orders from their customers
from their website or the mobile application which is a common platform for service
oriented companies. Social media handles of FitTreat are the easy platforms to get more
information about our services and connect to us immediately.

Brand Mantras

Brand Mantra of FitTreat is: “Healthy Diet, Happy Life”

 34

Figure 4 : Brand Positioning Bull's Eyes

Establishing Brand Positioning

The brand positioning of FitTreat “Healthy Diet, Happy Life” well defines that a healthy
diet leads to a happier lifestyle. This clearly says a healthy eating habit is very much
necessary to live a happy life. This relies on happiness and healthy well-being. This brand
positioning promotes the healthy living of the customers.

Communicating POD’s and POP’s

Low Price vs. High Quality Nutritionist vs. Good Taste

Taste vs. Low Calories Unhealthy vs. Healthy

 35

Differentiation Strategies

After a detailed study of the market, we have come to know that there are very few
similar tiffin services but the options are limited and give customers with very less
control over ingredients and the style of preparation. Less priority on health and diet is
given by the existing competitor. We provide nutritious and healthy food to our
customers according to their choice of ingredients, style of preparation, as well as their
choice of menu. We plan diets for people with specific goals like diabetes, weight gain
and loss etc. The customers will have the liberty of specifying the menu as per their
favored ingredients, their preferences, their dislikes and allergies. FitTreat is a perfect
destination for people who like to experiment according to their own convenience and
specifications but cannot afford the time for the arrangement of everything.

The health history of the customers is collected and the boring food is converted to some
exciting food, keeping the health of customers in mind, and delivered to the door of the
customers. We will hire a competent nutritionist who suggests diet to the customers as
per their health conditions and prepares diet charts for them. This is also one of the
strengths and uniqueness of FitTreat. The other main feature of FitTreat is that it is more
conscious towards the health of the customers and uses mostly organic, fresh and high
quality ingredients that are healthy for the customers.

As it is very essential to identify our competitors and analyze what strategies they are
following to stand out, we have considered their services along with their pricing and
marketing strategies. The service of FitTreat is available from early morning 8 am to
evening 7 pm including breakfast, lunch and dinner unlike our competitor who only
provides the lunch service. We are available all days of the week except Saturdays. We
are also available on public holidays according to shifts of the staff available. The pricing
of our products are in line with our competitors that helps us remain competitive.
 36

Competitive Strategies

Competitive Strategy is a long term action plan of a firm so as to gain a competitive

advantage over its rival in the industry. This strategy is focused to achieve above average
position and generate a superior Return on Investment (ROI). FitTreat is an online
healthy food delivery company. It has a very unique feature but there are few companies
such as FitBox which also deliver similar kinds of products. In order to give competition
to the already existing companies, FitTreat really has to adopt some strong strategies.
Following are some differentiation leadership competitive strategies adopted by FiTreat
to be competitive in the market.

i. Calculating FitTreat Food’s Optimal Shelf- Life

The first thing a food chain needs to think about when devising a delivery strategy, is the
exact time frame available for food delivery without compromising on the food quality.
The temperature, texture and presentation of food as well as the duration of delivery
should be taken care of. People would not like to eat cold Keto Cheese Roll or a hard
Keto Pizza as they lose their actual taste. So, once we understand our precise delivery
time window, we can reverse-engineer the delivery operation to ensure customers will
always have the best eating experience.

ii. Slow and Strategic Delivery Rollout

FitTreat is an online food delivery company. So, we basically deliver breakfast, lunch and
dinner that the customer’s order. Thus, our delivery time starts from morning 8am to
evening 7pm for dinner. Thus, we must peak our delivery item at that time when there is
more order of our foods in morning or afternoon or at evening. We must peak that time.
These pilot phase insights will help us plan our operations for broader delivery rollout.

iii. Use food as a Marketing Tool

 37

FitTreat is more conscious towards the food that customers order and the food that they
deliver. FitTreat converts the healthy boring food into exciting and tasty food. By putting
new and exciting food items at the heart of our marketing efforts, we can entice
customers to try our delivery services alongside a new exclusive dish. FitTreat is more
concerned towards the health of the customers so, there will be no compromise on the
quality of food. FitTreat serves 3 meals to the customers in a day: breakfast, lunch and
dinner.

iv. Collaborate with Food Bloggers and Influencers and attend Local Food Events

Wecan take some of the famous celebrities and food blogger to promote our food
services. This helps to promote our service easily because people easily get influenced by
them. By attending the food festivals and events, we can set up booths of our company,
provide free food samples, and co-promote the event to draw in a large crowd. This will
help to develop a network with many people.

v. Offer Loyalty Points and Offer Discounts

Like we have already mentioned, we intend in creating loyalty of the customers and
offering them some of the discounts and offers. By keeping record of the customers who
order food regularly, we decide to offer some extra services to them such as bonus meals
and some discounts.

vi. Reward Reviews, Referrals, and Feedbacks

What people have to say about our brand online has an impact on our sales. So, making
the mistake of advertising our business online while ignoring bad reviews and feedback
from upset customers is not a good idea. We must use those bad reviews as our strength
and convert those bad reviews for our better development. Thus, FitTreat will always be
looking forward to the customers' feedback and reviews and try to reward those reviews.
 38

FitTreat also adopts a differentiation focus strategy. Its main target customers are those
people who want to lose weight, people who have diabetes, cholesterols, blood pressure,
those who want to control their diet along with models, athletes and other celebrities.
Thus, this segment keeps FitTreat differentiated from their competitors.
 39

CHAPTER IX: SETTING PRODUCT STRATEGY

Product Characteristics

FitTreat is offering an online food delivery service. But it is different from the
competitors from its product. As we are delivering healthy food that is beneficial for our
health according to the health conditions. We deliver the food that the customers order
that is recommended to them by their nutritionist. We have the health history of the
customers and we offer the foods that are good for their health. These types of foods
obviously sound and taste boring but FitTreat offers these boring foods with great taste
and excitement to enjoy them while eating. The main features of the service that the
FitTreat offers are listed below:

i. Healthy and tasty food

ii. Online food delivery

iii. Foods that the customer order but are recommended by the nutritionist

iv. Making boring food exciting and tasty

v. Fresh and organic foods

vi. Advices from food nutritionist about the diets

Product Differentiation

It is the process of distinguishing a product or service from others, to make it more

attractive to a particular target market. This involves differentiating it from competitors'
products. Following are some of the product differentiators that keep FitTreat’s products
different from their competitors in the market.
 40

i. Features

FitTreat is delivering healthy food to the customers by converting boring food into some
exciting food and taste. We prepare the foods that are fresh and healthy. These are the
main strong features of FitTreat food that makes us different from their competitors.

ii. Customization

FitTreat collects every little detail of the customers and their health history. This helps us
to know more about the customers. We cannot compromise the health of the customers as
that is the major priority. So, we try to fulfill every requirement of the customers. We
directly interact with the customers and try to understand their requirements on the food.
For example, some customers may be allergic to certain food ingredients. FitTreat tries to
fulfill those requirements of the customers. We have an in house nutritionist who
prepares the customized meal charts for individual customers.

iii. Performance Quality

Each and every time when FitTreat delivers its service, it learns new things and
experience because all customers are not the same. Thus, when we continuously interact
with the customers and know their intentions, we learn new things and try to reflect those
things upon our work. We must learn from these interactions and improve our service so
that the customers feel the difference between the past and present performance.
Continuously improving the service can produce high returns and market share; whereas
failing to do so can have negative consequences.

iv. Style

Style defines the product’s look and feel to the buyer. Being a food delivery company
FitTreat’s presentation of the food should be in such a way that the customers cannot
 41

resist themselves from eating right away. The taste of the food decides the future of our
company. It is a challenge for us to change the mentality of the customers that healthy
foods are boring. Hence, we craft those boring and regular diets to make them an
interesting dish. Thus, the taste of the food really matters.

Service Differentiation

Service differentiation is the design and the delivery of the service to have unique and
valuable characteristics relative to the competitors in the market. Some of the service
differentiators of FitTreat that make us different in the market on our services are
mentioned below:

i. Ordering Ease

Being an online delivery company, at first, there must be an order placed by the
customers. People can have information about our services and offerings through our
social media handles. Despite their busy schedule, people these days make at least some
time to use facebook, instagram etc. which is the reason why we have our own social
media handles in order to provide the required information to the interested customers.
And to place an order, we have our own customized website as well as the mobile
application where the customers need to provide their details before placing the order or
subscribing to our meal packages. In the details, we include their preferences and dislikes
concerning any of the ingredients and also mention their food allergies (if any). The
customers can easily sign up for the meal plan suitable for them and we do the rest.

ii. Delivery

After the customers place an order, we need to deliver the food on time as per their order.
FitTreat will deliver the food at the door of the customers. The food is wrapped in an
airtight lunch box so that customers find our product warm and well packed. We try to
deliver the food as soon as possible as we have our own delivery facility.
 42

We deliver subscription based meals and non-subscription based meals. For subscription
based meals we deliver the food on microwaveable lunch boxes and for normal
customers, biodegradable packaging is done. For the subscription based customers, we
will have two sets of lunchboxes and use them alternately each day. We also use thermal
bags to keep the lunch boxes safe and warm during delivery so that customers have no
complaints about the delivery. We also deliver 3 meals in a day from morning as a
breakfast to evening as a dinner. We even deliver meals on public holidays working on a
shift basis as per the availability of staff.

iii. Customer Consulting

In today’s world people are more busy with their work and life so they are more
convenient having unhealthy food. Thus we came up with the idea of delivering cooked
healthy food. When the customers ask for our suggestions, we ask them for their health
history and according to that, consulting with our nutritionist we deliver them the healthy
food that is best for their health. We try to convince them what type of food is really very
beneficial for their health.

These are some services that we are trying to provide to our customers. This also helps to
interact with our customers and help to develop a deep relationship with the customers.

Packaging and Labeling

There’s nothing worse than ordering soup, pizza, or pasta only to have it arrive cold.
Ideally, hot and cold food should be packaged separately so that each dish arrives at the
temperature it’s meant to be enjoyed at. So, the packaging and labelling really very
matters. The packaging must be safe and non- contaminated and intact to keep the food
warm.Thus, keeping all this into consideration, FitTreat has come up with an idea of
delivering the subscription meals in the microwaveable divided lunch box having a label
of FitTreat logo on the top of it. For normal customers, the food is packed in a
biodegradable packaging ensuring that it is safely delivered.
43
 44

CHAPTER X: DEVELOPING PRICING STRATEGIES AND

PROGRAMS

Pricing Strategy

Pricing of the business shall be done in ways it could add value to the customers.
“FitTreat” is a new idea in Nepalese market as a healthy meal prep business is quite
uncommon in our market even though people are responding positively towards organic
foods. The price of FitTreat is somewhat expensive for people that have average net-
adjusted disposable income. Because we are targeting people with above average
disposable income, we stress that customers are paying for the convenience and freshness
of the food as well. However, as we gain consumer reactions, we will consider adjusting
our prices as needed. The steps for setting the price of our product are described below:

Step 1: Selecting the Pricing Objective

The popularity of healthy meals has grown as people these days are more inclined
towards eating healthy and organic food. Our product strives to be “affordable luxuries”
by providing healthy meals that have a high level of perceived quality and taste with a
price that is not so high to be out of customer’s reach. So, our pricing objective would be
product-quality leadership as we aim to position ourselves as a quality leader in healthy
food services by combining quality, luxury and premium prices with an intensely loyal
customer base.

Step 2: Determining Demand

Customers are less price sensitive to our products because we are targeting people
seeking quality over price and people with above average disposable income. Our
business is more focused on a loyal, higher-income consumer base that perceives our
meals as an affordable luxury. Demand for our service is less elastic as we have only few
competitors and buyers can justify our prices with the quality we offer. However, as our
 45

customers are not perfectly inelastic to price, so setting an extremely high price might
decrease the demand for our product.

Step 3: Estimating Costs

The price of the meal should at least cover the costs of making it. The total cost of the
product includes the fixed cost and variable cost. The fixed cost for our product includes
rent, salaries, utilities etc. and our variable cost includes cost of ingredients, packaging
cost, delivery cost, cost of collaborating with various food pages and delivery business
etc.

Step 4: Analyzing Competitor’s Costs, Prices and Offers

Even though a healthy meal plan is a new concept in Nepalese market, a business called
“Fit Box” has been providing similar services to ours. Fit Box is the only direct
competitor for our business so it is necessary for us to consider the price, offering and
cost incurred by the business. Fit Box has been offering five different lunch meals which
is less than the plans that we are offering. Moreover, we are also offering detoxification
drinks, meal kits for self-preparation and more diverse meals with customization to the
customers and ease of ordering through mobile phone apps. In case of price and cost, our
service has different cost and price than competitors as we are offering more options to
the customers.

Step 5: Selecting a Pricing Methods

We would be using a mark-up pricing method where a standard mark-up is added to the
product’s cost. We will be using mark-up pricing to initially set menu prices and to
establish the value for special, seasonal, customization and promotions. First we will
determine the price for every ingredient in all recipes specific to the quantity required and
create a pricing sheet for each menu item that will summarize the cost of ingredients for
 46

each meal. After this, we will be adding the highest average expenses and overhead costs
which includes rent, utilities, salaries, delivery expenses, supplies and all other routine
expenses. The mark-up percentage would be 25%. Therefore the final price of our meals
would be:

Price= Total cost + 25% mark-up on total cost

Step 6: Selecting the Final Price

This is the final step in setting the price. As we will be providing different recipes every
day under every meal plan, for individual purchasing meals without subscription, the
price of meals will keep on changing as the price of meals will depend upon the cost of
ingredients used to prepare it. However, the meals under subscription will have the same
price despite the meals we will be providing changes every day. Thus there is no fixed
price for our single meals, snacks and drinks as we will be updating our menu every day.
Besides all the above mentioned things as well as considering the influence of our other
marketing activities, especially advertising, on our customer, we would set the final price
of our individual meals, meals under subscription plans, snacks and detoxification drinks
in the following ways:

Items Price Range

Single Breakfast Rs. 200 to Rs. 300

Single lunch or dinner Rs 400 to Rs.550

Snacks Rs. 150 to Rs. 300

Detoxification Drinks Rs.100 to Rs.200

Meal Plan under Subscription ( includes Breakfast, Price range ( Per Day Price)
Lunch and Dinner)

Keto Meal Rs. 1200 to Rs. 1400

 47

Low Carb Meal Rs. 800 to Rs. 1000

High Calorie Weight Gain Meal Rs. 1200- Rs. 1400

Gluten Free Meal Rs. 800- Rs. 1000

Diabetes Friendly Meal Rs. 1000- Rs. 1200

Adapting the Price

The several price adaptation strategies that would be used by our company for healthy
meal plans are:

Price Discounts and Allowances

We will be offering a discounted price which is ten percent less than the actual price of
subscription for the first subscription to every customer so that we could easily attract
people to make the first purchase. Five percent cash discount will also be provided to the
customers who make advance payment for the monthly subscription of meal plan. For the
customers who will be connecting with us for more than a year, will be providing a thirty
percent discount on their next subscription.

Promotional Pricing

To stimulate the subscription of meal plans we will be using the special-event

promotional pricing strategy. We will be providing special discounts during peak
wedding season in order to attract customers who want to lose weight as people usually
want to look good during weddings. Similarly, as September 25th is declared as fitness
day we will be providing special discounts in the month of September to encourage
people to get fit. These special prices will also be available to celebrate World Health
 48

Day, Men’s health month, Women’s health month and other major health promoting
days. In this way we could promote healthy eating among all categories of customers.

Differentiated Pricing

The only differentiated pricing we will be using is product-form pricing. Here the price of
the meal will depend upon the way it is purchased. If the customer is buying a Keto meal
without any subscription he/she will be charged around NPR 450 which is a little more
for the same meal that he could purchase at 400 under subscription. The same pricing
applies for purchasing our snacks and detoxifying drinks.

Responding to Competitor’s Price Changes

Even though the concept of providing healthy meals is common between our competitors
and us, our services are completely different. The meals we will be providing , our
subscription plan, number of meals per day and providing meals everyday even on
weekends make us different from our customers. So if the competitors change the price,
we will be maintaining our existing price at the time of price change. What more we
could do is to maintain the price but improve our services and communications if the
competition is unavoidable.
 49

CHAPTER XI: DESIGNING AND MANAGING INTEGRATED

MARKETING CHANNELS

Channel-Design Decisions

To design a marketing channel FitTreat must analyze their customers’ needs and wants,
establish objectives and constraints, identify and evaluate major channel alternatives.

i. Analyzing Customers’ Needs and Wants

The needs and wants of the customers are the key of the company. Their needs according
to the nature of the FitTreat may vary according to their preference, their health
conditions, pricing of the food items, their convenience as it is very convenient to order
and being an online delivery service, customer’s needs and wants also vary as the time of
FitTreat’s food delivery channel. Customers’ prefer fast delivery channels.

ii. Establishing Objectives and Constraints

Channel objectives vary with the product characteristics. As for FitTreat, it is an online
healthy food delivery company and its main objective is to deliver healthy food to the
customers as per their order.

iii. Identifying Major Channel Alternatives

FitTreat can choose from a wide variety of channels for reaching customers from sales
forces to direct mail, telemarketing and the internet. .

iv. Evaluating Major Channel Alternatives

 50

Being an online delivery service, the best major channel alternatives is an internet. They
receive their order on their website for which the internet is a must. So, the internet is the
best platform to interact with their customers.

Channel Integration and System

Online stores, mobile application, and pages on social media are the major channels of
FitTreat.

Vertical Marketing System

Under VMS, FitTreat involves corporate VMS because FitTreat itself involves the
ownership of all levels of production and distribution chain.

E-Commerce Marketing Practices

The wide preference of customers to look for restaurants on their phones and research
restaurants digitally lead to drive our focus towards online delivery service.

Thus, we have added an e-commerce channel to create awareness about the store’s brand
and offerings i.e. our company works as a pure-click company without existence as a
firm.

We will have an online ordering system through both website and mobile apps for the
customers. The online platform will be up to date with the latest information about a
variety of menu choices along with awareness about food and nutrition habits. Website
and app will be designed as per our customer’s convenience with easy to use and clearly
labeled contents. Similarly, we will be using online platforms like Facebook and
Instagram to attract more potential customers by posting engaging contents about our
offerings. Our online page will incorporate a link that will lead directly to an online
ordering website or app to assist our customers without any hassle to search for our
website or app on their devices again.
 51

As our focus is towards building a strong internet presence, it is essential for our business
to invest it in building our website’s SEO’s that enable traffic and ultimately attract more
customers. Similarly, we will have our customer database to track website visitors,
targeted audience, customer reviews and information. Thus, the use of social media
advertising has drastically revolutionized the internet.
 52

CHAPTER XI: Designing and Managing Integrated Marketing

Communications and Mass Communications

Developing Effective Communications

i. Identify the Target Audience

Target audience is the demographic of people most likely to be interested in a company’s

product or service and has significant potential to respond positively to a brand message.
The better we understand our audience, the better we can appeal to their interest. The
broader target audience for our service are the people living in Kathmandu, especially
young health centric people who don’t have time or desire to cook meals for themselves.
Also, weight conscious people for whom we will offer reasonable calorie count food
items, special diet people who are allergic to certain foods and who prefer low-carb diets.
Any marketing communications plan has to be formulated for a specific group of target
customers, so we need to identify what most of our customers have in common and why
they are buying our services. We will be doing this study through surveys, interviews or
image analysis. Through image analysis we can actually know how familiar our target
customers are towards our service and how they feel about us. This will help us to decide
on communication strategy.

ii. Determine the Communication Objectives

It is very important to determine the communication objective especially for a new online
startup like ours, in order to establish a truthful, accurate and useful communication of
ideas with the target audience. The possible communication objectives of our company
are as follows:

● Category need: Our Company’s products categories must reflect the target
audience’s needs and wants. Our company provides healthy and nutritious diets that
reflect consumer’s need to live and adapt to a healthy lifestyle. Our menu encompasses
 53

different categories of food items for customers with various needs like for customers
who are gluten intolerant, we customize the whole food item accordingly by substituting
the gluten related products.

● Brand Awareness: For a new startup like ours raising awareness about our
services, it is the most important communication objective because when you initially
enter the market, you have to let people know your company and products or services that
will be provided. As FitTreat provides organic healthy food suitable for all types of
fitness plans and promotes healthy habits, our objective is to educate the public about
these unique offerings and entice them to choose our spot for their next meal. For
creating buzz and raising awareness among the target customers, we will be using
advertising and public relations. We will be focusing more on word of mouth and social
media advertising as many of our target customers are connected to social media.

● Brand Attitude: Brand attitude reflects buyer’s overall evaluation of a brand with
its perceived ability to meet current relevant needs. For FitTreat, customers' relevant need
is to stay fit. This may be for social approval or due to health related problems. So we
will be focusing on problem-solution and sensory-oriented marketing communication to
promote healthy eating.

● Brand Purchase Intention: It is always necessary to motivate customers to buy our

services, which can be done through persuasive advertising. Persuasive advertising will
help us by encouraging the first time customers to try our services. We could promote
healthy eating as “ tasty” or which would appeal to people who want to eat healthy food
having more flavors and taste or as “ fun” which would appeal to people who want
something exciting than boring healthy meals that we are well known to.

iii. Design the Communications

 54

The Communication of any product shall be done in such a way that it develops the
relationship between the viewer and the visual image of our company we are going to
portray. We will be selecting a communication design that clearly reflects the message
we are intending to communicate and that will engage customers to our services. Our
service FitTreat will be communicated as a solution to the problem of unhealthy eating
habits as many people these days want to eat healthy but don’t know how to. The
following strategy will be used to formulate the communication and achieve the desired
response.

● Message strategy: Our Company’s marketing message is what grabs our target
audience’s attention. So our message should portray why they should trust us and why
they should choose us over our competitors. Our company’s tagline “your ultimate
guide” that illustrates our service performance is a message strategy adopted by us. The
appeal “Your Ultimate Guide” will be a rational-reward promise following the result-of-
use experience.

● Creative strategy: Our Company takes on informational appeal under creative

strategy which focuses on communicating our products or service’s attributes and
benefits. Our service not only helps people achieve their fitness goals but also makes
healthy eating a part of their life. Informational appeals are typically more authentic and
will help to create a sense of authority around our brand. Under this strategy, we will be
using interactive social media and attractive content that provides nutrition and wellness
related information, to create awareness among people about the need to eat healthy and
stay fit.

iv. Select the Communication Channels

Selecting the most productive communication channel is an important competitive step to

attract target audiences. We will consider integration of both personal and non-personal
communication channels as all the customers' accessibility and preference will not be the
same towards various channels. Personal communication channels enable two or more
 55

people to communicate directly with each other and facilitate actions of word of mouth of
customers. Under personal communication channels, we could use social channels
consisting of friends and family, neighbors or associates. We will also be using online
channels for “word of web”. Non-personal communication channels also known as mass
media, carry out a message without interpersonal contact and reach out to many receivers
at the same time. The non-personal channels we could use are media, especially social
media, sales promotion and public relations.

v. Establish total marketing communications budget

For deciding on the promotional budget, we will be using an objective-and-task method

in which the company's own environment and requirements are considered. Under this
method, we will be first defining the desired results of advertising which is mostly the
market coverage from the advertising and the strategies and tactics required to achieve
these results. Then we will assess the costs associated with these strategies and tactics.
This way the final marketing communication budget will be decided.

Deciding on the Marketing Communication Mix

Marketing communication mix is the combination of channels that we will use to reach
out to our potential customers. We will be allocating our marketing communication
budget over three modes of communication- advertising, sales promotion and direct
marketing.

Advertising

i. Word of Mouth Advertising

FitTreat will be emphasizing and focusing our advertising more on “word of mouth”
strategy. Here the customers who will try our meals, snacks and drinks will spread our
services to their friends, family and others. This is basically letting our high quality
products and service speak for themselves. We believe that connecting to our customers
 56

and focusing on their overall experience of our service is more valuable and at a top
priority than any other advertisement or mass marketing. Promotion through a satisfied
customer is more effective as a satisfied customer is loyal and will refer our services to
other people.

ii. Social Media Advertising

FitTreat will also offer the service through social media. We will be sharing information
and receiving feedback through our social media pages in Facebook and
Instagrambesides using it as a mediums where we promote our service. For promoting
our services we will be collaborating with food bloggers who blog about our services on
their Facebook, Instagram pages and tweet our product on their twitter pages. We will use
these media platforms to give a little sneak peek of how meals are prepared, offering
cooking tutorials and hacks or even do small question and answer sessions with our chef
or cook. We could create different social media contests like free gift cards, free meals or
even discount vouchers to engage with our customers and followers.

Sales Promotion

FitTreat is a startup company and we cannot afford high expenses on sales promotion.
Initially, we will be distributing flyers attached with the lunch box which we deliver to
our customers. We will also give gift coupons to some of the health centers near our
company, take part in food festivals, give discounts to continuous buyers and reward our
loyal customers. In this way, we could get people to know about our product, receive
feedback from them and maintain a current customer base. Special discounts and special
prices will also be available to celebrate World Health Day, Men’s health month,
Women’s health month and other major health promoting days. Rewards for advance
payment and extending subscription will also be provided.

Public Relations

We could manage our launch by associating our operations with the environment and
community. We could sponsor a few fitness related small programs, fitness influencers
 57

on social media or national athletes during some important matches. Through these
fitness centric public figures, we could encourage people to participate in our fitness
program and share their fitness journey which would motivate other people struggling
with fitness issues. For example, through fitness related social influence we could
promote #MyFitnesswithFitTreat. This will assist our company in creating a positive
image in the minds of the potential customers.

Direct Marketing

In this technology driven world, direct marketing is one of the best ways to connect to the
customers especially for online business like ours. As we don’t have huge target
customers we will use direct marketing to focus on every potential customer. Direct
advertising allows us to target particular groups of customers with customized
promotional messages, so this will help us to focus on the existing Customer base. We
will use email to celebrate our success, discuss new menu items or share special
discounts. We will also be using telemarketing as a customer service to contact our
customers to follow up with them about recent purchases, ask them if they’re satisfied
with our services, and give them discounts for answering our questions.

Managing the Integrated Marketing Communications Process

Integrated marketing communication is an approach to promote products and services

(brand promotion) where various modes of marketing are integrated so that similar
messages go to the customers. Companies rely on one or even more communication tools
to reach and appeal to its customers. The availability of a wide range of communication
tools has made it imperative that companies move towards integrated marketing
communication. IMC is used to find the deviation of message delivered and
communications medium.FitTreat also plans to implement IMC to ensure whether all
forms of communication and messages we deliver are totally linked with each other or
not. In simple words, IMC will help us to assure whether the messages we have passed
through social media, emails or flyers will be carrying a consistent message and will not
create any difficulty for readers to understand.
 58

CHAPTER XII: EFFECTS OF COVID-19 ON FITTREAT

Although the world is going through a devastating phase during the recent pandemic
outburst of the COVID-19, let alone the businesses, we, at FitTreat would like to take it
as an opportunity to expand our market share. We are quite aware that the recent
lockdown has not only put people locked inside their homes but also prohibited the
openings of health and fitness clubs including gyms till now, as such more and more
people are shifting towards a healthy way of eating to maintain their fitness goals.
Moreover, since the restaurants also have certain, if not all, obstructions to smoothly
carry their businesses, this leaves a little crack for the FitTreat to take the advantage.
Further, the delivery people shall be regularly educated and updated on best hygiene
practices and be equipped with hand sanitizers all the time. They shall deliver the food
 59

and leave at the door. The customers are encouraged to pay for the service through cards
and if not possible, then appropriate measures shall be taken. They shall be equipped with
protective masks, and sanitized, disposable gloves. FitTreat shall also monitor their health
regularly including other staff and check their body temperature if case of any abnormal
fluctuations and are strictly advised to stay home if unwell.

 
 60

References

FitBox. (n.d.). FitBox.https://www.fitboxnepal.com/#/

Kotler, P., & Keller, K. L. (2012). Marketing management.

Module 5 integrated marketing communication strategy. (2011, February 11). Share

And Discover Knowledge on LinkedIn

SlideShare.https://www.slideshare.net/adrianneg/module-5-integrated-marketing-

Communication-strategy

(n.d.).PoslovniNačrt.https://www.businessplantool.org/Dokumenti/Practical%20example
%20of%20a%20business%20plan (1).pdf

The unsung heroes during the COVID-19 pandemic. (2020, April 20).

DarazLife.https://blog.daraz.com.np/2020/04/20/the-unsung-heroes-during-the-covid-19-
pandemic/
 61

Appendix

Marketing Research survey questions:

1. How health conscious are you?

a. Very much b. Moderate c. Not so much

2. Is fitness something you abide by?

a. Rarely b. Moderately c. I swear by it

3. What does eating healthy mean to you?

a. Low calories food b. Low carbs c. Low sugar d. Eating fresh e. Organic food f. Well balanced

4. Do you think food can affect your health, physically and mentally, irrespective of your age?
a. Junk foods don't affect me. b. I would like to start living healthy now

5. Would you rather buy, prep and cook your own food or have everything done and delivered at your food
steps for equal to lower price?
a. I would rather make my own food b. Would love to try the service

6. Do friends and family or some people you know influence your habit of eating healthy?
a. Yes, they do b. No, they don’t
 62

7. Does your social, cultural, religion, caste affect the food you choose to consume?
a. Yes, it does b. I eat as per my will.

8. What is your favorite way to get a serving of fruits?

a. Whole fresh fruit b. Fruit salad c. Smoothie d. Fruit dessert e. Dried fruit

9. How often do your family members and co-worker talk about nutrition and healthy food with you?
a. Often b. Sometimes c. Never

10. Do you read the Nutrition Facts label on grocery items?

a. Almost always b. Usually c. Sometimes d. Rarely e. Never

11. What would you rather choose?

a. Healthy foods over price. b. I am tight on budget. Health isn't that much of my priority.

12. Do you constantly keep track of your weight?

a. Rarely b. Sometimes (for a special occasion, maybe) c. Always

13. Have you come across businesses that provide healthy food in Kathmandu before?
a. Yes I have b. No, this is the first time I have heard about it.

14. Gender
a. Male b. Female

15. Age
a. 15- 20 b. 20-30 c. 30-40 d. 40-50

16. Occupation…………………...

Sample Menu of FitTreat

Keto Meal Plans

Breakfast Lunch Dinner

Keto Brown Butter Asparagus with creamy Eggs Shrimp Avocado Salad with Tomatoes and Keto Fried Chicken
Feta
Maple Flaxseed Muffins Vegetarian Lettuce Wraps Keto Broccoli Salad
Keto Blueberry Muffins Cucumber Noodles Salad Garlic Rosemary Pork Chops
 63

Brussels Sprouts Hash Keto Sushi Lemon Garlicky Mahi Mahi

Bacon Avocado Bombs Shrimp with Cauliflower Grits Keto Meatloaves
Keto Pancakes Keto Chicken Garam Masala Keto Cheese Meatballs
Egg Rolls Keto Wraps with Avacado and Chicken Salad Keto Pizza
Snacks : Blueberry Cream Cheese Coffee Cake, Keto Drop Biscuits, Keto Chocolate Cereal, Fat Nut Bombs, Flax Crackers with Cheese,
Fruits Bowl, Keto Icecream

Low-Carbs Meal Plans

Breakfast Lunch Dinner

Baked greens with eggs Egg Roll in a Bowl Cauliflower Grits with Spicy Shrimp
Goat’s cheese, pea and bean Frittata Greek Chicken Meal Prep Parmesan Garlic Spaghetti Squash

Cowboy Breakfast Skillet Cajun Shrimp and Sausages Vegetable Thai Turkey Lettuce Wraps
Skillet
Savoury, Flourless Egg- and Cottage Chicken and Avocado Salad with Lime Cauliflower Crust Pizza
Cheese Breakfast Muffins and Cilantro
Cream Cheese Pancakes Peanut Chicken Zucchini Noodles Zoodles- Zucchini Noodles
Magic Low Carb Waffles Sweet and Sour Stir Fry Chicken and avocado Salad
Chocolate Chia Pudding Spring Rolls with Lime Peanut Sauce Rainbow Salad Bowl
Snacks: Sesame Crisp bread, Frozen Yogurt Popsicles, Pumpkin Pie, Chocolate and Peanut Square, Low Carb Fruit Bowl, Rainbow
Cupcakes

Gluten-Free Meal Plans

Breakfast Lunch Dinner

Banana Oat Pancakes Potato Salad with Quail Eggs Zucchini Lasagna Roll-Ups
Vegan Waffles Skinny Chicken Caesar Salad Greek Salad
Stewed Breakfast Apples with blueberries Kale and goat’s cheese frittata Bacon Wrapped Stuffed Zucchini
Zen Quinoa Bowl Quinoa tabbouleh One-Pan Balsamic Chicken and
Asparagus
Coconut Cashew Chia Pudding with Quinoa and feta salad with roasted Apple Cider Glazed Chicken
Strawberries vegetables
Smoothie Cubes Potato and Paprika Tortilla Lentil, Carrot and Chicken Salad
Cinnamon toast Morning Muffins Rice Noodles with Sun Dried tomatoes Sesame Chicken with Brown Rice
and Parmesan
Snacks: Oatmeal Chocolate Chip Cookie, almond Joy Cupcakes, Flourless Chocolate Cake, Bite-size zucchini Pizzas, Banana Bread,
Fruit and Nut Cookies, Gluten-Free Crackers

High Calorie Weight Gain Meal Plans

Breakfast Lunch Dinner

Overnight Oatmeal with Fruit Chicken with Brown Rice Garlic Butter Chicken and Veggies
protein Flax Waffles Chicken Tacos with Papaya Salsa Coconut Chickpea Curry with Broccoli
rice
Chicken Avocado Tomato wholemeal Thai Style Fried Rice Chicken Meatballs with Quinoa and
Sandwich Curried Cauliflower
Scrambled Eggs with Avocado mashed One Pan Tikka Salmon with Brown Rice Kung Pao Chicken with Rice
Wholemeal Bread
Mushroom, Ham, Cheese and Onion Veggie Protein Chill Chicken Teriyaki with Green Salad
Omelette
Chia Seed Power Pot Chili Lime Salmon Salad Mighty Turkey Burgers
Peanut Butter and Jam Sandwich Protein-Packed Chili Dogs One-Pot pork Stew
Snacks: Cheese Crackers, Power Bars, Peanut Butter and Nutella Cookie, Bagel Chips, Nut Butter Balls, Whole milk or Cream
Pudding, Meat Sticks

Diabetes Friendly Meal Plan

 64

Breakfast Lunch Dinner

Egg Muffins with Lean Bacon
protein Pancakes
Smoked Salmon and Cream Cheese
Wraps
Avocado Whole Grain Toast
Overnight Steel Cut Oatmeal Bowl
Black Bean Breakfast tacos
Whole Wheat Blueberry muffins
Snacks: Roasted Chickpeas, Whole Grain Crackers, No-Bake energy Bites, Fruit Bowl, Frozen Berry and Yogurt swirls, Pumpkin Pie
Custard, Carrot cookie Bites
Spinach Rolls Turkey Meatballs
Curried Chicken Pitas Whole-Grain Pasta
Crunch-Time veggie Wrap Corn and Black Bean Salad
Chipotle Chicken Quinoa Burrito Bowl Greek Salad Wraps
Veggie Rice Pot Falafel Burgers
Indian- Spiced Shepard’s Pie Tarragon Chicken Salad
Cauliflower rice with chicken Curry Quinoa and Smoked Tofu Salad

Detox drink Days

Cleansing Cucumber Lemonade Sunday
Coconut Water with Lemon and Mint Monday
Super Green Detox Drink Tuesday
Detox Ginger Lemonade Thursday
Detox Green smoothie with Chia Seed Friday
Fruit Based Detox Drink Saturday

*To be noted that the foods can be customized as per their need, taste and health. The recipes shall be monitored and addressed mainly
to the seasonal ingredients.