Case Competition Ratatouille's Go-to-Market Challenge
.docx
School
Indian Institute Of Management, Kolkata**We aren't endorsed by this school
Course
BE 101
Subject
Marketing
Date
Jan 4, 2025
Pages
3
Uploaded by LieutenantNeutron15795
Case Competition: Ratatouille’s Go-to-Market ChallengeTheme: Go-to-Market Strategy in the Gastronomy IndustryProblem Statement:You are a rat who has just arrived in Paris, the culinary capital of the world, with one dream: to set up a restaurant and share your love for fine food. You must now create a compelling go-to-market strategy that will allow you to overcome your unique challenges and achieve culinary success.Background:In the bustling city of Paris, home to some of the world’s most renowned culinary establishments, the restaurant scene is competitive and fast-paced. While Parisians love great food, the restaurant market has seen every type of cuisine and trend. As a newcomer with a unique vision, you must find a way to stand out in the competitive Parisian culinary landscape. You are not just any chef; you're a rat with a passion for food and a talent for creating delicious, innovative dishes.Your goal is to make your restaurant a beloved spot for locals and tourists alike. However, your journey is filled with unique challenges: securing a location, attracting customers despite your unconventional identity, and building a brand that embodies both creativity and high-quality gastronomy.Competition Objective:Students must develop a Go-to-Market Strategyto successfully launch and establish the restaurant in Paris. Their strategy should address the following components:1. Target Market Identification: - Define your target customer segments and their specific characteristics. Consider how you will cater to the diverse tastes of Parisians and international tourists.- Outline your approach to attracting food critics and building word-of-mouth buzz among local food lovers.2. Brand Positioning & Unique Selling Proposition (USP)**: - Develop a strong brand identity for the restaurant that reflects its distinctive character and chef.Identify the USP that sets the restaurant apart in the Parisian market. Consider what will make the dining experience memorable and unique.3. Product Strategy:- Design a signature menu with a few standout dishes that will capture attention and drive foot traffic.- Decide on the style of cuisine and any innovative aspects of your food preparation or presentation that align with your brand.
4. Pricing Strategy:- Establish a pricing strategy that aligns with your target market while keeping operational and marketing costs in mind.- Explain how your pricing will appeal to Parisians and tourists without alienating either group.5. Distribution & Location Strategy:- Choose an ideal location within Paris for the restaurant and justify your choice.- Consider the experience of your customers—how will you address your identity as a rat in the kitchen, and what measures will you take to ensure a clean, welcoming environment?6. Promotional Strategy:- Develop a promotional plan that will introduce and popularize your restaurant in Paris.- Explore unique ways to generate publicity, such as storytelling, influencer partnerships, and special events, that align with your restaurant’s distinctive story and target market.7. Operational Challenges & Solutions:- Identify key operational challenges specific to your restaurant, especially given your unconventional role as a rat chef.- Propose creative solutions to address these challenges, such as safety measures, customer experience enhancements, and quality assurance practices.Competition Format and Deliverables:The competition is divided into two rounds:Round 1: Video Pitch- Deliverable: Create a 2-minute video in which your team pitches the initial go-to-market strategy for the restaurant.- Content Requirements:- Clearly introduce the restaurant concept, target market, and brand positioning.- Highlight key elements of the promotional strategy and any unique aspects of your approach that make the restaurant memorable.- Use the limited time creatively to capture the viewer's interest and convey your strategic vision effectively.Evaluation: Judges will assess clarity, creativity, and how effectively your pitch communicates the restaurant’s brand and competitive advantage.Round 2: Presentation DeckDeliverable: For teams selected to advance, submit a 5-7 slide PowerPoint presentation detailing the full go-to-market strategy.Evaluation: Judges will assess strategic depth, market insight, feasibility, and creativity. Clear, impactful visuals and concise messaging are encouraged.
Evaluation Criteria:Submissions will be evaluated on the following aspects:1. Creativity and Innovation: Uniqueness of the restaurant concept and brand identity, along with creativity in overcoming challenges.2. Feasibility: Realistic approach to the go-to-market strategy and operational challenges.3. Market Understanding:Depth of insight into the Parisian market, target customer preferences, and the competitive landscape.4. Strategic Depth:Thoughtfulness of the overall strategy, including each aspect of the go-to-market plan (e.g., branding, pricing, distribution).5. Presentation & Persuasiveness:Clarity and coherence of the strategy, along with the ability to convincingly present and defend the approach.Additional Guidelines:Format: Use a professional and concise format, focusing on clear communication of ideas.Video Specifications: The video should be high quality, no more than 2 minutes long, and effectively highlight key strategic elements.Length for Final Presentation: The presentation deck should include no more than 5-7 slides.Teams: Each team can have 3-5 members, and cross-disciplinary teams are encouraged for diverse perspectives.Prize:The cash prize of xxx amount. Timeline:Registration Deadline: [Date]Round 1 Video Submission Deadline: [Date]Round 2 Presentation Submission Deadline (for selected teams): [Date]Final Presentation Date: [Date]This competition challenges participants to think creatively, develop practical solutions to real-world obstacles, and demonstrate strategic thinking. Good luck, and may the best team create a masterpiece in the heart of Paris!