MERCADO

Executive Summary MercaDo is a start-up company that suggests, reviews and

delivers food from the local food joints, confectionaries and restaurant by an Android app. We cater to the customers and help them to have a better overall food experience both in terms of quality and quantity. MercaDo provides a platform which provides innovative technology in the field of food technology.

SELECT. ORDER. ENJOY

In developing countries like India, where the hectic lifestyle has bounded the man within the ambit of his working cubicle and home. We have just tried to make his life a little more easier and happier by providing him, his favourite food at his door step which he missed in a busy metro life. For our business partners i.e. the Local food business owners it is also a win win situation where on one hand we will bring them up as a popular name on the world wide web and on the other hand we would certainly add to their annual sales. A one stop solution MercaDo Android App that gives a complete package of solution to customers to enjoy their favourite food with family right from looking for cuisine Reviews by other customers, placing order, till the food delivery.

Competencies and Partners

The business model adopted by the company is simple. We channelize our product i.e food items from a local food business owner in the City. Our suppliers of food items are local business owners based in the city itself. They will acts as distribution channel between MercaDo and its customers

Target Market The target market segment includes the urban population who

enjoys the street food and variant delicacies. The Tech savvy youth and working class who are willing to try

new and mixed delicacies.

Competetion

Our main competetors are the existing foodTech giants like Zomato, Food Panda, Swiggy etc.

Our main focus will be to analyse the loopholes in their product and services.

We would target their weaknesses and position ourself accordingly in the market.

GOALS !!!

OUR PRODUCT

MercaDo Android App is a user friendly android app available on Google play store which includes all the materials and information related with the variety of food instantly available to the farmers, just from pressing a button on App.MercaDo Android App is easy to use and consists of few steps are as follows: Select the Cuisine you are willing to have Select the food items from our vendors catalog Press “ Place Order” Track your Order Rate our services

OUR SERVICES MercaDo aims to provide an exuberating food experience to our customers. MercaDo App will also feature filters according to the trend shown by the

orders of previous customers. We will also provide our customers with special combo offers which will add different food products from different vendors and enhance food experience of our customers.

The payment gateways will be kept simple and secure to avoid complexities in payment process.

Cancellation and alteration of the orders will be easy and will be delivered on time.

Our services will therefore be provided through the Mercado Android App . It will centrally operate through mobile App so as to maximize the utility to the large number of customers. Moreover, one of the most important advantages of using the MercaDo App is that the customers will able to go through the catalog in offline mode and can place their order on Calls as well. Thus the business model of our company will be totally Customer-friendly in approach.

A company will adopt a customer-friendly approach and considered it as a major key to success. This approach simply means to assist the customers from food suggestions to reviews and delivering mouth watering taste to the door step.

Goals To be leading brand in food tech business To develop an efficient Demand-Supply Chain. To provide best services among the food delivery apps. To enter 2 new cities by the end 3 quarters after the launch.

Mobile App and Digital Marketing

The main focus of the App is to make the people aware of our unique product in the field of crop cultivation. The App will have animated version of complete demonstration of our product. It will depicts the entire working of the Mercado App and how it works. This will give our customers and investors a clear view about the product. The App also will be directly connected to social networking sites like Facebook, Twitter and YouTube etc. Such initiative allows the company to expand its presence in other parts of the country especially agrarian states in India.

Marketing Strategy The marketing strategy for our company is very simple and

straightforward. The success of our product totally depends on how the customers will react to it. The only way to market our product is to demonstrate the working of product. This will provide an opportunity for the customers to understand the benefits and features of the product.

The company also plans to showcase its products in annually organized Food Festival. The Food Festival is an annual event organized by state governments in India.

Marketing on Social Media will be the major segment of our marketing strategy. 

Such marketing strategies will help the company to reach a large number of customers all over India.

SALES STRATEGY The sales strategy of our company is very lucid and

straightforward. The target market segment of the company is mainly the urban population. A customer is the end user for our product.

Awareness about the quality and nutrients in the food will be given.

Advertisements will be given on Social Media and Newspapers. Optimum and fair pricing of the product will attract the

customers. Special features including combo offers will also be made in the

app. Special Prices such as cash backs and free gifts will be given to

our regular and loyal customers to fuel the sales.

Tactics

We in MercaDo will provide the local food delicacies to the city folks .

The local delicacies will be provided at their door step ,so no need to stand in the queue and actually going to the shop .

The name MercaDO means “A MARKET” in Spanish since we are providing a virtual market for the customers.

The company’s slogan “WE DELIVER” gives justice to our ideology of delivering on the door .

The price of the product (food) will be kept as same as mentioned on the Menu card of the food vendor.

We will be having a number of different combos

For instance if Shop A offers beverages ,Shop B offers main course ,Shop C offers starters then we will name this as COMBO 1

So the COMBO 1 will have all the three categories of food and we will sell it at an attractive price.

COMBO 1

Cost-350

MAIN COURSE-250STARTERS-100BEVARAGES-50

Communication & Distribution

We will be taking help of digital media like Facebook, whatsapp, Line etc.

Attractive offers for first downloads

To attract customers we will be rewarding them with bonus points which can be used as money against an order i.e. refer and earn like Ola and Uber .

Organizational Structure ( Chief founding Officer )

(Chief technical officer ) (Chief sales officer)

C.E.ONishchay

Misra

C.T.OAbhiroopTandon

C.S.OSarthakSinha

C.E.O Nishchay Misra will look after the company from the top most genealogy level , he will be responsible for the efficient working of MercDo and the will establish co –ordination between the sub genealogy .

C.T.O Abhiroop Tandon being techie and having great knowledge about app development will take care of the techinal

department.

C.O.O Sarthak Sinha having a 2 year experience in sales and marketing will look after the sales sector of the company.

Performance evaluation

Customers: If we are able to make 500 new customers within 3 months of launch of MercaDO we will be doing well in this department.

Market: If we are able to get 35% of the city’s market share we are doing well here too.

Products:Snce we are not delivering or own food we are not anticipating any problem with this sector.

Environmental Analysis

External agents:

Since we are outsourcing our delivery we are hugely dependant on them for our success .

We also depend upon the local food joints for their support and co-operation.

Internal agents:

We will be having a shortage of work force in the initial days so the team needs to act responsibly for the company to grow.

Exhibits

Customer analysis Sales Fast food consumption by youthFood con-sumption by adultsFood con-sumption by old peopleFood con-sumption by kids

Industry overview :

Food ind. In 1990

Food ind. In 2000

Food ind. In 2010

Food ind. In 2015

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Home made foodLocal food vendorsBig food vendors

Break Even Analysis

Units Sold Net RevenueTotal Operating

Expense Variable Cost Total Cost Total Profit0 $0 $30,965 $0 $30,965 -$30,965

3,74,000 $561,00,000 $30,965 $11,340 $42,305 $560,57,695

7,48,000 $1122,00,000 $30,965 $22,680 $53,645 $1121,46,355

11,22,000 $1683,00,000 $30,965 $34,020 $64,985 $1682,35,015

14,96,000 $2244,00,000 $30,965 $45,360 $76,325 $2243,23,675

18,70,000 $2805,00,000 $30,965 $56,700 $87,665 $2804,12,335

22,44,000 $3366,00,000 $30,965 $68,040 $99,005 $3365,00,995

26,18,000 $3927,00,000 $30,965 $79,380 $1,10,345 $3925,89,655

29,92,000 $4488,00,000 $30,965 $90,720 $1,21,685 $4486,78,315

33,66,000 $5049,00,000 $30,965 $1,02,060 $1,33,025 $5047,66,975

37,40,000 $5610,00,000 $30,965 $1,13,400 $1,44,365 $5608,55,635

0 374,000 748,000 1,122,0001,496,0001,870,0002,244,0002,618,0002,992,0003,366,0003,740,000$0

$100,000,000

$200,000,000

$300,000,000

$400,000,000

$500,000,000

$600,000,000

Breakeven Analysis

Net RevenueTotal Cost

Units Sold

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This Presentation is created by Sarthak Sinha, SCE, Bangalore during Marketing Management Internship as a Final Assignment under Prof. Sameer Mathur, Indian Institute Of Management, Lucknow.

Prof. Sameer Mathur, IIM Lucknow