The document provides a six phase marketing plan for a new Android app called HotBox that allows users to order food from their favorite restaurants for delivery within 45 minutes. The summary includes: 1) HotBox is a one-stop app for ordering food from any restaurant in a city with a wide range of dishes from different cuisines. 2) The marketing plan includes strategies around in-app advertisements, push notifications, affiliations with restaurants and offices, and increasing premium users. 3) The goal is to become one of the largest food ordering portals with 20 million installs within a year and 25% of users as premium subscribers.

1. Marketing Plan for an Android App

2. LOGO
Food – Order – Delivery

3. How the App works ?

4. Six Phase Marketing Plan
Executive Summary
Situation Analysis
Goal
Strategy
Tactics
Implementation

6. People are so hectic in their profession that they hardly
have the time to cook or they are tired.
So,When you are looking for
a variety of options for
ordering food online, I have
developed HotBox where you
can order food of your choice
from your favourite restaurant
in the city along with
customized toppings of your
choice in not more than 45
minutes.

7. No need to use separate
appsfor eachandevery
restaurant.
All the restaurantsat
one place,
in just one click,
Withinno time 

9. Company Overview
Core Competencies:
• One-stopfor orderingfood fromany
restaurantin the city.
• Widerangeof dishesavailablefromdifferent
cuisines.
• Savestimeand effortof the consumers.
• 24/7service available.
• Deliveryupdatesat everystage.

10. Strategic Assets
• In- App advertisements to boost
the revenue of the HotBox.
• Refining the push-notification
strategy with incentives.
• Forging affiliations with more
restaurants and
universities, Corporate offices.
• Ensuring high customer
engagement to increase the Premium
users.

11. Market Overview
The worldwide market
for food delivery stands
at 1 percent of the total
food market and 4
percent of food sold
through restaurants and
fast-food chains. It has
already matured in most
countries, with an
overall annual growth
rate estimated at just
3.5 percent for the next
five years.

12. Oppurtunities
• Increased internet penetration and
increased smartphone dependence.
• Increase in urban population.
• Increase in spending of global
middle class population.
• Increasing technological
innovations.

13. Threats
• Heavy competition from
in-house and third party
delivery services.
• New to market.
• Do not have much capital
compared to global
players to promote their
business.
• Increasing cost of
commodities.

14. Competitors

15. of

16.  To become one of the largest food ordering portals.
 To build a network of 2000+ partners including some of the well known
brands.
 To get 20 million installs in a year.
 To have atleast 25% of the users registered for premium version.

18. Start Small
Adapt to the Environment
Innovate
Grow Big

19. Customer Segmentation
Demographic:
• Age:Typically targeting
15-50
• Gender: Both Men and
Women
• Income: Lower middle
class and Upper middle
class
Geographic:
• Country: USA
• Cities: Urban and Semi-
urban

20. Target Customers
Students

21. Competitor Analysis
Points of Parity:
• Wide range of
Cuisines from all
restaurants.
• Free delivery.
Points of
Difference:
• Personalizing the
ordering experience
by storing relevant
customer data.
• Table reservations
at restaurants.
• Split the bill
Concept .

22. Restaurants
Logistics
Services
Advertisers
Home-made food
Start-ups

23. Customer Values:
• Customer Satisfaction
• 24/7 Customer Service
Company Values:
• Trustand Trust-Worthiness
• Commitmentfor Excellence & People
• TeamWork
• Respectand Honesty

24. TACTICS

25. Product
Quality food
at the
doorstep

26. Free features:
• Personalizedexperiencewith
great discountsfor regular
customers.
• Food Delivery within45 minutes.
• Cashless Payments: Go cashless
by payingthroughwallets linkedto
HotBox.

27. Premium features:
• No in - app advertisementsin
this version.
• Premiumusers can reservea
table at any restaurant of their
choicelinkedwiththe App.
• Morediscounts andcoupons
offeredto premiumusers.
• Splittingthebill concept.

28. Pricing
The free versionof HotBoxwill helpin increasingtheUsersand
helpin attracting newusers. It will in improvingcustomer
engagement.
The premiumversionwill be priced
at $ 24 per year whichis
appropriate and help in the
maintenance and reservationof
tablesat restaurants.

29. Brand HotBox will be positioned as
one of the most reliable
service available with fastest
online food delivery system.
Just vow

30. Communication
• Social Media
• E-mail Marketing
• Blogs
Incentives
• Refer and Earn
• Discounts through Promo codes
and Coupons

31. Distribution
Recommended
Websites

32. Feedback & Control
Acquiring customer
feedback after delivery
about each and very stage
from ordering food on the
App to the delivery service
will help in analysis of
different areas to be
improved.

33. Implementation

34. Organisational Infrastructure
Technical Team
Operations Team
Finance Team
Marketing Team
Logistics Team

35. Business Process and Scheduling
1) App testing and Official launch.
2) Promotion of App on all Social-media
platforms and creation of Blogs.
3) Providing regular support and updates to
the App to clear the bugs.
4) Make out strategies that ensure high
customer engagement.
5) Expansion of the business by affiliating
with major brands and restaurants.

36. SUMMARY

37. DISCLAIMER
Created by Akhil Kumar, NIT Raipur, during a marketing
internship by Prof. Sameer Mathur, IIM Lucknow.