Assignment

Submitted to:
Submitted by:
Prof. Subin Sudhir
Prakriti Goyal
Asst. Prof.
(OLP22DMS1055)
IIM Indore
• Started in 1987, Rosettenville in Johannesburg
• PERi-PERi is the heart and soul of Nando’s
• The African Bird’s Eye Chilli, used for making the
sauces
• These sauces are used for cooking & giving the unique
flavor to food
• Uses unique Afro-luso music for the perfect ambience
Digital marketing role in F&B
• Currently the major delivery business is derived via online channel
• 3rd party delivery aggregators
• Brand websites, mWeb, Apps
• Loyalty programs are run across via brands, CRM strategies
• Major drawback is 85% of F&B business is still brick & mortar
• The service experience drives the customer again towards the brand
 Digital competitive landscape
Nando’s KFC
Domino’s Taco Bell
Online presence via Online presence via
Online presence via Online presence via
Website Facebook
Facebook Facebook
Facebook Instagram
Instagram Instagram
Instagram Twitter
Twitter Twitter
Twitter LinkedIn
LinkedIn LinkedIn
LinkedIn
Delivery Partners
Delivery Partners Delivery Partners
Delivery Partners Zomato
Zomato Zomato
Zomato Swiggy
Swiggy Swiggy
Swiggy
Self Delivery via
Self Delivery via Self Delivery via
Website
Website Website
App
App App
 Buyer Persona

BUYER VALUE PROPOSITION CONTEXT AND DELIVERY CONTENT STRATEGY

Social media
channels Trigger Stage
A place to hang out with family & friends
Get healthy & hygienic meal Know more Film teaser release
Loyal customers, Food influencers & food critics Film release – After 2 weeks of teaser
Max reach & hype
Anurag
engagements
Healthy, fresh never frozen meals Facebook, Insta,
Well educated, middle aged,
Great for family & friends outing Influencer campaign,
family person/newly
Delivers orders at your doorstep in tamper proof packaging Plan an outing/Food ordering Email campaign
married Book a table/Order Evaluation Stage
Go online to search best available restaurants
Decide the place via reviews & ratings Now Forgotten the hot chick?
Maslow Hierarchy Book a table/Order online
Male, 32 yrs., lived in metro 3%-4% CTR
Self Actualization: Guilt free meal
city, working in MNC,
Esteem: International Brand 3rd party
independent
Love/Belonging: Minah Casa e Sua Casa (Our house is your house) aggregator, BTL
Safety: Healthy & hygienic activations,
Psychological: Food (Dine-in/Delivery) WhatsApp messaging
Walk in now/Order
Brand conscious, Information Needs – Visit details
Getting to the Decision
Information Sources- Internal database now
experimental in nature, mall
shopper, fitness conscious Flame-grilled cooking method 10% funnel
Made-to-order conversion
Afro-Portuguese cuisine
Loyalty program,
Good spending capacity Reference program
Bring 3 friends along
Nando’s Great communication & appetizing food shots. Getting to Recommend
& your bill is on us
A place where fire meets food & life meets
+30% more
soul
enrolment
 Customer Journey Mapping

Trigger & Purchase &

Stages Consideration Evaluation Post Purchase
Awareness Usage

Consumer Activities- recommended by peer, see

Activities- Compare & evaluate
Activities- Reaching the store Activities- Order placing
Activities- Talk to peers, order
alternatives again
Activities/ online & offline Adding to cart Goals – To receive hot & fresh food
Goal- Find the best available place Goals- Share feedback, experience
Goals- No Goals right now Goals- Effortless experience within stipulated time
Goals as per time & convenience the past

Physical WOM
WOM, brick & mortar restaurant, Restaurant ambience, music, Great service by staff, received
WOM
Touchpoints LRM (local restaurant marketing) welcoming gestures untampered delivery package

Digital Oder confirmation message, bill

Social media, Google search, aggregator Social media, 3rd Party aggregator Ordering website or app
Order tracking ability, order delivered Social media, aggregator platforms
search platforms (3PA) Seamless ordering experience
Touchpoints on time

Marketing On time delivery, Increase customer

Share feedback via CRM, At least 2
No Goals Increase top of the funnel/ trials Increasing funnel conversion satisfaction & give exceptional
Goals times ordering, make them a loyalist
service

Sales, least KPT+ delivery time,

Funnel conversion by 10% Customer satisfaction, increase
KPI More awareness & engagement Increase clicks & walk-ins
New user increment by 30%
customer service success rate, least
repeat funnel by 10%
waiting time, product review

Factors Ease of locating store & finding Online & delivery services
Customer service, seamless
Influencing Content appealing to eyes & ears what they’re looking for on the Customer service, availability of Customer service, online marketing
website/app working
landing page ordered items
Experience
 6M Strategy

Mission • Build a stronger customer funnel for F&B brand – Nando’s

Market • Lookalike audience as per customer persona

• First timers+ Dormant Visitors

Message • “Meet your new Grillfriend”

• “Forgotten the hot chick?”

Media • Digital – Facebook, Instagram, Influencer campaign, WhatsApp messaging, Email marketing
• BTL – Mall collaborations, brand cross promotions, targeting corporates & educational institutions
• 3PA – CPC ads, CPI ads

Money • Overall investment plan of 10L

Measurement • To increase first timer trials by 30%

• To increase second timer conversion rate by 10%
 Mission

The mission is to built a stronger customer funnel for Nando’s.

New user
• As per the data, current conversion of first timer to second timer is only 20% 20%
• Since the second to third time conversion is decent – 76% Second timer
• Henceforth, the need to add new customers as well as better new user conversion 76%
will lead to more loyalist & a strong funnel loyalist program. Third timer
100%
Loyalist

Market

The targeted market for:

• New customers- Lookalike audience of the customer persona

• Repeat – Targeting the existing database
 Message

Quirky messaging along with appetizing food images

Message elements
• Catchy & quirky headline
• Major anchors:
• Flame-grilled meals
• Customized - cooked in PERi-PERi sauces
• Made-to-order
• 24 hr marinated
• Appetizing food images

Media

•Digital
•Facebook/Instagram
•Influencer campaign – How hot can you go challenge by tagging 3 friends.
•WhatsApp messaging/ Email marketing – Targeting current D/b
•BTL
•Mall collaborations – In mall radio announcements, gaming sessions In mall atrium
•Brand cross promotions – Voucher distribution
•Corporate tie-ups – Special discount for corporate parties
•3PA – CPC ads, CPI ads
 Money

Budget bifurcation

•Fb/Insta- 1L
•WhasApp – 1L
•Influencer campaign – 2L
• Email campaign – 50k
• Mall collaboration- 3L
• Corporate & educational institutions – 2L

Measurement

•To increase first timer trials by 30%

•To increase second timer conversion rate by 10%