Professional Documents
Culture Documents
PLAN:
Mexican Esquites
Starting a business
Team: Crazy dreamers
By:
Ashkan Tavakoli
Marben Acosta
Naghmeh Nazarnia
Sandra Montalvo
Veronica Flores
5. Marketing plan
5.6.4 Distribution
chanel..14
5.7
Sales
forecast
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Before launching our business, we want to make sure that our product
is good and that our customers will like it. For that reason, we are
planning
to
organize
party
where
people
with
our
target
Anonymous survey
menu. This qualitative technique will allow us to know the opinions and
attitudes of our target, in relation to our product proposals.
5.1.1 Economics
billion in 2015. For its part, Quebec has increased the greatest percentage of
independent restaurants expenditures with 44.65% of all sales in restaurants
unaffiliated chains.
For the Canadian Restaurant and Foodservices Associations, in the wake of
recession, 45% of Canadians go out to a restaurant daily in 2014, consumers
have been less inclined to visit full service restaurants, preferring instead to
spend their dining budget on more economical quick-served restaurants.
1 www.statcan.gc.ca catalogue N 63243
2 www.restaurantinvest.ca
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Industry Trends
Compared with other provinces of Canada, Quebec has the greatest
percentage of independent expenditures, with almost half of all restaurant
sales unaffiliated with chains. According to the Canadian Chain Restaurant
Industry Review of 2014 the CEOs of the most important restaurants
consider that the greatest opportunities in the foodservice industry are
innovation, more choices, improved ingredient quality and flavor in the menu
category and fast casual premium and non-traditional talking about the
concept category.
of
freshness,
nutrition,
safety,
appearance,
and
flavour,
and
consumers are often opting for lighter meals. Everyday Grazing: consumers
are increasingly eating between core mealtimes. In addition, The Best of
Montreal Survey of 2014 shows that vegan and gluten free food were
mentioned in the Best New Food Trend category, which Esquites definitely
belong to this type of food.
-As Canadian eat out less, the battle for growth across all restaurants market
segments continues the flat market must remain on growing customer traffic
by stealing clients from competitors.
-Morning meals continue to be popular in Canadians
-Home meal replacement (HMP), has been one of the better performing
restaurant segments of the Canadians food services over the past 5 years.
-Fast-casual restaurant segment is the newest way to present food, is a
quick-service restaurants with an emphasis on fresh ingredients, where
customers generally order meals from a main counter but have delivered to
their tables by server.
5.2 Products
Esquites is a healthy Mexican snack that consist of the grains of boiled corn
in salted water and natural spices with additional and optional toppings.
We have 4 different styles, depending on the toppings combination.
Mexican Cielito lindo:
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Delicious. A particular taste that everybody loves. If you try it, you will love
it.
Unique snack. Very well known and loved by immigrants and exotic for
Canadians.
Healthy. Among the snack options sold by fast food restaurants or food
mayonnaise.
Cheap. Affordable by everyone.
Benefits:
5.3 Customers
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Demographics: People at all ages and genres are our consumer target.
However, we can point out to Mexican, Americans, Colombian and Iranian
consumers as the first and main target for our three months trial period.
Personal observations show that this product was loved by the abovementioned nationalities. According to the 2011 census in 2011, there are
10000 immigrants from Mexico, 9135 from Iran, 8055 from Colombia and
13050 from USA in city of Montreal5.
Psychographics: People who used to consume this snack in their countries
and miss its taste. We also consider Canadians and people from other
countries that are willing to try new things and explore different types of
food from around the world.
Behaviour: People who like corn and attend to festivals, malls and public
places. Also, people who want to have a snack between their main meals
with a preference of food to go.
Mexican food esquites is well targeted to Mexican, Iranians and Colombian
immigrants here in Montreal,
Segment II Canadians
5.4 Competition
Direct competitors
Our company has three main competitors:
Restaurant Escondite
Indirect competitors
Among our indirect competitors we can mention: Cultures Restaurant offers
Fresh and tasty ingredients (vegetables, cheeses and meats) that are served
on top of warm brown rice and the customers can choose and selection the
ingredients and create their own bowl. Maruchan Ramen Noodle Soup, Knorr
Noodle Soup, Lipton Noodle Soup, etc
5.5 Niche
As an authentic ethnic food, Esquites brings new taste to Montreal fast food
market. It has all the indices to play a niche role in Montreal and even in
5.6 Strategy
Our strategy is to serve our market in the best way possible. Our first
installed stall will be a "market tester" that could become a model for
expanding number of stalls in the future. Our main goal is to establish a
strong identity in the local market while keeping our standards high, and
execute the concept of word-of-mouth.
As our competitive edge we can mention to:
1. Our unique recipe blend Mexican and local taste into a signature taste.
2. Enthusiastic and friendly staff.
3. Fresh and healthy ingredients.
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4. Our Mexican Esquites is made of 100% fresh corn grains (unlike the frozen
corn which is commonly used by the competitors in the industry).
5. Innovative packaging which will position us at the similar level of
international fast food franchises.
Local media will be utilized for the first trial period. Local store marketing is
most effective, followed by print ad. In the case of success and full
satisfaction during the trial period, broader media (e.g., internet and
magazine ad) will be explored. We believe, however, that the best form of
advertising is to promote our products by concentrating on unbeatable
quality at an acceptable price. We will actively build our brand, through
promotions similar to fast food franchises (e.g., membership cards or
discount coupons).
In brief, we will have three marketing strategies to increase customer
awareness of Mexican Esquites:
1. Point of Purchase (POP) marketing, which is our most effective marketing.
This includes the stalls design, which will reflect the image of our company,
attractive menu describing our product and philosophy, poster/standing
signage close to the stalls and finally, the promotions. As part of this
strategy, we include giving some little samples to people passing by our stall
to make them try our esquites.
2. Digital Marketing, which is our less expensive marketing. It includes the
development of a website, instagram, pinterest and facebook page. Also,
writing articles in blogs and facebook pages that are visited by our target, for
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5.6.1 Promotion
Our promotion includes the grand opening deal which is giving Mexican
Esquites for free to the public during the whole day.
Also, we are going to apply a customer's loyalty strategy that consist on
giving a card to our clients and stamp it every time they make a purchase; at
their purchase number ten, they will be able to obtain a cup of esquites for
free.
5.6.2 Pricing
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Our pricing strategy is based on the average amount that Canadians spend
for a snack and our own estimation of production based on high quality
ingredients.
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