Slides for Marketing Plan of an App . Completed under partial fullfilment of the marketing management internship under Prof. Sameer Mathur, IIM Lucknow

1. XINGROW
Marketing
Plan

2. MARKETING PLAN
Executive
Summary
Situation
Analysis
Goal
Strategy Tactics Implementation

3. EXECUTIVE SUMMARY
 Organisation of unorganised sectors offers a lot of scope and
business potential.
 Xingrow aims to organise one of the most unorganised sectors
in India- agriculture.
 With Xingrow’s app, you can buy or sell
fruits/vegetables/seafood bypassing the middlemen involved.

4. But What is
Xingrow?

5. About Xingrow
Xingrowis a B2B platform to organize the supply chain
network of agricultural sector.
It will be a common platform where restaurants and
retailers can give orders and farmers/fishermen or
warehouses can confirm to send supplies.
With Xingrow, food wastage and involvement of middlemen
will be reduced, thus benefitting both retailers and farmers.

7. OVERVIEW
 GDP contribution of agriculture was 259.3 billion USD in
FY15.
 58% of Indians are still dependent on agriculture for their
livelihood.
 There are almost 2000 restaurants in Goa itself, from where
the operations will start first.
 Almost 35-40% food is wasted due to inefficient supply
chain system.

8. TARGETAUDIENCE
 Farmers and fishermen.
 Retailers and Restauranters.
 Truck drivers
 Transportation businessmen.

10. GOALS
App launch in September 2016.
1000+ restauranters and retailers on board by September
2017.
2000+ farmers and fishermen using the app by September
2017.
Subsequent targets (including financial) depending on
company’s progress.

12. Customer
 Farmers and fishermen
need better value for their
products.
 They want more security in
an efficient supply chain
system.
 Restauranters and retailers
need a fixed, reliable supply
of agricultural produce.
 Reduction of food wastage
is needed without ambiguity
in demand and supply.

13. Collaborators
Transportation companies and
truck drivers etc.
Warehouse storage companies.
Restauranters and retailers in
cities.

14. Competition
Firm Comparison with Xingrow
Ninjacart Less focused on restaurants. No Seafood.
Farm Taaza Less focused on restaurants. No Seafood.
Farmily Just a platform. Does not act as middlemen.

15. ValueProposition
 Agricultural produce / fisheries goes directly to
retailers/restauranters.
 No inefficient middlemen implies less food wastage.
 Accurate information about demand and supply trends
in the market. No ambiguity about the quantity required
to be produced.
 Regular supply from farmers/fishermen for retailers.

16. TACTICS

17. Product
Free Features:-
Place/confirm order on app.
Chat option between retailers and
farmers.
Option to read reviews of
retailers/farmers etc.

18. Product
Premium Features:-
Check demand/supply trends in the market.
Farmers can check agricultural facts to
boost productivity.
Farmers can supply to particular retailer
while retailers/restauranters can buy from
particular farmer/fisherman of their choice.

19. Services
Transportation of good from
farms to retailers/restaurants will
be provided.

20. Branding
XINGROWBecausefarmers,we care!

21.  Premium features would cost
6$ per month for farmers
/fishermen and 25$ per month
for retailers/restauranters.
 This is because the willingness
to pay is high among retailers
but not fishermen.
Price

22. Incentives
 Coupon referrals
 One month free with
six month premium
membership

23.  Social media.
 Print media like recipe
books/cook books etc.
 Contacting village
panchayats for publicity
in villages.

24. Distribution

26. Infrastructure
 Founder cum CEO
 Developers ( App
development)
 Marketing Team
 Operations Team
 Designing Team
 Finance Team
 Public Relations and HR
Team

27. Business Processes and Schedule
 Collaboration with retailers/restauranters
and farmers/fishermen.
 Getting transportation companies on board
for deliveries.
 App development and publicity ( through
various distribution and communication
channels)
 Start Operations.

28. Executive Summary
Situation Analysis
Goal
Strategy
Tactics
Implementation

30. PreparedByAnchitAhuja, duringan internship underProfSameer Mathur,
IIMLucknow.