Presentation on Integrated Marketing Communication

Presentation on Integrated Marketing Communication for Food Darzee Brand

1. Pitch Deck: Food Darzee Submitted to: Nilesh Sir Submitted by: Group 1 Ayush Chudiwala Aamir Shah Ojas Ukhe Neel Shetty Prasoon Sharma

2. Food Darzee is a subscription based meal service where we assign you a personal nutritionist to plan your meals and the meals are then delivered to your doorstep. The company comprises a group of passionate nutritionists, doctors and culinary experts who have come together to create an organization that provides a unique customer experience churning out nutrition, food, fitness. The brand introduces to a highly specialised programme, where one can lose 10% of your body weight or more in 40 days or less. It’s a brand that promises to help you achieve your health goals while serving meals that are rich in flavour, nutrition and quality  . ‘Tailor-Made Nutrition at Your Doorstep’,   ABOUT FOOD DARZEE

3. MILESTONES ACHIEVED   15000+ Customers served on till now . Average weight loss per person – 10 kg . 3500+ customers lost 10% or more in 40 days

4. MEAL PLAN OPTIONS

5.     Age group : 25 – 55 Geography :Tier 1 and Tier 2 cities Gender: Male and Female Interest : Fitness and Healthy regime Occupation :Working professionals Behavioural : Health conscious people Lifestyle : Urban TARGET SEGMENT

6. PROCESS CHART

7. Objective To increase awareness about the service provided by Food Darzee ❝ Enhance the Social Media Presence Enhancing consumer consideration for he brand ❝ ❝

8. Instagram Media Uploads Followers Following Average Likes Average Comments Engagement Rate 1115 78,746 21 260 2 0.33% Facebook Handle- Food Darzee Page Likes- 31,076 Currently 1330 people are talking about them DIGITAL PRESENCE

9. Yustrength About Yustrength Founder: Yusuf Nalwala Year of launch: 2013 Location: Mumbai Business Model- Subscription based Menu- G luten-free, K etogenic, Organic and Vegan Celebrity clients- Malaika Arora, Sonakshi Sinha, Bobby Deol and more Average meal price-500 COMPETITOR ANALYSIS Social Media Presence Instagram- Yustrength Followers- 6146 Facebook- Followers- 1875

10. Healthie About Healthie Founder: Rajesh Sawhney Year of launch: 2017 Location: Delhi-NCR Business Model- Subscription based Menu- Gluten-free, Ketogenic, Organic and Vegan No of Customers-30000 COMPETITOR ANALYSIS Social Media Presence Instagram- Healthie_in Followers- 7195 Facebook- Healthie Followers- 132,041

11. Purple Basil Founder: Dhananjai Raja Kuttikad and Rashmi Ghale Year of launch: 2016 Location: Bengaluru Business Model- Subscription based Menu- Gluten-free, Ketogenic, Organic and Vegan No of meals daily-3000 Social Media Presence Instagram- Purple Basil Food Followers- 1216 Facebook- Purple Basil Followers- 2226 COMPETITOR ANALYSIS

12. BRAND TONALITY Food Darzee has a CAREGIVER tonality Reasons- They curate customized meal plan for the clients Create meals based on preferences of the client and deliver to their door step Make sure they don’t repeat dishes at least in 30 days P ersonal N utritionists follows up on regular basis and help one achieve their set goals

13. CULTURE: (Values of the company) Innovation: Turning unhealthy cravings into a superfood . SELF IMAGE: (Relationship the user develops with the brand): I believe in healthy living and health regime is of utmost importance. RELATIONSHIP: ( What relationship people have with the brand) A brand which provides finest of the quality, immensely reliable and worth a shot. PHYSIQUE: ( How the brand looks from outside) A key like shape depicting letter ‘F’ and ‘D’ as the initials of the company , showcasing that we are the key to get you back in shape. PERSONA: (If the product was a human how would it look like?) Person who is empathetic, ingenious and desires to standout from the rest. REFLECTION: (The way others will perceive when you use the brand) Some one who is flamboyant , health conscious and experimenter.

14. MAIN CAMPAIGN Insight: With increasing awareness towards physical and mental health amongst people in India, major chunk of the population is trying to adapt to a sustainable and healthy lifestyle Challenges: -Lack of time to focus on self -Lack of availability of one stop health solutions -Distractions during the journey of achieving the healthy lifestyle goal Campaign Idea: #YourFitnessStory Through this campaign we can promote the idea “At Food Darzee we believe that each one deserves to have their perfect fitness story which they can flaunt Punch line- While you write your fitness story let us be the director to make it a successful one -List down an achievable and practical goal with health experts at Food Darzee -Break down the plan and get customized meals delivered to your door step based on your dietary preferences (We don’t repeat dishes in at least 30 days and deliver you in the city no matter where you are during your meal time) -Monitor and achieve the goal in specified time Write your perfect fitness story to inspire more people Strategy for this campaign -Awareness -Engagement -Action Platforms: Instagram Facebook

15. SOCIAL MEDIA CREATIVES

16. VIDEO AD MOCK-UP

17. INFLUENCER MARKETING Name Social Media Handle Followers Average Likes Engagement Rate Ayush Chudiwala Hungerpangs_Mumbai 66,500 1506 2.56% Shivesh Bhatia Shivesh17 424,883 15,464 3.72% Sarah Hussain ZingyZest 337118 9,752 2.92% Kusha Kapila KushaKapila 1,407,395 126,194 9.06% Abhinav Mathur _ abix _ 77,559 3,426 4.55% Vinayak Grover Lost.and.hungry 50,542 2,032 4.13% SoPune So Pune 54000 1154 2.16% Collaboration with a mix of Food and Fitness Blogger + Influencers

18. RADIO ADVERTISEMENT

19. TRANSFORMATION THURSDAY

20. TRANSFORMATION THURSDAY

21. TRANSFORMATION THURSDAY

22. TRANSFORMATION THURSDAY

23. FUNFACT FRIDAY

24. TOPICAL POSTS 1 st October World Vegetarian Day 16 th October World Food Day

25. #HelloHealthyKitchen IP FOR FOOD DARZEE Doing a fun cooking session of 10-12 minutes with a celebrity/influencer like Shilpa Shetty or Kusha Kapila in the Food Darzee Kitchen Showcasing a quick Keto/Low Carb recipe Quiz sessions conducted by celebrity/influencer guests for viewers and winners win a free weekly meal subscription Sharing tips and tricks of loosing weight the right way

26. SUGGESTED HASHTAGS #Keto- 19.3M #KetoMeals- 1.9M #KetoRecipes- 2.6M #KetoWeightLoss- 3.1M #KetoKitchen- 84.4k #HealthyIndia- 68.2k #HealthyLifestyle- 72.3M #HealthyLiving- 31.1M #LowCarb- 22.3M #LowCarbDiet- 2.6M #WeightLossJourney- 38.8M #WeightLossTips- 1.4M

27. PERFORMANCE MARKETING

28. PERFORMANCE MARKETING

29. BUDGET www.free-powerpoint-templates-design.com Facebook Instagram Influencer Radio Rs 400000 RS 100000

30. Thank You