IMKG Presentation

8/17/2019 IMKG Presentation

1/19

A MIDNIGHT FOO

DELIVERY SERVIC

IN PUNE

By Group 1 | SectoG1"#$% A!&u B'(uG1"#%) *u+'r Ut,G1"#.$ P'!/'& *uGoe!/'G1"1#% S'+u0r' MG1"11. V-e/ R'


2/19

B'c/2rou!0

3't , N2t Foo0e4

■ All Night (10 PM to 3 AM) Freshly cooked food delivery service in

■ Order via e!site and get food delivered "ithin #0 $inutes

3y Pu!e4

■ %ducation& ' Manufacturing *u! "ith +,- .o.ulation under a

■ +0- of the total .o.ulation is ur!an

■ A /uick sto.over for "eekend holidays

■ arge .ro.ortion of 'ndividuals staying alone a"ay fro$ Fa$ily


3/19

Te ,e2+e!t'to! 5', 0o!e (',e0 o! 6o77o5!2 89

■ De+o2r'pc,2 62% under age of 30, literacy > 86%, large proportion of young working professio

students, dual income families

■ L6e,ty7e2 Fast paced, need quick solutions, work hard party harder, self motiated professio

■ I!co+e2 !igh disposa"le income

■ Be'-or2 #nstant decision makers, early adopters

Se2+e!t'to!


4/19

■ N2t S6t E+p7oyee,

■ Mo-e (u:,

■ P'rty A!+'7,

■ L'te !2t ,port, -e5er,

■ Du'7 I!co+e F'+7e,

■ Stu0e!t, ;B'ce7or,<

T'r2et cu,to+er


5/19

Buyer Per,o!',

N2t S6t E+p7oyee,

B'c/2rou!0 hese are the .eo.le "ho "ork in the call centres& ' industry etc 'n theirit is di4cult to 5nd the .lace and ti$e to gra! a /uick snack or $eal

De+o2r'pc, Peo.le of all "orking age grou.s and seniority levels 'nco$e level "ill !e

I0e!t=er, Professionals "ho have a !usy schedule

Go'7, 6onvenient and /uick delivery

C'77e!2e, o convince the$ that they "ill get fast and assured service at their o4cethey "ill not !e distur!ed so $any ti$es for rechecking orders and 5ndin

3't c'! 5e 0o

%$.hasi7e on /uick delivery 8ra!!ing the tasty food in !et"een the cho

refreshing and energi7ing that hel.s the$ to kee. going ide range of oca9einated drinks

Re'7 >uote,:' don;t have enough ti$e to go to the canteen and get a $eal ' a$ realltired of this canteen food everyday 6an ' have $ore o.tions

E7e-'tor ptc:Are you running out of ti$e to gra! your $eal "hile rushing for that i$.

.resentation?$eeting< e are here to serve you fresh hot food to hel. yo


6/19

Buyer Per,o!',

L'te N2t Sport, Ve5er,

B'c/2rou!0

hese are dedicated s.orts fans "ho stay u. late to catch u. on eventsMay include seasonal "atchers during orld 6u.?Oly$.ics?'nternational

during $idnight of 'ndian ti$e

De+o2r'pc, @oung to $iddle aged& $ostly cor.orate .rofessionals or high school co

I0e!t=er, =.orts fanatics

Go'7, *ot& tasty food "hile "atching late night foot!all?cricket $atches

C'77e!2e, o convince the target that our o9ering is !etter than chi.s and other .ro

3't c'! 5e 0o %$.hasi7e healthy alternatives to chi.s and cold drinks

Re'7 >uote,:' "ant to "atch late night s.orting events "hile $unching on so$ethinghealthy:

Co++o! o(&ecto!,Not "illing to "ait for foodPackaged snacks are $ore convenient

M'r/et!2 Me,,'2e *assle free and s.eedy delivery of healthy food

E7e-'tor ptc :No" healthy food is ust a fe" $inutes and a .hone call a"ay even at $


7/19

Buyer Per,o!',

P'rty A!+'7,

B'c/2rou!0 Peo.le "ho like to enoy $idnight .arties often held "ithout any .rior .re

De+o2r'pc, 6ollege students and young .rofessionals

I0e!t=er,6ollege goers undergraduate or .ostgraduate @oung un$arried cor.ora"ith "hite collar o!s

Go'7, Buick delivery of tasty food ide variety of choices

C'77e!2e, o convince the$ that "e can delivery tasty food /uickly "hich is !etter tand .ackages snacks

3't c'! 5e 0o

%$.hasi7e s.eed of delivery%$.hasi7e the "ide variety of o9erings "hich goes $uch !eyond chi.s& c"hich are co$$on .arty regulars

Re'7 >uote, :' organi7e ad hoc .arties and a$ often at a loss on ho" to organ7e food

Co++o! o(&ecto!,May take long to deliverhy don;t ' si$.ly have .ackages snacks

M'r/et!2 Me,,'2e 8o !eyond cashe" nuts and kurkure for your .arties

E7e-'tor ptc:No $atter ho" late your .arty goes& "e have a "ide o9ering of freshly cfor you:


8/19

Buyer Per,o!',

Mo-e Bu:,

B'c/2rou!0 hese are .eo.le "ho stay late and are addicted to their television or are(Al$ost si$ilar in .ro5le to late night s.orts vie"ers sans the health cons

De+o2r'pc, eens to $iddle aged individuals of all inco$e levels

I0e!t=er, 6ouch .otatoes slightly on the heavier side of !uild

Go'7, asty food and snacking o.tion

C'77e!2e, o convince the$ that they have a "ide !ut easy $enu to choose fro$ 6other seg$ents& this seg$ent is relatively less challenging

3't c'! 5e 0o %$.hasi7e on snacking o.tion and tasty $eals

Re'7 >uote,

:' love $ovies?C sho"s> ' a$ a night o"l and ' slee. on $y couch At thenight "hen ' get hungry& it is frustrating not to 5nd anything interesting inrefrigerator:

Co++o! o(&ecto!, Ordered food $ay not !e tasty

M'r/et!2 Me,,'2e %noy your $ovies all night> e serve $ore than ust .o.corns

E7e-'tor ptc:Feeling hungry at the $iddle of the night< Not kno"ing "here to 5nd tas

are here to hel.> 6hoose your favorite dish and get a .ack of .o.corns?fri


9/19

Buyer Per,o!',

Du'7 I!co+e F'+7e,

B'c/2rou!0

Mostly young cou.les and fa$ilies that have children As !oth father and "orking and $ay co$e ho$e late& they need a healthy food o.tion "hen

ti$e to cook

De+o2r'pc, Peo.le of all age grou.s D..er $iddle class

I0e!t=er, hose "ho has ust shifted to the city and .arents "ho "ork late

Go'7, *ealthy "holeso$e $eals and a "ell!ehaved delivery .erson

C'77e!2e, o convince the target grou. that they can get healthy and fresh food thaor as good as ho$e cooked food

3't c'! 5e 0o %$.hasi7e on the /uality and freshness of the food

Re'7 >uote,:' a$ too tired to cook today and $y fa$ily is hungry ' a$ not a fan of fareally don;t trust the delivery .eo.le "ho co$e at the $iddle of the night

Co++o! o(&ecto!,Fast food "hich is not healthy 6annot trust the .eo.le "ho are out for de$idnight

M'r/et!2 Me,,'2e *ealthy food at your doorste.& any ti$e of the day

E7e-'tor ptc:Not feeling like cooking at ho$e today after a long day in o4ce< Our tas

$enu "ill ensure that "e "ill kee. your fa$ily ha..y>:


10/19

Buyer Per,o!',

B'ce7or,

B'c/2rou!0

Professionals or students living alone or "ith friends =taying late and hanfriends is al$ost an everyday thing and the de$and for $idnight delivery

during the "eekends ive life on the edge

De+o2r'pc, @oung un$arried .eo.le =teady inco$e $ay or $ay not !e there

I0e!t=er, Peo.le staying in studio a.art$ents and in hostels

Go'7, Buick and tasty food

C'77e!2e, o convince the$ that they "ill get lots of o.tions to choose fro$ and thaenough even if it is an everyday thing

3't c'! 5e 0o %$.hasi7e on the convenience in giving orders& /uick delivery and tasty f

Re'7 >uote,:' have ust co$e !ack ho$e and sur.risingly& a fe" friends have also dro"ill ' get tasty food at this unearthly hour< ' a$ also concerned a!out the

Co++o! o(&ecto!,Food is not tasty and not $uch choice to choose fro$ 6oncern a!out thei$.lications if ordering fre/uently

M'r/et!2 Me,,'2e ,#?E /uick food delivery and a vast $enu to choose fro$

E7e-'tor ptc:e are there ,#?E at your service 6hoose fro$ our "ide range of $outh

in loyalty .oints and get discounts on your net .urchase:


11/19

Buyer Per,o!',

Du'7 I!co+e F'+7e,

B'c/2rou!0

Mostly young cou.les and fa$ilies that have children As !oth father and "orking and $ay co$e ho$e late& they need a healthy food o.tion "hen

ti$e to cook

De+o2r'pc, Peo.le of all age grou.s D..er $iddle class

I0e!t=er, hose "ho has ust shifted to the city and .arents "ho "ork late

Go'7, *ealthy "holeso$e $eals and a "ell!ehaved delivery .erson

C'77e!2e, o convince the target grou. that they can get healthy and fresh food thaor as good as ho$e cooked food

3't c'! 5e 0o %$.hasi7e on the /uality and freshness of the food

Re'7 >uote,:' a$ too tired to cook today and $y fa$ily is hungry ' a$ not a fan of fareally don;t trust the delivery .eo.le "ho co$e at the $iddle of the night

Co++o! o(&ecto!,Fast food "hich is not healthy 6annot trust the .eo.le "ho are out for de$idnight

M'r/et!2 Me,,'2e *ealthy food at your doorste.& any ti$e of the day

E7e-'tor ptc:Not feeling like cooking at ho$e today after a long day in o4ce< Our tas

$enu "ill ensure that "e "ill kee. your fa$ily ha..y>:


12/19

Core V'7ue Prepo,to!,

Po,to!!2


13/19

Cu,to+er Se2+e!t V'7ue Prepo,to!

Night shift e$.loyees Buick delivery

6onvenience

Gual inco$e fa$ilies

Freshly cooked $eal

rust

aste

HachelorsFreshly cooked $eal

6onvenience

Party ani$als

Buick delivery

asteCariety

Buantity availa!ility

*ealth conscious .eo.leFresh food

ess calories

=.orts a5cionados

Movie !u9s6onvenience

Cu,to+er Se2+e!t ,pec=c 9 V'7ue Prepo,t


14/19

■ he co$$unication o!ective for various channels "ill !e to drivcusto$ers to $ain cor.orate "e!site

■ e!site "ill !e e.icentre of all transactions

M'r/et!2 Co++u!c'to! O(&ect-e

E9MAR*PLAN

Go'7, Actor, Sp'ce, Acto!,Outco+e,

Facilitate.urchasetransaction&Provideinfor$ation

6o$.any&6onsu$ers&Pay$entgate"ay

Main cor.orate"e!site

8ive consu$ers asea$less& "elldesigned infor$ative "e!site"here they areco$forta!le totransact

=ales

Corpor'te 3e(,te

Velocity - To be determined by product mix and business requirements

Tone - Professional

Structure - Easily navigable website with breadcrumbs etc navigational aids and pict

facilitate decision making


15/19


Goals Actors Spaces Actions Outcomes

Drive customersto main corporatewebsite

Company!eviewersConsumers

"log

#ive a human face to

the brand to increase$bu%%& around thebrand talk about thebrand's evolution

"randvisibilitybu%%

B7o2

VeonTo6oStto .o


%ngage$enttool "ith .ro.ertarget

6o$.any&6onsu$ers&Pune !asedsocial $ediafanatics

Face!ook .age&"alls of fans

8arner likes& drivetra4c to $ain"e!site

'ncreased"e!sitetra4c

F'ce(oo/ P'2e VeonToSt

cainti$

Go'7, Actor, Sp'ce, Acto!, Outco+e,

=hort regularu.dates&announce

co$.etitions

6o$.any&6onsu$ers

"eetsand

ret"eets

Jet"eets& clickthrough to face!ook

.age?$ain "e!site

'ncreasedface!ook .ageand "e!site

tra4c

T5tterVeonToSt

=tacha


16/19



Attract venture

ca.italists&investors&candidates

6o$.any&

'nvestors&6andidates forrecruit$ent

inked'N& 'nMail

Provide co$.any

data& attractinvestors& attract.otential recruits

L!/e0I!

Ve!ure

ToPr

Stto .r.a

Goals Actors Spaces Actions Outcomes

(iewing andsharing videos

Companyviewers

)outube portal *hare videos

"randawarenessviralmarketing

Youtu(eVe

onToStcainti$


17/19

3c C'!!e7 6or 5c Per,o!'4

CHANNEL

OB?ECTIVE

N21tS16t

E+p7oyee,

Du'7I!co+e

F'+7e,B'c1e7or,

L'teN21tSport,

Ve5er,

He'7t1co!,cou,

peop7eP'rty'!

3e(,te

B7o2 (o educate

custo$ers

%F.lainofferings in

details& alleviate

safetyconcerns

Act asa gate"ayto

the!rand

*ighlight culinary

.roductrange

%F.lain cooking

.roceduresand

ingredients

8ive ti.s

to organ

.arties

F'ce(oo/ =torytelling Huild!rand affinity O..ortunityto

connect "ith !rand Kee.engaged

6o$$unity

creation0 focuson

health

6o$$u

creation

lovers

T5tter Jegular re$inders ("eets !efore

dinner ti$e 'nfor$a!out contests

Je$indto order

snacksfor u.co$ing

events

*ighlight latest

health related

issues

("eets

announc

discount

"eekend

L!/e0IN

Youtu(e

Cideosof si$ilar

.ersonas !eing

!enefitted

Jeassure .anicky

custo$ers!y

sho"ing

.rofessional

delivery$en

Cideoshighlighting

convenience

=urge in video

releases!efore $aor

s.ortingevents

Cideoshighlighting

healthycooking

.ractices

Cideos s

ha..eni

=a$e o!ective acrossall .ersonas 0 to faciilitateordering

Only for investorsand talent ac/uisition

Gegreeof 6olor

*igh

Moderate

1o"

Gata


18/19

ttp8@@21"#%)5co+@!2t6oo0e

http://g15087.wix.com/nightfoodiehttp://g15087.wix.com/nightfoodiehttp://g15087.wix.com/nightfoodiehttp://g15087.wix.com/nightfoodie


19/19

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IMKG Presentation