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Give me a recipe

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Digital Marketing Presentation, City University London - Food

Published in: Marketing
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Give me a recipe

  1. 1. Give Me a Recipe You chose the ingredients, we give you the recipe Henry Okosun Carla Urruela Clara Peñalver Juan Lizama
  2. 2. Our business idea Turn upside down the way people find a recipe. Create an interactive web page and an app where users can put the ingredients they have at home at obtain a recipe with the ingredients they already have, without need to buy something else or look for another recipe because an ingredient is missing. Our goal: give people the pleasure of cooking without thinking what they can prepare. We help people to save time and money and also to the environment reducing food waste.
  3. 3. Situation Analysis On behalf of the Give Me a Recipe situational analysis and benchmark study to research the factors and influences on the choice and purchase of recipes. Mission and 0bjectives Phases and milestones of the situational analysis Suggested course of action Practical challenges Perceptual challenges
  4. 4. Where are we now? • Goal performance Customer insight • E-marketplace SWOT • Brand perception • Internal capabilities and resources
  5. 5. Customer Segmentation Everyone its welcome to use our web and app, but we specially will address to the profile above: - Young people / young professionals - UK (we want to expand internationally after!) - 25-35 years old - Men and women - Young people - Young couples with children - Middle class people
  6. 6. Current Market The Food Recipe Industry The Products - Recipes Market Environment Market Potential Market size Demand Trend for Product Current Market Segments -Segmentation Market Segment Currently Targeted
  7. 7. Immediate Competitors • Barilla • Philadelphia • Supercook • The Co-operative food magazine • BBC Good Food • Jamie’s Recipes (Jamie Oliver) • Simple Cooking • Be the chef • Low fat recipes • Must-have recipes • World recipes • All Recipes UK
  8. 8. Reason why? Why this is interesting for users? 1. With this app users can make the most of the food they have at home. 2. They can save money and time. 3. They don’t need to go to the supermarket every time they have one ingredient missing. This app aims to invite users to be more creative and conscious about the infinite possibilities in cooking. A pinch of fun every day
  9. 9. What make us different from other recipe apps? The most part of the recipe apps sponsored by food brands include the brand product in all the recipes they offer. Other apps not sponsored by brands offer the users good ideas in some cases including the ingredients you have at home, but the most part of them including also others you don’t have.
  10. 10. The big difference Our app will be free. To offer a free app we need the support of companies. Supermarkets are obviously the companies that fit better with our product. But we want to do it in a different way. We want brands to be helpful for users not annoying. A new way of sponsorship. We will offer supermarkets the possibility of access to our users information in order to understand their needs and shopping habits. So they can make personalized promotions for everyone depending of their age, family situation, habits, needs, likes or purchasing power.
  11. 11. Vouchers or coupons Once the use our tool, users will be able to receive personalized special offers or vouchers they can use to get free or discounted products at the supermarket.
  12. 12. Why this is interesting for supermarkets? The value of data All brands are interested in have information about their customer/public in order to create a stronger relationship with them. Data is one of the most valuable information for buy and sell. Also is very important for them to bring new customers to the supermarket. If they offer a free or discounted product to some customer once at the supermarket they have the possibility of having a lot of new sales.
  13. 13. The WebSite Latest news xxxxxxxxxx xxxxxxxxxx xxxxxxxxxx Latest recipes xxxxxxxxx xxxxxxxxx xxxxxxxxx Find us on: Home Recipes by name Blog About us Log in/register
  14. 14. The Mobile app Give me a recipe The mobile app will be available for Android and Iphone We will have an interactive app where users can look for a recipe in just 2 steps. Step 1: Put the ingredients Step 2: Select your recipe Step 3: Enjoy!
  15. 15. Keyword research We use Google Adwords keyword research tool to see which keywords should we use for the web content, SEO and PPC campaigns.
  16. 16. SEO - building the web page <meta name="description" content="Give me a recipe is a recipe search engine that lets you search by ingredients you have at home. Find thousands of recipes you can make right now with the ingredients you have at home. Give me a recipe will help you save time and hundreds pounds on groceries, and it will help you to reduce food waste. Food recipes, slow cooker recipes, chicken recipes, fish recipes, healthy food, vegan, pasta, salad, vegetarian"> <meta name="keywords" content="recipes, healthy, vegan, slow cook, chicken, meat, fish, pasta, meal, lunch, dinner, leftovers, diet, grocery,supermarket, ingredients, desserts, cookies, cupcakes"> <title>Give me a recipe: recipe search engine by ingredients you have at home</title>
  17. 17. Adwords Campaign Food recipes www.givemearecipe.com Prepare a meal with ingredients you have at home Slow cook recipes www.givemearecipe.com Slow cook recipes with ingredients you already have Healthy food recipes www.givemearecipe.com Healthy recipes with the ingredients you have at home Leftovers - Food recipes www.givemearecipe.com Prepare a meal with your leftovers, save money, avoid food waste. Pasta recipes www.givemearecipe.com Best pasta dishes with ingredients you have at home Chicken meals recipes www.givemearecipe.com Delicious chicken meals with ingredients you have at home
  18. 18. Social Media Strategy - Blogs - Facebook - Twitter - Instagram - Pinterest - Youtube
  19. 19. Social Media Campaign blogs communication strategy: We will create our own blog with the content created by our users. Pictures of creations/plates and recipes used for them. Importance of quality content in terms of SEO and SEM strategy.
  20. 20. Social Media Campaign Blog communication strategy: Mentions in blogs with high rate of visits. Selection of blogs that fits our persona.
  21. 21. Social Media Campaign Facebook We will use facebook to create contests and special promotions to be known by our public.
  22. 22. Social Media Campaign Instagram We will invite and incentivize our users to use the hashtag #givemearecipe to create an attractive gallery full of our users creations that can inspire new users to get the app.
  23. 23. Social Media Campaign Pinterest We will use Pinterest to give visibility to our app through our users pictures using the tag #givemearecipe
  24. 24. Social Media Campaign Youtube We will invite and incentivize our users to film their cooking and upload the video in Youtube naming the video “Give me a recipe”
  25. 25. Social Media Campaign Twitter We will invite and incentivize our users to share their final result/plates in Twitter using #givemearecipe

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