Fresh Home Delivery App Marketing Strategy

1. MARKETING PLAN
FRESH HOME
DELIVERY

2. About
Fresh Home Delivery Meats, is a startup specialty
butcher shop to be launched in the coming
year. It will sell a wide menu of meats to
customers including medium- and high-income
residents, as well as residents of neighboring
towns, and high-end caterers.

3. Executive
Summary

4. Life is fast and there is always too much to do. In the
middle of all this, finding time to shop for meat
every few days can be inconvenient. Plus the queues,
shuffling and the traffic make life tougher.
The whole process of struggling with all these
variables for that bag of meat products that you
can’t do without is worth it, but unnecessary.

6. Fresh Home Delivery brings to you the best meat
products right at your doorstep. Welcome to the
online meat market where you can shop for each
and every meat product that you’d ever wish to
have. Shop now and prevent yourself from all the
hassle.
Overview

7. Company’s Goal
Business Goals:
Increase app download each month.
Make a website to support and
attract customers.
Reach break-even in a year.

8. Strategic Goals:
 Maintain high quality standards for its suppliers and
continuously monitor this quality.
 Preserve meats in optimal conditions to maintain freshness
while in the store.
 Maintain excellence in the skill of butchering meats through
hiring, training, and supervision of staff.
 Listen carefully to customer needs and respond with custom-
cut products, whether in person, over the phone, or through
Internet orders.

9. To implement its plan, Fresh Home Delivery
will attempt to:
 Establish its retail location by signing a lease once
funding is secured.
 Begin by targeting high-income residents of Parkdale
and the surrounding towns, as well as medium-
income residents of Parkdale and business customers
(upscale caterers and restaurants).
 Business customers and retail customers will be
grown as separate revenue streams, but will reinforce
each other.

11. Market Overview
Opportunities:
• In future we can help users to
make their orders via others
means of communication.
Strength:
• Main focus on local market
which is not yet explored.
Threats:
• Our competitor may jump in
this market in search of new
opportunities.
• Local market stores or service
provides may launch their own
app or website.
Weakness:
• Question on freshness and
quality.
• Hard to earn customer trust.

12. Market
Segmentation High-Income Households: Annual household
income of over 7,00,000 rupees.
 Medium-Income Households: Annual household
income of 2,00,000 to 7.00,000 rupees.
 Neighboring Town Households
 Caterers: Upscale catering businesses in a 15 mile
radius.
 Restaurants: Upscale restaurants in a 15 mile radius.

14. Financial Goal
To reach break-even in one year.
Subscription Goal
To make 2-4% of people to join premium
feature within 6 months.

15. Marketing goal:
To increase word of mouth publicity
and reach maximum customers.

17. Target Market Segment
StrategyMarket segmentation for Fresh Home Delivery Meats is based on the specific
market opportunity in the area.
While low-income households are perfectly content with purchasing the
meat options at local stores and big box retailers, households with a greater
level of disposable income are interested in expanding their options for
home cooked meats.
Furthermore, these customers entertain in their homes to a greater extent
than low-income households and prefer to offer high-quality or rarer meat
options at these events.

19. Freemium
Free Services :
# In the free services customer can order before 24 hours.
# Customer can get very limited amount of discounts and coupon.
Premium Services :
# In the premium services customer can order before 36 hours.
# Customer will not be charged for delivery charges.
# they will get various number discounts and coupon.

21. To implement our plan we will
attempt to:
 Establish its retail location by signing a lease once
funding is secured.
 Begin by targeting high-income residents and the
surrounding towns, as well as medium-income
residents and business customers (upscale caterers
and restaurants).
 Business customers and retail customers will be
grown as separate revenue streams, but will reinforce
each other.

22. Disclaimer:
Created by Saurabh Singh Disha
Institute Of Management Raipur ,
Marketing Internship by Prof
Sameer Mathur, IIM Lucknow.