These slides were created under a marketing management internship under Prof. Sameer Mathur from IIM Lucknow.

4. CONTENTS
• Executive Summary
• Situation Analysis
• Goal
• Strategy
• Tactics
• Implementation
• Control

6. SITUATION OVERVIEW
• Online food 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 OF ACTION
• 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
• The company 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
• People who 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 make India 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:
• College students
• 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 delivery service is the primary offering
• Online service will involve more sales personnel
• More delivery guys to manage the ever increasing
traffic

18. COMPETITORS:
• Zomato, Swiggy and UberEATS are major
competitors
• Competition with local restaurants
• Need to face existing players like Grofers
and Big Basket in India

19. CONTEXT:
• Economically, Indian market 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:
• Quickest and free delivery
• Large number of restaurants to choose from
• Greater discounts
• Separate platform for customer reviews
• Number of payment options

22. COLLABORATOR VALUE
• Increased customer traffic and net worth
• Trade promotions
• Reduced commissions to pay
• Increased market share
• Possibility of expansion

23. COMPANY VALUE:
• Expansion into 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
• Free delivery within a particular radius
• Number of payment options available
• Amazing cashback deals
• Separate consumer review platform
• Referral benefits

27. PAID APPS
• Free delivery 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 on regular 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 media campaigns
• Online contests
• Word-of-mouth marketing
• Trade shows for restaurants
• Sporting events
• Musical concerts
• Sales contests
• Direct marketing

35. INFRASTRUCTURE
• Sales team responsible 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 fast and 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 version could 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 were created by Nishant Kakkar, IIT Delhi for a marketing management internship
under Prof. Sameer Mathur of IIM Lucknow.