The

Gourmet A MARKETING PLAN

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

Marketing PlanExecutive Summary

Goal

Tactics

Situation Analysis

Strategy

Implementation

Executive Summary With India’s economy projected to record strong

growth in the years to come ,the Indian customer 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.

Gourmet plans to grab this oppurtunity to scale itself throughout the whole country.

What is Gourmet ?????• Gourmet is the best way to search for and discover great menu to

eat from.

• It's a easy-to-use social app that lets you taste food from famous chefs at home.

• You get to order food online for delivery, with various cuisines to

choose from.

• The Gourmet Premium app with an easy-to-use interface and powerful features, helps customer get a different menu to select from . You can reply to reviews from customers, manage your menu, and more.

Customer SegmentationConsumer 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 Startups2. Geographic:

• Cities : Class I, II Cities & Metro Cities

Target Customers

• TRAVELLERS

• STUDENTS

• FAMILY DINERS

• CUISINE LOYALISTS

• WORKING PROFESSIONALS

Goal

Mar‘17

Jul‘17

Oct‘17

APP LAUNCH

5000+ USERS

10,000+ USERS

Mar‘19

Mar‘20

Mar‘18

CONVERSION RATE RANGES BETWEEN 1-

1.5%.

1st Fiscal Year100,000+ USERS

2nd Fiscal Year200,000+ USERS

500,000+ USERS

ValueValue

ValueValue

Context

CollaboratorsCustomers

Competitors

Company

Value

Value

Target Market Analysis (6-V Framework)

Customer value

Collaborator value

Company value

OVP

Value-Proposition Model(3-V Principle)

Target Market

CONSUMER NEEDS/WANTS Friends’ reunion or a family gathering- Order food at home and enjoy the

comfort of home with a world class taste. Teenagers and students living in hostels - free and fastest home delivery

of food.  Tourists and travelers –Delivery of food at their hotel and no need of extra

time for finding a restraunt..  Chefs-The proper platform at the minimal cost to advertise name. Free

listing letting customer base know their specialty and dishes.  Homemade Food Startups - They can get consulting help on Gourmet for

scaling.  Gourmet is the answer for every question for eating out and a

platform to grow for restaurants.

Collaborators

Supplier Chain

Consultancy DataProviders

Homemade Food Start-Ups Gourmet

Chefs

Homemade Food Start-Ups

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.

Points of Difference

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.

Helps “Homemade/cooked food startups” in scaling.

Cashless Payments: Pay via Foodgasm Mobile Wallet and get discount from restaurant owners.

TACTICS

Product

Service

Brand

Price

Incentives

Communication

Distribution

PRODUCT

Gourmet

The

Free Features

Group Check in discounts for regular customers.

Personalized ExperienceIndividual Bills and pay only for what you order. No bad debts.

Split The Bill

Cashless PaymentsThe ordered food will be

delivered to you within 45 minutes.

Online ordering

Leave your Wallet Behind. Pay via Foodgasm Mobile Wallet and get discount from restaurant owners.

Foodgasm Cook

Gourmet

The

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 delicious food with fastest online food delivery destination.

• “When you have Gourmet, you will never starve.”

• Company Website

• Blogs

• Building Social Community on Facebook , Twitter etc.

• Quora

• Featuring E-Mails

COMMUNICATION

Distribution

Website

Apple App Store Microsoft Windows Store

The Gourmet

Implementation

IMPLEMENTATION

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

BUSINESS PROCESS

AND SCHEDULING

PHASE 1

PHASE 2

PHASE 3

PHASE 4

App Testing &Official LaunchCustomer Feedbacks & App Updates

Pitching to the clients, building networks, contracting and payment collection.

Maintain financial levels of performance and records.

Develop strategies to enter new cities & Strategic Management

THANK YOU

DISCLAIMERThis presentation is created by Shrishti Yadav under the guidance of prof. Sameer Mathur, during a internship mentored by him.

Prof. Sameer MathurIIM Lucknow

Shrishti YadavVIT , Vellore