Grocer-E is an online grocery delivery business in India that aims to capitalize on the growing grocery e-commerce market. It plans to launch in Mumbai and Bangalore in 2018, collaborating with major supermarket chains to offer doorstep delivery within 1 hour. By 2020, Grocer-E expects to start earning profits and occupy over 15% of the food delivery market by focusing on convenience, discounts, and a wide product selection. It will target urban working professionals and families using mobile and web platforms along with partnerships for payments and last-mile delivery.

1. Grocer-E

3. Present Situation (1)
• India is currently 6th-largest in world with grocery shopping being
expected to rise form $383 billion a year to $1 trillion by 2020,
as reported by Retail Consultancy Technopak.
• Retailers will prefer operating in omni-channel rather than single
channel with boom of online grocery

4. The major growth drivers for the same has been the following
• Increase in Income Levels by 70%
• 100 Million youth entering the market
• Increasing nuclear families
• 35% Indians living in urban centers
• Increase in demand for wider variety, convenience and better prices.
Present Situation (2)

5. • Launch in Mumbai and Bangalore
• Collaborate with major supermarket chains in the city
• To make a profitable market by 2019.
• Expand in other tier-1 cities
• To maintain its position as the market leader in online grocery service
Goals

6. • Mobile app and Web-page
• Doorstep delivery service
• COD, card payment and wallet payments available
• Collaboration with major e-wallets
• Collaborate with major supermarket chains in the city
Execution

7. Current
Situation

8. Company overview
Grocery.-E will be an online business of selling grocery and other
household products that will provide 24/7 service of ordering and
delivering products

9. • Demographically , the young working class population and working
wife/mother
• Geographically, urban and semi-urban population
Target market

10. goals
• The grocery delivery segment will continue to be the major revenue
generation source
• By 2020,the company is expected to start earning profits
• By 2019, the company is expected to occupy over 15% of the total
food delivery business in the country.
Goals

12. Target strategy (1)
CUSTOMERS :
• Access to a larger number of items.
• Access to a larger number of supermarkets.
• Cheaper grocery items.
• Ease of access to daily needs.

13. Collaborators :
• Grocery stores: They want to increase their net revenue via increased
consumer traffic .
• Payment partners: They want a larger amount of cash to flow through
their channels for every ‘cashback’ offers they provide.
Target strategy (2)

14. Company :
• The delivery service is the primary offering .
• The online grocery delivery business will involve hiring more sales
personnel and delivery guys to manage the ever increasing traffic.
Target strategy (3)

15. • Quickest delivery
• Greater discounts.
• Separate platform for customer reviews.
• Price compare among the various grocery stores.
• A number of payments options to choose from.
Value proposition

16. Tactics

17. • Grocery (Fresh Fruits and Vegetables)
• Staples (Pulses, Seeds and Grains) Snacks and
• Confectionary (Biscuits, Crisps, Desserts)
• Spices
• Frozen Food (Ready to cook, Fully Cooked)
• Household (Laundry, Insecticides, Household
consumables, Household Cleaners, Dishwashing Bars)
• Personal Care
• Baby Care
• Dry Fruits
• Meat (Fish, Chicken, Mutton, Beef)
• Kitchen Dining Room Accessories
Products

18. • Free delivery (for food/grocery) within 4 km
radius of grocery store.
• Beyond 4 km radius , delivery charges will
be nominal.
• Delivery within 1 hour of purchase
Service (1)

19. • Several payment options(COD available)
• Amazing cashback deals.
• Referral benefits.
• Separate customer review platform.
Service (2)

20. • Name Grocer-E
• LOGO
• Slogan “At your door-step”
Brand

21. • NO charge for app service
• Nominal Delivery Charges ( per delivery for
transaction below 2000 INR )
4 km – 0
4-10 km – 50 rs
10-20 km – 100 rs
• Free delivery for transaction above (2000 INR)
Price

22. COLLABORATORS:
• Recognition of all the collaborators in trade promotions.
• Marketing strategies by the company to increase consumer traffic on
collaborators’ platform.
Incentives

23. EMPLOYEES:
• Delivery employee
Base pay + 5 % commission per delivery
• Employee recognition program
Incentives

25. Communication
• Social Media Campaign
• Advertising
• E-mail Marketing

26. TEAM
Technical
Team
Sales team
Marketing
Team
PR team
Management
team
Delivery
team
Infrastructure

27. Business Process

28. • The 2 primary business processes are
Ordering
Delivery
• Online food delivery companies generally try to enrich their services
with 4 conveniences.

29. 4 Conveniences
• Decision Convenience–Making it fast and easy to choose.
• Transaction Convenience–Making it fast and easy to pay. For eg.
payment via cards, Paytm accounts or wallets like PayUMoney.

30. • Benefit Convenience–Making it fast and easy to enjoy/use.
• Post-Benefit Convenience–Making it fast and easy to re-purchase. For
eg. You can save your address and payment details, bookmark your
favorites to re-order in seconds.
4 Conveniences

31. Schedule

32. • Grocer-E should be released by October 2018.
• The initial marketing activities for customer recognition should begin
by August 2018.
• The mass communication programs should begin soon after the app
is released.

33. The presentation was created by Ashish Mehta during Marketing
Management Internship under
Prof. Sameer Mathur, IIM LUCKNOW