We Eat and fit

Healthy food cafe

Team 7 Members:

Vladimir Yeghizaryan (Budget)

Anna Hovakimyan (Environment)
Mariam Harutyunyan (Marketing
Mix)
Robert Karapetyan (Target)
Nazeli Ghazaryan (SWOT)
 We make it simple to
Live whole,eat healthy and feel amazing.

About:
A cafe with healthy food,cozy environment
and friendly staff, located on 80th Aram
Street.

➔ Use ingredients without waste

➔ Emphasize correct nutrition
 Marketing Objectives

➔ Raising the Brand equity.

➔ Promote healthy nutrition.

➔ Improve product quality.

➔ Increase Post-purchase
evaluation.

➔ Retain loyal customers.

Social Factors Environmental factors Legal Forces

Lifestyle and mentality Obscure building

Increase in taxation of
of society Excessive design of
restaurant business
neighbour restaurants
Lack of parking spots
Environmental
Analysis: Competitors
 SWOT
Strengths Weaknesses
➔ High quality service ➔ Limited space
➔ Emphasis on customer ➔ Lack of taste
satisfaction ➔ Unavailable parking spots
➔ Unique concept of cafe ➔ Expensive dishes
➔ Fresh product

Opportunities
➔ Increasing interests towards
healthy food
➔ Multifunctional service
➔ Wider target market
➔ Linking with other businesses
Threats
➔ Customer dissatisfaction
➔ Government regulations
➔ Mentality shifts
➔ Price sensitiveness
Target

➔ Young high-income individuals

28-45 years old

➔ Visiting Armenians and

Business working class

Current Client Information

Age: 25-45
Peak hours: 12:00 - 4:00 pm
Income: medium-high
Ratio of Armenians to Tourists:
60/40
 Target characteristics
➔ 25-54 years: make up 43% of Armenian population.

➔ According to the Lorenz Curves of Armenian 40% of the population holds 20% of the
income in the country.

➔ Occupations:
➔ Dentist $12,981
➔ Project Manager $7,768
➔ Software Engineer $7,683
➔ Mobile Developer $7,268
 Target characteristics
Behavioural

➔ Health-conscious people
➔ People with special
diets/health issues
➔ Extremely busy, prefer
fast service

Psychographic

➔ Middle/High social
class
➔ University graduates
➔ Young/Middle age
 Increase Post-
Objectives / Raise brand Promote healthy Improve product Retain loyal
purchase
Marketing mix equity nutrition quality customers
evaluation

Nutritionist with
Using ingredients Healthy
Product diet expertise
without waste Armenian dishes

Weekly lottery
Stable premium Rewards for
Price and cash back
prices loyal customers
services

Collect customer
Small power
Place feedback through
banks
surveys

Photo services,
Promotion Billboard Social media
advertisements
Product:
Our plan:

● Nutritionist with diet expertise,

free of charge advices.
● The product line of healthy
Armenian dishes
● Use ingredients without waste

Main products sold are

➔ Detox juice
➔ Funky moon
➔ Buckwheat noodles
➔ Wine
Price
Pricing Strategies
➔ Implementing premium pricing
strategy on products with
exception of most sold ones.

➔ Providing cashback services to

loyal customers.

➔ Organizing weekly lottery.

➔ Rewards for loyal customers.
 Place
The environment
➔ Cozy furniture
➔ Relaxing lighting
➔ Good music

Plans on improving customer

satisfaction.

● Collect customer
feedback through
surveys

● Small power banks

● Parking by reservation
Promotion
● Social media
● Charity
● Showing nutrition details in the menu

New implementations
➔ Photo service
➔ Billboard advertisements
➔ Advertisements on the dangers of
fast-food
➔ Product Distribution through the
event (Training,
Forums,Conferences)
 Implementation of the plan
(who, what when?)
Product Related Plans
● New equipment will be utilized
by the existing chef for recycling
and repurposing the ingredients.
● This will ensure minimum loss of
vitamins in the food.

● The existing chef will get a

special training for making
healthy Armenian dishes and
salads.
 Implementation of the plan
(who, what when?)
Pricing Related Plans
➔ Cashback services will be
added as 3% of the total
monetary spending in the cafe.
➔ The existing database of the
loyal customers will be used by
the cashier to provide them.

➔ The weekly lottery will

randomly select customers for
a chance to win a free meal.
 Implementation of the plan
(who, what when?)
Place Related Plans
➔ QR codes will be handed out to
customers after the purchase
to give feedback through an
online survey.

➔ Small power banks (3x) will be

provided by the waiters for
charging phones, laptops or
other devices.
 Implementation of the plan
(who, what when?)
Promotion Related Plans
➔ A camera will be given to the waiter
to take pictures for the customers.
➔ Billboard advertisement on the
dangers of fast food will be place
near hotels.
➔ One manager and two waiters will
be responsible for distribution fresh
packaged products in weekend
events.
 Timetable
➔ Photo services: May 10th
➔ Billboard advertisement: June 1st - August 31st
➔ Existing chef training: June 1st - June 14th
➔ Healthy Armenian dishes available in the menu: June 14th
➔ QR code links to online customer surveys: June 14 - August 31st
➔ Purchase of new equipment for waste reduction: September 1st
➔ Weekly lottery for winning a free meal, held every Friday: September 15th
➔ Distribution of dishes and advertisement through events: November 1st - November 30th
➔ Purchase of 2 small power banks in the cafe: December 1st
➔ Cashback services for loyal customers: December 1st - December 31st
 Budget
➔ Camera purchase: Sony Cyber-shot RX100 $433
➔ Billboard advertisement: Yerevan, Kentron $1563
➔ Existing chef training: 14 lessons $438
➔ QR code links to online customer surveys: 100x reusable $20
➔ Purchase of new equipment for waste reduction: Food Waste Industrial Grinder $650/year
➔ Weekly lottery for winning a free meal, held every Friday: $83
➔ Distribution of dishes and advertisement through events: Overtime pay every 2 weekends
$408
➔ Purchase of 2 small power banks in the cafe: $60
➔ Cashback services for loyal customers: $525

➔ Total: $4180
 Result Measurement
Project 1

➔ Increased number of loyal customers

➔ Number of daily customers raised from 70 to
90 per day (28% growth)

Project 2

➔ Lower production costs with higher quality

products.
➔ Increased brand equity.
Thank you!