Foodgasm | Android App Marketing Plan | Final Project

MARKETING PLAN

You don't need a silver fork to eat good food. - Paul Prudhomme

MARKETING PLAN

Situation AnalysisExecutive Summary

Goal Strategy

ImplementationTactics

EXECUTIVE SUMMARY

• With India's economy projected to record strong growth in the years to come, the Indian consumer is expected to be endowed with increased spending capacity.

• With rising income levels, discretionary spending is likely to increase. Eating out is one such form of discretionary expenditure.

• Foodgasm plans to grab this opportunity to scale itself throughout the whole country.

What is Foodgasm?• Foodgasm is the best way to search for and

discover great places to eat at or order in from.

• It's a easy-to-use social restaurant finder app that lets you explore all the dining options in your city.

• You can also order food online for delivery, with

thousands of great restaurants to choose from.

• The Foodgasm Premium app with an easy-to-use interface and powerful features, helps restaurant owners get the most out of their Foodgasm listing. You can reply to reviews from customers, manage your outlet information, and more.

SITUATION ANALYSIS

• OVERVIEW OF COMPANY AND MARKET

• TARGET CONSUMERS

• The Indian restaurant industry is worth Rs.75,000 crores and is growing at an annual rate of 7%.

• Highly fragmented with 1.5 million eating outlets

• 3,000 outlets form the organized segment rapidly growing at an annual rate of 16%.

• Quick service segment is the clear winner in the eating out market with a growth rate of 21%(Exhibit 1)

OVERVIEW

Customer SegmentationConsumer Segment:1. Demographic:

• Age : 18-40(Mostly Youth)• Gender : Male and Female• Income : Middle, Upper Middle and High Class • Socio-Economic Classification : A1, A2, B1, B2

2. Geographic:• Cities : Class I, II Cities & Metro Cities

3. Psychographic:• Lifestyle : Culture, Outdoor Oriented • Food : Vegetarian and Non-Vegetarian

Business Market Segment:1. Demographic:

• Industry : Restaurants and Home Made Food Startups2. Geographic:

• Cities : Class I, II Cities & Metro Cities

TARGET PERSONAS

• TRAVELLERS

• STUDENTS

• FAMILY DINERS

• CUISINE LOYALISTS

• WORKING PROFESSIONALS

Goal

GoalAUG‘16

MAY‘17

NOV‘16

FEB‘17

200+ Restaurants Listed10,000+ USERS

50+ Restaurants Listed5000+ USERS


.APP LAUNCH


2000+ Restaurants Listed

2nd Fiscal Year200,000+ USERS

1000+ Restaurants Listed

1st Fiscal Year100,000+ USERS

AUG‘19

AUG‘18

AUG‘17

JUN‘17

CONVERSION RATE RANGES BETWEEN 1-1.5%.

STRATEGY

• TARGET MARKET• VALUE PROPOSITION

ValueValue

ValueValue

Context

Collaborators

Customers

Competitors

Company

Value

Value

Target Market Analysis (6-V Framework)

Customer value

Collaborator value

Company value

OVP

Value-Proposition Model(3-V Principle)

TARGET MARKETS

CONSUMER NEEDS/WANTS

Friends’ reunion or a family gathering - Search the restaurants around you and decide the best with the help of ratings.

Teenagers and students living in hostels - free and

fastest home delivery of food. Tourists and travelers - the restaurant guide for the city

they are visiting. they can find their preferred cuisine nearest to them on Foodgasm.

Restaurant Owners-The proper platform at the minimal

cost to advertise their place. Free listing, managing the table reservations and letting customer base know their special menus and events.

Homemade Food Startups - They can get consulting

help on Foodgasm for scaling. Foodgasm is the answer for every question for

eating out and a platform to grow for restaurants.

Collaborators

Supplier Chain

Restaurant Owners

Consultancy DataProviders

Homemade Food Start-Ups Foodgasm

CompetitorsFoodgasm is dominated by its bigger competitors Zomato, Foodpanda, Yelp in following segments(Exhibit 2):

Closest Competitor

• Featured and user friendly website • Global mobile app • Focusing on digital marketing channels for potential customers • Acquire the competitors: To be the largest resource in food supply market, Zomato bought

urbanspoon for $52 million to enter US, Canada and Australia. • Number of listed restaurants: in 2008 it was 4000 restaurants which increase to 94000 in 2013 and

currently 384,100 in 2015. • Yearly revenue of Zomato in 2008 was 0.06 crores which increased to 11.3 crores in 2013. • Spread in 22 countries worldwide.

Points of Parity(PoPs)

Table Reservation Management Service

Free Restaurant Listing

Native Restaurant App Creator & POS Platform provider.

Online Food DeliveryPlatform for the Restaurants to advertise their brands.

Restaurant Finder

Points of Differences(PoDs)

Helps “Homemade/cooked food startups” in scaling.

Split The Bill Concept:Individual Bills and pay only for what you order.

Personalized Experience: Group Check in discounts for regular customers

Having its own food delivery system, Foodgasm guarantees faster delivery.

Cashless Payments: Pay via Foodgasm Mobile Wallet and get discount from restaurant owners.

VALUE PROPOSITION

Value Proposition - Users

Value Proposition - Restaurants

TACTICS

• PRODUCT• SERVICE• BRAND• PRICE• INCENTIVES• COMMUNICATION• DISTRIBUTION

TACTICS

Product

Service

Brand

Price

Incentives

Communication

Distribution

PRODUCT

Registering a restaurant on Foodgasm is free.

Free Features

Group Check in discounts for regular customers.

Personalized ExperienceIndividual Bills and pay only for what you order. No bad debts.

Split The Bill

Cashless PaymentsThe ordered food will be

delivered to you within 45 minutes.

Online ordering

(Menus, reviews, photos of restaurants and ratings)

Restaurant Explorer

Leave your Wallet Behind. Pay via Foodgasm Mobile Wallet and get discount from restaurant owners.

Premium Features

• Advertise services related to your restaurant on your Foodgasm account.

• Track the details of their calls routed through Foodgasm system.

• Place a banner advertisement on Foodgasm. Business owners regularly get updates about the number of clicks from ad.

• Native Restaurant App Creator • POS (Point to Scale) Platform• Consulting Service to Opening Restaurants.• Table and Reservation Management Service

for both restaurant owners and users.

SERVICES

Services

Foodgasm Cook

Consulting Services

Value Network

BRAND

• We will position our app in the minds of the target consumers as “Solution to all types of Hunger”.

• One of the most reliable explorer for the restaurants with fastest online food delivery destination.

• “When you have Foodgasm, you will never starve.”

• For Restaurant Owners Foodgasm will provide the best platform to market their brands with nominal charges.

Pricing

Setup for Online Ordering

+Registering Fees

$30

10% commission - Normal Order 15% commission - Home Delivery

Consulting Fees

$100

Quarterly Basis

Native App Creator & POS

Software

3 Month Lock-Subscription

$150Monthly

Advertising

$250CPM

Cost Per Thousand Impressions

Minimum Premium Plan

Package 3

Package 2

Package 1

• Company Website

• Blogs

• Building Social Community on Facebook , Twitter etc.

• Quora

• Featuring E-Mails

COMMUNICATION

Distribution

Website

Apple App Store Microsoft Windows Store

Implementation

IMPLEMENTATION

• ORGANIZATIONAL INFRASTRUCTURE• BUSINESS PROCESS• IMPLEMENTATION SCHEDULE

IMPLEMENTATION

Organizational Structure

CEO

Chief Financial Officer

Head of Marketing

Chief Technical Officer

Global Head Of Communications

Head of Business Development

Chief Product Officer

Marketing-Sales Team

Technical Team

Communication Team

Content & Consulting Team

Design and Development Team

Financing Team

BUSINESS PROCESS AND

SCHEDULING

PHASE 1

App Testing &Official LaunchCustomer Feedbacks & App Updates

PHASE 2

Pitching to the clients, building networks, contracting and payment collection.

PHASE 3

Maintain financial levels of performance and records.

PHASE 4

Develop strategies to enter new cities & Strategic Management

EXHIBITS

Exhibit 1

Segment Market Size (Rs. Cr) Expected Growth Rate

Quick service Restaurants 4675 21.5%

Casual dining 2365 11.9%

Cafes 1265 12.3%

Fine dining 1045 12.0%

Pubs, bars, clubs & lounges 963 11.0%

Exhibit 2

Categories Food Panda Zomato Yelp

Online Platform Food Delivery Restaurant Search & Discovery

Restaurants Guide, Shopping,

Entertainment & Hospital Reviews

Countries 40 23 32

Founded 2012 2008 2004

Monthly Users 4.5 90 160

THANK YOU

DISCLAIMERThis presentation was created by Manal Shah under the guidance of prof. Sameer Mathur, during a summer internship mentored by him.

Prof. Sameer MathurIIM Lucknow

Manal ShahNIT Jaipur