Marketing Plan for Android App

Executive Summary

Indian Snacks and Sweet market

• Traditionally, Indian women used to prepare snacks and sweets at home.

• But due to busy schedule and changing lifestyle most families have turned to buy sweets and snacks (namkeen).

• Customers are compelled to purchase only local available delicacies

• Food enthusiasts crave for variety of Indian snack & sweets delicacies.

Flavours of India will connect snacks

& sweets enthusiasts to popular

sellers having specialization and

fame for producing a particular

savoury.

Will Bridge This GAP

Flavours of India will deliver local

delicacies unique to a region from

best and popular seller in that

region to its customers.

Situation Analysis

Market Overview

• India is a culturally diverse country where

every part has some unique food habits.

• Bakarwadis of Chitale bandhu Pune ,

Orange Burfee of Haldirams Nagpur, Petha

from Agra and Milk Cake from Alwar are

some of the examples of famous snacks

from different parts of the country.

• There are very few options available

presently

to obtains these regional delicacies.

Target Customer

Women in General• In India majorly women

handle purchasing related to food and grocery for the whole family

Urban Working class• Due to growing influence

of e –commerce in urban areas

Food Enthusiasts• They crave for variety

and quality food items available in the market

Others• Students, bachelors

etc.

Women in General• In India majorly women

handle purchasing related to food and grocery for the whole family

Company Overview

The Company will include personnel from different areas to identify, produce and deliver best value to its customers.

Collaborating with with sellers having forte in producing a particular snack or sweets item. For example if the company has to include Sandesh it should be from K.C. Das Kolkata

Company will collaborate with limited sellers and cater to a set of niche customers by providing high quality products and services

Goals

Performance Target

• Launch services on 1st January 2018

• Achieve 10,000 + downloads in 1 year.

• Collaborate with minimum of 10 sellers having highest popularity for

popularity delicacy in and gradually increase to 30 in period of 1 year.

• Process 150 orders daily for 1 year.

• Process 54000 orders over period of 1 year.

• Continually update mobile application to meet best

standards.

• Partner with best delivery services to deliver products

at doorsteps in best condition.

• Improve free as well as premium services to attract and

retain more and more customers.

Performance Target

0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

QUA RTER 1 QUA RTER 2 QUA RTER 3 QUA RTER 4 QUA RTER 5 QUA RTER 6 QUA RTER 7 QUA RTER 8

INCOME AFTER DEDUCTION (IN US $)

Series 1

2018 2019

Income Target

StrategyIdentifying target

Market

Customers and Collaborators

Niche Segmentation

• Women in General• Urban Working class• Food Enthusiasts• Others such as students

and bachelors

Regional Collaborators like

Haldirams, Nagpur and Baba

Thakur Das, Alwar having

forte in producing a particular

regional specialty

Competitors

Points of Parity and Difference

Parity

• Shop by store, city and category option

• Delivery of authentic and unique food items

• Association with events and fstivals

Difference

• Sample testing• Collaboration with giants

of snack industry• Customization of order

according to taste choice• Including popular selers

Tactics

Brand Elements

Flavours of India

Savour the taste of India

NameSlogan

SymbolLOGO

Services

• App will be available in two versions – Free &

Premium

• The company will be responsible to deliver fresh

and quality food items to its customers within

stipulated period

• The company will partner with different courier

companies to carry out a healthy synchronisation

with customers and collaborators.

Pricing and Distribution

• There will be two variants of App – Free &

Premium.

• Membership charges for the Premium app is 8 US $

per year.

• The company will charge a fixed percentage of the

original product price which will be the source of

revenue

• App will be available on Google play store, Apple

app store and Amazon app store

Benefits of premium App

• Priority and fast delivery

• Facility to taste sample before purchase of

product

• No minimum size of order

• Special discounts and promotion.

Integrated Communication

• Social media Campaign

• Food blog writing

• Partenering with famous personalities in

food industry for eg -Chefs

• Sponsoring and associating with local and

regional food events.

• Co branding with giants of snack and

sweet industry

Implementation

Infrastructure & Processes

Food specialists and marketing team to

analyze markets

Network team to establish healty relations with

customers

Technical team to continuously improve app

with changing needs

Schedule

• Collaborate with a minimum of 10 sellers

before launch services on 1st January 2018.

• Carry out initial advertising and promotions

before 1st January 2018.

• During initial days after launch, carry referral

programs to encourage new customers and

special discounts on 1st purchase.

• Connect with a minimum of 30 collaborators

within a period of 1 year.

• Expand services in relevant areas to include

larger market segments before 2019.

Strategy

Tactics

Implementation

Situation Analysis

Goal

Executive Summary

DISCLAIMER

Created by Shreyas Chavan, IIT (ISM) Dhanbad ,during a

marketing internship, by Prof. Sameer Mathur ,IIM Lucknow.