This document provides an overview of the Abbioco food delivery service marketing project conducted by Group 9. It summarizes Abbioco's company overview, current scenario in the food delivery industry, opportunities in the market, the 7Ps marketing framework, segmentation targeting and positioning strategy, customer satisfaction process, components of effective service recovery, and three-year sales and profit projections. The group conducted market research including customer surveys and identified growth opportunities in the food delivery sector.

1. SERVICE MARKETING
PROJECT
GROUP-9
ADITYA SAGAR (19DM018)
ANJANI SHARMA (19DM034)
ASHIK (19DM052)
HIMANI (19DM079)
MANVI (19DM105)
NANDITAAGRAWAL (19DM119)
COMPANY:
ABBIOCO

2. COMPANY OVERVIEW
Company – Abbioco
Meaning – Sleepy Feeling You Get After A Satisfied Meal.
Tagline – Click & Blink
Category- Mobile Application Based
Sector- Food And Restaurant Guide
Mission
Bringing Good Food Into Your Everyday
Vision
We Imagine A World Where There Is No Such Thing As Bad
Meal
ABBIOCO

3. CURRENT SCENARIO
1. Reached a value of almost USD 1,540 million in 2018.
2. Robust growth in the forecast period of 2019-2024.
3. Propelled by the increasing number of women workforce
and double income families who prefer quick and convenient
meal at their doorstep.
4. Increasing population.
5. Growing number of smartphone users.
ABBIOCO

4. FIELD SURVEY OF DIFFERENT FOOD
DELIVERY OUTLETS

5. SURVEY ANALYSIS
Ordered food online
90
10
Yes No
Frequency of ordering food online
12
4034
14
Daily Weekly Twice a month Monthly
8.5
32
42
17.5
0 1 2 3 or more
Apps use for food ordering?
ABBIO
CO

6. App(s) frequently use for ordering food online
32
4
10
54
Swiggy Uber eats Food Panda Zomato
12
28
22
38
COD credit/debit Net Banking Payment apps
Mode of payment used the most
63
40
7
Location Problem Time Problem Others
Purpose of interacting with delivery boy
ABBIO
CO

7. Frequency of wrong order
37
53
15
0
0 between 1-5 between 6-15 16 or more
Special instructions while placing order
72
28
Yes No
18
66
16
Always Never Sometime
Special instructions are entertained
ABBIO
CO

8. OPPORTUNITIES
DEMAND DRIVERS
1. Encouraging Demographics
2. Promising Income and Consumption Level
3. Favorable Life Style Change
4. Rising Number of working women
SUPPLY DRIVERS
1. Expanding Variety of Cuisine
2. Upgrading of Retail Formats
3. Growing of Delivery
4. Extension to Delivery Services in Existing Restaurants
ABBIOCO

9. Product
RESTAURANT SEARCH
DELIVERY
ONLINE ORDERING
SERVICE
Price
RESTAURANT
ADVERTISING-BANNER ADS
EVENT BASED
ADVERTISING
EVENT TICKET SALES
CONSULTING SERVICES TO
RESTAURANTS
Place
WINDOWS, ANDROID, IOS
PLATFORM
SOCIAL PLATFORMS LIKE
INSTAGRAM, FACEBOOK,
TWITTER,PINTEREST
Promotion
ADVERTISEMENTS: TV, RADIO,
NEWSPAPERS, WEBSITES,APPS
WORD OF MOUTH
SOCIAL MEDIA
COLLABORATIONS WITH FOOD
BLOGGERS, WEBSITES ETC
SALES PROMOTIONS: COUPONS,
VOUCHERS, GIFTS
People
PATIENT ,TIDY AND POLITE
DELIVERY PERSONNELS
Process
TRACKABLE DELIVERY
FOOD DELIVERY TIME
PAYMENT PROCESS:
OFFLINE AND ONLINE
HASSLEFREE DELIVERY
Physical
Evidence
DELIVERY MEN DELIVERING
THE FOOD
LOGO OF DELIVERY
SERVICE
UNIFORMS OF DELIVERY
PERONNELS
7 P’S
ABBIO
CO

10. SEGMENTATION TARGETING POSITIONING
Demographic
1. Age group 18-40
years
Geographic
1. Urban areas
Psychographic
1. Value for money as
we will associate with
restaurants of all
price ranges.
We will target
students and working
professionals as these
categories want to
order food online on
working days and
dine out in vacations.
Its not just food, its
ABBIOCO.
ABBIO
CO

11. ABBIOCO

12. STAGE-1 (Accepting the Order)

13. STAGE-2 (Processing the order)

14. STAGE-3 (COMPLETING THE ORDER)

15. Zero
First
Second
Ultimate
MOMENTS
OF TRUTH
Customer feels
hungry and is also
tired.
Looks for best
food delivery app.
Gets to know
about abbioco
through search
results
Consumer
encounters
reviews.
If reviews are
good, customer
goes ahead.
If the delivered
product is upto the
mark, consumer
feels satisfied.
After the
successful
delivery stage,
emotions develop
regarding the
service quality.
ABBIO
CO

16. MARKETING STRATEGY
• Featured and User friendly website
• Mobile based application
• Coupons and Price off
• We prefer quality to quantity
• Customer is king
• Collaborating with food bloggers
• Maintain engagement rate on social media
• Banner Advertisement
ABBIOCO

17. WHY CUSTOMER SATISFACTION IS IMPORTANT?
1. Customer retention
2. Brand Loyalty
3. Word of Month
4. Point of Differentiation
5. Reduces customer churn
6. Indicator of how good we are
ABBIOC
O

18. RANKINGS OF FOOD DELIVERY COMPANIES
BASED ON CUSTOMER SATISFACTION
• SWIGGY
• ZOMATA
• UBER EATS
• FOODPANDA
Rankings are based on food tech survey by Redseer on 2018 but Zomato are expected to claim
first position at the end of 2019.
ABBIO
CO

20. COURSES OF ACTION OPEN TO A
DISSATISFIED CUSTOMER
Service Encounter
is Dissatisfactory
Take some form
of public action
Take some form
of private action
Take no action
Complain to the
service firm
Complain to a
third party
Take legal action
to seek redress
Defect (switch
provider)
Negative word-of-
mouth
Any one or a combination of
these responses is possible
ABBIO
CO

21. SERVICE RECOVERY
Service recovery is a company's resolution of a problem from a dissatisfied customer, converting them into
a loyal customer. It is the action a service provider takes in response to service failure.

22. COMPONENTS OF AN EFFECTIVE SERVICE RECOVERY
SYSTEM
Learn from the
Recovery Experience
Learn from the
Recovery Experience
Resolve Complaints
Effectively
Resolve Complaints
Effectively
Identify Service
Complaints
Identify Service
Complaints
Effective Complaint
Handling
Effective Complaint
Handling
 Conduct Root Cause
Analysis
 Conduct Root Cause
Analysis
 Develop Effective
System and Training in
Complaints Handling
 Develop Effective
System and Training in
Complaints Handling
 Conduct Research
 Monitor Complaints
 Develop “Complaints
as Opportunity”
Culture
 Conduct Research
 Monitor Complaints
 Develop “Complaints
as Opportunity”
Culture
=+
Close the Loop via Feedback
Increased Satisfaction
and Loyalty
Increased Satisfaction
and Loyalty
Do the Job Right the
First Time
Do the Job Right the
First Time

23. CUSTOMER RETENTION
1. REFUND
2. COUPONS
3. DISCOUNTS
4. CREDIT SALE
ABBIO
CO

26. THREE YEAR SALES IN RS.
Year 1 Quarter 1 Quarter 2 Quarter 3
9,00,000 1,00,000 3,00,000 5,00,000
Year 2 Quarter 1 Quarter 2 Quarter 3
23,80,000 6,50,000 8,00,000 9,30,000
Year 3 Quarter 1 Quarter 2 Quarter 3
35,10,000 10,70,000 11,90,000 13,50,000

27. PROFIT PROJECTIONS FOR NEXT THREE YEARS
Year 1 Year 2 Year 3
Projected Sales 9,00,000 23,80,000 35,10,000
Cost of Sales 25,00,000 17,00,000 23,00,000
Interest 50,000 70,000 75,000
Depreciation 80,000 50,000 50,000
Profit Before Tax (14,60,000) 5,60,000 10,80,000
Tax (15%) 0 84,000 1,61,250
Profit After Tax (14,60,000) 4,76,000 9,13,750

28. THANK YOU
GROUP-9