Marketting strategy of an android app

1. ‘d Foodie’
Submitted To: Dr. Sameer MathurSubmitted By: Yujata

2. Introduction
‘d Foodie’ is an application which focuses on
discovering the best places to eat around.
At ‘d Foodie’ customers will be provided with
in-depth information on delivery, dine-out, nightlife
and catching-up places around them.
Customers can discover the perfect place based on
their choice of cuisine, locality, cost or user ratings.
 Customers can look up the menu and read reviews
for the restaurant before they land up there.
 Using our wide range of filters, such as happy
hours, open now, live music, bar etc customers can
further narrow down on your search.
d Foodie

3. Market Scenario
Total Consumption Of Food & Beverages
The organized segment of the industry is ∼20% of the
total and growing at an annual rate of 20-25 %.
The unorganized segment comprises roadside
eateries including Dhabas.
Comparison of online and offline
Food ordering
Graph shows that online food ordering is
trending these days, Hence there is an urgent
requirement of introducing more efficient
online food ordering options and ‘d Foodie’
is one of those options.

4. Indian Food Service Market
Indian food service industry is estimated to be nearly worth USD 41.3 billion and is growing at a healthy
compound annual growth rate (CAGR) of 11%.
The Food & beverage sector of India comprises two distinct market segements.
• Chain & licensed standalone
players
• Full service casual and fine
dining restaurants.
Organized
• Dhabas
• Roadside vendors
• Food carts
• Halwais
Unorganized
Category Current market
share
CAGR Expected
market share by
2017
Organized 30% 12-14% 45%
Unorganized 70% 8-10% 55%

5. Objectives
• ‘Regular monthly visits to restaurants to
ensure that food is fresh.
• Vast community of food lovers will share
their reviews and photos, so we have all
that we need to make an informed choice.
Helping people
discover great places
around them
• Making dining smoother and more
enjoyable with services like
• online ordering
cashless payments
table reservations.
Building amazing
experiences around
dining
• Enabling restaurants to spend more time
focusing on food itself, which translates
directly to better dining experiences.
Enabling restaurants
to create amazing
experiences

6. Target Market
Industry Consumer Services
Services Restaurant Search & Discovery, Online Ordering, Table Reservations
& Management, Whitelabel Apps, POS Systems
Market
Young
Developed economies like U.S.A & U.K ,Emerging economies like those in Asia presents a very
lucrative market potential for the company
Population
Teenagers & Adult
28.5% & 18.1% population of India comprises of teenagers and adult
respectively
Nature
Geographical
Working Population 40.6% of Indian population is working

7. Analyze 4P’s
Product Price Place Promotion

8. Product
• Search easily for Restaurants, Cafes, Pubs
and Bars by accurate location tracking,
and cuisine
• Create very own Collections and share
them with your friends and followers.
• View menus, pictures, phone numbers,
directions, user reviews, and all the other
information one need to choose a
restaurant.
• Online food ordering, Table Reservation
Free
Features
• $ 2 /- month for accessing no radius
constraint free deliveryPremium

9. Price
Free delivery for
accessing food
delivery from
Restaurant which are
within radius
$2/-month for
accessing food
delivery irrespective
of radius constraints.

10. Place
‘d Foodie’ will be providing its services online, it will be available
at following online application stores.
Google Play Windows Store Apple Store

11. Promotions
Featured and user friendly website
Global mobile app
Focusing on digital marketing channels for
potential customers
Sales Promotion : Coupons and price offs
Direct Marketting: Phone calls and direct mail
Social Media
Platforms

12. Images play a very important role in social
media marketing. The images created by our
creative team will influence customers and
each post marks excellence and higher degree
of creativity. They create something for
ongoing events. One wont miss the posts which
are simple yet engaging. They promise to
prefer quality to quantity.
The discussed strategies were implemented by apps like Zomato, Foodpanda and other
competitors and the results were such that:
 Zomato has more than 159k followers on twitter and there is a huge customer engagement
on Facebook with more than 12,07,000 likes.
 50% of Zomato’s 30 million plus monthly visits come from its mobile application across
the globe.

13. Distribution Strategy Analysis
Consumers
Take away restaurants ‘d Foodie’Terminal
‘d Foodie’Platform
2:Order
transmitted to
TRs over mobile
network
3:Order
accepted by TR
4:Deliver to
consumer
1: Order and
pay online

14. Marketting Strategies
Segmentation
Promotion
Communication
Strategy
Brand Extensions
Packaging
Advertisements
Personal Selling
Social Media
Pressence

15. Competitive Analysis
Zomato Foodpanda Burrp Just Eat
There already exist other apps in the market which provides services like ‘d foodie’ but we have focus
to make our app better in terms of customer relations management and accurate GPS tracking.
Competitors In Market

16. Competitors Market Share
Growth of Zomato Growth of Foodpanda

17. THANK YOU