A Marketing plan for a new application.

1. Marketing Plan for an
Application
Product of zomato

2. EXECUTIVE SUMMARY :
Eating amazing food outside with a breathtaking ambience is a
desire many of us share ! But do we think about food safety ?
Food safety is of utmost importance, because if we eat healthy, we
become healthy!

3. ZOMATO presents
PUREMATO, an app
which will rate the
standards of safety
undertaken by any
restaurant in your
vicinity and assure that
you food is not just tasty,
but safe as well !

5. How Does the App Work ?
Search for your favorite restaurant
on the app and check its hygiene
ratings in accordance with NRAI.
Check out the pictures of the food
and the kitchen, where it is
prepared.
Count the number of calories in
various food items on
the menu and the overall calorie
intake of your choice cart !

6. GOALS
 Fully capitalize on the first mover
advantage
 50,000 + downloads
 To become the best application for
hygiene ratings and calorie counting.
 Customer satisfaction
 Go beyond break-even and start revenue
generation

8. CORE COMPETENCIES
 Established brand name
of ZOMATO
 Govt. Authority due to
collaboration with NRAI
 First mover Advantage
 Impactful
 Promotion of welfare

9. TARGET MARKET
18 – 54 yrs

10. The app caters to males and
females ranging from
18 – 54 yrs of age
But focuses more on the
tech-savvy young people
who are becoming health
conscious.

12. Alim’confiance offers
hygiene rating
services.
But this app is for
use in France
only, due to
collaboration with
the French
Government.

13. PUREMATO has the first
mover advantage in the
Indian Market as there
Is no app which rates
the hygiene standards of
the restaurants.
This is an enormous
advantage for a new
venture.

14. Though no apps rate hygiene, some
apps do offer calorie counting service.
CALORIE COUNTER

15. POSITIONING
In India no such application has
been created and there is
first mover advantage.
Due to increase in the
importance of swach bharat
abhiyan, cleanliness is being
supported by masses
Capitalizing on this the app
would be positioned.

16. Promotion

17.  Facebook and twitter
( campaigns such as #puremato,
#eatfresh etc )
 Collaborate with such food
bloggers on Instagram
 Create a you tube channel
to publish videos to attract
consumers
Advertisement on
Parent App : ZOMATO
Word of mouth

18. DISTRIBUTION
Available on iOS and Android

19. FREE VERSION
 Ratings of restaurants based on
the aspect of hygiene and
cleanliness
 Photographs of the kitchen area
and food
 Free accounts to post comments and
reviews
 Calorie counting

20. PREMIUM VERSION
 Videos of restaurants and
how the food is prepared
 Chatting platform with
Govt officials and restaurant
owners

21. It is not expensive at all because the
features offered in the premium
version don't justify a high price.
If more features are added the price
might increase accordingly.
$2.99 imputes a psychological effect
on the consumer known as 'charm
pricing', because consumers tend to
perceive “odd prices” as being
significantly lower than they
actually are.

22.  Create restaurant database
 Obtain hygiene rating with NRAI
 Hire app developers and brief them about the
specifications and design
 Start promotion

23. TASK LEAD TIME
MARKET RESEARCH 2.5 Months
MARKET ANAYSIS 1 Month
MARKET POSITIONING 1 month
PRODUCT STRATEGY 3 Weeks
PRICING STRATEGY 2.5 Weeks
DEVELOPING
INTEGRATING
MARKETING
CHANNELS
2 Weeks
DEVELOPING
COMMUNICATION
CHANNELS
2.5 Weeks

25. THIS PRESENTATION HAS BEEN MADE BY
Ms, AKANSHA SHARMA,
SHRI RAM COLLEGE OF COMMERCE,
UNDER THE GUIDANCE OF
PROF. SAMEER MATHUR, IIM LUCKNOW.