The document outlines a marketing plan for The Healthy Chef, a dessert company focusing on healthy options. It will launch an app and website initially, with a pilot run and focus on social media promotion. The goals are to reshape perceptions of dessert, attract all age groups, and transform the app into a recognized brand within the first year. The strategy targets health-conscious adults and leverages local bakeries for collaboration by offering increased online presence and sales. Tactics include competitive app pricing, fast delivery, and an engaging customer experience through product reviews and referrals.

1. Marketing Plan
THE HEALTHY CHEF

2. Overview
 Executive Summary
 Situation Analysis
 Goal
 Strategy
 Tactics
 Implementation

3. Who are we?

4. What it is
 The dessert “industry” has always focused on the taste
aspect of it.
 Many major chains (e.g.: Monjinis and Ribbons and
Balloons) have targeted their advertising on enjoying the
cakes.

5. What we intend to do
 We want to change the way they are viewed by focusing on
the “health” aspect as well.
 We want to change the tide and make sure that desserts
are not viewed as “spoilt food”.

6. How do we plan
to do it?

7. Website
 A pilot run for a week
 A major delivery channel
 Will host a section explaining
the importance of “health in
desserts”
 The above section will be open
to reputed food and health
bloggers
 Invited stories of healthy
eating from regular customers
after a month of launch. These
also go on the app.
App
 Launch post the pilot run
 Focus on area specific delivery.
Charge for delivery beyond a 5
KM radius.
 Invited stories of healthy eating
from regular customers after a
month of launch. These also go
on the app.
 Give customers bonus coupons
on successful references on
app downloads.
Social Media
 Post the pilot run, allow
customers to order through
social media platforms.
 Major focus on Twitter and
Instagram, where users can
order online by sending a
message.
 Customers posting updates
and tweeting about the app to
get credit points. Will generate
a social media buzz for the
app.

8. Situation
Analysis
AN OVERVIEW OF
EVERYTHING

9. Company overview
 The Healthy Chef’s major strength lies in the fact that it is
focusing on a neglected aspect of a wide market.
 THC does not need to work on creating a market for itself
 It needs to pander to the already existing market.
 Being a company without physical outlets, it can focus full-
time on building its social media and online presence
 The costs saved in not opening physical stores can be used
to give concessions and coupons and build a solid & loyal
customer base.

10. Market overview
 The major competitors include long time
industry players like Monjinis, players who
have recently diversified online like
Ovenfresh, and other local bakers.
 Slicing off the customers of these players an
important part of the expansion plan.
 Important to focus on product (in this case
dessert) superiority over theirs.
 A major way to build the base is by giving
out coupons and tempting the health-
conscious consumers through
advertisements and references.

11. Market overview
(cont.)
 The local bakers could be
collaborated with by giving them
incentives like improved revenues
and increased online presence.
 In the above case, the market share
gained will be better /more
significant than the minor reduction
in profit.

12. Where do we stand?
Strengths
 Focus on health. Tempting for the millennials and upcoming
generation.
 Online only gives THC exclusivity. It makes people talk about
it.
 Referential coupons encourage potential customers to actively
use the app and platform.
 High social media engagement implies more visibility and can
result in better sales.

13. Where do we stand?
Weaknesses
 Lack of resources when compared to the major players.
 Completely establishing the idea of “healthy dessert” in the
minds of customers will take time.
 People might need convincing regarding the exclusivity
before the brand becomes recognisable.

14. Where do we stand?
Opportunities
 Leverage the local dessert market
 Collaborate with fitness clubs
 Influence the online dessert-selling market, especially given
that most of the major players have online presence of
significant value.
 Use the Points of Parity to become a recognisable brand.

15. Where do we stand?
Threats
 Difficult market penetration
 Difficult to boost organic social media growth
 Risk of people not receiving the message clearly

16. Target customers
 People with a sweet-tooth
 Health conscious adults
 Teenage population
 People who have drifted out of the market because of
lack of healthy eating choices.

17. Goals
WHAT DO WE ASPIRE TO ACHIEVE?

18. Focus
Reshaping the way people look at the cake/dessert marketReshaping
Attracting customers across all age groupsAttracting
Transforming the app into a brandTransforming

19. Benchmarks
 10,000+ installs in the first 6 months of launch
 Hitting at least 50,000+ social media followers across
Instagram and Twitter within the same time frame
 Have a 5-6% market share within the first year of operation

20. Strategy

21. Target
Market
 Health conscious adults
 General Food Belt
 Suburban population
 Places where the existing players have little access

22. Key
elements
of the
market
 Customers: The target segment as mentioned in
the previous slides
 Collaborators: Local bakeries without an online
presence
 Competitors: Already existing players in the market
with any online presence

23. Value
Proposition

24. For
customers
 Presence of a healthy
alternative to the
mainstream brands
 Tangible savings in the
form of coupons and
reference codes
 Chance to have their
relevant stories penned
down on the website
and app.

25. For collaborators
 Increased social media and online presence
 Chance to stay relevant through an increased
reach to potential customers
 Chance to increase sales if the customers like the
quality
 Additional leverage in fending off the already
established brands in the market

26. Tactics

27. Product
 An app that focuses more on the customer and making the
experience interesting, rather than just selling the product
 For the first 2000 downloads, customers get the products
for half the price
 The app to have a section for “stories” of the customers,
helping the experience we talked about
 The app itself is more adaptive to changes, partly helped by
the absence of physical stores.
 The initial prices for premium membership are cheap,
giving more benefit to the customers

28. Service
 Focus more on ensuring faster
deliveries
 Major focus of THC will remain
healthy desserts in general, and
healthy cakes in particular
 For premium members, the
delivery is free, while for non-
premium users, delivery charges
differ depending on the distance

29. Prices
&
Incentives
 $3 for three month premier membership
 Benefits include: free delivery, first access to new
products (chance to become the first customers to
taste).
 If one premier member refers three more members
who go premium, they get a discount while
renewing the membership
 If one member refers the app download to 5 more
people, and at least 2 people make their first order
using the referral code, they get additional
discount on their next order/free delivery, varying
on a case by case basis

30. Communication
 Being an app-only company, the focus will be social media
 As elaborated before, THC will be open to receiving offers
on online platforms
 People with a significant social media influence to be used
to promote the product in exchange of incentives
 Website development an essential tool for customer
engagement
 The experience will be made more personal to the
customers through other stories as elaborated before

31. Implementation

32. Infrastructure
Two challenges related to infrastructure
 Major infrastructure requirements
would not be in the regular zone given
the absence of physical outlets
 Major challenge will be to develop the
logistics owing to the role it will play as
the company evolves

33. Schedule
Develop
Develop the
website
Develop
Develop the
social media
presence
simultaneously
Do
Do a pilot run for
a week
Launch
Launch the app
Introduce
Introduce the
collaborators
Focus on
Once achieved,
focus on
expansion