Marketing Management:

Case study on Tag Taste

What Business
Tag Taste is in?

Group Members
- Anubhav Mehan (IPMX 12057)
- Himanshu Vora (IPMX 12067)
- Raja Bhaiya Gupta (IPMX 12087)
- Sugata Ranjan Das (IPMX 12097)
- Md. Merajul Hasan (IPMX 12077)
Situation Analysis

5C Framework
- Customer
- Competitor
- Company
- Collaborators
- Context
Customer
- New Entrepreneurs in Food & Beverage.

- Established F&B Companies:

Going to launch a new product in the market.

- Investors investing in F&B companies

- Hotel Chains:
Indecisive about variety and type of food in their Food Menu.

- Restaurants, bars, cafes or other food points:

Not delivering taste as value of customers from a particular region or unable to decide on
their food menu.
Competitor

- No imminent threat.

- Threat: Big brand (if sensory local market seen as a big offering)

- Current players in sensory market:

• Keya Flavours (Indian company): Keya privilege: Collaboration platform for business
partners (food professionals) and customers. No social media platform.
• McCormick & Company: Consumer testing program. AI to pair flavour & generate
recipes.
• Market research firms in food tasting. No online presence in form of an online platform.
(Eg. MMR, Tastemakers etc.)
Company
Evaluation of Tag Taste
• Long Term Attractiveness of the Market

Business Method : Porter’s Five Forces

- Industry Competition:
• Tag taste pioneer in the area
• Unique online collaboration platform in India
• No imminent segment -No rival with exactly same product offering in India

- Potential Entrants:
• Threat of new entrants from existing e- food chains : easy to copy the business
model-
• Technology barrier is low
• Big Food chains share and connect with similar stakeholders eg suppliers (farmers),
hoteliers, restaurateurs, F&B companies, consumers, purchase managers.
- Threat of Substitute Product:
• Core competency (Sensory Services): Necessary Human Involvement-Scope for
Human Substitution with Technology

- Buyers Bargaining power :

• Threat from buyers is not imminent
• MNC/ Large Food Chains in long run makes buyers realise their bargaining power

- Suppliers Bargaining Power:

• Beta version expired in Feb’19
• Tag Taste visibility likely to enhance
• Product and Services suppliers to become more demanding
Collaborators
- Chefs
A Network of Chefs provides a unique value proposition to TagTaste

- Tasters
Tasters and Super Tasters provide deep tasting expertise

- Culinary School Students.

Young People with the right knowledge and strong sensory skills

- Farmers.
Farmers with Regular/Special produce cater to unique Customer Needs
 Context
Using PEST, let’s delve into this.

- Political:
Current policies have improved ease of doing businesses. Potential change of
government might affect the same.

- Economic:
Market may dampen if stable government is not formed.

- Social:
Increase in share of Urbanite lifestyle is in favor of the business.

- Technological:
Companies like IBM are in competition with their innovative products
Thank You!