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
500+ Restaurants Listed50,000+ USERS
.APP LAUNCH
5000+ Restaurants Listed500,000+ USERS
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