Marketing plan for android app flavours of India

1. Marketing Plan for Android App

2. Executive
Summary

3. Indian Snacks and
Sweet market
• Traditionally, Indian women used to
prepare snacks and sweets at home.
• But due to busy schedule and changing
lifestyle most families have turned to
buy sweets and snacks (namkeen).
• Customers are compelled to purchase
only local available delicacies
• Food enthusiasts crave for variety of
Indian snack & sweets delicacies.

4. Flavours of India will connect snacks
& sweets enthusiasts to popular
sellers having specialization and
fame for producing a particular
savoury.
Will Bridge This GAP
Flavours of India will deliver local
delicacies unique to a region from
best and popular seller in that
region to its customers.

5. Situation
Analysis

6. Market Overview
• India is a culturally diverse country where
every part has some unique food habits.
• Bakarwadis of Chitale bandhu Pune ,
Orange Burfee of Haldirams Nagpur, Petha
from Agra and Milk Cake from Alwar are
some of the examples of famous snacks
from different parts of the country.
• There are very few options available
presently
to obtains these regional delicacies.

7. Target Customer
Women in General
• In India majorly women
handle purchasing related
to food and grocery for the
whole family
Urban Working class
• Due to growing influence
of e –commerce in
urban areas
Food Enthusiasts
• They crave for variety
and quality food items
available in the market
Others
• Students, bachelors
etc.
Women in General
• In India majorly women
handle purchasing related
to food and grocery for the
whole family

8. Company Overview
The Company will include personnel from
different areas to identify, produce and
deliver best value to its customers.
Collaborating with with sellers having forte
in producing a particular snack or sweets
item. For example if the company has to
include Sandesh it should be from K.C. Das
Kolkata
Company will collaborate with limited
sellers and cater to a set of niche customers
by providing high quality products and
services

9. Goals

10. Performance Target
• Launch services on 1st January 2018
• Achieve 10,000 + downloads in 1 year.
• Collaborate with minimum of 10 sellers having highest popularity for
popularity delicacy in and gradually increase to 30 in period of 1 year.
• Process 150 orders daily for 1 year.

11. • Process 54000 orders over period of 1 year.
• Continually update mobile application to meet best
standards.
• Partner with best delivery services to deliver products
at doorsteps in best condition.
• Improve free as well as premium services to attract and
retain more and more customers.
Performance Target

12. 0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
QUARTER 1 QUARTER 2 QUARTER 3 QUARTER 4 QUARTER 5 QUARTER 6 QUARTER 7 QUARTER 8
INCOME AFTER DEDUCTION (IN US $)
Series 1
2018 2019
Income Target

13. Strategy
Identifying target
Market

14. Customers and Collaborators
Niche Segmentation
• Women in General
• Urban Working class
• Food Enthusiasts
• Others such as students
and bachelors
Regional Collaborators like
Haldirams, Nagpur and Baba
Thakur Das, Alwar having
forte in producing a particular
regional specialty

15. Competitors

16. Points of Parity and Difference
Parity
• Shop by store, city and
category option
• Delivery of authentic and
unique food items
• Association with events
and fstivals
Difference
• Sample testing
• Collaboration with giants
of snack industry
• Customization of order
according to taste choice
• Including popular selers

17. Tactics

18. Brand Elements
Flavours of
India
Savour the
taste of India
Name
Slogan
SymbolLOGO

19. Services
• App will be available in two versions – Free &
Premium
• The company will be responsible to deliver fresh
and quality food items to its customers within
stipulated period
• The company will partner with different courier
companies to carry out a healthy synchronisation
with customers and collaborators.

20. Pricing and Distribution
• There will be two variants of App – Free &
Premium.
• Membership charges for the Premium app is 8 US $
per year.
• The company will charge a fixed percentage of the
original product price which will be the source of
revenue
• App will be available on Google play store, Apple
app store and Amazon app store

21. Benefits of premium App
• Priority and fast delivery
• Facility to taste sample before purchase of
product
• No minimum size of order
• Special discounts and promotion.

22. Integrated Communication
• Social media Campaign
• Food blog writing
• Partenering with famous personalities in
food industry for eg -Chefs
• Sponsoring and associating with local and
regional food events.
• Co branding with giants of snack and
sweet industry

23. Implementation

24. Infrastructure & Processes
Food specialists and
marketing team to
analyze markets
Network team to establish
healty relations with
customers
Technical team to
continuously improve app
with changing needs

25. Schedule
• Collaborate with a minimum of 10 sellers
before launch services on 1st January 2018.
• Carry out initial advertising and promotions
before 1st January 2018.
• During initial days after launch, carry referral
programs to encourage new customers and
special discounts on 1st purchase.
• Connect with a minimum of 30 collaborators
within a period of 1 year.
• Expand services in relevant areas to include
larger market segments before 2019.

26. Strategy
Tactics
Implementation
Situation Analysis
Goal
Executive Summary

27. DISCLAIMER
Created by Shreyas Chavan, IIT (ISM) Dhanbad ,during a
marketing internship, by Prof. Sameer Mathur ,IIM Lucknow.