This document provides a marketing plan for a recipe search Android app called "Season's Eating". The app allows users to search for recipes based on the weather and ingredients they have. It will have free and premium versions. The plan outlines the app's features, target markets, competitors, branding, pricing, communication strategies, and implementation schedule. The goal is to establish brand equity and generate revenue of Rs. 3 crore in the first year and Rs. 25 crore in 4 years.

1. Season’s Eating
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. Most of us have fond memories of food from
our childhood. Whether it was our mom's
homemade lasagna or a memorable chocolate
birthday cake, food has a way of transporting
us back to the past.
Sometimes all we have are a Good Weather and Few Ingredients
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 it is presenting:
Season’s Eating
Whats the weather out there?

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

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

7. India’s best recipe search app
50,000+ Downloads
Target conversion rate (about 4%)
Revenue target of Rs. 3 cr. in year
one to Rs. 25 cr. in 4 years
Establish brand equity and
customer satisfaction
Goal

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

9. Core Competencies:
One -stop destination for finding recipes
according to weather and 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.
Company Overview

10. Strategic Assets
 In-app purchases, in
keeping with the Freemium
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 over-fried
chimichanga, curate a seasonally weekly meal plan,
and much more.
Market Overview

12. Opportunities
•Untapped market
•Lesser competitors
•Increasing use of
smart
•Explosion of
information Threats
Global players like The Big Oven
and Yummy 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. Free Version:
The free version of app will
have following features:
• Recipe search by weather
•Recipe search by ingredients
•Keyword search
•Sort recipe by time
•Add your own recipe
•Login not required to search
recipes
•Meal type search
•Allergy type search
Product

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- ‘Season’s Eatings’
Tag Line –
“what’s the weather outside?”
Core brand Values – Quality,
Variety, Innovation, Ease &
Efficiency

21. So what makes us different from other app?
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.

22. 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 $29.99 per
month which is quite affordable
and it provides a lot of additional
features as well.

23. 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.

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

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

26. 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

27. Schedule
• Managing, Retailing, wholeselling, Logistics – 2
Months
• Market Research – 3 Months
• Crafting marketing Positioning – 3 weeks
• Setting up strategy Business Unit – 4 Months
• Setting Product Strategy – 4
• Developing Product Strategies – 3 weeks
• Designing Integrated Marketing Channel - 3
weeks