Group Assignment #2 – Group Report

Integrated Marketing Campaign

Tatiana Lerma | 301269703

Andrea Menocal Mendizabal | 301245064
Icoairu Quintana Solorzano | 301244231
Lais Dayane Viana Almeida Porto | 301216227

Integrated Marketing
MKTG 728 Section 002
Professor: Iain Chalmers
April 8, 2023
1. Business Background & Objective

Facebook page: Machu Picchu Restaurant of Oakville | Oakville ON | Facebook

Instagram page: machipicchuoakville

Working hours: Tuesday to Thursday: 12:00 PM - 8:00 PM

Friday and Saturday: 12:00 PM - 12:00 AM
Sunday: 12:00 PM - 8:00 PM

Machu Picchu's owner, Roberto Timoteo, opened the family restaurant 14 years ago, and it was
the first Peruvian restaurant in Oakville at the time. Roberto Timoteo and his family have been
working at the restaurant for many years; his wife Rosario Timoteo has been the chef for many
years, and a new Peruvian chef has recently joined the team. Aside from having a successful
restaurant, Roberto wished to share his culture and Peruvian cuisine with the rest of the world.
To accomplish this, the restaurant employs Peruvian ingredients such as Peruvian corn, red chili
pepper, yellow chili pepper, and others. To round out the Peruvian cuisine experience, the
restaurant serves Peruvian cocktails and non-alcoholic beverages such as Chicha Morada and
Inca Kola, as well as the famous Pisco Sour.

The restaurant is located in Oakville's industrial area, and while it is not on a "restaurant" street,
it is close to a road that many people use. Following the pandemic, the restaurant is seeing a
decrease in dining attendance from Tuesday to Thursday. Meanwhile, Friday and Saturday nights
are slowly recovering, with increased attendance due to the Karaoke night.

Big issues and opportunities the business

Strengths:
● Machu Picchu has been in the market for 14 years, and the majority of customers have
reached the advocacy stage, where they recommend the restaurant to their peers.
● Roberto is the restaurant's main character; all reservations and deliveries are made via
his phone, which involves a friendly conversation between the customer and the owner.
● Peruvian staff. Peruvian staff assists in guiding people who are new to this type of cuisine
through "The Peruvian experience" due to their knowledge of the ingredients and how the
dish or cocktail is prepared.
Weakness:
● Lack of marketing. The restaurant's social media accounts are out of date; even though
they have Facebook and Instagram account, it lacks brand guidelines and appeal.
● Lack of use of technology. The menu is not digital or QR coded. There is no reservation
system or database at the restaurant.
Opportunities:
● According to Statistics Canada, the percentage of immigrants was 23% in 2021, with
17.6% of the population being second-generation. Both have increased in percentage over
the last few years.

Figure 1: Percentage of Immigrants in 2021

● Because of the pandemic, the government is assisting restaurants by offsetting fixed

costs such as property taxes, hydro, and natural gas bills. This measure will enable the
restaurant to save money while investing in new projects to increase sales.
● Increased delivery services as a result of the pandemic. Skip the Dishes, Canada's most
popular food delivery service reports that 81% of customers have ordered from a
restaurant they have never visited in person.
Threats:
● Competition has increased. New restaurants have opened on Lakeshore Road and Keer
Street over the years. There are also new Peruvian restaurants nearby, such as El Inka
and Brasa.
 ● The lease agreement expires in 2023, and the owner is considering selling the property
and no longer renting.

Key business objective for this campaign

The main business goal is to add another source of profits; in this case, the group would focus on
developing a marketing plan for the delivery of a menu experience (starter, drink, main course,
and dessert) at an affordable price. This menu would change every two months and would focus
on Peruvian cuisine from various regions of the country, including the highlands, jungle, and
coast. During our research, we discovered that the competition only serves the most well-known
Peruvian dishes, not the classic or home-cooked dishes that customers frequently request.

2. Communication Objectives

Increase store delivery by 200 orders per month from Tuesday to Thursday in 2023 for the next
three months.

As a group, we believe that the restaurant's primary focus should be to establish a brand identity
and begin to establish a social media presence. The delivery service can be boosted by using
these steps on Facebook and Instagram. Furthermore, we believe that the restaurant can benefit
from the chef's Peruvian heritage, as he can prepare traditional Peruvian dishes in addition to the
best sellers that the competition only prepares.

3. Creative Idea: One Big Consumer Message

Big Creative Idea

Offer a unique experience at your home through a menu experience (starter, drink, main course
and dessert) at an affordable price made by a Peruvian chef with ingredients brought from Peru.

Figure 2: A Peruvian chef cooking Peruvian Food for a family (This image was created using
artificial intelligence)
USP and Target
Since the results of the restaurant between Tuesday and Thursday have been not good, the idea
is to increase the order to delivery during these days offering a menu experience at home.
According to Persoerctive (2019), Oakville is an important business area, besides that, is not
common to go outsit to dinner between Tuesday and Thursday. Business people, locals, Latin,
and tourists can order using delivery app their lunch or dinner from Machu Picchu Restaurant,
however, this order will not be a simple order, but a special experience to eat Peruvian food.

4. Target Market for Machu Picchu Restaurant

According to Perspective (2019), Oakville is at the heart of Canada's most important economic
area, drawing industry leaders in professional and financial services, advanced manufacturing,
government, automotive, construction, education, health care, and information technology.
Besides, according to Invest Oakville (n.d), Oakville's downtown area offers both historic and
contemporary structures, has a broad view of Lake Ontario and is home to more than 400 upscale
stores, services, and eateries. Oakville is on the way for people that are going to Niagra to cross
the borders for USA and being an important city for business, Oakville can attract professionals
and tourists. However, Oakville have 213,759 habitants in 2021 according to Statistics Canada,
and most of them are aged between 14-64 years old (141,725) (Statistics Canada, 2021).

Knowing about this, our Target Market will segment professionals, tourists, and families in
Oakville and GTA.
 ● Demographic: Individuals of all ages that are food and culture enthusiasts who want to
learn and try different cultures and foods, are working or just visiting Oakville and families
with children.
● Geographic: Come from all over Oakville, as well as surrounding neighborhoods, and
nearby cities like Mississauga, Burlington, and Hamilton, and tourists come from outside
the Oakville area and GTA area.
● Psychographic: People who are adventurous, open-minded, curious, willing to try new
things and new dining experiences, seeking a family-friendly atmosphere, appreciating
diverse cuisines, looking for a unique dining experience to impress clients or to unwind
after work, and exploring the local culture.
● Behavioral: Likely to seek out new restaurants, read food blogs, and follow food
influencers on social media. May frequently dine out at local restaurants and attend
community events.
● Socioeconomic: Can range from lower to higher income brackets, that like cultural
festivals, visit museums, travel to learn about different cultures, dine out at family-friendly
restaurants, attend local events, dine out at upscale restaurants, and attend business
meetings or networking events.

5. Integrated Communication Strategies:

The Machu Picchu Restaurant's target is broad since it wants to reach all people who want to
have a new experience, are open to learning about new cultures and trying new foods, whether
they live in Oakville or not, are in the business world or not, are just passing through, will stay a
few days, or are local.
● Target market profile strategy: A shotgun strategy will be used after analyzing this and the
target described above. The message will be communicated through media that reaches
a broad spectrum of the population and have Key Market coverage.
● Key market plans offer the most flexibility and choice for media selection and as the target
is broad and we want to reach people who are passing for Oakville and the region, we
need to use diverse types of media (Tuckwell, 2018, p. 136).
● Timing of Advertising: Since Machu Pichu, our target includes business, travel, and family
people, we have a period that these people will look for restaurants on the web, so, the
best option for promoting our brand in Digital Media and Geographical is using Pulse
Schedule, when we will prioritize to make advertising during specifics day a week, such
as, increase the ad at Thursday, Friday, Saturday, and Sunday, and decrease the
advertising at Monday, Tuesday and Wednesday. However, for out-of-home ads, the best
option is the Skip Schedule, when we can have a billboard on the highway and inside the
city one month and not the next.
● Reach/Frequency and Continuity:
Reach: Since the target is not only the Oakville population (125,055 aged 20-64 years old)
but also the business people that go to the city and tourists, we want to reach the maximum
number of people possible and have our reach be around 90%.
Frequency: Since we will use out-of-house, social media, and transit apps like Waze, we
need to make an average of the frequency for each one.
 - For out-of-home ads assuming that the locals that will work can see at least 2 times
the billboard per day, people who are outside of Oakville and go to work or travel
will also see at least 2 times per day when they go to work and then back to work
or travel.
- For social media advertising, the frequency will be 3 times a week, prioritizing the
end of the week such as Thursday, Friday, and Saturday.
- For transit apps such as Waze, assuming that our target will use these apps at
least 2 times a day, we can boost the ads the whole week, 1 time per day at the
rush time.
Gross rating points (GRPs): 140,000 (estimated that will see the ad based on the
population of Oakville) x 2.5 = GRP = 350,000 (Tuckwell, 2018, p. 139).
Continuity: According to Tuckwell (2018, p. 140), the cost will be the same depending on
which plan we use and whether we stress the reach, the frequency, or the continuity. Since
we are a restaurant that is not seasonal and we need to make loyal customers stress that
continuity will give us this return, the campaign will have a duration of 12 weeks following
the Pulse Schedule and Skip Schedule.
● Engagement: Design posts on Instagram and TikTok that stimulate engagement, such as
boosting videos/posts advertising about the Machu Pichhu menu experience at home for
our target and putting a link in the ad, to the customer can make the order from delivery
apps or direct with the restaurant, or on the transit app, create a link saying "Take out" to
prospective customers that are passing for Oakville can just click order the menu
experience
Types of media can be used: internet, online video, and geographic targeting (add on web
ads), flyers.

6. Integrated Communication Tactics: What specific IMC activities have you selected?

● Social Media Networks: the own channels will allow to have exposure and make known
the gastronomic experience that the restaurant wants to bring to the home reach of
consumers, social networks such as Facebook, Instagram, and TikTok, as well as the
restaurant's website, will be the main sources of information for customers where the
message will be delivered alluding to how food can transport you to one of the seven
modern wonders, Machu Picchu. This would enable us to attain a broader reach, visibility,
and exposure, allowing us to fascinate previous consumers while also reaching new
customers, such as local audiences who are part of our target demographic through
gastronomy.
According to the most recent Canadian Media Usage Study report, a portion of our target
audience, whose age range is between 20 and 55 years old, spends a significant amount
of time utilizing mobile and desktop devices, consuming social networks and being
exposed to the Internet (Matt Devlin & Min Park, 2022). Based on this data, the digital age
we live in, and the average amount of time a person spends consuming digital media, we
believe this is one of the finest strategies for reconnecting with customers and reaching
new audiences.
Figure 3: How will be the post on the Instagram account

● Digital Marketing - Social Media Advertising: where we want to reach a broad target
audience geographically located in Oakville to use the home delivery service and be
captivated by Peruvian cuisine, we will use short video ads on Instagram and TikTok,
which will automatically play when a user scrolls on their feed, this will be a paid
advertising to increase reach and visibility of the content.
We chose these two social networks because of their potential, as TikTok has
approximately 10.75 million users over the age of 18 in Canada in early 2023, and its ads
have a reach of approximately 34.2%; on the other hand, Instagram has approximately
15.90 million users in Canada in early 2023, and its ads have a reach of approximately
41.2% (Kemp, 2023) .
The video advertisements emphasize how the ingredients are brought directly from Peru
and how the Peruvian chef uses them to create his star menu for home delivery, as well
as the use of relevant and popular hashtags such as #foodie, #peruvianfood,
#comidaperuana, #foodporn, #delivery, #peruviancuisine, #latinosencanada, #oakville,
#dinningexperience, among others.

Figure 4: Reference images to be used to create the video ad on Instagram

 ● Digital Marketing - Influencers: the use of influencers associated with food
recommendations, plans, Latino influencers in Canada and official accounts of the city of
Oakville will help to potentiate the delivery of our message and promote the experience at
home, so we will advertise with them offering them food and money in exchange in order
to obtain greater exposure on social networks such as Instagram and TikTok, encourage
word of mouth, with this we seek to target demographics, location, and behavior, some of
the accounts that we seek to advertise with are narcitycanada, oakvilledowntown,
narcitytoronyo, blogto, latinosencanada, we.poca, among others. This will also allow us to
encourage word of mouth, to influence the way in which the target audience

Figure 5: Draft influencer advertising, as well as audience and budget definition

 ● Direct Marketing: The use of brochures or flyers is a powerful tool for getting the
restaurant's message to a wide variety of people. As part of the shotgun strategy, the use
of printed brochures with information on the special menu that will be available for home
delivery, contact number, influence area buffer, and a special discount on the first delivery
will encourage the audience to take action by calling to request the delivery. These
brochures will be distributed on a local scale, in a mixed zone near the restaurant made
of industry and residential residences, where people may be more likely to call.
According to certain statistics, over 77% of the Canadian population checks physical mail
every day, and approximately 48% consider it their favorite method of receiving discounts
and advertising coupons (Postgrid, n.d.). Finally, the cost-benefit ratio and high reaction
rates make this an appealing and eye-catching promotional vehicle for the restaurant;
valuable pieces can be made on a small budget, and the rewards are rapid.

Figure 6: Draft flyer

 ● Public relations: having another person talk about the restaurant can increase its impact
and reach. Through the Oakville newspaper, we want to highlight the story of its owner,
Roberto Timoteo, when he opened the restaurant 14 years ago, and how the new
Peruvian chef has come to Canada to reinvent the dishes while maintaining the quality to
achieve the immersive experience that you want to take home, but that can also be lived
in the restaurant.
The choice of this medium is based on a study of Canadian news consumption, which
found that the population between the ages of 35 and 65 consumes news daily, either
through digital media or printed newspapers (Hider, 2022). We see in this an opportunity
to be a local newspaper and a method of telling a story to generate a connection with
users and readers who are part of our target audience.

● Digital Marketing - Search Engine Optimization: The use of SEO will help the restaurant
to have a greater digital presence, they have visibility when searching for Peruvian food
or restaurant that is in Oakville, having this visibility there is more likely that the user will
order from the new menu, so they can live the experience at home. With this also seeks
to improve the landing page, which will be the website of the restaurant which will be
improved with reviews and images allusive to the menu, the sum of these efforts also
seeks to increase the online reputation and reach more users who are located in Oakville
and surrounding cities.
By using Search Engine Optimization (SEO) tactics, we will optimize the relevant
keywords Peruvian Restaurant, Peruvian Food, Peruvian Food Delivery, Order Peruvian
food online, find Peruvian food deals, find Peruvian food near me, and order Peruvian food
in Oakville, This will allow us to reach a geolocalized audience in Oakville.

The selected IMC tactics are connected and support how we want to communicate the idea to
end consumers, aligned to drive sales through the home menu, increase the visibility of the
restaurant, and at the same time have a greater digital presence.

The digital channels will have the greatest weight, taking into account the behavior of the target
audience and the time they spend on the internet, so creating eye-catching, vibrant, and quality
content will lead to greater interest, as well as the frequency with which it is posted on social
networks. The use of influencers and paid advertisements in these channels will increase traffic
in the restaurant's own channels, such as social networks, so it is important to improve them and
create the website that will be the landing page. This is also evidenced by paying for an article in
the Oakville newspaper, and with the use of SEO, there is a network of connections that will allow
the audience to have a greater response and interest in the new menu.

7. IMC Activity Plan

The objective of this campaign is limited to three months, so we say to have a 10-week calendar,
where the different activities that integrate the IMC tools will be carried out. Given that, at the
moment, Machu Picchu Restaurant has a little flashy and flat content, the activities that will have
a greater weight will be those associated with the creation of content and improvement of digital
channels, which is why it will be an activity that will be carried out during all weeks of the calendar.

Paid advertisements in social networks will depend on the content that has been generated and
published in social networks, so it is planned to start this activity the first two weeks and leave a
space of two weeks to analyze the behavior. The same is intended to be done with influencers.
SEO will be implemented at the beginning of the strategy to have long-term results and there will
be weeks where keywords will be analyzed. As for public relations, they are planned to be carried
out at the beginning and in the middle of the campaign, to complement and support the delivery
of the message on a monthly basis.

A space of two weeks was left in order to enhance the ads and strategies taking into account the
consumer's behavior since it is expected that every two weeks they will receive their payment for,
so they will have a larger budget for home addresses.

8. Social Media Video: Develop a 15sec video to promote this product and service that
links to the creative idea.

https://youtu.be/Mn9z1LFnfLk

b. These would be the platforms where the video would be published:

● Throughout social media platforms, such as Facebook, Instagram, and Twitter, this will
allow you to reach the targeted audience and increase awareness of the restaurant’s
value proposition.
● Embed the video on the restaurant's website to showcase the real Peruvian experience
in Oakville.
● Play the video on a screen of the restaurant to give to the customers a glimpse of the
dining experience they can expect on site and by delivery

9. Budget Allocation and KPI Measures:

 Activity Cost Measure KPI Goal

Social Media Networks 5.000 Social Media mentions 482,000

Digital Marketing - Social 10.000 Impressions 964,500

Media Advertising

Digital Marketing - Influencers 4.000 Reach 289,200

Digital Marketing - Search 3.000 Bounce rates 103,800

Engine Optimization

Direct Marketing 1.000 Number Coupons 4,000

claimed

Public Relations 2.000 Sales 200,000

TOTAL 25.000 2,043,500

10. Bibliography
Canadian Food Delivery Statistics [The 2021 Takeout]. (n.d.).
https://reviewlution.ca/resources/food-delivery-statistics/
Government of Canada, S. C. (2022, October 26). Immigrant population by selected places of
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https://www12.statcan.gc.ca/census-recensement/2021/dp-pd/dv-vd/imm/index-en.cfm

Hider, G. (2022, September 28). Majority of Canadians get their news from mainstream
sources, poll shows. Librarianship: https://librarianship.ca/news/canadian-news-consumption/

Kemp, S. (2023, February 9). Digital 2023: Canada. Datareportal:

https://datareportal.com/reports/digital-2023-canada

Matt Devlin, J.-F., & Min Park, J. (2022). CMUST 2022 Executive Summary December.
https://iabcanada.com/content/uploads/2022/12/CMUST-2022_Executive-Summary-
_December-2022.pdf
Ontario Newsroom | Salle de presse de l’Ontario. (n.d.). News.ontario.ca.
https://news.ontario.ca/en/release/58790/ontario-continues-to-support-restaurants-during-covid-
19-pandemic

Perspective (2019). The Town of Oakville Sets out a 5 Years Economic Development Strategy
Plan. https://perspective.ca/oakville-5-year-economic-development-strategy/

Invest Oakville. (n.d). Lifestyle. Canada's Best Place to Live ranked by MoneySense Magazine.
https://invest.oakville.ca/lifestyle.html

Statistics Canada. (2021). Census Profile, 2021 Census of Population.

https://www12.statcan.gc.ca/census-recensement/2021/dp-
pd/prof/details/page.cfm?Lang=E&SearchText=Oakville&DGUIDlist=2021A00053524001&GEN
DERlist=1,2,3&STATISTIClist=1&HEADERlist=0

Tuckwell, K.J. (2018). Integrated marketing communications (5th ed.). Person Canada Inc.