Marketing plan for a recipes app called "FOODAHOLIX"

1. Marketing Plan for an Android App

2. Executive Summary

3. Overview:
 Getting bored of the same old recipes?
 Want to bring a new zing to your meals?
 It’s time to treat your taste buds!

4. Presenting..

5. How does it work?
FOODAHOLIX is a one stop shop app for you with up
to 3,00,000 mouth watering recipes from various
cuisines.
The App allows you to input the ingredients you
would like to cook with.
Recipes are available with step by step instructions,
photos and reviews.
Recipes can be filtered on the basis of cuisine,
ingredients, time to cook and ratings.

6. How does it work?
As per the recipe, the ingredients can be bought
through the app.
The app has a separate section in which users can
purchase the required kitchenware.
The App can suggest special recipes as per dietary
requirement for fitness.
Exclusive recipes from Michelin Star Chefs.

7. Goals
 To be the best recipe search app in India.
20,000 downloads in a the first year.
Target conversion rate ~ 2 – 5%.
Revenue Target of 3 Cr in first year & 15 Cr in 5
years.
Establish a Loyal Customer Base in 5 years.

8. Situational
Analysis

9. Core Competencies
Foodaholix will serve as a single App
for recipes, groceries & kitchenware.
 Wide variety of options are available
depending cuisines, cooking time &
ratings.
 Refined search features.

10. Strategic Assets
 In app purchase options for ingredients &
kitchenware.
Exclusive recipes from Michelin star Chefs.
 In App advertisements that will generate
revenue.
Reliable purchase partners.
Recipes as per dietary needs.

12. Strengths
 Indian Smartphone
market growing
@14%.
 No major impact of
GST on the market.
Weakness
 Relatively new
concept for the Indian
Market.
 Huge marketing
budget requirements.
 Threats
 No Benchmarking
parameters.
 Global players are
entering into the
Indian Market.
Opportunity
 Untapped Market
 Fewer Competitors

13. Competitors

14. Points of Parity
 Recipes, photographs of various
recipes.
Provision of making a grocery list.
Blogs & videos supporting the
recipes.

15. Points of Difference
 Direct purchase of ingredients from the
app via 3rd party partners.(Groffers,Big
basket)
 Online store for kitchenware inbuilt into
the app.
 Exclusive recipes from Michelin star
Chefs.
 Special dietary plans for fitness.
 Click & Pick – Just snap a photo of a
single ingredeint to get 100s of recipes
related to it.

16. Target Markets
 Amateur Cooks
Cooking Enthusiasts
Travellers
Bloggers
Vloggers

17. Strategy
 Adhere to a freemium model.
Ensure a conversion of 5% users to
premium mode per month.
Ensure continuous flow of users by
adding fresh new recipes on a
monthly basis.

18. Value Proposition
 Customer Value
 Access to over 3,00,000 recipes.
 Collaborator Value
Access to an untapped large customer base.
Company Value
Positive work environment.
Good Pay, growth potential.

19. Tactics

20. Product – Free Version
 Recipes,Photographs of various
dishes(Save 50).
 Provision for making grocery list.
 Blogs & videos supporting the
recipes(Save 50)
 Direct purchase of ingredients from the
app via 3rd party partners.
 Online store for kitchenware inbuilt into
the app.
 Timer in sync with the recipe.

21. Product – Premium Version
 Completely Ad free.
 Save unlimited recipes & view blogs,
videos.
 Add private notes.
 Copy & customise recipes.
 Access specially curated recipes.
 Detailed nutrition facts & nutrition plans
for fitness.
 Cloud Back up.

22.  Name – Foodaholix
 Tagline – What’s Cookin’?
 Core Brand Values – Quality, Ease
of use & unlimited variety.

23. Price
 Free version of the app will help in
generating traffic and to attract new
users.
 The premium version will be prices at
$8.99 per month or $18.99 per annum.

24. Incentives
 To Customers –
Guaranteed cash backs on purchase of
ingredients from the app.
 Free coupons on purchases of kitchenware.
 To Collaborators –
Complementary marketing and branding.
Access to large customer base.
 To Employees –
 50% discount on premium membership.
 Bonus & Recognition.

25. Communication
 Cookery Blogs
 Full-Featured Company
Website
 Promo Videos
 Social Media
 Google Ads
 Featuring E-mails
 Print Media

26. Distribution

28.  Work with cooks and chefs and
develop various recipes and cooking
plans.
Develop suppliers for ingredients &
kitchenware.
Tie up with online payment firms.
Implementation Plan

29. Hire app developers and brief them
with the design.
Search for potential investor.
Launch an aggressive marketing
campaign.
Implementation Plan

30. Schedule
Market
Research
( 3Months)
Crafting
Market
Positioning
( 1 month)
Setting up
strategic
business
unit
(4 months)
Setting
product
strategy
( 1 month)
Developing
pricing
strategies
( 1 months)
Designing
integrated
marketing
channel
( 1 month)
Managing
retailing,
wholesaling
& logistics
( 2 months)
Product
Launch

32. Recap
 Executive Summary.
Situational Analysis
Tactics
Implementation Plan
Schedule

34. Disclaimer
Created by Abhijeet Nasery, COEP,during Marketing
Internship by Prof Sameer Mathur, IIM Lucknow