Why McDonalds is not going Organic ?
The answer is..because they were never compelled to. In an effort to remake their tarnished image of selling fat junk food, plastic food and food that is made of refuse from meat factories, McDonald’s is spending One Billion Dollars on a Make over for its locations in Canada. But will McDonald’s improve their real problemfood quality and finally go organic? Or will they still keep serving Mystery McNuggets? McDonalds doesn’t qualify to be an expert on nutritional needs of Canadians but this move will not address the quality of their product which is poor nutrition, plastic foods and refuse from slaughter factories. The changes are superficial decorating a pig and putting lipstick on it but it’s still a pig.
What is this …
The factory food that fast food chains uses is actually refuse from meat packing slaughter houses and is made from: tendons, eyeballs, muscle tissue crawling in bacteria, washed in ammonia then artificial flavours and dyes are used to make it look like meat. Bugs, bacteria, rotting food is made into a pink sludge that McDonald’s uses as food in their mystery servings. We say mystery because most fast food chains do not follow the FDA rules that insist that McDonald’s put a description of the food and where it was derived but they are not labelling their food ethically.
VIDEO TO BE SHOWN HERE
” . And what you do simply proves what you believe” ― Simon Sinek
“Your uniqueness is your greatest strength. they buy why you do it.Steuart Henderson Britt
“People need to be educated so that they can make intelligent moral choices” ― Gary L. You know what you are doing but nobody else does.” ― Simon S. but what the company does. Tam
“90 percent of all Gillette shavers are bought by women for the men in their lives” ― Martin Lindstrom
(influence matters …. not how well you emulate others. Francione
“Your brand is formed primarily.results don’t…coz results follow)
.“Doing business without advertising is like winking at a girl in the dark. not by what your company says about itself.” ― Jeff Bezos “People don't buy what you do.
Its different !
By Sahil verma 10804784
Shivi aggarwal 10802519
YOUR SUGGESTIONS – OUR BENEFIT
This is just to type down the on-the-spot suggestions and queries(if any left unanswered) from audience’s side…
We take Pride in introducing Unico Our Motive
To lend some relevance and make sense out of Organic idea of food
restaurants and café who are promoting the habit of Organic food products.
Lets see what people what people who are actually doing it …have to say about ORGANIC RELEVANCEbe shown regarding a small (A small video will
organic café running In New Delhi)
.Many millets would have gone extinct with the usual corporate monopolization and genetic modification if Organic movement had not started.
5 million ha) is in transition/ developing markets and emerging markets. compiled from economic survey of India 2010‐11.4.Something about Organic Agriculture in India
About 1/3rdof the organic agricultural land (12.43 million ha organic farming land is in India (even more than China) When we have that amount of production which is sufficient enough to put Organic consumption as a nascent habit in our routine then why not do good for ourselves ?
Then why exporting 80% yield
•Source : PHD Research Bureau.
.5 million ha land ….
Out of this 12.
compiled from economic survey of India 2010‐11. It has come down to around 11% in FY2011 from around 13% in FY2001. So Organic ideology does make sense here ) • Agro based.85% (In 2011.Before selecting the target ( which might not be even interested in our venture) We did some research ( at least tried to find out facts regarding ) people of Punjab and all those who are settled here.1199856 crore of Investment … Rs. in Punjab
•Source : PHD Research Bureau. (One of the reasons stated is intensive chemical culture of farming . food processing & beverages leads the opportunity ventures you can go for . out of Rs. • Punjab stands Pattern of per‐capita income of the Indian states • Share of Punjab out of total Investment proposals in India is 0.10144 crore of Investment was proposed in Punjab) • Share of Punjab in food grain production has declined over the years.
jaivikindia.Indian Organic Food-Market Size
Source : http://www.pdf
SWOT ANALYSIS OF ORGANIC FOOD BUSINESS
S T R E N G T H
W E A K N E S S
O P P O R T U N I T Y
T H R E A T S
QSPM analysis of Organic Food Business
COMPETITIVE ANALYSIS OF ORGANIC FOOD BUSINESS
Strengths and Weaknesses
Opportunities and Weaknesses
•Dieting Women •Young and Happy couples •Ageing health conscious individuals •Athletes •Customers focused on environmental sustainability
•Families: a group of people.SEGMENTATION
•Individuals: people that dine in by themselves.
•Take out: people that prefer to eat Unico's food in their home or at a different location than the actual restaurant. either friends or a group of nuclear relatives dining together.
LPU consumers who appreciate high-quality food will recognize the value and unique offerings of Unico's organic food. Unico's Organic food positioning will leverage their competitive edge: Product. imported cheeses. ages 15-45. organic restaurant. organic vegetables . upscale. All employees will ensure that the customers are having the most pleasant dining experience.
. The product will have the freshest ingredients including homemade pasta. Service. Unico will excel relative to the competition. and top-shelf meats. cereals. The product will also be developed to enhance presentation. Customer service will be the priority. By offering a superior product. Patrons will be both single as well as families. All employees will go through an extensive training program and only experienced people will be hired.Positioning
Unico will position itself as a reasonably priced. coupled with superior service. everything will be aesthetically pleasing.
Initial incentives of discounts and rewards for coming back Unico can start to build brand value and trust within the community.Strategy Pyramids
• Initial Market strategy will be to educate potential customers about not only how unhealthy other fast food options are. One will be from the business point of view. This is likely to be run in the business section. • By advertising that Unico will provide healthy convenient choices that are also affordable we look to capture the part of the market that contains the growing number of health conscious consumers.
TIE UP WITH LPU FOR PROMOTION
This campaign will leverage personal relationships with people on staff of the Lovely editorial pages and Lovely World to get a couple of articles written about Unico's. talking about the opening of the restaurant and the people behind the venture. but also how their selections are not that affordable with regard to negative externalities to a person’s health and negative effects on the local community and environment. The same will be communicated via LPU UMS
. The second article will be a food review.
even at the expense of short-term profits.Marketing Mix
Unico's marketing mix is comprised of these following approaches to pricing. Distribution. advertising and promotion. Pricing. In the long term. Unico's pricing scheme is that the product cost is 45% of the total retail price. Advertising and Promotion. Unico's philosophy is that whatever needs to be done to make the customer happy must occur. place the take out order and wait for it to be completed. distribution. Obsessive customer attention is the mantra. Customer Service. The most successful advertising will be banner ads and inserts in UMS and as well as a PR campaign of informational articles and reviews also within the Lovely news. this investment will pay off with a fiercely loyal customer base who is extremely vocal to their friends with referrals. or come in and dine at the restaurant. Unico's food will be distributed through a take out model where customers can call in their order and come to the restaurant to pick it up.
. and customer service. come into the restaurant.
. oranges. and a variety of low fat organic milk options.) We are going to have . carrots. authentic ingredients necessary to hold true to these varied and interesting cultural recipes. Agenda : By keeping the options in our menu simple Unico will be able to save on operating costs. blueberries. The vegetable cups would include things celery. We will endeavor to procure all the traditional. and cucumbers As far as beverages go Unico will not provide any soda. We are going to encash Ethnic Organic ingredients and recipes . strawberries. high fructose corn syrup. This will help us to reduce waste and plan ingredients and purchasing. grapes. (Our chef will have great latitude in designing and producing menu offerings from many different world cultures. low sugar juices or electrolyte rich beverages. or artificial sweeteners. We will keep a small group of constants on the menu and then feature a chef's recommendation that we plan to have 85% of meals ordering.THE MENU
The menu is going to be extremely simple but changing every day.what we call side items also … The fruit cups would include things like cut apples. Appropriate drink selections will be unsweetened tea. juice. green tea. raspberries and bananas. or other drink that is high in sugar content. cauliflower. broccoli. tomatoes.
6. They can be used everywhere. Consider a vanity automobile tag with our company name. We will get a memorable phone number. phone and web address. These are really cheap and make it easy for people from anywhere in Phagwara-Jalandhar belt to call/fax to our office.
7.We are PROMOTING it…DIFFERENTLY
. These can be anything we want but should add logo and visibility to your identity. Signs. impart useful information about your company. When customers are on-hold. We will Obtain a memorable URL and email address and include them on ALL marketing material. Signs with the same information should be put on vehicles. especially if there is a lot of traffic. Phone “on-hold” messages. such as 1800-Lettuce.. 3. 5. Posters. it would include contact information such as logo. road diversions and signboards. Get a toll free number.
Other than this we are going to have promotions via Internet ( social media specifically) Direct mail Brochures Seminars Awareness camps in schools and colleges Pamphlets WORD OF MOUTH
PRICING AND BUDGETING
An excel file will be showed to display the prices and some constraints that we are facing while coming to a decision regarding finalization of suppliers
THANK YOU !