Foodster is a new app designed to connect customers with local restaurants for express food delivery, targeting various consumer segments based on age. The app aims to compete with Foodpanda in the Delhi market by offering a wide selection of cuisines, innovative features, and a loyalty program. The strategy includes collaborating with local food establishments and providing a premium service for enhanced functionality, while focusing on customer needs for convenience and quality.

1. FOODSTER
Khaayo Piyo Repeat….

2. EXECUTIVE SUMMARY

3. This App provides a quick solution for satiating
hunger.

4. It acts as a bridge between restaurants and the
customer by providing express delivery.

5. This App creates a new genre but has similar
services with the current leader FoodPanda.

6. The product requires mass targeting approach as it has
segmented its consumer based on age by collaborating with
local restaurants, food chains and hotels.

7. Situation Analysis

8. In today’s fast paced life everyone needs someone to care of
their food needs. This app fosters the demand of everyone.

9. The company wants to create value for its customers in
form of good food at comparative prices.
Company’s Overview

10. The company focuses on services celebrating a huge line of
various cuisines.
Company’s Overview

11. By considering of collaborating with most of the restaurants in
the city.
Company’s Overview

12. Though this product app is first of its kind, it faces
competition from FoodPanda
Company’s Overview

13. Foodpanda currently dominates the current market of food
delivery in Delhi.
Market Overview

14. It incurs 25% of the total delivery orders in the city.
Market Overview

15. Though the company has collaboration with many restaurants
but it only constitutes of 10% restaurants in Delhi.
Market Overview

16. FoodPanda also has been unsuccessful in pitching big
franchisees in
Market Overview

17. Our company will get a full market coverage with customers
getting a wide variety of food in 4 simple steps.
Target customers

18. We will also reach the Hard Customers i.e. normally the
working class on weekdays, through an innovative technique
and generate loyalty.
Target customers

19. The company believes in creating value for its
customers i.e. generating good services.
Goal

20. Getting a huge consumer following through the app.
Goal

21. Making the app easy to use.
Goal

22. Dominate the food market delivery in Delhi
Goal

23. Even becoming a huge player in Dining Services.
Goal

24. STRATEGY

25. Target market

26. School/College Kids
Generally interested in fast food but need something healthy
for carrying on the daily routing.
Customers- Age Based Segmentation

27. Working Class (Adults)
Need something hot and fresh at specific hours of the day
Customers- Age Based Segmentation

28. Old People
Generally prefer Desi food with homemade flavor
Customers- Age Based Segmentation

29. Small Restaurants
Need to expand and generate revenue
Collaborators

30. Food Chains
Reach out to more people and build brand image
Collaborators

31. Hotels
Maintain brand image and trying to serve the lower segments
but not tarnishing the reputation.
Collaborators

32. Tech Team
Will deal with the app related issues.
Company

33. Food Testers
Will check the quality of food.
Company

34. Delivery Boys
Will handle the delivery for the premium Customers.
Company

35. FoodPanda
The current leader of Home Deliveries in Delhi
Competitors

36. Individual Restaurants
which refused to collaborate with any of the third party
delivery system and deliver on their own.
Competitors

37. Value Proposition

38. With the sole moto “Khayo Piyo Repeat Karo”, this app aims
for removing any other alternative of market food.
For Customers

39. It offers a Wide range of cuisines with many features such as
GPS tracking and scheduled delivery.
For Customers

40. We give our fellow Restaurants the chance of expanding and
building reputation through the app.
For Collaborators-

41. TACTICS

42. Foodster is an App which orders food from different
restaurants offering many features making the life of its
consumers easier.
Product

43. The Customers can order food from multiple restaurants from the
same bill in 4 easy steps
Service

44. Select Cuisine – Choose and order Food - Choose delivery mode – Pay
Service

45. The customers get Royalty in the form of express delivery
through our own channels.
Premium Service (2$ per month)

46. They also can pre-schedule multiple deliveries throughout the
day (i.e. for different timings delivery) at preset venues(eg
breakfast at home and lunch at office).
Premium Service (2$ per month)

47. Customer can also track their orders through our GPS systems
Premium Service (2$ per month)

48. Logo
Brand

49. Name- FOODster
Brand

50. Jingle – Khayo Piyo Repeat
Brand

51. The price of the premium version will be kept 2$. It’ll be a trial
price as no other app offers such services
Price

52. Customers
The brand will mainly contact its customers through the app
but will also update information on its Facebook and Instagram
pages.
Communication

53. Collaborators
Emails and telephonic contact will be used to communicate
with the collaboraters .
Communication

54. Apple Store, Plays Store, GetJar, Mobile Version of
App Coded in C
Distribution

55. IMPLEMENTATION

56. Servers
Server Helpers
Tech Team
Delivery Boys
Infrastructure

57. Ordering Process
Order - Server Requests - Server Helpers – Collaborators -
Delivery Boys
Processes

58. Technical Process
Correction/Innovation needed in App - Tech Team – Output
Processes

59. Disclaimer
Created by Dhruv Kulshreshtha, BITS Hyderabad, during a
marketing internship by Prof. Sameer Mather IIM Lucknow.