This marketing plan proposes an Android app called Foodaholix that allows users to search over 300,000 recipes. It aims to be the leading recipe search app in India. The app will allow users to input ingredients and receive customized recipes. It will also enable in-app purchases of those ingredients and kitchen supplies. The free version provides basic features while the premium version removes ads and allows unlimited saving and customization. The plan outlines tactics for product development, pricing, promotion, and distribution, with the goal of 20,000 downloads in the first year.

1. Marketing Plan for an Android App

2. Executive Summary

3. Overview:
 Getting bored of the same old recipes?
 Want to bring a new zing to your meals?
 It’s time to treat your taste buds!

4. Presenting..

5. How does it work?
FOODAHOLIX is a one stop shop app for you with up
to 3,00,000 mouth watering recipes from various
cuisines.
The App allows you to input the ingredients you
would like to cook with.
Recipes are available with step by step instructions,
photos and reviews.
Recipes can be filtered on the basis of cuisine,
ingredients, time to cook and ratings.

6. How does it work?
As per the recipe, the ingredients can be bought
through the app.
The app has a separate section in which users can
purchase the required kitchenware.
The App can suggest special recipes as per dietary
requirement for fitness.
Exclusive recipes from Michelin Star Chefs.

7. Goals
 To be the best recipe search app in India.
20,000 downloads in a the first year.
Target conversion rate ~ 2 – 5%.
Revenue Target of 3 Cr in first year & 15 Cr in 5
years.
Establish a Loyal Customer Base in 5 years.

8. Situational
Analysis

9. Core Competencies
Foodaholix will serve as a single App
for recipes, groceries & kitchenware.
 Wide variety of options are available
depending cuisines, cooking time &
ratings.
 Refined search features.

10. Strategic Assets
 In app purchase options for ingredients &
kitchenware.
Exclusive recipes from Michelin star Chefs.
 In App advertisements that will generate
revenue.
Reliable purchase partners.
Recipes as per dietary needs.

12. Strengths
 Indian Smartphone
market growing
@14%.
 No major impact of
GST on the market.
Weakness
 Relatively new
concept for the Indian
Market.
 Huge marketing
budget requirements.
 Threats
 No Benchmarking
parameters.
 Global players are
entering into the
Indian Market.
Opportunity
 Untapped Market
 Fewer Competitors

13. Competitors

14. Points of Parity
 Recipes, photographs of various
recipes.
Provision of making a grocery list.
Blogs & videos supporting the
recipes.

15. Points of Difference
 Direct purchase of ingredients from the
app via 3rd party partners.(Groffers,Big
basket)
 Online store for kitchenware inbuilt into
the app.
 Exclusive recipes from Michelin star
Chefs.
 Special dietary plans for fitness.
 Click & Pick – Just snap a photo of a
single ingredeint to get 100s of recipes
related to it.

16. Target Markets
 Amateur Cooks
Cooking Enthusiasts
Travellers
Bloggers
Vloggers

17. Strategy
 Adhere to a freemium model.
Ensure a conversion of 5% users to
premium mode per month.
Ensure continuous flow of users by
adding fresh new recipes on a
monthly basis.

18. Value Proposition
 Customer Value
 Access to over 3,00,000 recipes.
 Collaborator Value
Access to an untapped large customer base.
Company Value
Positive work environment.
Good Pay, growth potential.

19. Tactics

20. Product – Free Version
 Recipes,Photographs of various
dishes(Save 50).
 Provision for making grocery list.
 Blogs & videos supporting the
recipes(Save 50)
 Direct purchase of ingredients from the
app via 3rd party partners.
 Online store for kitchenware inbuilt into
the app.
 Timer in sync with the recipe.

21. Product – Premium Version
 Completely Ad free.
 Save unlimited recipes & view blogs,
videos.
 Add private notes.
 Copy & customise recipes.
 Access specially curated recipes.
 Detailed nutrition facts & nutrition plans
for fitness.
 Cloud Back up.

22.  Name – Foodaholix
 Tagline – What’s Cookin’?
 Core Brand Values – Quality, Ease
of use & unlimited variety.

23. Price
 Free version of the app will help in
generating traffic and to attract new
users.
 The premium version will be prices at
$8.99 per month or $18.99 per annum.

24. Incentives
 To Customers –
Guaranteed cash backs on purchase of
ingredients from the app.
 Free coupons on purchases of kitchenware.
 To Collaborators –
Complementary marketing and branding.
Access to large customer base.
 To Employees –
 50% discount on premium membership.
 Bonus & Recognition.

25. Communication
 Cookery Blogs
 Full-Featured Company
Website
 Promo Videos
 Social Media
 Google Ads
 Featuring E-mails
 Print Media

26. Distribution

28.  Work with cooks and chefs and
develop various recipes and cooking
plans.
Develop suppliers for ingredients &
kitchenware.
Tie up with online payment firms.
Implementation Plan

29. Hire app developers and brief them
with the design.
Search for potential investor.
Launch an aggressive marketing
campaign.
Implementation Plan

30. Schedule
Market
Research
( 3Months)
Crafting
Market
Positioning
( 1 month)
Setting up
strategic
business
unit
(4 months)
Setting
product
strategy
( 1 month)
Developing
pricing
strategies
( 1 months)
Designing
integrated
marketing
channel
( 1 month)
Managing
retailing,
wholesaling
& logistics
( 2 months)
Product
Launch

32. Recap
 Executive Summary.
Situational Analysis
Tactics
Implementation Plan
Schedule

34. Disclaimer
Created by Abhijeet Nasery, COEP,during Marketing
Internship by Prof Sameer Mathur, IIM Lucknow