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Marketing plan for a new android app
The document outlines a strategic plan for 'Packed Yummies,' a new online food delivery service targeting the growing Indian market, projected to reach $894.98 billion by 2020. The company's goals include becoming the market leader, reducing cooking stress for consumers, and offering a comprehensive service through collaboration with supermarkets and major restaurant chains. Key competitors include Zomato, Swiggy, and UberEats, while the target demographic focuses on young urban professionals and college students who value convenient dining options.
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Marketing plan for a new android app
- 4. CONTENTS • Executive Summary •Situation Analysis • Goal • Strategy • Tactics • Implementation • Control
- 6. SITUATION OVERVIEW • Onlinefood delivering business growing exponentially • Organized food delivery business valued at $1.5 billion • Food retail market in India expected to reach $894.98 billion by 2020 • Packed Yummies enters the market owing to its tremendous growth potential
- 7. PROPOSED COURSE OFACTION • Collaboration with multiple supermarkets • Striking difference between free and paid versions • Introducing premium version with more and improved services • Integrating all apps so no need to download separate apps for each restaurant
- 9. COMPANY OVERVIEW • Thecompany initially enters the food delivery business • Seeing the market potential, it intends to start the online food delivering service • Plan to become the market leader in online food delivery business in India • Expands its scale of operations in India first and elsewhere later
- 10. MARKET OVERVIEW • Zomato,Swiggy and UberEATS are main competitors • Packed Yummies can collaborate with major restaurants like Dominos and McDonald’s • For payment purposes, Paytm and Paypal are two available options • We can try to reach out more to young people who value time over money
- 11. TARGET CUSTOMERS • Peoplewho like trying different cuisines from different restaurants • Demographically, young population who have money but no time • Geographically, urban and semi-urban people • College students living away from hometown • 20-30 years old working population
- 12. GOALS • To makeIndia a profitable market by 2020 • To be the market leader in the online food delivery business in India • To reduce the stress, especially on women, of cooking food at home • To deliver quality food at reasonable rates at people’s doorsteps anytime
- 14. TARGET MARKET CUSTOMERS: • Collegestudents • Working professionals • Away from home crowd • Aged 20-30 years
- 15. COLLABORATORS: • Local restaurants:Want increase in number of customers • Grocery stores: Want to increase their net revenue with increased consumer traffic • Payment partners: They want a larger amount of cash to flow in for every ‘cashback’ offer they provide
- 16. COMPANY: • The deliveryservice is the primary offering • Online service will involve more sales personnel • More delivery guys to manage the ever increasing traffic
- 18. COMPETITORS: • Zomato, Swiggyand UberEATS are major competitors • Competition with local restaurants • Need to face existing players like Grofers and Big Basket in India
- 19. CONTEXT: • Economically, Indianmarket has one of the highest potential in the world • Demographically, we have young population who like experimenting and experiencing new things related to food • New opportunities created as people prefer time over money • India has not adopted new technological reforms yet
- 21. CUSTOMER VALUE: • Quickestand free delivery • Large number of restaurants to choose from • Greater discounts • Separate platform for customer reviews • Number of payment options
- 22. COLLABORATOR VALUE • Increasedcustomer traffic and net worth • Trade promotions • Reduced commissions to pay • Increased market share • Possibility of expansion
- 23. COMPANY VALUE: • Expansioninto newer markets • Increased revenue generation • Company’s stakeholders shall be identified in all trade promotions • All channel conflicts shall be resolved by company itself
- 26. FREE APPS • Freedelivery within a particular radius • Number of payment options available • Amazing cashback deals • Separate consumer review platform • Referral benefits
- 27. PAID APPS • Freedelivery within a greater radius • Larger number of restaurants and options available • Customers will earn credits which will get them discounts • Better cashback deals
- 29. FREE APPS • Price:$0 PAID APPS • Price: $2/month $10/month $20/month
- 31. • Bonuses onregular benefits for the company employees • Inexpensive food within the premises of the company • Recognition of all the collaborators in trade promotions • Recreational facilities within the company campus
- 33. • Social mediacampaigns • Online contests • Word-of-mouth marketing • Trade shows for restaurants • Sporting events • Musical concerts • Sales contests • Direct marketing
- 35. INFRASTRUCTURE • Sales teamresponsible for sales promotion tools management • Marketing team responsible for devising an effective marketing strategy • Technical team to handle the entire online platform • PR team to handle and analyze the public responses • Delivery guys or the ‘Heart’ of the company
- 37. • Making fastand easy decisions • Making transactions easy and quick using Paytm wallets and PayU money • Bookmark your favorites to re-order in seconds • Save your details to fasten ordering
- 40. • Paid versioncould be successful if at least 10% of the users upgrade to it • Number of downloads should increase exponentially to over a million at least within 1 year • Online grocery venture should occupy 7-8% of the market by end of 2018
- 41. DISCLAIMER These slides werecreated by Nishant Kakkar, IIT Delhi for a marketing management internship under Prof. Sameer Mathur of IIM Lucknow.