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Chittoori meha marketing_plan


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Marketing plan for an android application

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Chittoori meha marketing_plan

  1. 1. Bukkad
  2. 2. Bukkad provides people, the facility to order food from different restaurants/food franchises which are at much greater distance from college campuses.
  3. 3. Order in a particular frame of time Orders stored and processed Delivered in particular time frame
  4. 4. Our challenge as a new company is to quickly establish a reputation for such quality amongst our potential markets
  5. 5. Situation Analysis
  6. 6. Strengths
  7. 7. Quick Delivery Easy to use Best Customer Support Trained employees Subscription option- Discounts provided
  8. 8. Weakness
  9. 9. Price differences in menu and app prices Delivery charges in few areas Orders are only available from the franchises /restaurants that are available in that particular zone.
  10. 10. Opportunities
  11. 11. Provide effective and better service for isolated colleges Cost effective Good Quality food Has less competition as it mainly targets the isolated college campuses
  12. 12. Huge competition in online business may result in other startup companies with. Increasing health conscious
  13. 13. Students Professors/Lectures Other Staff
  14. 14. Goals
  15. 15. Become one of the top 10 food suppliers in this industry Expand to at least 8 cities in the coming one year. Expand to at least 8 cities in the coming one year. Increase Brand awareness thru different channels (Digital Marketing, Offline marketing)
  16. 16. Increase the Market share by 10% Y-o-Y. Maintain a customer service feedback rating >8 out of 10 Maintain on-time delivery of the service with <2% of time frame deviation
  17. 17. Factor Self Assessment Strengths Weakness Swiggy Food Panda Importance to Customer Services 4 5 2 4 4 5 Price 4 4 2 3 3 4 Quality 4 5 1 4 4 5 Selection 2 3 2 4 3 5 Reliability 4 5 2 4 4 5 Stability 4 4 3 3 3 4 Timeliness 4 5 2 4 4 5 Ease of use 5 4 2 3 4 4 Features 4 5 3 4 4 5 Location 5 4 2 3 4 4 Payment methods 4 5 2 4 4 5 Image 4 4 3 3 3 4 Rate on scale of 1 – 5. 1: Low; 5: High
  18. 18. Our business value proposition is to make food available right onto the doorsteps of the people living on the outskirts of a town or in an isolated area.
  19. 19. Value Proposition A single window for ordering Quick delivery Responsive customer care No delivery charges if order exceeds Rs.200
  20. 20. Visit the Application and initiate an order Employee make a note of all orders Visit the repective restaurents/franchise Collect the Food items Delivers in a particular time frame
  21. 21. Competitors Swiggy Food Panda Zomato Customers Students Professors Other Staff Collaborators Local Area Restaurants, Nearby Franchise like Mc Donalds, KFC, Dominos……
  22. 22. (Order) (note your order) (Delivery) (Dispatch)
  23. 23. Positioning PODS: 1. Different Business Model 2.Quick delivery time 3.Cash on delivery available 4.Different payment modes are accepted
  24. 24. POPS: 1.Similar service exist 2.Branding techniques
  25. 25. Product Food delivery app hassle free quick delivery.
  26. 26. Service Delivers the food to the isolated campuses from the restaurants and franchises that are listed in the app. Cash on delivery.
  27. 27. Brand Well the word “Bukkad” means hungry person. It indicates that we deliver hot and healthy food to a hungry person. Slogan: “Time to smash hunger!!!”
  28. 28. Price Delivery charges are will be applicable on the orders which cost below 200. The delivery charge will be Rs.50. Orders which cost more than 200 are provided with free delivery. The people who subscribe monthly are also free from delivery charges.
  29. 29. Incentives The person who subscribes monthly will get a coupon with which he can get juice free for weekends. Persons whose orders cross 400 will get a cash back of Rs.50 in their paytm wallet.
  30. 30. Communication & Distribution Paid (PPC) Marketing Email Marketing Social Media Promotion (SMO) Video Promo SMS Marketing
  31. 31. Offline Marketing: - Distribute Templates at targeted Market Place. - Use Banners/Hoardings. - News Paper Big Ads on First Page/Back Page with UVP. - Use Leaflet/Flyer (pamphlet) Marketing into Daily Newspaper.
  32. 32. Implementation: Infrastructure: An order must be placed by the customer through the application in the given time frame (7am – 3pm). The order will be directed and noted by our employee.
  33. 33. All the orders are noted in a list and employees will go to the particular restaurant/franchise and pick up the food items.  They will be delivered by (5pm) in the campuses. Customer feedback is taken time to time. 360 degree appraisal system for the employee.
  34. 34. The communication channel will be established by last week of august 2017. The technology team is already checking for any bugs are present in application. The product management team will start working on the allotted project by august 2nd week. HR team will conduct interviews in the coming days. The marketing plan will be executed completed by the end of the financial year.
  35. 35. Company’s Performance Metric Performance Evaluation Become one of the top 10 food suppliers in this industry  Ensure the service levels are superior compared to other competitors in the market  Alliances with the top food chains in the market Expand to at least 8 cities in the coming one year.  Market analysis of the potential cities suitable for the business  Work with financial institutes to get the loans for expansion Increase Brand awareness thru different channels (Digital Marketing, Offline marketing)  Advertising thru PPC, Video promotion, Social networking, Offline marketing
  36. 36. Increase the Market share by 10% Y-o-Y  Monthly performance analysis on the market share and factors impacting the same  Action plan to address the weakness and negative factors. Maintain a customer service feedback rating >8 out of 10  Obtaining the customer feedback for all the orders and analyzing the feedback  Addressing the concerns for all the ratings below 8 rating and communication to customers Maintain on-time delivery of the service with <2% of time frame deviation  Sign the service level agreements with the transport agents on the commitments
  37. 37. Environmental Factors affecting the company Process to improve Changes in food franchises availability & ways of working Review the agreements with food franchises time to time and have the backup list in case of any changes to be made Weather and dependencies on transportation systems Prior communication to the customers and taking the orders as per the impact Possible attrition in the agents could lead to delays in the service Have agreements with the man power agencies and availability of the additional pool as backup in case of such situations Changes in the rates and taxation could impact the margins Communication to the customers providing the justification on the rate revision and the factors impacting the rate revision
  38. 38. Disclaimer Created by Chittoori Meha, NIIT University, Rajasthan, during an internship under Prof. Sameer Mathur, IIM Lucknow