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IFB Minute Meals
Digital Approach
Today
+ The Key Challenge
+ Trends and Insights
+ Strategic Approach
+ Creative Routes & Campaigns
THE CHALLENGE
1. How do we make the concept of “ premium one-minute meals” popular?
2. Create awareness about ifb’s food business
Our Recommendation
+ Trends & Insights
+ Audience Mapping
+ The Methodology
+ Strategic Approach
Data Has Been Sourced from the Euromonitor Report Tourism Flows Outbound
in India - November 2014, HolidayIQ, Alexa/Facebook, and Desktop Research
Trends & Insights
Trends & InsightsKey Facts
Key Frozen Food Industry Trends
Popular Food Communities
So Who Is Ultimate Foodie?
sales of frozen processed foods that stood at Rs 2,986.3 million in 2011, rose to Rs 3,653 million in 2012, and was anticipated to reach Rs4521.5 million in 2013, but grew by 24 percent, which was substantially higher than the CAGR of 19 percent over the review period.
Consumer preference will undergo remarkable change in next five years. Growing awareness about food safety and hygiene, coupled with busy lifestyles, will prompt them to look at frozen food as a safe and convenient alternative to home cooked and street food
Rapid urbanization and increasing penetration of refrigerators and microwave ovens will broaden the target segment for frozen food.
More than 65 food-tech companies came up in India last year
Euromonitor Report Tourism Flows Outbound in India - November 2014
The demand for ‘quick & tasty’ meal in India is led by increasing urbanization, change in the lifestyles
Based on watchtime, two of the global top 10 YouTube food channels come from India.
The rating and review system on platforms like zomato help you get real-time feedback from your customers and getting to know where you are going right or wrong
Wet sampling is very popular and drives footfalls; it can push category sales by as much as 50 percent
Indians top searchers of food recipes on YouTube globally
Popular Food Communities :Foodies love Instagrammers and Youtubers
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Chefs and housewives have now become youtubers to make the experience of food more visual and real. Wah chef is one such popular youtube influencer
Popular Food Communities :Facebook Groups and Mobile Apps
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These startups — operating in what was by far the hottest sector of 2014 when 66 food-tech companies were created — are expected to attract a rush of early-stage capital this year. All this
on the back of on-demand food delivery gaining popularity among urban Indians who are increasingly looking for healthier food options at reasonable price points simply by firing a mobile app.
Popular Food Communities:The Rise of the Healthy Foodie
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Healthy food is on the rise. breakie & nibbleBox are two popular online sites that cater to by providing healthy options
10Key Indian Frozen Food Industry Trends
The frozen meals category has grown by 2,688 Cr (tons) by End of 2014
0
5000
10000
15000
20000
25000
30000
35000
Sales of Frozen Processed Food by Category: Volume 2009-2014
2009 2010 2011 2012 2013 2014
Source: Euromonitor International from official statistics, trade associations, trade press,
company research, store checks, trade interviews, trade sources
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0
20
40
60
80
100
120
140
160
FrozenProcessed
Fish/Seafood
Non-frozenProcessedPotatoes
Oven BakedPotato Chips
Other OvenBaked Potato
Products
FrozenProcessed
Poultry
FrozenProcessedRed Meat
FrozenProcessedvegetables
FrozenReady Meals
Frozen Soup Other FrozenProcessed
food
FrozenProcessed
Food
Sales of Frozen Processed Food by Category: % Volume Growth 2009-2014
2013/14 2009-14 CAGR 2009/14 Total
The percentage volume growth in the frozen meals category has grown 127.4% from 2009-
2014
0.00
2,000.00
4,000.00
6,000.00
8,000.00
10,000.00
12,000.00
FrozenProcessed
Fish/Seafood
Non-frozenProcessedPotatoes
Oven BakedPotato Chips
Other OvenBakedPotato
Products
FrozenProcessed
Poultry
FrozenProcessedRed Meat
FrozenProcessedvegetables
FrozenReady Meals
Frozen SoupOther FrozenProcessed
food
FrozenProcessed
Food
Forecast Sales of Frozen Processed Food by Category: Value 2014-2019
2014 2015 2016 2017 2018 2019
The sales forecast for the frozen meals category is
expected to reach INR 10,266 CR by the year 2019
0
20
40
60
80
100
120
140
FrozenProcessed
Fish/Seafood
Non-frozenProcessedPotatoes
Oven BakedPotato Chips
Other OvenBaked Potato
Products
FrozenProcessed
Poultry
FrozenProcessedRed Meat
FrozenProcessedvegetables
FrozenReady Meals
Frozen Soup Other FrozenProcessed
food
FrozenProcessed
Food
Forecast Sales of Frozen Processed Food by Category: % Volume Growth 2014-2019
2018/19 2014-19 CAGR 2014/19 Total
The percentage sales growth in the frozen meals category is
123.5% from 2009-2014
Audience Segmentation
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Mothers
Our Indian house wives who take care of kids and family
at home. They want to provide healthy & quickly prepared
food for their children. They mostly watch videos on
youtube for recipes
‘Quick Fix’ & ‘Healthy’ are key motivators
Rely mostly on word of mouth, happy to research online for recipes & ideas
16
Young Couples
Couples who work in corporate jobs in the urban
segment and are exposed to technology at work.
They make money but have no leisure time to
enjoy. They order take out online but would still like
to have a wholesome meal.
Engage with limited number of platforms and
gaining exposure through smartphones
‘Quick’ & ‘Health’ are key motivators
Moderately net savvy internet savvy, like to get good deals at an affordable price
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Parents of working professionals
A slightly older demographic who mostly don’t stay
with their working children. They do not like to
depend on external help for activities. They are
exposed to the online space mainly through their
children.
‘Independence’ and ‘Healthy’ are key motivators
Not So net savvy, look for advice and support from their kids
Key Cultural Insightindians love value for money FOOD BUT WILL NOT COMPROMISE
ON TASTE & QUALITY
Key INDUSTRY INSIGHTRapid urbanization and increasing penetration of refrigerators and microwave ovens will broaden the target segment for frozen food
Key consumer insight #1BUSY LIFESTYLES HAVE LED CONSUMERS TO LOOK FOR HEALTHY FOOD OPTIONS
PREPARED QUICKLY
Key consumer insight #2
BUSY LIFESTYLES HAVE LED CONSUMERS TO LOOK FOR HEALTHY FOOD OPTIONS PREPARED QUICKLY
Key industry insightUrbanization has lead to Increase in demand for
Microwaves & refrigerators Broadening the segment of
Frozen food
Key Cultural Insightindians love value for money FOOD
BUT WILL NOT COMPROMISE ON TASTE & QUALITY
STRATEGYMinute meals is not just quick food its an culinary escapade in the comfort of your home
The strategy for Minute Meals
Tell a compelling story on the subliminal art of cooking good food in a jiffy. Minute Meals is healthy, quick to prepare & packs the love of gourmet
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OUTCOMEAWARENESS
OUTCOMEINTEREST
OUTCOMEADVOCACY
OUTCOMEPURCHASE
OUR PROPERTY
Re-Inventing the Communications APPROACH
OUTCOMEAWARENESS
OUTCOMEINTEREST
OUTCOMEADVOCACY
OUTCOMEPURCHASE
Communication Framework
Food talk
ENGAGE the senses
ENDEAR the brand
EXCITE the taste buds
Minute Meals
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our voice MINUTE MEALS ‘timeless treats’
EPICUREAN NATIVE CONTENTPartnerships
NATIVE ADVERTISING
PAID INFLUENCER BOOSTS
DISPLAY ADS
FOOD FORUMS
SEARCH
ONLINE INFLUENCERS
DIRECT
Re-Shaping The Communication Ecosystem
website
SOCIAL
ACTIVATIONS & EVENTS
The brand voice
Timeless treats Celebrate love of gourmet & impeccably cooked food with IFB Minute meals.
WHAT DISTINGUISHES food from a gastronomical delight?WHAT ignites your taste buds and transports you to a new place?
What makes a foodie different from an epicurean?
#indulgeinaminute#tasteoftime
#TimelessTreats#InstaGourmet
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We use an
ecosystem of
traditional and
digital assets to
establish our voice
OUTCOMEAWARENESSTALKOutcome
Awareness
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TALK
#Fortheloveofgourmet
Focus on delights of making great food with minimal ingredients but
achieving fabulous taste
Keyword Focus: generic/non branded
Use this as an opportunity to build brand recognition and trust. Ensure all
local engagements (sponsorships etc) are reflected here.
food
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Create an online+offline
ecosystem to bring employees
and partners together. Our
existing assets will be used for
this. Will also serve as a
corporate brand voice.
excite taste
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engage Senses
Healthy [Location Name]
Work with neighborhoods and society
leaders, and partners to put together
local meetups around healthy gourmet
food and recipes related to this program.
We also invite local media to these
meetups.
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endear
We encourage
people to share
stories of food that
makes them feel
special and use
contests to
popularize the idea
website
FB
TW
YT
Stories Contests
PartnershipTaste of time
Brand
Our Recommendation
+ A Key Initiative
+ Support Programs
Footer
To Mom, with Love Your family demands multiple things for dinner? Don’t worry, we have you
covered. Targeting working moms, give your family absolutely authentic and
healthy food every day. Do not compromise on the nutrition or the taste for your
family. Give them whatever they want.
Send moms on a trip to Thailand, send food to kids and shoot their experiences
Things that moms miss out on. Make them do it. Give them time and give their
family- a great meal.
Timeline
• Research in June. Tour in July. Sustenance throughout July
Platforms
Video series on YouTube- Filming the complete story
Facebook and Twitter Updates
Travelogue on Pinterest and Instagram
#NotTheMasterchef or #DisasterChef
Create an online contest where we ask people to share their kitchen disasters. Pictures of burnt dal, watery prawn curry or charcoal black chicken. These pictures will come with a story. The best stories and pictures will be created in a creative format.
The best stories win a hamper of IFB Minute Meals.
Platform: Twitter will be used to run the contest
Timeline: The contest will run for xx days. The creatives can be shared on Facebook and Instagram.
Make time for more 24 hours are not just 24 hours anymore. One can do way more in that
time span now. we wish to show people how much time ‘Minute Meals’
saves for them.
Imagine a huge hourglass in the busiest place in a city. Right besides it,
is a stall of minute meals.
A Ticker asking: ‘How much time do you spend in buying grocery?’, ‘How
much time in a day do you spend in the kitchen?’.
Throw in those many, tiny balls into the hourglass. By the end of the day,
we calculate how many balls are in the hourglass and know how much
time does minute meals save in one day, and what all can we do in our
lives in that particular time frame. We save all that time for them.
Timeline
An activity which goes on for 5 weekends. 5 cities. 5 malls.
Platforms
Live streaming, bytes of people on YouTube.
Updates on Facebook, Twitter and Instagram
Footer
Not For StaleThe main problem of our lives? The food we get from places is
not fresh. We don’t know what it’s made of. And then? Upset
stomach and long medicine bills.
With the food that people get from Dabbawalas or other home
delivery places, keep a strip of medicines for stomach upset
with it a note saying, “You’re going to need it.- Well Wisher”
The next day replace their lunch with our Minute Meals, saying
‘Spicing up your life. – Well Wisher.’
Timeline
An activity for 2 months. Random working days.
Platforms
Infographics on the story
Video and pictorial bytes from the people
Instagram activity for #NotforStale. Pictures of the meal,
tagging IFB Minute Meals
Kya aap 1 minute se tez hai?
Interview a range of people: working moms, young professionals, senior citizens. Ask them-what can you do in one minute? Record their answers, for example, ‘I can clean my keyboard’/ ‘Ican do 25 crunches’/ ‘I can download an app’. Then ask them- what can you cook in oneminute? Record answers.
These people will be given an IFB Minute Meal packet to cook and taste. Share experiences in avideo format.
Platform:
The video will be uploaded on our YouTube channel. This video will also be leveraged onFacebook and Twitter
Timeline: TBC
