Go to Market project | TagZ
Lean GTM Strategy for Tagz Foods
Tagz Foods
Snacking brand that is tastier and healthier than all other alternatives
TagZ Foods is available on all online platforms such as Amazon, Big Basket, Supr Daily, and over 2,000 premium retail stores in Bangalore and other cities.
On a mission to help its GenZ consumers eat fitter and lead a more active lifestyle. It is the first brand in India to manufacture popped potato chips- that are never fried, never baked - and have 50% less fat
Define the Problem
Its 11th of July. As a Growth manager at Tag Z. The OKR is to grow Tagz to Rs 30cr (Rs 23 cr in 2023) this year. Of which in July the goal is Rs 2.5 cr while maintaining an AOV of Rs 1000 on the D2C channels. The forecast for the current campaign is 2.3 Cr.
Define the Goal
Rs 20,00,000 in 10 days with an AOV of Rs 1000: 2000 orders
- 20k add to carts (10% conversion for add to cart)
- 80k visitors (25% add to carts from this campaign)
Which is = - 50% performance
- 30% Whatsapp
- 20% Email
Users Definition
Existing Customers
Customers who can purchase above Rs. 1000
Have not purchased in the last 2 months
Pitch Segmentation
Favourite flavours
Favourite Categories
Brag Worthy
Distribution Levers
Performance Marketing- 50%
Goal | Increase D2C orders in 10 days |
Impact | 1000 new orders |
ICPs | 18-28, Tier 1 cities |
Pitch | Never fried Never baked, 50% less fat |
Email & Whatsapp - 20% & 30%
Goal | Increase D2C orders in 10 days |
Impact | 1000 new orders |
ICPs | 18-28, Tier 1 cities |
Pitch | Never fried Never baked, 50% less fat |
Project planning
Execution date: 18th to 27th July
Saw that we were short of the monthly goal on 8th, decided to look into all the channels and conversation rates.
Milestones
End of day 2 of execution we should be at 400 orders to be on track to hit the 2k orders in 10 days
Check at
20% Day 2 : 400 orders
50% Day 5: 1000 orders
80% Day 8: 1600 orders
Ensure each campaign is on track and the messaging is going smoothly
Ensure all creatives and coupons codes are working properly.
Track number of visitors to the website and number of cart orders made
Post GTM
User calls to validate if they like the offer, why they made the purchase and How often do they order.
I assumed that 10% of add to carts will convert into sales and 25% of visitors from this campaign will add to cart
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