The document proposes an app called Cook Easy that helps busy people easily make meals based on ingredients they already have at home. It aims to alleviate the problem of people having little time to cook or shop for groceries. The app would provide recipes and cooking times based on what users have in their fridge and cabinets. The goal is to make meal preparation simple for time-strapped users. Key aspects of the plan include designing a website and app, sharing videos and photos on social media, and targeting customers like busy parents and the elderly.

1. COOK EASY

2. COOK EASY

3. OVERVIEW
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?

4. PROBLEM
Today, many people commute into cities in
order to work. A large proportion of these
people will not have much time to cook
meals in the evening, or buy ingredients
for the same. People just seem to be too
busy to be able to cook, and at the same
time find it to be impossible to make good
tasting food.

5. Cook Easy alleviates this problem by
suggesting easy to make food
based on the items in your fridge/
cupboards, and providing recipes
and times.
So here is one-stop solution

6. GOAL
To help people with a
limited amount of time
make meals easily
based on ingredients
they already have

7. ACTION PLAN
a. DESIGNING A
WEBSITE
b. DESIGNING A
LOGO
c. SHARING VIDEOS,
PHOTOS
d. PROMOTING BRAND
MANTRA
e. CREATING SOCIAL MEDIA
PRESENCE

8. SITUATION
ANALYSIS

9. COMPANY OVERVIEW
Core Competencies:
•An app that solves main
problems with cooking- too much
time and effort
•An app that collates all of your
cookbooks together
•An app that helps you to make
good tasting food with only the
ingredients you have in your home
•An app that recipes. depending
on cooking time, reviews, and
ratings.

10. MARKET
OVERVIEW

11. 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

12. GOAL

13. FOCUS-




ATTRACTING THE REQUIRED GROUP OF CUSTOMERS
Spreading the Brand Objective
Promoting the Brand Mantra
Reaching to the Customers using Social Media
BENCHMARKS-



Size -67M
Reaching at least 1000 customers within first 6 months
Overall Rating of more than 4

14. BUSINESS
STRATEGY

16. TARGET CUSTOMERS
• The Elderly Gentleman
• The independent Cook
• The Parent with a
limited knowledge of
cooking
• The Passionate Cook
• The Busy Mother

17. Evernote
Spotify
Facebook
Instagram

18.  BBC’s Good Food
COMPETITORS
 Tesco’s Real Food

20. Customer Value: Personal , virtual, 24/7 customer
service will give lot of information for the customer
who are in search of recipe

21. COLLABORATOR VALUE
•Successfully competing with other
major players in the industry and a
large, diverse user-base
•Increased revenues to the associated
players
•Further collaboration with some
other sectors

22. TACTICS

23. PRODUCT
FREE VERSION:
• Recipe search by engines
•Keyword Search
•Sort recipe by name
•Add your own recipe
•Login not required to
search recipe
•Meal type search
•Allergy type search report

24. PRODUCT
PREMIUM VERSION:
• Suggestions for easier
everyday meals
•Regular recipes from
famous chefs like John
Torode and Tom Kerridge
•Challengine cookery
projects to strech your
skills
•Calorie tracker and meal
tracker

25. "What are you cooking today?”
COOK EASY

26. PRICE

27. 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 $3.99 per
month which is quite affordable
and it provides a lot of
additional features as well.

28. 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
motivator for participating in collaboration
To employees
Reward, Bonus & Recognition.

29. 6
IMPLEMENTATION
6

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

31. CommunicationDistribution
•Google Play Store
•Amazon App Store
•Company Website
•Recommended
Websites

32. Executive
Summary
SituationAnalysis
Goal
Strategy
Tactics
Implementation

33. Disclaimer
Tarun Bajaj
IIT Bombay
Professor Sameer Mathur
IIM Lucknow
Presentation by TARUN BAJAJ, IIT BOMBAY during a
Marketing Internship under Prof. Sameer Mathur,
Professor, IIM Lucknow