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

Competitors

Competitors AnalysisBake 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

Competitor’s Media Spent

PERIOD: 1 Jan 2003 - 30 Jun 2007

BRAND: TOTAL

PERIOD: TOTAL

CHANNEL: TOTAL

Ad. Length Freq Spend Air time (sec)

TOTAL 2,014 8,486,817 32,016

0 - 9 536 79,796 2,747

19-Oct 772 3,089,644 9,558

20 - 29 431 2,294,346 8,924

30 - 39 125 1,247,870 3,962

40 - 49 114 1,137,597 4,595

50 - 60 22 237,236 1,124

61 + 14 400,328 1,106

Ad Length Analysis

Channel SharePERIOD: 1 Jan 2003 - 30 Jun 2007

LENGTH: TOTALBRAND: TOTALPERIOD: TOTAL

Channels Freq. Spend Air time (sec)Total 2,014 8,486,817 32,016Indus Vision 118 1,530,639 1,432ARY Digital 21 354,165 425Indus News 546 2,288,669 11,313GEO Entertainment 25 238,168 473KTN 125 1,583,879 3,935Hum TV 54 663,688 1,011Sindh TV 246 840,776 4,003TV One 132 229,250 1,750ATV 227 750,067 3,612HBO 519 516 4,042

Comparative Brand SharePERIOD: 1 Jan 2003 - 30 Jun 2007

LENGTH: TOTALPERIOD: TOTAL

CHANNEL: TOTAL

Brands Freq. Spend Air time (sec)

TOTAL 2,014 8,486,817 32,016

BAKE PARLER PASTA 1,902 6,984,313 28,251

KOLSON FLAVOURED PASTA 112 1,502,504 3,765

Share of VolumePERIOD: 1 Jan 2003 - 30 Jun 2007

LENGTH: TOTALCHANNEL: TOTAL

BRAND: TOTALYear Freq. Spend Airtime

TOTAL 2,014 8,486,817 32,016year 2003 0 0 0year 2004 0 0 0year 2005 145 1,813,278 4,268year 2006 1,866 6,650,039 27,704year 2007 0 0 0

Targets for “Taste Cuisine”

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 Actions1. Taste Cuisine – Corporate Campaign2. Mom’s Products Campaign3. Kid’s Products Campaign4. Store Sampling 5. In-store presence6. Planet “Taste Cuisine”7. Apartment Drive8. School Activity9. 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.

Teasers

Ads & Hoardings

Press Ads

Campaign 02

Press Ads

Campaign 02

Outdoor Campaign

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