These slides were created by me for a final project during a marketing internship under prof. Sameer Mathur, IIM Lucknow

1. Kitchen mate
Marketing Plan For An Android App

2. Executive Summary
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. Sometimes 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-stop solution
Presenting :
Kitchen mate
“Cook it our way”

5. Overview
This app is a one-stop solution for finding online hundreds of
mouth watering and guide you step by step to help you make
your recipes.

6. How the app works?
This app have six major categories in from which the user can
select accordingly also Recipes can be filtered based on their
ratings and time to cook. Recipes can be saved to offline mode and
can be referred anytime.

7. India’s best recipe search
app
10,000+ Downloads
Target conversion rate
(about 3-5%)
Revenue target of Rs. 2 cr.
in year one to Rs. 20 cr. in
5 years
Establish brand equity
and customer satisfaction
Goal

8. Situational Analysis
Overview of company , target consumers
and Market Overview

9. Core Competencies:
 One -stop destination for finding recipes
 Reduced time and efforts.
 Wide range of options for selecting recipes ,
depending on food categories, reviews,
ratings and cooking level.
Company Overview

10.  Strategic Assets
 In-app purchases, in keeping
with the Free model
 In-app advertisements, that’ll
generate revenue
 Communication partners

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

12. Opportunities
 Untapped market
 Lesser competitors
 Increasing use of
smart phone
 Explosion of
information
Threats
 Global players like The Big Oven
and Cookbook 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 efforts to create awareness

13. Competitors

14. 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.

15. Target Markets
 The target group primarily
includes the ones who loves
cooking and also people who
love to taste these in restaurants.
 Another customer segment is
represented by numerous
travellers to whom the app can
serve as a cooking guide.

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. Free Version:
The free version of app will
have following features:
 Recipe search by categories
 Keyword search
 Sort recipe by ease
 Login not required to
search recipes
 “near me” to find
restaurants offering same
food nearby .
Product

19. Premium Version :
 Calorie tracker
 Chef’s special recipe
everyday
 Wedding menu designs
 Cook book to store recipes

20. Brand
Name- ‘Kitchen mate’
Tag Line –
“ Cook it our way”
Core brand Values – Quality,
Variety, Innovation, Ease &
Efficiency .

21. So what makes us different from other app?

22. If you are not in a 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.  Food for Travellers
 Chef’s special recipe everyday
 Wedding menu design –
List us with some of your favourites
foods and budget we will design
your menu .

24. 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 $2.99
per month which is quite
affordable and it provides a
lot of additional features as
well

25. Incentives
To customers :
 Share and go premium
 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 motivator for participating in
collaboration
To employees :
 Reward, Bonus & Recognition.

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

27. Distribution
 Google Play
Store
 Amazon App
Store
 Company
Website
 Apple app store

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

29. Managing retailing,
wholesaling & logistics(2
months)
Market Research(3
months)
Crafting Market
Positioning(4 weeks)
Setting up Strategic
Business Unit(4 months)
Setting Product
Strategy(4 weeks)
Developing Pricing
Strategies (3 weeks)
Designing Integrated
Marketing
Channel(3 weeks)
Schedule

30. Thank
You

31. Disclaimer
These slides were created by Ashish Chauhan NIT
Jalandhar as a final project during a marketing
internship under prof. Sameer Mathur, IIM Lucknow