Taco~de~Harina Group 11

8/13/2019 Taco~de~Harina Group 11

1/25

Agency N

Sleepy H

Indian InstManagemen

PGP 201

PousaliRajat

Aditi

VikitaSwati

Alexander


2/25

CREATIVE BRIEF


3/25

About the brand

Primarily dine-in (snack-inseems more apt)

Home-delivery facilities tothink about

Taco de Harina offers Mexican burritos and tacos in

various Indian flavours.


4/25

Competitive frameworkS W O T

Strength:

Newness and authenticity of product

Weakness:

New brand no recognition

New product no awareness

Resource monetary strength, goodwill to build, 4Ps to build fromscratch

Opportunity:

Early movers advantage one of the first ones to Indianise Mexicanfood

Lesser direct competition (Taco Bell, Dominos)

Threat:

Congested space considering product definition of Snacks too much

competition

Competitors:

BRANDED

Tacobell, Dominos, KFC,

Subway, Pizza hut

Non branded

Product categories

Indian:

Roll, Bhel, Pani

Chaats, Samosa

Others:

Chowmin, mom

pasta, sandwich

Places where competifrom

Roadside food stalls

Fast food corners

Shops offering starte

a food court

Established places (D

Mc D genre)


5/25

Male, around 25 years, first jobber,witty, unmarried

Independent

Loves to experiment but connectedto roots

Gobbles up Mom made Parathasand exotic sea food with samezeal

Loves to socialize frequentlyhangs out with friends

Wears carelessness as an attitude

Liked by family and friends charming

Brand Personality


6/25

MarketingObjective

To create awareness about taco and burrito

Position Taco de Harina as a popular snack destin

Young urban professionals or college goers hafrequent eating out or mall hopping habit

Target Audience


7/25

Product: Place:

Stand out store @Connaught

Expansion plan:

Popular destinations/ hubs

years)

Replicate @ tier I cities (Ne

Price:

Competitive pricing

Promotion:

Pamphlets with detailed me

illustrative photos of items)newspaper

Distribution of pamphlets ocolleges, offices

Outdoor hoardings, tease

Once initial awareness is crcoupons along with pamph

Deep and wide penetrationby creating a buzz

Taco de Harina 4 Ps framework

Soft TacoPotato

Soft TacoMexicon Chicken

Crunchy TacoBean

Crunchy Taco Potato

Crunchy Taco Mexicon

Chicken

Crunchy TacoChipotle

Chicken

Chessy DD TacoVeg

Chessy DD TacoMexiconChicken

Volcano TacoBean/ Potato

Volcano Taco Mexicon

Chicken

Supreme TacoBean/ Potato

Supreme Taco - Mexicon

Chicken

BurritoBean

BurritoPotato n Paneer

BurritoMexicon Chicken

Burrito Chipotle Chicken

XXL BurritoMexicon Chicken

Volcano Burrito - Bean/ Potato n

Paneer

Volcano Burrito - Mexicon Chicken Supreme BurritoBean/ Potato n

Paneer

Supreme Burrito - Mexicon Chicken

Grilled BurritoFajita n Paneer

Grilled BurritoFajita Grilled Chicken

25

35

30

30

40

45

6565

45

45

55

55

TACO

62

62

75

80

95

82

95

8295

11

5

12

5

BURRITO


8/25

Rajat Katiyar, aged 21 years

Lives in Delhi NCR with parents andyounger brother.

He travels to college by Delhi Metro tillCP and takes the road route thereon.

An avid facebook user*

Loves to hang out with friends

Popular in college

Frequent at McDonalds, Dominos usually goes in a group of six to eight

Recommends every non-Delhite to visitParathewali Gali

He is an early adopter loves to try newthings first and flaunt

* Updates photos and tags on every occasion

INSIGHT

Foodie, social media savvy

Loves to try and show off

things

DESIRED BELIEF AND BEH

Top of the mind destinatio

searching for eat-out joint

hang-out place

Positive and high word of

PROMISE

Tasty snacks at affordable

Fast service, free fill coldbeverages

REASON why customer wil

Easy trial (location advan

Social media coverage

Person Profile 1


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Person Profile 2

Kiran Oinam, aged 27 years

Lives in Delhi NCR with a friend and works atan MNC located at Barakhamba Road

She commutes by Delhi Metro to reach office

Often hangs out with friends and colleaguesafter office

Has a lot of friends and frequently attendssocial gatherings

Frequent at McDonalds, Dominos in andaround CP to celebrate birthday, promotion,recognition at work of self and others andoften for no reason at all!

Loves to try and talk about the latest trends be it fashion or food

Heavy facebook usage

INSIGHT

Frequent visitor to CP bas

jointss

Loves to try and show off

things

DESIRED BELIEF AND BEH Top of the mind destinatio

searching for eat-out joint

hang-out place

Positive and high word of

PROMISE

Tasty snacks at affordable

Fast service, free fill cold

beverages

REASON why customer wil

Easy trial (location advan

Social media coverage


10/25

CHINA = NOODLES JAP

AMERICA =BRITAIN = ENGLISH BREAKFAST

ITALY = PIZZA, PASTA, LASAGNE

Teaser ad - sample


11/25

Communication Plan


12/25

Nature of Communication Tools


13/25

Cell Phone

Text messaging

Email Coupons

Interactive consumer websites

Flyers

Menu distribution

Direct Marketing


14/25

Media and Public Relations

Develop word-of-mouth referral channels to build business

Reviews and ratings on

Burrp

Zomato

Group of food enthusiasts example: eatlo group of New Delhi

Establish an electronic forum

Facebook

Twitter

Blogs

Website

Pinterest


15/25

Tired of tboring buand pizza

>>>>>

A-Block ShopConnaught PlThe Answer tcall


16/25

Want to le

taste budsexploresomething

>>>>>



17/25

The junctpoint forfoodies !!

>>>>>



18/25

Does it irryou to seesimilar itea menu alltime?

>>>>>



19/25

If you wanmeet with

good olebuddies, thparty wheget unlimicoke.

>>>>>



20/25

Need to w

alone andsome goobite alongFree Wi-F

>>>>>



21/25


22/25

If much of

bothers yoyou want tsomethingyummy

>>>>>



23/25


Engaging Customer

Blogs and Pinterest

Photos tagged Facebook

Status updates on Twitter and Photostagged

Updates

Share Experiences at TdH

Sales Prom

Discount Coupons

Weekly Twitter Campaign

Radio Campaign

AdvertisemFacebook Advertisement

Radio Spot


24/25


Brand FranchiseSponsoring the Mexican Food Festival in the month of December at the leaky cauldro

Village


25/25

hank You

Taco~de~Harina Group 11

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