This is my Final Project of the online marketing Internship under Prof. Sameer Mathur(IIM Lucknow). I have proposed an idea for android app and prepared its marketing plan.

1. MARKETING PLAN

2. You don't need a silver fork to eat good food.
- Paul Prudhomme

3. MARKETING PLAN
Situation AnalysisExecutive Summary
Goal Strategy
ImplementationTactics

4. 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.

5. 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.

6. SITUATION ANALYSIS
• OVERVIEW OF COMPANY AND
MARKET
• TARGET CONSUMERS

7. • 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

8. Customer Segmentation
Consumer 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 Startups
2. Geographic:
• Cities : Class I, II Cities & Metro Cities

9. TARGET PERSONAS
• TRAVELLERS
• STUDENTS
• FAMILY DINERS
• CUISINE LOYALISTS
• WORKING PROFESSIONALS

10. Goal

11. Goal
AUG
‘16
MAY
‘17
NOV
‘16
FEB
‘17
200+ Restaurants Listed
10,000+ USERS
50+ Restaurants Listed
5000+ USERS
500+ Restaurants Listed
50,000+ USERS
.
APP LAUNCH

12. 5000+ Restaurants Listed
500,000+ USERS
2000+ Restaurants Listed
2nd Fiscal Year
200,000+ USERS
1000+ Restaurants Listed
1st Fiscal Year
100,000+ USERS
AUG
‘19
AUG
‘18
AUG
‘17
JUN
‘17
CONVERSION RATE
RANGES BETWEEN 1-1.5%.

13. STRATEGY
• TARGET MARKET
• VALUE PROPOSITION

14. ValueValue
ValueValue
Context
Collaborator
s
Customers
Competitors
Company
Value
Value
Target Market Analysis
(6-V Framework)
Customer
value
Collaborator
value
Company
value
OVP
Value-Proposition Model
(3-V Principle)

15. TARGET MARKETS

16. 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.

17. Collaborators
Supplier
Chain
Restaurant
Owners
Consultancy
Data
Providers
Homemade
Food
Start-Ups
Foodgasm

18. Competitors
Foodgasm is dominated by its bigger competitors Zomato, Foodpanda, Yelp
in following segments(Exhibit 2):

19. 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.

20. Points of Parity(PoPs)
Table Reservation Management
Service
Free Restaurant Listing
Native Restaurant App Creator
& POS Platform provider.
Online Food Delivery
Platform for the Restaurants to
advertise their brands.
Restaurant Finder

21. 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.

22. VALUE
PROPOSITION

23. Value Proposition - Users

24. Value Proposition - Restaurants

25. TACTICS
• PRODUCT
• SERVICE
• BRAND
• PRICE
• INCENTIVES
• COMMUNICATION
• DISTRIBUTION

26. TACTICS
Product
Service
Brand
Price
Incentives
Communication
Distribution

27. PRODUCT

28. Registering a restaurant on Foodgasm is free.
Free Features
Group Check in discounts for
regular customers.
Personalized Experience
Individual Bills and pay only for
what you order. No bad debts.
Split The Bill
Cashless Payments
The 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.

29. 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.

30. SERVICES

31. Services

32. Foodgasm Cook

33. Consulting Services

34. Value Network

35. 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.

36. 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
$150
Monthly
Advertising
$250
CPM
Cost Per Thousand Impressions
Minimum Premium Plan
Package 3
Package 2
Package 1

37. • Company Website
• Blogs
• Building Social Community on
Facebook , Twitter etc.
• Quora
• Featuring E-Mails
COMMUNICATION

38. Distribution
Website
Apple App Store Microsoft Windows Store

39. Implementation
IMPLEMENTATION
• ORGANIZATIONAL INFRASTRUCTURE
• BUSINESS PROCESS
• IMPLEMENTATION SCHEDULE

40. IMPLEMENTATION

41. 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

42. BUSINESS PROCESS
AND
SCHEDULING

43. PHASE
1
App Testing &
Official Launch
Customer 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

44. EXHIBITS

45. 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%

46. 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

47. THANK YOU

48. DISCLAIMER
This presentation was created by Manal Shah under the guidance of prof.
Sameer Mathur, during a summer internship mentored by him.
Prof. Sameer Mathur
IIM Lucknow
Manal Shah
NIT Jaipur