final submission the gourmet
Post on 12-Apr-2017
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The
Gourmet A MARKETING PLAN
You don't need a silver fork to eat good food. - Paul Prudhomme
Marketing PlanExecutive Summary
Goal
Tactics
Situation Analysis
Strategy
Implementation
Executive Summary With India’s economy projected to record strong
growth in the years to come ,the Indian customer 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.
Gourmet plans to grab this oppurtunity to scale itself throughout the whole country.
What is Gourmet ?????• Gourmet is the best way to search for and discover great menu to
eat from.
• It's a easy-to-use social app that lets you taste food from famous chefs at home.
• You get to order food online for delivery, with various cuisines to
choose from.
• The Gourmet Premium app with an easy-to-use interface and powerful features, helps customer get a different menu to select from . You can reply to reviews from customers, manage your menu, and more.
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 Customers
• TRAVELLERS
• STUDENTS
• FAMILY DINERS
• CUISINE LOYALISTS
• WORKING PROFESSIONALS
Goal
Mar‘17
Jul‘17
Oct‘17
APP LAUNCH
5000+ USERS
10,000+ USERS
Mar‘19
Mar‘20
Mar‘18
CONVERSION RATE RANGES BETWEEN 1-
1.5%.
1st Fiscal Year100,000+ USERS
2nd Fiscal Year200,000+ USERS
500,000+ USERS
ValueValue
ValueValue
Context
CollaboratorsCustomers
Competitors
Company
Value
Value
Target Market Analysis (6-V Framework)
Customer value
Collaborator value
Company value
OVP
Value-Proposition Model(3-V Principle)
Target Market
CONSUMER NEEDS/WANTS Friends’ reunion or a family gathering- Order food at home and enjoy the
comfort of home with a world class taste. Teenagers and students living in hostels - free and fastest home delivery
of food. Tourists and travelers –Delivery of food at their hotel and no need of extra
time for finding a restraunt.. Chefs-The proper platform at the minimal cost to advertise name. Free
listing letting customer base know their specialty and dishes. Homemade Food Startups - They can get consulting help on Gourmet for
scaling. Gourmet is the answer for every question for eating out and a
platform to grow for restaurants.
Collaborators
Supplier Chain
Consultancy DataProviders
Homemade Food Start-Ups Gourmet
Chefs
Homemade Food Start-Ups
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 Difference
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.
Helps “Homemade/cooked food startups” in scaling.
Cashless Payments: Pay via Foodgasm Mobile Wallet and get discount from restaurant owners.
TACTICS
Product
Service
Brand
Price
Incentives
Communication
Distribution
PRODUCT
Gourmet
The
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
Leave your Wallet Behind. Pay via Foodgasm Mobile Wallet and get discount from restaurant owners.
Foodgasm Cook
Gourmet
The
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 delicious food with fastest online food delivery destination.
• “When you have Gourmet, you will never starve.”
• Company Website
• Blogs
• Building Social Community on Facebook , Twitter etc.
• Quora
• Featuring E-Mails
COMMUNICATION
Distribution
Website
Apple App Store Microsoft Windows Store
The Gourmet
Implementation
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
PHASE 2
PHASE 3
PHASE 4
App Testing &Official LaunchCustomer Feedbacks & App Updates
Pitching to the clients, building networks, contracting and payment collection.
Maintain financial levels of performance and records.
Develop strategies to enter new cities & Strategic Management
THANK YOU
DISCLAIMERThis presentation is created by Shrishti Yadav under the guidance of prof. Sameer Mathur, during a internship mentored by him.
Prof. Sameer MathurIIM Lucknow
Shrishti YadavVIT , Vellore
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