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Food marketing Light Eat Supply Chain

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  • 1. Business PlanBusiness Plan : : 2011

2. LIGHT EAT OE 151 24, 210 6888000 www.light-eat.gr , , , , . , , , . 3. & HACCP .. . 3842/2010 35 30.000 3 4. : : 3,3% : 15,9 1 2011: -5,5 ... 23% 24 23% 2014 5. 14% 13,5% life style trends : & 6. ERP 7. - - 8. SWOT ANALYSIS LOGO / ( ) - (LIGHT ) (: 3.3% 13,5%) - 9. , (27- 32) (- ) . () (, ) Light & Bio 10. Light Eat .. , , . 11. - , (, ) 12. - : 50.. , () : 60 . , desk call center delivery, rest room , 13. - : - ( 6 , 5 .., . 14. - Light Eat , . . . menu (.. ) . . 15. - , . brand name . . brand 35% , 45% , 70% . 25% , 40% 65% . 20% , 25% 40% . 16. : ( ) ( -, -) 17. : -call center, , delivery, Light Eat, Front desk, , , , 18. MARKETING HR (Chef) & & / & FRONT DESK ( ) ( ) 19. 20. : ., . : , & call center, front desk 21. , . 22. 23. : ( , , .) ( ) ( ). : , , 24. () H Light Eat , - 25. 26. 2011 2012 2013 , , , , x x x Vinaigrette x x x Vinaigrette x x x Light Eat Caesars , , , . , , , light Eat x x x , , , ,, , x x x Farfalle, Pesto , Mozzarella x x x , Iceberg, , , , , , , light ( x x x , , x x x Light Eat Special , , , , , , , , , , . , , Light Vinegraitte x x x , , , ( x x x , , , x x x , , , , , , Vinegraitte x x x 27. 2011 2012 2013 , , iceberg, , , , , , , , x x x io Spinas , , , , x x x , , , , , , , , x x x , , , , , , , , x x x - vinaigrette x x , , , , , x x 28. 2011 2012 2013 Vegetarian M, , , , . , , , x x x French Sandwich , , , x x x , , , , , x x x Sandwich , , , , , . , light, x x x , , , Light x x x , , , , , , , x x x , light, , , , , x x x 29. 2011 2012 2013 Bio , , light, , , , , x x x , vinegraitte , , , x x x Bio Ham , , , , x x x , , , light x x , , , x x 30. 2011 2012 2013 , x x x Prosciutto Prosciutto Mozarella, x x x , , x x x , , x x x 2011 2012 2013 x x , , , x x , , , x x , , x x 31. 2011 2012 2013 Club Sandwich Classic edam, , , , x x x Club Sandwich Iceberg, , , edam, , x x x Club Sandwich extra light , , , , light dressing x x x Club Sandwich , Edam, x x x * Club Sandwich 2011 2012 2013 , , , x x x , , , , x x x 32. 2011 2012 2013 , x x x , light x x x , , x x x 2011 2012 2013 Yogurt Musli 0% , , , , x x x Yogurt Visino , 0% x x x 33. 2011 2012 2013 Fruit Zele x x x x x x Bagels/ Bagel x x x 2011 2012 2013 0% , , , , x x x , 0% x x x 34. Coffee your way Classic BIO X x / X (stretto, lugo, macchiato, decaffeinate) X x Espresso Freddo X x Cappuccino X x X x 35. Drink your way Classic BIO (/) X X Maya(, , ) X Guaraccino ( guarana) X ( ) X X - X ( ) X Yogi Tea( ) X Classic BIO X , , X X (, , , ) X 36. / Light Eat Milner Milner , 40% 2,6-2,7g/100g Milner Minental 40% 1,3g/100gr Milner , 40% 2,7g/100g Milner , , 40% , 1,9g/100g Milner , 40% 1,1g/100g Milner , 40% 2g/100g 37. / Creta Farm 0-3%. 0-3 % 0- 3% 0-3% 0-3% Mimikos Mimikos Mimikos . ( , ) () Light Eat Nestle Hellas , . Light Eat Nescafe, , Buondi Espresso, Le Chocolat 38. , .. . , , , , , , , , (, ). - , 2092/91 .. BIO . / 39. Light Eat - - / 40. , . MarkUp ( ) 10% - 40% 41. Diet Salads 2,75 4,40 4,10 Light Eat Caesars 4,35 3,70 4,40 6,80 7.60 Light Eat Special 4,50 4,00 4,10 7,00 BIO Salads 8,50 io Spinas 8,00 8,00 7,50 Diet Sandwiches Vegeterian 2.15 French Sandwich 4.80 4,50 Sandwich 5,00 4,80 4,00 4,00 BIO Sandwiches Mini Sandwiches Bio 5,00 1,50 5,50 Prosciutto 1,70 Bio Ham 6,50 1,60 1,80 Club Sandwich Club Sandwich Classic 4,70 Club Sandwich 4,80 Club Sandwich extra light 4,80 Club Sandwich 4,90 . & 3,40 3,90 1,60 1,50 42. BIO 3,80 3,70 3,50 Light Yogurt Meals Yogurt Musli 2.60 Yogurt Visino 2.60 Sweets Bagels/ 2,65 3,50 Fruit Zele 3,80 BIO Sweets 4,00 6,00 Drink your Way (/) 2,20 2,30 Maya(, , ) 2,80 Guaraccino ( guarana) 2,20 ( ) 1,20 1,50 - 1,50 Yogi Tea( ) 1,80 ( ) 2,20 43. Diet BIO Bio 2,00 , , 3,00 2,20 (, , , ) 3,20 Coffee 1,20 1,50 1,50 / 1,50 (stretto, lugo, macchiato, decaffeine) 1.40 1.90 1.90 Espresso Freddo 2.20 2.20 Cappuccino 1.70 2.00 2.50 1,50 1,50 44. : / /Internet MKT Light Eat : , , . , . (Free Press, , ) ( ) 45. Media Planning/ . . . . . . . . . 2012 800 800 800 800 800 400 400 400 400 2013 400 400 400 2014 400 400 400 Sum 800 800 800 800 1.600 400 1200 1200 400 8.000 Athens Voice - Taste Voice Lifo - . . . . . 2012 800 800 800 800 800 2013 400 2014 400 Sum 800 800 800 1600 800 4.800 46. Media Planning/ . . . . 2012 800 800 2013 2014 Sum 800 800 1.600 Gourmet- - . . . . 2012 800 800 2013 2014 Sum 800 800 1.600 47. - - - . . . . 2012 3000 3000 3000 2013 2014 Sum 9.000 ! ! /Internet MKT Site www.lighteat.gr , Facebook banner www.ntomatagemisti.gr by Mamalakis www.gastronomos.gr http://www.tovima.gr/vimagourmet www.delivery.gr banner . 2012-2013 4000 6000 10.000 48. Front Desk - - - Front Desk - logo Light Eat - T-Shirt logo Light Eat, 1 10 Happy Hour 18:00-20:00, 30% 49. opening - - - Monitor - - Stands (Creta Farm, Mimikos, B, Milner) Light Eat. Press kit . o Press kit - CD , - / .: 5.000 50. 2000 - - : 2.000 51. Light Eat : - - 52. & price sensitiveness : 53. (2012 2013): 54. (2013 2014): 55. : : 1: 42.640 2: 111.360 3: 235.000 : 0: 300.000 = {42.640/(1+0,05) + 111.360/ (1+0,05)2 + 235.000 /(1+0,05)3 } - 300.000 = (42.640 / 1,05) + (111.360 / 1,1025) + (235.000 / 1,158) - 300.000 = 40.609,5 + 101.006,8 + 202.936 300.000 = 44.552,3 56. : 57. : 58. !