3. Present Situation (1)
โข India is currently 6th-largest in world with grocery shopping being
expected to rise form $383 billion a year to $1 trillion by 2020,
as reported by Retail Consultancy Technopak.
โข Retailers will prefer operating in omni-channel rather than single
channel with boom of online grocery
4. The major growth drivers for the same has been the following
โข Increase in Income Levels by 70%
โข 100 Million youth entering the market
โข Increasing nuclear families
โข 35% Indians living in urban centers
โข Increase in demand for wider variety, convenience and better prices.
Present Situation (2)
5. โข Launch in Mumbai and Bangalore
โข Collaborate with major supermarket chains in the city
โข To make a profitable market by 2019.
โข Expand in other tier-1 cities
โข To maintain its position as the market leader in online grocery service
Goals
6. โข Mobile app and Web-page
โข Doorstep delivery service
โข COD, card payment and wallet payments available
โข Collaboration with major e-wallets
โข Collaborate with major supermarket chains in the city
Execution
8. Company overview
Grocery.-E will be an online business of selling grocery and other
household products that will provide 24/7 service of ordering and
delivering products
9. โข Demographically , the young working class population and working
wife/mother
โข Geographically, urban and semi-urban population
Target market
10. goals
โข The grocery delivery segment will continue to be the major revenue
generation source
โข By 2020,the company is expected to start earning profits
โข By 2019, the company is expected to occupy over 15% of the total
food delivery business in the country.
Goals
11.
12. Target strategy (1)
CUSTOMERS :
โข Access to a larger number of items.
โข Access to a larger number of supermarkets.
โข Cheaper grocery items.
โข Ease of access to daily needs.
13. Collaborators :
โข Grocery stores: They want to increase their net revenue via increased
consumer traffic .
โข Payment partners: They want a larger amount of cash to flow through
their channels for every โcashbackโ offers they provide.
Target strategy (2)
14. Company :
โข The delivery service is the primary offering .
โข The online grocery delivery business will involve hiring more sales
personnel and delivery guys to manage the ever increasing traffic.
Target strategy (3)
15. โข Quickest delivery
โข Greater discounts.
โข Separate platform for customer reviews.
โข Price compare among the various grocery stores.
โข A number of payments options to choose from.
Value proposition
17. โข Grocery (Fresh Fruits and Vegetables)
โข Staples (Pulses, Seeds and Grains) Snacks and
โข Confectionary (Biscuits, Crisps, Desserts)
โข Spices
โข Frozen Food (Ready to cook, Fully Cooked)
โข Household (Laundry, Insecticides, Household
consumables, Household Cleaners, Dishwashing Bars)
โข Personal Care
โข Baby Care
โข Dry Fruits
โข Meat (Fish, Chicken, Mutton, Beef)
โข Kitchen Dining Room Accessories
Products
18. โข Free delivery (for food/grocery) within 4 km
radius of grocery store.
โข Beyond 4 km radius , delivery charges will
be nominal.
โข Delivery within 1 hour of purchase
Service (1)
19. โข Several payment options(COD available)
โข Amazing cashback deals.
โข Referral benefits.
โข Separate customer review platform.
Service (2)
21. โข NO charge for app service
โข Nominal Delivery Charges ( per delivery for
transaction below 2000 INR )
4 km โ 0
4-10 km โ 50 rs
10-20 km โ 100 rs
โข Free delivery for transaction above (2000 INR)
Price
22. COLLABORATORS:
โข Recognition of all the collaborators in trade promotions.
โข Marketing strategies by the company to increase consumer traffic on
collaboratorsโ platform.
Incentives
28. โข The 2 primary business processes are
Ordering
Delivery
โข Online food delivery companies generally try to enrich their services
with 4 conveniences.
29. 4 Conveniences
โข Decision ConvenienceโMaking it fast and easy to choose.
โข Transaction ConvenienceโMaking it fast and easy to pay. For eg.
payment via cards, Paytm accounts or wallets like PayUMoney.
30. โข Benefit ConvenienceโMaking it fast and easy to enjoy/use.
โข Post-Benefit ConvenienceโMaking it fast and easy to re-purchase. For
eg. You can save your address and payment details, bookmark your
favorites to re-order in seconds.
4 Conveniences
32. โข Grocer-E should be released by October 2018.
โข The initial marketing activities for customer recognition should begin
by August 2018.
โข The mass communication programs should begin soon after the app
is released.
33. The presentation was created by Ashish Mehta during Marketing
Management Internship under
Prof. Sameer Mathur, IIM LUCKNOW