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Digital Marketing Plan -TBF

Bilal Alvi, Hamza Azeem, Taiyaba Khan

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Digital Marketing Plan -TBF

  2. 2. Company Overview  The Burger Factory is a local Karachi based quick service take away fast-food restaurant, striving to provide good quality food at affordable prices.  The Burger Factory is an entrepreneurial effort by two of IoBM alumni’s – Oozema Zafar and Ebraiz Jafferi  They offer freshly fried and grilled burgers, sidelines with variety of unique blend of sauces, and cold beverages. TBF is open every day from 12pm-12am.  Delivery service via FOOD PANDA
  3. 3. The Burgers
  4. 4. The Ultimate League of Superheroes presents The Ultimate League of Super Burgers!
  5. 5. The Pyro Chicken Burger  Character Description: Pyro is a mutant who possesses the power to psionically control fire and flame. Can you handle the heat of The Pyro?  Burger Description For the zesty daredevil in you, the Pyro is one hot challenge you will definitely want to gobble up! Our fried chicken fillet, topped with the fiery hot sauce and pickled cucumbers will tantalize your taste buds and make you want more, more and more.... Do you think you can handle the heat??
  6. 6. The Gambit Fish Burger  Character Description: Gambit can mentally create, control and manipulate pure kinetic energy to his every whim and desire. He is also incredibly knowledgeable and skilled in card-throwing, hand-to-hand combat. Can you handle the flavor manipulation of our Gambit?  Burger Description: Redefining the fish burger... our crumbed baby bekti fried to golden perfection, topped with our delightfully tangy fish sauce creates the fish burger you would cross seven seas for! Can you handle the flavor manipulation of our Gambit?
  7. 7. The Cyclops Grilled Chicken Burger  Character Description: Cyclops emits beams of energy from his eyes, described as "optic blasts", which have the appearance of red light and deliver massive concussive force. The beams cause no recoil or heat, but are tremendously powerful.  Burger Description: Want the satisfaction of a good burger yet keep it light? We have the perfect solution! Grilled chicken, topped with fresh green salad and our special cheese to give you the perfect light meal in lieu of a great burger. Now this is what we call a De-lite- full meal!
  8. 8. The Hulk Beef Burger  Character Description: The Hulk possesses the potential for limitless physical strength depending directly on his emotional state, particularly his anger. His size and strength can overpower anything!  Burger Description: You want beef? We present the mightiest of all beef burgers! The Hulk has beef, beef and more beef, with our special green chili sauce that will create a delightful frenzy in your taste buds. The Hulk can overpower even the mightiest of appetites… Satisfaction guaranteed, BIG time!!
  9. 9. The Iron Man Beef Burger  Character Description: An all-rounder with expertise in every field, an intelligence like no other and strength & class to match the skills… The Iron Man is a package!  Burger Description: Beef and cheese is the ultimate classic burger combo.... we have turned it into a combo to die for! Juicy beef patty stuffed with cheddar cheese, each mouthful oozing with taste that will satisfy your taste buds like never before. And topped with sautéed onions and mushrooms, a burger can not get better than this! The ultimate cheese burger to compliment the ultimate superhero - The Iron Man
  10. 10. The Wolverine Beef Burger  Character Description: His power is an accelerated healing process, his healing factor, that regenerates damaged or destroyed tissues of his body far beyond the capabilities of an ordinary human. In addition to accelerated healing of physical traumas, Wolverine's healing factor makes him extraordinarily resistant to diseases, drugs, and toxins.  Burger Description: If you're a traditional burger lover, we have the all time favourite beef patty served with a zesty pepper sauce. This is guaranteed to give your burger that extra kick of deliciousness. Our Wolverine provides the feel good satisfaction that can heal any kind of blues you’re going through!
  11. 11. Captain America Crispy Chicken Burger  Character Description: The All American Hero, the sweet good guy to bring happiness and prosperity to life. Captain America uses his human potential to its fullest capabilities and thus he is the perfect Superhero.  Burger Description: Need a little bit of spice and sweetness in life?? The much loved Captain America presents the classic crispy chicken burger with a twist.... our signature sweet n sour sauce and a tropical touch of pineapple chunks combines to form a burger experience from culinary heavens that is bound to bring happiness within you.
  12. 12. The Beast Mutton Burger  Character Description: The Beast is a superhero who possesses animalistic superhuman physical strength and agility and oversized hands and feet. Throughout his history, the Beast undergoes progressive transformations to his physiognomy, permanently gaining increasingly animalistic physical characteristics. These include blue fur, feline facial features, pointed ears, fangs, and claws. His physical power increases to even greater levels, as do his senses. The Beast is larger than life and hard to handle.  Burger Description We know you're unique, and we bring a unique culinary experience for you. We serve our mutton patty with jalapeños, delicious cheese sauce and pickled cucumber. This will definitely fill the empty void for new flavours in your heart... Do you think you can overcome The Beast??
  13. 13. Sidelines 1 Pheonix Wings 2 Mozzarella Sticks 3 Factory Fries 4 Pizza Fries 5 Potato Wedges 6 Fish Fingers 7 Mexican Bites
  14. 14. Cold Beverages 1 Apple Cider 2 Beri Beri 3 Strawberry Sunshine 4 Tropical Blast 5 Oreos & Chocolate 6 Strawberries & Chocolate 7 Pineapples & Chocolate 8 Iced Tea Peach 9 Iced Tea Lemon
  15. 15. Market Analysis
  16. 16. Target Market  Primary Target Market  18 – 30 years  Spillover  Less than 18 and more than 30 years  Occasional  More than 35 years
  17. 17. Consumer Profile  He can afford a good burger on a regular basis SEC A, single, income Rs.50K, independent  College student rely on pocket money.  Probably a DHA resident (Location becomes a deciding factor for those who live outside of DHA as it is take away only)  Has interest in marvel comic characters  Extrovert  Experiencers  Wants to achieve / to do something in life  Aware of characters
  18. 18. Competitor Analysis 1 Burger Shack 250-330 2 Burger Lab 220-320 3 Big Thick Burger 220-380 4 Burger King 299-499 5 KFC 210-400 6 McDonalds 135-620 7 Fat Burger 380-680 8 Johnny Rockets 700-1260
  19. 19. Location  TBF’s outlet is at a prime location of Defence (Plot 40-C, lane 9, khyaban-e-muslim, bukhari commercial area, phase 6)
  20. 20. Point of Difference  Unique Marvel Comics character personality associated with each burger  Each burger has its own unique sauce with colors associated with the character personality i.e. The Hulk has green sauce  The size determines the superhero character e.g. The Hulk has a large sized patty  Special cooking technique with simmer sauce application
  21. 21. Current Situation  They were managing it themselves first but didn’t have the time or expertise to do it. Since they are at the startup stage they are facing tight budget constraints.  They are currently relying on their facebook page promotion as only marketing tool at this moment.  They want to improve its look, increase awareness and create buzz for their first phase of marketing Second phase engagement directly sales  Aim is to increase sales by 25% in the next quarter
  23. 23. Timeline  Create Awareness for existing product range  Launch The Superman burger.  Launch The Hopper  Keep all these products TOM and establish TBF as a great burger joint.  Promote the range of Shakes & Chillers in the month of June, once the burgers have an established position in the minds of consumers.
  24. 24. Our Big Idea + Concept  The company theme is super heroes of Marvel Comics. Keeping this in mind, superman is considered the ultimate super hero. Based on this, we have created a super burger including all toping and sauces of customer choice. As all our all artworks are in illustration we decided to keep the same theme to create consistency in the message medium. The burger was launched in chicken and beef. The super man is a burger that has everything one could want in a burger. Hence it is named after the ultimate superhero SUPERMAN
  25. 25. Social Media
  26. 26. Phase 1 – Digital Marketing Teaser
  27. 27. Guess which Superhero is coming to town? The Burger Factory - Home of The Superheroes and Super Burgers! Teaser # 1
  28. 28. Make way for the ultimate super burger...the ultimate superhero... Make way for THE SUPERMAN! Teaser # 2
  29. 29. The Super Burger Video
  30. 30. Phase 2 – Digital Marketing Response
  31. 31. TOTAL RESPONSE Likes Comments Shares Post Clicks People Reached Teaser 1 12 - 3 42 327 Teaser 2 20 6 3 128 1,223 Video 117 38 74 2,071 10,284
  32. 32. COSTING OF DIGITAL MARKETING CAMPAIGN 4 months cost  Promotion at Karachi snob: no money required  Boost video post with money: $5  Page design, video making, advertising at $3/day for one month, paid advertising = Rs. 35000.  Prudent costing at 3 months was made at $1000
  33. 33. FUTURE STRATEGIES  Creating awareness about marvel comic characters  Highlighting and promoting deals on Dealon from time to time  Launch of the shakes and chiller line in June
  34. 34. CONCLUSION  TBF plans to use the social medium as the primary medium for its promotion. It aims to come up with creative ideas that give a stronger more personal association of its products i.e. with personalities, thereby occupying a particular spot in the consumer’s mind.
  35. 35. Thank You 