The document provides a marketing plan for a food delivery app called Foodi-e-street. The app aims to connect street food vendors and customers by providing their locations, allowing orders to be placed, and offering home delivery. The plan outlines the company's situation analysis, goals to promote local street food, target customers, strengths/weaknesses, and strategies for product, pricing, promotions, and distribution. Key aspects include quality checks on vendors, training them, an initial free app with paid premium features, incentives for customers and vendors, and partnerships for promotion.

1. MARKETING
PLAN
The
foodi-e-street

2. A
STREET FOOD
LOVER?
IF YES,
YOU ARE AT THE
RIGHT PLACE

3. You don't need a silver fork to eat
good food.
- Paul Prudhomme

4. MARKETING PLAN
Situation
Analysis
Executive
Summary
Goal Strategy
ImplementationTactics

5. EXECUTIVE SUMMARY
• With rising income levels,
discretionary spending is
likely to increase. Eating out
is one such form of
discretionary expenditure.
• Foodi-e-street plans to grab
this opportunity to scale
itself throughout the whole
country.

6. An App that
links all
popular
street food
vendors of
the city
What is FOODI-E-STREET ?
foodi-e-street

7. Provides real time location of various street food vendors

8. Notifies you about new food vendors in the area
foodi-e-street

9. Helps you contact the vendor and place orders

10. Offers premium home delivery services

11. SITUATION ANALYSIS
• OVERVIEW OF COMPANY AND
MARKET
• TARGET CONSUMERS

12. The company aims to promote and improve
street food services

13. Target customers
Street food
lovers
College students
and people living
away from home
demanding tasteful
and hygienic street
food

14. All types of food under one roof
STRENGTH

15. Market Overview
S : Strength
•High street food demand
•Large number of street food
vendors
•Direct approach to target
customers
W : Weakness
•Newer concept of street food
distribution
•Street food delivery to remote areas
•New to market
O : Opportunity
•Promotion of Indian street food
•Up gradation of Indian street food
standards
•Multiple street food options
(both regional and non-regional)
T : Threat
•Regular quality checks
•Vendor training
•Investment for food trucks
•Market response to home delivered
street food

16. Goal

17. To provide and promote local street food to the people from
all corners of the city

18. The goal, in a nutshell…

19. STRATEGY
• TARGET MARKET
• VALUE PROPOSITION

20. Basic quality checks of taste and hygiene by our expert team

21. Once approved, vendors will be trained to maintain superior
hygiene standards

22. Use of gloves and hair caps 
 Clean water
And fresh ingredients 
 Cleanliness

23. Great taste
Improved hygiene standards
Broader customer reach

24. TACTICS
• PRODUCT
• SERVICE
• BRAND
• PRICE
• INCENTIVES
• COMMUNICATION
• DISTRIBUTION

25. Unique Selling Proportion
What foodi-e-street offers,
Link all street food vendors that
are tested for basic taste and
hygiene.
Serve and deliver all kinds of
street food (Regional and non
regional)
What Foodpanda
offers,
Exclusively delivers local
restaurants food
accompanied with fast
delivery
What the customers
want,
Tasty, hygienic street food
Winning zone
‘Opportunity
with care’ zone
Danger zone
‘No one cares’
zone

26. Competitors
Foodi-e-street is dominated by its bigger competitors
Zomato, Foodpanda, Yelp in following segments:

27. Points of Parity(PoPs)
Orders Reservation
Management Service
Free Vendors Listing
Native Food Restaurant
App Creator
Online Food
Delivery
Platform for the Vendors
to advertise their brands
Food Vendor Finder

28. Points of Differences(PoDs)
Helps “Homemade/cooked
food startups” in scaling.
Split The Bill Concept:
Individual Bills and pay
only for what you order.
Personalized
Experience:
Group Check in
discounts for regular
customers
Having its own food delivery
system, foodi-e-street
guarantees faster delivery.
Cashless Payments:
Pay via foodi-e-street Mobile
Wallet and get discount from
vendor owners.

29. Collaborators
foodi-e-
street
Vendor
Owners
Supplier
Chain
Consultancy
Data
Providers
Homemade
Food Start-
ups

30. Implementation
IMPLEMENTATION
• BUSINESS PROCESS
• IMPLEMENTATION SCHEDULE

31. Product Pricing
The app is
to download
foodi-e-street

32. PRODUCT
The
foodi-e-street

33. People, in general, spend ~ Rs. 150 to Rs. 200
on street food / week
So what’s the plan?
The App would mint
its money through
in-app purchases

34. Services

35. Registering a restaurant on foodi-e-street is free.
Free Features
Group Check in
discounts for regular
customers.
Personalized
ExperienceIndividual Bills and pay
only for what you order.
No bad debts.
Split The Bill
Cashless Payments
The ordered food will
be delivered to you
within 45 minutes.
Online ordering
(Menus, reviews, photos of
restaurants and ratings)
Food Vendors
Explorer
Leave your Wallet Behind.
Pay via foodi-e-street
Mobile Wallet and get
discount from restaurant
owners.

36. Premium Features
• Advertise services related to your
restaurant on your foodi-e-street
account.
• Track the details of their calls
routed through foodi-e-street
system.
• Place a banner advertisement on
foodi-e-street. Business owners
regularly get updates about the
number of clicks from ad.
• Native Food Corner App Creator
• POS (Point to Scale) Platform
• Consulting Service to Opening
vendors.

37. Value Proposition - Users

38. Value Proposition – Food Vendors

39. Incentives
For every time that the
customers place an order
through the app, they win
certain number of credit
points which can be
redeemed in the form of
discounts on future
orders

40. Promotions
Our initial promotion mediums would be
•Free social networking platforms (Free Facebook pages)
•Word of mouth ( door to door marketing, specifically for
regular street food consumers)
•Tie ups with street food vendors (They will be given
profits for every plate that they sell through our app) to
promote our app features

41. Collaboration
Tie ups with popular
YouTuber groups
looking for ideas for their
videos (We would give
them ideas to conduct
surveys on street food,
and they would in turn
promote us through their
videos)
(Being Indian is the fastest growing
Indian YouTube channel.
They present India at its quirkiest
best through their interactive
YouTube videos)

42. The delivery charges, however would be
charged separately, every time the
customer orders a home delivery
depending upon the location and distance

43. Distribution
Website
Apple App Store Microsoft Windows Store
The
foodi-e-street

44. The importance of street food vending lies on the fact
that besides offering business opportunities for
developing entrepreneurs, the sale of street foods can
make a sizeable contribution to the economies
of developing countries like India.
- National Association of Street Vendors of India
(NASVI)

45. BRAND
• We will position our app in the
minds of the target consumers
as “Solution to all types of
Hunger”.
• One of the most reliable
explorer for the restaurants
with fastest online food
delivery destination.
• “When you have foodi-e-
street, you will never starve.”
• For Vendor Owners app will
provide the best platform to
market their brands with
nominal charges.

46. THANK YOU

47. DISCLAIMER
Created by Omkar
Nawlakhe, NPTI Nagpur,
during the Marketing
Internship by
Prof. Sameer Mathur, IIM
Lucknow