This document outlines a marketing plan for a proposed Android app called "COOKCHAT" that allows users to search for recipes by inputting ingredients. The 3 sentence summary is: The app would allow users to input ingredients and search hundreds of recipes online with step-by-step instructions. The goal is to become India's best recipe search app with over 10,000 downloads in the first year and revenue targets of 3 crore rupees in the first year and 5 crore rupees in 5 years. The marketing strategy involves a free basic version of the app with a premium subscription version that offers additional features.

1. COOKCHAT
Marketing Plan For An Android App

2. We carry our phone with us everywhere we go –
whether it be our living room , work space , or
even the bathroom – so why shouldn’t we
venture into the kitchen with it?

3. Sometime all we have are a few ingredients and one recipe
that we have used way too many times . So if your meals have
all been starting to taste oddly familiar then it’s time to spice
things up.

4. So here is one – step solution
Presenting :
“COOKCHAT”
What are you cooking
today??

5. Overview
This app is a one – stop solution for finding online hundreds of
mouth watering recipes by ingredients , with step by step
instructions to help you make your recipes.

6. How the app works??
.This app allows you to input a list of
all ingredients you would like to
cook with.
.Then the app will take your
ingredients and search online for
hundreds of recipes with only these
ingredients.
.Recipes can be filtered based on
their rating and time to cook.
.Recipes can be saved to offline
mode and can be refered anytime.

7. Goal
India’s best recipe search
app
10,000+ Downloads
Target conversion rate
(about 3-5%)
Revenue target of Rs. 3
cr. In first year to Rs. 5 cr.
In 5 years
Establish brand equity
and customer
satisfaction

8. Situational Analysis
Overview of company & target consumers
Market Overview

9. Company Overview
Core Competencies:
.One-stop destination for
finding recipes by ingredients.
.Reduced time and efforts.
.Wide range of options for
selecting recipes.
.Depending on cooking time ,
reviews and ratings.
Implementation of Search
engine optimization & app
store optimization.

10. Strategic Assets
. In – app purchases , in
keeping with the
Freemium model
. In – app advertisements,
that’ll generate revenue
. Communication partners

11. Market Overview
Cooking apps are the next step in the complete mobile makeover , offering step-
by-step instructions detailing how to make a fine over-fried chimichanga , curate a
weekly meal plan and much more.

12. Opportunities
• Untapped market
• Lesser competitors
• Increasing use of smart
• Explosion of information
Threats
Global players like the Big Oven and
Yummly cementing their market
position and increasing their market
share.
Relatively new concept may take
additional effort and time.
No benchmarking of parameters
requires huge marketing budget and
awareness to create awareness.

13. COMPETITORS

14. Target Markets
• The target group primarily includes
the ones who loves cooking.
• Another customer segment is
represented by numerous travelers to
whom the app can serve as a cooking
guide.

15. STRATEGY
Our strategy is to target
more key consumers by
providing them a free access
to massive library of
2,50,000 recipes thus making
cooking simple

16. Value Proposition
Customer Value : Personal , virtual , 24/7
customer service will give lot of information for
the customer who are in search of recipe
Collaborator Value : Successfully competing
with other major players in the industry and a
large , diverse user-base
Company Value : Positive work environment ,
good pay , growth potential , opportunity to
pursue interests

17. TACTICS

18. PRODUCT
Free Version:
The free version of app will have
following features:
• Keyword search
• Sort recipe by time
• Meal type search
• Login not required to search
recipe
• Add your own recipe
• Allergy type search

19. Premium Version
The premium version of
app will have:
• Calorie tracker
• Meal tracker
• Membership accounts
• Cloud back-up and
syncing
• Cook book to store
recipes

20. BRAND
Name : “COOKCHAT”
Tag Line –
“what are you cooking today?”
Core Brand Value – Quality , Variety ,
Innovation , Ease & Efficiency

21. What makes us different
from other app?

22. If you are not in mood or too busy to cook , you can click a “Find near
me” button which will search for restaurants closest to you with this
dish.
So, in a nutshell this app is not only a recipe search engine but also a
restaurant finder based on your dish

23. Price
• Free version of the app will help in
generating traffic and to attract new users
• The premium version of the app will be
priced at $2 per month which is quite
affordable and it provides a lot of
additional features as well

24. Incentives
To Customers
Price reduction : rebates , coupons for dollars or
percentage off
Free upgrade with purchase
Free cookery videos from famous chef for
premium users
To collaborators
Recognition and self worth
Money has been and continues to be an
important motivators for participating in
collaboration
To employees
Reward , Bonus & Recognition.

25. • Cookery Blogs
• Full-Featured Company
Website
• Google Ads
• Social Media
• Print Media
• Promo videos
COMMUNICATION

26. Distribution
• Google Play Store
• Amazon App Store
• Company Website
• Recommended
Websites

27. IMPLEMENTATION
• Work with cooks and chefs and
develop various recipes and cooking
plans
• Hire app developers and brief them
with the design
• Prepare the print and video
advertisement
• Search for potential investors to
financially aid us

28. SCHEDULE
Managing reatailing ,
wholesaling & logistics
(2 months)
Market Research
(3 months)
Crafting Market
positioning (4 weeks)
Setting up Strategic
Business Unit
(5 months)
Setting Product
Strategy
(3weeks)
Designing Integrated
Marketing channel
( 3 weeks)
Developing Pricing
Strategies ( 4 weeks)

29. NEW RECIPES
THANK
YOU

30. DISCLAIME
R
Created by Devansh Upadhyaya , SRM Kattankulathur as a final
project/exam during a marketing internship under prof.
Sameer Mathur , IIM Lucknow