a presentation on the marketing plan of an online app

2. EXECUTIVE SUMMARY
Is there any facility in India currently
to deliver liquor at your doorstep?
Liquor time provides you with the
convenience of saving your time and
energy and getting your favourite
drink(liquor) delivered with ease.

3. OVERVIEW
Liquor time app will be an online
destination to have the liquor
delivered at your home with just one
click.

4. HOW THE APP WORKS
 Click on the liquor time app to order your liquor
 Select the category which you want to order like – beer,
wine, whiskey, rum, gin etc.
 Select the quantity of bottles (restricted as per govt.
norms)
 Make payment using debit/credit card , cash on delivery or
Paytm
 The order will be communicated to the nearest wine shop
and will be delivered within 1 hour

5. GOAL
Create an era of delivering liquor
online.
Creating customer satisfaction by
promising delivery on time
Net profit of Rs 5 crore in the initial
year
Rise in income by 10% CAGR
Expand the services by delivering to
hotels, restaurants, pubs

6. SITUATION ANALYSIS
Company overview
Target customers
Market overview

7. COMPANY OVERVIEW
A destination to get your liquor delivered with
ease and convenience
Wide variety of liquor available along with
ratings of the drink
Delivery within an hour of placing the order
Saving time and efforts of finding liquor shops

8. TARGET CUSTOMERS
Gender: Males and Females
Age group: 21-60 years
Tier 1 and 2 cities
Income bracket: Rs 3 lac and above
Middle, upper middle and higher class people
who are fond of having liquor at least once or
twice in a week

9. MARKET OVERVIEW
Currently, there is no such online app
that provides the convenience to deliver
spirits at doorstep. With liquor time,
there would be beginning of a new
online wine shop.

10. PORTER’S FIVE FORCES MODEL
Threat of entry
LOW
Threat of substitutes
LOW
Bargaining power of
buyers
LOW
Bargaining power of
suppliers
HIGH
Industry Rivalry
LOW

11. STRATEGY
The strategy to make liquor time a
successful online wine shop is to make
people realise that how worthy is their
time and with such ease and convenience
the app will provide to them the facility to
make minimal efforts to have their
favourite drinks delivered at home.

12. VALUE PROPOSITION
Customer value: personal, virtual, ‘Liquor
delivered with just one click’.
Collaborator value: one of a kind of an
online wine shop
Company value: work friendly environment,
growth opportunities, ideal place for
millennials

13. TACTICS

14. PRODUCT
FREE VERSION: the app would provide the basic
facilities to the consumer of making the order
for purchasing liquor
PREMIUM VERSION: The premium version
provides the consumers with additional features
such as expert reviews, articles on different
spirits etc.

15. PRICE
The priced version of the app is
priced at $0.99 since it is a new
concept in India and based on
the psychological pricing, it is
less than a dollar.

16. BRAND
NAME: LIQUOR TIME
TAGLINE: DELIVERING LIQUOR WITH A
CLICK
CORE BRAND VALUES: VARIETY,
INNOVATION, CONVENIENCE, SPEED

17. DISTRIBUTION
Google play store
Pay per installs
Recommended websites

18. PROMOTION
Social media
Pamphlets in wine shops
Billboards near wine stores

19. SCHEDULE
Managing stock, logistics (2 months)
Market research (2 months)
Market positioning (2 months)
Setting infrastructure (3 months)
Product strategy (3 months)
Pricing strategy (2 months)
Promotion of the product (3 months)

20. IMPLEMENTATION
Pitch investors to financially support the product
Talk with wine shops and observe customer
requirements
Hire app developers and finalize design of the app
Write blogs on the new app

21. DISCLAIMER
 Created by Abhinav Malik, IFMR Sri City , during a marketing
internship under Prof. Sameer Mathur, IIM Lucknow.
(See www.IIMinternship.com)