This is a sketch of marketing strategy of an android app Sabroso that allows you to locate stores nearby, order food and make reservations in restaurant.

1. Your Online
FOOD
BUDDY

2. EXECUTIVE
SUMMARY

3. Restaurant
search and
discovery
service.
Allows you to
order food for
Home Delivery
or Take Away.
Make online
reservations in
Restaurants.

4. Business
OBJECTIVES

5. Help
users
discover
great
restaurant
s around
them.
Improve
experienc
e and
services
around
dining.
Provide
restaurants
platform
to attract
customers
.

6. Situation
OVERVIEW

7. Waiting outside restaurant for
tables to be vacated can be
irritating. Sabroso allows you to
search restaurants, order food for
home delivery as well as reserve a
at your favorite corner in the
restaurant after checking
graphical layout of the place.

8. S
T
R
E
N
G
T
H
GLOBAL
EXISTENCE
• It will have global existence in
online restaurant guide category.
WEBSIT
E
• A strong website will be launched
soon and efforts will be made to
maximize the number of visitors.
BUSINESS
MODEL
• It has a high engagement business
model. It has large amount of user
content, its constantly updated and
lot of returning users.
MOBILE
APP
• We will soon launch a mobile
app targeting global downloads.

9. W
E
A
K
N
E
S
S
LATE
MOVER
• Sabroso is entering market late
compared to competitors like
Yelp, zomato etc who have
become synonym of restaurant
finder.
GENERAL
FEATURE
• Sabroso does not personalize
the website experience for the
user.
SOCIAL
PLUG-INs
• The website has no social plug-ins
on landing page or home page.
Hence does not encourage cross
channel promotion.

10. O
P
P
O
R
T
U
N
I
T
I
E
S
ONLINE
SEARCH
• As per google trends, food searches
online have increased over last 5
years. There are more people
searching for dinner locations :P
DIGITAL
AD SPEND
• Mobile ads are growing by
whooping 132%. Market
definitely has digital investors to
support digital business models.
ONLINE
PAYMENTS
• Sabroso allows transactions online
which may be monetary or simple
table booking etc. This provides
additional revenue channel.

11. T
H
R
E
A
T
S
COMPETI-
TION
• Being late mover proves as
disadvantage because competitors
like zomato already hold a fair
market share.
CONSUMER
LOYALTY
• Consumer loyalty is a great
hindrance for Sabroso unless it
can differentiate itself
sufficiently.
IT -
THEFT
• Sabroso collects user data and
there is always threat of data
breach and cyber attacks.

12. Additional
features to
enhance
customer
experience…

13. Deals and
events section
to cover latest
restaurant
events
around you.
Recommended for
you section to
show your
preferred
restaurants
based on your
past choices.
Blog which
takes you to
Sabroso blog
that contains
listicles,
informative
articles etc.

14. G
O
A
L
S
Increase
brand
Awareness
Increase
Sign ups
Increase
app
downloads
Promote
review
writing
G
O
A
L
S

15. STRATEGY

16. TARGET
CUSTOMERS

17. Working
professionals
Cuisine
Loyalists
Family
Diners
Students
Travellers

18. COMPETITORS

19. TACTICS

20. FREE Services
Search Restaurants
Check prices and Menu
Get public review
Order food for delivery
Connect with
foodies and chat

21. You can pick
your desired
seats on a plane,
why not a
restaurant???

22. PAID Services
A premium version of the app allows you
to actually view the layout of entire
establishment and choose the perfect
table to enjoy picture perfect moments
with your loved ones. Also the gift
coupons and other perks will be more
frequently offered in premium version @
$1.99/month.

23. PERCEIVED VALUES
Put Customers
First
• Product
team
overpower.
• Focus
website on
products,
not ads.
Get personal
withFeedback
• Real
person
writes back
• Not
sticking to
automated
mail
culture.
Customer
Service: Core
Strength
• Best
people
manning
queries
Connect with
customers
• The
tagline
“your food
buddy”
does a fair
job at that.

24. BRAND
POSITIONING

25. Sabroso will be a restaurant
search and discovery service
that lists all food joints and
restaurants in your location
and also allows you to make
online reservations for
dinner etc.

26. • The app is positioned as
restaurant searching tool
in your locality. Its can also
strongly be positioned in
food ordering category like
other competitors.
Points of
Parity
• The app shows the actual
setup of restaurants nearby
and allows to to make
online reservations after
checking the actual position
of table you are reserving.
Points of
Difference

27. INCENTIVES
• By repeatedly using Sarboso for
making reservations, you become
our golden customer, which earns
you a gift voucher of 5% discount
for every 5th reservation you make
that can be redeemed on your next
food delivery order from our app
within next 5 days.

28. PROMOTION
STRATEGY

29. Sending
promotional
emails only to an
exclusive group
of customers.
Promoting on
various blogs
and forums.
Using Word-of-
Mouth
communication
.

30. DISTRIBUTION
CHANNELS

31. P
L
A
T
F
O
R
M
S
Google
playstore
iTunes
App distribution via
direct link to end users.
Distribution via
corporate portals.
via private app stores
(amazon, apparian,
getjar etc).

32. INFRASTRUCTURE
* APP DEVELOPMENT
TEAM
* CUSTOMER RELATIONS
TEAM
* PUBLIC RELATIONS TEAM

33. RECAP

34. Executive
Summary
Situation
Analysis
Goals
Strategy
Tactics
Implementation

36. DISCLAIMERDISCLAIMER
Createdby Anusha A. Sharma, VNIT Nagpur, during
Marketing Management Internship under Prof. Sameer
Mathur.