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Background. Taste cuisine launched in the market just a couple of years ago Initial product offerings are macaronis and pastas and juices however, the focus is more on macaronis
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Background • Taste cuisine launched in the market just a couple of years ago • Initial product offerings are macaronis and pastas and juices however, the focus is more on macaronis • The initial level, client is looking for ways to promote ‘Taste Cuisine’ in a manner that it can grab consumer’s attention and preference for the brand
Bake Parlor: Doing marketing activities from past few years Very Aggressive on electronic & print media Also aggressive in ground & BTL activities Kolson: A less aggressive yet enjoy big market share Older than the Bake Parlor in terms of market presence Active in ground level activities particularly at POS campaigns Competitors Analysis
Parameters of Success • Brand Awareness • Establishing Brand Identities/Associations • Burning Single-minded proposition in consumers’ minds – “Taste Cuisine” the best tasting modern meal • TOM of mind recall • Communicating Perceived quality signals • Conversion to loyalties
Creative Direction • In the presence of market competitors and the market needs, we do have to develop an interesting, attractive and comprehensive positioning statement for the brand. • The brand must make a promise to its consumers and one that can be fulfilled any time its need arises. • However, we believe that by telling everyone that they can have their favorite delights anytime they like is a relevant direction. It encompasses from ladies to gents, children and the elderly. All of whom have likes and a yearning to have that instantly.
Consumer’s Need • Keeping the need of the consumer in mind: • as everyone’s tastes and moods have their own preferences and favorites demanding food that’s ready instantly
Brand Essence • Brand Essence is: • Tasteful food that takes only a few minutes to prepare. Quality of the products is the assurance of healthiness and nutrition.
Positioning Statement Master Your Favorites
Creative Execution Initially the brand will use its slogan in the print advertising. The ads will be interesting and give a modern impression about the brand. It will show our target audiences happily using the products in exciting and appetizing situations. The brand and its offering will be supported by a comprehensive BTL plan and activities.
Proposed Actions • Taste Cuisine – Corporate Campaign • Mom’s Products Campaign • Kid’s Products Campaign • Store Sampling • In-store presence • Planet “Taste Cuisine” • Apartment Drive • School Activity • Club “Taste Cuisine”
Launch Campaign • Title: Taste Cuisine Corporate • Objective: • To burn Taste Cuisine name and its associations in the minds of the masses. • To establish clear-cut positioning • To establish desired personality • Modalities: TVC, Print, Billboards • Duration: (One month) • Scope: Karachi, Lahore, Islamabad (A class areas) • vehicles: • TV: • Print: • Billboards: (for the year)
Mom’s Products Campaign • Title: Introduction of product range • Objective: To increase off-take of individual products • Modalities: TVC, print and billboards • Duration: 6 months • Scope: Same as above
Kid’s Products Campaign • Title: Introduction of Kid’s product range • Objective: To increase offtake of kid’s products • Modalities: TVC, print and billboards • Duration: 6 months after the Mom’s campaign • Scope: Same as above
Store Sampling • Objective: To induce trial and repeat purchase • Modalities: Stall activity outside A category outlets. Each purchaser will also be given a discount coupon, redeemable within 15 days. This will increase the probability of repeat purchase. • Duration: initial two months • Scope: 25 stores in Karachi, 15 in Lahore, 10 in Rawalpindi/Islamabad
In-Store Presence • Title: Branding Drive • Objective: To increase in-store visibility in order to trigger impulsive purchase of Taste Cuisine • Modalities: Fascia, Dispensers, Pillar branding, Check-out Counters etc. • Duration: first year almost all Quarters • Scope: At 10 key stores (5 in Karachi, in Lahore, 2 in Islamabad)
Planet Taste Cuisine • Title: Planet Taste Cuisine • Objective: To attract, excite and enhance the brand perception from normal to ‘Extra-Ordinary’ • Modalities: A separate space in outlets, where all taste Cuisine products will be displayed in shelf in a thematic fashion, giving the audience an experience, never seen before here • Duration: two months after the launch period • Scope: 1 store in each city atleast
Apartment Drive • Title: Apartment Drive • Objective: To induce trial of the entire product range, and make them taste the claim we make. • Modalities: A purpose-made float will hit one apartment complex a day. The activities will include discounted selling, games, give-aways • Duration: two months • Scope: 50 apartments in the key areas of Islamabad then extend the program to Lahore and Karachi • Hit: 5,000 households
School Activity • Objective: To attract, excite and enhance the children’s interest in Taste Cuisine’s Kids products. • Modalities: Selected schools in 3 cities will be approached and a 30-60 minutes show will be conducted in each school. The show will be weaved around the theme of taste and the product. The kids will also be served with fried delights. The show can be a puppet or a music show. Or a mix of these and quizzes related to Taste cuisine. • Duration: two months (during November, December, January period) • Scope: 25 schools in Karachi, 25 in Lahore, and 20 in Islamabad • Hit: 50,000 + households
Club Taste Cuisine • Objective: To gain loyalties from the target audience. • Modalities: A Chip Card based loyalty program, where every customer gets a chip card in his/her name on a purchase of Rs. 300. The card entitles him to certain (5 to 10%) discount every time he purchases OR accumulating points that can win him/her rewards credit card style, Or a combination of both. • Duration: During season period • Scope: Karachi, Lahore, Islamabad.
